Customized Sports And Uniform Apparel By Rebel Company

About Rebel Company

1) Company background

1.1 Company background  

Rebel Company is an online sporting apparel company that was started in the year 1985. The company is located in Australia and its headquarters is in Rhodes NSW. The mission of the company is to be a worldwide leader in making of customized sports and uniform apparel. The company takes pride in making the needs of the customers as their top priority. The company focuses on rising above their competitors and delivering beyond the expectations of the customers. Their products are catered for various sports such as football, basketball, rugby, soccer, softball, cricket, hockey and Taekwondo among many others. The vision of Rebel is to be a brand that the sport industry will consider in the making of customized apparel. The company has grown to become the best retail company with over 165 stores and over 6000 employees in Australia.

1.2 Current marketing and communications processes used

The company uses various media to advertise its products both on mass media, social media and print media. In regards to social media, the company uses social media channels such as Facebook, Instagram and Twitter to advertise its products through ads. The company uses print media such as magazines and newspapers to also advertise its products and communicate to its customers.

1.3 Policies or procedures that would influence the marketing for the organisation

The company has a policy of return and exchanges that enable the company to satisfy its customers with the purchases that they make to ensure that they are happy. The return policy allows for refunds in case a customer is not satisfied with the product they have purchased within 30 days. This policy enables the company to improve on the customer experience for making purchases that enabling it to attract and retain more customers

1.4  Organisational capability to respond to consumer demand for products or services

The company has the right technology and man power to be able to meet all the demands for customers in terms of getting customized products and also supply many orders at retail price

2.a. The industry

The sportswear industry is an industry that deals with the production, distribution and sales of sportswear apparel. Rebel operates in this type of industry by producing sportswear that is used in sporting activities or events. The sportswear industry is saturated with various sports wear apparel and there are many players that have entered into the industry thus there is stiff competition in the industry as customers are in demand of quality products that are customized.

2.b the size of the chosen industry in Australia

Due to the entry of many players in the market the sports wears industry in Australia has grown in size and thus there is need to reach out to many customers in order to increase the market share as the competition is very stiff.

2.c the growth rate

The growth rate of the customers is increasing by 60% in the industry as women have become more interested in sports as compared to men whose share is 40 % in the market. There is more demand.

Advertising and Media

2. d Two key trends in this industry that will impact consumer behaviour

The industry is flooded with consumers that want quality products – this has created demand for product diversification.

The customers also demand products that are affordable – due to this behaviour, many competitors are lowering their prices which is affecting value of sports apparel

2. e. Two key overseas or external industry trends

The market for athletics is made up with 60% women as compared to men who are at 40% as of the year 2022. This is an advantage to the company as there is a greater chance of targeting the women and developing customized products that will entice them. The decline in men can be a warning indicator to start looking for ways they can focus on ensuring that most men get to engage in sportswear apparel.

Most athletic consumers are likely to shop in stores as compared to online stores and the chances for this are 44%. This means that the online business will be affected and therefore the company need to focus on how to build online customers.

3. a. key competitor in this industry, their current performance, their product or services in this industry.

The main competitors for Rebel Company are kuiu, sheikh shoes, Olympia sports and Pakems. The main products for these companies are cloth ware and footwear. These companies have a huge market share and their growth revenue is also high. The performance of these companies are good but Rebel company has created its brand name by focusing on customizing its products therefore it has gained a big market share in the sports apparel industry making it to be one of the leading companies.

3. b. Two (2) key features for the brand and compare to the competitor

Quality – the brand of the company is of high quality which makes it to stand out from its competitors

Price – the company produces its products at retail prices which make it affordable

4. a. Market segmentation

Rebel products are segmented into 4 main segments and they include geographic, psychographic, demographic and behavioural. In regards to geographic segmentation the products of Rebel are found in specific places such as New Zealand and Australia. In regards to demographic segmentation Rebel creates sportswear products that are targeted for all genders both male and female. It also creates sports products for people with medium to high income levels. In regards to ages people below 18 must obtain consent from parents according to Rebel policy in purchasing Rebel products. In regards to psychographic segmentation, the products created by Rebel are targeted for people who love outdoor activities and people who are enthusiastic and want vale for their money. In regards to the behavioural segmentation, the buyers are grouped according to their attitude and response. Therefore it targets sports enthusiasts, athletes and gym regulars.

4. b. Markets needs

Rebel Company targets customers with medium to high income levels. It also targets customers who have a good buying habit such as sports enthusiasts, athletes and gym regulars. The size of the market for the company is as of 21% in the men category in Australia and for women the size 12% in the market share. Therefore the company needs to increase marketing by advertising more sportswear products for females to increase the market share.

Policy of Return and Exchanges

1. Marketing Objectives

To increase the sales of customized sport wear globally by 25% by the year 2025

To increase customer satisfaction and retention rate by 30% by the year 2025

2) Target market description

The target market involves young people at the age of between 16 to 25 years of age, both male and female. The target markets are from various countries. The customers in this bracket have medium to high income levels which makes them a good target as young people like to spend money and most of them start making money at the age of 16. They also have high interests in sporting activities based on the age range as they do not have much obligation of starting a family.

3.1. Three marketing opportunities that will help the organisation meet the marketing objectives and target market.

3.1.1 Opportunities description

Product diversification – The company can diversify the products to have female sportswear, kids sportswear and also males sportswear for different sporting activities such as athletes. The Company will be able to reach more markets by diversifying its products. Different customers have different tastes in product. Therefore customizing a product that will be able to meet the demands of the customers can help in creating more market for the company globally (Lestan & Kabiraj, 2021).

Digital marketing – the company can take advantage of online platforms in which many customers exists. The company can reach them through social media platforms such as Facebook, twitter, Instagram many customers can be found as the world has shifted its focus to online business. This can help the company to increase its sales.

Affiliate marketing – the company can partner with brand ambassadors to help them market their products. This is a good platform for penetrating new markets and increasing the sales of its products.

3.1.2 Impact on the marketing mix

In regards to marketing mix, product diversification will ensure that the products are of various brands which are good for many customers who would like their products to be unique and customized.  The diversification of the products will also help in product promotion as this will create different customer segments who will have variety of options to choose from thus increasing the value of the company and also sales. The diversification of the products will also help the company to get market for its products in different places. Diversification of the product also helps the company to sell its products at different prices (Mencarini et al., 2019).

In regards to digital marketing, the promotion of the products that the company makes becomes much easier through ads that can be used online to increase sales where customers can be redirected to the company’s online stores or website to purchase the sport apparel that they like. Digital marketing also helps the company to obtain customers from different places and this is a good way of helping the company to increase its market share. Digital marketing also helps the company to set different prices for its products depending on the tax rates of the company and since it is online, the price of the products are standardized which is an added advantage to the company as it is able to sell and ship its products directly to the customers. Digital marketing helps also in branding of the company products which increases value for the company products which in turn increases its sales (Pasricha et al., 2018).

In regards to affiliate marketing, partnering with brand ambassadors help to increase the value for the products of the company as the brand ambassadors use their influence top ensure that the products of the company gain value to the targeted customers. This also helps in product promotion which increases the sales of the product (Jaworek et al.,  2021). Through affiliate marketing, it is easy to sell the products of the company at a premium price as premium pricing increases the value for the product which helps in driving sales. Since most of these brand ambassadors are celebrities the influence they have on the customers can make the customers to buy the company’s products at any price. Through affiliate marketing the company can also be able to sell the products to different place.

3.1.3 Ansoff analysis matrix

3.1.4 what/how internal and/or external analysis (above) has informed this opportunity

These opportunities were developed based on the analysis and evaluation of the needs of the customers. Given that the customers want products that are customized then putting their needs as priority and using strategies that are able to ensure that the product reach the target markets enabled the identification of these opportunities. An analysis of the trends of the market position of the company also provided insights regarding what kind of opportunities are good for the company. Internal factors such as the human resources and physical resources played an important role in the identification of these opportunities while external factors such as politics and technology played a role.

3.2 Opportunities evaluation

3.3 Opportunities Ranking – based on evaluation above and consultation with relevant personnel

The ranking is based on the opportunity with the highest priority and the ranking is 1-2-3 based on that order in which product diversification comes first, then digital marketing and finally affiliate marketing based on the marketing opportunities and risk analysis done on the above table.

5. References

Jaworek, M., Karaszewski, W., & Kuczmarska, M. (2021). Source of success of the most valuable sportswear brands in the world. Journal of Physical Education and Sport, 21, 1050-1056.

Lestan, F., & Kabiraj, S. (2021). EMERGING TRENDS IN THE SPORTING GOODS INDUSTRY IN NORTH AMERICA AND EUROPE. Acta Prosperitatis, 38.

Mencarini, E., Rapp, A., Tirabeni, L., & Zancanaro, M. (2019). Designing wearable systems for sports: A review of trends and opportunities in human–computer interaction. IEEE Transactions on Human-Machine Systems, 49(4), 314-325.

Pasricha, A., Sesma, A., & Sweeney, N. (2018). Self-objectification among women athletes and athletic apparel selection. Current Trends in Fashion Technology & Textile Engineering, 3(1), 11-18.

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