In order to revitalize the Reebok brand with women, the company that rode the ae
ID: 393386 • Letter: I
Question
In order to revitalize the Reebok brand with women, the company that rode the aerobics craze two decades ago introduced Jukari Fit to Fly, an exercise program designed with Cirque du Soleil. A piece of equipment, the Fly Set, allows a person to fly through the air hanging on to a low trapeze. The goal is to invent a new fitness fad in exercise establishments with a program that is supported by a line of Reebok clothing. 1. Is this a transformational or substantial innovation that defines a new category or subcategory? 2. Evaluate its pros and cons for Reebok. In order to revitalize the Reebok brand with women, the company that rode the aerobics craze two decades ago introduced Jukari Fit to Fly, an exercise program designed with Cirque du Soleil. A piece of equipment, the Fly Set, allows a person to fly through the air hanging on to a low trapeze. The goal is to invent a new fitness fad in exercise establishments with a program that is supported by a line of Reebok clothing. 1. Is this a transformational or substantial innovation that defines a new category or subcategory? 2. Evaluate its pros and cons for Reebok. In order to revitalize the Reebok brand with women, the company that rode the aerobics craze two decades ago introduced Jukari Fit to Fly, an exercise program designed with Cirque du Soleil. A piece of equipment, the Fly Set, allows a person to fly through the air hanging on to a low trapeze. The goal is to invent a new fitness fad in exercise establishments with a program that is supported by a line of Reebok clothing. 1. Is this a transformational or substantial innovation that defines a new category or subcategory? 2. Evaluate its pros and cons for Reebok.Explanation / Answer
1. Through the introduction of Jukari Fit to Fly program, Reebok was trying to capitalize on transformational innovation. Transformational innovation involves introduction of a product or technology to facilitate the existing process and business to increase its value addition and customer usability. The objective of Reebok was to revitalize the brand image and connect with female consumers. So a new fitness regime under the name of Jukari Fit to Fly was launched. This encouraged women to exercise on a low trapeze, wearing the athletic clothing offered by Reebok.
2. The pros of the transformational strategy used by Reebok:
The cons of the transformational strategy used by Reebok:
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