Use break-even analysis to estimate the number of additional pairs of shoes Reebok would need to sell in order to cover the costs of the HRN tour.
Reebok is considering several marketing communications tools. One of these is the Human Rights Now! Tour. Most of our case discussion will focus on other aspects of the case, but I would like you to think about some important aspects of the HRN event. Please use the information provided in the case to carefully consider the HRN event for Reebok at the time of the case.
1) (6 points) When considering whether to use a specific marcom tool (in this
case, a sponsorship) break-even analysis can be useful in considering
possible effects of the tool. Use break-even analysis to estimate the number
of additional pairs of shoes Reebok would need to sell in order to cover the
costs of the HRN tour. Carefully consider the costs to Reebok. Be sure to state
your assumptions and to make it clear how you computed any numbers (for
example, if you have a formula “hidden” in an excel table, be sure to have a
statement of what the formula is). Please set up and find the solution yourself
without using “goal seek” in Excel. (I want you to have a good feel for what
you are doing). Use the information in the case. (I may ask someone to
present their BE analysis in class so be sure you have yours with you in
addition to handing it in Canvas).
2) (8 points) Think about what sponsorship of HRN could achieve for Reebok.
What communication goal or objective is the HRN tour likely to meet? That is,
1) who is the target that this event will reach; 2) what impact is this likely to
have on Reebok’s brand awareness; 3) what specific associations is the HRN
tour likely to build; 4) what are the associations Reebok’s other
communication are likely to make and are the likely HRN associations
consistent with these? Explain, using information from the case to address
each of these.
Provide a professional write-up answering these two questions
Q1. is a calculate question.
Q2. 2-3 Paragraph
