Global Gurus · 2023-08-11 · 33 min
Teo Husemann, the head of Reebok in Mexico, shares his experiences with a global strategy and local execution. He explains how Reebok’s marketing is similar to the US but has different channels, e-commerce, and seasonality. Marketing issues involve distribution; segmenting for each channel; pricing; different user experiences among Addias, ASICS and Reebok; the uncertainty of duties and taxes, and political considerations. Having worked on other brands such as Pepsi and Nokia, Teo also discusses issues of product theft and the exchange rate. Highlights: {02:10} Teo’s journey working with great international brands {04:40} Reebok marketing in Mexico vs the United States {06:30} Adjusting products to the local market {07:45} Pricing differences in Mexico vs the USA {09:10} Brand Promises between Adidas, ASICS, and Reebok {16:56} Brand appeals in USA, Mexico, and Latin America {19:50} Marketing Pepsi and Nokia in Mexico {22:00} Unique Challenges Faced in Mexico Teo Husemann bio: Teo Husemann has been working with global organizations for more than 25 years.
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