Reebok & Aspire

Managerial Perspectives of Marketing Strategy

RBS Citizens Financial Group vs. ASPIRE

This paper will analyze points of parity and difference between RBS (Royal Bank of Scotland) Citizens Financial Group and Aspire Group. Our look at RBS Citizens from Pamela Rosenthal's perspective, gave us an inside look at what it is like to create and maintain a social media division at a large regional bank. As Vice President of Social Media at the firm, her job is to convince everyone there, of the numerous ways in which social media can be used to create profitable returns. Her primary points of focus during her lecture were, new capabilities development and value proposition of SM. Our second speaker was Chairman and CEO of the Aspire Group, Bernie Mullin. As a leading global management and marketing consulting business, the Aspire Group focus is to partner with clients to implement “Next Practices” in both the sports and entertainment industries. Bernie has a strong understanding of the sports business as both a fan and an executive. With 30+ years of experience in senior and chief executive positions at iconic and highly visible sport and entertainment organizations, Bernie has invaluable skill and knowledge to offer organizations on behalf of the Aspire Group.

Do they segment their market & what unique customer motivations for their product are they seeking?

RBSCFG segments its market by both region and branch. Their aim is to “deliver global expertise and financial solutions to clients locally.” This drives them to meet unique customer needs and enhances motivation as well. Since the company deals with both small and large scale clients, their market is segmented into three tiers 'Commercial Enterprise', 'Middle Market', and 'Corporate'. These segments are applied to clients and customers who fall within a financial range for those tiers.

Aspire Group has a different approach to segmentation. The group works across both sports and entertainment industries, by...