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Strategic Marketing Campaign

Asics is a sports footwear brand established in 1949 that has seen increased revenue of 2 million in recent years. The document discusses Asics short and long-term objectives for stakeholders which include maintaining customer satisfaction, employee growth, and collaborative management. It also covers Asics' competitive advantages such as creating an app and investing in digital advertising. The external situation and perceptions of Asics brands are analyzed along with current positioning, branding, and product strategies. Finally, the document states Asics' problem is declining profitability and over-reliance on its sports authority.

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Abdullah Paryani
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151 views16 pages

Strategic Marketing Campaign

Asics is a sports footwear brand established in 1949 that has seen increased revenue of 2 million in recent years. The document discusses Asics short and long-term objectives for stakeholders which include maintaining customer satisfaction, employee growth, and collaborative management. It also covers Asics' competitive advantages such as creating an app and investing in digital advertising. The external situation and perceptions of Asics brands are analyzed along with current positioning, branding, and product strategies. Finally, the document states Asics' problem is declining profitability and over-reliance on its sports authority.

Uploaded by

Abdullah Paryani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ASICS: Chasing a 2020

Vision
Introduction

 In the year 1949, Asics is a dynamic and popular brand in the sports footwear market.

 According to the bar chart, 2 million of revenue has been increased for their brands.

 Relocated beyond delivering the same sportswear emphasis on the current market to increase financial
productivity.
ASICS short & long-term objectives for
stakeholders

 To maintain product services for customers


to ensure satisfactory responses within the
time

 To strive employees with personal corporate


growth with periodic meetings

 Maintain NGOs for more collaborative


management of workers.
ASICS short & long-term objectives for
Competitive advantages and insight into the
Company
 Attacking company tier of cost $50 to $75 prices for
raising competitive assets in running market.

 To create an app (MY ASICS) for nutrition and Fitness


to resell devices that the company offers.

 To evaluate the lowest cost overvaluing the quality of


brands, innovation and their comfort for athletes
through 64 subsidiaries.

 To spend more on digital advertising at the cost of $100


million in the later 12 months.
(Source: https://assets.asics.com.net)
Complete analysis of the external situation
that covers all stakeholders

 Asics has the performance running on net sales of 208.2 billion yen which increases per year by
31.0%.

 Style of sport set net sales all over the world at 33.2 billion yen increasing 12.05% per year.

 Onitsuka Tiger shoes reproduced 13.6% of 38.5 billion yen.


Perceptual maps presenting ASICS' current
situation for its brands and products
relative to the competition.
 The positioning map has four aspects of major milestones like true sports spirits
(Multipurpose sneakers), fun (puma shoes), performances (Nike, Adidas, new
balance), and lifestyles (a set strategy with the aspirational athlete).

 The multidimensional map has 11 aspects, Trust, comfort, shoes, sport,


durability, running, breathable, contour shape, cheer etc.

 The map is committed to the company's creates comfortable and advanced


products to seek harmony in mind and body in the current situation.

 A negative mental map has sought customer benefits by maintaining company


comfort and durability.

 According to a 63% survey, the Asics tiger brand included mid-tier footwear
with healthy lifestyles.

(Source: Provided)
ASICS' current positioning, branding and
product strategies

 For referring current best strategies it can offer firstly advertising


more, maintaining public relations deeper, depth towards direct
marketing to evaluate more positioning towards customers and
retailers in a competitive market

 Advertising taglines should be involved with “body positivity” in


various people's lifestyles.

 Lastly, maintaining technological pushing and advances should be (Source: https://www.researchgate.net.com)

based on athletic gear.


Brand architecture

House of Sub branding Endorsed House of


• Brand architecture of ASICS maintain relationship with four
brand (Combining brands brands
spectrum.
(Single Nike company (leading with (Decentralized
• House of brand creates a single powerful market to create a powerful to deal with other brands other company
brand image to provide consumer benefit. market to other strong as endorsed) for diverse

• create a brand brand) market)


Sub branding helps to combine all other brands together for
image)
boost corporate brand with the master brand of Asics company
• Endorsed brands is consistent with positioning through overlap
Onitsuka Nike Converse, Cole Reebok,
with audiences.
Tiger  Haan, Burley, Adidas, Puma
• House of brands helps to manage other company cost analysis   Nike Golf,
together to impart better competition uphold in market. Umbro
ASICS' current positioning, branding and
product strategies

 Branding and product strategies

 Pricing in this market should be more flexible.

 A target costing approach would be suitable as a result.

 ASICS intends to achieve this with its "breakthrough"


group.

 A review of its product mix seems necessary

 Rising their gross profit by revealing market trends with


(Source: https://www.sec.gov.net)
other companies like Nike.
A clear statement of the problem

 Declining profitability
 Does not maintian a strong competitive
market
 The company relies on the authority of
sports
 Increase complexity in the clouding
performance

(Source: https://nmk.world.net)
Completed 6 Forces

 Summary of market attractiveness  VRIO analysis


 Innovative business model and communication  Rare
 Several regional levels on various key populations and  Presence of international
groupings.  Skills in solving the problem
 VRIO analysis  Characteristics of taking risks
 Valuable  Adaptability
 Image of branding with Social responsibility
 Reckoned brand value
 Suppliers relationship
 Ability to raise capital
Completed 6 Forces

 Inimitable
 Organization
 The offering of product quality
 Financial strength
 Placement of the stores
 Technical advancement
 Marketing communication
 Training of employee
 Customer experiences and competitive pricing
 Developement of investment

 Channel distribution
6 Forces analysis on ASICS 2020 vision

 Political factor  Social factor


 Stability and uncertainty  Maintaining consumption behaviour
 Governance system and transparency
 Demographics
 Miabntinag fiscal policy

 Society and cultural norms


 Economic factor
 The brief of the financial extent  Social equity
 Rate of economic growth  Technical factor
 Inflation analyzing the labour market
 Technological infrasturure
 Rate of interest and exchange

 Innovation of technology  Innovation of technology


Conclusion

 Asics short and long-term goals have been discussed.

 Competition analysis has been made

 Asics current situation has been discussed with maintaining a perceptual map

 The problem statement has been given.


Reference list

 Kautto, V., 2022. STATIC VERIFICATION TOOL IMPROVEMENT IN ASIC DESIGN FLOW.

 Liu, J., Zhou, H., Chen, F. and Yu, J., 2022. The coevolution of innovation ecosystems and the strategic growth paths of knowledge-

intensive enterprises: The case of China’s integrated circuit design industry. Journal of Business Research, 144, pp.428-439.

 Ludwigson, J., Best, D., Redd, A.H., Ahearn, M.P., Anderson, P., Ditto, S., Gzirian, R., Metz, M., Mulcare, J. and Sun, R., 2021.  GPS

Modernization: DoD Continuing to Develop New Jam-Resistant Capability, but Widespread Use Remains Years Away .

GOVERNMENT ACCOUNTABILITY OFFICE WASHINGTON DC.

 Sayal, A., Ajay, P., McDermott, M.W., Sreenivasan, S.V. and Kulkarni, J.P., 2020. M2A2: Microscale Modular Assembled ASICs for

High-Mix, Low-Volume, Heterogeneously Integrated Designs. IEEE Transactions on Computer-Aided Design of Integrated Circuits

and Systems, 39(12), pp.4760-4776.

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