ASICS

“A Sound Mind In A Sound Body”

Runners Walkers Wrestlers Volleyball Foot problems Track and field Rugby Football

Target Market

The Gait Cycle- understanding how a shoe can help prevent injury.

Underpronating-foot rolls outside of ankle

Overpronating- Foot rolls inside of ankle.

Targeting –Runners & Walkers

Leading competitors are Nike and New Balance

Asics stands out among these brands because of the quality:◦ Shoes are designed

to correct and prevent foot, ankle and knee problems

Product Strategy

Heterogeneous product◦ Placed near similar

products, so promotion is needed to highlight the shoes advantages

◦ Price is sensitive

Product Strategy

Wide Product Assortment

By selling other products, Asics name becomes more prominent◦ Ex: Volleyball

equipment, cleats, clothing

Product Strategy

This Japanese based business has manufacturing plants all over the world.

Europe Australia Brazil Hungary Asia USA More

Place/Distribution Strategy

Channel of DistributionPlace/Distribution Stategy

ManufacturesType

IndirectDirect

Internet Sales

Intensive Exposure

Retailers

Retail Mangers

Customer Service

Transportation

Warehouses

Store Inventory

Free Asics socks with purchase

Free Asics shoe bag with purchase

Design a shoe contest

Salesman Contest Retailers own price

breaks

Promotional Strategy

Has some commercials but the company is still building its name

Amazing website for shoe technology facts, historical facts and other merchandise

Commercials

Price and Quality Comparisons:

AsicsNikeNew Balance

Pricing Strategy

Warranty offers Return policies Individual

Accounts-Negotiate price breaks

Purchase Benefits