LIVE PROJECT: ASICS by Grace Boateng

Marketing Strategy & Communication plan.

Anima Sana In Corpore Sano

Grace boateng N0802431 Word count: 3,892

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed (student) .......................................................................................................

Contents:

4 iNTRODUCTIon 7 Methodology

52 Influencers 53 Product development 54 Gel-Quantum 360 6

11 Where are we now? 55 How to get there 12 bRAND Overview 14 Mission Statement 15 Vision statement 16 Core competencies 17 Core values 18 Categories 19 Marketing Mix 21 Institute of sport science 22 Brand health 27 Market overview 28 Current gel-quantum offer 31 Consumer Profile 35 Competitive analysis 36 Trends 38 Key issues/ Challenges

56 Brand tone of voice 58 Overview 60 June 2020 62 juLY 2020 63 tHE gel experience 64 Location 66 Entertainment 67 August 2020 68 September- December 70 Year 2 73 Year 3 74 Measure 76 kEY FINANCES 79 conclusion 80 Appendix 87 Illustrations 90 References 93 bibliography

39 Where do we want to go? 40 Brand vision 41 Smart objectives 42 Distribution 44 Target consumer 48 Consumer Insights 50 Year 1 3

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Introduction

This report aims to provide a detailed three-year marketing strategy together with a well-thought-out one-year communication plan for the Japanese sports brand ASICS. A full in-depth situational analysis is incorporated in this report to uncover the opportunities and threats the brand may face as it intends to grow in the SportStyle/ athleisure (sports and lifestyle) market.

“

SPORTStyle is inspired By sports performance and defined by lifestyle.

(ASICS, n.d.)

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Methodology

Research objectives To measure the current health and positioning of ASICS in the relevant markets of operation. Use both primary and secondary research alongside with appropriate marketing models to rationally evaluate ASICS. Explore how ASICS can grow its current position in the athleisure market against its competitors. Explore how ASICS can communicate with their targeted consumer more effectively.

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Primary research Using Survey Monkey, an online survey platform, a survey (see appendix 1) was created to accumulate both quantitative and qualitative results. Survey Monkey was utilised for its automatic analytics, making it easier to outline the three-year strategies. The survey was then shared on social sites such as Instagram and Twitter because ASICS’ target consumer is known to be the demographic that utilise social platforms the most (Green, 2019). Over 100 responses were received, which aided in the overall analysis of ASICS’ health/positioning in its marketplace(s). A trip to ASICS’ headquarters where an informative discussion took place. Questions were asked and answered, which gave direct answers that have contributed massively to this report.

Secondary Research Online databases such as Passport were used as part of this report to support the primary research and help to identify some macro/micro trends. Physical and online articles. Social platforms such as YouTube and Instagram were used to analyse the current strategies and communication avenues of both ASICS and relevant competitors.

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“

Sportstyle fuses together heritage and modern designs in surprising and unexpected ways. (ASICS, n.d.)

Where are we now? 11

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Brand overview

Amina sana in corpore sano = a sound mind in a sound body

ASICS was founded in 1949 by Kihachiro Onitsuka in Kobe, Japan. The brand has since then strived to bring people together and uplift generations by fusing sports with technology. The root of all their products is to help people achieve a sound mind in a sound body for a happy and healthier life. ASICS is known for its role in the running/sports performance market. Over the last 70 years, with consistent innovation, have supported athletes by providing them with the necessary footwear and sports equipment.

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“

Mission statement:

Provide goods and services that promote healthy and fulfilling lifestyles throughout the world (ASICS, n.d.)

“

Vision statement:

Create Quality Lifestyle through Intelligent Sport Technology (ASICS, n.d.)

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Core competencies: 1. Innovative technology (GEL). Gel is a core ASICS technology that was introduced in 1986, similar to Nike’s air. It is a patented compact silicone cushioning property, that can be formed to any functional shoe. It is a unique selling point for the brand.

2. Rich archive.

Working with the philosophy Kaizen, they have remained to and authentic in a busy market place.For over 70 years, ASICS has been a performance brand has worked with prominent sports figures. E.g. Novak djokovic

3.Traditional craftsmanship. 16

Core value:

Style and technology

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Categories:

Performance Sport: Yoga, Tennis and Padel.

Performance Running.

Sportstyle.

Marketing Mix: Product: Athletic footwear. Sportswear. Sports equipment .

Price: Competitive pricing- expensive.

Place: ASICS website. Wholesalers (e.g. John Lewis.) Popular online retailers (e.g. JD.) ASICS physical stores (flagship).

Promotion: Campaigns. Event sponsorship (World athletics [IAAF].) Athlete sponsorship: Novak Djokovic. Social media. Student discounts. Organic gifting. (UKESSAYS, 2019.)

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“

Kaizen: continuous improvement for better performance regardless of who wears them. (ASICS, n.d.)

ASICS institute of sport science (ISS) Team of over 100 scientists who are consistently working with and developing the latest technology.

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Brand health

The results obtained from primary research were interpreted to show ASICS’ current brand health. Over 50% of the respondents were aged 16-24, meaning the calculated percentages shown below are reflective of the target consumer for ASICS’ brand extension of performance.

(See appendix for all survey results)

“

Awareness: From research, it is evident that ASICS has low awareness in comparison to other brands such as vans (more than 50% of respondents were aware of them). For ASICS to be competitive and stay relevant, they need to increase their brand awareness. A survey respondent said, “What is that?” when asked about AISCS.

What’s That?

Usage: ASICS. (5%)

Nike. (90%)

More than 90% of the respondents have/would buy from Nike (market leader), whereas only 5% have/ would buy from ASICS. For the future, increasing their brand usage will be beneficial for them in the sportstyle market. This shows that moving forward, ASICS should consider creating better relations between their brand and the consumer. 90% in comparison to 5% is a considerably low score for a brand that has more than 70 years of performance sports history.

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Less sporty more style

The results show that the connotations around ASICS are not that positive. These perceptions can have unfavorable impacts on the brand if enhancing their brand image isn’t on the agenda, especially for success in the competitive the sportstyle market.

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“ “ “ “ “ “ if they make more streetwear shoes

ASICS are for running

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If they look more pleasing to wear.

Better designs for younger people.

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Its trash

“ “

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Perception:

Never really heard of them 24

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“

Global Sports market up +7%, $471 bn

(Statisa, 2019)

Market overview: Statista estimates that the global market for retail apparel will continue to rise year on year. In 2020, the year of the GEL Quantum 360 6 release, the market is expected to $188.2 billion. With the market having such an optimistic future, it will be worth the while of ASICS working to increase their market share in it.

ASICS generates the most traffic in: - The United States (26%). - Japan (14%). - France (6%). - Spain (6%). - The United Kingdom (5%). (Similarweb.com, 2019)

(Total revenue of the global sports apparel market 2012-2025 Year)

(Statisa, 2019)

“

“The global sports apparel market generated around 181 billion U.S. dollars in revenue in 2019, an increase of more than seven billion U.S. dollars on the previous year. Rising revenues are forecast to continue and estimated to reach around 208 billion U.S. dollars in 2025.” (Statista, 2019.)

“

“Competition is set to intensify as brands fight for a bigger share of the sports apparel market. Nike and Adidas were the leading sportswear companies worldwide in 2018/2019, generating combined revenues of around 64 billion U.S. dollars.” (Statista, 2019.)

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Current gel-quantum offer:

ASICS is currently ranked 12th in the UK athleisure market after Fila. However, in the French market, they place 3rd for style after Nike and Adidas. The GelQuantum franchise is very successful in France because of its association with youth culture. The Gel-Quantum range is ranked 3rd after Nike’s “most fuck you shoes” the TNs (Fazal, 2017). Influential rappers and musicians such as Kalash and 7 Jaws perform wearing ASICS products. The association of ASICS with rap makes the brand more desirable because the rappers are perceived to be fashionable. As a result, these relations make ASICS more sought-after, which is why they are thriving in the French market.

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“

Comfort is style. (ASICS, n.d.)

Consumer profile:

Fashion bae & Alphalete.

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Fashion-Bae:

Female. Aged 18-25. Status driven. Likely to be educated/ professional.

Habits/ influences:

Price conscious. Chase fashion trends.

Where/How do they shop?: Maniere De Voir. Zara, H&M. Urban Outfitters. Thrift. JD. Selfridges. Nike. ASOS. Application (e.g. DEPOP)

Who influences them?:

Celebrity culture. Reality TV. Singer. Models.

Alphalete:

Male. Aged 16-25. Stand out. Lover of tracksuits and puffer jackets.

Habits/ influences:

Music scene. Sports. Travel with friends.

Where/How do they shop?: Topman. Billionaire boys club. Urban Outfitters. Thrift. Footlocker. Farfetch. Nike. ASOS. Application (e.g. DEPOP)

Who influences them?:

Athletes. Instagram rappers. Football.Git at rehent, cus molor seque

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Expensive.

Fashion.

Competitive Analysis:

Performance.

In-expensive. 34

From the mapping, we can see that ASICS’ two main competitors are Nike and Adidas. Nike and Adidas also have a substantial influence on the market. Both are referred by Forbes (2019) as the ‘retail giants’ of their market. The two competitors have a similar product offering to ASICS and use comparable marketing techniques: motivational and inspiring campaigns. The brands, including ASICS, adopt a holistic approach to marketing, utilising both above the line and below the line strategies to maximise their business potential.

Nike: Product: Shoes, apparel, sports equipment and sports accessories. Price: Vertical integration pricing (economies of scale.) Promotion: Social media, campaigns, event sponsorship, athlete sponsorship and student discounts. Place: Nike online store, retail outlets (Nike town/flagships) and retailers. USP: Nike air. Adidas: Product: Shoes, apparel, sports equipment, body fragrances and sports accessories. Price: Lower than rival, Nike, yet competitive. Promotion: Social media, campaigns, event sponsorship, athlete sponsorship and student discounts. Place: Physical stores (flagships), online and wholesalers (e.g. Footlocker) USP: Design, style and quality.

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Macro trends: Through secondary research, a choice of relevant trends that will impact the athleisure market has been identified to direct the course of the three-year strategy.

Experience: According to WGSN (2015), consumers are shifting from transactional relationships to more experiential ones. With markets being more competitive than they have ever been, this means that consumers have more choices to make when it comes to purchases. As a result of this, they are seeking to create memories and experiences with brands. Further supported primary research, a respondent stated they would be more inclined to purchase from ASICS if “influencers were wearing them” (see appendix 1). The latter statement is assisted with one of the consumer insights: working with influencers to reach your target consumer (page 48).

Visible/ wearable technology: Research has shown that consumers are becoming more interested in wearable technology “[...sales have been extrapolated to] triple” (Arthur, n.d.). With GEL being a core ASICS technology, this trend is an opportunity for ASICS to grow their market share. This trend is an opportunity for ASICS to grow their market share because the trend is expected to rise. Additionally, other market professionals are utilising visible technology to win the hearts of the consumer e.g. Nike air. So, for ASICS to effectively compete and achieve its objectives they to need to push a similar yet unique selling point: Gel technology. 37

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Key issues/ challenges:

Low brand consideration.

Low BRAND AWARENESS amongst targeted consumer.

Being identified as a running brand has affected their brand image amongst the target consumer.

Where do we want to go? 39

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Brand vision:

To become the number 3 brand in the athleisure market in the UK.

Smart objectives:

Increase market share in the athleisure market by at least 2% (revenuerocket.com, n.d.) Within the next three years.

Increase brand awareness by 50% of what it currently is amongst Gen Z consumers within the next three years.

To move up the ranks to (past competitors) top 3 in the athleisure market by 2022.

To shift the current consumer perception of ASICS Sportstyle from a running to lifestyle within the next three years.

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Distribution:

Currently, in the United Kingdom, ASICS distributes its products through its website, its physical stores, wholesalers and popular online/Highstreet retailers. The brand’s main rivals also use the same distribution channels. As a result, ASICS should continue with the same channels to remain competitive in the market. Since ASICS aims to move up the ranks to at least 3rd, they need to be accessible to their consumers in all ways they possibly can. Staying competitive isn’t the only reason as to why they should keep their distribution channels the same for the 3-year strategy. Although these channels are beneficial, there are still shortcomings that ASICS should be considerate about. All distribution channels discussed will be used for the Gelquantum 360 6. This is to maximise the sales potential for ASICS, especially with their new shoe.

Having a website means that ASICS can be reached anywhere in the world, which aids with expanding their customer base. A website not only means selling your products directly to the customer but gives total control over your marketing. For example, when customers sign up for the mailing list, the information they receive will be authentically from ASICS. The touch-point, as a result, will be more familiar, unlike wholesaling. Wholesale by definition,” is the sale of merchandise in bulk to a retailer for repackaging and resale in smaller quantities at a higher price.” (Chen, 2019). Although the wholesaling route isn’t as familiar as other distribution channels, it is beneficial specifically, merchant wholesaling. This is because it is cost-effective. Wholesalers are a key part of adding value to products. For example, “greater reliability in delivery... can make a wholesaler more attractive to customers...increasing the chances of your product being bought” (Richards, n.d.). Having physical stores and distributing through retailers is vital for ASICS’ success. This is because retailers are the connection between the end-user and the manufacturer. ASICS alone may not be able to reach some consumers with their brand alone, so with the help of retailers, their products can be accessed by those certain consumers. Not only do retailers aid with the selling of products but they can be used for market research too (Mallick, n.d.).

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TARGET consumer:

Generation Z. For the three year strategy, ASICS should target ‘generation Z’ because those are the consumers that their main competitors Nike and Adidas, are winning the hearts of in the athleisure market. “Generation Z (aka Gen Z, iGen, or centennials), refers to the generation that was born between 1996-2010, following millennials. This generation has been raised on the internet and social media, with some the oldest finishing college by 2020 and entering the workforce.” (Businessinsider, n.d.) Competitors are leading the market with inspiring and emotional campaigns with the support of influencers from the sports and creative scene: a vital point.

The

generation (sATORI)

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46 Fashion conscious, create culture, gender fluid, Digital fanatics.

Considering ASICS is a Japanese brand, incorporating their heritage in the strategy helps with understanding the brand more. As a result, the target consumer is going to be called ‘the satori generation.’ This generation of consumers is the Japanese version of Generation Z consumers. In Japan, the satori (enlightened) generation is known as the generation who are enlightened. This is because they live in the moment and advocate for gender equality (Francis, 2019). According to Rebels market (2019), “...[for] generation Z is athleisure is priority...[which is why ASICS’s competitors are] targetting them. Since the consumers are geographically based in the UK, the consumer profile will remain the same but, with one distinction: gender fluidity. ASICS shoes are currently sized/designed to suit either, the male or female consumer. To remain competitive and authentic in a busy market place, ASICS should make its Sportstyle gender fluid. This can be achieved by making shoes/products that fit/suit both genders, rather than tailoring specific items to specific genders. Just like their competitor Nike has achieved with their gender-neutral range.

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Authenticity: “Diversity and inclusivity matter a lot…What this boils down to is that marketing to this generation needs to be genuine, honest, and aspirational without being exclusionary or pretentious.” (Manafy, 2019).

Gen Z consumers have a creative and innovative nature to them. This essence makes them want to have control. (Cantillon, 2019).

Consumer insights.

“Work with influencers who already have a relationship or connection with your brand and let them put their own creative spin on your campaign.” (Cantillon, 2019)

“Technology native. They don’t know a world without mobile and social media, and they live there as a fully integrated part of their lives.” (Consumerclarity, 2019)

“

Inspired by sport performance and defined by lifestyle. Wear what speaks to your soul. (ASICS, n.d.)

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Year 1: Experiential and Buzz marketing.

The focus of year 1 is to employ an experiential marketing approach to launch the new Gel-quantum 360 6. The event will be used to grow ASICS prescence in the UK athleisure market by using the launch to increase brand consideration and thus sales. Experiential marketing, sometimes known as engagement marketing, could be defined as a strategy that engages consumers through brand experiences in real-time (Smilansky, 2009). Experiential marketing is a way in which ASICS can humanise themselves amongst consumers by creating experiences that generate positive memories around the brand. As a result of these experiences, emotional connections. The consumer then increases their engagement with the brand, adding more value to ASICS’s consumer base over time (Shelley, 2018). Additionally, according to Shelley (2008), emotional buyers repeatpurchase more than any other consumer. Repeat purchases encourages conversations around the brand, which can increase your brand awareness. A respondent from the survey said they would be more inclined to deal with ASICS “if..[they] could experience them like they can experience Nike with their events” (see appendix 1). This demonstrates that experiences with brands are significant because not only do they create familiarity around your brand, they can also increase your brand consideration: an objective of this report. Lastly, the latter research outcome indicates that competitors are using experiential marketing approach.

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Influencers: Mixing fashion and lifestyle, the chosen influencers are a genuine depiction of what ASICS hopes to achieve in the market. The two have a big following (majorly gen z) on their respective platforms. According to one of the consumer insights, the targeted prefer brands that work with influencers because it adds familiarity to the brand. As a result of this insight @Sherlinanym (instagram) and @ICYKOF (instagram) are going to be used to attract consumers for ‘the Gel experience’.

Name: Kofi McCalla.

Name: Sherlina Nyame.

Platform: Youtube (scan below).

Platform: Instagram (scan below).

Followers: +600,000 subscribers.

Followers: + 1.4 Million.

Product development: Product development is part of a business growth strategy tool called Ansoff’s Matrix. Product development, in particular, is when a business decides to launch a new product into existing marketing. This approach is less risky than other parts of the matrix because the consumer base is already known.

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GEL-QUANTUM 360 6: Elevated upper.

Bold colour blocking.

360˚gel technology.

Premium materialisation.

How to get there: 0ne year communication plan.

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Brand Tone of voice:

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Fun, playful, technology is integrated into our products & creative. We are Japanese & true to our roots, humble & honoured to celebrate our brand history & heritage at the core & heart of what we do. (ASICS, n.d.)

Nike: “Just do it.” Adidas: “Impossible is nothing.” ASICS:

In line with the ASICS’ tone of voice and the visible technology trend, ‘Make ‘em gelous’ is going to the tagline for the whole three years. Gel, is a core competency of ASICS and is one of the qualities that differentiate them from other brands. The tagline is clear and sums up what the brand is about and its purpose in the market. It is also going to be used as a hashtag for social platfroms. 57

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Overview:

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YouTube is the most-visited website by people age 18 to 24.

(Medium, 2019).

This communication plan aims to support only the first year of the three-year strategy: increasing brand awareness and driving sales. A product launch, a two-day launch experience with the brand, and influencer marketing will all aid in achieving the proposed smart objectives. According to Ofcom (2019), more than 80% of 16-24-yearolds consumer their media through the internet. As a result, the main two that will be used to maximise reach will be Instagram and Youtube. Instagram, according to a source, is one of the social platforms to engage and connect with your consumers. Due to its simplicity and availability, it is attractive for the younger, more enlightened generation: our target consumer (Lyfemarketing, 2019). Youtube is extremely popular among generation z and is the best channel to use for video marketing. Video marketing generates traffic and awareness by expanding your social reach (Previte, 2018).

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JUNE 2020: 1. Book event location. 2. Handbill distribution: Handbill distributors are people who distribute handbills: flyers (WordReference, 2011). This method should raise awareness around ASICS and the launch event. Two people (per location) will be strategically situated around central London, Shoreditch and, Camden handing out flyers. Not only is London the capital of the United Kingdom, but Central London is also a mix of tradition, fashion, culture and much more. In Central London, you have the opportunity to reach all types of people. This widens the scope of raising awareness and, whom you’re reaching. According to Smyth (2017), Shoreditch, similarly to Camden, “...is a mix of fashion and lifestyle”, just like our target consumer. To reach the right target demographic, you need to be where they are. (P.T.O)

Another objective of the flyers is to get people to follow @asics_sportstyle on Instagram and sign up for the mailing list. Once they sign up, they are entered for the chance to win a free of shoes on the day of the launch. This strategy is a way in which ASICS can increase their followers on Instagram and expand their reach. Direct emailing will be used too. The contents of the email will be about the launch event and the Gel-Quantum 360 6. According to Patel (n.d), it is an effective way to reach consumers because they are very likely to get read. If your emails are being read, it will increase brand awareness around the brand, which in turn increases sales. To reach our consumers, the emails will be sent out through local sixth forms and universities so that ASICS reaches its consumers more specifically.

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JULY 2020: 1. The gel experience and Gel-quantum 360 6 launch. Official launch event month: summertime, summer holidays and, the sun will be up. It could not be a better month. The ASICS Sportstyle Instagram account is where the official announcement will take place. In the lead up to the event, memes about the days remaining until the launch event will be posted. This is because memes are an effective way to reach Gen z. Memes are so prolific that there is a high chance that there is a Gen z laughing at one right now (Cole, 2019). During the two days of the event, the hashtag: make ‘em gelous will be utilised to maximise reach. People at the event will be encouraged to post feed, whether it be a highlight or a story, to win a free pair of gel quantum 360 6 or discount code.

Waiting on ‘the gel experience’ like.... #make’emgelous. 62

Throughout July, the influencers will post videos encouraging people to head over to the Instagram account for their chance to win free tickets to the launch experience and tag a friend with the caption #make’emgelous for a chance to win shoes. The influencers will also be present. This is to entice people to come to the event and experience and generate publicity around the brand.

The gel experience: The GEL experience is a 2-day event that will be assisted by ASICS’ institute of sports science (ISS). The aim of day one is to narrate the history of ASICS and what role they aim to play in the athleisure market. The purpose of this is to, give people the opportunity to understand ASICS sportstyle and alter current perceptions of the brand if it’s just running brand to them. As a result of the latter, spread awareness which, increases sales. The ISS is a dedicated team of over 100 scientists who are consistently working with and developing the latest technology. With the aid of the ISS, a gel-based technology that can be molded into various shapes that can be kept: aligning with the visibility trend. Creating such experiences create memories and promotes loyalty to a brand (Sfaffaroni, 2019). Day two (31st July) is about the ASICS’ new release and is the official launch day for the Gel-quantum 360 6. Both attenders and non-attenders of the event will be given the chance to be featured on the sportstyle Instagram account. For the chance of feature, you must follow @asics_sportstyle on Instagram, you must be wearing the Gel-quantum 360 6 and caption your photo: #make’emgelous. This is an opportunity to drive sales with the shoe and increase the influence of ASICS’ sportstyle. The day will be ended with a party to celebrate the experience and, the Gel-quantum 360 6.

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Location: The event will be held at Hoxton basement (12-18 Hoxton St, Hackney, London N1 6NG), an excellent venue in the heart of London’s east end. The venue is:

(QR code to site.)

- 152.80 sq/ft. - Caters to 175-300 people. - White polished walls: ‘blank canvas that can be turned into ASICS.’ - 650 yards from Old street station. - Hoxton 5 minute walk. - 10-minute walk to Shoreditch high street.

The venue provides catering, parking, lighting, sound and much more under one price which helps with overhead costs when budgeting.

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Entertainment: - DJ booth. - Bar. - Gel-based technology. - Photo-booth. - Influencers.

August 2020: #make’emGELous.

Following the event, to maximise the reach and sale potential of ASICS’ new release, the influencers will promote the Gelquantums through their social platforms. @Sherlinanym has more than 1 million followers on Instagram. As a result of her reach, she will post 3 60-second videos styling ASICS Gelquantum 360 6. The unknown vlogs (icykof) has over 600,000 subscribers and has worked with some highly influential people such as Drake. Due to icykof’s line of work, his channel is ‘where it is at’ (cool). As a result, videos based around ASICS’ Gelquantum 360 6 will be posted. The association between icykof (style icon) and ASICS sportstyle is suitable for growth that encourages sales and a healthier market position.

Nike, Adidas, Saucony, Puma Loving my new Gel-Quantum 360 6. #make’emgelous.

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September - December:

The main focus for the remaining months of the year is to increase followers on social accounts. To do this, competitive schemes that require people to follow ASICS accounts will take place. E.G. An Instagram highlight captioned: “Follow us and tag three friends with the caption #make’emgelous for your chance to win...”

End of year 1. 69

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Year 2: DIGITAL CAMPAIGNING. Research unveiled that 18-24-year-olds would purchase from ASICS if they did more relatable marketing campaigns (see appendix 1.) As a result of this, the focus for year 2 is to encourage word-ofmouth marketing (buzz marketing) to drive sales. To achieve ‘buzz’ (consumer to consumer conversations about ASICS), ASICS’s need to utilise their Youtube, Twitter, and Instagram accounts more than they already do to reach more consumers. Nike and Adidas, ASICS’s competitors, are good at using social platforms to market themselves. For example, Nike’s ‘Just Do It: Tiempo De Ser Héroes (Time to be heroes)’ campaign, which was released on Youtube, gained over 30 million views in 2 months. The latter shows how influential buzz marketing and social media can be when they are applied correctly. Therefore, in the second year, an emotional (relatable to the consumer) digital campaign that reflects ASICS’s core competencies will be executed. The campaign should be showcased on Instagram, Twitter, and Youtube to encourage conversations. To maximise reach brand ambassadors, influencers, athletes and ASICS consumers will all be a part of the campaign. 70

#Runthestreets with your asics.

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Looks more important

(See appendix for all survey results)

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Cool

I can use them to flex

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Because its rare

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Collaborations add value. The thought of owning a shoe that carries more than one brand

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Why not

“ “ “

“

“ “ “

Gives me social prestige

i-Deas, fashion, music, people

i-D

Year 3 Collaborations.

The focus of year 3 is collaborating to enhance ASICS brand image. Primary research showed that more than 40% of survey respondents would be more likely to purchase a shoe if it were a collaboration. The objective is to encourage a bubble-up effect and arise on the fashion radar for sneakerheads. To achieve this, a brand ambassador or ambassadors that appeal to ASICS target consumers will be needed. According to Sideqick (n.d), Brand ambassadors humanise your brand and consumers prefer to buy from people rather than faceless brands. Not only will a brand ambassador give ASICS a ‘face’ but they can also encourage positive conversations around the brand, which in turn enhances brand image. The brand ambassador(s) will be used as part of a collaboration between ASICS, a fashion brand and, a media platform. Collaborations are a beneficial strategy that encourages growth and increasing market share. “[Collaborations]...help retailers to empower brands to run...marketing campaigns for their products, to drive sales on their website”(blue2purple, 2019).

COLLUSION*

£5.99 €10.99

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Measure & review

The objective, increasing market share, will be calibrated by measuring its market share by the proposed date. It’ll then be compared to the share of previous years to show the difference and whether ASICS has achieved the projection. The communications plan is intended to increase brand awarenes and market share which, in turn, will increase profit. The increase/decrease in awareness will be measured by social media following and quantitative market research. The launch event will be measured by the number of attendants and the interpretation of sales figures post-launch. The figures generated in August (postlaunch) are expected to be higher than the launch month of July due to the hype of the event.

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key finances

Budget

ISS

Comms

£200,000

£100,000

£185,960

AVG GMT

AVG RRP

Launch Event

Profit

£30

£150

£44,160

£319,277,300

The overall budget is £200,000, and the entire communication plan costs £185,960. 50% of the budget is dedicated to ISS, making it the most costly part of the budget. This is because the gel component has to be tried and tested for any possible difficulties during the event. ASICS has to make sure the component is safe and ethical in all aspects otherwise they can face some complications in the near future. 77

Anima Sana In Corpore Sano

cONCLUsion... To conclude, with the conducting of both primary and secondary research, the contents of this report have thoughtfully given the most effective strategic direction ASICS can take to maximise their potential in the UK athleisure market. With an effective execution of the three-year marketing strategy and tactical communications plan, ASICS should generate a profit of £319 million in the first year. The communication plan purposes the fulfillment of the smart objective, particularly increasing sales and brand awareness to increase market share and stimulate business growth. In regards to ASICS prospects, keeping on top of trends amongst the specified target consumer is important for their stability in the market and competitivity.

Anima Sana In Corpore Sano

Appendix 1:

Anima Sana In Corpore Sano

Financial plan

Appendix 2:

Anima Sana In Corpore Sano

Illustrations:

Highsnobiety (2019). Past Meets Present as ASICS Brings Back Two Retro GEL Designs. [image] Available at: https:// www.highsnobiety.com/p/asics-gel-1090-gel-nandi-360-buy/ [Accessed 23 Jan. 2020].

Hypebae (1979). Asics President Kihachiro Onitsuka Interview. [image] Available at: https://www.gettyimages.co.uk/ detail/news-photo/asics-president-kihachiro-onitsuka-speaks-during-the-asahi-news-photo/1087132344 [Accessed 23 Jan. 2020]. manyofmany (2019). Novak Djokovic Unveils Signature ASICS Tennis Shoe. [image] Available at: https://manofmany. com/fashion/sneakers/novak-djokovic-asics-court-ff-novak-tennis-shoe [Accessed 23 Jan. 2020]. manyofmany (2019). Novak Djokovic Unveils Signature ASICS Tennis Shoe. [image] Available at: https://manofmany. com/fashion/sneakers/novak-djokovic-asics-court-ff-novak-tennis-shoe [Accessed 23 Jan. 2020]. ASICS (n.d.). Institute of sport science. [image] Available at: https://corp.asics.com/en/about_asics/institute_of_sport_ science [Accessed 23 Jan. 2020]. Hypebae (2017). Limited Edt Links up With ASICS Tiger for Another Collaborative Collection. [image] Available at: https://hypebeast.com/2017/3/limited-edt-asics-tiger-collection-gel-lyte-iii-v-sneakers [Accessed 23 Jan. 2020].

Hypebae (2018). THE NORTH FACE BLACK SERIES ALUMINIUM CAPSULE SEEN THROUGH A LONDON LENS. [image] Available at: https://hypebae.com/2018/4/the-north-face-black-series-aluminium-capsule [Accessed 23 Jan. 2020]. highsnobiety (2019). ASICS shoe. [image] Available at: https://www.highsnobiety.com/p/asics-gel-quantum-360-5release-date-price/ [Accessed 23 Jan. 2020]. 87

Anima Sana In Corpore Sano

highsnobiety (2019). ASICS shoe. [image] Available at: https://www.highsnobiety.com/p/asics-gel-quantum-360-5-release-date-price/ [Accessed 23 Jan. 2020].

Photo District News (2019). Group collage. [image] Available at: https://pdnonline.com/photography-business/photo-clients/advertising/ nike-wants-photographers/ [Accessed 23 Jan. 2020].

Youtube (n.d.). Sherlinanym. [image] Available at: https://www.youtube.com/channel/UChY4xSirRB7bRjEkw___54Q [Accessed 23 Jan. 2020].

Twitter (2018). icykof. [image] Available at: https://twitter.com/yzypalette/status/1067978215434723329 [Accessed 23 Jan. 2020].

Overkill’blog (2019). ASICS Gel Kinsei OG – The night belongs to us. [image] Available at: https://www.overkillblog.com/2019/09/09/ editorial-asics-gel-kinsei-og-the-night-belongs-to-us/ [Accessed 23 Jan. 2020].

Hypebae (2017). Majid Jordan Gets Cosmic in Monochrome for ASICS’ Latest Campaign. [image] Available at: https://hypebeast. com/2017/8/majid-jordan-space-dye-knit-gel-kayano [Accessed 23 Jan. 2020].

unrtd (n.d.). Get the First Look of Our Exclusive ASICS’ Editorial w/ Grammy Nominated Producer starRo. [image] Available at: https:// unrtd.co/media/asics-tarther-starro-editorial [Accessed 23 Jan. 2020].

Postkulture (n.d.). THE LIMITED EDITION ASICS X VIVIENNE WESTWOOD GEL KAYANO 5. [image] Available at: https://postkulture. com/editorial/article/the-limited-edition-asics-x-vivienne-westwood-gel-kayano-5-is-available-now-6w1q [Accessed 23 Jan. 2020].

highsnobiety (2019). ASICS Brings the Summer Vibes With Pastel GEL-SAGAs. [image] Available at: https://www.highsnobiety.com/p/ asics-gel-saga-pastel-release-date-price/ [Accessed 23 Jan. 2020].

imgflip (n.d.). Skeleton. [image] Available at: https://imgflip.com/memetemplate/74391438/Skeleton-looking-through-blinds [Accessed 23 Jan. 2020].

Anima Sana In Corpore Sano

asics.com. (n.d.). ASICS. [online] Available at: https://www.asics.com/gb/en-gb/ [Accessed 20 Jan. 2020]. ASICS live brief. (2019).

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Anima Sana In Corpore Sano

Similarweb.com. (2019). ASICS November 2019 Overview. [online] Available at: https://www.similarweb.com/website/asics. com#overview [Accessed 3 Jan. 2020]. Smilansky, S. (2009). Experiential Marketing : A Practical Guide to Interactive Brand Experiences, Kogan Page Limited, pp 3-8. London. Available from: ProQuest Ebook Central. [15 January 2020]. Smyth, J. (2017). Why is Shoreditch so Popular? - M by Montcalm Blog. [online] M by Montcalm Blog. Available at: https://www. mbymontcalm.co.uk/blog/shoreditch-popular/ [Accessed 18 Jan. 2020]. UKEssays. November 2018. A marketing mix analysis of the ASICS Company. [online]. Available from: https://www.ukessays.com/essays/ marketing/a-marketing-mix-analysis-of-the-asics-company-marketing-essay.php?vref=1 [Accessed 29 December 2019]. WGSN, (2015). Big Picture Thinking – Customer Experience Strategy. [online] Www-wgsn-com.ntu.idm.oclc.org. Available at: https:// www-wgsn-com.ntu.idm.oclc.org/content/personalized/reports?query=customer%20experience [Accessed 3 Jan. 2020]. WordReference. (2011). Person who gives out leaflets. [online] Available at: https://forum.wordreference.com/threads/person-who-givesout-leaflets.2227681/ [Accessed 18 Jan. 2020].

Bibliography:

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Medium. (2019). Why Generation Z Loves YouTube. [online] Available at: https://medium.com/@the_manifest/why-generation-z-loves-youtubeec64643bd5b2 [Accessed 18 Jan. 2020]. O’Connell, L. (2019). Total revenue of the global sports apparel market 2012-2025 | Statista. [online] Statista. Available at: https://www.statista.com/ statistics/254489/total-revenue-of-the-global-sports-apparel-market/ [Accessed 30 Dec. 2019]. Ofcom (2019). Adults: Media use and attitudes report 2019. Adults: Media use and attitudes. [online] Wales, pp.3-19. Available at: https://www.ofcom.org.uk/__ data/assets/pdf_file/0021/149124/adults-media-use-and-attitudes-report.pdf [Accessed 18 Jan. 2020]. Patel, N. (n.d.). 13 Reasons Why Direct Mail Isn’t Dead. [online] Neil Patel. Available at: https://neilpatel.com/blog/direct-mail-effectiveness/ [Accessed 18 Jan. 2020]. Previte, J. (2018). 7 Data-Backed Benefits Of Using YouTube To Market Your Business. [online] Bluleadz.com. Available at: https://www.bluleadz.com/blog/7-benefits-of-using-youtube-to-market-your-business-online [Accessed 18 Jan. 2020]. RebelsMarket. (2019). The New Rules Of Style, According to Generation Z. [online] Available at: https://www.rebelsmarket.co.uk/blog/posts/the-new-rules-ofstyle-according-to-generation-z [Accessed 17 Jan. 2020]. Richards, L. (n.d.). Sales Effectiveness & Wholesale Distribution. [online] Smallbusiness.chron.com. Available at: https://smallbusiness.chron.com/saleseffectiveness-wholesale-distribution-26272.html [Accessed 8 Jan. 2020]. Sfaffaroni, S. (2019). New Study: Why Emotional Connection is Essential for Customer Loyalty Read more at:https://www.business2community.com/loyaltymarketing/new-study-why-emotional-connection-is-essential-for-customer-loyalty-02210787. [online] business2community. Available at: https://www. business2community.com/loyalty-marketing/new-study-why-emotional-connection-is-essential-for-customer-loyalty-02210787 [Accessed 15 Jan. 2020]. Shelley, R. (2018). Why Creating Emotional Connections with Customers Matters. [online] Smamarketing.net. Available at: https://www.smamarketing.net/blog/ emotional-connections-customers [Accessed 15 Jan. 2020]. Sideqik. (n.d.). 6 Reasons Your Business Needs Brand Ambassadors - Infographic. [online] Available at: https://www.sideqik.com/influencer-marketing/6reasons-you-need-brand-ambassadors-business-2 [Accessed 14 Jan. 2020]. Similarweb.com. (2019). ASICS November 2019 Overview. [online] Available at: https://www.similarweb.com/website/asics.com#overview [Accessed 3 Jan. 2020]. Smilansky, S. (2009). Experiential Marketing : A Practical Guide to Interactive Brand Experiences, Kogan Page Limited, pp 3-8. London. Available from: ProQuest Ebook Central. [15 January 2020]. Smyth, J. (2017). Why is Shoreditch so Popular? - M by Montcalm Blog. [online] M by Montcalm Blog. Available at: https://www.mbymontcalm.co.uk/blog/ shoreditch-popular/ [Accessed 18 Jan. 2020]. UKEssays. November 2018. A marketing mix analysis of the ASICS Company. [online]. Available from: https://www.ukessays.com/essays/marketing/a-marketingmix-analysis-of-the-asics-company-marketing-essay.php?vref=1 [Accessed 29 December 2019]. WGSN, (2015). Big Picture Thinking – Customer Experience Strategy. [online] Www-wgsn-com.ntu.idm.oclc.org. Available at: https://www-wgsn-com.ntu.idm. oclc.org/content/personalized/reports?query=customer%20experience [Accessed 3 Jan. 2020]. WordReference. (2011). Person who gives out leaflets. [online] Available at: https://forum.wordreference.com/threads/person-who-gives-out-leaflets.2227681/ [Accessed 18 Jan. 2020]. 94

LIVE PROJECT: ASICS

Articles inside

Measure

juLY 2020

conclusion

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Location

Competitive analysis