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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