Survey questions
What kind of exercise you are focusing on?
How often do you visit your gym? What is your favourite exercise?
Do you like running?
What kind of sportswear brand do you prefer and why?
Questions
If you are “ASICS” person state couple of reasons why?
Have you ever heard about “ASICS”? If you yes go to q.8.
If you are not “ASICS” person please state one or couple of reasons why?
Fitness club Elephant&Castle answers
Asics are Expensive I can’t afford it
Made for feet 2 times a week
Once a week
Asics are very Comfortablre
Never heard about Asics before
No I don’t like running Bicke 3 times a week
Answers Running
Chest, back, arms
I love running
Belly area
Fitness First. Hollborn. survey
I love running
3 times a week No, I don’t like running Made for feet
I don’t like the design Asics are very Comfortable
I just like by brand.
Bicke
2 times a week
Going to get a pair of Asics for myself
Answers Belly area
Once a week
Running
Chest, back, arms
Hyde park asics counter
15
6
4
Target audience portrait
Clerks Housewives
Fitness instructors Athletes
Age 23-40+
Target audience reasons to run
I run to prove myself I can I would never want to live without it, When I run I don’t care how I looks like anybody else it makes me who I am. I run because it simply makes me happy” When I run, what ever I am I am is good.
Feel good about myself. It’s me time
It awakes me
Reasons to run
“I run because it makes me happy
I feel free and complitely in touch with myself
I follow great ideas. It’s cleansing mind.
It’s my church
I ceartinly don’t run to be healthy I don’t run to be thin
When I run I feel ‘good enough‘ It doesen’t feel like I am not the fastest. When I run I like myself, I feel good about myself
I don’t run to win a race
Competitors portrait
Strong message Popular
Dynamic Innovative
Strong Ad campaigns Affordable price
Younger T/A
IPhone app
Trendy Popular
Trendy
Collaborative work with celebrities Older brand
Affordable price
Mi coach app
Asics Store benefits
3D foot mapping system
Running experts
Nice bright space
The Shoe benefits
Upper Heel counter
Heel colar
Eye let Tonge Stockliner Lasting
Let your skin breath
Gel cushioning
Midsole
Spacetrustik
Outsole
New developing and technologies
New materials
Well balanced Very light
Advertisement past 2008-2009
Advertisement current 2011
sound mind, sound body
Summing up
considering all factors
Made for running rather than fashion Your Supporter Proper running shoes Intelegent Doctor recipe High-Tech Constantly improving Innovative
Key points
summing up
Constantly improving
Your Supporter
Inspiration idea execution
Supportive
Spiritual
High tech
Mock-up
idea execution
Wind chimes
Stylisation
New icon: Cardio-chimes
Identity
idea execution
Logo
Colour
Imagery
Work for you.
Sound for you.
Here for you.
Applications idea execution
Web site intro Makes chaimes sound when mouse arrow moves on icon
Applications idea execution
f
t
Huge touche screen When music is completed it is possible to send it to your phone, twit or share it on Facebook Could be installed in some crowded places like tube stations or shopping centres. Also it could be installed in Asics store