MY WORK
Business Recommendations
Strategy
Creative Concepting
THE TEAM
Alexander M. Whiteway
CATEGORY
#BrandCampaign
#BrandStrategy
#TargetMarketResolution
#5YearGrowthPlan
#AppLeverage
#BrandHouseCohesivness
ASICS GLOBAL
Tokyo 2020
Project Description
The Ask:
The Company was considering changes to the marketing mix of the core ASICS brand and wanted recommendations going forward on issues such as the product line ( introducing mid-tier ASICS running shoes at a much lower price point ), Channels to Market ( increasing company-owned retail stores ) and Communications ( changing the current ad campaign of "Want it More" and discontinuing sponsorship of the NYC marathon ) . They also wanted to hear how I thought they could best leverage Runkeeper, their new digital app asset, and what the most effective approach for marketing the lifestyle sub-brands Onitsuka Tiger and Asics Tiger vis-a-vis the main ASICS brand would be.
The Situation:
Profits were much lower than desired in the 2015 Year.
The Opportunity:
Develop an overarching plan for ASICS Global and its' house of brands that would clarify and grow the business in a S.M.A.R.T way moving forward into the next 5 years.
The Solution:
ASICS Growth Plan 2020 - Campaign "Be it More", and Owning the Bronze, Onitsuka & Japanese Tradition at Tokyo Olympics 2020.
