In a recent article in the WSJ (2/14/2012) Asics Corp. the Japanese
Sports Equipment maker stated that as a result of its success with its TV
advertising market strategy in Spain, which increased their brand in that country
by 7%, they had decided to focus their target marketing to Athletes who were
interested in running shoes for serious sports performance.
Alistair Cameron, who heads up Asics European Unit, noted
that: “more than half the runners in the 2011 NYC Marathon wore the tiger striped
Asics running shoe”
Asics was well pleased with the recent marketing results in
Spain, given that Spain’s economy has been hard hit in recent years. So well
pleased that the company has decided to build its brand of these shoes with a ‘Major
TV marketing push’ in Europe this year during the Olympics.
Although Asics Corp. is a much smaller company than their
rivals, Nike and Addidas AG, Asics prides itself on their ability to make “the
best product”. They understand that they
have a weakness in establishing sales and distribution channels and have not,
till not marketed their products well.
They feel that a stronger media presence will boost sales
and brand awareness.
Do you believe as I do
that understanding your weaknesses and their ability to address these issues
and move forward with their planned TV marketing ideas will help Asics succeed
in building its brand?
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