Pricing-segmentation-targeting-brand evolution

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Reference no: EM132468975

The company is considering changes to the marketing mix of the core ASICS brand, especially given the incredibly ambitious goals it was/is striving to achieve by 2020. What would you recommend going forward for the Asics Brand from an overall strategy standpoint? Please be sure that your response takes into consideration, the following issues and questions:

Product line. What types of products should ASICS focus their attention on? Why? What approaches to new product introdctions should they be exploring.
Pricing/Segmentation/Targeting/Brand Evolution: Was the introduction of the "Mid tier" shoe line, the right move for ASICS? Why/Why not? What type of pricing strategy did Asics employ? Or, what type of pricing strategy SHOULD they have employed? Outline all of the pros/reasons for doing this? And outline what the disadvantages were of pursuing this path?
Brand Management: What were the Brand management challenges AND opportunities associated with the introduction of a mid-tier line (Branded Asics) alongside with a set of "Lifestyle" brands (some with Asics name, some with different names) and also maintain a core set of products aimed at the "serious" runner? Was this the right strategy for Asics? Discuss the pros/cons of this approach.
Channels to market (e.g., increasing company owned retail stores)
Communications (e.g. changing the current ad campaign of "Want it More" and discontinue the sponsorship of the NYC Marathon?

Reference no: EM132468975

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