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Unformatted text preview: INTRODUCTION
ASICS originally based in Japan which this company produces sports equipment designed for a
wide range of sports. Before ASICS’s name created by its founder, Mr. Kihachiro Onitsuka, it is
originally named as ONITSUKA Shokai in Kobe in 1949. In that year, the company is
reorganized as ONITSUKA Co., Ltd. with four employees and a capitalization of 300,000 yen.
After Onitsuka rename the company name’s to ASICS, which an acronym from Latin phrase
‘anima sana in corpore sano’, which translates as “You should pray for healthy mind in healthy
body” a quote from the Roman satirist Juvenal. The quote is suggested by his wartime friend,
Mr. Kohei Hori when offering business advice, who at the time work at Hyogo Prefecture Board
of Education as Director of Health and Physical Education. The words make Mr. Onitsuka desire
to invent and persuade his devotion to make athletic shoes with the aim of cultivate healthy
young people through sports.
A Basketball shoe is the first sports athletic shoe Onitsuka Co. Ltd. ever made. At the present
time, Mr. Onitsuka thought that basketball shoe are going to be the tough athletic shoe to be craft
but he feels that if he able to jump over this huge impediment at the very beginning, he will be
able to settle down overcoming problems as well. Mr. Onitsuka repeteadly tested and refined the
shoes until he succeed release the very first model in 1950 during spring.
The following years, ONITSUKA started to produced multiple products such as sportswear,
basketball stockings and various kind of sport shoes including shoe for wrestling, which it is a
completely new creation by using nylon in the upper.
In 1977, Onitsuka Co., Ltd. agreed to merge with two other companies, GTO Co., Ltd. and
JELENK Co., Ltd., which is a general sporting goods company to form ASICS Corporation.
Based on the phrase ‘anima sana in corpore sano’, it became the company philosophy, and the
sentiment it convey is captured in its own company name. PRODUCT OFFERED
Since its inception, ASICS has developed a number of product manufactured and marketed. Over
the year, variety of unique shoes included footwear (sneakers, sandals), clothing (t-shirts, jackets,
hoodie, compression garment, pants, shorts, socks) and accessories (bags, backpacks, caps) have
been invented. Various kind, size, style and utility are offered by ASICS. In accordance of
different ages, this company also offered their products in kids size. In 1997, ASICS started to
release a kid’s shoe based on the concept of “supporting healthy growth of young feet”.
One of the best ASICS footwear ever produced was released in December 2020 named ASICS
Gel Nimbus 23. It’s suits almost all terrains such as road, track and even hiking trail. It runs
smooth, keep you stable and your feet can free from pain. This brand recommended for those
who want comfort all the time while doing their runs. Comes with unisex size and a bit slight
differences in men’s and women’s appearance because ASICS provided gender-specific designs.
What to love about ASICS Gel Nimbus 23 ? With the cozy upper that give you the stretchy
engineered mesh upper that hugs the foot, soft cushioning from the midsole that comprised of a
really soft FlyteFoam Propel cushioning to ensure a smooth ride and soft landing. Addition, this
product also contained ASICS’s acclaimed outsole that has lots of flex, allowing the shoe to bend
with your foot.
\ ASICS GEL NIMBUS 23 (MEN) ASICS GEL NIMBUS 23 (WOMEN) DISCUSSION ON THE MARKETING MANAGEMENT ORIENTATION
Market orientation of ASICS can be seen by their marketing strategy and marketing mix. ASICS
covers the 4Ps in marketing which is Product, Price, Place and Promotion. There are several
marketing strategies like product innovation, pricing approach, promotion planning etc. The
strategies mentioned help the brand success for a long term.
As one of the known sportswear brand that produced varying categories, the product they
have made have diverse of sets that is offered to outspread range of population with
different concerns. By doing research, the brand have been upgraded in a way to fulfill
their claims of high-standard running shoes which has made them as first choice among
the runners. Other than that, its product introduced various developments such as
reflective tape on the heels, gel shock absorption system, flared sole and soft-cushioning
tape on the heels. The company has researched new invention of techno;ogies over the
year in their Institute of Sport Science.
The price strategy has been ore of a customer oriented one. Focusing on deliver the right
product solutions irrespective of wether it supports higher retails price points or more
modest price points. Currently, running shoes category are the highest price, where it was
the point of their business has expand. ASICS has a quite high priced segments selling
between $75 (RM 310) and $125 (RM 518) as well as entry level models with a price tag
of $60 (RM 248). Although major chunk of the sales is higher priced segments, yet it has
been a conscious decision on the brand’s part to introduce entry level models too. Their
main agenda is to strengthen their position in consumer’s heart.
Mentioned ASICS has covered the worldwide market, this company has a wide
distribution connection. 28% of its sales profits comes from North America, 19% from
Europe and highly revenue comes from Japan ( 49%). During World Championship,
ASICS focused on a way to relaunch in London to tap the emotional connect with the
consumers. It has formulated to focused on the branch in major cities like Tokyo and
New York including other 700 location worldwide. 4) Promote
ASICS has planned its promotional offered with variety of sportswear and targeted world
sports events. Professional athletes became their main focus so they introduced their
shoes and other equipments like sportswear. During Sydney Olympics 2000, Naoko
Takashi wearing ASICS shoes which had showed to be a marvelous leap of achievement
for the brand. On the other hand, ASICS’s media campaigns have been concentrated on
informing few of the products and spread elucidation of new technology explored along
with sponsoring events like marathon in Boston. Their strategy also aimed to give Nike a
tough competition. Recently, the brand has focused to grow its branch estate and extend
its appeal to a vast segment in the market for outdoor wear and fashionable sportwear. In my point of view, a good marketing management which practiced by this company help them
to stay active, famous and being known over the world, made them as the first choice over other.
ASICS keep upgrading their standard, doing research to be better and make products that safe for
environment and stay compete with other brands. With a smooth, comfortable, soft material,
ASICS indirectly help their users to have a light run and activities. With the moto “ I MOVE
ME”, the sports brand aims to motivate everyone to practice more sport and move more in
general to works towards a healthier, fulfilled life. CONCLUSION
In conclusion, ASICS has showed their potential since its existence to users over the
world. Clearly, this brand have placed in buyers’s heart to stay choose their product as one of the
equipment to start doing activities. Comfortable, soft, attractive design and useful for multiple
terrains are some of the reasons why ASICS need to be chosen by athletes and non athletes.
Healthy lifestyle and environment are important and this company helps users to achieve it by
producing equipments that safe and eco-friendly. Hence, ASICS recognized an important social
responsibility for ensuring the conservation of the environment and is addressing the challenge
of building a global society capable of sustainable development. It is well-known that ASICS
has years of experience and always try to improve and upgrading their brand.
To become one of the world best brand was not easy but ASICS prove it. This company
still manage to keep their standard high and also sponsored many athletes and club such as the
Tennis superstar, Novak Djokovic and Beach Volleyball athletes, Lane Carico. With sponsoring,
ASICS’s was seen all around the world. Competators like Nike may use this kind of strategy but
ASICS makes it tough to be compete with.
Last but not least, this company have to keep upgrading, doing more research and
designated more product to stay active and be one of the biggest brands in sports equipment’s
industry . ...
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