Read the case study: Asics: Chasing a 2020 Vision for assignment

1. Strategies:
   • Analyze Asics proposed strategies that were under consideration
   • At a high-level, why were these considered opportunities?
2. Customers:
   1. Elaborate upon Asics target customer segments and which new segments were they seeking to gain appeal
   2. Why was it important to look beyond serious / marathon runners alone?
3. Company & Competitors:
   • Examine Asics' position in the marketplace along with their product line. (Exhibit 3 may be helpful)
     • Into what product areas are they looking to expand and what are the challenges?
   • Examine Asics key competitors - How did Asics compare to its competitors?
   • Where were there gaps in the brand, positioning and/or product line? Were these risks or opportunities?
4. Proposed new direction:
   • Given your analysis so far, has Asics made the right decisions in terms of product line and positioning?
   • What is the role of DTC and how does it make sense to their future plans?
   • What is Asics plan for a new brand?
     • Does their brand make sense in light of the new direction they wish to achieve (customers, products, market position and so on)?
     • Have they differentiated and done so to the degree needed to compete?
     • Does their new product line and strategy align with their brand
   • What are the potential upsides (or downsides) of the RunKeeper acquisition?
     • Does it appeal to the right customers?
     • How might this work or possibly fail?
     • Does it make Asics more competitive and how?
5. Risks
   • Given your analyses, should Asics be doing anything differently?
   • What are 2-3 major risks you've uncovered to their strategy or new direction?

• Perform a brand pyramid analysis of Asics using the case document. Use bullet points - this is an EXERCISE and NOT a written analysis. You may use a drawing or do this via text. A brand pyramid has been added so you can see the visual. Your analysis should mirror your work from the discussion board assignment as follows.
• SALIENCE (Category)
  • Recognition - how is Asics recognized and regarded within its category by target segments?
  • Describe needs this general category fulfills for target segments
  • At first sight or contact with the brand what do most customers perceive or think of Asics?
  • PERFORMANCE & IMAGERY
    • Features & Functional - what features do target segments like about Asics and its product(s)? (Remember they are trying to expand)
    • Product Design (elements that we know matter)
      • List product/design and how your brands design differentiates and what it communicates
      • What level and type of performance do customers expect?
    • What type of imagery does Asics use to differentiate and set themselves apart?
  • JUDGEMENTS & FEELING
    • Given Asics' chosen tagline and branding how does it connect to the judgements and feelings of its target customer segments?
      • What do core customers feel the brand says about them?
    • Emotional Connection - describe the emotional fulfillment target segments receive from Asics
    • Social Connections - what social value does Asics deliver to target segments? (Think Prius and how it allows customers to communicate they are green just by driving such a unique looking vehicle)
  • RESONANCE
    • How do die hard users bond with Asics?
    • What are at least 3 levels of deep feeling or connection Asics is seeing with its best customers that it can try and use to resonate with a wider audience?