Product can split into three level, they are core product, actual product and augmented product. First level, center product is not the tangible, physical product, because central product is the essential profit that ASICS running shoes may bring to user which is also the primary reason why customer got it. Basic advantage of sport shoes is lowering accident risk when having sport activity. Second level, real product is the physical form of the ASICS shoes. As of this level, the marketing consultancy will setup the design, style, brand, quality and presentation of ASCIS shoes. This step is important because is the way internet marketer differentiated their sport shoes from their competitor. (Recommendations: http://tutor2u. net/business/presentations/marketing/ levelsofproducts/default. html) Third level is augmented product. Augmented product is additional benefit for purchasing ASICS sport shoes. For instant, good quality and unique design.
Branding is an identity of the merchandise, it refer to the name, brand, design and product packaging. Besides, branding can truly add value to the shoes, because people generally will willing to pay more for a branded footwear like ASICS than unbranded shoes. Branding helps ASICS company develop strong commitment from customer and consumer will easy to identify the ASICS shoes. Branding help ASICS Company to differentiate their shoes from others company which sell in the same product. Every brand have their own brand value, brand value is one types of advantage for the business. Ranking of ASICS shoes in Japan's best global brand in 2010 2010 is get ranking 22. Brand value in calendar year 2010 is 664 million US buck(reference from docstoc internet site 2010)
Promotion is use by company to talk to respect to their product offering with customers. (Personal references: Jennifer Rowley) Definition of campaign is progress of a product, idea, or viewpoint through promotion and/or advertising. (Reference point: Business dictionary)Promotions are used to get new customer and remind the old customer have ASICS brand.
Marketing promotion combine have five types, they may be advertising, sales advertising, public relationship, personal offering and immediate marketing. ASICS Company practice in sales campaign, advertising and personal advertising. Every Holiday, ASICS retailers have sales advertising to encourage customer buy it as a Christmas present. Every ASICS shop have promoters, they'll in person introduces their product to customer and assist customer to find the most suitable shoes size, this is personal selling. Advertising campaign done by ASICS company is has their own internet sites, ASICS advertising slogan is "Sound mind, acoustics body" (reference point: ASICS web sites. )
ASICS jogging shoes is rank one in the planet for nineteen yr. ASICS Company have significantly more than 60 years of boots experience, the reason why ASICS Company been there so long is the ASICS shoes have be known as very comfort sport shoes, in any sport, the ball player need the shoes won't harm them or pinch them in anyways. Besides, design of ASICS shoes are extremely stylish, the participant also want to be look good when having sport activity. The ASICS shoes also made of high quality material and therefore long lasting. Nice design, good quality and comfort capacity of the ASICS shoes is the key reason customer choose ASICS brand.
ASICS Company should maintain their shoes quality and keep do research to make more nice and suited sport shoes for sport player. Furthermore, they can try to manufacture kids sport shoes or the sport item which suited to kids to increase their product varieties and sales.
In final result, in yr 2010 Japan's best global brand, ASICS Company successful from rated 26 changes grow up to positioned 22 and increase 11percent of the brand value, there is 664 million of the brand value. ASICS Company driven to continue increasing the brand value of ASICS with the purpose of joining the top 100 in the best global brand position of interbrand.
