Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Marketing Group work

Asics Tigers and the hipsters
by

Siji Sebastian

on 26 August 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Marketing Group work

Marketing Managers:Andrew & Hasan
Event Manager: Siji
Product Manager: Stanley
MARKET SEGMENTATION


Market is segemented because of wide wariety of Hipsters to cater for.
Company - Asics
Price Positioning
Price positioning: There is a huge amount of study on the mindset of pricing in marketing. The price of an item articulates the buyer more about the item than most comprehend. Most people associate a higher price with higher quality and lower price with lower quality. When a product is position as a better choice to high valued brands, the marketing sector must price it in the middle of the market to escape an evaluation to the cheapest end of the range. Asics Tigers products are very expensive comparing to its competitors such as Vans and Converse but regardless of it price , consumers’ desire and recognition of the durability of the brands product give consumers the confidence to go for it. As said by (P D’Zouza [University of western Sydney College] 2012, 700001 lecture, 9 August) “Price is the key for quality” most customers also acknowledge this. Therefor Asics Tigers price position in the market is recognize as premium product.
Identify the competitors and threats to the brand.
POSITIONING THE ASICS Nirvana NG BRAND
(cc) photo by medhead on Flickr
Suppliers are the businesses that supply raw materials to the industry.
Buyers are people or organisation who creates demand in the market.
The occurrence of substitute products can decrease industry charisma and lucrativeness because they limit price levels.
New entrants to an industry can increase the degree of rivalry
There are many rivalries in the shoes industry.
Hipsters are almost impossible to recognise due to their distinctive personality.
A stereotypical hipster could be wearing a shirt with an obscene reference and skin tight jeans.
They don't consider themselves to be hipsters at all
HIPSTERS CAN BE CLASSIFIED INTO VARIOUS CATEGORIES
THE NATURAL
These hipsters are generally easy going.
Emphasis is given on social participation within the community.

Many of their close friends keep in touch for personal benefits such as 'status' and many observers lean towards 'jealousy'.
THE NEWBIE
Probably the most common form of hipster to date.
Their former self would generally have been part of the 'Gangsta', 'Jock' or even the 'Geek' tribes revitalised. However they are likely to keep a small aspect of their former self.
They are very hard workers when it comes to developing 'new trends', individually.
THE ACADEMIC
The name changed from Onitsuka to Asics in 1977 due to a number of mergers.
These hipsters carry the 'nerd' factor. Their identity is defined by the books they read, rather than their social skills.
These hipsters can be found across
all universities. They have a vigorous
culture and highly planned out future.
Porters Five Forces
THE DILETTANTE
They are very superficial and have a huge passion for the arts. They love to decorate themselves (they are the art!), its all about 'their' image.
These types of hipsters love to attend art high status art openings and gallery parties.
This hipster carries the 'Glamazon' factor.
TRIBE (HIPSTER)
5+7=
(cc) image by anemoneprojectors on Flickr
5+7=
(cc) image by anemoneprojectors on Flickr
Market Share
Major customers
What do customers
think of their product
Pricing policy
Product Range
Product Quality
Customer Loyalty
Year of Establishment
Advertising
Product Life cycle
Maturity
Maturity
INTERVIEW WITH HIPSTERS
"HANGING WITH HIPSTERS"
A large percentage of the casual
footwear market.
That shirt your wearing is pretty, er, low slung
A large percentage of the casual
footwear market.
The whole idea of the shirt with the open front is that, your free to put yourself out there and be judged.
Males and females aged 16-22 involved in
counter culture
(music, art, action sport and street culture)
Males and females aged 16-24
in high school or university.
Does your own label have a name?
Value for money
Comfort
Stylish
Variety
Well its hard to talk about because its called
nothing. But not 'nothing, more like '____"
Stylish
Comfort
Variety
Price penetration
Price skimming
What inspires you?
I take alot of inspiration from my childhood
and homeless people.

We really like homeless people, they dont mean
to look great but they just do.
Large variety of products
with different styles and colours
A large variety of products
with different styles and colours
A mass-produced product,
which is seen as a good
quality in the market.
Exceptional quality
“Nothing but perfection”
Repeat business, because of the
product being cheap, comfortable,
and a good quality product.
High Quality assurance,
longlasting, reliable
and worth the value
Opened in 1966
Opened in 1908
ATL
BTL
Internet
Television
Social networking
Sponsorship
Events
ATL
BTL
Internet
Television
Radio
Celebrity runners
Social networking
Sponsorship
When it comes to footwear, they have a propensity revolving around Nike.
Exactly the case with this footwear they look sporty but are being perceived in a casual manner.
TARGET PERSON
The company was established in 1949 under the named Onitsuka.
In 1951 Onitsuka produced its first product. This product was a shoe known as the Onitsuka Tiger
Competitive Analysis
PRICE POSITIONING
BARGAINING POWER OF
SUPPLIERS
Suppliers have a higher bargaining power.
COMPETITIVE RIVALRY

consumers have lots of alternatives
to choose from.
BARGAINING POWER OF
BUYERS
The consumers have a higher bargaining.
SUBSTITUTES
due to our strong brand reputation and the durability of our product, threat of substitute product only drive down sales but we still keep the product price at premium which helps us to maximise profit.
NEW ENTRANTS
Asics strong reputation in the market prevents them from being attacked by new entrants.
Perceptual Map
Perceived quality
Perceived price
Actual Product
Fashionable
Core
Augmented product
Levels of Product
Positioning through advertisements which includes both above the line and below the line methods of advertising.
Positioning in popular sales locations
Determining the target market attributes, perceptions and expectations
Positioning through price by identifying the market price and the competitors prices.
However, the idyllic target person is the 'Hipster Gangsta'. To know this, we take a look at Gangstas separately.
Asics Nirvana's are more expensive compared to its competitors such as Vans and Converse.
DEMOGRAPHIC
AGE - 18-23
INCOME - Middle - Upper Class
PROFESSION - Liberal Arts grads,
who try to pursue creative careers.
RELIGION - Alternative spirituality, or atheism
GEOGRAPHIC
IMC (INTEGRATED MARKETING COMMUNICATION
warranty
online store sales
Hipsters can be found all over sydney
Relatively easy to spot
Mostly in urbanised areas
Asics Nirvana rationally appeals to the audiences self interest since the design concept is made by the consumer themselves.
This puts emphasis on the costs and benefits of the product.
This strategy proves effective against rivals like nike and vans.
PSYCHOGRAPHIC
Type A Consumers, they are referred to as deal seekers and they thrive on savings.
The Risk takers can be associated with adrenaline junkies, such as legendary skater Tony Hawk.
After sales service
Accessibility to stores
Asics focuses itself on grabbing and holding interest of its target group through ad's of international culture and traditional mish mash.
IMC Execution Strategy.
Life Style
Heavily immersed in implementing fashion from other tribes

Which is why there will always be one 'stand out' aspect.
Asics Nirvana's are used by people from all forms of life.
They can be used as casual shoes or for athletics.
Way of Life
Product Life Cycle
Athletes endorsing asics products such as Sally Pearson who have achieved success with Asics sporting footwear, and now are using products from the Asics casual range, because it reflects the athletes lifestyle outside of their sport.
Endorsements
Loyalty rewards
Membership rewards
The Nirvana NG is a product developed by Asics for the purpose of everyday activities.
Nirvana is derived from the phrase 'peace of mind', relates to Asics' initial goal of attaining a sound body and sound mind
Nirvana
Next Generation
IMC BUDGET
Budgeting for sales promotion: for example brochures, point of purchase, trade allowances, trade premiums and trade training
Budgeting for advertising for example market research, message research, media costs, account personnel travel expenses
Budgeting for public relations
Budgeting for personal selling such as salaries, recruting costs, training costs, promotional materials like samples and incentive programs
Comfort
100% Authentic
Functioning labor force upholding experienced staff and appointing high quality individuals.
PEOPLE STRATEGY
Develop skills of the workforce to contend with change and convey improving services customers.
Head Office
PHYSICAL EVIDENCE
Packaging
Magazine
Asics Nirvana next generation is unique because it is a mere reflection of the wearers personality.

Creative innovation design campaigns are promoted and advertised by mid February.


All designs and concepts are collected by the end of August.
YOU CAN LIVE
OUR WAY OF LIFE!
WITH ASICS NIRVANA
NEXT GENERATION
Product launched at the 'Shoes n' Bluezz event in September.
December: Hitting stores and every retail outlet accessible
Four visually, culturally and emotionally diverse concepts are selected.
(should have significant appeal on target market).
Using Celebrities and athletes to show off the styles and range of our product.
Use the event as part of the commercial to educate and influence hipsters.
Television
Logistics
Our
Environmental factor
Results to global warming and economic issues.
We act in ethical way to save the environment.
Our product price is set to meet the ability of even low income earners.

Government intervention such as tax policy, tariffs, environmental law and labour law.
Intorduction of new laws eg OH&S and recycling
Our company complies with OH&S policies
Legal factors
Technological
This can reduce costs, improve quality and lead to innovation and new product development
Our product prices are set based on the cost of production
Social Factor
This involves demographic, ageing population
our product is targeted at people age 18- 23 years.
Political Factor
company pays tax and conform to labour laws
This creates an immediate appeal towards Hipsters as they are re-known as cultural pickers and are fond of things new.
THE BIG IDEA
Above the Line
Radio
Radio allows a message to be created to suit a specific audience across different locations.
TV adverts can help boost sales during maturity
Radio can reach everyone and it’s cost effective.
It can be used to inform our target on the product launch, this creates awareness for our event.
brochures
Paper materials
posters
IMC Below the line
Creative innovation & Competion
We are asking potential consumers to come up with new creative innovations for the shoe.
Each innovation will be entered into a competition were the top designs will be the centre piece of event "shoes n' Blues"
PRODUCT DESIGN COMPETITION
Economic factor
Leather
Fabric
The total estimated value for the IMC budget is postualted at one million five hundred thousand
January
February
March
April
May
June
July
August
September
October
November
December
Above the line and
expenditure
Below the line and
expenditure
T.V, Radio,
Newspaper
Radio, Newspaper
Radio, Newspapers
T.V, Radio, Newspaper
T.V, Radio, Newspaper
T.V, Radio,
Newspaper
T.V, Radio, Newspaper
T.V, Radio, Newspaper
Radio, Newspaper
magazines
T.V, Radio,
Newspaper
magazines
Paper material,
Competition
Creative innovations,
competitons,
print material and
experiences
Mercahndising,
Print material
Event,
promotions,
sponsors,
endorsments
Creative innovations,
competitons,
print material and
experiences
Creative innovations,
competitons,
print material and
experiences
Event,
promotions,
sponsors,
endorsments
Event,
promotions,
sponsors,
endorsments
Event,
promotions,
sponsors,
endorsments
Mercahndising,
Print material
Mercahndising,
Print material
merchandising
IMC SCHEDULE
ATL total 375000
BTL 1125000
total: 1500000 AUD
Full transcript