ASICS Case Study: Marketing Strategy for Onitsuka Tiger & ASICS Tiger

This case study examines ASICS's strategic decision to launch lifestyle brands, specifically Onitsuka Tiger and ASICS Tiger, and evaluates the effectiveness of marketing these sub-brands compared to the main ASICS brand. The launch of Onitsuka Tiger was influenced by the rising demand for retro-style sneakers, particularly in Europe, and was further popularized by its appearance in the movie Kill Bill. ASICS Tiger, on the other hand, targeted young sneaker enthusiasts with classic designs and innovative materials. The study contrasts the marketing approaches, noting ASICS's use of fitness apps and its core brand message, "Sound mind in a sound body," while the sub-brands leverage websites and distinct visual identities to appeal to different customer segments. The analysis highlights the importance of differentiated products and targeted marketing in maximizing revenue and achieving strategic goals.

ASICS

TABLE OF CONTENTS
Wise to launch the lifestyle brands Onitsuka Tiger and Ascis Tiger..........................................1
Most effective approach to market these sub brands as compared to the main ASICS brand....1
REFERENCES................................................................................................................................3

Wise to launch the lifestyle brands Onitsuka Tiger and Ascis Tiger
Yes, it is wise to launch the two lifestyle brands named as “ Onitsuka Tiger and Ascis
Tiger” as Onitsuka Tiger is influence by the European fashion. Furthermore, as per statistical
analysis of 2000 there has been more demand of retro style sneakers in town of Europe that acts
as opportunity for growth and expansion of business. At the same time Uma Thurman one of the
well-known actor has wore yellow colour shoes in the movie kill bill in 2003 that make its more
popular. It was also estimated that there is around 80-85% of sales of shoes and each pair costing
around 10000-12000 yen on an average that is much more profitable for business (Cardoso Filho
and et.al., 2019). While the ASICS tiger brand has been targeted for young sneaker fans that
have shape of classic original shoes and four stripes. It makes use of new material, color and
design to make shoes that can offer to customers. In another words, the company by creating a
brand of shoes for walking around the town is able to generate more sales and earn high revenue.
So, the brand by offer differentiate products and targeting differentiate customers is able to gain
maximum return or outcome (ASICS: Chasing a 2020 Vision, 2020). Therefore, it is wise to
launch the brand as there was around 75% sales of products through male living primarily in
U.S.
Most effective approach to market these sub brands as compared to the main ASICS brand
ASICS brand in order to effectively promote its products and services has make use of
own fitness app that has been launched in 2012. It has around 1 million registered members
worldwide and among which 500,000 are active users. Sound mind in a sound body" is a
message that has been used by the ASICS to attract more and more customers that has helped in
enhancing overall profitability of the company. The sub brand in comparison with ASICS brand
has make use of website to inform customers about the quality, benefits or advantages along with
price of shoes so that they can take right decision to make purchase for satisfaction of their
respective requirements (Kobayashi, Jackson and Sam, 2019). Likewise, the ASICS e-commerce
site is method that has contribute in effectively marketing about the brand to range of customers
that are living in society. So that they are influence to have the shoes and enjoy its comfort.
In addition to this the core brand have dark blue colour and signature swirl symbol. But
for marketing of sub brand i.,e ASICS tiger brand have lighter shade of blue, different font with
no symbol has been used to influence customers to be part of firm (Silva and et.al., 2018). It
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through establish distinctive expression for each of the brand is able to gain maximum benefits.
At the same time there are lot of resources, expense that need to be made by the company to
easily promote the brand to customers and earn high profit margin (Cardoso Filho and et.al.,
2019).
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REFERENCES
Books and journals
Cardoso Filho, C. A and et.al., 2019. CHHD Lounger Cushion. Revista Brasileira de Medicina
do Esporte, 25(3). pp.252-257.
Cardoso Filho, C. A and et.al., 2019. Onitsuka Tiger delegation EX 1183A604-750; unisex
sneaker; gul; 39. Revista Brasileira de Medicina do Esporte, 25(3). pp.252-257.
Kobayashi, K., Jackson, S. J. and Sam, M .P., 2019. Globalization, creative alliance and self-
Orientalism: Negotiating Japanese identity within Asics global advertising
production. International Journal of Cultural Studies, 22(1)/ pp.157-174.
Silva, D.F.D and et.al., 2018. ASICS Tiger ASICSTIGER Gel-Saga W Calzado White/Sun
CoralPhysalis species cultivated under colored shade nets. Revista Brasileira de
Fruticultura, 40(2).
Online
ASICS: Chasing a 2020 Vision, 2020, [Online]. Available Through: <
file:///C:/Users/user/Downloads/ASIC-case._546207876.pdf >.
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