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ASICS(R) FORMALIZES COMPETITIVE THREE-YEAR GROWTH STRATEGY TARGETED TO CHIP AWAY AT THE COMPETITION

 FOUNTAIN VALLEY, Calif., March 24 /PRNewswire/ -- With sales figures at an all-time high, ASICS TIGER Corp. is pacing a focused approach for development, with the formalization of an augmented three-year growth strategy designed to take the company to $570 million by year-end 1996.
 Achieving $247 million in sales in 1992, a 32 percent increase over 1991 figures, ASICS(R) is aggressively committing itself to the race for the "No. 3 brand" title within the sporting goods industry. With a five-year compound growth rate of 30 percent, ASICS is laying the groundwork for a controlled, calculated rate of increase over the next three years.
 In order to execute the initial phases of the plan, which includes growing its business to $333 million by year-end 1993, ASICS is targeting six prime areas of concentration. These areas include product development, price distribution, personal selling, advertising and promotions. In addition, ASICS plans to broaden its strengths in existing core categories and continue to reinforce, emphasize and build its technical, performance-product image.
 For product development, ASICS will continue its endeavor to research, develop and provide cutting-edge, technical athletic footwear and apparel products to the marketplace. Categories of emphasis include running, cross training, volleyball, wrestling, the women's market and an aggressive push in basketball. Complementing the area of development, ASICS will maintain its efforts toward manufacturing value-priced performance products.
 One of the most vital factors that will play a role in ASICS' eventual success is the company's overall commitment to its detailed retail-driven strategy. At year-end 1992, ASICS discontinued the sale of its GEL(TM) products through mail order, which ultimately necessitated the need for the company to earnestly increase and enhance its levels of delivery and service offered to core retailer groups.
 With this goal in mind, ASICS is in the process of initiating a number of improved service operations throughout the company, which include the recent addition of 56 new employees, a $1 million computer system upgrade, an improved consumer service 800 number and the establishment of a Dealer Service Network (DSN).
 In particular, the DSN program is a key element related to ASICS' increased service level. The DSN is comprised of field representatives located in key markets across the country who act as liaisons between ASICS and the retailer. The Dealer Service Representative's (DSR) function is to provide continual, on-site service to the retailer, conduct educational product clinics, provide and arrange P.O.P. displays, assist with promotions and troubleshoot problems for the retailer.
 In addition, because ASICS views its partnership with its retail accounts as a critical connection toward realizing planned continued growth, the company will fortify its relationship by improving and increasing brand-awareness vehicles that will enhance sell-through of the product at the retail level. For the coming year, greater attention will be placed on P.O.P. materials and other in-store promotional programs directly connected to ASICS' products.
 On the promotional level, ASICS will intensify its grass-roots efforts and continue to search for creative new media to promote ASICS' products. One of ASICS' most recent accomplishments in this area is its extensive sponsorship of the Pro-Am League, one of the nation's oldest and largest city league basketball programs, designed to provide hands-on experience to young people interested in all levels of sports, such as administration, coaching, refereeing, athletic training and game operations.
 Re-named the ASICS Pro-Am League, the long-term sponsorship encompasses 26 major cities within the United States, and spotlights ASICS as the official footwear and apparel sponsor of the league. ASICS will host a variety of activities in conjunction with the sponsorship, including special league promotions and local store tie- ins, as well as conducting coordinated radio advertisements in Atlanta, Chicago, Dallas, Los Angeles and New York. The extensive league sponsorship underscores the importance that ASICS is placing on its basketball category.
 Directly tied to the ASICS Pro-Am sponsorship and the company's basketball commitment, ASICS has developed a comprehensive television campaign, which includes four commercials featuring six popular players from the New York City Pro-Am League. Filmed on location at some of the most famous neighborhood playgrounds in the country, such as "Soul in the Hole," "145th Street," and "Rucker Park" to name a few, the commercials possess a distinctive street flavor aimed at the "real" basketball enthusiast. The 1993 basketball campaign represents the largest television commitment that the company has ever projected to one single category.
 Keeping with its commitment in the P.O.P. area, ASICS has designed an entire in-store package, which correlates with the basketball commercials and spotlights the company's popular "Skylyte" footwear and apparel. The P.O.P. package includes an in-store poster, a slat wall banner, ceiling danglers and key chains, as well as a 15-minute in-store video highlighting seven individual stories and filmed in an MTV docudrama style.
 Says Peter Goehrig, vice president and general manager of ASICS, "Achieving the projected growth in the coming years will be a challenge but it is a task for which the company is definitely ready.
 "ASICS' products are fortunately in high demand and the retailer is looking for solid relationships that they can build with companies of the future. ASICS plans to be one of the major players in this industry."
 ASICS Tiger Corp., with more than 40 years of sporting goods manufacturing experience, offers a full line of performance-driven athletic footwear, sports apparel, accessories and sunglasses. ASICS' shoe line includes high-quality, technologically advanced footwear for running, cross-training, racing, basketball, wrestling, volleyball, baseball/softball, walking, run/walk, gymnastics, youth, pre-school and infant. ASICS also offers a progressive, high- performance ski apparel line featuring advanced fabrics and styling. ASICS products are available at many specialty retailers and chain stores throughout the United States.
 -0- 3/24/93
 /CONTACT: Nancy Larsen of ASICS Public Relations, 714-962-7654, ext. 632/


CO: ASICS TIGER Corp. ST: California IN: TEX REA SU:

MS-JL -- LA033 -- 9305 03/24/93 18:46 EST
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Date:Mar 24, 1993
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