Brief: How do you quickly get a global organisation to regain competitive advantage when your competitor is Nike?
The ASICS business has seen significant growth for over 10 years but in the last 2 years has come under considerable pressure from a very competitive market place and seen it’s market share squeezed by the biggest spenders (Nike) and new emerging challenger brands such as Brooks and New Balance. ASICS Global recognised that to see a return to strong growth, meant that the business needed a new understanding of the needs and desires of a new generation of runners.
As a result they commissioned The Mix in 2018, to undertake a global segmentation of performance running to help inspire the business to become more consumer-centric.
90 x consumers participated in a 3 week qualitative study.
90,000 completes across the 6 regions for the quantitative segmentation.
This was delivered as a series of training workshops accompanied by segmentation tools to bring to life each segment in detail.
Fast global alignment across 6 markets (China, Japan, USA, France, Germany, UK) on the priority segments for ASICS to target. Each region was involved in interactive workshops to communicate the findings of the study and to help train the broader business at speed on how to understand their segments in depth.
The business is already using the segmentation to inspire a new generation of products and marketing campaigns which are focused on the clear places that ASICS can win. ASICS has gone onto commission The Mix on a further two categories (athleisure and also tennis category) to help the business truly get ahead of its major competitors.