THE PROBLEM
How do you unlock growth whilst regain your status with legacy consumers?
Client
ASICS
Project Type
SEGMENTATION, AUDIENCE CLOSENESS, BRAND STRATEGY
Location
Europe, Asia, North America
References
THE BRIEF
As a global organisation, the business was struggling with alignment - both in regards to senior stakeholders and with local markets. They needed robust data and a compelling story to bring the company together.
In 2019 ASICS were not only losing share but also losing status. They weren’t attracting casual runners whilst more committed runners were looking at more specialist brands.
OUR SOLUTION
We segmented the world of running for the global ASICS team.
This involved a combined quantitative and qualitative response, speaking to over 9000 respondents across 6 markets.
What we ended up with were 6 running segments, lead by running style and occasion. So from marathon running, through to 5k Park runs and simple fitness runners.
OUR SOLUTION
At the end of the research, we visited each of ASICS local teams to help embed the segmentation within the organisation.
THE RESULTS
One year after the segmentation launch, ASICS reported 143% total brand growth
A global typing tool has meant that each new research project can feed effectively into the total global insight pool - overtime this mean less research.
Our rollout of the segmentation into local market teams has mean clear alignment globally. As a result, ASICS have reported a significant increase in the efficiency of their marketing resources.
“The work we do on segmentation is very important for the ASICS business and has made a real difference to us”
Yoshi
Marketing Director, ASICS
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