The document proposes a new hiking boot brand called Aberro by Asics. The boot would incorporate advanced technologies like an ankle support system, waterproof and breathable membranes, and specialized padding and traction. It aims to enhance hiker comfort, performance and protection. While some saw value in the technical features, most felt it only appealed to serious hikers and had limited potential to strengthen the Asics brand due to the small niche market. Concerns included complexity, high price, and lack of relevance to the running brand image.

1. Chris Anderson Pedro Strada Gaby Roberts Kevin Corbett MKT 445 New Product Development and Branding New Product Proposal

2. Positioning Statement : Asics is the only athletic shoe and apparel company that is committed to creating the most comfortably advanced products for active individuals that seek harmony in the body and mind Target Market: Sex : Both Males & Females Age : 19-26 (Young and active to Young at heart)  Targeted in Survey Income : Middle to Upper (Survey Results: 65% claimed family income of $60,000+) Consumer Benefits Sought : comfort, durability, breathability, style, well-priced, color, cool, functional, good reputation, arch support, quality, lightweight, good fit Negative Mental Map Positive Mental Map Cheer Volleyball Contour Shape Running Breathable Durable Shoes Support Comfort Trust Light Weight Asics Not Cool Plain No Style Boring Old Asics

3. Among Asics Buyers Among Asics Non-Buyers Comfort Comfort Sleekness Sleekness x Adidas x Asics x Nike x Nike x Asics x Adidas Comfort vs. Sleek Design Survey: (Buyers) Comfort 48% Asics 14% Nike 38% Adidas Sleek *8% Asics 63% Nike 29% Adidas Survey (Non Buyers) Comfort *8% Asics 55% Nike 37% Adidas Sleek *5% Asics 75% Nike 20% Adidas Lack of awareness *Lacking Association Brands In Comparison High Comfort, Low Sleek Design Low Comfort, Low Sleek Design

4. Among Asics Buyers Among Asics Non-Buyers x Asics x Asics x Adidas x Adidas x Nike x Nike Image (Cool) vs. Emotional Attachment (Trustworthy) Image Emotional Attachment Emotional Attachment Image Survey: (Buyers) Cool *3% Asics 58% Nike 39% Adidas Trustworthy 53% Asics 16% Nike 31% Adidas Cool *0% Asics 75% Nike 25% Adidas Trustworthy *3% Asics 66% Nike 31% Adidas Survey (Non Buyers) *Lack of Awareness *Lacking Association Brands In Comparison High Trust, Low Cool Image Low Trust, Low Cool Image

5. BRAND MANTRA: Genuine Comfortable Athletic Performance M A P A T M Asics Survey Results: Negatives Only: 8% mentioned the logo or slogan as an association [Logo and Name] (Memorable) 34% of buyers see Asics colors as stylish [Colors] (Appeal) 29% of buyers see Asics design as cool [Logo & Design] (Appeal) 40% of consumers feel Asics meets their athletic needs [All Elements] (Meaningful) ALSO: 90% of consumers buy products 1 time a year or never [All Elements] (Appeal) 83% of buyers would not purchase Asics clothing [All Elements] (Transferability) Positives 63% of buyers associate Asics with healthy-lifestyle [Brand Name] (Meaningful) 47% of consumers would wear Asics shoes/apparel [All Elements] (Meaningful) 49% of consumers have purchased Asics products [All Elements] (Appeal)

8. BIOMORPHIC COMPRESSION™ TECHNOLOGY FABRIC WICKING The fabric's construction drives moisture to the surface of the garment. This built-in moisture transfer management aids in preventing the over-heating that is typical in other tight fitting garments. INCREASED CIRCULATION ASICS® Biomorphic Compression™ maximizes the flow of blood to working muscles. Too little or too much compression either has no effect on or restricts blood circulation. It takes just the right amount of surface pressure on the body to accelerate blood flow and oxygen delivery. ANTIBACTERIAL/ UV New permanent anti-bacterial function in the fabric. Sanitation feature cannot be washed out of the garment maintains the normal bacteria level of the skin, leading to reduced odor and added comfort. All garments also feature permanent UV protection.

9. AsicsYoga Tops Here are two new contoured fitting and stylish tops, made from the most technologically advanced and comfortable fabrics, that drive moisture to the surface of the garment, keeping the body cool, while protecting against bacteria, odor, and UV rays. The garments, coupled with Biomorphic Compression Technology, maximize the flow of blood and oxygen to working muscles during moderate to intense athletic activity. They are pre-shrunk, include reverse stitched lining, and are flat seamed for less irritation and an ultimately close fit. In addition, the garments are made with a perforated/mesh panel along the seam which maximizes breathability. AsicsYoga Bottoms Here are new yoga pants that incorporate the fabric wicking, Anitbacterial/UV protection, and compression technology of all AsicsYoga garments with a functional fit. They fit narrowly on the upper thighs and loosen towards the lower leg and ankles to ensure full range of movement. The wider smooth-ribbed waistband creates a more personalized fit which also shapes the curvature of your form. In addition, the garments are made with a unique perforated/mesh panel along the seam which maximizes breathability and creates a cooling system during quick movement.

13. VALUE OPPORTUNITY CHART: AsicsYoga Concept Personality Sense of place Point in time IDENTITY Taste Olfactory Tactile Auditory Visual AESTHETICS Ease of use Safety Comfort ERGONOMICS Power Confidence Sensuality Security Independence Adventure EMOTION HIGH MEDIUM LOW VALUE OPPORTUNITY EXTENDABLE BRAND PROFIT OVERALL IMPACT Durability Craftsmanship QUALITY Enabling Reliable CORE TECH. Environmental Social IMPACT

17. Concept Statement Here is a new stylish and technologically advanced hiking boot to maximize the experience of outdoor activities. It incorporates an ankle sprain resistant plastic skeleton sewn into the outer boot which is locked in place with a Velcro strap, an inner boot make of a Gore-Tex like material for water proofing with an inner acrylic lining for comfort, extra padding in crucial areas of the bottom of the inner boot, a stylish leather designed outer boot that has been pre-treated for water resistance, and a hard rubber sole designed with the influence of the expertise of off-road truck tire manufacturers. All of the technology is designed to enhance the hiker’s experience and give them one less item to worry about while enhancing their body and soul.

22. VALUE OPPORTUNITY CHART: Asics Abbero Concept Personality Sense of place Point in time IDENTITY Taste Olfactory Tactile Auditory Visual AESTHETICS Ease of use Safety Comfort ERGONOMICS Power Confidence Sensuality Security Independence Adventure EMOTION HIGH MEDIUM LOW VALUE OPPORTUNITY EXTENDABLE BRAND PROFIT OVERALL IMPACT Durability Craftsmanship QUALITY Enabling Reliable CORE TECH. Environmental Social IMPACT

26. ASICS you! Is an interactive website aimed at personalizing your Asics experience. We know how important your health and sports-related activities are to you, so we want to cater to your athletic and apparel needs as best as possible. Asics is dedicated to creating the most comfortable and quality products to fit your needs. Since every Asics customer is different, what better way to meet your individual needs than by helping you create and customize your own shoes! At the ASICS you! Design Center, you will be able to pick any style of Asics shoe. Once you’ve made your selection, you can use our design kit to find a combination of colors that suits you. Following that, click our “Shoe Fit” tab. This advanced application will run you through the fitting process to ensure your ultimate comfort…Without even making you leave your home! We know how busy our Asics customers are and we are here to help. Design a pair today! Asics YOU!

29. Value Opportunity Chart: AsicsYou! Concept Personality Sense of place Point in time IDENTITY Taste Olfactory Tactile Auditory Visual AESTHETICS Ease of use Safety Comfort ERGONOMICS Power Confidence Sensuality Security Independence Adventure EMOTION HIGH MEDIUM LOW VALUE OPPORTUNITY EXTENDABLE BRAND PROFIT OVERALL IMPACT Durability Craftsmanship QUALITY Enabling Reliable CORE TECH. Environmental Social IMPACT

30. Independence - Enables personal identity with product Security- Some consumers feel insecure w/o trying on shoes Confidence- Shoe fit application and custom style Comfort- In depth testing for advanced fit and comfort Ease of Use- Difficult but easily accessible from internet Visual- Individual design and color application Sense of place- Internet ensures convenience Personality: Custom kit makes for a personal connection w/ shoes Social- Serious runners take great interest in quality shoes Enabling- Can design and mail shoes from any computer Craftsmanship- Unique & personalized fit Durability- Same Asics quality shoe Profit - High cost of custom manufacturing make for low margins Brand - Increased awareness and improved associations of style Extendable - Moderately good extension but needs more R&D VALUE OPPORTUNITY CHART Rationale: Focus Group Responses