UNDERSTANDING THE MARKETING STRATEGIES AND MARKETING MIX OF ASICS
Keywords:
marketing mix, sports apparel, product innovation,,Abstract
This research paper examines the marketing strategies and marketing mix of ASICS, a leading
sportswear brand. The study explores how ASICS differentiates itself in the competitive sports apparel
industry through its strategic marketing initiatives, including product innovation, branding,
promotional tactics, and global expansion. The research also provides an in-depth analysis of ASICS’
marketing mix, commonly referred to as the 7Ps: Product, Price, Place, Promotion, People, Process,
and Physical Evidence.
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