Baseball Elite Line Matt Sheets

September 1, Onitsuka Co. (Kobe, Japan) Joined brands with Tokyo Onitsuka 1963-Joined brands with Chuo Sangyo 1977-Merger with GTO Co. and Jelenk Co. ASICS- Latin (“Anima Sana In Corpore Sano) A Sound Mind in a Sound Body History

Market in U.S.A, Australia, Europe, and Asia Shoes- Running, Training, Walking, Volleyball, Track and Field, Wrestling, Tennis, Golf, Soccer, Lacrosse, Field Hockey, Basketball, Cheer Sporting apparel, Casual apparel, youth apparel, accessories Today

Running Shoes (Global) Rank 3 rd (13.3%) 1 st Nike (46.2%) 2 nd New Balance (17.8%) 4 th Adidas (13.2%) 5 th Reebok (2.3%) Others: Saucony, Avia, and Mizuno Market Share

Athletic Footwear (Global) Asics 5% Market Share

Mainly those in athletic footwear market who produce a baseball line: Nike (biggest target) Reebok Adidas Easton Rawlings Mizuno Competitors

Strengths) Dedicated to athletes, high-performance shoes, unique, growing shares/sales, low prices, technology Weaknesses) Small share in athletic apparel, not internationally dominant, lose a lot of shares to Nike, Reebok, and Adidas Opportunities) Currently baseball season (spring and summer), players want to be unique Threats) Winter and fall approaching, competitors offering more customization S.W.O.T.

Double global market share in Athletic Footwear (to 10%) Increase our U.S. Athletic Footwear sales to $200 million (from $197 million) Increase our global Athletic Footwear sales to $925 million (from $920 million) Gain baseball recognition, gain recognition in sporting apparel field 2 Year Objectives

Analysis of Asics survey: Sex) Males Ages) year olds High-School and College players, fast/seeking light shoes (outfielders, lead-off batters) Income) Average/ Middle Target Market

Product FOCUS ON FOOTWEAR Unique/ Stylish Light-Weight Supportive Highly Comfortable Customizable Affordable Ichiro Suzuki

Based on analysis of competitor (Nike) Production/ Pair (outsourced most likely) Labor- $2.75 Materials- $9.00 Rent, Equipment- $3.00 Supplier’s Operating Profit- $1.75 Duties-$3.00 Shipping-$0.50 Cost to Asics-$20 Price

Selling price directly to consumer: ~$70 Asics makes about $40 Less sales Selling price to retailer: $35 Asics makes about $15 More sales Price

Global rollout to U.S.A, Australia, Europe, and Asia (starting with major cities) Available to all via online store Place

Based on survey of most effective communication Promotion TypePercentageAmount Television40%$400,000 Magazines20%$200,000 Online20%$200,000 Newspapers10%$100,000 Radio5%$50,000 Billboards/ Outdoor5%$50,000 Total100%$1,000,000

Same channels we currently use (tag on) Direct selling online Based on Fiscal Quarter Financial Statements Distribute about 60,000 pairs Multiply by retail cost ~ $2,130,000/quarter for selling and distribution Distribution

Time 2012 Research and Development April-July Aug.– Sep. Promoting and Advertising Oct.– Dec. Roll out line for holiday sales Research and Development Promoting and Advertising Jan. Feb. Mar.-July 2013 Roll out for baseball season, research and development

Net SalesNet Income 2012 Rollout Forecast$2,843,000,000$123,000, Rollout Forecast$2,917,000,000$142,000,000 Change$74,000,000$19,000,000 Fiscal Analysis Current Revenues (prior to rollout) Slight Loss (winter rollout) Increase in Revenues (baseball season rollout)