emartin_613_w9.doc

Emily Martin IMC 613 Avia

IMC 613

Brand Equity Management

Avia Brand Audit

Emily Martin

West Virginia University

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Table of Contents

Executive Summary…………………………………………..3

Brand Inventory……………………………………………...8

Brand Exploratory…………………………………………...12

Brand Recommendations…………………………………….20

Conclusion…………………………………………………….25

References……………………………………………………..27

Appendix A……………………………………………………29

Appendix B……………………………………………………30

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Executive Summary

Toning shoes exploded into the athletic shoe marketplace in 2003 (Toningshoes.com, n.d.). Since

then the shoe category has gone from a little known segment of the athletic world to a projected

1.5 billion dollar industry in 2010 (Rovell, 2010). With claims that the shoes will save time and

effort for Americans to tone their legs and achieve better fitness, toning shoes have made

colossal promises resulting in significant profits. With no end in sight for the trend, what began

as a small group of companies jumping into the toning category is quickly becoming a crowded

marketplace. Top brands include Skechers, Reebok, and Avia; while New Balance, Puma, and

Saucony are throwing their hats into the toning ring as well (Rovell, 2010).

As companies continue to develop and market toning shoes, it is imperative for Avia to set itself

apart from the crowd. Holding only 3.6% of toning shoe sales in 2009, Avia accounts for roughly

half a million dollars in sales. While this stance does solidify the third position in category sales,

competitors are swiftly approaching the market and aiming to overtake as much profit share as

possible. Avia has been known to sustain lasting relationships with customers. Narrow brand

recall, however, is a negative source of brand equity while competitors Skechers and Reebok

have become synonymous with the emerging shoe category.

By implementing a strong marketing plan, Avia will gain a larger market share of the toning

shoe category. The aim of this plan is not to attain the top standing in the category, but to ensure

greater exposure for the brand and a revived brand image as well as a larger share of the existing

market while evading upcoming competitors. Identifying and sustaining a unique niche in the

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toning shoe market will position Avia for successful market position in a growing sea of

competitors.

2009 Toning shoe category leaders

(Rovell, 2010)

Category Leaders

Skechers:

Skechers Shape Ups held 54% of the toning shoe category in 2009 (Rovell, 2010). The lagging

company picked up the innovative stance to athletic shoes and has maximized upon opportunities

in footwear since 1993 (Fundinguniverse.com, n.d.). Shape Ups serve an assortment of target

customers, sustaining an appealing stance for casual athletes, workers in the service industry and

medical fields, as well as housewives and busy professional. By offering athletic shoes, sandals,

and even slip-resistant soles in regular and wide widths, Skechers has covered most bases for

customer interest. With promises to “burn calories, tone muscles, improve posture, and reduce

joint stress,” Skechers is insisting upon a level of trust from consumers (Skechers.com, n.d.).

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An interesting stance by Skechers maintains the brand itself is a major reason to buy the product.

Since Skechers has become an established footwear brand, they have positioned themselves as

familiar and credible to the consumer. Other sources of brand equity include a reputable category

presence, being one of the first companies to truly push the concept to Americans. Skechers has

also conducted studies to confirm the claims of improved weight-loss, fitness, and posture in

Shape Ups wearers. While questions may arise regarding the validity of an internal study, the

mere induction of product analysis lends itself to a trust in the validity of the claims. The breadth

of Skechers’ product assortment appeals to an array of individuals. By servicing different styles

and end-uses, Shape Ups appeals to a broad audience. Skechers is available at a variety of

retailers including The Finish Line, Foot Locker, Kohls, and specialty stores. The accessibility,

assortment, and competitive price point aide in maintaining Skechers’ as the lead toning shoe

brand.

Reebok:

Reebok held 40% of toning shoe sales in 2009 (Rovell, 2010). The company has utilized a

unique stand in the category by incorporating instability pads to the EasyTone shoe instead of an

entire unstable sole. Furthermore, Reebok has taken steps to set itself apart from competitors by

introducing more appealing styles with the capability to customize pairs of toning shoes -

something competitors have not offered yet. Prices range from flip flops at $59.98 to customized

toning athletic shoes at $145.98 (Reebok.com, n.d.). As Reebok has sustained loyal customer

interest, the company is also developing an EasyTone clothing line to exploit the exposure of the

concept (Mullman, 2010).

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Reebok holds a large share of the general athletic shoe market in the United States (Keller,

Kimerling, Sood, & Richey, n.d.). While the company stands in second place for toning shoes, it

is evident the brand will continue to increase its market share with innovative products, a larger

assortment of toning shoes and apparel, and style. Reebok maintains a global reputation as an

athletic brand and continues to service the customers who may utilize EasyTone products

between workouts or as a supplement to fitness routines. Reebok is available at retailers Finish

Line, Champ Sports, Nordstom, Amazon.com, and Zappos.com. By offering products in such

stores, Reebok is maximizing upon the knowledge of staff and sales ability to move a product

perceived as “gimmicky.” Reebok launched a study including 20,000 research hours to prove

their claims of effectiveness. EasyTone shoes activated muscle usage in the lower leg 11%, the

hamstring and thighs 11% and glutes up to 28% more in comparison to a normal walking shoe

(Wright, 2010). This research has come into question due to the internal launch; however,

statistics sell a truth to consumers regardless of the origins.

Avia:

Avia is a 30 year old company with intermittent success in the athletic footwear industry. The

company focuses on two aspects: running and toning shoes. While a majority of the assets in the

past were invested in exposure to the running crowd, specifically in triathlons, Avia now holds

3.6% of the toning shoe market and continued to third position in the industry for 2009 (Rovell,

2010). Avia focuses upon three styles of toning shoes ranging from $80 to $120:

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ishape: Accepted by the American Podiatric Medical Association.

Lightweight, stability control, enhanced comfort, sheer cantilever system for heel

rebounding. $80 SRP. The ishape is a shoe aimed at less rigorous workouts and increased

cushioning resulting from the generous sole depth.

iburn: Sand-like walking, double rocker sole, negative heel

engineering, low density forefoot, mesh for breathability, lightweight. $120 SRP. The

iburn is intended to be an effortless workout provided by the curved and angled sole of

the shoe.

iquest: Recovery footwear for runners and athletes. Negative heel

engineering, double rocker sole, low density forefoot. $120 SPR. The iquest is a

recovery and training shoe aimed at athletes to wear during off days and after workouts.

Existing Avia Brand Associations

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Brand Inventory

Unfortunately for Avia, a majority of their brand equity is negative. The company is little known

although they have been in the shoe business since 1980 (Avia.com, n.d.). The product

associations are negative: known to be bland with little color or design. The logo is mundane and

unidentifiable in the likes of competitors. One source of brand equity is the performance running

associations with triathlons. Avia has continued to sponsor and endorse runners, bikers, and

swimmers in the sport while serving their product needs. The company is available among mid to

lower-end stores further enforcing the generic brand image.

Products & Services

Limited assortment

Triathlon involvement

Low cost

Low-end

White, boring shoes

Existing Avia Brand Associations

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Avia offers an assortment of athletic shoes primarily focused around running and training.

Women’s products include shoes for walking, running, cross training, water sports, and studio

exercises as well as a limited assortment of apparel. Women can also select from slip resistant

footwear, ideally targeted toward service industry workers. Men’s products include running,

walking, cross training, and slip resistant shoes. Both men and women can chose from an

assortment of Avia toning shoes. The athletic shoe company holds a low brand value due to the

limited assortment holding simplistic designs.

Avia Select is a program geared toward fitness professionals. Avia Select offers

approved members 30% off Avia footwear and apparel as well as previews of new merchandise

before it goes to market. The fitness professionals then promote Avia to their students and

endorse the brand as a fitness aide in training and performance. Only members may enter the

site, www.aviaselect.com, and orders can only be made by approved fitness professionals. This

service allows only for brand equity among fitness professionals due to the limited availability to

the general public.

Avia offers a Guidance Scale to aide in the selection of appropriate

footwear for runner’s specific needs. Each shoe is rated on a 1-10 scale, where 10 is the highest

in motion control. According to Avia, 70% of runners fall within the 5-7 scale, needing mid-

range control. Throughout the Avia web site, running shoes are labeled with Guidance Scale

ratings to aid consumer decisions. Unfortunately, the guidance scale does not apply to the toning

shoes. As a result, it does not offer any applicable value to the toning shoe extension.

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http://www.aviaselect.com/


Marketing

Avia has utilized minimum main stream marketing programs. For the past two years, all of the

company’s marketing efforts have been through athlete and event sponsorships. Avia annually

sponsors performance athletic events including Multi-sport Expo, duathlons, triathlons, the

USAT Collegiate Nationals, Family Fitness Weekends, and various championships. Avia’s

involvement in these events increases brand exposure among existing customers, but offers little

opportunity to attract new purchasers to the brand. Those involved in the sporting events may

create buzz around Avia via word of mouth, but the exposure affords limited travel to un-tapped

markets. As a result, Avia’s marketing sponsorships creates a low level of brand equity.

Team Avia includes nine women and twelve men who

participate worldwide in performance sport events. Avia sponsors athletes and entire teams who

are involved in sports ranging from running, to mountain biking, to motocross racing. While

these sponsorship efforts appeal to a wider range of consumers, the target market is confusing

and too broad to pin-point a specific demographic.

Avia’s most recent efforts are from 2008, Blue C Advertising implemented a print campaign

focusing on performance runners. (Please refer to Appendix A for images.) Prior to that, Avia

used a “road kill” campaign where two dead animals discussed runners who passed them daily.

This appealed to athletes not inspired by the serious sport-focus ads from competitors such as

Nike and Reebok. Avia’s lack of current advertising has created a negative equity for the brand

spurred form the abundant competitive campaigns.

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Meanwhile, Avia continues to ignore a new and rapidly growing product in their brand

assortment. There is no external marketing to be found for the company’s toning shoes. Avia has

somehow overlooked the importance of the consumer interaction within the growing market. It is

vital for Avia to maintain their status in the toning category in order to increase sales and attract

new consumers to the brand. With existing and potential competitors advertising heavily toward

younger age groups, Avia holds a unique opportunity. By continuing to harbor existing

relationships and aiming to intrigue the un-tapped Baby Boomer generation, Avia can attain 10%

of the toning shoe sales in the next year. The potential to build brand equity among these groups

holds great value for Avia’s future.

Avia products have been available historically in low-end venues such as J.C. Penney’s and

Kohls as well as internet discount sites Zappos and Amazon, casting a vague shadow over the

brand. As the company increased its performance approach, Avia began to offer products on

Avia.com and through athletic industry dealers, specialty sport stores as well as through

approved fitness professionals. As this shift increased the high quality performance image of the

shoes, it also limited the availability to over-flow consumers who would be exposed to the shoes

simply from being in a store. With limited marketing exposure, Avia all but eliminated an entire

group of customers from their base. This shift in availability increased equity among existing

customers but decreased value among prospective customers.

Avia continues to competitively price their toning products. Given the quality and benefits of the

services and product, Avia shoes are well placed within the pricing spectrum of athletic shoes.

Specifically, Avia toning shoes range from $80 to $120, entirely within the range of competitors

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Skechers and Reebok, if not at the lower end of the price spectrum. Currently, there is no

promotional pricing strategy for the current assortment of Avia toning shoes. Discounted

offerings are solely through Avia Select, which offers 30% off of retail prices for fitness

professionals or the company will discount retired styles. The internal pricing strategy creates

decreased brand equity due to the high cost perceptions caused by full-price offerings.

While Avia has continued to incorporate the iquest toning shoe into the main marketing mix as a

recovery shoe for athletes, the company has failed to support the entire extension. To set sights

on increasing standing in the toning shoe market is entirely too hopeful. At the current pace in

marketing and promotion, Avia will realistically struggle to maintain third standing against

better-known competitors emerging into the category. Avia must create a brand image of a

competitively-priced innovative company. Avia’s lack of product push in the toning shoe

category creates another source of negative brand equity.

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Current Brand Value Attributes

Brand Exploratory

Avia holds a loyal brand following among performance athletes. Runners, cyclists, walkers, and

fitness professionals know the brand as a reliable, supportive, quality driven company that shares

their interests and concerns. They relate to the products and appreciate interaction with Avia

through sponsored events and sport involvements. However, consumers who are unfamiliar with

Avia hold a generic impression of the brand. With a lack of exposure in marketing, consumer

awareness is limited.

AviaBrand Value Attributes

Marketing ProgramTeam AviaSponsorhipsAvia SelectDifficult to find

Competitive pricing

Customer Mind-SetLow awarenessFew associationsLow attachmentLittle activityHard to findUnappealing design

Market Performance3rd in toning shoe categoryCompetition swiftly approachingNo marketing program to stand out

Poor marketing program quality

Highly competitive market conditions

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Brand Health

Avia has become a whisper among a set of competitors implementing highly visible marketing

programs. Unfortunately, Avia has not used their toning shoe offering as an asset to the brand’s

equity. In actuality, the brand is focusing only on its appeal to the running consumer and lagging

in exposure to the toning shoe consumer. Unfortunately, this will lead to decreased sales in their

toning shoe extension as the number of competitors increase and their exposure follows suit.

Avia holds a vague position in the athletic shoe category among general consumers. According

to a survey of six West Virginia University students, only one was aware of the Avia brand. The

other five respondents indicated they did not know the brand still existed or they had never heard

of it. Among the various products Avia offers, Consumers identify mainly with the running shoe

category. According to Buzzillions.com, of the 212 Avia shoe reviews, only four were for toning

shoes (n.d.). Of those four, the ishape and itone were the only two reviewed. The iburn was not

reviewed at all. This proves Avia toning shoes could benefit from increased exposure.

Products and Services

Avia is widely known throughout the running and endurance sport world. However, the entire

toning shoe category has been neglected by Avia marketers when they should be establishing the

reputation of the brand within the deepening category. There is little brand recall among

consumers when purchasing toning shoes to identify Avia as the brand that easily tones legs.

While the company offers a myriad of athletic shoes, the possibility of enhancing the toning shoe

reputation among consumers would be a great step in brand recognition.

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Buzzillions.com featured four reviews of Avia toning shoes (n.d.). The ishape carried an average

4.9 on a scale of one to five. Reviewers cited the comfort of the shoe and the toning feel as their

most valued features. The itone carried a 5 rating where reviewers also indicated that comfort

was exceptional and the arch support was incomparable. The iburn was not reviewed. This is an

indication of one of two things: there have not been enough interactions with the shoe for

consumers to review or consumers who used the shoe do not care to offer a review. Avia’s

product offering is mainly focused upon the running shoe assortment. Thus, consumer perception

of the products is mainly based upon athletic shoes.

Avia’s services solely focus upon the athletic and running shoe assortment. Avia Select is offered

directly to fitness professionals and is not accessible to general consumers. Accordingly, this

offers no exposure for consumer perception. The Guidance Scale rates only athletic shoes, in

effect, it is not applicable to the toning shoes and does not offer any benefit to consumers of the

extension. Avia severely neglects their toning shoe assortment. Consumer perceptions could vary

from indifference to outrage based upon their interest in services.

Brand Meaning

According to Michael R. Solomon: “people often buy products not for what they do but for what

they mean” (2009). He indicates although product functions are not ignored by consumers,

image is ultimately the deciding factor for purchases made within a competitive category of

products. Unfortunately for Avia, the company does not carry a meaningful brand image. In

contrast to competitors, Avia has not established a personality among toning shoe consumers.

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The Avia brand does not carry a significant brand meaning. Brand associations are limited.

Avia’s performance is the only significant attribute of meaning to the brand, while it is still quite

weak in comparison to other brands. Keller’s (2008) five attributes and benefits of brand

performance are evaluated as follows:

1. Primary ingredients and supplementary features: Supplementary features of the shoe

(double-rocker sole, arch support, mesh upper, low density forefoot) are beneficial and

serve the purpose intended

2. Product reliability, durability, and serviceability: The toning shoes are reliable and

durable. Reviews have shown the shoes to be satisfactory.

3. Service effectiveness, efficiency, and empathy: The shoes are seen to be effective in

their purpose of offering toning qualities. However, the brand does not offer any services

surrounding the toning shoe extension.

4. Style and design: Style and design of the toning shoe extension is consistently bland.

The iburn offers the most color and style variance. Compared to competitors, style and

design are lacking.

5. Price: The $80-$120 Suggested Retail Price is consistent with competitors.

The second aspect of brand meaning, brand imagery, is also lacking among toning shoe

consumers regarding Avia. According to the survey of WVU respondents, Avia’s brand image

was generic, unfamiliar, and unavailable. (Please refer to Appendix B for the survey and results.)

The only recall of the Avia brand among respondents was that of a parent wearing a pair of Avia

tennis shoes. This indication is that the brand image held by consumers is dated.

Brand Elements

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Of the different brand elements, consumers hold no significant brand identifiers for Avia.

According to the survey, Avia is an unknown brand name. Therefore, the logo is unidentifiable.

The company holds only spokespeople within the running and endurance sport world and does

not utilize a slogan, jingle, or significant packaging. For consumer recall, there are no significant

brand elements that contribute to brand identification among toning shoe consumers.

The six brand elements offered by Keller (2008) are not significant sources of consumer value:

Varied Protectability

Low Recall

Not Adaptable

Low Transfer

Limited likeability

No meaningful elements

Avia Elements

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1. Memorable: Avia is neither easily recognized nor recalled by consumers.

2. Meaningful: There are no descriptive or persuasive elements that create meaning among

toning shoe consumers.

3. Likeable: Avia is not portrayed as an enjoyable brand; they do not employ any

interesting or aesthetically pleasing visual or verbal imagery.

4. Transferable: Avia is not a global brand and does not transfer identity between product

categories.

5. Adaptable: Flexibility among products has not been a significant predictor of Avia’s

adaptability. The brand has not shown the ability to update its image or product.

6. Protectable: The brand is trademarked. Legally, its identifiers and patents are protected.

However, among competitors, there is not protection against consumer defection since

there is limited loyalty among Avia’s toning shoe assortment.

Avia Toning Shoe Associations

Generic

Limited assortment High Quality

Comparable cost

Not Identifiable

Avia Toning Shoe Associations

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The associations surrounding Avia toning shoes are not impressive. Consumers hold the brand to

be generic and unidentifiable. While the cost is comparable among competitors, consumers see a

limited assortment. Although the general image of the brand is unimpressive, Avia advocates

view the brand to offer a high quality product.

Avia holds a brand personality that is lackluster to most consumers. However, the elements of

the brand’s personality are somewhat positive. Avia’s sincerity as a brand is built upon their

down-to-earth, honest, wholesome image. The brand is spirited in the sense that they are

passionate about the quality and sport of running, creating a limited form of excitement.

Competence is relayed to the consumer in the reliable, intelligent design of the shoes.

Avia Brand Personality

Competitive Environment

Competing brands are highly visible, marketing heavily in the toning shoe category. While

competitors are increasing exposure through print and television advertising, celebrity

Avia Brand Personality

Sincerity Excitement Competence

Down-to-earthHonest

WholesomeSpirited

ReliableIntelligent

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endorsements, and promotional activity, Avia is falling behind. Skechers and Reebok both hold

respected positions among consumers although each holds a very different image in the market.

Skechers is #1 in the toning shoe category because it is highly visible in the marketplace. With

the recent addition of Joe Montana, former football great, the brand has increased its television

and print advertising and maximized exposure of both the spokesperson and product

(Skechers.com, n.d.). Skechers is better known as an alternative to athletic shoes, offering very

little sport-related product. Consumers among the non-athletic ranks tend to identify with

Skechers as well as service industry workers who see the company as servicing their needs better

than competitors. Reebok is increasing exposure as well. With the rollout of their new running

toning shoe, and the customization ability for the existing assortment, Reebok is appealing to a

highly influenced section of consumers driven by individuality and fitness (Reebok.com, n.d.).

With New Balance and Puma entering the market, highly visible and persuasive campaigns are

sure to accompany their products. Reebok is solely known for its sport affiliations and continues

this image among an existing customer base. Athletic consumers who trust the Reebok brand

have found the toning shoe extension to be a natural progression of their workout into their

everyday lives.

Marketing Support Programs

Avia employs little to no marketing support programs regarding consumer toning shoe purchase

decisions. As indicated, the company offers mainly running shoes and does not market their

toning shoes to significant groups other than runners. Women tend to be the primary purchasers

of the toning shoes and continue to be the primary reviewers of the products as well. Men offered

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only one comment among the Buzzillions.com reviews. This indicates females are the main

consumers of toning shoes.

Avia shoes are commonly sold on the internet and specialty running or athletic stores, Avia is

perceived to be a less accessible brand than competitors. Customers find the toning shoes to be a

challenge to purchase on-line, due to the inability to try the shoe for fit and comfort before

purchase. Although the price of the shoes is competitive with challenger brands, consumers still

refrain from investing the money before being able to compare fit. Avia does not generally

promote discounted prices or loyalty clubs for their shoes internally. Consumers are offered

discounted prices on discontinued styles or shoes that are retired from the assortment. Any

external promotional activity is at the discretion of the vendor company.

Brand Recommendations

To maintain a leading spot in the toning shoe industry, Avia must invest in an intense re-

introduction campaign to the general toning shoe consumer base as well as a maintenance

campaign for existing customers. Although the company is established in the performance sport

category, in all other aspects it is insignificant. The struggle to survive in the industry will

depend upon consumer preference and identity. The following marketing plan will position Avia

to hold its place among competitors and increase market share among the toning shoe category.

A successful marketing program will capture 10% of the market share in the toning shoe

category from sales of the iquest, iburn, and ishape, fending off in-coming competition and

gaining share belonging to existing market leaders.

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2011 Marketing Plan Diagram

10% Market share

Market to Baby Boomers:

Yield increased sales and market share.

Existing Relationships: performance athletes

Team Avia, event sponsorships, fitness professionals continue loyalty.

Revised Avia Marketing Program to solidify market share and

increase brand identity among target markets.

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iquest: Harbor existing relationships with runners

The key to maintaining the relationship with performance athletes will be consistency in sport

involvement. While Avia offers a separate athletic product assortment, the company has an

opportunity to maximize on current relationships. This segment of the campaign will capitalize

on brand ambassadors and advocates who are familiar with the brand. By introducing the iquest

in a position to aide in training, performance, and recovery Avia has a great opportunity to cross-

sell from product categories increasing sales and brand loyalty.

On-line community

o CRM—monitor training and competition results, maintain relationships with

members and track mileage to indicate when to buy a new pair of shoes

o Joy Bauer celebrity endorsement—tips to motivate and aid in fitness goals

o Share successes and obstacles with community—create a sense of camaraderie

through the web site to create loyalty among members and knowledge sharing

o Offer promotions or coupons for community members

Event sponsorships

o Triathlon training camps to capture up and coming performance athletes

o Annual Avia Wildflower Triathlon sponsorship continued

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o iquest Recovery Tent at sponsored triathlons—after race athletes rejuvenate in the

tent with masseuses, post-race snacks, physical therapists, and Avia

representatives promoting the iquest as a training aide in preparation and recovery

iburn & ishape: Reintroduce Avia

By reintroducing Avia to a larger group of consumers, the company will benefit from a launch of

the new initiatives. Maximum exposure for the first six to twelve months will allow for results

analysis and planning for forward marketing with successes.

The reintroduction campaign is aimed at the Baby Boomer generation. With a more fluid

spending allowance and scrupulous evaluation of purchases, adults age 46 to 64 may take longer

to convince to make a purchase. When they find goods worthy of loyalty, those of the Boomer

generation maintain buying habits for products that perform to expectation (Penn, 2009). The

group has become known for their contemplative shopping but will purchase quickly if they find

the right product. With benefits of healthier joints and muscles, weight loss, and alleviated body

pain, the iburn and ishape toning shoes will appeal to the American Baby Boomers who need a

low-impact method of exercise.

Competitors in the toning shoe category appeal to younger, more active consumers. Skechers is

aimed at a group of people either buying for fitness on-the-go or to service industry workers as

indicated by the slip-resistant soles and younger styling. Reebok appeals to the athletic young

person who targets physical fitness as a priority. Reebok toning shoes are offered in bright color

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combinations and ads feature young women in barely-there clothing. By appealing to older

consumers, Avia will capture a segment of spending that has been ignored thus far.

In order to appeal to the baby boomer generation the marketing mix will entail:

Celebrity Endorsements/Spokesperson

o Joy Bauer, health and wellness correspondent for the Today show.

Event Sponsorships

o Community health initiatives—involve in fairs for health and wellness at

hospitals, rehabilitation clinics, and physical therapy offices

o Relay for Life—sponsor teams or entire events around the country and promote

walking in the toning shoes.

Re-introduction advertising and PR campaign

o Print ads: More, Better Homes & Gardens, and Baby Boomer Magazine

o Television ads featuring celebrity Joy Bauer

o PR placements on Today show with Joy Bauer on “Joy’s Fit Club” where she will

promote the shoe as a means to achieve weight loss and increased fitness

o Soft local news stories featuring sponsorships and events

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On-line community

o CRM-monitor results and maintain relationships with members as well as track

timeline to buy a new pair of shoes

o Celebrity-endorser tips to motivate and aid in fitness goals

o Share successes and obstacles with community—create a sense of ownership in

the web site to create loyalty

o Offer promotional offers or coupons for community members

Conclusion

Among consumers, Avia holds an ambiguous brand image. While the brand indeed is a supplier

of quality toning shoes, consumer perceptions do not comply with this ideal. Based upon the

feedback from consumers surveyed, Avia holds literally no brand equity in the toning shoe

market. While on-line the feedback surrounding the brand is positive, responses to Avia’s toning

shoes are limited. It is imperative for Avia to establish its brand to capture a significant market

share and ultimately sustain its position in the toning shoe category. The brand’s ultimate goal

should be to improve its awareness and recall among consumers.

Avia has an excellent opportunity to gain market share and fend off up-coming competitors in

the toning shoe category. By following a maintenance and re-introduction marketing plan, Avia

can increase sales generation and brand identity to become a leader in the athletic shoe market.

Primary investment for the campaign is high; however, long-term profitability depends upon

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incremental market share. By following a diligent exposure campaign and investing in

relationships with existing and potential customers, Avia will maintain its third spot in the toning

shoe category and increase sales profits to 10% of the market.

The value of any brand is held solely in the eyes of consumers. Although Avia offers a quality

assortment of toning shoes at a highly competitive prices, their reputation does not follow suit.

By implementing the comprehensive marketing plan, Avia will improve existing relationships

and consumer awareness while increasing market share and brand equity.

The following chart indicates the results of the proposed marketing campaign:

Reformed Avia Brand Associations

Comfort

Revived brand

personality

Fun

Caringcommunity

Celebrity endorsement

Reasonable, justifiable

cost

Healthful benefits

Excellent quality

Reformed Avia brand associations

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References

Avia.com. (n.d.). Avia. Avi-motion. Retrieved June 18, 2010 from http://www.avia.com/avimotion/

Blue C Advertising. (n.d.). Case Studies. Retrieved June 25, 2010 from http://www.bluecusa.com/case_image.php?pageNum_rsImage=1&totalRows_rsImage=6&case=000013&begin=0

Buzzillions.com. (n.d.). Avia Athletic Shoes Reviews. Retrieved July 2, 2010 from http://www.buzzillions.com/avia/athletic-shoes-reviews?No=50

Fitness Footwear. (n.d.) Retrieved June 18, 2010 from http://www.fitnessfootwear.com/c- 301- shape-ups.aspx

Fundinguniverse.com. (n.d.). Skechers U.S.A. Inc. Retrieved June 18, 2010 from http://www.fundinguniverse.com/company-histories/Skechers-USA-Inc-Company-History.html

Keller, K; Kimerling; L, Sood, S; & Richey, K. (n.d.). Nike: Building a global brand. Retrieved June 10, 2010 from: www.ecampus.wvu.edu

Keller, K.L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River, NJ: Pearson Education Inc.

Mulluman, Jeremy. (2010, June 7). Advertising Age. Nike’s women’s biz gets pounded as toning footwear kicks butt. Retrieved June 18, 2010 from http://adage.com/article?

article_id=144289

Penn, Mark. (2009). Microtrends: the small forces behind tomorrow's big changes. New York, NY: Twelve.

Reebok.com. (n.d.). Reebok Easy tone. Retrieved June 18, 2010 from http://www.reebok.com/US/womens/easytone-shoes

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http://www.reebok.com/US/womens/easytone-shoes

http://adage.com/article?article_id=144289

http://adage.com/article?article_id=144289

http://www.ecampus.wvu.edu/

http://www.fundinguniverse.com/company-histories/Skechers-USA-Inc-Company-%09History.html

http://www.fundinguniverse.com/company-histories/Skechers-USA-Inc-Company-%09History.html

http://www.fitnessfootwear.com/c-%09301-%09shape-ups.aspx

http://www.fitnessfootwear.com/c-%09301-%09shape-ups.aspx

http://www.buzzillions.com/avia/athletic-shoes-reviews?No=50

http://www.bluecusa.com/case_image.php?pageNum_rsImage=1&totalRows_rsImage=6%09&case=000013&begin=0

http://www.bluecusa.com/case_image.php?pageNum_rsImage=1&totalRows_rsImage=6%09&case=000013&begin=0

http://www.avia.com/avimotion/


Rovell, Darren. (2010, June 10). CNBC.com. Toning shoe category explodes. Retrieved June 15, 2010 from http://www.cnbc.com/id/37622365

Skechers.com. (n.d.). Skechers: Shape Ups. Retrieved June 18, 2010 from http://www.skechers.com/shoes-and-clothing/styles/fitness/list

Solomon, M.R. (2009). Consumer behavior: buying, having, and being. Upper Saddle River, New Jersey: Pearson Prentice Hall.

Toningshoes.com. (n.d.). Muscle Toning Shoes. The ‘skinny’ on muscle toning shoes. Retrieved June 18, 2010 from http://www.toningshoes.com/the-skinny-on- muscle- toning-shoes.shtml.

Wright, Becky. (2010, April 13). Standard Examiner. Funky, yes, but functional? Jury’s still out on those clunky toning shoes. Retrieved June 18, 2010 from http://www.allbusiness.com/consumer-products/clothing-accessories-footwear/14275472-1.html

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http://www.allbusiness.com/consumer-products/clothing-accessories-

http://www.toningshoes.com/the-skinny-on-%09muscle-%09toning-shoes.shtml

http://www.toningshoes.com/the-skinny-on-%09muscle-%09toning-shoes.shtml

http://www.skechers.com/shoes-and-clothing/styles/fitness/list

http://www.cnbc.com/id/37622365


Appendix A

http://www.bluecusa.com/case_image.php?pageNum_rsImage=1&totalRows_rsImage=6&case=000013&begin=0

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Appendix B

Survey conducted in IMC 613 discussion forum regarding toning shoes and the Avia brand. June 16, 2010 - June 18, 2010

1.) What comes to mind when you think of "toning shoes?" Would this be a positive or negative impact on your purchase decision?

“When I think of toning shoes, I think toned muscles, particularly those in the legs. I workout as much as possible, but sometimes I miss a day or too. Because of this, toning shoes have a positive impact on my purchase decision because on the days I miss working out, I can still help myself in a small way with these shoes.”

“When I think of toning shoes, I think of exercise on the go. It’s an easy way to reap some of the benefits of exercise when you’re actually doing something else—running errands, etc.”

“When I think of toning shoes I think of a product that is offering something that it can't accomplish (of course I don't have any facts to back that). They seem gimmicky and I don't see a use for them.”

“’Toning shoes’ evokes positive images in my mind. I think about having an improved appearance and would be motivated to purchase an athletic shoe for this reason.”

“’Toning shoes’ make me think of shoes that will better tone my body, in fact I own a pair of the Reebok's Easytone. This is a positive factor on my purchasing decision because I do not like to work out and anything that can ease the process helps!”

“I think toning shoes sound like a good idea. I would love to easily tone while I walk. However, I always have this awful feeling that research will eventually come out stating that toning shoes are bad for your back or legs. It just seems too good to be true.”

2.) What brand loyalties would impact your purchase if venturing into the toning shoe category? What would impact your decision to switch from a company you are loyal to?

“As far as brand loyalties go, I would be loyal to a brand that is going to offer a great product that has been studied and proven as well as offering their toning shoes at a reasonable price. I would change brands if there was a sudden increase in price, or other consumers were not seeing the results that the company states.”

“I do plan to buy a pair of toning shoes, but since I’ve never owned one before, I will specifically look for a brand name to buy good quality. For me, a pricing incentive will always make me consider switching brands. I may not actually follow through, but it will at least get me to consider a brand change.”

“If the toning shoes were correlated with a more prominent athletic brand then I think it would appeal to me more. I am not loyal to any tennis shoe and hardly ever wear them so I can't say how I would switch.”

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“What brand loyalties would impact your purchase if venturing into the toning shoe category? What would impact your decision to switch from a company you are loyal to? I would be willing to switch from a company I am loyal to, but would still gravitate to the best-respected ‘toning shoe’ brand.”

“Although I do not hold any particular brand loyalties towards any athletic shoe company that would not affect my purchasing decision, the benefits of the particular shoe I was purchasing may cause me to switch brands.”

“I would prefer to purchase brands that I already am loyal to, such as Adidas. However, if none of the top-brands were making these shoes and if I really wanted them, I would probably try a brand I was unfamiliar with.”

3.) What brand image do you hold for Avia? What could the company do to change your perspective?

“I am not very familiar with the Avia brand. My Dad was the only person I knew that owned a pair of Avia shoes, and that was when I was much younger. If Avia were more available in stores so that I could view the product better, it would change my perspective on the company because I would have a better understanding about the shoes they have to offer.”

“I honestly don’t know anything about Avia. I have the highest brand awareness of Nike and Adidas. My kids love Skechers, to the point where my 5-year old asked for them by name when we were school shopping last fall. Many of the kids in his class have Skechers, and he has mentioned several times (unprompted) which of classmate’s shoes he likes.”

“Until your post I was not familiar with the brand. I think it is definitely a challenger brand and I am sure I have seen them but haven't paid any attention. I think my perception could be changed if they had an association with a athlete or showed data that proved their promises. I think of them as an infomercial.”

“I don't hear much about Avia. I would be open to purchasing that brand if they advertised to me via channels that are relevant to the ‘toning shoe’ product.”

“To be honest, I have never heard of Avia! Advertise, advertise, advertise!”

“I don't really know much about Avia. For some reason, it sounds like a generic brand to me. I think that if the company conducted a branding campaign and raised awareness about itself that my opinion would change.”

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