Emily Martin

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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 A29 Appendix B30

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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

Skechers Reebok Avia Other

(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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White, boring shoes

Limited assortment

Existing Avia Brand Associations

Low-end

Triathlon involvement

Low cost

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

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Avia offers an assortment of athletic shoes primarily focused around running and training. Womens 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. Mens 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 runners 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 midrange 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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Marketing
Avia has utilized minimum main stream marketing programs. For the past two years, all of the companys 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. Avias 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, Avias 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.

Avias 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. Avias 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 companys 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 Avias future.

Avia products have been available historically in low-end venues such as J.C. Penneys 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. Avias lack of product push in the toning shoe category creates another source of negative brand equity.

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Current Brand Value Attributes

Avia Brand Value Attributes

Marketing Program
Team Avia Sponsorhips Avia Select Difficult to find Competitive pricing

Customer Mind-Set
Low awareness Few associations Low attachment Little activity Hard to find Unappealing design

Market Performance
3rd in toning shoe category Competition swiftly approaching No marketing program to stand out

Poor marketing program quality

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Highly competitive market conditions

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Avia Brand Value Attributes

Marketing Program
Team Avia Sponsorhips Avia Select Difficult to find Competitive pricing

Customer Mind-Set
Low awareness Few associations Low attachment Little activity Hard to find Unappealing design

Market Performance
3rd in toning shoe category Competition swiftly approaching No marketing program to stand out

Poor marketing program quality

Highly competitive market conditions

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.

Brand Health

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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 brands 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. Avias product offering is mainly focused upon the running shoe assortment. Thus, consumer perception of the products is mainly based upon athletic shoes.

Avias 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. Avias performance is the only significant attribute of meaning to the brand, while it is still quite weak in comparison to other brands. Kellers (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, Avias 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.

Avia Elements
No meaningful elements Limited likeability Low Transfer Not Adaptable Low Recall Varied Protectability

The six brand elements offered by Keller (2008) are not significant sources of consumer value: 18

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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 Avias 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 Avias toning shoe assortment.

Avia Toning Shoe Associations

Not Identifiable

Generic

Avia Toning Shoe Associations

Comparable cost

Limited assortment

High Quality

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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 brands personality are somewhat positive. Avias 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

Avia Brand Personality

Sincerity

Excitement

Competence

Down-to-earth Honest Wholesome

Spirited

Reliable Intelligent

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

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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 reintroduction 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% Marke t 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 crosssell from product categories increasing sales and brand loyalty. On-line community o CRMmonitor 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 endorsementtips to motivate and aid in fitness goals o Share successes and obstacles with communitycreate 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 o iquest Recovery Tent at sponsored triathlonsafter 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 24

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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 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.

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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 initiativesinvolve in fairs for health and wellness at hospitals, rehabilitation clinics, and physical therapy offices o Relay for Lifesponsor 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 Joys 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 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 communitycreate a sense of ownership in the web site to create loyalty o Offer promotional offers or coupons for community members

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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 Avias 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 brands 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 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.

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

Reformed Avia Brand Associations

Excellent quality Comfort Healthful benefits

Revived brand personality

Reformed Avia brand associations

Reasonable, justifiable cost

Fun Caring community

Celebrity endorsement

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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- 301shape-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-CompanyHistory.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. Nikes womens 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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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- muscletoning-shoes.shtml. Wright, Becky. (2010, April 13). Standard Examiner. Funky, yes, but functional? Jurys still out on those clunky toning shoes. Retrieved June 18, 2010 from http://www.allbusiness.com/consumer-products/clothing-accessoriesfootwear/14275472-1.html

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Appendix A

http://www.bluecusa.com/case_image.php? pageNum_rsImage=1&totalRows_rsImage=6&case=000013&begin=0 31

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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. Its an easy way to reap some of the benefits of exercise when youre actually doing something elserunning 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 Ive 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. 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. 32

Emily Martin

IMC 613

Avia

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 dont 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 classmates 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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