AI Tools Disclaimer for the next questions: Please be aware that responses developed through ChatGPT or other similar AI will be penalized and hence those applications will not be considered further in the recruitment process. We are looking for genuine and original responses so please use your own creativity!

ASICS, the popular sports equipment brand, is launching “FlyFit”, a line of smart athletic shoes designed to revolutionize how fitness enthusiasts train. FlyFit shoes are embedded with advanced sensors that track detailed metrics such as length, ground contact time, foot pressure, and balance. These shoes and the FlyFit app provide users with real-time feedback and personalized training plans tailored to their specific athletic goals. The app also connects with popular fitness platforms like Strava, allowing users to share their achievements and progress.

ASICS aims to position FlyFit as the ultimate tool for optimizing performance and reducing injury risk, leveraging technology to give athletes a competitive edge.

The CEO of ASICS has asked you to develop a Marketing Plan in order to launch this new product. Please answer the following questions based on your personal opinion:

1) Who is the key target consumer of this new product? 2) How would you price the product? Higher than a "standard" product to stand out in the market or lower to make it accessible to everybody? Explain your reasoning. 3) What sales channels (eg. online/offline) would you use to advertise?

AI Tools Disclaimer for the next questions: Please be aware that responses developed through ChatGPT or other similar AI will be penalized and hence those applications will not be considered further in the recruitment process. We are looking for genuine and original responses so please use your own creativity!

IKEA, the global leader in home furnishings, has built a reputation for offering a unique shopping experience that encourages customers to explore and discover products throughout its well-designed stores. The in-store journey, characterized by carefully curated showrooms, affordable pricing, and strategically placed impulse-buy items, has been a key driver of IKEA’s success. However, this approach has also been linked to overconsumption, with customers often purchasing more than they intended. IKEA is concerned about this problem since the brand is linked with values of sustainability.

IKEA has just hired you as a consultant to address these concerns while maintaining the strong market position and unique shopping experience.

(No more than 350 words). (Hint: What new marketing campaigns could IKEA launch to promote sustainable shopping behaviour? How can IKEA redesign its store layout to encourage mindful consumption while still driving sales? How can IKEA leverage its pricing strategy to balance affordability with sustainability?)