Product Color
As the competition among various industries grows, the field of marketing is continually developing to offer new and engaging ways of promoting various goods and services. In the discussed campaign, Asics presents three of its new professional sports shoes, METARACER™, METASPRINT™, and METARISE™ (Hobbs, 2020). However, it can be argued that the company is not very efficient and should be amended to better appeal to the target audience.
One of the issues that can affect future sales is the color of the products shown in the virtual innovation lab. The shoes in the video seem to be created digitally and may be different from reality. This discrepancy in color can lead to negative reviews from the buyers expecting another colored shoe. The misleading advertisement can result in loyal customers opting for the products of a competing company (Nuseir, 2018). Therefore, the tones used should resemble the actual color scheme of the shoes better.
Health Concerns
The second issue with the discussed VR presentation of Asics’s new professional sports shoes is the use of flickering lights. They are used throughout the video to show the advantages of the new products being introduced. These lights can easily cause headaches and add to the unnecessary stress experienced by the potential customers due to the current COVID-19 pandemic and the accompanying restrictions. Furthermore, flickering bright lights are a known cause of epileptic seizures (Okudan & Ozkara, 2018). Thus, watching this presentation can lead to people with photosensitive epilepsies seizing and convulsing (Okudan & Ozkara, 2018).
This inattentiveness to a severe health condition and the potential legal issues can result in the company’s image being damaged and the sales being negatively affected. Overall, there is a need to ensure that the video represents the true colors of the marketed products and that the effects used are not harmful to the viewers.
References
Hobbs, R. (2020). Asics creates a virtual innovation lab for lockdown launch. Stylus. Web.
Nuseir, M. T. (2018). Impact of misleading/false advertisement on consumer behavior. International Journal of Economics and Business Research, 16(4), 453- 465. Web.
Okudan, Z. V., & Ozkara, C. (2018). Reflex epilepsy: Triggers and management strategies. Neuropsychiatric Disease and Treatment, 14, 327- 337. Web.