PRESENTATAION ON SP0RTS SHOES

PRESENTEDBY:- VIVEK RANJAN ISMS 1103

PRODUCT

Product is

anything that

satisfies human

wants .

CLASSIFICATION

• On the basis of tangibility• On the basis of purpose of use• Based on functional life• Based on shopping habit• Based on price and quality• Based on product development• Based on brand hierarchy

PRODUCT STRATEGY

Product itemProduct line:- a)stretching b) line pruningCore product developmentPackaging:-a)easy to carry b) easy to recognizePackaging strategy

NEW PRODUCT DEVLOPMENT Consumers seek better and improved sports shoes that are comfortable and

provide value for money.

CLASSIFICATION OF NEW PRODUCTS

New to the world New product line Addition to the existing productCost reduction

CHALLENGES IN NEW PRODUCT DEVELOPMENT

Average age of a product on decline

Consumers taste changes regularly

Competitors come up with new product

BRAND MANAGEMENT

Marketing relies on branding to give product /services an identity ,personality, image etc.

For ex.:-NIKE is the name of the company. Air turbulence is its brand.

BRAND CONCEPT

NIKE symbol is kxhsxjs . Its punch line is “no pain no gain”.

Similarly ADIDAS symbol is . Its punch line is “impossible is nothing.

These punch line and symbols differentiate one company with other.

BRAND IDENTITY

Individual nameProduct group family nameBlanket familyMulti - branding

Pricingstrategy

Since shoes market is facing stiff competition so companies adopt to competition based approach to price the sport shoes . In this the different strategy are:-

o Competitive approacho Going rate approach apart from that companies also

resort to psychological pricing. In this the different types of pricing strategy are:-

o o Image pricingo Reference pricing

PRICE WAR

Reasons for price war:-

oTo capture the maximum percentage of market.

oTo capture the customer of other brand.

oTo ward off competition and competitors.

Benefits to consumers

oWide range of shoes available in the market .

oBetter product at lower price.

Loss to the customer

o Low quality

o Less after sales services

How to fight price war?

oDiagnosis oPrescriptionocure

Marketing channel

Marketing channels are set of Interdependent organization that make a product or services available in the market.

Channel for sport shoes

Producer wholesaler retailer consumer

Some companies like Adidas opens their own showrooms to sell their product. For them the channel would be:-

PRODUCER SHOWROOM

CONSUMER

NATURE OF CHANNEL

o Geographical distributiono Channel sizeo Characteristic of intermediaries

Types of intermediaries

oManufacturer’s representativeoDistributors

Sales force organization

Types :-a)geographical

b)single product / multi product

Marketing planning

Marketing planning is the output of marketing planning process.

Marketing planning process

oAnalyzing marketing opportunitiesoSegmenting , targeting and

positioningoDeveloping marketing strategyo Implementing market plan