project on sports shoes
DESCRIPTION
its project regarding sports shoesTRANSCRIPT
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