Nike and Developing and Managing Products

Nike and its relation to New Products are very close since it breaks down to six categories. Nike satisfies 5 of the 6 categories of New products. Nike use to sell only sneakers to people that were active in sports but they have started selling Nike clothing and that satisfies the New Product Lines of Nike. Nike also have created a Addition to existing Product Lines by releasing their casual section of shoes called Cole Haan. Nike have recently changed up their packaging in order to reduce the amount of paper used by making the paper inside less thick and making the cardboard to preserve the shoe shape less thick. Nike have re-released certain sneakers such as the Nike Air Jordan 1 that didnt supply Kid Sizes and Colorways and started to make kids sizes and exclusives and this satisfied the category of Repositioned Products. Nike also release Basketball sneakers at lower prices so people can reap the benefits of great quality sneakers at a low price and this satisfies the category of Lower Priced Products. These New products are thought up of the company by using Brainstorming strategies and also to solve problems in existing products. The same process was used in order to create the Nike Lunarlites. Nike thought of ways in order to make running shoes less in weight and have the same durability as a average running shoe. They thought of the Lunar Foam used in Space Shuttle Seats,in which that are light, to use as the Nike midsole. This idea have undergoed Screening to see if it was realistic and then moved onto the business analysis stage. This business stage was simple since it catered to existing customers of Nike running shoe products.

Nike Customer Relationship Management

Nike have over the years have built up their customer relationships in order to bring in profit along with customer satisfaction.Nike uses their online site Nike.com to track valuable information in order to optimize customer relationship management. Ordering a product from Nike asks you to input basic data such as your name,location and contact info and this info here is used in order to track buying habits from the customer. There is a option for the customer to receive offers through their email account and information like this is tracked in order to see the habits of the customer. Through the use of the online blog,inside.nike.com, Nike is able to utilize the Customer centric in order to improve on their products and service. Many customers may request certain colorways of a sneaker to be released and with this blog checking on the reader's opinion,they are able to satisfy their need. These blogs require membership and that is used to satisfy the process of Learning since memberships collect basic info about the person such as age,date,location and likes throughout the comments they make. This info is gathered up and used to obtain Knowledge on their customer information.

Nike Integrated Marketing Communications

Nike have utilized Integrated Marketing Communication methods in order to let potential customers believe that their product is unique and it is better. Nike have recently utilized the competitive advantage of their new line of sneakers called the HyperDunks in order to attract new customers and satisfy recent previous customers. They promote the fact that their sneaker is the lightest and strongest basketball shoe ever by utilizing new technology called Flywire and Lunarlite Technology. Nike uses mass communication in order to contact a large group of people. They use sources such as television and the internet in order to do this successfully. They also use Interpersonal communication in which can be found at Nike retailers,which is located in Manhattan. Nike also have a blog called Inside.Nike.com in which makes members submit their thoughts on advances Nike is making and on current products. Nike uses the AIDA concept to make sales on their products. Nike have used the A(Attention) to let people know of their Hyperdunk line of sneakers.They made many commercials and billboards utilizing basketball players wearing these Hyperdunks in order to get the potential customer attention about them. The I(Interest) part was utilized to promote Hyperdunks by making clips of basketball players using them during games and training. One of the most famous Interest grabbing clip used by Nike was when Kobe Bryant jumping over a Aston Martin while wearing a pair of Hyperdunks. Nike satisfied D(Desire) section by telling potential buyers that the Hyperdunks were not only the lightest basketball shoe but yet it is highly durable and comes in various colorways with a cheap price. Nike further promotes this new line of sneakers,making commercials,internet ads and billboards,thus satisfying the A(Action) section.

Nike Product Concept

The product of Nike can be classified as a consumer product. People use Nike products for various reasons. Customers buy sneakers to satisfy their want for comfortable shoes for different lifestyles.Nike have crossed into various product lines starting from the Early 1980's to include sneakers to serve other sports instead of marketing to Running. Nike sells Sneakers to Basketball,Baseball,Football,Soccer,Running,Golf,Casual,etc; which goes over their basic product line depth. Nike doesn't only sell sneakers but they also sell clothing that includes Jeans,Shirts,Sweaters,Hats,Sport Accessories; which goes over their basic product mix width. Nike trademark is their Big Check that is located on every single product they sell. Nike have used many recent technology advances in order to create new products to sell to their existing and new customers. Nike have collaborated with Apple to create sensors that are able to fit inside the sole of many Nike Running shoes,in order to track their Workout and Training. This Nike+ Ipod Sensor is compatible with many Nike running shoes because Nike have started to cut out a portion of the inside of the Nike Running shoe in order to make it fit perfectly inside the shoe.