Project On Sports Shoes


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Project On Sports Shoes

  1. 1.
  2. 2. PRESENTATAION ON <br />SP0RTS SHOES<br /> PRESENTEDBY:-<br /> VIVEK RANJAN<br /> ISMS 1103<br />
  3. 3. PRODUCT<br />Product is <br />anything that <br />satisfies human<br /> wants .<br />
  4. 4. CLASSIFICATION<br />On the basis of tangibility<br />On the basis of purpose of use<br />Based on functional life<br />Based on shopping habit<br />Based on price and quality<br />Based on product development<br />Based on brand hierarchy<br />
  5. 5. PRODUCT STRATEGY<br /><ul><li>Product item
  6. 6. Product line:- a)stretching</li></ul> b) line pruning<br /><ul><li>Core product development
  7. 7. Packaging:-a)easy to carry</li></ul> b) easy to recognize<br /><ul><li>Packaging strategy </li></li></ul><li>
  8. 8. NEW PRODUCT DEVLOPMENT<br />Consumers seek better and improved <br /> sports shoes that are comfortable and<br /> provide value for money.<br />
  9. 9. CLASSIFICATION OF NEW PRODUCTS <br /><ul><li>New to the world
  10. 10. New product line
  11. 11. Addition to the existing product
  12. 12. Cost reduction</li></li></ul><li>CHALLENGES IN NEW PRODUCT DEVELOPMENT<br /><ul><li>Average age of a product on decline
  13. 13. Consumers taste changes regularly
  14. 14. Competitors come up with new product</li></li></ul><li>BRAND MANAGEMENT<br />Marketing relies on branding to give product /services an identity ,personality, image etc.<br />For ex.:-NIKE is the name of the company. Air turbulence is its brand. <br />
  15. 15. BRAND CONCEPT<br />NIKE symbol is kxhsxjs . Its punch line is “no pain no gain”.<br />Similarly ADIDAS symbol is . Its punch line is “impossible is nothing.<br /> These punch line and symbols differentiate one company with other.<br />
  16. 16. BRAND IDENTITY<br /><ul><li>Individual name
  17. 17. Product group family name
  18. 18. Blanket family
  19. 19. Multi - branding</li></li></ul><li>Pricingstrategy<br />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:-<br /><ul><li>Competitive approach
  20. 20. Going rate approach</li></ul> apart from that companies also resort to psychological pricing. In this the different types of pricing strategy are:-<br />
  21. 21. <ul><li>Image pricing
  22. 22. Reference pricing</li></li></ul><li>PRICE WAR <br />Reasons for price war:-<br /><ul><li>To capture the maximum percentage of market.
  23. 23. To capture the customer of other brand.
  24. 24. To ward off competition and competitors.</li></li></ul><li>Benefits to consumers<br /><ul><li>Wide range of shoes available in the market .
  25. 25. Better product at lower price.</li></li></ul><li>Loss to the customer<br /><ul><li>Low quality
  26. 26. Less after sales services</li></li></ul><li>How to fight price war?<br /><ul><li>Diagnosis
  27. 27. Prescription
  28. 28. cure</li></li></ul><li>Marketing channel<br />Marketing channels are set of Interdependent organization that make a product or services available in the market.<br />
  29. 29. Channel for sport shoes<br />Producer wholesaler retailer <br /> consumer<br />
  30. 30. Some companies like Adidas opens their own showrooms to sell their product. For them the channel would be:-<br />PRODUCER SHOWROOM <br /> CONSUMER <br />
  31. 31. NATURE OF CHANNEL<br /><ul><li>Geographical distribution
  32. 32. Channel size
  33. 33. Characteristic of intermediaries</li></li></ul><li>Types of intermediaries<br /><ul><li>Manufacturer’s representative
  34. 34. Distributors </li></li></ul><li>Sales force organization<br /><ul><li>Types :-a)geographical</li></ul> b)single product<br /> / multi product<br />
  35. 35. Marketing planning<br />Marketing planning is the output of marketing planning process.<br />
  36. 36. Marketing planning process<br /><ul><li>Analyzing marketing opportunities
  37. 37. Segmenting , targeting and positioning
  38. 38. Developing marketing strategy
  39. 39. Implementing market plan </li></li></ul><li>
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