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 item  Product line:- a)stretching b) line pruning  Core product development  Packaging:-a)easy to carry b) easy to recognize  Packaging 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 product  Cost 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 name  Product group family name  Blanket family  Multi - branding

Pricing strategy 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 approach o Going rate approach apart from that companies also resort to psychological pricing. In this the different types of pricing strategy are:-

o o Image pricing o Reference pricing

PRICE WAR Reasons for price war:- o To capture the maximum percentage of market. o To capture the customer of other brand. o To ward off competition and competitors.

Benefits to consumers o Wide range of shoes available in the market. o Better product at lower price.

Loss to the customer o Low quality o Less after sales services

How to fight price war? o Diagnosis o Prescription o cure

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 distribution o Channel size o Characteristic of intermediaries

Types of intermediaries o Manufacturer’s representative o Distributors

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 o Analyzing marketing opportunities o Segmenting, targeting and positioning o Developing marketing strategy o Implementing market plan