Nike New Product Marketing.ppt

Launch Thank You Simon N. Reynolds Twitter: @simonnreynolds .au H2o Considered (New Product Marketing) Market Need High demand for bottled, filtered and chilled water. Shift towards more environmentally friendly products According to the survey: 89% of the respondents drink bottled water 71% also said that they would reuse water bottles after drinking the purchased water Product attributes influencing purchase decision: Quality, Design and Cost effectiveness One of the world’s most recognisable brandsCaptured markets in 160 countriesAn iconic brand that has set trends in both the sporting and fashion worlds “If you have a body, you are an athlete” Concept Generation Concept Generation Concept 1 Components Project / Concept Evaluation Scoring Model Sales Forecasting Profit Forecast Target marketPeople within the Generation Y age group: University Students, Athletes, Outdoors Enthusiasts and TravellersDifferentiation Innovative product features never seen before (Cooling and Filtering). Superior look Nike brand imageScheduled Release date: June 2010Recommended retail price: $34.95 Product Protocol Design Design Design Design Factors considered by industrial designers Launch Launch