Layers



|Stage - 1 |

Layers

Core benefit: footwear

Basic product: skating plus jogging

Expected product: reasonable price,quality,good canvas,two-three leather layers,

Betterhold, long lasting,softness.

Augmented product: shape,colours.

Potential product: inline wheel shoes, skatting plus normal shoes.

|Stage -2 |

TARGET CUSTOMER SEGMENTS

1) DEMOGRAPHIC SEGMENTATION

AGE: 5-40 years

INCOME: upper middle

GENDER: male,female

2) GEOGRAPHICAL SEGMENTATION

COUNTRY/REGION: india

CITIES: metro cities

3) PSYCHOGRAPHIC SEGMENTATION

ATTITUDE: positive and confident

(3) BEHAVIORAL

USER STATUS: potential user

USER RATE:low to medium

BUYER READINESS LEVEL: unaware

ATTITUDE: positive, confident

|Stage -3 |

Competitors

• Nike

• Addidas

• Osiris

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Product width : 4

Product length: 20

Product depth:[5]+[4+(1*2)]+[1+(1*1)+(1*2)+(1*1)+(1*2)]+[(1*5)+1+1+1+1]=27

Product consistency: high

|Stage-5 |

Attributes of Nike

(1).Nike athletes were running, jumping and rowing in products that were created with both performance and sustainability in mind.

(2).durable mid sole

(3).light weight,flexible,comfortable

(4).Nike helped athlete to perform better, while at the same time minimizing their carbon footprint.

Warranty

- once the shoe is worn out, you can get a new one from the company. All you have to do is ship the damaged shoe to the company in the original box and they will send a replacement.

- 100% customer clearance

- 6 month rubber outsole durability guarantee

Packaging

Nike has a standardized the production of its shoes box to ensure that they are printed with water based inks and contain no glues, coal ting or staples.

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attributes of Adidas

(1). break-proof material with unbeatable durability is resistant to extreme temperatures as well as providing the all necessary

(2). decorative stitching

(3). 100% waterproof protection

(4). soft as well as removable leather

Guarantee

if adidas product purchase from their website and product don’t

perform to your expectations then it will be refundable. all the return packages must be

shipped using FedEx,UPS, certified mail.100% money back guarantee.

Warrantee

2years water proof warrantee

Packaging

Packaging of adidas are in well colour boxes.

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Attributes of Osiris

(1) material: synthetic and leather

(2) sole: grippy rubber

(3) lacing: standard

(4) recommended use: skating, streetwear

Warranty

All of osiris’s products are under warranty against manufacturing defects for a period of 30 days from the date of receipt. This is apply when product is used under normal purpose for which the product design and does not apply to normal wear and tear, damaged, accident, impropercare,misuse

Packaging

Osiris’packaging are in not in a polythine bag but are in briefcase

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|Stage-6 |

PRODUCT MIX OF ADDIDAS

[pic]

|Foot wear |Sports wear |Sports equipments |Toiletries |

|Boots |Tracksuits |Balls |Chapsticks |

|sandals |T-shirts | |Cotton swabs |

|shoes |Tennis shirts | |Deodorants |

|Indoor footware |Polo shirts | |Eye liner |

|slippers |Wet suits | |Facial tissue |

| |For swimming | | |

| |For diving | | |

| |For surfing | | |

|socks |Leotard | |Hair clippers |

| |For gymnastics | | |

|Foot wraps | | |Lip gloss |

| | | |Lipstick |

| | | |Lotion |

| | | |Mouth wash |

| | | |Nail files |

| | | |perfumes |

| | | |Saving cream |

| | | |Toilet papers |

| | | |Tooth brushes |

Product width : 4

Product length: 29

Product depth:[7]+[4+(1*3)+1]+[1]+[1+1+1+1+1+1+1+1 +1+1+1+1+1+1+1]=31

Product consistency: high

PRODUCT MIX OF OSIRIS

[pic]

|Skateboard shoes | Bags |Hats |kitchen electrics |

|Track spikes |handbags |Beret |Mixers |

|Golf shoes |Travel bags |Bicorne |Toasters |

|Climbing shoes |Laptop bags |Flat cap |ovens |

|Hiking shoes |Wallet bags |Gat | |

|Walking shoes |Briefcases |Mortarboard | |

|Ice shoes |Lunch bags |Toque | |

|Ski boots | |Taqiyah | |

|Snow shoes | |Santa hats | |

|Wrestling shoes | |Caubeen | |

|Cycling shoes | |Chupalla | |

Product width : 4

Product length: 29

Product consistency: moderate to high

|Stage-7 |

Marketing mix

1.Nike

1. Product:

Nike offers a wide range of shoe, apparel and equipment products, all of which are currently its top-selling product categories. They also market head gear under the brand name Sports Specialties, through NikeTeam manufactures and distributes ice skates, skate blades, in-roller skates, protective gear, hockey sticks and hockey jerseys and accessories.

2. Price:

The nike pricing is based on the basis of premium segment as target customers. Nike’s pricing strategy makes use of vertical integration in pricing wherein they own participants at differing channel levels or take part in more than one channel level operations. This can control costs and influence product pricing.

3. Place:

Nike shoes are carried by multi-brand stores and the exclusive Nike stores across the globe. Nike sells its product to about 20,000 retail accounts in the U.S. and in almost 200 countries around the world. In the international markets, Nike sells its products through independent distributors, licensees and subsidiaries. The company has production facilities in Asia and customer service and other operational units worldwide

4. Promotion:

Nike has a number of famous athletes that serve as brand ambassadors such as the Brazilian Soccer Team (especially Ronaldo, Renaldo, and Roberto Carlos), Lebron James and Jermane O’Neal for basketball, Lance Armstrong for cycling, and Tiger Woods for Golf.

2.Adidas

1. Product

The core benefit is to satisfy and caters consumers’ needs or want. Uphold its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers. Today, Adidas has established itself as a strong brand for sports apparels.

2. Price

Adidas is a shopping product Able to penetrate the market as it is cheaper than its competitors Uses market skimming

3. Place 

Distributing some of the Adidas products to the various sporting outlets

e.g Royal Sporting House, World of Sports, Sportslink

Online purchasing through the internet

4. Promotion

Promotion objective : Become the NO.1 sporting brand in the world.

Promotion Mix: Advertising commonly through the mass media.

Through the use of the internet

Point of Sale: ‘Impossible is Nothing’ campaign

3.Osiris

1.product

Osiris’s products are in skateboard shoes, accessories (hats), apparels.

2.price

It is available in wide range of price (cheap as well as expensive)

3.place

Osiris sell its product in Karnataka, kerala, newyork, India, kasmir

4.promotion

Customers can receive 10% off on osiris skate shoes using coupon code. also, it has a

Back to school promotion which allows customer to save 10% on all sweaters using

Coupon code.

|Stage-7 |

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