Three levels of product- Nike case PDF

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Three levels of products in Nike case and a comparison to Adidas company...

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Reflect i veEssay3 Oneofmyf av our i t ef oot wearbr andi sNi keandIwi l lanal yseaboutNi kei n t hi sessaybel ow .Aswehav el ear ned,t hr eel eve l sofpr oducti ncl udet he cor ecus t omerval ue,t heac t ualpr oductandt heaugment edpr oduct : 1)Thecor eval ue Thi si st hecor ebenefit st hatt hepr oduc toffer st hebuy er s.Forgener al shoesbr and,t hecor epr oductshoul dbecomf or t abl eandsaf e t yf or t heout si deact i vi t i essuchasj oggi ng,wal ki ng,r unni ng, . .Ni kehasa s pe ci ficki ndofshoeswhi chmat chwi t hdi ffer entact i vi t i est hatI ment i one dabov e. 2)Theac t ualpr oduc t s Theac t ualpr oduc ti saboutt hef eat ur es,qual i t y ,desi gn,br andname andot herat t r i but eswhi c ht r ansl at et hecor epr oduc t si nt osome t hi ng t hatcanbesol di nt hemar ke t .Fori nst ance,Ni kef oot weari sknown f ort heexce l l entqual i t yandey ecat c hi ngdesi gnsuc hasJor dan,Ni ke Ai rMax,Ni keAi rFor ce1, . . e t c.Mor eove r s,Ni kechooseuses“ Swoosh” asabr andsymbol s-whi chear nhi ghbr andr ecogni t i oni nmany count r i es-i nst eadofwr i t i ngt hei rbr andnameont hepr oduct s. 3)Theaugment edpr oduct Thi si st headdi t i onalbenefit sbui l tar oundt wot hi ngsIment i oned aboutwhi chwi l lmaket hecust omermor esat i sfiedf orbe t t erbusi ness gr owt hi nt hef ut ur e.I nt hecaseofNi ke ,t hecompanypr ovi det he cust omer sagr eatser vi cei nt hewe bsi t ewhi chcal l ed“ Ni kef oryou” . Thebuyer scancust omi z et hei rownshoesvi at heoffici alwebsi t e whi chAddi das–t hecompe t i t i v er i vali nf oot weari ndus t r y-doesn’ t offer . Thebr andposi t i oni ngst at ementi ndi cat est hei deawhi chi scr eat euni que ni c hef ort hebr andi ncust omer ’ smi ndaboutt hepr oduct s .SoIwoul dl ove t omakeaposi t i oni ngs t at ementaboutNi kei s“ Br i ngt hei nnovat i on, confidenceandcr eat i venes sof“ our sel f ”t odi ffe r entpar toft hewor l d” becauseNi kei snotonl yconcent r at i ngont hequal i t yoft hei rpr oduc tbut al sodi gni f yi ngt hef ashi onabl eanduni quedesi gnoft hei rt eamsandal so t he i rcust omer s....