PRODUCT DEVELOPMENT

On analyzing the business aspects of the desired product, this leads to the sixth stage of the NPD process which is Product Development stage. This stage involves the physical development of the actual product, i.e. a prototype of the product and a sketching of the marketing strategy for the desired product. Lamb, Hair and Mcdaniel (2011) suggests that the process of development works effectively when all the areas (research and development, marketing, engineering, production, and even suppliers) work together, which allows to shorten the development process and reduce costs. 

Nike's Product Creation and Development team

Kotler and Keller (2012) proposed that the aim of the research and development department must be to construct the prototype that performs under physical use and conditions, and produced within the acquired manufacturing budget and must include the following:

1. Construction and Packaging decisions of the product such as type and quality of the materials, method of production, size and colours, capacity of production unit, promotion and storage.
2. Branding Decisions such as name of the product, exclusivity, trademark protection, and desired image.
3. Positioning of the product such as target market and relative positioning against competitors.
4. Attitude and Usage setting which will lead to prediction of consumers perceptions and satisfaction with the desired product, and conducting functional and consumer tests.

Nike - First Nike FuelBand Prototype

Nike FuelBand Prototype

Nike's Product Creation and Development team are responsible for the Nike FuelBand, which is an electronic wristband which enables users to track thier activity. There were a number of prototypes imagined and created through the product development process, but they were finally brought down to two designs, i.e. a white leathery velcro bracelet marked with a green calculator like numbers and the other one is a black and bright green band that shows product emphasis on stark bright contrast like in the diagram above. Nike then faced issues with naming the product, the colour displays were not flexible and the battery backpack was the weakness of the initial prototype. This led to the involvement of external clients to develop the selected prototype which is now known as Nike FuelBand in the market (Synapse 2010).

The Application of the Product Development stage

Beech and Chadwick (2007) suggests that products such as the Dunk-Pad which have a short product life cycle and compete in niche markets, this stage of product development can be important and necessary revenue stream. The type and quality of material used in the construction of the Dunk Pad can be a variety of synthetic rubber and rubber compounds such as Duralon which is a combination of natural and synthetic rubber. This can be used to provide a smooth surface, resistance and durability of the product and can be initially manufactured with the machines used to in shoe sole manufacturing factories. This would be further influenced by Load and Launch technology which serves to help stabilize the foot and efficiently transfer energy created by the athlete toward the area of the dunk pad that impacts vertical leap.The size of the product will be of a standard size and colours can be of a variety such as blue, black, pink, purple, and red which will attract both the genders as well as open the options for personal customisations. The storage of the product can be made in large channels of cardboard boxes till separated individually to avoid external agents from ruining the product such as rain, sunlight, etc.

The name of the product is Dunk Pad which symbolizes its characteristics and will be an easier method to market the product among sport consumers. The product can be trademark protected to avoid replicas and avoid the risk of competition as it is a new product in a niche market. The product will be packaged with a cardboard box with a designs of basketball and details of distribution, price, instruction manual, and feedback. The packaging would be made at lowest cost as its just a method of conserving the product till it reaches the consumer via online, door-to-door deliveries, or retail outlets like NBA London outlets. The product would be tested in the market, such as usage testing of the product with sport consumers in basketball coaching academies, street events, dunking competitions, social media, personal contacts, and several other sources.

References

• Beech, J. G., & Chadwick, S. (Eds.). (2007). The marketing of sport. Pearson Education
• Kotler, P. & Keller, K.L. (2012) Marketing Management. Global Edn. Harlow: Pearson Education
• Lamb, C. W., Hair Jr, J. F., & McDaniel, C. D. (2011). MKTG 5. CengageBrain.com.
• Synapse. (2010). First Nike FuelBand Prototype. Synapse Wall of Mark Gile. Retrieved January 24, 2014, from http://www.synapse.com/wall-of-cool/markgi/first-nike-fuelband-prototype?destination=node/955

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