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The focus of Product concept is making the best product(quality, performance and features) possible on a continuous series of product improvements. Marketing concept focuses on the needs of their customer and then work towards building up customer value and satisfaction. Nike is an example of a company which uses these two concepts to satisfy its customers' needs, wants and demands.
The mission statement of Nike is 'To bring inspiration and innovation to every athlete in the world.' It has been able to provide a competitive edge and to help athletes perform better.
Even with its current success, I feel that Nike has never ceased to constantly find ways to improve its products. Three main areas of research in the labs are biomechanics(study of human movement and related forces), physiology(study of the integration of the body's energy systems and responses to environmental stress) and sensory/perception(subjective evaluation of product attributes, usability and durability). Geography, gender, age and skill level must be taken into consideration in areas of research. These differentiating factors lead to the different needs and demands that have to be met. Each Nike product is created for every individual athlete, in accordance to weather conditions, activity used in and customer's needs, wants and demands.
Nike's Nike Air have created a great impact on sports. Its basic function is protection from impact. It has been shaped and tuned to meet the specific demands of contemporary athletes, which resulted in the forms of Max Air, Zoom Air and Tuned
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If you have a body, you are an athlete.
Air. In the year 001, Nike Shox was introduced and a new revolution in cushioning began. Besides shoes, Nike apparel has unified innovative designs and high-performance fabrics, to help athletes to train and compete in any conditions. Equipment by Nike such as watches, eye wear, carry gear, and even socks and underwear have been created for the needs and wants for design and functionality.
Cushioning in Nike's footwear is by far the most important aspect. Cushioning needs to reduce shock, protect from impact and ensure comfort. Nike Air is for those who are do all kinds of sports and are looking for durability in a pair of shoes. Max Air provides maximum impact protection for those who do aggressive sports. Zoom Air is lightweight, and has extremely responsive performance cushioning. Nike Shox has columns of highly resilient foam that enhances durability and spring.
Nike apparel has been able to manage moisture, add comfort and inspire performance. Nike Sphere Cool increases the body's natural cooling process, suitable for athletes in hot and humid areas. Nike Sphere Dry, Sphere Thermal, Sphere Pro and Therma-FIT provides insulation from cold and wind, made for athletes performing in cold weather activities. Clima-FIT and Storm-FIT are made with a waterproof fabric that keeps athletes in wet, cold and windy conditions dry.
'Product innovation and athletic performance are incomplete if you don't address the digital revolution' says Nike. Nike Eyewear delivers unparalleled optical clarity and integrated high-performance design features improve fit and comfort for every athlete under the sun. The athlete's need and want to measure their own performance has been taken into account by Nike's Timewear. Nike [Techlab, through advanced technology, has given athletes the training means to meet their demands. Hrm[traix heart rate monitor, the sdm[traix speed/distance monitor, the psa[play MP player, and the acg[ascent altimeter compass, are some of the products of Nike's [Techlab.
I personally feel that Nike has come a long way since its start and that it has 'hit the nail' in terms of marketing management concepts. Its products cater to literally every athlete of any age, gender or physicality.
There is enough to prove that, through the years, Nike has been focusing on the needs of their customers and working towards gaining customer value and satisfaction(marketing concept), and on making the best product possible on a continuous series of product improvements, in terms of quality, features and performance(product concept).
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