Chapter 11: Developing And Managing Products

Nike "Easter" Basketball shoes released for Easter 2013. (LeBron's, Kobe's and KD's)

Nike typically comes out with a new product(s) every year and release certain products every few months such as basketball sneakers. Nike like most successful companies do, plans ahead and plans well for products. Nike is very good at this, as they usually plan releases and completion of new products anywhere from 6-10 months in advance of the release date and make the consumer more anxious to buy the new thing by releasing info on it little by little. When Nike usually releases a product, they will already have the next one planned out at the same time they release this first product. Nike always has the next series or improved version of that product planned out as well. Innovation is constant at Nike and is an everyday ideal in the Nike Inc game plan. Nike is one company for example that usually practices simultaneous product development, specifically with their sneakers. Nike will usually release anywhere up to 3 different types of their basketball sneakers at the same time and anywhere from 5-7 different athletic/casual sneakers at one time, and even do this based on seasons, holidays, and even schedules of the professional/amateur sports involved, for example releasing numerous shoes inspired by the upcoming NBA playoffs. Nike also does holiday inspired products and releases them in time for the holidays, mostly Easter and Christmas seasons.

Nike "Elite" Basketball Series sneakers released in time for the NBA Playoffs of the 2012-2013 Season. (LeBrons, Kobe's and KD's)

One thing Nike does well in terms of product development and management is the use of Test Marketing its products. I personally was apart of a Nike test market when a father of a team mate of mine who worked for Nike as a sales rep at the time was chosen to test market 2 different types of baseball cleats and batting gloves that they had been deciding on on our team. We were each given a mix of the two pairs of cleats and batting gloves, got to use them for the better part of our season and at the end were asked to and offered our feedback and experience in testing them with him to give to the company for further study on which ones to release. It was a real good experience for us and a good way for a consumer to experience how Nike does its business and gathers valuable information on a product.