Product Development

Product Development

Product Development is the ‘conversion of a new sports product or service idea into a physical form’ (Blakey, 2013). This includes; product construction, packaging, branding, positioning and as well as attitude and usage testing. Akrani (2011) reiterates that in this step, "the production department will make plans to produce the product. The marketing department will make plans to distribute the product. The finance department will provide the finance for introducing the new product".

Examples in the Industry

Warrior Sports has primarily established their brand surrounding manufacturing sports such as Ice Hockey and Lacrosse; the year of 2012 brought about their infiltration into the football market. (Warrior Sports, 2013). A prototype lightweight football boot, the Warrior Sports Skreamer K-Lite boot (Fig. 1) was released around made out of kangaroo leather with an estimated official weight of 192 grams (Perkins, 2012).

          Figure 1: Warrior Sports Football Boot Skreamer K-Lite Boot

Vincent Company was seen to be testing this product diverging away from the global giant Nike T90 Laser IVs. Perkins (2012) highlights the importance of Warrior Sport gaining Kompany’s ‘services and signature’ and this would allow the new brand to be present in the United Kingdom football market as it is not now prominent.

Tansuwannarat (2012) presented the new Adidas’ football boot prototypes released in 2012 including the F50 adiZero III (Fig. 2). The prototypes present to be aimed at both men and women due the boots being uni-sex with a variety off different colours appealing to a wide range of consumers. Adidas also has a globally prominent and established brand image with the ‘3 stripe design’ (Adidas, 2013).

         Figure 2: Adidas Football Boot F50 adiZero III Prototype

                                          

Reel Feel Sports Trainer 

The new performance trainer will be Branded 'Reel Feel' due to the 'reel-like' mechanism inside the shoe that tightens it around the foot giving the feeling of security that is gained out of this shoe. The brand image will be significant to this shoe as presented in Figure 3 and 4 below of the weaved pattern that will also be prominent on the packaging which will create a bold statement relation to this trainer.

The trainer will be made out of lightweight materials including mesh around the front end of the shoe, rubber for the sole to give movability as well as cushioned material around the ankle for extra support and comfort.

         Figure 3: Prototype sketch of the side view of the Reel Feel Sport Trainer along with the 3 colour schemed that it will be firstly made in attracting female consumers due to the contrasting bright colours. Weaved pattern on the side of the shoe will be identifiable on all products created and it a bold part of the brand image of the shoe.

           Figure 4: Back view of the shoe presenting the mechanism that tightens the shoe round the foot by sliding it up and down.

Packaging

Figure 5 presents a sketch of the prototype packaging for the shoes. It will be made out of recycled cardboard as this is the cheapest method of packaging with the brand image printed on it. As the product grows in popularity the packaging will improve (W.H.Skinner, 2013).

Positioning and Market Segmentation

The position of all the global giants within the sport industry is presented in Figure 4 on the perceptual map comparing other organistions (Stevenson, 2011). The ‘X’ presents where the Reel Feel trainers fits into the market with the aim of the trainer to be more towards performance competing with other brand prices.

In terms of segmentation, the trainer will be more aimed at the female market due to the bright and bold colour schemes as well as the ease of no laces as females prefer less hassle when exercising.

Figure 4: Perceptual Map of the positioning of sport footwear organisations in the global market. 

+Paul Blakey 

Refrences

Blakey, P. (2013). SP0568. NPD Product Development. Northumbria University.

Akrani, G. (2011). Levels of management–top, middle, and lower level. Kalyan city life blog.

Brand, R., F.. 8 Step Process Perfects New Product Development. Available at:  http://www.huffingtonpost.com/robert-f-brands/8-step-new-product-development_b_4556363.html. [Accessed on: 22/01/14]

Perkins, B. (2012). Vincent Kompany Training in Warrior Sports Prototype Boot. Available at: http://soccerreviews.com/news/unreleased-warrior-sports-skreamer-klite/. [Accessed on 22/01/14.

Tansuwannarat, G. (2012) Adidas 2012 Products & F50 adiZero III. Available at: https://www.youtube.com/watch?v=UNPC8ljG0wM. [Accessed on: 22/01/14].

Stevenson, L. (2011) New Balance: Perceptual Map. Available at: http://new-balance-project.blogspot.co.uk. Accessed on: 22/01/14].

Skinner., W. H. Keeping Costs Down. Available at: http://www.whskinner.co.uk/keep-costs-down.cfm. [Accessed on: 22/01/14].