Defense X Helmet - Marketing Case

Introduction

In the business world a successful organization make marketing plans to ensure their new product is noticeable to their competitors, potential customer, partners, or an investor. Nike, in creating a new product called Defense X, which a football helmet that will not only change in football but provide safety as well in trying to prevent head injuries. A strong marketing team gives a plan to how Defense X will be presented, priced, implemented and grasp towards the target audience in the world of football. Learning Team C will show and give the attributes and how Nike should move this new product. They will also show a strategy of price to ensure the product will be affordable to the target consumers. Also in the Phase II of this marketing plan will give the service detail of the new safety helmet call Defense X.

Describe the attributes of your product or service in detail.

Some of the main attributes to the DEFENSE X helmet is that its primary usage and focus is to ensure the safety and shock resistance to individuals when playing football. The helmet is designed with shock absorbent coils in the helmet to primarily take the shock when a block occurs to the head. Upon impact, this will limit the trauma or jar in the brain to occur. Football is one of the highest injury percentage sports to be played. With the high aggressive impact and constant blows there are many severities that can take place. Although the product itself may be pricey, in the dollar range between $200 to $300, if we stay in line with our competitors this will show that one strong attribute that this product offers that you cannot put a price tag on is the safety and well-being for our children. Some strengths of the Defense X helmet is that it minimizes the amount of head injuries in youth while playing an aggressive contact sport. This product provides a shock absorbency throughout the helmet that provides an instant relief from the youth’s head decreasing the direct contact to the skull that causes concussions and other neural issues instantly or throughout due to contact hard contact during the sport. There are plenty of opportunities involved in this product too. As stated for the sale of the helmet it is "protection for the life of game", meaning we guarantee the durability and the safety and assurance that is needed to all to make sure there are minimized risks while playing the high contact sport.

The positioning and differentiation strategies for the product

Marketing Strategies:

To ensure that customers buy our product and ultimately give our customers value Nike will use marketing and advertising. Nike will use its marketers and advertisements to create and communicate the perception of value (Cabrillo Community College, 2013).Two strategies that marketers