Basketball Shoes Product Positioning

Topics: Nike, Inc., Michael Jordan, Marketing Pages: 2 (282 words) Published: February 10, 2013
Product Positioning
Nike Zoom Kobe VII Basketball Shoes
Market: Basketball Shoes
Target Customers: Adult basketball players
Kobe VII’s unique attributes:
1. Flywire
Flywire helps provide ultra-lightweight support and comfort for your foot. It gets its strength from thin nylon fibers strategically placed on the upper of the shoe to hold the foot in place, helping to reduce slippage during activity. This allows for a massive reduction in weight because material is used only where it’s needed for structure. 2. Nike Zoom

Nike Zoom cushioning is part of the Nike Air family, and—like its siblings—it’s lightweight and durable. Because Nike Zoom cushioning is incredibly thin, it brings the foot closer to the ground and enhances stability, especially during quick cuts and multi-directional movements. After impact, the tightly stretched fibers inside the pressurized air unit quickly bounce back into shape, providing a super-responsive feel and improved awareness of the surface you’re playing on. Price

Price ranges from US$ 139.99 – 199.99
Competing Products
Nike LeBron X (US$ 179.99-199.99)Jordan Retro (US$ 159.99) Nike Hyperdunk (US$ 139.99 -199.99)Nike HyperFuse (US$ 109.99 – 154.99) Adidas Rose 3.0(US$ 159.99)Jordan 1 Flight (US$ 99.99)
Product Positioning
Nike Zoom Kobe VII positions itself as a high quality basketball shoes with a higher price than other shoes. However, there are competing products in this space which includes Nike LeBron X and Nike Hyperdunk. The differences between technologies used to create the shoes are also very little; therefore, Kobe VII is unable to distinguish itself from other brands of the same quality.

Positioning Map
High Quality

Low Price High Price

Low Quality
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