The primary objective of an organisation is to offer a product which has a competitive edge or differential advantage over its competitors, Brassington, F., Pettitt, S. (2006). This can be achieved by marketing mix which is studied with the basic research on 4P’s. Product
Product management has always been the core factor in the marketing mix, which involves the basic understanding and the requirement for launching the new product in the market and then developing it with the right marketing strategy which benefits the organisation and then manufacturing in the right way which benefits both the organisation and the society. The organisation should transfer its knowledge into product which will be a drive for growth, John A. Quelch (2006). Figure 3: BCG Matrix,( source:www.reebokeasytone.net)
Reebok has the strategy of launching one core product every year, and the launch of Easytone is for the year 2009, it was the critical time to launch any new product because of the economy, hence Reebok has to come out with a very strong product and marketing strategy. The tangible attributes has to be so strong and the message was clearly sent out with Easytone with its high fashion, design and technology. The footwear is innovative and new to the market, designed in a way that it gives us the feeling of walking in the soft sandy beach and the science behind is when we walk on the sandy beach it’s hard to keep the balance hence we work hard to keep the balance which in turn burns the calories of calves, hamstring and the gluteus maximus muscles. Reebok has also ensured that Easytone is available across the globe and the visibility of it is more in the retail outlets, which created awareness and also a noise in the market about the new product with new technology and performance. Though Reebok claims theoretically it can prove that, by using Easytone will tone the legs 26% more when compared to other sport or fitness shoes, there are still controversies about the actual performance of the product. Reebok did break the controversies with the total sales of Easytone worldwide, this proved practically the strength of marketing strategy by Reebok and the performance in the market. On the other hand with all the controversies the general image of the brand which changed over the period of time from a discounted brand to a respected brand, contributed to the overall performance, which has also bought value to the brand, Easytone has got its uniqueness and feature to rock the market. The strength of the product always lies on its core benefits, the core benefit of Easytone is fitness in the simple way, which is a necessity and hence has its value anticipation and demand. The actual product which is built upon its core benefit is its features style and quality and as an augmented product Reebok gives warranty up to three months and any after sales issue has been taken to R&D department for rectification and thus by giving the customer the maximum benefit and trust in the product. The Easytone can be classified as speciality goods, where in an extensive market research was done which gives customer the maximum benefit by using the product. After the successful launch of Step in 1989 and Easytone in 2009, both products have shown its individuality and very minimum level of competition from other brands, which gives the product a cutting edge and the customers reluctance to go for any other brands. Product Life Cycle
The product life cycle gives the clear picture of the stage in which the product is, the four stages are Introduction, Growth, maturity and termination. Determining the stage in which the product belongs will decide the marketing strategy to follow Kotler, P (2003). For the footwear industry the entire product life is short because of the new trends in the market, different categories in the customer base and due to wear and tear because of the regular usage. Any new product that is launched should differentiate...
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