Companies such as Nike understand the ground realities of the market. Once a product is launched into the market, there are numerous factors that must be considered. Markets saturation of the product range, changing consumer requirements, and economics of the place continues to play an important role in the determination of dimensions (Armstrong et al., 2012).
The activities and application of the innovation dimension of Nike Inc. have been explained in the following to elucidate their dimensions. The company continually focuses on its design development and creates opportunities in the markets. Originally, the company started its innovation in 1979. It was the first company to introduce air cushioning technology (De Clercq and Zhou, 2014). The products deliverable was footwear that enabled the athletes to gain comfort during rigorous workouts. There was a cushioning support that the shoes were able to provide. According to the product life cycle dimension, the product eventually faced saturation when then the company introduced a new product known as “Air Max”. It was customized shoes that provided comfort based on the user requirements. The company then produced a memorable TV ad series in 1990. The tag line “Just Do It” emerged for Nike Inc. The company has since produced more than 40 different versions of this series.
The company embedded newer technology into its shoes. This was a significant market differentiation strategy that Nike Inc. added to its product design. The company combined the iPod Sports kit with its athletic gear. They were able to combine the technology and the sportswear. This innovation had enabled the company to sustain in the markets (Kotler et al., 2015). This mix of innovation with the product design had enabled the company to gain brand patronage and recognition.
The company in 2008 formed an alliance with Facebook and created its own persona on the social media platform. It was during this time the social media was starting to become relevant in the marketing arena. The company pioneered the early ventures of social media marketing. This had enabled the company to gain significant competitive advantage (Kotler et al., 2015). Inside the WebPages, the company was able to discuss about the specific promotional campaign and athletic endorsements regarding the product were explained.