Once the business analysis is done, if successful the
product concept goes into product development, the 6th step of the
NPD process. This step “occurs when the concept is translated into either the
physical offering or when the service is created” (Beech & Chadwick, 2007).
This stage often calls for further
investment, with the research and development department designing and
producing a prototype that will satisfy its targeted consumers (Armstrong et
al, 2012). The prototype usually goes through rigorous testing before being
officially launched.
There are many steps involved in the product development
stage including:
- Product construction
- Packaging decisions
- Brand decisions
- Product Positioning
- Attitude & Usage testing (Kotler & Keller, 2012)
The sport
SoccerSquash is a relatively new sport format that combines aspects of football
and squash. Developed in Holland, SoccerSquash is played on a regular squash
court and involves kicking the ball against the wall for your opponent to
return. Each player is allowed a maximum of 3 touches in each possession, the
ball may only bounce once and the use of the arms and hands are prohibited. The
organisation Soccer Squash Bond Netherlands have even developed and retailed a
specialized ball, which went through months of testing before being released to
the public (see Appendix A). It has also produced a safety net for low ceiling
squash courts. It has defined its target
market as footballers that want to improve their ball control, tricks and
technique. In terms of branding decisions, it has trademarked the term
SoccerSquash and developed a logo (see front of ball).
For my new
sport format called Racket-Hurler, costs will be low in terms of constructing
and packaging my product, with essential equipment already existing. Hurling
pitches and football pitches (for smaller sided games) will be used and
removable Velcro strips will be used to create the 2 by 2 feet pockets in each
top corner of the goals. Studded boots, tennis rackets and balls are also
needed. The development and sale of specialized rackets and balls will start
within 3 years of the sport launch, with the goal to make them become
compulsory within 10 years.
In terms of branding, my new format will be called Racket-Hurler,
with the name being trademarked. I want to promote the image of a safer perhaps
easier version of hurling, all the while keeping its fast-paced and physical
nature.
The target market for my adaptation of hurling, are 14-25
year old active people in the UK, with an emphasis on ‘casual’ participators in
sport. I’ll position my sport format as a high-speed team sport in competition
with sports like hurling and ice hockey.
I will be going to schools and universities to introduce my
sport and reach my target market. With the institutions approval, I will set up
casual sign up sessions for anyone interested in playing. At the end of the
sessions I will ask for feedback on the sport and any suggestions on how to
improve the game.
498 Words
References:
Beech, J.G. &
Chadwick, S. (2007) The Marketing of Sport. Harlow: Prentice
Hall.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2012)
Marketing An Introduction. 2nd
edn. Harlow: Pearson.
Kotler, P. &
Keller, K.L. (2012) Marketing Management. Global Edn. Harlow:
Pearson Education.
http://www.soccersquash.com/what-is-soccersquash.html
(no date) (Accessed: 20 January 2015).
Apendix A
SoccerSquash Ball
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