Nike is one of the most well-reached businesses in the world. Their strive for spotlighting individuality amidst interdependability through creative product offerings is one of the reasons that make their company so great. Every message is of hope and of tenacity. Many different people across the globe display the checkmark logo that burdens the reputation of the brand. Therefore, each of their creations must be attractive enough to be snatched in the flick of the wrist from the shelf to the screen. The creative bubble is ever-expanding as society has accepted its encompassing our existence; so this allows for a new market endeavor. 

Nike has catered to nearly every market promoting active lifestyles. Many customers, I am sure, already are dog owners. So, on top of the sports equipment market, this rubber rope ball is exactly that but to dogs. Unarguably, the pet supply market products such as toys, leashes, harnesses, food bowls, beds, and clothings, can easily penetrate the market as many who wear Nike shoes, likely are active in one way or another with their pet. My American Staffordshire Red Nose Pitbull is extremely strong and very destructive when it comes to play time. When I come home from work, Nala Luna is waiting for me at the front door with her “Toy of the Day.” Regardless of what it is, she is destined for the ultimate playtime. Often, she chooses her favorite rope and nudges at my hand until she decides to release it, allowing me to take advantage of her excitement. I swung the rope a few times in the air, disappearing the toy behind my back, tricking her into believing the toy was thrown. I proceeded to throw with intention and the rope deflated as it fell flat on the ground, her face lit up like a million stars. Other times, she will select from her toy bin, one of the toughest rubber bones I have ever come across. Combining both heavens, Nala could enjoy a rope with a strong-threaded covering and a secondary rubber rope revealed once the first rope is no longer salvageable. Additionally, the secondary rubber rope will coil into a ball wherein the user can use a “click-lock”mechanism to lock into place and to unlock the ball, the user must use a button to release the “click-lock” mechanism. According to the American Veterinary Medical Association, approximately 40.3 million American households have dogs; all who   need something to play with. This suggests an expansion into the pet market to be feasible. 

Therefore, since there is an opportunity to expand markets, introducing  this rubber rope ball innovation can excite current consumers that are dog owners and invite new consumers along for the ride. In other words, I will be using applied research because that will help me to “...address specific marketing decisions for a specific firm or organization (Babin, 20.” To discover whether or not to produce this product, primary research will be most beneficial. This involves gathering dog owners of different breeds in a park or park-like setting to interactively play with different textures of ropes and rubber toys.  Using quantitative and qualitative research permits descript data that is seeped from situations like how long the dog takes to expose the secondary rubber toy to the breed type and age. Discovering this kind of information will help with understanding any correlation to the interests of the different materials, textures, lengths, and even colors that the dogs would prefer. So, experimental research is paramount. Since my goal for this product is to be as durable and exciting as possible. Noting the most favored shapes and density of these toys and surveying the dog owners and their witness on what their furry friend prefers can help jumpstart a smart process.   

References

Association, American Veterinary Medical. “U.S. Pet Ownership Statistics.” American Veterinary Medical Association, 2022, https://www.avma.org/resources-tools/reports-statistics/us-pet-ownership-statistics. 

Babin, B. J. (2018). Essentials of Marketing Research (7th Edition). Cengage Learning US. https://mbsdirect.vitalsource.com/books/9780357463703