Marketing Tactics and Functions Audit Product (Customer Benefits) Nike focuses on six key product categories: running, basketball, soccer, men's training, women's training and sportswear. Each category team is immersed in the culture of their sport, connecting with consumers and building deep relationships. Nike believes we are a premium brand and earns this reputation by delivering experiences that exceed our consumers' expectations. Nike produces a wide range of sports equipment. Their first products were running shoes. They also currently produce shoes, jerseys, shorts, base layers, etc. for a wide range of sports including track and field, baseball, ice hockey, tennis, association football, lacrosse, basketball and cricket. The most recent additions to their line are the Nike 6.0 and Nike SB shoes, which are designed for skateboarding. Apart from this, Nike has introduced cricket shoes, called the Air Zoom Yorker, which are designed to be 30% lighter than those of the competition. In 2008, Nike introduced the Air Jordan XX3, a high-performance basketball shoe designed with the environment in mind. What is also part of Nike is the program called Nike ID on nike.com, which allows customers to customize the design of certain Nike models. shoes and deliver them directly from the manufacturer to the consumer. The benefits to the customer are: - Nike offers experiences that exceed consumer expectations, such as retail experiences and communications that can be achieved through their passion for sports and design. - Nike makes innovative products for its customers, such as the Hyperdunk basketball shoe, Zoom Victory Spike, LunaRacer to Swift apparel, Pre Cool Vest and the program that allows customers to customize the design of certain Nike shoe styles. - Nike brings its authentic identity to the market and is committed to innovating for a better world. Nike is focusing on creating products that reduce their environmental impact and showcase sustainable innovation, helping to improve working conditions throughout the industry's supply chain, and Nike invests in communities through several programs such as the Lance Armstrong Foundation. Checking Product Function Nike has developed a solid line of objective products as mentioned above and in the objectives???. They have a large and extensive product line. It is important for the health of the company to add new products. Nike does this every year by investing in innovative new products. Some products would benefit from changes in quality, style or functionality and Nike tries to improve them every year and this has been seen in return for good results in finance (see productivity audit).