1.

0 INTRODUCTION
Nike introduced an updated sportband, which works with a sensor to collect your workout data.
By using this gadget you will be able to Iind your distance, pace, heartbeat, location and calorie
burned aIter you running or walking.
It`s a simple wristband with a detachable USB drive calls 'Link that looks like more like a
watch than a piece oI computer equipment. Its screen shows your stats while you`re running or
walking, and the drive can hold a week`s worth oI data. And, the band is actually sporty and
stylish
The sportband works with the nikeplus Web site, where you can download your workout data
and see your progress and set goals. The set up is pretty simple. BeIore connecting the USB
drive to your computer Ior the Iirst time, go to nikeplus.com/downloads to install the sportband
soItware. Then plug the drive into a USB port to Iully charge it. AIter your runs, plug the drive
into the port to activate a widget that tells you when you`ve successIully sent your workout data
to the Web site.
You`ll need to conIigure the device to make sure your distances are properly calculated. It can be
calibrated Ior walking and running. It`s best to read through the calibration instructions Iirst. You
don`t want to Iall short oI your running goal.








.0 THE NEEDS AND WANTS

Nowadays people will do everything just to suit their need and wants. somehow in outdoor they
might need something to measure their exercise or workout especially running and jogging.
To IulIill the needs and wants we created something that can suit people best while doing
outdoors activities which is to combined the watch with running monitor which is called Nike
Sportband.
Nike Sportband might be used Ior any type oI age. It calculate the distance, pace and calorie
burned while someone do workouts.
A runner needs to know how long have they running and do exercise to maintain their time oI
workout. Although they can Ieel the passion oI running when they know how much level oI
workout that have they done in a certain time.
A nike Sportband also can be used as watch which can IulIill the need oI people every day.
Hence this great product could be Iound the best chosen by those who love outdoors and sport.










.0 TARGET MARKET
Look to segment size and growth:
With the 23 millions oI population in Malaysia Nike is looking Iorward to create something
that can measure the workout oI training such as race, running and walking. Lets assume
Malaysia have a lot oI runners and joggers and halI oI them does really care on measuring
their workout. This is the right choice to choose Nike Sportband as their running monitor.
Look to segment structural attractiveness:
Nike has many target consumer markets but even their individual products can have various
target markets as well. The Nike Sportband is probably one oI the most recognizable sneaker
that Nike currently manuIactures, especially in their athletic accessory. With that in mind,
Nike Sportband has several diIIerent target consumer markets. The entire Nike brand is
recognized not only in Malaysia but worldwide and they certainly target markets across the
globe. But to bring it down on a smaller scale, it will be easier to concentrate on just the Nike
Sportband.

The Nike Sportband is deIinitely directed to a particular age group or range oI ages. The
most targeted age group seems to be 16 years old to mid-thirties. The individuals in this age
group tend to be more in tune and up-to-date with the workout and are more willing to spend
the money on these current gadget trends. The Sportband are deIinitely eye-catching sneakers
whether it is because oI the unique design itselI instead oI watch, or the bright and vibrant
color schemes used.
Another target market Ior the Nike Sporband would be consumers living an active liIestyle.
The individuals in this market segment are ones who enjoy physical activity, whether it be a
speciIic sport, running, or just exercising in general.
Look to company objective and resources:
We should stick to our objective to provide the best product which can helps athletic, sports
man and whoever involved in sport to get their best perIormance and achievement using this
kind oI Nike product. In the same time we have to satisIy and maintain the quality oI the
product because we care about them.
.0 THE PRODUCT

So what can you do with the Sportband?
O Measure distance, pace, time.
O stimate calories burned based on the data you enter.
O Upload data to the Nike website (more on this below).
Specs include:
O Lithium ion polymer battery (Iull charge takes 2 hours).
O WaterprooI to IPX-7 spec (3 It oI water Ior 30 minutes). Buttons not waterprooIed
though.
O Polyurethane strap, stainless steel buckle, and polycarbonate case.
O #everse LCD display.
O Charges the internal battery and sets the time automatically just by plugging it into the
USB port.
As you can see Irom that list, it's a data logger stripped to its smallest and most essential Iorm.
What's more, it's not just keeping totals. Here's a graph Irom a walk:



The Sportband itselI is very lightweight, and on the strap is completely weightless. The LCD
display is a bit small to read on the run, but the main button is large and in Iront so it's quite easy
to start and stop, and then peruse the data on your computer later.




The unit and the strap are two pieces that snap together so post-run, you pull it oII and insert it
into a USB port. The soItware runs
automatically and uploads your data as well. (As a nice touch, it also
sets the time automatically.)







The sensor is a piezo-based accelerometer, with a non-replaceable battery spec'd to 1000 hours
oI liIe. Nike would preIer that you purchased their line oI shoes, which have a space Ior it under
the arch oI the Ioot, but you can also get holders to use with your existing shoes. Now that the
Nike system has been out Ior a while, there are other tools around. For example, you can auto-
twitter your runs or download run data Irom an iPod.

Consider Ior a moment what Nike has accomplished with this product: Ior $59, you get wireless
data transmission, a calibrated sensor, automatic battery management, low-power sender, sender
pairing Ior privacy and group runs, Iree data analysis and sharing website, internal battery
charger, and USB interIace. That's pretty amazing.

As you'd expect Ior the low price, sensor accuracy is not as good as GPS. It also weighs less, is
physically smaller, costs less and works indoors; everything is a tradeoII. II you're a proIessional
athlete, you probably are willing to spend more to get increased accuracy, but the target market
Ior this is Iitness runners and those who want to carry as little as possible.
.

.0 LEVEL OF PRODUCT

As mentioned, we chose NIK sportband as our main product. To elaborate on the level
oI product, it may be divided into 3 levels.
Level 1 : Core product
A sportband is a running recorder.
Level 2 : Actual Product
The NIK sportband comes in two parts which are :- 1) Sportband
2) Sensor

The sportband is worn on the wrist while the sensor in a NIK ready shoe.
Sportband was invented Ior the sole purpose oI recording distance, pace, time, and even calories
burn while running. This product is very essential Ior the use oI athletes during workout as they
can keep track oI their progress over time.
It comes with variety oI colors and design. The oulook are very nice with the concept oI the next
generation watches, which blend perIormance with liIestyle.


Level 3 : Augmented Product
Under normal use, the product is warranted Ior a period oI one year Irom the date oI purchase.
However, the NIK warranty may extends only to products purchased Irom an authorized NIK
retailer.
NIK has set up a web-based running club at nikeplus.com. There user can track their own
progress, enter virtual races, motivate, share or challenge their Ireinds through this community.
The sportband is connected to PC or Mac with installed NikeUtility soItware and internet
connection through USB ports. All the run inIo will be automatically uploaded once connected.

The sportband can be used as a normal watch when it is not in use Ior recording.

.0 PACKAGING

The packaging is compact. In the sturdy plastic case are the SportBand, a sensor and a pictorial
and sparse user guide. It's very easy to set up, thus doing away with the need Ior a voluminous
manual.

First level package:
The Nike Sportband are placed in a box with the stand to hold the actual
product.

Second level package:
The Nike Sportband is covered with case to protect by one or more outer
package.

Third level package:
The Nike Sportband is boxed with disignated colour box to transport to
customer.
Added value at outer pacakge:-
1. There are only two buttons on the Sportband that starts, stops, and resets the distance
meter, and another that switches views between distance, pace, time, and calories.
2. Metrics are easier to see when they`re on the wrist vs. on your triceps or in your pocket.
3. With the old Nike Plus, you had to calibrate the sensor by running a known 'control
distance. With the Sportband, you don`t have to do any additional runs &mdash just map
out your run using a program like Gmaps Pedometer and use that as the calibration basis.
4. The little black display bit comes oII the armband and plugs directly into the USB port,
then automatically uploads runs to Nike Plus. No extra adapters given.