INTRODUCTION PUMA Based from my reading and observations over the past few weeks, I have chosen PUMA as a brand that will be addressed in this assignment. Selection of PUMA as a brand to be discussed was closely related to the life and my sports activities. For information, brand PUMA has been my choice since before, especially in choosing sneakers whether futsal, football, running and so on. Fast-paced lifestyle today has changed the mindset of people and their daily activities. Lifestyle changes as a result of changes in economic, social and cultural make people be more selective in making things. Therefore, running has become a sport that is dominant among the townspeople. Running can be done without cost, healthy, happening and fun and also got the opportunity to interact with each other and it was the factor that made this sport to be preferred. Also, PUMA has taken measures to promote their products more towards the running sports. All of their products such as shoes, 1
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INTRODUCTION
PUMA
Based from my reading and observations over the past few weeks, I have chosen
PUMA as a brand that will be addressed in this assignment. Selection of PUMA as a
brand to be discussed was closely related to the life and my sports activities. For
information, brand PUMA has been my choice since before, especially in choosing
sneakers whether futsal, football, running and so on.
Fast-paced lifestyle today has changed the mindset of people and their daily activities.
Lifestyle changes as a result of changes in economic, social and cultural make people
be more selective in making things. Therefore, running has become a sport that is
dominant among the townspeople. Running can be done without cost, healthy,
happening and fun and also got the opportunity to interact with each other and it was
the factor that made this sport to be preferred.
Also, PUMA has taken measures to promote their products more towards the running
sports. All of their products such as shoes, clothes, pants, bags, and other sports
equipment have been promoted to the sport. PUMA also take a step to take Usin Bolt,
the Jamaican sprinter athlete be a brand ambassador for PUMA.
So, as a result of that, PUMA has had its own followers. PUMA has had a brand that
leads the users step forward in leads to life faster.
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BRAND BACKGROUND
PUMA is one of the world's leading Sports Brands, designing, developing, selling and
marketing footwear, apparel and accessories. PUMA is a multinational company that is
based in German and was founded by Rudolf Dassler.
For over 65 years, PUMA has established a history of making fast product designs for
the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle
products in categories such as Football, Running, Training and Fitness, Golf, and
Motorsports. It engages in exciting collaborations with renowned design brands such as
Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the
sports world.
Bjørn Gulden has been appointed as Chief Executive Officer (CEO) of PUMA since 1
July 2013 and he was a former of PANDORA’s CEO. He brings to PUMA an extensive
international experience of nearly 20 years in the sporting goods and footwear industry,
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where he held a variety of management positions. The company distributes its products
in more than 120 countries, employs more than 10,000 people worldwide.
At its beginning, PUMA had a very poor brand image that show a decline in its market
share and prompted PUMA to change it strategic decisions to improve on its image, this
process of change was led by Jochen Zeitz, PUMA Group CEO based on phases one
to four of strategic plan to change PUMA’s image so that it can compete favorable in the
marketplace and within a couple of years Jochen Zeitz had change PUMA’s brand
image into one of the most desirable and sought after brand of sportswear and footwear
worn both buy celebrities and fashion followers all over the word.
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PUMA PSYCHOGRAFIC ANALYSIS
A consumer psychographic is a profile of a potential consumer based on interests,
value, activities and opinions. It is a snapshot into a consumer's lifestyle organizations
often use to quickly identify potential customers. Companies then can use this
information to create and implement highly targeted advertising campaigns. According
to
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STRATEGIES & TACTICS
PUMA – FOREVER FASTER
PUMA has launched its largest global campaign – Forever Faster on 7th August 2014.
The campaign kicked off simultaneously all over the world. PUMA Malaysia has
selected Berjaya Times Square as its venue to officially launched their new campaign
by PUMA Southeast Asia General Manager, Miguel Andrade.
Forever Faster is another step in the process of becoming the fastest sports brand in
the world. The This strategy was the idea from the Chief Executive Officer, Bjørn
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Gulden that wanted to repositioning of PUMA to become the most faster sport brand in
the world in term of its technology, selling and so forth.
According to PUMA;
"Forever" references more than just our history, and our commitment to our classic
products. It's recognition of the endless pursuit of whatever is next - in performance
innovations, in cultural trends, and in style and fashion. While "Faster" is more than just
delivering the rational benefit of speed to athletes, we will have a single minded purpose
of celebrating faster in every sense of the word - lighter products, better fit for greater
agility, enhanced benefits that allow for extended training for speed, and every other
possible way we can deliver the fastest products for the fastest performers. The phrase
simultaneously references the emotional benefit of owning speed - the thrill, the fun, and
the swagger of Usain Bolt himself, the man who best personifies this new strategy and
ambition.
Forever Faster will be a part of a long term effort to clearly re-establish our brand in the
minds of our customers. The third quarter of 2014 will see the consumer launch of this
new brand strategy that will also encompass a new brand campaign creative direction,
supported by a large scale media campaign.
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THE OBJECTIVE & PRODUCT POSITIONING
The target audience for PUMA is everyday household consumers and professionals.
PUMA focus on designing products that are more sustainable for their consumers.
PUMA plans to make more of their international collections of more sustainable
materials by 2015. PUMA products can be used for training but is also comfortable
enough for everyday use. In the forever faster advertisement we see that the products
the athletes deliver to their clients is also the products that they wear. It shows you that
both household consumers and professionals are using the same products. That PUMA
designs products that are both good enough for professionals and still affordable
for household consumers.
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PUMA - FOREVER FASTER
MARKETING PLAN.
The marketing plan includes formulating strategies and tactics for each of the 4Ps.
Product : PUMA will developing a promotional campaign for a new Forever Faster
branding concept
Price : PUMA is currently concentrating on the middle income to rich class income level
for its product category of sportswear.
Place : All PUMA product will be sell at all PUMA stores all over the world.
Promotion : This would include integration of various marketing techniques like sales