Puma Marketing Report Essay

2984 Words12 Pages
“I’m Going” Campaign [pic]

ADVERTISING AND MEDIA

INDEX

ABOUT PUMA 2

AD CAMPAIGN 3

SITUATION ANALYSIS 3

SWOT ANALYSIS 3

MARKET RESEARCH 5

POSITIONING 5

SEGMENTATION 5

One of the most important things is to have a proper market research. 5

MESSAGE OF THE CAMPAIGN 6

8 laws of design 6

MESSAGE STATEGY 7

MEDIA STATEGY 8

CONSUMER BEHAVIOUR 8

RECOMMENDATIONS 10

INNOVATION 10

QUANTIFICATION 10

ORCHESTRATION 11

DOCUMENTATION 11

CONCLUSION 12

BIBLYOGRAPHY 13

ABOUT PUMA

Puma is a sport brand created in 1924 In Germany by Rudolf Dassler the brother of Adolf “Adi” Dassler who founded the competitor ADIDAS.

The company is specialised in Sports Goods, Puma
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It gives the consumer an alternative to buy products that have still not saturated the market. - PUMA spends a huge amount in Research and development. In 2003 it doubled its spending from 2% to 4%. The company based its innovative marketing concepts (used for the advertisement) on the latest trend research. This was previously ignored which in part caused PUMA’s failure. - The advertising strategy is based on international level. The same advertisement can be used in many markets as it doesn’t deal with traditional aspects of sports. For example, football in Europe and basketball in USA. The “I’m going” campaign can be used in both markets; Europe and USA.

Opportunities

- In future PUMA can broad this campaign and also focus more on sportwear, rather than the combination of sport lifestyle and fashion. This could be more profitable as it could combine other combine campaigns such as “Running” and “Moto”, which are trendy. - If they are successful in the fashion industry, it will help their brand image and improve sales in their sporting goods department. This could give them an opportunity to compete with Versace Sport, and PRADA Sport.

Weaknesses

- Since PUMA has such a diverse price range in its products, there high end products might not be successful because of the

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