Casestudy of Puma
PUMA
Contents Introduction to Puma 3 Marketing Orientation 3 Product Orientation 3 Sales Orientation 4 Puma Orientation 4 The competitive advantage/disadvantage of puma. 5 SWOT Analysis 7 Marketing Mix 8 Product: 8 Price: 9 Place: 10 Promotion: 10 References 12
Introduction to Puma
Puma is one of the world’s leading Sport lifestyle companies. As an organisation it designs and produces sports equipment, footwear, apparel and accessories. Puma distributes its products to “120 countries, employs more than 11,000 people worldwide and has headquarters in Herzogenaurach in Germany, Boston, London and Hong Kong” (about.puma.com 2012). Puma as an organisation was founded in 1948 by a German man called Rudolf Dassler, who split from his brothers company which went on be known as Adidas after originally starting out as “Gebrüder Dassler Schuhfabrik”. The Puma group owns the brands Puma, Cobra golf and Tretorn, this allows the organisation to branch into different markets and compete for market share in different industries.
Marketing Orientation
‘I make what I can sell’ (Adcock et al, 2001). This is the philosophy the orientation takes, following the organisations market research. Marketing orientation takes into consideration the customers and their competitors. The organisations look into several factors such as: * Identify the customer’s needs and wants, through market research * Develop their products to meet the needs, through product development * Decide on the price for the customers * Distribution, looking at the right time to launch the product into the market * Informing and persuading the customers to buy the product, through promotion
Figure 1.
Product Orientation
Companies who are product orientated focus on pushing the sales of the products they sell the most. ‘It often involves manufacturing products in large quantities in order to minimise the costs of production.’ (Adcock et al, 2001).
Contents Introduction to Puma 3 Marketing Orientation 3 Product Orientation 3 Sales Orientation 4 Puma Orientation 4 The competitive advantage/disadvantage of puma. 5 SWOT Analysis 7 Marketing Mix 8 Product: 8 Price: 9 Place: 10 Promotion: 10 References 12
Introduction to Puma
Puma is one of the world’s leading Sport lifestyle companies. As an organisation it designs and produces sports equipment, footwear, apparel and accessories. Puma distributes its products to “120 countries, employs more than 11,000 people worldwide and has headquarters in Herzogenaurach in Germany, Boston, London and Hong Kong” (about.puma.com 2012). Puma as an organisation was founded in 1948 by a German man called Rudolf Dassler, who split from his brothers company which went on be known as Adidas after originally starting out as “Gebrüder Dassler Schuhfabrik”. The Puma group owns the brands Puma, Cobra golf and Tretorn, this allows the organisation to branch into different markets and compete for market share in different industries.
Marketing Orientation
‘I make what I can sell’ (Adcock et al, 2001). This is the philosophy the orientation takes, following the organisations market research. Marketing orientation takes into consideration the customers and their competitors. The organisations look into several factors such as: * Identify the customer’s needs and wants, through market research * Develop their products to meet the needs, through product development * Decide on the price for the customers * Distribution, looking at the right time to launch the product into the market * Informing and persuading the customers to buy the product, through promotion
Figure 1.
Product Orientation
Companies who are product orientated focus on pushing the sales of the products they sell the most. ‘It often involves manufacturing products in large quantities in order to minimise the costs of production.’ (Adcock et al, 2001).
References: Chron.com (2012) What is premium pricing strategy available from <http://smallbusiness.chron.com/premium-pricing-strategy-1107.html> Puma (2012) Puma our brand Strategy [online] available from <http://about.puma.com/category/company/strategy/brand-strat/> Puma (2012) Puma at a glance [online] available from <http://about.puma.com/category/company/glance/ > Ciria Udlap (2005) Significance of Brand Extensions in Building and Managing Brand Equity at the Example of Puma and Puma Fragrances in the German Market [online] available from <http://catarina.udlap.mx/u_dl_a/tales/documentos/bad/gartner_ak/capitulo2.pdf> Beech, J. And Chadwick, S. (2007) The Marketing of Sport. 1st edn. Harlow: Pearson education Marketing Principles and Practice Written By: Adcock, Dennis; Halborg, Al; Ross, Caroline