International Marketing Strategy: Puma Men's Footwear
International Markets
"Footwear Men's Shoes"
To present the range of product "Footwear Men's shoes" I chose the German brand PUMA. It's a company created in 1924 in Germany. This company proposes a large range of shoes. In fact it sells football shoes, cricket shoes, baseball shoes, running shoes and motorsport shoes.
I. Product
We will see more precisely in this study the product range: motorsport shoes. You can see here three models of shoes:
II. Distribution in France
This product was firstly designed for the automobile competition but now it's a convenience good.
In France this product is sold in different kind of shop:
- In shops specialized in shoes selling like Chausport, Footlocker, etc.
- In shops which sell sports equipment like Decathlon, Go Sport, etc.
- In large scale retailing as Auchan, Géant Casino, etc.
III. Price
In France the price of this kind of product is between 90€ and 120€. This price varies according to the model and the place where the product is sold.
In fact the new models are more expensive and the price is a little bit higher when the product is sold in specialized shops.
IV. Communication
In France PUMA uses different means to communicate. The company uses three main means to promote there products: Firstly the brand uses TV advertising, secondly it uses sponsoring and finally PUMA uses posters.
Here you can see the logo of the brand it's another mean of communication because it's known everywhere in France and in the world.
PUMA has two main targets for its products:
- The teenagers between 12 and 18 years old
- Adults between 19 and 40 years old.
PUMA in the United States
I choose to export this product in the US market. Why this choice?
Firstly because the US market has a large potential of customers. In fact the population is around 300 millions people. Secondly because customer needs are quite the same as in France.
"Footwear Men's Shoes"
To present the range of product "Footwear Men's shoes" I chose the German brand PUMA. It's a company created in 1924 in Germany. This company proposes a large range of shoes. In fact it sells football shoes, cricket shoes, baseball shoes, running shoes and motorsport shoes.
I. Product
We will see more precisely in this study the product range: motorsport shoes. You can see here three models of shoes:
II. Distribution in France
This product was firstly designed for the automobile competition but now it's a convenience good.
In France this product is sold in different kind of shop:
- In shops specialized in shoes selling like Chausport, Footlocker, etc.
- In shops which sell sports equipment like Decathlon, Go Sport, etc.
- In large scale retailing as Auchan, Géant Casino, etc.
III. Price
In France the price of this kind of product is between 90€ and 120€. This price varies according to the model and the place where the product is sold.
In fact the new models are more expensive and the price is a little bit higher when the product is sold in specialized shops.
IV. Communication
In France PUMA uses different means to communicate. The company uses three main means to promote there products: Firstly the brand uses TV advertising, secondly it uses sponsoring and finally PUMA uses posters.
Here you can see the logo of the brand it's another mean of communication because it's known everywhere in France and in the world.
PUMA has two main targets for its products:
- The teenagers between 12 and 18 years old
- Adults between 19 and 40 years old.
PUMA in the United States
I choose to export this product in the US market. Why this choice?
Firstly because the US market has a large potential of customers. In fact the population is around 300 millions people. Secondly because customer needs are quite the same as in France.