Puma Brand Ladder

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Puma Women Lifestyle Shoes Creative Strategy Chart
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Target-------------------------------------------------
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Demographic------------------------------------------------- Female-------------------------------------------------
16 to 26-------------------------------------------------
High school students------------------------------------------------- College and graduate students------------------------------------------------- Young professionals------------------------------------------------- Income between 1000-3000------------------------------------------------- Dependent by parents------------------------------------------------- -------------------------------------------------

Psychographic------------------------------------------------- -------------------------------------------------
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They are afraid of isolated------------------------------------------------- They like to try new things and care about budget ------------------------------------------------- They follow trendy ------------------------------------------------- They have role models------------------------------------------------- They like adventures------------------------------------------------- They are idealistic ------------------------------------------------- -------------------------------------------------

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Behavior-------------------------------------------------
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They spend a lot of time on Twitter, Facebook and YouTube.------------------------------------------------- -------------------------------------------------
They like Apple------------------------------------------------- -------------------------------------------------
They like to join fashion sports like Yoga and Plate.------------------------------------------------- -------------------------------------------------
Some of them like drink and hang out with friends------------------------------------------------- -------------------------------------------------
They like eat frozen yogurt------------------------------------------------- -------------------------------------------------
They like watch movies like Twilight.------------------------------------------------- 24 to 26this older group is more interested in self-improvement and somewhat less interested in pop culture. Metabolism slows down with age, and women have to pay more attention to what they are eating and drinking. Additionally, many women may start introspecting more than when they were younger and more carefree, especially as many begin to settle in to serious relationships or consider children. 18-24s are more likely to compare themselves to other women all the time; less likely to feel confident around peers; and more likely to believe that romantic relationships make them...
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