Puma Marketing Report

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“I’m Going” Campaign [pic]

ADVERTISING AND MEDIA

INDEX

ABOUT PUMA2

AD CAMPAIGN3

SITUATION ANALYSIS3

SWOT ANALYSIS3

MARKET RESEARCH5

POSITIONING5

SEGMENTATION5

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

MESSAGE OF THE CAMPAIGN6

8 laws of design6

MESSAGE STATEGY7

MEDIA STATEGY8

CONSUMER BEHAVIOUR8

RECOMMENDATIONS10

INNOVATION10

QUANTIFICATION10

ORCHESTRATION11

DOCUMENTATION11

CONCLUSION12

BIBLYOGRAPHY13

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 makes Footwear, Apparel and Accessories.

Right now PUMA has a big structure around all over the world, they have stores in 80 countries, like Spain, Mexico, Germany, USA (only 18 in US)... and Puma counts with more than 9000 people employed.

Puma has an outsourcing manufacturing facilities in over 40 countries.

PUMA is characterized for sports lifestyle fashion, because at the same time they make good quality products and very modern, according to fashion moment

Between 1993-2002 Puma had a lot of problems, the mistake of PUMA was the massive segmentation that made this brand get into a hard crisis. To recover the situation of 8 years with looses, Puma started working with products destinated to small groups, and started with the homosexuals and their accessories that were really successful. Then they centralised in young people from 15 to 35 years old.

The revenue in 2006 was footwear 66%, apparel 27% and accessories 7%, By 2009 they want the apparel to be 50% .Their most important product are sports shoes.

Inside the market there are many companies that do the same as puma. Puma is situated the in the fourth position behind Nike, Reebok and Adidas

Puma is dedicated to Football, Running, Golf, Formula 1, and cricket has became very The strategy and the goals of PUMA

During the last 12 years they have worked very hard in Advertising, they have made the most effective advertising. They have focused their media in Internet. Because of this Puma got out of the crisis.

They usually use famous sport celebrities like Serena Williams and Pele to announce their products.

The objective was to make a solid brand profitable, with a mix of sports, lifestyle and fashion

2006 has been a good year for the Producers of sport shoes, the World cup celebrated in Germany in that year made the producers rise their investments to get more benefits, that was happened to Puma, Puma has accomplished an increase of 93 million Euros in the first three months of last year. This results are quite better than last year, 2,5% and better than what Puma expected. The previsions of the company were wrong but even with that they expected a decrease of the benefits between 10 and 15%.

The income has rised up to 29,5% and more than 600 million Euros. The evolution as been very significant since the increase in appareil products and accessories has been up to 20% each. Puma has focused in other tendencies that have made the brand get those results. The benefits are higher than 52% and even being better than what was expected, it is worst than last year´s. The results have been awesome for this brand that is improving so much in advertising, and in campaigns like the world cup that helped so much the company.

AD CAMPAIGN

The main purpose of the “I’m going” campaign was to change their brand strategy and image. They wanted to turn their image from basically sportswear to a combination of sport lifestyle and fashion. They wanted to define sport as an active lifestyle and not a traditional category. As the advertisement was not focused only to a selected group of customers, this involved broadening their target market. The purpose was to convince all the different consumer groups, which had...
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