Segment | Apparel for athletics |
Target Group | Athletes who play football |
Positioning | Sportswear and football equipment brand |
Strength | 1. Presence in around 90 countries2. Enduring presence of 85 years in Manchester with launch of kits for them3. Strong management...
PUMA MARKETING STRATEGYByHo Quang Thoai |
Table of Contents
PUMA and its Situational Analysis 3
PEST analysis 4
PUMA and its Unique Selling Proposition 6
PUMA and its Segmentation, Targeting and Positioning 7
Puma AG can be consider on the leading manufacturers of athletic shoes, sportswear as accessories in the world. Its product like soccer shoes and uses sponsorship for its marketing strategy. In 1924, the company was founded by Gebruder Dassler Schuhfabrik. This company located in Herzogenaurach...
The major competitors for Puma are Nike, Adidas Reebok, New Balance, Kappa, and Umbro.
(Company) (Market share)
New balance 9.4%
Comparative SWOTAnalysis of sports apparel brands:
INNOVATIVE MARKETING STRATEGIES
Outstanding performances of PUMA athletes and teams have strongly influenced international sports through innovative PUMA products and creative marketing initiatives for more than 60 years.
Milestones in PUMA‟s sports history were the development of the first football...
scope of the question our team evaluated the following areas:
Market Shares and Manufacturing
The combination of adidas and Reebok appears to be a step in the right direction. However, it is important to analyze the strategies behind...
Presentation PUMA AG
History and Case Facts:
Dassler brothers in 1984 started the Dassler Brother’s Shoe
Factory. In 1948 The brothers split their business after the World War 2, Adolf called his firm Adidas and Rudolf called his new firm Ruda. Rudolf’s Company changed its name to Puma in 1948...
over? Is the company in good shape and in a good market position? Would Puma management agree with you assessment? How does your Characterization of where Puma is and how well is it doing compare with the message and image that Puma management is trying to get across?
The management quickly understood...
“I’m Going” Campaign [pic]
ADVERTISING AND MEDIA
ABOUT PUMA 2
AD CAMPAIGN 3
SITUATION ANALYSIS 3
MARKET RESEARCH 5
One of the most important things is to have a proper market research. 5
MESSAGE OF THE CAMPAIGN...
into a commercial launch.
A comprehensive analysis, using market data and market research, allows us to assess all areas affecting Nike’s strategic direction:
– Current market situation: detailed consumer and business market segmentation and analysis of market drivers will be undertaken to identify...
-Low manufacturing cost since the manufacturing chain comes from south Asia were labor costs are low.
-Since Nike does not own the physical factories, production can be switch to another location if necessary.
-Nike wass worth 15 billion in 2011. They have a...
and tangible resources at the firm's disposal. (Crook, T. R., et. al., 2008).
In this scientific paper, I will conduct an internal organizational analysis of the firm. I will figure out how and why Adidas is one of the most important companies in its industry and will identify their success.
-'Adi' from Adolf and 'Das' from Dazzler. Adi registered the "Three Stripes"4 as his official logo. Rudolf set up another sporting goods company named Puma. In 1956, Adi's son Horst Dazzler (Horst) promoted Adidas strongly during the Olympic Games at Melbourne. He also signed a licensing agreement with...
adidas did Strategic Analysis Strategic Analysis 2011 ‐ 2016
David Bajak MET AD 711 Leadership and Strategy December 18, 2010
What business are we in? What business are we in?
• Currently l
– Athletic Performance Enhancing Footwear, Apparel & Equipment (80%) – Athletic Fashion Styled Footwear...
2011 ‐ 2016
MET AD 711
Leadership and Strategy
December 18, 2010
What business are we in?
What business are we in?
– Athletic Performance Enhancing Footwear,
Apparel & Equipment (80%)
– Athletic Fashion Styled Footwear...
after his return from World War I.
* In 1924, his brother Rudolf (Rudi) Dassler joined the business.
* In 1948 they split with Rudi forming Puma, and Adi forming adidas.
* The company formally registered as adidas AG (with lower case lettering) on 18 August 1949.