MARKETING PLAN FOR PUMA CURRENT MARKETING SITUATION Puma was founded in 1924 in Germany‚ by two brothers‚ and it’s first official ‘out’ was in the 1936 Olympic Games in Berlin. At that time all of the German athletic team was outfitted by the company. In November of 2005 PUMA announced that it will sponsor 8 countries in the 2006 World Soccer Championship. One of the countries that is not included is the US. The growing popularity of the brand has resulted in the worldwide sales gain of over
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The establishment of puma took place in 1948 by Rudolf Dassler and it became a published company in 1986. Puma’s head-quarters are in Germany. They distribute their products in more than 120 countries‚ employs more than 9000 people and generates revenue of 2.5 million dollars. The present CEO and Chairman of PUMA is Jochen Zertz. Puma has build a strong‚ global endorsement porofolio‚ one that has become the hottest team and star ensembles in the industry. In 1999‚ Puma demonstrated its uncanny
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ABOUT PUMA 2 AD CAMPAIGN 3 SITUATION ANALYSIS 3 SWOT ANALYSIS 3 MARKET RESEARCH 5 POSITIONING 5 SEGMENTATION 5 One of the most important things is to have a proper market research. 5 MESSAGE OF THE CAMPAIGN 6 8 laws of design 6 MESSAGE STATEGY 7 MEDIA STATEGY 8 CONSUMER BEHAVIOUR 8 RECOMMENDATIONS 10 INNOVATION 10 QUANTIFICATION 10 ORCHESTRATION 11 DOCUMENTATION 11 CONCLUSION 12 BIBLYOGRAPHY 13 ABOUT PUMA Puma is a
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Strategy PUMA’s goal is to be “The Most Desirable Sportlifestyle Company”. Along its charted course PUMA makes use of the opportunities offered by the sportlifestyle market to strengthen its position in all categories and regions as one of the few multi-category brands. Selected categories and divisions are being developed with a view to achieving permanent value increases through unique brand positioning. PUMA is a sportlifestyle brand where product categories originate in Sport before being continued
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------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Puma Women Lifestyle Shoes Creative Strategy Chart ------------------------------------------------- ------------------------------------------------- Target------------------------------------------------- ------------------------------------------------- Demographic-------------------------------------------------
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Pumas Response to the potential threats imposed by its competitors was to target untapped markets in the form of producing products that address people’s lifestyle. In doing so it positioned itself as an athletics company that produces high quality products with an edge‚ whether that edge is how trendy it is in terms of colors & design or how appropriate it is to a person’s lifestyle. And it emphasizes this by teaming up with designers‚ sports icons and trendy car manufacturers. Puma tries
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Nike vs Puma Easily the biggest grudge match in Germany this month will not be between two of the countries competing‚ but between homegrown Adidas and‚ of course‚ American arch-rivals Nike. The business media is already hot on the Stripes versus the Swoosh‚ with the German brand reportedly splashing out double Nike’s estimated £60m World Cup marketing spend. But what about the shirts themselves? Which ones would you want to play in‚ and which should be left on the backs of the die-hards down the
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Case Study #1 Metallgesellschaft AG Metallgesellschaft Refining and Marketing (MGRM)‚ was a subsidiary of Metallgesellschaft AG in Germany. In the early 90’s‚ MGRM chose to being selling long term (5 and 10 year) fixed price contracts for gasoline‚ heating oil‚ and diesel fuel. These contracts were successfully marketed with MGRM contracted for 160 million barrels of oil as of Nov 1993. Due to the fact that the MGRM entered into long term commitments for fuel delivery with fixed pricing‚ this
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Chapter 7 . Financial Responsibility Centers In August 2002‚ a pricing dispute arose between the managers of some of the divisions of Zumwald AG. Mr. Rolf Fettinger‚ the company ’s managing director‚ had to decide whether to intervene in the dispute. THE COMPANY Zumwald AG‚ headquartered in Cologne‚ Germany‚ produced and sold a range of medical diagnostic imaging systems and biomedical test was equipment and instrumentation- The organized into six operating divisions. Total annual revenues
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Executive Summary The report will analyze the case study discussing the bribery scandal at Siemens AG. The case study raised the question of accountability of senior managers to the rampant corruption occurring in global divisions. Siemens AG is a German based company with executive offices in Munich. Siemens builds locomotives‚ traffic control systems and infrastructure. The company was brought up on charges of violation to the FCPA as a result of bribes of government officials. Outlining
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