Puma Marketing Report
“I’m Going” Campaign [pic]
ADVERTISING AND MEDIA
INDEX
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 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
ADVERTISING AND MEDIA
INDEX
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 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