Puma AG The case centers mainly on the well-known sports brand Puma and its strategies to become one of the principal brands in the market. It also mentions its competitors‚ Adidas‚ Nike‚ Reebok‚ Diesel‚ Prada Sports and Fila‚ and their approaches to keep their status and high share in the market. One of their principal strategies is in marketing‚ each company targeting a different sport. In the 1980’s Puma was the world leader in tennis rackets and was ahead of Adidas in tennis footwear
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Product Product is a good or service that meets the requirements of market and segment. It can be tangible and intangible. There are three different types of products which are Shoe‚ Apparel and Accessories.. Plus‚ Puma continue to focus on the expansion of existing business categories while remaining true to our 3 labeling segments: under the Sports Performance pillar (orange label)‚ they accommodate Teamsport‚ Running‚ Training/Fitness‚ Sailing/Outdoor and Golf. Motorsport‚ Lifestyle and Fundamentals
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Introduction ---------------------------------------------------------------------------------- P4 3. Situation Analysis ------------------------------------------------------------------------- P5 3.1 Company Analysis ------------------------------------------------------------------ P5 3.1.1 PEST Analysis -------------------------------------------------------------- P5 3.2 Competitor Analysis ---------------------------------------------------------------- P8 3.2.1 Nike ---------------------------------------------------------------------------
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Introduction: With a hallmark of mixing it up‚ PUMA has a top 10 position in the global sporting goods market. We have distinguished ourselves from the competitive landscape and strengthened our hold in our consumer’s life. Puma has risen fast to attain sixth place in the global sportswear market‚ doubling its annual profits in one year. Dedicated to delivering cutting edge products and a long-term growth plan are key drivers in our longevity which result in our ability to anticipate the market’s
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➢ Lesson1 A puma at large Pumas are large‚ cat-like animals which are found in America. When reports came into London Zoo that a wild puma had been spotted forty-five miles south of London‚ they were not taken seriously. However‚ as the evidence began to accumulate‚ experts from the Zoo felt obliged to investigate‚ for the descriptions given by people who claimed to have seen the puma were extraordinarily similar. /The hunt for the puma began in a small village where a woman picking blackberries
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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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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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stabilityThis has influence to any business. When the government in which Puma operates become unstable politically business will definitely be affected. For example civil wars affect both operations‚ leisure’s and sports events which are Puma’s business. In our case study we saw that after terrorist attacks of September‚ 11‚ 2001 and wars in Afghanstan‚ geopolitical uncertainty led puma to shift its production from Pakistan to China (Puma case study‚ 2003). (ii)Foreign Trade RegulationsThese includes treaties
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Competitive Analysis Parameters | | | | | Price | Medium to high300 – 700 DKK | Medium to high400 – 1000 DKK | Medium to high300 – 3500 DKK | Medium to high200 – 500 DKK | Promotion | * Online shop * New products * Events * Charity * Celebrities * Environmental – friendly products | * Online shop * Events * Donations * Environmental – friendly products * Celebrities | * Online shop * Events * APP’s on iPhone * Environmental – friendly products * Celebrities
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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 in Lifestyle
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