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MARKETING STRATERGY OF PUMA

INTRODUCTION:

Marketing Strategy:

A marketing strategy defines objectives and describes just how you are going to fulfill customers in your chosen markets. It generally does not have to be written down but it is much easier to connect to outsiders, like your standard bank manager or other traders, when it is.

A group of strategies found quite commonly in smaller companies are growth strategies. One of many ways to look at strategies to increase your business is through how you will use products and marketplaces or customers.

The marketing theory of building an organization about the profitable satisfaction of customers' needs has helped businesses to achieve success in high-growth, moderately competitive marketplaces. However, to reach your goals in markets in which economic growth has levelled and where there can be found many competition who follow the marketing concept, a well-developed marketing strategy is required. Such a technique considers a portfolio of products and considers the anticipated movements of competitors on the market.

Contents used to discover the strategy of PUMA are Current Marketing Strategy and Current Budget. The other tools used are Porter's 5 makes for the external environment. SWOT evaluation for the internal environment. This survey also looks into the marketing mixture of puma.

History of PUMA:

The establishment of puma took place in 1948 by Rudolf Dassler and it became a publicized company in 1986. Puma's head-quarters are in Germany.

Company account:

Puma distributes its products in more than 120 countries, utilizes more than 9000 people and generates earnings of 2. 5 million dollars. Today's CEO and Chairman of PUMA is Jochen Zertz. PUMA is the main maker of enthusiast traveling shoes and race suits. They are prime providers in both Method 1 and NASCAR especially. PUMA has relationship with Ferrari and BMW.

MISSION STATEMENT:

-PUMA gets the long-term of becoming the most attractive sport life company.

-To be the earth most desired brand in the sportswear.

-PUMA focuses on sports segments and accessories.

PUMA AS A BRAND:

PUMA is committed to working in ways that contribute to the globe by supporting imagination, safe sustainability and serenity and by being true to the value of being reasonable, honest, positive and creative in decision made and action considered.

BRAND PERSONALITY

-Passion

-Openness

-Self-belief

-Entrepreneurship

PUMA'S Product Section:

Foot ware: Custom made shoes, Sports sneaker, and Family shoes.

Apparels: T-Shirts, Tracks, Boxers.

Accessories: Gloves, Helmets, Water Bottles, Sun Glasses.

PUMA'S ONLINE MARKETING STRATEGY:

-Phase I [1993]

World-wide organizational re-structure to increase success.

-Phase II [1996]

Improving brand equity.

-Phase III [2002]

Exploring brand potential by increasing desirability of products.

-Phase IV [2006]

Long term quest of becoming the most suitable sports life-style brand.

-Phase V [2008]

Nouveaux Puma [Going Green]

PUMA'S STRATEGY:

Vision 2008-2013

To become the most desirable sport life-style brand.

Uphold the spirit, Image and ideals of puma on the sustainable pollution free world of tomorrow.

-Increase of brand consciousness.

-create a PUMA family.

CORPORATE STRATEGY:

This long-term tactical objective is usually to be achieved thought:

-Regional Extension.

-Expansion of product categories.

-Expansion with non-PUMA brands.

STRATERGY:

-Have a slogan.

-Co-Operation with William MC Donough and Michael Braungart to put into practice sustainability.

-Involve customer in design.

STRATEGY GOALS:

-Enter new niche market that represents PUMA. [Climbing]

-Design new "GREEN PRODUCT-LINE"

-Create customisation opportunities [web site]

BRAND STRATERGY:

-Bringing distinctive and a global outlook by mixing influences of athletics, lifestyle and fashion.

-Maintaining vigilant watch over distribution channels.

-Solid information and strict alertness for licensee.

PROMOTIONAL STRATEGY:

-PUMA sponsors many countrywide football teams.

-It in addition has sponsored and created the clothing for a number of noted professional soccer teams.

-It also sponsors soccer players.

-It also sponsors cricketers. [IPL clubs]

-PUMA resource equipment's to four Country wide Rugby league clubs.

MARKETING Mixture:

PRODUCT

PRICE

PLACE

PROMOTION

1. PRODUCT:

-It has a wide range of products such as feet ware, sportswear, sports goods, and fashion accessories.

-PUMA group owns PUMA, Tretorn, and Hussein Chalayan.

-Black label includes collaborating with renowned designers such as Alexander Mequean, Yasuhiro Mihara and Rossi.

2. PRICE:

-PUMA'S pricing is designed to be competitive to the other fashion shoe retailers. The costs is based on the foundation of premium section as focus on customers. PUMA as a brand orders high superior.

3. PLACE:

-PUMA shoes are sent out to multi-brand store entrance and exclusive PUMA stores across countries. While these essentials a second trip for the countries to come and pick up the shoes, it allows PUMA to give you a much wider selection than the companies.

4. Advertising:

-Location, targeted advertising in the magazine and strategic alliances acts as the foundation of PUMA advertising and promotion effort. The athletes and other famous sports personalities are always considered as brand ambassadors. They form the primary building blocks of these position strategy.

5. RETAIL:

PUMA is continuously focussing on retail expansion and retail-specific knowledge through the beginning of new stores. The brand new concept store shows its effectiveness for generating the brand and creating profits. PUMA will continue to create more thrills in its stores, expand its consumer platform, fully incorporate the retail space into the broader communication combine and finally maintain steadily its position that retail should function concurrently as a tool to create profitable growth and brand equity.

SWOT Evaluation:

Strength

-PUMA is very competitive business.

-Financial progress is extraordinary.

-More diversified from its competition.

-Wide selection of shoe-wear.

-Strategy acquisition with reputed companies.

-Brand stands for quality, most advanced technology and prestige.

-Global Brand.

-PUMA top management is highly marketing focused and almost all of the key personnel come from marketing background. This is durability in this business because industry is market motivated rather than product driven.

Weakness

-Less of promotional activities done by the company and not a lot of advertisement.

-They have diversified selection of sport product but income of the business enterprise heavily depends upon its share of feet ware market.

-Retail sector is very price very sensitive. However, almost all of its income is derived from selling into sellers.

-Profit margin will squeeze as stores try to pass some of the reduced price competition pressure onto PUMA.

Opportunities

-Open more stores.

-Product development.

-Strong global recognition.

-Expand in markets that have more disposable income.

-Participate in global marketing incidents like World cup, Olympics, etc.

Threats

-Harsh competition and to keep-up with the tournaments penetrating effort will definitely cost big money and pressure on marketing and research and development [R & D].

-Short PLC play important role in the ROI in a specific product line.

-Weakling markets may be a serious menace.

-Puma subjected to international trade. Fluctuation in currency impacts cost and profit percentage of the company.

PORTERS 5 FORCES

-Many provide on market.

-Build up healthy brand image.

-High competition.

-Per manner risk. [Same sector]

-Fragmented market.

-Big retail string.

-Own circulation.

-Vulnerable sport market. [Asia]

-Own shop network.

THE COMPETATORS:

Nike:

-Number one athletics brand on earth.

-U. S based administrative activities and design and product innovation.

-Sub brands like "PADRAIG HARRINGTON" or "Michel Jordan"

Addidas:

-Focus on core sports like sports, tennis games, athletics and snow skiing.

-Design and marketing departments are located in France and Germany.

PRADA:

-Well known luxury brand.

-4 years back PRADA dared to step into the sport segment.

-Focus on fashion and fads but their price strategy continues to be too high.

Diesel:

-Major fashion brand including: Sunglasses, ft. ware, watches, fragrances and writing tools.

-Experienced an urgent growth rate.

-Brand continues to be situated in Italy.

Draw Backs of PUMA:

-Very low brand understanding.

-Market show is low.

-Advertising is very low.

-No penetration in to the market.

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