Puma Marketing Report

2965 words 12 pages
“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
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Threats

- If they are successful in the fashion industry, a lot of resources might be taken of sportwear. This will hurt their image of specialized sport products, because of an inaccurate balance between sportswear and fashion. - Luxury brands such as PRADA, are launching new fashion lines (PRADA Sport) which can compete with PUMA’s sport lifestyle products.

MARKET RESEARCH

POSITIONING

With this advert PUMA wants to be the most desirable Sports-lifestyle brand, not only in a fashion term, but a way of life. The advert is for individuals that seek freedom and independence, people that like sports but want to look fashion too. PUMA wants its costumer to identify themselves with a PUMA lifestyle. (Ries and Trout, 2001)

SEGMENTATION

One of the most important things is to have a proper market research.

“You can’t hit a target unless you know where to aim..”

Once you segment, it is important to identify only consumers who have the potential to respond and whom they can reach most effectively. Using different categories of segmentation, our target or potential consumer was found for this specific advert.

• Geographical: Puma targets both urban and suburban/rural areas all around the world because we are talking about fashion and sports. • Demographic o Age: 16-40 (Core Target 21-28) o Sex: Women and Men o Culture:

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