puma promotions.pdf

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Marketing II Assignment -2

PUMA

Submitted by,

O.B.Vishnu Ruban

2012PGP236

Section A / Group No. - 4

IIM Indore

Date of Submission: 15/01/2013


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Marketing II Assignment 2 Vishnu Ruban OB 2012PGP236

1

TABLE OF CONTENTS

Particulars Page NumberPUMA Background 2

What is PUMA and Why chosen this brand? 2Marketing Mix 3----Product 4----Price 4----Place 4Promotions A detailed report on PUMAs promotion strategies 5----Promotion Strategy 5----Advertising Program 6----Concept Retail Stores 6----Sponsorships 7---------Pele 7---------Usain Bolt 8----Events 9---------Bring it back bin 9---------Speed Test 10---------FIFA World Cup 10----Corporate Social Responsibility 11---------Soles4Souls 11---------Puma Sustainable supply chain 11---------Launch of Eco friendly bags 12---------Puma Social 12

Conclusion 12


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2

PUMA

PUMA - Background:

History:

Puma SE, officially branded as PUMA, is a major German multinational company that produces athletic shoes, footwear, and other sportswear. The company was formed in 1924 asGebrder Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship between thetwo brothers deteriorated until the two agreed to split in 1948, forming two separate entities,

Adidas and Puma . Both companies are currently based in Herzogenaurach, Germany.

Following the split from his brother, Rudolf created a new

firm that he called "Ruda", from "Ru" in Rudolf and "Da" inDassler. Rudolf's company changed its name to PumaSchuhfabrik Rudolf Dassler in 1948. Puma's earliest logoconsisted of a square and beast jumping through a D , whichwas registered, along with the company's name, in 1948.Puma's shoe designs feature the distinctive "Formstripe", withclothing and other products having the logo printed on them.

Business turns:

Puma became a public company in 1986, and thereafter was listed on the Brse Mnchen and Frankfurt Stock Exchange. In May 1989, Rudolf's sons Armin and Gerd Dassler agreed tosell their 72 percent stake in Puma to Swiss business Cosa Liebermann SA.

Present day:

Puma AG has 9,500 employees and distributes its products in more than 120 countries. For the fiscal year 2003, the company had revenue of 1.274 billion. Puma ranks as one of the topshoe brands, after Reebok, Adidas, and Nike.

The company has been led by CEO and Chairman Jochen Zeitz since 1993. His contract wasextended until 2012 in October 2007. Japanese fashion guru Mihara Yasuhiro teamed up withPuma to create a high-end and high-concept line of sneakers

Reference: http://en.wikipedia.org/wiki/Puma_SE

What is PUMA and Why chosen this brand?

Puma A brand synonymous with Fashion, style, and sport. Through Fresh design, co-branding and partnerships with celebrities and famous

designers, Puma has elevated their brand image so that it now competes with fashion

brands as well as their traditional rivals in the sporting footwear industry. My favourite sportswear brand due to its sporty, stylish looks, engrossing logo and colours

Figure 1: PUMA - Formstripe


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Products:

Initially it started as a footwear retailer. Now it has improved its portfolio to become leader infootwear, sportswear, sports goods, and fashion accessories.

Price:

Pumas pricing is designed to be competitive to the other fashion shoe retailers. Pricing is based on the basis of premium segment as targetcustomers. Puma as a brand commands high premium.

Place:


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Puma shoes are distributed to Multi-Brand store front and the exclusive Puma storesacross countries.

Puma is continuously focusing on retail expansion and retail-specific knowledge through

the opening of new stores.

Puma Online store:

This site markets the Puma brand, but is focused on selling its products directly to theconsumer. It contains an extensive online catalogue, current news on Puma, employmentopportunities, new items and an online shop

An interactive online shopping for consumers from extensive online catalogue; veryuser friendly site with easy navigation

Promotions A detailed report on PUMAs promotion strategies:

Promotions Strategy:

New Stuff advertising campaign:

The communications I chose to analyzeare the New Stuff ads on TV and inprint featuring animals interacting withPuma products in adoring and distinctiveways.

Targeting a youthful audience:

PUMA decided to communicate their brand image through a product-focused campaign that conveys cutting edge style to a 16-34year old audience.

Style focused messages:

Puma introduced the award winning New Stuff campaign as a way to showcase their design leadership. New stuff print executions highlighted the freshest new Puma styles and the commitment that Puma has to providing customers with innovative sport lifestyle

products.


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Concept Retail Stores:

To extend their brand Puma hascreated concept retail stores thatenable people to experience the

brand in engaging and compellingways.

Puma set up this space in the Old Truman Brewery near theOlympic stadium. Branded with Jamaicas team colours, thespace was the venue for appearances from the track andfield team, including Usain Bolt, as well as live-performances from the likes of Groove Armada andProfessor Green. An interesting way for brands tointeract with the public during Olympic Games.

Reference: http://shoparazzi.com/blog/2012/07/31/puma-yard-pop-up-at-brick-lanes-old-truman-brewery/

Sponsorships:

Sportstars Pel:

At the 1970 FIFA World Cup, Pel complied with a request by Puma's representative HansHenningsen to increase the awareness and profile of Puma after he received $120,000 to wear

the Formstripes. At the opening whistle of a 1970 World Cup finals match, Pel stopped thereferee with a last-second request to tie his shoelaces before kneeling down to give millionsof television viewers a close-up of his Pumas.

Two years later, during the 1972 Summer Olympics, Puma provided shoes for the Ugandan400 metres hurdles champion, John Akii-Bua. After Akii-Bua was forced out of Uganda byits military government, Puma employed him in Germany. Eventually Akii-Bua returned toUganda.

Reference: http://en.wikipedia.org/wiki/Puma_SE


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Usain Bolt:

PUMA has always been successful in findingthe right partners, who perfectly reflect and convey the image of the brand around theworld. Sprint superstar Usain Bolt and theJamaican track and field team perfectly embodythat sports, fun and style have always been keyelements in PUMAs brand strategy. At theOlympic Games 2008 in Beijing, Usain Bolt seta 100m world record of 9.69 seconds, smashinghis own mark from May that year and sprinted

200m in the world record time of 19.30 seconds, beating Michael Johnsons 1996 record bytwo hundredths of a second. He won his third gold medal as Jamaica shattered the world

record in the 4x100m relay in 37.10 seconds.In close collaboration with Usain Bolt, PUMAdeveloped the Theseus II, the ultimate runningshoe. Running the 100m and 200m, theJamaican sprinter needed a versatile shoe that

provided support for power, as well as firmnessto hold his foot in place around the turn. PUMA

produced a gold version of the shoe for Beijing,which helped power him through the greatestsprints of his life so far.

At the World Athletics Championships 2009 inBerlin, Usain Bolt wrote sports history again

when he smashed the 100m and 200m world records. The PUMA Yaam sprint spike that propelled him to victory was developed by a team of PUMA designers and technicians whostudied and measured Bolts stride and foot form. The vibrant orange sprint spike, designed to contrast the Olympic Stadiums signature blue track and Usains way of achievingoutstanding performances, mixing sport and style, caused a global stir.

Reference: http://www.marketingweek.co.uk/news/puma-marketing-sparks-locog-enquiry/4002276.article , http://counterkicks.com/2011/10/puma-faas-400-usain-bolt/

Events:

BRING IT BACK BIN:

Bring Back Bin Recycling Program, to take in those old items, and turn them into recycled goods. Parts of old sneakers can be turned into athletics grounds, carpet pads, automobile and home insulation. Other materials can simply be recycled to produce new products, preventingthe unnecessary use of virgin raw materials.


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The program itself, which PUMA runs in cooperation with global recycling company I:CO, isquite simple consumers bring used shoes, clothing and accessories from any manufacturer to a PUMA Store and deposit them in the

designated Bring Me Back bins. The used products are then sent off to be reused or recycled. PUMA explaines that this meansthey are either broken down and reused tocreate raw materials, or they will bereused if they are still in a suitablecondition, or they will be recycled intonew products. In addition, the fun (or sad,depending on how strongly youreattached to your shoes) part, people whowant to say last words to their favorite

pair of sneakers or other pieces of clothing, can write a short obituary and upload it with a photo on the programs website.

While we have already implemented numerous initiatives to reduce PUMAs footprint onour mission to become the most desirable and sustainable Sportlifestyle company, the PUMA

InCycle collection is the first step to help reduce the amounts of garbage that consumer products cause at the end of their lives.- CEO, Puma

Reference: http://www.triplepundit.com/2012/06/pumas-new-recycling-program-offers-shoe-lovers-write-obituary-shoes/


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Speed test:

To test their speed against world record holder and fastest man alive,Usain Bolt, in PUMAs Everyonecan Bolt Speed Test, and stand toqualify for great discounts on PUMA

product.

PUMA, technical supplier to the Old Mutual Two Oceans Marathon, willoperate their Usain Bolt Speed Testmini-track an electronically timed

speed trap where the public can test their running speed against Bolts.

Reference: http://www.splashpr.co.za/usain-bolts-speed-test-at-old-mutual-two-oceans-marathon-expo

FIFA - World Cup:

Puma converted an old Luxliner bus into a movinggear store and will be travelled around the country

during the month long World Cup allowing fans totouch then on their bus.

Bus looks cool, just hope the clothing wont be all beer-stained and smell like cigarettes by the timethey hit Joburg, but were sure it wont.

PUMAs Gear Box, converted by Designamite, wasfully equipped as a mobile store so that fans across the country will be able to shop onboard.The interior of the former Mercedes Lux Liner owes its customer-friendly design to The

Passion bass guitarist from the Dirty Skirts.Besides taking in smaller country towns, the Gear Box will also make appearances at PUMAParty Safaris that are planned for Johannesburg, Port Elizabeth, Pretoria, Cape Town and Durban.

Reference: http://www.cherryflava.com/cherryflava/tag/puma/page/2


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Launch of Eco friendly bags:

Pumas Clever Little Bag will significantlyreduce the amount of waste and CO 2 emissionsthat traditional product packaging such as shoe-

boxes and apparel polyethylene bags generate.

This sustainable packaging and distributionsystem, developed in partnership withrenowned industrial designer Yves Bhar of theSan Francisco based fuseproject, marks a

pivotal phase of PUMAs ambitious long-termsustainability programme and underpins its

target of reducing carbon, energy, water and waste by 25%, and developing 50% of itsinternational product collections in footwear, apparel and accessories according to best

practice sustainability standards by 2015.

Reference: www. puma .com/cleverlittle bag

PUMA Social:

Message - All of us have a bit of an an after hour sports person in us, and for that veryreason that is why a night at the Puma SocialClub is an absolute must.

These will include social parties, live music gigs(including performances by big guns GrooveArmada , Gyptian and Professor Green ),sports and film viewing, sports events for

aspiring athletes and Q&A sessions withdifferent industry influencers and of course discount on exclusive Puma pieces from thisevent. A night party where people can join and party like a sports person.

Conclusion:

Key learnings from this report (i.e., Pumas Success story) are,

A good extensive distribution network should be present for a brand to shine High Qualitative products will arise from Research, which will lead to producing better

products. Meeting demand is good thing. But Creating a demand and meeting it gives fruitful

rewards.

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