Puma’s Marketing Strategy
Marketing vision and goals
Puma’s marketing vision today centers on its representation of positive values both in life and in sport. Its goals include a continuing penetration of markets beyond the sports of football and running where it has achieved its best success to date and the further penetration of the U.S. market.
Product strategy and positioning statement
In the intereste of achieving these ambitions, Puma introduced a new positoning statement in 2009 which would articulate this vision of positive values in life and sport. According to Puma (2013), the company “refined our brand manual. ’10’ is the very first brand manual to incorporate the four keys to success of the global PUMAVision — fair, honest, positive and creative. Our brand mission — to be the most desirable Sportlifestyle brand in the world — has not changed at all.” (Puma SE, p. 1)
With respect to the strategy of maintaining and extending these values, Puma must face many of the controversies that have impacted its reputation in relation to the labor and environmental practices of its outsourced production facilities. As these impact the company’s public image, so too do they threaten the credibility of this positioning statement. The same is true of its product strategy.
Here, Puma declares that “Joy’ is what we will try to bring to our consumers and is what will differentiate us from our competition — it’s our point-of-view. While others talk about blood, sweat and tears of sport, we recognize that they cannot be the only rewards. Rather, we’ll talk about the moments of joy inherent in both sport and life. We are the brand that remembers what it was like to play the game — and to play it with joy.” (Puma SE, p. 1) The company will work to convey this image by continuing and expanding its association with highly regarded and well-performing sports stars.
For a customer snapshot, we consider some of the hybrid strategies used by Puma today to integrate the various interests of its consumer base. In doing so, it also lends considerable insight into who it believes its customers to be. According to the article by Johnson (2013), “Puma is launching a time-sensitive mobile photo sharing global contest that gives soccer fans an opportunity to share photos in exchange for winning cash for their uploads. Puma is one of the first brands to test campaigns using the Foap mobile app. The brand is using the platform to spark up some engagement with soccer enthusiasts.” (p. 1)
This denotes an integration of the interests of its consumers in international football competition and the manner in which this consumer base uses mobile technology in concurrence with its fandom. It also suggests that Puma sees its customers as young, technologically savvy and engaged through social media sharing. It is using this perception of its target to attempt new and innovative ways of reaching out to them.
The article by MacLeod (2006) perfectly captures the competitive realities facing Puma. For a good portion of its history, Puma failed to engage the leading brands in the sportswear industry head-on. Remaining somewhat insulated within the bubble of soccer, Puma’s marketing orientation lacked the incredible reach of competitors such as Nike. This is why, MacLeod argues, its position would change dramatically as it directed its gaze directly on the considerable customer bases shared by these industry leaders. According to MacLeod, “a focus like that of Nike or New Balance was exactly what Puma lacked. In order to gain market share and return to its pre-IPO profitability, it needed to determine how it was differentiated from the other companies in the industry. Puma engaged in a three phase strategy to reposition the company amongst its competitors. The strategy was very successful and growth at Puma was remarkable, with sales increasing 30% every year from 1997 through 2003. In 2004, the company’s earnings were 257 million euro on sales of 1.53 billion.” (p. 1)
In order to be competitive, Puma would have to find ways of marketing itself as fashionable and appealing even outside the context of its intended athletic activity.
Brand elements and differentiators
One of the struggles for Puma has been finding a balance between its image as a preferred brand for athletes and its desire to expand into new customer bases. According to Masidlover (2013), “Puma’s foray into new markets may have alienated part of its core sports clientele.” (p. 1) This justifies the design and embrace of a wider range of athletic sports through its marketing strategy.
Annual and Monthly Budget
Ultimately, the marketing campaign proposed here would require an annual expenditure of roughly $3.2 million, with much of that expense channeled into partnerships with emergent mobile application producers and sponsorships with popular American athletes. This denotes a monthly budget of roughly $267,000.
The primary objective of the marketing mix must be to find ways of expanding Puma’s appeal without alienating its core customer base. The media for this strategy should be, as demonstrated in the mobile application contest above, couched in new technologies. Promotions should venture into previously unexplored sports, and especially those in the American marketplace. Here, considerable untapped potential remains through advertising sponsorships with popular baseball, basketball and American football players. This must all be underscored by a public relations plan centered on improving the companies international performance in the areas of labor rights and environmental protection.
Johnson, L. (2013). Puma tries out mobile photo-sharing with rewards-based campaign.
MacLeod, A. (2006). Puma AG. MarketBusting.
Masidlover, N. (2013). German Sportswear Maker Puma Issues Profit Warning. Wall Street Journal.
Puma SE. (2013). Our Brand Strategy. Puma.com.
Get Professional Assignment Help Cheaply
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Why Choose Our Academic Writing Service?
- Plagiarism free papers
- Timely delivery
- Any deadline
- Skilled, Experienced Native English Writers
- Subject-relevant academic writer
- Adherence to paper instructions
- Ability to tackle bulk assignments
- Reasonable prices
- 24/7 Customer Support
- Get superb grades consistently
Online Academic Help With Different Subjects
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
What discipline/subjects do you deal in?
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Are your writers competent enough to handle my paper?
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
What if I don’t like the paper?
There is a very low likelihood that you won’t like the paper.
- When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
- We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.
In the event that you don’t like your paper:
- The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
- We will have a different writer write the paper from scratch.
- Last resort, if the above does not work, we will refund your money.
Will the professor find out I didn’t write the paper myself?
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
What if the paper is plagiarized?
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
When will I get my paper?
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
Will anyone find out that I used your services?
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
How our Assignment Help Service Works
1. Place an order
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
2. Pay for the order
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
3. Track the progress
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
4. Download the paper
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!