Professional Documents
Culture Documents
Brand MGT Puma
Brand MGT Puma
MANAGEMENT
PROJECT ON
PUMA
By;
Rathod(51)
Vinodh
Vishwanath.M.P(52)
Introduction
Brand Management is an important task of marketing which consists in
building brands., the goal of managers is to build "strong brands" and this
strength is determined by consumer perception. The main function of a
brand is to create meaning in consumers' mind. Brand management has
evolved throughout the time from a functional branding to other branding
techniques.
Background of PUMA
In this assignment I have taken PUMA Company. Puma was established in
the year 1924 as Gebride Dazzler by Aldol & Rudolf Dazzler. They started it
as a family business, later both brothers agreed to split it as the relationship
between went deteriorated. Thus they split in in the year 1948 and formed
two different companies namely Adidas &Puma. The Puma is based in
Germany. Its head quarter is in Herzogenrrch. Puma is one of the shoes,
clothing and accessories, company. It is the world's largest supplier of
accessories. The PUMA Group claims the brands PUMA, Cobra Golf and
Tretorn. The organization disperses its items in more than 120 nations and
utilizes more than 9,000 individuals around the world. PUMA has always
committed to the four pillars: heritage, sports, technological innovation
and design. The focus of their brands is the combination of sport, lifestyle
and fashion effect, bringing a unique design and the general economic
outlook for each group of products. PUMA sees sport as a philosophy of life
- one emphasizes fitness, health, &life is the active life. Because the
movement can be different things to different people, Puma near it in the
broader context of life, without sacrificing performance. The company
appointed Mr Jochen Zeith as CEO of the Company in the year 2000 since
than the company main aim is to lead PUMA brands globally, Cobra Golf,
Den Bosh Socks, Puma Sports, and Puma Crick Boots etc.
Objective
The objectives of this project is to understand about brand management
and how brand management is essential and it impact on consumers. I will
also discuss the challenges & importance of brand management and its
impact on the organization.
Puma
Parent Company
Puma Societas Europa Incorporation
Category
Sports Shoes,Apparel and accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Brand Image
Puma has a good brand image in a mind of a customers,its a image that
comes to the mind of the customer when they think of puma brand.
Brand Personality :
SWOT Analysis
Strengths
1. Puma is established over 90 countries and employs around 8300
employees all over the world.
2. Puma is the main producer of enthusiast droving shoes and racing suits
in both Formula One and NASCAR.
3. Puma has entered into partnerships with famous companies like Ferrari
and BMW.
4. Puma brand is very innovative and has a very rich Research and
Development team. The Company produced the first screw boots for
football and Mexico 68 with the innovative brush soles, which were the
most comfortable running shoes.
5. Puma has an excellent brand name throughout the world.
6. The brand has excellent management and marketing strategies and has
the advertised the products very well and eye-catching throughout the
world.
7. Puma has entered into sponsorships with various players and teams in
different sects of the sporting industry.
8. Puma was the official sponsor of the FIFA football World Cup
Weaknesses
1.Puma has tough competition and limited market share compared to Nike
and Adidas
2.The company has less financial strength compared to the other brands in
the industry
Opportunities
1. The company can attain more sponsorship as more international events
in the sporting industry are taking place.
2.The company can start entering the lifestyle section of the industry
Threats
1. The current economic situation is very bleak, hence expansion is
minimal.
have to live with the decision for a long time. Great brand strategy revolves
around clearly articulating the differentiation against competitors. One
must continually push these differentiators to customers. One of the best
ways to achieve this is by aligning the branding with the companys unique
value propositions.
As for as PUMA is concerned they have committed to working in ways that
contribute to the world by supporting creativity, safe sustainability and
peace and by staying true to the value of being fair, honest, positive and
creative in decision made and action taken.
Target, Kmart and Megawatt. The exclusive benefits include special interest
free promotions, up to 62 days interest free. No annual or joining fees,
flexible payment options, online account management and interest rates
from as low as 15.5%.
Customer service is a principal strength of the company, which is carried
through to its well-known product strategy and Pumas' store image. Puma's
uphold this strong moral custom with its staff and is an attribute that the
company carries through to its promotions, helping to establish warm,
personal brand association.
Brand Awareness
The extent to which a brand is recognized by potential customers, and is
correctly associated with a particular product. Expressed usually as a
percentage of target market, brand awareness is the primary goal of
advertising in the early months or years of a product's introduction.
In recent years, the Puma brand has become synonymous with fashion,
style, and sport. Through fresh design, co-branding and partnerships with
celebrities and amours 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. The Puma brand communication
strategy is flexible across multiple categories, yet communicates innovation
or an active lifestyle. Puma communicates with each category in a unique
manner, but the tone is unmistakingly tied back to the overall brand
through the overarching brand personality and identity. To extend
their brand Puma has created concept retail stores that enable people to
experience the brand in engaging and compelling ways. Puma also engages
customers through their Mongolian barbeque concept that enables
customers to design and build their own outwear from scratch. Further did
eventuating the brand from traditional rivals, Puma frequently hosts
promotional events that are based around active lifestyle themes based
on dining, entertainment, fashion, and music.
Brand Equity
The world constantly changes and disparities, however, some top brands
seem to keep their leadership position in their industry to this day. Strong
brands are amazingly durable and have the ultimate ability to overcome
many challenges. Either does Puma. This phrase describes the value of
having a well-known brand name, based on the idea that the owner of a
well-known brand name can generate more money from products with that
brand name than from products with a less well-known name. Having and
holding customers is likely to be a competitive battle which each brand
tries all efforts to win. They compete for functional attributes, distinctive
services or innovative technologies (Aaker, 1991).
Placed at 97th, Puma brand appeared at the first time on the interbred
annual report. Interbred analysts gave the positive compliments for Puma's
effort to compete against the big rivals. Through new design, co-branding
and partnerships with celebrities and famous designers such as Alexander
McQueen and Hussein Chalayan, Puma refreshes their brand image. The
company defines its brand as the mixes of sport, lifestyle and fashion to
increase its desirability (Puma report, 2009). The Puma brand
differentiates itself from Nike by communicating "lifestyle driven style"
with "active lifestyle" themes whereas Nike focusing on "performance
driven style".
Since PUMA was set up by someone who has "a deep passion for athletics
and running", it should come no surprise that product is important.
Products that are comfortable, "authentic, functionally innovative and
uniquely designed" (PUMA report, 1984). The innovative technology is
considered as one of the defining dimensions of Puma's brand identity and
corporate culture.
The simple driving concept has led to some impressive innovations which
is considered as one of the defining dimensions of Puma's brand identity
and corporate culture. The first highlight was Air cushioning, using
pressurized gas to cushion impact and new materials such as Urathane,
that was used first with the Air Max running shoes (Puma's report, 1989).
More recently, to obtain maximum performance, Puma Sport Research
laboratory has discovered the innovative technology such as Shox, which
are made mostly of rubber and "spring back adding more power to a
runner's stride" and Total 90 Concept, a range of equipment to help players
perform over 90 minutes of a soccer match (Keller, 2008)
Clearly, functional benefit is the fundamental and classical features to
communicate with customers. However, if Puma just provided high quality
running shoes to enhance athletic performance", Puma would not be strong
brands. According to Aakers (1991), big brands need to be beyond the
purely functional relationships. They should create a more strong
emotional attachment with core consumers because "emotional benefits
add richness and depth to the brand and the experience of owning and
using the brand"
Strength of Puma
Puma launched new collections which blended with sports, lifestyle and
fashion for example puma curato shoes, unala cropped woven womens
ware which are very sport fashionable and trendy, such causal sportswear
became like very day kind of wear for certain age group for example the
young starts who identified themselves with puma logo and style, this made
it easy for puma to target and reach the right market as at the right time as
puma knew its market and customers well Innovations -puma carried
innovations at each part of the process for example puma worked with
engineering teams of Jordan grand prix Racing to learn about new
materials like carbon fire which are then built into pumas shoes like
shudou shoes, this innovation enabled Puma to produced high quality
sportswear that were so desirable that puma gain a lot more customer that
puma became looked upon as a trend starter in the footwear market for
other companies like Nike and Adidas as follow
Global Brand.
Points of parity(POPs)
All brands have ambassadors representing the brand in the sports and
worldwide
POINT OF DIFFERENCE(PODs)
In terms of points of difference each brand are running campaigns that
are unique to them.
Nike has created the NikeiD series where you can customize your own
shoes and gear. Therefore appealing to customers who like to create their
own style and unique identity.
In addition the brand has a much more casual-friendly product line that
allows people to wear nike-branded products in their everdyday life
outside of sporting activities.
So much that Jordan product-line has become a brand itself within the
brand with its own logo easily recognizable
Puma : Puts much more focus on Motorsports where the others are nonexistent and is associated with several car manufactors, pilots or racing
teams.
All African teams that participated to the 2014 FIFA World Cup were
sponsorized by Puma which traditionnaly has the largest sportswear
presence on the continent and its main ambassadors are two black
athletes : Usain Bolt and Mario Balotelli.
Adidas for its part currently offers products that are geared essentially
towards football, tennis and general athletics markets : a much less
varied line-up of products compared to Nike for exemple which has
tremendous presence in basketball, running shoes, cross-training etc
QUESTIONNAIRE
PERSONAL PROFILE
I.
II.
III.
IV.
V.
NAME
AGE
ADDRESS
TELEPHONE
OCCUPATION
VI.
:
:
:
:
5000-10000
10000-15000
15000-20000
20000 & above
Sports
Casual
Any Other
No
Indifferent
3. Are you Aware about the following Brands of Shoes?
Puma
Adidas
Nike
Reebok
Any Other
Adidas
Nike
Reebok
Any Other
Yes
No
10.How often do you buy branded shoes?
Once a Year
Twice a Year
Thrice a Year
Seasonally
Special occasion
any other
Yes
No
Indifferent
12. Would you like to buy another brand if all the are Available
in other brand?
Yes
No
Perpectual map
HIGH
Nike
Adidas
Reebok
Sports Utility
LOW
PRICE
HIGH
PUma