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BRAND ANALYSIS REPORT

PUMA
SUBMITTED TO: MS. Monica Mor

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...............................................................................................................................................15 BRAND STRATERGY UNDERTAKEN :........................................................................................ 6 CUSTOMER INSIGHT:....................................................... ............... ............................................. ...................................................................................................................................................................................................................................................................................................................................8 BRAND IDENTITY :......................................................................................................................................................................................................................................................................... ....11-14 CBBE MODEL: ...................................................................................................................................... 16 REFRENCE:........ ...........11 4 P’S:............18 Page 3 ................................................................................. .......................... 6 MARKET SHARE :........................................................................................................................3 Table of Contents EXECUTIVE SUMMARY:....9 BRAND IMAGE: ...................................6 COMPETITOR PROFILE:....................7 COMPETATIOR ANALYSIS:........................................................................................................ ........................ ...........................................................6 PRODUCT CATAGORIES:................................................................................................. ............................................................................10 BRAND PERSONALITY:............... ...10 BRAND OBJECTIVES: ...............................7 COMPETATIVE SWOT ANALYSIS: ...... ............................................................. ...........4 MARKET DISCRIPTION:................................... ....................... .................... .......... .............. ....................................................... ........................................................10 MAKETING MIX: ..................................................

apparel and accessories. and one Hong Kong. and personality. into Adidas and Puma in 1948. Germany. identity. Puma’s company focus thus drifted away from its traditionally centralized structure to “become the first truly virtual sports company This decentralization is best reflected by the fact that it has three headquarters. Puma was one of the first shoe companies to successfully market sports apparel. Our brand strategy and their objectives and the implementation of marketing mix decision for brand awareness. In 1986. brand image. Page 4 . Rudolf Dassler decided to set up a rival to his brother Adi’s sports shoe factory on the opposite bank of the Moselle River in Herzongenaurach. the “Bebrüder Dassler Schuhfabrik”. The aim of our project is to develop a strategic brand management plan in Singapore. the company had become a limited partnership. It was the first company to use vulcanization production techniques and the first to manufacture sports shoes with Velcro fasteners. Puma products are sold in more than 80 countries on six continents. But Puma was already incapable of successfully competing with Nike or Reebok It then opted for a radical reorganization that would transform it into a marketing-oriented company. Our strategic brand management includes the market description. the company went public. one in the US. and distribution of sporting goods and actively operate in three sectors: footwear. manufacture. which was primarily concerned with how to “diversify the brand into a plethora of lifestyle and fashion options. By the end of the 1950s. one in Germany. Currently its major business activities include the design. customer insights competitor profile.4 Executive Summary Puma was established when the German brothers Rudi and Adi Dassler split their family company.

In Indian market Puma is present from many years and a good brand image to the Indian. developer and producer has provided Indian with the regions most sophisticated sportswear sector. In the Indian market athletic sportswear began to evolve from a product line aimed at small and unique market into a main stream fashion product. The sportswear market in India is well established as well as booming. The trained was accomplished by a real increase in sports participation. The acceptability of casual dress on more occasion parallel the way for sportswear to move into the mainstream clothing market.5 Market Description The sports wear industry in India has a very close working relationship with the sportsmen which are the midst of a major transformation. Page 5 . A convergence of the user. The demand for sportswear is ever increasing. The clear divisions between performance and fashion function and style formal and informal that once existed have became increangisly blurred.

Puma is one of the poorly marketed products in Singapore which results in low market share.Adidas 3. basketball.New Balance As mentioned above other sports apparel brands almost dominate the market not just in Singapore but elsewhere as well. The market shares of these competitors along with the market share of Puma are as follows: Page 6 .Nike 2. Reebok and Adidas. running.6 Customer Insight Product Categories : Athletic footwear — exercise.Reebok 4. they form a second rung of manufacturer’s in the sportswear industries just below the market leader or the so called “A” brands like Nike. So the main competitors for Puma are 1. and gloves. baseball. and similar sportswear. football strips. It is very less popular as compared to other strong competitors. Competitor Profile : Although Puma has labeled “B” brands because in terms of their market share. track & field. Apparel — tracksuits. Accessories — sports luggage. footballs.

2% 18.9% 9.7 Market share of all sports apparel brands: (Company) Nike Adidas Reebok New balance Kappa Umbro Others (Market share) 43. good endorsements across the world which help them to be recognized as a global brand. sunglasses and jewelry. These companies are well established not just in Singapore but elsewhere as well. They can take the opportunities of developing sports wear. Most of their profit margins comes from the shoe market. international sponsorships. Page 7 .03% 10.4% 1. athletic teams.  Adidas – Their biggest strength is that they have a very strong brand name. They are all geographically well diversified which has a strong brand recognition. Their operations are diversified geographically. They all have a wide range of products.0% 16. They have strong bond with athletic organizations At the same time their weakness can be noted as their products are highly expensive. Almost all these brands have good relationships in the form of bonds with sports clubs.47% Competitive analysis in terms of SWOT analysis: Almost all the sports apparel brands have strong brand recognition.0% 1. Strengths Brand Product Range Design Weakness Price Young Costumers only Too few stores Opportunities Open more stores Cooperate with more designers Consignment goods Threats Intratype competition Intertype competition Comparative SWOT Analysis of sports apparel brands :  Nike They are strong as market leaders.

8 At the same time their weakness can be termed as poor margins and low inventory. Puma can take an opportunity of selling consignments goods and it can also take an opportunity of sponsorship. Apparel. gloves. Accessories. Brand Identity : Page 8 . All the three brands have the threat of increased competition and imitation of goods. Puma has very less no of outlets that is the weakness of Puma. They have the opportunity of sponsorships.  Puma – Puma’s strength is lies in the famous brand name and variety of product range such as Athletic foot wear.

The result is holistic. We want Puma to be seen as : 1)Young. meaningful and long term relationship with consumers. 3)A socially responsible brand.9 How you want a consumer to perceive your brand can be termed as Brand Identity. That Brand Identity we want to gain for Puma. innovative Brand. People who are young or those who wants to feel young should wear Puma. young. F. 2)A sports Lifestyle Brand – Puma seeks to be the most desirable Sports lifestyle company by developing a sustainable. The customers should feel when they energetic. iconic and global brand built upon core values such as design.A. Social accountability means puma stands for its responsibility to all it’s stake holders including Page 9 . Puma developed the social accountability and fundamental environmental standard house with 5 core pillars as a basis for their S.E concept representing a milestone for Puma’s corporate social responsibility policy. Puma should be recognized as an environment concerned socially responsible brand. innovation and inclusiveness and communicated to thru all consumer’s touch points from product to distribution to marketing. full of life when they wear Puma.

When people want to buy sports shoes the brand name come to their mind is Nike and Adidas. outgoing. The environmental standards aims to reduce any negative environmental impact from Puma’s business activities and guarantees products are free of hazardous substances. Puma can be related to personality which has characteristics like innovative. share holders and consumers. People think that it is just a sport brand. Marketing Mix : Page 10 . Brand Personality : A Brand’s relationship with human being.  Puma is not as famous as Adidas and Nike. Puma to be known as socially active and responsible brand. Puma aims at producing environmentally compatible sports goods. energetic.10 direct and indirect employees. It is not at par of Adidas and Nike. full of life etc. Puma does not occur to their minds at first place. Puma needs an active dialog with these stakeholders and interest groups such as governmental organizations. Brand Image : It is the image of the perception which the customer has about your brand.A famous Indian young creative Actors like Zayed Khan and Shahid Kapoor who has these traits. academia and others. his characteristics and personality.  Sports Brand. It has gained the breadth of brand awareness but not the depth. exciting. Brand Objective :    To make Puma as sophisticated Brand Puma to be known as a Sports life style brand. People also think that Puma is not a sophisticated Brand. For Example . They should also wear Puma casually. fun loving. Puma can be related to them.

as we all know that these days. Not just sportswear but in every product of puma. Page 11 . Marketing mix comprises the product (what the actual offering comprises) price (the value exchange for that offering). We would like to redesign our shoes and every other stuff. puma has already established its brand reputation over the years. that if any fault has been seen after purchase we will exchange with a new pair of shoes…therefore we can create brand image. every age group should find their choice of stuff in our product range.11 A marketing mix is the combination of product offering used to reach a target market for the organization. to differentiate in term of quality standard. b) Warranty: we will provide one month warranty to every customer to gain customer loyalty. for every age group. the mean of having the product offering available to the target audience) therefore marketing mix also known as the 4 Ps. But still there are people. To change this attitude we are trying to redesign and increase our collection of shoes not just for sportswear but for casual and office wear too. a) Quality: we look forward to provide better quality product to our customer. warranty. we all are fashion conscious. so that the customers get his/her suitable choice. c) Innovation: We will be coming up with continuous innovation in our product range. So to be the first choice in consumer mind we have to increase the standard.  PRODUCT: In term of product we are going to come up with strategies in quality. and innovation. There is less interest among customers in Puma due to less product range as compared to the market leaders Nike and Adidas. Bringing distinctive and latest trendy design is our prime focus. who prefer other brands like Adidas and Nike. so that consumer should have a wish or perception on their mind to opt for the brand. It consists of the controllable variable that a company puts together to its target market. promotion (the mean of that communicating that offering to the target audience) distribution (also known as place. Hence.

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e if 4 pair of shoes are purchased in span of 1 year then customer will get 50% to 60% off on their 5th one when they will buy. We will try to use the promotional logos of Formula-1 car racing competition in our shoe boxes. PROMOTION: I It can be done in various ways. It will create strong brand image. college and corporate tournament. this will grow the customer attention toward our brand and they mite switch from buying an Adidas sportswear. Packaging: it is also a vital factor. Due to Chinese new year we will provides 20 % discount to the customer. to gain good publicity toward our brand puma and also can indirectly help to get a positive attitude towards puma by our customers. so that they can buy puma brand and look over the brand as in compare to other high level brand. This can be added advantage for us to capture those potential customers who love to shop online. that on purchase of a pre set limit a free gift will be offered. so we will look through our packaging. Endorsement: Since puma is already a reputed brand in the market. We will sponsor events like Formula -1 car racing. by going on around various store so they can look through the particular website to select product of their choice and buy the stuff. because there are people who don’t have time to check. therefore finance won’t be a problem at all. Like a brand name. Packaging function includes protecting the product from damage. including jersey to gloves throughout the year. that can be made telecast through advertisements in t v and in mrt and buses or even in magazines like sports star and sports today. that will help to create a image on consumer mind. We will also introduce a innovative way. Therefore in order to create a strong brand image we can endorse celeb like tiger woods to promote our strategies. a package can influence customers attitude towards a product and so effect their purchase decision. Keeping the collection available in puma website. As it involves the development of a container and a graphic design for a product . Discount on high unit purchase i. We will also sponsor inter school.13  PRICE: We are going to set a competitive price. It is going to a big sporting event in Singapore and will definitely enrich our brand image if we become successful being one of the sponsor of the event. road shows  or local football match to increase our brand identity and that will create public awareness. Page 13 . The company will also offer package like a full range of soccer apparel. As package can be a vital part of the product making it more versatile.

To create a strong brand image. Hence innovation and increase in product range is seen viable that what puma lack in comparison to other brands. Meeting customer expectation is our ultimate goal. Sports shoes have become big business. Function and style are equally important for a majority of consumers when it comes to choosing a sports shoe. This is probably a opportunity for puma to increase and raise the standard of the brand. with growth rates averaging 5-10% a year. keen sportsmen continue to stay with high-end performance products with the wide variety of sports shoes currently available (ranging from basketball. It can be easy for anyone to retrieve information regarding Puma anywhere and anytime. However. and other sports). we will be implementing successful strategies to get into people mind that puma brand is also a better one along with nike and addidas. and to look good on a social level. aerobics.14 The sports shoe industry is estimated to be worth S$70 million. PLACE : They are planning to open more retail outlets where there is consistent foot traffic with all the latest design and product of puma. This will definitely attract more customers to our Puma stores and help building a strong brand image. as more people are adopting exercise as a way of life. We are trying to provide information of our latest promotions and product range through mobiles to our customers. Consumers want their sports footwear to be useful for their sport. tennis. Page 14 . as they want to wear them on the street as well. running shoes.

Unlike lower brands. 2)Meaning (Performance / Imagery): Puma has always fulfilled the elegant requirements of a true sports lifestyle brand. This identity further brings to the minds of consumers the unique characteristics of the brand and the usefulness of it. it has created a feeling of trust among its consumers. People consider Puma to be a young brand that fulfils the high image requirements of the youth. All the more. It has always laid emphasis on innovation and striking designs in its products and has positioned itself as a high end fashion brand because of its high pricing.15 Customer Based Brand Equity :( CBBE MODEL ) 1)Identity (Salience): Right from its inception. consumers feel a sense of pride using puma products. 3)Response (Judgments/Feelings): The perception of the consumers in Singapore for Puma has reached from functional to aspirational because not only does it fulfill the basic needs but due to its innovativeness and quality level. Further it has tried to use this logo by making it larger than life on all its products. 4)Resonance: Though Puma has improved considerably over the years in Singapore. People clearly identify this logo under any circumstances. It has specially designed products for a lot of sports and furthermore it has created such innovativeness that these products can be further extended to everyday casual use. it has still not achieved the respect showered towards Nike. It has further supported its logo by the use of vibrant colors right from it packaging to its advertisements. People still consider these Page 15 . Adidas and Reebok. the youth have understood its unique offerings and use it at various occasions by not limiting themselves to using it in specific categories. Puma has one of the most elegant logos among sports lifestyle goods.

10 football products that were worn by some of the best players in the world . Africa and nature. Puma is trying to reach this level by further creating awareness by emphasizing on being a sports lifestyle brand. Page 16 .including Samuel Eto’o. With all eyes on Africa during the 2010 football season – the Africa Unity Kit made a compelling global statement.They partnered up with the United Nations Environment Programme (UNEP) and launched the “Play For Life” campaign to support biodiversity worldwide and specific initiatives in Africa. they took an intense look at how to differentiate the PUMA brand from our major competitors in the sports market. By supporting the Africa Unity Kit.16 brands superior in quality. Emmanuel Eboue. The brand clarification involved evolving our positioning. The v1. Brand Strategy : In 2010. PUMA’s key fundraising lever was the revolutionary Africa Unity Kit . a more detailed understanding of our target consumers and a zooming into who we are and how we look at the world with the crucial addition of sustainability to the PUMA brand’s vision. but also raising awareness of the importance of environmental issues. PUMA once again lived up to its reputation as the leader in design and product innovation within the Sportlifestyle industry. The Unity Kit related products were amongst the top ten sellers in PUMA stores throughout the duration of the World Cup.scooped the prestigious iF product design award 2010 in the Leisure/Lifestyle category.10 boots and gloves combine high-performance materials with an African-inspired design aesthetic. class and functionality. The Africa Unity Kit was approved by FIFATM who officially recognised it as the Official 3rd kit to be worn by those PUMA-sponsored African teams. African teams are not only uniting as a powerful force in world football. Their goal was to raise awareness about habitat and species conservation among football fans and the general public during the Football World Cup and other football events worldwide.the world’s first ‘continental football kit’ designed to be worn by the 13 African football national teams that PUMA sponsors. Mohamed Zidan and Mario Gomez . The World Cup Year 2010 coincided with the International Year of Biodiversity and PUMA – being the brand that joyfully mixes the influences of Sport and Lifestyle with the desire to contribute to a better world – seized the opportunity to combine its passion for sports. Chinedo Obasi. PUMA’s third generation v1.

4)Puma . eleventh edition. Page 17 .17 . Reference: 1)Kevin Lane Keller. 3)About PUMA > Company.Review . 2003. second edition. 2)Philip Kotler. 2003. Strategic brand management. 5)About PUMA > Company > Company History.KING OF THE ASTROTURF. Marketing Management. Pearson Education inc. Pearson prentice hall.

pdf 9)Nike. 8) http://safe. 7)Welcome to adidas.18 6)Marketing Mix. 10)Marketing Your Business: Building a Competitor Profile. Page 18 .com.com/us/en/wp-content/uploads/GB-e-2010-sp.puma.

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