PUMA

With its headquarters in Herzogenaurach, Bavaria, Germany, Puma SE, also known as Puma,
is a worldwide firm that creates and produces sports and leisure footwear, clothing, and
accessories. The third-largest sportswear producer in the world is Puma. Rudolf Dassler
launched the business in 1948. In India, Puma is the most popular sportswear company. a
step ahead of rivals Nike, Adidas, and Reebok. The case study delves into how the German
company was able to recognise trends and successfully interact with their audience in order
to achieve this level of success. 2006 saw Puma's entry into the Indian market.
Among rivals like Nike and Adidas, they were the latest to join the market. But in 2015,
Puma surpassed all other international brands to take the top spot in India's sportswear
market. Puma have both the ability to recognise trends and the aptitude to relate to their
target market. They are able to identify the most effective ways to communicate with
people and the most persuasive messages. Millennials and Generation Z are Puma's primary
target markets. Puma chose to reach them more cheaply by adopting a digital-first strategy.
They are shifting away from traditional advertising in favour of spending 90% of their
marketing money on digital.
Puma uses a multi-channel strategy to connect with their audience. They market their goods
on their personal website, in their stores, on e-commerce platforms, in multi-brand stores
etc.
PROMOTION :

The Puma marketing strategy aids in the brand's/competitive company's positioning in the
market and the accomplishment of its corporate goals & objectives. Being a worldwide
brand, Puma has a robust marketing and advertising plan. The Puma marketing plan is
essentially the same in all nations.

Television, billboards, participating in CSR (Corporate Social Responsibility) initiatives, and

superb packaging are a few examples of advertising methods. Genuinely great advocates for
the firm include Shilpa Shetty, Saina Nehwal, and Gautam Gambir.

One of the company's primary marketing channels is digital marketing. Channels like the
main Puma website, social media marketing, influencer marketing, fashion websites, and
online adverts are included.
The company has a large following on social media apps including Facebook, Twitter, and
Instagram. It has over 20 million followers on Facebook, more than 10.7 million followers on
Instagram, and more than 1.6 followers on Twitter.

Setting the objectives  Identifying the audience  Crafting the massege  deciding

on media  Developing the creative approach  Measuring Performance

Advertising strategies include the following:
EXAMPLES:

 • Television commercials: Most of the target demographic for this advertising is male
of any age. Because a man is wearing the football boots that are being advertised for
males, but the boots also come in women's sizes, therefore women can also be
included in the target market.
 Taking part in corporate social responsibility activities like pollution prevention
 Radio Advert: The tone of the radio advertisement is persuasive and motivational
because it urges listeners to "believe in themselves" and "it's your confidence that
makes us shout louder." This message encourages people to purchase the boot
because, it claims, doing so will help them develop self-confidence. Additionally, it
states, "We believe in you; you believe in you."
 Print advertisement :
The writing in this advertisement stands out because it is large, bold, and located in
the middle of the advertisement, making it obvious as soon as you look at it. I think
the writing they did is good because the name of the boot is EVO speed and
supersonic means fast. This would also make people want to buy the product
because they want to be fast. The writing says "the nature of the supersonic blink
and they'll be gone," which means that if you wear these boots it will give you
supersonic speed.

Eco-initiatives and First Mile partnership PUMA is still creating its own environmental
programmes. The collaboration with the group First Mile, which recycles plastic bottles in
Taiwan, Haiti, and Honduras while adding employment, marked a new development in this
movement. PUMA uses the materials made from these bottles to create its clothes and
footwear.
TRADITIONAL Sports Brand This week, Puma India ingeniously debuted their Black Friday
Sale promotion. The company hired person in the population of its most important brand
advocates and set up fake pop-ups with altered branding outside a few of their actual
locations.
PUMA's content strategy

The PUMA team heavily relies on social media engagement as one of the major sportswear
manufacturers. Additionally, being there and interacting with the audience is one of the
main objectives because everything these days is social.
Now that we're all on social media, Abigail claimed that the epidemic completely altered
their social media approach, requiring them to accomplish much more with much less.
And since more people are using the internet, now is the ideal time to experiment with
fresh ideas and content. All is well if creativity is on your side.
If you love shoes, for example, you should absolutely follow PUMA on Instagram. There are
numerous influencers that will inspire you to be more active, as well as images of brand-new items
and shoe styles.
*
Alternately, you could just select your next pair of sneakers based on your horoscope sign.
What sign are you? With PUMA, choose your footwear according on astrology.

IGTV, Instagram’s video platform, is the place where creators go wild and play around with
their ideas.
Here are some social media posts showing PUMA’s new collection campaign - Animal
Crossing.
*PUMA creates funny content on Facebook.On the other had, Twitter seems to be the place
where crowd surfing is everyone’s favorite activity.Here you can see how PUMA goes crowd
surfing on Twitter.

PUMA's social media campaigns

Everyone enjoys a successful campaign. As we can see, a successful campaign is always a

chance to connect with people and finally accomplish some objectives.
PUMA is the kind of company that welcomes change, whether it is a change in our
surroundings or a change inside ourselves. Social media serves as a liaison between a brand
and its audience.
The team at PUMA has developed some amazing social media campaigns that are more
than simply showcasing attractive sneakers or new outfits in an effort to find better
methods to engage and cooperate with their audiences.

For Example : Neymar Jr. campaign for PUMA "Only See Great"

They assert that the PUMA Woman motivates the other women in her vicinity to be active
and join the movement, and that they in turn motivate her.
The company wants to make more female athletes visible in the sports industry.
More information about the PUMA Woman can be found on this unique Instagram profile.
This is a dedicated Instagram Puma has – PUMA women.
The brand has established itself as a key player in the sportswear industry through
innovations and fantastic designs.
But there is always a lot of work and a plan intended to keep the business running behind
every success.

https://www.socialinsider.io/blog/puma-social-media-strategy/

http://lcc1puma.blogspot.com/