"A ANALYSIS OF PUMA'S MARKETING METHOD"

The First Chapter: An Overview

PUMA'S Branding Strategy: A Case Study.

Define Branding.

A company's brand is the sum of the various elements (such as its name, logo, and design) that
buyers associate with the business and remember when making purchasing decisions. It represents
the consensus view of customers on a company, its products, or its services. Numerous intangibles,
such as a company's ideals, reputation, customer experience, and emotional ties with customers,
combine to form a brand.

Consumers form opinions and associations with products based on what they know about the brand
and how they feel about it. A powerful brand, which includes an organization's value and reputation
in addition to its physical assets, can generate customer loyalty, trust, and good brand equity.

Strategic decisions and activities that foster a reliable and favorable brand image are what it takes to
build and manage a brand. All aspects of the brand's identity, including its target audience, voice,
visuals, messages, and overall marketing strategy, are laid out here. Branding efforts often aim to do
three things: increase positive consumer associations with the brand, provide a unique selling point,
and maintain a constant brand experience across several touchpoints.

A successful brand is one that effectively communicates with its intended audience, creates
meaningful connections with its customers on an emotional level, and reliably delivers on its
promises.
Define Branding.

Branding is the process of giving an item, service, company, or person a name and visual identity
that stands out from the crowd. Building a strong relationship with a certain demographic requires
creating and promoting a unique identity that stands out from the competition.

Branding include a company's name, logo, design, colors, tagline, and any other visual or verbal
elements connected with it. It goes beyond the superficial to include the emotions, ideas, and
memories that consumers associate with a product.

Branding's primary goals are to differentiate a product or company from the competition, make a
memorable impression, build trust and loyalty among consumers, and ultimately increase sales and
market share. Marketing materials, product packaging, customer service, and an online presence are
all examples of "touchpoints" where a brand makes an impression on its target audience.

When a brand successfully connects with its audience on an emotional level, the result is increased
brand trust, loyalty, and affinity. Through effective branding, businesses can carve themselves a
unique niche, influence how their target audience perceives them, and forge long-lasting bonds with
their patrons.

The Value of Branding.

There are numerous ways in which a company's brand can contribute to its growth and prosperity.
Some of the most compelling reasons to invest in brand building are:

Branding helps your business stand out from the crowd in a crowded industry. You may set yourself
apart from the competition by building a unique brand identity and spreading the word about what
makes your products or services special. Branding that clearly communicates your value to
consumers is essential.

2. A well-known and respected brand is easier to recall and identify. When consumers are familiar
with your brand and have positive associations with it, they are more likely to select your products
or services when making a purchasing decision. Establishing a solid brand name increases its
legitimacy.

3. Companies that are able to develop meaningful relationships with their clientele tend to see
increased levels of consumer loyalty. Customers who have a good time with a business and share its
values are more inclined to buy from that brand again and spread the word about it. Brand loyalty
can lead to increased customer lifetime value, stronger relationships with existing customers, and
positive referrals from those customers.

4. Branding can have an effect on how consumers evaluate the quality of your offerings. A reputable
name is synonymous with trustworthiness, dependability, and honesty. Maintaining your brand's
promise and high standards on a consistent basis will increase the perception of quality among your
demographic.

5. Gaining an edge over rivals in the market is possible through the development of a formidable
brand. If your brand is well-known and respected, you may charge higher prices knowing that
customers would gladly pay the premium. Branding can discourage new entrants into a market by
creating a loyal customer base and a positive reputation for the brand.

6. A well-defined brand with a loyal consumer base might make it easier to extend the brand into
other product categories or markets. When consumers have confidence in and familiarity with your
brand, they are more likely to try out new offerings from your business, giving you the opportunity
to expand into previously untapped markets.

7.Employee Alignment and Motivation: Customers and workers alike respond to brands that they
identify with and respect. A well-defined corporate identity and purpose can inspire employees and
unite them behind a shared set of goals. When staff members can relate to and believe in the
brand's promise, they are more likely to be enthusiastic about their work and committed to
delivering outstanding customer service.
Strategy, what is it?

Conceptualization of the all-encompassing plan of action taken to reach a specific objective.

Assigning resources, setting priorities, and carrying out actions are all components of this process,
with the goal of increasing the odds of success. Strategy has many applications in business, warfare,
sports, and interpersonal relationships.

Strategy in business is the process of determining how to effectively achieve an organization's long-
term objectives by considering both internal and external factors. Market conditions, the
competitive environment, customer wants, and internal skills must all be evaluated before a plan
that determines the direction of the organization, aids in decision making, and aids in the efficient
allocation of resources can be developed.

Idea that describes the comprehensive means by which an aim is accomplished. To maximize the
likelihood of success in a given circumstance, one must make decisions and selections on resource
allocation, priority setting, and the execution of tasks. Strategy has many possible applications, from
business and conflict to sports and personal relationships.
The term "strategy" is often used in the context of business to refer to the process of determining
how best to achieve a company's long-term goals in light of both internal and external
circumstances. To establish a plan that sets the course for the company, facilitates decision-making,
and supports in the efficient allocation of resources, it is crucial to evaluate market circumstances,
the competitive landscape, and the available resources.

Branding Strategy: What Is It?

A branding strategy is a company's long-term plan and strategy for creating and maintaining a
memorable brand in the minds of its target audience. It involves putting your brand in a unique and
compelling position to attract and retain customers.

Key components of any branding strategy include:

1. Clarify the reason for your brand's existence. To what do you adhere? For your customers, what
do you provide?
2. Determine your target market by thinking carefully about who you want to buy your product.
Understand what motivates and excites them.

3. Identify the image you want consumers to have of your brand and exploit it. In what ways does
your brand stand out from the competition? Differentiate yourself from the crowd.

4. Make sure your brand's visual and verbal representations accurately represent your company's
values, mission, and market position. These features can include a company's logo, color scheme,
font choice, slogan, and tone of voice.

5. Create meaningful connections with your target audience by crafting brand messages that are
both consistent and convincing. The voice, primary messages, and backstory of the brand are all
included here.

The sixth phase is to design and offer a pleasant brand experience across all touchpoints, such as
brick-and-mortar locations (if applicable), digital channels, customer service interactions, product
packaging, and promotional materials.

7. Brand extensions involve extending your company's name into unrelated but related markets in
order to provide additional value to your current clientele.

8)Brand Consistency: Maintaining cohesion between your brand's written and visual materials and
across the board is essential for building a loyal customer base.

9. Keep a close eye on how people are responding to your brand in the marketplace by engaging in
brand monitoring. Gathering input from customers, conducting market research, and keeping an eye
on brand indicators are all great ways to evaluate the efficacy of your branding efforts.

10. To stay current, brands must undergo a process of evolution. Branding strategies should be fine-
tuned and adjusted on a regular basis based on an analysis of market developments, consumer
preferences, and the competitive landscape.

Companies can benefit from a well-executed branding strategy by strengthening their brand
recognition, connecting with customers on an emotional level, increasing customer loyalty, and
strengthening their position in the market.
Study Objectives

1) Analyze Puma's Branding Practices

2)Researching Distinct Elements of Branding Strategies

SECOND PART

COMPANY OUTLINE AND INTRODUCTION

PROFILE OF THE FOOTWEAR SECTOR

India's leather industry is the backbone of the country's footwear sector. India's leather sector is
booming since the country is the second-largest producer of footwear in the world, behind only
China.

Shoe labels including Florsheim, Nunn Bush, Stacy Adams, Gabor, Clarks, Nike, Reebok, Ecco,
Deichmann, Elefanten, St. Michael's, Hasley, Salamander, and Colehaan are licensed and
manufactured in India. Moreover, many international department stores get footwear from India
because of the country's reputation for producing high-quality items at affordable prices.

Sandals and chappals, on the other hand, are typically handcrafted in the home or in a small
workshop, whereas leather shoes and uppers are mass-produced in large factories. To meet rigorous
international standards, businesses are ready to use innovative technologies. Despite the fact that
women worldwide produce the vast bulk of footwear, India focuses more on producing shoes for
males. Sandals and shoes in the domestic market frequently use materials other than leather.

India's leather shoe exports include a wide variety of styles and uses, from formal to casual to sporty
to ballet to ballerina to boots. Shoes, sandals, and chappals made of rubber, plastic, PVC, and other
materials are among India's most popular exports.

The domestic demand for shoes is expected to develop at a faster-than-average rate due to changes
in consumer preferences and rising incomes. There are now a great number of new local footwear
brands, in addition to several established foreign ones, such as Nike, Adidas, Puma, Reebok,
Florsheim, Rockport, etc.

The shoe industry has transitioned from hand-made to automated production. Modern computer-
aided design (CAD) equipment and user-friendly 3D shoe design software are commonplace in the
in-house design studios of many companies. Many Indian shoe companies have also earned SA 8000,
ISO 9000, and ISO 14000 accreditations. The laboratories provide state-of-the-art physical and
chemical testing infrastructure.

One of the most important factors in achieving success is being able to supply niche global fashion
markets with cutting-edge designs that adhere to the most current trends. The success India had at
MODEUROP in predicting color trends and leather textures made the country famous around the
world. Manufacturers of footwear are often provided with seasonal demand forecasts, as well as
design and retail information.

The Indian shoe business plans to maximize the benefits of its strengths.

Raw hides and skins, high-quality finished leather, large installed capacities for production of
finished leather and footwear, a large human capital with expertise and technology base, skilled
manpower, and relatively low-cost labor all contribute to India's success in the footwear industry.
World Economy

From 2022 to 2030, the worldwide footwear market is forecast to rise from its 2021 valuation of USD
373.19 billion at a CAGR of 4.3%. The rising demand for athletic footwear, the increased advertising
spending by footwear firms, and the growth of sales made possible by e-commerce are the primary
reasons behind the market's expansion. The growing prevalence of lifestyle-related diseases like
stress and obesity has led to an uptick in the demand for fashionable and functional athletic
footwear. Consumers started placing a higher premium on convenience and comfort well before
2020. For a long time now, athleisure and warmer-oriented markets have been eating away at the
fashion footwear industry's profits.

There has recently been a widespread shift toward eco-friendly footwear. As the Americans tell it.
The vast majority of the 20 billion pairs of shoes produced annually, 300 million of which wind up in
landfills, are composed of non-biodegradable materials, according to the Department of the Interior.
There has been an uptick in the number of shoemakers who have prioritized sustainability from the
outset of their operations. For instance, Nike Grind was an experiment in which used sneakers were
dismantled into pellets and installed as flooring.

The highly labor-intensive footwear business is affected by a wide range of variables. These include
land accessibility, labor costs, material costs, environmental regulations, and consumer demand. The
worldwide shoe production base is constantly shifting as key consumer markets, footwear
manufacturers, distributors, and retailers look to countries with cheaper prices in an effort to boost
profitability. There are thriving markets for shoes in Japan, Taiwan, India, and China.

According to the World Footwear Yearbook 2021, even though 2020 was a challenging year for the
footwear industry, it ended out better than projected. In 2020, the shoe industry saw a drop in
output of 15.8% and a decrease in exports of 19%. In example, a 20% or greater fall in global
footwear consumption was forecast for the year the pandemic began, 2020, making negative
forecasts for the consumer sector. This forecast is supported by final data for 2020 from the
developed economies of North America and Europe. Asia and less developed countries fared better
than expected during the global footwear industry collapse, mitigating its impact.

Profiling the PUMA Company

ADAM AND ERIC DASSLER

Rudolf and Adolf Dassler established the "Gebrüder Dassler Schuhfabrik" (Dassler Brothers Shoe
Factory) in Herzogenaurach, Germany, marking the beginning of a prosperous and speedy era. They
are unwittingly laying the groundwork for the most important center for athletic footwear in the
world.
Additionally, the region is home to a growing number of shoe factories. Many of the town's extra,
smaller factories only operated until the '50s and '60s. In 1919, the brothers began their factory in
their parents' basement; in 1924, they relocated it to its current location.

In the beginning, both gain a lot of attention. At the 1928 Summer Olympics in Amsterdam, the vast
majority of German competitors wore spikes. At the 1936 Summer Olympics in Berlin, Dassler spikes
helped Jesse Owens win four gold medals. After that, Dassler-shod athletes continued to win
medals, this time seven gold and five bronze. The event also saw the breaking of five Olympic
records and two world records. They have made a tremendous advancement in the world at large.

Christoph Dassler worked at a shoe factory, and his wife Pauline ran a laundromat, in the Franconian
city of Herzogenaurach, located 20 kilometers (12.4 miles) from Nuremberg. Rudolf Dassler joined
his father's shoe business after finishing high school. After World War I, Rudolf received sales
training at a porcelain factory and then went to work for a leather sales company in Nuremberg.

Rudolf and his younger brother Adolf, sometimes known to as "Adi," established a footwear
manufacturing company in 1924. The new company was given the name "Gebrüder Dassler
Schuhfabrik" (Dassler Brothers Shoe Factory) because they were the only ones making athletic
footwear at the time. The two brothers began their enterprise in the family laundry. Because the
town's electricity wasn't always consistent, the brothers occasionally used the pedal power of a
stationary bike to run their machinery. They relocated to new quarters in 1927.

At the 1936 Summer Olympics in Berlin, the brothers brought a suitcase full of spikes from Bavaria
and convinced American sprinter Jesse Owens to wear them, obtaining the first sponsorship for an
African American athlete. Owens ended up with four individual golds. The Dassler family's shoe
business was booming before WWII, with annual sales of over 200,000 pairs.
Both brothers joined the Nazi Party, but Rudolf was a more committed member; he even tried to
join the Gestapo, which made boots for the Wehrmacht, and was accepted. During an Allied
bombing campaign in 1943, tensions between the brothers reached breaking point. Rudolf and his
family were already holed up in a bomb shelter when Adi and his wife arrived. For obvious reasons,
Rudolf figured out that when his brother Adi shouted, "Here are the bloody bastards again," he was
referring to him and his family. Adi was presumably referring to Allied bombers, and Rudolf had little
doubt that his brother had handed him in to the Americans when he was captured and falsely
accused of being a member of the Waffen SS.

The brothers eventually parted ways in 1948 due to their diverging views on how best to handle the
company. Rudolf established himself on the other side of the Aurach River. After starting his own
business, Adolf Das combined the first three letters of his surname with the first three letters of his
nickname to create the moniker Adidas. Rudolf started a new company that he dubbed Ruda (a
combination of the first two letters of his own name and those of his business partner, Daimler).
Rudolf rebranded his company as Puma Schuhfabrik Rudolf Dassler after a few months.

After the breakup, competition between Puma and Adidas heated up significantly. The citizens of
Herzogenaurach were divided on the matter, earning the town the moniker "the town of bent
necks" since they constantly lowered their heads to examine the shoes of visitors.

Some members of the West German national football team wore Puma shoes in the first match
played after World War II in 1948; this included Herbert Burdenski, who scored the nation's first goal
after the war. In collaboration with people like West Germany's head coach Sepp Herberger, Rudolf
developed the "Super Atom," a football boot with screw-in studs.
ANALYSIS OF DATA
PRODUCT HISTORY

1948

BEGINNINGS ANEW

The Dassler brothers ran their business together for 28 years before going their own ways. Rudolf
Dassler relocated to a new home a short distance from his family. To transform this warehouse into
a production facility, he launched a business and hired 14 people.

The "Schuhfabrik Rudolf Dassler (RUDA)" opened for business on June 1, 1948, after having been
formally established the previous January. After four more months, on October 1, 1948, the name
"PUMA" was registered as a trademark with the German Patent and Trademark Office, formally
launching the PUMA brand. Rudolf Dassler announced the change in the company's name to "PUMA
Schuhfabrik Rudolf Dassler" in a letter to investors and customers dated December 1948. On January
14, 1949, information about the new company was added to the German commercial registry.

1958

SIMPLE ARCHITECTURE

In 1958, the FORMSTRIP became the second trademarked symbol for the company. The PUMA
brand, which was originally designed to keep the foot in place, can now be seen on virtually all of the
company's footwear and as a decorative feature on some of our apparel items. And it couldn't have
come at a better moment, as the rise of social media has greatly aided in publicizing the FORMSTRIP.

For the simple reason that PUMA shoes were the only German-made football boots worn by the
winning Brazilian team at the final in Stockholm, Sweden, that year.

1966

THE KING OF STRIKES

Outstanding performers are rewarded handsomely. The special way we honor our sports teams.

Famous Portuguese striker and 1966 World Cup top scorer Eusébio wears PUMA shoes on the field.
in the United Kingdom.

In 1968, PUMA releases the legendary PUMA KING football shoes in honor of this success and
Eusébio's continued excellent play.

1968

TAP IN NO. 1

The famous "No. 1 Logo" features a jumping puma in the top right corner of the word "logo." Over
time, the puma's eye and nuzzle have faded, and the ears have grown wider.
1968

GRATUITOUS MOVE

Tommie Smith, a PUMA athlete, makes history by raising his fist in a silent protest of racism,
apartheid, and discrimination against African-Americans and other minorities in the United States
with teammate John Carlos. Bob Seagren (pole-vault), Willie Davenport (110-meter high hurdles),
and Lee Evans (400-meter and 4x400-meter relay) all win gold while wearing PUMA spikes.

1970

A King's Ransom

In 1970, we produced the PUMA KING, another revolutionary product thanks to its flat shape that
made it lighter, more flexible, and more comfortable.

PUMA's mission was to sign the greatest athletes competing in PUMA gear on a regular basis. The
team has had Pelé for a time, and he has been making good use of the new PUMA KING shoes.
After a career that saw him win three World Cups with Brazil, Pelé was named the "Football Player
of the Century" and honored with the "Player of the Tournament" award while wearing PUMA KING
boots.

1991

POWER IT UP

Faster lacing PUMA's newest innovation, the PUMA DISC System, is featured on a pair of running
shoes.

When TRINOMIC (1990) and its successor CELL (1997), cushioning innovations from PUMA, were
released, the DISC System (1991) was the first laceless athletic shoe with an internal wire system
that tightens the upper for a precise fit while rotating the DISC.

At the 1992 Summer Olympics in Barcelona, German competitors Heike Drechsler (long jump),
Dieter Baumann (5000 meters), and Linford Christie (100 meters) all won gold while wearing PUMA
DISC System spikes.
1993

CONFIDENCE IN DETERMINATION
Jochen Zeitz, at age 30, becomes the youngest CEO of a publicly traded company in the United
States. He successfully leads the reorganization of PUMA, which was struggling financially at the
time, from a low-cost brand to the premium sport-lifestyle business and one of the top three
companies in the sporting goods sector it is today.

2001

FASHION ON THE RUN

The PUMA SPEED CAT is a symbol of the brand's enduring commitment to the world of motorsports;
its design dates back to 1998, when the fireproof version was made available to Formula One
drivers. The SPEEDCAT quickly became a fashion classic thanks to its sleek, low-top silhouette and
distinctive sewn-in cat emblem.

Through our negotiations with the three most successful teams, Scuderia Ferrari (2004), Mercedes-
AMG F1 (2012), and Red Bull Racing (2015), we have become one of the top providers of racing gear
and memorabilia in Formula One.
2009

SPEEDING UP

Just one year after his stunning performance in Beijing, Usain Bolt sets a new record.

At the World Championships in Athletics in Berlin, Usain "Lightning" Bolt sets two world records, one
for the 100-meter dash (9.58 seconds) and another for the 200-meter dash (19.19 seconds), both of
which stand as the fastest times ever recorded. Bolt also wins his first gold medal from a world
championship after the Jamaican team wins the 4x100-meter relay (1st place).

2014

CONSTANTLY QUICKER
Just one year after his incredible performance in Beijing, Usain "Lightning" Bolt sets a new standard
by winning the 100-meter event at the World Championships in Athletics in Berlin in a world-record
time of 9.58 seconds. He also wins the 200-meter event, setting a new world record time of 19.19
seconds to take first place in the world.

2023

PUMA75

By creating fast products for the world's fastest athletes, PUMA has contributed to the development
of sports and society over the past 75 years. This year, PUMA will celebrate its 75-year legacy in
sports, culture, and innovation with a variety of events that expand on the brand's motto,
"FOREVER. FASTER."
AIM OF THE BRAND

The PUMA brand is an international sports firm that focuses on designing, marketing, and retailing
high-quality athletic shoes, apparel, and accessories.

Motivate and encourage: PUMA believes that sports have the potential to motivate and encourage
individuals, bring about good change, and open doors to personal development, both on and off the
field.

Champion of Sustainability: PUMA is committed to sustainability and believes that it is necessary to

make products that are beneficial for the environment. To this end, the firm works to reduce waste
and carbon emissions across its supply chain and promotes ethical production practices.

Drive Innovation: PUMA is a company that places a premium on innovation, always looking for new
ways to better their products and meet the evolving demands of their customer base and the
athletes they cater to.
PUMA is a strong supporter of initiatives that promote social justice and equality in the sports
industry and beyond. The firm cherishes individuality and strives to create an environment where all
members feel welcome and included.

By supporting initiatives that get low-income kids involved in sports, health, and education, PUMA
hopes to leave a positive mark on the communities in which it operates.

PUMA's overarching mission is to inspire and enable its consumers through its products, while also
fostering a more sustainable and equitable world.

CUSTOMER VISION

Puma's corporate mission statement states, "To be the most coveted and sustainable Sportlifestyle
company in the world," and the firm's vision statement includes the following elements to support
this primary focus on sustainability:

1)Highly coveted
Two) Longest-lasting

3) A Sporting Lifestyle Business

4) Global strategic placement

The corporate objective of Puma is to be "the most desirable," which is synonymous with leadership
in the industry and encompasses desirability among customers, shareholders, and employees. Along
with "most sustainable," this component of the vision statement emphasizes the company's efforts
to meet the needs of various stakeholder groups. As a result, the company's vision statement and
CSR strategy are closely intertwined. While both statements base business operations around the
corporation's present industry—sporting products—the vision's "Sportlifestyle company" element
reflects the mission statement's "sports brand" component. This objective establishes the
development of Puma's organizational structure and its support for business operations.The vision
statement also identifies the company's objective to dominate the global athletic goods market. This
component partially depends on how well Puma's marketing mix, or 4Ps, reaches its target audience.
Given these elements, the mission statement of the athletic footwear company and the vision
statement are closely related.
PURPOSE OF COMPANY

Puma's motto, "Forever Faster," emphasizes the company's strategic goal of dominating the market
for athletic products, clothing, and accessories, and is an expression of the company's mission "to be
the Fastest Sports Brand in the World."

1)Fastest

2)An athletic label

Thirdly, a global market presence

Business strengths like those identified in Puma's SWOT analysis support the company's claim that it
strives to be "fastest" in the industry by setting the standard for innovative branding, product
design, product distribution, and operational management.
BRAND PRINCIPLES

PUMA is dedicated to meeting the requirements of sports fans and professional athletes with high-
quality goods that feature innovative designs, functional materials, and cutting-edge technologies to
enhance athletes' abilities on the field.

The company strives to be a trendsetter, thus it offers contemporary designs that appeal to those
who place a premium on both performance and aesthetics in its products.

By offering a wide range of products to suit a wide variety of sports, activities, and personal
interests, PUMA recognises and embraces diversity and encourages its customers to express their
own unique style and personality.
By using more eco-friendly products, reducing waste, and supporting ethical manufacturing
practices, PUMA hopes to lessen the negative impact the company has on the environment. The
company is also committed to giving back to the communities in which it operates.

PUMA is a brand that actively promotes diversity and acceptance by collaborating with athletes,
musicians, and other cultural icons from all walks of life to create marketing campaigns and product
lines that appeal to a wide spectrum of consumers.

As a corporation, PUMA places a premium on teamwork and collaboration, which is why it

frequently partners with athletes, groups, and organizations that share its values and help it achieve
its goals.

These brand values, taken as a whole, define PUMA as a company and guide its approach to
innovation, promotion, and social responsibility.
POSITIONING OF PRODUCTS

Puma, which as of 2014 ranked third in the sporting goods industry, has decided to abandon its
previous two decades of work aimed at fashion-driven consumers. I believe this decision was heavily
influenced by the company's decision to replace Jochen Zitz as CEO with Bjoern Gulde, who now
wants to compete head-on with industry giants Nike and Adidas.

First, Puma's mission statement and corporate goals have been changed. The long-term objectives of
the company have changed from "Puma has the long-term mission of becoming the most desirable
and sustainable sports lifestyle company" in 2013 to "Puma has the long-term mission of becoming
the fastest brand in the world" in 2014. As a result of being able to use its resources to develop its
marketing strategies, Puma has undergone a substantial change in direction. Instead of focusing on
the football and basketball businesses, they have opted to leverage their celebrity Usain Bolt and
concentrate on the track and field discipline.In order to compete in the market for performance
athletic products, Puma has chosen a good new route. However, their target market—a currently
untapped market—would be more interested in enhancing athletes' track results. The fact that
Puma's market goals have changed makes me believe that its sales will improve over the coming
years, which will cause the price of the company's stock to increase.
COMPANY IDENTITY

Puma is one of the top sporting goods companies in the world, and its shoes have inspired many
people. For example, the world's fastest athlete, Usain Bolt, broke the world record while wearing
puma sneakers, which I'm sure inspired many other athletes around the world, including myself.

Since I enjoy watching and learning from documentaries, I picked this up on a whim and ended up
loving it.
VOICE OF BRAND
What you say and how you say it will have an impact on your brand identification and define the
tone of the brand. A brand voice can help customers recognize your company from competitors.
PRODUCT HISTORY
PUMA has worked with some of the most famous athletes in history, including Serena Williams,
Diego Maradona, Usain Bolt, and Pelé, and has earned a solid reputation for its innovative designs,
high-quality products, and dedication to sports.

One of the most memorable moments in PUMA's history occurred when American sprinter Tommie
Smith, wearing PUMA shoes at the 1968 Olympics, raised his fist in a black power salute on the
medal podium. This action greatly increased PUMA's visibility and strengthened the company's
reputation as a socially active and culturally significant brand.

PUMA has been at the forefront of technological advancements in the sportswear and footwear
industries for decades. The company's PUMA Disc System revolutionized the way shoes were tied
and secured.

Through initiatives like the use of recycled materials in its products and partnerships with
environmental organizations, PUMA has demonstrated its dedication to sustainability, and the
company has expanded the range of products it offers to include more than just athletic clothing and
footwear in recent years.
LITERATURE CRITIQUE
The Consumption Patterns 2.1

The consumer behaviour is here the main part of the studied theory since it is the heart of thisthesis’
subject. Hoyer & McInnis (2001, p.4) define consumer behaviour as ”Totality ofconsumers’ decisions
with respect to the acquisition, consumption, and disposition of goods,services, time and ideas by
(human) decision making units (over time)”. In other words, theanalysis of the consumer behaviour
aims at answering the six major questions that are: What,Where, When, Why, How do they buy
(Schiffman and Kanuk, 2000). Of course, this analysiswill deal with the six major questions to bring a
general and complete overview of theconsumption behaviour in the very particular industry which is
the sportswear one. Anotherpoint of view in the study of the consumer behaviour may be to focus
“on how individualsmake decisions to spend their available resources on consumption-related
items” (Schiffmanand Kanuk, 2000, p.5). The dedication to available resources is interesting since it
takes intoaccount the many possibility people have to consume and in which way it will influence
theirconsumption. In their book, Schiffman and Kanuk (2000, p.317) agrees than lowermiddleclass
people are more likely to consume products that provide them a “external pointof identification”.
Kotler (2008) have proposed a basic model of consumer behaviour that canbe divided in two main
points: what usually influences the buyer, which are the stimuli andthe buyer’s characteristics, and
the buyer responses . For him, Stimuli can be from twodifferent types. They can be internal, which
means triggered by the product itself. Theycorrespond to the marketing mix of the product: the
product itself and its attributes but alsothe price, the place and the promotion. And stimuli can be
external, which means linked tothe external environment (economic, technological, political and
cultural). This basic anduniversal model of Kotler (2008) does not win unanimous support. Consumer
behaviourstudy is a complex one first because each and every word of Hoyer and McInnis’s
definitionembraces multiple aspects of consumption (Hoyer & McInnis, 2001) but also
becauseconsumers are, themselves, considered as very “complex individuals” (Schiffman &
Kanuk,2000, p.5). This complexity gives different consumer behaviour options according toSchiffman
and Kanuk (2000) who explicitly explain that The study of consumer behaviouroften takes as
principals that every consumer sort of behaves the same way according tomarketing theories.
2.2 The Purchaser Alternate Plan

Preparation for making a purchase is a key part of consumer behavior (Hawkins et

al., 2003) Consumer choice theory is the study of what influences consumers' decision-making.

consumer decisions pre-, during-, and post-purchase (Kotler, 2008).

The term "behavior" can be used to describe the process of making a "carefully" considered
decision.

with regard to attributes most of the time (Hawkins et al., 2003) (Engel's naming of this theory as the

Nonetheless, Engel additionally classifies another as a "rational choice making process" (Engel et al.,
1995).

aesthetic appeal as a criterion for selecting a choice is known as the "pleasure principle."

benefits to one's own hedonism (Engel et al., 1995; Schiffman & Kanuk, 2000)

understand the conventional buyer's three-step decision-making process

decision-making plan When most shows will jump right into the issue recognition,

the "input stage" is the first of these three here. Schiffman and Fleishman saw a need not too long
ago and
Kanuk (2000) considers the external effects of the advertising strategy employed by each
organization.

and the user's surroundings will inform the consumer about the product.

They frequently mention the address while discussing the possible purchase of an unusual item to
fulfill a need.

consumer touch with products and services is constant, thus the "process" layout.

first and foremost, it investigates how several factors, including psychological

elements of the experience (Schiffman & Kanuk, 2000) to create a comprehensive framework for
Kotler's

Kotler (2008) outlines the pre-purchase decision-making phases as "require recognition,"

"prepurchase look," and "assessment of choices."

aims to evaluate a problem or a need for which the client will find a remedy

Recognition The need for recognition can be influenced by both internal and external reinforcement,
as can be observed in the

previous section, as this is where the customer first learns to differentiate between the

needs, the leader making the call to fulfill it; if the need is clearly expressed, fulfilling it will be even
more straightforward.

product that is comparable to what consumers are looking for online (Kotler, 2008)

When consumers do research, they are looking for information about a product they are considering
purchasing.
to match his or her need (Kotler, 2008), the degree of association is crucial.

2.3 The Relative Importance of Communication in Influencing Purchasing Behavior

There has been a rebellion in the information technology sector for well over a decade.

and developments in communication Many things were previously impossible but are now possible
thanks to the advent of the Internet.

the most extensive and abstract repository of information and materials, the development of
digitization and

transportation of specific things that are included (Castells, 2001)

microelectronics have allowed for great leaps forward in both computation and broadcasting.

As he discussed in his Holberg Prize acceptance speech, transformation » (Castells, 2001, p.

event in 2012, "the perpetual shift of information transmission

age expands the reach of communication media into every corner of social life.

If communication technologies are to have any effect on society at large, it must have some

So, the consumer behavior of customers may be directly impacted by the current ICT revolution.

There have been a lot of attempts to evaluate the connection between progress and the
using it at that point to determine how the purchase will be impacted.

The advancement is an inside jolt, as the advertising cocktail suggests and Kotler identifies.

(2008) The buyer's importance of factors such as price, market, and product attributes

decision-making wheel. Undoubtedly, in accordance with Huang (2012), people are not as it were
sensitive to

cost not only in the evaluation of alternatives, but also in publicizing, a report was disseminated.

Almost the entire World Journal of Administrative Research and Business Methodology

focus on the connection between marketing and consumer behavior,

report, they draw the following conclusion: "global advertising impacts the

consumer behavior and dispositional arrangement" (Rai, 2013, p.78) They also use

programming in the mainstream media as a synonym for advertising.

Stories can be told nearly entirely through visuals, wants, and fantasies on television.

situation, a location, and characters; it's almost like a movie, except the technological blend is off.

advertising, but also events, open communication... These promotion tools are not ads, but

means to disseminate information about products to consumers.

handles in a variety of ways" (Cripps, 2005, p.3). In this sense, it is usually quite important as the
image of
Brand recognition and product quality work hand in hand to influence consumer behavior at the
point of purchase.

2.4 Brands' Impact on Consumer Behavior

The purchase decision model appears to explain how various perspectives on the environment or
the

Brand is one of the many factors that influence consumers' decisions to purchase a product.

the single most vital aspect of the sportswear market, which everyone has heard ad nauseam.

What, beyond the inherent qualities of the products themselves, accounts for the companies'
popularity?

Brands, as defined by Aaker (1991, p.7), "may be a recognizable term and/or picture (such as a logo)
that

logo, brand name, or service package) used to distinguish one's own goods or those of another

dealer or group of dealers, to set themselves apart from competition in terms of goods or service.

Without a question, brands help consumers identify the product maker or service provider.

brands create a connection between consumer action and company identity, to which they delegate
responsibility.

as well as the research and planning that goes into a purchase.

makes a purchase and intends to keep it, but then, for whatever reason,

can be pleased with this product, he or she will consider whether or not this brand was a good
experience.

The research phase of the purchasing decision process is not always handled (Keller et al, 2008).

data glance, one of the most important aspects of branding is the brand value, which is defined by
Aaker as the respect added to the brand and

customer's eyes than a cheap t-shirt from Lacoste, at least as far as those customers are concerned.

Do you think that the brand name "private name ruddy t-shirt" adds enough value to the product?

consumers should ask themselves if a brand can be trusted to deliver on its promises over time.

whereas brand loyalty and perceived quality are both factors in consumer purchases,

client happiness (or sadness) following their experience with the product (Aaker, 1991).

In reality, the best customers a business can have are those who have demonstrated a propensity to
buy from the

company's goods One of the most important goals of any business is to strengthen its connections
with other businesses.

For this purpose, the stakes of advertising and brand names are excellent (Le Pla & Parker,

The last thing a firm should keep in mind while developing its brand is that it must

be made up of three parts that the customers will notice: its communication, its
in addition to its guidelines, affiliation, mission, and values, the Coordinates Brand

Show) (Le Pla & Parker, 2008), but the third phase is crucial since it determines how many people

the most successful brand in history.

REFERENCE

1).https://www.qualtrics.com/au/

Puma's Mission and Vision Statements (An Analysis) https://panmore.com/author/christopher-

mitchell

CHRISTOPHER MITCHELL'S UPDATED ON MAY 1, 2023

Thirdly, Kevin Lane Keller

Business education at Tuck

College of Dartmouth

Postal Address: Hanover New Hampshire 03755

(603) 646-0393 (o)

(603) 646-1308 (f)

August 2004 kevin.keller@dartmouth.edu

Last updated in February 2005

Article History: Created in 2003; Last Updated: May

2005URL:https://bear.warrington.ufl.edu/CENTERS/MKS/invited/BRANDS AND BRANDING.pdf
The 4th component is a blog post by Carly Stec (HUBSPOT) from April 8, 2022:
https://blog.hubspot.com/blog/tabid/6307/bid/31739/7-components-that-comprise-a-
comprehensive-brand-strategy.aspx.
Conclusion

Puma has applied a branding strategy that has helped the company become a global leader in the
sports and lifestyle industries. This success can be attributed to Puma's ability to both differentiate
itself from competitors and reconnect with its core demographic.

Puma's success in the highly competitive sports industry can be attributed in large part to the
brand's emphasis on innovation and performance. Puma has built a reputation for making high-
quality products that enhance athletic performance by developing innovative sports technologies
and collaborating with famous athletes and teams.

Puma has also been successful in forming alliances and teaming up with organizations that share its
brand values and connect with its target market. By partnering with notable figures in the worlds of
sports, music, and fashion, Puma has increased its visibility and importance among multiple
customer sectors.

Younger generations.

Puma's online presence has been crucial in increasing brand recognition and forging closer
relationships with customers. The company has used social media platforms to communicate with
customers, produce interesting content, and foster brand community.