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2 STP+4PAnalysisoftheBrandyouhavechosen
2 ͻLaunchCampaign(NonT.V.)ʹ
consistingofelementssuchasviral,events,print,r
adio,outdoor,socialmedia,etc.
2 ͻThetotalcost(includingadescriptionofthecosts
plit-
upforeachelement)thatthecompanywillincurfo
rtheimplementationofyoursuggestions
 Assumptions
2 We would be considering this launch
campaign for Delhi.
2 Since Usain Bolt is the Brand ambassador of
Puma,
 Promotions
1. Facebook/orkut/ iPhone/ android game
2 2. Grab it before it BOLTS
2 3. Before it escapes from the stores
2 IN MALLS: Bolt arms standees pointing towards the stores direction.
2 Stickers of A Lightning bolt running across the mall floor leading to the PUMA store.
2 4. Cheetah and puma wearing bolt shoes on a race track, puma wins (POSTER)
2 6. CONTEST( across Social Networking sites, Print ads: So what if BOLT isn͛t participating in the
CWG.. Go meet the BOLT.. Buy the Bolt collection shoes and write a slogan about ͟How does it feel
to be in Bolt͛s shoes͟
2 7. Metro slides ͞ You might have missed the Metro but don͛t miss the Bolt͟
2 OOH advertising at Retail outlets and food outlets
2 8. Lighting bolt (POSTER)
2 9. Competitive Positioning : some brand need 3 stripes, we need only 1 bolt, Goddess of Victory
(nike) getting hit by a lighting bolt (POSTER)
2 11. iPhone application
2 13. rapid fire quiz
2 14. catch me if u can .. Print ad..( fat guy running on a track and leading the pack of athletes.. THE
BOLT EFFECT)
2 15. Lightning bolt standees wherever possible... With bolt arms
 Place

2 High street and Malls

2 Tie ups with high end Fitness chains and
Gyms.
2 Tie ups with Sports clubs and Gymkhanas.
 @




  

2 The launch of the Usain Bolt collection is in line with the Expansion
plans of Puma Sports India.
2 This would be the signature product of the athletics range of Puma,
as Usain Bolt is synonymous with speed
2 The plan is ambitious, with the aim of establishing themselves at
parity with its Global Brand position.
2 The long-term mission of the company in India is identical with the
global Puma Mission, namely to become the most desirable sports
lifestyle company in India.
2 This Collection will be an addition to the High end Lifestyle sports
products lineup that includes the Ferrari range and the Moto Ducati
range.
2 With the addition of this collection Puma would complete its Trinity
of Speed- Ferrari, Ducati and the Bolt collection.
2 Apart from their sports performance products,
the store will exclusively house the brand͛s
extensive range of sport-fashion
collaborations, specifically ͞Ferrari͟,
͞Motorsport͟, ͞Moto͟, ͞Golf͟, ͞Yoga/Lounge͟
and ͞Beach Wear͟ and the Autumn-winter -
2006 collections.
 Positioning
 

 
 


Brand
Premium Introduce new brand
Change existing brand, eg; make it
young or more reliable (Skoda and
Volkswagen to overtime ͚not part
of crowd͛)


 Product

 Add missing features
:

 Introduce new or neglected product
attributes, eg; Lucozade energy vs
sickness
Find a new segment, eg; geography


 Launch Campaign
2 The Bolt collection is being launched
worldwide by PUMA.
2 We
 Evaluating Market Segments

:
 
—
ƒ Appropriate brand
extension,
distribution synergies

 
— 
  

 
 

 :


ʹ Patent protection,
ʹ Commitment of industry changing
managers, technology, etc
understanding of
segment (nimble vs 
 
 ʹ Cost to provide
traditional); eg Go — low, product
airline quality high