Marketing and Puma Essay

This report go forth examine the compendium some puma merchandise schema which the 4th footgear producer in the homosexual being and too giving advice and bearing to develop merchandiseing st postgy.jaguar and its Situational compendiumTo satisfy guest select, First, catamount essential understand its internal and foreign situation, including the macro-factor, micro-factor, and its induce capabilities. In order to understand the situation, catamount moldiness do SWOT abbreviation and gent abstract.SWOT analysis painter erect devote SWOT analysis to both the credit line unit level, the corporate level and frequently appears in marketing strategy.StrengthsFirst, it is ab discover jaguar nonice and its index finger* Its range of a function stands for the quality, the neo-technology and the prestige. * It is re eachy competitive nock in athletic footwear, accessory and collection market. * It is an international come with.* It got acquisition of re fix able companies.Second, it is about puma financial power and its intersection* Its financial power is very cockeyed and the financial growth rapidly. * Its crossroad is very diversity and it is boffo on creating flaw reference. * It has long time experience in produce athletic footwear, accessory and appeal. Third, its guidance is marketing oriented, this is jaguars reward in this billet, since this is market driven.WeaknessesFirst, mountain lion is not d iodin much of Promotional Campaigns or advertisement. Second, painters bedevil hooked on footwear market heavy although it already have extensive do principal(prenominal) of turns harvest-homes which disregard cause profit tone ending when its market sh ar erodes. Third, al to the postgraduateest degree of lynxs profit come from sell into its retailers. But retail sector is footing sensitive that offers a very homogeneous experience to the consumer as hearty as they tend to pass the low im play offment c ompetitive pressure to panther.OpportunitiesFirst, catamounts products atomic number 18 for both fashion and unfashion customer, contend entertainment or not, especial the young, so it open its own opportunities, since it give customer changes to supercede their products. Second, jaguar success on lay down-up a soused sign recognition which is cover all over the worldly concern that give it change to penetrate to fluid market for high value sports products a care World Cup, The Olympics ThreatsFirst, mountain lions short-life-cycles product competitive penetration plan erect cost it a lot of silver and give its marketing and its research and its breeding a heavily pressure. In addition, the effective threat may come from weakening markets. Second, purchasing and selling in divers(prenominal) coun demonstrate with divers(prenominal) currencies cigarette be threat, because margins and costs are not inactive for long periods. Not only cougar but every inte rnational company mustiness face those issues. Third, price predisposition is a threat to painter, especially when the retail sector becomes competition of price. For mannikin, on that point are many stores with same goods. The consumer is walking nearly for bester price in the same product.PEST analysis catamount can apply PEST analysis to analyze the external macro-environment which it is inciteed. Political Factors at that place are diverse governmental factors that are move to ontogenesis process of puma, especially to build strong financial to make more profit, environmental issues is one of those issues. So lynx should boil down on confused issues which cerebrate to the environment. In order to keep up up the ontogenesis process, PUMA should rent the international laws and topical anaesthetic laws when being outsourcing from foreign countries that include quota and tariffs which is the most critical political factors. Like opposite international company, PUMA is outsourcing its production in Asia due to lower dig-cost and taxes. PUMA is selling its products in motley parts of the world. So the political stability is very all- great(prenominal) because if one of those issues is happen for PUMAs local partner that can affect overall performance of PUMA.Economic FactorsIn term of stock exchange, monetary issues and so on, the economic factors, somehow, can be connect to the various political factors which could affect the developing process of PUMA. Especially, the economic policies issues in Germany which is sport an serious design as well as the economic policies issues of the local partner. Thus, political factors have a great affect to the psychology of the customers. Due to different cultures and regulations and human resource aspect, the various employment laws in foreign countries should be paradigmed.Social FactorsThere are various social factors that great power affect the developing process of PUMA as well as demand or experience of the customers for one emolument or product. Nowadays, due to higher life-quality, community is love to contend sport a lot, so it is a big opportunities for PUMA to expand its market share. PUMA as well as should include some of sore sports such(prenominal) as skateboarding, diving and extreme hertz as importance components in strategy-making Recently, there are more female-customers recruits in sport, especially in US, the number of female-student who playing sports at university has increased lead time and there are withal more than cardinal percent of female-students playing sports at high school. For now, female-customers participate in every sport in US. Thus, PUMA should consider the ineluctably of female-customers in fitness enclothe.Technological FactorsPUMA should focuses on Research and Development activities by apply latest technologies, in terms of technological factors, especially internet-marketing want, example spanking marketing or so on The maturity of technology is play an important role in terms of instruction because technology is non-stop develops, so PUMA should consider it. In addition, the global consumer is another(prenominal) important part because PUMA is run its business in various part of the world.PUMA and its ludicrous Selling PropositionThe Unique Selling Proposition (USP) states successful publicize campaigns made unique propositions to consumers and this convinced them hold to PUMA betrays. PUMA is suggested replacing its traditionalistic business plan with its USP because USP can make a great deal to PUMA business model. USP can define PUMA business and business goals in one sentence. According to Rosser Reeves, there are three part of USP definition. 1. Each of PUMAs advertisement must say to its consumer get our goods, and you definitely get this specific improvement. withalt Make Football everyplace (PUMA football), By use such advertisement, PUMA try to tell its consumer the bene fit of acquire and using its football office, the benefit is its topographic point can be use all over to playing football, it can be the street, area and backyard and it is also new marketing strategy of PUMA. 2. PUMAs offers must be something that other competitor cannot offer. Those offers should be unique. Example The jaguar design ethos/philosophyPUMA is mix fashion and sport- life style in a unique way. PUMA forever and a day try to illustration sport in a creative-fashionable way, and when it comes to fashion PUMAs always try to put its sports heritage into fashion-areaOr To PUMA, sport is a living-active-lifestyle, whether its customers are a traveler, an athletic or event businessman, this is a various kind of illustration of sport in modern time (Jochen Zeitz, CEO, Puma AG, discusses Pumas design ethos)By doing such campaigns, PUMA is creating their new injury image that it is changing its image from product sport shoes to product mixing sport-lifestyle fitness sh oes, and it is also new development strategy of PUMA. 3. PUMAs offers must be so correctly as well as those offers can slip away the mass profit.PUMA have been renew contract with Jamaican-athletic Usain Bolt that allowed PUMA scratch to keep-up, for the risen of 154 percent in one-year net earnings to 202.2 million, year-on-year. (PUMAs profit Bolt, Jamaica Observer)By gaining suck successful contracts, PUMA try to connect their products instigant to famous athletics, and it is also new brand endorsement strategy of PUMA. In short, by using USP, PUMA gain opportunities to wider its market share and make more profit, especially, by lifestyle fitness shoes.PUMA and its Segmentation, Targeting and aligningTo implement marketing strategy, PUMA must define its segmentation, targeting and lay.SegmentationSegmentation is related to discover what consumers kinds make up and various engages exist. In the athletic footwear market, for example, the demand of consumers may include pe rformance, preventive and speed while others are come to about fashionable.In general, segmentation show the pull which company cannot be every things to everyone and long-time experiences has illustrate that PUMA that focus on the demands of a group of customers more than another for more profitable. Especially, the fitness-shoes market, which can be segment by gender and age timeAge can affect the proclivity of buying of consumer.1. Kids (6 to 12) they may resembling iridescent small-sized shoes. 2. Teens (13 to 18) they may alike(p) something that cool and impressive. 3. cock-a-hoop (19 to 36) They may like the serious color, dreary or white color is an example. 4. nerve (37 to 55) They may like the same as adult desire. 5. Old (55+) They may like the comfortable, safe and stable.grammatical genderThe tendency of buying of consumer also can be touch on by gender. Different genders have different demand. 1. Men They like strong style, and also like strong color like bl ack or white. 2. Women They like dodgy and fresh style, and and so they may like soft-color like pink, purple, light-green Thus, there are many segments in fitness shoes market which can be consider as Demographic Segmentation that PUMA must satisfy the demand of customer about region, population, climate, population growth rate and density. So the lifestyle fitness shoes can be the answer, because this kind of products is wide cover all of that demand.TargetingFirst, PUMA need to find out how well the other competitor served the exist segments. It should be harder to accession to segments which are served as well by more than one competitor, in fitness-shoes, for example NIKE, ADIAS, and KAPPA Second, PUMA need to find out how large the segment is, and how large it grow, in fitness shoes, for example, in US, the number of female-student who playing sports at university and high-schools has rapidly increased. By now, female-customers participate in every sport in US.Third, in ord er to archive successful, PUMA should use the Differentiation scheme on all targeted segments, which included Age and Gender. By using Differentiation Strategy, PUMA could provide to its consumer the unique features of its goods like lifestyle fitness shoes quite an than by lowest price. Because severalise goods can please the demand of consumers unique needs, PUMA can give premium prices for differentiated goods, for example a pair of lifestyle fitness-shoes can cost more than 1 million VND in Vietnam, that can be consider as luxury goods.PositioningPUMAs lifestyle fitness-shoes could be positioned following by two important factors Competitor and Consumer. If the positioning is based on consumer, the marketing campaigns and its messages are targeted to the consumer by branding. That can use logo, symbolism which make consumer screw PUMA and its products. For example First, the PUMA brand scream is popular in the world and commonwealth can recognize its look up and logo ev en if no of PUMAs products is bought by them. Second, the logo is also an important part of branding, itself. The main former of people that are recognizing PUMA can also recognize its products from this symbol alone. The lifestyle fitness-shoes company PUMA is popular for using a leaping cat (animal) symbol on its product lines. This feature allows consumer to advert PUMAs lifestyle fitness-shoes, even if the PUMAs brand name is not showing.Recognition and LoyaltyFirst, recognition, the main benefit of branding is that customers are retentivity PUMAs business. A powerful brand name and logo keep PUMAs image in the mind of its potential consumer. Second, loyalty, if consumer is please with PUMA products, its brand will help to build consumers loyalty. For example, even in the cocktail dress of consumer is not aware that PUMA sell a new product, if consumer trusts PUMAs brand, they will trust PUMA with unknown products.Image of Size, Quality, Experience and ReliabilityFirst, ima ge of size play an important role when consumer wants to knows that PUMA will still exist in a long time. For example, people often associate the large firms which pass away a lot of money on advertising and promotion its shortly and new products. Second, image of quality, people live that brand can be a part of a product that will help to show its quality and value. If PUMA can process effective branding, then the image of quality in PUMAs business will raise higher over time. However, branding cannot replace high quality.For example, Nike Inc. sport-wear brand was one of the biggest in the sport-wear world market. However, constant bad furtherance about the low paid of its labor at Asia cause damage the image of the brand. Third, image of experience and reliability, PUMA business is to be seen as experienced in its products for a long time, it will make PUMA to be seen more safe than the other firms. For example, in the case of a customer is choosing a new pair of shoe, there are a PUMA one and the other, but if customer trust PUMA experience, they will choose PUMA. bigeminal ProductsPUMA is being strong brand now which allows it to link several various product lines together. PUMA can put its brand name on separately product, it make consumer is willing to buy new product of PUMA. For example, PUMA sells sport-wear, appeal, accessories and etc. all under the PUMA brand name.