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PUMA�Marketing�Plan

CB2601 Group 2

Members:

Anna Joshy (57228910) [Presenter]

Li Hei Yi Hilary (58533901) [Presenter]

Paolo Palanisamy (58503700) [Presenter]

Henry Mong (57897643) [Presenter]

Lau Ho Yin, William (58446450)

Choy Yan Ching, Sophia (58532989)

Bumwhee Hong, David (57883313)

Navas Khan Nazir Khan (58038730)

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AGENDA

COMPANY OVERVIEW

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CONSUMER BEHAVIOUR

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COMPETITOR ANALYSIS

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SWOT

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MARKETING OBJECTIVES

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CAMPAIGNS

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What is PUMA?

Current Marketing Mix

Puma’s Target Market

Major Competitors

Strengths, Weaknesses, Opportunities, Threats

Elevating Brand Perception in the Americas

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Anna

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What is PUMA?

Multinational corporation specializing in sports

German company founded in 1948

3^rd Largest athletic company worldwide

Vision:

“To be the most desirable and sustainable Sport lifestyle company in the world.”

Mission:

“To be the Fastest Sports Brand in the world.”

Product

Price

Place

Promotion

Sports Apparel, Footwear, Equipment & Accessories

Premium sportswear with different price points for different consumer segments

Puma Flagship Stores
Multi-Brand Retailers
eCommerce

International sports stars as brand ambassadors
Sponsors various teams, clubs, leagues and associations

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Hilary

TBH, T. (2023, August 1). Marketing strategies and marketing mix of Puma. The Brand Hopper. https://thebrandhopper.com/2023/08/01/marketing-strategies-and-marketing-mix-of-puma/#Product
Team, M. S. (2021, August 20). Puma Marketing Strategy & Marketing Mix (4PS). https://www.mbaskool.com/marketing-mix/products/17274-puma.html#google_vignette
Valades, B. (2023, July 10). What is Puma’s marketing strategy?: Blucactus Agency. BluCactus Digital Marketing. https://blucactus.blue/what-is-pumas-marketing-strategy/

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CONSUMER BEHAVIOUR

SPORTS APPAREL

DEMOGRAPHIC (North America)

INTERESTS

AGE 20 - 35

Sustainability

Fashion

Sports

52.1%

35.4%

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PUMA TARGET MARKET

Euromonitor. (2023). Sports Apparel by Demographic. Passport. https://www-portal-euromonitor-com.ezproxy.cityu.edu.hk/statisticsevolution/index
PUMA. (2019). Targets and strategy. Puma Combined Management Report. https://annual-report.puma.com/2019/en/combined-management-report/targets-and-strategy.html#
Zatte, A. (2021, June 10). CONSUMER BEHAVIOUR ON PUMA PRODUCTS. Medium. https://medium.com/@abhilashazatte2/consumer-behaviour-on-puma-products-the-consumer-decision-making-is-a-one-of-the-most-important-b9a09f12ccff

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Hilary

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COMPETITORS

Adidas

Industry Leader in Sportswear

2^nd Largest Sportswear Company

Strong competitor

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Paolo

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SWOT ANALYSIS

Strengths	Weaknesses	Opportunities	Threats
Strong celebrity collaboration - PUMA x FENTY - A$AP Rocky - PUMA x F1	Declining sales revenue in North America - dependence on off-price wholesale	Global population growing - expanding base of middle-class consumers	Intense competitive pressures - higher industry-wide inventory levels and promotional activity
Excellent Innovation - NITRO foam - Women’s fit footwear	Weak consumer perception in U.S. - high awareness but low popularity and buzz	Slowing inflation rate - supply disruptions that caused post Covid surge in inflation are waning	Tightening monetary policies
People first approach & emphasis on sustainability			Restart of student loan payments in the US

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PUMA. (2023). Half-Year Financial Report - January to June 2023. https://about.puma.com/sites/default/files/financial-report/q2-2023-half-year-financial-report.pdf
PUMA. (2023). Q3 & YTD 2023. https://about.puma.com/sites/default/files/financial-report/puma-q3-2023-release-english-final.pdf
Statista. (December 13, 2022). Puma brand awareness, usage, popularity, loyalty, and buzz among sneakers owners in the United States in 2022 [Graph]. In Statista. Retrieved November 12, 2023, from https://www-statista-com.ezproxy.cityu.edu.hk/forecasts/1352007/puma-sneakers-brand-profile-in-the-united-states
London: Fitch Solutions Group Limited. Global macro monitor - JANUARY 2024. (2024). Retrieved from ProQuest One Business Retrieved from https://lbapp01.lib.cityu.edu.hk/ezlogin/index.aspx?url=https://www.proquest.com/reports/global-macro-monitor-january-2024/docview/2890145268/se-2
International Monetary Fund. World Economic Outlook: Navigating Global Divergences (2023, October). https://www.imf.org/-/media/Files/Publications/WEO/2023/October/English/text.ashx

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Anna

STRENGTHS

Multi-year extension of partnership with F1 Team Scuderia Ferrari and entered long term partnership wit F1 Williams Racing

F1 recent rise in popularity after covid, only 3 sporting events are above F1 in terms of consumer interest Summer Olympics, Football world cup and winter Olympics (all 3 are every 4 or 2 years, F1 is annual.) (Gantman, 2023) 949k viewers in US 2021, surpassed 1 mil 2022, more female and younger viewers than ever before. (opportunity)

Excellent innovation:

NITRO foam technology is one of the best in the industry.
Better women’s fit (90% of PUMA female athletes prefer womens fit to unisex) (Puma, July 2023. p.4.)

People first approach to customer relationship, values customer feedback

Youth sustainability program, gains feedback on sustainability from Gen Z and activists in exchange participants spread word on sustainability efforts
Named a global top employer In 2023.
Closed the adjusted pay gap between women and men in Germany

WEAKNESS

Brand perception: high brand awareness but low popularity and buzz among sneaker users in the US.

Among respondents in the US age 18-64 PUMA had 92% brand awareness but popularity, usage, loyalty and buzz were at 32%, 21%, 14% and 17% respectively. (Statista, 2022)

Sales in Americas declined 1% from 2022 to 2023 (9 months Year to Date) Quarter 3 sales in north America declined (Puma, November 2023. p.4.)

Relative dependency on off-price Wholesale business in the US (77% Wholesale)

retailers have been discounting to reduce sector wide inventory build up (Pasquini & Reid, 2023)

THREATS

Tightening monetary policy to combat inflation in US, increased interest rates etc
Restart of student loan payments in US decrease target consumers disposable incomes willing to spend on puma products

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MARKETING OBJECTIVES

Increase sales revenue in Americas region by 4% in 2024.

5% increase Direct-to-Consumer channel share by Q4 2024.

By Q4 2024, increase brand perception measured by a 20% increase in positive brand sentiment on social media.

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Anna

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MARKETING CAMPAIGN

Target Market:

- Current: Ages 20-35 year olds, athletes, sports enthusiasts/fans, younger generation.

- Suggestion: Continue to focus on the youth and sports fans to help change brand perception.

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Positioning:

- Brand perceptual map of Puma

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Paolo

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MARKETING CAMPAIGN – F1

PUMA is the official sponsor of F1 for the 2024 year and currently sponsors 3 teams
The proposed campaigns for PUMA are to increase variety of merchandise and promote in the US

Aims are to:

Increase online e-commerce
Increase brand perception

Promotion campaign proposals are:

Apparel collaboration with Lewis Hamilton
Increased ad campaigns featuring Lewis Hamilton
Promotion in US during and around the 3 US Grand Prixes

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Henry

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MARKETING CAMPAIGN – MLS

MLS is the premier football league in the US and is the fastest growing league in the US compared other sports leagues
Entering the league while it is still growing is a great opportunity to create loyal customers

Aims are to:

Increase online e-commerce
Increase sales revenue in the US

Proposed promotion campaigns are:

Increase variety of football boots in the US
Sponsor top MLS players

E.g. Hany Mukhtar, Sebastian Driussi, Riqui Puig

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Henry

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MARKETING CAMPAIGN – NWSL

The NWSL is the premier women's football league in the US and it promotes women's rights and gender equality
Communicate PUMA's commitment to women's football and how it is a forward-thinking, socially conscious brand

Aims are to:

Create a positive brand perception
Increase market share of football boots

Proposed promotion campaigns are:

Sponsor/collaborate with popular female players

E.g. Alex Morgan, Megan Rapinoe, Trinity Rodman

Sponsor teams in the NWSL

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Henry

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MARKETING CAMPAIGN – SOCIAL MEDIA

PUMA should look to heavily develop their social media
Competitors use social media to create a variety of high quality content
Important: create regular content that connects with consumers

E.g. Inspiring stories, brand ambassador stories, etc.

Direct customer engagement on social media => more personal and relatable
Young people are the main users of social media, can create brand loyalty in the youth
Help increase e-commerce as links can be easily integrated in social media

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Henry

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Thank�You

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