Puma is a leading sports brand that designs, sells, and markets over 130 apparel, apparel and accessories worldwide. Founded by Rudolf Dassler in 1948 (due to the split of the original company into PUMA & ADIDAS) it is fast growing and has established itself as a designer of performance and sports style-based products.
Headquartered in Germany, it has expanded its reach globally over 67 years employing more than 12000 diversified and dedicated employees in 45 countries.
Segmentation, targeting, and positioning in the Marketing strategy of Puma
Puma uses a combination of demographic, geographic, and psychographic segmentation strategies to understand the changing needs of customers in a competitive market.
Target strategy is the cornerstone of the product development process. Puma uses a different targeting strategy for different product categories.
It has always positioned itself as a brand that inspires to move forward in life and achieve the best. Puma uses a value-based positioning strategy for that.
Competitive advantage in the Marketing strategy of Puma
Sourcing from the suppliers:
It has always positioned itself as a brand that inspires to move forward in life and achieve the best. Puma uses a value-based positioning strategy for that. Sourcing is a major task at Puma, handled by Big Cat Ltd., which coordinates sourcing & production with over 190 suppliers in over 35 countries. Procurement is one of Puma’s most important competitive advantages.
BCG Matrix in the Marketing strategy of Puma
The Puma Group owns the Puma & Cobra golf brands, primarily dealing in the same industry products.
The group’s footwear business generated 45% of net sales in 2015 and is, therefore, a star in the BCG matrix, while Puma’s other product segments such as apparel and accessories are questionable in the BCG matrix. Due to a large number of national and international players in the market.
Distribution strategy in the Marketing strategy of Puma
The Puma & Cobra Golf brand is owned by the Puma Group. PUMA distributes its offerings through three distribution channels: Puma-owned Puma exclusive retail stores, wholesale, and e-commerce platforms such as Amazon, and Alibaba. 80% of its sales in 2015 came from the wholesale channel. It arranges several joint product and marketing programs for its key wholesale accounts.
Brand equity in the Marketing strategy of Puma
Puma’s involvement in the footwear, sportswear, and apparel industry has always been a source of inspiration and motivation. The brand is associated with Usain Bolt, Tiger Woods’ and many other great sports personalities.
Competitive Analysis of Puma’s Marketing Strategy
Puma, which operates globally in the footwear and apparel industry, focuses more on manufacturing products in Asian markets due to lower labor costs and lower raw material prices.
Market analysis in the Marketing strategy of Puma
Counterfeit products and the high bargaining power of customers/suppliers, rising labor costs, population migration, and changing lifestyles are making it difficult for players in this sector to survive in the market.
Despite all the visibility campaigns, Puma aggressively advertises their products to athletes, but a major part of its customer base is the youth in the 20-35 age group, who don’t mind switching to other brands due to the changing competitive landscape the players.
Customer analysis in the Marketing strategy of Puma
Puma customers are middle-high and upper-class income groups who are more focused on their self-interest and want to live a healthy and hygienic lifestyle. To attract customers from different segments, it has identified unique characteristics such as motivations, lifestyle, and fitness level; Puma has worked on these parameters to promote its brand and further attract the end customer.