Puma Marketing Plan

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PART 1 : EXECUTIVE SUMMARY This report is all about to show a Marketing plan for PUMA’s products; with reference to older offerings the report shows the plan that how can Puma offer new products in the market. With respect to this the report contains comprehensive marketing plan components including company analysis (Puma’s current and future status), situation or market analysis and competitor’s analysis. The report shows the Puma’s objectives and marketing strategies in terms of its 4ps that is it is shown that Puma can offer and increase its product range by offering other related products as aerobic products to its customers and set value-based pricing strategy accordingly, and for new offerings it can increase its other media other…show more content…
MARKET ANALYSIS A. Competitors Adidas: • Focus on core sports like soccer, tennis, athletics and skiing. • Design and marketing departments are located in France and Germany. Nike: • Number one sports brand in the world. • U.S based administrative activities and design and product innovation. SWOT ANALYSIS: Strength • PUMA is very competitive organization. • Financial growth is phenomenal. • Wide array of shoe-wear. • Brand stands for quality, latest technology and prestige. • Global Brand. Weakness • Less of advertisement. • Focused on footwear only. • Retail sector is very price sensitive. However, most of its income is derived from selling into retailers. • Has poor conditions in work places. Opportunities • Open more stores. • Product development. • Strong global recognition. • Participate in global marketing events like World cup, Olympics, etc. Threats • High competition. • imitation of products. • Sensitivity to price. B. External Environment and Internal analysis Political: There are worker rights and employee laws which affect the Puma’s internal procedures. The surroundings legal issues affect it and are handled by Puma…show more content…
PART 3. OBJECTIVE • To increase the 2-3% profitability in each of its product lines (10% annually). • To Increase marketing communication tactics. • To produce quality and low cost products. • To meet the demands and requirements of target market. • To make sustainable development of product worldwide. PART 4: Marketing Strategy A. TARGET MARKET Puma has huge range in its target market. They have wide range of different products each targeting and appealing a specific group of people. They aim to meet the requirements of people of all ages belonging to varying categories. This strategy has made this company to gain maximum number of customers and profit. Goals: • To maintain its quality and make its easily available at every marketable place. • To meet the requirement of all type of customers (male, female, and kids). • To meet the changing demands of customers. B. Marketing mix (4p’s) Products : It has a wide range of products such as foot ware, sportswear, sports goods, and fashion accessories. • Sports shoes • Custom made shoes • Apparels • Fancy shoes • T shirts • Tracks • Boxers accessories •
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