PUMA Promotion Plan Final

8/7/2019 PUMA Promotion Plan Final

1/22

PUMA

Qian ChenJosh Mattes

Neha ParekhJessica Patel

Ray RigaTracey Ziober


2/22

Agenda

Strategies and Objectives

Financial Overview

Annual Promotion Plan


3/22

Positioning Strategy

PUMA is a high quality athletic brand that makes afashion statement

Target Market Price Point ProductExample

1. Youth in urban markets who want toexpress individuality and make afashion statement

2. Athletes across multiple sports whowant to make a fashion statement

3. Young professionals who want tosignal wealth and status while makinga fashion statement

< $100

$200 +

$100 - $200


4/22

Designer Product Lines

Christy Turlington

Yasuhiro Mihara

Neil Barrett Alexander McQueen

Jil Sander
http://www.todoslosprecios.com/moda-y-belleza/go.php?id=3002717&nom=Botas+-+PUMA-JIL+SANDERhttp://www.style.com/images/shopping/itemoftheweek/012806/main.jpg


5/22

Distribution Strategy

Freestanding Retail Stores

31 in 18 states

Mall and street locations

Wholesale Trading Partners

Foot Locker, Foot Action

Nordstrom, Neiman Marcus, Macys

Paragon, other sporting goods stores

e-commerce


6/22

Financial Overview

U.S. sales = 620.2M dollars, +31% vs. 2005

2006 % of change

(m euro) sales vs. PY

Sales 2,369.2 33.3%

Footwear 1,420.0 59.9% 20.9%

Apparel 795.4 33.6% 67.8% Accessories 153.8 6.5% 19.6%

SG&A 831.8 35.1% 47.6%

of which mktg and retail 419.6 17.7% 54.3%

Earnings before taxes 374.0 15.8% -7.4%


7/22

Business Objectives

Sales growth of 10% while maintainingstrong margins

Continue to invest in product innovation

across categories and markets Expand retail operations

Provide unique brand experience

Speed to market Gain product development and marketing

expertise by being closer to consumer


8/22

Marketing Objectives

Raise profile of PUMA brand

Continue designer collaboration approach

Communicate through all touch points

Drive traffic to PUMA stores

Increase loyalty and repeat purchase


9/22

Promotion Objectives

Further penetrate extreme sports market

Create buzz and awareness in young,urban, hip market

Increase relevance to fashion-consciousconsumers


10/22

Budget Allocation

lifestyle

related

60%

sports

related

35%

Other

5%

Sports-related activitiesMaintain and developPUMAs brandassociations with sports

Lifestyle-related activitiesEnact strategy to move tomore upscale customers

Other activitiesGenerate positive PR andlow-cost buzz

Annual US marketing budget is $110M


11/22

Sports Sponsorship

Leverage existing player sponsorships

Focus on niche and extreme sports
http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-00233http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-00233http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-00233http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-00233


12/22

Lifestyle


13/22

Lifestyle: Associate with Upcoming Musicians
http://2007.sxsw.com/


14/22

Lifestyle: The PUMA VIP Card


15/22

Lifestyle: Fashion Week

VIP Contest: two all-access passes to FashionWeek


16/22

Cause-Related: The Florida Panther

Donate a portion ofprofits to Friends ofthe Florida Panther

Refuge

Work with PantherPosse student

groups

Tie-in with MiamiFashion Week &

WMC


17/22

Buzz Marketing

The Adventures of PUMA

Consumer-generated content:Short documentaries from the ground levelTravel/lifestyle focus

Contest:

Winning content will be aired on TV and consumer will win a trip


18/22

Giant PUMAs

Giant sneakers affixed to sides of landmarkskyscrapers

Executed in key cities simultaneously


19/22

Calendar


20/22

Q&A


21/22

Competitive Positioning

NIKE PremiumPerformance BrandJust Do It

ADIDAS ForeverSport

Impossible is Nothing


22/22

Who and What

Sports: Who: fans of niche sports who are fashion

conscious What: buy the puma products for the sports they

like and express their love for the sports throughwearing them

Lifestyle:

Who: young, hip, trendy, urban What: buy, wear and talk about their PUMA gear

as a personal statement

PUMA Promotion Plan Final

Documents

Transcript of PUMA Promotion Plan Final