Puma is one of three worldwide leading sportswear companies. But in difference to its competitors Puma is considered more of a sports lifestyle company. Puma promotes this image and exploits systematically the opportunities offered by the sports lifestyle market in all categories and regions. Puma Football plays a significant role in the portfolio of the company and its marketing was especially promoted in the last 12 months in view of the World Cup 2010 in South Africa. This paper is based on the Marketing Analysis of Puma which stressed on the position of Puma on the sportswear market in the segment of football and pointed out its unique selling proposition. It focuses on Operative Marketing and the combinations of marketing-political instruments that are used by Puma. In this context the paper will explain the theory of the product policy and then use this information to analyze products of Puma Football in terms of their product life cycle and product portfolio. But first the corporate and brand strategy will be introduced, since it is a pivotal issue of Puma´s marketing strategy and operative marketing instruments.
Table of Contents
- Introduction
- Puma´s Corporate and Brand Strategy
- Operative Marketing in Theory
- Product Policy within the Marketing Mix
- Analysis Methods
- Product Policy of Puma
- Product Life Cycle of Puma Football Shoes
- Product Portfolio Analysis of Puma Football Shoes
- Conclusion
Objectives and Key Themes
This paper aims to analyze the operative marketing strategies employed by Puma, specifically focusing on their football product line. It examines Puma's position in the sportswear market, highlighting its unique selling proposition and exploring the application of marketing mix instruments.
- Puma's corporate and brand strategy as a sports lifestyle company
- Product policy and its role in the marketing mix
- Analysis methods for product policy, including product life cycle and product portfolio analysis
- Application of product policy principles to Puma Football shoes
- Evaluation of Puma's football product line and its contribution to the overall brand strategy
Chapter Summaries
- Introduction: This chapter introduces Puma as a leading sportswear company and emphasizes its focus on the sports lifestyle market. It also highlights the significance of Puma Football, particularly in relation to the 2010 World Cup in South Africa.
- Puma´s Corporate and Brand Strategy: This chapter delves into Puma's corporate strategy, outlining its objective to become the most popular sports lifestyle enterprise and its commitment to fostering a brand identity that blends sports and lifestyle.
- Operative Marketing in Theory: This chapter introduces the concept of the marketing mix and examines product policy as a crucial element within this framework. It explores the various aspects of product policy, including product levels, analysis methods, and brand policy.
- Product Policy of Puma: This chapter presents a case study of Puma's product policy as applied to their football shoes. It analyzes the product life cycles of several key models, including the Shudoh, the V-Series, the King XL, and the V1.08 X-ray. It also conducts a product portfolio analysis using the BCG-Matrix to evaluate the positioning of these models.
Keywords
This paper centers around operative marketing, product policy, and brand strategy as applied to the context of Puma Football. It examines specific product life cycles and product portfolio analysis, utilizing concepts such as the BCG-Matrix. Additionally, key themes include Puma's sports lifestyle positioning, its marketing mix instruments, and its unique selling proposition within the competitive sportswear market.
- Arbeit zitieren
- Diplom-Pädagoge Sean Miller (Autor:in), 2010, Operatives Marketing von Puma Fußball, München, GRIN Verlag, https://www.grin.com/document/162799
