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
1. Introduction
2. Puma´s Corporate and Brand Strategy
3. Operative Marketing in Theory
3.1 Product Policy within the Marketing Mix
3.2 Analysis Methods
4. Product Policy of Puma
4.1 Product Life Cycle of Puma Football Shoes
4.2 Product Portfolio Analysis of Puma Football Shoes
5. Conclusion
Objectives and Topics of the Assignment
This assignment aims to analyze the operative marketing strategies of Puma Football, specifically focusing on product policy and its application within the sportswear market. The study examines how Puma balances its brand identity as a sports lifestyle company with the functional requirements of performance football gear, utilizing theoretical marketing frameworks to evaluate product success.
- Theoretical foundation of product policy within the marketing mix.
- Application of product life cycle models to specific Puma football shoe lines.
- Portfolio analysis of Puma football products using the BCG matrix approach.
- Evaluation of Puma's competitive positioning against industry leaders like Nike and Adidas.
- Assessment of the impact of marketing campaigns and global events on product performance.
Excerpt from the Book
3.2 Analysis Methods
A broad series of analysis measures serve as foundation for product-policy decisions. Overall it´s important to gain data about the sales- and customer structure, contribution margin and the profitability and productivity figure.
One famous method is the product lifecycle which underlines the philosophy that each product spends time to develop itself on the market, stay at the top, descend and finally vanish. In the first phase (introduction) the product is introduced on the market and joined by the highest marketing investments (during the cycle) to establish it. In this phase it´s difficult to generate profits, because of the high investments.
In the second phase (growth) the product crosses the break-even point and becomes know by a larger number of costumers. Imitators start to enter the market and try to participate at the market expansion. In order that the product remains desirable product development is an important measure. The stage is also characterized by sustained marketing activities.
The maturity phase is characterized by an absolute sales growth. But, at the same time growth rates are declining and competition is getting more intense, which is the result of high investments of competitors as well as the entry of new competitors. Especially, in this phase price reductions can boost costumer demands.
In the declining phase net earnings begin to decrease and several measures of the marketing mix are implemented to delay the downfall. Finally, the product generates losses and is taken from the market.
Summary of Chapters
1. Introduction: This chapter introduces Puma as a sports lifestyle company and outlines the paper's focus on the operative marketing of the Puma Football product line.
2. Puma´s Corporate and Brand Strategy: This section details Puma's strategic objective to combine sports and lifestyle, emphasizing the brand values of being fair, honest, positive, and creative.
3. Operative Marketing in Theory: This chapter provides the theoretical framework for the marketing mix, specifically focusing on product policy and analytical tools like the product life cycle.
4. Product Policy of Puma: This core section applies theoretical models to evaluate the development, life cycles, and market positioning of various Puma football shoe models.
5. Conclusion: The concluding chapter summarizes the findings, noting that despite strong branding and consistent earnings, Puma faces intense competition from industry leaders.
Keywords
Puma Football, Operative Marketing, Product Policy, Product Life Cycle, BCG Matrix, Sports Lifestyle, Marketing Mix, Product Portfolio, Brand Strategy, Market Positioning, Competitive Advantage, Football Shoes, Sales Growth, Consumer Demand, Innovation.
Frequently Asked Questions
What is the primary focus of this assignment?
The assignment focuses on the operative marketing strategies of Puma, with a specific case study on how they manage the product policy for their football shoe line.
What are the central thematic fields covered?
The work covers corporate and brand strategy, the theoretical aspects of the marketing mix, and specific analytical tools for product management.
What is the main research objective?
The objective is to explain product policy theory and apply it to analyze Puma football products regarding their life cycles and portfolio standing.
Which scientific methods are employed?
The paper utilizes the Product Life Cycle model and the Boston Consulting Group (BCG) Portfolio Matrix to assess product performance.
What topics are discussed in the main body?
The main body examines the marketing mix, the specific product history of shoes like the "Shudoh," "V-Series," and "King XL," and the strategic implications of these product launches.
Which keywords best characterize this work?
Key terms include Puma Football, Product Policy, BCG Matrix, Sports Lifestyle, and Market Positioning.
How does Puma's brand strategy differentiate it from competitors?
Puma positions itself as a "sports lifestyle" brand rather than just a sportswear provider, focusing on joy, fashion, and cultural relevance alongside technical performance.
What conclusion does the author reach regarding the "Shudoh" shoe?
The "Shudoh," launched in 2001, is classified as a "dog" in the BCG matrix because it maintained a low market share and low growth, despite remaining on the market for a long time.
Why does the author consider the launch of two football shoes in 2008 to be questionable?
The author argues that launching both the V1.08 X-ray and the King XL simultaneously led to high investment costs and internal competition, making it difficult to achieve high net earnings in a competitive market.
What is the significance of the "V-Series" in Puma's history?
The V-Series is described as a highly successful line that benefited from strong advertising during the African Cup of Nations and set a new standard for Puma's product upgrades.
- Citar trabajo
- Diplom-Pädagoge Sean Miller (Autor), 2010, Operatives Marketing von Puma Fußball, Múnich, GRIN Verlag, https://www.grin.com/document/162799
