Today’s sportswear has undergone a significant transformation from its functional past to an all-embracing concept belonging to modern culture, fashion and competitive sports. The term itself encompasses high functioning performance clothing, footwear and casual leisurewear. Predominantly, the term is understood to include high profile sporting brands such as Adidas, Nike, Reebok and Puma, but many smaller niche brands also fall in this category, such as New Balance Running or Calloway Golf. This essay offers an initial analysis of the wider sportswear industry, its make-up and current trends. Following this a deeper analysis of the integrated marketing communications of Puma is conducted.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Industry-Level Analysis
- Competitive Environment
- Key Trends
- Product Portfolios
- Main characteristics of marketing communication programmes
- Important trends affecting current and future IMC programmes
- Conclusion
- Puma's current marketing communications programme
- Introduction
- Principal Approach
- Key programme characteristics
- Target audience profile
- Strategic Positioning
- Communication objectives
- Media/ Communication Channel
- Campaign Evaluation
- Future recommendations for future campaigns.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay aims to analyze the wider sportswear industry, its makeup, and current trends. Following this, a deeper analysis of Puma’s integrated marketing communications is conducted.
- Competitive landscape of the sportswear industry
- Key trends shaping the sportswear market
- Product portfolio strategies of leading brands
- Characteristics of marketing communication programmes in the sportswear sector
- Emerging trends in integrated marketing communications
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction establishes the evolving nature of the sportswear industry, encompassing performance clothing, footwear, and casual wear. It highlights the dominance of major brands like Adidas, Nike, Reebok, and Puma, while acknowledging the presence of smaller niche players.
The chapter on industry-level analysis delves into the competitive landscape, emphasizing the rivalry between Nike, Puma, and the Adidas Group. It discusses the historical shift from functional to fashion-oriented sportswear, leading to increased competition from traditional fashion producers. The chapter examines key trends, including rising consumer interest in health and fitness, the emergence of ‘retro’ products, and the integration of technology into sportswear. It also analyzes the diverse product portfolios of leading brands, focusing on the convergence of performance and fashion elements.
The chapter on marketing communication programmes highlights the role of advertising, sponsorship, and public relations in building brand awareness and image. It explores the use of various media channels, including television, press, billboards, and the internet, and examines the cyclical pattern of advertising spending coinciding with sponsored events.
Schlüsselwörter (Keywords)
Key terms and concepts include sportswear industry, competitive environment, consumer trends, product portfolios, marketing communication programmes, integrated marketing communications, brand awareness, brand image, advertising, sponsorship, endorsement, public relations, online marketing, viral marketing, social media.
- Quote paper
- Daniel Hischer (Author), 2008, Analysis of Puma's current Marketing Communications Programme, Munich, GRIN Verlag, https://www.grin.com/document/93499
