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.
Table of Contents
- 1. Introduction
- 2. Industry-Level Analysis
- 2.1 Competitive Environment
- 2.2 Key Trends
- 2.3 Product Portfolios
- 2.4 Main characteristics of marketing communication programmes
- 2.5 Important trends affecting current and future IMC programmes
- 2.6 Conclusion
- 3. Puma's current marketing communications programme
- 3.1 Introduction
- 3.2 Principal Approach
- 3.3 Key programme characteristics
- 3.3.1 Target audience profile
- 3.3.2 Strategic Positioning
- 3.3.3 Communication objectives
- 3.3.5 Media/ Communication Channel
- 3.3.6 Campaign Evaluation
- 3.3.7 Future recommendations for future campaigns
Objectives and Key Themes
This essay aims to analyze Puma's integrated marketing communications program within the broader context of the sportswear industry. It begins with an overview of the competitive landscape, key trends, and prevalent marketing strategies in the sportswear sector. Subsequently, it delves into a detailed examination of Puma's specific marketing communications approach, including its target audience, strategic positioning, communication objectives, media channels, and campaign evaluation.
- Competitive dynamics within the global sportswear market
- Evolution and current trends in sportswear marketing and consumer behavior
- Analysis of Puma's integrated marketing communication (IMC) strategy
- The role of new media and digital marketing in the sportswear industry
- Effectiveness and future recommendations for Puma's IMC program
Chapter Summaries
1. Introduction: This introductory chapter sets the stage by establishing the transformation of the sportswear industry from purely functional apparel to a significant component of modern culture, fashion, and competitive sports. It highlights the prominent brands like Adidas, Nike, Reebok, and Puma, and briefly outlines the essay's structure, focusing on an analysis of the broader industry and a deep dive into Puma's integrated marketing communications (IMC) strategy.
2. Industry-Level Analysis: This chapter provides a comprehensive overview of the sportswear industry. It discusses the highly competitive global market dominated by a few major players, with Nike leading and Adidas closely following, particularly in Europe. The chapter highlights the shift from purely functional sportswear to its inclusion in mainstream fashion, resulting in increased competition from traditional clothing manufacturers. It also examines key trends like increased consumer interest in fitness, despite rising obesity rates, the resurgence of retro styles, the integration of technology in sportswear, and the growing importance of women's sportswear market. The chapter concludes by describing product portfolio strategies, including sub-brands targeting niche markets, collaborations with fashion designers and technology companies, and the increasing emphasis on product customization.
2.4 Main characteristics of marketing communication programmes: This section details the common marketing communication strategies employed by major sportswear brands. It emphasizes the crucial role of advertising across various media (television, print, billboards, internet) in building brand awareness and image. The importance of sponsorship and endorsements to create brand loyalty and cultivate favorable associations with popular figures and events is highlighted. Public relations, direct response advertising (catalogues and online shops), product placement, and trade promotions are also mentioned as key components of the overall marketing mix. The cyclical nature of advertising spending, often tied to sponsored events, is also addressed.
2.5 Important trends affecting current and future IMC programmes: This section focuses on emerging trends in integrated marketing communications (IMC) within the sportswear industry, emphasizing the growing importance of new media and the internet. The shift towards online marketing campaigns, including banners, email marketing, and leveraging website links, is highlighted. The chapter specifically discusses viral marketing as a means to reach target audiences with high social networking potential, as well as the use of social media platforms to engage consumers directly.
Keywords
Sportswear industry, integrated marketing communications (IMC), Puma, brand building, competitive analysis, market trends, consumer behavior, advertising, sponsorship, endorsements, new media, digital marketing, viral marketing, social media, product customization, strategic positioning, target audience.
Puma's Integrated Marketing Communications: FAQ
What is the purpose of this document?
This document provides a comprehensive preview of an essay analyzing Puma's integrated marketing communications (IMC) program within the context of the sportswear industry. It includes a table of contents, objectives and key themes, chapter summaries, and keywords.
What topics are covered in the industry-level analysis?
The industry-level analysis covers the competitive environment of the global sportswear market, key trends (such as the shift from purely functional sportswear to fashion, the increasing importance of women's sportswear, and the integration of technology), product portfolio strategies (including sub-brands and collaborations), and the main characteristics of marketing communication programs within the industry.
What are the main characteristics of marketing communication programs in the sportswear industry?
Major sportswear brands use a mix of advertising (television, print, internet), sponsorship and endorsements, public relations, direct response advertising, product placement, and trade promotions. Advertising spending often follows a cyclical pattern tied to sponsored events.
What are the important trends affecting current and future IMC programs?
The increasing importance of new media and the internet is a key trend. This includes online marketing campaigns (banners, email marketing, website links), viral marketing, and the use of social media platforms for direct consumer engagement.
What aspects of Puma's marketing communications program are analyzed?
The analysis delves into Puma's target audience, strategic positioning, communication objectives, media channels used, campaign evaluation, and provides future recommendations for their IMC program.
What are the key themes explored in the essay?
Key themes include competitive dynamics in the global sportswear market, trends in sportswear marketing and consumer behavior, Puma's IMC strategy, the role of new media and digital marketing, and the effectiveness and future recommendations for Puma's IMC program.
What is the overall structure of the essay?
The essay begins with an introduction setting the context of the sportswear industry's transformation. It then moves to an industry-level analysis before focusing on a detailed examination of Puma's specific marketing communications approach.
What are the keywords associated with this analysis?
Keywords include: Sportswear industry, integrated marketing communications (IMC), Puma, brand building, competitive analysis, market trends, consumer behavior, advertising, sponsorship, endorsements, new media, digital marketing, viral marketing, social media, product customization, strategic positioning, and target audience.
Who is the target audience of this document?
This document is intended for academic use, supporting the analysis of themes in a structured and professional manner.
- Quote paper
- Daniel Hischer (Author), 2008, Analysis of Puma's current Marketing Communications Programme, Munich, GRIN Verlag, https://www.grin.com/document/93499
