Marketing and Puma Essay

This report will show the analysis about jaguar merchandising strategy which the 4th footwear producer in the human and excessively giving advice and objective to develop marting strategy. panther and its Situational AnalysisTo manoeuvre node strike, First, cougar must(prenominal) understand its internal and extraneous situation, including the macro-factor, micro-factor, and its accept capabilities. In exhibition to understand the situation, lynx must do jampack analysis and PEST analysis.SWOT analysis catamount give notice impose SWOT analysis to both the business unit take aim, the corporate level and frequently appears in market strategy.StrengthsFirst, it is about cougar grass and its supply* Its picture stands for the quality, the neo-technology and the prestige. * It is very competitive provoker in athletic footwear, subsidiary and appeal market. * It is an international club.* It got acquisition of reputable companies.Second, it is about cougar financ ial power and its produce* Its financial power is very self-colored and the financial growth rapidly. * Its intersection is very diversity and it is winning on creating brand credit en deform. * It has coherent time experience in produce athletic footwear, companion and appeal. Third, its management is marketing oriented, this is pumas advantage in this business, since this is market driven.WeaknessesFirst, cougar is not done much of Promotional Campaigns or advertisement. Second, lynxs value dependent on footwear market hard although it already capture wide-cut range of mutations products which outhouse cause dinero loss when its market sh be erodes. Third, almost of painters profit draw a colossal from selling into its retailers. But retail sector is price in the altogether that offers a very similar experience to the consumer as well as they tend to pass the low price competitive pressure to lynx.OpportunitiesFirst, lynxs products are for both fashion and unfashion customer, playing sport or not, especial the young, so it feign its own opportunities, since it give customer changes to alternate their products. Second, catamount success on build-up a strong brand recognition which is c everywhere both over the world that give it change to clear up to disposable market for high value sports products like World Cup, The Olympics ThreatsFirst, lynxs short-life-cycles product competitive penetration plan foot be it a lot of property and give its marketing and its research and its maturement a heavily pressure. In addition, the serious threat may come from weakening markets. Second, purchasing and selling in contrastive country with different currencies can be threat, because margins and costs are not stable for long periods. Not only panther but any international company must face those issues. Third, price sensitivity is a threat to PUMA, specially when the retail sector becomes competition of price. For standard, there a re many stores with aforementioned(prenominal) goods. The consumer is walking around for bester price in the same product.PEST analysisPUMA can lend oneself PEST analysis to analyze the external macro-environment which it is prompted. Political Factors There are non-homogeneous political factors that are affect to developing process of PUMA, especially to build strong financial to make more than profit, environmental issues is one of those issues. So PUMA should focus on various issues which related to the environment. In order to keep up the developing process, PUMA should consider the international laws and local laws when existence outsourcing from unconnected countries that admit quota and tariffs which is the most critical political factors. Like an separate international company, PUMA is outsourcing its production in Asia collectible to lower ride-cost and taxes. PUMA is selling its products in various start outs of the world. So the political stability is very me asurable because if one of those issues is happen for PUMAs local commencener that can affect overall performance of PUMA.Economic FactorsIn terms of storage exchange, monetary issues and so on, the economic factors, somehow, can be related to the various political factors which could affect the developing process of PUMA. Especially, the economic policies issues in Germany which is play an grave role as well as the economic policies issues of the local partner. Thus, political factors have a great affect to the psychology of the customers. ascribable to different cultures and regulations and human resource aspect, the various employment laws in foreign countries should be considered.Social FactorsThere are various social factors that mogul affect the developing process of PUMA as well as engage or experience of the customers for one service or product. Nowadays, due to higher life-quality, raft is love to playing sport a lot, so it is a big opportunities for PUMA to expand i ts market share. PUMA overly should include some of new sports such as skateboarding, diving and native bike as importance segments in strategy-making Recently, there are more female-customers participates in sport, especially in US, the number of female-student who playing sports at university has change magnitude three time and there are withal more than thirty-three percent of female-students playing sports at high school. For now, female-customers participate in every sport in US. Thus, PUMA should consider the needs of female-customers in fitness shoe.Technological FactorsPUMA should focuses on Research and Development activities by apply latest technologies, in terms of technological factors, especially internet-marketing like, example life-sustaining marketing or so on The maturity of technology is play an important role in terms of development because technology is non-stop develops, so PUMA should consider it. In addition, the global consumer is another important pa rt because PUMA is run its business in various part of the world.PUMA and its Unique Selling PropositionThe Unique Selling Proposition (USP) states successful advertising campaigns made unique propositions to consumers and this convinced them switch to PUMA brands. PUMA is suggested replacing its traditional business plan with its USP because USP can make a great deal to PUMA business model. USP can define PUMA business and business goals in one sentence. According to Rosser Reeves, there are three part of USP definition. 1. Each of PUMAs advertisement must say to its consumer Buy our goods, and you definitely get this specific advantage. fount Make Football Everywhere (PUMA football), By exploitation such advertisement, PUMA try to tell its consumer the realise of buying and using its football shoes, the benefit is its shoes can be use everywhere to playing football, it can be the street, stadium and backyard and it is also new marketing strategy of PUMA. 2. PUMAs offers must be something that other competitor cannot offer. Those offers should be unique. eccentric The Puma design ethos/philosophyPUMA is concoction fashion and sport-lifestyle in a unique way. PUMA always try to model sport in a creative-fashionable way, and when it comes to fashion PUMAs always try to put its sports heritage into fashion-areaOr To PUMA, sport is a living-active-lifestyle, whether its customers are a traveler, an athletic or so fart businessman, this is a various kind of illustration of sport in modern time (Jochen Zeitz, CEO, Puma AG, discusses Pumas design ethos)By doing such campaigns, PUMA is creating their new brand protrude that it is changing its image from product sport shoes to product mixing sport-lifestyle fitness shoes, and it is also new development strategy of PUMA. 3. PUMAs offers must be so powerful as well as those offers can return the mass profit.PUMA have been renewed stipulation with Jamaican-athletic Usain Bolt that allowed PUMA brand to keep-up, f or the risen of 154 percent in one-year net earnings to 202.2 million, year-on-year. (PUMAs profit Bolt, Jamaica Observer)By gaining squander successful contracts, PUMA try to connect their products brand to famous athletics, and it is also new brand endorsement strategy of PUMA. In short, by using USP, PUMA gain opportunities to wider its market share and make more profit, especially, by lifestyle fitness shoes.PUMA and its Segmentation, Targeting and PositioningTo implement marketing strategy, PUMA must define its segmentation, targeting and Positioning.SegmentationSegmentation is related to discover what consumers kinds exist and various needs exist. In the athletic footwear market, for example, the demand of consumers may include performance, safety and speed while others are have-to doe with about fashionable.In general, segmentation show the trust which company cannot be every things to everyone and long-time experiences has illustrate that PUMA that focus on the demands of a host of customers more than another for more profitable. Especially, the fitness-shoes market, which can be segment by gender and age AgeAge can affect the list of buying of consumer.1. Kids (6 to 12) they may like colorful small-sized shoes. 2. Teens (13 to 18) they may like something that modify and impressive. 3. Adult (19 to 36) They may like the serious color, black or blanched color is an example. 4. Middle (37 to 55) They may like the same as prominent desire. 5. Old (55+) They may like the comfortable, safe and stable.GenderThe tendency of buying of consumer also can be affected by gender. Different genders have different demand. 1. Men They like strong style, and also like strong color like black or white. 2. Women They like cute and scented style, and then they may like soft-color like pink, purple, light-green Thus, there are many segments in fitness shoes market which can be consider as Demographic Segmentation that PUMA must assemble the demand of customer abo ut region, population, climate, population growth rate and density. So the lifestyle fitness shoes can be the answer, because this kind of products is wide cover all of that demand.TargetingFirst, PUMA need to find out how well the other competitor served the exist segments. It should be harder to approach to segments which are served as well by more than one competitor, in fitness-shoes, for example NIKE, ADIAS, and KAPPA Second, PUMA need to find out how large the segment is, and how large it grow, in fitness shoes, for example, in US, the number of female-student who playing sports at university and high-schools has rapidly increased. By now, female-customers participate in every sport in US.Third, in order to archive successful, PUMA should use the Differentiation outline on all targeted segments, which included Age and Gender. By using Differentiation Strategy, PUMA could provide to its consumer the unique features of its goods like lifestyle fitness shoes rather than by lowes t price. Because differentiated goods can please the demand of consumers unique needs, PUMA can give premium prices for differentiated goods, for example a partner off of lifestyle fitness-shoes can cost more than 1 million VND in Vietnam, that can be consider as sumptuousness goods.PositioningPUMAs lifestyle fitness-shoes could be positioned following by two important factors Competitor and Consumer. If the positioning is based on consumer, the marketing campaigns and its messages are targeted to the consumer by branding. That can use logo, symbol which make consumer greet PUMA and its products. For example First, the PUMA brand name is touristy in the world and people can recognize its name and logo even if no of PUMAs products is bought by them. Second, the logo is also an important part of branding, itself. The main reason of people that are recognizing PUMA can also recognize its products from this symbol alone. The lifestyle fitness-shoes company PUMA is popular for using a leaping cat (animal) symbol on its product lines. This feature allows consumer to identify PUMAs lifestyle fitness-shoes, even if the PUMAs brand name is not showing.Recognition and LoyaltyFirst, recognition, the main benefit of branding is that customers are remembering PUMAs business. A powerful brand name and logo keep PUMAs image in the mind of its potential consumer. Second, loyalty, if consumer is please with PUMA products, its brand will help to build consumers loyalty. For example, even in the good example of consumer is not aware that PUMA sell a new product, if consumer trusts PUMAs brand, they will trust PUMA with unfamiliar products.Image of Size, Quality, insure and ReliabilityFirst, image of size play an important role when consumer wants to knows that PUMA will still exist in a long time. For example, people often associate the large firms which spend a lot of money on advertising and promotion its currently and new products. Second, image of quality, people see t hat brand can be a part of a product that will help to show its quality and value. If PUMA can process effective branding, then the image of quality in PUMAs business will raise higher over time. However, branding cannot replace high quality.For example, Nike Inc. sport-wear brand was one of the biggest in the sport-wear world market. However, constant bad publicity about the low paid of its labor at Asia cause damage the image of the brand. Third, image of experience and reliability, PUMA business is to be seen as experienced in its products for a long time, it will make PUMA to be seen more reliable than the other firms. For example, in the case of a customer is choosing a new pair of shoe, there are a PUMA one and the other, but if customer trust PUMA experience, they will choose PUMA.Multiple ProductsPUMA is being strong brand now which allows it to link several various product lines together. PUMA can put its brand name on from each one product, it make consumer is willing to buy new product of PUMA. For example, PUMA sells sport-wear, appeal, accessories and etcetera all under the PUMA brand name.