Post on 08-Apr-2018
transcript
8/7/2019 PUMA Promotion Plan Final
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PUMA
Qian ChenJosh Mattes
Neha ParekhJessica Patel
Ray RigaTracey Ziober
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Agenda
Strategies and Objectives
Financial Overview
Annual Promotion Plan
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Positioning Strategy
PUMA is a high quality athletic brand that makes afashion statement
Target Market Price Point ProductExample
1. Youth in urban markets who want toexpress individuality and make afashion statement
2. Athletes across multiple sports whowant to make a fashion statement
3. Young professionals who want tosignal wealth and status while makinga fashion statement
< $100
$200 +
$100 - $200
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Designer Product Lines
Christy Turlington
Yasuhiro Mihara
Neil Barrett Alexander McQueen
Jil Sander
http://www.todoslosprecios.com/moda-y-belleza/go.php?id=3002717&nom=Botas+-+PUMA-JIL+SANDERhttp://www.style.com/images/shopping/itemoftheweek/012806/main.jpg8/7/2019 PUMA Promotion Plan Final
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Distribution Strategy
Freestanding Retail Stores
31 in 18 states
Mall and street locations
Wholesale Trading Partners
Foot Locker, Foot Action
Nordstrom, Neiman Marcus, Macys
Paragon, other sporting goods stores
e-commerce
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Financial Overview
U.S. sales = 620.2M dollars, +31% vs. 2005
2006 % of change
(m euro) sales vs. PY
Sales 2,369.2 33.3%
Footwear 1,420.0 59.9% 20.9%
Apparel 795.4 33.6% 67.8% Accessories 153.8 6.5% 19.6%
SG&A 831.8 35.1% 47.6%
of which mktg and retail 419.6 17.7% 54.3%
Earnings before taxes 374.0 15.8% -7.4%
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Business Objectives
Sales growth of 10% while maintainingstrong margins
Continue to invest in product innovation
across categories and markets Expand retail operations
Provide unique brand experience
Speed to market Gain product development and marketing
expertise by being closer to consumer
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Marketing Objectives
Raise profile of PUMA brand
Continue designer collaboration approach
Communicate through all touch points
Drive traffic to PUMA stores
Increase loyalty and repeat purchase
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Promotion Objectives
Further penetrate extreme sports market
Create buzz and awareness in young,urban, hip market
Increase relevance to fashion-consciousconsumers
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Budget Allocation
lifestyle
related
60%
sports
related
35%
Other
5%
Sports-related activitiesMaintain and developPUMAs brandassociations with sports
Lifestyle-related activitiesEnact strategy to move tomore upscale customers
Other activitiesGenerate positive PR andlow-cost buzz
Annual US marketing budget is $110M
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Sports Sponsorship
Leverage existing player sponsorships
Focus on niche and extreme sports
http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-00233http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-00233http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-00233http://www.kqzyfj.com/click-1106298-10273851?url=http%3A%2F%2Fwww.webclothes.com%2Fchildren%2Fcjpo.asp%3Fp%3Dga-002338/7/2019 PUMA Promotion Plan Final
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Lifestyle
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Lifestyle: Associate with Upcoming Musicians
http://2007.sxsw.com/8/7/2019 PUMA Promotion Plan Final
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Lifestyle: The PUMA VIP Card
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Lifestyle: Fashion Week
VIP Contest: two all-access passes to FashionWeek
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Cause-Related: The Florida Panther
Donate a portion ofprofits to Friends ofthe Florida Panther
Refuge
Work with PantherPosse student
groups
Tie-in with MiamiFashion Week &
WMC
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Buzz Marketing
The Adventures of PUMA
Consumer-generated content:Short documentaries from the ground levelTravel/lifestyle focus
Contest:
Winning content will be aired on TV and consumer will win a trip
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Giant PUMAs
Giant sneakers affixed to sides of landmarkskyscrapers
Executed in key cities simultaneously
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Calendar
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Q&A
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Competitive Positioning
NIKE PremiumPerformance BrandJust Do It
ADIDAS ForeverSport
Impossible is Nothing
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Who and What
Sports: Who: fans of niche sports who are fashion
conscious What: buy the puma products for the sports they
like and express their love for the sports throughwearing them
Lifestyle:
Who: young, hip, trendy, urban What: buy, wear and talk about their PUMA gear
as a personal statement