Operatives Marketing von Puma Fußball

Table of Contents

I. Table of Figures
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

II. Bibliography

III. Executive Summary

I. Table of Figures

Figure 1: TheCampaign"SOoo Fasf'illustrates Puma'sPlayfulness

Figure 2: Puma is More than Sports - Puma is Lifestyle

Figure 3: Mongolian Shoe BBQ - Design Your Shoes

Figure 4: In 2005 Puma Opened 25 Concept Stores

Figure 5: Product Life Cycle

Figure 6: Boston Consulting Group Matrix

Figure 7: The Newest Model the "V1.10" and the Classic "King XL"´

Figure 8 Product Life Cycle of Selected Puma Football Shoes

Figure 9: BCG-Matrix of Selected Puma Football Shoes

1. Introduction

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

Abbildung in dieser Leseprobe nicht enthalten

Figure 1: The Campaign "SOoo Fast" illustrates Puma's Playfulness1.¹.

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.

2. Puma´s Corporate and Brand Strategy

Following the objective to become the most popular sports lifestyle enterprise, the position of Puma as one of the few, real multi-category-brands shall be strengthened and the potential as a sports lifestyle brand shall be exploited consequently in all categories and regions². As multi-category supplier, Puma is active in categories and business fields that suit its brand positioning, and in which permanent value increases can be achieved for a company. "PUMA is positioned as a sports lifestyle brand that takes pleasure in skillfully combining sports and lifestyle influences and which strives to contribute to a better world´³.

Abbildung in dieser Leseprobe nicht enthalten

Figure 2: Puma is More than Sports - Puma is Lifestyle⁴

Puma´s corporate strategy incorporates four keys to success: fair, honest, positive and creative. In this context the brand shall joyfully mix the influences of sports and lifestyle with the desire to contribute to a better world. "Joy" - as a central viewpoint of Puma's brand philosophy - should be the reason why costumers choose Puma ahead of competitors. For Puma, life and sports mean more than blood, sweat and tears. Rather, joy is what life and sports is about. Therefore Puma wants to remind people what it's like to play the game and to play it with joy. Joy is being the best while having fun doing it - and that's what Puma's fun-infused products and campaigns have in mind⁵.

3. Operative Marketing in Theory

3.1 Product Policy within the Marketing Mix

The target of marketing mix planning is to synchronize all operational instruments in order to achieve a perfect combination to meet the corporate and marketing objectives. It directly aims at the market and is a visible sign of marketing. The origin of the marketing mix lies in McCarth's classic four "P's" (product, price, place, promotion) and designates a combination of marketing policy instruments by a compan⁶. The marketing mix differs between product-, contracting-, distribution- and communication policy.

Product policy covers the levels product, product line and product program. Furthermore, analysis methods, product policy decisions (product innovation, product variation and product elimination), brand policy, packaging and service play an important role. The focus of this chapter is exclusively on general aspects of product policy and analysis methods.

In terms of marketing a product is anything that is available on the market to satisfy needs. It´s possible to distinguish between tangible objects of purchase such as books, clothes or jewelry and intangible goods like financial services, haircut or wellness-massage. Furthermore cities and regions (e.g. New York, Sauerland) are products⁷.

Product Benefit

Generally, the benefit is a very important factor. It is essential for marketing, because lastly the aim is to sell a benefit to the costumers. In this context it´s important to distinguish between the basic and additional benefit of a product. The basic benefit is the satisfaction that a person enjoys as a result of the physical-functional features of a product (e.g. clean teeth because of toothpaste). Today in terms of marketing, it´s fairly difficult to separate yourself from the competition while only promoting basic benefits. Therefore, additional benefits of products play an important role. In the case of toothpaste the additional benefit is the fresh breath.

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¹ Cf. Puma (2005), pp. 56.

² Cf. Puma (2009), p. 18.

³ Puma (2009), p. 18.

⁴ Cf. Puma (2009), p. 62.

⁵ Cf. Puma (2010b), http://about.puma.com/?cat=51&lang=en, 13th of June 2010.

⁶ Cf. Runia/Wahl/Geyer/Thewißen (2005), p. 117.

⁷ Cf. Ibid., pp. 119.