Marketing And The Media Puma
Content
1. Executive Summary ----------------------------------------------------------------------- P4
2. Introduction ---------------------------------------------------------------------------------- P4
3. Situation Analysis ------------------------------------------------------------------------- P5
3.1 Company Analysis ------------------------------------------------------------------ P5
3.1.1 PEST Analysis -------------------------------------------------------------- P5
3.2 Competitor Analysis ---------------------------------------------------------------- P8
3.2.1 Nike --------------------------------------------------------------------------- P8
3.2.2 Adidas ------------------------------------------------------------------------- P8
3.2.3 Mizuno ------------------------------------------------------------------------- P8
3.3 Market Analysis (SWOT) ---------------------------------------------------------- P9
3.3.1 Strengths of Puma’s market --------------------------------------------- P9
3.3.2 Weaknesses of Puma’s market ----------------------------------------- P10
3.3.3 Opportunities of Puma’s market ---------------------------------------- P10
3.3.4 Threats of Puma’s market ------------------------------------------------ P10
3.4 Product Analysis -------------------------------------------------------------------- P10
4. Integrated Marketing Communications (IMC) Plan ---------------------------- P11
4.1 Target Audience --------------------------------------------------------------------- P11
4.2 Puma’s Objectives ------------------------------------------------------------------ P12
4.3 Marketing Objective ---------------------------------------------------------------- P12
4.4 Strategies and Programs ---------------------------------------------------------- P13
4.4.1 Event Planning -------------------------------------------------------------- P13
4.4.2 Endorsement ---------------------------------------------------------------- P15
4.4.3
1. Executive Summary ----------------------------------------------------------------------- P4
2. Introduction ---------------------------------------------------------------------------------- P4
3. Situation Analysis ------------------------------------------------------------------------- P5
3.1 Company Analysis ------------------------------------------------------------------ P5
3.1.1 PEST Analysis -------------------------------------------------------------- P5
3.2 Competitor Analysis ---------------------------------------------------------------- P8
3.2.1 Nike --------------------------------------------------------------------------- P8
3.2.2 Adidas ------------------------------------------------------------------------- P8
3.2.3 Mizuno ------------------------------------------------------------------------- P8
3.3 Market Analysis (SWOT) ---------------------------------------------------------- P9
3.3.1 Strengths of Puma’s market --------------------------------------------- P9
3.3.2 Weaknesses of Puma’s market ----------------------------------------- P10
3.3.3 Opportunities of Puma’s market ---------------------------------------- P10
3.3.4 Threats of Puma’s market ------------------------------------------------ P10
3.4 Product Analysis -------------------------------------------------------------------- P10
4. Integrated Marketing Communications (IMC) Plan ---------------------------- P11
4.1 Target Audience --------------------------------------------------------------------- P11
4.2 Puma’s Objectives ------------------------------------------------------------------ P12
4.3 Marketing Objective ---------------------------------------------------------------- P12
4.4 Strategies and Programs ---------------------------------------------------------- P13
4.4.1 Event Planning -------------------------------------------------------------- P13
4.4.2 Endorsement ---------------------------------------------------------------- P15
4.4.3
References: 2. Introduction Puma is a one of the famous and multinational global sports brand companies in the world, which designing, developing, selling and marketing footwear, apparel and accessories (Puma Annual Report, 2012) (Annual Report on the Consumer Price Index, 2012) According to the above table, it was present that the CPI compared with preceding same period was increasing 3.2.2 Adidas The slogan of Adidas in 2013 was “And everything we do, we do the love of sport.” (Adidas Group Annual Report, 2013) Adidas was innovated the pattern possess solely such as NITROCHARGE, PREDATOR, ADIZERO F50 and 11PRO