Puma Core

Puma Core

Puma's viewpoint on marketing

 (1) A global perspective on market development

As an international brand, Puma adopted the guiding ideology: from a global perspective to look at market development.

To truly implement this strategy, the company'ｓ CEO must set an example first. Puma's CEO and Chairman Jochen Zeitz said in an interview: "As a global CEO, you must have an open mind and well education. You need to use every opportunity to understand the customs of different countries to better expand horizons, to adapt to diverse cultural backgrounds and improve their own practice. Therefore, when the opportunity approaches, you can seize it."

Moreover, Puma integrates the power of around the world to make itself more international. As in different markets, the challenges are also not the same, so Puma will take different strategies to make appropriate adjustment to better adapt to the local situation.

 

At present, Chinese market plays a decisive role in Puma's global market. According to that, Puma has made a specific development goals: the number of the sales branches develops from 700 to 1,200, by 2008 reaches by more than 1600；by 2006 the growth rate reaches by 100%, 50% in 2007, 40% in 2008; to achieve stable international sports top three in Chinese market in three years. Jochen Zeitz said: "We will continue to increase investment in Chinese market in order to seize the rare market opportunity in China."

In fact, China is also under a lot of international counterparts, but often not their own. What's the problem? Jochen Zeitz said: "As for the success of an enterprise, it does not mean its experience will certainly be shared and succeed in other enterprise. In fact, there is no the same international road. If you want to be successful, you still need to spend a lot of time and investment, and have the ability to comprehend."

(2) Various Products and channels

Since1993, Puma has achieved a great development, and it has relocated the concept of his enterprise culture, product development and channel development, which is of great significance.

As for the enterprise culture, Puma regards sport as an attitude towards life, and put the concept "sport of life" into practice, adding sports, leisure and fashion into it. What's more, it inherited a lot of traditional elements. Thus, it forms his enterprise culture based on traditions, sports, science and technology innovation and new design. With the regard of product, Puma adds sports, lifestyle trends and fashion elements into the product series. Currently, in addition to football sporting series, track supplies, weight-lose sporting series and other core product series, Puma has also developed golf series, motorcycle series, swimwear series, sailing series and other new product series. In the product structure, it has formed three categories; they are apparel, shoes, decorations, which respectively account for 59.9%, 33.6%, and 6.5% in Puma's total sales in 2006.

After having a knowledge of Puma's general viewpoint on marketing, you must be curious about the effects of the strategies in detail, next time, I will tell you more.

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