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Advertising 3201: Final Puma Powerpoint
 

Advertising 3201: Final Puma Powerpoint

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This was a group presentation on a different way to brand and market Puma shoes. We chose to put an emphasis on social media and create an online community based upon the versatile construction of ...

This was a group presentation on a different way to brand and market Puma shoes. We chose to put an emphasis on social media and create an online community based upon the versatile construction of Puma\'s line of sneakers.

I was put in charge of making the mock-up website as well as formulating the budget and creating the advertising materials.

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    Advertising 3201: Final Puma Powerpoint Advertising 3201: Final Puma Powerpoint Presentation Transcript

    • Jour 3201
      Principals of Advertising
      Creative Marketing Campaign:
      PUMA
      Contributors:
      Tyler Dow Samantha Steinbring Heidi Hedkfd Kristin Bennet
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Overview
      • History
      • Market Analysis
      • Competitors
      • Objectives
      • Budget
      • Positioning & Strategy
      • Advertisement Examples
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Brief History of Puma
      • Created by AdiDassler & Rudolph Dassler in 1924
      • Created the first “Cleat”
      • 1954 German soccer team wins while wearing the Super Atom
      • 1954100 meter world record was won wearing Puma shoes
      • Puma launches advertising campaign to celebrate
      • 1958 Puma introduces logo and form stripe
      • 1997 to 2001 Puma begins partnership with NFL & Ferrari
      • 2009 Usain Bolt shatters 100m & 200m WR wearing Puma shoes
      • PUMA now distributes its products in more than 80 countries
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Market Analysis
      • Market experienced slow growth from 2002-2007, but is increasing steadily
      • Fusion of fashion and performance
      • Young consumers most important segment (ages 18-24)
      • Less brand switching among older demographics
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Nike
      • Very Serious
      • Professional Driven
      • Performance oriented
      • Geared towards athletes
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Adidas
      • Athlete Focused
      • Not necessarily professionals
      • Motivational and Inspirational
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Under Armour
      • Very competitive
      • Only Athlete Focused
      • Very Expensive
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Skechers
      • Fashion Oriented
      • Focused on teenage women
      • Value style over performance
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Campaign Objectives
      • Market shoes as versatile
      • Retain brand loyalty
      • Turn one time consumers into loyal users
      • Invent an interactive online community
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      -Online saves money -Sponsorship gathers more retention
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Positioning Strategy
      • Our shoes are multi faceted
      • Cost efficient for today’s economy
      • Consumer oriented website
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Message Strategy
      • Won’t use professional athletes
      • Puma: As versatile as you are
      • “What do you do in your shoes?”
      • Puma.com/community
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Advertisement Examples
      • Banner Ads
      • Puma.com/community
      • Video Ads
      • Television Sponsorship
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Advertisement Examples
      • Banner Ads
      • Puma.com/community
      • Video Ads
      • Television Sponsorship
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Evaluation
      • Post Purchase Surveys
      • Focus groups for commercials
      • Past and present sales comparisons
      • Social network statistics
    • History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution
      Questions