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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 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

  1. 1.
  2. 2. Jour 3201<br />Principals of Advertising<br />Creative Marketing Campaign:<br />PUMA<br />Contributors:<br />Tyler Dow Samantha Steinbring Heidi Hedkfd Kristin Bennet<br />
  3. 3. History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Overview<br /><ul><li> History
  4. 4. Market Analysis
  5. 5. Competitors
  6. 6. Objectives
  7. 7. Budget
  8. 8. Positioning & Strategy
  9. 9. Advertisement Examples</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Brief History of Puma<br /><ul><li> Created by AdiDassler & Rudolph Dassler in 1924
  10. 10. Created the first “Cleat”
  11. 11. 1954 German soccer team wins while wearing the Super Atom
  12. 12. 1954100 meter world record was won wearing Puma shoes
  13. 13. Puma launches advertising campaign to celebrate
  14. 14. 1958 Puma introduces logo and form stripe
  15. 15. 1997 to 2001 Puma begins partnership with NFL & Ferrari
  16. 16. 2009 Usain Bolt shatters 100m & 200m WR wearing Puma shoes
  17. 17. PUMA now distributes its products in more than 80 countries</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Market Analysis<br /><ul><li>Market experienced slow growth from 2002-2007, but is increasing steadily
  18. 18. Fusion of fashion and performance
  19. 19. Young consumers most important segment (ages 18-24)
  20. 20. Less brand switching among older demographics</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Nike<br /><ul><li> Very Serious
  21. 21. Professional Driven
  22. 22. Performance oriented
  23. 23. Geared towards athletes</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Adidas<br /><ul><li> Athlete Focused
  24. 24. Not necessarily professionals
  25. 25. Motivational and Inspirational</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Under Armour<br /><ul><li>Very competitive
  26. 26. Only Athlete Focused
  27. 27. Very Expensive</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Skechers<br /><ul><li> Fashion Oriented
  28. 28. Focused on teenage women
  29. 29. Value style over performance</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Campaign Objectives<br /><ul><li> Market shoes as versatile
  30. 30. Retain brand loyalty
  31. 31. Turn one time consumers into loyal users
  32. 32. Invent an interactive online community</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />-Online saves money -Sponsorship gathers more retention <br />
  33. 33. History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Positioning Strategy<br /><ul><li> Our shoes are multi faceted
  34. 34. Cost efficient for today’s economy
  35. 35. Consumer oriented website </li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Message Strategy<br /><ul><li> Won’t use professional athletes
  36. 36. Puma: As versatile as you are
  37. 37. “What do you do in your shoes?”
  38. 38. Puma.com/community</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Advertisement Examples<br /><ul><li> Banner Ads
  39. 39. Puma.com/community
  40. 40. Video Ads
  41. 41. Television Sponsorship</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />
  42. 42. History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Advertisement Examples<br /><ul><li> Banner Ads
  43. 43. Puma.com/community
  44. 44. Video Ads
  45. 45. Television Sponsorship</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Evaluation<br /><ul><li> Post Purchase Surveys
  46. 46. Focus groups for commercials
  47. 47. Past and present sales comparisons
  48. 48. Social network statistics</li></li></ul><li>History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution<br />Questions<br />

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