This document outlines Puma's sports lifestyle branding strategy. It identifies key target audiences including children, women, and athletes. It discusses using Instagram to boost the brand and creating accounts for specific sports. The strategy's big idea is "Fashion Works Out". It allocates a $20M budget across mobile apps, TV, magazines, and search engine marketing. The goal is to generate 15% adoption of targeted products among target audiences through the year-long campaign.

1. Sports Lifestyle
Go Takei

2. Target Audience
Long-Term Brand Mission: “Sports Lifestyle”
- Fashionable design on each product
Three Types of Target Audiences
1. Children under 5
2. Females under 25
3. Athletic Community: Golfers, Runners and
Soccer players

3. KPI (Key Performance
Indicators)
Analyzed based on:
1. The number of the target customers that
bought the Puma's products
2. The number of viewers and likers on Puma's
social media sites (Facebook, Twitter,
Pinterest)
3. The frequency of the audience's product search
(Product descriptions and details, customer
reviews on online apparel sites)

4. PUMA's BIG Idea
Key Message: “Fashion Works Out”

Athletes also care about fashion

Fashion and Sports can work together
People who wish to look good while engaging in
fitness activities are everywhere

5. Tools & Tactics
Use of Instagram to boost PUMA's brand presence

Considering:
1. Their lack of its visual presence on the Internet
2. Their bigger competitor such as Nike that has
been successfully delivering its visual messages
as a marketing tactic

Through:
1. Creating more accounts (for each sector)

PUMA Golf, Running, and Football

PUMA Kids and Women

PUMA Social: Features the “After Hours”
athletes

6. Budgets
The Duration of the Campaign: Entirely of a year
with concentration during running, golf and
soccer seasons in Spring and Summer months
The Projected Frequency of the Campaign:
Between 4-5 impressions per target audience
Adaption Rate: Generate the adoption by 15% of
all the male U.S. runners, golfers and soccer
players ages 15-35, as well as kids under 5 and
women under 25 all combined by the time the
campaign ends in October

7. Budgets
$20 million total through a year

Mobile Applications: $5,400,000 (27%)

Cable – National TV: $7,000,000 (35%)

AAPR Magazine: $600,000 (3%)

Search Engine Marketing: $7,000,000 (35%)
Aim & Tactics:

Aim: To build awareness of the Puma brands and
its targeted products through several marketing
tactics

8. Budgets

Five Marketing Tactics:
1. Mobile Marketing (distribution of the advertisements
of its mobile applications to the non-professional
athletes selected)
2. Search Engine Marketing (making banner ads
through Google AdWords)
3. AARP Magazine Ads
4. National TV Spots: Using the target athletes such
as Tiger Woods and Ricky Fowler

9. Budget
5. Quarterly Press Releases
1st Qtr: Pre-Announcement of the products

Along with the 15 Second TV Commercial Ad
(ScreenPlay: More information to be prevailed
afterwords)
2nd Qtr: Newcomer advertising

Introduction of the targeted products (Implementation
of an Mobile Application and the Magazine Ads)
3rd Qtr: Announcement of Sales discounts

An announcement of the products on sale (Google
AdWords after researching on the most searched
keywords regarding the targeted products)
4th Qtr: Announcement of our achievements

In Promotion and Sales of the products

10. Summary
Important to target the audience that care about
both sports and fashion

Kids & Women might prefer colors in their outfits ;
Young males might like simple products
Use of effective Marketing & Analytical tools

Instagram, Online Apparel sites
Budget Allocation

Google AdWords, Mobile Apps, TV – Considering the
trends
Adoption Rate

By the end of the campaign, a quarter of the targeted
populations all combined will adopt the targeted
products and my BIG idea: "Fashion works out!"