Puma's long term brand mission is "Sports Lifestyle". They aim to target children under 5, females under 25, and athletic communities like golfers, runners, and soccer players. Their key performance indicators include sales and social media engagement. Their big idea is "Fashion Works Out" - that athletes care about fashion and the two can work together. Their marketing plan focuses on Instagram, mobile apps, national TV, magazines, and search engine marketing over a yearlong campaign with the goal of a 15% adoption rate in their target audiences.

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
Link: PUMA Fashion Collection
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
Adoption Rate: Generate the adoption by 15% of
all the male U.S. runners, golfers and soccer
players age 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!"