The document outlines Puma's brand positioning and content strategy, emphasizing their 'people first' approach and commitment to sustainability. Social media presence is highlighted, with significant engagement on platforms like Instagram, and e-commerce ratings indicate a mixed customer perception on product comfort. The core message 'forever faster' connects with target audiences, focusing on both performance and style across various sports categories.

1. PUMA
BRAND POSITIONING
LARANA, INC.
Apurba Lahiri
Content Strategist

2. Objective n° 1
GOALS AND OBJECTIVES
Brand content
strategy evaluation
of PUMA
Objective n° 2
Brand positioning
of PUMA
Objective n° 3
Persona analysis
of PUMA

3. SOCIAL MEDIA
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STRATEGY N°1 STATEGY N°2 STRATEGY N°3
It can be observed that the presenceof the Puma brand in social media platforms such as Instagram is considerably large with 13 million followers.
The brand have presently released 3567 posts ranging from contents recognising prominent persona such as Mondo Duplantis achieving 6.24
metres to prominent icons such as Rihana showcasing design of Puma apparels.
Social media platforms such as X are utilised by the brand for the “Forever Faster” online marketing
campaign. This is conducted by the brand through video posts, interactive posts to popularise
#foreverfaster of Puma which the audience can retweet.

4. E-COMMERCE SITE
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STRATEGY N°1 STRATEGY N°2 STRATEGY N°3
Popular e-commerce platforms such as Amazon
showcase an average 3.6 rating out of 5 on Puma
products. While majorityof the customers have
appreciatedthe products with 5 star rating on grounds of
comfort for athletic activity such as running, joggingand
playingbadminton,there are also a significantsegmentof
dissatisfiedcustomers that have classified the product of
the brand as average that lacks the expected comfort
level.

5. CONTENT
The content is to be formulated based on the keywords
search through “puma” AND “sneaker” or “athlete”. This
form of query is made in connection to the search string
database for handling the qualitative data for the brand
campaign. Along with it, Puma shall require the
keywords like ‘everyday wear’ to ‘jump straight’ and the
‘longer runs’ to consider search of the content level for
athletes. The Puma shoes targeting the sports and
athlete-based individuals will also be segmented
based on keywords like ‘fit perfectly’ and ‘played
professionally’.

6. BRAND POSITIONING
 The core brand positioningstatementof Puma is “See the
game like we do- Forever Fast”.
 The brand positions itself by focusing and prioritisingon its
customers with their “People First” approach.
 Puma achieved such a feat through improviseddistribution
quality and product quality
 evolvedsustainabilityapproaches and digitisationof the
brand’s manufacturing and supply chain infrastructure.
Hence, it can be evidentlystated that the brand’s prime customer oriented focus on aspects of
distributionand product quality facilitates in the developmentof a different perception from the
customers.

7. Persona
HIGHLIGHTS
Gender distribution shows a higher segment of males with 58.73% than female
consumers which is 41.27%. In terms of age distribution the age groups of 18 to
24, 25 to 34, and 35 to 44 shows the highest percentage of brand audience
amongst all the present age groups. It can be observed that 29.93% of brand
audiences are between the age group of 25 to 34 years
making it the largest segment.

8. PERSONA
The male audience for the brand typically falls in the age group of
early twenties who are students and have a certain fondness for
outdoor activities. Durabilityand expectations of wear and tear
from sports gears will be present within the segment,thus
connecting Puma on aspects of functionality and design.

9. PERSONA
The female audience segment of the brand is typically in the teenage group
with a liking towards fashion and social media. With a positive and energetic
value towards both comfort and style, this segment requires a combination
of performance, style and social responsibility. This segment is therefore
representative of the reflective and young segment of energetic individuals
present in the Puma community.

10. CONCEPT IN
BUSINESS
The key message of Puma will be “Forever Faster”
throughout the year across every category of
performance such as football, sprint, basketball
and handball.
The holistic message of the brand is reflective of
the emotional and distinctive need for ensuring an
established connection and resonance with the
target customers of the brand.
Arne Freundt intends to interrelate speed as a
superpower with the Puma brand, while
associating with icons such as Mondo Duplantis,
Neymar Junior, Karsten Warholm and Breanna
Stewart.
The brand message intends to motivate its
audience in breaking through their limitations
through speed, achieve their personal best and
become an optimal version of themselves.