This document outlines Puma's digital marketing strategy to increase brand awareness and sales among their target 16-25 year old demographic by 20% through social media campaigns, internet marketing, search engine optimization, and a new mobile app to showcase their fashion-forward products and unique styles for both athletic and everyday wear. The strategy's goals are to drive more traffic to Puma's website, gain new loyal customers, and spread awareness of Puma's style through social sharing contests and positive customer feedback.

1. PUMA
Amanda Taylor’s Full Digital Strategy

2. ABOUT
• One of the world’s leading sports
companies (Puma.com)
• Sells footwear, apparel, accessories
• Sports AND fashion
• Look good, feel good, perform better

3. Target Audience
• Our Focus: Young Adults
• Specifically: Ages 16-25
• Both male and female
• Loyal customers and new
customers

4. • Not enough people are informed
BIG IDEA about Puma’s unique style that looks
just as good OFF the field.
• What’s the BIG idea?
• It’s time that people know that Puma
has clothes, shoes, and accessories for
every unique style! It’s not all just about
sports anymore… it’s about fashion too!
• How are we going to do this?
• Create brand awareness!
• Social Media
• Internet Marketing
• Specifically…
• Host Contests
• Have Puma customers share
pictures of themselves in their
Puma gear for others to see! Free
Puma products will be given out
daily to those rocking the style and
coming up with unique looks!

5.  Our Goal:
 Increase Sales
○ At least 20%
 20% more traffic on website
 Find more loyal customers
○ More followers
 Spread Awareness
 Gather Customer Feedback
○ Positive Comments
Key Performance
Indicators

6. Social Media
• Our plan is to use Social Media
to spread the word, drive our
customer base, and gain popularity.
• Social Media websites that will be used:
• Facebook
• Twitter
• Instagram
• Pinterest
• Will help promote products while providing
information on special promotions

7. Internet
Marketing
• Why use Internet Marketing?
• Number of Internet Users worldwide: 2.4 billion (Royal Pingdom)
• Young adults use the Internet religiously
• What are Puma customers searching and seeking?
• Key word examples:
• “Puma shoes”, “sneakers”, “Puma”
• Google Adwords
• How many clicks?
• Search Engine Optimization
• If Puma is one of the top sports lifestyle companies, they should
be the top results when specific words are searched for!

8. Mobile Strategy
 According to The Business Journal, “More
businesses [are] exploring the reach and
power of mobile devices”
 Applications on Smartphones
 New Puma Application
 New Arrivals
 Sale Items
 Shopping Guide
 Diet & Workout Tracker
 “Puma Quiz”
 Application will help to fit personal unique
styles.

9. • Puma’s annual income
• Approx. 3 billion
• 10% used for marketing
• Approx. 300 million
• Used for:
• Social Media upkeep
• Internet Marketing
• Online Advertising
• Puma Application
• Design
• Adding new features
• Employees and Team
• Digital Strategy
• Will assure nothing short of
the best!
Budget

10. Thank You
• What does Puma have to
offer?
• Style
• Affordable
• Unique
• What will this Digital
Strategy do for them?
• Build Recognition
• Receive more loyal
customers
• Ideas to help capture
young adults around the
world