German brand Puma in 1998 and 2003 sales of sports apparel market, the fastest growing brand and profits, growth rate of more than two consecutive six-year figures. Surprisingly, in 2002, Puma advertising expenses in the United States only 3.9 million U.S. dollars, while the same year, Nike's advertising expenditure was 100 million 20 million U.S. dollars, Reebok's expenditure 45.3 million U.S. dollars.
Eighties and nineties of last century, Puma was once on the marketing and sales lagged Nike, Reebok and Adidas and other athletic apparel giant behind. At that time, Puma brand is seen as outdated, department stores have put the Puma shoes cheap container, the Puma 1993, to the brink of bankruptcy.
1994, the only 30-year-old J ochenZeitz was appointed as the company's CEO, who is also the year of the listed companies in Europe's youngest president. From the late 90's, under the leadership of the JochenZeitz, Puma rely on guerrilla marketing tactics to become the world's sportswear market, "the outbreak of type brand." 1993 to 2001, Puma's sales grew nearly twice as much. In 2002 the U.S. sports apparel market was worth 7.8 billion U.S. dollars, while the Puma's sales rose 48% to 100 million 21 million U.S. dollars. Puma has been "brand Week" as 2002's "best marketing brand."
Wells Fargo Securities in New York investment firm managing director John? Shan Lee said: "Puma is the best sportswear brand management brand, its product line designed to be rigorous, rational, market segments and distribution channels in the management has a clear long-term goals. "With good marketing tactics, Puma's stock has been appraised as the most worthwhile investment in the German market shares.
By "attitudes," Consumer segmentation
Most analysts and observers believe that J ochenZeitz as CEO and Chairman of the Board is an important turning point in the Puma company. Prior to this, Puma's marketing program behave, in addition to the little Puma Logo, did not see the brand and Nike, Adidas difference, dealers are the same goods in different sale terminal. Zeitz took office on that: personality is the key to our survival, we need to do consumers most wanted sports lifestyle brand, or we simply can not compete with Nike and other giants. "
At that time, almost all companies used to segment the consumers are the traditional demographic methods, in accordance with the consumer's age, education, income and other criteria to divide. Puma's global director of brand management, Tony? Bote Lun thought: "A 19-year-old Japanese high school students attitudes and brand preference may be a 30-year-old New York with the same black. Thinking, attitudes and lifestyles that affect consumer Puma are the most important factor, is Puma to create a unique brand attitude is the core of our brand marketing. We will 'exercise' is defined as a positive way of life, hope Puma consumers become even 70-year-old grandmother is still this way of life, but also brand loyal customers. "
Puma core market segmentation is to firmly seize the "first attempt by" (Early-Adopter). According to marketing theory, all consumers will be based on their new products, new technology and acceptance to receive the time classified as "innovators" (Innovator), "the first attempt by" (Early-Adopter), who early herd " (EarlyMajority), "late majority who" (Late Majority) and the "laggards" (Lag gard). Among those who first try to "account for about 13.5% of the total, they generally are of a certain market or area of the" opinion leaders ", can help the brand or product recommended to" herd "and" laggards. "
Brand management director Bote Lun said that Puma is not in accordance with the price of the product line to differentiate the brand, but to consider which products are "as the first attempt to design a", which is "to design for the herd of" , as "the first attempt by" a more advanced product design and fashion concept. Products, distribution channels, too, Puma product lines according to different characteristics, so avant-garde design products in a number of fashion shops, some of those mainstream products in the FootLocker stores like sportswear.
J ochen Zeitz said, FootLocker has proposed selling in stores in the Puma's line of products, if the Puma to do so, you can easily make product sales doubled. However, this proposal has been declined Puma, Bote Lun said: "We do not want those who buy Puma coolest products of the guys, to see them doing everything possible to find shoes is filled." Zeitz said: Puma and not spell sales growth and long-term stability and consumers to establish strong links for life is our goal. "
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