Jour 3201Principals of Advertising

Creative Marketing Campaign:

PUMAContributors:

Tyler Dow Samantha Steinbring Heidi Hedkfd Kristin Bennet

Overview- History- Market Analysis- Competitors- Objectives- Budget- Positioning & Strategy- Advertisement Examples

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Brief History of Puma• Created by Adi Dassler & Rudolph Dassler in 1924

• Created the first “Cleat”• 1954 German soccer team wins while wearing the Super

Atom

• 1954 100 meter world record was won wearing Puma shoes

• Puma launches advertising campaign to celebrate

• 1958 Puma introduces logo and form stripe• 1997 to 2001 Puma begins partnership with NFL &

Ferrari• 2009 Usain Bolt shatters 100m & 200m WR wearing

Puma shoes• PUMA now distributes its products in more than 80

countries

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Market Analysis

• Market experienced slow growth from 2002-2007, but is increasing steadily

• Fusion of fashion and performance

• Young consumers most important segment (ages 18-24)

• Less brand switching among older demographics

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Nike• Very Serious• Professional Driven• Performance oriented• Geared towards athletes

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Adidas• Athlete Focused• Not necessarily professionals• Motivational and Inspirational

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Under Armour• Very competitive• Only Athlete Focused• Very Expensive

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Skechers• Fashion Oriented• Focused on teenage women• Value style over performance

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Campaign Objectives

• Market shoes as versatile

• Retain brand loyalty

• Turn one time consumers into loyal users

• Invent an interactive online community

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Vehicles Frequency Time Frame

Production Costs

Placement Costs

Ancillary Costs

Other costs

Total Impressio

nsTotal Cost

Banner Ads- Dick’s

Sporting…- Sports

Authority- Runner’s

World

300,000 impressions per month

June 1st to Oct. 1st

$700 x 3 different

ads

$20 CPM per site

$ 3,000 ad retention research

- 3.6 million $27,000

Video Ads- Break.com- Hulu.com

- Revver.com

100,000 impressions per month

June 1st to Oct. 1st

$250,000 for reusable

ad

$35 CPM per site

$ 3,500 ad retention research

- 1.2 million $45,500

Television Sponsorshi

p-The

Biggest Loser

1 season9/14 to

12/8 N/A $3.4 million$ 8,000 ad retention research

$4,000 for contestant

apparel

112.96 million $3.4 million

Television Sponsorshi

p- Man vs.

Wild

1 Season8/6 to2/23 N/A $1.3 million

$ 6,400 ad retention research

$2,000 for host

apparel 64.3 million $1.3 million

Totals: 182 Million

$4,772,500

-Online saves money -Sponsorship gathers more retention

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Positioning Strategy

• Our shoes are multi faceted

• Cost efficient for today’s economy

• Consumer oriented website

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Message Strategy

• Won’t use professional athletes

• Puma: As versatile as you are

• “What do you do in your shoes?”

• Puma.com/community

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Advertisement Examples

- Banner Ads

- Puma.com/community

- Video Ads

- Television Sponsorship

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Advertisement Examples

- Banner Ads

- Puma.com/community

- Video Ads

- Television Sponsorship

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Evaluation

• Post Purchase Surveys

• Focus groups for commercials

• Past and present sales comparisons

• Social network statistics

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution

Questions

History > Market Analysis > Competitors > Objectives > Budget > Strategy > Execution