Advertising 3201: Final Puma Powerpoint

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


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


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


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


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


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


Campaign Objectives

• Market shoes as versatile

• Retain brand loyalty

• Turn one time consumers into loyal users

• Invent an interactive online community


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


- 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


$2,000 for host

apparel 64.3 million $1.3 million

Totals: 182 Million

$4,772,500

-Online saves money -Sponsorship gathers more retention


Positioning Strategy

• Our shoes are multi faceted

• Cost efficient for today’s economy

• Consumer oriented website


Message Strategy

• Won’t use professional athletes

• Puma: As versatile as you are

• “What do you do in your shoes?”

• Puma.com/community


Advertisement Examples

- Banner Ads

- Puma.com/community

- Video Ads

- Television Sponsorship


http://www.tylerdow.com/wp-content/uploads/2010/01/puma_home.html

Evaluation

• Post Purchase Surveys

• Focus groups for commercials

• Past and present sales comparisons

• Social network statistics


Questions


Advertising 3201: Final Puma Powerpoint

Documents

Transcript of Advertising 3201: Final Puma Powerpoint