Journal 4-2 SPT 360 - Puma brand positioning PDF

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Puma brand positioning...

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Anthony L. Soly SPT-360 4-2 Journal July 25, 2020

When we think of positioning Puma SE with a focus on brand personality there are many adjectives that come to mind including some of the following. Stylish, looking to target women and a younger hipper crowd, the brand pushing style allows consumers to feel in touch with trends. Performance, we want to ensure our target market also understands whether it is a night on the town or a day in the gym, Puma is the brand for them. Confident, not only in our brand, but we must ensure our consumers are confident in themselves, our brand needs to resonate and promote that confidence. Athletic, we want our target market to remember we are an active wear company and that wearing our products can promote athleticism. Passionate, in everything we make but also everything our target market does, we want the target market to have that connection with us because we are passionate about them and their lives. Colorful, our brand is not only colorful and vibrant to the eye, but we must show how it makes our consumer colorful and vibrant in a crowd, how they stand out by wearing our products.

We must ensure our brand positioning statement speaks to our target audience on a relatable level. Puma is a stylish, fashion trendy active-wear and shoe company that promotes peak performance and overall confidence weather you are in the gym or in the public eye for a night on the town. Our colorful designs allow you to be a trendsetter wherever you may go.

Hello ladies and gentlemen, we are here to discuss how to position Puma for continued growth and market success. I believe there is substantial area for growth in the women’s age 1832 demographic which I also believe will drive sales from their male counterparts. Puma is positioned as “The Fastest Sport Brand in the World” however we have noticed Puma is also perfectly positioned to be the lifestyle brand for those young vibrant masses not only in athletic competition but in everyday life and night life simply by the business relationships with Jay-Z and Rihanna.

Women are making their presence known worldwide, they are active, confident and not afraid to stand out and up. Here at Puma we want to encourage, support, and be a leader for women and promote a movement that women can be successful in everything they do. We need to offer fashion friendly wear that will look good, promote an active lifestyle, be comfortable, and most importantly make consumers feel good about what they are wearing so they don’t think to go home and change for dinner.

Research done shows women’s activewear accounts for 35% of the overall activewear market and is anticipated to continue to grow (Seetharaman, 2020). In 2018 the global woman’s sports apparel market was estimated to be valued at $26.8 billion dollars by Euromonitor International. For a market that isn’t terribly flooded this presents us with amazing growth potential by getting ahead of our competitors.

Women are also leading the way in the athlesiure market, those seeking to be comfortable out preforming everyday tasks and living life. This I believe is another place we here at Puma is

greatly positioned. Utilizing Rihanna and Jay-Z as brand ambassadors we can have them as well as their entourages in Puma gear completing daily tasks or for a night on the town. Being forward thinking, our consumers will see the fun and excitement surrounding these superstars and be able to draw a connection that Puma is not just for the soccer field or track.

References

Puma, (2020). Puma annual report. Retrieved on 7/25/2020 from http://report.puma-annualreport.com/en/company-overview/brand/puma-womens-brand-positioning/

Seetharaman, S. (2020). A Closer Look at the Global Activewear Market Size. Retrieved on 7/25/2020 from https://blog.pipecandy.com/activewear-market-size-2019/

Salpini, C. (2019). Game-changers: Have women reshaped the sportswear market? Retrieved on 7/24/2020 from https://www.retaildive.com/news/game-changers-have-women-reshapedthe-sportswear-market/561607/...