Analysis of Puma's current Marketing Communications Programme
Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: Distinction, University of Strathclyde, 32 entries in the bibliography, language: English, abstract: Today’s sportswear has undergone a significant transformation from its functional past to an all-embracing concept belonging to modern culture, fashion and competitive sports. The term itself encompasses high functioning performance clothing, footwear and casual leisurewear. Predominantly, the term is understood to include high profile sporting brands such as Adidas, Nike, Reebok and Puma, but many smaller niche brands also fall in this category, such as New Balance Running or Calloway Golf. This essay offers an initial analysis of the wider sportswear industry, its make-up and current trends. Following this a deeper analysis of the integrated marketing communications of Puma is conducted.
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2.1 Competitive Environment 2.2 Key Trends 2.4 Main characteristics 2.5 Important trends 3.2 Principal Approach 3.3.2 Strategic Positioning 3.3.3 Communication advertising for major brand image brand increasingly communication channels communication objectives concept stores consumer groups credibility current marketing communications customisation direct response advertising endorsers Euro fitness-oriented football category future IMC programmes golf guerrilla marketing high-end fashion designers industry trend integrated marketing communications interest in high-end Internet Key Note Key programme characteristics largest sportswear manufacturer leisurewear lower advertising spending marketing communication techniques marketing communications programme mobile commerce Moreover mp3 player Nike and Adidas online marketing online shop Paolo Nutini Pressemeldungen product lines Product Placement programmes ___________ Puma sponsored Puma’s current marketing Puma’s target audience Reebok retro collection sponsorships sportlifestyle sportswear companies sportswear industry Süddeutsche Zeitung Target audience profile target consumers traditional advertising media trends affecting current two-way symmetrical communication various key programme viral interactive initiatives women’s word-of-mouth communications year-old males