Analysis Of Puma S Current Marketing Communications Programme

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Analysis of Puma's current Marketing Communications Programme

Daniel Hischer

Author : Daniel Hischer
Publisher : GRIN Verlag
Page : 19 pages
File Size : 52,9 Mb
Release : 2008-06-18
Category : Business & Economics
ISBN : 9783638065467

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Analysis of Puma's current Marketing Communications Programme by Daniel Hischer Pdf

Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: Distinction, University of Strathclyde, 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.

Marketinganalyse Von Puma

Sean Miller

Author : Sean Miller
Publisher : GRIN Verlag
Page : 25 pages
File Size : 51,7 Mb
Release : 2010-12
Category : Electronic
ISBN : 9783640784752

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Marketinganalyse Von Puma by Sean Miller Pdf

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of applied sciences, Munich, course: Marketing, language: English, abstract: Puma is a sports lifestyle company that originally started as a German shoe factory that specialized on football shoes and running spikes in the late 40 ́s. In more than sixty years of existence, Puma has experienced the highest highs as well as the lowest lows. During this time, Puma maintained its expertise in the field of football shoes and now belongs to a small leading group of brands, developing and selling the best football shoes worldwide. This paper focuses on analyzing Puma ́s position on the market in the field of football shoes, examining its strengths and weaknesses, while also describing the market in general by using Porter ́s Five Forces as well as exploring the influences on the market by doing a PEST-Analysis. Taking this into consideration, the paper discusses where Puma Football might achieve a unique selling proposition and how their marketing objective and strategy looks like.

Psychographic Target Group Analysis on the Basis of an Empirical Research for the Brands Adidas, NIKE and Puma Using the Innovative Approach of the Semiometrie

Robert Tönnis

Author : Robert Tönnis
Publisher : GRIN Verlag
Page : 174 pages
File Size : 41,6 Mb
Release : 2008-08
Category : Electronic
ISBN : 9783640113293

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Psychographic Target Group Analysis on the Basis of an Empirical Research for the Brands Adidas, NIKE and Puma Using the Innovative Approach of the Semiometrie by Robert Tönnis Pdf

Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Fulda, 36 entries in the bibliography, language: English, abstract: It seems that the mass of consumers break up into many heterogeneous sub-groups. Researchers and marketing experts strongly believe that in the near future, homogenous customer groups will split up into more and smaller target group segments - and each of those segments demand for a unique and certain communication. Against this background and the fact that enterprises have to struggle on homogenous markets with multinational companies in a hard competition; the identification of the exact target group becomes more and more important. The more information the decision-makers have about their target group, the better they can communicate with them. Consequently, an increase in sales is the result. For this reason, the Master-Thesis copes with the innovative psychographic target group approach - the Semiometrie. Hereby, 210 selected words reconstruct the psycho-cultural models that constitute the subconscious system of choice and of the identification of desires of respondents. Beside an extensive explanation of the method, a differentiation from selected models is undertaken by the writer. It is the author's greatest concern, on the one hand to provide a very in-depth under-standing of Semiometrie from the theoretical point of view. On the other hand, he is anxious to present a well- and novel understanding of Adidas', NIKE's and Puma's target group by using the Semiometrie. Consequently, the concept of research design is included within the empirical research. Due to collected and provided data by SevenOne Media and TNS Infratest as well as an in-depth analysis and interpretation of these data, the Master-Thesis offers a detailed de-scription of each of those target groups. These results are as well supported by i

Operatives Marketing Von Puma Fußball

Sean Miller

Operatives Marketing Von Puma Fu ball Book PDF

Author : Sean Miller
Publisher : GRIN Verlag
Page : 41 pages
File Size : 45,9 Mb
Release : 2010-12
Category : Electronic
ISBN : 9783640784769

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Operatives Marketing Von Puma Fußball by Sean Miller Pdf

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of applied sciences, Munich, course: Marketing, language: English, abstract: Puma is one of three worldwide leading sportswear companies. But in difference to its competitors Puma is considered more of a sports lifestyle company. Puma promotes this image and exploits systematically the opportunities offered by the sports lifestyle market in all categories and regions. Puma Football plays a significant role in the portfolio of the company and its marketing was especially promoted in the last 12 months in view of the World Cup 2010 in South Africa. This paper is based on the Marketing Analysis of Puma which stressed on the position of Puma on the sportswear market in the segment of football and pointed out its unique selling proposition. It focuses on Operative Marketing and the combinations of marketing-political instruments that are used by Puma. In this context the paper will explain the theory of the product policy and then use this information to analyze products of Puma Football in terms of their product life cycle and product portfolio. But first the corporate and brand strategy will be introduced, since it is a pivotal issue of Puma ́s marketing strategy and operative marketing instruments.

Marketing Communications Management

Paul Copley

Author : Paul Copley
Publisher : Routledge
Page : 480 pages
File Size : 49,5 Mb
Release : 2007-03-30
Category : Business & Economics
ISBN : 9781136380440

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Marketing Communications Management by Paul Copley Pdf

Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.

Integrated Marketing Communications

Tony Yeshin

Author : Tony Yeshin
Publisher : Routledge
Page : 371 pages
File Size : 50,9 Mb
Release : 2012-05-23
Category : Business & Economics
ISBN : 9781136395079

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Integrated Marketing Communications by Tony Yeshin Pdf

Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.

The Effect of Branding on the Development of a Company with an Example of Puma

Andreas Schutt

Author : Andreas Schutt
Publisher : GRIN Verlag
Page : 61 pages
File Size : 54,9 Mb
Release : 2011-08
Category : Business & Economics
ISBN : 9783640987979

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The Effect of Branding on the Development of a Company with an Example of Puma by Andreas Schutt Pdf

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Applied Sciences Essen, language: English, abstract: On the one hand, brands can increase a company's value significantly or even represent the company itself. On the other hand, consumers want to take over the image of a brand and identify themselves with the characteristics carried by the brand. This goes along with the need of having branded goods as a mark of status and belonging. Therefore, companies need to focus on strengthening their brand image and brand equity in order to succeed on the market and diversify themselves from their competitors. However, the question is, are the efforts in creating a strong brand image and high brand equity justified when thinking about the impact on the consumer? Why are so many companies focusing on image instead of paying attention to the quality of their products? And why do so many companies spent money on sponsoring sports teams instead of investing in the improvement of their product's characteristics or developing new innovative products? In order to get into the topic, this case study will have a look at Puma as a concrete example of how branding affects a company. The intention of this case study is to point out how Puma achieved the way from a shoe manufacturer to a well-known lifestyle brand by looking at the creation of a brand image on the one hand and an increase in brand equity on the other hand. - Does a positive brand image have an influence on a company's turnover? - Does a high brand equity influence a company's economic development or does a positive development of a company increase its brand equity? - Do brands have an effect on consumer's buying behaviour?

Context Analysis of McDonalds Corporation and Marketing Communication Plan

Kents Ashely

Author : Kents Ashely
Publisher : Unknown
Page : 16 pages
File Size : 54,9 Mb
Release : 2014-04
Category : Electronic
ISBN : 3656624615

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Context Analysis of McDonalds Corporation and Marketing Communication Plan by Kents Ashely Pdf

Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: B, The University of Liverpool, language: English, abstract: Marketing is part and parcel of everyday life with every transaction being marketing or a business initiative of some kind. As Mullins & Walker (2010) put marketing is a social process that involves those activities that are necessary to enable individuals and organizations to get what they need or want by conducting exchanges with other people so as to establish a continuous exchange relationship. It is also possible to say that marketing is in vain if relationships are not created with the consumers to enable the firm get repeat buying from the customers. The strong brands not only in the UK but also around the world have worked hard to ensure that people know their brands in a sense that they have made it possible for people to establish a personal attachment to the brands. This kind of loyalty is what makes organizations excel and post impressive financial results. Through this therefore it is possible to see the value of communication in business. Relationships are only built through constant communication with the customers and this happens through a variety of ways. For companies to succeed they need to have an integrated promotional mix in which they pass information to consumers to increase their presence in a given market and to increase customer understanding of their products and services. The Integrated marketing communication hence is a process of building and continuously reinforcing mutually profitable relationships with various stakeholders such as employees, consumers and the general public, through the development and coordination of a strategic communications program that enables stakeholders to make a constructive contact with the company brand through different media (Fill, 2009).

Sports Marketing

Matthew D. Shank,Mark R. Lyberger

Author : Matthew D. Shank,Mark R. Lyberger
Publisher : Routledge
Page : 662 pages
File Size : 50,9 Mb
Release : 2014-10-03
Category : Business & Economics
ISBN : 9781317743446

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Sports Marketing by Matthew D. Shank,Mark R. Lyberger Pdf

Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks. Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.

Plunkett's Advertising & Branding Industry Almanac 2006: Your Complete Guide to All Facets of the Business of Advertising, Marketing and Branding

Plunkett Research Ltd

Author : Plunkett Research Ltd
Publisher : Plunkett Research, Ltd.
Page : 480 pages
File Size : 55,8 Mb
Release : 2006-04
Category : Business & Economics
ISBN : 9781593920425

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Plunkett's Advertising & Branding Industry Almanac 2006: Your Complete Guide to All Facets of the Business of Advertising, Marketing and Branding by Plunkett Research Ltd Pdf

Vital to businesses of all types, the fields of advertising, marketing and branding are covered in-depth in this important volume, from advertising on radio and television to direct mail, from online advertising to branding and public relations to paid search inclusion. Analysis of trends, globalization, technologies, finances and more. This carefully-researched book covers exciting trends in such areas as advertising agencies, marketing consultants, online advertising, branding strategies, global markets and more. This reference tool includes thorough market analysis as well as our highly respected trends analysis. Youll find a complete overview, industry analysis and market research report in one superb, value-priced package. It contains thousands of contacts for business and industry leaders, industry associations, Internet sites and other resources.This book also includes statistical tables, an industry glossary and thorough indexes. The corporate profiles section of the book includes our proprietary, in-depth profiles of 334 leading companies in all facets of the advertising, branding and marketing industry. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in the business. Purchasers of either the book or PDF version can receive a free copy of the company profiles database on CD-ROM, enabling key word search and export of key information, addresses, phone numbers and executive names with titles for every company profiled.

Ebook: Advertising and Promotion

Belch

Author : Belch
Publisher : McGraw Hill
Page : 881 pages
File Size : 50,9 Mb
Release : 2014-09-16
Category : Business & Economics
ISBN : 9780077170479

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Ebook: Advertising and Promotion by Belch Pdf

Ebook: Advertising and Promotion

Start with Why

Simon Sinek

Author : Simon Sinek
Publisher : Penguin
Page : 258 pages
File Size : 50,8 Mb
Release : 2009-10-29
Category : Business & Economics
ISBN : 9781101149034

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Start with Why by Simon Sinek Pdf

The inspiring, life-changing bestseller by the author of LEADERS EAT LAST and TOGETHER IS BETTER. In 2009, Simon Sinek started a movement to help people become more inspired at work, and in turn inspire their colleagues and customers. Since then, millions have been touched by the power of his ideas, including more than 28 million who’ve watched his TED Talk based on START WITH WHY -- the third most popular TED video of all time. Sinek starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who've had the greatest influence in the world all think, act, and communicate the same way -- and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

Expanding the Donor Base in Higher Education

Noah D. Drezner

Author : Noah D. Drezner
Publisher : Routledge
Page : 212 pages
File Size : 51,5 Mb
Release : 2013-04-17
Category : Education
ISBN : 9781136287961

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Expanding the Donor Base in Higher Education by Noah D. Drezner Pdf

Winner of the Association of Fundraising Professionals 2014 Skystone Partners Research Prize in Philanthropy and Fundraising Traditionally, institutions have relied on wealthy White men to reach their fundraising goals. But as state investment in public higher education lessens and institutions look to philanthropy to move from excellence to eminence, advancement officers continually need to engage all populations, including many that have historically been excluded from fundraising strategies. Based on theory, research, and past practice, Expanding the Donor Base in Higher Education explores how colleges and universities can build culturally sensitive fundraising and engagement strategies. This edited book presents emerging research on different communities that have not traditionally been approached for fundraising—including Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ) alumni, African Americans, Latinos, graduate students, young alumni, women, and faculty donors. Chapters discuss and analyze successful programs and provide practical suggestions and strategies to create and implement fundraising programs that engage these new donor populations. Expanding the Donor Base in Higher Education is an essential resource for any institution looking to expand their pool of donors and cultivate a more philanthropic mindset among alumni and students.

Handbook of Research on Social Dimensions of Semantic Technologies and Web Services

Cruz-Cunha, Maria Manuela,Oliveira, Eva F.,Tavares, Antonio J.,Ferreira, Luis G.

Author : Cruz-Cunha, Maria Manuela,Oliveira, Eva F.,Tavares, Antonio J.,Ferreira, Luis G.
Publisher : IGI Global
Page : 1099 pages
File Size : 40,5 Mb
Release : 2009-05-31
Category : Computers
ISBN : 9781605666518

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Handbook of Research on Social Dimensions of Semantic Technologies and Web Services by Cruz-Cunha, Maria Manuela,Oliveira, Eva F.,Tavares, Antonio J.,Ferreira, Luis G. Pdf

"This book discusses the new technologies of semantic Web, transforming the way we use information and knowledge"--Provided by publisher.

Renegade Marketing

Drew Neisser

Author : Drew Neisser
Publisher : Cmo Huddles
Page : 188 pages
File Size : 48,9 Mb
Release : 2021-10-05
Category : Electronic
ISBN : 1737212544

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Renegade Marketing by Drew Neisser Pdf

Marketing has become ridiculously complicated, but yours doesn't have to be. With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing. Working alongside giant brands like IBM, as well as startups and mid-size companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS). These four characteristics form the basis for the framework in Renegade Marketing. Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to: Walk through a highly refined discovery process that culminates in finding your brand's purpose Define your company's purpose in eight words or fewer Build team support for new marketing initiatives while establishing your unique brand story, voice, and design Assemble effective marketing plans that engage employees, inspire customers, and attract new business Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation

Analysis Of Puma S Current Marketing Communications Programme

Analysis of Puma's current Marketing Communications Programme by Daniel Hischer Pdf

Marketinganalyse Von Puma by Sean Miller Pdf

Psychographic Target Group Analysis on the Basis of an Empirical Research for the Brands Adidas, NIKE and Puma Using the Innovative Approach of the Semiometrie by Robert Tönnis Pdf

Operatives Marketing Von Puma Fußball by Sean Miller Pdf

Marketing Communications Management by Paul Copley Pdf

Integrated Marketing Communications by Tony Yeshin Pdf

The Effect of Branding on the Development of a Company with an Example of Puma by Andreas Schutt Pdf

Context Analysis of McDonalds Corporation and Marketing Communication Plan by Kents Ashely Pdf

Sports Marketing by Matthew D. Shank,Mark R. Lyberger Pdf

Plunkett's Advertising & Branding Industry Almanac 2006: Your Complete Guide to All Facets of the Business of Advertising, Marketing and Branding by Plunkett Research Ltd Pdf

Ebook: Advertising and Promotion by Belch Pdf

Start with Why by Simon Sinek Pdf

Expanding the Donor Base in Higher Education by Noah D. Drezner Pdf

Handbook of Research on Social Dimensions of Semantic Technologies and Web Services by Cruz-Cunha, Maria Manuela,Oliveira, Eva F.,Tavares, Antonio J.,Ferreira, Luis G. Pdf

Renegade Marketing by Drew Neisser Pdf

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