advertising 3201: final puma powerpoint
DESCRIPTION
This was a group presentation on a different way to brand and market Puma shoes. We chose to put an emphasis on social media and create an online community based upon the versatile construction of Puma\'s line of sneakers. I was put in charge of making the mock-up website as well as formulating the budget and creating the advertising materials.TRANSCRIPT
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