Sports LifestyleGo Takei

Target Audience

Long-Term Brand Mission: “Sports Lifestyle”- Fashionable design on each product

Three Types of Target Audiences

1. Children under 52. Females under 253. Athletic Community: Golfers, Runners and

Soccer players

KPI (Key Performance Indicators)

Analyzed based on:

1. The number of the target customers that bought the Puma's products

2. The number of viewers and likers on Puma's social media sites (Facebook, Twitter, Pinterest)

3. The frequency of the audience's product search (Product descriptions and details, customer reviews on online apparel sites)

PUMA's BIG Idea

Key Message: “Fashion Works Out” Athletes also care about fashion Fashion and Sports can work together

People who wish to look good while engaging in fitness activities are everywhere

Tools & Tactics

Use of Instagram to boost PUMA's brand presence

Considering:1. Their lack of its visual presence on the Internet2. Their bigger competitor such as Nike that has

been successfully delivering its visual messages as a marketing tactic

Through:1. Creating more accounts (for each sector)

PUMA Golf, Running, and Football PUMA Kids and Women PUMA Social: Features the “After Hours”

athletes

Budgets

The Duration of the Campaign: Entirely of a year with concentration during running, golf and soccer seasons in Spring and Summer months

The Projected Frequency of the Campaign: Between 4-5 impressions per target audience

Adaption Rate: Generate the adoption by 15% of all the male U.S. runners, golfers and soccer players ages 15-35, as well as kids under 5 and women under 25 all combined by the time the campaign ends in October

Budgets

Aim & Tactics:

Aim: To build awareness of the Puma brands and its targeted products through several marketing tactics

$20 million total through a year

Mobile Applications: $5,400,000 (27%) Cable – National TV: $7,000,000 (35%) AAPR Magazine: $600,000 (3%) Search Engine Marketing: $7,000,000 (35%)

Budgets

2. Search Engine Marketing (making banner ads through Google AdWords)

3. AARP Magazine Ads

4. National TV Spots: Using the target athletes such as Tiger Woods and Ricky Fowler

Five Marketing Tactics:

1. Mobile Marketing (distribution of the advertisements of its mobile applications to the non-professional athletes selected)

Budget5. Quarterly Press Releases

1st Qtr: Pre-Announcement of the products Along with the 15 Second TV Commercial Ad (ScreenPlay:

More information to be prevailed afterwords)

2nd Qtr: Newcomer advertising Introduction of the targeted products (Implementation of an

Mobile Application and the Magazine Ads)

3rd Qtr: Announcement of Sales discounts An announcement of the products on sale (Google AdWords

after researching on the most searched keywords regarding the targeted products)

4th Qtr: Announcement of our achievements In Promotion and Sales of the products

Summary

Important to target the audience that care about both sports and fashion

Kids & Women might prefer colors in their outfits ; Young males might like simple products

Use of effective Marketing & Analytical tools Instagram, Online Apparel sites

Budget Allocation Google AdWords, Mobile Apps, TV – Considering the

trends

Adoption Rate By the end of the campaign, a quarter of the targeted

populations all combined will adopt the targeted products and my BIG idea: "Fashion works out!"