Point of PumaaEUR (TM) s view on marketing

(1) A global perspective on the development of the market
As an international brand, Puma has adopted the Director ideology: a global perspective to look at the market development.
For truly to implement this strategy, the company ' s CEO must give the first example. The Puma CEO and Chairman Jochen Zeitz said in an interview: "as a global CEO, you must have an open mind and good education." You must use every opportunity to understand that the customs of different countries to better expand horizons, to adapt to different cultural backgrounds and improve their own practice. Therefore, when the opportunity to approach, you can enter. »
In addition, Puma integrates the power of everywhere in the world to make more international. As in different markets, the challenges are also not the same, kind of Puma will have different strategies to make the appropriate adjustment to better adapt to the local situation.
To the Chinese market, but plays a decisive role in the global market of the Puma. That Puma has made a specific development goals: the number of sales branches developed from 700 to 1,200, by 2008 sections by more than 1600;by 2006, the growth rate reaches 100%, 50% in 2007, 40% in 2008. to achieve stable sport international top three in the Chinese market in three years. Jochen Zeitz, said: "we will continue to increase investment in the Chinese market to seize the rare opportunity to market in China."
In fact, China is also under many of its international counterparts, but often not their own. What is the problem? Jochen Zeitz, said: "in regard to the success of a company, this does not mean his experience will be certainly shared successfully and in another company.". In fact, there is not the international route. If you want to succeed, you need to spend a lot of time and investment and have the ability to understand. »
(2) Various products and channels
Since1993, Puma achieved a great development, and he moved the concept of company culture, product development and channel development, which is of great importance.
As for the culture of the company, Puma regards sport as an attitude towards life and put the "sport of life" concept in practice, adding sports, leisure and fashion inside. In addition, he inherited many of the traditional elements. Thus, he formed its corporate culture based on traditions, sports, science and technology and new innovation design. On the product, Puma adds sports, the lifestyle trends and fashion items in the series of products. Currently, more sports football series, follow the supplies, weight - lose sports series and other series of basic products, Puma has also developed series golf, motorcycle, series of swimsuits, sailing series series and other series of new products. In the product structure, it consists of three categories; they are clothing, footwear, ornaments, which respectively represent 59.9% 33.6% and 6.5% in net sales total of the Puma in 2006.
After having a knowledge of general point of view of Puma on marketing, you must be curious about the effects of strategies in detail, the next time, I will tell you more.