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A Famous International Company
"Star effect" may be the indispensable factor of productions' propaganda. Puma comes with an unwritten tradition that they always invite top stars of sports to promote their product. In the history, wearing Puma shoes,[link widoczny dla zalogowanych], Pele and the Brazilian teammates won the planet championship in 1962;. 1985,[link widoczny dla zalogowanych], Becker won Wimbledon Playing golf with his Puma shoes and tennis rackets;. In 1986,[link widoczny dla zalogowanych], with the "KING" shoes of Puma on his feet, Diego Maradona led his team to win the planet Cup. And all sorts of the players of Italy national men's team get their special jerseys from Puma. Even Madonna also wore Puma shoes during her world tour show. 2008,[link widoczny dla zalogowanych], within the Beijing Olympics,[link widoczny dla zalogowanych], using his Puma shoes,[link widoczny dla zalogowanych], Bolt of Jamaica broke the record of the male one hundred meters race.
Nowadays, Puma becomes the symbol of vogue,[link widoczny dla zalogowanych], revolt and cool things,[link widoczny dla zalogowanych], and this is what Jochen Zeitz always seeks for. However,[link widoczny dla zalogowanych], some brand specialists also think it is an adventure to act as leaders of fashion. Due to all the types of trends are transient. Once Puma cannot catch up with the pace of favor changes, sharp decline of its profit and turnover would be inevitable. For this argument,[link widoczny dla zalogowanych], Jochen Zeitz retorted, a substantial part of the fashionable brands keep energetic over decades rather than down in the storms. There is a lasting appeal of the marketplace. If they run it by proper ways, there'd hardly be any risks. Some representatives in banking also stood by Puma's side,[link widoczny dla zalogowanych], plus they didn't think this successful example visits the finish.
This brand ranked four hindred and fifty third in the "World Top 500 Brands "list in 2006. As many analysts and observers have pointed out, it had been a crucial moment of Puma company when Jochen Zeitz became CEO and Chairman from the Board. In just before this,[link widoczny dla zalogowanych], the marketing strategy of Puma was not outstanding at all. In addition to the little Puma Logo,[link widoczny dla zalogowanych], we're able to avoid seeing any difference from the brands of Nike, or Adidas. Besides, the distributors also placed exactly the same productions on different sales terminals. But as soon as Jochen Zeitz came,[link widoczny dla zalogowanych], all of the staff was told that Puma should shape its feature. If we want to keep a great position within the dog-eat-dog marketing,[link widoczny dla zalogowanych], Puma needs to stand out with the distinct athletic characteristics.
Previously time,[link widoczny dla zalogowanych], using traditional demographic techniques to divide the consumers was common that was upon age,[link widoczny dla zalogowanych], education,[link widoczny dla zalogowanych], income and other criteria. In Tony's mind,[link widoczny dla zalogowanych], 9-year-old Japanese high school student may have the same attitude to life and brand preference with a 30-year-old New York blackman. What Puma should pay attention to would be the thinking,[link widoczny dla zalogowanych], attitudes and lifestyles. To create a type of unique brand attitude that only belongs to Puma is also the core of our brand marketing.
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