PUMA digital marketing content analysis

Learn about the PUMA product brand and analyse the brand positioning in the market. The brand content ideas are given from the various platforms.

Made by: APURBA LAHIRI
Subject: Marketing
Topic: PUMA

1. PUMA BRAND POSITIONING LARANA, INC. Apurba Lahiri Content Strategist

2. Objective n° 1 GOALS AND OBJECTIVES Brand content strategy evaluation of PUMA Objective n° 2 Brand positioning of PUMA Objective n° 3 Persona analysis of PUMA

3. SOCIAL MEDIA Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. STRATEGY N°1 STATEGY N°2 STRATEGY N°3   It can be observed that the presence of the Puma brand in social media platforms such as Instagram is considerably large with 13 million followers. The brand have presently released 3567 posts ranging from contents recognising prominent persona such as Mondo Duplantis achieving 6.24 metres to prominent icons such as Rihana showcasing design of Puma apparels. Social media platforms such as X are utilised by the brand for the “Forever Faster” online marketing campaign. This is conducted by the brand through video posts, interactive posts to popularise # foreverfaster of Puma which the audience can retweet.

4. E-COMMERCE SITE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis vulputate nulla at ante rhoncus, vel efficitur felis condimentum. Proin odio odio. STRATEGY N°1 STRATEGY N°2 STRATEGY N°3   Popular e-commerce platforms such as Amazon showcase an average 3.6 rating out of 5 on Puma products. While majority of the customers have appreciated the products with 5 star rating on grounds of comfort for athletic activity such as running, jogging and playing badminton, there are also a significant segment of dissatisfied customers that have classified the product of the brand as average that lacks the expected comfort level.

5. CONTENT The content is to be formulated based on the keywords search through “puma” AND “sneaker” or “athlete”. This form of query is made in connection to the search string database for handling the qualitative data for the brand campaign. Along with it, Puma shall require the keywords like ‘everyday wear’ to ‘jump straight’ and the ‘longer runs’ to consider search of the content level for athletes. The Puma shoes targeting the sports and athlete-based individuals will also be segmented based on keywords like ‘fit perfectly’ and ‘played professionally’.

6. BRAND POSITIONING The core brand positioning statement of Puma is “See the game like we do- Forever Fast” . The brand positions itself by focusing and prioritising on its customers with their “People First” approach. Puma achieved such a feat through improvised distribution quality and product quality evolved sustainability approaches and digitisation of the brand’s manufacturing and supply chain infrastructure. Hence, it can be evidently stated that the brand’s prime customer oriented focus on aspects of distribution and product quality facilitates in the development of a different perception from the customers.

7. Persona HIGHLIGHTS G ender distribution shows a higher segment of males with 58.73% than female consumers which is 41.27%. In terms of age distribution the age groups of 18 to 24, 25 to 34, and 35 to 44 shows the highest percentage of brand audience amongst all the present age groups. It can be observed that 29.93% of brand audiences are between the age group of 25 to 34 years making it the largest segment.

8. PERSONA The male audience for the brand typically falls in the age group of early twenties who are students and have a certain fondness for outdoor activities. Durability and expectations of wear and tear from sports gears will be present within the segment, thus connecting Puma on aspects of functionality and design.

9. PERSONA The female audience segment of the brand is typically in the teenage group with a liking towards fashion and social media. With a positive and energetic value towards both comfort and style, this segment requires a combination of performance, style and social responsibility. This segment is therefore representative of the reflective and young segment of energetic individuals present in the Puma community.

10. CONCEPT IN BUSINESS The key message of Puma will be “Forever Faster” throughout the year across every category of performance such as football, sprint, basketball and handball. The holistic message of the brand is reflective of the emotional and distinctive need for ensuring an established connection and resonance with the target customers of the brand. Arne Freundt intends to interrelate speed as a superpower with the Puma brand, while associating with icons such as Mondo Duplantis , Neymar Junior, Karsten Warholm and Breanna Stewart. The brand message intends to motivate its audience in breaking through their limitations through speed, achieve their personal best and become an optimal version of themselves.