Product
PUMA produces footwear, sporting gear, sportswear and fashion accessories and has a wide range of each type of their products. They also produce racing gear such as driving footwear and racing suits as the company is the main product producer for Formula 1 and NASCAR while also having partnerships with the car manufacturers Ferrari and BMW. The brand is seen as reliable and offers quality products. The brands target audience is mainly athletes and people who take part or are inspired by fitness, exercise and sports.
Price
The brand is seen as affordable when compared to its higher priced competitors such as Reebok and Adidas who are PUMA’s closest competitors. PUMA’s pricing strategy is made to be competitive to its rivals. Normally the company uses a premium pricing strategy as they see the company as premium.
Place
PUMA mostly distribute to multibrand storefronts such as Sports Direct while also selling their products in their own PUMA stores that are found in the major cities around the world. This makes the brand available to customers basically everywhere. The company is always focusing on retail expansion as seen by how aggressively they are opening more new stores in countries throughout the world. This is so they can generate profits and drive the brand.
Promotion
PUMA spend a lot of money advertising in methods such as print media and making creative billboards but also include other advertising strategies such as television commercials, excellent apparel packaging, online customization options and engaging in social responsibilities like environmental pollution control. One of the main marketing strategies the brand uses is sales promotion where they have athletes and celebrities endorse PUMA as a brand.
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