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A Famous Brand of Sports Shoes

"Star effect" could really show its great power to help promote product. Just like what Jochen Zeitz has always been pursued, today, Puma represents the fashion, revolt and cool things.Puma is trying to make better by its unique features.

Author: Steven Cherrys

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There is a truth that "Star effect" is an essential factor in product promotion. Puma has an unwritten tradition that they always invite top stars of sports to promote their product. Looking at Puma's history, 1962, the great soccer star Pele and his teammates brought back the world championship with Puma shoes. 1985, Becker won Wimbledon Tennis Games with his Puma shoes and tennis rackets;. 1986, the football superstar Diego Maradona wearing the "KING" shoes of Puma took home the World Cup in Argentina;. And all the players of Italy national men's soccer team have their special jerseys from Puma. Even on Madonna's world tour show, we can see Puma shoes. 2008, in the Beijing Olympic Games, with the aid of his Puma shoes, Bolt of Jamaica broke the record of the male one hundred meters race.

Just like what Jochen Zeitz has always been pursued, today, Puma represents the fashion, revolt and cool things. However, some brand specialists also think it is an adventure to act as leaders of fashion. As we know, no fashion would last long. When Puma's productions can not follow the changes of fashion, its turnover and profit would decrease a lot. About this idea, Jochen Zeitz refuted that there were quite many fashionable brands that survived in the twists and turns for many years. They have durable attractions in the market. As long as it was run reasonably and keep up the trend, there would be no danger. Some representatives in banking also stood by Puma's side, and they didn't think this successful example would go to the end.

In the "World Top 500 Brands "list, we can find Puma's position. Most analysts and observers have identified it is an important turning point in the history of Puma that Jochen Zeitz was appointed as CEO and Chairman of the Board. In prior to this, the marketing strategy of Puma was not outstanding at all. It was very hard to pick out any difference from the brands of Nike, or Adidas if we did not look at the little Puma Logo.

What's more, the same products were put on different terminals. But as soon as Jochen Zeitz came, all the staff were told that Puma should shape its unique feature. If we want to keep a good position in the dog-eat-dog marketing, Puma has to stand out with the distinct athletic characteristics.

In the past time, using traditional demographic methods to divide the consumers was very common which was upon age, education, income and other criteria. Puma's director of global brand management, Tony, thought that a 19-year-old Japanese high school student's attitude towards life and brand preference may be the same with a 30-year-old New York black. Thinking, attitudes and lifestyles are the most important factors that affect the Puma consumers. To create a kind of unique brand attitude that only belongs to Puma is also the core of our brand marketing.

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A Famous Brand of Sports Shoes