A Famous International Company

"Star effect" could really show its great power to help promote product. Puma could show the new changes of vogue, revolt and cool things,which is just Jochen Zeitz's hope. Puma is trying to make better by its unique features.

"Star effect" is the indispensable factor of productions' propaganda. Puma has an unwritten tradition that they always invite top stars of sports to promote their product. In the history, wearing Puma shoes, Pele and his Brazilian teammates won the world championship in 1962;. 1985, Becker won Wimbledon Tennis Games with his Puma shoes and tennis rackets;. In 1986, with the "KING" shoes of Puma on his feet, Diego Maradona led his team to win the World Cup. And all the players of Italy national men's soccer team have their special jerseys from Puma. Even Madonna also wore Puma shoes during her world tour show. 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.
Nowadays, Puma becomes the symbol of vogue, revolt and cool things, and this is just what Jochen Zeitz always seeks for. However, some brand specialists also think it is an adventure to act as leaders of fashion. Because of all the kinds of trends are transient. Once Puma can not catch up with the pace of fashion changes, sharp decline of its profit and turnover would be inevitable. For this argument, Jochen Zeitz retorted, a considerable part of the fashionable brands keep energetic over decades rather than down in the storms. They have a lasting appeal of the market. If they run it by proper ways, there would hardly be any risks. Some representatives in banking also stood by Puma's side, and they didn't think this successful example would go to the end.
This brand ranked four hundred and fifty third in the "World Top 500 Brands "list in 2006. As many analysts and observers have pointed out, it was a crucial moment of Puma company when Jochen Zeitz became CEO and Chairman of the Board. In prior to this, the marketing strategy of Puma was not outstanding at all. In addition to the little Puma Logo, we could not see any difference from the brands of Nike, or Adidas. Besides, the distributors also placed the same productions on different sales terminals. But as soon as Jochen Zeitz came, all the staff was 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. In Tony's mind, 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 are the thinking, attitudes and lifestyles. 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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