Name: Jyoti Chawhan
Unit: AMN423 Strategies for Creative Advertising
Assessment 1: Consumer Insight Report
Word Count: 1219
Consumer Insight Report
Introduction:
Puma SE, branded as Puma, is a German multinational corporation headquartered in Herzogenaurach, Bavaria, Germany that designs and manufactures athletic and casual footwear, apparel, and accessories. Puma is the world’s third largest sportswear manufacturer. Rudolf Dassler founded the company in 1948. (1898–1974).
(https://en.wikipedia.org/wiki/Puma_(brand))
High-performance sports PUMA’s brand is ranked #63 on the Global Top 100 Brands list, which is a carefully curated list of recognised brands as rated by PUMA customers. PUMA is ranked 12th when compared to other organisations in the Fashion and Beauty industry. Among its major competitors, PUMA is ranked fifth in terms of NPS, while Vans is first and Nike is second. Their current market capitalisation is $10.31 billion. {https://www.comparably.com/brands/puma}
Puma challenges the status quo in Australian sport regarding gender equality.
{https://mumbrella.com.au/puma-challenges-status-quo-on-gender-equality-in-australian-sport-683720}
Where are they now?
The “She Moves Us” Campaign
SHE MOVES US is a communications platform where PUMA honours female athletes, cultural influencers, and values-driven connecters who go forwards as a group to achieve and link.
(https://about.puma.com/en/this-is-puma/brand-campaigns/she-moves-us)
According to the most recent survey by magazine Business of Fashion, which ranked the 30 biggest firms in the fashion industry, sportswear manufacturer PUMA is the most sustainable brand in the sector.
{https://www.businesswire.com/news/home/20220601005662/en/PUMA-Ranked-Most-Sustainable-Brand-on-Business-of-Fashion-Sustainability-Index-2022}
(BUSINESS WIRE)—HERZOGENAURACH, Germany— According to the latest ranking by publication Business of Fashion, which ranked the 30 largest companies in the fashion industry, sports company PUMA is the most sustainable brand in the industry. {https://www.businesswire.com/news/home/20220601005662/en/PUMA-Ranked-Most-Sustainable-Brand-on-Business-of-Fashion-Sustainability-Index-2022}
Objectives of the Campaign
The objective of the campaign is to promote women in sports. In the past, most sports have only been male dominated, the sportswomen shows that that is not the case anymore and they are planning to keep it that way no matter what anybody says. These women are in different stages of life and are in different sports. In an effort to recognise the women who work together to achieve their goals, a new advertising campaign has been launched. The Puma advertisement, which was created by Sweet Rickey and was helmed by Yaara Sumeruk, is titled “Ella She Move Us.” It emphasises overcoming obstacles in order to accomplish the goals established.
Dua Lipa, a musician and celebrity who serves as the campaign’s brand ambassador, introduces the piece. The fluid transitions transport us through numerous periods in the life of athletes and models as they move horizontally. Thus, we witness athletes like Skylar Diggins-Smith, Lexi Thompson, Nikita Parris, Yaroslava Mahuchikh, and Cara Delevingne, as well as high jumpers and activists.
Social media Listening
Instagram (Puma Au for the past 3 months as of Aug 2022)
In the past 3 months feeds that was observed, Puma is mainly focusing on women. The products, hashtags, and promotions all are mostly directed towards women. Some of the best examples are mentioned below: (https://www.instagram.com/pumaau/)
Issues such as period, gender pay gap, exceptional women in sports, etc are what Puma is working on right now. Hashtags like #SheMovesUS, #SheMovesTheGame, #RunForHer are trending on Instagram related to Puma.
Why are we there?
Although the demand for streetwear, athletic footwear, and casual clothing may still be at an all-time high, the major players in the apparel industry are all having difficulty gaining ground in a market that is unstable and constantly shifting.
The market for sneakers, sweats, leggings, and T-shirts is dealing with a level of share-grabbing competition and jockeying that hasn’t been seen in decades as a result of a variety of supply chain problems, cost increases, decreased consumer purchasing power, ongoing COVID-related issues in China, as well as emerging threats from second-hand players.
For instance, Puma is attempting to seize the moment by presenting fresh faces and athletes with its “She Moves Us” campaign, which matched British race car driver Naomi Schiff with the excitement surrounding the inaugural F1 race in Miami. One of the main reasons why Puma is getting into this segment is because there is not a lot of brands focusing on women sports. Puma found the untouched niche and worked wonderfully on it. Puma is supporting women empowerment which is a great to promote a brand in good light.
(https://www.pymnts.com/news/retail/2022/with-athletic-apparel-and-footwear-in-disarray-puma-pounces-with-push-for-women/)
Target Market
It is true that Puma first catered to professional sportsmen who participated in both domestic and foreign competitions. However, it has been evolving through time and promoting its goods to a broader audience. As a result, it is no longer a brand that focuses on professional sports. to now promote its goods to everyone who wants to buy them.
Young individuals between the ages of 20 and 35 thus make up the majority of the brand’s client base. Upper-middle class consumers that wear Puma care about living a healthy and hygienic lifestyle.
(https://blucactus.blue/what-is-pumas-marketing-strategy/)
Primary Research
The method used for primary research is one on one interview. The interviewee is an international studying in Australia and is an avid user of sportswear, mostly shoes. The summary derived from the interview is that the user prefers brands such as Puma and Nike for shoes. The reason she mentions is the comfort level and cushion effect provided by the brand. When asked what she likes about Puma as a company she mentioned the focus towards women empowerment and involvement of the brand to tackle the real issue faced by the women of today. According to the interviewee Puma is a reliable brand that she came across but it needs to work on its marketing the product. When compared to other competitors in the market, Nike was preferred over Puma. When asked what another brand would he prefer if not Puma, he replied Nike. This primary research concludes that Puma is on point with its product but needs to work on the marketing aspect.
Consumer Insight
The consumer was observed to be a loyal customer. What the customer expects from a sportswear brand is comfort and agility with latest technology in an affordable pricing along with maintaining the quality of the material used to manufacture the product. The focus of the brand with all the sports played was also appreciated because it gave the customer more freedom to choose from a variety of options. What was also mentioned was the focus on the Women specific products that Puma offers and its positive efforts towards environment.
Conclusion
Puma needs to work on its marketing strategy to work on the target market that it has for the current campaign. In this case it would be 20 to 35 years of female crowd. It is doing an excellent work by collaborating with brands such as ‘Women Win” for supporting the women. It is doing an outstanding job with the sportswear segment based entirely for women like the period pants, shoes specially made for women in sports and the maternity clothes but then it also needs to work on the quality of material used in making the product. the brand reach is not enough to attract the target market and hence the media team needs to get the thing working. While we have a look at the social handles like Instagram, it is promoting the campaign very well with almost 30k followers and the latest post was on 23rd August 2022. But the Facebook and twitter are lagging with the social media reach. Facebook the reach is around 2.5k and the last post was on 18th September 2020. Which is not a good number for an international brand. (https://www.businesswire.com/news/home/20220308005753/en/%E2%80%9CSHE-MOVES-FORWARD%E2%80%9D-%E2%80%93-PUMA-Celebrates-Women-Who-Move-the-World-of-Sports)
Reference:
Wikimedia Foundation (2019) , Puma(brand) https://en.wikipedia.org/wiki/Puma_(brand)
Anon (2022) “PUMA is ranked #63 in Global Top 100 Brands” https://www.comparably.com/brands/puma
Puma challenges status quo on gender equality in Australian sport. (2021, May 20). Mumbrella.
https://www.businesswire.com/news/home/20220601005662/en/PUMA-Ranked-Most-Sustainable-Brand-on-Business-of-Fashion-Sustainability-Index-2022
“SHE MOVES FORWARD” – PUMA Celebrates Women Who Move the World of Sports. (2022, March 8).
https://www.businesswire.com/news/home/20220308005753/en/%E2%80%9CSHE-MOVES-FORWARD%E2%80%9D-%E2%80%93-PUMA-Celebrates-Women-Who-Move-the-World-of-Sports
Valades, B. (2022, June 8). What is Puma’s marketing strategy? | BluCactus Agency. BluCactus Digital Marketing.
https://blucactus.blue/what-is-pumas-marketing-strategy/
PYMNTS. (2022, May 9). Puma Pounces with Push For Women.
https://www.pymnts.com/news/retail/2022/with-athletic-apparel-and-footwear-in-disarray-puma-pounces-with-push-for-women/
Log into Facebook. (n.d.). Facebook. Retrieved August 25, 2022
https://www.facebook.com/pumaaustralia
Login • Instagram. (n.d.). Www.instagram.com.
https://www.instagram.com/pumaau/
She Moves Us. (n.d.). PUMA SE.
https://about.puma.com/en/this-is-puma/brand-campaigns/she-moves-us
Appendixes:
Transcript of the interview:
Good evening. My name is Jyoti Chawhan. May I know your name?
My name is Pragati Chawhan. Good evening, how are you?
I am good, thank you. So, I am going to make you aware that this is a questionnaire for consumer insights for a sportswear brand known as Puma.
Okay.
May I know your profession?
I am a student
Okay.
And what do you like to do when you are not studying?
I like to work, play a few sports, I walk a lot and just chill with friends.
Okay.
So, when you say sports, what kind of sports do you play?
I usually play cricket.
You play cricket? that means a lot of running
Yeah
A lot of field work.
Okay, so obviously you might need some sports while you are doing your sports. Cricket.
Correct.
So, what kind of things do you think you need when you were playing or sport?
So, as you are aware, cricket is a very big game. It needs for a person to be different parts of it. Like for example, when I am a batswoman, I need all the clothes, the pads, my shoulder covers, a bat, helmet and obviously shoes.
Okay, so when you say shoes, what kind of brand do you prefer?
For shoes, I usually prefer Puma, Nike.
Or Adidas or any other brand.
Okay.
I know. What do you look into shoes when you are buying that for your sport?
First, the thing I look is the comfort. I have problems with my leg I need something more soft cushioning effect on them while I am running between the field. Secondly, I look for shoes that are trendy, affordable and environmentally sustainable.
So that means you need a lot of support in your shoes as well for the environment?
Yeah
Okay, and which brand do you think helps you the most with the kind of shoes that you are looking for?
I think Puma.
Okay.
Yeah.
Because of their soft form technology, I think they have made shoes which are a lot lighter than the usual brands and they are a lot on the cushiony side, softer.
Okay, coming back to the company, the brand Puma, what are your thoughts about Puma? What do you think Puma is as opposed to other brands?
From a critical point of view, I think puma needs to work how to market their product to the people they make it for more and they also need to work on the quality of the material they use to make shoes. I own quite a few pair of shoes, and I would go for Nike if given a choice.
Okay, and what is a good thing that you like about Puma?
The good thing I like about Puma is, it is not only focusing on a single sport, but it is focusing on all the categories of sports there is. Like for example, Nike only focuses more on football and Adidas on sprinters or fast runners. But Puma is a brand who has been supporting in all of the brands. Like for example, you can see his presence in cricket, in basketball, in football, in volleyball, in runners, sprinters everywhere.
Okay.
If I tell you that there is a brand of shoes that is working specially for the women, not only in sports but also in other fields, by collaborating with various organisation, and keeping in mind the comfort they want in the shoes, would you go for them?
Yes, absolutely.
And what is the thing that discourages you to buy Puma?
Its quality.
To not buy Puma?
Yeah.
And if given the choice to not buy Puma and buy any other brand in Puma, which would that be?
I think Nike.
Nike. You would go for Nike. Why would that be?
Because of all the qualities I see in Puma. Nike has all of them but better.
Yes. Okay.
In compared to price, which one do you think? Amongst Nike and Puma is better.
Puma.
Puma?
Yes.
Okay.
Any final thoughts?
I would say that Puma is more on uplifting the woman across the world, for example, in sports, as I have seen that Puma is more in the sports category than any other brand in that category. But it needs to work on its marketing first.
Thank you so much.
My pleasure.
