Puma brand Consumer segmentation
Sunday, January 3rd, 2010most analysts and observers agree that j ochen zeitz as ceo and board chairman is an important turning point in the company puma. prior to this, puma’s
marketing programs behave, in addition to that little leopard log o, did not see the brand and nike, adidas difference, puma shoes dealers are also the same product
placed in a different the sales terminal. zeitz an office and says: personality is the key to our survival, we have to do most if you want sports lifestyle
brand, otherwise we simply can not, and rivals such as nike. ”
at puma sneakers that time, almost all companies used segments of the consumer are the traditional demographic methods, according to the consumer age, education, income
and other criteria to divide. puma’s global director of brand management tuoni bo terence thought: “a 19-year-old japanese high school students with an
attitude and brand preference degree possible with a 30-year-old black, like new york. thinking, attitudes and lifestyles that affect puma the most important
factor to consumers, to create a part of puma’s unique brand attitude is the core of our brand marketing. we will ‘movement’ is defined as a positive
lifestyle, even if consumers pumashoes want to become a puma a 70-year-old grandmother is still this way of life, but also brand loyal customers. “
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