Copy Platform

Issues:

• Considered more of a sports lifestyle brand than a sports performance brand

• Decline in profit• Competing brands challenging PUMA in the

New Zealand market

The objectives of the re-brand:

1. Differentiate the running sports performance footwear range from the lifestyle footwear range

2. Build brand awareness3. Educate people on product innovations4. Increase sales

Target Markets:

• Primary: 20 – 29 year olds

• Secondary: 30 – 40 year olds

Selling Point

• Serious sports performance running footwear brand that is for everyday active people of every nationality and gender.

Creative Strategy

• Modified PUMA Logo

• 4 different print media advertisements – ‘STRIDE’

• 1 Running shoe retail guide

Intended Consumer Response

• Hierarchy of effects model

Think Feel Do

Integrated Marketing Communications (IMC’s)

• Packaging

• Product knowledge = Personal Selling

• Point of Sale

Integrated Marketing Communications (IMC’s)

• Sales Promotions

• Special Events

• New Zealand PUMA website