It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
The American Marketing Association defines
consumer behaviour as the dynamic
interaction of affect and cognition,behaviour
and the environment by which human beings
conduct the exchange aspects of their lives.
It refers to the action and decision processes
of people who purchase goods and services
for personal consumption.
o In Consumer perspective –
i. How does a customer decide?
ii. Why he/she needs a product?
iii. What are the best sources of information for buying the product?
iv. What different alternative services/products are available in the
o In Marketer’s perspective-
i. How are consumer attitudes formed towards products/services.
ii. How consumer attitudes can be changed?
iii. What methods consumers use to know which products or services are
better and best?
6. Purchase Issues
o Consumer perspective-
i. Is acquiring a product a stressful or a pleasant experience and how
ii. How much is the level of stressfulness or pleasantness?
iii. What does the purchase say about the consumer?
o Market perspective-
i. How do situational factors such as time pressure, store display have
affected the consumer’s purchase decision?
7. Post –Purchase Issues
o Consumer perspective
i. Does the product has provided pleasure or has performed his desired
functions effectively or not?
ii. How is the product being disposed off?
iii. What were the environment consequences of the act of disposal?
o Market perspective-
i. What determine whether a consumer will be satisfied with a product?
ii. Whether he/she will buy it again?
iii. Whether that consumer tell others about his/her experience with the
product and influence their purchase decision.
8. MARKETING STRATEGY
A marketing strategy is the design,
implementation and control of a plan to
influence exchanges to achieve
organizational objectives.In consumer
markets,marketing strategies are typically
designed to increase the chances that
consumers will have favorable thoughts and
feelings about particular products,services
The Puma Group's Marketing Strategy
• PUMA commits to serve its customers by supporting creativity,
sustainability and peace. It promises to be fair, loyal, honest and creative
in its decisions and actions. The unique feature of PUMA is that it
manufactures sports stuff keeping in mind the fashion and style. It has
collaborations with famous designers like Alexandra McQueen and Mihara
Yasuhiro. PUMA group that was founded in 1948 has now three brands;
PUMA, Tretorn and Cobra Golf. It distributes its products to more than 120
different countries across the globe and has a network of around 11000
• Mission Statement
PUMA has an objective and a long term mission of becoming "The most
desirable and sustainable sports Lifestyle Company".
10. • PUMA’S MARKETING STRATEGY:
World wide organizational re-structure to increase profitability.
Phase II – 1996
Improving brand equity
Phase III -2002
Exploring brand potential by increasing desirability of products.
Phase IV -2006
Long term mission of becoming the most desirable sports life style brand.
Phase V -2008
Nouvexa Puma (Going Green)
• To become the most desirable sport life style brand
• Uphold the spirit,image and values of Puma towards the sustainable
pollution free world of tomorrow.
• Increase brand awarness
• Create a PUMA family.
• The role of marketing in society is to help create
exchanges by formulating and implementing marketing
• Understanding consumers is a critical element in
developing successful marketing strategies. Marketers
have to analyze and understand not only consumers of
their products and brands but also consumers of
competitive offerings and the reasons they purchase
• Marketing strategies,particularly as developed and
implemented by successful companies,have a powerful
force on consumers and society at large.