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Puma - Coggle Diagram
Puma
Stake holders
Retailers (B2B): Sportswear and lifestyle stores in the Netherlands, e-commerce platforms.
End Customers (B2C): Athletes, eco-conscious consumers, and casual users.
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External / Market Trends
Sustainability in Fashion: Increasing demand for eco-friendly products across Europe, particularly in footwear, with a focus on recyclable materials and sustainable production.
Athleisure Trend: The blending of athletic and leisurewear is driving demand for stylish yet functional shoes.
E-commerce Growth: Retailers are shifting towards online platforms, increasing the importance of online partnerships.
Health & Fitness Boom: More consumers are investing in quality sports footwear due to growing health consciousness post-pandemic.
Digital Transformation: Retailers are increasingly focused on digital marketing and influencer collaborations to reach younger demographics.
Competitive Factors
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Sustainability: Puma’s focus on sustainable materials differentiates it from traditional sportswear brands.
Pricing Strategy: Competitive, with a mix of high-end and affordable products, positioning Puma as accessible to a broad range of consumers.
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The why
Mission
To be the most desired sportswear brand by delivering superior performance, sustainable innovation, and partnering with retailers to offer footwear that meets both professional athletes' and everyday consumers' needs.
Values
Innovation, sustainability, performance, and inclusivity.
Puma shoes aim to deliver high-performance products while prioritizing eco-friendly practices and social responsibility.
Vision
To inspire movement and empower athletes and individuals by providing high-quality, stylish, and sustainable sports footwear for peak performance.
Impact to Be Created
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Economic: Contributing to economic growth by supporting local retailers and global expansion in the sportswear market.
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Marketing Mix (4 Ps)
Product
Puma Shoes: Eco-friendly, stylish, and performance-driven footwear.
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Price
B2B: Bulk pricing discounts, loyalty programs for long-term partnerships.
B2C: Mid-range pricing for most consumers, with premium pricing for limited-edition or high-performance shoes.
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Customers: Needs, Channels, and Characteristics
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Why Conscious?
Puma is committed to eco-friendly practices, sustainability, and social responsibility. It focuses on reducing environmental impact by using recycled materials, promoting ethical labor practices, and partnering with retailers to implement sustainable solutions.
USP (Unique Selling Proposition)
Puma offers a unique combination of performance, style, and sustainability, catering to both athletes and eco-conscious consumers. Its innovation in materials and focus on reducing environmental impact is a key differentiator.