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Puma - Coggle Diagram
Puma
The Why
Mission: To provide high-quality, comfortable, and sustainable sports footwear to empower athletes and everyday consumers in the Netherlands.
Vision: To be the leading sports brand for innovative and eco-friendly footwear in the Dutch market.
values: Innovation, sustainability, and customer satisfaction.
Stakeholders / Impact
Internal Stakeholders: Puma employees, designers, marketing team.
External Stakeholders: Retailers (B2B), consumers (B2C), suppliers, community.
Impact: Creating sustainable options, promoting an active lifestyle, and supporting local retailers.
External / Market Trends
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Increased competition from brands like Nike, Adidas, and New Balance.
Competition
Competitors: Nike, Adidas, New Balance.
Competitive Factors: Sustainability, quality, price.
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Customers
B2B
Needs: Competitive pricing, reliable delivery, and stock management.
Channels: Wholesalers, direct partnerships.
Characteristics: Medium to large retailers, focusing on sports and fashion sectors.
B2C
Needs: Comfortable, durable, stylish, and eco-friendly shoes.
Channels: Online stores, social media, email marketing.
Characteristics: Sports enthusiasts, eco-conscious consumers, fashion-forward individuals aged 18-35.
Marketing Goal: Achieve 50,000 sales of Puma shoes within one year in the Netherlands.(10 % of market size)
Marketing Mix (4 Ps)
Price: Competitive, with mid-range options to capture a broad market.
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Promotion:
RACE model
Reach: Use SEO, social media, and email marketing to reach 200,000 potential customers in the Netherlands within a year.
Act: Engage 50% of those reached, meaning you aim for 100,000 interactions (website visits, email opens, social media engagements).
Convert (Marketing Goal): Convert 50% of the interactions into sales, resulting in 50,000 sales of Puma shoes in the Netherlands within the year.
Engage: Retain 20% of the converted customers through loyalty programs and personalized marketing, aiming for 10,000 repeat customers.
Needs
Wants
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Eco-friendly, stylish designs.
Durable, comfortable shoes for various activities.
Product: Puma shoes – eco-friendly, high-performance, stylish.