Puma background
PUMA is originated from Germany to produce shoes and sportswear based in large multinational companies. 1948 Adolf Dassler combination in its own name and das Adi Dassler Brothers will be renamed as adidas, the two brothers parted ways from the times, set up another PUMA Chrysler Corporation, and the direction of adidas the same,UGG shoes, are mainly to sporting goods, both from a competitor. 1986 PUMA Munich and Frankfurt stock exchanges to join. Today, PUMA has 3,200 employees and selling products to over 80 countries. The company's assets in 2003 reached 1.2 billion euros. PUMA shoes and clothing in the hip-hop graffiti culture, both the U.S. and abroad, have been extremely welcome. Adidas PUMA also the same as the 1970s and 1980s, hip-hop culture represents one thing.
PUMA fifty years of history to write page after page on the great sporting achievements. PUMA accompany World Cup champion Pele into the final, accompanied by Baker, Wimbledon tennis players rule the roost in the grass. Cooperation with top athletes and continue to pursue the latest technology to produce the best sports equipment. Founder Rudolf? Das Le PUMA was established in 1948, the German brand, PUMA has been for decades among the key players in the sports world in recent years, the combination of a more successful pop / sports, jumped favorite brand for young people one.
PUMA was able to be so successful professional sports and fashion trends will be perfect together, more effective in its class international design team. He was the senior men's Gucci and Prada designer Neil Barrett (尼奥贝奈特), the current creative director of PUMA. Meanwhile, the international supermodel, experienced yoga instructor Christy Turlington (Christine. Wellington), the current design of the Louis Vuitton creative director Marc Jacobs (Marc. Steve Jobs) are closely related with the PUMA and cooperation. Season, PUMA pushing as many as 38 new series, completely covering the three major sportswear PUMA Category: highlights three major breakthroughs: innovation, taste and fashion. More prominent in everyday leisure and take into account the characteristics of professional sports. People with diverse needs make to get to meet the multi-function, lead the world trend within the trend of sports apparel. They not only apply to specific sports and, more suitable for wear in everyday life, reflecting the PUMA advocated - the movement is a philosophical attitude to life.
II. Market research
80 smash hit in PUMA's shoes, NIKE and adidas in the face of death under the folder has all the way to rock bottom. However, when the PUMA as
PUMA successful transformation since 1099, after a fashion image, the deep love of film and television stars. Even Madonna out shopping, did not forget to Wear a sun hat PUMA. Hong Kong star Stephen Chow acclaimed film
the past, only sports fans specialize in collecting all kinds of NIKE shoes; Today, PUMA has gradually changed this ecosystem. Because,UGGs, fashion fans also began to collect PUMA shoes.
III. competitors of
puma is very strong strength of the major competitors such as: Adidas, Nike, Kappa, etc., these brands have been in the fashion world sports community has an undeniable position. Adolf Dassler
1948 年 combination in its own name and das Adi Dassler Brothers will be renamed as adidas, the two brothers parted ways from the times, 哥哥鲁多夫达 Chrysler also set up a PUMA companies, and adidas in the same direction, are produced mainly in sporting goods, both from a competitor. So what is Adidas's findings:
in the world of sporting goods, adidas has represented a special kind of status symbol, and this symbol was called the . Founded in 1948, adidas athletes helped create numerous success, the achievements of many great achievements. Therefore, adidas also be said that people trust and respect of a collection of the best example. Especially in world football, adidas suffered the support is no more a sporting goods firm can match. Especially when the first pair of adidas cleats published, it is by the top players in the support and love, and from 1974 World Cup held in West Germany, 80% of the players have played soccer shoes, adidas selected will at adidas in the world can learn the power of football. In the 1998 World Cup in France, host France is by virtue of superior performance adidas soccer shoes to play a level of super strength, beat master won the championship, the French soccer star Zinedine
Zidane more won the 1998 World Footballer of the title, once again proved adidas Apart from soccer, adidas basketball, track and field, tennis, baseball, boxing, swimming and the latest wave of extreme sports such as
sports have a place. Many of the top athletes are all impressed by the quality of adidas: all the players in NBA basketball in the Temple, who became well-known short-Abdul-Jabbar, known Antoine Walker and the current considerable attention to the most potential player Kobe Bryant; in professional tennis in Sweden is a retired champion Ai Boge, who show disdain for the female group to dominate the back of the German Graf evil Jade Luo and recent rise of the new British hope Tim Henman and the Russian girl Anna Kournikova, and has just recruited Queen of Martina Hingis; the baseball field has won the 1998 American League Champion New York Yankees, boxing market will be the century's greatest heavyweight boxer Muhammad Ali; in track and field, adidas reputation is from the 1930s to the present extension of Arthur Jonath Donovan Bailey, Ato Boldon and Haile Gebrselassie and others.
today, adidas Adi Dassler still uphold the idea of the perfect shoe, continuing with the world's top sportsman and coaches to exchange ideas and needs, through a series of repeated tests and tests to develop the various ergonomic key products, not only professional athlete to help them improve sports performance, better meet the general market consumer demand for high quality sporting goods. In recent years, adidas, not only in design, features on new breakthroughs, the concept of representative design of three lines in the popular trend has set off another fad that swept a new generation of young nowadays Xingcheng popular new style to lead the global movement of goods into the more diversified vision.
four: consumer groups
like a combination of fashion and sports community, sports of all kinds of professional athletes.
five: the product itself of
PUMA footwear using the Use color to its definition, the red line on behalf of athletic footwear, casual blue product line represents the type of footwear.
product line represented by the red shoes are:
fully running series, the Blues running series, the white running series, the all-round training series, the modern golf series, the football series, the yoga series.
blue line representing the footwear are:
racing series, the new sports series, creative movement series, the new cool series, basketball series, the original series, the nostalgic series.
red line running series
complete this series of shoes is to improve performance and reduce injuries running shoes, each writing a symbiotic technologies are used to give the best runners best performance products.
running series,UGG boots cheap, each pair of shoes are completely different technology that contains ingredients such as: iCell, GoodYeare, Archtec ... ...
fully running series and according to different people running the sport different requirements, broken down into off-road jogging jogging and two sub-series.
wearing off-road running shoes jogging can be run in any environment movement, such as: Forest Park in the remote far away, a small house near the woods, or through extreme sports in the mountains, canyons, deserts and so on ... and Jogging is designed for road running enthusiasts and athletes race-based design, more emphasis on comfort and flexibility.
Blues Series
running shoes this series is designed for the pursuit of technology, fashion consumers to create, is to use the most daring design language and the development of fashion products.
blues running series subdivided into: impact, athletic training, altitude, intensity of urban movement and flexibility of 5 sub-series.
impact: the appearance of a dynamic and innovative shoe design can avoid the impact brought about running. The Ministry of sub-series is often used in the heel CELL (cell suspension) technology, with good protection to the wearer.
Athletic Training: Athletic shoes exciting improvements will be designed to exercise the required functionality and casual attitude towards life clever fusion. This sub-series will be used in track and field stadium for the creative professional improvement of shoes that fit special shoes track and field features were, in turn casual attitude towards life into them, each shoe has a unique design and sophisticated shape,cheap UGG boots, for example: in imitation of spikes occur at the sole or enhance grip design.
Altitude: performance through real solutions and the combination of avant-garde design that can withstand the weather and the terrain at different altitudes affect the shoes. This sub-series to give people full security guarantees, and thickening of the end of the special pattern on the soles can give the wearer in different elevations feeling of comfort, round laces and can quickly pull a special ring with the use of shoes is very convenient for the wearer to quickly adjust according to the different environment of tension lacing system, promote blood circulation of the foot. And a metallic synthetic leather upper gives a more rugged wear-resistant texture.
elastic force: for those seeking a simple and traditional feel of the runners foam cushion design. This sub-series of footwear in the end is often used CM-EVA materials, soles are designed with a streamlined and flexible efforts to tie the shoes of the device is rarely used.
Urban Sports: exquisitely designed shoes, urban fashion more suitable for family, for their daily walk in to provide protection. This sub-series are used leather uppers, in the movement without losing the characteristics of elegance, shoes simple and generous, CM-EVA and the use of CELL has strengthened protection of the wearer.
white running series of sports-loving consumers as the entry-running shoes, and his focus on value and design details. Therefore, the technological content of this series of shoes less, the use of mesh uppers, shoes, design traditional, relatively moderate prices.
round training series for sports consumers in the stadium, arena Path training, endurance and fitness activities or venues designed.
round training under the training is divided into blue and white training in two sub-series.
blue train design stylish, eclectic, and some use asymmetric lacing system, some of elastic instead of using the design of lace, and white training because they belong to the scope of basic training, so the design relatively traditional.
football series
PUMA soccer series is a key series, focused on performance, style and charm of the best features. PUMA soccer in the series, into the ARCHTEC, CELL, CM-EVA, Lace Wrap System and a series of wide variety of technology elements.
football series V series and the basis under the sub-series, while the V series has once again broken down according to the characteristics of footwear for speed, protection, street
three types of speed (v.06): PUMA V Series was launched in 2006, and v.06 is the leading product in this series. As implied by the letter V, the new v.06 product focus is speed, you can run the players who provide some help they need. The purpose of this series of shoe production is to ensure that the speed of the players, so when in the design of v.06 as simple as possible is extremely targeted. If the style is simple, then the performance is the protagonist. v.06 under the guidance of this concept, with the extraordinary technology and design, with unique beauty.
Protection (v-Konstrukt): Although the new v-Konstrukt 2006 PUMA V product is the second largest series of its products, but just as important as with the previous v.06. As we all know, in football, the external and internal forces are essential, v-Konstrukt product attaches great importance to the optimization of the protective elements. According to different purposes, this option could be for a performance, it can be for a single product models. Production v-Konstrukt is intended to improve one or more protection elements, dedicated players who run the service.
Street (v-Streets): v-Streets of the upper using a combination of PU and mesh, that is light and durable, particularly for the outer end of a hard asphalt surface. Is a free experience for those seeking the urban design character of youth. The speed-oriented shoe to let you enjoy running in the city. v-Streets are those products represent the city as the center of the innovative spirit of the younger generation. They thought of as a football expression of individuality. The shoes they wear any ride in the city, You agreed to choose their own look, their music, their fans, their own tactics.
yoga series
inspiration from yoga, yoga will dissolve the idea of PUMA to create a mysterious mahanuala. For as the Originality in design, each shoe is to give people the feeling of ethereal and elegant. In the details of the deal, often can play a finishing touch.
series
creative movement can be said of this series is Puma's Design Lab, launched the kind of professional inquiry, as appropriate, and to promote the concept of sports shoes, the boundaries of design and structure of products. This series is the most freedom PUMA product design field, where not follow the traditional imagination and creativity to meet the emerging needs of the younger generation. Exaggerated and the subversion of the traditional shoe lacing system in this series are widely used.
cool new series
This is a unique series, continued from the first application in 1960 by PUMA soles and uppers will add sulfur way convergence of the Law Classic shoes will be the unique details of the deal has effectively improved the shoes look more trendy and avant-garde, with a punk flavor.
basketball series to the basic elements of basketball shoes, coupled with the design of life, the sense of movement into their living. Each PUMA's basketball series is a classic reproduction, including stories, there are celebrities, there are memorial design, the earliest dating back to last century, an even 70. Large shoe design allows the wearer both the leisure life in peacetime, or individuality in the street have a very good basketball game comfort. This collection perfectly reflects the integration of leisure and sport PUMA style.
uphold the original series, a new series of PUMA tradition, the latest and most diversified products in this series, with other brands can not match the design elements. PUMA's unique in this market, there is no competition, this is the development of leisure products PUMA key areas. Shoes each have a distinctive design features to meet those who seek individuality, the needs of self publicity.
VI: Advertising Strategies
According to my investigation are basically flat puma advertising publicity, all kinds of fashion magazines. page can see the eternal symbol of puma. At the same time Because of this puma is also a substantial annual advertising expenditures. I think the TV ad advertising this dynamic is also essential in this regard puma publicity enterprises should make greater efforts to achieve overwhelming to see people have had to remember the ace brand ....... < br>
BY VIVI
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