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July. 11. 2005. Webzen Inc. Marketing Team

Case Study - PUMA. Kim Sang-youn Kim Yong-hwan Kim Jong-oh Lee Bo-mi Lee Soon-young. July. 11. 2005. Webzen Inc. Marketing Team. Contents. 1. Brand History 2. SWOT Analysis 3. STP Approach - Segmentation, Targeting, Positioning 4. Marketing Mix

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July. 11. 2005. Webzen Inc. Marketing Team

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  1. Case Study - PUMA Kim Sang-youn Kim Yong-hwan Kim Jong-oh Lee Bo-mi Lee Soon-young July. 11. 2005. Webzen Inc. Marketing Team

  2. Contents 1. Brand History 2. SWOT Analysis 3. STP Approach - Segmentation, Targeting, Positioning 4. Marketing Mix - Product, Price, Place, Promotion 5. Result

  3. What do they have in common?

  4. 시장분석 Brand History • In 1922, Adi Dassler and Rudolf Dassler started to make training shoes, but separated in 1948. • The older brother Adi Dassler made ADIDAS, and younger brother Rudolf Dasselr made PUMA. • E-land Group introduced PUMA to Korean market in 1995. • The total revenue of PUMA Korea was 10 million USD, net income was 500,000 USD in 2000. • In 2001, Total revenue was 34 mil. USD and the net income was 7 mil. USD. • The total revenue increased rapidly up to 100 million USD in 2002.

  5. 시장분석 SWOT Analysis

  6. 시장분석 STP Approach • Segmentation • ① Geographical segmentation : Concentrating on the downtown area (Myungdong, Apgujeong, COEX, Gang-nam, Shin-chon,etc.) • ② Age segmentation : Young generation from late teens to early twenties • ③ Character : Young, Progressive, Free, Active • 2) Targeting : Young ladies (from late teens to early twenties) • 3) Positioning : High quality sports brand, Refined design with top designer Jil Sander

  7. 시장분석 Marketing Mix • Product ① Symbol color : from green to red • ② Product line : from men to women • ③ Main customer : from men over mid twenties to women and men in early twenties • 2) Price : lower than Nike, Adidas higher than pro-specs, lecaf

  8. 시장분석 Marketing Mix 3) Place : Move the stores from suburb area to central area 4) Promotion : ① Sponsorship of hiphop festival, professional hiphop team ② Constant advertising on hiphop magazine ③ Star marketing-Serena Williams, Ahn Jeong-hwan ④ Ambush marketing – Rent the jam-sil stadium and use the space for cheering Korean soccer team during World cup season Solution – Zero Base Marketing

  9. 시장분석 Result • Total revenue has increased 1,000% in 3 years(From 2000 to 2002 – From 10 mil. USD to 100 mil. USD) • 800,000 Logo T-shirts and 280,000 sneakers were sold in 2002 • Main customer has changed from men(90%) to women(80%), from late twenties(70%) to early twenties(80%) • Brand recognition has improved and built up well • German HQ benchmarked PUMA Korea’s success • 1,100% of incentives and free tour to USA for all employees

  10. Result Product Parody in cyber space

  11. What do they have in common? They are TRANSGENDERS!!

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