Puma Sneakers Inc. Puma Markets Sneakers Targeting

Puma Sneakers Inc.

Puma markets sneakers targeting a market segment aged 15-30. I have chosen this target segment because it is the age where an individual is active and sporty. This applies to both male and female as the company offers a wide range of male and female sports clothing, a perfume line and shoe-wear. With differentiation, the company's focal point has taken numerous forms. Evidently, the needs of the target market have been addressed through alert attention. Puma's global Sneakers and lifestyle aims to capture approximately thirty percent of the organized retail sportswear market. This will be achieved through additional stores across the country (Pride & Ferrell, 2013).

The main customer base for Puma's sneakers are the company's primary target market predominantly females. The products are best standing based on their brand categories and premium pricing. This market is customer oriented and not demand oriented. Instead of fulfilling needs, Puma's Sneakers fulfills desires and wants based on image. The target market seeks the products and the service advantage of Puma's brand image (Lamb, 2012). In geographical terms, the target market for large department outlets like Puma is primarily concentrated in the downtown area or large shopping centers. In the downtown shopping district or a large shopping center, the market is strong presenting a remarkable profit potential. Department stores positioning themselves as premiums are challenging to start and imitate as they are grounded on the brand prestige.

Within the next fiscal year, Puma seeks to achieve forty percent growth and control a significant market share in the sports wear segment. Currently, the Sneakers brand controls twenty percent market share in the leading brands of the sportswear sector. While the domestic sportswear market is estimated to grow, the Sneakers brand holds twenty percent of this market. For this growth to be fueled, Puma must add at least 100 exclusive stores in the next fiscal year. However, adding more stores relies upon finding the appropriate locations. Puma Sneakers is among the leading top brands in the sportswear industry. The brand has 200 exclusive stores available in large format stores such as Lifestyles, Websites, and ShopperStops (Weele, 2006).

Puma Sneakers has introduced its perfume line in the domestic market. The company has obtained a unique manufacturing license from Procter & Gamble. P&G has issued directives about launching Puma perfumes in the country. In the global perspective, the world's fastest man Usain Bolt has endorsed Puma's Sneakers. Puma is not scouting for any endorser in the country. However, the company will go back to the drawing board in case of any promising sports personality (Pride & Ferrell, 2013). Recently, Puma embarked on aggressive marketing activities and campaigns to promote its premium offerings. The company sponsors gears and apparel for the Indian Premiere League. For decades, Puma Sneakers has demonstrated its commitment towards athletes. This enables the brand to initiate the best strategy and values that conform to this strategy. According to Michael Porter, he describes Puma Sneakers strategy of differentiation as focusing on the product line, buyer group and geographic market. With differentiation, the company's focal point has taken numerous forms. The basis is that the needs of the target market have been addressed through alert attention. Puma Sneakers seeks a competitive advantage besides lacking a general competitive advantage (Weele, 2006).

Puma has achieved a sustainable differentiation in the Sneakers section: this brand proves to be structurally beautiful. This has made the brand an above average performer in the industry. Different industries have diversified market segments and each comprises of different buyers. Through the differentiation strategy, Puma Sneakers has pursued to be the sole in the industry based on buyer priorities. In order to embrace this strategy, Puma's Sneakers have unique attributes that have earned the respect of customers. Apparently, it is more attractive than other offerings in the market (Lamb, 2012).

Differentiation has been a source of lag against competitive rivalry because customer brand loyalty ensures lower compassion to prices. Puma Sneakers offers an outstanding sole to garner the best price. Unlike cost leadership, Puma Sneakers can have more than one differentiation strategy. The cost leadership approach appreciates quality based on virtual differentiation of its competitors making Puma Sneakers above average. Puma has also developed partnerships with leading sports and athlete personalities (Lamb, 2012). The most well-known are seven times World Champion of Formula One, Michael Schumacher and World Champion of Sprint, Usain Bolt. These partners have developed a strong attachment to the brand and always associate with the brand. This promotes the items. For instance, Usain Bolt was the DJ at the Jamaica Party organized by Puma in 2012. This enabled him to make promotions of special clothes made for him.