PUMA Golf Doron Tamari Kim Fishman Jacob Grill-Abramawitz
MediaMark – Existing Puma Customers • Age bracket 18-24: Index of 285 • Men aged 18-34: Index over 200 • $20,000-$29,999 and $75,000-$149,999 • Must offer wide range of products
MediaMark – The Golf Market • Golf Digest – Publication with highest index of individuals who purchase golf apparel • Maxim – Readership is 2.24 times more likely to have purchased golf clubs in last 12 months • Maxim readers also twice as likely to have purchased Puma in the last 12 months – great fit
Current Ads
Target Market • Men • Ages 18-34 • Currently attending or graduated from college • Read national magazines and popular online sites • Income is upwardly mobile • Currently may be lower but will increase over time
Positioning • Performance and style come together • Less expensive than Nike and adidas but quality is very high • Younger, cooler, more modern
Creative Strategy Statement& Themes • Campaign will target men, ages 18-34, and promote the PUMA Golf brand as one of high performance, high fashion, and high value. By expanding the reach of the brand, we hope to increase sales and market share in the long-run. • “Unleash Your Inner PUMA” • PUMA > NIKE
IMC Mix: Print Advertising • Focus on magazines that appeal to current market and target golf market • ESPN The Magazine, MAXIM, Golf Digest • Ads will run 1 week prior to PUMA Open • Will direct people to website • Information on PUMA Open • Information on sponsored athletes • Information on products and innovations
Print Ad Message • Comparative ad between Nike Golf and PUMA • Bold, captivating, and powerful • Puma is greater than Nike • Point is to increase awareness of brand as golf performance apparel, footwear and equipment maker • Also goes along with theme of “Unleash Your Inner PUMA”
IMC Mix: Online Advertisement • Banner ads on ESPN.com • men who surf ESPN.com are • 74% more likely to purchase golf clothing under $100 • 101% more likely to purchase clothing between $100-$150 • 118% more likely to purchase golf clothing over $150
Online Ad Plan • Will start several weeks prior to PUMA Open • Will direct people to website again • Will echo campaign themes
Unleash Your Inner PUMA > TIGER PUMA Golf Be the first to find out… Power Speed Innovation www.golf.puma.com Cat Got Your Tongue?
The Puma Open • Cost is approximately $6 million to sponsor elite PGA Tour event • Would be held each year in March • Location most likely Palm Harbor, Tampa, FL • In addition to title, sponsorship would allow for advertising throughout tournament • Ricky Fowler – PUMA sponsored golfer
Objectives & Mix • (26,000,000/52)/1,000,000=50% of target reached. • Midwest is target; Northeast and South are strengths • Pulsing scheduling
Bottom-up Budgeting • Goal is to close the gap between Puma and Nike – attract 20% more consumers • Sponsorship of Puma Open - $6 million • Golf Digest Ad - $76,402 • ESPN the Magazine Ad- $173,056 • Maxim Ad- $228,460 • Online ads - $100,000 • Total Cost – Approximately $6.5 million
Evaluation • Traffic driven to websites • Analytics including total visits, clicks, time spent on page, and online sales • TV Viewership of PUMA Open on major networks • Attendance at PUMA Open • Brand evaluations before and after marketing campaign
Conclusion • Connecting existing PUMA customers and partners with PUMA Golf brand • Magazines, Internet, and Sponsorships • High performance, high fashion, high value message • Increase brand awareness and enter into customers’ evoked set of golf products
Questions & Comments?
