What is Puma’s marketing strategy?

BluCactus South Africa - What is Puma's marketing strategy?

What Is Puma’s Marketing Strategy in Africa? Puma, renowned as a leading sports brand worldwide thanks to its genius approach in blending iconic designs and top-notch quality, has earned an admirable spot by showcasing an unparalleled performance in the fierce sporting goods industry.


Founded in 1948 in Germany by Rudolf and Adolf Dassler, it started as a humble shoe factory in the brothers’ family home before expanding to be a behemoth in the sports industry, boasting a solid presence in more than 120 countries. 


Decoding Puma’s Target Audience


Puma’s target demographic was initially professional athletes who competed nationally and internationally.


However, it has since reinvited itself to appeal to a younger, upper- and middle-class audience aged between 20 and 35.


The sports brand promotes a healthy lifestyle outlook for those interested, focusing on providing exceptional-quality sports goods ranging from innovative shoe designs to technology-forward sports equipment and clothing.


What Defines Puma’s Marketing Position 


BluCactus - What is Puma's marketing strategy?

Puma employs several key strategies to expand brand reach and product range, including a genius combination of geographic, demographic, and psychographic strategies.


In a serious effort to understand customers’ ever-changing needs, the brand tailors its marketing strategies to specific regions while resonating with its diverse audience worldwide. 


This combination allows the brand to develop unique products and strategies to cover cultural nuances and various consumer preferences, providing Puma with a competitive edge against its newly emerging competitors. 


What Are Puma’s Key Marketing Strategies? 


Puma’s marketing strategy is multifaceted for the brand to penetrate not only the local but also the global market. Below, we’ve unveiled some of Puma’s essential marketing strategies, which includes;


Supplier Sourcing


90 percent of the brand’s products are manufactured in the Asian market. This supply chain is essential for Puma to meet demand. Therefore, the brand maintains stable coordination with more than 200 suppliers located in over 36 countries.


Extensive Product Portfolio


Puma produces more than enduring sports shoes and clothing; it also offers an extensive portfolio of sports equipment, accessories, watches, and more.


This diverse product range enables the brand to capture a greater share of the market.




Puma is dedicated to placing a growing emphasis on sustainability and social responsibility. The brand highlights incorporating eco-friendly materials, such as recycled polyester, and manufacturing processes in the production of its product range.


Between 2017 and 2021, the brand reported reducing its carbon emissions worldwide by a whopping 88%. Its RE:SUEDE and RE:JERSEY projects, dedicated to experimenting with biodegradable materials and chemical recycling processes, respectively, also prove Puma’s unwavering commitment to making a difference.

Its brand motto, ‘Forever Better,’ is a testament to the brand’s consistent efforts in positively adding to eco-practices and social causes related to sports, health, education, and improvement. Thus, earning the title of  being the most sustainable brand in the industry according to Business of Fashion.


Celebrity Collaborations


BluCactus - What is Puma's marketing strategy?Puma collaborates with high-profile athletes, celebrities, and designers, such as Neymar Jr., Pamela Reif, Gianmarco Tamberi, and Winnie Harlow, to create exclusive collections, promote campaigns, and form a close-knit family.


These collaborations effectively add value to the brand image and identity while maintaining the brand’s cultural relevance, driving sales, and attracting younger consumers.


What Is Puma’s Distribution Strategy?


Puma’s distribution strategy is an essential component of its sucess. The brand offers its products through three exclusive channels, including exclusive retail stores, wholesale sites, and e-commerce sites, such as Amazon. Typically, the largest percentage of Puma’s sales comes from its wholesale site.


Analysis of Puma’s Marketing Strategy


Puma’s marketing strategy consists of two sections: competitive analysis and market analysis. So, here is a brief breakdown of both:


Competitive Analysis


Puma focuses on manufacturing its products in Asia, as the price of labor and the production of raw materials is lower. 


Market Analysis


Many factors can hinder a business’s ability to survive in the sportswear market. These include suppliers’ bargaining power, lifestyle changes, population migration, and increased labor costs.


Puma consistently recognizes these tricky factors and avoids any potential complications that may hinder its image or growth.


Looking for a Marketing Mix as Effective as Puma’s? 


Ken Schreck BluCactus +1 469 206 5510Puma has not only become a leading sports brand but has also remained at the top. Hiring a professional marketing company can help you achieve substantial success in the sportswear market. Just like Puma, you can harness the power of key marketing strategies. Get in contact now with BluCactus South Africa. 


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