Sports Athletic Apparel

German brand Puma by guerrilla marketing tactics back to life

German brand Puma in 1998 to 2003, sports apparel market sales and profits of the fastest growing brands, the growth rate for 6 years, more than two figures. Surprisingly, in 2002, Puma in the U.S. advertising expenses of only 3.9 million U.S. dollars, while the same year, Nike's advertising expenditure was 100 million 20 million U.S. dollars, Reebok's expenditures for the 45.3 million U.S. dollars.

    Puma outdated brand new attitude to life

    The Eighties, Puma once in the marketing and sales on lagged Nike, Reebok and Adidas and other athletic apparel giant behind. At that time, Puma is seen as outdated brand, department stores have the Puma sports shoes into the cheap container, the 1993 Puma to the brink of bankruptcy.

    In 1994, only 30 years old JochenZeitz was appointed as the company's CEO, who is also the year of Europe's youngest public company CEO. From the late '90s began, in JochenZeitz under the leadership of Puma to rely on guerrilla marketing tactics to become the world's sportswear market, "the outbreak of type brand." 1993 to 2001, Puma's sales grew nearly twice as much. In 2002 the U.S. sports apparel market was worth 7.8 billion U.S. dollars, while the Puma's sales rose 48% to 100 million 21 million U.S. dollars. Puma has been "brand Week" as 2002's "best marketing brand."

    New York WellsFargo portfolio investment company managing director John Hill Lee said: "Puma is a brand management best sportswear brand, its product line designed to be rigorous, rational, in the market segments and distribution channels, management has a long-term clear objectives. "With the excellent marketing tactics, Puma's stock has been appraised as the German market, the most worthwhile investment in the stock.
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