Internal Marketing System Of Puma

German athletic footwear company Puma Iras used holistic marketing lo Lnng it$ product &ack from being a sentimenlal maiastay of the 1970s to one o! Ihe srendiest alhletic shoes around Puma uses multiple marketing approaches that wort synergisticalty to set Puma apart as an edgy, Irend-setting crand. Puma designs products with distinct customer groups in mind—such assnowtjoarders, car teeing 'ans, arid yoga enthusiasts—using ¡market research generated lyy its retailer partners. Puma also target the armchair alWete—its two mast popie lar models are the Moslro, a walking shoe wiffli a nuDbed wraparound sole, and the Speed Cal. a flat S65 sneaker modeled on sftoes worn hv Formula One race car drivers, Jl generates ivord of mouth or "viral marketing" try clever [¡mmuiions.--1iom partnering with nMWVMin Terence Conran Design Shop, and Ihe Jama can Olympic team—or holding promotional events at sustil restaurants during the 2002 World Cup to outfitting Serena Williams and showcasing products m well-chosen TV shows and movies. The approach is working; Puma's sales 1 have increased lor 11> straight years from 1 1o ?£lQ4, tripling in iotal.i!

The holistic marketing concept is based on the development, design, and implementa-iion of marketing programs, processes, and activities thai recognizes tiieir breadth and inier-dc^cndencies. Ilolistie marketing recognizes thai "everything matters" with marketing— and that a broad, integrated perspective is often necessary. Four components of holistic marketing are relationship marketing, integrated marketing, internal marketing, and social respoiisil) i ti ty rua rkel i n g.

Holistic marketing is thus an approach to marketing thai attempts lo recognize and reconcile the scope and complexities of marketing activities, retire 1,3 provides a schematic overview of four broad I hemes chantcterizing holistic marketing.

i Increasingly, a key goal of mark4&&fs to develop deep, enduring relationships with all people or organizations that could directly or indirectly affect the sue» cess o f the 11 n n s jda rker i ng activilies. Helali o nsl i ip market!ng lias t he ai m o f bu i Id i ng i nul u;i 11y satisfying long-term relationships with key parties—customers, suppliers, distributors, and

Salehoo Secrets and Tips

Salehoo Secrets and Tips

As with any web site, SaleHoo has a number of features that will help you in buying products from around the world. Once you have an account on SaleHoo, which only costs a one-time fee, you can establish up to twenty named searches for products. After that, any time those items become available, you’ll be alerted.

Get My Free Ebook


Post a comment