Applied Sport Marketing Final Presentation
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Transcript of Applied Sport Marketing Final Presentation
![Page 1: Applied Sport Marketing Final Presentation](https://reader035.fdocuments.net/reader035/viewer/2022062316/58a105711a28abbf248b706d/html5/thumbnails/1.jpg)
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Copy Platform
Issues:
• Considered more of a sports lifestyle brand than a sports performance brand
• Decline in profit• Competing brands challenging PUMA in the
New Zealand market
![Page 3: Applied Sport Marketing Final Presentation](https://reader035.fdocuments.net/reader035/viewer/2022062316/58a105711a28abbf248b706d/html5/thumbnails/3.jpg)
The objectives of the re-brand:
1. Differentiate the running sports performance footwear range from the lifestyle footwear range
2. Build brand awareness3. Educate people on product innovations4. Increase sales
![Page 4: Applied Sport Marketing Final Presentation](https://reader035.fdocuments.net/reader035/viewer/2022062316/58a105711a28abbf248b706d/html5/thumbnails/4.jpg)
Target Markets:
• Primary: 20 – 29 year olds
• Secondary: 30 – 40 year olds
![Page 5: Applied Sport Marketing Final Presentation](https://reader035.fdocuments.net/reader035/viewer/2022062316/58a105711a28abbf248b706d/html5/thumbnails/5.jpg)
Selling Point
• Serious sports performance running footwear brand that is for everyday active people of every nationality and gender.
![Page 6: Applied Sport Marketing Final Presentation](https://reader035.fdocuments.net/reader035/viewer/2022062316/58a105711a28abbf248b706d/html5/thumbnails/6.jpg)
Creative Strategy
• Modified PUMA Logo
• 4 different print media advertisements – ‘STRIDE’
• 1 Running shoe retail guide
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Intended Consumer Response
• Hierarchy of effects model
Think Feel Do
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Integrated Marketing Communications (IMC’s)
• Packaging
• Product knowledge = Personal Selling
• Point of Sale
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Integrated Marketing Communications (IMC’s)
• Sales Promotions
• Special Events
• New Zealand PUMA website
![Page 15: Applied Sport Marketing Final Presentation](https://reader035.fdocuments.net/reader035/viewer/2022062316/58a105711a28abbf248b706d/html5/thumbnails/15.jpg)