Puma Transformation Fails, Market Lose Confidence In Brand

Here world clothing shoes The Xiaobian of the hat net gives you an introduction of Puma's failure to transform and lose confidence in the brand.

The German sports brand Puma launched a multi-media marketing campaign on Thursday to reverse the fate of the company, but it once again made consumers and retailers lose confidence in the brand. "Forever Faster" is the strongest slogan of Puma transformation. In order to grasp the "return to school season" in September, the first TV commercials of the brand will be launched in North America, South America and the Asia Pacific region, and will be pushed to Europe and the rest of the world later.

Adam Petrick, director of global marketing, has said that Puma has always been considered a daring brand, and this will remain unchanged. This slogan of Forever Faster shows this. What we are about to change is brand design, innovation and brand marketing strategy.

The first stage of brand transformation is through TV platform and print advertisement, the purpose is to improve the brand of consumers. The second stage will start in January of next year, and brand 2015 spring and summer series will be introduced.

Although the company does not want to disclose the funds that will be invested in the image renewal plan, it says it will invest much more than before.

　　 Puma It has encountered a failure to make sports brand a lifestyle brand. At that time, the brand expanded the product catalog, making consumers confused about its location, and the company's profits also declined randomly.

In the 2013 fiscal year, brand annual net profit fell 92.4%, recording 5 million 300 thousand euros, or about $7 million. Last week, Puma announced its first half of this year's earnings report. Data showed that the net income of the brand fell by 41.3% to 39 million 800 thousand euros, or about 54 million 600 thousand dollars.

The history of Puma seems to be gone forever. At the time of the 2010 World Cup in South Africa, the net income of the first half of the financial year rose by 190.4% to 1.27 euros, or about 170 million dollars, and the annual revenue was 202 million euros, or about 268 million US dollars.

　　 brand Since taking office in 2013, chief executive Bjrn Gulden has reiterated the need to reposition the brand and turn it into a deficit financially. Now, he hopes this breakthrough plan will make a major breakthrough in 2015.