Marketing Management of Puma

MARKETING
MANAGEMENT

Table of Contents
1.0 INTRODUCTION.....................................................................................................................3
1.1 Definition..........................................................................................................................3
1.2 Customer perceived value of Puma..................................................................................4
2.0 Suitable models to identify the customer perceived value for the customers..................5
2.0 Comparison and contrast of value proposition of company with rival firm .............................7
3.0 Benchmarking and value proposition......................................................................................10
4.0 New Value proposition for Puma............................................................................................11
5.0 CONCLUSION........................................................................................................................16
6.0 REFERENCES........................................................................................................................17

1.0 INTRODUCTION
Marketing management aims to analyse and assess performance of marketing resources
of an organisation (Kotler, 2015). The scope of marketing management largely relies upon size
and intensity in which business functions are carried out. In this approach resources of an
organisation are aimed to ensure that a business experiences enlarged customers base and
positive impact on the sales revenue. The creation of favour customer perception is what
marketing segment works for. Marketing management assures that favourable customer opinion
is formed by attaining to promotional measure such as advertising, promotions and sales. The
intention is to make sure that customers perceive that they have received more of benefits than
price which is paid by them.
This paper is formulated to understand value perception which have been offered by
Puma. It a sport and lifestyle manufacturer carrying out its operations around the globe.
Currently this organisation is ranked at 3rd most popular brand in the world preceding Nike and
Adidas. The tool which will be taken assistance in this approach is Monroe and Holbrook's
typology of value. The comparison will be carried out with superior sports manufacturer to
identify areas for improvement. At the end of this report, a new value proposition will be formed
so that demand and expectations of customer are fulfilled.
1.1 Definition
Customer perceived value is defined to be value which has been perceived by a customer
while availing the product. It aims to form a comparison between price which is to be paid by a
consumers and benefits which could be availed by him while purchasing a product (Wilson and
Gilligan, 2012). This concept relates to marketing and branding a product which revolves around
assuring that a certain product will be sufficient in fulfilling their needs and expectations.
The market literature defines customer perceived value as measurement of usefulness of
products relating to a perception of a consumer. A buyer avails a commodity when he thinks that
prices which is paid by him is competitively less when compared with benefits which could be
availed by him on buying that product. Perception of a customer play crucial role in making the
decisions related to purchasing of a product. Monroe (1991) gave a model relating to customer
perceived value.
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