Principles and Practices of Marketing - Promotional Mix and Activity of Puma

Principle and Practices of marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
PROMOTIONAL MIX AND ACTIVITY OF PUMA...............................................................3
TASK 2............................................................................................................................................9
Model 1- AIDA Marketing theory .............................................................................................9
Model 2- Communication model..............................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing can be referred to a critical business function which is practices by various
profit as well as non profit organizations. Marketing is a concept that consists of product
designing, product development, research, promotion and customer service. The marketing
function is a blend of various principles, strategies and tactics. The marketing mix consists of
four Ps of marketing that refers to product, Price, Place and Promotion. The product is referred
to goods and services that the customers are offered. Price is referred to the amount at which the
product is offered to the customers. Place can be referred to the distribution channel of the
organization whereas promotion stands for the promotional activities that are used to convey the
information among the customers in the market related to the product in the market. Customer
retention is another concept of marketing where the organization makes effort in order to build
long term customer relations. The marketing concept also focuses upon the research and
development of the business organization. The promotional mix is a concept that comprises of
various promotional tools that are a part of marketing concept. The tools of promotional mix are
public relations, advertising, direct marketing and personal selling (Alfaro-Barrantes, Beaupré,
and Jacobs, 2021).
Puma is a manufacturing organization that deals in casual and athletic accessories,
apparel and footwear. The organization has its headquarters situated in Bavaria, Germany. Puma
is a German multinational corporation which was founded by Rudolf Dassler and established in
1948. The report revolves around the principles and practices of Puma (Andronie and et.al.,
2019).
TASK 1
PROMOTIONAL MIX AND ACTIVITY OF PUMA
Puma uses various tools of promotion mix in order to convey its products in the market. The
various tools used by the organization are explained below-
Advertising
Puma uses various advertising techniques in order to promote its products in the market.
The organization uses print media advertising as well as electronic media advertising through
television commercials. The organization advertises with the help of creative hoardings too. The
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focus of Puma advertising is upon generating high revenues from the cricket equipments. The
organization sponsors various sports events in order to advertise its brand. The recent
advertisement of Puma is about Football's Finest in order to promote Puma's spark pack. The plot
of the advertisement consist of Manchester City Manager Pep Guardiola wherein he hypes the
new shoes of Puma. These include various players such as Antoine Griezmann, Luis Suarez and
Sergio Aguero. These players have previously starred for Adidas (Ang, 2021). The writers for
the advertisement are Francois Bevierre and Xavier Yonter. Also the advertisement was directed
by Sharif Abdel Mawla through Partizen. The comment remarked by Guardiola is “It all starts
with a spark that is how players become champions”.
Public relations and Publicity
The objective of public relations of Puma is to build goodwill of the brand in the market.
The public relations of Puma tend to establish relationship between the organization and the
target group of the organization that it aims to capture. The public relations can be established by
Puma through various paid as well as unpaid manner. The public relations and publicity of Puma
is done with the help of articles in the magazines, coverage through various modes of press and
media. The various other attention for the brands like Puma are winning of awards, presentation
ceremonies at various events and conferences. These help the brand in fetching attention of the
various stakeholders towards their brands. Puma tends to earn more rather than making
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