Comparative Analysis of Marketing Campaigns: Woodland, Nike, Puma

This report provides a detailed analysis of the marketing campaigns conducted by Woodland, Nike, and Puma. It begins with an executive summary highlighting the objectives and strategies of each company's campaigns. The introduction establishes the importance of marketing management and its role in achieving organizational goals. The report then delves into the investment of each organization in marketing communication campaigns, providing specific examples of how Woodland, Nike, and Puma promote their products. A key section focuses on segmentation, targeting, and positioning (STP) models, explaining how each company segments its market, targets specific customer groups, and positions its products. The report includes detailed descriptions of Woodland's, Nike's and Puma's marketing strategies. Finally, the report concludes with a comparative analysis of the campaigns, summarizing their effectiveness and impact, and referencing the marketing management models. This report is designed to provide a comprehensive understanding of marketing principles and their application in the real world, using examples from well-known brands to illustrate key concepts. The report also covers the customer-driven marketing strategies used by each company, including their approach to product variety, customer needs, product explanations, and customer service.

Marketing management

Table of Contents
Executive summary .................................................................1
INTRODUCTION...........................................................................................................................2
Task .................................................................................................................................................2
Investment of organizations in marketing communication campaign.........................................2
Segmentation, targeting and positioning. ....................................................................................2
Comparative critical analysis of all campaign. ...........................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

Executive summary
This report was covered different types of campaign that conduct by woodland, Nike and
puma. These organization has main purpose behind conduct campaign that increase sale and
profit through aware customers about new shoes and purpose of launched these types of shoes so
Woodland conduct campaign of 'adventure' brand because it main purpose through this that it
produce rough and tough shoes that useful for outdoor. Nike conduct campaign of football shoes
so through this campaign known as legend of marketing communication. It main objective is
sales of sports shoes special football shoes and increase profit because it communicate to peoples
through this campaign and invest much more money. Puma launch latest campaign that lauds
every women journey of individual excellence and in this campaign it celebrate fearless women
that aim is personal achievement. This campaign includes many ambassador for teams up with
fitness.
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INTRODUCTION
Marketing management is a process that helps in develop and improve strategies. It
includes product, services, advertisement, promotions and sales. All these process helps in fulfill
customers needs for provide satisfaction. Management of marketing has main objectives achieve
target and achieve organizational goal (Olson, 2018). It also understand needs and wants of
customers and provide goods and services according to their needs. So this management make
plan and strategy for do work in effective manner. This report will be cover investment in
marketing communication, segmentation, targeting and positioning model, overview of three
chosen company.
Task
Investment of organizations in marketing communication campaign.
Woodland conduct campaign of 'adventure' brand because it main purpose through this
that it produce rough and tough shoes that useful for outdoor. It give information to peoples that
this shoes is long lasting for adventure so this campaign is conduct for increase sale and profit.
Nike conduct campaign of football shoes so through this campaign known as legend of
marketing communication. It main objective is sales of sports shoes special football shoes and
increase profit because it communicate to peoples through this campaign and invest much more
money. Advertisement of this campaign download by many customers and share at large level.
Puma launch latest campaign that lauds every women journey of individual excellence
and in this campaign it celebrate fearless women that aim is personal achievement. This
campaign includes many ambassador for teams up with fitness. So through this campaign
women ambassador advertise about shoes of different types according to sports, fashionable and
comfortable (Villeneuve and Pasquier, 2017).
Segmentation, targeting and positioning.
Organizations invest in marketing campaign for promote their product like shoes so it use many
different types of media like television, social media, technology and internet. It invest in
communication and promote their products through effective advertisement.
WOODLAND
The company woodland deals is the maker of outdoor shoes and apparels for the sports
persons. The woodland is very popular brand and having many stores in the different cities of the
country. While being a sports apparel, sports shoes and sports equipment manufactures company
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focuses on the sports person and athletes. The company aims at greater customer satisfaction and
achievement of its personal goals. The company is highest manufacturer of the varieties of shoes
which are sports as well as formal shoes. There are number of competitors of the company who
also deals in their areas.
The woodland have major competitors such as NIKE and PUMA who are also major
manufacturer and seller of the sports apparels, sports shoes and sports items. These companies
are also a large scale manufacturing company who brings a tough competition between all the
companies. The competition between the three is for the selling and manufacturing of the sports
shoes. The three companies have large number of customers which mainly insist of sports
persons and athletes. They are having a close competition and there product selling mainly
depends on the various marketing strategies opted by them (Bagozzi And et. al., 2018).
The marketing strategies include the market segmentation of the customers , targeting of
the potential customers in the market, and thereafter selling those goods and services to the
targeted customers which are explained below.
Market segmentation- market segmentation refers to the division of the products and
services to be offered by the company to the customers. The companies evaluates and segments
the customer accordingly to the factors which effect sale of the product and services. The
segmentation in the company woodland mainly involves geographical segmentation, social,
political, age,climatic and personal choice segmentation. The company Woodland produces
varied product according to different market segments. The company produces its product in
various styles, sizes and fashionable designs which can be supplied to different types of
customers.
Target marketing- after the segmentation of the market there is need to target the
suitable market segment. The company Woodland uses the techniques to evaluate the needs of
the customers in the different market segments (Baker,2016). The company chooses those
market segment which is more profitable for sale of its product and by selling to them the
company can achieve its desired goals and objectives in the organization. The company
woodland have major target on the sports persons and athletes. Also the company focuses on the
young persons and provides a wide range of sports shoes in various styles and attractive designs.
Product positioning- after the market segmentation and targeting of customers in the
market the company focuses on the positing of their goods and services to the targeted
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customers. The positioning in the company Woodland includes providing of varieties of sports
shoes, sports apparels and sports equipment to meet the requirements of the various customers in
the targeted market segmentation. There is opening of many new stores in order to provide the
products and services of company Woodland in many different regions (Chernev, 2018).
WOODLAND market campaigns
Campaigning with the Woodland Trust allows you to join together with others to be the voice for
woods and trees. Collectively, we’re a force that people in power can't ignore.
There are lots of ways you can get involved, locally and nationally and we have the tools to help
you make a difference in your community and beyond.
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Customer-driven marketing strategy
the marketing strategies of any company includes the various plans and policies designed by the
company in order to achieve its desired goals and services. The companies uses various
techniques which assist customer satisfaction, thereby increasing customer base of the company
and helps in the increment of selling their goods and services to the different customers in
different regions.
The company Woodland uses different customer driven marketing strategics which
includes Variety of products- the company produces wide range of its products to offers the
customers Needs of customer- the company focuses on needs of the customer and than manufacture
the goods and services so that the customers can be satisfied by the products and services. Product explanation- the customers of the company Woodland are explained the
advantages of the products and services provided by the company. Therefore it provides a
clear image of the product which the customer is thinking to purchase.
 Customer service- woodland provides high quality service to the customers after and
before the purchase of the products. This makes the company stand out from the
competitors Nike and Puma (Moutinho and Vargas-Sanchez eds., 2018).
NIKE :-
Nike is a public company that produce apparel, accessories and sports equipment. It is founded
in 1964 by bill bower man and Phil knight. Headquarter situated in Washington and 73100
employees engage in this organization.
STP model is related to digital marketing through this model Nike promote their product and
understand need, choice, fashion, latest trend in market so these things helps in make plan and
strategy for prepare plan.
Segmentation :- it is a element of STP model that divide separately to all segment like
age, gender and demographic bases. Through this element Nike research market and understand
all things about choice and wants of customers. On the bases of gather information it produce
and make shoes for different segment that helps in provide products and services to all types of
customers.
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So through this it divide mass market into similar needs and wants and it main purpose is
understand much more about customers. It segment according to lifestyle of peoples because
many types of peoples has different choice and capacity of afford. It also divide according to age,
income, family size and socio economic status. So these all things helps in produce shoes like
expensive and great quality product for rich segment and cheap rate product provide to middle
class customers so that things helps in fulfill needs of customers and their living of standard
increase.
Targeting :- it is a second element of STP model and through third element Nike target
markets customers that helps in increase profit and improve and develop business in future. Nike
mainly focus on online marketing that useful in increase sales. After segmentation it mostly
focus on those segment that give more benefits and increase sales so it use many media and
technologies for provide online sale service. Nike majorly focus on rich customer segment and
youth peoples because they purchase branded shoes. So it target on,line business, home delivery
according to receive order and other many things do by organization for attract segment of
targeting customers.
Positioning :- it is a final step that useful after targeting so through this element Nike
research market and take feedback and surveys from use of products and services because it
target segments that increase and improve their sale and business that helps in increase
profitability of organization so after segmentation and target it make position of it brand in
market through understand needs and choice of customers time to time and improve according to
feedback. These all things helps in attract customers and provide satisfaction (Watrobski,
Jankowski and Ziemba, 2016).
NIKE campaigns
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Advertising Nike's main agency is Wieden & Kennedy, which works for the company in most
global markets. Media is handled mostly by Mindshare. Click here for agency account
assignments for Nike from Adbrands.net. Nike creates exciting experiences that people would
talk and share each other. ... Distribution strategy is another key component of Nike's digital
marketing strategy. Through various channels such as retailers, e-commerce sites, re sellers and
supermarkets, Nike distribute its products worldwide. It also campaigns for the men vs women
challenge on social level.
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Customer driven marketing strategy:-
competition in market increasing day by day and these thing direct affect to performance of
Nike so it has to make plan and create strategy for face and beat competition. So Nike has to
focus on needs and wants of customers that helps in attract to them.
Meeting customer needs :- it is a customer driven strategy and through this strategy
Nike focus on needs of customers so for that it research of markets and find needs, wants and
choice of them. These things helps in increase sales because if organization not produce
according to choice of customers so they do not purchase products but Nike follow this strategy
and invest more money in research and development process. It increase their sales and attract
customers through this strategy.
using customer feedback :- through this strategy it take feedback from user of products
and services of Nike. Information and data collect from feedback so it use these all things in
improve and develop of products according to gather information. It also helps in increase sale
and profitability.
PUMA :-
puma is a big and popular brand and it was founded in 1948 by Rudolf dassler. Its headquarter
situated in herzogenaurach, Germany. It provide service at global level and it mainly sale shoes.
13000 employees engage in this organization. Following are the STP process of puma:-
Segmentation :- segmentation process helps in divide mass customers in different
segment. According to demand customers want to performance, safety, speed and fashionable
shoes. So it segment according to kids, adult, teens, women and old people because all needs are
different with each other (Ingenbleek, Meulenberg and Van Trijp, 2015).
Targeting :- puma target their products in market according to segment and after
segmentation it focus on those segment that helps in increase sales and profit of organization.
Puma target girls that play sports in schools and universities so that they has to produce and
provide sports shoes. It also focus on large segment of peoples that they increase sales and profit
in organization.
Positioning :- puma use two factors for positioning of products in market like consumer
and competitors. So marketing campaign of puma target and focus on consumer because they
knows to puma through it logo. It also provide products mostly according to fitness and sports
that helps in establish position in market.
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PUMA Market campaigns
With a massive fan base that includes 141 million followers on Instagram, Selena Gomezhas one
of the best-known faces in the entertainment industry.
In not even a full year of partnership with Puma, Gomez has already starred in a slew of
campaigns for the brand. In July, the sportswear brand unveiled a campaign for the Puma Defy
Mid featuring the “Wolves” singer. In the shots, Gomez wears a Puma sports bra and branded
leggings as she poses in front of a white screen.
Customer driven marketing strategy :-
Building costumer loyalty :- it follow this strategy because this helps in make trust of
customer on organization and puma also loyal with them. So it offers points on per purchase by
customers and than give discount and products according to points that helps in attract
customers.
Gaining customer referral :- puma also gain customer from referrals because it spread
information and offer through existing customer for add new customers. That helps in increase
customers and increase sales and profit (Di Benedetto and Lindgreen, 2018).
Differentiation :-
- the product differentiation is the product designing of the various qualities. The differentiation
of product includes manufacturing of products in different varieties shapes and sizes. The
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marketing of generally similar products with minor variations that are used by customers when
making choice is also covered under product differentiation.
The companies Woodland, Nike and Puma are close competitors in the manufacturing
and selling of shoes. All the three competencies are larger sellers in the different regions in many
countries. Therefore the products sold are of same categories and of similar nature. The
companies need to be very innovative and different in order to compete in the market. Therefore
company uses different product designs which can be different fashionable styles for the
different age group.
The company Woodland mainly sales the shoes for adults and professional whereas the
company Nike manufactures different designs of shoes for young people and students preferring
the sports style and the company Puma widely focuses on the manufacturing of shoes which is
mostly preferred by sports persons and athletes (Shaw,2016).
Also the differentiation of the products from the other companies products include the
different type of logo on the shoes of different companies. The logo off the company includes its
brand image which differentiates it from the companies product. As there is very close and cut
thought competition between the three companies Woodland, Nike and Puma their have to
difference in the product designs like heels of shoes, the material used to prepare the shoes,
durability of shoes.
The differentiation of product also includes the different prices offered by the
companies. The product of company Woodland is comparatively low priced from the products of
other companies like Nike and Puma. Therefore the company Woodland have a extra advantage
of gaining more customers for the selling of products such as sports shoes, fashion wears, sports
equipment etc (Bagozzi And et. al., 2018).
Comparative critical analysis of all campaign.
Adventure campaign conduct by woodland and it mainly focus on adventure shoes that
use for outdoor and for adventure because it very tough that use by customers with long lasting.
Nike conduct campaign that it mainly focus on football shoes and it provide information through
this campaign about shoes wear at the time of play football because football players has need of
speed and light shoes so Nike offer and advertise this type of shoes. Puma conduct campaign of
fitness shoes for women.
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