Puma Sneakers: Social Media Audit, Customer Analysis and SWOT Analysis

This report provides a comprehensive analysis of the Puma sneaker brand's social media presence, focusing on customer behavior, marketing strategies, and key performance indicators (KPIs). It begins with an introduction to the brand and its celebrity endorsements, followed by a customer persona map that details the ideal sneaker consumer's interests, needs, and behaviors. The report includes a customer journey map outlining the stages of customer interaction, from awareness to loyalty, and a social media audit matrix that examines the brand's performance on Twitter and Instagram, including competitor analysis. The analysis section delves into user engagement on both platforms, utilizing dashboards and analytical tools to assess the effectiveness of the brand's content and interactions. A SWOT analysis of both the social media channels and the Puma brand itself identifies strengths, weaknesses, opportunities, and threats. The report concludes with an assessment of customer activity, business goals, and KPIs, providing insights into how Puma can optimize its social media strategies for increased brand awareness, customer engagement, and sales. The report offers a detailed look at the brand's marketing efforts, customer engagement, and potential areas for improvement. This analysis is designed to provide a detailed overview of the Puma brand's social media strategy, customer engagement, and potential areas for improvement.

PUMA Sneakers
Name of the Student:
Institutional Affiliations:

Introduction
The Puma sneaker brand has gained worldwide recognition based on the quality
production line, the extraordinary nature and the level of innovation. To properly advertise the
product, a number of celebrities, such as footballers (Steinberg), have been used to improve
market share. Based on the marketability of the sneaker brand, it serves as an integral point in
creating a market audience (Attr & Gover, 2015). Most of the people prefer originality and
would be compelled to make a purchase of the brand because of its sheer significance in the
football personalities. The shoe has had a great impact on the marketability of the basketball
games also and through such an understanding, will be vital in meeting the market demand. It
serves as the fulcrum through which other various brands have come to be established.

Customer Persona Map
Name: Edward Interests
Sports: he has a huge passion
in sports and football. During
his spare time, he managed to
indulge with his friends in any
of the two games
Traveling: he is a travel
enthusiast who loves to move
from country to country. He
finds a huge attraction in
understanding the various
cultural and ethnic dimensions
of the various regions that he
visits.
Needs
He is a family man who
benefits highly from knowing
that his parents as well as his
family are in a good financial
position.
He strives to ensure that his
children are in the best schools
in the country,
Profession: Marketing
Consultant
Age:37
Personal Bio
He graduated from the
University of Wisconsin in the
year 2009 having established
himself as one of the most
Behaviors’
Extrovert; He is one of the
most jovial people who finds
great interest in understanding
people. He managed to create
good conversations with
different people.
Conservative: he managed to
Goals
He is primarily focused on
creating his own clothing
brand. Having been in the
clothing industry for long, he
has specified the need of being
independent and managing
one’s operations.

competent marketing
professional. He went on to
join a linen fashion consulting
line and since then has gone
through the ranks to become
the consultant at the company
be conservative in nature.
Despite the fact that he has
money to spare and party, he
loves being indoors and
maintaining a low key.
Establishing hiself as one of
the most competent
consultants in the clothing line
industry.
Customer Journey Map
Stage Awareness consideration Decision use loyalty
Activity-
Customer
Review online
pots and
magazine
advertisements
Identify the
moist
suitable
brands
Make and
order for
the
sneaker
brand
Enjoy the
comfort of
the shoe
Refer more
friends or
purchase
another
pair
KPI The number of
people
attracted
The number
of new
visitors
The
conversion
rate for the
product
The
conversion
rate
Customer
satisfaction
Goals
(customer)
Find the best
product
Find the
easiest
channel to
Proper
selection
of goods
Effortless
delivery and
purchase
Share
feedback

make a
purchase
Goals(Business) Increase the
awareness of
he brand
Improve the
number of
visitors to
the social
media page
An
increase in
the value
of the
shopping
cart
Produce
deliveries as
per the
expectation
s
Improve
the
retention
rate.
Social Media Audit Matrix
Who Environment/.where Content/What Frequency/
When
Opportunity
and
Challenges
Why

The
compan
y
Instagram
 Pictures
 Links
Sharing images
and links that
redirect the
customers to
the company’s
website.
2 posts per
day
Some
conversation
s
Sharing
images
It provides a
better
approach to
maximizing
picture
sharing
Twitter
 Links
 Text
Photos
Retweets
improve the
ability of the
company to
reach a
wider market
Maximizing
conversatio
n sharing
between the
customers.
It improves
the
conversatio
n rate
The
custom
er
Twitter
Engagements
Questions
Help
Brand taste
Customer
reviews
10 tweets
daily
The number
of visits
The number
of unique
visitors
No
complaints
Instagram Photos
Positive
50 pictures The number
of visits
Picture
resolution

Pictures sharing and
increasing
engagements
daily The number
of unique
visitors
High
definition
The
competi
tor
Instagram
Sharing photos
Sharing
conversations
Sharing texts
Likes,
comments and
sharing the
photos
20 picture
posts daily
Creating a
distribution
channel and
improving
the
effectiveness
of picture
sharing.
The number
of positive
engagement
s created by
the platform
User Engagement Analysis
Twitter

Graph 1: The twitter Analysis dashboard (Beck, 2014)
The level of customer engagement can be established through the twitter dashboard. In
this, it has been noted that the upgrade came as a result of advertising aiming to understand how
their tweets were performing over a specified interval. In such a case, it has been noted that the
dashboard provides clarity on how the tweets have been reached on the web version, android
version o iOS version.
In the same context, it has been noted that a company is able to obtain an hourly
impression of how the tweet has performed. The engagement of a tweet, considering how many
have accessed it, can also be obtained for 28 days. An increase in the number of tweets from 500
to 3200 is an indication that companies are able to obtain a detailed engagement understanding
of how each tweet has performed over a specified time range.
Furthermore, it has been noted that the dashboard gives an impression of the
methodologies that are used by the customers. This indicates hash tags, likes, and dislikes,
among others. As it has been indicated in Fig 1, it gives a clear impression of the performance
level of an organization.

Fig 1: Tweet Details (Beck, 2014)
Instagram

Fig 2: Sprout Special Analytical (Barnhart, 2020)
The tool is used for the analysis of the company’s profile as well as the level of posting.
The tool in such a context, gives the concept of audience growth based on specific domains such
as which industry influencers are specifically attracted to the pictures and posts and identifying
the post with the highest engagement over a specific time frame. More to this is the fact that the
analytic toll is vital in providing a comparison of the sales by the company’s products in relation
to the competitors.. That being the case, the tool is vital in understanding the growth of followers
as well as the engagement levels between the various brands under the post for effective decision
making on marketing.
Instagram Insights

Graph 2: The intagram Insights analytics (Barnhart, 2020)
The tool is vital as it provides a snapshot of the engagement level based on
demographics. Nevertheless, it has been understood that the tool provides a detailed insight on
the impression level, the engagement level, and reach, among other metrics. In such a regard, the
demographic analysis of the tool provides a detailed oversight of the most marketable group
within the brand line. It has been established as a tool that provides detailed insight on which
audience fits a specific products, ensuring that a company can real.ign its marketing strategies
(Haider & Shakib, 2017) while also customizing the product ins in ,line with the most dominant
groups.

Analysis of the Application
Customer Activity- This focuses on the
customer activities as a determinant of the
properties of the customer. It serves to
identify the chances of success when it
comes to the operations of the organizations.
Goals of the customers- The utmost
goal of the customer is to have the
best product selection at the most
appropriate time. These are
important determinants when it
comes to the company’s metric
specifications and the customization
of the website as per these customer
metrics
Goals of the Business-The goals of the
organization are to maximize retention
rate and improve the rate of referrals.
It has been noted that there are
numerous metrics that can be used in
the identification of these components
when it comes to the two social media
platforms.
KPI_ these key performance indicators
provide a viable indication of the results of
the search. As it has been noted, the two
platforms in use are Twitter and Instagram
and as such, determining their overall rate of
engagement is vital for the operations of the
organization

SWOT analysis of the Channels
Twitter
Strengths
 The social media platforms has a wide
coverage, especially to the generation Z
and Millennial
 The content customization strategy
means that one can customize the
content as per the project requirements
Weaknesses
 The platform has a significant
weakness when it comes to the older
generations.
 The platform does not have a proper
display channel in terms of the picture
resolutions
Threats
 Other social media channels such as
instagram present a major threat to the
company.
Opportunities
 The increased coverage of the internet
round the globe improves the
marketability of the product by
increasing the market reach, especially
in the under-developed country.
Instagram
Strengths
 The social media platforms has a wide
coverage, especially to the generation Z
and Millennial
 The social media presents high
Weaknesses
 The platform has a significant
weakness when it comes to the older
generations.
 The text messaging platform of the

resolution pictures, meaning that the
customers are able to get a clear
perspective of the commodity in sale.
social media platform is not well
managed, meaning that text displays
may not be persuasive
Threats
 Some of the people prefer other
channels such as Twitter considering
that the pictures require proper data
coverage..
Opportunities
 The increased coverage of the internet
round the globe improves the
marketability of the product by
increasing the market reach, especially
in the under-developed country.
SWOT Analysis of Puma
Strengths
 Puma market brand plays a vital role in
marketability
 The presence of an already established
market ensures that there is a social
media following.
 The company has unprecedented
innovation levels, meaning that it can
use the platform for advertisement.
 Global supply chain of puma products.
Weaknesses
 Product diversification is a major
weakness (Federgruen & Hu, 2015). The
company has not well properly
diversified the production line.
 Some of the products are just imitations
of other companies, limiting
marketability.
 Limitation in the production chain in
the sense that there is a limit on the raw

 An effective distribution network of the
products
materials used (Brehmer, Podoynitsyna, &
Langerak, 2018).
 The lack of a proper marketing strategy
limits the product’s adoption.
 Lack of a proper demographic approach
to marketing limits the market success
chances (Sampi Editorial Team, 2017).
Opportunities
 The company is in a better position to
expand its operations through forming
alliances with other companies.
 There are big opportunities in
developing countries due to the
increase sports urgency (Popescu, 2018).
 The company is in an excellent position
to diversify its operations.
 The research department is in an
excellent position to create new product
lines
 The use of technology to market its
products, mainly due to increasing
technological awareness (Berg & Vance,
2017).
Threats
 Competition from other companies
such as Nike and Adidas.
 Economic downturns (Karlsson, 2013)
are likely to lead to profit reductions.
 The imitation of products results to a
shortage of market penetration (Evans,
Starr, & Brodie, 2019).
 Changes in consumer taste.
 The high prices of the products in
relation to other similar goods tend to
be repulsive to the customers.

Social Media Post
Our Puma sneakers offer you the best experience.. These shoes have been designed using
the most appropriate and sustainable technology, ensuring that you stay conservative while at the
same time feeling comfortable. It is a proven technology that has been applied globally on the
design on shoes, ensuring that you get value for your money. We offer an array of puma sneakers
based on your specifications and we will have it delivered at your doorstep as per your
specifications. To view our gallery you can access our website through the following link
https://us.puma.com/en/us/men/shoes/lifestyle
#pumaforcomfyandsustainability
Wireframe Landing Page
Points of Friction
One point of friction, as per millennial, is the need to ensure that there is a social
shopping friction. In this context, it has been noted that this generation prefers to have a
company in shopping, which results to an increase in the traffic generated (Olbrich, Schultz, &

Bormann, 2019). Through the use of instagram and twitter, the company can leverage on this
friction to improve the number of customers.
Another leverage point regard location based friction. In this, it has been noted that there
is a need to ensure that customers can by-check into a different location when using a social
media platform. This provides a good measure of the changes in market demographics (Carvalho
& Guerrini, 2017) and provides an indication of proper marketing strategies (Fosso Wamba, Akter,
Coltman, & Ngai, 2015).
Conclusion
As it can be seen, the exercise was extremely enjoyable based on the context that it
provides a best strategy for the marketing of a new and current product. IT has been noted that
social media marketing is becoming one of the most effective tools for marketing and as such,
provides a good incentive to market a product. In the recent development, social media has
gained considerable traction in the marketing industry and as such, provides one of the best
solutions when it comes to marketing. In such a sense, this activity was a significant eye opener
on the concepts that advertising companies use to understand how the market is performing as
per the tweets and retweets. Understanding the importance of a dashboard in tracking the market
progress is vital in understanding how a company tweets perform. That being the case, the
activity was insightful as well as enjoyable. In such a context, the skill acquired was an
understanding of the importance of a social media dashboard.
The major challenge was the lack of an appropriate and well proven methodology for
creating a social media post. It has been noted that social media posts serve to attract the

customer. However, working on a proven methodology is the best when it comes to creating a
huge following. A long post may result to low level attraction. In such a context, it was
extremely difficult to find the ideal social media post.
That being the case, I would recommend the activity for my peer students. In this era
when social media marketing is becoming vital for company progress, people should understand
the underlying concept of the platform in improving market traction.
References
Attr, R., & Gover, i. (2015). Application of preference selection index method for decision
making over the design stage of production system life cycle. Journal of King Saud
University - Engineering Sciences , 27 (2), 207-216.
Barnhart, B. (2020). 9 Instagram Analytic Tools To Master Perfomance. Retrieved from h
ttps://sproutsocial.com/insights/instagram-analytic-tools/

Beck, M. (2014, July 11). Twitter Revamps Analystics To SHow Impression & Engagement On
Organic Tweets. Retrieved from https://marketingland.com/twitter-revamps-analytics-
show-organis-reach
Berg, L. P., & Vance, J. M. (2017). Industry use of virtual reality in product design and
manufacturing: a survey. Virtual Reality , 21 (1), 1–17.
Brehmer, M., Podoynitsyna, k., & Langerak, F. (2018). Sustainable business models as
boundary-spanning systems of value transfers. Journal of Cleaner Production , 172,
4514-4531.
Carvalho, H. L., & Guerrini, F. M. (2017). Reference model for implementing ERP systems: an
analytical innovation networks perspective. Production Planning & Control , 28 (4), 281-
294.
Evans, B. P., Starr, R. G., & Brodie, R. J. (2019). Counterfeiting: conceptual issues and
implications for branding. Journal of Product & Brand Management .
Federgruen, A., & Hu, M. (2015). Multi-Product Price and Assortment Competition. Operations
Research , 63 (3), 489-479.
Fosso Wamba, S., Akter, S., Coltman, T., & Ngai, E. W. (2015). Guest editorial: Information
technology-enabled supply chain management. Production Planning & Control .
Haider, T., & Shakib, S. (2017). A Study On The Influences of Advertisement On Consumer
Buying Behavior. Business Studies Journal , 9 (1).
Karlsson, S. (2013). Handbook of Economic Forecasting.

Olbrich, R., Schultz, C. D., & Bormann, P. M. (2019). The effect of social media and advertising
activities on affiliate marketing. International Journal of Internet Marketing and
Advertising , 3 (1).
Popescu, C. (2018). Specific Uses of Angels, Devils, Heaven and Hell in Advertising. Advances
in Economics and Business , 6 (6), 353-366.
Puma . (2020). Men's Lifestyle Shoes. Retrieved from
https://us.puma.com/en/us/men/shoes/lifestyle
Sampi Editorial Team. (2017, October 18). Online Fraud – the Biggest Problem of Chinese
Digital Advertising. Retrieved 07 04, 2019, from https://sampi.co/fraud-the-biggest-
problem-of-chinese-digital-advertising/
Steinberg, L. (n.d.). Puma Takes Bold Step in Shoe Market. Retrieved from Forbes:
Https://www.forbes.com/leighsteinberg/2018/06/28/Puma-Takes-Bold-Step-in-Shoe-
Market