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Puma Booklet PUMA EVERYWHERE. SHANNON QUINLAN, BRIANA BUI, MEI WIMMER & JONATHAN PAYNE SMAD 443 TABLE OF CONTENTS SECTION 1 Research Creative Strategy Statement SECTION 2 Headlines Taglines Thumbnails Print Advertisements SECTION 3 TV Script Storyboard Key Frame SECTION 4 Radio Script SECTION 5 OOH Headlines OOH Layout/Thumbnails SECTION 6 Key Frame for Viral Video Rationale SECTION 7 Guerrilla Marketing Campaign Presentation Slides Research References Image References Agency Logo SEC TIO N 1 Research Creative Strategy Statement RESEARCH 1.) Brand name/company name? a.) Puma 2.) How long has the product existed? a.) Rudolf Dassler founds the PUMA Schuhfabrik Rudolf Dassler. The company is officially registered on October 1, 1948 the company has since rebranded its logo many times since its creation and has been around for 69 years (History, 2017). 3.) Where is your product sold? (limited or mass distribution) a.) Mass distribution b.) Internationally c.) Mainly sold in Europe d.) It is also sold in Asia Pacific, America, Europe Middle East and Africa (LexisNexis, 2017) 4.) What is the cost of your product? a.) Athletic shoes: $25-$300 (Shoes, Clothing and Sportswear - PUMA® Official Online Store, 2017). 5.) What are the main competitors and their costs? a.) Nike - $40-$330 (men’s shoes) (Shoes, Clothing and Sportswear- Nike Official Online Store, n.d.) b.) Adidas - $30-$240 (men’s shoes) (Shoes, Clothing and Sportswear- Adidas Official Online Store, 2017). c.) Vans - $30-$300 (men’s shoes) (Shoes- Vans Official Online Store, 2017). d.) Converse- $25-$150 (Shoes- Converse Official Online Store, 2017). 6.) How does your product compare in terms of shelf space with the competition? a.) 4th highest public company in revenue across global Apparel, Footwear & Accessories companies (Mergent Inc, 2017). 7.) Who buys the product and why? a.) Strategic Business Insights: Experiencers (SBI, 2017) i.) Are first in for trend adoption ii.) Go against the current mainstream iii.) Are up on the latest fashions iv.) Love physical activity v.) See themselves as very sociable vi.) Are spontaneous b.) Women 18-34 i.) 4.2 % of women ages 18-34 prefer PUMA athletic shoes (MSW-ARS Research/The Brand Strength Monitor United States: Brand preferences for women’s athletic shoes among women, 2016) compared to men ages 18-74 which 1.5% prefer PUMA as their main athletic shoe brand(MSW-ARS Research/The Brand Strength Monitor United States: Brand preferences for men’s athletic shoes among men, 2016). 8.) What is the main feature that differentiates your product from the competition? a.) According to PUMA’S Annual Report (PUMA Targets and Strategy – PUMA Annual Report. 2015) “For over 65 years, PUMA has been producing the most innovative products for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports.” b.) The strategy of PUMA encompasses five strategic priorities: the repositioning of PUMA as the World’s Fastest Sports Brand, the improvement of the product engine, the optimization of the distribution quality, increasing the speed within the organization and infrastructure, and renewing the IT infrastructure. (Targets and Strategy – PUMA Annual Report, 2015). 9.) What are your personal impressions of the strengths and weaknesses of the product? Negative: a.) Lacks relatability to consumer. b.) Doesn’t tell a story. c.) Doesn’t connect to audience. d.) Doesn’t emote anything. (Payne, Personal Observations, 2017) Positive: a.) They associate themselves with popular celebrities. b.) Diversity of ethnic groups in campaign. c.) Promotes well internationally. d.) Goal setting as an individual. (Payne, Personal Observations, 2017) 10.) Is your product currently being advertised? Briefly describe an advertisement for your product and include a thumbnail or screenshot of the advertisement. a.) #LetUsAllTieTheKnot Campaign. This advertisement is a short video on how to tie the “equality knot” on your shoe and then proceeds to show how people are able to show their support by sharing pictures on social media with the hashtag. This campaign supports same sex marriage in Australia and by sharing a pictures of this knot PUMA aims to spread awareness of of this social issue to not only Australia but also in other countries that don’t currently support same sex marriage (PUMA Let Us All Tie The Knot, 2017). CREATIVE STRATEGY STATEMENT 1.) Who is your target? a.) Ages 18-24 b.) Male & Female c.) All races d.) Lives in the US e.) Lives in cities and suburbs f.) From families with middle to high income g.) Working students h.) In transition with college and jobs 2.) Where are we now in the mind of this person? (i.e. how does your target market feel about your branded product?) a.) Puma is not in the mind of the target audience. In a survey, people reported seven brands as more familiar, including name recognition, than Puma (Which of these brands are you familiar with, even if you just know the name?). In a survey conducted at James Madison University, college students are most likely to associate Puma with a negative connotation, including but not limited to, being ugly and not worth buying (Wimmer, personal observation, 2017). 3.) Where is your competition in the mind of this person? (i.e. how does your target market feel about your competitIon? NOTE: name your competition). a.) In a Statistia survey, Nike, New Balance, Adidas, Skechers, ASICS, Converse, and Under Armour are considered a favorite brand for sport shoes before Puma (Which one of them would you call your favorite brand for sports shoes?). Another Statistia survey reports that participants are able to recognize Adidas, Nike, Converse, Skechers, and New Balance before Puma. (Which of these brands are you familiar with, even if you just know the name?). In a survey conducted at James Madison University, college students did not name Puma as footwear brand they wore; more than half of respondents reported they wore Nike (Wimmer, personal observation, 2017). 4.) Where would we (your branded product) like to be in mind of this person? (i.e. how would you like your target market to feel, think and see your branded product?). a.) Puma wants to be known as the best option for footwear, regardless of lifestyle or active footwear, over Nike, Adidas, New Balance. Puma wants to be known as the brand 18-24 year olds can wear shopping downtown, working out at the gym, or going to class. Puma would like to be seen as a modern company that listens and interacts to their consumers on social media and actively tries to improve their shoes and communication. 5.) What is your message objective/ strategy? a.) Promote brand recall b.) Link key attribute(s) to the brand name c.) Define the brand image 6.) What is the consumer promise/creative strategy? (i.e. the big idea about your branded product; what you want the audience to take away from the ad). a.) PUMA EVERYWHERE. 7.) What is the supporting evidence? (NOTE: your evidence must support your consumer promise. I.e., whatever your consumer promise is, your supporting evidence must prove that you can deliver the promise). a.) Supporting evidence includes placing the logo on the TV ad, OOH ad, guerrilla marketing, and print ad to promote brand recall. Using upbeat or popular music in the TV, radio ad, and viral video creates and links Puma as a modern brand that allows you to do anything. 8.) What is the creative concept? (how will you show your promise/big idea) a.) PUMA shoes will be shown in various locations creating the idea that there is no situation in which you can’t be wearing PUMA shoes. 9.) What is the tone of voice for the advertisement for your branded product? NOTE: this is the feeling you want to convey from the advertisement of your branded product. a.) Casual b.) Relatable c.) Fast-Paced SEC TIO N 2 Headlines Taglines Thumbnails Three Print Advertisements HEADLINES 1.) 2 Places at once? No problem. 2.) Keep your shoes constant. 3.) Location doesn’t matter. 4.) Shoes for whatever you’re doing. 5.) Shoes made for any situation 6.) Not just a [location] shoe 7.) Shoes shouldn’t limit you. 8.) There are no boundaries. 9.) Don’t stop living on our account 10.) Shoes made for living. 11.) Limitless options, limitless opportunities 12.) Shoes beyond [location] 13.) Shoes built for you. 14.) More than just a [noun] shoe 15.) Shoes that fit your [adj] life 16.) Shoes for every situation 17.) Shoes fitting for every situation 18.) Your shoes, your style 19.) Your shoe, your fit 20.) Fit your Puma, fit your shoe TAGLINES 1.) Puma everywhere. 2.) Wear it wherever. 3.) Rep it everywhere. 4.) Anywhere, everywhere, Puma. 5.) First place in life. 6.) Passion, Pride, Puma. 7.) Where are you going? 8.) It’s about how you get there. 9.) 24/7 365 Puma 10.) Always Puma 11.) Anywhere you are. 12.) Limitless locations 13.) Unexpectedly everywhere PRINT ADVERTISEMENTS SEC TIO N 3 TV Script Storyboard Key Frame TV SCRIPT Brand: Puma Title: PUMA - "Do It Like That" Time: 45 seconds VIDEO AUDIO 1. CU GIRLS FEET SLIPPING INTO SHOES FADE IN: "DO IT LIKE THAT (REMIX)" BY: KOREDE BELLO 2. CU GIRL WALKS OUTSIDE HER HOUSE THROUGH THE DOOR 3. WS GIRL DOWNTOWN, WALKING 4. CU LACES BEING TIED 5. CU GIRLS FEET IN PUMA SHOES RUNNING ON THE TRACK 6. OVERHEAD SHOT, DRONE SHOOTING GIRL RUNNING ON THE TRACK 7. TRACKING SHOT, DRONE FOLLOWING GIRL ON THE TRACK RUNNING 8. CU SNEAKERS AT A SIDE ANGLE AT THE GYM 9. CAMERA MOVING UP TO DOWN ON GIRL DOING ROPES IN THE GYM 10.
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