Puma Marketing Mix

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Marketing Mix of Puma analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Puma marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Puma Marketing Mix:


Puma is one of the leading sportswear and sports equipment companies in the world. Puma makes products for sports, fitness and lifestyle. In sports, it covers the apparels, shoes and accessories needed in Football, Cricket, Golf, Badminton and Motorsport. Puma also provides different products related to famous sports specific to the country the brand is located in. These products are available for men, women, and kids. For fitness, Puma has a fully grown product line for running and training exercises. In apparels, Puma has an extensive line of T-shirts, Polos (in some countries), jackets, sweatshirts, Jerseys, tracksuits, pants, and shorts, all as a part of its marketing mix strategy. Again, the product line differs for different countries depending upon the demand of various countries. For example, Puma have soccer jerseys in UK, and cricket products in India. In shoes category, different products like Sneakers, running/training shoes, Soccer, Golf, Motorsport, Sandals, flip flops are made by Puma. These products are available for men, women as well as kids. For kids, they have the categories based on age, infant, preschool and junior. Apart from apparels and shoes, Puma has also added various accessories related to sports and fitness to its product portfolio. These accessories include backpacks, bags, wallets, belts, caps, socks, bottles, wristbands etc. The major differentiation in Puma’s product mix is done with the help of latest innovations in shoes. Puma brings latest shoes with innovative technology and makes the sports and activities easily manoeuvrable by enthusiasts. The latest example of this technology is Netfit, preceded by Bolt Collection, Arsenal, and Ignite etc.

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Puma has succeeded in placing the brand as a brave, confident and determined brand. Puma have direct competition from major established brands like Nike, Adidas and Umbro. In order to tackle this competition, Puma has priced the products slightly lower than those of the competitors. This allows Puma to look affordable and acquire new customers. They provide seasonal discounts and loyalty benefits, in order to retain the customers and increase switching costs for the customers. Thus, Puma has the competition based pricing strategy, which allows it to look convincing to the majority of the customers. The brand has been identified as a premium brand. This gives an insight in the pricing strategy in the marketing mix of Puma brand.


Puma is structured into 5 regions, Europe, EEMEA (Eastern Europe, Middle East and Africa), North America, Latin America and APAC (Asia and Pacific). The reporting layer of APAC was dissolved in 2015 due to heterogeneous nature of the Asian markets, giving them the direct access to Puma’s global organization. Puma has three types of distribution channels, wholesale, Puma owned and operated retail stores and e-commerce stores. Puma has presence in more than 120 countries, employing more than 13000 people worldwide. Puma maintains strong relationships with the main retail partners. They also jointly, with the retail partner Foot Locker, rolled out a jointly developed concept of Puma Lab in US and Europe. In North America, they have a concept of ‘Shop in Shops’, special wall units and also in-store communications at some main sports accounts.


Puma, being a global brand, has an extensive marketing & advertising strategy. The promotion strategy for Puma is almost same across different countries. Generally international sports stars are appointed brand ambassadors. Puma has national brand ambassadors from each country of its presence. It has been endorsed by a number of legendary athletes, the list of which includes names like Michael Schumacker, Pélé, Joe Namath and Usain Bolt. Puma has a long list of players from more than 30 countries endorsing the brand. Along with players, Puma sponsors various clubs, teams and associations across the globe as a part of its promotional strategy. To promote its women product line, Rihanna and Kylie Jenner walked on ramp flaunting Puma’s designer apparel and shoes. Along with Rihanna, Jenner and the Kenning group, it has a long list of celebrity fans endorsing the brand both officially and unofficially. Apart from celebrity endorsements, Puma also launched various interesting and innovative campaigns to engage customers. One such campaign is the peel off sticker campaign as a part of “Run the Streets” campaign. During this campaign, they put 2000 stickers in the form of Puma’s logo in Bugis MRT station in Singapore. These stickers were offering 30% discount off the next Puma purchase. Along with television commercials and print media, Puma is also strongly present n digital platforms, and social media. Hence this gives an overview on Puma marketing mix.

About Puma:

Puma is a brand known for its sports and fitness products in all categories including shoes, shirts, jackets, accessories etc. It has made its presence around the world by opening company owned stores and by franchise model. Puma was first established in Germany after the split between the shoe company of two brothers Adolf Dassler and Rudolf Dassler, from with Rudolf established Puma and Adolf established Adidas. From there, the two brands have grown to provide one stop solution in apparels and shoes to sports and fitness enthusiasts. The Puma group now owns the brand Puma and Cobra Golf.


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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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