PUMA experience: low price and high return marketing activities _ sports shoes

J ochen Zeitz has just taken over when the company PUMA guerrilla marketing tactics is helpless. 1993 up to 3200 million PUMA losses, under the pressure of the massive, Zeitz can only take redundancy and reduction of marketing costs, PUMA streamlined savings measures. But afterwards, the amazing ROI for Zeitz is determined to be the guerrilla marketing to the end. With competitors in the mass advertising and propaganda masterpiece of inputs, PUMA companies have limited marketing funds to a low price and creative guerrilla marketing activities. In 2002, the company in the United States of Puma advertising costs only $ 390 million, and Nike and Reebok, a remnant of a competitor. In the fall of 2002, PUMA corporate sponsorship by avant-garde designers to participate in sports shoes design competition, the name of the game as "Thrifty" (Thrift). Designers must use the old shirts, pants and ties and wallet, and other raw materials to the design of sports shoes, the company will finally produced 510-works "has the soul of sports shoes." Limited production of the product by many collectors sought after, the price of each pair of shoes to $ 250 in fried, some works were the London Museum of art collections. South Korea football World Cup 2002, other sports brands have to seize this unique opportunity to take a big price for official sponsors to sign a contract with the big star. PUMA avoided this bandwagon, lack of features, but with Jamaica, Tunisia's Africa team signed a sponsorship contract. On the one hand, this African team for their outstanding performance, appearance rate is quite high, and sponsorship costs than high cards are much lower teams; on the other hand, Zeitz said, Jamaica and Tunisia's personality is very suitable for PUMA brand's line, because sport is not only the blood, sweat and tears, endless fun. During the 2002 World Cup, PUMA has also organized a field named "Shudoh" (meaning a football master's method) of the public relations activities. PUMA invited Japan famous chef MasaharuMorimoto specifically for the World Cup a sushi rolls, tournaments in the world's major cities (including New York, London, Sydney and other major markets) major Japan restaurant has supply, and called the World Cup during the occasional food. If the fans at the restaurant in this dish, the dish will be accompanied with the PUMA Logo chopsticks, Japan winding glass and napkins, and sushi making competition, and other activities. J ochenZeitz said: "(United States) actually interested in football matches and is not particularly large, such as ' Japan lifestyle as the main demands of public relations activities for audiences felt very fresh, but also makes our activities and other brand comparison, is so different.