Analysis of Sport Brand Puma’s Marketing Strategies Based on 4P Theory

Abstract

According to the current market sports brands, its competition is particularly intense. There are a lot of new brands being created and emerging. Their products can sometimes be interesting and in keeping with contemporary trends. At the same time, there are also some brands that have been around for a long time and are very stable in this market. Classic products can effectively attract consumers, especially some loyal fans. This paper takes Puma, a famous sports brand in China, as the research object, analyzes the advantages and disadvantages of Puma's marketing strategy, and puts forward suggestions on Puma's digital marketing strategy, aiming at providing reference for sports brands. The article includes five parts: introduction, current problems that Puma encounters, how Puma addresses those problems, recommendations, and conclusion. Puma has already been the one of the most famous sports brand, but it faces some challenges, including how to improve its brand image and how to attract more consumers to keep its profits. To solve some problems, suggestions are mentioned in this article.