While Nike and Adidas continue developing the already-existed market, Puma is trying to create a new trend in sport market by its marketing project – Puma Social. Puma makes a new term called “After Hours Athlete” describing people who like to social at night and participate in night sports such as dart, foosball, pooling, bowling, karaoke, and even ping pong.
There are mainly two parts in their marketing plan, Puma Social Club and Life Scoreboard. Puma Social Club is a series of clubbing events sponsored by Puma around the major cities. The club is not in the form of traditional nightclub. In fact, the decoration of club is more toward sporty style and Puma provides sport equipments with significant logos on it. Meanwhile, there are Puma shops in the club displaying those colorful Puma shoes and shirts that suit such occasion. Puma is bringing a new concept to people that club events can integrate with night sports and sporty outfits. Also, Puma provides a free application called Life Scoreboard on both computer and smart phone where players can use it to record the score for their games. This application comes with Puma’s advertisements on the side.
What Puma is doing is similar to the blue ocean strategy from previous post, but at a larger scale. Basically Puma is creating a new market demand in nightclub sport by bringing sporty style into nightclub culture. Instead of seeing what consumer needs and then making the product, Puma does the marketing in the opposite way this time that they create an environment first and keep promoting the atmosphere, after it reaches certain popularity the environment itself will attract the consumer and further lead to final sales. Puma has integrated the market with several elements and created a new trend for consumers to follow. It requires huge resources input at first to set the environment, but once the trend is launched Puma will be the leader in this new market with significant profits.