Brand Analysis of Puma

Puma is an athletic and sportswear German multinational company. Rudolf Dassler founded the athletic and sportswear apparel and footwear company in 1948. Today, we’ll discuss the brand analysis of Puma; it focuses on its mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.

Brand Analysis of Puma

Let’s discuss the brand analysis of Puma; some of the main elements involved in the Puma brand analysis are as follows;

Mission, Vision, and Value of Puma

The mission statement of Puma is to become the fastest sports brand in the world. It focuses on forever faster by highlighting the company’s objective of staying ahead of the competition in the sports apparel, footwear, and accessories market. However, the sportswear brand is leading and trendsetting the sports industry in terms of the company’s operations, product distribution, design, and branding.

The vision statement of Puma is to become the most sustainable and desirable sportswear brand in the world. The vision of the company streamlines with its objectives of achieving sustainability. However, sportswear focuses on achieving market leadership in the industry and becoming most desirable to the workers, stakeholders, and customers.

The sportswear brand has made a strong commitment to corporate social responsibility and environmental sustainability. It highlights the company’s objective and vision of becoming a sports lifestyle brand.

Customer Reviews and Feedback about Puma

The online customer reviews, star ratings, and feedback analysis of Puma on various platforms are as follows;

• Trustpilot: 1.9star ratings out of 2355 reviews
• Comparably: 4.3star ratings out of 926 reviews
• Yelp: 3.6star ratings out of 216 reviews
• MouthShut: 3.5star ratings out of 7735 reviews
• SiteJabber: 1.7star ratings out of 152 reviews
• Amazon: 4.4star ratings out of 197 reviews
• Review.io: 3.8star ratings out of 125 reviews

The online customer reviews, star ratings, and feedback analysis of Puma show that there is a mixture of both good and bad reviews. Happy and satisfied customers are sharing high star ratings and positive reviews about the sports brand. On the other hand, the dissatisfied customers are sharing their discontent and their negative experiences with the sportswear brand.

Social Media Presence of Puma

The social media present and network following of Puma on various social media platforms is as follows;

• Instagram: 13.1Million followers
• LinkedIn: 1.3Million followers
• Facebook: 22.3Million followers
• X: 2 million followers

Puma has established a very large network and a very strong presence on various social media platforms. The sportswear brand regularly posts pictures and videos of the company’s sports apparel, accessories, adventurous sports life, and fitness activities with the company’s products. A proactive social media presence would help the company to connect and engage with targeted customers; and learn a key insight about the growing sports market trends.

Marketing Campaign Analysis of Puma

Puma runs various types of marketing and advertisement campaigns for the promotion of its sports products and brands. The sportswear brand employs various media channels, traditional and digital media platforms, celebrity endorsement, influencer marketing, brand ambassadors, sponsorship of mega sporting events, and other promotional campaigns. Multiple marketing campaigns on various media channels would help the company amplify its customer market reach and target various segments of the customer market.

Web and Social Media Traffic of Puma

The web and social media traffic of Puma on various media platforms is as follows;

• Traffic: 27.5Million monthly average visitors
• Average Duration: 3 minutes

The source of web and social media traffic comes from the following countries:

• USA: 16.26%
• Brazil: 8.24%
• India: 6.98%
• Argentina: 6.29%
• Germany: 4.14%
• Others: 58.09%

The proportion of web traffic comes from the following media channels:

• Direct: 49.93%
• Referrals: 4.33%
• Organic Search: 23.43%
• Paid Search: 17.56%
• Social: 2.36%
• Email: 0.23%
• Display: 2.15%

Percentage of traffic comes from following social media platforms;

• YouTube: 12.91%
• Facebook: 66.46%
• LinkedIn: 4.26%
• Instagram: 3.51%
• X: 3.13%
• Others: 9.37%

Puma Customer’s Journey

The customer journey of Puma starts with running various types of marketing and advertisement campaigns for the promotion of its sports products. If the product ads attract the customer’s attention, they will visit the sports stores to check out the company’s apparel, footwear, and other accessories. However, if the sports products meet their quality standard criteria; they would buy the product; otherwise, they move on to the next sports brand.

Target Audience Demographic of Puma

The demographic segment of the target audience of Puma is as follows;

• Age: 18 to 64 years old
• Gender: 57% men and 43% women
• Education: lower to higher
• Income: medium to higher
• Interest: sports, health, fitness
• Social Status: medium and higher

The demographic segmentation of the target audience of Puma allows you to create a buyer persona and customer avatar of the ideal customer. They’re both men and women from age groups, they have an interest in health and fitness activities; they want to engage in healthy and sports activities to live a healthy life.

Conclusion: Brand Analysis of Puma | Puma Brand Analysis | Strategic Analysis of Puma

After an in-depth study of the brand analysis of Puma; we have realized that Puma is the world’s leading sportswear brand. If you are learning about the Puma brand analysis; then you should keep in mind the abovementioned mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.