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Running Header: FINAL PROJECT SUBMISSION 1 Competitive Impact Summary Milestone 3 Excelsior College Managerial Economics ECO508 Product Demand and Consumer Behavior
FINAL PROJECT SUBMISSION 2 In 1948, Rudolf split from his brother’s company, and he started a new company called Puma. Puma has grown to become one of the largest makers of athletic shoes. “Puma employs more than 9,000 people and distributes its shoes in more than 120 countries throughout the world, generating more than $2.5 million in revenue per year” (Bhasin, 2016). Actually, Puma as a famous brand is committed to contribute to the sports world by supporting sustainability, creativity, and peace. Because Puma stays true to its values, it has become a global force. However, this is not the only reason why the company has recorded such a huge success. Puma is positioning its brand as an international brand with creativity, comfortable, energy, performance, and stylist product in the sportswear industry of a premium price. In product marketing, Puma’s excellent marketing strategy continues to be a global leader in athletic shoe making. It has also forayed into manufacturing of sports gear, watches, and other accessories. Puma also uses national brand ambassadors to promote its product line. Product diversification strategies include production of gymnasium equipment, trekking equipment and Nutrition and Fitness consultancy. Product diversification strategy is designed to make the company more profitable and attract a diversified customer base. Puma also uses “e-commerce to interact with shoppers and learn more about consumer demand. Connecting with shoppers via the web is helping Puma improve how it designs its products and markets them through wholesale as well as retail channels, says Tom Davis, global head of e-commerce” (Demery, 2014).

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