Marketing Management MRK7703.docx - T.C MARMARA UNIVERSITY...

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T.C MARMARA UNIVERSITY INSTITUTE OF SOCIAL SCIENCES Production Management and Marketing Marketing Management (MRK7703) by Prof. Dr. Emine Çobanoğlu Final Exam – Take Home YELİZ ACAR/964516007
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A)Abstract In this project I decided to work on brand of Puma is one of the world’s leading sports brands . I will explain why the brand applies these concepts . According to research below concepts are applied by Puma, 1. Omnichannel marketing 2. Influencer marketing 3. Guerilla marketing 4. Social Media Marketing (Facebook, Instagram, Twitter), + Online Marketing 5. Social marketing, 1)Omnichannel marketing Omnichannel shopping is the relationship between digital and in-store for your omnichannel shoppers. Omni-channel means managing the customer experience in all channels in order to ensure that the acquired experience is flawless, integrated and consistent. It assumes that consumers first start with a channel, then look at the other channels to make a decision. It represents a strategy that retailers are taking to connect all sales channels and fuse them into one seamless shopping experience. The customer shopping experience that once began and ended in a store is now a journey across many channels, including online, mobile, in-store and telephone. Smartphones will soon be responsible for the majority of online browsing activity and help keep shoppers engaged with a brand anytime, anywhere. This enables consumers to bridge the gap between the online and offline world.
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1.1) Puma on Omnichannel marketing Puma is a great example of a company that does international omnichannel marketing right.Most customers engaging in cross channel purchasing behavior originating online and then driving them to stores for actual purchase of products. Puma offers the omnichannel experience to all customers. It displays on their webpages its products with a descriptive information & material and size details. There is a option to purchase them directly from the website .Their website also tries to connect Puma’s mobile application to see in-store inventory of products in real time. Puma sells online are trying to bridge the gap between their virtual and physical store by having the option for customers to return or exchange their products at the brick and mortar store. Customers have the option to check the availability of the product in the store through their website. They also offer cash on delivery & in-store pick up options for customers to ship online orders directly from their physical stores and not their centralized warehouse.
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