Customer Value

Customer Value...

A marketing concept that analyses the satisfaction received by a customer from the purchase of a product. 

The customer value of brand PUMA has kept changing from year to year. The duration of those years is termed as different eras. 

Era 1 :

 From the year 1948-1960.PUMA was considered as “The best in football” during this era.

Reason for being	Outfitting world’s best soccer players.
Value Proposition	Best in class performance.
Differentiation	Innovative features.
Persona	Elite,exclusive,personal,masculine
Associations	German professional soccer team
Range of authority	Soccer boots
Audience	Professional soccer players, experts, trainers, coaches.
Relationship	New player in the field.

Era 2:

This era covers the duration from the year 1960-1970.

Reason for being	Equipping the World’s best athletes.
Value Proposition	Enhances your performance in style.
Differentiation	Celebrity athlete endorsements. Clandestine advertising
Persona	Exuberant, elitist, colourful, energetic.
Associations	Charismatic pions(Pele) Gold medal athletes.
Range of authority	Soccer boots, track shoes, football shoes
Audience	World class athletes
Relationship	Trusted Partner.

Era 3:

From year 1970-1986. People started considering the brand as “Beyond the playing field”.

Reason for being	Targeting the sports lifestyle.
Value Proposition	Play in style & comfort.
Differentiation	Comfort & style. Consistent brand message.
Persona	Casual, laidback, cool, minimal
Associations	Soccer players at all levels. Champion athletes
Range of authority	Clothing, street footwear.
Audience	People who play sports.
Relationship	Familiar friend.

Era 4:

Includes the period from 1986-1997.

Reason for being	Business survival.
Value Proposition	High performance with personalized fit.
Differentiation	Innovative footwear systems.
Persona	Hi tech, advanced, not relevant, Classic, cheap, low quality, dated.
Associations	Professional soccer, tennis, track athletes.
Range of authority	Running shoes, kids shoes, apparel, Cross trainers, gear.
Audience	Young athletes, soccer athletes.
Relationship	A old friend you lost touch with.

Era 5:

The current era that is continuing from year 1997. People started considering brand as Hip, cool, and leading the way.

Reason for being	Mixing the influences of sports, lifestyle, and fashion.
Value Proposition	Fits your active lifestyle.
Differentiation	Distinctive lifestyles, branded experiences. Co-developed celebrity lines, partnership with famous designers.
Persona	Elegant, colourful, fresh, spontaneous, individual, urban, metropolitan, international.
Associations	Multiple sports lifestyle segments.
Range of authority	Performance/ casual footwear, apparel, gear, accessories.
Audience	Anyone who leads an active lifestyle