Holistic Marketing

Holistic Marketing..

Holistic marketing for services requires Integrated, internal, performance and relationship marketing.

Integrated Marketing describes the normal work of preparing, pricing, distributing, and promoting the services to customers. Puma develop and implement strategies to get their clients’ messages across to target audiences and enhance their profiles. That means developing strategy and messaging, then using tactics such as speech writing, media training, brochures, press kits, presentations and developing an internet marketing strategy. They prepare materials in multiple languages as needed incl. English, French and Mandarin Chinese.

Internal Marketing describes training and motivating employees to serve consumers well. Puma believes that if you enjoy helping others, being pushy and competing with others for the highest sales numbers as a team and for yourself, then you are right at home. Its fast paced and management usually has a personal connection with their sales associates, making the work environment friendly. Puma only hires friendly people, its a sales business after all. Puma keeps a track of sales numbers for each associate, and they are mostly for performance reports but they create more problems due to the fact that sales are not based on commission. However, this goes along with the fact that they promote pushiness in their employees.

Relationship Marketing describes the connectivity of the brand with its partners and customers. Puma partnered with Alexander McQueen to successfully combine different trends in sports, fashion as well as sport history and technology into unique collections which convince through their distinctive style. The partnership of Puma with its manufacturers are based on mutual cooperation- in turn they expect them to pass on this cooperative stance to their employees. The most important principle of Puma’s social policy is substantial instrument of control : The Code on Conduct.

Performance Marketing includes the stress on areas concerning sakes revenue, brand & customer equity, community, environment & legal policy. To implement the ethical and environmental values into their business strategy they have developed the Social Accountability and Fundamental Environmental Standards (S.A.F.E.) Concept. This concept is based on the pillars of transparency, sustainability, social accountability and evaluation. Every supplier is legally bound to follow the strict social and environment standards details in S.A.F.E manual.

Financially the years 2002 and 2003(so far) have been outstanding for Puma when Puma’s share price increased by 91%.