Case Study Puma

1805 words - 8 pages

CASE STUDY :

PUMA

Sébastien JAUNIN
Thomas KEIGNART

Année 2013 - 2014

La marque PUMA

Fondée en 1924 par les frères Rudolf et Adolf Dassler, la PUMA Schuhfabrik Rudolf Dassler fabrique des chaussures de sport, des vêtements sportifs ainsi que des accessoires. Depuis 2007, la société est détenue par le groupe PPR. En 2012, la marque a été reconnue comme l’une des plus performantes au monde en termes d’écologie, d’éthique et de gouvernance managériale.

Analyse interne : propriétés de la marque

PUMA est avant tout une histoire de famille. D'origine allemande et cordonniers de père en fils, les deux frères Rudolf et Adolf Dassler fondent ensemble, dès 1924, la société de ...view middle of the document...

310 salariés. En 2010, le chiffre d’affaires s’élève à 306,8 millions d’euros et le résultat net est de 202,2 millions d’euros (bénéfices).

Prisme de l’identité de la marque Puma

- Physique :
La marque Puma est avant tout représentée par son logo, un puma en mouvement. En effet ce félin d’Amérique du sud est réputé pour ses prouesses en matière de saut ce qui crée une corrélation évidente avec le monde du sport

- Personnalité
La marque Puma avec ses nouvelles campagnes de communication se place maintenant sur le segment du plaisir et de la convivialité dans le domaine du sport; plus seulement sur la directive de la performance souvent imposée dans ce secteur. C’est donc dans se sens là que la marque fût incarné par des personnages tels que Maradona, Pelé, ou encore Boris Becker.

- Culture
La culture de la marque Puma est centrée autour des valeurs même du sport, l’esprit d’équipe, la performance, mais surtout la convivialité d’un moment autour d’un sport donné. Dès lors, le partage et la sympathie sont des valeurs essentielles à la construction de la culture de la marque.

- Relation
La relation à la marque Puma, malgré les évolutions de la dernière décennie, reste une relation simple, de partage des valeurs de la marque et de sympathie.

- Reflet
La marque Puma veut donner comme image le reflet d’une personne dynamique, qui pratique le sport régulièrement que ce soit dans un objectif de performance, ou simplement de détente. Il s’agit là de montrer que les consommateurs de la marque l’achète pour porter des vêtements adapté à la détente (la gamme lifestyle), au sport (sportswear) et qui sont également liés à un aspect mode.

- Mentalisation
De fait les consommateurs de la marque veulent se mettre en avant comme des personnes adapté à une vie sportive, mais également détendue. Ils se sentent à l’aise dans les vêtements qu’ils portent et qui sont de fait adaptés à la vie de tous les jours. Le consommateur souhaite être perçu comme quelqu’un de polyvalent tout en restant dans une optique de mode.
 

Analyse composantes de la marque :

- Le nom : PUMA
Le nom vient de l’animal le puma. Cet animal vit essentiellement en Amérique et plus particulièrement en Amérique du Sud. Il est réputé pour ses prouesses en matière de saut et de course.
De fait le choix de ce nom pour la marque de vêtements et articles sportif est justifié dans le sens ou il représente la performance sportive et l’aspect animal qui sommeil en chacun des consommateurs.

- Le logo :
La marque a donc choisi de mettre en avant, tout comme le nom, l’animal pour être représenté visuellement par son logo et ainsi avoir des valeurs uniques et transmises à la fois verbalement et visuellement.

Territoire de marque
Le territoire de marque est un terme pouvant être abordé de deux différentes manières :
- L’ensemble des éléments constitutifs de l’univers de la marque. Dans ce cas, le territoire...

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