1. July. 11. 2005. Webzen Inc. Marketing Team
Case Study
- PUMA
Kim Sang-youn
Kim Yong-hwan
Kim Jong-oh
Lee Bo-mi
Lee Soon-young
July Webzen Inc. Marketing Team

2. Contents 1. Brand History 2. SWOT Analysis 3. STP Approach
- Segmentation, Targeting, Positioning
4. Marketing Mix
- Product, Price, Place, Promotion
5. Result

3. What do they have in common?

4. 시장분석
Brand History
In 1922, Adi Dassler and Rudolf Dassler started to make training shoes, but separated in 1948.
The older brother Adi Dassler made ADIDAS, and younger brother Rudolf Dasselr made PUMA.
E-land Group introduced PUMA to Korean market in 1995.
The total revenue of PUMA Korea was 10 million USD, net income was ,000 USD in 2000.
In 2001, Total revenue was 34 mil. USD and the net income was 7 mil. USD.
The total revenue increased rapidly up to 100 million USD in 2002.

5. SWOT Analysis 시장분석 Strength Weakness
Powerful distribution channel of E- land group
Target marketing (late teens to early twenties)
Knowledge management
Weak capital capability
Simple product line
Licensing(Loyalty fee)
Opportunity
Threat
Well-being trend
New CEO
New designer(Jil Sander) of HQ
5-day per week working system
Constant increase of brand recognition
Other competitors(new global brand)
Shortened fashion cycle
Increased imitation products

6. STP Approach 시장분석 Segmentation
① Geographical segmentation : Concentrating on the downtown area (Myungdong, Apgujeong, COEX, Gang-nam, Shin-chon,etc.)
② Age segmentation : Young generation from late teens to early twenties
③ Character : Young, Progressive, Free, Active
2) Targeting : Young ladies (from late teens to early twenties)
3) Positioning : High quality sports brand, Refined design with top designer Jil Sander

7. Marketing Mix 시장분석 Product ① Symbol color : from green to red
② Product line : from men to women
③ Main customer : from men over mid twenties to women and men in early twenties
2) Price : lower than Nike, Adidas higher than pro-specs, lecaf

8. Marketing Mix Solution – Zero Base Marketing 시장분석
3) Place : Move the stores from suburb area to central area
4) Promotion : ① Sponsorship of hiphop festival, professional hiphop team
② Constant advertising on hiphop magazine
③ Star marketing-Serena Williams, Ahn Jeong-hwan
④ Ambush marketing – Rent the jam-sil stadium and use the space for cheering Korean soccer team during World cup season
Solution – Zero Base Marketing

9. 시장분석
Result
Total revenue has increased 1,000% in 3 years (From 2000 to 2002 – From 10 mil. USD to 100 mil. USD)
800,000 Logo T-shirts and 280,000 sneakers were sold in 2002
Main customer has changed from men(90%) to women(80%), from late twenties(70%) to early twenties(80%)
Brand recognition has improved and built up well
German HQ benchmarked PUMA Korea’s success
1,100% of incentives and free tour to USA for all employees

10. Result
Product Parody in cyber space

11. What do they have in common?
They are TRANSGENDERS!!