Puma Socks Case

BACKGROUND OF THE CASE

Puma is an international manufacturer of athletic shoes, sportswear and accessories. One of their sports accessories is Puma Socks. The Burlington Industries Philippines Inc is the country’s exclusive trademark owner and distributor of Puma Socks. Aside from manufacturing and distributing Puma socks, Burlington also manufactures other high quality socks and footcare products. Burlington Industries Philippines Inc is founded in 1967 by Mr. Pedro Tan. It was then known as Miloro Manufacturing Corp. The company’s first plant was located in Quezon City then transferred in Makati City to cope with the increasing demand of their products. Through the years the company has shown commitment on improving their products, craft and dedication to their customers by continuously implementing modernization measures not only to their production techniques but also to their plant, corporate office and facilities. Although they already have 200 channels of distributing Puma Socks through their satellite stores, they are also attuned to the needs and wants of their institutional partners such as SM Department Stores and Robinsons Group.

STATEMENT OF THE PROBLEM

What marketing strategy/s should Burlington Socks use for Puma Socks to increase its sales and marketshare?

OBJECTIVES

• To identify the brands weakness and device a solution to answer such issues.

• To identify competitors’ advantage over Puma socks and device a solution to answer such issues.

• To formulate a marketing strategy that would boost sales and increase product exposure.

• To implement a business strategy that would make Puma socks dominate the market without compromising product quality.

ANALYSIS OF CASE FACTS

STRENGTHS

• The brand “Puma” is already fairly known worldwide.

• Burlington socks has been known for its quality and durability.

• The “Puma” brand is endorsed by internationally known athletes and has exposure on international sporting events.

• More than 40 years...