Puma will "campaign" is defined as a positive way of life, hoping to shape the way of life to establish the brand's loyal customers. Puma to create an exclusive and unique brand of attitude is the core of its brand marketing. Puma is not to differentiate product lines by price, but consider which products are "as the first attempt by design," which is "designed for the herd", as "the first attempt by the" design of the product is more advanced and The concept of fashion,which corresponds to a reform of product distribution channels. Puma according to the characteristics of different product lines, for those who reflect the avant-garde design products in a number of fashion shops, mainstream some of the products appeared in the sports apparel stores. Puma is a collection of sports, fashion and leisure in one of the brand, focused on the balance line. Puma has created a sports and leisure and sports fashion brand concept. Since the late 90s of last century swept the world of fashion trends civilian Puma's bets proved how wise. Puma is not necessarily a favorite golf and tennis enthusiasts, but it is definitely hip-hop boy, skater boy and hip hop of choice for teenagers. From 1998 to 2003, the Puma sportswear market called a sales and profit growth the fastest growing brands, the growth rate for 6 years more than two figures. In sharp contrast, funding for Puma in the ad is less than the cost of a fraction of Nike and Adidas. 6.2 Weaknesses Puma Group's growth has not been easy. The mid-80s of last century, Rudolf Dassler, son of Amin Puma led to the two extremes, on the one hand unlimited expansion category, even in the local production of hockey, baseball, racing shoes and other expensive, but a handful of orders products at a time when Germany has no corresponding appropriate labor-intensive production. On the other hand, the production of sports shoes in general the number of heavy and light style. As the single varieties, product updates slow, Puma shoes has become synonymous with cheap goods. The early 90s, a pair of Puma shoes priced at only a value of 15 euros, Puma's image in the minds of customers has plummeted, the big stars at home and abroad have also surrendered to the other sponsors. Since 1986, the company for losses, in 1989 the family business had sold its majority stake to outside shareholders. But the crisis has not been eased, and by 1993 losses of Puma Group has more than 100 million euros, inventory backlog of over 1.5 million pairs of sports shoes. Puma verge of collapse.

彪马将“运动”定义为一种积极的生活方式，希望塑造的生活方式，建立该品牌的忠实客户。彪马建立一个排他性和独特的品牌态度是其品牌营销的核心。彪马是不是要区分产品线的价格，但考虑哪些产品是“为首次尝试设计”，这是“专为牛群”，“第一次尝试”设计的产品更先进，时尚的概念，它对应的产品分销渠道改革。彪马根据不同产品线的特点，反映了前卫的设计产品在一些时尚小店，主流的一些产品出现在运动服装商店。彪马是一个集运动，时尚和休闲于一体的品牌，专注于平衡线。彪马创造了运动和休闲及运动时尚的品牌理念。上世纪90年代后期以来风靡全球的时尚潮流民用彪马的投注证明是多么英明。彪马不一定喜爱高尔夫球和网球爱好者，但它绝对是街舞男孩，滑板少年和青少年的首选嘻哈。从1998年到2003年，彪马运动服市场上所谓的销售和利润增长最快的品牌，成长率连续6年超过两个数字。在此形成鲜明对比的是，资金彪马在广告中低于成本的一小部分，耐克和阿迪达斯。 6.2弱点彪马集团的增长是不容易的。上世纪80年代中期，鲁道夫·达斯勒，儿子阿明彪马导致两个极端，一方面无限扩张类别，即使是在当地生产的曲棍球，棒球，赛车鞋和其他昂贵的，但是极少数的订单在德国的时候，有没有相应的适当的劳动密集生产的产品。另一方面，在一般的重和轻的风格的运动鞋的生产。作为单一品种，产品更新慢，彪马鞋已成为廉价商品的代名词。 90年代初，价格只值15欧元一双彪马鞋，彪马在客户心中的形象一落千丈，在国内和国外的大牌明星也移交给其他赞助商。自1986年以来，该公司的损失，在1989年的家族企业出售其大部分股权​​，外部股东。但危机尚未缓解，彪马集团由1993年亏损100多万欧元，库存积压超过150万双运动鞋。彪马濒临崩溃。