Puma has shown its marketing effort by having various initiatives like offering new customers with 10% on their shopping after registering, and 20% discounts on their birthdays. We have provided the requested information in the attached spreadsheet, row 6, columns O-R. ABOUT PUMA ADVOCAT LOYALTY PROGRAM
PUMA ADVOCAT MARKETING EFFORT
PUMA ADVOCAT PROMOTIONAL CAMPAIGN
- Instagram Campaign — Through a partnership of Khairul Fahmi, Malaysia goalkeeper and the use of his Instagram account with 522,000 followers to promote Puma AdvoCAT program emphasizing the benefit such as 10% off, exclusive PUMA events, special offers, birthday discounts, and many more when the joining the program.
- Facebook Campaign — With the use of Facebook influencer such as Runwitme / Celebrunner with 16,342 followers on Facebook promoting Puma AdvoCAT program.
RESEARCH STRATEGY
We were unable to find Puma AdvoCAT loyalty program's recent promotional effort in acquiring new members, how the program is being marketed and any recent news specific to the program.
First, we examined the part one of the research and identified that this program was conducted in Malaysia and India. We then began searching through Puma’s website in Malaysia and India to identify any Puma AdvoCAT loyalty program's recent promotional effort in acquiring new members, how the program is being marketed and any recent news specific to the program through press releases.
After a thorough examination of the website, we were unable to identify any information that would provide answers. Most information presented were products available for sale. Though there is some promotional campaign, but not specific to AdvoCAT loyalty program. Upon checking the press release, this will redirect us to the press release to the international Puma website, but still, no recent news in terms of Puma AdvoCAT loyalty program. After an exhaustive examination, we were able to identify some helpful findings in regard to the Puma AdvoCAT loyalty program. As stated in the terms and conditions of Puma AdvoCAT customer, PUMA AdvoCAT Loyalty Program is owned but not operated by Puma Sports India Pvt Ltd (PSIPL/ Puma). It is also clarified that the Loyalty Program is implemented by the third party with whom PSIPL has a Principal to Principal relation.
Secondly, we then searched through annual reports of Puma India and Malaysia hoping to find any information in terms of Puma AdvoCAT loyalty program's recent promotional effort in acquiring new members, how the program is being marketed and any recent news specific to the program. Unfortunately, we were unable to find annual reports specific only Puma Malaysia and India. We then broaden our research to examine the Annual report for the whole Puma company. After an exhaustive examination, we were unable to find recent information about Puma AdvoCAT loyalty program. Most information found were revenue, growth, sales, and more.
Third, we then searched through social media accounts of Puma for information about Puma AdvoCAT loyalty program's recent promotional effort in acquiring new members, how the program is being marketed and any recent news. We examined the following social media such as Facebook, Twitter, Instagram, etc. Unfortunately, this yield no relevant recent information to provide answers. While expanding the criteria to at least include past 3-year data, this yielded some helpful findings for promotional efforts such as the Facebook campaign conducted by Runwitme/Celebrunner and Instagram Campaign through a partnership of Khairul Fahmi, Malaysia goalkeeper, in promoting new participants on Puma AdvoCat program. No information was found specific to how it is being marketed and any recent news about the program.
Fourth, we searched through industry reports, trusted sport and lifestyle articles, media articles, new reports specific to Malaysia and India for information about Puma AdvoCAT loyalty program's recent promotional effort in acquiring new members, how the program is being marketed and any recent news specific to the program. We searched through the Star.com, India Today, Forbes, CNBC, and more. Research result showed that Puma AdvoCAT loyalty program was conducted during 2016. We were also able to gather some promotional campaign in acquiring new members during that year. But unfortunately, a recent promotional campaign of Puma AdvoCAT loyalty program within the past 12 months period was not available.
We were also unable to gather information on how the program is being marketed to fitness/athletes and lifestyle/collectors. Most marketing information presented were targeted to the whole consumer and not a specific consumer. Lastly, no recent news specific to the Puma AdvoCAT loyalty program were publicly available within the past 90 days.
A possible reason for the lack of data is because Puma AdvoCAT loyalty program was conducted during the year 2016. Aside from that, this program was only specific to Malaysia and India consumers. Another reason is that this program is not operated by Puma Sports India Pvt Ltd (PSIPL/ Puma) but rather implemented by the third party with whom PSIPL has a Principal to Principal relation.