MIS500
Foundations of Information Systems
Research Report
PUMA
Student ID:
Student Name:
Table of Figures
Figure 1 About the RE: SUEDE products 5
Figure 2 Instagram Marketing & Influence 6
Figure 3 Sustainable Products 6
Figure 4 Recycled Sustainable Products 7
Introduction
PUMA was founded in 1948 by Rudolf Dassler and is one of the world's leading sportswear companies that designs and creates footwear, clothing, and accessories. For many years, Puma has been famous for its complete union of fashion and functionality reason that makes it a company of great significance to the sneaker market (Correia, 2019, p.2). Puma has been upping the ante lately in creating eco-friendly sneakers, especially with their "Forever Better" campaign targeted at sustainability, recycling, and cruelty-free ways of production. It is on course to reduce carbon and decrease the harm that it does to the planet. Its journey toward sustainability is part of the trend in the global footwear industry, as companies begin to handle environmental responsibility and ethical production as a core factor that arises as important for brand reputation and consumer trust. With the projected growth of the sneaker industry to reach $403.2 billion by 2025 due to increased discretionary spending and design trends, it puts tremendous pressure on brands like PUMA to balance innovation with sustainability to stay competitive (Niskanen, 2019, p.1).
Discussion
Puma was selected due to its standing as one of the most recognizable brands worldwide, which has embraced sustainability in its products and practices. This brand has shown commitment towards green production by using different sustainable materials and taking an active environmental and social responsibility stance with active social networks, crucial for its marketing (Almestarihi, 2024, p.11). It utilizes social media platforms in terms of consumer engagement for sustainability.
At Puma, the "Forever Better" program is particularly salient showing that well-established brands implement sustainability into their supply chain and product offerings. It has committed to the usage of 100% sustainable cotton, 75% recycled polyester, and the development of cruelty-free products made of environmentally friendly materials (Markuz, Ple?aš & Ban 2022, p.177).
Sustainability is one of the main differentiators in the marketplace, it is relevant to analyze how Puma uses digital platforms to reach out and connect with eco-conscious consumers when trying to communicate its message of sustainability (Marques, 2019, p.26).
Audit & Analysis
The core digital marketing for Puma is focused on its website and social media presence across channels like Instagram, Facebook, Twitter, and YouTube.
PUMA frequently showcases its line of eco-friendly sneakers, including the RE: SUEDE and other products manufactured with recycled materials, on both Instagram and Twitter (Atram, 2023, p.46). The company's website touts the "Forever Better" campaign initiative that has made information about eco-friendly operations publicly available from reduced carbon footprint to using sustainable packaging and renewable energy.
Figure 1 About the RE: SUEDE products
(Source: PUMA RE: SUEDE)
As for engagement Puma's social media platforms are interactive, comprising different forms of content in images or videos that maintain the audience. For instance, posts on Instagram alone comprehend influential influencers, athletes, and eco-conscious consumers in their Puma products (Gray, 2019, p.12).
Figure 2 Instagram Marketing & Influence
(Source: Instagram, 2024)
Puma is implementing hashtags like “Forever Better” and Sustainable Style to encourage engagement and promote its sustainable products. In reviewing Puma's social media using Quesenberry's Social Media Audit tool will find that this brand is using such social media effectively to engage its audience (Shankar, et al., 2022, p.544).
(Source: Twitter, 2024)
The PUMA Instagram stream appealingly brings its products in line with the brand's sustainable ethos. PUMA Twitter makes noises regarding timely updates on its environmental efforts and creates a conversation around eco-friendly fashion (Chistiakov, 2024, p.8). While Puma has no doubt mastered the influencing of product promotion and most influencer marketing, there should be more improvement made in terms of customer interaction instance, answering direct consumer inquiries of sustainability in a more personalized manner.
Figure 4 Recycled sustainable products
(Source: Twitter, 2020)
The company also expresses its Corporate Social Responsibility in all social networks through sustainability influencers and professional athletes to educate on eco-friendly products. At Puma, commitment towards sustainability could be reflected very well through product development, marketing strategy, or human resource engagement with partners who share concerns for the environment (Novello, 2020, p.48).