Nike and the "Red Ribbon" and the fight against AIDS, Tuberculosis and Malaria, the Global Fund to Expand Cooperation

World AIDS Day, the day before, sporting goods giant Cheap Air Shoes announced that it will with the "Red Ribbon" (Red), and the fight against AIDS, Tuberculosis and Malaria, the Global Fund to carry out cooperation. The event happened in 2010 during the World Cup held in South Africa. Nike will launch a specially designed red shoelaces, this campaign slogan is "tied a red shoelaces, to save lives", which proceeds will be evenly distributed to the Global Fund and aims to raise awareness about AIDS awareness in the community football project. "Participation 'Red shoelaces' movement is very important to me, because I come from Africa," Drogba from the Ivory Coast, said a news conference in London. "Bono, an energy and help save lives are honored were also very happy, AIDS is devastating the African continent, can not really understand, in fact, very easy to save lives, that is, take two tablets a day, just to spend 40 cents," De Roba added. Red lace effect from December 1 in the global market.

Click "attitudes," Consumer segmentation

Click "attitudes," segments of consumers that the vast majority of analysts and observers as J ochen Zeitz Cheap Air Shoes CEO and Chairman of the Board is an important turning point in the company. Prior to this, Puma's marketing programs behave, in addition to that little leopard Log o, did not see the brand and Nike, Adidas difference, dealers are also the same product placed in a different the sales terminal. Zeitz an office and says: personality is the key to our survival, we have to do most if you want sports lifestyle brand, otherwise we simply can not, and rivals such as Nike. "At that time, almost all companies used segments of the consumer are the traditional demographic methods, according to the consumer age, education, income divided by the standard. Puma's global director of brand management Tuonibote Lun thought: "A 19-year-old Japanese high school students with an attitude and brand preference degree possible with a 30-year-old black, like New York. Thinking, attitudes and lifestyles that affect the most important factor to consumers Puma to create a part of Puma's unique brand attitude is the core of our brand marketing. We will 'movement' is defined as a positive way of life, even if consumers want to Puma to become a 70-year-old grandmother is still this way of life, but also the brand loyal customer. "Puma's core market segment is to firmly seize the" first to try those who "(Early-Adopter). According to marketing theory, all consumers will be based on their new products, new technologies to receive the time and accept the level classified as "innovators" (Innovator), "the first to try those who" (Early-Adopter), Early Majority "(Early Majority)," Late Majority "(Late Majority) and the" laggards "(Lag g ard ). Among them, the first attempt by the "big 13.5% of the total, they are generally of a certain market or area of the" opinion leaders "can help the brand or product recommended to the" herd "and" laggards. "Director of Brand Management Bertram said that Puma is not in accordance with the price to differentiate the brand product lines, but rather to consider what products are "as the first attempt to design a" which is "designed for the Majority", as "the first attempt to those who "design of the product is more advance and fashion concept. products, distribution channels, too, Puma product lines based on different characteristics, so avant-garde design products in a number of fashion shops, some of those mainstream products in the Foot Locker clothes shops selling such a campaign. J ochen Zeitz said, Foot Locker has proposed to sell in the stores Puma's line of products, if the Puma to do so, you can easily let the sales volume doubled. However, this proposal Puma been declined, and Bertram said: "We do not want to buy Puma coolest products of those guys who saw them doing everything possible to find shoes is filled. "Zeitz said: Puma is not a fight sales growth and long-term stability and consumers to establish strong links for life is our goal." Then, Puma and supermodel and yoga trainer Chris Harrington cooperation Petit the introduction of yoga movements designed specifically for women's Nuala series, in the West rise to an upsurge of yoga practice. In Puma's efforts, now one can often see such a fashion person Madonna foot Golden Puma casual shoes, the hands are Accompanied Louis Vuitton luxury handbags.