PRESENTATION

ON PUMA
BY:-
In 1948, Adolf Dassler split from his brothers
company, Adidas, to form his own shoe company
called Puma.
PUMA is a large German multinational company
which designs and develops high- end athletic
shoes, lifestyle footwear and other sportswear. It
was founded in 1924 and has head- quarters in
Germany. JochenZeitz is the CEO.
It distributes its product in more than 120 countries,
employs more than 9000 people and generates
revenue of $2.5 millions. The parent company is
PPR.
COMPANY PROFILE
COMPANY HISTORY
1920: Rudolf Dassler and his brother Adolf start making sports shoes.
1924: Foundation of GebrderDasslerSchuhfabrik, Herzogenaurach,
Germany.
1959: The company is transformed into a limited partnership named PUMA-
Sportschuhfabriken Rudolf Dassler KG.
1986: Transformation into a stock corporation.
1994: The first profit since the company's IPO in 1986 is regeristered.
1998: Puma merges sports and fashion. The company starts a cooperation
with designer Jil Sander.
1999: Puma becomes an official on-field supplier of the U.S. National
Football League (NFL).
2001: Acquisition of the Scandinavian Tretorn Group.
2007: Voluntary public take-over by Pinault-PrintempsRedoute (PPR);
Prolongation of the contract with JochenZeitz by five years.
MISSION STATEMENT
PUMA has the long-term mission of
becoming the most desirable Sportlifestyle
company.
CORPORATE STRATEGY
This long-term strategic objective is to be
achieved through:
Expansion of product categories
Regional expansion
Expansion with non-PUMA brands
PUMA AS A BRAND
It is committed to working in ways that
contribute to the world by supporting
creativity, safe sustainability and peace.
And by staying true to the values of being
fair, honest, positive and creative in
decision made and action taken.
Brand Personality
Passion
Openness
Self- belief
Entrepreneurship
LOGO
Design Elements of Puma Logo:
Puma logo grips a notion of strong and chic icon with the help
of a leaping animal and bold font. A distinguished impression
is immediately cast on the spectator, narrating the kind of
image the company possesses.
Shape of Puma Logo
The Puma logo comprises of a courageous representation. A
leaping Puma, an animal known as cougar, panther or a
mountain lion, is highlighted in the Puma logo. This Puma
summarizes the power beast- like nature of the firm and its
products. The Puma logo solely enhances the attributes of the
firms reliability and its products aptitude in the international
market.
Color of Puma Logo
Few innovations have been taking place through the years in
Puma logo. However, the identity has been kept quite similar
to the first design brought forward for the firm. Currently, the
Puma logo is wrapped graciously in black hue which depicts
immense supermacy and strength of the firm itself.
Font of the Puma Logo
The complete Puma logo is a sign of authority and confidence.
Nevertheless, the typeface of the Puma Logo has maintained
the same notion throughout its history in the corporate world.
The bold font featured in Puma logo projects the firms
stability and prominence.
4 Ps of
Marketing Mix
PRODUCT
It has wide range of footwear, sportswear,
sports goods, fashion accessories.
Black label include collaboration with
reowned designers such as Alexander
Mcqueen, Yasuhiro Mihara and Rossi.
Puma group owns Puma, Tretorn, Hussein
Chalayan.
PRICE
Pumas pricing is designed to be
competitive to the other fashion shoe
retailers. The pricing is based on the basis
of premium segment as target customers.
Puma as a brand commands high
premium.
PROMOTION
Location, targeted advertising in the
newspaper and strategic alliances serves
as the foundation of Puma advertising and
promotion effort. The athletes and other
famous sports personalities are always
taken as brand ambassadors. They form
the prime building blocks of their portion
strategy.
PLACE
Puma shoes are distributed to Multi- Brand
store front and the exclusive Puma stores
across countries. While this necessitates a
second trip for the customer to come and
pick up the shoes, it allows Puma to offer a
much wider selection than any of the
competition.
RETAIL
PUMA is continuously focusing on retail expansion and
retail-specific knowledge through the opening of new
stores. The new concept store demonstrates its
efficacy for driving the brand and generating
profits. PUMA will continue to create more
excitement in its stores, expand its consumer base,
fully integrate the retail space into the broader
communication mix, and firmly maintain its position
that retail should function simultaneously as a tool to
generate profitable growth and brand equity.
The PUMA Online Store
Site that markets the Puma brand, but is
focused on selling its products directly to the
consumer
Contains an extensive online catalog,
current news on Puma, employment
opportunities, new items and an online shop
Positive aspects Interactive site;
interactive online shopping for consumers
from extensive online catalog; very user
friendly site with easy navigation
Negative aspects The color scheme and
the few sill images on the main page limit the
extent of the users initial reaction
SWOT
Analysis
Strengths
Puma is very competitive organization.
Financial growth is phenomenal
More diversified than its competition
Wide array of shoe- wear
Strategic acquisitions with reputable companies.
Brand stands for quality, latest technology and prestige.
Favorable brand recognition
Increase in demand is the expected market trend
Global brand
Pumas top management is highly marketing oriented, and most of
the key personnel come from marketing background. This is
strength in this business because industry is market driven instead
of product driven.
Weaknesses
Less of promotional activities done by the company
and not much of advertisement.
They have diversified range of spot products but
income of the business heavily depends upon its share
of footwear market.
Retail sector is very price sensitive. However, most of
its income is derived from selling into retailers.
Profit margins tend to squeezed as retailer try to pass
some of the low price competition pressure onto Puma.
Opportunities
Open more stores !!!
Product development
Strong global recognition
Expand in markets which has more disposable income.
Participate in global marketing events like world cup. Olympics,
etc
Owners believes that Puma is not a fashion brand. However, like
it or not consumers that wear Puma product do not always buy it
to participate in sports. Being more focussed on youth, Puma is
certainly a fashion brand. This creates its own opportunity, since
the product could become unfashionable before it wears out i.e,
consumers need to replace shoes.
Threats
Harsh competition and to keep- up with the competitions
penetrating efforts will cost a lot of money and pressure on
marketing and R&D.
Short PLC play important role in the ROI in a particular product
line.
Weaking markets may be serious threat.
Puma exposed to international trade. Fluctuation in currency
affects costs and profits margin of the company.
retail sector is becoming very competitive and consumers are
highly price sensitive. So the consumer can compare the prices
for exactly same item for the best deal and this is potential
external threat to Puma
Brand Strategy
Bringing distinctive designs and a global outlookby
blending influences of sport, lifestyle and fashion
Maintaining vigilant watch over distribution channels
Solid guidance and strict alertness for licensee
Research & Development
PUMA has always being investing hugely in R&D and its companys biggest strength.
1949: Rudolf Dassler has the idea of football shoes with removable studs.
1952: Introduction of the SUPER ATOM.
1953: Development of ATOM's successor: the BRASIL.
1960: Introduction of the technologically advanced vulcanization production
technique.
1966: Launch of the WEMBLEY, the predecessor model to the KING.
1968: Launch of the legendary KING. PUMA is the first manufacturer to offer sports
shoes with Velcro fasteners.
1976: Introduction of the revolutionary S.P.A.-Technology.
1982: Armin Dassler invents the DUOFLEX sole.
1989: Launch of the TRINOMIC sport shoe system.
1990: Introduction of INSPECTOR, a growth control system for children's shoes.
1991: Launch of the DISC SYSTEM sports shoe.
1996: Introduction of the CELL technology, the first foam-free midsole.
1997: Launch of the CELLERATOR.
2000: Production of fireproof footwear.
2002: Launch of the SHUDOH.
THE COMPETITORS
Nike
Number one sports brand in the world
US based: administrative activities & design and product innovation
Sub brands like Tiger Woods or Michel Jordan
ADDIDAS
Focus on core sports like soccer, tennis, athletics and skiing
6 times the financial resources
Design and marketing department are located in France and Germany
PRADA
Well known luxury brand
4 years ago Prada dared to step into the sport segment
Focus on fashion and trends but their price strategy is still too high
Diesel
Major fashion brand including: sunglasses, footwear, watches, fragrances and
writing tools
Experienced an unexpected growth rate
Brand is still situated in Italy (jeans production)
Porters Five Forces: Model of
Competition
Porters Five Forces: Model of
Competition
Many providers
on market
Build up healthy
brand image-
keep customers
High
competition in
Asia
Permanent
threat in same
sector
Vulnerable
sports market
Own retail
store network
Fragmented
market
Big retail chains
Own
distribution
The Environment in India
The sports apparel segment has a huge potential in the Indian market as About 25
per cent of international sale of Puma comes from India and China.
People are also becoming more health-conscious and this has led to an increase in
sports lifestyle, which, in turn, opens large potential for sports retail. The
opportunities presented by a rapidly growing demand for brands, the growth of a
young, affluent middle class, and promise of future economic reforms make India
one of the most exciting and rewarding places for a dynamic sports lifestyle brand.
In terms of overall increase, Puma's performance has been more than 100 per cent
during last year.
PUMA plan to have 25 stores by the end of this year.
Puma will now entice customers with a wide range of apparel and accessories in a
completely novel and unique environment through its exclusive branded store.
Sporting its official colours of Red and White and spread over an area of ninety
square meters, this store houses the entire international collection of Puma
apparels, shoes and accessories. Apart from the sports performance products, the
store caters to a new product range. The new product range will be available
through 'Motorsport', 'Moto', 'Golf', 'Yoga/Lounge' and 'Beach Wear' collections.
Being the official licensees for Ferrari, this PUMA store will also host a range of
these branded shoes, apparels, and accessories.
RISK AND CONCERN
Indian Market is influenced a bit by the
branding and the celebrity so PUMA should
come up with some good plans for the same.
Restrictions by the Indian government to get
spread freely into the market.
Companies like Nike, Adidas, Reebok, Bata
have a good holding and good market share
making it difficult for the company to spread
its arms easily.
Association with IPL
Global sportlifestyle brand PUMA has
announced its association with the
defending champions Rajasthan Royals
and Deccan Chargers because they
believe that IPL roll out an extensive 360-
degree communication program and this
will ensure PUMAs presence in all
marketing activities.
CSR
The PUMA S.A.F.E. Concept creates a
symbiotic relationship between our
environment, employees, business partners
and other stakeholders. In essence, S.A.F.E.
highlights PUMA's long-standing commitment
to being a responsible corporate citizen. By
rigorously enforcing the S.A.F.E. principles,
PUMA is able to ensure that labor is not
exploited and that production methods are
continuously revised.
FUTURE PLAN
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