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BRAND ANALYSIS REPORT

PUMA
SUBMITTED TO: MS. Monica Mor
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Table of Contents
EXECUTIVE SUMMARY:..............................................................
..............................................................4 MARKET DISCRIPTI
ON:.............................................................................
...................................... ......... 6 CUSTOMER INSIGHT:............
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..... ............................. .6 PRODUCT CATAGORIES:......................
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........ .6 COMPETITOR PROFILE:.................................................
.............................................................. .. 6 MARKET SHARE
:..............................................................................
................................ ......... ...7 COMPETATIOR ANALYSIS:...........
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..... ........................7 COMPETATIVE SWOT ANALYSIS: .....................
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..... ...8 BRAND IDENTITY :.....................................................
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9 BRAND IMAGE: .................................................................
................................. ......................................10 BRAND
PERSONALITY:...................................................................
................................................ ............10 BRAND OBJECTIVES
: ..............................................................................
........................................ ...........10 MAKETING MIX: ...........
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.............................................11 4 PS:............................
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........................... .....11-14 CBBE MODEL: .............................
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..............................15 BRAND STRATERGY UNDERTAKEN :...................
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. ...... 16 REFRENCE:...........................................................
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.......18
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Executive Summary Puma was established when the German brothers Rudi and Adi Das
sler split their family company, the Bebrder Dassler Schuhfabrik, into Adidas and P
uma in 1948. Rudolf Dassler decided to set up a rival to his brother Adis sports
shoe factory on the opposite bank of the Moselle River in Herzongenaurach, Germa
ny. By the end of the 1950s, the company had become a limited partnership. It wa
s the first company to use vulcanization production techniques and the first to
manufacture sports shoes with Velcro fasteners. In 1986, the company went public
. But Puma was already incapable of successfully competing with Nike or Reebok I
t then opted for a radical reorganization that would transform it into a marketi
ng-oriented company, which was primarily concerned with how to diversify the bran
d into a plethora of lifestyle and fashion options. Pumas company focus thus drif
ted away from its traditionally centralized structure to become the first truly v
irtual sports company This decentralization is best reflected by the fact that i
t has three headquarters, one in Germany; one in the US; and one Hong Kong. Puma
was one of the first shoe companies to successfully market sports apparel. Curr
ently its major business activities include the design, manufacture, and distrib
ution of sporting goods and actively operate in three sectors: footwear, apparel
and accessories. Puma products are sold in more than 80 countries on six contin
ents. The aim of our project is to develop a strategic brand management plan in
Singapore. Our strategic brand management includes the market description, custo
mer insights competitor profile, brand image, identity, and personality. Our bra
nd strategy and their objectives and the implementation of marketing mix decisio
n for brand awareness.
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Market Description The sports wear industry in India has a very close working re
lationship with the sportsmen which are the midst of a major transformation. In
Indian market Puma is present from many years and a good brand image to the Indi
an. A convergence of the user, developer and producer has provided Indian with t
he regions most sophisticated sportswear sector. In the Indian market athletic s
portswear began to evolve from a product line aimed at small and unique market i
nto a main stream fashion product. The clear divisions between performance and f
ashion function and style formal and informal that once existed have became incr
eangisly blurred. The acceptability of casual dress on more occasion parallel th
e way for sportswear to move into the mainstream clothing market. The trained wa
s accomplished by a real increase in sports participation. The sportswear market
in India is well established as well as booming. The demand for sportswear is e
ver increasing.
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6 Customer Insight Product Categories : Athletic footwear exercise, baseball, ba

sketball, running, track & field. Apparel tracksuits, football strips, and simil
ar sportswear. Accessories sports luggage, footballs, and gloves.
Competitor Profile : Although Puma has labeled B brands because in terms of their
market share, they form a second rung of manufacturers in the sportswear industri
es just below the market leader or the so called A brands like Nike, Reebok and Ad
idas. So the main competitors for Puma are 1.Nike 2.Adidas 3.Reebok 4.New Balanc
e As mentioned above other sports apparel brands almost dominate the market not
just in Singapore but elsewhere as well. Puma is one of the poorly marketed prod
ucts in Singapore which results in low market share. It is very less popular as
compared to other strong competitors. The market shares of these competitors alo
ng with the market share of Puma are as follows:
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Market share of all sports apparel brands: (Company) Nike Adidas Reebok New bala
nce Kappa Umbro Others (Market share) 43.2% 18.03% 10.9% 9.4% 1.0% 1.0% 16.47%
Competitive analysis in terms of SWOT analysis: Almost all the sports apparel br
ands have strong brand recognition. They all have a wide range of products. Thes
e companies are well established not just in Singapore but elsewhere as well. Th
ey are all geographically well diversified which has a strong brand recognition.
Almost all these brands have good relationships in the form of bonds with sport
s clubs, athletic teams, international sponsorships, good endorsements across th
e world which help them to be recognized as a global brand. Strengths Brand Prod
uct Range Design Weakness Price Young Costumers only Too few stores Opportunitie
s Open more stores Cooperate with more designers Consignment goods Threats Intra
type competition Intertype competition
Comparative SWOT Analysis of sports apparel brands :
Nike They are strong as market leaders. They have strong bond with athletic orga
nizations
At the same time their weakness can be noted as their products are highly expens
ive. Most of their profit margins comes from the shoe market. They can take the
opportunities of developing sports wear, sunglasses and jewelry.
Adidas
Their biggest strength is that they have a very strong brand name. Their operati
ons are diversified geographically.
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8 At the same time their weakness can be termed as poor margins and low inventor
y. They have the opportunity of sponsorships.
Puma
Pumas strength is lies in the famous brand name and variety of product range such
as Athletic foot wear, Apparel, Accessories, gloves. Puma has very less no of o
utlets that is the weakness of Puma. Puma can take an opportunity of selling con
signments goods and it can also take an opportunity of sponsorship. All the thre
e brands have the threat of increased competition and imitation of goods.
Brand Identity :
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How you want a consumer to perceive your brand can be termed as Brand Identity.
We want Puma to be seen as : 1)Young, innovative Brand. People who are young or
those who wants to feel young should wear Puma. The customers should feel when t
hey energetic, young, full of life when they wear Puma. That Brand Identity we w
ant to gain for Puma. 2)A sports Lifestyle Brand Puma seeks to be the most desir
able Sports lifestyle company by developing a sustainable, iconic and global bra
nd built upon core values such as design, innovation and inclusiveness and commu
nicated to thru all consumers touch points from product to distribution to market
ing. The result is holistic, meaningful and long term relationship with consumer
s. 3)A socially responsible brand. Puma should be recognized as an environment c
oncerned socially responsible brand. Puma developed the social accountability an
d fundamental environmental standard house with 5 core pillars as a basis for th
eir S.A. F.E concept representing a milestone for Pumas corporate social responsi
bility policy. Social accountability means puma stands for its responsibility to
all its stake holders including
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10 direct and indirect employees, share holders and consumers. Puma needs an act
ive dialog with these stakeholders and interest groups such as governmental orga
nizations, academia and others. The environmental standards aims to reduce any n
egative environmental impact from Pumas business activities and guarantees produc
ts are free of hazardous substances. Puma aims at producing environmentally comp
atible sports goods.
Brand Image : It is the image of the perception which the customer has about you
r brand.
Sports Brand. It is not at par of Adidas and Nike.
People think that it is just a sport brand. They should also wear Puma casually.
Puma is not as famous as Adidas and Nike. It has gained the breadth of brand awa
reness but not the depth. When people want to buy sports shoes the brand name co
me to their mind is Nike and Adidas. Puma does not occur to their minds at first
place. People also think that Puma is not a sophisticated Brand.
Brand Personality : A Brands relationship with human being, his characteristics a
nd personality. Puma can be related to personality which has characteristics lik
e innovative, fun loving, exciting, outgoing, energetic, full of life etc. For E
xample - A famous Indian young creative Actors like Zayed Khan and Shahid Kapoor
who has these traits. Puma can be related to them.
Brand Objective :
To make Puma as sophisticated Brand Puma to be known as a Sports life style bran
d. Puma to be known as socially active and responsible brand.
Marketing Mix :
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A marketing mix is the combination of product offering used to reach a target ma
rket for the organization. It consists of the controllable variable that a compa
ny puts together to its target market. Marketing mix comprises the product (what
the actual offering comprises) price (the value exchange for that offering), pr
omotion (the mean of that communicating that offering to the target audience) di
stribution (also known as place, the mean of having the product offering availab
le to the target audience) therefore marketing mix also known as the 4 Ps.
PRODUCT: In term of product we are going to come up with strategies in quality,
warranty, and innovation.
a) Quality: we look forward to provide better quality product to our customer, t
o differentiate in term of quality standard. Hence, puma has already established
its brand reputation over the years. But still there are people, who prefer oth
er brands like Adidas and Nike. So to be the first choice in consumer mind we ha
ve to increase the standard, so that consumer should have a wish or perception o
n their mind to opt for the brand. b) Warranty: we will provide one month warran
ty to every customer to gain customer loyalty, that if any fault has been seen a
fter purchase we will exchange with a new pair of shoestherefore we can create br
and image. c) Innovation: We will be coming up with continuous innovation in our
product range, so that the customers get his/her suitable choice. We would like
to redesign our shoes and every other stuff, for every age group. Not just spor
tswear but in every product of puma, every age group should find their choice of
stuff in our product range. There is less interest among customers in Puma due
to less product range as compared to the market leaders Nike and Adidas. To chan
ge this attitude we are trying to redesign and increase our collection of shoes
not just for sportswear but for casual and office wear too. Bringing distinctive
and latest trendy design is our prime focus, as we all know that these days, we
all are fashion conscious.
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PRICE: We are going to set a competitive price. Due to Chinese new year we will
provides 20 %
discount to the customer, so that they can buy puma brand and look over the bran
d as in compare to other high level brand. Discount on high unit purchase i,e if
4 pair of shoes are purchased in span of 1 year then customer will get 50% to 6
0% off on their 5th one when they will buy, this will grow the customer attentio
n toward our brand and they mite switch from buying an Adidas sportswear. We wil
l also introduce a innovative way, that on purchase of a pre set limit a free gi
ft will be offered. The company will also offer package like a full range of soc
cer apparel, including jersey to gloves throughout the year. PROMOTION: I It can
be done in various ways. We will sponsor events like Formula -1 car racing, roa
d shows
or local football match to increase our brand identity and that will create publ
ic awareness. We will also sponsor inter school, college and corporate tournamen
t, to gain good publicity toward our brand puma and also can indirectly help to
get a positive attitude towards puma by our customers. Endorsement: Since puma i
s already a reputed brand in the market; therefore finance wont be a problem at a
ll. Therefore in order to create a strong brand image we can endorse celeb like
tiger woods to promote our strategies, that will help to create a image on consu
mer mind, that can be made telecast through advertisements in t v and in mrt and
buses or even in magazines like sports star and sports today. Keeping the colle
ction available in puma website, because there are people who dont have time to c
heck, by going on around various store so they can look through the particular w
ebsite to select product of their choice and buy the stuff. This can be added ad
vantage for us to capture those potential customers who love to shop online. It
will create strong brand image. Packaging: it is also a vital factor. As it invo
lves the development of a container and a graphic design for a product . Packagi
ng function includes protecting the product from damage. As package can be a vit
al part of the product making it more versatile. Like a brand name, a package ca
n influence customers attitude towards a product and so effect their purchase de
cision, so we will look through our packaging. We will try to use the promotiona
l logos of Formula-1 car racing competition in our shoe boxes. It is going to a
big sporting event in Singapore and will definitely enrich our brand image if we
become successful being one of the sponsor of the event.
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14 The sports shoe industry is estimated to be worth S$70 million, with growth r
ates averaging 5-10% a year. Sports shoes have become big business, as more peop
le are adopting exercise as a way of life. Function and style are equally import
ant for a majority of consumers when it comes to choosing a sports shoe. Consume
rs want their sports footwear to be useful for their sport, and to look good on
a social level, as they want to wear them on the street as well. However, keen s
portsmen continue to stay with high-end performance products with the wide varie
ty of sports shoes currently available (ranging from basketball, running shoes,
aerobics, tennis, and other sports). This is probably a opportunity for puma to
increase and raise the standard of the brand. Hence innovation and increase in p
roduct range is seen viable that what puma lack in comparison to other brands. T
o create a strong brand image, we will be implementing successful strategies to
get into people mind that puma brand is also a better one along with nike and ad
didas. Meeting customer expectation is our ultimate goal. PLACE : They are plann
ing to open more retail outlets where there is consistent foot traffic with all
the latest design and product of puma. We are trying to provide information of o
ur latest promotions and product range through mobiles to our customers. It can
be easy for anyone to retrieve information regarding Puma anywhere and anytime.
This will definitely attract more customers to our Puma stores and help building
a strong brand image.
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15 Customer Based Brand Equity :( CBBE MODEL )

1)Identity (Salience): Right from its inception, Puma has one of the most elegan
t logos among sports lifestyle goods. It has further supported its logo by the u
se of vibrant colors right from it packaging to its advertisements. People clear
ly identify this logo under any circumstances. This identity further brings to t
he minds of consumers the unique characteristics of the brand and the usefulness
of it. Further it has tried to use this logo by making it larger than life on a
ll its products. 2)Meaning (Performance / Imagery): Puma has always fulfilled th
e elegant requirements of a true sports lifestyle brand. It has specially design
ed products for a lot of sports and furthermore it has created such innovativene
ss that these products can be further extended to everyday casual use. People co
nsider Puma to be a young brand that fulfils the high image requirements of the
youth. It has always laid emphasis on innovation and striking designs in its pro
ducts and has positioned itself as a high end fashion brand because of its high
pricing. 3)Response (Judgments/Feelings): The perception of the consumers in Sin
gapore for Puma has reached from functional to aspirational because not only doe
s it fulfill the basic needs but due to its innovativeness and quality level, it
has created a feeling of trust among its consumers. Unlike lower brands, consum
ers feel a sense of pride using puma products. All the more, the youth have unde
rstood its unique offerings and use it at various occasions by not limiting them
selves to using it in specific categories. 4)Resonance: Though Puma has improved
considerably over the years in Singapore, it has still not achieved the respect
showered towards Nike, Adidas and Reebok. People still consider these
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16 brands superior in quality, class and functionality. Puma is trying to reach

this level by further creating awareness by emphasizing on being a sports lifest
yle brand. Brand Strategy : In 2010, they took an intense look at how to differe
ntiate the PUMA brand from our major competitors in the sports market. The brand
clarification involved evolving our positioning, a more detailed understanding
of our target consumers and a zooming into who we are and how we look at the wor
ld with the crucial addition of sustainability to the PUMA brands vision. The Wor
ld Cup Year 2010 coincided with the International Year of Biodiversity and PUMA
being the brand that joyfully mixes the influences of Sport and Lifestyle with t
he desire to contribute to a better world seized the opportunity to combine its
passion for sports, Africa and nature.They partnered up with the United Nations
Environment Programme (UNEP) and launched the Play For Life campaign to support bi
odiversity worldwide and specific initiatives in Africa. Their goal was to raise
awareness about habitat and species conservation among football fans and the ge
neral public during the Football World Cup and other football events worldwide.
PUMAs key fundraising lever was the revolutionary Africa Unity Kit - the worlds fi
rst continental football kit designed to be worn by the 13 African football nation
al teams that PUMA sponsors. The Africa Unity Kit was approved by FIFATM who off
icially recognised it as the Official 3rd kit to be worn by those PUMA-sponsored
African teams. With all eyes on Africa during the 2010 football season the Afri
ca Unity Kit made a compelling global statement. By supporting the Africa Unity
Kit, African teams are not only uniting as a powerful force in world football, b
ut also raising awareness of the importance of environmental issues. The Unity K
it related products were amongst the top ten sellers in PUMA stores throughout t
he duration of the World Cup. PUMA once again lived up to its reputation as the
leader in design and product innovation within the Sportlifestyle industry. PUMAs
third generation v1.10 football products that were worn by some of the best pla
yers in the world - including Samuel Etoo, Emmanuel Eboue, Chinedo Obasi, Mohamed
Zidan and Mario Gomez - scooped the prestigious iF product design award 2010 in
the Leisure/Lifestyle category. The v1.10 boots and gloves combine high-perform
ance materials with an African-inspired design aesthetic.
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Reference:
1)Kevin Lane Keller, second edition, 2003, Strategic brand management, Pearson p
rentice hall. 2)Philip Kotler, eleventh edition, 2003, Marketing Management, Pea
rson Education inc. 3)About PUMA > Company. 4)Puma - Review - KING OF THE ASTROT
URF. 5)About PUMA > Company > Company History.
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18 6)Marketing Mix. 7)Welcome to adidas. 8) http://safe.puma.com/us/en/wp-conten

t/uploads/GB-e-2010-sp.pdf 9)Nike.com. 10)Marketing Your Business: Building a Co
mpetitor Profile.
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