PRESENTATION

ON PUMA

BY:
NISHANT SRIVASTAVA
SHILPI CHATTERJEE
NIVEDITA BHADURI
YASH MAHESWARI
KHUSHBU PAREEK
 Company Profile…
• It was founded in 1924 and has head quarters
in Germany .
• In 1948 , Adolf Dassler split from his
brother’s company , Adidas to form his
own company called Puma.
• Puma is a large German multi national
company which designs and develops
athletic shoes, lifestyle footwear and other
sports wear and accessories.
• The company also offers lines shoes and
sports clothing, designed by
Lamine Kouyate, Amy Garbers, and others.
 Contd…
• It distributes its product in more than 120 countries,
employs more than 9000 people and generates revenue
of $2.5 millions.

• They sponsor many football teams all over the world

and have a big involvement in terms of sponsorships in
the football matches and players.

• Puma is partnered with several major national soccer

leagues in countries such as Germany and Egypt.
 Puma in India
• June 2006, the first Puma Store opened in Chennai.

• Puma India closed 2007 with 14 exclusive stores, presence in

hundred outlets and a Regional Office in Gurgaon (NCR).

• Within a short span of 2 years PUMA India has established itself

as the most desirable sports lifestyle brand of the country.

• Currently, Rajiv Mehta is the Managing Director of Puma India,

Bangalore, India.
 Vision , Mission & Values

• The Vision :
We are committed to working in ways that contribute to the world by
supporting creativity, sustainability and peace and by staying true to the values
of being Fair, Honest, Positive and Creative in decisions made and actions taken.

• The mission:  
Puma has a long term mission of becoming the most desirable Sports life style
company.

• Values
Passion
Openness
Self Belief
Entrepreneurship
 Brand communication
• Clean & Modern typography
letting the products “speak” for themselves.
• Refined color palette

• Layout

• Logo identity & placement

-Master logo
-Typography logo
-”Leaping cat logo”
-Super cat logo
 Puma’s Brand
Puma has master and sub brands.

• Master Brand -
– Sport Lifestyle
– Sport
• Sub Brands-

-Nuala
-96 Hours
-Mihara
-Starck
 BRAND LIFE CYCLE

(BLC) has to do with the life of a brand in the

market with respect to business/commercial costs
and sales measures.

Four Stages

• Market introduction stage

• Growth stage
• Maturity stage
• Saturation and decline stage
BRAND LIFE CYCLE
 INTRODUCTORY STAGE

•Rudolph Dazzler Sports manufacturing shoes under the brand of Puma.

•In 1051, first version of the Puma logo got registered.

•1986: Transformation into a stock corporation

•Promotion focused on awareness and distribution

•Puma paid German sprinter Armin Hary money to wear Pumas in the 100

meters final.

•Less competition

•Frequent product modification

•Company opened boutiques at selected stores around the world

 GROWTH STAGE

• 1968 - Puma was making inroads into the American market.

• Increasing rate of sales.
• Puma merges sports and fashion. The company starts a
cooperation with designer Jil Sander
• Entrance of competitors
• 1980s and 1990s as new players Nike and Reebok entered.
• Promoted as a performance shoe.
• Puma favoured by the brash, new Hip-Hop ‘tribe’ in the late
1970s/early 1980s.
• Projected an image of “cool” to the consumers
• Strategy was successful, growth of PUMA was remarkable.
 MATURITY STAGE

• Market became saturated.

• Prices and profit decreased gradually.
• New brands out done PUMA in terms of new trend.
• Nike and Reebok enjoyed their ‘moments in sun’.
• Tagged as an ‘old-school’ brand.
• Company did not come out with innovation
• No product diversification so competition rose
• No strong marketing strategy
 DECLINE STAGE

• PUMA was close to bankruptcy due to issues in 1986

IPO
• Centralized corporate structure, high cost of production
in Germany.
• Inability to keep up with the global trend
• In US, Company lost its license
• Company split due to rivalry.
• Profit declined due to higher costs linked to its
expansion.
• Organizations promoting fair trade and workers' rights
criticize Puma's employment practices in
their developing world factories
Steps taken to recover

company
established
Sports Lifestyle relationships
Brand with soccer
superstars

Market
Busting
Moves
combined old
Young Hip and designs with
Trendy new
developments,
 STRATEGIES
Corporate Strategy…

• This long-term strategic objective is to be achieved

through: 

• Expansion of product categories

• Regional expansion

• Expansion with non-PUMA brands

 BRAND STRATEGY

It invested in major brand initiatives in order

to take advantage of the opportunities
provided by the year’s highly visible sports
events - the African Cup of Nations, the
EURO 2008, the Olympic Games in Beijing
and the toughest sailing competition
worldwide, the Volvo Ocean Race.
 Industry Analysis

• The sport industry is now estimated to be worth $500 billion worldwide, but
recent growth belong to a new rapidly developing markets.
• These markets are located in Brazil, Russia, India, China, Central Asia,
Eastern Europe, the Far East and Africa.
• Regional hubs of Puma are:
Germany ,
Austria,
Hong kong,
USA,
Australia
• A number of new centre’s around the world are playing an ever more visible
role in global sport.
• In the market of sport products there are three main players: Nike, Adidas and
PUMA.
 Promotion of Brand
• Who and What-

• Sports:
• Who: fans of niche sports who are fashion conscious
• What: buy the puma products for the sports they like and express
their love for the sports through wearing them

• Lifestyle:
• Who: young, hip, trendy, urban
• What: buy, wear and talk about their PUMA gear as a personal
statement
 Puma’s Promotion Plan
Business Objectives

• Sales growth of 10% while maintaining strong margins

• Continue to invest in product innovation across
categories and markets
• Expand retail operations Provide unique brand
experience
• Speed to market
• Gain product development and marketing expertise by
being closer to consumer
 Puma’s Promotion Plan contd..

Marketing Objectives

• Raise profile of PUMA brand Continue designer

collaboration approach
• Communicate through all touch points
• Drive traffic to PUMA stores
• Increase loyalty and repeat purchase
 Puma’s Promotion Plan contd..

Buzz Marketing

The Adventures of PUMA Consumer-generated content:

Travel/lifestyle focus
Contest:
Winning content will be aired on TV and consumer will win a trip
 Reference

• www.puma.com
• http://www.wikipedia.org
• http://www.gotomanager.com/news/
Thank You For Your kind Attention