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 brothers 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

Pumas 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

Sports Lifestyle Brand
company established relationships with soccer superstars

Market Busting Moves

Young Hip and Trendy
combined old designs with 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 years 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 centres 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

Pumas 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

Pumas 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

Pumas 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