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• In 1924, Foundation of “Gebrüder Dassler Schuhfabrik”, by Rudolf and Adolf(Adi) Dassler
• In 1948, the brothers split their business, Adolf called his firm Adidas after his nick name; Rudolf called his new firm Ruda - from Rudolph Dassler. • In 1948, introduction of the PUMA Atom,
PUMA’s first football shoe • In 1986, it became a public company, and was listed on the Frankfurt Stock Exchange
• PUMA is one of the world’s leading sport lifestyle companies that designs and develops footwear, apparel and accessories. • 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 decisions made and actions taken. • PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. • The PUMA Group owns the brands PUMA, Tretorn and Hussein Chalayan. • The company distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Germany, Boston, London and Hong Kong.
A distinguished impression is immediately cast on the spectator.Logo • Puma logo grips a notion of strong and chic icon with the help of a leaping animal and bold font. narrating the kind of image the company possesses. • Shape of Puma Logo: A leaping Puma. is highlighted in the Puma logo. panther or a mountain lion. The logo enhances the attributes of the firm’s reliability and its product’s aptitude in the international market. an animal known as cougar. It summarizes the power beast-like nature of the firm and its products. .
Logo • Color of Puma Logo: Puma logo is wrapped graciously in black hue which depicts immense supremacy and strength of the firm itself. • Font of Puma Logo: The complete Puma logo is a sign of authority and confidence. The bold font featured in Puma logo projects the firm’s stability and prominence. .
. • It is the official sponsor for FIFA World Cup.Puma Today • Puma AG has approximately 9204 employees and distributes its products in more than 80 countries. • CEO and Chairman Jochen Zeitz since 1993. • Puma is the main producer of enthusiast driving shoes and race suits. • Puma has partnership with Ferrari and BMW.
5% of 2007 revenue).Puma Facts • Puma AG is the third top successful company in the world of sportswear. • Puma AG manufactures athletic footwear (58.apparel (34. . equipment and accessories (6. the company ran 116 concept stores worldwide.3% of its 2007 sales came from the Americas region. Only 25. At the end of 2007.8%).8 billion in revenues in 2007. Puma AG is aggressively pursuing expansion opportunities in emerging markets as part of its growth strategy.7%). • • • Puma AG generated $3.
sports shoes Fancy Shoes Apparels T shirts.Helmets.Boxers Accessories Gloves.Puma Products • • • • • • • Foot wear Custom made shoes .Water bottles .Tracks.
footwear. watches.Puma Competitors Prada Sports • 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. fragrances and writing tools • Experienced an unexpected growth rate • Brand is still situated in Italy (jeans production) .
1 sports brand in the world • US based: administrative activities. tennis.Puma Competitors Nike Inc. • No. design and product innovation • Sub brands like “Tiger Woods” and “Michael Jordan” Adidas Salmon AG • Focus on core sports like soccer. athletics and skiing • 6 times the financial resources • Design and marketing department are located in France and Germany .
Comparison between Puma and Adidas .
. yet communicates innovation for an “active lifestyle”. The Puma brand communication strategy is flexible across multiple categories. It has elevated their brand image so that it now competes with fashion brands as well as their traditional rivals in the sporting footwear industry. and sport. Puma also engages customers through their Mongolian barbeque concept that enables customers to design and build their own footwear from scratch. To extend their brand Puma has created concept retail stores that enable people to experience the brand in engaging and compelling ways. style.Adidas v/s Puma PUMA Puma brand has become synonymous with fashion. Through fresh design. co-branding and partnerships with celebrities and famous designers.
In response to the “sports lifestyle” trend being led by Puma. sport heritage . Adidas has focused their brand communications in three different areas: sport performance. To compete with the value propositions of their traditional competitors.Adidas v/s Puma ADIDAS Adidas’s mission is to improve every athlete’s performance through innovation. Adidas spends the majority of its effort communicating to the sport performance segment. . sport style. Adidas has recently co developed product lines with famous designers and has focused on the timeless and classic nature of their brand.
and fashion . sincere Persona Mixing the influences of sports. sophisticated.Co developed celebrity lines (Stella McCartney) . hi tech. lifestyle. and fashion Fits your active lifestyle .Partnerships with famous designers (Starck. Wanders) . .Adidas v/s Puma Puma Reason for Being Value Proposition Reasons to Believe Mixing the influences of sports. classic.Co-developed celebrity lines .Promotional events Adidas Improving every athlete’s performance through innovation Perform at the highest level .Distinctive trend setting styles .Classic styles. practical. tradition and heritage .Mass customization . lifestyle.Branded retail experiences .Footwear technology innovations .Mass Customization (Adicolor) Clear.Co branding partnerships (Ferrari.Automatic customization (Adidas 1) . orderly.
Dolce Gabbana) Fringe / extreme sports Music artists & movie stars Performance & casual footwear Apparel & accessories Anyone who leads an active lifestyle Adidas Elite Soccer players. soccer teams.Adidas v/s Puma Puma Associations Fashion brands (Gucci. Armani. NBA stars Hip hop artists (Run DMC) Mainstream sports High performance footwear Performance & casual apparel Anyone who plays sports Range of Authority Audience Relationship Hip friend who shows you a good time Respected coach .
SWOT Analysis Strengths Experience in R and D Branding Management and International Strategy Weakness Missing Sports Segments Low financial resources compared to rivals Opportunities Fitness hype Technology Acquisitions and sponsorships Threats Actual economic situation High competition and imitation of products .
This is strength in this business. . and the company has been able to create favorable brand recognition. since the industry is market driven instead of product driven. and most of the key personnel come from a marketing background. • Puma’s top management is highly marketing oriented.Strength • First. • Puma is a global brand. The financial growth of PUMA has been phenomenal. the company's financial position is extremely strong. the latest technology and prestige. Secondly. an increase in demand is the expected market trend. The company has been in business for a longer time than any of the competition. Also. Puma is more diversified than the competition • Puma's brand image stands for quality.
Retailers tend to offer a very similar experience to the consume. most of its income is derived from selling into retailers. • The retail sector is very price sensitive. This may leave it vulnerable if for any reason its market share erodes.⇒ However. . Company should look for the same. the income of the business is still heavily dependent upon its share of the footwear market. • The organization does have a diversified range of sports products. Not much advertisement is done. There are not much of Promotional Activities being done by the company. However.Weakness • It is that it doesn’t promote much.
• The business could also be developed internationally.Opportunities • The brand is fiercely defended by its owners whom truly believe that Puma is not a fashion brand. building upon its strong global brand recognition. . • For example. There are also global marketing events that can be utilized to support the brand such as the World Cup. and Soccer World Cup. IPl. The Olympics. emerging markets such as China and India have a new richer generation of consumers.
• Puma is exposed to the international nature of trade.Threats • To keep-up with the competition's penetrating efforts will cost a lot of money and put a lot of pressure on marketing and research and development. weakening markets may be a serious threat. Such an exposure could mean that Puma may be manufacturing and/or selling at a loss. Also. It buys and sells in different currencies and so costs and margins are not stable over long periods of time. the short product life cycles play an important role in the return on investment in a particular product line. . Furthermore.
Success Factors • • • • • • Strong presence: sports and lifestyle/fashion market. Ample knowledge in R & D. Products meeting market demand. . High innovative and qualitative products. Big distribution network. Harnessing resources and experiences.
and reports • Its earnings on a quarterly basis. . Apparel and Accessories. Business: • PUMA is engaged in the development and marketing of a broad range of sport and • lifestyle articles including Footwear.Financial Highlights Financial Reporting: • PUMA abides by the International Financial Reporting Standards "IFRS".
Total Revenue: • PUMA’s revenue for the fiscal year 2008 was €2.2 million. .524.Financial Highlights Distribution: • PUMA distributes its products in more than 130 countries.
8 % 35.2 million 56.Sales The sales breakdown for the fiscal year 2008 by segment was as follows: Consolidated Sales in % of Consolidated Sales Footwear: Apparel: Accessories: €1.3 million €190.6 % 7.6 % 100% .3 million €899.524.6 million €2.434.
and at making effective use of the many opportunities offered by the Sport lifestyle market in all categories and regions. all compatible with the personality of the brand. The can be best summarized in four words: Passion. • Aims at bolstering its position as one of the few true multicategory brands. Self-belief and Entrepreneurship. . • Qualitative growth and a long-term strengthening of brand appeal will be given priority. instead of growth at any cost. • It plans to evolve the organization.Future of Puma • It aims to be the most desirable Sport lifestyle Company. Openness. • PUMA plans to evolve the organization through the fostering of unique company values.
The history of the brand resonates with the echoes of great athletes and legendary performances. It is a business rooted in the passionate world of sporting endeavor. .Passion • It is not a business that manufactures and sells soap powder or ballpoint pens or instant coffee. PUMA makes products designed to facilitate the individual achievements that evoke the most passionate responses. celebrated in stadiums across the globe.
. empowerment. respect and understanding flourish naturally. barriers dissolve and a much overused word. team workflows seamlessly. • In this culture.Openness • Today's marketplace is one of the fastest changing and dynamic on the planet. To respond quickly and effectively in this environment demands a culture of openness. takes on real meaning. where opinions can be shared without fear of blame and where old wisdom can be questioned without the fear of antagonism.
It is the quality of the people in these businesses and their belief in their own abilities that enable these challenges to be overcome. . as well as benefits from the experience and integrity of their colleagues. the business. Only with self-belief will individuals have the confidence to make things happen. PUMA's recognition of this is reflected in its determination that everyone in the company understands and embraces the company values. ultimately.Self-Belief • Global businesses face new challenges every day. take the tough decisions and realize their ambitions for themselves and.
.Entrepreneurship • Few businesses succeed without great ideas. day by day. This demands a willingness to think outside the box. It will also be needed to make it a reality. Such creativity has inspired the PUMA brand strategy. to zig where others zag and to seek inspiration beyond the more obvious boundaries of our business universe. PUMA has been built on them and needs them to flow relentlessly hour by hour.
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