Assignment on Retailing Mix

of “PUMA”
Presented to:-
Prof.Manika Verma
Presented By:-
Praveen Pathak
PG(RFM)-2018
 Objective

To understand the element of Retail

Mix of “PUMA” Industries.
 PUMA history
• 1924-the company was founded in Germany by
Rudolf and Adolf Dassler.
• 1984-The brothers split their business, Adolf
called his firm Adidas. Rudolf called his new firm
Ruda after change its name to Puma
• 1950-Puma gains attention for the development
of their soccer shoes.
• 1960-Puma becomes the first sports shoes
manufacturer to use the vulcanization production
technique. To support Puma athletes in showing
top performances.
 PUMA history
• 1986-Puma issue IPO on the Frankfurt stock
exchange.

• 1998-Puma merges sport and fashion by

collaboration with designer Jil Sander.

• 2001-Puma acquires Tretorn Group.

• 2007-more then 60% of company shares are

acquired by French luxury goods company
PPR(owns Gucci and Yves Saint Laurent).
 About Puma
• Puma is a German multinational company that
designs and manufactures athletic and casual
footwear, apparel and accessories.

• Headquarter in Herzogenaurach, Bavaria,

Germany.

• Puma is the third largest sportswear

manufacturer in the world.

• Area served-Worldwide
 About Puma
• Key People:- Bjorn Gulden, CEO
Michael Lammermann, CFO
Nagesh N, COO

• Revenue-$4.1billion(2017)

• Net income-$135.8million(2017)

• Number of employees-13000 people

• Distributes its products in more than 120 countries.

 6 P’s of Retail Mix
Product

Presentation Price

PUMA

Personnel Place

Promotion
 Puma Products
They are offering products to;
Men, women
Product according customer need.
• Foot wear
• Custom made shoes, sports shoes
• Fancy shoes
• Apparels
• T shirts, Tracks, Boxers
• Accessories
• Gloves, Helmets, Water bottles
 Price
• Puma’s product price are affordable when
compared to higher priced competitors like
Reebok and Adidas.
• Puma normally uses premium pricing strartegy
because Puma views its brand as premium.
• For premium brand like Puma if they set their
price too low it would destroy brand reputation.
• MRP:-999 to 14999 and above.
• Discounts:- Season wise (10%-40%)
• Payment:- Debit card, Credit card & cash.
 Place
• Puma which currently has 355 stores across 230
cities.
• Operated in 120 countries.
• Provide products according to Place.
• Retail shops in different local areas.
• Puma shoes are mostly distributed to multibrand
storefronts as well as the exclusive Puma stores
that can be found in major cities in the world.
• It is a brand available almost everywhere.
 Promotion
• Stimulate sale volume by launch new promotion.
• The company’s advertisement strategy in India
focuses more on revenue generation from cricketing
equipment and sponsoring Ranji trophy.
• The company also spends a lot of money
advertising in print media and designing creative
billboards.
• The following celebrities have endorsed puma as a
brand
Badminton- Sania Nehwal
Cricket Equipment- Virat kohli
 Personnel
PUMA’s retail team positions
• Skilled People.
• Assist the customers effectively.
• Area Manager
• Store Manager

• Assistant store manager

• Stock Manager

• Sales Supervisor
• Sales Associate
 Presentation
The Store Exterior:-
Signing:- Name of store ‘PUMA’
selling ‘Brands Names’
Logo-
Entrance:- Open front
The Store Interior:-
Freedom to touch and chose the product.
White lighting over all store.
Yellow lighting for focusing fashion accessories.
Highlighting the displayed product.
 PUMA Position
• Puma positions themselves as the creative leader in
Sport lifestyle gives us the opportunity and the
responsibility to contribute to a better world for the
generations to come.
 Conclusion
• Puma is a globally competitive company.
• The company does an excellent job in
advertising.
• Puma needs to keep increasing their revenues
and stay out of debt.
• Entering fashion sector Puma became most
favored brand worldwide.
• Growing market share forecasts for2025.
THANK YOU