INTRODUCTION PUMA is a major German multinational company that produces athletic and casual footwear, as well as sportswear, headquartered in Herzogenaurach, Bavaria, Germany. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by ADOLF and RUDOLF DASSLER. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Both companies are currently based in Herzogenaurach, Germany.
ABOUT PUMA •
COMPANY PROFILE:
Puma distributes its products in more than 120 countries, employs more than 9000 people and generates revenue of 2.5 million dollars. The present CEO and Chairman of PUMA is Jochen Zertz. PUMA is the main producer of enthusiast driving shoes and race suits. They are prime producers in both Formula 1 and NASCAR especially. PUMA has partnership with Ferrari and BMW. • MISSION STATEMENT: -PUMA has the long-term of becoming the most desirable sport life company. -To be the world most desired brand in the sportswear. -PUMA focuses on sports segments and accessories. • PUMA AS A BRAND: PUMA is committed to working in ways that contribute to the world by supporting creativity, safe sustainability and peace and by staying true to the value of being fair, honest, positive and creative in decision made and action taken. • BRAND PERSONALITY -Passion -Openness -Self-belief -Entrepreneurship • PUMA'S Product Segment: Foot ware: Custom made shoes, Sports shoe, and Family shoes. Apparels: T-Shirts, Tracks, Boxers. Accessories: Gloves, Helmets, Water Bottles, Sun Glasses.
• MARKETING STRATEGY: • -Phase I [1993] World-wide organizational re-structure to increase profitability. • -Phase II [1996] Improving brand equity. • -Phase III [2002] Exploring brand potential by increasing desirability of products. • -Phase IV [2006]
VISION 20082013: • To become the most desirable sport life style brand. • Uphold the spirit, Image and values of puma towards the sustainable pollution free world of tomorrow. • -Increase of brand awareness. • -create a PUMA family.
2013 FIVE STRATEGIC PRIORITIES:
• The REPOSITIONING of PUMA as the World’s Fastest Sports Brand. • Improvement of PRODUCT ENGINE. • Optimization of DISTRIBUTION QUALITY. • Increasing the speed within ORGANIZATION AND INFRASTRUCTURE. • Renewing IT INFRASTRUCTURE
• STRATEGIES RECYCLE
STRATE GY
• PROMOTIONAL STRATEGY: • PUMA sponsors many national football teams. • It has also sponsored and created the clothing for several noted professional football teams. • It also sponsors football players. • It also sponsors cricketers. [IPL teams] PUMA supply equipment's to four National Rugby league teams.
The following INDIAN celebrities have endorsed PUMA as a brand: • Badminton- Saina Nehwal. • Tennis GearsDevramman
Somdev
• Cricket EquipmentGambhir
Gautam
• Health Academy- Shilpa Shetty & Chitrangada singh.
• ADVERTISMENTS:
Less of promotional activities done by the company and not much of advertisement. • They have diversified range of sport product but income of the business heavily depends upon its share of footwear market. • Retail sector is very price sensitive. However, most of its income is derived from selling into retailers. • Profit margin tends to squeeze as retailers try to pass some of the low price competition pressure onto PUMA. • PUMA has tough competition, and limited market share, from large companies such as Nike and Adidas who are in the same market. • They have less financial strength compared to other brands in the
• Open more stores. • Product development. • Strong global recognition. • Expand in markets which have more disposable income.
• Embrace New Technologies. • Adapt To The Needs Of Audience. • The company can attain more sponsorship deals through the increase in number of international sporting events to advertise their brand through. • PUMA can enter the lifestyle section of the industry, helping to reach a wider audience.
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