OUTLINE
Brand Identity
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Brand Personality Vision, Mission & Values Tone of Voice Logo Logo Dimensions Logo Size Logo Variations Sinage Variations Logo Colours Logo Placement Slogan Colour Pallet Typography Internal Branding External Branding
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Organisation
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Flagship Store
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USP Brand in Brief History History Highlights Vision, Mission & Values Brand Identity Prism Brand Architecture STP Competitors Perceptual Mapping Marketing Mix Product Range Current Brand Situation SWOT Analysis Sponsorship
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Store Segmentation Store Design Store Features Accessibility Heat Mapping Store Layout Store Interiors Display & Props Fixtures Foldings & Tags Store Planograms Planograms Puma Socials
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BRAND IDENTITY
PUMA aims to be fastest and most advancing sports and lifestyle brand. PUMA is fast in reacting to trends and developing products within the most recent technology. PUMA is determined to create innovative, advancing products with a sustainable focus and a desire to contribute to a better world.
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BRAND PERSONALITY
PUMA’s personality is influenced by its roots in sports and its heritage and history of more than 65 years. PUMA is joyful, athletic, performance merging sports and fashion to create a community for people with an active lifestyle. PUMA is fun and playful, passionate and colourful according to its red image. PUMA is both feminine and masculine, though its perception leans towards masculinity.
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VISION
Create a community for all people interested in sports and fashion, enhance positivity within sports and put more energy into training.
MISSION
Be the fastest and most advancing sports and lifestyle brand.
VALUES
Live to play the game and love what we do, we are not affraid of taking risks and we do everything with conviction, which reflects our core values: Brave, Confident, Determined, Joyful.
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TONE OF VOICE
PUMA’s tone of voice is confident and it should always reflect the core values of the brand. The tone must also reflect our passion and love for what we do. PUMA uses humour and irony to express joy along with confidence, honesty and powerful words to state our level of determination. The tone of voice aims to connect with the target audience and communicate the PUMA brand.
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LOGO
The logo consists of two elements being the font and the jumping puma. The font is Avenir Black - a simple bold font to make it noticeable. The puma is kept simple in order to match the overall minimalistic feel of the logo.
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LOGO DIMENSIONS
The dimension ratio of the logo cannot be changed as it will confuse the consumer and weaken the brand.
LOGO SIZE
6 cm
Minimum Size 3 cm
In order to ensure distinction the logo can be changed in size depending on what it will be used for and where and how it will be placed.
Maximum Size There is not a defined maximum size that the logo can be scaled to. It depends what it will be used for and where and how it will be placed. However, it is essential that the logo is scaled as a whole. The objects can never be scaled seperately.
LOGO VARIATIONS
The logo can be used in the following three variations: the classic logo with the white puma and font on a black background, inverted colours or the third option with the red puma and font on a white background.
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SINAGE VARIATIONS
The PUMA can be used on its own for promotional use and on the products. The puma is associated with the brand, however, it is important to consider where and how the puma is placed.
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LOGO COLOURS
The logo colours must always follow the above guidelines. The background colour of the logo cannot be changed and the colour of the font and puma cannot be changed either. The same goes for the simple puma logo. A background cannot be added and the colour of the puma cannot be changed.
PUMA
LOGO PLACEMENT
The logo must always be placed accordingly in a top or lower corner, depending on the photo it is being placed onto, in order to make it appear clearly. Choose the logo variation according to the colours of the photo it is placed onto.
SLOGAN
Forever Faster Forever Faster is about PUMA making a statement as a brand and reminding people that they are and will continue to be the fastest sports brand in the world. They’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way they approach product design and innovation as well as how they market the brand.
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COLOUR PALLETE
The colour palette has undergone a small facelift. Although the main colours are still black, white and red. The red variation is a slightly more subtle red and less neon red.
For Web
For Web
For Web
R: 255 G: 255 B: 255
R: 0 G: 0 B: 0
R: 186 G: 32 B: 38
For Print
For Print
For Print
C: 0 M: 0 Y: 0 K: 0
C: 0 M: 0 Y: 0 K: 100
C: 19 M: 99 Y: 99 K: 09
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TYPOGRAPHY
Avenir Black and Avenir Book are our main typefaces for titles, subtitles and main text for both online and offline use. It is a simple and clean typeface that compliments the more detailed and playful typeface used for the logo, tagline and slogan. The typeface can be used in black or red depending on what it is being used for.
Avenir black for subtitles and subheading Aa Ba Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
AVENIR BLACK CAPITAL LETTER FOR TITLES ABCDEFGHIJKLM NOPQRSTUVWXYZ
Avenir book for main text Aa Ba Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
INTERNAL BRANDING - EMPLOYEE UNIFORM
The employee uniform supports the importance of working together as a team as well as the brand identity and values.
EXTERNAL BRANDING - BILLBOARDS
The billboard adds to the pre-purchase experience of the consumers, hence, the Importance of the quality. The billboards will feature the logo or the current campaign slogan ‘FOREVER FASTER’ with the jumping puma. Logos and text must be chosen according to the concept and photos.
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EXTERNAL BRANDING - SOCIAL MEDIA
Social media must always be updated with the latest campaign material in order to be relevant. The social media channels should always feature a logo to express the brand.
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EXTERNAL BRANDING - LOGO ON PRODUCTS
The three variations of the logo and/or sinage of the brand can be used to place on the products. The puma will mainly be used for products as it is a clear symbol of PUMA’s identity.
EXTERNAL BRANDING - PACKAGING
The packaging should reflect the brands visual identity in order to create coherence and support the brand image. At least one logo must always be placed onto the packaging.
Clever Little Bag, the packaging consists of a recyclable heat-woven bag and a flat-pack cardboard tray that provides structure. This packaging uses 65% less cardboard than a standard shoe box, has no laminated printing and does not contain tissue paper.
THE ORGANISATION
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. With a long history and a refined experience PUMA has established a history of making fast product designs for the fastest athletes on the planet for the last 65 years. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports.It engages in exciting collaborations with renowned design brands such as Alexander McQueen, Rihanna and Mihara Yasuhiro to bring innovative and fast designs to the sports world.
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USP
Global brand mixing sports and lifestyle with a focus on innovation and sustainability. With the adoption of new technologies, designs, forms and materials, PUMA is trying to create a new product offering that is as unique and distinctive as the PUMA brand.
DNA
Performance and its sporting roots in football and athletics, fashion, fun, ambitious, challenger brand & rebellious. 24
BRAND IN BRIEF
Reason for being: Mixing the influences of sports, lifestyle and fashion Value Proposition: Fits your active lifestyle Persona: Elegant, colourful, fresh, spontaneous, individual, metropolitan, international Associations: Fashion brands (Gucci, Armani, and Dolce Gabbana) Fringe/extreme sports, Music artists & Movie stars Range of Authority: Performance & casual footwear Relationship: Hip friend who shows you a good time Audience: Anyone who leads an active lifestyle Reason to Believe: Distinctive trend setting styles Branded retail experiences (concept stores) Co-developed celebrity lines (Tulington/Nuala) Co-branding partnerships (Ferrari,BMW) Partnerships with famous designers (Starck, Wanders) Mass customization (monoglian bbq) Promotional events (beats & treats)
HISTORY
The PUMA brand starts it business venture with an exclusive focus on football, which is a field they receive great recognition and success within. However, already in the 60’s PUMA is also being developed and used by many athletes. The brand also expands into basketball, tennis, sailing and motorsports. PUMA was also the first brand to combine sports and fashion, which has become a tremendous success.
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HIGHLIGHTS OF HISTORY
1924
1928
1948
1952
1957
The brothers Rudolf and Adolf Dassler founded the company “Gebrüder Dassler Schuhfabrik“ (Dassler Brothers Shoe Factory) in Herzogenaurach, Germany, which was the very beginning of PUMA.
The first success - a lot of athletes were wearing
Rudolf Dassler founds the PUMA Schuhfabrik Rudolf Dassler. The existing business assets are divided up between the brothers. The first football boot is launched and severeal members from the West Germany national team wear them.
The launch of the “SUPER ATOM” in 1952, the world’s first boot with screw-in studs, marks the beginning of PUMA’s highly successful heritage in football.
Rudolf Dassler introduces a sans-serif PUMA typeface, designing a word and picture logo at the same time. One year later, the second brand logo is patented: the “formstrip”, created to stabilize the foot inside the shoe, is now a PUMA trademark.
1958
1967
1979
1991
PUMA introduces its trademark logo, the unmistakable PUMA formstrip. In the same year PUMA football boots are the only German-made football boots in the final of the World Cup in Sweden. PUMA celebrates the victory of the Brazilian team with an advertising campaign.
The logo with the jumping cat, today one the most famous trademarks worldwide, is created by Lutz Backes, a cartoonist from Nuremberg. As the product range is extended to include not only shoes but also sportswear, the logo begins to appear more frequently on PUMA products such as performance apparel and bags.
Since 1979, the puma has been jumping across the right upper corner of the word logo and it has slightly changed over the years: the eye and nuzzle are gone, and the ears are more pronounced today. PUMA’s world famous ‘No. 1 logo’ is introduced.
Launched in 1991, the Disc is the first laceless sports shoe with a system of internal wires that tighten the upper for a perfect fit. This is both a revolution within technology and a step towards a more fashion oriented brand and product line.
1998 As the first sports brand, PUMA merges sports and fashion through a collaboration with star designer Jil Sander. Lifestyle versions of the “KING” and the running shoe “Easy Rider” are launched in close collaboration and become desired fashion sneakers.
MISSION, VISION & VALUES
Vision PUMA’s vision is to improve the quality of their revenues and distribution through the ‘Forever Faster’ campaign. However, PUMA’s vision is also to enhance positivity within sports and put more energy into training. Mission FAST was the keyword when PUMA repositioned themselves on the market in 2014 with the principle of being: brave, confident, determined, and joyful. Values As a brand persona, PUMA is a challenger brand with a rebel’s attitude made for individuals, who act upon their instincts. In short, PUMA is a brand for the Game Changer. The brand values and the brand persona reflects PUMA’s history and legacy in sports directly. PUMA’S brand values, which they want to anchor in their consumers’ minds when they think about PUMA are: • • • •
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Brave: We are never afraid to take risks. Confident: Whatever we do, we do with conviction. Determined: Nothing comes between Joyful: We live to play the game and love what we do
BRAND IDENTITY PRISM
Physique Feline, Innovation, Sports & Fitness
Relationship Heritage, Quality, Determination
Reflection Youth, Competitive, Underdog
Personality Sporty, Lifestyle, Performance, Chill
Culture Global, Hard-hitting, Team work
Self Image Advanced, Confident, Tough, Fast
BRAND ARCHITECTURE
The PUMA Group owns the brands PUMA, Cobra Golf, and Tretorn, as well as the affiliate companies Dobotex and Brandon. As the PUMA brand accounts for the vast majority of the group’s net sales and constitutes the core of the PUMA Group, it is therefore the PUMA management team’s top priority. Dobotex, Brandon and Cobra Golf are closely interlinked with PUMA’s core business and will adapt and implement the new brand direction for their own strategies.
SEGMENTATION, TARGETING, POSITIONING (STP)
Segment Sportsmen, Men and women who like sporty energetic apparel with a spray of uniqueness in their apparel. Target Group Urban young Men and Women, age range 16-34 years old, with moderate income. Audience is “the trendy man or woman with a wild and dynamic side.� Positioning Puma is an international brand with creativity, energy and style in their apparel at a very affordable price.
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COMPETITOR BRANDS
• • • • • • • • •
Nike Reebok New Balance Converse Adidas Fila Vans Jordan The North Face
PERCEPTUAL MAPPING
MARKETING MIX
Promotion The company’s advertisement strategy in India focuses more on revenue generation from cricketing equipment and sponsoring Ranji trophy. But the company also spends a lot of money advertising in print media and designing creative billboards. Also, there is a greater focus on football gear revenue. Other advertising strategies include the following: • Television commercials • Online customization options • Excellent apparel packaging Sales promotion is also another marketing strategy employed by Puma and this comprises of various short-term incentives that encourage more purchases and trials of the products. The following celebrities have endorsed puma as a brand: • • • •
Badminton- Saina Nehwal Tennis Gears- Somdev Devramman Cricket Equipment- Gautam Gambhir Health Academy- Shilpa Shetty
Puma is also playing its public relations game well. For instance, the company sponsors trophies in order to promote and protect its image.
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Place 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. This necessitates a wider selection of shoes and accessories to customers than the competition. With big distribution network coupled with harnessing resources and experience, it is a brand available almost everywhere. Also, Puma is continuously focusing on retail expansion as can be seen with its aggressive opening of new stores in various countries throughout the world. This is not only meant to bring the products closer to the consumer but also drive its brand and generate profits. As a matter of fact, Puma has vowed to continue to expand its consumer base and full integrate its retail stores online. Pricing Puma’s product prices are affordable when compared to higher priced competitors like Reebok and Adidas. The pricing strategy employed is designed to offer competition to its rival companies. Moreover, Puma normally uses premium pricing strategy because Puma views its brand as premium. Thus, Puma will be higher priced when compared to a competitor like Bata. Adidas and Reebok are the only closest competitors for Puma, pricing of whom is comparatively higher than Puma. Due to the brand name it enjoys, the pricing of Puma products look convincing most of the times.
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PRODUCT RANGE
PUMA’s collaboration with renowned designers such as Alexander McQueen, Rossi and Yasuhiro Milharaand, Puma has established itself as a reliable brand that can be depended upon to offer quality products. Specifically, the company produces the following products: • • • • • • • • • •
Sports shoes Custom made shoes Apparels Fancy shoes T shirts Tracks Boxers accessories Gloves Helmets Water bottles
Puma uses national brand ambassadors to promote its product line. Product diversification strategies include production of gymnasium equipment, trekking equipment and Nutrition and Fitness consultancy. Product diversification strategy is designed to make the company more profitable and attract a diversified customer base.
CURRENT BRAND SITUATON
Objectives The main goal for PUMA is to revitalize the brand, which means they are aiming to reposition and renew the global brand. This process began in 2013 when PUMA claimed they wanted to reposition themselves as the fastest sports brand on the market. PUMA is no longer in the business they were in when the company was founded given the revolution of technology and the competitors. This means that PUMA needs to communicate more clearly about whom they are in order to reach their target audience. Branding strategy PUMA wants to be the fastest sports brand in the world, which has led them to launching the ‘Forever Faster’ campaign and co-branding with Rihanna, musician and one of the biggest fashion icons, as well as athlete Usain Bolt. By using these two icons for their campaign PUMA signals that they are merging sports and fashion. PUMA is well on their way with this branding strategy, however, they need that extra something to keep up with Adidas and Nike. PUMA rebranded themselves in 2013 with this ‘Forever Faster’ campaign, however, they’ve chosen to stick with their visual identity.
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SWOT ANALYSIS
Strength • Puma is established over 90 countries and employs around 8300 employees all over the world. • Puma is the main producer of enthusiast droving shoes and racing suits in both Formula One and NASCAR. • It has entered into partnerships with famous companies like Ferrari and BMW. • Puma brand is very innovative and has a very rich Research and Development team. The Company produced the first screw boots for football and “Mexico 68” with the innovative brush soles, which were the most comfortable running shoes. • It has an excellent brand name throughout the world. • The brand has excellent management and marketing strategies and has the advertised the products very well and eye-catching throughout the world. • Puma has entered into sponsorships with various players and teams in different sects of the sporting industry. • Puma was the official sponsor of the FIFA football World Cup. • More than 11000+ people are employed with the organization.
Weaknesses • Puma has tough competition and limited market share compared to Nike and Adidas. • High brand switching means difficult to have loyal customer base. Opportunities • The company can attain more sponsorship as more international events in the sporting industry are taking place. • Puma can start entering the lifestyle section of the industry. • More advertising and branding to tap newer customers. • Puma still has to increase its foothold in the emerging market. Threats • Being a global brand, Puma’s business is affected by recession and economic slowdown. • There is extensive competition from existing players an new players which is growing in the industry. • Imitations of Puma brand is extensively increasing causing losses.
SPONSORSHIP
PUMA offers products for Football, Running, Training and Fitness, Golf, Motorsports and LIfestyle. In the past, it sponsored a number of legendary athletes, including Pelé, Eusébio, Johan Cruyff, Diego Maradona, Clyde Frazier, Lothar Matthäus, Hristo Stoitchkov, Rudi Völler, Boris Becker, Martina Navratilova, Linford Christie, Colin Jackson, Heike Drechsler and Michael Schumacher among others. Currently, international footballers Cesc Fàbregas, Sergio Agüero, Antoine Griezmann, Marco Verratti, Yaya Touré, Olivier Giroud, Gianluigi Buffon, Mario Balotelli and Marco Reus are sporting PUMA football boots. In terms of football clubs, PUMA sponsors Arsenal FC and Borussia Dortmund. National football teams Italy, Switzerland, Austria, Ivory Coast, Ghana and Uruguay and Olympic Handball Champion Denmark are also endorsed. In Track & Field, PUMA sponsors the Jamaican, Cuban, and Barbados Athletic Associations. It also has the world’s fastest man and Jamaican track athlete Usain Bolt under contract. The firm sponsors Indian cricketer Virat Kohli the captain of the India national team, as well as former Black Caps captain Brendon McCullum. In order to support its women’s business, PUMA endorses fashion icons Rihanna and Kylie Jenner. In December 2014, Rihanna was also named Creative Director, overseeing direction of the womenswear line in December 2014. In 2015, Puma has also named the Korean boy group, BTS, as ambassadors of the company. The group has shot several commercials, advertising shoes and clothing for the company.
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FLAGSHIP STORE
Address : 777-H, Above PUMA Sustainable Store, HAL 2nd Stage, 100 Feet Road, Indiranagar, Bangalore.
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DAY VIEW
EVENING VIEW
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STORE SEGMENTATION
It’s a four story building with the first two floors solely dedicated to the store. The store is divided into three stratas including a masonite floor with departments for men, women and kids. The other two floors is Puma Socials on the top of the building
ABOUT THE DESIGN
Store is eco-friendly with Solar Panels, Tracking Lights, Underground naturally compressed air.
STORE FEATURES
Solar Panels
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Tracking Lights
Underground Ventilation/AC
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ACCESSIBILITY
• Bus stops : 10-25 meters in all four directions. • Metro station is 350 meters from the proposed location. • Auto and cabs are easily available. • Bus numbers crossing the spot : • 314, 314A, 314AA, 314B, 314C, 314D, 314E, 314FA, 314G, 314H,314J, 314K, 314L,314M, 314N, 314P, 314P, 314Q, 314R, 314S, 314T, 314U, 314V, 314X, 314Y, 314Z, 201
Bus Stand 1
Bus Stand 2
Bus Stand 3
Auto Stand
HEAT MAPPING
1 Hour • 11 out of 38 pedestrians noticed the store. • Everyone left empty handed. • 40% of the people who walk in actually buy the products. • Foot Fall : weekends - 90-100 people weekdays – 30-40 people
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Headturns
Noticed Didn't Noticed
Sales
visit but not purchases visit and purchases
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STORE LAYOUT
UNDERSTANDING THE LAYOUT
Track Flow
UNDERSTANDING THE LAYOUT
Bubble Map
STORE INTERIORS
View 1
View 2
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View 3
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DISPLAYS & PROPS
Display 1
Display 2
Display 3
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Display 4
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FIXTURES
2
Puma’s signature table fixture, two different units of different height and can be clubbed as one. this table is used to display folded merchandises.
4 4
3.5
1
1.5
3
2.5
4 0.16 2
1 3
all measurements are in feet 1.5
0.16
1.5
Signature Fixture
FOLDINGS AND TAGS
There is no innovation in the folded clothes. they fold it in the same classic manner. the tags are generally attached to the label of the brand, and are vissible even after the folds.
STORE PLANOGRAMS
They mostly use the same planogram all asross, it comes it extendeble sizes. its mostly made out of wodden coloumn.
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PLANOGRAMS
PUMA SOCIALS
It is a fun, relaxed lounge bar attached to Puma Flagship store in Indiranagar that plays decent music, and serves bar food and drinks and attracts more customers.
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