Company

Compendium

The company compendium is a collection of details of the company. This will aid the students in gaining
basic must-know knowledge about the company. All students are expected to go through this especially
when the company is on campus for any engagement. Please note that information pertaining to the
company and other aspects in this document is by no means exhaustive.

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 ABOUT THE COMPANY
Puma SE, branded as Puma, is a German multinational company that designs and manufactures
athletic and casual footwear, apparel and accessories, which is headquartered
in Herzogenaurach, Bavaria, Germany. Puma is the third largest sportswear manufacturer in the
world. The company was founded in 1948 by Rudolf Dassler. In 1924, Rudolf and his
brother Adolf Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik (Dassler
Brothers Shoe Factory). 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.
Puma has been a public company since 1986, listed at the Frankfurt Stock Exchange. French
luxury group Kering (formerly known as Pinault-Printemps-Redoute or PPR) holds 16%,
Kering's largest shareholder Artemis SA owns 29% of the share capital. Since 1 July 2013, the
company has been led by former football professional Bjørn Gulden (CEO).
As of 2017, Puma SE employs more than 13,000 people worldwide and distributes its products
in more than 120 countries.
Following the split from his brother, Rudolf Dassler originally registered the new-established
company as Ruda, but later changed the name to Puma. Puma's earliest logo consisted of a
square and beast jumping through a D, which was registered, along with the company's name, in
1948. Puma's shoe and clothing designs feature the Puma logo and the distinctive "Formstrip"
which was introduced in 1958

Vision Statement
Puma’s corporate vision is “to be the most desirable and sustainable Sportlifestyle company in
the world.” This vision statement aligns with “PUMAVision,” which is the corporation’s main
thrust for its sustainability efforts. The following are the components of Puma’s corporate vision
statement:

1. Most desirable
2. Most sustainable
3. Sportlifestyle company
4. Worldwide strategic positioning

Mission Statement
Puma’s corporate mission is “to be the Fastest Sports Brand in the world.” This mission
statement is encapsulated in the company’s mantra, “Forever Faster,” which highlights the
strategic aim of being ahead of the competition in the sporting goods, apparel, and accessories
industry. In this regard, Puma’s corporate mission statement has the following main components:

1. Fastest
2. Sports brand
3. Worldwide market reach
Puma Sports

1. TEAMSPORT
No PUMA without football, no football without PUMA. With Italy, Arsenal FC and
Borussia Dortmund, we cooperate with some of the best teams in the world.
2. TRACK AND FIELD
PUMA fuses cutting edge technologies in both footwear and apparel, while bringing
style, attitude and swagger to the world of Track and field.
3. MOTORSPORT
PUMA’s journey on the race track started at the end of the last century. Together with
best in class motorsport brands such as Ferrari, Mercedes AMG Petronas, BMW and Red
Bull Racing, PUMA has created iconic products wit style and attitude.
4. GOLF
Ace the course with stylish, performance-ready golf apparel, footwear, accessories and
clubs with cutting-edge technology by COBRA PUMA GOLF. Our goal is to help golfers
"Look Better. Feel Better. Play Better." and enjoy the game with innovative gear.
5. BASKETBALL

When Walt Clyde Frazier entered the court, basketball became a lifestyle. And that's what we
continue to live with PUMA Basketball: Culture First. With our PUMA Basketball shoes, the
court turns into a stage for style, powered by high-performance gear.

Demographic Segment of Puma

1. MEN AND WOMEN

Shoes Clothing Accessories Sports
Sneakers Polos Backpacks Cricket
Running Jackets Bags Football
Training & gym Pants Belts Motorsport
Motorsport Shorts Gloves Running
Cricket Sweatshirts Shoe Care Training & Gym
Badminton Tracksuits Caps
Basketball Cricket Sports Equipment
Football Jerseys Wallets
Sandals&Flip Watches
flops
Socks

2. KIDS
PUMA offers Shop by age option for kids.

COLLECTIONS
Football Lifestyle Motorsport Performance Virat Kohli
 Manchester CLI BMW IGNITE Performance
City FC
AC Milan CELL Ferrari LQDCELL Sportstyle
BVB Hybrid Mercedes Kids
Future Salena Pirelli
Gomez
King Suede Red Bull
One

Key data from the financial report 2018

• Net income appointed to 83.3 million euro compared to 128.7 million euro in the
previous year.
• Sales rose in the financial year 2018 by 7.3% to 675.3 million euro.
• Consolidated net earnings for the year 2018 : 229.8 million euro

Region-wise sales of Puma from 2012 to 2018

https://about.puma.com/-/media/files/pdf/annual-report-2018-
en.ashx?la=en&hash=FFE3DF9DDDAB17D4E681A42D7BA6E4272353F750

Prominent People

1. Bjorn Gulden: CEO OF PUMA

Linkedin Profile: https://www.linkedin.com/in/bjorn-gulden-02414b91/?originalSubdomain=de

2. Michael Lammermann : CFO OF PUMA

 3. Abhishek Ganguly : Managing Director, Puma India

Linkedin Profile:
https://www.linkedin.com/in/abhishekganguly/?originalSubdomain=in

Competitors- Nike, Adidas, Reebok, Fila, Asics Corporation

Logo and meaning
The logo of sportswear brand Puma has an image of a leaping Puma, which is also called a
cougar, a panther that is active both day and night and jump upto 20 feet high. By using this
symbol Puma summarized the feature of its product.
Evolution of Logo:

Read more at : https://www.puma-catchup.com/story-of-puma-logo/

 https://economictimes.indiatimes.com/industry/services/advertising/hidden-meaning-of-11-
worlds-most-famous-logos/puma/slideshow/59738999.cms

Recent News & Developments

a) Luxury group Kering trims Puma stake with 500 million euro bond
French luxury group Kering moved to reduce its remaining stake in Puma on
Wednesday by issuing bonds that can be exchanged for shares in the German sportswear
brand.

Read more at : https://www.reuters.com/article/us-kering-puma/luxury-group-kering-trims-

puma-stake-with-500-million-euro-bond-
idUSKBN1WA0J6?feedType=RSS&feedName=businessNews&utm_source=feedburner&utm_
medium=feed&utm_campaign=Feed%3A+reuters%2FbusinessNews+%28Business+News%29

b) Puma pips rivals, becomes top sportswear brand in India

Puma, the third-largest sportswear manufacturer in the world, has reported
sales of Rs 1,157 crore for the 12-month period ending December 2018 against Rs 958 crore
reported in the year ago period. "We are making strong progress in both sports performance and
sport style categories," Puma India Managing Director Abhishek Ganguly was quoted as saying.
Read more at : https://www.business-standard.com/article/news-ians/puma-pips-rivals-becomes-
top-sportswear-brand-in-india-119022500992_1.html
https://economictimes.indiatimes.com/industry/cons-products/garments-/-textiles/puma-edges-
past-rivals-in-india-sales-to-emerge-as-top-sportswear-brand/articleshow/68137649.cms
c) Puma’s online business grows 15 times in the last 5 years
German sports apparel company has grown its online business 15 times in the last 5
years benefitting from its partnership with India’s largest e-commerce company Flipkart.

Read more at:

https://economictimes.indiatimes.com/small-biz/marketing-branding/marketing/pumas-online-
business-grows-15-times-in-the-last-5-years/articleshow/60293764.cms
d) Sportswear brand Puma collaborates with fashion designer Masaba Gupta
German sportswear and lifestyle brand Puma has collaborated with Indian fashion
designer Masaba Gupta to launch a limited edition range of sneakers.
Read more at:
https://economictimes.indiatimes.com/news/sports/sportswear-brand-puma-collaborates-with-
fashion-designer-masaba-gupta/articleshow/70662207.cms

e) Virat Kohli strikes Rs 100-crore deal with Puma

Virat Kohli has become the first Indian sportsperson to sign a Rs 100-crore endorsement
deal with a single brand. The Indian cricket captain has struck an eight-year deal with
sports lifestyle brand Puma worth about Rs 110 crore. Kohli is now set to join the likes of
Jamaican sprinters Usain Bolt and Asafa Powell, and footballers Thierry Henry and
Oliver Giroud - among others - as a global ambassador for the brand.

Read more at:

https://economictimes.indiatimes.com/news/sports/virat-kohli-strikes-rs-100-crore-deal-with-
puma/articleshow/57243871.cms

f) Dutee signs up with PUMA

Global sports company PUMA on Thursday announced the signing of India’s
Fastest Woman
Athlete Dutee Chand for her first association with a reputed brand.

Read more at:

https://timesofindia.indiatimes.com/sports/dutee-signs-up-with-puma/articleshow/70591960.cms

g) Boxing great Mary Kom named brand ambassador of global sportswear company.
She is the new face of women’s training cateogary.
'Magnificent Mary', as she is popularly known as, will be PUMA India’s new
ambassador for the company’s women’s training category and shall represent the brand in
marketing campaigns in the country.

Read more at:

https://timesofindia.indiatimes.com/sports/boxing/boxing-great-mary-kom-named-brand-
ambassador-of-global-sportswear-company/articleshow/68049014.cms
h) Sara Ali Khan is the new brand ambassador of PUMA India.

PUMA Innovations- More than Ideas : Constantly changing the game to be

forever faster
• Playseat – Revolutionary Game Seat for Active Gamers
 • Bio-Evolution : Using Bacteria(The Good Kind) to boost performance

• The RS Computer Shoe : Running on 64K

• Evolocity Football Boot

• Nightcat Powered Jacket

• Evopower: Next Level Power

• Speedcat : From Concept to Innovation

Read more at : https://about.puma.com/en/innovation/innovation-landmarks

Employee strength - 14700(Global), 703(India)

PUMA INDIA

PUMA GLOBAL

Headquarters location- Herzogenaurach, Bavaria, Germany

Merger & Acquisition
a) Puma goes for solo ride in India, acquires local partner Knowledge Fire’s stake in
joint venture
Puma has bought out the entire stake of local partner Knowledge Fire and converted
their joint venture Puma India Retail into a fully owned subsidiary of the German sportswear
giant, weeks after receiving approval for a 100% single-brand entity in India. With the
acquisition of the partner’s 49% stake, Puma also inherits a network of about three dozen
company owned outlets
Read more at : https://m.economictimes.com/industry/banking/finance/puma-goes-for-solo-ride-
in-india-acquires-local-partner-knowledge-fires-stake-in-joint-
venture/amp_articleshow/53731028.cms

b) PUMA Acquires Equipment Brand Cobra Golf

Sportlifestyle company PUMA announces today that it has signed an agreement to
acquire 100 percent of the golf equipment brand Cobra Golf from Acushnet Company, the golf
business of Fortune Brands, Inc. The acquisition includes the Cobra brand as well as related
inventory, intellectual property and endorsement contracts and is subject to customary closing
conditions and regulatory approvals.
Read more at : https://www.prnewswire.com/news-releases/puma-acquires-equipment-brand-cobra-
golf-87226657.html