PUMA

Market Dynamics Retail

Submitted to: Ms. Maria

Submitted By: Vishant Chawla

History
After World War II, 1948, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Originally thinking of calling his brand RUDA, RudiDassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi incorporated as Adidas. This family rift would lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. In, PUMA is a large German multinational company which designs and develops high- end athletic shoes, lifestyle footwear and other sportswear. It was founded in 1924 and has headquarters in Germany. JochenZeitz is the CEO. It distributes its product in more than 120 countries, employs more than 9000 people and generates revenue of $2.5 millions. The parent company is PPR.

1920: Rudolf Dassler and his brother Adolf start making sports shoes. 1924: Foundation of GebrderDasslerSchuhfabrik, Herzogenaurach, Germany. 1959: The company is transformed into a limited partnership named PUMASportschuhfabriken Rudolf Dassler KG. 1986: Transformation into a stock corporation. 1994: The first profit since the company's IPO in 1986 is regeristered. 1998: Puma merges sports and fashion. The company starts a cooperation with designer Jil Sander. 1999: Puma becomes an official on-field supplier of the U.S. National Football League (NFL). 2001: Acquisition of the Scandinavian Tretorn Group. 2007: Voluntary public take-over by Pinault-PrintempsRedoute (PPR); Prolongation of the contract with JochenZeitz by five years.

PUMA BRAND
PUMA has the long-term mission of becoming the most desirable Sportlifestylecompany. Mixing the influences of sports, lifestyle, and fashionIn recent years, the Puma brand has become synonymous with fashion, style, and sport. Through fresh design, co-branding and partnerships with celebrities and famous designers, Puma has elevated their brand image so that it now competes with fashion brands as well as their traditional rivals in the sporting footwear industry. The Puma brand communication strategy is flexible across multiple categories, yet communicates innovation for an active lifestyle. Puma communicates with each category in a unique manner, but the tone is un mistakenly tied back to the overall brand through the overarching brand personality and identity. To extend their brand Puma has created concept retail stores that enable people to experience the brand in engaging and compelling ways. Puma also engages customers through their Mongolian barbeque concept that enables customers to design and build their own footwear from scratch. Further differentiating the brand from traditional rivals, Puma frequently hosts promotional events that are based around active lifestyle themes based on dining, entertainment, fashion, and music. 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 decision made and action taken. Features: - Distinctive trend setting styles - Branded retail experiences - Co-developed celebrity lines. - Co branding partnerships - Partnerships with famous designers - Mass customization - Promotional events (beats & treats)entertainment, fashion, and music.

PUMA Brand Origins

The leaping puma also symbolizes combination of speed, power, and elegance often exhibited by professional athletes. The Puma logo is a symbol of the fierce rivalry between the two brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and secretive nature of Rudolfs new venture as it moved forward.

Brand Personality

Passion

Openness

Self Belief

Speed

Power

Elegance

Puma LOGO
Design Elements of Puma Logo: Puma logo grips a notion of strong and chic icon with the help of a leaping animal and bold font. A distinguished impression is immediately cast on the spectator, narrating the kind of image the company possesses. Shape of Puma Logo The Puma logo comprises of a courageous representation. A leaping Puma, an animal known as cougar, panther or a mountain lion, is highlighted in the Puma logo. This Puma summarizes the power beast- like nature of the firm and its products. The Puma logo solely enhances the attributes of the firms reliability and its products aptitude in the international market. Color of Puma Logo Pumas primary color palette of black, red, white, and grey is consistently used across their brand communication to unify the different master brand categories, sub brands, and co brands. Their signature color is a saturated red which is bold, distinctive, and easy to recognize. In addition clean, white backgrounds are consistently used across master brand websites. Their Spartan approach to color is especially helpful to consumers because Pumas products (footwear, apparel, accessories) are offered in a vast array of colors and styles in which the overall brand identity could get easily lost. Font of the Puma Logo The complete Puma logo is a sign of authority and confidence. Nevertheless, the typeface of the Puma Logo has maintained the same notion throughout its history in the corporate world. The bold font featured in Puma logo projects the firms stability and prominence.

Retail Format
Puma products are distributed to Multi - Brand Store Front and the Exclusive Puma Stores across countries. While this necessitates a second trip for the customer to come and pick up the shoes, it allows Puma to offer a much wider selection than any of the competition. Exclusive Puma Stores / Specialty Stores: Specialty stores carry a narrow product mix with depth of assortment within the line.The emphasis is on a limited number of complimentary products and high level of customer service Specialty store often sell shopping goods such as Jewelry, apparel, computers, music systems, sporting goods.ExclusiveShowrooms either owned or franchised out by a manufacturer.Complete range available for a given brand, certified product quality. Like: Tanishq, Van Heusen, Raymond's.

Multi - Brand Store Front Marketing of two or more similar and competingproducts by the same firm under different and unrelated brands. While these brands eat into each others' sales, multi-brand strategy does have some advantages as a means of obtaining greater shelf space and leaving little for competitors' products, saturating a market by filling all price and qualitygaps, catering to brand-switchers users who like to experiment with different brands, and keeping the firm's managers on their toes by generating internal competition.Focus on particular product categories and carry most of the brands available.Customers get to have more choices as many brands are on display.

The PUMA Online Store

Website that markets the Puma brand is focused on selling its products directly to the consumer. It contains an extensive online catalog, current news on Puma, employment opportunities, new items and an online shop. Interactive site; interactive online shopping for consumers from extensive online catalog; very user-friendly site with easy navigation.

Retail Mix

Product

Process

Price

Retail Mix
People Place

Promotion

Product
Men

Category
Women Collections

Products:

Footwear Apparel Accessories

Men
Footwear
Closed Shoes Flip Flops Slippers

Apparel
Pants Shorts Shirts Jackets Headwear

Accessories
Belts Back Pack Socks Caps

Small Accessories Tees & T Shirts Shoulder Bag

* Collections: Ferrari & Ducati

Women
Footwear Closed Shoes Flip Flops Slippers Ballerinas Apparel Pants Shorts Shirts Swimwear Headwear Tees & T Shirts Jackets Accessories Belts Back Pack Socks Caps Small Accessories Shoulder Bag Travel Bag Hand Bag Footballs
* Collections: Ferrari & Ducati

Price Men
Footwear Closed Shoes Price starts from 1099 Apparel Pants Shorts Shirts Jackets Headwea r Tees & T Shirts Price Starts from 1299 799 1099 2399 899 699 Accessories Belts Back Pack Socks Caps Price Starts from 1099 1299 399 599

Flip Flops 899 Slippers 599

Small 299 Accessories Shoulder Bag 1199

Women
Footwear Price Apparel Starts From
Closed Shoes Flip Flops 1099 Pants

Price Accessories Price Starts Starts From From

1299 Belts 1099

899

Shorts

799

Back Pack

1299

Slippers

599

Shirts

1099

Socks

399

Ballerinas

3299

Swimwear

1899

Caps

599

Headwear

899

Small Accessories

299

Tees & T Shirts Jackets

699

Shoulder Bag 1199

2399

Travel Bag

2199

Hand Bag

1299

Footballs

2399

Place
Puma open up stores in: 1. Shopping Malls 2. High End Street Markets

Puma has stores all over the countries in an approachable & centralized location. This allows Puma to offer products and attract the customes.

Promotion
Puma promotes in its unique way. It follows different media and events. It promotes through: 1. 2. 3. 4. 5. Posters/Banners Fashion Shows Events at Puma Stores Participating in Motorsports: Ferrari & Ducati In India Puma Promotes through Cricket: IPL

Currently Yuvraj Singh &Chitrangada Singh are Brand Ambassadors.

Process
Stock: 5 weeks in store including display in the store. 7 weeks in store including display in peak season*. *peak season October mid to February

Replenishment process: The basic principle of Puma is to keep the stock for 5 weeks & 7 weeks during peak season. Reports of the sales are submitted to the Head Office Delhi (sales) on daily basis. If the stock of a particular product reaches for 4 weeks then that product is re-ordered. The re-ordered product reaches the store within a week. There are 3 cases for re-order: 1. High selling product 2. Normal/Medium selling product 3. Low selling product High selling product: If a product is selling on the faster pace then the re-order for that product is done and the inventory is maintained for 7 weeks for that product and 9 weeks in peak season. Medium selling product: In this case re-order process is the same as mentioned above. Inventory is maintained for 5 weeks. Low selling product: If a product is selling on a pace lower then expected then the re-order will be done when the stock reaches to 2-3 weeks depending upon the sale of that product.