PRESENTATION

ON PUMA


Company Profile
It was founded in 1924 and has head quarter
in Germany .
In 1948 , Adolf Dassler split from his
brothers company , Adidas to form his
own company called Puma.
Puma is a large German multi national
company which designs and develops
athletic shoes, lifestyle footwear and other
sports wear and accessories.
The company also offers lines shoes and
sports clothing, designed by
Lamine Kouyate, Amy Garbers, and others.






Contd
It distributes its product in more than 120 countries,
employs more than 9000 people and generates revenue
of $2.5 millions.

They sponsor many football teams all over the world
and have a big involvement in terms of sponsorships in
the football matches and players.

Puma is partnered with several major national soccer
leagues in countries such as Germany and Egypt.




Puma in India
June 2006, the first Puma Store opened in Chennai.

Puma India closed 2007 with 14 exclusive stores, presence in
hundred outlets and a Regional Office in Gurgaon (NCR).

Within a short span of 2 years PUMA India has established itself
as the most desirable sports lifestyle brand of the country.

Currently, Rajiv Mehta is the Managing Director of Puma India,
Bangalore, India.


Vision , Mission & Values


The Vision :
We are committed to working in ways that contribute to the
world by supporting creativity, sustainability and peace and by staying true to
the values of being Fair, Honest, Positive and Creative in decisions made and
actions taken.

The mission:
Puma has a long term mission of becoming the most desirable
Sports life style company.

Values
Passion
Openness
Self Belief
Entrepreneurship


Brand communication
Clean & Modern typography
letting the products speak for themselves.
Refined color palette

Layout

Logo identity & placement
-Master logo
-Typography logo
-Leaping cat logo
-Super cat logo

Pumas Brand
Puma has master and sub brands.

Master Brand -
Sport Lifestyle
Sport
Sub Brands-
Alexander McQueen
Nuala
96 Hours
Mihara
Starck

SWOT Analysis


Strengths


Weakness


Opportunities


Threats


Brand Identity Prism




Stylish, fashionable,
Active life style
European culture
Strong and daring
Attitude
Quality and heritage
Sports, lifestyle,
Fashion brand
Athletic, winner, fashionable
BRAND LIFE CYCLE



(BLC) has to do with the life of a brand in the
market with respect to business/commercial costs
and sales measures.

Four Stages

Market introduction stage
Growth stage
Maturity stage
Saturation and decline stage
BRAND LIFE CYCLE



INTRODUCTORY STAGE



Rudolph Dazzler Sports manufacturing shoes under the brand of Puma.

In 1051, first version of the Puma logo got registered.

1986: Transformation into a stock corporation

Promotion focused on awareness and distribution

Puma paid German sprinter Armin Hary money to wear Pumas in the 100
meters final.

Less competition

Frequent product modification

Company opened boutiques at selected stores around the world
GROWTH STAGE

1968 - Puma was making inroads into the American market.
Increasing rate of sales.
Puma merges sports and fashion. The company starts a
cooperation with designer Jil Sander
Entrance of competitors
1980s and 1990s as new players Nike and Reebok entered.
Promoted as a performance shoe.
Puma favoured by the brash, new Hip-Hop tribe in the late
1970s/early 1980s.
Projected an image of cool to the consumers
Strategy was successful, growth of PUMA was remarkable.

MATURITY STAGE

Market became saturated.
Prices and profit decreased gradually.
New brands out done PUMA in terms of new trend.
Nike and Reebok enjoyed their moments in sun.
Tagged as an old-school brand.
Company did not come out with innovation
No product diversification so competition rose
No strong marketing strategy
DECLINE STAGE

PUMA was close to bankruptcy due to issues in 1986
IPO
Centralized corporate structure, high cost of production
in Germany.
Inability to keep up with the global trend
In US, Company lost its license
Company split due to rivalry.
Profit declined due to higher costs linked to its
expansion.
Organizations promoting fair trade and workers' rights
criticize Puma's employment practices in
their developing world factories
Steps taken to recover



Market
Busting
Moves
company
established
relationships
with soccer
superstars
combined old
designs with
new
developments,
Young Hip and
Trendy
Sports Lifestyle
Brand
STRATEGIES
Corporate Strategy


This long-term strategic objective is to be achieved
through:

Expansion of product categories

Regional expansion

Expansion with non-PUMA brands

BRAND STRATEGY





It invested in major brand initiatives in order
to take advantage of the opportunities
provided by the years highly visible sports
events - the African Cup of Nations, the
EURO 2008, the Olympic Games in Beijing
and the toughest sailing competition
worldwide, the Volvo Ocean Race.

Reference

www.puma.com
http://www.gotomanager.com/news/

Any questions