PRESENTATION ON PUMA

BY:NISHANT SRIVASTAVA

SHILPI CHATTERJEE

NIVEDITA BHADURI

YASH MAHESWARI

KHUSHBU PAREEK

Company Profile…

• It was founded in 1924 and has head quarters

in Germany . • In 1948 , Adolf Dassler split from his

brother’s 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

Puma’s Brand

Puma has master and sub brands.

• Master Brand -– Sport Lifestyle– Sport

• Sub Brands-

-Nuala

-96 Hours

-Mihara

-Starck

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

STRATEGIESCorporate 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 year’s 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.

Industry Analysis

• The sport industry is now estimated to be worth $500 billion worldwide, but recent growth belong to a new rapidly developing markets.

• These markets are located in Brazil, Russia, India, China, Central Asia, Eastern Europe, the Far East and Africa.

• Regional hubs of Puma are:

Germany ,

Austria,

Hong kong,

USA,

Australia • A number of new centre’s around the world are playing an ever more visible

role in global sport.• In the market of sport products there are three main players: Nike, Adidas and

PUMA.

Promotion of Brand

• Who and What-

• Sports:• Who: fans of niche sports who are fashion conscious• What: buy the puma products for the sports they like and express

their love for the sports through wearing them

• Lifestyle:• Who: young, hip, trendy, urban • What: buy, wear and talk about their PUMA gear as a personal

statement

Puma’s Promotion Plan

Business Objectives

• Sales growth of 10% while maintaining strong margins• Continue to invest in product innovation across

categories and markets • Expand retail operations Provide unique brand

experience• Speed to market• Gain product development and marketing expertise by

being closer to consumer

Puma’s Promotion Plan contd..

Marketing Objectives

• Raise profile of PUMA brand Continue designer collaboration approach

• Communicate through all touch points• Drive traffic to PUMA stores• Increase loyalty and repeat purchase

Puma’s Promotion Plan contd..

Buzz Marketing

The Adventures of PUMA Consumer-generated content:

Travel/lifestyle focus

Contest:

Winning content will be aired on TV and consumer will win a trip

Reference

• www.puma.com• http://www.wikipedia.org• http://www.gotomanager.com/news/

Thank You For Your kind Attention