contents• History• Puma today• Products segments• Chair person• Management phases• Promotional strategy• Financial statement• SWOT analysis• Competitors• Mission statement • Draw backs• conclusion

history• Dassler brothers in the year 1924 started

Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory).

• In 1948, the brothers split their business, Adolf called his firm Adidas after his nick name; Rudolf called his new firm Ruda - from Rudolph Dassler.

• Rudolf's company changed its name to Puma Schuhfabrik Rudolf Dassler in 1948, and became a public company in 1986

Puma today• Present day• Puma AG has approximately 7,742 employees

and distributes its products in more than 80 countries.

• CEO and Chairman Jochen Zeitz since 1993. • Puma is the main producer of enthusiast

driving shoes and race suits. • They are the prime producer in both Formula

One and NASCAR especially.• It is the official sponsor for FIFA world cup• Puma has partnership with FERRARI and BMW

HEAD QUATERSHerzogenaurach GERMANY

Puma products segment

Foot wearCustom Made Shoes, Sports Shoes, Fancy Shoes

ApparelsT Shirts, Tracks, Boxers

AccessoriesGloves, Helmets Water Bottles

Chairperson puma

• Jochen zeitz is the CEO of puma since 1993

• Under his management puma profit has increased a lot

• The company also manufactured goods for non commercial sports

• Sports apparels and accessories were introduced .

• The countries of operation has increased to 80 countries

Phases in managementPhase I• PUMA’s long-term corporate development plan starts

whereby the aim is to restructure the company and establish a solid financial footing.

• PUMA registers a profit for the first time since its IPO in 1986. • PUMA presents its PUMA CELL technology, the first foam-free

midsole.

Phase II• PUMA’s long-term development plan starts. Its aim is to

reposition the brand through investment in marketing and product development

• PUMA and Jil Sander jointly launch a footwear collection. • PUMA launches www.puma.com, featuring regional e-

commerce

Phases in management cont…

Phase III• Phase III aims to further explore the potential of

the brand by generating desirable and profitable growth .

• PUMA signs on as the official supplier of apparel and footwear to the FIA World Rally Championship, WRC.

• PUMA launches 4some, a new European cross training event for women.

• PUMA AG and the Mild Seven Renault F1 Team sign a multi-year contract.

• PUMA becomes the official supplier of racing shoes to Michael Schumacher

Phases in management cont…

Phase IV• PUMA launches Phase IV of its long-term oriented

business plan. In Phase IV, Company Expansion, PUMA has the long-term mission of becoming the most desirable Sportlifestyle company.

• PUMA launches its new Golf collection. • PUMA and Ducati, the world’s premier

motorcycle manufacturer and one of the top Moto GP teams announce a new cooperation.

• PUMA appoints Hussein Chalayan, global designer, artist and film maker, as the Creative Director for PUMA, responsible for designing, creating and developing the sport fashion collections of the brand

Puma’s promotional strategy

• Puma sponsors many national football teams

• It has also sponsored and created the clothing for several noted professional football clubs

• It also sponsors Football players• It also sponsors the following cricketers• Puma supply equipment to four National

Rugby League Teams

Financial results

• The last three years financial results of puma

Swot analysisStrengths opportunities

Experience in R & D Fitness hype

Branding Technology

Management and international strategy

Acquisitions and sponsorships

weakness threats

Less sports segments Actual economic situation

Low financial resources compared to rivals

High competition and imitation of products

Puma competitors

Puma’s competitors

Mission statement

To be the world most desired brand in sports wear

Drawback of puma

• Very low brand awarness• Market share is low • Advertising is very low• No penetration into the market

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