ByAvinash Kumar

Delhi Institute of Advanced Studies

History• Brothers Adolf and Rudolf Dassler started making shoes -

1924

• Rudolf Dassler left Adi and started PUMA-1948

• Rudolf passed away Armin started to run Puma -1974

• In 1986, it became a public company , and was listed on theFrankfurt Stock Exchange

• The company distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Germany, Boston, London and Hong Kong.

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:A leaping Puma, an animal known as cougar, panther or a mountain lion, is highlighted in the Puma logo. It summarizes the power beast-like nature of the firm and its products. The logo enhances the attributes of the firm’s reliability and its product’s aptitude in the international market.

Logo• Color of Puma Logo:

Puma logo is wrapped graciously in black hue which depicts immense supremacy and strength of the firm itself.

The complete Puma logo is a sign of authority and confidence. The bold font featured in Puma logo projects the firm’s stability and prominence.

Puma Today• Puma AG has approximately 9204 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. • It is the official sponsor for FIFA World Cup.• Puma has partnership with Ferrari and BMW.

PUMA’s VISON

FAIR

HONEST

POSITIVE

CREATIVE

Puma’s Collaboration

• Alexander McQueen

• Yasuhiro Mihara

• Sergio Rossi

Puma Products • Foot wear• Custom made shoes ,sports shoes • Fancy Shoes• Apparels• T shirts,Tracks,Boxers• Accessories• Gloves,Helmets,Water bottles

Puma CompetitorsPrada Sports•Well known luxury brand•4 years ago Prada dared to step into the sport segment•Focus on fashion and trends but their price strategy is still too high

Diesel•Major fashion brand including: sunglasses, footwear, watches, fragrances and writing tools•Experienced an unexpected growth rate•Brand is still situated in Italy (jeans production)Nike Inc.•No. 1 sports brand in the world•US based: administrative activities, design and product innovation•Sub brands like “Tiger Woods” and “Michael Jordan”

Adidas Salmon AG•Focus on core sports like soccer, tennis, athletics and skiing•6 times the financial resources•Design and marketing department are located in France and Germany

Strategies

Product diversification

National Brand Ambassadors

Advertising Strategies & Creative launch

Online Selling Facilities for Asian Countries

Gaining commercial Advantage from R&D and

Innovations

CSR Strategies

Product Diversification

Nutrition & Fitness consultancy

Gymnasium equipments

Trekking Equipments

Brand EndorsementTennis Gears: Somdev

Devramman

Badminton: Saina

Nehwal

Health Academy: Shilpa

Shetty & John Abraham

Cricketing Equipments:

Gautam Ganbhir

Advertising and Creative launch

Advertising In India

• India Creative Factory Launch

• Focus on more revenue generation from Cricketing

Equipments

• Sponsoring Ranji Trophy

• Print media

• Creative hoardings

• Kolkata, Goa, Kerala: More Focus on Football Gears revenue

• T .V Commercials

• Online Customization Options: For High End Customers

Gaining Commercial advantage from R&D and Innovations

• Clever Little Bags: Takes 65% less paper and reduces water, diesel and energy consumption

• Apparel Packaging: One more fold and reduced packaging size. By the use of 100% biodegradable material tremendous savings in amount of plastic used(720 tonnes)

• Hangtags: we simply reduced the size of them and squeezed all the product information – and PUMA humor – into fewer pages which results into tremendous paper savings(45% of previous use)

Corporate Social Responsibility

• Anti Child labor Campaign: Beating Competitors on Social and

Ethical ground

• Sports Scholarships: Promoting sports culture

• Environmental pollution control: Initiative to create

awareness for ecologically sustainable business

SWOT Analysis

Strengths Opportunities

Experience in R and D Fitness hype

Branding Technology

Management and International Strategy

Acquisitions and sponsorships

Weakness Threats

Missing Sports Segments Actual economic situation

Low financial resources compared to rivals

High competition and imitation of products

Success Factors• Strong presence: sports and lifestyle/fashion market.• Products meeting market demand.• High innovative and qualitative products.• Big distribution network.• Harnessing resources and experiences.• Ample knowledge in R & D.

Thank You for Your Attention !