puma marketting strategy

8/4/2019 puma marketting strategy

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Indian market is one of the fast booming market in the world. It attract most of the Indian

and international company towards them. Due to the globalization most of international

branded company enter in the Indian market and increase the competition between them.

There are different international competitor which are present in the Indian market like

Lee, Levis, PUMA, Nike, Mc Donald, Dominos, Elle etc. These company try to attract

most of Indian customer. Most of the Indian people prefer imported stuff because they

think imported company provided better look and they charge lower prices but in the case

of Shoes and Garments its not like that.

The study of consumer behavior is the most important factor for marketing of any goods

and services. The consumer behavior suggest how individual, groups and organization

select, buy, use and dispose of goods, services, ideas or experience to satisfy there needs

and wants. It also clues for improving or introducing products or services, setting price,

devising channels etc.Since liberalization 100% FDI is allowed in India. This has

attracted foreign companies to penetrate the Indian market. The marketers always look

for emergent trends that suggest new marketing opportunities and here in India a lot of

opportunities are available.

In an example taken to the extreme in the 2002 movie Minority Report, Tom Cruises

character runs through a shopping mall past talking billboards that recognize him by

name and urge him to buy products he had earlier expressed an interest in such as jeans

and Ray- Bans, the ultimate in personalized advertising. But Simonson has this to say:

The fact that consumer preferences are often fuzzy, unstable, and manipulatable is

unlikely to change. So, the effectiveness of methods to give customers exactly what they

(say they) want has been grossly exaggerated. His take on the long-held assumption that

individual marketing will supplant targeted marketing is not so fast. In studies, he haslearned that even when customers have well-defined preferences and receive offers that

fit those preferences, it is far from certain that the response to such offers will

consistently be more favorable than those directed at larger market segments.


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Its all psychology. Consumers with well-defined preferences may be skeptical that a

marketer could match expectations. Those who dont know what they want may not ever

see the fit with what the seller wants them to buy. So, individualized offers depend on

customers preferences &; how the offer was extended &; and on trust. Effective

individual marketing requires not only an understanding of individual preferences and

matching offers to those preferences, but also a thorough familiarity with the various

factors that impact customers responses,. This is a tall order, one that some companies

have been able to fill, at least to some extent. For example, Amazon keeps track of

customers purchases and suggests other books they might like. Dell builds computers

from mass-made parts to customers specifications. But some companies can take the

concept too far, like the Custom Foot chain of shoe stores that took detailedmeasurements and specifications from each customer to design one-of-a-kind shoes.

Custom Foot didnt take into account that some customers were put off by the

individualized attention, and felt obligated to buy the shoes because the store went to so

much trouble. They often didnt come back. So knowing only the customer preferences is

not enough. It is required to understand other aspects of customer behavior.

Keeping this in mind, present study will find out and analyze consumer behavior ofPUMA with reference to shoe market.


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The main objective of this study are

To understand why customer buy a particular product.

To know the marketing opportunities.

To know about customer acceptance of the product.

To analyze the customer expectation from the manufacturer.

To help the company to know what consumer want in the product.

To study the tastes, preferences, and buying behavior of consumers in case of footwear.

To analyze buying behavior of consumers.

To recommend strategies to Puma to increase sales.

To provide suggestions to solve the problems of the company.

RESEARCH METHODOLOGY

Research comprise defining and redefining problems, formulating hypothesis or suggested

solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions;

and at last carefully testing the conclusions to determine whether they fit the formulating Hypothesis.

In short, the search for Knowledge through Objective and Systematic method of findingsolutions to a problem is Research.

RESEARCH DESIGN

TYPE OF RESEARCH:-

Descriptive research

Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main

characteristic of this method is that the researcher has no control over the variables; he can only report

what has happened or what is happening.

DATA SOURCES


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There are two types of data.

Source of primary data for the present study is collected through questionnaire and answered by

consumers of Shoes. The secondary data is collected from journals, books and through Internet search.

PRIMARY DATA

The data that is collected first hand by someone specifically for the purpose of facilitating the study is

known as primary data. So in this research the data is collected from respondents through

questionnaire.

SECONDARY DATAFor the company information I had used secondary data like brochures, web site of thecompany etc.The Method used by me is Survey Method as the research done is Descriptive Research.

RESEARCH INSTRUMENTSSelected instrument for Data Collection for Survey is Questionnaire.

QUESTIONNAIRE DESIGN FORMULATIONUnder this method, list of questions pertaining to the survey are prepared for marketing staffof consumers of shoes.

Questionnaire has structured type questions as well as unstructured type questions. Structured

objective type questions are prepared for the respondents with fixed response categories. Some of the

questions are of multiple-choice type. The questions have more than one alternative.

Questionnaire: - A questionnaire consists of a set of questions presented to respondent fortheir answers. It can be Closed Ended or Open EndedOpen Ended: - Allows respondents to answer in their own words & are difficult to Interpretand Tabulate.Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.

TYPES OF QUESTION INCLUDED:DICHOTOMOUS QUESTIONSWhich has only two answers Yes or No?MULTIPLE CHOICE QUESTIONS

Where respondent is offered more tan two choices.IMPORTANCE SCALEA scale that rates the importance of some attribute.RATING SCALEA scale that rates some attribute from highly satisfied to highly unsatisfied and veryinefficient to very efficient

SAMPLE DESIGN


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THE BASIS OF SAMPLING: -Consumers of shoes are chosen randomly, so that unbiased, representative sample may beobtained.SAMPLING UNIT: -

Who is to be surveyed? The marketing researcher must define the target population that will

be sampled.The sample Unit taken by me; General public of different age group, different gender anddifferent professionEXTENT:-Where the survey should be carried out?I have covered entire residential area of Delhi city for the survey

TIME FRAME:-

When the survey should be conducted?

I conducted my survey for 8weeks from 10th FEB to 10th MAR

SAMPLING FRAME:-The source from which the sample is drawnSAMPLING TECHNIQUE: -How should the respondent be chosen?In the Project sampling is done on basis of Probability sampling. Among the probabilitysampling design the sampling design chosen is stratified random sampling.Because in this survey I had stratified the sample in different age group, different gender anddifferent professionSAMPLE SIZEConsumers of shoes, 50 people.

STEPS FOLLOWED IN COMPLETING THE STUDY(i) Libraries(ii) Internet sites containing information on Puma shoes & marketing are browsed.

(iii) Sample survey was conducted.(iv) Data was thoroughly checked for error.DATA PROCESSING METHODOLOGY(i) Once the primary data have been collected, they are (I) edited inspected, correctedandmodified.(ii) Tabulation bring similar data together and totaling them in meaningful categories.

Questionnaires are edited both in the field and later in home. Field editing took place justoften the interview. Generally editing is required for open type of questions. Brief notes

or symbols are frequently used during the interview to initially record the interviewers

response since it was not desirable to interrupt the flow with lengthy note taking. Then

immediately after the interview, brief notes are respondent. The responses are thoroughly


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checked in home for incorrect, inconsequential or contradictions categories are developed

only often the replies has been reviewed. This review provided a feel for the pattern of

answers and thus determine what categories best represent the answers.

The collected data are placed into an order. Percentages of respondents answered

similarly are calculated and placed in a table. Then this is interpreted. This involved

drawing conclusion from the gathered data. Interpretation changes the new information

immerging from the analysis into information that is pertinent or relevant to the study.

CONCLUSION WAS DRAWN BASED ON THE SURVEY FINDINGSFinally recommendation was made to improve the sales strategy of Puma shoes toincreasethe sales volume.

Every project faces some limitation; because of this limitation the required And necessary data to

complete the project may not gather in proper manner. The limitations which i observe were as

follows:

The geographical area was very much limited to residential area & so the results are notparticularly reflection of the current behavior.The scope of the study was limited

Due to limited time period and constrained working hours for most of the respondents, theanswers at times were vague enough to be ignored.Respondents may have given bias information.With respect to actual population the sample size was too small. This might affect the finalresult.Since the responses were only from some part of Delhi, the report cannot be generalized forwhole Delhi and NCR.

PUMA A COMPANY PROFILE


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In 1948 Rudolf Dassler split from his brother's company, Adidas, to form his own shoe

company calledPuma.

PUMA is one of the worlds leading sport lifestyle companies that designs and develops footwear,

apparel and accessories. 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 decisions made and actions taken. PUMA starts in Sport and ends in Fashion.

Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports,

Golf and Sailing. The Black label features collaborations with renowned designers such as Alexander

McQueen, Yasuhiro Mihara and Sergio Rossi. The PUMA Group owns the brands PUMA, Tretorn

and Hussein Chalayan. The company, which was founded in 1948, distributes its products in more

than 120 countries, employs more than 9,000 people worldwide and has headquarters in

Herzogenaurach/Germany, Boston, London and Hong Kong.


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Puma, an avowed goal: to become the most popular sporting goods brand in the world. The leitmotif

of the German brand Puma. Go forever forward, innovate, modernize the sports' industry and always

combine looks with performance. The result is clear - a total success. Let us go back in time

somewhat: in 1924, a German Rudolf Dassler (brother of Adolf Dassler, better known as Adi, founder

of the brand Adidas), set up a company making sports' shoes, which became Puma in 1948. The firm

continued to develop until it became the popular brand that we know today. The company sells not

only sports' shoes, but also a number of other accessories, such as diving suits, waterproof jackets and

trousers, or backpacks. Puma shared in some great success stories like that of the soccer star Pel in

the World Cup Final in Chili in 1964 or of tennis player Boris Becker, winner of the Wimbledon

tournament in 1985. Today they continue to represent the new generation of sports stars such as

Robert Pires or Serena Williams. They have also managed to win over the public. Its shoes have

become genuine fashion accessories and fashion victims wait eagerly when a new model is due to

come out. Which explains its global presence, in more than 80 countries across every continent.


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RECENT DEVELOPMENTSIPL: PUMA Links Up With Rajasthan Royals and Deccan

Chargers(18 March 2009)

Global sportlifestyle brand PUMA announced its association with the defending champions

Rajasthan Royals and for Deccan Chargers as the Official Supplier, including Home and Away

uniforms plus all other performance apparel, footwear and hardware.

PUMA brings a sense of fashion and flair to the kits with tailored jerseys, tracks, bags and flip flops.

Although the uniforms have a more tailored silhouette, the technical materials, cuts and shapes are

driven purely by performance, designed for the players to have the maximum flexibility to perform

better. Made with 100% polyester, the PUMA Rajasthan Royals kits contain contract mesh inserts for

comfort and breathability. They incorporate PUMAs patented moisture management technology,


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USP (Ultimate Sport Performance). Each garment also has a wicking finish to allow moisture

management, keeping the players dry and comfortable.

Having the right technical gear and footwear during a 240-minute game is crucial to any cricket

player, said Rajiv Mehta, MD PUMA India. PUMA has made apparel and footwear with the player

in mind and they have truly proven themselves once again with the new uniforms.

Speaking on the association, Raghu Iyer, Chief Marketing Officer, Rajasthan Royals said,

With Puma now on board as the Sports Apparel Sponsor, I am confident that the players

will get the best in terms of comfort that help them during their performance. Also as part

of this association, Rajasthan Royals will roll out an extensive 360-degree

communication program and ensure Pumas presence in all marketing activities

undertaken by Rajasthan Royals.

The chairman of Deccan Chargers Sporting Ventures Mr. Shankar opines that, it is a

major step forward in expanding our cricket-centric retail merchandising by tying up with

PUMA, the brand leader of Sportslifestyle worldwide. The innovative products of PUMA

successfully fuse the creative influences of Sports, Lifestyle and Fashion. This is bound

to add tremendous value to the Chargers and our ambitions of creating a whole new

brand of cricket.

Adam Gilchrist and the Chargers team are elated with the new gear. The Deccan

Chargers team and I are thrilled and excited to be in partnership with Puma for the

approaching IPL season. The Puma brand is renowned across the globe for innovative

products that maximise performance whilst looking fantastic and providing great comfort

for the athlete.

The fans neednt be disappointed as PUMA has a whole range of fan wear and replica t-

shirts for Rajasthan Royals. The fan wear is comprised of t-shirts, polos, linen shirts,

caps, bags and flip-flops.


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This is PUMAs first foray into the IPL, although the brand works with cricketers like

Andrew Flintoff, Brendon McCullum, Makhaya Ntini, Herschelle Gibbs, Luke

Pomersbach, JP Duminy, amongst others.

Puma Launches Evolution 2009 Cricket Range(9 December 2008

Fresh off the back of announcing the signing of Andrew Flintoff, PUMA is launching theEvolution 2009 cricket range.The Evolution 2009 collection takes a dramatic step forward with unique high impactcosmetics and a dynamic new profile loaded with innovative features.The result is a highly technical contoured blade with a powerful rigid spine and high impactpower toe for punchy field splitting shots supreme balance with maximum driving power.


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Evolution 2009 Bats Features and Benefits:

Brand new attacking profile for 2009

Improved balance and pick-up

High impact power with precise control

Big hitting zone and contoured edges

The original oval handled bat

Unique PUMA cell profile cushioned grip

Rubber toe protector fitted as standard

Available in weight ranges from 2lb.8oz - 2lb.13oz short handle only

In 2009 PUMA's cricket collection is 100% PVC free. This represents a huge leap

forward in product development and PUMAs environmental responsibility. The

benefits are great; product is of a much higher quality and weight is significantly reduced.

PVC has traditionally been used in the production of cricket equipment because of its low

cost and high durability. Everything from bat labels to the facing of batting pads and

gloves has historically used PVC in their construction. However PVC is difficult to

manufacture and hard to dispose of because of its chlorine content. Many environmental

groups also advise against its use in consumer goods because of its harmful impact on the

environment.

THE HISTORY

Christoph Dassler was a worker in Big Dogs shoe factory, while his wife Pauline ran a

small laundry in the Bavarian town of Herzogenaurach, 20 kilometres from the city of

Nuremberg. Their son Rudolf Dassler after leaving school joined his father at the shoe

factory, and was then called up to fight in World War I. On his return from the front,

Rudolf took a management position at a porcelain factory, and later in a leather

wholesale business in Nuremberg.


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A single Puma Speed Cat.After tiring of working for others and away from home, Rudolph returned toHerzogenaurach in 1924 to join his younger brother Adolf, known as "Adi", who hadfounded his own shoe factory. They called the new business Gebrder DasslerSchuhfabrik (Dassler Brothers Shoe Factory). The pair started their venture in their

mother's laundry, but at the time, electricity supplies in the town were unreliable, and thebrothers sometimes had to use pedal power from a stationary bicycle to run theirequipment. By the 1936 Summer Olympics, Adi Dassler drove from Bavaria on one ofthe world's first motorways to the Olympic village with a suitcase full of spikes andpersuaded United States sprinter Jesse Owens to use them, the first sponsorship for anAfrican-American. After Owens won four gold medals, his success cemented the goodreputation of Dassler shoes among the world's most famous sportsmen. Letters fromaround the world landed on the brothers' desks, and the trainers of other national teamswere all interested in their shoes. Business boomed and the Dasslers were selling200,000 pairs of shoes each year before World War II.Company split

Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. During

the war, a growing rift between the pair reached a breaking point after an Allied bomb

attack in 1943 when Adi and his wife climbed into a bomb shelter that Rudolf and his

family were already in: "The dirty bastards are back again", Adi said, apparently referring

to the Allied war planes, but Rudolf was convinced his brother meant him and his

family[4]. After Rudolf was later picked up by American soldiers and accused of being a

member of the Waffen SS, he was convinced that his brother had turned him in.

In 1948, the brothers split their business, when Rudi left the high hill for the other side of

the Aurach river: Adolf called his firm Adidas after his nick name Adi and the first three

letters of his last name Adi Dassler; Rudolf called his new firm Ruda - from Rudolf

Dassler.


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Puma

Retail store in Tel Aviv, Israel.

Rudolf' company changed its name to Puma Schuhfabrik Rudolf Dassler in 1948, and

became

a public company in 1986, listed on the Brse Mnchen and Frankfurt Stock Exchange.

The sponsorship of sports stars continued, including:

1948 - In the first football match after World War II, several members of the West

German national football team wear Puma boots, including the scorer of West Germany's

first post-war goal, Herbert Burdenski

1952 Summer Olympics - Josy Barthel of Luxembourg won Puma's first OlympicGold (1500m) in Helsinki, Finland1960 Summer Olympics - Puma paid German sprinter Armin Hary money to wearPumas in the 100 metres final. Hary had worn Adidas before and asked Adi for

payment, but Adidas rejected this. Hary won gold in Pumas, but then laced up Adidas for the medals

ceremony - to the shock of both Adi and Rudolf. Hary hoped to cash in from both with the trick, but

Adi was so outraged he banned the Olympic champion.

1970 FIFA World Cup - Pel stopped the referee with a last-second request to tie his shoelaces at the

opening whistle of a 1970 World Cup finals match and then knelt down to give millions of television


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viewers a close-up of his Pumas. Pel was complying with a request by Puma's representative Hans

Henningsen to raise the German sports shoe company's profile after they gave him $120,000 to wear

their boots.

1972 Summer Olympics - Puma provided running shoes for the 400m hurdles champion, John Ake

Bua, from Uganda. After Ake Bua was forced out of Uganda by its military government, Puma

employed Ake Bua in Germany, and tried to help integrate him and his family in German society, but

eventually Ake Bua returned to Uganda.

However, the brothers earlier split led to a divided town. From 1948, the town was really split in two

like a sort of mini Berlin. Brand loyalty became paramount for many residents, and there were stores,

bakers and bars which were unofficially known as either loyal to Rudolf's Puma, or to Adolf's Adidas.

The town's two football clubs were also divided: ASV Herzogenaurach club wore the three stripes,

while 1 FC Herzogenaurach had the jumping cat on its footwear. Intermarriage was frowned upon.

When handymen came to work at Rudolf's home, they would wear Adidas shoes on purpose so that

when Rudolf would see their footwear, he'd tell them to go to the basement and pick out a pair of

Puma shoes, which they could have for free. The two brothers never reconciled, and although both are

buried in the same cemetery, they are spaced apart as far as possible.

In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent stake inPuma, to Swiss business Cosa Liebermann SA.

Timeline

1920: Rudolf Dassler and his brother Adolf start making sports shoes.

1924: Foundation of Gebrder Dassler Schuhfabrik, Herzogenaurach, Germany.

1948: Foundation of Puma Schuhfabrik Rudolf Dassler (October 1.), Introduction ofthe ATOM, Puma's first football shoe.

1949: Rudolf Dassler has the idea of football shoes with removable studs. He begins

working on their development and production. Many football experts, like Sepp

Herberger, are involved.

1952: Introduction of the SUPER ATOM.


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1953: Development of ATOM's successor: the BRASIL.1958: Introduction of PUMA's signature formstrip at the FIFA World Cup in Sweden.1959: The company is transformed into a limited partnership named PUMA-

Sportschuhfabriken Rudolf Dassler KG.1960: Introduction of the technologically advanced vulcanization productiontechnique.1966: Launch of the WEMBLEY, the predecessor model to the KING.1968: Launch of the legendary KING. PUMA is the first manufacturer to offer sportsshoes with Velcro fasteners.1974: Rudolf Dassler dies. His sons Armin and Gerd take over the company's

management.1976: Introduction of the revolutionary S.P.A.-Technology.1982: Armin Dassler invents the DUOFLEX sole.1986: Transformation into a stock corporation.1989: Launch of the TRINOMIC sport shoe system.1990: Introduction of INSPECTOR, a growth control system for children's shoes.1991: Launch of the DISC SYSTEM sports shoe.1992: Capital increase by DM 20 million, share capital reaches DM 70 million.1993: Jochen Zeitz is appointed Chairman and CEO, Proventus/Aritmos B.V.becomes majority shareholder.1994: The first profit since the company's IPO in 1986 is regeristered.1996: Puma is listed in the German M-DAX index; introduction of the CELLtechnology, the first foam-free midsole.1997: Launch of the CELLERATOR.1998: Puma merges sports and fashion. The company starts a cooperation withdesigner Jil Sander.1999: Puma becomes an official on-field supplier of the U.S. National Football


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League (NFL).2000: Production of fireproof footwear in partnership with Porsche and Sparco2001: Acquisition of the Scandinavian Tretorn Group.

2002: Launch of the SHUDOH.

2003: Majority shareholder Monarchy/Regency sells its shareholdings to a broad baseof institutional investors.

2004: Collaborative partnership with world-renowned designer Philippe Starck.

2005: Mayfair Vermgensverwaltungsgesellschaft mbh acquires a total of 16.91%shareholding.

2006: The company is listed in the Dow Jones Sustainability Index; Introduction of the S.A.F.E.

concept, a specific tool developed to continuously improve social and environmental standards. Shoe

collection in cooperation with Alexander McQueen.

2007: Voluntary public take-over by Pinault-Printemps Redoute; Prolongation of thecontract with Jochen Zeitz by five years.

2008: Melody Harris-Jensbach is appointed Deputy CEO; Designer and artist Hussein Chalayan

becomes Creative Director, Puma also acquires a majority stake in Chalayan's business and Hussein

Chalayan.

Present day

Puma AG has approximately 9,204 employees and distributes its products in more than 80 countries.

For the fiscal year 2003, the company had a revenue of 1.274 billion. Puma were the commercial

sponsors for the 2002 anime series, Hungry Heart: Wild Striker, with the jerseys and clothing sporting

the Puma brand.

The company has been conducted by CEO and Chairman Jochen Zeitz since 1993. His contract has

been extended ahead of schedule for four more years until 2012 in October 2007.[6]

Japanese fashion guru Mihara Yasuhiro teamed up with Puma to create a high-end andhigh-concept line of sneakers[7]

Puma is the main producer of enthusiast driving shoes and race suits. They are the


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prime producer in both Formula One and NASCAR especially.

They had successfully won the rights of sponsoring the 2006 FIFA World Cup champions, the Italian

national football team, with them making and sponsoring the clothing worn by the team. Their

partnership with Ferrari and BMW to make Puma- Ferrari and Puma-BMW shoes has also contributed

to this effect. On 15 March 2007, Puma launched its first new 2007/2008 line of uniforms for a club,

and Brazilian football club Grmio will be the first to use the laser sewn technology, similar to the one

worn by Italy at the 2006 World Cup. Grmio and other Brazilian clubs will be the first to use the

technology because their season starts six months earlier than European clubs. Puma also

makes baseball cleats, and Johnny Damon, the all-star center fielder for the New York

Yankees, is their spokesperson. He wore Puma's during the Boston Red Sox 2004 World

Series victory. He has his own cleat called the "DFR Metals".

Employees:10,069 (end of 2008).Brands:

In an environment characterized by growing globalization, the early detection and

tracking of trends play an important role. Only those who manage to recognize and

effectively implement trends are able to respond to changes in consumers' demand pattern

and thus gain a competitive edge.

After the strict division between fashion and sports observed a few years ago, the limits

nowadays have merged into the already well recognized and established Sportlifestyle

market. Sportlifestyle is not a fashion term, but rather a philosophy of life. Through the

dissolution of limits between sports and lifestyle, the group of competitors now covers

the entire range from traditional sporting goods companies to fashion companies with a

sports orientation.

PUMA + Alexander McQueen

In collaboration with star designer Alexander McQueen, PUMA succeeds in breaking

new grounds in sport fashion with its products over and over again. Due to his innovative


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and unconventional designs inspirations, McQueen is the perfect match for PUMA:

Together we take on the challenge to successfully combine different trends in sports,

fashion as well as sport history and technology into unique collections which convince

through their distinctive style. For instance, McQueens footwear collection is inspired by

the anatomy of the foot, perfectly unifying elegance with an extraordinary design as well

as comfort and functionality.

Mihara

The Japanese designer Yashuhiro Mihara aims to fuse sport and fashion with innovative

creations and intends to deliberately break boundaries. Mihara shoes feature a sportive-

avant- garde design and the slogan of his collection is called "out of sports, out offashion", a sure hint that his shoes are neither trainers nor leather shoes.

Rudolf Dassler Schuhfabrik

The "Rudolf Dassler Schuhfabrik" collection is inspired by the timelessness that is sports and its

character is stamped by the influence of cultural styles such as Cubism and Bauhaus, Dadaism and

Jazz, Modernism and Avant-garde.

With its natural and puristic style the collection takes us back down memory lane to the unforgettable

hours of major sport events. The Dassler collection is provocative and modern, going back to the

origin of sports and with its name remembering the founder of PUMA, Rudolf Dassler.

PUMA - The Black Label

PUMA - The Black Label footwear is an authentic sport-fashion collection featuring modern

interpretations of PUMA iconic sneakers with fashion-forward shapes that fuse form and function.

The Black Label styles are truly innovative, urban and versatile and they combine performance

elements with fashion trends.

Tretorn

Tretorn is casually refined and stylishly understated.


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Established by Henry Dunker in Helsingborg, Sweden at the end of the 19th century, Tretorn takes

inspiration from its Scandinavian roots and carries this vitality of spirit throughout its collection of

leisure shoes, rubber boots and tennis balls.

Tretorns expertise in rubber-made products demonstrates a consistent commitment to quality and

brand over hype, offering a collection most appreciated by those with a practical sensibility and a

lifestyle largely enjoyed outside.

Manufacturing Facilities:PUMA uses outsourced production facilities in over 40 countries.Official Company Language:

English.Registered Office:

Herzogenaurach, Germany.

FUTURE PLAN


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Phase IV of PUMA's long-term corporate development strategy was

implemented in January 2006 and includes a five-year plan until 2010.

With the objective of being "the most desirable Sportlifestyle Company",

PUMA aims at bolstering its position as one of the few true multi-categorybrands, and at making effective use of the many opportunities offered by

the Sportlifestyle market in all categories and regions. Phase IV will

therefore be characterized by further expansion. Qualitative growth and a

long-term strengthening of brand appeal will be given priority, instead of

growth at any cost.

PUMA plans to evolve the organization through the fostering of unique company values, all

compatible with the personality of the brand. These can be best summarized in four words:

Passion, Openness, Self-belief and Entrepreneurship.

Passion

PUMA is not a business that manufactures and sells soap powder or ballpoint pens or instant

coffee. It is a business rooted in the passionate world of sporting endeavour. The history of

the brand resonates with the echoes of great athletes and legendary performances, celebrated

in stadiums across the globe. PUMA makes products designed to facilitate the individualachievements that evoke the most passionate responses.

Openness

Today's marketplace is one of the fastest changing and dynamic on the planet. To respond

quickly and effectively in this environment demands a culture of openness, where opinions

can be shared without fear of blame and where old wisdom can be questioned without the

fear of antagonism. In this culture, respect and understanding flourish naturally, teamwork

flows seamlessly, barriers dissolve and a much over-used word, empowerment, takes on real

meaning.

Self-belief


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Global businesses face new challenges every day. It is the quality of the people in these

businesses and their belief in their own abilities that enable these challenges to be overcome.

PUMA's recognition of this is reflected in its determination that everyone in the company

understands and embraces the company values, as well as benefits from the experience andintegrity of their colleagues. Only with self-belief will individuals have the confidence to

make things happen, take the tough decisions and realize their ambitions for themselves and,

ultimately, for the business.

Entrepreneurship

Few businesses succeed without great ideas. PUMA has been built on them and needs them

to flow relentlessly hour by hour, day by day. This demands a willingness to think outside the

box, to zig where others zag and to seek inspiration beyond the more obvious boundaries of

our business universe. Such creativity has inspired the PUMA brand strategy. It will also be

needed to make it a reality.

GROWTH DRIVERS

The company has a very comprehensive distribution network which comprises its own andfranchise stores. It has 1500 showrooms, 25 wholesale depots and 8 distribution centers.

BOARD

puma marketting strategy

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