PRESENTATION ON PUMA
Company Profile…
• It was founded in 1924 and has head quarter
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- Alexander McQueen Nuala 96 Hours Mihara Starck
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
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.
Reference
• www.puma.com• http://www.gotomanager.com/news/