38623757 Puma Presentation

7/29/2019 38623757 Puma Presentation

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PRESENTATIONON PUMA

BY:-

Shruti Upadhyay

M.F. Tech III sem

Gandhinagar


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Introduction

Industry Clothing Industry

Founded - 1924 (registered in -1948)

Founders- Rudolf Dassler

Headquarter- Herzogenaurach , Germany

Kay people Jochen Zeitz (CEO and chairman of the management board),

Melody Harris-Jensbach (deputy CEO),

Francois-Henri Pinault (Chairman of the supervisory board)

Products Foot wear, Sportswear , Sports goods, Fashion accessories

Revenue - 2.461 billion (2009)

Operating income- 192.4 million (2009)

Profit- 128.2 million (2009)

Employee- Approx- 10,000 (end 2009)

Main geographic areas-Europe, United States, Asia

Official website- http://www.puma.com


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Company Profile

It was founded in 1924 and has head quarters

in Germany .

In 1948 , Adolf Dassler split from his

brothers 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.


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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 asGermany and Egypt.


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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.


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Company History

1924: Rudolf Dassler and his brother Adolf start making sport shoes.

1948:Adolf Dassler split from his brothers company , Adidas to form his own

company called Puma.

1951: Rudi registered the first version of the puma logo.

1958:Introduction of Puma's signature form strip at the FIFA World Cup in Sweden .

1974: Rudolf Dasslerdies. His sons Armin and Gerd take over the company's

management.

1986:Transformation into a stock corporation.

1993:At age 30 Jochen Zeitz was named chairman & CEO of puma AG . he shifted

the production from Germany to Asia. 1994: The first profit since the companys IPO in 1986 is registered .

1998:Puma merges sports and fashion. The company starts a cooperation with

designer Jil Sander .

1999:Puma becomes an official on-field supplier of the U.S. National Football

League (NFL).


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Contd

2000: Production offireproof footwear in partnership with Porsche and Sparco.

2003: Majority shareholder Monarchy/Regency sells its shareholdings to a broad

base of institutional investors.

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

2005: Total of 16.91% shareholding.

2006: Shoe collection in cooperation with Alexander McQueen.

2007:Brazilian football club will be the first to use the laser sewn technology.

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

Hussein Chalayan becomes Creative Director.

2010: Signs two year deals to make the kits of Newcastle United, Motherwell,

Hibernian & Burnley from the 201011 season.


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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


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Corporate Strategy

This long-term strategic objective is to be achieved through:

Expansion of product categories

Regional expansion

Expansion with non-PUMA brands


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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


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Pumas Brand

Puma has master and sub brands.

Master Brand -

Sport Lifestyle

Sport

Sub Brands-

-Nuala

-96 Hours-Mihara

-Starck


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Retail

PUMA is continuously focusing on retail expansion and retail-specific knowledge

through the opening of new stores.

The new concept store demonstrates its efficacy for driving the brand and generating

profits.

PUMA will continue to create more excitement in its stores, expand its consumer

base, and firmly maintain its position that retail should function simultaneously as a

tool to generate profitable growth.


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The PUMA Online Store

Site that markets the Puma brand, but is focused on selling

its products directly to the consumer

Contains an extensive online catalog, current news on

Puma, employment opportunities, new items and an online

shop

Positive aspects - Interactive site; interactive onlineshopping for consumers from extensive online catalog;

very user friendly site with easy navigation.


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Products

Sports Life style

Men Women Kids

Sunglasses

Swimwear

Bodywear Socks

FragranceAccessories


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Price

Soccors

The price points under this range start from around Rs. 2200 & maximum reaches

out up to around Rs. 9500. Here the average price point is around Rs.5850.

Runningshoes:

The price pointsunderthisrangestart fromaroundRs. 2200 & maximumreaches

outup toaroundRs. 6330. Heretheaverage price pointisaroundRs.4265.


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Revenue by produts


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Consolidate net sell by apparel &

footwear - 2008

Teamsp

orts

33%

Sports

lifestyle

15%

Sportsp

erforma

nce

5%

Others

13%

Training

3 %

Sales

28%

6%8%

%

%

%

23%

Sales

Soccer Tennis

Training Sportslifestyle

basket ball Running

Others


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SWOT Analysis

Strength- Financial growth is phenomenal.

More diversified than its competition.

Wide array of shoe- wear. Brand stands for quality, latest technology and prestige.

Increase in demand is the expected market trend

Global brand

Pumas top management is highly marketing oriented, and most of the key personnel

come from marketing background. This is strength in this business because industryis market driven instead of product driven.


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SWOT Analysis Contd

Weakness-

They have diversified range of spot products but income of the business heavily

depends upon its share of footwear market.

Retail sector is very price sensitive

Profit margins tend to squeezed as retailer try to pass some of the low price

competition pressure onto Puma.

Young consumers only


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SWOT Analysis Contd

Opportunity- Open more stores !!!

Product development.

Strong global recognition. Expand in markets which has more disposable income.

Participate in global marketing events like world cup. Olympics, etc.

Being more focused on youth, Puma is certainly a fashion brand.


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SWOT Analysis Contd

Threats- Harsh competition

Weaking markets may be serious threat.

Puma exposed to international trade. Fluctuation in currency affects costs and profitsmargin of the company.

Retail sector is becoming very competitive and consumers are highly price sensitive.

So the consumer can compare the prices for exactly same item for the best deal and

this is potential external threat to Puma


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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 centres 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.


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Industry Analysis contd

Puma has high brand awareness in most European countries

Netherlands leading 93%

Followed by Switzerland- 89%

Germany with-83%

Then Spain with-82%

Poland & U.K. with 76%

Italy with-56%


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The Compititors

Nike Number one sports brand in the world

US based: administrative activities & design and product innovation

Sub brands like Tiger Woods or Michel Jordan

ADDIDAS

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

PRADA

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 highDiesel

Major fashion brand including: sunglasses, footwear, watches, fragrances andwriting tools

Experienced an unexpected growth rate

Brand is still situated in Italy (jeans production)


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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


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Pumas 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


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Pumas 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


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Pumas 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


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Reference

www.puma.com

http://www.wikipedia.org

http://www.gotomanager.com/news/


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Thank You For Your kind Attention

38623757 Puma Presentation

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