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BE NICE TRAINING

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Introduction

• PUMA is one of the leading

sports brands in the world,

and not only do we have high

media profile through our

advertising, but also through

our contracted teams and

stars in a variety of sports.

• The only way we can become

“the most desired brand in the

world” is through people like

you!

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Objectives By the end of the training you will be able to:

• Explain the origins and culture of PUMA-

• Explain the importance of providing great service

• Use service and selling techniques to make shopping at PUMA a great experience

• Explain and follow the standards expected of your job role

• Use the procedures and resources to carry out your job to meet the standards required

• Understand the PUMA brand and how you can best represent it

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Welcome to PUMA Agenda

• Mission statement

• PUMA values

• The PUMA story

• Job Description – your role

• Dress Code and Discount Policy

• Service Standards

• Store Tour

• Sales and Service Targets

• Communication

• Puma Products

• Policies and Procedures

• Health and Safety

• Loss Prevention

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Mission Statement

PUMA has the long-term

mission of becoming the

most desirable and

sustainable sport

lifestyle company

Induction Presentation - Employee Guide

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PUMA Cornerstones

• Be a leader

• Have passion

• Have belief

• Be an entrepreneur

• Have fun

• Keep pushing

Be a Leader

• We strive to be the leader in

everything we do.

• We keep surprising our

consumers.

• We take them in new

directions with the originality

of our product and designs.

• We aim to be ahead of the

game daily in our stores.

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Have Passion

• We are proud of our sports heritage.

• We are passionate and hungry for new ideas.

• We love products we create and sell.

• We love our job, our stores and our customers.

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Have Belief

• We are not afraid to challenge

the unknown, ourselves and

each other.

• We have confidence.

• We can offer our consumers

something:

• better,

• smarter,

• more enjoyable

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Be an Entrepreneur

• We own ideas and take

responsibility to make them

work.

• We embrace new ideas as a

challenge. We are always on

the move trying new stuff.

• We have potential for growth

and areas for improvement.

• We are hands on

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Have Fun

• We have fun while we work.

Our enthusiasm is infectious.

• We thrive on the excitement of

our stores and marketplaces.

• We can all have a voice and

freely express our opinions.

• Respect and understanding is

part of our culture

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Keep Pushing

• We all have an opportunity to

mark and make the difference.

• We strive to move forward and

push boundaries.

• We never take the easy

option. We push each other

and ourselves.

• We never give up on great

ideas

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The PUMA Story

In 1924, Adi and Rudolph

Dassler began manufacturing

sports shoes under the name of

the Dassler brothers.

The German company gained

world renown for new

approaches and manufacturing

quality.

In 1948 the brothers parted

company- one to form Adidas,

the other to form Rudolph

Dassler Sports manufacturing

under the name of PUMA………

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PUMA Vision The 4 Keys

Fair . Honest . Positive . Creative

PUMA Vision - The 4 Keys

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Fair

• balanced.

• We see both sides, and resist the

pressures that can push us into

extreme ways of thinking,

working or living.

• open to all, and refuse to

discriminate against people

gender, race, religion, political

persuasion, sexual preference, or

way of life.

• listening as much as we talk, and

giving back as much as we take.

Honest

• sincere.

• not faking it, walking the

walk as much as we talk the

talk

• putting our money, our time

and our energy where our

mouth is.

• admitting our mistakes, and

owning up to our

responsibilities - something

that applies to companies as

much as it does to

individuals.

PUMA Vision - The 4 Keys

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Positive

• Constructive.

• building things - and people - up,

not breaking them down.

• suggesting rather than criticizing,

• working for solutions rather than

just complaining.

• supporting others when they try,

encouraging them when they fail,

and celebrating with them when

they succeed.

• “we can”

Creative

• imaginative.

• thinking outside the box

• finding a way around a

problem, rather than stopping

when the walls are too high.

• looking at new ways,

• listening to new ideas and

trying new strategies.

• striving for the most innovative

solution. Being

• having dreams, and then

making those dreams real

The 4Keys apply as much to the decisions

and actions of

• The CEO

• Our retail team members who interact with our

customers.

• Everyone in our company.

Eventually, PUMAVision and its guiding compass of

the 4 Keys will become an instinctive way of thinking

for PUMA as we work towards making our

contribution towards a better world.


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PUMA History

What is Puma? . Facts

What is a Puma?

• The word “Puma” comes from the Quechua (Native

American) language. In English Puma means Panther,

American Lion, Red Tiger, Ghost Cat, Mountain

Screamer, King Cat and Painted Cat…etc.

• Lives in North and South America.

• There is a considerable variation in color and size of

these animals across their range of habitats.

• Solitary cat. Avoids people. Driven nearly to

extinction.

• Recent conservation efforts have allowed their

numbers to grow. Vast range.

• Primary food is deer but also prey in a size range from

insects to Elk.

• Adult up to 200 pounds. Flying jumps to the ground

from a height up to 18 meter (60 ft.).

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PUMA History - Facts

1924

Foundation of

“Gebrüder

Dassler

Schuhfabrik” by

Adolf & Rudolf

Dassler

Registration of

multiple patents

e.g. football boots

with lateral

support.

1936

Jesse Owens

wins 4 Gold

medals at the

Berlin Olympics

wearing Dassler

shoes

Athletes with

Dassler shoes

shatter :

• 2 World

• 3 Olympic

records

• win 7 Gold &

• 5 Bronze medals

1948

The brothers

parted company

• Adidas (Adolf),

• PUMA (Rudolf)

Introduction of

PUMA atom,

PUMA’s first

Football shoe.

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1958

Brazil and

Sweden national

teams compete

for the first time

in PUMA shoes

with a formstripe

at the World Cup

in Sweden

1960

West Germany’s

Armin Hary wins

the 100 sprint at

the Olympics in

Rome wearing

PUMA track

shoes in 10.2 sec.

PUMA first to

introduce

“vulcanization”

production

technique

1962

Pelé win the

World Cup in

Chile for the

second time in a

row in PUMA

boots.

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1967

The PUMA Logo

is designed by

the German

cartoon artist

Lutz Backes

1969

Quarterback Joe

Namath leads the

New York Jets to

Super Bowl III in

PUMA Shoes

1970

Pelé playing in

PUMA King boots

winning the 3rd

World Cup title in

Mexico

http://2.bp.blogspot.com/-HjevUiCsCm8/TWAH53BBm7I/AAAAAAAABGM/1prhedbgVC0/s1600/Puma.png

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1974

Dutch football

legend Johan

Cruyff wins

“European

Footballer of the

Year” in PUMA.

1976

Bonanza

“Lifestyle” shoe

was born

1977

Argentina’s

Guillermo Villas

wins the US and

French Open

wearing PUMA

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1982

Maradona of

Argentina plays

first world cup in

PUMA boots.

Armin Dassler

invents PUMA

Duoflex sole.

1984

Evelyn Ashford

wins 2 Olympic

Gold medals in

PUMA spikes

1985

17 year old Western

German Boris

Becker wins

Wimbledon using

PUMA shoes and

rackets

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1987

PUMA becomes a

mass brand.

Frequent

management

changes

1992

PUMA sponsored

football team,

Werder Bremen,

wins the UEFA

European Winners

Cup in Lisbon

1993

Jochen Zeitz at age

30 is appointed

CEO and Chairman

of PUMA’s board of

Management.

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1998

PUMA is the first

brand to merge

sports and fashion

&starts cooperation

with designer Jil

Sander to launch a

footwear collection.

1999

PUMA opens its 1st

Retail Concept

Store in Santa

Monica (California).

More stores opened

around the world

2000

Launch of

www.puma.com incl. regional e-

commerce

functions.

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2001

Acquisition of

Scandinavian

TRETORN group.

Cooperation with

Japanese designer

Yashuhiro Mihara.

2002

Stores in London,

Rome, Tokyo, Boston,

Frankfurt, and

Melbourne open.

PUMA launches 96

hours collection for

business nomads.

2004

PUMA and Phillipe

Starck partnership.

PUMA and Mild Seven

Renault F1 sign a

multi-year supplier-

contract for team-,

foot- and racewear.

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2005

PUMA becomes

official licensee of

Ferrari S.p.a. and

supplier of Ferrari

Marlboro F1 team and

official supplier of

Schumacher’s racing

shoes.

.

2006

PUMA is dominant

supplier at the

German World Cup

with 12 teams.

MORE

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2007

PPR become the majority shareholder in PUMA (62%) & Jochen Zeitz joins

the PPR supervisory board PUMA becomes the official supplier of all four

Red Bull Motorsport teams: Red Bull Racing, Scuderia Torro Rosso, Red

Bull Nascar and Red Bull Air Race.

PUMA announces that it will enter the Volvo Ocean Race 2008-2009 with its

own boat. In addition, PUMA will be the official supplier and the official

licensee of replica merchandise for the offshore ocean race.

2008

As leading supplier of the 2008 Africa Cup, PUMA outfits nine of the 16

teams.

PUMA sponsors 16 national teams at the Olympic Games in Beijing

PUMA’s outstanding athlete Usain “Lightning” Bolt sets a new 100m world

record at 9.69 seconds, smashing his own mark from May this year, and

sprinted 200m in a world record time of 19.30 seconds PUMAVision is

launched.

2009

adidas and PUMA together for Peace: Employees play Football on Global

Peace Day (21st Sept)

PUMA smashes Sprint World Records with Usain Bolt at World

Championships in Athletics in Berlin (100m: 9.58s/200m: 19.19s)

• Before you can decide what type of

shoes to buy you need to know

what type of foot you have.

• There are different type of shoes

made for different types of feet

Introduction

• Buying for Looks

• Most customers are too concerned with fashion versus

function.

• Wrong Size

• Your foot changes over time and not all shoes are made

the same.

• The Shoe will “break-in”

• This is a misconception, the shoe should fit when you

buy it.

Common Mistakes

Ways on how to ensure fit is to

EXAMINE THE CUSTOMER'S OLD SHOES:

Check: = > wear lines

= > shape

= > sweat lines on insole

Kinds of Foot

• Neutral/Normal Foot

• Flat Foot

• High Arch Foot

Kinds of Foot

Neutral / Normal Foot

• Known as “efficient” foot

• Characterized by a stable arch that

properly support the motion of the foot

through the entire stride

• When we walk, our foot has a natural

tendency to roll inward (called pronation),

so that the force of impact is distributed

evenly throughout the entire foot

• You can wear practically any running

shoe.

Kinds of Foot

Flat Foot

• Known as “flexible” foot

• Occurs because the arch of the foot is too

weak, causing the foot to roll inward too

much (called over-pronation)

• Prolonged over-pronation can put

additional stress on your ankles, knees,

hips and back

• You need running shoes with strong

stability features in order to support your

weak arch

Kinds of Foot

High Arch Foot

• known as “rigid” foot

• The arch of the foot is too strong, causing

the foot to deflect off the arch as you walk

(called supination, or under pronation)

• The foot cannot then properly complete

the pronation process (see neutral foot)

• Prolonged supination results in a loss of

natural shock absorption

• You need shoes with lots of cushioning

Components of a Shoe



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Upper

Midsole

Outsole


Tongue

Tip

Collar

Collar Lining

Vamp

Quarter

Eyestay

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Heel counter


40

Shank

Medial Side

Lateral Side

• Traction

• Durability

• Variety of Patterns for

Sport Specific Needs

Outsole

• like tires of a car, is the part of the shoe that

comes into contact with the ground.

• It is the 1st layer that has to face the natural

wear-and-tear that occurs with normal use.

• The outsole pattern on shoes determines the

degree of traction needed for optimal

performance in that particular activity.

• Different sports require different movements.

• The outsole pattern is custom-designed to suit

the needs of the athlete, as well as the different

conditions that may affect them as well.

• The outsole material on shoes is designed to be

durable enough to withstand the demands of a

specific sport

Outsole

Outsole Materials

1 - Carbon Rubber

o Synthetic rubber + carbon = extremely durable outsole

o Black carbon doesn’t fully bond with the rubber, so it can leave marks on surfaces like a gymnasium (indoor court) floor.

Outsole Materials

2 - Duralon

o Lightweight, synthetic rubber with tiny air pockets

o Incredibly soft, smooth and cushioned ride

o Because it is so soft, it is not as durable as other outsole materials

o Primarily found in the forefoot region on running shoes

Outsole Materials 3 - DRC - Durable Rubber Compound

o 0ffers extra durability for rough and abrasive surfaces

o Solid rubber + additives

o Heavy, dense, very hard

o It is heavier but offers greater durability

o Mainly used for tennis, walking and outdoor basketball shoes

Outsole Materials

4 - Solid Rubber

o Synthetic rubber + natural rubber

o Will not mark the gymnasium/indoor surfaces

o Not as durable as DRC on rough, outdoor surfaces

o Mainly used for basketball and cross-training shoes

Outsole Materials

5 - Gum Rubber

o Natural rubber + synthetic rubber

o Appears as a tan, amber-yellow outsole

o Soft and provides excellent traction on indoor surfaces

o Not as durable on outdoor surfaces

o Mainly used for indoor court shoes, such as volleyball shoes and indoor football/soccer shoes

OUTSOLE FEATURES

o Traction/grip

o Durability

o First level of cushioning

o Custom-designed for specific terrain

• Most Important Part of Shoe

• Stability

• Shock Absorption / Cushioning

• First Part to Break Down

Midsole

• like the suspension system of a car, is the most

important part of the shoe.

• Its cushioning features absorb the forces

incurred during an activity, keeping the athletes

safe from joint injury.

Midsole

Midsole Materials

1. EVA

2. Polyurethane

3. Phylon

4. Phylite

Midsole Materials

1 - Ethylene Vinyl Acetate - EVA

o soft, light, flexible

o The least expensive midsole material

o Often used in entry-level shoes

o Once compacted, it does not return to its original shape and no longer provides cushioning

o Used to be state-of-the-art, but is no longer used

Midsole Materials

2 - Polyurethane - PU

o The most dense, durable and stable midsole material

o Provides maximum impact protection

o The heaviest midsole material, but also the most durable

o Smooth, rubbery feel and tendency to turn yellow with age

Midsole Materials

3 - Phylon

o lightweight, low-profile, responsive, “springy” cushioning

o Identified by their fine wrinkles

o Lighter and more responsive than PU, but not as durable

Midsole Materials

4 - Phylite

o 60% phylon + 40% rubber

o Lighter than rubber but heavier than phylon

o Functions as both a midsole and an outsole

o With the elimination of the full-length outsole, the overall weight of the shoe is lighter

o Flexibility also increases, as a layer of cement glue is removed

Midsole Features FOOTBRIDGE

1. Found in shoes created for those with flat feet

2. Sits near the inner arch to limit your foot from over-turning

too much as you walk

3. A flat foot means that your arch is too weak to withstand the

forces when you walk so the footbridge acts as a makeshift

arch to guide your foot through a more neutral walking

pattern

Midsole Features

TPU SHANK PLATE

1. Made out of thermoplastic urethane (TPU)

2. Found in the midfoot region

3. Enhances stability to the overall shoe

4. Provides torsional rigidity (controls twisting movements)

5. Provides firmer heel-to-toe tansition, so that the forces are

properly and equally distributed from the heel to the rest of

the foot.

FOREFOOT FLEX GROOVES

1. Allow the shoe to flex where the foot flexes

• Stability

• Secures Foot On Top of

Footbed

• Breathability

• Support

Uppers

• like the body of a car, acts as a protective shell to

keep rain, wind, dirt, and rocks from getting in

your way.

• It has the ability to withstand abrasion (rubbing or

scraping away).

• It secures your foot over the midsole.

• And it provides breathability so that even though

your body temperature rises, your feet are

adequately ventilated and you can continue

performing at your best.

Uppers

• Leather

• Synthetic Leather

• Mesh

Uppers Materials

Uppers Materials

1 - Leather

o durable, comfortable, supportive and breathable

o Form-fitting, will stretch overtime

o Identified by a grainy appearance and a rough edge that is left (after having been cut)

o Commonly associated with quality

Uppers Materials

2 - Synthetic Leather

o Stronger lighter in weight, more durable than natural leather

o Does not stretch over time

o Identified by a consistent grain pattern and a sharp, clean edge that is left (after having been cut)

o More expensive than natural leather

Uppers Materials

3 - Mesh

o Lightweight, breathable

o Nylon or polyester fibers

o Either knit or woven into a variety of patterns

o Its open structure has large or small holes that allow the free movement of air through the material

o Predominantly used in running shoes for its excellent breathability

• Lacing System

• Thermal Plastic Vinyl

Resin (TPRV)

• Zip and Velvet Closures

Uppers Features

NIKE

Uppers Features

1 – Lacing System

specialized lacing systems may be incorporated to provide a better fit, as well as providing an easier and faster lace-up of the shoe.

Uppers Features 2 – Thermal Plastic Vinyl Resin - TPRV

• Used as a structural element

• Provides lightweight support and stability

• Durable, flexible

• Commonly used to reinforce the toe of the shoe

• Incorporated within the shoe’s upper to increase durability and stability

Uppers Features

3 – Zip and Velvet Closures

• can be used alone or over traditional shoelaces

• Provides protection from debris

• Provides a more snug fit.

Insole

• The extra strip of material placed inside the shoe that comes in direct contact with the foot.

• Provides comfort and protection for the foot.

Shoe Types

• Stability

• Cushioning

• Motion Control

• Blend of cushioning, medial support (to limit

excessive inward rolling of the foot, which

can cause injury) and durability

• Often have a medial post or dual-density

midsole - these are features that provide a

firmer density under the inner edge of your

foot

• Usually built on a semi-curved last

Stability

• Softest midsoles and the least added stability

• Usually built on a semi-curved or curved last to

encourage foot motion, which is helpful for runners

who have rigid, immobile feet ('underpronators')

Cushioning

• Designed to slow down or limit extreme inward rolling of the foot and ankle, which can cause injury (this excessive rolling is called 'overpronation')

• May include features such as a medial post (a firmer section under the inner edge of your foot, for pronation control); a polyurethane midsole (for midsole durability) and a carbon rubber outsole (for outsole durability)

• Built on a straight last, which

offers stability and maximum

support on the inner side of your

foot

Motion Control

Footwear Shapes

( LASTS )

The fit of a shoe depends on the design,

shape and volume of the Shoe Last.

The shoe last must represent the

anatomical information of the foot, at the

same time giving the finished shoe a

pleasing and fashionable appearance.

LASTS

Mean shapes of footwear… They are:

• Shaped in different ways to accommodate

activity-specific demands.

• Dictating the fit, or how the shoe feels on

the foot.

• Different Designs on the same LAST can

fit differently. (design also plays an

important part )

• there are two meanings for the term “last”

in the world of the athletic footwear.

1. “last as shape”

2. “last as construction”

Types of Last Shapes

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• Semi-curved Last

• Straight Last

• Curved Last

LAST AS SHAPE

Semi-Curved Last

• For individuals with natural

feet

• Most runners fall in this

category

• Most of Nike’s footwear is

made with this last

• Meets the flexibility and

support needs of the majority

of runners

LAST AS SHAPE

Straight Last

• for individuals with a flat foot

or mild flat foot

• Provides a stiffer, more stable

platform for the foot

• The extra motion control

comes at the expense of

flexibility but its is needed

with this particular foot type

LAST AS SHAPE

Curved Last

• for individuals with a high

arch

• People with this foot type

mainly contact the ground

with their heel and forefoot

• Since their foot is considered

rigid, this type of last provides

a more flexible platform

Gait Cycle

Gait Cycle – the rhythmic alternating

movements of the 2 lower extremities which

result in the forward movement of the body.

Simply stated, it is the manner in which we walk

Stance Phase

• Contact

• Mid Stance

• Propulsion

Swing Phase

• Initial Swing

• Mid Swing

• Terminal Swing

Gait Cycle

Gait Cycle - Stance Phase

Heel makes

contact with the

ground as you

attempt to move

forward

The foot is flat

on the ground

and body weight

passes over the

foot as the body

moves forward

When the foot

pushes off the

ground to

propel the body

forward

Gait Cycle – Swing Phase

When heel

makes contact

with the ground

as you attempt

to move forward

The foot moves

high off the

ground from

back to front

side of your

body preparing

to land again.

When the foot

pushes off the

ground with toe

off and the foot

moves higher to

the back.

Pronation

Pronation

The inward rolling of the foot during

normal motion and occurs as the outer

edge of the heel strikes the ground and

the foot rolls inward and flattens out. A

moderate amount of pronation is

required for the foot to function

properly.

Neutral

Stability Shoe

Supinator

Cushioned Shoe

Pronator

Control Shoe

CUSTOMER SERVICE

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Service Standards

Our customer

Build rapport

Establish customer needs

Match Needs with benefits

Include additional items

Manage Concerns

Exceed expectations

BE NICE!

Our Store

• First impressions

• Overall standards

Build rapport

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Use a

great

target

statement

Build rapport

• Compliment:

• “That top looks great on you.”

• “Your shoes are really cute.”

• Store Tour:

• “Have you shopped here before? Let me show you around!

• “Our ladies section is downstairs”

• Conversational:

• “It’s a great day for shopping.”

• “Looks like you have been in several stores already!”

• Merchandise:

• “We just received this new merchandise. It’s really exciting.”

• “Our ___X___ are on promotion right now.”

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• Read the customers signals

• Re-approach within a reasonable timeframe

• Use one of the 3 approaches when re-approaching

• Service Approach:

• Conversational Approach:

• Merchandise Approach:

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Build rapport

Service Approach:

• “Which size are you looking for?”

• “What specifically are you looking for today?”

Conversational Approach:

• “Where have you been shopping today?”

• “Great weather out there today!”

Merchandise Approach:

• “These are our new footwear styles that just arrived

yesterday. What’s your size?”

• “This is a very comfortable walking shoe with a special

story behind it.”

• “EVISU and PUMA have created these jeans in

collaboration.”


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Build rapport

Establish Customer Needs

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Ask open-ended questions

Principle: Open-ended questions = gain

information from customer

• “Why, what, who, when, where, how?”

• “Tell me about, Explain, Describe”

Ask closed-ended questions

Principle: Closed-ended questions =

gain clarification for self

(answered with yes or no)

• “Have you, did you, were you, are

you, could you, would you, should

you?”

Pause Principles: Pause for 3-10

seconds. Don’t speak over the

customer Important when speaking

with customers in a 2nd language.

Listen actively Principles:

Pay attention, process what

the customer is saying

Paraphrase Principle:

In customer’s words

• “So what you are saying

is…”

• or “So, just to clarify what

you said you wanted is


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Benefits answer the questions

“Who cares?”

“So What?”

Always include a

• Description

• Features & Advantages

• Benefit

use the bridging phrases, “which

means that” and “so”.

EX. “This running shoe has a nylon mesh upper which means that

it will provide breathability so your foot maintains a comfortable climate

and you feel good during your run.”

“This stylish PUMA t-shirt has a longer back hem which means that

it stays in place and covers your lower back so you can sit down

comfortably without exposing your bottom to the world”


95


List a mixture of Tangible and Intangible benefits.

• Tangible benefit One which is objective and can

be quantified or measured

Ex. Durable, comfortable, protective

• Intangible benefit . One which is subjective and

difficult or impossible to measure

Ex. Fashionable, makes you feel good, saves time

Escort the customer to the fitting room

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Help the customer at the fitting room

Ex. “Are the sizes that you have ok?”

“Would you like me to bring anything else?”

Use alternative products if product requested is not

in stock

Ex. “That style is only available at selected stores,

what about this one from the same range?”

Use positive reinforcement.

• “That looks really good on you.”

• “This is a very popular item.”

Be honest with customers

Include additional items to increase sales

97

To assist in completing an outfit, use the rule of TABS.

This helps you keep TABS on your customer.

T Top

A Accessories

B Bottoms

S Socks and Shoes

Use a phrase to bridge:

this positions you as the advisor not the sales person

Ex. “Many customers also buy…” “You may also want to consider...”

With the additional items please include a Feature with an Advantage and a

Benefit, which match needs. This differentiates between SELLING and

HELPING

Ex. “Here is a vest to go over the golf shirt which means that you will have

extra warmth, so you can play early on Saturday mornings”

Include related and non-related items

• Related - Things that naturally go together: shoes and socks.

• Non-Related - An item such as accessories, watches, and glasses.

Manage Concerns

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Always ask for status (sound, look, think, feel)

• How does that sound?,

• How does that look?,

• What do you think?

• How do you feel about that?

Acknowledge concerns

Principle: Concerns are a way of customers telling you

they are interested. Having concerns shows that the

customer cares and they want you to help them.

• “It sounds like you are a little concerned about…”

• “I can see that you have some worries about…”

Ask open-ended questions to understand all/new concerns

Overcome concerns by including a Feature with an

Advantage and a Benefit, which match needs.

Exceed expectations

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• Walk your customer to the cash desk

• Use the customer’s name

• Focus on the customer

• Reinforce the customer’s decision – congratulate them on their

purchase

Ex.

“I know you are going to enjoy wearing those _______________!”

“That top is a really great color for you!”

• Handle credit cards with respect

• Say “Thank You”

• Walk purchase out to the customer

• Make it personal by referring to something you have learned during the

interaction

Ex.

“Come back and tell me how your trip went!”

“Have a great time on your vacation in ________________

FREQUENT BUYER PROGRAM (FBP)

After the customer purchases 5 pairs of shoes (Footwear Only) , the 6th pair is 50 % off the average of the previous 5 pairs purchased.

there’s no expiry date

This program doesn’t cover discounted items or other offers.

it builds customer loyalty since you have to purchase 5 pairs prior to discount.

DISCOUNT POLICY

5 4 3 2 1


101

Store Tour

You will now go on a short tour

of your store. During your tour

you will need to find out the

answers to some questions to

help complete your workbook.

Answering the Phone

“ Good morning /

afternoon / evening,

“ Thank you for calling

PUMA (location),

This is (name), how

may I help you?”


103

PUMA Products

• Footwear

• Apparel

• Accessories

• Niche Products

PUMA WILDERNESS

A SUSTAINABLE OUTDOOR COLLECTION

MADE IN AFRICA

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MISSION

To produce an on-trend wilderness

collection in Africa using fair trade and

sustainable production with a clear Puma

point of view in support of the brand's

connection to Africa as outlined in puma

vision

Work with Wilderness Safaris a

sustainable Safari company to produce

their company uniforms in a sustainable

way

By 2050 Africa will have 2 Billion

inhabitants ,half of them under 25 to ship

products to them from China is not

sustainable therefore to make locally is a

MUST and we need to start that process

now

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MISSION

The capability in Africa is not yet existent

Puma will assist transfer of know how to

Africa. ideally to pay a 6 month or 1 year

assignment for an apparel technician to

teach the factories we choose how to

make high quality apparel and footwear

sustainably.

Rukinga is the type of factory we would

target to work with and to transfer

knowledge to aiding them to develop their

manufacturing skills to meet future

demand of the African continent in a

sustainable way

Europe's demand for sustainable

products is growing we intend to service

this from Fair trade factories in Africa

producing sustainable product.

107

MISSION

That is why we FIRST have to transfer our

know how to them to be able to satisfy the

consumer demands of Europe. This has

happened already in the food industry

(coffee being one of the best examples ) and

it will happen in the clothing and footwear

industry.

Simple rule: the factory has to be able to

produce what the consumer wants and not

sell what it has traditionally produced.

Therefore we need to help the Sustainable

factory identify and match consumer

demand, and not , as with many Fair trade

organizations, just support and subsidize

non-commercial products through a sense

of guilt.

108

CREATIVE DIRECTION

(Apparel Graphics)

Combine the

African and

Sustainability

stories with the

Puma humor

109

FAIRTRADE

COTTON MADE IN AFRICA

FOR THE 1ST COLLECTION WE HAVE

ACHIEVED THE FOLLOWING:

• 44% of the Apparel is Fair Trade and

• 94% Produced In Africa,

• 25% of the Footwear is Produced In Africa.

• 30% of the ACC is made using recycled materials

• 50% of the collection uses Cotton made in Africa

What is fair trade ?

Fair trade is about better prices, decent

working conditions, local sustainability, and

fair terms of trade for farmers and workers in

the developing world. By requiring companies

to pay sustainable prices (which must never

fall lower than the market price), Fairtrade

addresses the injustices of conventional

trade, which traditionally discriminates

against the poorest, weakest producers. It

enables them to improve their position and

have more control over their lives.


110

How is fair trade different to normal trade ?

Unfortunately in the standard trade process, the producer (e.g. the

farmer or craftsmen) is often under-paid for their product. This leaves

them unable to survive, as the cost of production and materials are

more than what they receive. Ultimately they do not have enough money

to live off or support their own families.

The conditions to which the workers are exposed are often also unfair.

They are given few or no workers rights, and ultimately are forced to

work long hours with no access to facilities, such as running water or

toilets.


111

What are the benefits of fair trade?

• Fair trade supports social development projects,

such as the building of schools and health

centres, and therefore improves the lives of

some of the poorest and most disadvantaged

people in the world.

• It highlights the unequal system of world trade,

and supports simple human rights, such as

decent working conditions, eliminating the use of

forced or child labour.

• It encourages gender equality, by allowing

women to work, and by ensuring they are treated

and paid the same as men.

• Fair trade encourages environmental

responsibility and sustainability, and often lends

to more natural and organic means of

production, thereby reducing the impact on the

environment


112

Why should I buy fair trade?

Supporting fair trade enables you to

contribute to developing countries. When you

buy a fair trade product you are standing up

for basic human rights and sending the

message that it is not acceptable to ignore

the human rights of producers who suffer

from the conventional trading system.

Ultimately by supporting fair trade you are

making a difference to the lives of others, and

therefore making the world a better place.


113


114

What is the difference between 'Fair Trade' and 'Fairtrade'?

• 'Fairtrade' (one word) refers to the mark given by the Fairtrade

Foundation to products they can verify adhere to strict

Fairtrade standards. Not all fairly traded products carry the

Fairtrade mark.

• 'Fair Trade' (two words) refers to products or

organisations that are Fair Trade or fairly traded and are

certified by fair trade organisations other than the Fairtrade

Foundation. This term is also used to refer to the wider Fair

Trade movement and to the Fair Trade Nation campaigns.

http://www.fairtrade.org.uk/what_is_fairtrade/fairtrade_certification_and_the_fairtrade_mark/default.aspx



Faas Technology

116

Lightweight

117

More Natural & Responsive Ride

118

Used by OVER-PRONATOR

Lightweight, Foam Cushioning, flex and Stability.

119

Used by NEUTRAL RUNNER Lightweight foam, smoothen your toe-off & Strengthen your gait

120

Bolt Runner

• Breathable Air Mesh upper

• EVA/Blown rubber Combo

midsole

• Evertrack and EverRide outsole

• EVA and blown rubber that

provides optimal cushioning,

responsiveness and durability

Formlite XT Wn’s

Nike Free XT Quick Fit $70

UPPER

Mesh & Synthetic layered upper structure

allows breathability and support.

MIDSOLE

Lightweight EVA Midsole is made of Puma

Foam (proprietary composition of EVA &

rubber for ultimate cushioning & rebound.

CELL TRR technology in the heel provides

additional stability.

OUTSOLE

Feather-inspired flex grooves in outsole

enhance multidirectional movement. Strong

center flex groove promotes side-to-side

movement needed for cross-training.

Formlite XT provides ultimate cushioning and

stability to enhance fast, multi-directional

movement. The sleek design is stylish, modern

and feminine. The shape & fit are catered to

the female.

Formlite XT Wn’s

Dress Code

• Since PUMA is a lifestyle business, a

high standard of personal

appearance and cleanliness are

required. This is particularly

important when the team is in face to

face contact with the public. Wearing

of PUMA products that are currently

available for sale in the store is a

condition of employment.

• Some employees may be asked to

wear certain items from stock in

order to promote our merchandise.

Throughout the Company, all staff is

expected to adhere to the high code

of dress, hygiene and appearance

standards which prevail.


123

Health and Safety

The Health and Safety of employees

is taken very seriously at PUMA,

however as well as this being PUMAs

responsibility, it is everyone’s

responsibility to take care of the

health and safety of themselves, their

colleagues and the customer within

reason.


124

125

Loss Prevention

• Loss Prevention is the

protection of company

assets. A loss of any

asset is called shortage

or shrinkage. Shrinkage

happens in one of three

ways:

• External theft

• Internal theft

• Paperwork errors

CUSTOMER SERVICE:

Customers are

always judging the

quality of their total

experience with the

company – in terms

of both product and

service.

LOUSY

SERVICE

+ EXCELLENT

PRODUCT

= BAD SALE

EXCELLENT

SERVICE

+ LOUSY

PRODUCT

= BAD SALE

EXCELLENT

SERVICE

+ EXCELLENT

PRODUCT

= EXCELLENT

SALE

ALWAYS REMEMBER:

THAT A CUSTOMER

NEVER FORGETS A BAD SALE,

HE MAY NOT COME BACK AND

THAT WILL BE YOUR

LAST SALE.

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