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How well I know Puma as a brand

Puma AG Rudolf Dassler Sport (officially styled PUMA) is a major German
multinational company that produces high-end athletic shoes, lifestyle footwear
and other sportswear. When we talk about sports, we mean and need power,
energy, spirit to be a good sports person, also when you talk about PUMA (wild
cat) the first thing that come to mind is power, energy, spirit. So that may be the
thinking of Mr. Rudolf Dassler (founder) to keep the brand name as PUMA. Puma
(earlier named Gebrüder Dassler Schuhfabrik ) as a company started in 1924 by 2
brother Rudolf and Adolf .It got resisted in Germany company act in 1948, became
public limited company in 1986.In 1948 due to some family dispute both split
apart and formed 2 company called as Puma and ADIDAS headed by Rudolf and
Adolf respectively. Puma got a profit of €128.2 million from an operating income
of €192.4 million and employee strength of 9,650 for the financial year 2009. In
2007, PPR (Pinault-Printemps-Redoute) group acquire more than 60% of the share.
On March 10, 2010 Puma announced it will acquire 100 percent of Cobra Golf,
based in Carlsbad, California, from Fortune Brands Inc., but did not provide any
financial details. Puma market its product in more than 80 countries through its
exclusive brand outlet, some are owned by the company itself and some are in
franchising basis. Puma outsource its products from more than 40 countries.

The brand cater to mainly for 5 department that are

Sports life style ,men’s apparel, women’s apparel, Kid’s apparel and accessories.
Puma as brand recognized in globe for its extensive assortments in sports life style.
Sports life style is their USP since company started in early 90’s. In 1948 puma
introduced PUMA Atom, PUMA’s first football shoe. Puma do lot of research
and experiments before launching a product into the market. Puma is also
innovative and tech savvy. Fire proof shoes, Puma INSPECTOR (growth control
system) shoes for Kids and Puma shoes with removal studs are perfect example of
it. In 1968 puma launched a football shoes called KING, which is a preferred shoes
for many football legends like Deigo maradona, Pele, Massimo Oddo etc. In 2008,
Puma Celebrated 40th anniversary of the KING with a special anniversary edition,
the KING XL (XL is 40 in Roman Numerals), a tribute to Portuguese footballer
Eusébio, who scored 42 goal with the legendary KING in 1968.Other departments
almost have same assortments. The fabric used by the brand is mostly polyester for
sports lifestyle and African cotton and various blends for other department, using
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polyester help them to play with lot of colors. Under accessories they cater to bags,
fragrances, wallets and belts. Puma have collaboration with many international
designers like Mihara, Alexander Mc queen, Tetron, Sergio Rossi, Ferrari, Naula,
96 hours, Porsche and Sparco.

Multi-celebrity sponsorship, market research, targeting

young generation, responsibility towards society (African cotton), extensive
assortments in sports life style segment and technologically advanced production
technique (vulcanization and laser sewn) help the brand to survive in the
competitive market.

At last it is German baby