A study on Brand analysis of PUMA

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Executive summary

Sports way of life is a generally new and quickly developing industry in the whole world.
This task concentrates how PUMA fairs in this competition to turn into India's driving games
way of life brand. The goals of the examination are to contemplate Puma's offer in the World
and Indian market, dissect customer inclinations with respect to Puma items, study the
creative Marketing procedures of the organization, and doing a SWOT investigation to
comprehend the qualities and shortcomings of the organization. The investigation shows the
examination of these goals which show the current market position of Puma as a main brand
in the design and wellness industry. The SWOT examination worked out in a good way as it
was adequately fruitful to discover the qualities and shortcomings of the organization and
furthermore discovering the dangers that the organization has as of now climate be from
contenders, market or shoppers, or items. Alright freedoms could likewise be discovered
during this undertaking that the organization can chip away at and increment their piece of
the overall industry on the lookout.

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Table of Contents
Executive summary....................................................................................................................2
Introduction................................................................................................................................4
PUMA........................................................................................................................................4
Evolution of PUMA Logo..........................................................................................................4
Brand Portfolio...........................................................................................................................7
Brand elements.........................................................................................................................10
Brand equity.............................................................................................................................15
Brand Mantra...........................................................................................................................16
Market analysis........................................................................................................................17
Strategies for market entry.......................................................................................................18
References................................................................................................................................20

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Introduction

PUMA
Puma is basically a German MNC (Multinational Comapany) that provides footwear,
sportswear and athletic footwears. The company started its operations in 1924 as Gebruder
Dassler Schuhfabrik by Adolf and Rudolf Dassler. The brothers had a failing relationship,
which in 1948 divided up and formed two distinct bodies, Puma as well as Adidas. Both
companies currently have their headquarters in Herzogenaurach, Germany. Puma is well
known organisation for sports footwear mainly for football and many time it sponsers many
renewned footballers named John Crujjff, Diego Maradona and Lothar mattaus etc. Puma
offers footwears which are designed by Lamine Koyate and many others. Since 1996 Puma
has doing operations in USA and in france since 2007. It is offering innovatives products for
more than 60 years. The first footwear was designed by the founder himself in 1952 which
was screw stud boots.

PUMA has indeed set the standards in sport and style through creativity and innovative
products. The company has been able to take the lead in creative and innovative global sports
markets through partnerships with federations like Jamaica, Italy and Africans. PUMA also
strengthened its position as a brand of sports life but also created a whole new market by
developing the sports lifestyle segment.

Evolution of PUMA Logo

The famous Puma logo was first presented in 1948 and highlighted practically a similar
jumping wild feline we as a whole became accustomed to seeing today. Despite the fact that
on the soonest Puma insignias the feline was jumping through the adapted letters "D", which
represented the name of the brand's author, Rudolf Dassler. The absolute first logo for Puma
was presented in 1948 and flaunted a monochrome picture, where the dark elegant wild feline
was hopping foam a sharp and restricted letter "D", which additionally highlighted dark tones
yet was illustrated in white.

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The brand likewise utilized an opposite shading form of that identification, setting a white
creature with the letter on a dark hexagonal foundation. The overhaul of 1951 carried more
math and lettering to the first logo, walling it in a twofold hexagonal casing, where the
"Rudolf Dassler Schufabrik" engraving was put around the border. In the identification under
the jumping feline picture, the "Jaguar" wordmark was written in a striking dark typeface
with adjusted lines.

In 1958 the brand utilized its logotype alongside the new seal, which started to be put on
every one of the mark's shoes — a smooth and exquisite structure strip, a bended line, which
got limited to the top.

The dark feline returned to the brand's visual character in 1968, and it was the solitary
component of the logo, having its unique shapes refined and cleaned. It was a moderate seal,
which just remained with the organization for a very long time, and later was somewhat
changed.

The jaguar began being put vertically in 1970. Its fundamental tone was changed from dark to
white and the creature's outline acquired a fragile dark framework, which made it look much
more smooth and exquisite.

The jumping feline becomes dark again and being put justified from the extended striking
wordmark in a custom sans-serif typeface with adjusted points of the letters. The organization
is put on a light foundation and encased in an evenly extended rectangular casing. Another
shading range was being used by the brad during this period — wight yellow lettering and
symbol in green foundation, a new and brilliant blend, representing development, progress,
and inspiration.

The formstrip replaces the feline again in 1976, being put under the stressed logotype in the
lowercase, executed in thick lines of a cutting edge yet lovely straightforward sans-serif
typeface, with the vertical bar of the "P" lengthened.

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The letters of the logotype got promoted again in 1978, and the jumping jaguar returned that
very year. It was really an underlying logo we as a whole can see today. The feline in dark
was put over the upper right supper of the wordmark.

The brand likewise began utilizing only the panther image with no extra in 1989, and this is
the symbol we can in any case see today, with impeccably cleaned and mellowed forms of
the wild feline, which point of class, agelessness, and expert methodology of the
organization.

The logo with a jumping cat is a logo for all the product range of PUMA, footwear as well as
sports wear.
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Brand Portfolio

The literature indicated that three important components of the brand portfolio strategy for a
company are the scope of application, determined by the number of brand names and markets
owned by the company and to the number of the economic sectors competing with such
brands (Aaker, 2004; Chintagunta, 1994 and Porter, 1980). A brand portfolio mainly
includes number of brands and number of market segments. The purchasing choice cycle
model shows how different parts of the climate or the items can impact the clients when
purchasing. Brand is one of them and doubtlessly perhaps the main when discussing the
active apparel industry. Everybody has caught wind of Nike or Adidas, yet what makes those
brands so well known separated from the item credits? As per Aaker (1991, p.7), "A brand is
a distinctive name and additionally image (like a logo, brand name, or bundle configuration)
expected to distinguish the merchandise or administrations of it is possible that one vender or
a gathering of dealers, to separate those products or administrations from those contenders".
In fact, Brands permit shoppers to recognize the producer of merchandise or the supplier of
the assistance and will relegate an obligation to it. Brands make a connection between the
buyer conduct and the purchasing choice cycle. In fact, brands can give information when a
purchaser purchases a specific item and recalls that it. Notwithstanding, in the event that this
buyer feels a need that can be satisfied with this item, he/she will contemplate whether this
brand was a decent encounter or no. This is the data search step of the purchasing choice
interaction (Keller et al, 2008). On account of the data search, a significant part of marking
assumes a significant part: the brand value. The brand value is characterized by Aaker as the
worth added to the brand and saw by the clients. As such, what a red shirt Lacoste will have
in excess of a private name red shirt. Is the brand adequate to offer a benefit added to the
item? Does a brand consistently give what it guarantees? These inquiries should strike a
chord while purchasing in light of the fact that both saw quality and brand affiliations can add
to consumer loyalty's (or disappointment) after the experience of utilizing it (Aaker, 1991).
In reality, The best purchasers an organization can have are individuals who as of now devour
those organization's items. Reinforce the connection among organizations and firms is one of
the significant stakes of promoting and brands are an excellent method to make this work
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(LePla and Parker, 2002). At last, the last point organization ought not fail to remember when
assembling a brand is that is should be made out of three components that will be seen by the
clients: its correspondence and system, its affiliation and rule yet in addition its main goal and
qualities the Integrated Brand Model) (LePla and Parker, 2008). Yet, generally significant,
the more individuals can arrive at the third step, the most productive the brand.

Puma Brand Portfolio

The portfolio of Puma Mainly includes these brands which are as follows:

 Masterbrand- SportLifestyle
 Classic
 Life Style
 Masterbrand sports
 Football
 Running
 Cricket
 Baseball
 Motorsports
 Women
 Golf
 Sub- Brands
 Women Active
 Urban travel
 Premium Luxury
 Retro-Nostalgia
 Co- Brands
 Urban Modern
 Urban Street
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  Contemporary
 Fasion

Puma is a well- known brand in the sports world. It is known as a leading brand in the world
which is enjoying a old school legitimacy. In a world of tech savvy hipsters Puma is still able
to maintain its position as old school athletic brand. The primary focus of puma among the
sports is football. PUMA has gained expertise in providing world class soccers to the football
players. Puma offers a lifestyle for motorsports and racing. PUMA is maintaining a
competitive edge from its competitors like Nike, Reebok and sketchers. Providing fresh
branding and making partnership with the stars, Puma has change its brand image from a
sport brand to fashion brand and it is now competing with other fashion brands like Gucci,
prada and Gabana etc. Puma is also attracting the new potential consumers by offering sub
brands which do not come in the scope of puma. Puma has risen in the life stlye fashion
industry by partnering with the other international artist. Puma is levering its brand name
which help in building a brand image for Puma.

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 Fig 2: Puma brand portfolio

Brand elements
A brand creates experiences which are unique when it is successful. A customer’s experience
is much more than a logo of a brand and the brand products which they sell. The other
elements are equally important for the brands that are needed to build a brand identity. A
brand should be different from its competitiors.
The brand elements mainly includes:
Puma has following brand elements:
 Logo of the brand
 Slogan of the brand
 Colour of the brand
 Typography of the brand
 Shape of Logo
Master Logo
Puma is using a master logo along all the brands and for all the categories of the products as a
central logo that is known as a unified mark for Puma. Initialy the logo was used only for the
sports footwear tag and for the sportswear brands.

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The ‘Leaping Cat’ Logo

As the Puma is gaining the recognition in the whole world, now its is using its new logo that
is the leaping cat logo for all the brands. It is going to be the only stand alone logo for puma
which is associated with the puma brand. In future puma is going to use this for all of its
brands whether it is sportswear or the fashion wear. It is going to touch all the brands in
future.

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The ‘Typography’ logo

The typography logo of the Puma brand is also gaining the attention of the potential
consumers. Initial this logo was used as a master brands for the sports wear category but now
it has changed its position in the market. Now, it is used for the two aspects of the brands:
retro classic and fashionwear. These are the mainly two categories that are using the
typography logo. This Logo is mainly used on the Puma T-shirts and the shoes.

The ‘super cat’ logo

The puma is using the super cat logo mainly for the accessories and clothes. The super cat
logo was initially designed in 1970 for replacing the leaping puma logo. But at that time the
leaping puma was gaining attention for the footwears so the company drop the idea. So, from
then the logo is serving as the basic symbol for the brand. As the branding is expanding its
market by introducing new range of products, the brand is using the super cat logo for the
new range. This logo can be scene on the puma fashion footwears and on the handbags also.

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Puma is expanding is market beyond the sportswear to attract new potential consumers in the
market.

Slogan of Puma

The Slogan of Puma is Forever Faster, using this slogan puma is making a statement towards
consumers that they are fastest and they will be fastest forever brand in the whole world. It is
the brand which is never going to be changed in near future. Fastest forever is representing that
it is a never changing brand. Puma is going to change in terms of its products to be more
innovative and attractive. The notable active apparel organization, the Puma, has fizzled trying
to enlist its slogan FOREVER FASTER as a brand name before the European Union
Intellectual Property Office (EUIPO). This article takes a gander at whether this choice from
the General Court in Europe is reasonable and all around contemplated considering the
EUIPO's proceeded with an issue with motto marks which comprise of normal ordinary words.
Puma's underlying application to enlist FOREVER FASTER was documented in Germany for
a scope of merchandise including dress, footwear, and a reach athletic gear. The application
continued to enlistment and Puma, utilizing the Madrid framework, at that point looking for
insurance in another 30 domains including the EU. The EUIPO analyst held that the imprint
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was both unmistakable and furthermore did not have the vital particular character for the
imprint to be registrable in the EU. This choice was maintained by the First Board of Appeal
expressing: the pertinent public would promptly interpret, with no scientific exertion, the
message passed on by the articulation "perpetually quicker", as alluding to 'speed with a long
term. The imprint FOREVER FASTER would be seen as a straightforward commendatory
equation or data on the ideal characteristics and reason for the merchandise being referred to,
to be specific to assist their clients with turning out to be "continually quicker". (Remember
here that the detail incorporates caps, cricket bats, and tennis racket sacks and that the
workplace is needed to consider the uniqueness of an imprint corresponding to every one of the
merchandise asserted.) The imprint contained no component empowering the applicable public
to see it as a sign of the business inception of the merchandise being referred to and was not
surprising in the wearing area.

Colour

Puma has been using only three colours till now. It is either black, red or white. The red colur
is subtle red which is used by puma.

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Typography used by Puma

The typefaces which are used by Puma are Avenir black and Avenir book that are used for the
titles, sub titles and for the main text also. These are clean and simple type faces which are
used by puma for its brand name.

Brand equity

The worth of a brand is commonly known as brand equity. It can be in terms of social value
of a well- known brand. The organisation can generate revenue from brand equity. "At the
point when Puma began in India in 2006, I used to worry about how troublesome it is rival
set up players. Yet, in eight years we are No 1," says Abhishek Ganguly, overseeing chief,
Puma India. The brand zeroed in on offering alluring items that follow through on the value
incentive, adds Ganguly, who has been with Puma since 2006 and was as of late raised to
head the nation's activities. That implies their job is to control the data yet additionally to
control the picture of the item in individuals' psyches. Advertising need to stay away from
terrible press yet additionally to change or react to it rapidly to focus on the client and cause
them to feel comprehended (Cripps, 2005). Also, returning to new advances, and as indicated
by Gartner's report (2015), offering a computerized insight to customers is truly fundamental
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for contact clients now. buyers know about strong(or notable) item marks (Zaichkowsky,
1985; Zajonc, 1968) that have, over the long run, fabricated broad brand affiliation networks
in their minds (Aaker and Keller, 1990; John, Loken, Kim, and Monga, 2006; Keller,1993). If
there should be an occurrence of a low brand portfolio strength, the brand portfolio comprises
of item marks with which purchasers would be less recognizable and have restricted or
potentially less ideal affiliations (Aaker and Keller, 1990; John et al., 2006; Keller,
1993).Previous overseeing chief Rajiv Mehta in a prior meet with Brand Equity had said the
brand at first situated itself more on the way of life board than unadulterated execution, the
space of its opponents. On his watch, the brand started Puma Loves Vinyl, a show and music
assemblage arrangement displaying Indian independent demonstrations and the Puma Social
Club in Bengaluru, which includes a bistro and a bar.

Brand Mantra

"Being the fastest brand in the world" is the brand mantra from Puma In this statement the
organisation stresses that its rivals have an in-depth understanding of market dynamics. This
argument is described by the following components. The focus is on the expected leadership
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culture in this first component. Indeed, Puma's mantra says he should aim "Forever Faster"
because this is the most strategic way for rivals to get away with. The organisation recognises
the need to boost innovation, maintaining high quality and maximising all other aspects of its
operations to maintain the position of its brand. In addition, it is promoting continued product
promotion in new markets in order to globalise its brand. In the case of Puma, its goal is to
cover the athletic market in detail and to ensure that consumers are provided with all goods
and accessories. As they set and retain their growth momentum Puma also profits from its
core values. Today, due to the speciality of those company declarations, the company has
become strategic for its business operations.

Market analysis of Puma

A market examination ponders the drawing in quality and the components of a remarkable
market inside an extraordinary industry. It is significant for the business examination and
accordingly consequently of the overall normal assessment. Through these examinations, the
characteristics, weaknesses, openings and perils of an association can be recognized. Whether
or not you are making a Lean Plan or amassing a distinct technique for a bank or other
monetary supporter, a solid market examination is typical. However, don't just do a market
assessment since you're developing a course of action. Do it since it will help you build a
more wise procedure for building up your business. At the point when you have all around
data on your market, you'll be better arranged to make things and organizations that your
customers will revere. What's more, remembering that diving into measurable reviewing may
seem like a staggering endeavor it will in general be isolated into four essential segments.:

• Industry layout: You'll portray the current status of your industry and where it is
going.

• Target market: Who are your genuine customers? You'll detail the quantity of them
are there, what their necessities are, and portray their economics.

• Rivalry: Describe your opponents' arranging, characteristics, and deficiencies.

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 • Valuing and gauge: Your assessing will help choose how you position your
association

watching out, and your guess will show what piece of the market you want to get. Puma
unmistakably uses the latest importance of advancing the board where they base on the
extended customer base by using their resources. Puma offers execution and sports style
things to different customer partitions. They base more on duality, improvement, plan, and
execution in their thing. They take an interest in empowering joint endeavors with renowned
arrangement brands like Alexander Mcqueen and Mihara Yasuhiro to convey innovative and
speedy designs to the universe of the game. That extends the association's regard. Making a
decent market examination is an advantageous exercise. It will assist you with uncovering
your vulnerable sides and set you up to rival different organizations. All the more
significantly, it will assist you with understanding your clients so you can convey the most
ideal help to them.

For example, if you are selling PDAs, you'll need to know whether the interest in phones is
creating or contracting. On the off chance that you're opening a restaurant, you'll need to
grasp the greater examples of eating out. Are people eating at bistros progressively more after
some time? Or then again, is the market conceivably contracting as purchasers abuse staple
transport organizations?

Strategies for market entry of Puma

In 2013, PUMA's CEO Bjørn Gulden introduced PUMA's new mission statement: To be the
Fastest Sports Brand on earth. The association's focal objective not simply reflects PUMA's
new picture arranging of being Forever Faster, anyway it in like manner fills in as the basic
belief for the association conveyed through the total of its exercises and decisions. We will
probably be fast in reacting to late trends, speedy in conveying new headways to the market,
fast in powerful, and speedy in dealing with issues for our accessories. Our procedure
incorporates five key requirements: the repositioning of PUMA as the World's Fastest Sports

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Brand, the improvement of our thing engine, the upgrade of our scattering quality,
accelerating inside our affiliation and establishment, and re-energizing our IT structure.

The Puma bundle guaranteed brands Puma and Cobra golf on a very basic level deals in
comparable industry things. The footwear business of the get-together made 45% of the net
arrangements in 2015 and thusly it stars in the BCG system while various things sections of
the Puma for instance garments and embellishments are a question mark in the BCG network
in view of the presence of a colossal number of public and overall parts watching out.

Jaguar and Cobra Golf brand is controlled by the Puma Group. Jaguar passes on its
commitments through three channels of course: Puma's world-class retail stores guaranteed
by Puma, rebate, and electronic business regions like Amazon, Alibaba, etc 80% of its
arrangements in 2015 was from the Wholesale channel. It facilitates many joint things and
promoting programs for its critical markdown accounts. Puma being in footwear, dynamic
attire, and dress industry have reliably been a wellspring of motivation and inspiration
through its appeal of being a Risk-taker, certain, bold, chosen, and playful nature to continue
with life without limit. The brand has been identified with indisputably the most noticeable
game characters like Usain Bolt, tiger woods' and various others.

Puma is one of the best overall shoe brands on earth in the unions of Nike, Reebok, and
Adidas. Panther India was set up in 2005 and this was an advantage for it as the German
brand got one of the principal worldwide shoe brands in the country. Jaguar has reliably gone
for an inconspicuous stamping and correspondence framework to zero in on its customers in
the age packs 16-25 years – the ones who use their things the most raised. Possibly then go
over the edge with TV, Billboard, or print advancing, Puma has reliably centered around
modernized similarly as in–store stamping and retailing. Positive casual trade from satisfied
customers is what Puma has reliably endeavored to achieve as its basic correspondence
strategy as this purchase is a high affiliation arrangement. Jaguar's strategy depends on left-
brained correspondence as it explains the possibility of the brand at a level from which one
can outline assumptions and finishes. This gives an opportunity for a person to be
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judgemental/non – judgemental. Jaguar needs to be the brand for people who need something
to parade as a shallow focal point or to satisfy their respective needs. Early adopters would
leave a brand they consider as appealing if it starts showing up wherever and everywhere.
Perhaps than especially placing a thing by its name in a film, Puma India centers around
building thought or care about the brand without referring to the name. Since the brand
advances to shape similarly as sports-insightful individuals, it solidly relies upon automated
publicizing.

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