1.

Marketing Plan PUMA Martin Fleischer Hristo Ivanov Maren Winkler

2. Table of contents
o Company facts
o Success factors
o Porter‘s 5 forces
o SWOT Analysis
o Competitors
o Financials
o Conclusion
3. Company facts
o Founded in 1948 by Rudolf Dasseler
o Sport&lifestyle articles: footwear, apparel and accessories
4.  
5. Company facts
o Founded in 1948 by Rudolf Dasseler
o Sport&lifestyle articles: footwear, apparel and accessories
o Ca. 4500 employees
o Distribution through 80 countries
o Long-term mission: Becoming the most desirable “Sportlifestyle Company”
6. Success factors
o Strong presence: sports and lifestyle/fashion market
o Products meeting market demand
o High innovative and qualitative products
o Big distribution network
o Harnessing resources&experiences
o Ample knowledge in R&D
7. Porter’s 5 forces Rivalry Bargaining Power of Suppliers Threat of Sub- stitutes Bargaining Power of Buyers
Threat of new Entrants
o Fragmented market
o Big retail chains
o Own distribution
o AsiaHigh competition
o Permanent threat: same sector

Asia-Vulnerable sports market -Own retail store network

o Many providers on market

o Keep customerBuild up healthy brand image
8. SWOT Analysis Imitation of products   Comparable lower financial resources High competition   Distribution
system Actual economic situation   Missing sport segments Threats   Weakness       Sponsorships   International
Strategy Acquisitions   Management Technology   Branding Fitness hype   Experience in R&D Opportunities  
Strengths
9. Competitors
o Number one sports brand in the world
o US based: administrative activities&design and product innovation
o Sub brands like “Tiger Woods” or “Michel Jordan”
o Focus on core sports like soccer, tennis, athletics and skiing
o 6 times the financial resources
o Design and marketing department are located in France and Germany

Adidas Salomon AG Nike, Inc.

10. Competitors
o Well known luxury brand
o 4 years ago Prada dared to step into the sport segment
o Focus on fashion and trends but their price strategy is still too high
 Prada Sports Diesel

o Major fashion brand including: sunglasses, footwear, watches, fragrances and writing tools
o Experienced an unexpected growth rate
o Brand is still situated in Italy (jeans production)
11. Financials, budgets forecasts (I)
o Financial results 2004/2005/ Q1-Q3 2006
 Sales
 Gross Margin
 Administrative costs
 Net Earnings
o Situation analysis & Recommendations
12. Financials, budgets forecasts (II)
o Contingency planning
 Risks involved
 Worst case scenario
 Solutions
13. Conclusion
o Puma became most favored brand worldwideEntering fashion sector
o Redefining company structure lead to new image
 Now able to compete with market leaders
o Growing market share forecasts for 2007