PPR STRATEGY:

Try a little bit of History:

In 2006 Puma ordered a collection to Alexander MacQueen, famous designer of Gucci group.
Between 2003-2006: Puma doubled his size increasing sales up to 2.4 milliards of euros. Francois
Pinault, President of the group previews over 10 milliards for 2010.
In 2000 Puma firmed a contract with the top model Christy Turlington for her feminine brand
“Nuala” and then with the launching of Platinium, her first fashion line.
Puma firmed some contracts with some other recognized designer such as the Japanese designer
Yasuhiro Mihara, the American designer Neil Barrett or the Dutch Alexander Van Slobbe, in order
to create its own line of products and accessories. But it's with the designer's stars Philipe Starck
and Marcel Wanders that Puma reached the world of the concept store and in the pages of Vogue's
magazines.
Puma's fashion image is also relayed in Puma's black stores of New York and Tokyo.
Puma is a very well-known and recognized brand all over the sports world. Puma has sponsorised a
large number of talentuous competitors such as footballers like Anelka or basket ballers like Clyde
Frazier and tennis players such as Martina Navratinola and Serena Williams.

The international strategy: Passing from sports performance to fashion

lifestyle
Get on the luxury market (competing with : Ralph Lauren, Lacoste...)

Price:
By situating Puma on the luxury market, Puma's product prices have to change. Prices will
be positioned like on the global prices of the french luxury market: strategy
As we are positioned on a niche segment, products have to be attractive but their price must
not reject the consumers but they are relatively high. Prices will be fixed on:
- the quality
- Costs: direct and indirect
- the service
- the notoriety of the brand
- the price in the consumer's mind
Distribution/Place:

– Focusing on selective wholesaler, choosing quality to quantity in transactions : selection of

exclusive wholesalers such as Galeries Lafayette, preferring high margins to quantities.
– On the other side, concentrating on retailers :
- Improve sales on actual retailers
- Create a new generation of stores with their own concept
Develop the Puma's shops all over France in selected cities : build 20 shops over all France

Distribution sales:
- 85%: wholesales
-15%: retailers

Production:
– A hard product offer to a wide variety of new segments :
It will maintain a constant production of the products.
 Sport:
High performance: thanks to the long and wide heritage of competences of Puma.
Quality: providing a long life cycle of the products and services using adequate quality
materials and technologies.
New sports market targeted such as : Golf, Tennis, Moto, sailing, Fitness, Running... :
Lifestyle:
Quality: of the products and services
Original design: thanks to the high graduated competences of PPR group
New concept: inspired by the combination of fashion and sport.
Luxury market targeted: Easy urban young people: consumers of luxury clothes and
products, even to practice their sport.

Communication:

• Media plan: advertising on TV

• Plan out of Media: using advertising in magazines: Sports and Fashion, organizing press
conferences
• Changing the image of Puma in the consumer's mind:
Using:
- French designers to create new line of products, to create new tendencies
-Well-known persons such as stars or football players but french one (endorsement
contracts)
- Sponsorise big events such as such as golf, tennis, sailing...
- Organize shows and exhibitions in Paris, Lyon, Bordeaux, Marseille, Toulouse, Lille... to
present the new products and the new concepts of the brand