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    Puma is a major German sportswear company founded in 1924 by Adolf and Rudolf Dassler. It produces athletic footwear and sportswear. Puma distributes products to over 120 countries, employs over 9,000 people, and generates over $2.5 billion in revenue annually. Its mission is to become the most desirable sports lifestyle brand worldwide by focusing on sports segments and accessories. Puma sponsors many sports teams and athletes to promote its brand.

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    Puma is a major German sportswear company founded in 1924 by Adolf and Rudolf Dassler. It produces athletic footwear and sportswear. Puma distributes products to over 120 countries, employs over 9,000 people, and generates over $2.5 billion in revenue annually. Its mission is to become the most desirable sports lifestyle brand worldwide by focusing on sports segments and accessories. Puma sponsors many sports teams and athletes to promote its brand.

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    © All Rights Reserved
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    2K views9 pages

    Presentation On Puma Company

    Uploaded by

    chirag
    Puma is a major German sportswear company founded in 1924 by Adolf and Rudolf Dassler. It produces athletic footwear and sportswear. Puma distributes products to over 120 countries, employs over 9,000 people, and generates over $2.5 billion in revenue annually. Its mission is to become the most desirable sports lifestyle brand worldwide by focusing on sports segments and accessories. Puma sponsors many sports teams and athletes to promote its brand.

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    © All Rights Reserved
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    of 9

    INTRODUCTION

    PUMA is a major German multinational


    company that produces athletic and casual
    footwear, as well as sportswear, headquartered
    in Herzogenaurach, Bavaria, Germany.

    The company was formed in 1924 as Gebrüder Dassler


    Schuhfabrik by ADOLF and RUDOLF DASSLER. The relationship
    between the two brothers deteriorated until the two agreed to
    split in 1948, forming two separate entities, Adidas and Puma.
    Both companies are currently based in Herzogenaurach,
    Germany.
    ABOUT PUMA
    • COMPANY PROFILE:

    Puma distributes its products in more than 120 countries, employs more than 9000 people and generates revenue of 2.5 million
    dollars. The present CEO and Chairman of PUMA is Jochen Zertz. PUMA is the main producer of enthusiast driving shoes and
    race suits. They are prime producers in both Formula 1 and NASCAR especially. PUMA has partnership with Ferrari and BMW.

    • MISSION STATEMENT:
    -PUMA has the long-term of becoming the most desirable sport life company.
    -To be the world most desired brand in the sportswear.
    -PUMA focuses on sports segments and accessories.

    • PUMA AS A BRAND:
    PUMA is committed to working in ways that contribute to the world by supporting creativity, safe sustainability and peace and by
    staying true to the value of being fair, honest, positive and creative in decision made and action taken.

    • BRAND PERSONALITY
    -Passion
    -Openness
    -Self-belief
    -Entrepreneurship

    • PUMA'S Product Segment:


    Foot ware: Custom made shoes, Sports shoe, and Family shoes.
    Apparels: T-Shirts, Tracks, Boxers.
    Accessories: Gloves, Helmets, Water Bottles, Sun Glasses.
    • MARKETING STRATEGY:
    • -Phase I [1993]
    World-wide organizational re-structure to increase profitability.

    • -Phase II [1996]
    Improving brand equity.

    • -Phase III [2002]


    Exploring brand potential by increasing desirability of products.

    • -Phase IV [2006]
    Long term mission of becoming the most desirable sports life style
    brand.

    • -Phase V [2008]
    Nouveaux Puma [Going Green]
    VISION 2008- 2013 FIVE STRATEGIC
    2013: PRIORITIES:

    • To become the most • The REPOSITIONING of


    desirable sport life style PUMA as the World’s Fastest
    brand. Sports Brand.
    • Improvement of PRODUCT
    • Uphold the spirit, Image and ENGINE.
    values of puma towards the
    sustainable pollution free • Optimization of
    world of tomorrow. DISTRIBUTION QUALITY.
    • Increasing the speed within
    • -Increase of brand ORGANIZATION AND
    awareness. INFRASTRUCTURE.
    • Renewing IT
    • -create a PUMA family. INFRASTRUCTURE
    • STRATEGIES
    S
    T
    R R
    E
    A
    C
    T
    Y
    C E
    L G
    E Y
    PROMOTIONAL STRATEGY:
    • PUMA sponsors many national The following INDIAN celebrities
    football teams. have endorsed PUMA as a brand:
    • It has also sponsored and created • Badminton- Saina Nehwal.
    the clothing for several noted
    professional football teams.
    • Tennis Gears- Somdev
    • It also sponsors football players. Devramman

    • It also sponsors cricketers. [IPL • Cricket Equipment- Gautam


    teams] Gambhir
    • PUMA supply equipment's to four
    National Rugby league teams. • Health Academy- Shilpa Shetty
    & Chitrangada singh.
    • ADVERTISMENT
    S:

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