History

• Dassler brothers in the year 1924 started

Gebrüder Dassler Schuhfabrik (Dassler Brothers
Shoe Factory).
• In 1948, the brothers split their business, Adolf
called his firm Adidas after his nick name; Rudolf
called his new firm Ruda - from Rudolph Dassler.
• Rudolf's company changed its name to Puma
Schuhfabrik Rudolf Dassler in 1948, and became
a public company in 1986
 Puma today
• Present day
• Puma AG has approximately 7,742 employees and
distributes its products in more than 80 countries.
• CEO and Chairman Jochen Zeitz since 1993.
• Puma is the main producer of enthusiast driving shoes
and race suits.
• They are the prime producer in both Formula One and
NASCAR especially.
• It is the official sponsor for fifa world cup
• Puma has partnership with ferrari and bmw
HEAD QUATERS
 Puma products segment
Foot wear
Custom made shoes, Sports shoes,
Fancy shoes
Apparels
T-shirts, tracks, boxers
Accessories
Gloves, Helmets, Water bottles
 Phases in management
Phase I
• PUMA’s long-term corporate development plan starts whereby
the aim is to restructure the company and establish a solid
financial footing.
• PUMA registers a profit for the first time since its IPO in 1986.
• PUMA presents its PUMA CELL technology, the first foam-free
midsole.

Phase II
• PUMA’s long-term development plan starts. Its aim is to
reposition the brand through investment in marketing and
product development
• PUMA and Jil Sander jointly launch a footwear collection.
• PUMA launches www.puma.com, featuring regional e-commerce
 Phases in management
cont…
Phase III
• Phase III aims to further explore the potential of the
brand by generating desirable and profitable growth .
• PUMA signs on as the official supplier of apparel and
footwear to the FIA World Rally Championship, WRC.
• PUMA launches 4some, a new European cross training
event for women.
• PUMA AG and the Mild Seven Renault F1 Team sign a
multi-year contract.
• PUMA becomes the official supplier of racing shoes to
Michael Schumacher
 Phases in management
cont…
Phase IV
• PUMA launches Phase IV of its long-term oriented
business plan. In Phase IV, Company Expansion, PUMA
has the long-term mission of becoming the most
desirable Sportlifestyle company.
• PUMA launches its new Golf collection.
• PUMA and Ducati, the world’s premier motorcycle
manufacturer and one of the top Moto GP teams
announce a new cooperation.
• PUMA appoints Hussein Chalayan, global designer,
artist and film maker, as the Creative Director for
PUMA, responsible for designing, creating and
developing the sport fashion collections of the brand
 Financial Position
Year over year, Puma AG has seen net income shrink from €232.8M to
€128.2M despite relatively flat revenues. A key factor has been an increase
in the percentage of sales devoted to SGA costs from 37.75% to 42.05%.

2008 2009
TOTAL REVENUES 2,524.2 2,460.7
Cost of Goods Sold 1,217.6 1,198.2
GROSS PROFIT 1,306.6 1,262.5
OPERATING EXPENSES, TOTAL 982.3 1,072.1
OPERATING INCOME 324.3 190.4
NET INCOME 232.8 128.2

* SGA - Selling General & Admin Expenses

* Figures in million
 Puma’s promotional strategy
• Puma sponsors many national football teams
• It has also sponsored and created the clothing
for several noted professional football clubs
• It also sponsors Football players
• It also sponsors many cricketers
• Puma supply equipment to four National
Rugby League Teams
 Swot analysis
Strengths opportunities

Experience in r and d Fitness hype

branding Technology

Management and international strategy Acquisitions and sponsorships

weakness threats

`missing sports segments Actual economic situtaion

Low financial resources compared to High competition and imitation of

rivals products
Puma competitors
Puma’s competitors
 Drawback of puma
• Very low brand awareness in international
arena.
• Market share is low.
• Advertising is very low.
• No penetration into the market.
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