38623757 puma presentation
TRANSCRIPT
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PRESENTATIONON PUMA
BY:-
Shruti Upadhyay
M.F. Tech III sem
Gandhinagar
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Introduction
Industry Clothing Industry
Founded - 1924 (registered in -1948)
Founders- Rudolf Dassler
Headquarter- Herzogenaurach , Germany
Kay people Jochen Zeitz (CEO and chairman of the management board),
Melody Harris-Jensbach (deputy CEO),
Francois-Henri Pinault (Chairman of the supervisory board)
Products Foot wear, Sportswear , Sports goods, Fashion accessories
Revenue - 2.461 billion (2009)
Operating income- 192.4 million (2009)
Profit- 128.2 million (2009)
Employee- Approx- 10,000 (end 2009)
Main geographic areas-Europe, United States, Asia
Official website- http://www.puma.com
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Company Profile
It was founded in 1924 and has head quarters
in Germany .
In 1948 , Adolf Dassler split from his
brothers company , Adidas to form his
own company called Puma.
Puma is a large German multi national
company which designs and develops
athletic shoes, lifestyle footwear and other
sports wear and accessories. The company also offers lines shoes and
sports clothing, designed by
Lamine Kouyate, Amy Garbers, and others.
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Contd
It distributes its product in more than 120 countries, employs more than 9000
people and generates revenue of $2.5 millions.
They sponsor many football teams all over the world and have a big involvement in
terms of sponsorships in the football matches and players.
Puma is partnered with several major national soccer leagues in countries such asGermany and Egypt.
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Puma in India
June 2006, the first Puma Store opened in Chennai.
Puma India closed 2007 with 14 exclusive stores, presence in hundred outlets and a
Regional Office in Gurgaon (NCR).
Within a short span of 2 years PUMA India has established itself as the
most desirable sports lifestyle brand of the country.
Currently, Rajiv Mehta is the Managing Director of Puma India, Bangalore,
India.
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Company History
1924: Rudolf Dassler and his brother Adolf start making sport shoes.
1948:Adolf Dassler split from his brothers company , Adidas to form his own
company called Puma.
1951: Rudi registered the first version of the puma logo.
1958:Introduction of Puma's signature form strip at the FIFA World Cup in Sweden .
1974: Rudolf Dasslerdies. His sons Armin and Gerd take over the company's
management.
1986:Transformation into a stock corporation.
1993:At age 30 Jochen Zeitz was named chairman & CEO of puma AG . he shifted
the production from Germany to Asia. 1994: The first profit since the companys IPO in 1986 is registered .
1998:Puma merges sports and fashion. The company starts a cooperation with
designer Jil Sander .
1999:Puma becomes an official on-field supplier of the U.S. National Football
League (NFL).
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Contd
2000: Production offireproof footwear in partnership with Porsche and Sparco.
2003: Majority shareholder Monarchy/Regency sells its shareholdings to a broad
base of institutional investors.
2004: Collaborative partnership with world-renowned designer Philippe Starck .
2005: Total of 16.91% shareholding.
2006: Shoe collection in cooperation with Alexander McQueen.
2007:Brazilian football club will be the first to use the laser sewn technology.
2008: Melody Harris-Jensbach is appointed Deputy CEO; Designer and artist
Hussein Chalayan becomes Creative Director.
2010: Signs two year deals to make the kits of Newcastle United, Motherwell,
Hibernian & Burnley from the 201011 season.
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Vision , Mission & Values
The Vision :
We are committed to working in ways that contribute to the world by
supporting creativity, sustainability and peace and by staying true to the values of
being Fair, Honest, Positive and Creative in decisions made and actions taken.
The mission:
Puma has a long term mission of becoming the most desirable
Sports life style company.
Values
Passion
Openness
Self Belief
Entrepreneurship
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Corporate Strategy
This long-term strategic objective is to be achieved through:
Expansion of product categories
Regional expansion
Expansion with non-PUMA brands
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Brand communication
Clean & Modern typography:
letting the products speak for themselves.
Refined color palette:
Layout:
Logo identity & placement
-Master logo
-Typography logo-Leaping cat logo
-Super cat logo
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Pumas Brand
Puma has master and sub brands.
Master Brand -
Sport Lifestyle
Sport
Sub Brands-
-Nuala
-96 Hours-Mihara
-Starck
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Retail
PUMA is continuously focusing on retail expansion and retail-specific knowledge
through the opening of new stores.
The new concept store demonstrates its efficacy for driving the brand and generating
profits.
PUMA will continue to create more excitement in its stores, expand its consumer
base, and firmly maintain its position that retail should function simultaneously as a
tool to generate profitable growth.
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The PUMA Online Store
Site that markets the Puma brand, but is focused on selling
its products directly to the consumer
Contains an extensive online catalog, current news on
Puma, employment opportunities, new items and an online
shop
Positive aspects - Interactive site; interactive onlineshopping for consumers from extensive online catalog;
very user friendly site with easy navigation.
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Products
Sports Life style
Men Women Kids
Sunglasses
Swimwear
Bodywear Socks
FragranceAccessories
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Price
Soccors
The price points under this range start from around Rs. 2200 & maximum reaches
out up to around Rs. 9500. Here the average price point is around Rs.5850.
Runningshoes:
The price pointsunderthisrangestart fromaroundRs. 2200 & maximumreaches
outup toaroundRs. 6330. Heretheaverage price pointisaroundRs.4265.
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Revenue by produts
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Consolidate net sell by apparel &
footwear - 2008
Teamsp
orts
33%
Sports
lifestyle
15%
Sportsp
erforma
nce
5%
Others
13%
Training
3 %
Sales
28%
6%8%
%
%
%
23%
Sales
Soccer Tennis
Training Sportslifestyle
basket ball Running
Others
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SWOT Analysis
Strength- Financial growth is phenomenal.
More diversified than its competition.
Wide array of shoe- wear. Brand stands for quality, latest technology and prestige.
Increase in demand is the expected market trend
Global brand
Pumas top management is highly marketing oriented, and most of the key personnel
come from marketing background. This is strength in this business because industryis market driven instead of product driven.
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SWOT Analysis Contd
Weakness-
They have diversified range of spot products but income of the business heavily
depends upon its share of footwear market.
Retail sector is very price sensitive
Profit margins tend to squeezed as retailer try to pass some of the low price
competition pressure onto Puma.
Young consumers only
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SWOT Analysis Contd
Opportunity- Open more stores !!!
Product development.
Strong global recognition. Expand in markets which has more disposable income.
Participate in global marketing events like world cup. Olympics, etc.
Being more focused on youth, Puma is certainly a fashion brand.
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SWOT Analysis Contd
Threats- Harsh competition
Weaking markets may be serious threat.
Puma exposed to international trade. Fluctuation in currency affects costs and profitsmargin of the company.
Retail sector is becoming very competitive and consumers are highly price sensitive.
So the consumer can compare the prices for exactly same item for the best deal and
this is potential external threat to Puma
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Industry Analysis
The sport industry is now estimated to be worth $500 billion worldwide, but recent
growth belong to a new rapidly developing markets.
These markets are located in Brazil, Russia, India, China, Central Asia, Eastern
Europe, the Far East and Africa.
Regional hubs of Puma are:Germany ,
Austria,
Hong kong,
USA,
Australia
A number of new centres around the world are playing an ever more visible role in
global sport.
In the market of sport products there are three main players:Nike, Adidas and
PUMA.
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Industry Analysis contd
Puma has high brand awareness in most European countries
Netherlands leading 93%
Followed by Switzerland- 89%
Germany with-83%
Then Spain with-82%
Poland & U.K. with 76%
Italy with-56%
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The Compititors
Nike Number one sports brand in the world
US based: administrative activities & design and product innovation
Sub brands like Tiger Woods or Michel Jordan
ADDIDAS
Focus on core sports like soccer, tennis, athletics and skiing 6 times the financial resources
Design and marketing department are located in France and Germany
PRADA
Well known luxury brand
4 years ago Prada dared to step into the sport segment
Focus on fashion and trends but their price strategy is still too highDiesel
Major fashion brand including: sunglasses, footwear, watches, fragrances andwriting tools
Experienced an unexpected growth rate
Brand is still situated in Italy (jeans production)
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Promotion of Brand
Who and What-
Sports:
Who: fans of niche sports who are fashion conscious
What: buy the puma products for the sports they like and express their love for the
sports through wearing them
Lifestyle:
Who: young, hip, trendy, urban
What: buy, wear and talk about their PUMA gear as a personal statement
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Pumas Promotion Plan
Business Objectives
Sales growth of 10% while maintaining strong margins
Continue to invest in product innovation across categories and markets
Expand retail operations Provide unique brand experience
Speed to market
Gain product development and marketing expertise by being closer to consumer
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Pumas Promotion Plan contd..
Marketing Objectives
Raise profile of PUMA brand Continue designer collaboration approach
Communicate through all touch points
Drive traffic to PUMA stores
Increase loyalty and repeat purchase
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Pumas Promotion Plan contd..
Buzz Marketing
The Adventures of PUMA Consumer-generated content:
Travel/lifestyle focus
Contest:
Winning content will be aired on TV and consumer will win a trip
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Reference
www.puma.com
http://www.wikipedia.org
http://www.gotomanager.com/news/
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Thank You For Your kind Attention