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Case study

Case study

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  • 1. PUMA PUMA CASE STUDY By Group 3(Roll No.81 -90) MMS B RIMSR
  • 2. HISTORY
    • Brothers Adolf and Rudolf Dassler started making shoes -1924
    • Rudolf Dassler left Adi and started PUMA-1948
    • Rudolf passed away Armin started to run Puma -1974
    • Armin and Gerd Dassler sold Puma to Cosa Liebermann for a unknown amount-1989
  • 3. Puma Group Owns
  • 4. PUMA’s Top Cat: Jochen Zeitz
    • Graduated in intl. marketing and Finance
    • Earlier worked with Colgate Palmolive
    • Joined Puma in 1990
    • Introduced PUMA’s Vision
    • Member of the Board of Directors of Harley Davidson since 2007
    • Awards:
    • 1] Strategist of the Year by FT
    • 2] Federal Cross of Merit of the Republic of Germany
    • 3] Trendsetter of the Year
  • 5. PUMA’s VISON FAIR HONEST POSITIVE CREATIVE
  • 6. Puma’s Collaboration
    • Alexander McQueen
    • Yasuhiro Mihara
    • Sergio Rossi
  • 7. Product Line
    • Football
    • Running
    • Cricketing Equipments
    • Alexander MQUEEN Shoes and Accessories
    • Body wear
    • Fragrances
    • Timepieces
    • Puma Phone
    • Motor-sport
    • Running
    • Mihira
  • 8. PRODUCT LINE
  • 9. COMPETITORS
  • 10. Strategies
    • Product diversification
    • National Brand Ambassadors
    • Advertising Strategies & Creative launch
    • Online Selling Facilities for Asian Countries
    • Gaining commercial Advantage from R&D and Innovations
    • CSR Strategies
  • 11. Product Diversification
    • Nutrition & Fitness consultancy
    • Gymnasium equipments
    • Trekking Equipments
  • 12. Brand Endorsement
    • Tennis Gears: Somdev Devramman
    • Badminton: Saina Nehwal
    • Health Academy: Shilpa Shetty & John Abraham
    • Cricketing Equipments: Gautam Ganbhir
  • 13. Advertising and Creative launch
  • 14. India Creative Factory Launch
  • 15. Advertising In India
    • Focus on more revenue generation from Cricketing Equipments
    • Sponsoring Ranji Trophy
    • Print media
    • Creative hoardings
    • Kolkata, Goa, Kerala: More Focus on Football Gears revenue
    • T .V Commercials
    • Online Customization Options: For High End Customers
  • 16. Gaining Commercial advantage from R&D and Innovations
    • Clever Little Bags: Takes 65% less paper and reduces water, diesel and energy consumption
    • Apparel Packaging: One more fold and reduced packaging size. By the use of 100% biodegradable material tremendous savings in amount of plastic used(720 tonnes)
    • Hangtags: we simply reduced the size of them and squeezed all the product information – and PUMA humor – into fewer pages which results into tremendous paper savings(45% of previous use)
  • 17. Corporate Social Responsibility
    • Anti Child labor Campaign: Beating Competitors on Social and Ethical ground
    • Sports Scholarships: Promoting sports culture
    • Environmental pollution control: Initiative to create awareness for ecologically sustainable business
  • 18.
    • Thank You