Marketing Plan PUMA Martin Fleischer Hristo Ivanov Maren Winkler
Table of contents <ul><li>Company facts </li></ul><ul><li>Success factors </li></ul><ul><li>Porter‘s 5 forces </li></ul><u...
Company facts <ul><li>Founded in 1948 by Rudolf Dasseler </li></ul><ul><li>Sport&lifestyle articles: footwear, apparel and...
 
Company facts <ul><li>Founded in 1948 by Rudolf Dasseler </li></ul><ul><li>Sport&lifestyle articles: footwear, apparel and...
Success factors <ul><li>Strong presence: sports and lifestyle/fashion market </li></ul><ul><li>Products meeting market dem...
Porter’s 5 forces Rivalry Bargaining Power of Suppliers Threat of Sub- stitutes Bargaining Power of Buyers Threat of new E...
SWOT Analysis Imitation of products   Comparable lower financial resources High competition   Distribution system Actual e...
Competitors <ul><li>Number one sports brand in the world  </li></ul><ul><li>US based: administrative activities&design and...
Competitors <ul><li>Well known luxury brand  </li></ul><ul><li>4 years ago Prada dared to step into the sport segment  </l...
Financials, budgets forecasts (I) <ul><li>Financial results 2004/2005/ Q1-Q3 2006 </li></ul><ul><ul><li>Sales </li></ul></...
Financials, budgets forecasts (II) <ul><li>Contingency planning  </li></ul><ul><ul><li>Risks involved </li></ul></ul><ul><...
Conclusion <ul><li>Entering fashion sector    Puma became most favored brand worldwide  </li></ul><ul><li>Redefining comp...
Thank you for your attention! Questions???
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Marketing plan of PUMA

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  • Marketing plan of PUMA

    1. 1. Marketing Plan PUMA Martin Fleischer Hristo Ivanov Maren Winkler
    2. 2. Table of contents <ul><li>Company facts </li></ul><ul><li>Success factors </li></ul><ul><li>Porter‘s 5 forces </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Competitors </li></ul><ul><li>Financials </li></ul><ul><li>Conclusion </li></ul>
    3. 3. Company facts <ul><li>Founded in 1948 by Rudolf Dasseler </li></ul><ul><li>Sport&lifestyle articles: footwear, apparel and accessories </li></ul>
    4. 5. Company facts <ul><li>Founded in 1948 by Rudolf Dasseler </li></ul><ul><li>Sport&lifestyle articles: footwear, apparel and accessories </li></ul><ul><li>Ca. 4500 employees </li></ul><ul><li>Distribution through 80 countries </li></ul><ul><li>Long-term mission: Becoming the most desirable “Sportlifestyle Company” </li></ul>
    5. 6. Success factors <ul><li>Strong presence: sports and lifestyle/fashion market </li></ul><ul><li>Products meeting market demand </li></ul><ul><li>High innovative and qualitative products </li></ul><ul><li>Big distribution network </li></ul><ul><li>Harnessing resources&experiences </li></ul><ul><li>Ample knowledge in R&D </li></ul>
    6. 7. Porter’s 5 forces Rivalry Bargaining Power of Suppliers Threat of Sub- stitutes Bargaining Power of Buyers Threat of new Entrants <ul><li>Fragmented market </li></ul><ul><li>Big retail chains </li></ul><ul><li>Own distribution </li></ul><ul><li>High competition  Asia </li></ul><ul><li>Permanent threat: same sector </li></ul>-Vulnerable sports market  Asia -Own retail store network <ul><li>Many providers on market </li></ul><ul><li>Build up healthy brand image  Keep customer </li></ul>
    7. 8. SWOT Analysis Imitation of products   Comparable lower financial resources High competition   Distribution system Actual economic situation   Missing sport segments Threats   Weakness       Sponsorships   International Strategy Acquisitions   Management Technology   Branding Fitness hype   Experience in R&D Opportunities   Strengths
    8. 9. Competitors <ul><li>Number one sports brand in the world </li></ul><ul><li>US based: administrative activities&design and product innovation </li></ul><ul><li>Sub brands like “Tiger Woods” or “Michel Jordan” </li></ul><ul><li>Focus on core sports like soccer, tennis, athletics and skiing </li></ul><ul><li>6 times the financial resources </li></ul><ul><li>Design and marketing department are located in France and Germany </li></ul>Adidas Salomon AG Nike, Inc.
    9. 10. Competitors <ul><li>Well known luxury brand </li></ul><ul><li>4 years ago Prada dared to step into the sport segment </li></ul><ul><li>Focus on fashion and trends but their price strategy is still too high </li></ul>Prada Sports Diesel <ul><li>Major fashion brand including: sunglasses, footwear, watches, fragrances and writing tools </li></ul><ul><li>Experienced an unexpected growth rate </li></ul><ul><li>Brand is still situated in Italy (jeans production) </li></ul>
    10. 11. Financials, budgets forecasts (I) <ul><li>Financial results 2004/2005/ Q1-Q3 2006 </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Gross Margin </li></ul></ul><ul><ul><li>Administrative costs </li></ul></ul><ul><ul><li>Net Earnings </li></ul></ul><ul><li>Situation analysis & Recommendations </li></ul>
    11. 12. Financials, budgets forecasts (II) <ul><li>Contingency planning </li></ul><ul><ul><li>Risks involved </li></ul></ul><ul><ul><li>Worst case scenario </li></ul></ul><ul><ul><li>Solutions </li></ul></ul>
    12. 13. Conclusion <ul><li>Entering fashion sector  Puma became most favored brand worldwide </li></ul><ul><li>Redefining company structure lead to new image </li></ul><ul><ul><ul><li>Now able to compete with market leaders </li></ul></ul></ul><ul><li>Growing market share forecasts for 2007 </li></ul>
    13. 14. Thank you for your attention! Questions???

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