includes history competitors products strategies vision advertising and success factors SWOT and financial highlights

1. PUMA
BY
S A N D E E P K U M A R S
B A N G A LO R E ( M B A )

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
• In 1986, it became a public company, and was listed on the Frankfurt Stock
Exchange

3. PUMA TODAY
• Puma AG has approximately 9204 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.
• It is the official sponsor for FIFA World Cup.
• Puma has partnership with Ferrari and BMW.

4. PUMA COMPETITORS
• Prada Sports
• 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 high
• Nike Inc.
• No. 1 sports brand in the world
• US based: administrative activities, design and product innovation
• Sub brands like “Tiger Woods” and “Michael Jordan”

5. PUMA PRODUCTS
• Foot wear
• Custom made shoes ,sports shoes
• Fancy Shoes
• Apparels
• T shirts,Tracks,Boxers
• Accessories
• Gloves,Helmets,Water bottles

6. STRATEGIES
• Product diversification
• Advertising Strategies & Creative launch
• Online Selling Facilities
• Advantage from R&D and Innovations
• CSR Strategies (consider the intrests of employees and share holders for social
and environment)

7. PUMA’S VISON
• Fair
• Honest
• Positive
• creative

8. ADVERTISING IN INDIA
Focus on more revenue generation from Cricketing Equipments
• Print media
• Creative hoardings
• Kolkata, Goa, Kerala: More Focus on Football Gears revenue
• T .V Commercials
• Online Customization Options: For High End Customers

9. SUCCESS FACTORS
• Strong presence: sports and lifestyle/fashion market.
• Products meeting market demand.
• High innovative.
• Big distribution network.

10. SWOT ANALYSIS
Strengths Opportunities
Experience in R and D Fitness hype
Branding Technology
Acquisitions andsponsorships
Weakness Threats
Missing SportsSegments High competition
Low financial resourcescompared to
rivals

11. FINANCIAL HIGHLIGHTS
• Distribution:
• PUMA distributes its products in more than 130 countries.
• Total Revenue:
• PUMA’s revenue for the fiscal year 2008 was €2,524.2 million
• Footwear:
• €1,434.3 million
• 56.8 %
• Apparel:
• €899.3 million
• 35.6 %
• Accessories:
• €190.6 million
• 7.6 %
• €2,524.2 million
• 100%

12. THANK YOU