Puma

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Puma

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

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