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PUMA
Puma, founded in 1948 by Rudolf Dassler after a split from Adidas, has evolved into a major global sportswear brand with over 7,700 employees and a presence in more than 80 countries. Under CEO Jochen Zeitz, the company has implemented a multi-phase management strategy aimed at brand repositioning, growth, and becoming the most desirable sport lifestyle company. Despite its strengths in R&D and sponsorships, Puma faces challenges like low brand awareness and market penetration.
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PUMA
- 3. • History contents • Puma today • Products segments • Chair person • Management phases • Promotional strategy • Financial statement • SWOT analysis • Competitors • Mission statement • Draw backs • conclusion
- 4. history • Dassler brothersin the year 1924 started Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory). • In 1948, the brothers split their business, Adolf called his firm Adidas after his nick name; Rudolf called his new firm Ruda - from Rudolph Dassler. • Rudolf's company changed its name to Puma Schuhfabrik Rudolf Dassler in 1948, and became a public company in 1986
- 5. Puma today • Presentday • Puma AG has approximately 7,742 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. • They are the prime producer in both Formula One and NASCAR especially. • It is the official sponsor for FIFA world cup • Puma has partnership with FERRARI and BMW
- 6. HEAD QUATERS Herzogenaurach GERMANY
- 7. Puma products segment Footwear Custom Made Shoes, Sports Shoes, Fancy Shoes Apparels T Shirts, Tracks, Boxers Accessories Gloves, Helmets Water Bottles
- 8. Chairperson puma • Jochenzeitz is the CEO of puma since 1993 • Under his management puma profit has increased a lot • The company also manufactured goods for non commercial sports • Sports apparels and accessories were introduced . • The countries of operation has increased to 80 countries
- 9. Phases in management PhaseI • PUMA’s long-term corporate development plan starts whereby the aim is to restructure the company and establish a solid financial footing. • PUMA registers a profit for the first time since its IPO in 1986. • PUMA presents its PUMA CELL technology, the first foam- free midsole. Phase II • PUMA’s long-term development plan starts. Its aim is to reposition the brand through investment in marketing and product development • PUMA and Jil Sander jointly launch a footwear collection. • PUMA launches www.puma.com, featuring regional e- commerce
- 10. Phases in management cont… Phase III • Phase III aims to further explore the potential of the brand by generating desirable and profitable growth . • PUMA signs on as the official supplier of apparel and footwear to the FIA World Rally Championship, WRC. • PUMA launches 4s o m e , a new European cross training event for women. • PUMA AG and the Mild Seven Renault F1 Team sign a multi-year contract. • PUMA becomes the official supplier of racing shoes to Michael Schumacher
- 11. Phases in management cont… Phase IV • PUMA launches Phase IV of its long-term oriented business plan. In Phase IV, Company Expansion, PUMA has the long-term mission of becoming the most desirable Sportlifestyle company. • PUMA launches its new Golf collection. • PUMA and Ducati, the world’s premier motorcycle manufacturer and one of the top Moto GP teams announce a new cooperation. • PUMA appoints Hussein Chalayan, global designer, artist and film maker, as the Creative Director for PUMA, responsible for designing, creating and developing the sport fashion collections of the brand
- 12. Puma’s promotional strategy •Puma sponsors many national football teams • It has also sponsored and created the clothing for several noted professional football clubs • It also sponsors Football players • It also sponsors the following cricketers • Puma supply equipment to four National Rugby League Teams
- 13. Financial results • Thelast three years financial results of puma
- 14. Swot analysis Strengths opportunities Experience in R & D Fitness hype Branding Technology Management and international Acquisitions and sponsorships strategy weakness threats Less sports segments Actual economic situation Low financial resources compared to High competition and imitation of rivals products
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- 17. Mission statement To bethe world most desired brand in sports wear
- 18. Drawback of puma • Very low brand awarness • Market share is low • Advertising is very low • No penetration into the market
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