Puma was founded in 1924 by brothers Adolf and Rudolf Dassler. In 1948, Rudolf left to start his own company called Puma while Adolf started Adidas. In 1974, Armin Dassler took over Puma and in 1989 it was sold to Cosa Liebermann. Puma owns various brands and has expanded into many product lines including footwear, apparel, and accessories. The company has collaborated with designers like Alexander McQueen and uses brand ambassadors to promote its products in areas like football, running, and cricket. Puma focuses on strategies like product diversification, advertising, online sales, and corporate social responsibility to gain competitive advantages over rivals like Adidas and Nike.

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