Puma, founded in 1948 by Rudolf Dassler, has grown into a global company based in Germany with over 14,700 employees and distribution in more than 120 countries. The company offers a diverse range of products, including shoes, clothing, and accessories, while employing a premium pricing strategy and extensive marketing tactics featuring celebrity endorsements. With 365 exclusive stores in India and a significant presence in online retail, Puma emphasizes its strong brand equity and competitive market share.

1. PUMA
GROUP: 4
MOHD SAHIL ZAIDI(19DM113)
MARIYA ALI(19DM109)
JITHIN MOHAN(19DM086)
GOVINDAM KABRA(19DM074)
KARTIK SHARMA(19DM091)
DOLLY GOYAL(19DM068)

2. ABOUT THE COMPANY
• Brothers Rudolf Dassler and Adolf Dassler started making shoes in
1924 and formed a company named Dassler Brothers Shoe Factory
in Germany.
• In 1948, Rudolf split from his brother’s company, and started a
company named Puma.
• In 1986, It become a public limited company, and was listed on
the Frankfurt Stock Exchange.
• The company distributes its product in more than 120 countries,
employs more than 14,700 people worldwide and has
headquartered in Germany.

3. PUMA TODAY
Source: Puma Official Website

4. NIKE ADIDAS PUMA
Type of shoes Nike concentrates on
making basketball, running
and soccer shoes for men,
women as well as children.
Adidas also mainly focuses
on basketball, soccer and
running.
Puma mainly focuses on
football, running and
training, golf and
motorsports. Puma has
deep inroads in
motorsports.
Number of stores • Nike had about 350
stores in India in 2015
• Now it has only 150 and
is planning on cutting
down more stores to
concentrate more on
online sales.
• 450 Adidas stores
• 220 Reebok stores in
the country.
• Puma has 365 exclusive
stores all over India
• It sells online through its
own website and other
leading e-commerce
platforms like Amazon
and Flipkart.
Price 4,495-26,995 3,299-29,999 2,499-15,999
COMPETITOR
ANALYSIS

5. Revenue Share
https://www.statista.com/statistics/269599/net-sales-of-
adidas-and-puma-worldwide/

6.  Marketing and Sponsorship
 Research and Development
 Brand Equity
 Worldwide Presence
 Market Share
 Revenue Earned From One
Product (Shoes)
 New Product Line
 More Sponsorship
 More Disposable Income
 Online retailing
 Fraud Products
 High Competition

7. Marketing Mix

8. PRODUCT
• Puma has a wide range of Products: Shoes, Clothing, Accessories
and sports goods.
• Puma is also the main producer of enthusiast driving shoes and
race suits.
• Provide Product for All age groups
• The company has partnership with BMW and Ferrari.
Source: Puma Website

9. PRODUCT CLASSIFICATION & BRANDING
(Shoes)
Shopping Product
• High price
• Less frequently
• Fewer Purchase Shops
BRANDING
• Co-branding: Ferrari, BMW
• Line Extension: More variants in shoes (Sneakers, Running)
• Brand Extension: Apparels, Sports and Sports goods

10. Product Mix
PUMAWidth of Puma
Length
of PUMA
DEPTH:
PUMA RUNNING SHOES:
PUMA RS-X TECH
PUMA RS-X TOYS
PUMA RS-X REINVENTION
Source: Puma Website

11. Pricing
• Puma’s product prices are affordable when compared to higher
priced competitors like Reebok and Adidas.
• Puma will be higher priced when compared to a competitor
like Bata.
• Puma uses Competition based strategy.
• Puma normally uses premium pricing strategy because Puma views
its brand as premium.
• Puma use Value based Pricing.

12. Use Psychological Pricing (Odd Pricing) as Pricing
Strategy.
• Use Psychological Pricing (Odd Pricing) as Pricing Strategy.

13. Promotion
• Puma, being a global brand, has an extensive marketing &
advertising strategy.
• International sports stars are appointed brand ambassadors.
• Puma sponsors various clubs, teams and associations across the
globe as a part of its promotional strategy.
• To promote its women product line, Rihanna and Kylie Jenner
walked on ramp flaunting Puma’s designer apparel and shoe and in
India they hire Sara Ali Khan.
• Along with television commercials and print media, Puma is also
strongly present at digital platforms, and social media

15. • The following celebrities have endorsed puma as a brand
• Badminton- Saina Nehwal
• Tennis Gears- Somdev Devramman
• Cricket Equipment- Virat Kohli
• Health Academy- Shilpa Shetty
• Word of Mouth
• Seasonal Sales
• Discount offers

17. Place
• Puma is structured into 5 regions, Europe, EEMEA (Eastern Europe,
Middle East and Africa), North America, Latin America and APAC
(Asia and Pacific).
• Puma has three types of distribution channels, retail stores and e-
commerce platform.
• Puma has two type of stores- Factory outlet stores (FOS) and
exclusive outlet stores (EOS). EOS gives seasonal discounts and all
the latest products are found in these stores while FOS contains 6
months old stock and provides discount throughout the year.
• Puma is also available in many multi-brand stores to make this
brand available almost everywhere.
• Puma has 365 Exclusive stores.

18. Information gathered from Retailer’s
• The company manufacture half of it’s product in India and import
half products from outside India.
• The company warehouse is present in Bangalore
• Recent Collection come in the market are- One8, ignite,
Motorsport
• The company gets maximum revenue from Shoes (Specially men
shoes)
• The company offers various discounts on products in Winter
season, season end sales.
• The company also offers loyalty program and vouchers for regular
customers.

19. • Unsold products goes to factory outlet and there they sold by
giving huge discount.
• The discount are not apply for all products, they are on selected
products..
• The company did promotion by putting Discount boards in front of
Showroom.

20. Thank you