Puma is a major German sportswear company founded in 1924 that produces footwear and apparel. It was formed by the Dassler brothers but they split in 1948 forming Puma and Adidas. Puma distributes products in over 120 countries, employs over 9,000 people, and generates over $2.5 billion in revenue annually. Its mission is to become the most desirable sports lifestyle brand in the world through sponsoring teams and athletes, and selling footwear, apparel, and accessories for sports and casual wear.

2. PUMA is a major German multinational
company that produces athletic and casual
footwear, as well as sportswear, headquartered
in Herzogenaurach, Bavaria, Germany.
The company was formed in 1924 as Gebrüder Dassler
Schuhfabrik by ADOLF and RUDOLF DASSLER. The relationship
between the two brothers deteriorated until the two agreed to split
in 1948, forming two separate entities, Adidas and Puma. Both
companies are currently based in Herzogenaurach, Germany.
INTRODUCTION

3. ABOUT PUMA
•COMPANY PROFILE:
Puma distributes its products in more than 120 countries, employs more than 9000 people and generates revenue of 2.5 million
dollars. The present CEO and Chairman of PUMA is Jochen Zertz. PUMA is the main producer of enthusiast driving shoes and
race suits. They are prime producers in both Formula 1 and NASCAR especially. PUMA has partnership with Ferrari and BMW.
•MISSION STATEMENT:
-PUMA has the long-term of becoming the most desirable sport life company.
-To be the world most desired brand in the sportswear.
-PUMA focuses on sports segments and accessories.
•PUMA AS A BRAND:
PUMA is committed to working in ways that contribute to the world by supporting creativity, safe sustainability and peace and by
staying true to the value of being fair, honest, positive and creative in decision made and action taken.
•BRAND PERSONALITY
-Passion
-Openness
-Self-belief
-Entrepreneurship
•PUMA'S Product Segment:
Foot ware: Custom made shoes, Sports shoe, and Family shoes.
Apparels: T-Shirts, Tracks, Boxers.
Accessories: Gloves, Helmets, Water Bottles, Sun Glasses.

4. •MARKETING STRATEGY:
•-Phase I [1993]
World-wide organizational re-structure to
increase profitability.
•-Phase II [1996]
Improving brand equity.
•-Phase III [2002]
Exploring brand potential by increasing
desirability of products.
•-Phase IV [2006]
Long term mission of becoming the most

5. VISION 2008-2013:
•To become the most
desirable sport life style
brand.
•Uphold the spirit, Image
and values of puma towards
the sustainable pollution
free world of tomorrow.
•-Increase of brand
awareness.
•-create a PUMA family.
•The REPOSITIONING of PUMA
as the World’s Fastest Sports
Brand.
•Improvement of PRODUCT
ENGINE.
•Optimization of DISTRIBUTION
QUALITY.
•Increasing the speed within
ORGANIZATION AND
INFRASTRUCTURE.
•Renewing IT
INFRASTRUCTURE
2013 FIVE STRATEGIC
PRIORITIES:

6. •STRATEGIES
RECYCLE
STRATE
GY

7. •PROMOTIONAL STRATEGY:
•PUMA sponsors many national
football teams.
•It has also sponsored and created the
clothing for several noted professional
football teams.
•It also sponsors football players.
•It also sponsors cricketers. [IPL
teams]
PUMA supply equipment's to four
National Rugby league teams.
The following INDIAN celebrities
have endorsed PUMA as a brand:
•Badminton- Saina Nehwal.
•Tennis Gears- Somdev
Devramman
•Cricket Equipment- Gautam
Gambhir
•Health Academy- Shilpa Shetty &
Chitrangada singh.

8. •ADVERTISMENTS:

9. Less of promotional activities done by the company and not much of
advertisement.
•They have diversified range of sport product but
income of the business heavily depends upon its share
of footwear market.
•Retail sector is very price sensitive. However, most of its
income is derived from selling into retailers.
•Profit margin tends to squeeze as retailers try to pass some of the low
price competition pressure onto PUMA.
• PUMA has tough competition, and limited market share, from large
companies such as Nike and Adidas who are in the same market.
•They have less financial strength compared to other brands in the
industry meaning that they may not be able to invest in new products or

10. •Open more stores.
•Product development.
•Strong global recognition.
•Expand in markets which have more disposable income.
•Embrace New Technologies.
•Adapt To The Needs Of Audience.
•The company can attain more sponsorship deals through the increase in
number of international sporting events to advertise their brand through.
•PUMA can enter the lifestyle section of the industry, helping to reach a wider
audience.

11. THANK YOU FOR RUNNING WITH US.