Puma is a major global sportswear brand founded in Germany in 1924. It is currently the third largest sportswear manufacturer in the world. Some key points in Puma's history include being originally co-founded by the Dassler brothers before splitting into Puma and Adidas, and being an early innovator in European football shoes and sustainability practices. Today, Puma seeks to position itself as a fashionable brand for young adults through strategic partnerships, celebrity endorsements, and new performance-focused product lines. Its objectives are to increase various brand metrics like online presence, perception, and market share through an integrated marketing strategy.

1. Puma
Adi Tal, Gilana Iosif, Claudina Safargar , Hope Zaloum,
Brian Pastuzyn, Jacob Varga, Ryan Oberti

2. Brand History
● Original company owned and founded by Rudolf and Adolf Dassler in 1924
○ Dassler Brothers Shoe Factory
● Eventually, the company was split in two to form Adidas and Puma
○ Now two separate major competitors in market
● Currently the third largest sportswear manufacturer in the world
● Major influencer of European Football attire
○ First european football shoes used after WWII
● Puma’s “formstrip” logo was established in 1958
● World’s first major company to put a value on environmental impact
○ By 2015, half of Puma’s collection was manufactured according to internal sustainability
standard - using recycled materials

3. Brand History Cont..
● Based in Herzogenaurach, Germany
● Puma has approx 11,300 employees
● Distributes its products in more than 80 countries
● CEO Bjorn Gulden since 2013
● Puma is the main producer of enthusiast driving suits, racing shoes, casual
shoes and apparel
● Prime producer in NASCAR
● Official sponsor of FIFA world cup
● Collaborates with car companies such as BMW and Ferrari

4. Executive Summary
Puma is the third largest athletic wear company in the world, based out of
Germany. Despite their renown brand name and various collaborations with a
plethora of organizations and celebrities, they have had struggles to remain
relevant to their target market due to fast fashion and market trends. By
targeting young adults with a variety of different promotional tools, Puma can
educate these consumers on their new, fashionable, and innovative product
offerings and build up their brand loyalty and market share, thus reinvigorating
the brand.

5. Product Definition
● Global athletic footwear and apparel company geared toward young adult
sports fans and athletes
● Third largest sportswear manufacturer in the world
● Most products have the company’s logo on all items featuring a Puma
(Cougar).
○ Puma logo is a sign of authority and confidence
● Products are comfortable and fashionable
● Products appeal to men, women, children who are interested in athletics
and fashion

6. Competitive Landscape
- Nike - New Balance
- Adidas - Under Armour
- Reebok - Converse
- Fila - K-Swiss
- Asics - Other brands
- Skechers

7. Perceptual Map

8. SWOT
Strengths
● Strong global brand
● Sports Sponsorship (soccer players)
● Celebrity Endorsements (Kylie
Jenner, Rihanna)
● Price on par with market average
● More diversified than its competition
● Brand stands for quality, latest tech.,
and prestige
Weaknesses
● Limited designs
● Low brand awareness with other
demographics
● Reputation mostly comes from their
sponsored players
● Doesn’t participate in market outside
of athletic clothing
Opportunities
● Athletic and Athleisure clothing trend
● Health conscious lifestyle encourages
purchase of workout clothes
● Product development
● Participate in global marketing events
such as Olympics, World Cup, etc.
● Fashion industry
Threats
● Competitors (Saturated market)
- Nike
- Under Armor
- Adidas
● Clothing companies making cheaper
workout attire
● Consumers are price sensitive
● Changing trends/fashion

9. Objectives
1. Communicate that Puma is The Fashionable Sports Brand
2. Increase Online Presence by 60%
3. Increase Positive Brand Perception and Brand Loyalty by 40%
4. Increase Brand Awareness by 60%
5. Raise market share by 2%

10. Target Market
- Female Ages 18-25 who are involved in any given discipline or sport.
- Social Media Users
- Male and Female Ages 18-25 Who Are Looking For Fashionable, Comfortable
Shoes and Attire For Everyday Activity

11. Positioning
- To be the fastest sports brand in the world
- Tagline “Forever Faster”
- Bring Innovative Products To Athletes Around The World
- Empowering Women in The Sports Industry
- An international brand with creativity, energy, and style in their apparel

12. Value Proposition
For athletes and consumers who are fans of sports and fitness, seeking
innovative and stylish footwear and apparel at an affordable to high price
● Be the Puma

13. Value Strategy

14. Product Innovation
Athletic Collection:
Gym Up: “Shoesis” for workouts at the gym
Tone Up: “moving air technology” for health conscious individuals wanting to tone muscles
throughout daily life with lightweight clothes and shoes
Train Up: Helps with strength training by making muscles work harder
Endure Up: Designed with high endurance capacity for agility, tight and lightweight
apparel and footwear

15. Product Innovation Cont.
Fashion Collection:
EasyTone: Casual for walking and wearing in everyday life
TrainTone: Gym exercises and training
JumpTone: For strengthening muscles and legs

16. Product Innovation Cont.
Web Design: Innovative and intuitive web design
● Interactive and social components keep users coming back
● Able to customize and make a completely new shoe and designs (either from
a broad range of designs offered or your own unique designs)
● Create a different look for the fashion and athletic sections of the site
● A coming soon section that provides interesting and unique products an any
new teams or celebrities

17. Place
● Appear in popular television shows
and movies
● Globalized marketing effort to reach
wide audience
● Select brand ambassadors that have a
large social media following to appeal
to a global marketplace
● Big name retailers Neiman Marcus,
Macy’s, DSW, Famous Footwear,
FootLocker, Champs, PacSun, Zappos

18. Distribution Channels
Manufacturer
End Consumer
Manufacturer
End Consumer
Wholesaler
Retailer/ Outlet

19. Promotion
● Continue to offer exclusive products made
by with fashion icon and musician like
Kylie Jenner and Rihanna
● Continue Co-branding with car
companies like Ferrari
● Create integrative social media campaigns
to create greater brand awareness
● Continue to host multiple social media
accounts (Football, Soccer, South Africa)
on various social media platforms

20. Price
- In order to penetrate the market and capture the most shares, Puma should
acquire a penetrating pricing policy
● Set initial prices low, then slowly increase price as demand rises
- Use a Skimming Policy when new products are launched into the market
● Superior products receive higher price point
● High quality means higher prices
● Quick revenues in due to high brand loyalty
● Price Drop slowly through discounts and a variety of schemes

21. Budget and Potential Profit
● Budget is whatever sales were from the
year prior
● First quarter 2017 percent income
increase over 90%
● First quarter sales exceed 1 Billion Euros
for the first time in company history
● June 30th 16 percent jump in overall
revenue total $1.13 Billion
● June 30th gross profit margin rose 46.5%
● Collaboration with Rihanna and Kylie
Jenner will likely boost profits

22. Implementation Controls
- Monitoring
- Tracking changes in social media presence
- Recording results in terms of spread and effects
- Measuring and comparing change in profits, relating to achievement of objectives
- Milestone Reviews
- Setting goals and timelines
- Checking if goals are being met in a timely manner
- Comparing how goals are being achieved in terms of time and input
- Accessing strategy at key points
- Seeing if adjustments must be made

23. Questions?