1. By
VIGHNESHA KUMAR K V
MBA ‘A’SECTION
Alva's Institute Of Engineering &
Technology
2. INTRODUCTIOIN
Industry : Clothing and
consumer goodsmanufacture
Founded : 1948
Founder : Rudolf Dassler
Headquarters : Herzogenaurach
Key people : Bjørn Gulden
CEO :Michael Lämmermann
Number of employees :11,351
Website : www.puma.com
3. • PUMA Vision looks ahead to a world that is safer, more
peaceful and more creative for the generations to come.
• Through the programs of PUMA.safe (focusing on
environmental and social issues).
• PUMA.peace (supporting global peace).
• PUMA.Creative (supporting artists and creative organizations)
• we are providing real and practical expressions of this vision
VISION
5. PUMA’s MISSION
-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.
7. Puma Competitors
Prada Sports
•Well known luxury brand
•4 years ago Prada dared to step into the sport segment
•Focus on fashion and trends but their price strategy is still too high
Diesel
•Major fashion brand including: sunglasses, footwear, watches, fragrances and
writing tools
•Experienced an unexpected growth rate
•Brand is still situated in Italy (jeans production)
Nike Inc.
•No. 1 sports brand in the world
•US based: administrative activities, design and product innovation
•Sub brands like “Tiger Woods” and “Michael Jordan”
Adidas Salmon AG
•Focus on core sports like soccer, tennis, athletics and skiing
•6 times the financial resources
•Design and marketing department are located in France and Germany
8. OBJECTIVES
• Puma, currently a distant third in the sporting-
goods industry behind giants Nike and
Adidas, wants to return to its sporting roots,
led by its new CEO Bjoern Gulde. The
struggling brand's profits crashed 70 percent
last year and its sales declined by 2.5 percent
in the first 9 months of 2013. The turnaround
plan abandons the company's efforts over the
past two decades under former CEO Jochen
Zeitz to focus on fashion-led consumers.
9. 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
12. MISSION
• At PUMA, we believe that our position as the creative
leader in Sportlifestyle gives us the opportunity and
the responsibility to contribute to a better world for
the generations to come.
• We believe that by staying true to our values,
inspiring the passion and talent of our people,
working in sustainable, innovative ways, and doing
our best to be Fair, Honest, Positive, and Creative,
we will keep on making the products our customers
love, and at the same time bring that vision of a
better world a little closer every day.
13. Segment:-unique men or
Women ,Sportsman,
Targeting:-Upper class men or
Women,Age between 15 to 30
SEGEMET AND TARGETING
14. TODAY
Revenue : €3.387 billion (2015)[1]
Operating income:€96.3 million (2015)
Profit : €37.1 million (2015)
Total assets :€2.620 billion (end 2015)
Total equity : €2.620 billion (end 2015)
15. STRENGTH
-Puma's Operation in More than 90 countries.It is the main strength
of this Company.
-Puma have tie-up with many famous company like Ferrari
-Puma is highly focusing on rich research and innovation in its
products.
-Puma has distinct image throughout the world.
-Puma has the sponsorship with many famous sports person and
teams.Yuvraj Singh,
Adam Gilchrist, Brandom McCullum, Usain Bolt
-Puma was sponsor of fifa World cup in 2006.
-Puma is official sponsor of Sunriser hyderabad,Rajsthan royals in IP
16. WEAKNESAS
-There is Tough competition in this industry.With big player like NIKE
and Adidas.
-Puma has limited share compare to another companies.
-Low Financial position compare to other brands.
-Company face many disputes on wages.
-Tie-ups with sports academies and schools.
17. OPPORTUNITIES
-Puma should more focused on many other parts of Asia.
-It has to attain more sponsorship in international sports events.
-Company has to enter lifestyle section of Industry.
