marketing strategy of puma

1. Puma
Presented by
 CHRISTEENA VARGHESE (132)
 SANAL SURAJ (166)
 SHIJO VARGHESE (170)
 BABIN MATHEW (124)
 THOMPSON THOMAS (175)
 VARSHA RAJAN (179)

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
• In 1986, it became a public company, and was listed on the
Frankfurt Stock Exchange
• The company distributes its products in more than 120 countries,
employs more than 9,000 people worldwide and has headquarters
in Germany, Boston, London and Hong Kong.

3. Main Competitors

4. Puma Products
 Foot wear
 Custom made shoes ,sports shoes
 Fancy Shoes
 Apparels
 T shirts,Tracks,Boxers
 Accessories
 Gloves,Helmets,Water bottles
 Football

5. Strategies
 Product Diversification.
 Gaining Commercial advantage from R&D and
Innovations.
 Collaboration.
 Advertising and Creative launch.
 Brand Endorsement.
 Corporate Social Responsibility Strategy.

6. Product Diversification
 Nutrition & Fitness consultancy
 Gymnasium equipments
 Trekking Equipments

7. 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)

8. Puma’s Collaboration
 Alexander McQueen
 Yasuhiro Mihara
 Sergio Rossi

9. Advertising and Creative launch

10. Brand Endorsement
Brand Endorsement
 Tennis Gears: Somdev Devramman
 Badminton: Saina Nehwal
 Health Academy:
Shilpa Shetty& John Abraham
 Cricketing Equipments:
Gautam Gambhir

11. 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