3. PUMA Brand
• Puma SE, branded as Puma, is a
European multinational corporation that designs and
manufactures athletic and casual footwear, apparel
and accessories, which is headquartered
in Herzogenaurach, Bavaria, Germany. Puma is the
third largest sportswearmanufacturer in the world.
4. • The company was founded in 1948 by Rudolf
Dassler (1898–1974). In 1924, Rudolf and his
brother Adolf "Adi" Dassler had jointly formed
the company Gebrüder Dassler
Schuhfabrik (Dassler Brothers Shoe Factory). The
relationship between the two brothers
deteriorated until the two agreed to split in
1948, forming two separate entities, Adidas and
Puma.
5. BackGround
• Christoph von Wilhelm Dassler was a worker in a shoe factory,
while his wife Pauline ran a small laundry in
the Franconian town of Herzogenaurach, 20 km (12.4 mi) from
the city of Nuremberg. After leaving school, their son, Rudolf
Dassler, joined his father at the shoe factory. When he
returned from fighting in World War I, Rudolf was trained as a
salesman at a porcelain factory, and later in a leather trading
business in Nuremberg.
6. Olympic Presence
•At the 1952 Summer Olympics, 1500
metres runner Josy
Barthel of Luxembourg won Puma's first
Olympic gold in Helsinki, Finland.
7. Puma marketing Strategy
• Puma is a leading sports brand that designs, sells,
and markets over 130 apparel, apparel and
accessories worldwide. Founded by Rudolf Dassler
in 1948 (due to the split of the original company
into PUMA & ADIDAS) it is fast growing and has
established itself as a designer of performance and
sports style-based products.
8. Segmentation, targeting, and positioning in
the Marketing strategy of Puma
•Puma uses a combination of
demographic, geographic, and
psychographic segmentation strategies
to understand the changing needs of
customers in a competitive market.
9. •Target strategy is the cornerstone of the
product development process. Puma
uses a different targeting strategy for
different product categories.
•It has always positioned itself as a brand
that inspires to move forward in life and
achieve the best. Puma uses a value-
based positioning strategy for that.
10. Competitive advantage in the Marketing
strategy of Puma
• It has always positioned itself as a brand that inspires to
move forward in life and achieve the best. Puma uses a
value-based positioning strategy for that. Sourcing is a
major task at Puma, handled by Big Cat Ltd., which
coordinates sourcing & production with over 190
suppliers in over 35 countries. Procurement is one of
Puma’s most important competitive advantages.
11. Brand equity in the Marketing strategy of
Puma
• Puma’s involvement in the footwear,
sportswear, and apparel industry has always
been a source of inspiration and motivation.
The brand is associated with Usain Bolt, Tiger
Woods’ and many other great sports
personalities.
12. Competitive Analysis of Puma’s
Marketing Strategy
•Puma, which operates globally in the
footwear and apparel industry, focuses
more on manufacturing products in
Asian markets due to lower labor costs
and lower raw material prices.
13. Market analysis in the Marketing
strategy of Puma
• Counterfeit products and the high bargaining
power of customers/suppliers, rising labor
costs, population migration, and changing
lifestyles are making it difficult for players in
this sector to survive in the market.
14. •Despite all the visibility campaigns,
Puma aggressively advertises their
products to athletes, but a major part
of its customer base is the youth in the
20-35 age group, who don’t mind
switching to other brands due to the
changing competitive landscape the
players.
15. Customer analysis in the
Marketing strategy of Puma
• Puma customers are middle-high and upper-
class income groups who are more focused
on their self-interest and want to live a
healthy and hygienic lifestyle.
16. •characteristics such as
motivations, lifestyle, and
fitness level; Puma has worked
on these parameters to
promote its brand and further
attract the end customer.
