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Puma Marketing strategies

  1. By Avinash Kumar Delhi Institute of Advanced Studies
  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. Logo • Puma logo grips a notion of strong and chic icon with the help of a leaping animal and bold font. A distinguished impression is immediately cast on the spectator, narrating the kind of image the company possesses. • Shape of Puma Logo: A leaping Puma, an animal known as cougar, panther or a mountain lion, is highlighted in the Puma logo. It summarizes the power beast-like nature of the firm and its products. The logo enhances the attributes of the firm’s reliability and its product’s aptitude in the international market.
  4. Logo • Color of Puma Logo: Puma logo is wrapped graciously in black hue which depicts immense supremacy and strength of the firm itself. The complete Puma logo is a sign of authority and confidence. The bold font featured in Puma logo projects the firm’s stability and prominence.
  5. Puma Today • Puma AG has approximately 9204 employees and distributes its products in more than 80 countries. • CEO and Chairman Jochen Zeitz since 1993. • Puma is the main producer of enthusiast driving shoes and race suits. • It is the official sponsor for FIFA World Cup. • Puma has partnership with Ferrari and BMW.
  7. Puma’s Collaboration • Alexander McQueen • Yasuhiro Mihara • Sergio Rossi
  8. Puma Products • Foot wear • Custom made shoes ,sports shoes • Fancy Shoes • Apparels • T shirts,Tracks,Boxers • Accessories • Gloves,Helmets,Water bottles
  9. 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
  10. 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
  11. Product Diversification Nutrition & Fitness consultancy Gymnasium equipments Trekking Equipments
  12. Brand Endorsement Tennis Gears: Somdev Devramman Badminton: Saina Nehwal Health Academy: Shilpa Shetty & John Abraham Cricketing Equipments: Gautam Ganbhir
  13. Advertising and Creative launch
  14. Advertising In India • India Creative Factory Launch • Focus on more revenue generation from Cricketing Equipments • Sponsoring Ranji Trophy • Print media • Creative hoardings • Kolkata, Goa, Kerala: More Focus on Football Gears revenue • T .V Commercials • Online Customization Options: For High End Customers
  15. 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)
  16. 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
  17. SWOT Analysis Strengths Opportunities Experience in R and D Fitness hype Branding Technology Management and International Strategy Acquisitions and sponsorships Weakness Threats Missing Sports Segments Actual economic situation Low financial resources compared to rivals High competition and imitation of products
  18. Success Factors • Strong presence: sports and lifestyle/fashion market. • Products meeting market demand. • High innovative and qualitative products. • Big distribution network. • Harnessing resources and experiences. • Ample knowledge in R & D.
  19. Thank You for Your Attention !