ByMohd Hafiz Nordin

HistoryBrothers 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

Puma has approximately 7,742 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. They are the prime producer in both Formula One and NASCAR especially.It is the official sponsor for fifa world cupThe company distributes its products in more than 120 countries, employs more than 10,000 people worldwide.

Present Day

LogoPuma 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 firms reliability and its products aptitude in the international market.

LogoColor 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 firms stability and prominence.

PUMAs VISONFAIR

HONEST

POSITIVE

CREATIVE

Pumas Collaboration

Alexander McQueen

Yasuhiro Mihara

Sergio Rossi

StrategiesProduct diversificationNational Brand AmbassadorsAdvertising Strategies & Creative launchOnline Selling Facilities for Asian CountriesGaining commercial Advantage from R&D and InnovationsCSR Strategies

ProblemsEnvironmental Factors - Lack of social acceptance, seen by the upper class people as something below them, Competitive factors - better quality, large marker share etc.

Puma CompetitorsPrada SportsWell known luxury brand4 years ago Prada dared to step into the sport segmentFocus on fashion and trends but their price strategy is still too high

DieselMajor fashion brand including: sunglasses, footwear, watches, fragrances and writing toolsExperienced an unexpected growth rateBrand is still situated in Italy (jeans production)Nike Inc.No. 1 sports brand in the worldUS based: administrative activities, design and product innovationSub brands like Tiger Woods and Michael Jordan

Adidas Salmon AGFocus on core sports like soccer, tennis, athletics and skiing6 times the financial resourcesDesign and marketing department are located in France and Germany

Nike Very Serious Professional Driven Performance oriented Geared towards athletes

Adidas Athlete Focused Not necessarily professionals Motivational and Inspirational

CAMPAIGN OVERVIEWPUMA FOREVER FASTERPuma has launched its largest global campaign Forever Faster on 7th August 2014. The campaign kicked off simultaneously all over the world. Puma Malaysia @ Berjaya Times Square. Officially launched their new campaign by Puma Southeast Asia General Manager, Miguel Andrade.

The objective is to be fast in reacting to new trends, fast in innovations, fast in decision making and fast in solving problems for their partners and customers.

Campaign Objectives Market shoes as versatile Retain brand loyalty Turn one time consumers into loyal users Invent an interactive online community

CAMPAIGN STRATEGIESPUMA FOREVER FASTERMessage Strategy

Use professional athletes Puma: As versatile as you are What do you do in your shoes?

Brand Endorsement

CAMPAIGN STRATEGIESOOH

CAMPAIGN STRATEGIESEvent

CAMPAIGN STRATEGIESDistribution Channel

Online Store Puma Store Outlet Unique Cabin Store

CAMPAIGN STRATEGIESCustomer FIRST!Gives value to their customersAssist during and after sales50% - 60% discount to regular customers

Customer points-Every purchase, there will be a certain number of points depending on the price of the product. After he crosses a certain point level, he would be entitled to a gift from the company or choose a product of a certain value from the range.

CAMPAIGN STRATEGIESBring-Me-Back BinCollect all the old shoes and clothes that you dont want anymore (even the non-PUMA stuff).Drop on the PUMA bring me back binStar feeling really good about yourselfPUMA says: With Bring Me Back Program, materials are put back in the right place. This way we dont steal from nature, but borrow. And borrowing is a good thing.

Gaining Commercial advantage from R&D and InnovationsClever 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)

Corporate Social ResponsibilityAnti Child labor Campaign: Beating Competitors on Social and Ethical groundSports Scholarships: Promoting sports cultureEnvironmental pollution control: Initiative to create awareness for ecologically sustainable business

SWOT Analysis

Strengths OpportunitiesExperience in R and DFitness hypeBrandingTechnology Management and International StrategyAcquisitions and sponsorships

WeaknessThreatsMissing Sports SegmentsActual economic situationLow financial resources compared to rivalsHigh competition and imitation of products

Success FactorsStrong 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.

Thank You for Your Attention !

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