PUMA Market Dynamics Maria Mam

8/2/2019 PUMA Market Dynamics Maria Mam

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PUMA

Market Dynamics Retail

Submitted to: Submitted By:

Ms. Maria Vishant Chawla


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History

After World War II, 1948, during which Rudi Dassler had spenttime in a POW camp, the Dassler brothers began a legendaryfeud, causing Rudolph to leave the company and found a rivalcompany across town. Originally thinking of calling his brandRUDA, RudiDassler named his company Puma AktiengesellscaftRudolf Sport (Puma) while brother Adi incorporated as Adidas.This family rift would lead to cutthroat business feuds andsporting triumphs forging two mighty sporting brandsrecognized all over the world. In,

PUMA is a large German multinational company which designs

and develops high- end athletic shoes, lifestyle footwear andother sportswear. It was founded in 1924 and has head-quarters in Germany. JochenZeitz is the CEO.

It distributes its product in more than 120 countries, employs more than 9000people and generates revenue of $2.5 millions. The parent company is PPR.

1920: Rudolf Dassler and his brother Adolf start making sports shoes.

1924: Foundation of GebrderDasslerSchuhfabrik, Herzogenaurach, Germany.

1959: The company is transformed into a limited partnership named PUMA-Sportschuhfabriken Rudolf Dassler KG.

1986: Transformation into a stock corporation.

1994: The first profit since the company's IPO in 1986 is regeristered.

1998: Puma merges sports and fashion. The company starts a cooperation withdesigner Jil Sander.

1999: Puma becomes an official on-field supplier of the U.S. National Football

League (NFL).

2001: Acquisition of the Scandinavian Tretorn Group.

2007: Voluntary public take-over by Pinault-PrintempsRedoute (PPR);Prolongation of the contract with JochenZeitz by five years.


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PUMA BRANDPUMA has the long-term mission of becoming the most desirableSportlifestylecompany.

Mixing the influences of sports, lifestyle, and fashionIn recent years,the Puma brand has become synonymous with fashion, style, andsport. Through fresh design, co-branding and partnerships withcelebrities and famous designers, Puma has elevated their brandimage so that it now competes with fashion brands as well as theirtraditional rivals in the sporting footwear industry. The Puma brandcommunication strategy is flexible across multiple categories, yetcommunicates innovation for an active lifestyle. Pumacommunicates with each category in a unique manner, but the tone isun mistakenly tied back to the overall brand through the overarchingbrand personality and identity. To extend their brand Puma hascreated concept retail stores that enable people to experience thebrand in engaging and compelling ways. Puma also engagescustomers through their Mongolian barbeque concept that enablescustomers to design and build their own footwear from scratch.Further differentiating the brand from traditional rivals, Pumafrequently hosts promotional events that are based around activelifestyle themes based on dining, entertainment, fashion, and music.

It is committed to working in ways that contribute to the world bysupporting creativity, safe sustainability and peace. And by stayingtrue to the values of being fair, honest, positive and creative indecision made and action taken.

Features:- Distinctive trend setting styles- Branded retail experiences- Co-developed celebrity lines.- Co branding partnerships- Partnerships with famous designers- Mass customization- Promotional events (beats & treats)entertainment, fashion, andmusic.


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PUMA Brand Origins

The leaping puma also symbolizes combination of speed, power, andelegance often exhibited by professional athletes.

The Puma logois a symbol ofthe fierce rivalrybetween the twobrothers. Nolonger workingwith his partner

and brother, thebrand wouldcome tosymbolize thesolitary andsecretive natureof Rudolfs new

venture as itmoved forward.


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Brand Personality

Puma LOGO

Design Elements of Puma Logo:

Puma logo grips a notion of strong and chic icon with the help ofa leaping animal and bold font. A distinguished impression isimmediately cast on the spectator, narrating the kind of imagethe company possesses.

Shape of Puma Logo

The Puma logo comprises of a courageous representation. A leaping Puma, ananimal known as cougar, panther or a mountain lion, is highlighted in the Pumalogo. This Puma summarizes the power beast- like nature of the firm and itsproducts. The Puma logo solely enhances the attributes of the firms reliabilityand its products aptitude in the international market.

Color of Puma Logo

Pumas primary color palette of black, red, white, and grey is consistently usedacross their brand communication to unify the different master brand categories,

sub brands, and co brands. Their signature color is a saturated red which isbold, distinctive, and easy to recognize. In addition clean, white backgrounds areconsistently used across master brand websites. Their Spartan approach tocolor is especially helpful to consumers because Pumas products (footwear,apparel, accessories) are offered in a vast array of colors and styles in which theoverall brand identity could get easily lost.

Font of the Puma Logo

The complete Puma logo is a sign of authority and confidence. Nevertheless, thetypeface of the Puma Logo has maintained the same notion throughout its

history in the corporate world. The bold font featured in Puma logo projects thefirms stability and prominence.

Passion Openness Self Belief

Speed Power Elegance


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Retail Format

Puma products are distributed to Multi - Brand Store Frontand theExclusive Puma Stores across countries. While this necessitates a

second trip for the customer to come and pick up the shoes, it allowsPuma to offer a much wider selection than any of the competition.

Exclusive Puma Stores / Specialty Stores:

Specialty stores carry a narrow product mix with depth ofassortment within the line.The emphasis is on a limited number ofcomplimentary products and high level of customer service Specialtystore often sell shopping goods such as Jewelry, apparel, computers,music systems, sporting goods.ExclusiveShowrooms either owned or

franchised out by a manufacturer.Complete range available for agiven brand, certified product quality.Like: Tanishq, Van Heusen, Raymond's.

Multi - Brand Store FrontMarketing of two or more similar and competingproducts by thesame firm under different and unrelated brands. While these brandseat into each others' sales, multi-brand strategy does have someadvantages as a means of obtaining greater shelf space and leavinglittle for competitors' products, saturating a marketby filling all priceand qualitygaps, catering to brand-switchers users who like toexperimentwith different brands, and keeping the firm's managerson their toes by generating internal competition.Focus on particular

product categories and carry most of the brands available.Customersget to have more choices as many brands are on display.
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The PUMA Online Store

Website that markets the Puma brand is focused on selling itsproducts directly to the consumer.

It contains an extensive online catalog, current news on Puma,employment opportunities, new items and an online shop.

Interactive site; interactive online shopping for consumers fromextensive online catalog; very user-friendly site with easy navigation.


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Retail Mix

Retail

Mix

Product

Price

Place

Promotion

People

Process


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Product

Products:

Footwear Apparel Accessories

Category

Men

CollectionsWomen


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Men


Closed Shoes Pants Belts

Flip Flops Shorts Back Pack

Slippers Shirts Socks

Jackets Caps

Headwear SmallAccessories

Tees & T Shirts Shoulder Bag

* Collections: Ferrari & Ducati


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Women


Closed Shoes Pants Belts

Flip Flops Shorts Back Pack

Slippers Shirts Socks

Ballerinas Swimwear Caps

Headwear Small

AccessoriesTees & T Shirts Shoulder Bag

Jackets Travel Bag

Hand Bag

Footballs

* Collections: Ferrari & Ducati


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Price

Men

Footwear Price

starts

from

Apparel Price

Starts

from

Accessories Price

Starts

from

ClosedShoes

1099 Pants 1299 Belts 1099

Flip Flops 899 Shorts 799 Back Pack 1299

Slippers 599 Shirts 1099 Socks 399

Jackets 2399 Caps 599

Headwear

899 SmallAccessories

299

Tees & TShirts

699 ShoulderBag

1199


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Women

Footwear Price

StartsFrom

Apparel Price

StartsFrom

Accessories Price

StartsFrom

ClosedShoes

1099 Pants 1299 Belts 1099

Flip Flops 899 Shorts 799 Back Pack 1299

Slippers 599 Shirts 1099 Socks 399

Ballerinas 3299 Swimwear 1899 Caps 599

Headwear 899 SmallAccessories 299

Tees & TShirts

699 Shoulder Bag 1199

Jackets 2399 Travel Bag 2199

Hand Bag 1299

Footballs 2399


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Place

Puma open up stores in:

1.Shopping Malls2.High End Street Markets

Puma has stores all over the countries in an

approachable & centralized location. This allows Puma

to offer products and attract the customes.


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Promotion

Puma promotes in its unique way. It follows different media

and events.It promotes through:

1.Posters/Banners2.Fashion Shows3.Events at Puma Stores4.Participating in Motorsports: Ferrari & Ducati5.In India Puma Promotes through Cricket: IPL

Currently Yuvraj Singh &Chitrangada Singh are Brand

Ambassadors.


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Process

Stock:

5 weeks in store including display in the store.

7 weeks in store including display in peak season*.

*peak season October mid to February

Replenishment process:

The basic principle of Puma is to keep the stock for 5 weeks & 7

weeks during peak season.

Reports of the sales are submitted to the Head Office Delhi (sales) on daily basis.

If the stock of a particular product reaches for 4 weeksthen that product is re-ordered.

The re-ordered product reaches the store within a week.There are 3 cases for re-order:

1.High selling product2.Normal/Medium selling product3.Low selling product

High selling product: If a product is selling on the faster pace

then the re-order for that product is done and the inventory is

maintained for 7 weeks for that product and 9 weeks in peak

season.

Medium selling product: In this case re-order process is the

same as mentioned above. Inventory is maintained for 5 weeks.

Low selling product: If a product is selling on a pace lower then

expected then the re-order will be done when the stockreaches to 2-3 weeks depending upon the sale of that product.

Date post:	05-Apr-2018
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PUMA Market Dynamics Maria Mam

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