Puma

In: Business and Management

Submitted By huyen
Words 817
Pages 4
Puma is one of leading sports fashion brands about designing and selling footwear products. It can be said as a key product can make huge profitable and revenue for puma. They create trademark brand by innovative, diverse designs with appropriate International marketing strategy. Puma was very successful in entering the international market. Their products have been very familiar with customers in 120 countries .Each year, Puma release different products that are appropriate for the objectives and strategies of each period. Marketing strategies of puma are aimed at sporting events over the world. Puma will be easy to get domination; by those sporting events that puma promote their products to consumers broadly. For example, at the 2009 FIFA Confederations Cup™ in South Africa, Gli Azzurri wore the new collection. In 2009, PUMA became an official partner of the United States’ Women’s Professional Soccer League. With the participation of many sports events, image Puma has left the impression that it pairs with the customer is a sports brand is famed for its unique design. They have become indispensable sponsors for many tournaments and other sport events. Such as: in 1970 FIFA World Cup, Pelé stopped the referee with a last-second request to tie his shoe laces at the opening whistle of a 1970 World Cup finals match and then knelt down to give millions of television viewers a close-up of his Pumas. Pelé was complying with a request by Puma's representative Hans Henningsen to raise theGerman sports shoe company's profile after they gave him $120,000 to wear their boots. They used famous football players as well as athletes to become a model and represent for their product because they have influence and certain voices with the general public. They will easily make up trend, wave sport style for the fans, those who love sports. Moreover, launching new products match with…...

Similar Documents

Puma Corporate Analysis

...to $180. Golf bags being the most expensive. Puma is associated with a variety of collections throughout their footwear, clothing, and accessory lines, that consists of: • Ferrari • Mercedes • BMW • Wilderness • Oracle • Italia • DucatiFAAS lightweight running • Puma time • Evospeed • Ricki Fowler • Bolt • Rock it: colorblocking • Global Rallycross Distribution and Positioning Among Puma’s distributors are many retail stores, such as Nordstrom, Macy’s, Dillards, Sears, Jc Penny, and Saks fith Avenue. In order to portray their sports selection they distribute through their own Puma stores, Famous Footwear, Dick’s Sporting Goods, Finish Line, Footlocker, as well as through a series of web sites including their own www.shop.puma.com. As part of Puma’s distribution strategy they plan to eliminate any stores who are low in profit, and will open new stores in developing markets that don’t have an extensive framework in retail, mainly in North America and Europe (Women’s Wear Daily, 2012). Puma aims to attract trendsetters in the beginning stages, to then obtain early adapters, and finally early majorities as part of their distribution strategy (Leand, 2003). Objective and Strategy As stated by Jay Piccola, president and general manager of Puma North America,” Our goal is to be the most desirable sport lifestyle brand in the world”(Leand,2003), as to what is Puma’s objective. Part of their strategy is performance. Puma strives to stay involved with soccer and......

Words: 1087 - Pages: 5

Strategic Management

...gaining power over them. | Threats of new entrants PUMA: The threats for new entrants and rivals to the market are very low here. So Puma does not face any threats from new entrants. It will be very difficult for a new company to enter into this market. Puma has developed strong relations with their customers and they are loyal to the company. | Power of suppliers PUMA: The suppliers play a very limited role in Puma. Their power is medium according to the research I have done. The Puma Company has suppliers from different parts of the world. This is an advantage for the Puma Company. | Power of Buyers PUMA: the company offers undifferentiated products. And it can be affected by the products offered by the rivals. The customers have a great influence over the product of the company and Puma always sees to that their customers are fully satisfied. (High power of buyers) | Threats of substitute products PUMA: the substitute products for Puma are products offered by the rivals of the company. Puma always has to make sure that they deliver their best to customers so that they will be satisfied and will not switch to the substitute products of the rivals. The threats of substitutes in Puma are high, as it is easier for consumers to switch to the products of rivals such as ADIDAS if they find the products unsatisfactory | Intensity of Rivalry among competitors PUMA: there are only a few numbers of competitors for Puma. Prada Sports, Diesel, Nike and Adidas are......

Words: 6907 - Pages: 28

Puma Case Study

... Activity: Case Study Company: PUMA |1924: |Rudolf and Adolf Dassler incorporate their first shoe company. | |1948: |Rudolf Dassler sets up his own company Puma Schuhfabrik Rudolf Dassler. | |1950: |Puma had established export ties to the United States, | |1959: |Rudolf Dassler's wife and two sons become part owners of the Puma Sportschuhfabriken Rudolf Dassler KG. | |1962: |Puma shoes are shipped to almost 100 countries. | |1974: |Armin A. Dassler takes over as CEO. | |1986: |Puma goes public and company stock is offered on the Munich and Frankfurt stock exchanges. | |1989: |Armin and Gerd sold Puma to Cosa Liebermann for an unknown amount | |1991: |Swedish conglomerate Proventus AB becomes majority shareholder. | |1993: |30-year-old Jochen Zeitz takes over as CEO. | |1998: |Puma acquires 25 percent of Logo Athletic Inc. | |1999: |Monarchy/Regency becomes Puma's biggest single shareholder. A film and television production company, who | | |purchased a 12% share in | | |Puma. | |2003 |Puma re-launches Rudolf Dassler branded footwear collection in the collaboration with Alexander van Slobbe, | | |featuring iconic shoes such as the Sprint Logo | |2007 |Puma launches 360 degree Rudolf Dassler branded collection including footwear, apparel and accessories | Pumas Service: Puma has long-term mission of becoming the most desirable Sport lifestyle company. With that, Puma has expanded its boundaries by not only......

Words: 1814 - Pages: 8

Reebok vs Puma

...1. History of the Puma & Reebok companies 2. Marketing Analysis: SWOT analysis 3. Advertising strategy 4. Consumers' information 5. Conclusion History Brand Origins The roots of the Puma brand stretch back to the mid 1920’s when Adi and Rudolph Dassler spent years working together building lightweight athletic shoes registered under their family shoe enterprise Gebrüder Dassler, in Herzogenaurach Germany.Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquely designed shoes began to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler’s track shoes when he won gold or the USA at the 1936 Berlin Olympics. After World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Originally thinking of calling his brand RUDA, Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi in corporated as Adidas. This family rift would lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. [pic] Brand Name Origins [pic]  The leaping puma also symbolizes combination of speed, power, and elegance often exhibited by professional athletes.  The Puma logo is a symbol of the fierce rivalry between the two brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and......

Words: 1864 - Pages: 8

Comparing and Contrast Puma and Underamour Marketing Strategies

...Marketing Strategies Puma and Under Armour The sport companies must very careful to develop good marketing strategies, because nowadays among of the companies are very competitive like Puma and Under Armour. A good marketing strategy must enable business reach the target or the goals. There are many strategies that the companies want to clear their objective like pricing strategy, product strategy, promotional strategy and distribution strategy. Pricing strategy is a counting way to setting price of the products and this strategy also the most difficult decisions that the company must do. Knowing this strategy means know about the cost of products and services, how much profit that the company will earn, and how many demand that the company’s customers have. Furthermore, product strategy is preparing and planning a product before it launch into its intended market. A good analysis that will be needed by companies to get predict about the market and business that can effects the products the companies will sell. Next, promotion strategy is the way to attract or to pull more customers by advertising or some range technique that can reach the costumers. Lastly, distribution strategy is more directly to where the companies are going to sell their product and where it is produce. This paper will contain about compare and contrast between Puma’s and Under Armour’s way of developing their marketing strategy on the product, price, promotion and place. First of all, Puma corporate......

Words: 1124 - Pages: 5

Puma Pestle

...Puma Pestle Political Factors Primarily, the company started their strategy by making the brand more profitable. This is to build a strong financial foundation. The main changes that had happened are from the accounting practices of the company. During the said changes and process of restructure, there are different political factors that might be considered. One of this is the environmental issues. As of now, more and more individuals and organizations are focusing on different issues regarding the environment. The fact that the company will be outsourcing from other countries, there are different international as well as local laws that must be considered in order to maintain the continuous process of the development. The trade restriction and tariffs are also another of the most important political factors that must be considered. This is due to the fact that the company already followed the strategy of Adidas and Nike in outsourcing their production in Asia. The primary reason for outsourcing of production is because, most of Asian countries offer lower labor cost and other taxes compare to Europe and America. In terms of political stability, due to the fact that the company is a multinational company that produce as well as sell their products in different parts of the world, there different political issues and events in other local partners that can affect the overall performance of the company. Economic Factors The said situation in the......

Words: 320 - Pages: 2

Gmcr Long-Term Growth Prospects Black Puma Research

...July 27 GMCR LONG-TERM GROWTH PROSPECTS Black Puma Research BLACKPUMAFUND@GMAIL.COM GMCR Long-term Growth Prospects MEMBER USE ONLY GMCR LONG-TERM GROWTH PROSPECTS COMPANY OVERVIEW Keurig Green Mountain, Inc. (Nasdaq:GMCR), formerly Green Mountain Coffee Roasters, Inc., is a specialty coffee and coffeemaker businesses in the United States and Canada. The Company sells Keurig Single Cup Brewers and Arabica bean coffees, including Fair Trade Certified, certified organic, flavored, limited edition and blends offered in K-Cup and Vue packs (single serve packs) for use with its Keurig Single Cup Brewers. The Company also offers traditional whole bean and ground coffee in other package types including bags, fractional packages and cans. In addition, the Company produces and sells other specialty beverages in portion packs including hot apple cider, hot and iced teas, iced coffees, iced fruit brews, hot cocoa and other dairy-based beverages. The Company distributes its products in two channels: at-home (AH) and away-fromhome (AFH). Currently, GMCR has 13% penetration in at-home coffee brewer of the US market. Furthermore, it sells its products to retailers, including supermarkets, department stores, mass merchandisers, club stores, and convenience stores, restaurants, hospitality accounts, office coffee distributors, and partner brand owners, as well as to consumers through its Website. THE CONTINUATION OF GROWTH STORY KEURIG 2.0 RELEASE The new......

Words: 2474 - Pages: 10

Puma

...Puma PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel, and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Tretorn, Dobotex and Brandon. The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. PUMA has a very unique strategy because it uses a focused differentiation approach. PUMA is considered to be one of the world’s leading Sports Brands, but does not make products for all sports. Instead, it focuses on soccer and running mainly, but also golf, motorsport, and cricket. PUMA has come up with a new marketing strategy going forward. From PUMA’s official website it states, “PUMA will be the Fastest Sports Brand in the World.” This simplified mission will result in a single brand purpose and a single consumer message. PUMA will be: “Forever Faster”. This new tag line was launched for 2014 and it reflects the 65 years of history of making fast product designs...

Words: 659 - Pages: 3

Case Study Puma

...CASE STUDY : PUMA Sébastien JAUNIN Thomas KEIGNART Année 2013 - 2014 La marque PUMA Fondée en 1924 par les frères Rudolf et Adolf Dassler, la PUMA Schuhfabrik Rudolf Dassler fabrique des chaussures de sport, des vêtements sportifs ainsi que des accessoires. Depuis 2007, la société est détenue par le groupe PPR. En 2012, la marque a été reconnue comme l’une des plus performantes au monde en termes d’écologie, d’éthique et de gouvernance managériale. Analyse interne : propriétés de la marque PUMA est avant tout une histoire de famille. D'origine allemande et cordonniers de père en fils, les deux frères Rudolf et Adolf Dassler fondent ensemble, dès 1924, la société de chaussures Gebrüder Dassler Schuhfabrik. Après s’être enrôlés durant la Seconde Guerre Mondiale, les deux frères se séparent: Adolf fonde Adidas et Rudolf, Puma en 1948. Historique de la marque en quelques dates 1948 : Création de PUMA Schuhfabrik par Rudolf Dassler, ainsi que du premier logo de la marque, et                  présentation de PUMA ATOM, première chaussure de football de la marque.1950 : Création et commercialisation des premières chaussures de sport à crampons1952 : Première médaille d'or sous les couleurs de la marque, remportée par Josef Barthel de Luxembourg (1500m, à Helsinki en Finlande) et lancement du SUPER ATOM1993 : Jochen Zeitz devient Président Directeur Général de la société1998 : Avec la collaboration du designer Jil Sander, PUMA lance une nouvelle......

Words: 1734 - Pages: 7

Puma

...Puma SE (officially branded as PUMA) is a major German multinational company that produces athletic and casual footwear, as well as sportswear, headquartered in Herzogenaurach, Bavaria, Germany. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Both companies are currently based in Herzogenaurach, Germany. Puma makes football boots and has sponsored a number of footballers, including Pelé, Eusébio, Johan Cruyff, Diego Maradona, Lothar Matthäus, Kenny Dalglish, Thierry Henry, Robert Pires, Adam Lallana, Radamel Falcao, Sergio Agüero, Cesc Fàbregas, Olivier Giroud, Marco Reus, Marco Verratti, Gianluigi Buffon, Mario Balotelli and Diego Godin. Puma is the sponsor of the Jamaican track athlete Usain Bolt. The first endorser for Asian Region is Luhan (singer), a Chinese actor and singer. In the United States, the company is known for the suede basketball shoe it introduced in 1968, which eventually bore the name of New York Knicks basketball star Walt "Clyde" Frazier, and for its endorsement partnership with Joe Namath. Following the split from his brother, Rudolf Dassler originally registered the new-established company as Ruda, but later changed to Puma.[3] Puma's earliest logo consisted of a square and beast jumping through a D, which was registered, along with the company's name, in 1948.......

Words: 316 - Pages: 2

Puma

...Puma Communications is a long established organisation offering various Telecommunication services to clients throughout UK, Ireland and Europe. The company is located in Coventry, and has many years experience in the Telecommunications business Puma is the world's #3 sportswear manufacturer. It has a longstanding historic rivalry with the #2 manufacturer Adidas, not least because the two companies were founded by brothers Rudi and Adi Dassler, former business partners who fell out in the late 1940s and spent the rest of their lives as bitter competitors. Puma built up a strong following over the next three decades as one of the two leaders in sporting shoes and apparel but was unprepared for the dramatic changes in the sportswear market which resulted from Nike's spectacular growth in the 1980s. By 1990 Puma was struggling on the brink of bankruptcy. The company was rejuvenated from 1993 onwards by a youthful new management team led by CEO Jochen Zeitz. He continued to build the profile and prestige of the brand as it passed through a succession of different owners over the following decade, until becoming a subsidiary of French fashion and retail group PPR, also the owner of Gucci. Puma has made up for its lack of scale with a small collection of carefully selected endorsement partnerships, which have delivered high profile at comparatively low cost. By far the most successful of these in recent years has been sprinter Usain Bolt, currently "the fastest man in the world" ...

Words: 1473 - Pages: 6

Swot Analysis for Puma

...Introduction PUMA is one of the famous sport brands that provide apparel and accessories specially fit for sportsmen and sportswomen. Instead of that, they also aim for a sport inspired lifestyle concept. They are trying to improve their quality, creativity and innovation as they have strong competitors such as NIKE and ADIDAS that are in the same category. Their targeted market can be mostly focused to urban young upper middle class and upper class men and women. (About.Puma, 2014) PUMA survived in the market with their creativity, energy and style in their apparel at a very affordable price. Sometime, they may be faced in some problems such as the price competition among the market especially in peak season. Besides, shipment shortage is also a potential problem that will be faced by the company. When the demand in peak season in the market became higher, thus the company will face in lack of stock supplying. Increasing in import tax may also one of the factors that affect the company survive in the market. Therefore, it is necessary for today's business to use SWOT to analyse the internal and external issues that would help to address this concern. The SWOT Analysis inspects the Strengths and Weaknesses of a company as well as the Opportunities and Threats in the environment this company functions in. SWOT Analysis is used by many companies to assess their status quo and make choices regarding their upcoming plan. (Business.wikinut.com, 2014) ‘S’ refers to strength and......

Words: 3231 - Pages: 13

Puma Pestle

...with the difference, rather than changing the views of the journalist (Evans 1987, p. 160). Another important factor that must be considered under the media is the presence of the Internet where in people and organization can put anything that they want to say. The said thing can affect the brand and image of the company. The product or service of a company is what it is and what the customer think it is. Company may have the services that are being offered in the market but a customer won’t avail anything if he or she thinks that someone else out there is better (BAFA n.d.). Due to the fact that the company had already established its name in the market, and it had a history of giving their customers quality product, it wasn’t that hard for Puma AG to reestablished its name in the industry. On the other hand, it is hard to regain, in quick manner its prior company image.             In the process planning and implementing specific business strategy it is important to use fashion and role models that will help the brand to spread and rise brand awareness to the possible customers. The image of the models of the brand is also important; this is due to the fact that those artist or individual can be considered as part of the brand itself. Seeing famous individuals from different fields of sports wearing the products of the company can help them to reestablish the image of the brand. With connection to that, major events can also influence the behavior of the customers towards......

Words: 2344 - Pages: 10

5 Forces Analysis of Puma

...Puma is one of the key sportswear firms globally that is involved in segments like sports clothing, footwear, and lifestyle products, where its core capabilities are in the field of manufacturing, designing, marketing and distribution of its products. The company has evolved over number of years to become € 2,738.8 million turnover firm in 2008 (FAME, 2009), however its roots can be traced back to the modest beginnings in the firm Gebruder Dassler Schuhfabrik by Rudi and Adi Dassler created in 1924, which later split into Puma and Adidas in 1948 (Keynote, 2009). Porter’s Five Forces: Porter’s five forces have been identified as the key competitive forces that define industry structure that is relevant to the business of the firm and therefore is highlighted as micro business environment analysis of the firm (Lynch, 2003). The implementation of the tool has been undertaken for Puma as follows: • Bargaining Power of Suppliers is low as Puma is one of the vertically integrated firms therefore making its own departments suppliers and distributors of its products, while raw material producers offer low differentiation therefore also have very low bargaining power. • Bargaining Power of Buyers is medium to high as there are low switching costs between different brands therefore allowing opportunity to customers to try different firms for their wardrobe. However, the strong product portfolio and the price mix of Puma means that it enjoys a degree of customer loyalty which...

Words: 415 - Pages: 2

Puma Brand

...PUMA APPAREL BRAND ANALYSIS Aakriti Arora-W1580466 Arpit Jain-W1579903 EXECUTIVE SUMMARY Business strategy is important for every business growth and it sustainability in the market. A brand’s essential mission is to contribute to the consumer’s happiness and to boost sales. Our contemporary society is characterized by hyper-consumption (Lipovetsky, 2007). The individual is no longer seduced by objects and their discovery; on the contrary, he is attracted by the intimate consumption of products, by a personalized type of happiness and by a value communication of brand .To analyze brand strategies, it is important to analyze the external and internal environment affecting the organization by studying the trends in the market, strengths, weaknesses and core capabilities of any organization. Increasing competition has made it mandatory to focus on customer retention(Hong and John,2010)An organization’s success depends on its strategy decisions and to be successful, it is important to implement out of the box strategies. This report examines the sportswear industry and its major players’ marketing activities and strategies within a competitive environment, which will then lead to a strategic brand direction for a brand. Favorable trends have been observed in the sportswear industry, creating great opportunities for brands to capitalize on. The sector is ......

Words: 6318 - Pages: 26

Nutrient Power: Heal Your Biochemistry and Heal Your Brain Medical 224 Pages 9781626361287 | Ice Road Truckers | Antiker Sekretär ca. 1860 mit Ursprungsnachweis Linde aus Franken