Puma

Presented byCHRISTEENA VARGHESE

(132)SANAL SURAJ (166)SHIJO VARGHESE (170)BABIN MATHEW (124)THOMPSON THOMAS (175)VARSHA RAJAN (179)

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.

Main Competitors

Puma Products

Foot wearCustom made shoes ,sports shoes Fancy ShoesApparelsT shirts,Tracks,BoxersAccessoriesGloves,Helmets,Water bottlesFootball

Strategies

Product Diversification.Gaining Commercial advantage from R&D and

Innovations.Collaboration.Advertising and Creative launch.Brand Endorsement.Corporate Social Responsibility Strategy.

Product Diversification

Nutrition & Fitness consultancy

Gymnasium equipments

Trekking Equipments

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)

Puma’s Collaboration

Alexander McQueen

Yasuhiro Mihara

Sergio Rossi

Advertising and Creative launch

Brand EndorsementBrand Endorsement

Tennis Gears: Somdev Devramman

Badminton: Saina Nehwal

Health Academy:

Shilpa Shetty& John Abraham

Cricketing Equipments:

Gautam Gambhir

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