CONTENTS

History Puma today Products segments Chair person Management phases Promotional strategy Financial statement Swot analysis\ Competitors Mission statement Draw backs conclusion

HISTORY
Dassler brothers in the year 1924 started Gebrder Dassler Schuhfabrik (Dassler Brothers Shoe Factory). In 1948, the brothers split their business, Adolf called his firm Adidas after his nick name; Rudolf called his new firm Ruda - from Rudolph Dassler. Rudolf's company changed its name to Puma Schuhfabrik Rudolf Dassler in 1948, and became a public company in 1986

PUMA TODAY
Present day Puma AG 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 cup Puma has partnership with ferrari and bmw

HEAD QUATERS

PUMA PRODUCTS SEGMENT

Foot wear custom made shoes ,sports shoes fancy shoes Apparels t shirts,tracks,boxers Accessories gloves,helmets water bottles

CHAIRPERSON PUMA
Jochen zeitz is the ceo of puma since 1993 Under his management puma profit has increased a lot The company also manufactured goods for non commercial sports Sports apparels and accessories were introduced . The countries of operation has increased to 80 countries

PHASES IN MANAGEMENT
Phase I PUMA s long-term corporate development plan starts whereby the aim is to restructure the company and establish a solid financial footing. PUMA registers a profit for the first time since its IPO in 1986. PUMA presents its PUMA CELL technology, the first foam-free midsole. Phase II PUMA s long-term development plan starts. Its aim is to reposition the brand through investment in marketing and product development PUMA and Jil Sander jointly launch a footwear collection. PUMA launches www.puma.com, featuring regional ecommerce

PHASES IN MANAGEMENT cont

Phase III
Phase III aims to further explore the potential of the brand by generating desirable and profitable growth . PUMA signs on as the official supplier of apparel and footwear to the FIA World Rally Championship, WRC. PUMA launches 4some, a new European cross training event for women. PUMA AG and the Mild Seven Renault F1 Team sign a multi-year contract. PUMA becomes the official supplier of racing shoes to Michael Schumacher

PHASES IN MANAGEMENT cont

Phase IV
PUMA launches Phase IV of its long-term oriented business plan. In Phase IV, Company Expansion, PUMA has the long-term mission of becoming the most desirable Sportlifestyle company. PUMA launches its new Golf collection. PUMA and Ducati, the world s premier motorcycle manufacturer and one of the top Moto GP teams announce a new cooperation. PUMA appoints Hussein Chalayan, global designer, artist and film maker, as the Creative Director for PUMA, responsible for designing, creating and developing the sport fashion collections of the brand

PUMAS PROMOTIONAL STRATEGY

Puma sponsors many national football teams It has also sponsored and created the clothing for several noted professional football clubs It also sponsors Football players It also sponsors the following cricketers Puma supply equipment to four National Rugby League Teams

FINANCIAL RESULTS
The last three years financial results of puma

SWOT ANALYSIS
Strengths Experience in r and d branding Management and international strategy weakness `missing sports segments Low financial resources compared to rivals opportunities Fitness hype Technology Acquisitions and sponsorships threats Actual economic situtaion High competition and imitation of products

PUMA COMPETITORS

PUMAS COMPETITORS

MISSION STATEMENT
To be the world most desired brand in sports wear

DRAWBACK OF PUMA
Very low brand awarness Market share is low Advertising is very low No penetration into the market

THANK YOU