By

Mohd Hafiz Nordin

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

Present Day
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 cup
The company distributes its products in more than
120 countries, employs more than 10,000 people
worldwide.

Logo
Puma 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.

Logo
Color 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 VISON
FAIR
HONEST
POSITIVE
CREATIVE

Pumas Collaboration
Alexander
McQueen
Yasuhiro
Mihara
Sergio Rossi

Strategies
Product diversification
National Brand Ambassadors
Advertising Strategies & Creative launch
Online Selling Facilities for Asian Countries
Gaining commercial Advantage from R&D and Innovations
CSR Strategies

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

Puma Competitors
Prada Sports
Well known luxury brand
4 years ago Prada dared to step into the sport segment
Focus on fashion and trends but their price strategy is still too high
Diesel
Major fashion brand including: sunglasses, footwear, watches, fragrances and writing tools
Experienced an unexpected growth rate
Brand is still situated in Italy (jeans production)
Nike Inc.
No. 1 sports brand in the world
US based: administrative activities, design and product innovation
Sub brands like Tiger Woods and Michael Jordan
Adidas Salmon AG
Focus on core sports like soccer, tennis, athletics and skiing
6 times the financial resources
Design 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 OVERVIEW

PUMA FOREVER FASTER

Puma 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 STRATEGIES

PUMA FOREVER FASTER

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

Brand Endorsement

CAMPAIGN STRATEGIES

OOH

CAMPAIGN STRATEGIES

Event

CAMPAIGN STRATEGIES

Distribution Channel

Online Store

Puma Store Outlet

Unique Cabin Store

CAMPAIGN STRATEGIES

Customer FIRST!
Gives value to their customers
Assist during and after sales
50% - 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 STRATEGIES

Bring-Me-Back Bin
1. Collect all the old shoes
and clothes that you
dont want anymore
(even the non-PUMA
stuff).
2. Drop on the PUMA bring
me back bin
3. Star feeling really good
about yourself
PUMA 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 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)

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

SWOT Analysis
Strengths

Opportunities

Experience in R and D

Fitness hype

Branding

Technology

Management and International

Strategy

Acquisitions and sponsorships

Weakness

Threats

Missing Sports Segments

Actual economic situation

Low financial resources compared

to rivals

High competition and imitation of

products

Success Factors

Strong 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 !