Dassler Brothers Shoe Factory Rudolf's company changed

started in 1924.
FOUNDED HISTORY
its name to Puma

4 BILLION EUROS TURNOVER Spread across120 Countries

TURNOVER SPREAD across 6 Continents

DOBOTEX ACTIVITIES FOOTBALL. GOLF

BRANDS COVERED
COBRA PUMA GOLF ATHLETICS. TENNIS
 Forever Faster is more than being quick. It is
our mantra. It is 70 years of fast products for
fast athlete
 We aim high, and when we score our goals, we
aim even higher. All to achieve one thing: to be
the Fastest Sports Brand in the World.
 Sport is our world. This makes us passionate
about designing, developing, selling and
marketing footwear, apparel and accessories.
 Enhancing areas such as football, running and
training, golf and motorsports with
performance and sport-inspired lifestyle
products.
 To push sport forward in more than 120
countries, more than 13000 people work for a
common goal.
 22%
Asia Pacific

52% United states

26%
Europe,Middle
East & Africa
 PROCUREMENT
Puma
International
Trading BRAND EQUITY
(USSAIN BOLT,
WOODS,ETC
Design
& OPERATIONS IT Foundation PRODUCTION IN
Planning STRATEGY ASIAN COUNTRIES

TARGET MARKET

Development
BROAD PRODUCT
PORTFOLIO
BRAND ENDORSEMENT PUMA CREATIVE LAUNCH

Tennis Gear Badminton

Health Cricketing
Academy Equipment
USE OF AESOP’S FABLES USE OF ANIMALS

HARE
AND
TORTOISE

LIGHT
PRODUCT

FOX
AND
THE LAMB
 • Passed the symbolic sales mark of € 4 billion for the first time in the year
2017
• Sales growth was especially driven by the footwear segment, which has
Sales already been showing increasing sales for 14 quarters in a row and which is
the main driver of PUMA sales growth.

• Net earnings increased in 2017 by 117.7% to € 135.8 million

• The PUMA share developed very positively in 2017 and was listed at year-
end at € 363.00, a 45.5% increase over the share price at the end of the
Earnings previous year

• The gross profit margin improved in 2017 by 160 basis points to 47.3%
• Both the increase in Sales and gross profit contributed to the increase
Profit in the operating result
 STRENGTH WEAKNESS

• Ethical Values, Vision and Mission Statement • Few Promotional Activities

• Eco-Friendly Products • Very Small Target Market
• Strong Presence in Sports and Fashion Market • Low Market Share

OPPORTUNITY THREAT

• Targeting new emerging markets • Extensive Competition

• Production of apparels in lifestyle area • Economic recession
• More advertising and branding • Fraud products hampering the original brand