ByVIGHNESHA KUMAR K V

MBA ‘A’SECTIONAlva's Institute Of Engineering &

Technology

INTRODUCTIOINIndustry : Clothing and 

consumer goodsmanufactureFounded : 1948Founder : Rudolf DasslerHeadquarters : Herzogenaurach  Key people : Bjørn Gulden CEO :Michael LämmermannNumber of employees :11,351Website : www.puma.com

• PUMA Vision looks ahead to a world that is safer, more peaceful and more creative for the generations to come.

• Through the programs of PUMA.safe (focusing on environmental and social issues).

• PUMA.peace (supporting global peace).• PUMA.Creative (supporting artists and creative organizations)• we are providing real and practical expressions of this vision

VISION

PUMA’s VISON

FAIR

HONEST

POSITIVE

CREATIVE

PUMA’s MISSION

-PUMA has the long-term of becoming the most desirable sport life company.-To be the world most desired brand in the sportswear.-PUMA focuses on sports segments and accessories.

Puma Products • Foot wear• Custom made shoes ,sports shoes • Fancy Shoes• Apparels• T shirts,Tracks,Boxers• Accessories• Gloves,Helmets,Water bottles

Puma CompetitorsPrada 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

OBJECTIVES• Puma, currently a distant third in the sporting-

goods industry behind giants Nike and Adidas, wants to return to its sporting roots, led by its new CEO Bjoern Gulde. The struggling brand's profits crashed 70 percent last year and its sales declined by 2.5 percent in the first 9 months of 2013. The turnaround plan abandons the company's efforts over the past two decades under former CEO Jochen Zeitz to focus on fashion-led consumers.

StrategiesProduct diversificationNational Brand AmbassadorsAdvertising Strategies & Creative launchOnline Selling Facilities for Asian CountriesGaining commercial Advantage from R&D and

InnovationsCSR Strategies

SWOT ANALYSISTennis Gears: Somdev

Devramman

Badminton: Saina Nehwal

Health Academy: Shilpa Shetty & John Abraham

Cricketing Equipments: Gautam Ganbhir

MISSION• At PUMA, we believe that our position as the creative

leader in Sportlifestyle gives us the opportunity and the responsibility to contribute to a better world for the generations to come.

• We believe that by staying true to our values, inspiring the passion and talent of our people, working in sustainable, innovative ways, and doing our best to be Fair, Honest, Positive, and Creative, we will keep on making the products our customers love, and at the same time bring that vision of a better world a little closer every day.

Segment:-unique men or Women ,Sportsman,

Targeting:-Upper class men or Women,Age between 15 to 30

SEGEMET AND TARGETING

TODAY

Revenue : €3.387 billion (2015)[1]

Operating income:€96.3 million (2015) Profit : €37.1 million (2015) Total assets :€2.620 billion (end 2015) Total equity : €2.620 billion (end 2015)

STRENGTH

-Puma's Operation in More than 90 countries.It is the main strength of this Company.-Puma have tie-up with many famous company like Ferrari-Puma is highly focusing on rich research and innovation in its products.-Puma has distinct image throughout the world.-Puma has the sponsorship with many famous sports person and teams.Yuvraj Singh,  Adam Gilchrist, Brandom McCullum, Usain Bolt-Puma was sponsor of fifa World cup in 2006.-Puma is official sponsor of Sunriser hyderabad,Rajsthan royals in IP

WEAKNESAS-There is Tough competition in this industry.With big player like NIKE

and Adidas.-Puma has limited share compare to another companies.-Low Financial position compare to other brands.-Company face many disputes on wages.-Tie-ups with sports academies and schools.

OPPORTUNITIES

-Puma should more focused on  many other parts of Asia.-It has to attain more sponsorship in international sports events.-Company has to enter lifestyle  section of Industry.

THREATS

-Economic situation is not good..-Many new local players are growing.-Imitation of Brands increasing.

Thank You for Your Attention !