PUMA at A Glance
PUMA at A Glance
PUMA at A Glance
Shrestha Runthala - 28
Surbhi Modi - 31
Vineet Srivastava - 34
A comprehensive study of
Women’s shoes of the Sport-Lifestyle brand PUMA from the
aspects of Product Range, Price
Points & Marketing & Advertising.
PUMA AT A GLANCE
PUMA is one cat that keeps changing its
stripes. The company, which makes
sports-specific shoes and apparel sold
under the PUMA and Tretorn labels, was
formed when German brothers Rudi and
Adi Dassler feuded and split their family firm into adidas and PUMA. While
shoes are PUMA's heritage, apparel accounts for a growing portion of
sales. The company has been expanding its athletic apparel styles to
include men's golf, motorsports, and denim items. PUMA also operates its
own retail business under the Concept Store banner and controls
distribution of its products in many countries.
Puma AG is among the world's leading manufacturers of athletic shoes,
sportswear, and accessories. The company is perhaps best known for its
soccer shoes and has sponsored such international soccer stars as Diego
Armando, Maradonna and Lothar Matthäus. The company also offers lines
shoes and sports clothing, designed by Lamine Kouyate, Amy Garbers,
and others. Since 1996 Puma has intensified its activities in the United
States where it has a market share of eight percent. Adidas & ASICS are
its major competitors today.
The Brand achieves its goals by continuing to do what it has always done
– harnessing its resources and experiences to provide its consumers with
innovative products that successfully fuse the creative influences from the
world of sport, lifestyle and fashion. Puma is convinced that a brand's
success depends on more than the quality of its products. Puma is
determined to be one of those special brands that tackle things in a
different way: unmistakable and convincing.
.
IMPORTANT EVENTS IN PUMA’S HISTORY
• 2005 was a milestone year in
the company’s evolution,
marking the end of Phase III and
the transition to Phase IV of
PUMA’s corporate development
plan. Phase III saw the PUMA
brand emerge as one of the
most influential in the world,
transforming from an
alternative brand to a global
icon with broader desirability.
The brand’s message was
refined and its voice was
clarified.
• In the process, PUMA created a
new market segment in
Sportlifestyle. Phase IV now
brings an evolved strategy: To
be the most desirable
Sportlifestyle company in the
world. developing into one of
the very few true multi-category companies In 2006, 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 Sport-lifestyle company.
• To kick-off Phase IV PUMA starts majority owned Joint Ventures
together with former license partners in Japan (apparel business),
China/Hong Kong, Taiwan and Argentina and Turkey and founds
fully owned subsidiaries in India and Dubai for the Middle East
region.
Mihara
The Japanese designer Yashuhiro
Mihara aims to fuse sport and fashion
with innovative creations and intends
to deliberately break boundaries.
Mihara shoes feature a sportive-avant-
garde design and the slogan of his
collection is called "out of sports, out
of fashion", a sure hint that his shoes
are neither trainers nor leather shoes.
STRATEGIES
Brand Strategy
The year 2008 – marking PUMA’s
60th anniversary - embodied the
very best of its brand. It invested in
major brand initiatives in order to
take advantage of the opportunities
provided by the year’s highly
visible sports events - the African
Cup of Nations, the EURO 2008, the
Olympic Games in Beijing and the
toughest sailing competition
worldwide, the Volvo Ocean Race.
Corporate Strategy
PUMA’s goal is to be “The Most Desirable Sport-lifestyle Company”. Along
its charted course PUMA makes use of the opportunities offered by the
sport-lifestyle market to strengthen its position in all categories and
regions as one of the few multi-category brands. Selected categories and
divisions are being developed with a view to achieving permanent value
increases through unique brand positioning. PUMA is a sport-lifestyle
brand where product categories originate in Sport before being continued
in Lifestyle and on through to Fashion.
Retail
PUMA continued to pursue retail
expansion and retail-specific
knowledge through the opening of 25
stores in 2007.
The Puma Golf range has the minimum price point at around Rs. 3650 &
the maximum going up to around Rs. 6800. Thus, the average price range
in this category is around Rs. 5235.
PUMA SOCCER
King XL i FG
The price points under this range start from around Rs. 2200 & maximum
reaches out up to around Rs. 9500. Here the average price point is around
Rs.5850.
PUMA
RUNNING/FITNESS
The Puma Running/ Fitness
range of women’s footwear is
Lightweight, has Low Profile,
Ergonomically designed. The
L.I.F.T. Racer brings innovation
to the running range with a
unique design that epitomizes
lightweight running. Some of
the below 12 categories are available in more 2-4 different colour shades
& are classified according to different sizes of women’s feet. The price
points under this range start from around Rs. 2200 & maximum reaches
out up to around Rs. 6330. Here the average price point is around
Rs.4265.
Hahmer
PUMA MOTORSPORT
Speed Cat ST US
Wheelspin Drift Cat II
Wheelspin Bling
Basic Flip
Special PUMA DECKER SLIP ON Basic Flip
The Puma Sandals/ Boat Shoes range of women’s footwear have super-
soft EVA footbed and a sleek thong strap which provide a unique look and
the ultimate in comfort for the beach and everyday wear. Some of the
above 3 categories are available in more 2-4 different colour shades & are
classified according to different sizes of women’s feet.
The price points under this range start from around Rs. 1070 & maximum
reaches out up to around Rs. 3900. Here the average price point is around
Rs.2485.
PUMA BALLERINAS
Sabadella
Travel Ballerina Speed Princess Ballerina Espera lightbrite
The price points under this range start from around Rs. 1950 & maximum
reaches out up to around Rs. 3900. Here the average price point is around
Rs.2925.
PUMA SNEAKERS
Ri
ng Knockout Alacron L
Roma LFST EXT 917 Lo Mega!
The Puma Sneakers range of women’s footwear caters to the casual day
dressing preferred by those who like to be easy-going. Some of the above
20 categories are available in more 2-4 different colour shades & are
classified according to different sizes of women’s feet.
The price points under this range start from around Rs. 1950 & maximum
reaches out up to around Rs. 4865. Here the average price point is around
Rs.3405.
PUMA FASHION
Jane
MIHARA MY-24 THE BLACK LABEL H STREET Ferro Tessuto RUDOLF
DASSLER
The price points under this range start from around Rs. 1950 & maximum
reaches out up to around Rs. 38,435. Here the average price point is
around Rs.20,200.
PUMA NEW ARRIVALS
The Puma new arrivals range of
women’s footwear comes with a
material update. With a sporty
mesh, leather upper and thrift
collar, the update brings out a
fun youth personality to this
popular mid-cut. Some of the
below 11 categories are available in more 2-4 different colour shades &
are classified according to different sizes of women’s feet.
The price points under this range start from around Rs. 2675 & maximum
reaches out up to around Rs. 4135. Here the average price point is around
Rs.3405.
5.5 4 3 35.5 22
6.5 5 4 37 23
7.5 6 5 38 24
8.5 7 6 39 25
9.5 8 7 40.5 26
10.5 9 8 42 27
10 9 43.5 28
11 10 44.5 29
12 11 46 30
13 12 47 31
14 13 48 31.5
Advertising campaigns
• For Q1 of 2005, the TV and print executions built upon the aesthetic
from the previous season and incorporated people into the series.
PUMA athletes like football star Cobi Jones, baseball player Johnny
Damon and skateboarder Scott Bourne were all featured, wearing
and interacting with PUMA apparel.
The Brand plans to emulate in India the high international brand recall
during a recent survey of 96 per cent in other countries by an aggressive
marketing campaign, including TVC’s during the last quarter of 2006,
once Puma has presence in more cities. Besides print media and outdoor,
plans for radio jingles in select cities based on city specific campaigns are
carried on. Internet spots, Cricket World Cup 2007 are other brand
promotion initiatives. The brand is exposed to selected print media such
as lifestyle magazines, etc. Corporate tie-ups and school tie-ups for sales.
The Puma only stores retails imported Puma branded products starting
Rs.1990 upwards. Lower end Indian made Puma products are sold
through multi-brand stores.
Puma recrafts its strategy to bag "most popular sports lifestyle company"
tag.
Although Puma has been present in India since 2002, low visibility has
always dogged the brand. That is likely to change soon as the company
reworks its market strategy.
For starters, Puma has opted out of the licensee agreement it had with
Planet Retail and set up a wholly owned subsidiary.
In addition, Bowen says they will continue to set up stores through Planet
Retail even though they aren’t the licensee for the brand. Puma also
plans to consolidate its presence in the multi-brand outlets.
Puma will introduce new products simultaneously with the global launch.
It has already brought in its Moto and Golf ranges in India, which it has
just introduced globally as well.
Puma, the world's third-largest sports brand, will focus on its positioning
as a sports-lifestyle brand in Asia to differentiate itself from competitors
and stave off pressure from up-and-coming Chinese brands such as Li
Ning and Anta, says Christoph Peter-Isenbuerger, head of marketing for
Puma in Asia-Pacific.
In the fourth and final part of MediaTV’s series ‘The Olympic effect’,
sponsored by Sports Illustrated China , Peter-Isenbuerger says Puma will
deviate from a path that labels it as a fashion brand because Puma’s
brand story is rooted in an athletic identity.
3D-FloorPosters for PUMA Shoes
Shapeshifter Media creates 3D-FloorPosters for german Sportlifestyle
company PUMA during their advertising-campaign in cinemas across
Dubai.