History About The Strategy Of Puma Marketing Essay


Marketing Strategy:

A online marketing strategy defines aims and describes just how you're going to satisfy customers in your selected markets. It does not have to be on paper but it is better to connect to outsiders, like your bank or investment company director or other investors, when it is.

A group of strategies found quite commonly in smaller businesses are growth strategies. One of many ways to look at strategies to increase your business is through the way you use products and markets or customers.

The marketing theory of building a business about the profitable satisfaction of customers' needs has helped companies to have success in high-growth, reasonably competitive marketplaces. However, to be successful in markets in which economic development has levelled and in which there exist many competition who follow the marketing concept, a well-developed marketing strategy is required. Such a strategy considers a collection of products and takes into account the anticipated moves of competitors in the market.

Contents used to determine the strategy of PUMA are Current Marketing Strategy and Current Budget. The other tools used are Porter's 5 forces for the external environment. SWOT research for the inner environment. This report also checks the marketing mix of puma.

History of PUMA:

The establishment of puma took place in 1948 by Rudolf Dassler and it became a printed company in 1986. Puma's head-quarters are in Germany.

Company profile:

Puma distributes its products in more than 120 countries, employs more than 9000 people and generates revenue of 2. 5 million dollars. Today's CEO and Chairman of PUMA is Jochen Zertz. PUMA is the main manufacturer of enthusiast travelling shoes and race suits. They can be prime makers in both Formulation 1 and NASCAR especially. PUMA has partnership with Ferrari and BMW.

MISSION Declaration:

-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 is focused on working in techniques contribute to the entire world by supporting ingenuity, safe sustainability and tranquility and by staying true to the worthiness of being reasonable, honest, positive and creative in decision made and action considered.






PUMA'S Product Segment:

Foot ware: Tailor made shoes, Sports sneaker, and Family shoes.

Apparels: T-Shirts, Paths, Boxers.

Accessories: Gloves, Helmets, Water Bottles, Sun Glasses.


-Phase I [1993]

World-wide organizational re-structure to increase profitability.

-Phase II [1996]

Improving brand collateral.

-Phase III [2002]

Exploring brand potential by increasing desirability of products.

-Phase IV [2006]

Long term objective of becoming the most advisable sports life style brand.

-Phase V [2008]

Nouveaux Puma [Heading Green]


Vision 2008-2013

To become the most attractive sport life style brand.

Uphold the heart, Image and worth of puma towards the lasting pollution free world of tomorrow.

-Increase of brand consciousness.

-create a PUMA family.


This long-term strategic objective is to be achieved thought:

-Regional Enlargement.

-Expansion of product categories.

-Expansion with non-PUMA brands.


-Have a slogan.

-Co-Operation with William MC Donough and Michael Braungart to put into practice sustainability.

-Involve customer in design.


-Enter new market that represents PUMA. [Climbing]


-Create customisation opportunities [web site]


-Bringing distinctive and a worldwide outlook by mixing influences of sports activities, lifestyle and fashion.

-Maintaining vigilant watch over syndication channels.

-Solid guidance and strict alertness for licensee.


-PUMA sponsors many nationwide football clubs.

-It in addition has sponsored and created the clothing for many noted professional basketball teams.

-It also sponsors football players.

-It also sponsors cricketers. [IPL clubs]

-PUMA resource equipment's to four Country wide Rugby league groups.







-It has a wide range of products such as ft. ware, sportswear, sports goods, and fashion accessories.

-PUMA group is the owner of PUMA, Tretorn, and Hussein Chalayan.

-Black label includes collaborating with renowned designers such as Alexander Mequean, Yasuhiro Mihara and Rossi.


-PUMA'S pricing was created to compete to the other fashion sneaker retailers. The costing is based on the foundation of premium portion as target customers. PUMA as a brand codes high top quality.


-PUMA shoes are allocated to multi-brand store front side and exclusive PUMA stores across countries. While these needs a second trip for the countries to come and grab the shoes, it allows PUMA to give you a much wider selection than the companies.


-Location, targeted advertising in the paper and tactical alliances serves as the foundation of PUMA advertising and promotion effort. The players and other famous sports activities personalities are always taken as brand ambassadors. They form the leading building blocks of their position strategy.


PUMA is consistently focussing on retail growth and retail-specific knowledge through the starting of new stores. The new concept store demonstrates its effectiveness for driving a vehicle the brand and creating revenue. PUMA will continue steadily to create more pleasure in its stores, develop its consumer bottom, fully integrate the retail space into the broader communication mix and finally maintain its position that retail should function all together as an instrument to create profitable expansion and brand equity.

SWOT Evaluation:


-PUMA is very competitive corporation.

-Financial development is phenomenal.

-More varied from its competition.

-Wide array of shoe-wear.

-Strategy acquisition with reputed companies.

-Brand means quality, latest technology and prestige.

-Global Brand.

-PUMA top management is highly marketing focused and almost all of the key workers result from marketing background. That is strength in this business because industry is market driven rather than product influenced.


-Less of promotional activities done by the business and not a lot of advertisement.

-They have varied range of sport product but income of the business enterprise heavily depends upon its show of foot ware market.

-Retail sector is very price very sensitive. However, the majority of its income comes from selling into stores.

-Profit margin tends to squeeze as stores try to move some of the low price competition pressure onto PUMA.


-Open more stores.

-Product development.

-Strong global popularity.

-Expand in market segments that have more disposable income.

-Participate in global marketing incidents like World cup, Olympics, etc.


-Harsh competition and keep-up with the contests penetrating effort will cost a lot of money and pressure on marketing and research and development [R & D].

-Short PLC play important role in the ROI in a particular product line.

-Weakling markets may be considered a serious menace.

-Puma exposed to international trade. Fluctuation in money impacts cost and profit margin of the business.


-Many provide on market.

-Build up healthy brand image.

-High competition.

-Per manner risk. [Same sector]

-Fragmented market.

-Big retail chain.

-Own distribution.

-Vulnerable sport market. [Asia]

-Own shop network.



-Number one activities brand in the world.

-U. S founded administrative activities and design and product innovation.

-Sub brands like "Tiger Woods" or "Michel Jordan"


-Focus on primary sports like soccer, golf, athletics and snowboarding.

-Design and marketing departments are positioned in France and Germany.


-Well known luxury brand.

-4 years ago PRADA dared to step into the sport segment.

-Focus on fashion and trends but their price strategy continues to be too high.


-Major fashion brand including: Shades, feet ware, watches, fragrances and writing tools.

-Experienced an unexpected growth rate.

-Brand continues to be located in Italy.

Draw Backs of PUMA:

-Very low brand awareness.

-Market share is low.

-Advertising is very low.

-No penetration into the market.

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