...Puma Communications is a long established organisation offering various Telecommunication services to clients throughout UK, Ireland and Europe. The company is located in Coventry, and has many years experience in the Telecommunications business Puma is the world's #3 sportswear manufacturer. It has a longstanding historic rivalry with the #2 manufacturer Adidas, not least because the two companies were founded by brothers Rudi and Adi Dassler, former business partners who fell out in the late 1940s and spent the rest of their lives as bitter competitors. Puma built up a strong following over the next three decades as one of the two leaders in sporting shoes and apparel but was unprepared for the dramatic changes in the sportswear market which resulted from Nike's spectacular growth in the 1980s. By 1990 Puma was struggling on the brink of bankruptcy. The company was rejuvenated from 1993 onwards by a youthful new management team led by CEO Jochen Zeitz. He continued to build the profile and prestige of the brand as it passed through a succession of different owners over the following decade, until becoming a subsidiary of French fashion and retail group PPR, also the owner of Gucci. Puma has made up for its lack of scale with a small collection of carefully selected endorsement partnerships, which have delivered high profile at comparatively low cost. By far the most successful of these in recent years has been sprinter Usain Bolt, currently "the fastest man in the world" ...
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... Activity: Case Study Company: PUMA |1924: |Rudolf and Adolf Dassler incorporate their first shoe company. | |1948: |Rudolf Dassler sets up his own company Puma Schuhfabrik Rudolf Dassler. | |1950: |Puma had established export ties to the United States, | |1959: |Rudolf Dassler's wife and two sons become part owners of the Puma Sportschuhfabriken Rudolf Dassler KG. | |1962: |Puma shoes are shipped to almost 100 countries. | |1974: |Armin A. Dassler takes over as CEO. | |1986: |Puma goes public and company stock is offered on the Munich and Frankfurt stock exchanges. | |1989: |Armin and Gerd sold Puma to Cosa Liebermann for an unknown amount | |1991: |Swedish conglomerate Proventus AB becomes majority shareholder. | |1993: |30-year-old Jochen Zeitz takes over as CEO. | |1998: |Puma acquires 25 percent of Logo Athletic Inc. | |1999: |Monarchy/Regency becomes Puma's biggest single shareholder. A film and television production company, who | | |purchased a 12% share in | | |Puma. | |2003 |Puma re-launches Rudolf Dassler branded footwear collection in the collaboration with Alexander van Slobbe, | | |featuring iconic shoes such as the Sprint Logo | |2007 |Puma launches 360 degree Rudolf Dassler branded collection including footwear, apparel and accessories | Pumas Service: Puma has long-term mission of becoming the most desirable Sport lifestyle company. With that, Puma has expanded its boundaries by not only offering...
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...1. History of the Puma & Reebok companies 2. Marketing Analysis: SWOT analysis 3. Advertising strategy 4. Consumers' information 5. Conclusion History Brand Origins The roots of the Puma brand stretch back to the mid 1920’s when Adi and Rudolph Dassler spent years working together building lightweight athletic shoes registered under their family shoe enterprise Gebrüder Dassler, in Herzogenaurach Germany.Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquely designed shoes began to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler’s track shoes when he won gold or the USA at the 1936 Berlin Olympics. After World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Originally thinking of calling his brand RUDA, Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi in corporated as Adidas. This family rift would lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. [pic] Brand Name Origins [pic] The leaping puma also symbolizes combination of speed, power, and elegance often exhibited by professional athletes. The Puma logo is a symbol of the fierce rivalry between the two brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and secretive...
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...Puma PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel, and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running, Training and Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf, Tretorn, Dobotex and Brandon. The company distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany. PUMA has a very unique strategy because it uses a focused differentiation approach. PUMA is considered to be one of the world’s leading Sports Brands, but does not make products for all sports. Instead, it focuses on soccer and running mainly, but also golf, motorsport, and cricket. PUMA has come up with a new marketing strategy going forward. From PUMA’s official website it states, “PUMA will be the Fastest Sports Brand in the World.” This simplified mission will result in a single brand purpose and a single consumer message. PUMA will be: “Forever Faster”. This new tag line was launched for 2014 and it reflects the 65 years of history of making fast product designs...
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...Puma is one of leading sports fashion brands about designing and selling footwear products. It can be said as a key product can make huge profitable and revenue for puma. They create trademark brand by innovative, diverse designs with appropriate International marketing strategy. Puma was very successful in entering the international market. Their products have been very familiar with customers in 120 countries .Each year, Puma release different products that are appropriate for the objectives and strategies of each period. Marketing strategies of puma are aimed at sporting events over the world. Puma will be easy to get domination; by those sporting events that puma promote their products to consumers broadly. For example, at the 2009 FIFA Confederations Cup™ in South Africa, Gli Azzurri wore the new collection. In 2009, PUMA became an official partner of the United States’ Women’s Professional Soccer League. With the participation of many sports events, image Puma has left the impression that it pairs with the customer is a sports brand is famed for its unique design. They have become indispensable sponsors for many tournaments and other sport events. Such as: in 1970 FIFA World Cup, Pelé stopped the referee with a last-second request to tie his shoe laces at the opening whistle of a 1970 World Cup finals match and then knelt down to give millions of television viewers a close-up of his Pumas. Pelé was complying with a request by Puma's representative Hans Henningsen to raise theGerman...
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...Puma Pestle Political Factors Primarily, the company started their strategy by making the brand more profitable. This is to build a strong financial foundation. The main changes that had happened are from the accounting practices of the company. During the said changes and process of restructure, there are different political factors that might be considered. One of this is the environmental issues. As of now, more and more individuals and organizations are focusing on different issues regarding the environment. The fact that the company will be outsourcing from other countries, there are different international as well as local laws that must be considered in order to maintain the continuous process of the development. The trade restriction and tariffs are also another of the most important political factors that must be considered. This is due to the fact that the company already followed the strategy of Adidas and Nike in outsourcing their production in Asia. The primary reason for outsourcing of production is because, most of Asian countries offer lower labor cost and other taxes compare to Europe and America. In terms of political stability, due to the fact that the company is a multinational company that produce as well as sell their products in different parts of the world, there different political issues and events in other local partners that can affect the overall performance of the company. Economic Factors The said situation in the political...
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...PUMA APPAREL BRAND ANALYSIS Aakriti Arora-W1580466 Arpit Jain-W1579903 EXECUTIVE SUMMARY Business strategy is important for every business growth and it sustainability in the market. A brand’s essential mission is to contribute to the consumer’s happiness and to boost sales. Our contemporary society is characterized by hyper-consumption (Lipovetsky, 2007). The individual is no longer seduced by objects and their discovery; on the contrary, he is attracted by the intimate consumption of products, by a personalized type of happiness and by a value communication of brand .To analyze brand strategies, it is important to analyze the external and internal environment affecting the organization by studying the trends in the market, strengths, weaknesses and core capabilities of any organization. Increasing competition has made it mandatory to focus on customer retention(Hong and John,2010)An organization’s success depends on its strategy decisions and to be successful, it is important to implement out of the box strategies. This report examines the sportswear industry and its major players’ marketing activities and strategies within a competitive environment, which will then lead to a strategic brand direction for a brand. Favorable trends have been observed in the sportswear industry, creating great opportunities for brands to capitalize on. The sector is observed...
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...Political Factors Primarily, the company started their strategy by making the brand more profitable. This is to build a strong financial foundation. The main changes that had happened are from the accounting practices of the company. During the said changes and process of restructure, there are different political factors that might be considered. One of this is the environmental issues. As of now, more and more individuals and organizations are focusing on different issues regarding the environment. The fact that the company will be outsourcing from other countries, there are different international as well as local laws that must be considered in order to maintain the continuous process of the development. The trade restriction and tariffs are also another of the most important political factors that must be considered. This is due to the fact that the company already followed the strategy of Adidas and Nike in outsourcing their production in Asia. The primary reason for outsourcing of production is because, most of Asian countries offer lower labor cost and other taxes compare to Europe and America. In terms of political stability, due to the fact that the company is a multinational company that produce as well as sell their products in different parts of the world, there different political issues and events in other local partners that can affect the overall performance of the company. Economic Factors The said situation in the political factors...
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...4. Marketing Plan 4.1 Product Plan Our new product: The Adidas Energy-Boost; is a groundbreaking innovation in cushioning. It provides more energy return than any other foam cushioning material in the running industry, combining soft comfort with responsive energy for the ultimate running experience. In the heat, in the cold and after countless kilometers, it performs more consistently and doesn’t lose its cushioning properties. The mid-sole of the shoe is made out of small individual energy capsules which provides cushioning while storing and releasing energy more efficiently. The foam is designed to be durable under all conditions. The upper part of the shoe uses TECHFIT technology (durable elasticated material) with power bands engineered to stabilise your foot as it moves without compromising comfort. A soft mash inside the shoe is designed to fit like a sock. The design of the shoe addresses the “need for speed” and fights fatigue, to improve endurance and increase energy. The running shoe will be available in four colours black, pink, green and grey, and will be positioned in the market as a premium running shoe. The current South African market for running shoes is broad and versatile. The target market comprises of both male and female of LSM 7-9. They are concentrated in urban areas and within the age group of 18 - 40. These individuals are health conscious and do not mind spending to improve on their health. It would appeal to physically active people and runners...
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...Overview Company Brief Adidas is on the move and always has been: It has had an adventurous history since it first grew out of a family business in Herzogenaurach, Germany in the 1920s. With the hostile separation of two brothers’ interests in the 1940s, nearly going bust in the 1980s and then executing two rescue operations, first by sending production offshore to Asia and then by reinventing itself into a design and marketing company, Adidas has riden the waves of change in the sports goods sector both up and down. Alongside its own brands, it owned the Saloman ski and sportswear brand for nearly a decade and now includes the Reebok, Taylormade Golf and Rockport brands in its stable. Company Highlights * BECOMING A TRUE MULTI-SPORTS SPECIALIST From Herzogenaurach to the world: the 3-Stripes kept expanding to more and more sports throughout the years. This is reflected in the broad range of athletes who trust adidas to make them better: besides the usual suspects such as the world’s best football players, like the Argentinean national team, outdoor icon Reinhold Messner climbed mountains in adidas shoes and gymnast Nadia Comaneci scored a perfect 10, repeatedly. * A COMPUTER FOR YOUR FEET, It sounds quite common today, but back in the ‘80s, a computer did not belong, much less fit, in your shoe. Didn’t stop adidas from putting it in there. An innovation ahead of its time, the Micropacer featured a system – known today as miCoach – providing performance statistics...
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...Introduction PUMA is one of the famous sport brands that provide apparel and accessories specially fit for sportsmen and sportswomen. Instead of that, they also aim for a sport inspired lifestyle concept. They are trying to improve their quality, creativity and innovation as they have strong competitors such as NIKE and ADIDAS that are in the same category. Their targeted market can be mostly focused to urban young upper middle class and upper class men and women. (About.Puma, 2014) PUMA survived in the market with their creativity, energy and style in their apparel at a very affordable price. Sometime, they may be faced in some problems such as the price competition among the market especially in peak season. Besides, shipment shortage is also a potential problem that will be faced by the company. When the demand in peak season in the market became higher, thus the company will face in lack of stock supplying. Increasing in import tax may also one of the factors that affect the company survive in the market. Therefore, it is necessary for today's business to use SWOT to analyse the internal and external issues that would help to address this concern. The SWOT Analysis inspects the Strengths and Weaknesses of a company as well as the Opportunities and Threats in the environment this company functions in. SWOT Analysis is used by many companies to assess their status quo and make choices regarding their upcoming plan. (Business.wikinut.com, 2014) ‘S’ refers to strength and ‘W’...
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...Introduction With the development of business, we can easily find that the role of purchasing and supply management has become increasingly important. Over the past years, as a discipline, purchasing and supply management has largely changed many companies. The significance of supply chain management is mainly due to the large cost on supply chain. ()On average, fully 70% of a firm’s sales revenues are spent on supply chain-related activities from material purchases to the distribution and service of finished products on the final customer. Other than that, there are several factors resulting in the evolution of supply chain management. First of all, in order to gain more market share, it is vital for companies, especially for multinational companies, to focus on building stable and effective supply chain as each segment of supply chain are likely to influence the products or service of companies. Moreover, the development of communications and transportation technologies, such as mobile communication and Internet, have forced the evolution of supply chain management. The purpose of this essay is to explore the influence of supply chain management on companies. Also, both sustainability and risk management are crucial in supply chain management, Objectives Through journals, monographs and related theories and articles on the website of the search, organize and summarize, discussed the importance of the supply chain in the contemporary business. In addition, based on...
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...Financial Position of Puma • Monetary log jam or downturn may influence the buyers buy and diminishing the offers of jaguar • Expanding material cost and work cost greatly affects Puma. SOCIAL TECHNOLOGICAL...
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...increase their awareness, meet their needs and wants, and also capture new customer’s value. General background Footwear Industry: The global footwear market is highly competitive and fragmented with a few major companies and many smaller players. (Global footwear market report, August 2009) In 2010, Singapore Footwear Market reached S$635 million. Nike background: Nike, Inc is the world leader in athletic, casual and leisure footwear sales for men, women, and children. Running is Nike’s biggest category, generating $2.8 billion in annual global sales. It operated 232 retail stores internationally in over 200 countries. (http://www.nyse.com/listed/nke.html) Nike’s main competitors are: Adidas AG, Reebok, Puma AG, Asics Corporation and others. Macro environment and significant influences: The recovery of global economy is along with the stable development in Asia Pacific economies. The coming of sport events: Olympics, Asiad, Seagames and running events in Singapore GDP growth to be at 5.5%, CPI inflation is expected to remain 2.5% and 3.5% in 2012, the raise of resident income The awareness of heath care is increasing in the social lead to the number of people walking and jogging is going up * All...
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...INTRODUCTION:- Adidas AG (german pronunciation) is a german multinational corporation that designs & manufactures sports shoes, clothing & accessories based in herzogenaurach, Bavaria, germany, it is the holding company for the addidas group, which consist of reebok sports wear. Besides sports addidas also produces products such as bags, shirts, watches, eye-wear & other sports clothing related clothes. shoe designs typically feature three parallel bars. The companys revenue for 2012 was listedat $14.88 billon . Also known as Adi Dassler was born in Herzogenaurach, Bavaria, Germany on November 3, 1900. The son of Christoph Dassler, a shoe factory worker made his foray into the shoe making business when he was 20 years old. Adi had a passion to create a shoe specifically for athletes. He started in his mother’s laundry room using canvas and spare materials. With the assistance of his brother Zehlein (who made the metal spikes) and later his older brother Rudolf (who joined in 1924), the brothers formed the Dassler Brothers Shoe Factory. Adi made it a point to attend every major sporting event in an effort to convince athletes to wear his shoes. By the 1928 Olympics in Amsterdam, several athletes were wearing special shoes from the Dassler workshop. By the early 1930s, the company was making 30 different shoe brands for 11 different sports and had a workforce of nearly 100. The 1936 Olympics in Berlin offered a great opportunity for Adi as he equipped Jesse...
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