Suitable For Marketing presentation at Colleges.

1. By,
Varun Venugopal
MIME

2. HISTORY
 Brothers Adolf and Rudolf Dassler started making sdhoes-1924.
 Rudolf Dassler left Adi and started PUMA-1948.
 Rudolf passed away Armin started to run puma-1974.
 In 1986,it become a public company and was listed on the Frankfurt stock
exchange.
 The company distributes its products in more than 120 countries, employees
more than 9000 people worldwide and as headquarters in Germany, Boston,
London and Hong Kong.

3. LOGO
PUMA Logo grips a notion of strong and chic icon with the
help of a leaping animal and bold font. A distinguished
impression is immediately cast on the spectator, narrating
the kind of image the company possesses.

4. PUMA PRODUCTS
 Footwear
 Custom made shoes, sports shoes
 Fancy shoes
 Apparels
 T-shirts, tracks, boxers
 Accessories
 Gloves, helmets, water bottles
 Watches

5. PUMA COMPETITORS
Nike
Adidas
Reebok
Diesel

6. PUMA BOLTS DOWN THE TRACK
The sports brand takes on rivals Adidas, Nike and Reebok in the country, follows a
smart expansion strategy and banks on targeted digital and event- led branding.
BUSINESS STANDARD
1 AUGUST 2016
MONDAY

7. DETAILS…
 Four years ago Abhishek Ganguly was on his way of Reebok.
 He was pouched by Puma and asked to head its India’s operations.
 It was his sudden decision to join Puma.
 On march 2015 according to RoC Puma’s sale where Rs 877.83 cr.

8. Financial Year NIKE REEBOK PUMA
2012 368.7 616.97 523.42
2013 385.48 125.41 669.01
2014 624.21 324.21 769.46
2015 803.8 332.21 877.83
REVENUES

9. POSITIONING IT RIGHT
 Not just about sports performance.
 They wanted to connect to young consumers who want to wear a sports
brand on the street, not just while training.
 Brand has the likes of Usain Bolt and has a cult following in his
country.
 Brand has the likes of Arsenal Football Club and has a large fans
following them.

10. Contd…..
 They flew down Bolt to India and the crowd was above imagination.
 Adidas and Nike spend a huge sum to establish an Indian connect, Puma just
rode on its global image
 Only brand to have motorsport license in India
“ We have all the four big aspirational brand: Ferrari, BMW, Mercedes and
Redbull. This accounts 20% of our revenue.”
 Jacqueline Fernandez to promote the brand.
“Not an A listed star, she got the buzz going.”

11. Contd….
 Kept marketing expenses law by going digital with its advertising and events to push their
products.
Association with IPL
Association with ISL
Choosetricks campaign
 It caught on IPL. Commentators noticed and started commenting on that. This was a push for
its sales and cost nothing.

12. MEASURED STEPS
 India is a complex market and Puma used simpler business practices.
 They have 350 stores in 120 cities. Closed 6 due to market moved away.
 Puma don’t choose number of stores rather they chase the opportunity.
 More than one store in one place has worked in west not in India.
 Company makes the price constant.
 Puma keeps a close watch on across every store because customer preference keeps
changing time to time.