The Brands

Introduction

➢ SE, branded as Puma, is a German multinational company that designs and manufactures athletic and casual footwear, apparel and accessories, which is headquartered in Herzogenaurach, Bavaria, Germany. PUMA is the third largest sportswear manufacturer in the world ➢ The company was founded in 1948 by Rudolf Dassler. In 1924, Rudolf and his brother Adolf Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) ➢ The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, and Puma. Both companies are currently based in Herzogenaurach, Germany ➢ In 1948, the first football match after World War II, several members of the West German national football team wore PUMA boots, including the scorer of 's first post-war goal, Herbert Burdenski ➢ As of 2017, Puma SE employs more than 13,000 people worldwide and distributes its products in more than 120 countries ➢ Puma's earliest logo consisted of a square and beast jumping through a D, which was registered, along with the company's name, in 1948. Puma's shoe and clothing designs feature the Puma logo and the distinctive "Formstrip" which was introduced in 1958 ➢ Puma offers products for Basketball, Football, Running, Training and Fitness, Golf. Motorsports and Sportstyle. In the past, it sponsored a number of legendary athletes, including Pelé, Eusébio, Johan Cruyff, , Lothar Matthaus, Clyde Frazier, Jim Hines, Boris Becker S W Strength Weaknesses

➢ High Growth rate: Puma has been witnessing high growth rate. Puma achieved 12.8% increase in sales in the second quarter of 2016. Puma had witnessed a revenue of €3.39 billion in 2015 which increased from €2.97 billion in2014 ➢ Competition: This segment is very competitive and Puma is facing heavy ➢ Marketing and Sponsorship: Puma spends heavily in promoting competition from Adidas and Nike. With their high revenues and its brand throughout the world via sponsorship. Over the period of time, disposable incomes they have kind off created a tough entry barrier for it has had the pleasure of many legends added to its list. These include Puma to become a big player the likes of Pelé, Eusébio, Johan Cruyff, Diego Maradona, Clyde Frazier, ➢ Market Share: Puma holds around 7% of the market share while its etc. The current list has international footballers Sergio Agüero, Antoine competitors like Nike has 31%, Adidas has 16% and Reebok has 6%. This Griezmann, Marco Verratti, Yaya Touré, Olivier Giroud, Gianluigi also shows that Puma has a long way to go Buffon and Marco Reus. It also sponsors the athletic track champion ➢ Wage Dispute: Puma has disputes regarding wages among its workers Usain Bolt. Puma was also one of the official sponsors of FIFA football which sometimes lead to strikes and production suffers. This needs to be World Cup of 2014 solved and addressed accordingly ➢ Research and Development: Puma brand is very innovative and has a very rich Research and Development team. We know that footballers mostly use screws in their boots for better friction while running