Threat of new entrants: The threat of new entrants is moderate. Puma AG is a multinational company that is based in German and manufactures high athletic and sportswear shoes both for women and men, It was founded by Rudolf Dassler after a dispute with his brother Adi Dassler with whom they had founded the Dassler Schuhfabrik in 1924. Brand Strategy : In 2010, they took an intense look at how to differentiate the PUMA brand from our major competitors in the sports market. Whatever we do, we do with conviction. In 1924, Rudolph Dassler established the Puma brand in Germany as a track and field sneaker company. Rudolf registered trademarks under the new name, and it would grow to become a successful international business. Puma is a well-known brand, but, unfortunately, not one of the most preferred. PUMA has more than 600 stores and their products are also featured in Multi Brand stores as well. To achieve that, the PUMA brand is based on the very values that make an excellent athlete. ... brand's PUMA, Cobra Golf and T retorn. Category: Apparel – sportswear Owner of the brand: Kering Key competitors: Nike, Adidas, Reebok, Under Armour Sales Puma Brand(2701.8) Non - Puma Brand(300) In Million Euros 30. A hike of 7.3 percent in sales is seen according to Fashionista. PUMA SWOT Analysis. 88291433-PUMA-Brand-Analysis-Report.pdf - Free download as PDF File (.pdf), Text File (.txt) or read online for free. Puma is also using the campaign to promote its sustainability initiative. Puma has a strong brand equity that enhances position within the market place. As such, a new puma icon was created by Lutz Backes, a cartoonist from Nuremberg, who opted for stark minimalism in his rendering of the iconic feline. Puma's uphold this strong moral custom with its staff and is an attribute that the company carries through to its promotions, helping to establish warm, personal brand association. The leaping puma also symbolizes combination of speed, power, and elegance often exhibited by professional athletes. A brand’s essential mission is to contribute to the consumer’s happiness and to boost sales. Also, Puma has a great brand equity because of the company’s focus on innovation and design to produce high quality fashionable athletic products. Be Brave. Puma became a brand in 1948 after the brothers had a falling out. We make strong statements, we are bold and we believe in ourselves. To analyze consumer’s opinion about Puma and its products, a survey was made. The company was ranked fifth in the same year after garnering 5% of the entire market brand shares (Puma, 2011, p.10). Interesting aspects of sports industry Various corporations found in the sports industry face stiff competitions. Vision statement Analysis. Scribd is the world's largest social reading and publishing site. In 2016, PUMA becomes the outfitter the RED BULL RACING F1 team, supplying performance racewear, footwear, and team wear. The 70s, 80s and 90s brought a lot of fame to the Puma brand as athletes sporting Puma products continued to successfully win their games. Would you believe that Puma was once a part of a parent brand that was started by two German brothers who then had a conflict that resulted in them separating their businesses, one brother started Puma and the other one started Adidas! The company is specialised in Sports Goods, Puma …show more content… It gives the consumer an alternative to buy products that have still not … Their journey started in the year 1924 with Rudolph Dassler the original founder starting a manufacturing company with his brother Adolf. SWOT Analysis Strengths. PUMA is one of the leading athletic footwear, apparel and accessories company in the world. Abu Dhabi University, Email: 1064042@adu.ac.ae. Puma SE, branded as Puma, is a German multinational corporation 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. So, the overall threat from substitute products is moderate for Puma. Puma’s vision “to be the most desirable and sustainable sport lifestyle company in the world” is aptly reflected in their corporation chant, “PUMAVision.”Their vision points out four main factors: desirability, sustainability, sports, lifestyle branding, and worldwide brand positioning. Puma Company Brand 1. In 1967 Puma was performing well in the sportwear sector and sought to expand its brand for casualwear and mainstream markets. Search and Upload all types of Puma Brand Analysis projects for MBA's on ManagementParadise.com When I think of the footwear and apparel brand PUMA, I think of a company that has diversified itself and has penetrated many sports markets. Executive Summary . Incorporated in 1948 by Rudolf Dassler (due to the split of the original company into PUMA & ADIDAS) it has established itself as a fastest growing and designer of performance & sports style based products. Puma is a global company that has become a leader in the athletic apparel industry. We trust our instincts to make unexpected choices that push sport forward. Puma as you all know is a very popular brand with a global reach. We’re never afraid to take risks. PUMA has more than 600 stores and their Puma Brand Swot Analysis. Key Resources • Tretorn and Cobra Golf (subsidiaries) • Lifestyle: -PUMASocial, Black Label, Timepieces, Clyde, Mihara,Fragrances, creative factory • Working Capital of 862 million -Consolidated sales increase by 6.1% to € 820.9 million. PUMA is fast in reacting to trends and developing products within the most recent technology. Puma CEO’s Plans on Making the Brand a Hit in the US Exclusive: Selena Gomez on Empowering Women and Shutting Down the Haters Why Winning in Basketball Is Vital to Puma… Puma’s Mission Statement Analysis. STRENGTHS. Brand Origins. The history behind its creation is very interesting, to say the least. Puma is the leading sports brand globally developing designs, selling & marketing footwear, apparel and accessories in more than 130 worldwide. Puma mission statement is “to be the fastest sports brand in the world” The company emphasizes on the seamless understanding of market dynamics to stay ahead of its competitors in this statement.The following components represent this statement: Fastest sports brand; Global reach; In this first component, the emphasis is on the expected culture of leadership. Situation Analysis - STRENGTHS Management, Marketing, and Technical Talent/Brand Recognition One of PUMA’s main strengths is its market integration and brand recognition development. PUMA is one of the leading athletic footwear, apparel and accessories company in the world. Ahmad Salam . The Puma Icon. Supervised by: Professor Haitham Nobanee. Considering Nike and Adidas’ standings today, Puma still holds a large amount of popularity. Customized Research & Analysis projects: ... Puma, also a leading sporting brand in the world, has the long-term mission of becoming the most desirable sport lifestyle company in the world. The analysis can also be used to make some strategically wise decisions that could improve the performance of Puma Series 2015 1 and ensure long-term survival. puma brand analysis. Puma’s corporate mission is “to be the Fastest Sports Brand in the world.” This mission statement is encapsulated in the company’s mantra, “ Forever Faster ,” which highlights the strategic aim of being ahead of the competition in the sporting goods, apparel, and accessories industry. Puma drew world’s interest for innovative marketing in 1996 when Linford Christie showed up at a press conference wearing contact lenses with a white Puma cat emblazoned on them. ABOUT PUMA Puma is a sport brand created in 1924 In Germany by Rudolf Dassler the brother of Adolf “Adi” Dassler who founded the competitor ADIDAS. Brand:-PUMA Country:-Germany Sector/Industry:-Lifestyle and Retail Products:– Footwear, Sportswear, Sports goods, Fashion accessories Tagline:-USP:-Continuous Innovation,comfort and high performance in all Products Segment:-unique men or Women ,Sportsman, Targeting:-Upper class men or Women,Age between 15 to 30 Puma is a major German multinational … Puma’s 4th quarter earnings in 2015, being published by Puma showed that the projected earnings of the brand had surpassed by 34.5 million $. Their journey started in the year 1924, with Rudolph Dassler the original founder starting a manufacturing company with his brother Adollf Dassler. Threats of new entrants Threat of new entrants reflects how new market players impose threats to the existing market players. BRAND IDENTITY. The company was founded in 1948 by Rudolf Dassler.In 1924, Rudolf and his brother Adolf "Adi" Dassler had jointly … INTERNATIONAL BRAND ANALYSIS OF NIKE, ADIDAS AND PUMA: A DECADE OF GLORY Be Confident. Puma is a well-established brand that enjoys high brand awareness in most corners of the world and this is a leading factor that helped it manage the competitive pressure and grow its market influence. PUMA aims to be fastest and most advancing sports and lifestyle brand. ...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. • 10,043 employees 31. February 11, 2016 February 11, 2016 dontdoptheball puma, rickie fowler, rihanna, sports, usain bolt. Financial Statement Analysis of Puma. Through innovation and marketing, the company’s sports footwear and apparel exhibit very strong brand equity. (Credit to Rihanna and Kylie Jenner as per Puma CEO). Search Search This is a research report on Puma Brand Analysis by K.N.T Arasu in Marketing category. 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