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Apparel Merchandising Assignment-2: Pooja Gupta (BFT/17/163)

Puma is a leading global sports brand that designs, markets, and sells footwear, apparel, and accessories. It was founded in 1948 and has over 13,000 employees worldwide distributing products to over 120 countries. Puma focuses on sports segments and accessories and aims to be the most desirable sports lifestyle company. In 2019, Puma's sales increased by 17.6% to €5.5 billion, with double-digit growth across all regions and product segments. Puma targets consumers aged 16-30 involved in sports or with an active lifestyle and competes against major brands like Nike and Adidas by offering premium and affordable products.

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194 views

Apparel Merchandising Assignment-2: Pooja Gupta (BFT/17/163)

Puma is a leading global sports brand that designs, markets, and sells footwear, apparel, and accessories. It was founded in 1948 and has over 13,000 employees worldwide distributing products to over 120 countries. Puma focuses on sports segments and accessories and aims to be the most desirable sports lifestyle company. In 2019, Puma's sales increased by 17.6% to €5.5 billion, with double-digit growth across all regions and product segments. Puma targets consumers aged 16-30 involved in sports or with an active lifestyle and competes against major brands like Nike and Adidas by offering premium and affordable products.

Uploaded by

Pooja Gupta
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© © All Rights Reserved
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APPAREL MERCHANDISING

ASSIGNMENT-2

POOJA GUPTA
(BFT/17/163)
BRAND - PUMA

COMPANY PROFILE
Puma SE, branded as Puma is the leading sports brand globally developing
designs, selling & marketing footwear, apparel and accessories. It is a German
multinational corporation, 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 brand and becomes the third largest sportswear manufacturer
in the world.
Puma employs more than 13,000 people worldwide and distributes its products
in more than 120 countries. And generates revenue of 2.5 million dollars.
MISSION STATEMENT

 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 AS A BRAND

PUMA is committed to working in ways that contribute to the world by supporting


creativity, safe sustainability and peace and by staying true to the value of being
fair, honest, positive and creative in decision made and action taken.
SALES REVENUE/GROWTH
Global revenue of Puma from 2000 to 2019(in billion euros)

As of 2019, full-year sales increase by 17.6% currency adjusted to € 5,548


million (+12.4% reported) with double-digit growth in all regions and product
segments.
Gross profit margin improves by 110 basis points to 48.4%, supported by higher
margins in all product segments.
These sales results show Puma’s strong momentum. The double-digit growth
in all regions is a proof that the Puma have strengthened the PUMA brand
globally and the double-digit growth in all product divisions shows that Puma
have enhanced its product portfolio.
PRODUCT TYPE
Puma makes products for sports, fitness and lifestyle.
 Sports
In sports, Puma covers the apparels, shoes and accessories needed in
Football, Cricket, Golf, Badminton and Motorsport. These products are
available for men, women, and kids.

 Fitness
For fitness, Puma has a fully grown product line for running and training
exercises.

 Apparel
In apparels, Puma has an extensive line of T-shirts, Polos (in some
countries), jackets, sweatshirts, Jerseys, tracksuits, pants, and shorts, all as
a part of its marketing mix strategy.

 Footwear
In shoes category, different products like Sneakers, running/training shoes,
Soccer, Golf, Motorsport, Sandals, flip flops are made by Puma.

 Accessories
Puma has also added various accessories related to sports and fitness to its
product portfolio. These accessories include backpacks, bags, wallets, belts,
caps, socks, bottles, wristbands, Sunglasses etc.

TARGET CUSTOMERS
The main target audience for Puma is of around 16-30 year old consumers (both
male and female) who are involved in any given discipline or sport. Puma makes
high end high quality products for all sports, so this will interest this audience at
its affordable price.
Along with this audience, there is also the audience of those who aren’t into
sports. They are young people from the age of 13-30, who have a very active
life and like to wear athleisure comfy look. They like keeping up with fashion
and the latest trends.
COMPETITORS
Puma uses its generic strategy and growth strategies in directly competing
against such companies as Nike, Adidas, ASICS, Under Armour, Reebok
and VF Corporation.

PRICE POINTS
Puma’s pricing strategy is a competitive pricing strategy. It offers premium-
priced products as well as a large range of products priced more affordably
compared to the competitors. This pricing strategy helps Puma sustain demand
and drive sales higher. Compared to the two leading brands in the shoe
industry, Nike and Adidas, Puma prices products more affordably.
They sell high quality products and charge accordingly. They can afford to do
this because their target market is for the middle-upper classes, which can
afford to pay for high quality goods and fashionable brands.
Puma products ranges:
Sports Equipment (₹299-34999)
Apparel
 T-shirt & Top (₹499-7999)
 Pants & Shorts (₹749-8499)
 Sweatshirts & Hoodies (₹1499-4399)
 Tracksuit (₹1499-4399)
 Jacket (₹1199-14999)
Footwear (₹249-16999)
Accessories (₹299-19995)

VENDER SELECTION CRITERIA


 To comply with the PUMA Code of Conduct, all the vendors must meet the
required environmental, chemical, social and occupational health and safety
standards, as laid out in the PUMA Sustainability Handbooks.
 All PUMA Factories are contractually bound to pursue business relationships
only with Subcontractors that are also in compliance with the Handbooks.
 To support implementation, Factories shall put into effect Vendor
Compliance Programs (i.e. internal policies and control mechanisms that
find any potential noncompliance at an early stage and work toward
remediation wherever needed).
 Suppliers shall ensure that all activities, contracts, agreements, accounting,
etc., are compliant with the Handbooks.
 Each Supplier shall appoint a Sustainability Compliance Officer (“SCO”).
Ideally, the Officer shall speak English in addition to the relevant national
language, as he/she will be the main point of contact between the Factory
and the PUMA Sustainability Team.
 SCOs will promote the internal development of Vendor Compliance
Programs and monitor their effectiveness to aid and ensure full compliance
with the Handbooks.

CSR POLICIES
 Anti-Child labour Campaign: Beating Competitors on Social and Ethical
ground
 Sports Scholarships: Promoting sports culture to all classes.
 Environmental pollution control: Initiative to create awareness for
ecologically sustainable business
 Charity Fund Raising (Starlight): To brighten the lives of seriously and
terminally ill children by granting "wishes-of-a-lifetime".
 Royal Parks Half: Marathon to raise money for Starlight and to promote
athletes.
 Work Place Diversity: Puma support diversity and equality in all its forms.
They promoted women in sports with the hashtag of #PressforProgress.
 Road safety awareness: Road Safety Awareness campaign, including
investing in safe road infrastructure around schools.
 Licence to trade initiatives: Supporting projects that support socio-economic
development, as defined by country requirements or business specific
needs, is vital to business continuity. For example, in South Africa, we are
supporting Black Economic Empowerment initiatives.
 Emergency first response: Puma plays a vital role in ensuring security of
supply, even during disasters, they directly support relief efforts, for example
providing fuel for emergency vehicles.

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