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Assignment On Retailing Mix of

Puma is a German multinational company that designs and manufactures athletic footwear, apparel, and accessories. It was founded in 1924 and is now the third largest sportswear manufacturer worldwide. Puma uses a retail mix strategy that focuses on product, price, place, promotion, personnel, and store presentation. It offers a range of footwear, apparel, and accessories at affordable premium prices distributed globally through over 355 stores across 230 cities and 120 countries. Puma promotes its brand through celebrity endorsements, sponsorships, print advertising, and billboards. The company positions itself as a creative leader in the sport lifestyle industry.

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Praveen Pathak
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140 views

Assignment On Retailing Mix of

Puma is a German multinational company that designs and manufactures athletic footwear, apparel, and accessories. It was founded in 1924 and is now the third largest sportswear manufacturer worldwide. Puma uses a retail mix strategy that focuses on product, price, place, promotion, personnel, and store presentation. It offers a range of footwear, apparel, and accessories at affordable premium prices distributed globally through over 355 stores across 230 cities and 120 countries. Puma promotes its brand through celebrity endorsements, sponsorships, print advertising, and billboards. The company positions itself as a creative leader in the sport lifestyle industry.

Uploaded by

Praveen Pathak
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Assignment on Retailing Mix

of “PUMA”
Presented to:-
Prof.Manika Verma
Presented By:-
Praveen Pathak
PG(RFM)-2018
Objective

To understand the element of Retail


Mix of “PUMA” Industries.
PUMA history
• 1924-the company was founded in Germany by
Rudolf and Adolf Dassler.
• 1984-The brothers split their business, Adolf
called his firm Adidas. Rudolf called his new firm
Ruda after change its name to Puma
• 1950-Puma gains attention for the development
of their soccer shoes.
• 1960-Puma becomes the first sports shoes
manufacturer to use the vulcanization production
technique. To support Puma athletes in showing
top performances.
PUMA history
• 1986-Puma issue IPO on the Frankfurt stock
exchange.

• 1998-Puma merges sport and fashion by


collaboration with designer Jil Sander.

• 2001-Puma acquires Tretorn Group.

• 2007-more then 60% of company shares are


acquired by French luxury goods company
PPR(owns Gucci and Yves Saint Laurent).
About Puma
• Puma is a German multinational company that
designs and manufactures athletic and casual
footwear, apparel and accessories.

• Headquarter in Herzogenaurach, Bavaria,


Germany.

• Puma is the third largest sportswear


manufacturer in the world.

• Area served-Worldwide
About Puma
• Key People:- Bjorn Gulden, CEO
Michael Lammermann, CFO
Nagesh N, COO

• Revenue-$4.1billion(2017)

• Net income-$135.8million(2017)

• Number of employees-13000 people

• Distributes its products in more than 120 countries.


6 P’s of Retail Mix
Product

Presentation Price

PUMA

Personnel Place

Promotion
Puma Products
They are offering products to;
Men, women
Product according customer need.
• Foot wear
• Custom made shoes, sports shoes
• Fancy shoes
• Apparels
• T shirts, Tracks, Boxers
• Accessories
• Gloves, Helmets, Water bottles
Price
• Puma’s product price are affordable when
compared to higher priced competitors like
Reebok and Adidas.
• Puma normally uses premium pricing strartegy
because Puma views its brand as premium.
• For premium brand like Puma if they set their
price too low it would destroy brand reputation.
• MRP:-999 to 14999 and above.
• Discounts:- Season wise (10%-40%)
• Payment:- Debit card, Credit card & cash.
Place
• Puma which currently has 355 stores across 230
cities.
• Operated in 120 countries.
• Provide products according to Place.
• Retail shops in different local areas.
• Puma shoes are mostly distributed to multibrand
storefronts as well as the exclusive Puma stores
that can be found in major cities in the world.
• It is a brand available almost everywhere.
Promotion
• Stimulate sale volume by launch new promotion.
• The company’s advertisement strategy in India
focuses more on revenue generation from cricketing
equipment and sponsoring Ranji trophy.
• The company also spends a lot of money
advertising in print media and designing creative
billboards.
• The following celebrities have endorsed puma as a
brand
Badminton- Sania Nehwal
Cricket Equipment- Virat kohli
Personnel
PUMA’s retail team positions
• Skilled People.
• Assist the customers effectively.
• Area Manager
• Store Manager

• Assistant store manager


• Stock Manager

• Sales Supervisor
• Sales Associate
Presentation
The Store Exterior:-
Signing:- Name of store ‘PUMA’
selling ‘Brands Names’
Logo-
Entrance:- Open front
The Store Interior:-
Freedom to touch and chose the product.
White lighting over all store.
Yellow lighting for focusing fashion accessories.
Highlighting the displayed product.
PUMA Position
• Puma positions themselves as the creative leader in
Sport lifestyle gives us the opportunity and the
responsibility to contribute to a better world for the
generations to come.
Conclusion
• Puma is a globally competitive company.
• The company does an excellent job in
advertising.
• Puma needs to keep increasing their revenues
and stay out of debt.
• Entering fashion sector Puma became most
favored brand worldwide.
• Growing market share forecasts for2025.
THANK YOU

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