BY Adipta singh Pankaj yadav
Puma’s Profile
Business: PUMA is engaged in the development and marketing of a broad range of sport and lifestyle articles including footwear, apparel and accessories. Distribution: PUMA distributes its products in more than 80 countries. Total Revenue: PUMA’s revenue for the fiscal year 2006 was €1,930.3 million.
Employees: 5500 (end of 2006).
Brands: PUMA & Tretorn. Manufacturing Facilities: PUMA uses outsourced production facilities in over 40 countries. Official Company Language: English.
Contd…
• In 1948 Rudolf Dassler split from his brother's company. • Puma, also known as Puma Aktiengesellscaft Rudolf Dassler Sport, is a German footwear, apparel, and accessories manufacturer • Puma was the first athletic shoe company to offer Velcro strapping. • The history of PUMA shoes is a journey through the greatest sporting achievements of the last fifty years
Contd…..
• The first virtual Sport accessories manufacturing company of the world
Rising to the informational and communicational challenges posed by the 21st century, PUMA has developed a virtual corporate structure. The virtual structure is supported by a matrix organization with a vertical (functional) and horizontal (geographic) focus.
Evisu profile
• Exclusive designer of clothing Evisu is the product of Japanese designer and jean genius Hidehiko Yamane, and is one of the most popular clothing brands in the top end of the fashion food chain. The Evisu brand began in the 1980's. One day, he came across a 1950's american loom that was capable of weaving 40 meters of selvage a day where the selvage is visible inside the jeans in 1988, the Evisu brand was born. Yamene decided to combine traditional Japanese handicraft with vintage jeans styling to create a distinct brand. Yamene originally called his product jeans Evisu , after the buddhist god of prosperity and they were made in Osaka from pure American cotton
• • • • •
Denim and Shoe market in India
• The Indian footwear market is estimated to be over INR 15,000 crore in value terms and denim market is of 9000 crore. • Around 75% is through unorganized sector • grown at the rate of 810 percent over the last couple of years. • The market is substantially brand-driven. • branded footwear constitutes more than 42 percent of the total market size and around 79% of jeans sold are tagged jeans. • One-fourths of the total footwear sales (i.e. INR 3,750 crore) happen through organized retail outlets, • Trend Towards Casual, Cleaner, Younger Styles • Opportunity in Ladies & Kids ' Segment • The sportswear market is the only sector in India that has the presence of all four top international brands. • Denim segment has all the major segment player coming in.
Puma and Evisu
• On Valentine’s Day, PUMA and EVISU take their relationship to the next level with the launch of a co-branded series of EVISU denim products to be sold exclusively at PUMA stores.
• PUMA and EVISU developed this collabo together and have affectionately dubbed it “True Love Never Dies."
Strategies for India
• • • • • • • Setting up Indian arm through Austrian subsidiary The target customers will be the innovators and early adopters, essentially in the age group of 16-34 years. The marketing strategy will revolve around creating desirability for Puma's sportslifestyle products. will introduce a range of products (approximately 250 products in footwear, 200 in apparel and 100 in accessories and 6 in denim jeans) to the Indian market. In phase I The company would open exclusive retail stores in the country initially in five metro cities - Bangalore, Chennai, Mumbai, Hyderabad and Delhi. Phase II will see Puma enter tier II cities such as Coimbatore, Cochin, Ahmedabad and Surat. Mainly be looking at highstreets for their stores more than mall presence as all cities have specific highstreets that are visited more regularly than certain shopping malls
Some Achievements
• “Brand of the Year” in 2002 .
•
• •
“Forum-Preis 2003”.
“B I R D 2003” - Best Investor Relations Germany. “Trendsetter of the Year” at the beginning of 2004.
•
• •
“Women's Athletic Brand of the Year” and “Brand of the Year”.
“Euro Corporate Governance Quality Award (Mid-Cap Segment - MDAX)”. "Best company strategy of the industry“.
•
•
"Best of European Business Award 2006“.
“Stylish brand of the Year Award 2006”
Thank you
doc_567584527.ppt
Puma’s Profile
Business: PUMA is engaged in the development and marketing of a broad range of sport and lifestyle articles including footwear, apparel and accessories. Distribution: PUMA distributes its products in more than 80 countries. Total Revenue: PUMA’s revenue for the fiscal year 2006 was €1,930.3 million.
Employees: 5500 (end of 2006).
Brands: PUMA & Tretorn. Manufacturing Facilities: PUMA uses outsourced production facilities in over 40 countries. Official Company Language: English.
Contd…
• In 1948 Rudolf Dassler split from his brother's company. • Puma, also known as Puma Aktiengesellscaft Rudolf Dassler Sport, is a German footwear, apparel, and accessories manufacturer • Puma was the first athletic shoe company to offer Velcro strapping. • The history of PUMA shoes is a journey through the greatest sporting achievements of the last fifty years
Contd…..
• The first virtual Sport accessories manufacturing company of the world
Rising to the informational and communicational challenges posed by the 21st century, PUMA has developed a virtual corporate structure. The virtual structure is supported by a matrix organization with a vertical (functional) and horizontal (geographic) focus.
Evisu profile
• Exclusive designer of clothing Evisu is the product of Japanese designer and jean genius Hidehiko Yamane, and is one of the most popular clothing brands in the top end of the fashion food chain. The Evisu brand began in the 1980's. One day, he came across a 1950's american loom that was capable of weaving 40 meters of selvage a day where the selvage is visible inside the jeans in 1988, the Evisu brand was born. Yamene decided to combine traditional Japanese handicraft with vintage jeans styling to create a distinct brand. Yamene originally called his product jeans Evisu , after the buddhist god of prosperity and they were made in Osaka from pure American cotton
• • • • •
Denim and Shoe market in India
• The Indian footwear market is estimated to be over INR 15,000 crore in value terms and denim market is of 9000 crore. • Around 75% is through unorganized sector • grown at the rate of 810 percent over the last couple of years. • The market is substantially brand-driven. • branded footwear constitutes more than 42 percent of the total market size and around 79% of jeans sold are tagged jeans. • One-fourths of the total footwear sales (i.e. INR 3,750 crore) happen through organized retail outlets, • Trend Towards Casual, Cleaner, Younger Styles • Opportunity in Ladies & Kids ' Segment • The sportswear market is the only sector in India that has the presence of all four top international brands. • Denim segment has all the major segment player coming in.
Puma and Evisu
• On Valentine’s Day, PUMA and EVISU take their relationship to the next level with the launch of a co-branded series of EVISU denim products to be sold exclusively at PUMA stores.
• PUMA and EVISU developed this collabo together and have affectionately dubbed it “True Love Never Dies."
Strategies for India
• • • • • • • Setting up Indian arm through Austrian subsidiary The target customers will be the innovators and early adopters, essentially in the age group of 16-34 years. The marketing strategy will revolve around creating desirability for Puma's sportslifestyle products. will introduce a range of products (approximately 250 products in footwear, 200 in apparel and 100 in accessories and 6 in denim jeans) to the Indian market. In phase I The company would open exclusive retail stores in the country initially in five metro cities - Bangalore, Chennai, Mumbai, Hyderabad and Delhi. Phase II will see Puma enter tier II cities such as Coimbatore, Cochin, Ahmedabad and Surat. Mainly be looking at highstreets for their stores more than mall presence as all cities have specific highstreets that are visited more regularly than certain shopping malls
Some Achievements
• “Brand of the Year” in 2002 .
•
• •
“Forum-Preis 2003”.
“B I R D 2003” - Best Investor Relations Germany. “Trendsetter of the Year” at the beginning of 2004.
•
• •
“Women's Athletic Brand of the Year” and “Brand of the Year”.
“Euro Corporate Governance Quality Award (Mid-Cap Segment - MDAX)”. "Best company strategy of the industry“.
•
•
"Best of European Business Award 2006“.
“Stylish brand of the Year Award 2006”
Thank you
doc_567584527.ppt