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Submitted by:

Shrestha Runthala - 28
Surbhi Modi - 31
Vineet Srivastava - 34
A comprehensive study of
Women’s shoes of the Sport-Lifestyle brand PUMA from the
aspects of Product Range, Price
Points & Marketing & Advertising.

PUMA is one cat that keeps changing its
stripes. The company, which makes
sports-specific shoes and apparel sold
under the PUMA and Tretorn labels, was
formed when German brothers Rudi and
Adi Dassler feuded and split their family firm into adidas and PUMA. While
shoes are PUMA's heritage, apparel accounts for a growing portion of
sales. The company has been expanding its athletic apparel styles to
include men's golf, motorsports, and denim items. PUMA also operates its
own retail business under the Concept Store banner and controls
distribution of its products in many countries.
Puma AG is among the world's leading manufacturers of athletic shoes,
sportswear, and accessories. The company is perhaps best known for its
soccer shoes and has sponsored such international soccer stars as Diego
Armando, Maradonna and Lothar Matthäus. The company also offers lines
shoes and sports clothing, designed by Lamine Kouyate, Amy Garbers,
and others. Since 1996 Puma has intensified its activities in the United
States where it has a market share of eight percent. Adidas & ASICS are
its major competitors today.
The Brand achieves its goals by continuing to do what it has always done
– harnessing its resources and experiences to provide its consumers with
innovative products that successfully fuse the creative influences from the
world of sport, lifestyle and fashion. Puma is convinced that a brand's
success depends on more than the quality of its products. Puma is
determined to be one of those special brands that tackle things in a
different way: unmistakable and convincing.
• 2005 was a milestone year in
the company’s evolution,
marking the end of Phase III and
the transition to Phase IV of
PUMA’s corporate development
plan. Phase III saw the PUMA
brand emerge as one of the
most influential in the world,
transforming from an
alternative brand to a global
icon with broader desirability.
The brand’s message was
refined and its voice was
• In the process, PUMA created a
new market segment in
Sportlifestyle. Phase IV now
brings an evolved strategy: To
be the most desirable
Sportlifestyle company in the
world. developing into one of
the very few true multi-category companies In 2006, PUMA launches
Phase IV of its long-term oriented business plan. In Phase IV,
Company Expansion, PUMA has the long-term mission of becoming
the most desirable Sport-lifestyle company.
• To kick-off Phase IV PUMA starts majority owned Joint Ventures
together with former license partners in Japan (apparel business),
China/Hong Kong, Taiwan and Argentina and Turkey and founds
fully owned subsidiaries in India and Dubai for the Middle East


• In an environment characterized by growing globalization, the early
detection and tracking of trends play an important role. Only those
who manage to recognize and effectively implement trends are able
to respond to changes in consumers' demand pattern and thus gain
a competitive edge.
• After the strict division between fashion and sports observed a few
years ago, the limits nowadays have merged into the already well
recognized and established Sport-lifestyle market. Sport-lifestyle is
not a fashion term, but rather a philosophy of life. Through the
dissolution of limits between sports and lifestyle, the group of
competitors now covers the entire range from traditional sporting
goods companies to fashion companies with a sports orientation.

The Japanese designer Yashuhiro
Mihara aims to fuse sport and fashion
with innovative creations and intends
to deliberately break boundaries.
Mihara shoes feature a sportive-avant-
garde design and the slogan of his
collection is called "out of sports, out
of fashion", a sure hint that his shoes
are neither trainers nor leather shoes.

PUMA - The Black Label

PUMA - The Black Label footwear is an

authentic sport-fashion collection
featuring modern interpretations of
PUMA iconic sneakers with fashion-
forward shapes that fuse form and
function. The Black Label styles are
truly innovative, urban and versatile
and they combine performance
elements with fashion trends.
PUMA + Alexander
In collaboration with star
designer Alexander McQueen,
PUMA succeeds in breaking
new grounds in sport fashion
with its products over and over
again. Due to his innovative
and unconventional designs
inspirations, McQueen is the
perfect match for PUMA:
Together we take on the
challenge to successfully
combine different trends in
sports, fashion as well as sport
history and technology into
unique collections which
convince through their distinctive style. For instance, McQueen´s footwear
collection is inspired by the anatomy of the foot, perfectly unifying
elegance with an extraordinary design as well as comfort and
Rudolf Dassler
The "Rudolf Dassler
Schuhfabrik" collection is
inspired by the timelessness
that is sports and its character
is stamped by the influence of
cultural styles such as Cubism
and Bauhaus, Dadaism and
Jazz, Modernism and Avant-
With its natural and puristic
style the collection takes the
admirers back down memory
lane to the unforgettable hours
of major sport events. The
Dassler collection is
provocative and modern, going back to the
origin of sports and with its name
remembering the founder of PUMA, Rudolf
Tretorn is casually refined and stylishly

Established by Henry Dunker in Helsingborg,

Sweden at the end of the 19th century, Tretorn takes inspiration from its
Scandinavian roots and carries this vitality of spirit throughout its
collection of leisure shoes, rubber boots and tennis balls.
Tretorn’s expertise in rubber-made products demonstrates a consistent
commitment to quality and brand over hype, offering a collection most
appreciated by those with a practical sensibility and a lifestyle largely
enjoyed outside.

Brand Strategy
The year 2008 – marking PUMA’s
60th anniversary - embodied the
very best of its brand. It invested in
major brand initiatives in order to
take advantage of the opportunities
provided by the year’s highly
visible sports events - the African
Cup of Nations, the EURO 2008, the
Olympic Games in Beijing and the
toughest sailing competition
worldwide, the Volvo Ocean Race.

Through these impressive

achievements on the pitch, on the
track and on sea, Puma
successfully enhanced its credibility
as a performance brand. At the
same time, it grew its Sport Fashion
business by expanding existing and
engaging in new collaborations with
renowned fashion labels – such as
Hussein Chalayan and Sergio Rossi. Together, Puma used these platforms
to launch innovative, trend-setting and sophisticated sport-lifestyle
collections, delivering desirable products that start in sports and end in
In the future it will continue to tap into its long-term company and brand
potential by investing in major global sports events as well as design-
forward initiatives, generating high brand visibility for PUMA that will help
it to maintain its industry-leading desirability and profitability.

Corporate Strategy
PUMA’s goal is to be “The Most Desirable Sport-lifestyle Company”. Along
its charted course PUMA makes use of the opportunities offered by the
sport-lifestyle market to strengthen its position in all categories and
regions as one of the few multi-category brands. Selected categories and
divisions are being developed with a view to achieving permanent value
increases through unique brand positioning. PUMA is a sport-lifestyle
brand where product categories originate in Sport before being continued
in Lifestyle and on through to Fashion.

From the current perspective, based on the strategic objectives and

related expansion targets, the long-term potential of the company is
estimated to be € 4 billion in sales. This long-term strategic objective is to
be achieved through:

• Expansion of product categories

• Regional expansion
• Expansion with non-PUMA brands

PUMA continued to pursue retail
expansion and retail-specific
knowledge through the opening of 25
stores in 2007.

In its second year of a global rollout,

the new concept store design
introduced in 2006 proceeded to
demonstrate its efficacy for driving
the brand and generating profits.

PUMA will continue to create more

excitement in its stores, expand its
consumer base, fully integrate the
retail space into the broader
communication mix, and firmly
maintain its position that retail
should function simultaneously as a
tool to generate profitable growth
and brand equity.

PUMA Retail continues to grow in importance as a showcase for the brand

and as a way of getting its more innovative products quickly to the
consumer. In 2005 they opened 20 new Concept Stores and countless
more PUMA Stores and outlets. Their Concept Stores serve as the
epicenter of the PUMA brand, providing consumers with a more holistic
experience. They represent an opportunity to interact with its consumers
on different levels, displaying the depth of the brand while creating even
more opportunity for discovery. In 2005, Concept Stores hosted the
Mongolian BBQ, where consumers designed their own personalized shoes,
as well as the launch of the PUMA Bike.

In 2006, PUMA Retail was used to introduce PUMA / Evisu co-branded

denim, as well as other unique brand-driven products and consumer
events. It also continued to experiment with new retail concepts, such as
the Black Station stores in New York and Georgetown, which allowed them
to communicate and display additional dimensions of the PUMA brand.
Puma is a company that is driven by visual impact, design and innovation,
and PUMA Retail will ensure that these qualities are always visible in the

PUMA – Merchandising Mix

The brand deals in a variety of products. Following are the categories
under which the brand deals in its products:

For this particular comprehensive study we’ll be

dealing with the Women’s Footwear & the aspect
of its product ranges.


Golf Cat

The Puma Golf range’s modern thinking twist on traditional golf

silhouettes hints at the fun and fresh face of the modern day golfer. This
shoe looks at classic golf through PUMA's eyes. This range has
subcategories numbering around 6, some of which offers 2-4 colour
shades under them & catering to different feet sizes.

The Puma Golf range has the minimum price point at around Rs. 3650 &
the maximum going up to around Rs. 6800. Thus, the average price range
in this category is around Rs. 5235.




King XL i FG

Esito XL i FG v4.08 i FG PUMA V4.08 I FG


The Puma Soccer range of women’s footwear caters basically to the

women football player as they are designed according to the needs of
playing the game. Using PUMA's revolutionary and environmentally
friendly UNI technology, the new v1.08 construction secures an industry
leading fit by perfectly replicating the unique PUMA AptoLast. The v1.08
was created with one thing in mind - to get the player to the ball even
faster. Some of the above 8 categories are available in more 2-4 different
colour shades & are classified according to different sizes of women’s

The price points under this range start from around Rs. 2200 & maximum
reaches out up to around Rs. 9500. Here the average price point is around

The Puma Running/ Fitness
range of women’s footwear is
Lightweight, has Low Profile,
Ergonomically designed. The
L.I.F.T. Racer brings innovation
to the running range with a
unique design that epitomizes
lightweight running. Some of
the below 12 categories are available in more 2-4 different colour shades
& are classified according to different sizes of women’s feet. The price
points under this range start from around Rs. 2200 & maximum reaches
out up to around Rs. 6330. Here the average price point is around

Cell Volt Cell Voltra Cell Amar

Cell Minter
78.00 USD
Voltaic 2 Tazon II Cell Cerago


LaKyos V Complete TFX Sprint Complete TFX Miler L.I.F.T.



Speed Cat ST US
Wheelspin Drift Cat II
Wheelspin Bling

Speed Cat SD US La Bashy

Suede II Mostro Perf EXT Repli Cat II L US
The Puma Motorsport range of women’s
footwear is the ideal product for the
Motorsport enthusiast and lifestyle
statement at the same time. Some of the
above 8 categories are available in more
2-4 different colour shades & are
classified according to different sizes of
women’s feet.

The price points under this range start

from around Rs. 3650 & maximum
reaches out up to around Rs. 4865. Here
the average price point is around


Basic Flip
Special PUMA DECKER SLIP ON Basic Flip

The Puma Sandals/ Boat Shoes range of women’s footwear have super-
soft EVA footbed and a sleek thong strap which provide a unique look and
the ultimate in comfort for the beach and everyday wear. Some of the
above 3 categories are available in more 2-4 different colour shades & are
classified according to different sizes of women’s feet.

The price points under this range start from around Rs. 1070 & maximum
reaches out up to around Rs. 3900. Here the average price point is around

Travel Ballerina Speed Princess Ballerina Espera lightbrite

Espera Patent FS Travel Ballerina M Simplice


PUMA ICON L Icon Satin

The Puma Ballerinas range of women’s footwear’s obvious Motorsport
elements like race track inspired outsole and velcro closure combined
with a feminine silhouette makes the shoe a must have for every female
Motorsport enthusiast and fashion victim at same time. Some of the
above 6 categories are available in more 2-4 different colour shades & are
classified according to different sizes of women’s feet.

The price points under this range start from around Rs. 1950 & maximum
reaches out up to around Rs. 3900. Here the average price point is around



ng Knockout Alacron L
Roma LFST EXT 917 Lo Mega!

Benita Super Sparkle 917 Slip-On

Tedo Complete TFX Miler

yos V Voltaic Voltaic Ripstop
Elevation II
Tazon II Cell Minter SL
Cell Yalix Elica

Etoile Fade K-Street Voltaic Ripstop

Voltaic L Perf

The Puma Sneakers range of women’s footwear caters to the casual day
dressing preferred by those who like to be easy-going. Some of the above
20 categories are available in more 2-4 different colour shades & are
classified according to different sizes of women’s feet.

The price points under this range start from around Rs. 1950 & maximum
reaches out up to around Rs. 4865. Here the average price point is around

SR Clyde High Lace





SR Clyde High Mary



The Puma Fashion range of women’s footwear features a sporty design

language, simple yet feminine. Some of the above 20 categories are
available in more 2-4 different colour shades & are classified according to
different sizes of women’s feet.

The price points under this range start from around Rs. 1950 & maximum
reaches out up to around Rs. 38,435. Here the average price point is
around Rs.20,200.
The Puma new arrivals range of
women’s footwear comes with a
material update. With a sporty
mesh, leather upper and thrift
collar, the update brings out a
fun youth personality to this
popular mid-cut. Some of the
below 11 categories are available in more 2-4 different colour shades &
are classified according to different sizes of women’s feet.

The price points under this range start from around Rs. 2675 & maximum
reaches out up to around Rs. 4135. Here the average price point is around

First Round Anchor The Key M Crete Pique Ring


First Round L Cabana Racer II Speeder Mesh II The

Key Lo
Cabar Satin Tazon II Aqua Mostro C Wn's

Women Men U.K. Eur Japan

5 3.5 2.5 35 21.5

5.5 4 3 35.5 22

6 4.5 3.5 36 22.5

6.5 5 4 37 23

7 5.5 4.5 37.5 23.5

7.5 6 5 38 24

8 6.5 5.5 38.5 24.5

8.5 7 6 39 25

9 7.5 6.5 40 25.5

9.5 8 7 40.5 26

10 8.5 7.5 41 26.5

10.5 9 8 42 27

11 9.5 8.5 42.5 27.5

10 9 43.5 28

10.5 9.5 44 28.5

11 10 44.5 29

11.5 10.5 45 29.5

12 11 46 30

13 12 47 31

14 13 48 31.5

75.00 USD 53.00 USD

Size Chart according to which each product range is

Puma's restructuring was but one part of its new success story. The other
was its innovative marketing plan. At its core was the positioning of the
Puma brand as an international
performance sports brand for high-
quality athletic shoes, sport
textiles, and accessories. The
company also based its innovative
marketing concepts on the latest
trend research, earlier ignorance of
which had in part caused Puma's
past downturns.

PUMA’s marketing strategy seeks

to establish the brand as an icon
that extends its lead in the
Sportlifestyle market. The key to
achieving this position is to
maintain a culturally relevant
message that connects with its
consumers despite a cluttered media environment.
In 2005, PUMA’s marketing strategy centered on core campaigns such
as Hello, New Stuff and SOoo Fast, which portrayed its products in a
way that is endemic to the brand. Whether showcasing PUMA sports
or lifestyle stories, these campaigns were an authentic view into the
qualities of playfulness, uniqueness and innovation that embody PUMA.
In 2006, Puma’s brand message continued to evolve. For much of the
year, its marketing focus emphasized PUMA’s roots and innovation
in football. Campaigns surrounding Africa and welcoming the world to
football established the brand as one of the preeminent icons in the
sport. In addition, the year saw PUMA branch out into new categories.
With the launch of PUMA Golf, the brand established itself in a market
that is in much need of some color. And building upon its premier
Motorsport franchise, PUMA strengthened its position by offering Moto-
performance and lifestyle products. Regardless of the campaign, Puma
seek to include the messages of
spontaneity, discovery, performance, design, imagination, innovation,
and individuality in all of its brand communications.

Advertising campaigns

The PUMA advertising campaign reinforces PUMA's heritage as a

performance sports brand whose product excellence is derived from
highly advanced technology. PUMA, which has a long history of leading-
edge technical advancements, revolutionized the sporting goods industry
earlier in 1996 when it launched CELL technology and became the first
athletic footwear manufacturer in the world to introduce a "foamless"
midsole running shoe. Using
sophisticated computer
analysis, PUMA developed a
mid-sole made of interlocking
polymer cells that are
differentiated in size, thickness,
firmness and height to create a
running shoe that provides
better support, motion control
and cushioning and lasts 50
percent longer than foam-
based running shoes.In its third
year, the “Hello” print
campaign, shot by famed
photographer Juergen Teller,
continued to offer a natural
view into PUMA’s personality.
The rawness and candor of
Teller’s 2005 images showcase
PUMA as a brand that applauds
self-discovery and
• As in 2004, the photos
from the 2005 campaign incorporated PUMA people and athletes
into various life situations wearing PUMA sportlifestyle product. The
innocence of the "Hello" tag line conveys PUMA's openness as a
brand. This campaign acts as an introduction to the brand's voice
and is only the first step of revealing a deeper message.

• PUMA introduced the award-winning “New Stuff” campaign in 2005

as a way to showcase its design leadership. New Stuff print and TV
executions highlighted the freshest new PUMA styles and its
commitment to provide customers with innovative Sportlifestyle
products. The campaign was visually fresh and clean with crisp
photography that drew attention to the products.

• For Q1 of 2005, the TV and print executions built upon the aesthetic
from the previous season and incorporated people into the series.
PUMA athletes like football star Cobi Jones, baseball player Johnny
Damon and skateboarder Scott Bourne were all featured, wearing
and interacting with PUMA apparel.

• In 2005, PUMA debuted

“SOoo Fast”, which
illustrated Puma’s
playfulness and spirit of
adventure. The campaign,
which was comprised of
print and TV executions,
featured groups of people
doing three unlikely
activities – synchronized
swimming, body juggling
and line dancing – wearing
PUMA SOoo fast products.
The idea behind the
campaign was not about
speed, but rather a state
of mind and body. SOoo
Fast was about personal
expression and physical
exertion mixed with humor
and surprise, a message
that is true to the PUMA
brand, and it is served as a
reminder that the world of Sportlifestyle is entirely open to
• Through its involvement in Formula One and World Rally
Championship, PUMA has established itself as the quintessential
Motorsport brand. This Motorsport franchise has been built upon
concrete roots in performance. Achieving performance legitimacy
within the sport has given PUMA credibility with its customers to
consistently move forward with creative lifestyle-oriented product
collections. With this leadership comes the increased opportunity to
diversify and broaden the reach of our products. Moto is the natural
extension of PUMA’s Motorsport business as it enjoys widespread
popularity as a sport and includes flamboyant personalities both on
and off the track.

• In 2005 and into Spring/Summer 2006, PUMA aimed to establish

itself on the performance side of the sport with the ”Moto 1000“
performance boot. Developed in conjunction with many of the
World’s top racers, the “Moto 1000” marked a technological
breakthrough in riding boots. The establishment of the “Moto 1000”
boot on the performance side of the sport affords Puma the
opportunity to speak more broadly to anyone who finds inspiration
or excitement in Moto.
• In March 2006, PUMA launched its first complete performance golf
collection, which included footwear, apparel and accessories. PUMA
kicked off its entry in the category with a collaborative shoe with
J.Lindeberg worn by world-class professional golfers Jesper Parnevik
and Hank Kuehne. This paved the way for a broader PUMA
collection, worn by professionals such as Geoff Ogilvy and Erica
Blasberg. PUMA Golf challenged the establishment by creating a
performance collection that confronts the traditionally conservative
sport of golf, making it more accessible and visually appealing to
today’s modern consumers. Geared towards today’s young
metropolitan golfers, the collection addressed the need of modern,
fashionable, statement sportswear for the greens. By infusing the
range with the brand’s signature style and personality, PUMA Golf
sheds the sport’s predictable persona making it more relevant to a
wider audience. The entire PUMA Golf collection is as colorful as the
brand’s signature sportlifestyle products.
• 2006 was a monumental year for football, with not only the world’s
most popular sporting
event hitting Germany
in the summer, but
also with the African
championships in
Egypt in January.
PUMA planned to use
the events of the year
in a two-phase effort
to make the leap to a
challenging number
three competitor in
the football market.
The African Football
campaign, which
kicked off in January,
was the first
component of PUMA’s
football attack. Using the African championships as a platform,
PUMA introduced the PUMA V-Series performance football concept,
which is a collection uniquely designed for speed. The campaign
also brought to life the spirit, colour and rhythm of Africa on and off
the pitch. Following the African Cup of Nations is, of course, the
world’s biggest sporting event, and all eyes were on the World Cup
in June. With a major advertising campaign and 12 sponsored
teams playing in the championships - more than any other
company - PUMA maintained a highly visible, global presence
throughout the summer.
• Gyro's Grasse also reached out to Dayton and Faris, producers of
music videos for R.E.M., the Beastie Boys and Smashing Pumpkins,
winner of seven MTV music awards in 1996.
• To highlight that PUMA is technologically ahead of its time without
being "too technical," Gyro developed a series of fast-paced :15
and :30 commercials, shot on location at the Rockwell Defense
Center in Seal Beach, Calif. The commercials dramatize the
futuristic laboratory creation of PUMA's CELL technology coming to
life as if in a Petri dish, and intersperses a sci-fi chase scene with
"Bionic Man" type images
Marketing Campaings in India & other parts of Asia- Pacific

The Bangalore launch was

in ‘perfect synergy’ with
the prevailing phase of the
Football World Cup, in
which 12 of the 32
participating countries,
including all the five
African countries were
wearing Puma as per the
company. Delhi, Pune,
Chandigarh, Mumbai and
Hyderabad are on the
immediate horizon for
Puma only outlets for the
years ahead. Puma is also
associated with multi-
brand outlets (MBOs) like Pantaloons. However, the company wants to
focus more on flagship stores than MBOs.

The Brand plans to emulate in India the high international brand recall
during a recent survey of 96 per cent in other countries by an aggressive
marketing campaign, including TVC’s during the last quarter of 2006,
once Puma has presence in more cities. Besides print media and outdoor,
plans for radio jingles in select cities based on city specific campaigns are
carried on. Internet spots, Cricket World Cup 2007 are other brand
promotion initiatives. The brand is exposed to selected print media such
as lifestyle magazines, etc. Corporate tie-ups and school tie-ups for sales.

The Puma only stores retails imported Puma branded products starting
Rs.1990 upwards. Lower end Indian made Puma products are sold
through multi-brand stores.

Puma recrafts its strategy to bag "most popular sports lifestyle company"

Although Puma has been present in India since 2002, low visibility has
always dogged the brand. That is likely to change soon as the company
reworks its market strategy.

For starters, Puma has opted out of the licensee agreement it had with
Planet Retail and set up a wholly owned subsidiary.

In addition, Bowen says they will continue to set up stores through Planet
Retail even though they aren’t the licensee for the brand. Puma also
plans to consolidate its presence in the multi-brand outlets.

The company is also looking at expanding its product offerings in India to

add to its 250 sku’s (stock keeping units) in footwear, 200 in apparel and
100 in accessories.

Puma will introduce new products simultaneously with the global launch.
It has already brought in its Moto and Golf ranges in India, which it has
just introduced globally as well.

It will also bring in some of its international ad campaigns here, and is

considering a local brand ambassador too. Internationally, the brand is
endorsed by sportspersons like Michael Schumacher to Adam Gilchrist.

A lot more interaction with customers is planned through plays and

fashion shows which would showcase the brand. Also on the cards is the
introduction of its fashion range of products in India.

The target of the reworked strategy is to establish Puma as the most

popular sports lifestyle company.
In this endeavour, apart from the distribution channels, the company
would aim to launch a marketing campaign that would look to corner a 10
per cent share of voice in the industry.
MediaTV: Puma looks to sports-lifestyle

Puma, the world's third-largest sports brand, will focus on its positioning
as a sports-lifestyle brand in Asia to differentiate itself from competitors
and stave off pressure from up-and-coming Chinese brands such as Li
Ning and Anta, says Christoph Peter-Isenbuerger, head of marketing for
Puma in Asia-Pacific.

In the fourth and final part of MediaTV’s series ‘The Olympic effect’,
sponsored by Sports Illustrated China , Peter-Isenbuerger says Puma will
deviate from a path that labels it as a fashion brand because Puma’s
brand story is rooted in an athletic identity.
3D-FloorPosters for PUMA Shoes
Shapeshifter Media creates 3D-FloorPosters for german Sportlifestyle
company PUMA during their advertising-campaign in cinemas across