Sector/Industry:-Lifestyle and Retail
Products:– Footwear, Sportswear, Sports goods, Fashion accessories
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 company.It is produces athletic and casual footwear, as well as sportswear.The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities,Adidas and Puma.
-Puma’s Operation in More than 90 countries.It is the main strength of this Company.
-Puma have tie-up with many famous company like Ferrari
-Puma is highly focusing on rich research and innovation in its products.
-Puma has distinct image throughout the world.
-Puma has the sponsorship with many famous sports person and teams.Yuvraj Singh, Adam Gilchrist, Brandom McCullum, Usain Bolt
-Puma was sponsor of fifa World cup in 2006.
-Puma is official sponsor of Sunriser hyderabad,Rajsthan royals in IPL.
-There is Tough competition in this industry.With big player like NIKE and Adidas.
-Puma has limited share compare to another companies.
-Low Financial position compare to other brands.
-Company face many disputes on wages.
–Tie-ups with sports academies and schools.
-Puma should more focused on many other parts of Asia.
-It has to attain more sponsorship in international sports events.
-Company has to enter lifestyle section of Industry.
-Economic situation is not good..
-Many new local players are growing.
-Imitation of Brands increasing.
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