Submitted by:Shrestha Runthala - 28

Surbhi Modi - 31Vineet 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 AT A GLANCE

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.

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IMPORTANT EVENTS IN PUMA’S HISTORY

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 clarified.

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 region.

BRANDS UNDER PUMA GROUP

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.

Mihara

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 McQueen

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 functionality.

Rudolf Dassler Schuhfabrik

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-garde.

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 Dassler.

Tretorn

Tretorn is casually refined and stylishly understated.

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.

STRATEGIESBrand StrategyThe 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 style. 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 StrategyPUMA’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 RetailPUMA 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 marketplace.

PUMA – Merchandising MixThe 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.

PUMA GOLF

Tour Saddle SL Golf Cat PUMA TRAVELLER HI Golf Cat

Loop PUMA 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.

 

PUMA SOCCER

PUMA V1 08 I FG  PUMA V1.06 I FG PUMA KING TOP DI FG King XL i FG

 

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

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 feet.

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 Rs.5850.

PUMA RUNNING/FITNESS

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 Rs.4265.

Cell Volt Cell Voltra Cell Amar Cell Minter 78.00 USD

Voltaic 2 Tazon II Cell Cerago Hahmer

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

PUMA MOTORSPORT

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 Rs.4260.

PUMA SANDALS/ BOAT SHOES

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 Rs.2485.

PUMA BALLERINAS

Sabadella Travel Ballerina Speed Princess Ballerina Espera lightbrite

Espera Patent FS Travel Ballerina M Simplice SABADELLA PL

 

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 Rs.2925.

PUMA SNEAKERS

Ring Knockout  Alacron L Roma LFST EXT 917 Lo Mega!

Benita Super Sparkle 917 Slip-On

Tedo Complete TFX Miler

LaKyos 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 Rs.3405.

PUMA FASHION

SR

Clyde High Lace AMQ VULCANIZO MID Espera Patent FS SR Clyde

SPEEDCAT RE-LUXE MOSTRO RE-LUXE LANCIO TESSUTO SPRINT LOGO

DAMENWAHL AMQ SKIN

AMQ VULCANIZO SR Clyde High Mary Jane

 

MIHARA MY-24 THE BLACK LABEL H STREET Ferro Tessuto RUDOLF DASSLER

THE BLACK LABEL LANCIO TESSUTO AMQ SKIN LUXE

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.

PUMA NEW ARRIVALS

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 Rs.3405.

First Round Anchor The Key M Crete Pique Ring Knockout

First Round L Cabana Racer II Speeder Mesh II The Key Lo

Cabar Satin Tazon II Aqua Mostro C Wn's75.00 USD 53.00 USD

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

Size Chart according to which each product range is classified:

PUMA – MARKETING & ADVERTISING

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.

Marketing

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 suchas Hello, New Stuff and SOoo Fast, which portrayed its products in away that is endemic to the brand. Whether showcasing PUMA sportsor lifestyle stories, these campaigns were an authentic view into thequalities of playfulness, uniqueness and innovation that embody PUMA.In 2006, Puma’s brand message continued to evolve. For much of theyear, its marketing focus emphasized PUMA’s roots and innovationin 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 ofspontaneity, 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 inventiveness.

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 interpretation.

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" tag.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 Dubai.