Puma Company

Puma - Overview

Puma Sports India Limited is the Indian arm of the highly reputed international sports equipment company PUMA AG. The main business activity of the company is to manufacture and market a wide range of sports and lifestyle products like footwear, apparels, and sports accessories. The Indian company has recently launched its mega store in the South Indian city of Bangalore. This mega store is one of the largest stores in south India and it retails the entire international range of Puma apparels, shoes and sports accessories. The outlet also retails exclusive sport-fashion brands like Motorsport, Moto, Ferrari, Golf, Yoga / Lounge and Beach Wear and other collections.

About Droga5

Creativity magazine"s 2007 Agency of the Year, Droga5 is the independent New York-based firm headed by former Publicis Worldwide Creative Chairman, David Droga. The award-winning agency, which was founded in 2006, now counts as its clients Activision, TNT, Method, MTV, Rhapsody, Unicef, the New Museum of Contemporary Art, and The Great Schlep, among others.

Brand Strategy

Bringing distinctive designs and a global outlook by blending influences of sport, lifestyle and fashion

Maintaining vigilant watch over distribution channels and also, solid guidance and strict alertness for licensee.

Furthermore, Puma did not become successful through the failure of its competitors. Instead it worked on some key aspects to win its customers, hence increase it market share and overall profits. Puma started by increasing Global brand sales which means investment and development in outlets in other countries or even selling licenses to other companies to manufacture puma products. This initiative gave puma a great advantage and made their product even more popular on the international markets.

Secondly, Puma strategize their goals and decrease the overall cost of Product development and design expenses without affecting the quality of its products; This lead to an annual increase in earnings per share for the company. Thirdly, in terms of Regional Development, Puma faced a tough consumer environment due to each consumer demands, competition from larger and smaller companies which provided the same product and manufacture cost due to oil prices etc.

However, it still invested millions of dollars into product development in terms of quality and uniqueness in the American and Asian markets. In addition, the outlook for 2009 and beyond are very optimistic, since Footwear orders are up currency adjusted by 6.8% to € 703.5 million, Apparel by 0.6% to € 393.1 million and Accessories by 8.4% to € 66.7 million. Given the results achieved so far this year the Puma management has raised its sales guidance for the full-year outlook from a single-digit to a mid to high single-digit currency adjusted growth. Also, as already announced, Puma will continue with its brand investments as planned in order to explore the long-term growth potential.

Lastly, we live today in a world that is growing together, that changes ever faster, and that offers information in abundance. Puma is convinced that in such a world a brand's success depends on more than the quality of its ...