In addition, we continued our leading role at the Fashion Charter for Climate Action under the umbrella of UN Climate and signed the Fashion Pact. The strength of PUMA’s brand? This website uses cookies. The other tools used are Porter’s 5 forces for the external environment. Our strategic priorities We are an integrated energy company like no other – our focus on fuelling journeys is driven by our integrated business model in 46 countries and, for us, it is about making a real difference to all of our customers and the communities we serve. PUMA always looks to do better – we are Forever Faster. It is our mantra. Together with our global and local ambassadors, we communicate and engage our customers by doing stories instead of just telling them – by creating relevant moments and experiences, with a clear focus on making them organic and engaging. In Sportstyle, our bestselling models were the RS-X, CALI and the RALPH SAMPSON. Fastest 2. Listen only to that little voice inside of you. Our targets are aligned with the United Nations Sustainable development goals and ensure that PUMA works … We remain dedicated to strengthening our relationships with key retailers by being a reliable partner for them, and by maximizing PUMA’s contribution to their business. To connect with young, trend-setting consumers, PUMA also drives brand heat by working with icons of culture and fashion such as Selena Gomez, Cara Delevingne and Adriana Lima. Worldwidemarket reach Puma states th… In 2019, our best-selling sneakers for women were the CALI, DEFY and MUSE. PUMA’s 10FOR25 targets cover a wide range of sustainability topics including Human Rights, Climate Action, Circularity as well as Plastics and the Ocean. In PUMA Marketing, we focus on ensuring that they are aware of the right product to help them to do that. PUMA improved the quality of its distribution and expanded its presence in key sports performance and Sportstyle accounts around the world. The PUMA 10FOR25 Sustainability Targets are linked to the SDGs. brand strategy . It is 70 years of fast products for fast athletes. Puma Energy has taken many proactive steps to respond to the global impact of the Covid-19 virus emergency – for our employees, customers and other partners. Our strategy in action Expand our offer to our customers Global Director SourceCo At PUMA, we endeavor to be the fastest sports brand in the world. If you ask us, innovation is at the heart of product design. The Fashion Pact is a global coalition of companies in the fashion and textile industry, along with suppliers and distributors, all committed to a common core of environmental goals in three areas: stopping global warming, restoring biodiversity and protecting the oceans. PUMA aims to become the fastest sports brand in the world. We draw from our unique heritage in sports and our high credibility in the latest lifestyle trends. For more than 70 years, PUMA has created brand heat by partnering with the greatest athletes: Usain Bolt, Lewis Hamilton, Pelé, Maradona, Tommie Smith, Boris Becker, Linford Christie, Serena Williams, Heike Drechsler and Martina Navratilova, just to name a few. Puma SE’s organizational structure supports executive control and strategic decisions through a strong hierarchy, although strategic responsiveness may be an issue in this corporate structure when addressing complex challenges in the global … Commercial Activities and Organizational Structure, Interview with Bjørn Gulden and Karsten Warholm, How PUMA’s Top Athletes Prepare to Perform at Major Competitions. “Where the gym meets the runway” continues to be the theme for our initiatives in the women´s segment. Puma Energy invests in acquisitions and infrastructure in growth markets while maintaining a healthy balance sheet. This, combined with improvements of the overall IT infrastructure, enables us a faster and better communication and information exchange. Forever Faster is more than being quick. Distribution strategy in the Marketing strategy of Puma- Puma & Cobra Golf brand is owned by the Puma Group. Please click "I agree" to accept cookies and to visit our website directly. More and more women take up sports worldwide and athletic wear has long made its way into everyday outfits. Women are a priority for PUMA. 2. Puma’s pricing strategy is a competitive pricing strategy. Moreover, Puma normally uses premium pricing strategy because Puma views its brand as premium. This has made PUMA one of the hottest sports and fashion brands for young consumers. The following report describes and analyses Puma business 's generic and distinctive marketing strategies, as well as providing accurate industry, competitor, market, and SWOT analysis'. All to achieve one thing: to be the Fastest Sports Brand in the World. At the same time, we’ve expanded our presence in key sports performance and sportstyle accounts around the world. In sourcing, the long-term collaboration with suppliers remains the key component of our sourcing strategy to ensure a stable sourcing base, consistent quality of our products and being well prepared for changes in the trade environment. Since the year 2005, the company has indicated its interest in … PUMA’s Head of Global Strategy Franz Koch to succeed Jochen Zeitz Herzogenaurach, Germany, 14 March 2011 – Sportlifestyle company PUMA announced today that Franz Koch is designated to become Chief Executive Officer (CEO) upon the transformation of the company into a European Corporation (SE). Generally international sports stars are appointed brand ambassadors. 2019 was an exciting year for us as a sports brand and for our business. We acknowledge women not only as trendsetters in taking inspiration from athletic wear for their everyday style, but they’re increasingly participating in athletic activities worldwide. Against Modern Slavery and Human Trafficking. Puma’s product prices are affordable when compared to higher priced competitors like Reebok and Adidas. You can find more information about these cookies and your user rights in our data security statement at the end of this site. It organises many joint product and marketing programs for its major … ... As a member of the UN Global Compact, PUMA is committed to fighting all forms of corruption, including extortion and bribery. In 2019, a strong focus was put on expanding our logistical network with the project launch of two new multi-channel distribution center initiatives, one in Geiselwind, Germany and one outside of Indianapolis, USA – both are expected to be operational in 2020 and early 2021. Puma’scorporate mission is “to bethe Fastest Sports Brand in the world.” This mission statement is encapsulated in thecompany’s mantra, “Forever Faster,” which highlights the strategic aim of beingahead of the competition in the sporting goods, apparel, and accessoriesindustry. Puma is launching a global marketing strategy to unify its brand across its running, team sports and fitness categories, a move that follows similar recent campaigns from rivals Adidas and Reebok. Puma SE is a German multinational company that operates within the global sports industry. This manages global order and invoice flows centrally, the roll-out of a new product development system, further standardization of ERP systems, and improvements to the overall IT infrastructure. ", Information regarding the Non-financial Report, Statement regarding the Business Development and the Overall Situation of the Group, Comments on the German GAAP Financial Statements of PUMA SE, Consolidated Statement of Financial Position, Consolidated Statement of Comprehensive Income, Notes to the Consolidated Financial Statements, Significant Consolidation, Accounting and Valuation, Notes to the Consolidated Income Statement and Statement of Income, Appendices of the Consolidated Financial Statements. PUMA is a pioneer in this segment and they have set standards for years with the success of their models and collaborations with designers. For this reason, PUMA has been executing a turnaround strategy over the past few years, which is focused on five priorities: brand heat, a competitive product range, a leading offer for women, improved … PUMA has continuously improved the quality of its distribution. In apparel, we saw strong growth across the portfolio, especially from “Big Cat” logo applications and motorsport apparel. By Seb Joseph 19 Feb 2013 Puma’s campaign will look to unify the brand across several sports categories including running. We focus on brand heat, a competitive product range, a leading offer for women, improving our distribution quality and organizational speed as well as leveraging our re-entry into basketball to strengthen our position on the North American market. And they are now strengthening their strategic focus on the female target group. PUMA’s Global Operations department comprises our product development, sourcing, trading and logistics activities, as well as the group’s IT and business solutions functions. August 30, 2019. Today, PUMA continues to strengthen its position as a sports brand through partnerships with some of the most elite ambassadors: the Italian national football team, star strikers Antoine Griezmann, Romelu Lukaku, Sergio Agüero and Luis Suarez, top football manager Pep Guardiola, international top clubs Manchester City, Borussia Dortmund, Valencia CF and AC Milan, golf stars Lexi Thompson and Rickie Fowler, the six-time Formula 1 world champion Lewis Hamilton, Norwegian hurdler and world champion Karsten Warholm, Canadian sprinter André De Grasse and the Jamaican and Cuban Olympic Federations. PUMA can look back on an extraordinary history full of innovations, designs and products. into a green future Our long-standing social compliance program has been supplemented by the aspect of a more responsible procurement policy and has been recognized by the renewed accreditation by the Fair Labor Association. This includes sustainability and the goals we've set ourselves to play our part in driving positive change. Investments in operations and technology infrastructure 4. PUMA began the implementation of its integrated planning process from the target setting stage, defining very high-level global objectives in terms of strategic planning by Region, Business Units, and Division, with timeframes of between one and three years. Run The Streets. Track & Field: The fastest athletes and their stories, Interview with Adam Petrick, Global Director Brand Marketing, “We want to embed sustainability into all of our products. In this regard, Puma’scorporate missionstatement has the following main components: 1. The pricing strategy employed is designed to offer competition to its rival companies. 80% of its sales in 2015 was from the Wholesale channel. PUMA has continued to focus on six strategic priorities to guide it on its way to become the fastest sports brand in the world. Puma partnered with hip-hop mogul Jay-Z last year as it returned to the U.S. basketball market after being on sidelines for two decades. PUMA distributes its offerings through three channels of distribution: Puma exclusive retail stores owned by Puma, wholesale and e-commerce sites like Amazon, Alibaba etc. To connect with young trend-setting audiences, we have also developed a unique way of working with cultural and fashion icons like Cara Delevingne and Selena Gomez. Do You. Our influence can be felt in the sports and sports lifestyle industries till this day. Furthermore, PUMA upgraded its owned-and-operated retail store network with further refurbishments. At the end of the year, we launched the RS-X3, CALI SPORT and the RIDER, which is inspired by one of the first jogging shoes launched in the 1980s. CASE STUDY — Puma Reinventing the Customer Experience for a Legacy Brand Combining an ecommerce ecosystem with a global direct-to-consumer strategy, Astound Commerce helps Puma sprint ahead of the competition. We focus on brand heat, a competitive product range, a leading offer for women, improving our distribution quality and organizational speed as well as leveraging our re-entry into basketball to strengthen our position on the North American market. Building on PUMA’s fashion credibility and sports authenticity, as well as a profound understanding of the modern female athletic consumer, we have positioned our offer for women “where the gym meets the runway”. Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market. As sell-through in wholesale improved, we expanded our retail store network and achieved like-for-like sales growth, while registering continued strong growth of our eCommerce business. PUMA continues to make progress in key areas, which includes further enhancements of PUMA’s International Trading Organization. This pricing strategy helps Puma sustain demand and drive sales higher. Global presence in key sports performance and sport style accounts 3. We aim high, and when we score our goals, we aim even higher. While revenues from basketball performance products are still small, as expected, we are already seeing the benefits of being back on court, as sales of Sportstyle products and other performance categories in the US have picked up. Evaluation of Puma business’s marketing strategy is conducted, thus analyzing the strengths and weaknesses of the strategy. Puma SE’s organizational culture is a facet of business efforts to achieve leadership in the sporting goods industry. Operationally, we continued to improve infrastructure, processes and systems that are required to support our overall growth ambition. Because we are all playing on the same court. In addition to our business priorities, social, economic and environmental sustainability remains a core value for PUMA. Sportsbrand 3. A Puma store in Zweibrücken, Germany. Naturally, we constantly sharpen our design principles: With products like the CREEPER and the FIERCE, we have introduced some of the industry’s most eye-catching, but also commercial styles. PUMA’s global trading entity (PUMA International Trading GmbH - PIT), which manages global order and invoice flows centrally, has extended its scope in order to support streamlining transactional processes and ensuring faster lead times for growing markets and allowing us to come one step closer to our mantra of being “Forever Faster”. PUMA aims to design “cool stuff that works” and in 2019, we significantly improved our product offering. The United Nations Sustainable Development Goals (SDGs) define global development priorities for 2030 and aim to join efforts among businesses, governments and civil society around a defined set of targets. ... Puma also has an extensive global distribution network. German multinational sports and athleisure brand Puma is planning to pump in more funds into its global media strategy. 2X Pre-tax earnings increase69% Faster site load speed Business Environment In the field of big-name sports lifestyle brands, geographic reach and unparalleled … Research and shop all the latest gear from the world of Fashion, Sport, and everywhere in between. The category … Our most important performance footwear styles included the PUMA FUTURE football boot and our running & training shoes based on our LQD CELL and HYBRID technology platforms. To stay on this track, we strengthen our position as a sports brand through partnerships with some of the most elite athletes, such as sprint legend Usain Bolt and star striker Antoine Griezmann. We operate in strategic locations Puma Energy is a highly diversified company that focuses on growing markets, where projected demand for oil is high, where we can expand through acquisition and organic growth. This manages global order and invoice flows centrally, the roll-out of a new product development system, further standardization of ERP systems, and improvements to the overall IT infrastructure. With the support of JAY-Z, our Creative Director for basketball, we added the UPROAR and the CLYDE HARDWOOD as new performance shoes to this category in 2019. By improving sell-through, we further expanded the shelf space given to us in our partners’ retail stores. Better performing roads With a high-quality product at competitive prices, we deliver bitumen … Puma Business Strategy Introduction. A Puma store in Festival Walk in Hong Kong. It offers premium-priced products as well as a large range of products priced more affordably compared to the competitors. Sport is our world. With these models, we see ourselves in a good starting position for 2020. PUMA has continued to focus on six strategic priorities to guide it on its way to become the fastest sports brand in the world. Under the stewardship of its global director of brand and marketing, Adam Petrick, Puma has been growing much faster than its competitors, and its stock has delivered superior returns. A SWOT analysis of Puma SE depicts business competitiveness and potential growth, although new strategies may be needed to address the threats and opportunities in the athletic footwear, apparel, and accessories industry. On a regional basis, the Asia/Pacific, driven by China, and Americas regions contributed with double-digit increases, while EMEA continued to grow, despite a difficult market environment. Returning to basketball, with an approach that resonated well beyond the court, was an important step towards increasing our credibility as a sports brand in North America. The Fastest Sports Brand in the World needs a suitable game plan. Bringing back the court-style sneaker RALPH SAMPSON from our basketball archive, now one of our best-selling shoes in 2019, would not have been possible without re-entering basketball. And we’re determined to keep it that way. To push sport forward in more than 120 countries, more than 13.000 people work for a common goal and call Herzogenaurach, Germany, PUMA's headquarters. Licensing strategy complementing and enhancing PUMA’s products: 1. The Pact was launched at the 2019 G7 summit in France. In 2019, we delivered our 10FOR20 sustainability targets and developed our next set of sustainability targets for 2025, with a renewed focus on increasing the amount of sustainable products. Image as a cheaper alternative to the big sports brands 2. This makes us passionate about designing, developing, selling and marketing footwear, apparel and accessories. Beyond distribution center expansion, PUMA continued to focus on standardization of ERP systems and enhancements of product development tools. Creating a leading product offer for women remains a priority for PUMA, to capitalize on this growing segment in the global sportswear market. The company key regions of operation are Europe, North and Latin America, and Asia. We continued to strengthen our relationships with key retailers by being a flexible and service-oriented business partner. PUMA continues to make progress in key areas, which includes further enhancements of PUMA’s International Trading Organization. Contents used to find out the strategy of PUMA are Current Marketing Strategy and Current Financial position. You need to work hard on your talent to be the best that you can be. Until 2025, we want to fulfill 10 sustainability targets. Major sourcing concentrated in the Asian continent: Opportunities: Threats: 1. We added young and highly talented NBA players to our roster such as RJ Barrett (New York Knicks), Kyle Kuzma (Los Angeles Lakers) and Marcus Smart (Boston Celtics). A re-entry in the US market and basketball space has reportedly enabled company push up its sales by 17.6% and revenues by 16.9% in the USA, the brand will now globally focus on increasing the awareness about what it does on a daily basis. The promotional and advertising strategy in the Puma marketing strategy is as follows: Puma, being a global brand, has an extensive marketing & advertising strategy. How would you ­describe PUMA’s evolution as a brand since 1948? Adidas is among the most financially stable companies globally and utilizes its financial superiority to fend-off competition from other global companies such as Nike and Puma. The smooth interaction of all these functions enables PUMA to provide commercial products at the … We ­understand that achieving this ambitious goal requires a clear, focused strategy, but we also ­recognize that the challenges facing the world from a sustainability perspective will not be solved by the actions of any single brand or company. It is a clear objective for PUMA that retail partners make money with our products. Teaming up with the best athletes, teams and federations is key in keeping PUMA’s brand credibility at high levels. Over the past years, we’ve executed a turnaround strategy with five defined priorities. Global Director Brand Marketing PUMA just celebrated its 70th anniversary. 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