IGCSE BUSINESS STUDIES

PUMA’S Marketing Research

Submitted By: Kate

Submitted to: Mr. Basil
\\

Table of Contents

1. Introduction of Brand……………………………………………………………….2
2. History of brand ………………………………………………………………………3
3. What product/service they offer?...............................................4
4. Is it a niche or mass marketing?..................................................5
5. Marketing Mix ………………………………………………………………………….6
6. Competitors……………………………………………………………………………..7
7. Branding…………………………………………………………………………………..8
8. Marketing strategy……………………………………………………………………9
9. Target Market…………………………………………………………………………..10
10.References………………………………………………………………………………….11

1
 \\

INTRODUCTION OF PUMA:

PUMA is a major German multinational company that

produces athletic and casual footwears and sportwears,
headquatered in Herzogernaurach ,Barvia, Germany.

The company was formed in 1924 as Gabruder Dassler

Schufabrik by Adolf and Rudolf DASSLER. The relationship
between derteriorated until the two brothers agreed to split in
1948., forming two separate entites, Adidas and Puma. Where
both company are based in Herzogernaurach.

2
\\

PUMA IS……..

3
\\

History of PUMA:

4
\\

PUMA was founded by Rudolf Dassler in 1948, but the company was originally called Ruda
Sports. Rudolph is the brother of Adolf Dassler who went on to start adidas. The two brothers
before WWII worked together in their own family footwear business which was successful for the
time. During the war, their factory was taken over by the German government to manufacture
items for the German war effort. It was during this time that a strain was put on the brothers’
relationship. It was a throw-away remark made by Adi about allied troops, which was taken the
wrong way by Rudolf as he thought it was about him. The anger never went away causing a rift
between the brothers eventually leading them to split.  

PUMA ADIDAS

5
 \\

What product/service does PUMA offer??

Puma makes and sells sports shoes, apparel, and equipment. It has
brought products for men, women as well as kids. The company
makes products focused on different sports categories including basketball,
football, running, cricket, badminton, motorsport, running, and gym.  It
collaborates with renowned designers and brands to bring sport influences
into street culture and fashion.

6
\\

Is PUMA a niche or mass marketing?

7
Marketing MIX of PUMA:
\\

Puma Price/Pricing Strategy:

Puma has succeeded in placing the brand as a brave, confident and determined brand.
Puma have direct competition from major established brands like Nike, Adidas. In order to tackle this competition,
Puma has priced the products slightly lower than other competitors. This allows Puma to look affordable and gain new
customers. They provide seasonal discounts and loyalty benefits, in order to retain the customers and increase switching
costs for the customers.

PLACE:
-PUMA shoes are distributed to multi-brand store front
and exclusive PUMA stores across countries. While these
necessities a second trip for the countries to come and pick
up the shoes, it allows PUMA to offer a much wider
selection than any of the companies. Puma is structured
into 5 regions, Europe, EEMEA (Eastern Europe, Middle
East and Africa), North America, Latin America and APAC
(Asia and Pacific). The reporting layer of APAC was
dissolved in 2015 due to heterogeneous nature of the
Asian markets, giving them the direct access to Puma’s
global organization. Puma has three types of distribution
channels, wholesale, Puma owned and operated retail
P
stores and e-commerce stores. Puma has presence in
more than 120 countries, employing more than 13000
people worldwide. U
PROMOTION: M
.Generally international sports stars are brand
ambassadors. Puma has national brand ambassadors from
each country of its presence. It has been endorsed by a
number of legendary athletes, the list of which includes
A
names like Joe Namath and Usain Bolt. Puma has a long
list of players from more than 30 countries endorsing the
brand. Along with players, Puma sponsors various clubs,
PRODUCT:
teams and associations across the globe as a part of its -It has a wide range of products such as foot
promotional strategy. To promote its women product line, ware, sportswear, sports goods, and fashion
Rihanna and Kylie Jenner walked on ramp flaunting accessories. 8
Puma’s designer apparel and shoes. Along with Rihanna,
Jenner Puma also launched various interesting and
innovative campaigns to engage customers. 
\\

Competitiors…
Puma is a sports clothes company with its main focus on sports shoes. The
goal and strategy of Puma is ‘forever faster’ in all areas. A strength of
Puma is their advertising through football teams. Pumas social media
activities are a possible weakness, there are a lot less followers compared
to competitors like Adidas and Nike.

Competitors of Puma are for example Nike, Asics and Adidas. The
relationship between Puma and Adidas is special, because they were once
one company - known as ‘Gebrüder Dassler Schuhfabrik’ - but became
separated by a conflict between the founding brothers who ended up
dividing the company and creating Puma and Adidas on their own.

9
 \\

NIKE ASCIS

10
\\

BRANDING….
The logo of sportswear brand Puma has an image of a leaping Puma,
which is also called a cougar, a panther that is active both day and night
and jump upto 20 feet high. By using this symbol Puma summarized the
feature of its product… WHY IS PUMA BRAND NAME PUMA?
When Rudolf Dassler founded his own shoe manufacturing company in 1948, he
first named it “RUDA” – a combination of the first two letters of his first and
last name. Fortunately, he quickly dismissed the idea and picked the name “PUMA”.

THE EVOLUTION OF PUMA BRAND LOGO…

 The Form strip The form strip brand logo was also patented by Puma the following year, in 1958.
The form strip was originally created to stabilise the foot within the shoe but soon became a
distinctive aspect of the outer design of the brand. Today the form strip design is found on almost
every pair of Puma shoes. The Puma Cat The trademarked Puma cat as we know it today was
created in 1967 by Lutz Backes, a Nuremberg cartoonist. This cat design has gone on to become
one of the best-recognised trademarked brand logos in the world. No.1 Logo The No.1 Logo,
featuring the Puma cat leaping over the text logo, first appeared in 1979 and has altered little
since. The only changes are the ears becoming more pronounced and disappearance of the eye
and nuzzle.

11
 \\

Changes of PUMA LOGO FROM YEARS TO YEARS….

12
\\

MARKET STRATEGY:
Puma is the leading sports brand globally developing designs, selling &
marketing footwear, apparel and accessories in more than 130 worldwide.
Incorporated in 1948 by Rudolf Dassler (due to the split of the original
company into PUMA & ADIDAS) it has established itself as a fastest
growing and designer of performance & sports style
based products.Headquartered in Germany, it has expanded its reach
worldwide within the span of 67 years and by employing more than 12000
diversified & dedicated workforces in 45 nations

TARGET MARKET:

13
 \\

- Female Ages 18-25 who are involved in any given discipline or sport.
- Social Media Users - Male and Female Ages 18-25 Who Are
Looking For Fashionable, Comfortable Shoes and Attire For Everyday
Activity.

Geographic DEMOGRAPHIC BEHAVIORAL

SEGMENTATION SEGMENTATION
segmentation
Different segments are made by The segment classified customers in
Divides the market based on
market depending on the factors such accordance to their response,
nations, states, country, and
as life cycle of family, gender, religion, attitude, product use and
regions. Cities etc.. Regions occupation, size of family, nationality, knowledge. Same way of other
covered by puma: EMEA generation and social class. This firms it is believed by Puma the
(Europe, Middle East and segmentation of Puma is mentioned behavioral factors like occasions,
Africa),Americas (North and below: 15-36 age limit rate of users, readiness of
Latin America) and Asia/Pacific -£5000 level of income -Upper customers and status of the user
middle, upper class and lower upper these are all factors for developing
are of social class types. -Gender Both: the segments of market.
male and female

14