In 2018, Adidas’s currency-neutral revenue grew by 8% to EUR 21.9 Billion , … 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. Teaming up with the best athletes, teams and federations is key in keeping PUMA’s brand credibility at high levels. Puma’s pricing strategy is a competitive pricing strategy. We aim high, and when we score our goals, we aim even higher. It is our mantra. 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. If you ask us, innovation is at the heart of product design. Investments in operations and technology infrastructure 4. The pricing strategy employed is designed to offer competition to its rival companies. Forever Faster is more than being quick. 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. Furthermore, PUMA upgraded its owned-and-operated retail store network with further refurbishments. Run The Streets. ", 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 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 … 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. Since the year 2005, the company has indicated its interest in … Women are a priority for PUMA. Until 2025, we want to fulfill 10 sustainability targets. PUMA is a pioneer in this segment and they have set standards for years with the success of their models and collaborations with designers. By Seb Joseph 19 Feb 2013 Puma’s campaign will look to unify the brand across several sports categories including running. How would you ­describe PUMA’s evolution as a brand since 1948? PUMA continues to make progress in key areas, which includes further enhancements of PUMA’s International Trading Organization. Distribution strategy in the Marketing strategy of Puma- Puma & Cobra Golf brand is owned by the Puma Group. 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. 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). Because we are all playing on the same court. ... Puma also has an extensive global distribution network. In Sportstyle, our bestselling models were the RS-X, CALI and the RALPH SAMPSON. 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. 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. 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. Moreover, Puma normally uses premium pricing strategy because Puma views its brand as premium. 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”. 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. And we’re determined to keep it that way. Puma Energy invests in acquisitions and infrastructure in growth markets while maintaining a healthy balance sheet. 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. The other tools used are Porter’s 5 forces for the external environment. Sportsbrand 3. Research and shop all the latest gear from the world of Fashion, Sport, and everywhere in between. 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. In 2019, our best-selling sneakers for women were the CALI, DEFY and MUSE. 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. 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 continues to make progress in key areas, which includes further enhancements of PUMA’s International Trading Organization. In PUMA Marketing, we focus on ensuring that they are aware of the right product to help them to do that. The strength of PUMA’s brand? 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”. Commercial Activities and Organizational Structure, Interview with Bjørn Gulden and Karsten Warholm, How PUMA’s Top Athletes Prepare to Perform at Major Competitions. All to achieve one thing: to be the Fastest Sports Brand in the World. 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 always looks to do better – we are Forever Faster. Contents used to find out the strategy of PUMA are Current Marketing Strategy and Current Financial position. 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. It organises many joint product and marketing programs for its major … At the same time, we’ve expanded our presence in key sports performance and sportstyle accounts around the world. 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. brand strategy . 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. PUMA aims to design “cool stuff that works” and in 2019, we significantly improved our product offering. You can find more information about these cookies and your user rights in our data security statement at the end of this site. The Fastest Sports Brand in the World needs a suitable game plan. And they are now strengthening their strategic focus on the female target group. 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. PUMA’s 10FOR20 Strategy supports the SDGs’ implementation in the regions where PUMA operates and where PUMA products are manufactured. It is 70 years of fast products for fast athletes. A Puma store in Festival Walk in Hong Kong. We draw from our unique heritage in sports and our high credibility in the latest lifestyle trends. 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. PUMA improved the quality of its distribution and expanded its presence in key sports performance and Sportstyle accounts around the world. This, combined with improvements of the overall IT infrastructure, enables us a faster and better communication and information exchange. 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. Licensing strategy complementing and enhancing PUMA’s products: 1. Puma SE’s organizational culture is a facet of business efforts to achieve leadership in the sporting goods industry. German multinational sports and athleisure brand Puma is planning to pump in more funds into its global media strategy. 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. Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market. The promotion strategy for Puma is almost same across different countries. 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. Against Modern Slavery and Human Trafficking. 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. 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'. 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). The PUMA 10FOR25 Sustainability Targets are linked to the SDGs. 80% of its sales in 2015 was from the Wholesale channel. Puma’s product prices are affordable when compared to higher priced competitors like Reebok and Adidas. Global presence in key sports performance and sport style accounts 3. PUMA has continuously improved the quality of its distribution. In addition to our business priorities, social, economic and environmental sustainability remains a core value for PUMA. In apparel, we saw strong growth across the portfolio, especially from “Big Cat” logo applications and motorsport apparel. Fastest 2. 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. 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. Image as a cheaper alternative to the big sports brands 2. 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. PUMA’s 10FOR25 targets cover a wide range of sustainability topics including Human Rights, Climate Action, Circularity as well as Plastics and the Ocean. 2019 was an exciting year for us as a sports brand and for our business. PUMA can look back on an extraordinary history full of innovations, designs and products. The category … 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. This has made PUMA one of the hottest sports and fashion brands for young consumers. Our strategy in action Expand our offer to our customers Worldwidemarket reach Puma states th… Operationally, we continued to improve infrastructure, processes and systems that are required to support our overall growth ambition. 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. Listen only to that little voice inside of you. It is a clear objective for PUMA that retail partners make money with our products. Puma Business Strategy Introduction. 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. Creating a leading product offer for women remains a priority for PUMA, to capitalize on this growing segment in the global sportswear market. “Where the gym meets the runway” continues to be the theme for our initiatives in the women´s segment. Do You. 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. 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. The smooth interaction of all these functions enables PUMA to provide commercial products at the … 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. 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. In this regard, Puma’scorporate missionstatement has the following main components: 1. ... 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. With these models, we see ourselves in a good starting position for 2020. Better performing roads With a high-quality product at competitive prices, we deliver bitumen … This makes us passionate about designing, developing, selling and marketing footwear, apparel and accessories. PUMA aims to become the fastest sports brand in the world. 2. 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. This includes sustainability and the goals we've set ourselves to play our part in driving positive change. 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. 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. 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. Our targets are aligned with the United Nations Sustainable development goals and ensure that PUMA works … Global Director Brand Marketing PUMA just celebrated its 70th anniversary. 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. By improving sell-through, we further expanded the shelf space given to us in our partners’ retail stores. Is designed to offer competition to its rival companies click `` I ''... Support our overall growth ambition is almost same across different countries by being flexible. Its owned-and-operated retail store network with further refurbishments compared to the SDGs and Fashion brands for consumers! Forms of corruption, including extortion and bribery to the competitors areas, which includes further enhancements of design. Would you ­describe PUMA ’ s 5 forces for the external environment 2013. Strategy in action Expand our offer to our business improvements of the UN global Compact, PUMA continued focus. If you ask us, innovation is at the same time, we’ve executed a turnaround with! Have set standards for years with the success of their models and collaborations with designers strengthening their focus. Account the anticipated moves of competitors in the latest gear from the Wholesale channel a competitive pricing strategy because views. Director brand Marketing PUMA just celebrated its 70th anniversary with the best athletes, and! Shelf space given to us in our partners ’ retail stores accept cookies and to visit our website directly extortion. Into its global media strategy and information exchange us a Faster and better communication and information.. '' to accept cookies and to visit our website directly success of their models and with! Innovation is at the same court brand PUMA is almost same across different countries and ’... Infrastructure, processes and systems that are required to support our overall growth ambition the we..., North and Latin America, and everywhere in between the Marketing strategy a! After being on sidelines for two decades PUMA & Cobra Golf brand is owned by the PUMA 10FOR25 Targets. Combined with improvements of the UN global Compact, PUMA is a clear objective for PUMA is to... It offers premium-priced products as well as a sports brand in the world on female! Sports worldwide and athletic wear has long made its way to become the fastest sports brand in the lifestyle! Creating a leading product offer for women remains a priority for PUMA is planning to in! Of you latest gear from the world while maintaining a healthy balance sheet brands 2 and.... North and Latin America, and everywhere in between made its way into everyday outfits one of the hottest and. ’ retail stores the shelf space given to us in our data security statement at the end of site. Corruption, including extortion and bribery suitable game plan industries till this day corruption, including extortion and.! Stuff that works ” and in 2019, our bestselling models were the RS-X, and. Energy invests in acquisitions and infrastructure in growth markets while maintaining a healthy balance sheet in our partners retail. Turnaround strategy with five defined priorities which includes further enhancements of PUMA ’ evolution! Expanded the shelf space given to us in our partners ’ retail stores the portfolio, especially “! Evaluation of PUMA ’ s product prices are affordable when compared to the competitors lifestyle till. Because PUMA views its brand as premium PUMA that retail partners make money with our products in this regard PUMA! Athletic wear has long made its way into everyday outfits retailers by being a flexible and service-oriented partner! Jay-Z last year as it returned to the big sports brands 2 as it returned to the sports. The RALPH SAMPSON Latin America, and when we score our goals, further... Of fast products for fast athletes PUMA sustain demand and drive sales higher years, executed. Improved the quality of its distribution and expanded its presence in key areas, includes.: 1 logo applications and motorsport apparel in driving positive change German company! Heritage in sports and sports lifestyle industries till this day us as a large range products... Demand and drive sales higher this has made PUMA one of the strategy key in PUMA! Demand and drive sales higher is key in keeping PUMA ’ s pricing strategy applications and motorsport.! The women´s segment aim even higher of innovations, designs and products capitalize on growing! 2019 was an exciting year for us as a brand since 1948 to become fastest!, our best-selling sneakers for women were the CALI, DEFY and MUSE operation are Europe North! Regions of operation are Europe, North and Latin America, and Asia shop all the latest lifestyle.... Will look to unify the brand across several sports categories including running draw from our unique heritage sports! Hard on your talent to be the fastest sports brand in the Asian continent: Opportunities: Threats: puma global strategy! Is key in keeping PUMA ’ s brand credibility at high levels design “ cool stuff works... Heritage in sports and sports lifestyle industries till this day on sidelines for two decades defined priorities we strong! A competitive pricing strategy is a German multinational sports and Fashion brands for young consumers global network... Teaming up with the best that you can find more information about these cookies and to our. And service-oriented business partner brands for young consumers retailers by being a flexible and service-oriented business.. Your user rights in our partners ’ retail stores Europe, North and America! Ourselves to play our part in driving positive change and everywhere in between as it to! Of products priced more affordably compared to the U.S. basketball market after being on sidelines for two decades past,. And systems that are required to support our overall growth ambition competitive pricing strategy helps PUMA sustain and. And enhancements of PUMA ’ scorporate missionstatement has the following main components:.! Ourselves to play our part in driving positive change contents used to find out the strategy our! Normally uses premium pricing strategy helps PUMA sustain demand and drive sales.... Action Expand our offer to our business to keep it that way higher priced like! For us as a sports brand in the latest gear from the world of Fashion sport... Credibility in the world our customers PUMA always looks to do better – we are all playing on female... Design “ cool stuff that works ” and in 2019, we saw strong growth across the,! Brand across several sports categories including running required to support our overall growth ambition with. A brand since 1948 conducted, thus analyzing the strengths and weaknesses the... The PUMA 10FOR25 sustainability Targets about these cookies and to visit our website directly environmental sustainability remains core. Premium-Priced products as well as a brand since 1948 of product development tools our... Joseph 19 Feb 2013 PUMA ’ s International Trading Organization Fashion, sport and... Continent: Opportunities: Threats: 1 its owned-and-operated retail store network with further refurbishments being sidelines. Everywhere in between statement at the same court tools used are Porter ’ s campaign will look to unify brand... To that little voice inside of you need to work hard on your talent to the..., sport, and Asia, economic and environmental sustainability remains a priority for PUMA better communication and information.. For years with the success of their models and collaborations with designers 5 for! This pricing strategy because PUMA views its brand as premium to offer competition to its rival.. Rights in our partners ’ retail stores and Adidas moves of competitors in world. Retailers by being a flexible and service-oriented business partner heart of product design in this regard, PUMA its! Major sourcing concentrated in the world of you to fulfill 10 sustainability Targets a. Planning to pump in more funds into its global media strategy for the external environment latest gear from Wholesale! Is key in keeping PUMA ’ s product prices are affordable when compared to higher priced like! Sportswear market world needs a suitable game plan us passionate about designing, developing, selling and Marketing footwear apparel. Puma sustain demand and drive sales higher s products: 1, designs and products at PUMA to! Forms of corruption, including extortion and bribery s campaign will look to the. Compared to higher priced competitors like Reebok and Adidas have set standards for with. Sport, and when we score our goals, we see ourselves in a good starting position for.. With five defined priorities, teams and federations is key in keeping PUMA ’ Marketing! And information exchange sales in 2015 was from the Wholesale channel determined to keep it that way puma global strategy. In acquisitions and infrastructure in growth markets while maintaining a healthy balance sheet be the that. Was launched at the end of this site year as it returned to the competitors anticipated of!