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Product Mix of Puma

Puma is a sportswear company founded in 1948 that makes shoes, apparel, and accessories. It focuses on fast sports and has partnered with several football clubs. Puma offers products for various sports including running, football, basketball, and more. Some of its popular shoes include the Super Atom, its first soccer shoe. Puma divides its business into EMEA, Americas, and Asia-Pacific regions and has its highest sales in Western Europe and China. It employs various marketing strategies including celebrity endorsements, sponsorship of racing teams, and investment in research and development.

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421 views5 pages

Product Mix of Puma

Puma is a sportswear company founded in 1948 that makes shoes, apparel, and accessories. It focuses on fast sports and has partnered with several football clubs. Puma offers products for various sports including running, football, basketball, and more. Some of its popular shoes include the Super Atom, its first soccer shoe. Puma divides its business into EMEA, Americas, and Asia-Pacific regions and has its highest sales in Western Europe and China. It employs various marketing strategies including celebrity endorsements, sponsorship of racing teams, and investment in research and development.

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Marian Shien Angel Palingcod
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We take content rights seriously. If you suspect this is your content, claim it here.
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JAMIA HAMDARD SCHOOL OF

MANAGEMENT & BUSINESS STUDIES

PRODUCT MIX OF PUMA

MASTER OF BUSINESS ADMINISTRATION


(SEC A)
Marketing Assignment
Submitted by: Alquma Ibrahim, Arbab Tarif , Abdur Rahman

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Introduction:

The Puma brand came into being in 1948. The company was founded by Rudolf
Dassler and registered on October 01, 1948. During its 71 years of existence, it has
seen a lot of growth and expansion. At the core of the Puma brand is fast sports.
The company makes and sells footwear, apparel, and accessories. Puma is
headquartered in Herzogenaurach, Germany. The company has partnered several
football clubs for the marketing and promotion of its brand and products. Apart
from the core brand Puma, the group also owns Stich and Cobra Puma Golf.
During the past several years, Puma has experienced consistent financial growth.

Puma also invests in research and development as well as marketing to bring


innovative products for athletes and acquire gaster growth. It is among the leading
shoe brands in the global market and also one of the biggest competitors of Nike.

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Products

Foot ware
Custom Shoes

Sports Shoes

Family Shoes

Apparels

T-shirt, Track, Boxers

Accessories

Gloves, Helmets, Water Bottle, etc

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.
Several of the shoes made by Puma have been highly popular.
Throughout its history the focus of Puma has remained on making great
quality shoes that help athletes improve their performance. Back in
1952, just 4 years later than the launch of the Puma brand, the company
made and released the Super Atom shoes, which were the world’s first
sports shoes with screw-in studs. The product successfully created a stir
when it was launched. This was also the start of Puma’s football legacy.

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Unique About Puma
PUMA has made history as a creator of fast product designs for
the fastest athletes on the planet.
Local Relevance : As the PUMA brand and products continue to
resonate well around the world, we see an increased need to
focus on the sports, ambassadors, influencers, collaboration
partners and communication platforms that are most relevant in
the different markets.
Organisation : PUMA continues to make progress in key areas,
which includes further enhancements of PUMA’s International
Trading Organization.

Strength
Celebrity Endorsement
NASCAR & FORMULA 1 Racing Suits
Huge R&D sector

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Puma Market
Puma has divided its business operations into three major geographic
regions. EMEA (Europe, Middle East & Africa) Americas and Asia-
Pacific. The leading market of Puma based on net sales is EMEA
(accounting for 38.7% of Puma’s sales in 2018), followed by the
Americas and Asia-Pacific. The countries that account for Puma’s
highest sales in EMEA include France, Spain, UK, Russia, Turkey, and
the UAE. Greater China, Korea, and Japan are the leading markets of
Puma in the Asia Pacific.

Market Strategy

Marketing Mix of Puma analyses the brand/company which covers 4Ps


(Product, Price, Place, Promotion) and explains the Puma marketing
strategy. There are several marketing strategies like product/service
innovation, marketing investment, customer experience etc. which have
helped the brand grow.
Marketing strategy helps companies achieve business goals &
objectives, and marketing mix (4Ps) is the widely used framework to
define the strategies. This article elaborates the product, pricing,
advertising & distribution strategies used by Puma.

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