Case Study Presentation PUMA AG
History and Case Facts:
Dassler brothers in 1984 started the Dassler Brother’s Shoe
Factory. In 1948 The brothers split their business after the World War 2, Adolf called his firm Adidas and Rudolf called his new firm Ruda. Rudolf’s Company changed its name to Puma in 1948 and became a public company in 1986.
What the Puma Logo meant?
The Leaping Puma symbolizes a combination of speed, power
and elegance often exhibited by professional athletes The Puma logo is a symbol of the fierce rivary between the 2 brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and secretive nature of Rudolf’s new venture as it moved forward.
Phases in Management:
Phase 1: o Aimed at making Puma profitable o To build a strong financial foundation. o Changes centred around the companies accounting practises. o Profit centres and distribution oriented controlling products were identified. o A working capital and accounts receivable were reduced. o Organization was restructured to be more cost efficient. o Production was outsourced to Asia and Turkey. o In short the focus was on its core competencies: Marketing, brand Management and product management.
Phase 2: o Puma’s long-term development plan starts. o Its aim is to re position the brand as a high value in both sport and life style sales categories. o Producer Arnon Milchan was convinced to invest in Puma in 1997. o This was a part of the brand building exercise that Zeitz planned on doing. o Puma products appeared in several hollywood productions.
Current Brand Differentiation:
Reasons for being: Mixing the influence of sports, lifestyle and
fashion. Value proposition: Fits your active lifestyle. Reasons to believe: 1. Distinctive trend setting styles. 2. Branded retail experience (concept stores) 3. Co developed celebrity lines( Nuala) 4. Co branding partnerships( Ferrari) 5. Partnerships with famous...
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