Establish and Adjust the Marketing Mix

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  • Topic: Puma AG, Adolf Dassler, Adidas
  • Pages : 5 (1456 words )
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  • Published : April 30, 2013
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Assessment 1
Introduction PUMA is a major German multinational company that produces athletic shoes, fuma SE, officially branded as PUMA is a major German multinational company that produces athletic shoes, footwear, and other sportswear headquartered in Herzogenaurach, Bavaria, Germany. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Both companies are currently based in Herzogenaurach, Germany. uma makes football shoes and has sponsored a number of footballers, including Pelé, Eusébio, Johan Cruijff, Enzo Francescoli, Diego Maradona, Lothar Matthäus, Kenny Dalglish, Didier Deschamps, Robert Pires, Zlatan Ibrahimović, Radamel Falcao, Sergio Agüero, Cesc Fàbregas, Marco Reus, and Gianluigi Buffon. Puma is the sponsor of the Jamaican track athlete Usain Bolt. In the United States, the company is known for the suede basketball shoe it introduced in 1968, which eventually bore the name of New York Knicks basketball star Walt "Clyde" Frazier, and for its endorsement partnership with Joe Namath. Aims and objectives of the business:

Their aim to keep manufacturing costs down is driven by the intense competition of the industry in which they operate. Indeed, many other companies within the athletics industry also operate in these low-wage countries, moving between countries depending on factor cost. Their ability to move so easily is often the cause of difficulty for many less developed countries, who can become economically dependent on the corporations. Market background:

Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a small laundry in the Bavarian town of Herzogenaurach, 20 km (12.4 mi) from the city of Nuremberg. After leaving school, their son, Rudolf Dassler, joined his father at the shoe factory. When he returned from fighting in World War I, Rudolf received a management position at a porcelain factory, and later in a leather wholesale business in Nuremberg. . Rudolf returned to Herzogenaurach in 1924 to join his younger brother, Adolf, nicknamed "Adi", who had founded his own shoe factory. They named the new business "Gebrüder Dassler Schuhfabrik" (Dassler Brothers Shoe Factory). The pair started their venture in their mother's laundry. At the time, electricity supplies in the town were unreliable, and the brothers sometimes had to use pedal power from a stationary bicycle to run their equipment.[5] Adi drove from Bavaria to the 1936 Summer Olympics in Berlin with a suitcase full of spikes and persuaded United States sprinter Jesse Owens to use them, the first sponsorship for an African American. Owens won four gold medals. Business boomed; the Dasslers were selling 200,000 pairs of shoes annually before World War II.[6

Market size and growth: The company offers lines of shoes and sports clothing designed by Lamine Kouyate, Amy Garbers, and others. Since 1996 Puma has intensified its activities in the United States. Puma owns 25% of American brand sports clothing maker Logo Athletic, which is licensed by American professional basketball and association football leagues. Since 2007 Puma SE has been part of the French luxury group PPR. uma SE has 9,500 employees and distributes its products in more than 120 countries.[when?] For the fiscal year 2003, the company had revenue of €1.274 billion. Puma were the commercial sponsors for the 2002 anime series Hungry Heart: Wild Striker, with the jerseys and clothing sporting the Puma brand. Puma ranks as one of the top shoe brands, after Reebok, Adidas, and Nike.[12]

Target Market: February 2007 Puma reported that its profits had fallen by 26% to €32.8 million ($43 million; £22 million) during the final three months of 2006. Most of the decline in profits was due to higher costs linked to its expansion; sales rose...
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