Proposal to improve marketing
Proposal to improve stakeholder communication plans Prepared by: Marisa Lenaerts
Date of submission: 17/12/2013
Company background
Brothers Rudolf and Adolf Dassler founded the Gebrüder Dassler Schuhfabrik in Herzogenaurach, Germany in 1924. Later Rudolf Dassler founds the PUMA Schufabrik Rudolf Dassler in October 1, 1948. Brother Adolf Dassler went on to found Addidas; the existing business assets of the Gebrüder Dassler Schuhfabrik are divided up between the two brothers. (Puma.com)
Puma distributes globally, reaching department stores as well as sport and high-end retailers in over 130 countries worldwide. Puma is one of the world’s largest providers of Sportlifestyle footwear, apparel and accessories.
In 1993, Jochen Zeitz, at age 30, was appointed chairman and CEO of Puma. He has directed and held primary responsibility of the worldwide financial restructuring of the company, which had difficulties at that time. Within his first year as CEO he managed to deliver Puma’s first profitable performance since 1986. Gaining consolidated sales of 210 million Euros and with an EBIT of 23 million Euros in 1994.
The share price increased by around 4000 percent in 13 years; from 8,6 Euros in 1993 to 350 Euros in April 2007. In 2007 a French luxury group called PPR, which is one of the top fashion and retail companies worldwide, bought more than 60 percent of Puma.
With the support of PPR, Puma plans to strengthen its position as the leading company in the Sportlifestyle market. Demonstrated by cutting-edge design and original marketing concepts. Puma’s goal is to become the most alluring Sportlifestyle Company worldwide.
Key products of the company
In the same year that Puma was founded, the first football boot, the “Atom” was launched. Which was used in the first post-war football match in 1950, worn by several West Germany national team members, including the famous scorer Herbert Burdenski.
A second football
Date of submission: 17/12/2013
Company background
Brothers Rudolf and Adolf Dassler founded the Gebrüder Dassler Schuhfabrik in Herzogenaurach, Germany in 1924. Later Rudolf Dassler founds the PUMA Schufabrik Rudolf Dassler in October 1, 1948. Brother Adolf Dassler went on to found Addidas; the existing business assets of the Gebrüder Dassler Schuhfabrik are divided up between the two brothers. (Puma.com)
Puma distributes globally, reaching department stores as well as sport and high-end retailers in over 130 countries worldwide. Puma is one of the world’s largest providers of Sportlifestyle footwear, apparel and accessories.
In 1993, Jochen Zeitz, at age 30, was appointed chairman and CEO of Puma. He has directed and held primary responsibility of the worldwide financial restructuring of the company, which had difficulties at that time. Within his first year as CEO he managed to deliver Puma’s first profitable performance since 1986. Gaining consolidated sales of 210 million Euros and with an EBIT of 23 million Euros in 1994.
The share price increased by around 4000 percent in 13 years; from 8,6 Euros in 1993 to 350 Euros in April 2007. In 2007 a French luxury group called PPR, which is one of the top fashion and retail companies worldwide, bought more than 60 percent of Puma.
With the support of PPR, Puma plans to strengthen its position as the leading company in the Sportlifestyle market. Demonstrated by cutting-edge design and original marketing concepts. Puma’s goal is to become the most alluring Sportlifestyle Company worldwide.
Key products of the company
In the same year that Puma was founded, the first football boot, the “Atom” was launched. Which was used in the first post-war football match in 1950, worn by several West Germany national team members, including the famous scorer Herbert Burdenski.
A second football
References: http://about.puma.com/wp-content/themes/aboutPUMA_theme/media/pdf/PUMA_Background.pdf http://about.puma.com/category/company/history/ http://about.puma.com/wp-content/themes/aboutPUMA_theme/media/pdf/41354960.pdf http://about.puma.com/wp-content/themes/aboutPUMA_theme/financial-report/pdf/2013/Zwischenbericht_Q1_2013_E_final.pdf