COMPANY PROFILE

• Large, German multinational company that produces high end athletic

shoes, lifestyle footwear and other sportswear products.

• The brand focuses on bringing distinctive designs and a global outlook to

each product range by blending influences of sport, lifestyle and fashion.

• They sponsor many football teams all over the world and have a big
involvement in terms of sponsorships in the football matches and players.

• Puma is partnered with several major national soccer leagues in countries

such as Germany and Egypt.

BACKGROUND OF PUMA
• PUMA is one cat that keeps changing its stripes. The company, which
makes sports-specific shoes and apparel sold under the PUMA and Tretorn
labels, was formed when German brothers Rudi and Adi Dassler feuded
and split their family firm into adidas and PUMA.

• While shoes are PUMA's heritage, apparel accounts for a growing portion
of sales. It has been expanding its athletic apparel styles to include men's
golf, sailing, motorsports, and denim items.

• PUMA also operates its own retail and factory outlet stores and controls
product distribution in many countries

• French luxury-goods giant PPR took control of PUMA in 2007, when it

acquired about two-thirds of its shares.

PUMA Group owns the brands PUMA and Tretorn.

Product Range: Apparel, Footwear & Accessories

PUMA India
 Incorporated in 2005, with its Corporate Office in Bangalore.

 June 2006, the first Puma Store opened in Chennai.

 Puma India closed 2007 with 14 exclusive stores, presence in hundred

multi brand outlets and a Regional Office in Gurgaon (NCR).
  Within a short span of 2 years PUMA India has established itself as the
most desirable sportslifestyle brand of the country.

 Currently, Rajiv Mehta is the Managing Director of Puma India, Bangalore,

India.

 Only men & women section is available in India.

PUMA STORE (M-BLOCK, G.K.)

1. Type of store: it’s a company owned store.

2. Format: it’s a specialty store. It has narrow variety and deep

assortment, which means there are few product lines like apparel,
footwear, accessories, etc. but they have a wide assortment to choose
from like various colors, styles, sizes, etc.

3. Ambience: ambience is full of enthusiasm and happening, playing loud

music, as it caters to the young generation. The stores are very neat, tidy
& well lit for the customers to brose easily.

4. Color: Maximum amount of reds, whites & black are used in the store.

5. The categories of Puma are:

 Sailing
 Motor Sports
 Team Sports
 Puma Archive
 Fundamental – only apparel

6. The store is placed on three floors, there is a basement where the

women’s wear is displayed; ground floor which has the entry and showcases
limited merchandise of both men & women and more of accessories
and lastly, first floor which has men’s section. All the three floors have
separate store rooms to store the merchandise.
 7. Puma offers active sportswear in form of shoes, apparel & accessories
like footballs, socks, etc for the youth, the young professionals who
relate themselves with sports.

8. Pricing: Puma, being a specialty store has high priced merchandise. Since
the time it has entered India, the pricing strategy is same that is
Skimming and Odd pricing. The price range

9. Promotion: their main ways to promote are –

 End of season sale (twice a year)

 IPL promotions; merchandise is available.
 banners
 posters
 hoardings all over for people awareness
 Endorsements by young and happening celebrities to
advertise their brand.

Traffic Study

Weekly Sales

Days Footfall Conversion Avg. Bill Size Sales Ranks

(Rs.) (conversion * Bill (max.
Size) sales)
(Rs.)
Monday 40 14 2000 28000 6

Tuesday 23 8 1650 13200 7

Wednesday 47 15 1980 29700 5

Thursday 60 21 2000 42000 4

Friday 69 24 1841 44200 3

Saturday 82 39 1346 52500 2

Sunday 90 36 1944 70000 1

TOTAL 411 157 12761 279600

 Need Gap introduction

 Consumer Analysis

 Kid’s section introduction