Puma’s Ag Case

pumas AG Case Adalbert and Rudolf Dassler founded puma in 1924 in Germany. The connection was c all(a) in alled Gebruder Dassler OHG, and was inter internally head kn let. However, the two brothers separated creating Adidas and lynx, respectively. Puma had sponsored near of the worlds most famous soccer players, berth itself as one of the most grand company in soccer lieu and accessories. In spite of that, the son of the founder, Armin Dassler, determine Puma to a point where all yield were sold dirt-cheap, ruining the vane image. The high society was not instinctive to wear the brand.In 1993, Jochen Zeitz, became the CEO of the company, and together with Martin Gaensler, the submit chain management chief, applied 3 remarkable phases into the Comeback of Puma * Aimed at making Puma profitable in order to build a strong financial foundation. * Restructuring the whole company * focus in effect competencies marketing, brand management, and product management. * Transfor m Puma into an attractive sports brand. (High- place brand in sport and life-style sales categories). * Sponsoring and advertisement. Pumas major(ip) competitors 1. Adidas Salomon AG * Headquarters in Bavaria, Germany. takings was in every continent, except in Australia, with administration, design, and marketing in Germany and France. * Production outsourced in Asia. * Only supplier covered all sports. * Main strength soccer line, cast out and lawn tennis market. * Known as a brand for the family, satisfying customers needs. * Sponsoring activities on huge sports sluicets, famous teams, and athletes bid FIFA knowledge domain Cup and UEFA Champions League. 2. Nike * American company founded by Bill Bowerman and Phil Knight in 1964. * Outsourced part of the production to China and backbreaking its skills on product design, marketing, and distribution. laid in Oregon. * Administrative activities concentrated in united States. * Europe, Africa, and Asia worked only in sales strategies. * brand group young people with the motto Just do it * marketing dodging sponsoring events, popular teams, and athletes. * Introduction to specialized brands * Web-based Nike ID (customizing Nike products) 3. Reebok * Founded in 1895 in USA by Joseph William. * cay market stemwear industry (aerobics industry, womens activewear, and design street & casual footwear). * Located in 140 countries. R & D in China, Korea, and Taiwan. Distribution finished goods via tralatitious retail merchants. * Sales in Gym nightspot trainers. * Reebok female sports shoes were the most famous. * 1992, motley of strategy to American football, basketball, and soccer. * Sponsoring sport events and popular athletes. * Nevertheless, Reebok was often regarded as a fittingness and exercise equipment manufacturer. 4. Fila * 1911, Italy. * Distribution in 50 countries. * Portfolio of sportswear and athletic footwear. * Focus on running, basketball, and fitness. 5. Prada * Italian brand f ocused on luxury leather goods. * Founded by Mario Prada. 2003 sportive line called Prada Sport. 6. Diesel * 1970. Casualwear or sportswear company that became a luxury brand. cougars Value Chain * R&D sourcing, production, and logistics * 80% of all production move to Asia due to fond materials and excogitateable * Manufactured in Turkey and Mexico * It reduces its functional capital and inventory to 21% * The raw material sourcing allowing shortening the production and enabling full quality control of stimulant drug factors. (Inditexs Zara strategy) * Production partners match to quality, determine, and environmental/social factors. Logistics was not a core competence. * Brand management * Turnaround impertinently positioning of the brand itself. * 1980s unpopular image due to heavy toll decline. * Jochen Zeitz (CEO), repositioned the brand * Making PUMA lovable again * 2003, the brand was already positioned and long-familiar and considered as a luxury * Ensuring succ ess, PUMA hired charismatic personalities who could represent and conceive the desired brand perception, recognition, and awareness even further. * Sponsoring several teams such as the Jamaican running team, Cameroon soccer team, and Italian national soccer team. Sponsoring Formula One, entering by the official supply of sportswear for the FIA World Rally Championship, the Ford Rally division, and freestyle motocross plunk for Travis Pastrana. * Quality over quantity and imprecate on innovation. * Following upcoming trends chop-chop and creating trends. * The Puma classic King was reintroduced creating a new market segment of life style sportswear, having in consequence to it a significant competitive advantage over competitors from the fashion industry. * CEO understood the fashion as the new combination of elements of the past. * discipline time for launching a new product line. Puma entered in the play market in Australia and Africa. * Advertising in MTV and in Hollywood movies. * Puma was comprehend as rebellious and snazzy. * Distribution * Outsourcing 70% in distribution logistics. * Building up a ashes to develop its own network in Europe. * Retail activities * Selected partners according to the corporate message of Puma. * Sport retailer did not operated globally only foot Locker and Intersport, Decathlon, and JJB Sports. * There was no price discrimination due to low raptus costs in Europe. * Collaboration with strategic partners and allies Acquired the Swedish company Tretorn (manufacturer of tennis balls), because of the sophisticated and broad distribution system in the Scandinavian market and a very skilled management team. Corporative dodging R&D and design (functionality and stylish appearance products). Launching the New collection sport, lifestyle, and fashion. * Trying to be innovative in every part of the process * Marketing strategy Innovation * Modernizing latest collections and re-launch them Bibliography. Kaufmann, Lutz. Pu ma AG. The WHU Otto Beisheim Graduate School of Management.