PUMA distributes its products via three different distribution channels: wholesale, PUMA-owned and operated retail outlets, and eCommerce stores. Wholesale accounted for 77% of net sales in 2017 and remains the biggest sales channel for the PUMA Group.
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Where does PUMA produce their products?
More than three quarters of PUMA’s overall products are manufactured in these countries. China and Vietnam make up the lion share with more than a quarter each. While the majority of our shoes is being sourced in Vietnam, most of our apparel products come from China.
What strategy does PUMA use?
Puma’s generic strategy is differentiation, broadly applied to business operations in the global market. Based on Porter’s model, this generic strategy creates competitive advantage by developing the uniqueness of the business and its products, such as through innovation in the design of athletic footwear.
What are the products offered by PUMA?
Puma offers products for Football, Basketball, Running, Training and Fitness, Golf, Motorsports and Sportstyle.
How does PUMA segment their market?
Puma uses three different segmentation strategies. Demographic: This type of segmentation splits up the population according to age, stages in life, gender, income, religion, race, and nationality. Each of these creates a niche group for targeting. Geographic: Geographic segmentation is fairly straightforward.
Does Puma manufacture their own products?
Involved Players
PUMA discloses 304 T1 factories (product manufacturers) representing around 98% of our apparel, footwear and accessory products business value and 47 core T2 factories (material, component manufacturers) representing around 80% of our business volume.
How many product lines does Puma have?
three
As stated earlier, the Puma brand is comprised of three primary product segments: footwear, apparel, and accessories. The footwear segment accounts for around 45 percent of the company’s consolidated sales, generating a record amount of over three billion U.S. dollars in 2021.
Who is PUMA’s target market?
young, urban people
Influencers – PUMA’s target audience is young, urban people. That group just so happens to be inspired by celebrities. Which is why PUMA works heavily with people like Jay Z, Rihanna and more to keep their products in the minds of their target audience.
What is Puma brand positioning?
PUMA is positioned as a sport lifestyle brand that takes pleasure in skilfully combining sports and lifestyle influences and which strives to contribute to a better world.
What is under Armour’s strategy?
Strategic Growth Efforts
The company strives to boost its operating model as well as return greater profitability and value to shareholders. Its long-term growth strategy is based on investing in own stores and digitization to directly reach customers along with selling more inventory at full price.
What makes Puma unique?
In the course of more than 70 years, PUMA has made history as a creator of fast product designs for the fastest athletes on the planet: We enhance sports such as football, running and training, golf, basketball and motorsports with performance and sport-inspired lifestyle products.
What are the different ways of segmenting a market?
There are many ways to segment markets to find the right target audience. Five ways to segment markets include demographic, psychographic, behavioral, geographic, and firmographic segmentation.
Its social strategy is integrated closely with other marketing channels; Puma campaigns drive fans to and from its social pages in order to deepen engagement and to drive conversions on its website. Puma knows its different regional and sub-brand audiences respond to different types of content.
What age group does Puma target?
18- to 24-year-olds
Puma remains a dwarf in the online space — its October unique visitors were 331,000, compared to 12 million for Zappos, per comScore’s multiplatform numbers — but the big benefit Puma has seen from its now-responsive site has been on the mobile, the device of choice of Puma’s target customer base of 18- to 24-year-olds
Does Puma use child Labour?
Puma the company itself doesn’t support child labor, either if that’s true or just because it’s the law or for public imagery, they discourage child labor. While the factories/companies that makes the clothing employs children (anyone under the age of 15) to make the clothing.
What does Puma sell the most of?
Footwear
Footwear sales accounted for 46.5 percent of Puma’s sales in 2021, the largest share of the sportswear company’s three product segments. Regarded as Puma’s most important sector, sales of footwear exceeded two billion euros for the first time in 2018.
What does Puma stand for?
“People United Means Action” (or PUMA) was a political action committee in the United States that opposed the Democratic Party leadership and the nomination of Senator Barack Obama as the Democratic candidate for President in the 2008 presidential election.
Why is Puma successful?
PUMA produces thousands of products each season and sells them in 120 countries through wholesale partners, e-commerce, and retail stores. With such a large and diverse global footprint, PUMA’s business growth was often driven at the local level, with regional managers and teams operating independently.
Where does Puma sell the most?
Americas
Sports brand Puma continued its recent growth by announcing sales of 6.81 billion euros worldwide in 2021. The region with the largest sales share was Americas with 38.7 percent.
The brand holds just 1.1% market share in the sports footwear space (a rank of 16th), according to Euromonitor International. Apparel is even worse: Reebok holds just 0.3% share, a 12th place ranking.
What is PUMA’s value proposition?
Puma core values comprise “be brave, confident, determined, and joyful.” The company adopted the values that characterize the best athletes in the world to make it clear that this brand is at the same level. That is its identity.