The product I have chosen to talk I about in this assignment is Puma. What is Puma, Puma is a Germany multinational company that designs, worldwide marketing and manufactures athletic and casual footwear, apparel and accessories. But today we are focusing on the shoe’s aspect. The company was founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany. The headquarter of Puma brand located at Herzogenaurach, in Germany. Following the split from his brother, Rudolf Dassler originally registered the new-established company as Ruda, but later changed the name to Puma.7 Puma’s earliest logo consisted of a square and beast jumping through a D, which was registered, along with the company’s name, in 1948. Puma’s shoe and clothing designs feature the Puma logo and the distinctive “Formstrip” which was introduced in 1958. Puma has been a public company since 1986, listed at the Frankfurt Stock Exchange. PUMA distributes its products in more than 120 countries and employs more than 11,000 people worldwide.
Puma brand has produced a lot of product such as bag pack, watch, cloth and more. But I will focus talk about footwear. Puma produced the shoes are suitable for all people regardless of age. No matter children, teenager, adult or elders it can suit for everyone and make them feel comfortable safe and happy. For years, the market segment of female consumers has been an above-average performer for sports products. And women will continue to be more and more involved in sports worldwide. Puma is having an ever increasing influence on fashion. PUMA is a pioneer in this segment and we have set standards for years with the success of our models and collaborations with designers. And we are now strengthening our strategic focus on the female target group. A key element of this strategy is the partnership we have developed jointly with the international star Rihanna as brand ambassador and creative director. Rihanna took on an important role in our second Forever Faster brand campaign in 2015. In 2016 with the introduction of a complete women’s collection of shoes and textiles, she will be a vital part of improving our product offering for women in our Performance and Sportstyle categories. In 2015 Puma invested several million euros for brand ambassadors to show how they are training with PUMA products to get into peak form for the competitions. In this show Puma has invite Rihanna, Usain Bolt, Arsenal London and other athlete for this campaign to attract the teenager.
More and more shoes brand appears, and more people are chosen the Puma brand. Why? The selling point that other competitor cannot offer is their design ethos