1. Can the white cat shine again? The Puma case
Antoniya Pavlova
Johan Lehmann
Luis Ibbeken

2. 1st of September, 2013
New CEO Björn Gulden prepares for an executive meeting
Puma brand is facing a situation of decline:
Sales have stagnated
Low brand heat
Profits plummeted 85% in 2012
Gulden contemplates Puma’s brand identity, heritage and positioning

3. Background
Puma has its roots in “Dassler Brothers Sports Shoe Company” founded 1924 in Germany
Rivalry between brothers Adi and Rudi Dassler leads to split
Rudi founded Puma in 1948, Adi forms Adidas

4. Positioning Eras of Puma
First Era ( ) - Best in Soccer
Second Era ( ) - Going for the Gold
Third Era ( ) – Beyond the playing field
Fourth Era ( ) – Trying to keep pace
Fifth Era ( ) – Initial success and later stagnation

5. Fifth Era: Success and stagnation (1997-2013)
Strategy: Multi-category
Sports, lifestyle and fashion
Target group: Anyone with an active lifestyle
Value proposition: Delivering products for an active lifestyle
Differentiation: Style
Celebrity product lines and fashion designers
Brand perception: Elegant, edgy, colorful and fresh

6. Current situation (2013)
Puma distant third behind Adidas and Nike

7. Current situation Puma board appoints new CEO Björn Gulden
Hired with the goal of turning the company around
Analysts criticize the multi-category strategy of Puma
Puma is missing a clear brand identity
Gulden calls an executive meeting at Puma

8. Managerial Question
“What should be the brand identity of the Puma brand in the next – Sixth Era?”

9. “To be the Fastest Sports Brand in the World”
Management decisions
New mission:
“To be the Fastest Sports Brand in the World”

10. Management decisions
Reposition Puma as the Fastest Sports Brand in the world and create brand heat
New core values: brave, confident, determined and joyful
Reactivating heritage
Develop the women segment
Switching from market-oriented to brand-oriented perspective

11. Managerial desicions Brand communication
Brand ambassadors: Usain Bolt, Mario Balotelli, Asafa Powell and Rihanna
Long-term sports partnerships: Arsenal F.C., the Czech Republic Football Association, Infiniti Red Bull Racing Formula One Team and etc.
New advertising company to have a united “Forever Faster” slogan

12. Advertising

13. Evaluation of decisions
Discussion
Evaluation of decisions