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These measures will also mean that the
number of employees must be adjusted.
With the brand and product transformation,
PUMA will be increasing its brand and
product attractiveness on an ongoing basis
and thus ensuring profitable sales growth.
A clearer market positioning in Performance
and Lifestyle, simple brand messages
and an orientation to younger target
customers are the three core areas of this
further development. This involves focusing
on two clearly delineated brand platforms:
The Nature of Performance in the Performance
Area and PUMA Social in the Lifestyle
Area. The next step is the consistent
organizational implementation of this segmentation
along the newly created business
unit structures:
Brand identity in performance: With
regard to its revival as a credible sports
brand, PUMA has had a very successful
year in 2012. By establishing The
Nature of Performance PUMA created
a consistent market identity across all
sports segments and is bringing state of
the art technical and design products to
the market with new product innovations
such as Mobium, Bioweb or evoSPEED.
The Nature of Performance stands for
pUMa BUsiness and sUstainaBility RepoRt 2012
the inspiration of man and nature and
consistently translating this into products
and new technologies. The Nature
of Performance will hit the market for
the first time with the 2013 spring/summer
collection.
Brand identity in lifestyle: By consistently
continuing to develop PUMA Social,
PUMA corners a market identity in the
Lifestyle segment complementary to
the Sports segment. With PUMA Social
and its After Hours Athletes, PUMA has
uniquely positioned itself in an intensely
competitive market segment. In the foreground
is the joy in life and experiencing
this together with friends in a playful manner.
PUMA Social will also be consistently
further developed in 2013 and directed at
younger target customer groups.
establishing Business units: In order
to integrate the new brand identities
accordingly at the organizational level
as well, PUMA will realign its product
and marketing organization. The former
executive board departments Product
and Marketing will be combined into one
executive department to ensure close
coordination of product and marketing.
The former product divisions Footwear,
Apparel and Accessories will be integrated
into the seven Business Units. These
ManageMent RepoRt
are: Team sports, Running/Training/Fitness,
Golf, Fundamentals, Motor sports,
Lifestyle as well as Accessories &
Licenses. This reorganization will allow
PUMA to direct its focus consistently to
its core business and achieve greater
specialization in the respective Business
Units so that it can stand out even more
in a tough competitive environment.
While the cost-reduction program is aimed
at securing short-term profitability and
the brand and product transformation is
focused on future sales growth, with the
corporate transformation PUMA wants to
optimize the business model now as a basis
for long-term, sustainable growth. Adjusting
the organization, processes and systems
stands at the core of the corporate transformation.
By implementing a new regional structure
with the recently created Areas in Europe as
well as with the new business unit structure
in product and marketing, PUMA already
started implementing widespread organizational
changes in 2012. These actions must
now be consistently implemented and optimized
in 2013. The regional business model
will be rolled out step by step in the other
four regions in order to ensure global harmonization
over the long-term.
PUMA is also pursuing a harmonization
strategy on the process and systems landscape.
With the Go-Live of the ERP System
in Iberia in December 2012, the first country
grouping went live with the new ERP platform,
which will be consistently developed
and rolled out in all Areas in Europe over the
next few years.
With the initiation and targeted continuation
of the cost-reduction program, the brand
and product transformation as well as the
corporate transformation, the Managing
Directors and the Administrative Board at
PUMA SE have introduced all the necessary
measures to secure short-term profitability
and exploit medium- to long-term potential
for growth.
As the core element of its vision, PUMA is
striving to become not only the most desirable,
but also the most sustainable sport
lifestyle company. With pioneering successes
such as the product-specific Environmental-Profit
and Loss Account, the introduction
of a biologically degradable and recyclable
collection as well as the Bring-Me-Back
recycling program in its own stores, PUMA
also continued to highlight its commitment
to sustainability in 2012. The focus for 2013
is to further include consumers in PUMA’s
efforts towards sustainability.