The approach of the World Cup of football, Puma boasts the future presence of nine representatives German, including the Italy, the Paraguay and three African nations namely the Tunisia, Ghana and Togo. "We are very pleased to work with African teams." We find damage do not see the Cameroon - one of our partners with whom we have many news release - participate in the World Cup, but new nations arrive and drive the game and practice. "Africa is that with renewed the most participants in the next World Cup in reference to the previous" says Jochen Zeitz, P - dg Puma, came to Paris to present the financial results of the company he led for 12 years (see box). For the German mark, as with its main competitors, the World Cup is a crucial event. "We will devote the most important investment any history of Puma marketing" says Jochen Zeitz, giving the part of the overall budget for marketing and communication of the company, or 14 for single digit. He continued: "the impact of a World Cup is hardly measurable and its benefits are not limited to a single discipline and a single fiscal year."
Joint venture in Asia
The global event will also be the opportunity for Puma to enter the phase IV of its development plan. It includes three axes: Category expansion, continental development and growth as other brands. PUMA would like to see progress its activities on its current markets (football, running...) and its lines of clothing and footwear "lifestyle". The mark will invest new categories, including golf and motorcycle. About continental growth, Puma provides majority interests in joint ventures with the current licensed partners of the mark in the Japan (textile), China, Hong Kong and Taiwan. She also imagines that his activity out of Puma could reach 10 of the total sales.
Jochen Zeitz assesses the long-term potential of the company at EUR 3.5 billion, a significant portion would be carried out over the next five years.
A very positive balance
At the end of the first nine months, sales of Puma posted growth of 16.4 ( 16.9 at constant currencies), amounting to EUR 1.9 billion. Footwear sales increased 16.9, 1.08 billion euros and textile by 12.8 to EUR 627 million. Sales of accessories record the growth of the Group ( 28.8), EUR 163 million. Region Europe, Middle East, Africa, turnover is an increase of 5.5, to EUR 944 million. This area now represents 66.1 of consolidated turnover, against 71.2 last year. On the American continent, sales are very strong rising from 48.8 to EUR 340 million. In the Asia-Pacific region, the increase in activity is 8.1 to EUR 145 million since the beginning of the year. Finally, the net result is 241,7 million euros, an increase of 12.5. Puma has decided to raise its annual sales projections and table now on growth in double digits for the year 2005. "Overall, 2005 will be the 11th year in a row of growth and we expect that 2005 will be our 5th year in a row for new records on the line" found Jochen Zeitz.