PROJECT REPORT

On
Marketing Strategies Of PUMA

Submitted for the partial fulfillment of the degree of the

Bachelor of Business Administration (BBA)

Management Education and Research Institute

Affiliated To Guru Gobind Singh Indraprastha University
Sector 16-C, Dwarka , New Delhi

Supervised By Submitted By

Dr. Shweta A Kumar Janvi

Assistant Professor BBA-4th Semester

MERI 09415101722

1
 CERTIFICATE

To whom so ever it may concern

This is to certify the project titled "Marketing Strategies Of PUMA." submitted

in partial fulfilment of the degree of Bachelor of Business Administration
(BBA) from Management Education and Research Institute, New Delhi, under
my guidance and direction.

To the best of my knowledge and brief the data and information presented by
her in the project has not been submitted earlier.

Dr. Shweta A Kumar

(Assistant Professor)

2
 DECLARATION

I hereby declare that the following documented project report titled “Marketing
Strategies of PUMA” submitted by me to Management Education and Research
Institute is a bona fide work undertaken and has not been submitted to any other
University or Institution for the award of any degree diploma/certificate or
published any time before.

I hereby certify that all the Endeavour put in the fulfilment of the task are
genuine and original to the best of my knowledge & I have not submitted it
earlier elsewhere.

(Signature of the Student)

Janvi

BBA-4th semester

(09415101722)

3
 ACKNOWLEDGEMENT

I have been very fortunate to get the opportunity to work on research project,
"Marketing Strategies Of PUMA." I hereby take this opportunity to express my
profound gratitude towards Guru Gobind Singh Indraprastha University for
giving me an opportunity to work on a valuable project.

I would like to extend my deepest regards and gratefulness to Dr. Shweta A

Kumar, my project guide who continuously guided me throughout the course of
the project. Monitoring and constant encouragement throughout the course of
this study made the successful completion of this project possible.

(Signature of the Student)

Janvi

BBA-4th Semester

(09415101722)

4
 CONTENTS
Particulars Page No

CHAPTER-I
6
1.INTRODUCTION
7-8
1.1About PUMA
9-10
1.2Industry Profile of PUMA
11
1.3Company profile of PUMA
12
1.4History of PUMA
13
1.5Product Profile
14
1.6Locations of PUMA
15
1.7How They Work
16
1.8Marketing Strategy main points 17

CHAPTER-II
2.LITERATURE REVIEW 15-22
2.1Review of PUMA adoption studies in India
CHAPTER-III
3.RESEARCH OBJECTIVES 23-25
3.1RESEARCH METHDOLOGY 26-30
CHAPTER-IV
4 ANALYSIS AND INTERPRETATION 31-42

CHAPTER-V
Findings 43
Conclusion 44
Limitations 45
Recommendations 46
Suggestions 47
Bibliography 48

5
Annexure 49-50

CHAPTER-I
INTRODUCTION

6
1.1About PUMA

Puma was a company established during a sibling rivalry. The German

Multinational Company was founded in 1948 by Rudolf Dassler. Its
headquarters is located in Herzogenaurach, Germany.

Puma is considered a very reputed company. In 2011 they made a positive

impact by giving importance to Environmental impact. Puma’s core values
consist of “Be brave, determined and joyful.

Puma has various mission statements such as “to be the fastest sports brand in
the world” i.e., to be the popular sports brand and have a global reach, and
another is “to be the most desirable and sustainable Sports Lifestyle company in
the world” i.e., people should have interest in sports and engage in sports
activities and have a sustainable lifestyle.

7
PUMA is one of the leading athletic footwear, apparel and accessories company
in the world. Their journey started in the year 1924 with Rudolph Dassler the
original founder starting a manufacturing company with his brother Adolf.
PUMA has more than 600 stores and their products are also featured in Multi
Brand stores as well.

They have employed over 10,000 employees worldwide who are highly trained
to serve their customers. Puma offers performance and sports style products to
different customer segments. It focuses more on quality, innovation, design, and
performance of their product.

Over the years, PUMA has stayed true to its four cornerstones: heritage, sport,
technological innovation and design. The brand is focusing on bringing
distinctive designs and a global outlook to each product range by blending
influences of sport, lifestyle and fashion. This fusion is known as “Sport
lifestyle”. PUMA views sport as a philosophy on life – one that emphasizes
fitness, wellness and simply living an active life. Since Sport can be different
things to different people, PUMA approaches it in a greater-lifestyle context,
while not compromising performance. This is exactly what the brand means
when it speaks of “Sport lifestyle”.

A first step in a long history driven by speed and performance: The brothers
Rudolf and Adolf Dassler founded the company “Gebrüder Dassler Schuh
fabrik” (Dassler Brothers Shoe Factory) in their hometown Herzogenaurach,

8
Germany. Unbeknownst to them, they placed the founding stone of the world´s
capital of sports shoes.

1.2 Industry Profile of PUMA:

PUMA, a globally recognized sportswear brand, has a diverse industry profile encompassing
various sectors within the sports apparel and footwear market.

1)Apparel: PUMA offers a wide range of apparel products including shirts, shorts, jackets,
pants, and accessories like hats and socks. Their apparel line covers various sports including
football (soccer), running, golf, basketball, and motorsports. PUMA's apparel is known for its
innovative designs, high-quality materials, and performance-enhancing features.

2)Footwear: PUMA is renowned for its athletic footwear, offering products for various
sports and lifestyle categories. Their footwear line includes running shoes, football cleats,
basketball sneakers, golf shoes, and casual lifestyle sneakers. PUMA footwear is recognized
for its comfort, style, and performance, attracting athletes and fashion-conscious consumers
alike.

3)Accessories: In addition to apparel and footwear, PUMA produces a range of accessories

such as bags, backpacks, hats, socks, and sports equipment. These accessories complement
their apparel and footwear offerings and cater to the needs of athletes and sports enthusiasts.

4)Marketing and Sponsorship: PUMA actively engages in marketing and sponsorship

activities to promote its brand and products. They collaborate with athletes, sports teams, and
celebrities to endorse their products and enhance brand visibility. PUMA has sponsorship
deals with various football clubs, athletes like Usain Bolt, and celebrities like Rihanna,
contributing to its global brand image.

9
5)Sustainability Initiatives: Like many other major apparel brands, PUMA has increasingly
focused on sustainability initiatives in recent years. They have committed to reducing their
environmental footprint by using sustainable materials, implementing eco-friendly production
processes, and supporting social responsibility programs. PUMA's sustainability efforts align
with consumer preferences for environmentally conscious brands.

6)Global Presence: PUMA operates globally, with a strong presence in key markets such as
Europe, North America, Asia-Pacific, and Latin America. They distribute their products
through company-owned retail stores, online channels, and third-party retailers, ensuring
widespread availability and accessibility to consumers worldwide.

7)Competition: Within the sportswear industry, PUMA faces competition from other major
brands like Nike, Adidas, Under Armour, and New Balance. These competitors vie for market
share through product innovation, marketing strategies, and sponsorship agreements, driving
continuous evolution and competitiveness in the industry.

Overall, PUMA's industry profile reflects its position as a leading player in the sportswear
market, characterized by its diverse product offerings, marketing initiatives, sustainability
efforts, global presence, and competitive landscape.

10
1.4 Company Profile of PUMA:

PUMA is a globally renowned athletic and sportswear brand known for its innovative designs
and high-performance products. Here's a comprehensive overview of PUMA's company
profile:

1. History: PUMA was founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany.

Initially known as "Gebrüder Dassler Schuhfabrik," it was later split into two separate
entities, with Rudolf founding PUMA and his brother Adolf founding Adidas. PUMA's early
success came from its focus on football (soccer) footwear, and it quickly gained popularity
among athletes.

2. Products: PUMA offers a wide range of products including footwear, apparel, and
accessories for various sports and lifestyle activities. Its product lines cover sports such as
football, running, basketball, golf, and motorsport, as well as lifestyle and fashion-oriented
items.

3. Brand Identity: PUMA is known for its distinctive logo, the leaping Puma, which
symbolizes agility and speed. The brand is often associated with a youthful and dynamic
image, appealing to athletes, fitness enthusiasts, and fashion-conscious consumers alike.

11
4. Sponsorships and Collaborations: PUMA has a long history of sponsoring athletes,
teams, and events across different sports. It has partnerships with some of the world's most
prominent athletes, including Usain Bolt, Neymar Jr., and Serena Williams. Additionally,
PUMA collaborates with fashion designers, celebrities, and other brands to create limited-
edition collections and exclusive products.

5. Sustainability: PUMA has made significant commitments to sustainability and

environmental responsibility. It focuses on reducing its carbon footprint, using more
sustainable materials in its products, and promoting ethical manufacturing practices
throughout its supply chain.

6. Global Presence: PUMA operates in numerous countries worldwide, with a strong

presence in key markets such as Europe, North America, and Asia. It sells its products
through various channels, including company-owned retail stores, e-commerce platforms, and
third-party retailers.

7. Financial Performance: As of my last update, PUMA has been experiencing strong

financial performance, with steady revenue growth and profitability. Its success can be
attributed to effective marketing strategies, product innovation, and strategic partnerships.

Overall, PUMA continues to be a leading player in the global sportswear industry, known for
its commitment to performance, style, and sustainability.

12
1.2 History of PUMA

On October 1, 1948 “PUMA” was registered at the German Patent and

Trademark Office . Puma was a company established during a sibling rivalry.
The German Multinational Company was founded in 1948 by Rudolf Dassler.
Its headquarters is located in Herzogenaurach, Germany.

Puma is considered a very reputed company. In 2011 they made a positive

impact by giving importance to Environmental impact. Puma’s core values
consist of “Be brave, determined and joyful.

13
Within the town, they're not the only shoe factory. More, smaller factories are
scattered throughout the town, though many did not manage to survive past the
1950s and 60s. The brothers started their factory in their parents' home in 1919,
moving into its proper facility in 1924.

Puma has various mission statements such as “to be the fastest sports brand in
the world” i.e., to be the popular sports brand and have a global reach, and
another is “to be the most desirable and sustainable Sports Lifestyle company in
the world” i.e., people should have interest in sports and engage in sports
activities and have a sustainable lifestyle.

28 years after founding their company, the Dassler brothers fell out and went
separate ways. Rudolf Dassler moved into another building, which belonged to
the family. Together with 14 employees, he transformed this storage facility into
a factory and founded his own company.

14
1.4 Locations

There are 577 Puma stores in India as of May 09, 2023. The state with the most
number of Puma locations in India is Maharashtra, with 88 stores, which is

15
about 15% of all Puma stores in India. Headquartered in Bengaluru, PUMA
India boasts of a rich cultural diversity and a heady mix of energy, enthusiasm
and fun.

These states and territories do not have any Puma stores

-Andaman and Nicobar Islands

-Ladakh

-Dadra and Nagar Haveli and Daman and Diu

-Lakshadweep

1.5 How They Work

Puma’s patented Puma Light Architecture selectively alters specific

wavelengths of light within the visual spectrum to enhance key elements in
sport.

The athlete gets crisp, clear vision without anything getting in their way. By
removing most of the blue light, contrast and clarity are enhanced— a decided
advantage for any competitor. For sports not conducive to eyewear , such as
golf, tennis and soccer, athletes will see marked improvement, even on days
where the sun’s not at its brightest.

Puma provides through-and-through tinting (unlike cosmetically tinted lenses),

so there’s no bending or scattering of light. Plus there’s limited incidental light
or peripheral flickering creeping around the sides, as with sunglasses. Athletes
tested in Puma Max Sight lenses found they squinted less, were able to relax
more, and had exceptional views of contours and movement . Wearers will also
discover a game-day benefit– the look.

16
 “It makes the eye look distinct, the large-pupil effect,” says Alan Reichow,
Puma Vision Consultant. “It looks competitive.”

Marco Materazzi of Italy’s Inter Milan football club and Baltimore Orioles
second baseman Brian Roberts are among the pro athletes wearing Puma Max
Sight. “It has been a lot of fun to start the seas on this hot,” said Roberts early in
the MLB season. In fact, he became one of the first true fans of Puma Max
Sight after impressive initial results.

During a spring daytime game, Roberts said, “I wore the lenses and went 2 for
4. They are so awesome.”

With Puma Max Sight, there’s minimal squinting in bright light, and quicker
visual definition when going from bright light to shadows.

Puma Max Sight is a 30-day lens, though most athletes will wear them
selectively and for short durations. Lenses come in six-pack packaging. Puma
Max Sight is available with or without a correction, thereby making it
accessible to athletes whether they wear contacts or not.

1.6 PUMA Marketing Strategy main points:

1.Quality based differentiation – premium quality of products

2.Excellent customer service.

3.Consistent brand experience.

4.Use of unconventional techniques for marketing and branding.

5.Image of an ethical brand.

6.Excellent brand merchandise.

7.Customer orientation.

8.High brand equity.

17
9.Unconventional social media techniques

of establishing consumer connection.

10.Creating real customer value.

CHAPTER-II

LITERATURE REVIEW

18
The study of consumer behavior has evolved since the Information Processing
Model (Bettman, 1979) assumed that the individual is logical in his/her buying
process. This model was criticized because it failed to treat different
consumption phenomena motivated by symbolic meanings (Holbrook and
Hirschman, 1982). Individuals are not always looking for efficiency and
economy, but also for distraction, aesthetic, expression, etc. (Boyd and Levy,
1963). Calling for a broadening of theoretical frameworks of consumer
behavior, many authors pleaded in favor of the study of all consumption forms
(Holbrook, 1986), being inspired by European semi logy and American semiotic
(Levy, 1959, 1963, 1981; Hirschman, 1980; Kehret- Ward, Johnson and Louie,
1985; Mick, 1986; Holbrook, 1986; O'Shaughnessy and Holbrook, 1988; Nöth,
1988; Stern, 1988; Grafton-Small and Linstead, 1989). These are the study of
signs, meanings and production of symbols. Fantasy, emotion and pleasant
aspects of consumption were then tackled from an experiential point of view.
The Experiential View is a phenomenological perspective that perceives
consumption as a primary state of consciousness having a variety of symbolic
meanings, responses and hedonist criteria (Holbrook and Hirschman, 1982;
Olshavsky and Granbois, 1979). The basis of the traditional Information

19
Processing Model is the optimization of the utility of a product under the basis
of a utilitarian evaluation of its tangible characteristics. Nevertheless, it neglects
emotional aspects.

On the other hand, the Experiential View leaves out different factors such as:
economic conditions, expectations, some elements of the marketing mix (price,
distribution), perceived risk and conflicts, but mostly the social influence of the
consumers' reference groups (Holbrook and Hirschman, 1982; Business Central
Europe, 1994) which is the aim of the Symbolic Interactionism Perspective.
Acquisition, possession and consumption are activities taking place in a process
of impressions creation or identity management which is, according to Belk
(1978), an interactive process concerning both the image of goods consumed
and

that of the individuals consuming them. The Symbolic Interactionism

Perspective deals with the relationship between consumers and the products
they consume, and suggests that a significant proportion of consumption
behaviors consist of social behaviors, and vice versa (Solomon, 1983). This
leads us to consider the importance of socialization processes (family, reference
groups) through which individuals learn the meanings of symbols and those of
consumption. With the aforementioned meanings being negotiated and built
through interactions with others, consumption is not only an individual activity,
but also a social process of goods definition (Gallant and Kleinman, 1983).
Since individuals are often motivated to acquire products according to what
they mean to them and to members of their social reference groups (Leigh and
Gabel, 1992), their behavior is subject to the pressures of cultural norms and the
expectations of socialization traditional Information Processing Model is the
optimization of the utility of a product under the basis of a utilitarian evaluation
of its tangible characteristics. Nevertheless, it neglects emotional aspects.

20
On the other hand, the Experiential View leaves out different factors such as:
economic conditions, expectations, some elements of the marketing mix (price,
distribution), perceived risk and conflicts, but mostly the social influence of the
consumers' reference groups (Holbrook and Hirschman, 1982; Business Central
Europe, 1994) which is the aim of the Symbolic Interactionism Perspective.
Acquisition, possession and consumption are activities taking place in a process
of impressions creation or identity management which is, according to Belk
(1978), an interactive process concerning both the image of goods consumed
and that of the individuals consuming them. The Symbolic Interactionism
Perspective deals with the relationship between consumers and the products
they consume, and suggests that a significant proportion of consumption
behaviors consist of social behaviors, and vice versa (Solomon, 1983). This
leads us to consider the importance of socialization processes (family, reference
groups) through which individuals learn the meanings of symbols and those of
consumption. With the aforementioned meanings being negotiated and built
through interactions with others, consumption is not only an individual activity,
but also a social process of goods definition (Gallant and Kleinman, 1983).
Since individuals are often motivated to acquire products according to what
they mean to them and to members of their social reference groups (Leigh and
Gabel, 1992), their behavior is subject to the pressures of cultural norms and the
expectations of socialization institutions rules such as those coming from family
and other reference groups (Faber, O'Guinn and McCarthy, 1987.

Thus, Symbolic Interactionism Perspective considers the human spirit as

fundamentally social, and dependent on shared symbols. The symbols being
generated at a global level (Geertz, 1973; Solomon, 1983; McCracken, 1986,
1988; Leigh and Gabel, 1992), the Symbolic Interactionism Perspective accepts
as precept the fact that society and its culture precede every individual action,
and that a cultural consensus results from interactions, communication,

21
negotiation between social actors (Charon, 1989). and If, at a conceptual level,
the consumption good becomes an instrument of communication, at an
operational level, image variables may be regarded as the intangible attributes
of the product that carry cultural and social meanings. According to Erickson,
Johansson and Chao (1984), an image variable is defined as "some aspect of the
product that is distinct from its physical characteristics but that is nevertheless
identified with the product". The image variables emerge from four cognitive
representations individuals have of their environment: the symbolism of
advertising, the celebrity endorsement, the brand, and the country of origin of
the product.

The made-in is considered by Dichter (1962) as the fifth element of the

marketing mix, and is defined as the country where are located the corporate
headquarters of the organization doing the marketing of the product or the brand
(Johansson, Douglas and Nonaka, 1985). The country of origin carries a rhetoric
that influences consumers' preconceptions towards the products of a country.

Its meaning can be conceived as an indication serving as a basis of evaluation

(Bilkey and Nes, 1982), when one considers a product as a bundle of
information. The images of a foreign country that are formed by consumers are
made of cognitive, affective and behavioral components. The first one
represents the perceived characteristics of the country. The second one concerns
the appreciation or not of those characteristics, and the third one corresponds to
the actions about the country that the consumer feels are appropriate.

A tendency to evaluate positively the local production compared to imported

production, and biases in favor of industrialized countries have been found in
previous studies (Bilkey and Nes, 1982; Cordell, 1992). This does not mean the
consumer will not buy the product, but rather that he is not inclined to do so
(Schooler, 1971). "When entering foreign markets, sellers often face quotas,

22
tariffs, and nontariff barriers. In addition, they may face an intangible barrier in
the form of consumer bias on the basis of product origin" (Schooler, 1971).

The informational value of the country of origin was also found to vary
according to the level of involvement of the consumer in purchasing the product
and the presence of other cues such as brand name, guarantee and price (Ahmed
and d'Astous, 1993). In a recently published meta analysis of country-of-origin
effects, Peterson and Jolibert (1995) conclude that the average effect size is
lower (0.19) for purchase intention, higher (0.30) for quality/reliability
perceptions and context dependent. More specifically, they found that the
characteristics of the study (research design, type of respondents, study cues,
sample size, stimulus context etc.) influence the relative effect of country of
origin toa lesser degree for quality/reliability perceptions than for purchase
intention the type of respondent.

Stanford GSB marketing professor Itamar Simonson and Ran Kivetz, an

assistant professor at Columbia University, asked a group of 195 Columbia
students to do; eat a lot of sushi. Participants were offered a "frequent diner"
program that would reward them for their patronage at various university dining
locations and given a card that would track their purchases. They were
randomly assigned to one of two groups those in the "low" requirement group
were told they would have to purchase 12 sandwiches to get two free movie
tickets, whereas those in the "high" requirement group were told they would
have to purchase 12 sandwiches and 12 orders of sushi to get two free movie
tickets. So, the second group had to do much more to receive the same reward.
Kivetz and Simonson also asked participants how much they liked sushi relative
to the typical student. The result? Students who liked sushi were much more
likely to join the "frequent diner" program that required them to purchase both
12 sandwiches and 12 orders of sushi. "It shows a common mistake that

23
consumers make & if they see an offer that seems to fit them better than other
consumers, for example, a program that requires sushi-lovers to eat sushi that fit
completely colors their assessment of how attractive the offer is," Simonson
says. "As a result, by creating what appears like personal fit, marketers can
attract consumers to frequency programs and many other promotional offers."
Kivetz and Simonson replicated these findings regarding influences on
participation in frequency, or loyalty, programs in studies with travelers
interviewed at domestic airports.

The theme that pervades Simonson's work is that customers may not know what
they want and second- guessing them can be expensive. In his words, "The
benefits and costs of fitting individual customer preference are more complex
and less deterministic than has been assumed." That's because, Simonson says,
"customer preferences are often ill-defined and susceptible to various
influences, and in many cases, customers have poor insight into their
preferences." In another recent paper, Simonson tackles the issue of one-to-one
marketing and mass customization. Supporters of these marketing approaches
have suggested that learning what customers want and giving them exactly what
they want will create customer loyalty and an insurmountable barrier to
competition. In an example taken to the extreme in the 2007 movie Minority
Report, Tom Cruise's character Anderson runs through a shopping mall past
talking billboards that recognize him by name and urge him to buy products he
has expressed interest in such as jeans and Ray-Bans; the ultimate in
personalized advertising. But Simonson has this to say: "The fact that consumer
preferences are often fuzzy, unstable, and manipulatable is unlikely to change.
So, the effectiveness of methods to give customers exactly what they (say they)
want has been grossly exaggerated." His take on the longheld assumption that
individual marketing will supplant targeted marketing is "not so fast." That's
because consumers are very difficult to figure out, science fiction and

24
technology notwithstanding. "Further more, even when customers have well
defined preferences and receive offers that fit those preferences.

Consumers with well-defined preferences may be skeptical that a marketer

could match expectations. Those who don't know what they want may not ever
see the fit with what the seller wants them to buy. So, individualized offers
depend on customers' preferences; how the offer was extended & and on trust.
"Effective individual marketing requires not only an understanding of individual
preferences and matching offers to those preferences, but also a thorough
familiarity with the various factors that impact customers' responses," he writes.

This is a tall order, one that some companies have been able to fill at least to
some extent. For example, Amazon keeps track of customers' purchases and
suggests other books they might like.

Dell builds computers from mass-made parts to customers' specifications. But

Simonson argues some companies can take the concept too far, like the Custom
Foot chain of shoe stores that took detailed measurements and specifications
from each customer to design one-of-a-kind shoes. Simonson argues that
Custom Foot didn't take into account that some customers were put off by the
individualized attention and felt obligated to buy the shoes because the store
went to so much trouble.

They often didn't come back. Indeed, an Internet search produces no Website.
Simonson, who has received many prestigious awards for his research on
consumer behavior and marketing, teaches MBA and Ph.D. marketing and
consumer decision-making courses.

25
 CHAPTER-III

RESEARCH METHDOLOGY

26
Research Objectives:

• To study the tastes, preferences, and buying behavior of consumers in case of footwear of
Bata.

• To analyze buying behavior of ladies segment of consumers.

• To recommend strategies to Puma to increase sales in ladies segment.

The main objectives of this study are:

• Working of Insurance Plans

• SWOT analysis of the product sold

• Comparative study with the competitors

Scope:

Marketing strategies are crucial in any research project, especially when focusing on a brand
like PUMA. Some potential areas of study could include:

1)Brand Positioning: Analyzing how PUMA positions itself in the market compared to
competitors and how it communicates its unique value proposition to consumers.

2)Target Audience Analysis: Investigating the demographics, psychographics, and behaviors

of PUMA’s target audience to tailor marketing efforts effectively.

3)Product Development: Exploring how PUMA identifies consumer needs and preferences to
develop innovative products and stay ahead in the market.

4)Digital Marketing: Examining PUMA’s digital marketing strategies, including social media,
influencer partnerships, and online advertising, to engage with consumers in the digital
landscape.

5)Sponsorship and Endorsements: Investigating the impact of PUMA’s sponsorship deals and
celebrity endorsements on brand perception and consumer engagement.

27
Research Design:

“Descriptive research design “

Descriptive research design- Is a type of research design that aims to systematically obtain
information to describe a phenomenon, situation, or population. More specifically, it helps
answer the what, when, where, and how questions regarding the research problem rather than
the why. A researcher can conduct this research using various methodologies. It
predominantly employs quantitative data, although qualitative data is sometimes used for
descriptive purposes.

Data collection:

“Primary data collection” has been used i.e., Questionnaire.

Primary data collection - Is the process of gathering data directly from a first-hand source. In
other words, it’s data that’s collected by the organisation that expects to use it. Methods
include surveys, interviews, observation, and focus groups.

Questionnaire - A questionnaire is a list of questions or items used to gather data from

respondents about their attitudes, experiences, or opinions. Questionnaires can be used to
collect quantitative and/or qualitative information. Questionnaires are commonly used in
market research as well as in the social and health sciences. For example, a company may ask
for 11feedback about a recent customer service experience, or psychology researchers may
investigate health risk perceptions using questionnaires.

Types of Research:

Descriptive research: Descriptive research includes Surveys and factfinding enquiries of

different kinds. The main characteristic of this method is that the researcher has no control
over the variables; he can only report what has happened or what is happening.

Data Sources:

There are two types of data. Source of primary data for the present study is collected through
questionnaire and answered by consumers of Puma shoes. The secondary data is collected
from journals, books and through Internet search.

28
Primary Data

The data that is collected first hand by someone specifically for the purpose of facilitating the
study is known as primary data. So in this research the data is collected from respondents
through questionnaire.

Secondary Data

For the company information I had used secondary data like brochures, web site of the
company etc. The Method used by me is Survey Method as the research done is Descriptive
Research.

Questionnaire Design Formulation:

Under this method, list of questions pertaining to the survey are prepared for marketing staff
of consumers of Puma shoes.

Questionnaire has structured type questions as well as unstructured type questions. Structured
objective type questions are prepared for the respondents with fixed response categories.
Some of the questions are of multiple-choice type. The questions have more than one
alternative.

Questionnaire: - A questionnaire consists of a set of questions presented to respondent for

their answers. It can be Closed Ended or Open Ended.

Open Ended: - Allows respondents to answer in their own words & are difficult to Interpret
and Tabulate.

Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.

29
Sampling design:

“Convenience sampling”

Convenience sampling is a non-probability sampling method where units are selected for
inclusion in the sample because they are the easiest for the researcher to access. This can be
due to geographical proximity, availability at a given time, or willingness to participate in the
research. Convenience sampling is a simple and easy way to get information compared to
other sampling methods. Most of the time, simple and easy go well together. But you need to
know what it is so you know when to use it and when not to. It is a type of sampling that
doesn’t depend on chance and is often used in research studies. This sampling technique
involves choosing people who are easy for the researcher to reach and get in touch with.

Number of respondents: 52

30
 MARKETING MIX OF PUMA

Marketing mix refers to Price, Product, Place, and Promotion. All of these
marketing mixes are interlinked with each other which is then used by puma to
develop its marketing strategy.

Let us now start by looking at Puma’s price strategy.

1. Price

Puma is the third-largest sports brand in the world, to stand out from the other
brand’s it prices its products less than the competitors. It has used this pricing
strategy so that it gives competition to its rival companies. Puma provides
seasonal discounts and offers. If a consumer buys 4 times a year at the time of
its 5th purchase 50 to 60 percentage offer is been given. Which motivates the
customer to buy more.

2. Product

Puma has a massive variety of products for its customers to choose from.
However, it produces products according to each country’s demand for example
puma produces cricket equipment more in India and Soccer jerseys in the US.
They also provide a warranty of one month so they can repurchase if they are
not satisfied with the products. Puma produces products with innovation and
quality.

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3. Place

Puma has Retail stores, E-Commerce stores, and wholesale factories operating
in 120 countries which makes supplies always available for its customers. It has
four different central hubs located in Hong Kong, Herzogenaurach, Ho Chi
Minh City, and Boston. They have corporate offices in each region of Asia,
South Asia, South America, and Middle & North America, Europe, Africa,
Australia.

4. Promotion

Puma had been promoted by famous sports personalities on various advertising

platforms. It also uses Websites and digital platforms to promote its products.

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 CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

33
Data analysis tool OVERVIEW OF SPSS (Statistical Package for the Social
Sciences) is a versatile and responsive program designed to undertake a range of
statistical procedures. SPSS software is widely used in a range of disciplines
and is available from all computer pools within the University of South
Australia. SPSS is a popular tool for research, experimentation, and decision-
making. It is one of the most widely used statistical software worldwide for its
attractive features. Here are some of them:

1. Using SPSS features, users can extract every piece of information from files
for the execution of descriptive, inferential, and multiple variant statistical
procedures.

2. Thanks to SPSS’ Data Mining Manager, its users can conduct smart searches,
extract hidden information with the help of decision trees, design neural
networks of artificial intelligence, and market segmentation.

3. SPSS software can be used to solve algebraic, arithmetic, and trigonometric

operations.

4. SPSS’s Report Generator feature lets you prepare attractive reports of

investigations. It incorporates text, tables, graphs, and statistical results of the
report in the same file.

5. SPSS offers data documentation too. It enables researchers to store a

metadata

directory. Moreover, it acts as a centralised information repository in relation to

the data –such as relationships with other data, its meaning, origin, format, and
usage.

34
Q1) Brand positioning of puma shoes?

35
Interpretation:

The most preferred brand in the market is Nike (43%) followed by Puma (32%) and Relaxo
(25%) .

Q2) What type of shoes do you like to purchase mostly?

Interpretation:

36
In the above graph we find out which type of shoes company purchase. 47% company
purchase the order of sports shoes. 18% purchase the order of canvas shoes, 35% company
prefer formal shoes.

Q3) How do you get to know about puma shoes?

Interpretation:

37
In this question we have the survey about how the other company should know about the
selected shoes. Where the result is shown that 16% known through advertisement, 33% are
reference, 26% are past purchase & 25% are sale visit person.

Q4) Have you heard the name of the Brand PUMA shoes?

38
Interpretation:

The graphically result shows that 89% people are known about the puma shoes

& 11% people are not aware about the puma shoes.

Q5) Which type of advertisement you do to attract more customers?

39
Interpretation:

The graphically result shows that 48% say internet, 22% says T.V, 9% says bill

board, 21% says newspaper .

Q6) which factor affects the purchasing decision?

40
Interpretation:

Studies reveal that the price, quality, size, brand image & design fall between

large extent & extent others attributes like colour of the shoes lies between the

some extent and least extent.

Q7) How is the product quality of PUMA shoes?

41
Interpretation

The graphically result shows that 3% is poor, 26% is fair, 22% is average, 44%

is good, and 5% is excellent quality of shoes.

Q8) Do you have any complaints about the product of the company?

Interpretation: • YES 17%

• NO 83%

Q9) Do you prefer buying the products online?

42
Interpretation: • YES 60%

• NO 40%

Target market

The British market is wide, but it depends on the products a company provides
to make it successful. Therefore, understanding it is vital before investing to
avoid unnecessary losses. British consumers love quality and classy products
that match their statuses, meaning that Puma will have to step up its game with
its sports products.
Possible competition
As much as Puma is a famous brand in sporting products, it is bound to face a
lot of competition in the British market. The major sports and games products
brands in the UK market include Nike, Adidas, and Reebok (Robert, 2018).
Nike is the leading independent brand in the UK, followed by Adidas, meaning
that Puma will have to develop a unique product to help penetrate the market
and beat the competition. therefore, Puma will need to strategize on how to take
over the market or at least acquire a reasonable market share.
Risks

43
Some of the risks that Puma will need to consider before venturing into the
British market include political risks, economic risks, and foreign exchange rate
risks.

S.W.O.T Analysis
SWOT analysis means examining the Strengths, Weaknesses, Opportunities,
and Threats of a company.
1. Strength
-It produces shoes and racing shoes for Formula One and NASCAR.
-It has partnered with BMW and Ferrari and was an exceptional brand name all
over the world.
-It was the first company to sponsor the FIFA Football World Cup, Puma has a
creative Research and Development team.
-It has creative and innovative marketing strategies and has advertised the
product very well and promoted it throughout the world.
2. Weakness
-It is the third-largest footwear-producing brand. Adidas and Nike are tough
competitors and it has a limited market share than its competitors.
-There is a chance of people preferring other brands. Puma has to search for
investors and can take financial assistance from competitors.
-It has salary conflicts among the employees that often lead to strikes and
hardships in production.
44
3. Opportunities
-It has a great opportunity to increase its business from new developing markets
in Asia.
-According to the current changing trends, they can improve their business in
India, Vietnam, Mexico, etc to increase their global footprints.
4. Threats
-There can be an intense competition soon as every brand wants to be at the top.
-With followers, you also get haters who might create false allegations against
the companies. It should be able to handle any allegations by the people.
-counterfeit products
-innovative low-cost products,
-currency fluctuations are some threats to the company.

CHAPTER-V

45
 FINDINGS

The most preferred brand in the market is Nike (43%) followed by Puma (32%)
& Relaxo (25%). We find out which type of shoes company purchase. 47%
company purchase the order of sports shoe, 18% company purchase the order of
canvas shoe, 35% company prefer formal shoes.

We have the survey about the how the other company should know about the
select shoes. Where the result is shown that 16% know through advertisement,
33% are references, 26% are past purchase & 25% are sale person visit. We

46
shows that 89% people are known about the Puma shoes & 11% people are not
know about the name of Puma shoes.

We shows that 48% say internet, 22% say TV, 9% say bill boards & remaining
21% say newspaper. Studies reveals that price, quality, size, brand image &
design fall between large extent & extent others attributes like colour of the
shoes lies between the some extent and least extent.

We shows that 3% is poor, 26% is fair, 22% is average, 44% is good & 5% is
excellent quality of shoes.

CONCLUSION
The specific brand objective of Puma India would be to build up its brand
reputation, image and equity. A brand is not simply a collection of products and
benefits, but also a storehouse of value stemming from awareness, loyalty, and
association of quality and brand personality. A brand is a name, term, sign,
symbol or design or a combination of them intended to identify the goods or
services of one seller or group of sellers and to differentiate from those of
competitors. In essence, a brand identifies the seller or maker. It can convey up
to six levels of meaning: Attributes, Benefits, Values, Culture, Personality and
User. If a company treats a brand only as a name it misses the point. The
branding challenge is to develop a deep set of positive associations for the
brand.

47
Although these six meanings are noticeable in the Puma brand in the west and
other parts of the world, they are yet to be cultivated in India. Puma has to
ensure that their brand is built up on these pillars in India.

The secondary brand objective of Puma India would be to ensure that they
match the market share and sales volumes of its competitors. After all, a
company is in business to make profits and stay ahead of its competitors. A
company, product or brand may have a very good reputation and image, but if it
is not profitable, it does serve its purpose. At the same time sales figures and
data can be misleading. Hence market share has also to be paid attention to.

Puma despite being one of the most popular brands in the world has not really
caught on in India. Yet, there is reason to believe that Bata's Power and Liberty
would be ahead of Puma in terms of popularity. We also notice that Puma is at
par with Reebok. This again does not reflect too well on the brand, considering
that Puma outsells Reebok everywhere else in the world.

LIMITATIONS

1)Budget Constraints: Limited financial resources may restrict the scope and effectiveness
of marketing campaigns and initiatives.

2)Competition: PUMA operates in a highly competitive industry, facing challenges from

established competitors like Nike and Adidas, as well as emerging brands.

3)Market Saturation: The sportswear market may become saturated, making it difficult for
PUMA to differentiate its offerings and capture market share.

48
4)Changing Consumer Preferences: Shifts in consumer preferences and trends can impact
the success of PUMA's marketing strategies, requiring constant adaptation and innovation.

5)Global Economic Factors: Economic downturns or fluctuations in exchange rates could

affect consumer spending habits and demand for PUMA products.

6)Supply Chain Disruptions: Disruptions in the supply chain, such as raw material
shortages or logistics issues, may hinder PUMA's ability to meet customer demand and
execute marketing plans effectively.

RECOMMENDATIONS

To explore the mainland market, Hong Kong companies should position

themselves in areas in which they are strong. From the viewpoint of mainland
consumers, Hong Kong's leather consumer goods are considered competitive in
the high-end and mid-range. Mainland consumers are brand conscious, and it is
vital to promote own brands which have clear image.

49
This survey also shows that Hong Kong products are preferred for their
design/style and quality. Bearing these in mind, Hong Kong companies should
never compromise on quality, and they should allocate more resources to
product design, selection of material and craftsmanship.

SUGGESTIONS

Department stores are the prime sales and marketing channel for leather
consumer goods. In addition, store decorations and product displays should be
designed to create a strong first impression. Seasonal promotion campaigns, like
special discounts and advertisements, could be employed. New lines of
collections should be introduced for festivals.

In addition to promotional activities in shopping malls and department stores,

discounts and TV commercials are considered effective channels for promotion.
It is advisable to pay attention to the affordability of customers in different
cities, while setting price points for different product categories. Meanwhile,
leather shoes offer better growth potential.

The vast majority (91%) of consumers receive some form of permission-based

email with 57.2% receiving special offers from online merchants, 55.4%
receiving them from traditional retailers, and 48.5% receiving them from
catalogers. Other popular types of marketing emails included account
statements/online bill payment information (received by 49.8% of respondents),
travel emails (43.3%), coupons for groceries (40.0%), health (41.1%) and
household tips/recipes/crafts (42.1%). Of categories in which consumers do not
50
currently receive e-mails, respondents are most interested in receiving grocery
coupons (cited by 22.1%) and household tips/recipes/crafts (13.6%).

CHAPTER-VI

51
 BIBLIOGRAPHY
1) Aaker, D. A. (1995). Building strong brands. Simon and Schuster.

-This book provides insights into brand building strategies, which can be applied to analyze
Puma's marketing approach and brand development.

2) Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

-This textbook covers various aspects of marketing management, including brand

management, marketing strategies, and market segmentation, which can help in
understanding Puma's marketing strategies.

52
3) Kothari, C. R. (2008). Research methodology: Methods and techniques (2nd ed.). New
Age International.

-This book discusses research methodologies and techniques that can be useful for
conducting a case study or analysis of Puma's marketing strategies.

4) Puma's Annual Reports and Financial Statements.

-Analyzing Puma's annual reports and financial statements can provide valuable information
about the company's marketing expenditures, revenue sources, and overall marketing strategy
effectiveness.

5)"Puma’s Brand Strategy in the Time of COVID-19". Available online:

https://www.thinkwithgoogle.com/intl/en-154/marketing-strategies/brand-strategy/pumas-
brand-strategy-covid19/

-This article explores how Puma adapted its brand strategy during the COVID-19 pandemic,
emphasizing digital engagement and community initiatives.

6) Articles from Marketing Journals such as:

-Journal of Marketing

-Journal of Marketing Research

-Harvard Business Review

-Journal of Brand Management

ANNEXURE

(Questionnaire)

1.Brand positioning of puma shoes?

-Puma

- Relaxo

- Nike

53
2.What type of shoes do you like the most?

- Sports

- Canvas

- Formal

3.How do you get to know about puma shoes?

- Advertisement

- References

- Past purchase

- Sales person visit

4.Have you heard the name puma shoes earlier?

- Yes

- No

5.Which type of advertisement you do to attract more customer?

- Internet

- Television

- Bill boards

- Newspaper

6.Which factor affect the purchasing decision?

- Price

- Quality

- Size

- Brand image

- Design

54
7.How is the product quality of puma shoes?

- Poor

- Fair

- Average

- Good

- Excellent

8.Do you have any complaints about the product of the company?

- Yes

- No

9.Do you prefer buying the product online?

- Yes

- No

55