North South University

Report on:

Puma India
Semester : Spring 2023
Course Name : Introduction to Marketing
Course Code : MKT 202.27
Date of submission: 10 June 2023
Submitted to :
Mr. Shadman Sahir Ahmed
Department of Marketing and International Business
North South University
Submitted by :“Members of group A”
Name ID
Sabid Islam 2232329630

Samiya Tasnim 2231054630

Zarin Tasnim Rafin 2232423630
Zerin Tasnim Toma 2231928630
MD Emdadul Haque 2232020630
S M Ashikuzzaman Abir 2132561630

1
 Letter of Transmittal

11.06.2023

To,

Shadman Sahir Ahmed,

Lecturer,

Department of Marketing and International Business,

North South University.

Dear sir,

As you have assigned, we have prepared a report on Puma India after analyzing their
market plan and company strategies. The purpose of this report is to understand and
acknowledge the whole marketing procedure of a company and to gather experience to be
skillful enough in the future.

All the resources and findings of this comprehensive report denote how Puma India has a
different fan base. It’s very popular among the Millennials, the Gen Zs and the foreigner
due to the quality of their product and friendly ambiance of their outlets. It can do well in
the market only if it can work on a few more things on its marketing which we are going to
discuss further in the report.

Thank you,

Yours sincerely,

Sabid Islam

(On behalf of the whole group A)

2
 Table of Contents

Sections Contents Page no.

Section 1: Introduction 1.1 The company background 04

1.2 Context Analysis (SWOT) 04

1.3 Competitor analysis 05

1.4 Logo and tagline 06

1.5 Mission statement 06

Section 2: Marketing mix 2.1 Product 07

elements:
2.2 Price 07-10

2.3 Promotion 10-15

2.4 Place/distribution 15-16

Section 3: 3.1 Type of the product 17

3.2 Type of consumer buying 17

behavior

Section 4: Marketing strategy 4.1 Target customers 18

4.2 Market segmentation 18-19

4.3 Market targeting 20

4.4 Differentiation 20

4.5 Positioning 20-21

Appendix Reference List 22-23

Contribution Table 24

3
 Section 1 : Introduction

1.1 The company background

Puma has a long history dating back to 1919 when the Dassler brothers founded a shoe
factory. After a split, Rudolf Dassler established Puma in 1948. Puma entered the Indian
market in 2006 and quickly became the leading sports brand, surpassing competitors like
Adidas and Nike. Puma has adapted its strategies to cater to the Indian market, resulting in
rapid growth. With 577 stores in India and a strong online presence, Puma's market share in
India continues to expand. The brand's focus on marketing, discounts, and India's large
population has contributed to its success, generating significant revenue. Puma has
established a dominant position in the Indian market, making it challenging for competitors
to reach the same level of market share.
1.2 Context Analysis (SWOT)

Strengths Weaknesses
● Ability to cater to diverse needs and ● Dependence on external
preferences. manufacturer
● A wide range of products ● High pricing points
● Strong brand equity ● Distribution problem due to India’s
● Product innovation poor infrastructure
● Strong commitment to sustainability

Opportunities Threats
● Expand customer base and increase ● Supply chain disruptions
sales ● Counterfeit products
● Reach wider range of audience via ● Economic Fluctuations and changes
e-commerce in consumer spending pattern
● Promote sustainability

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 1.3 Competitor Analysis

Several companies competing in the sportswear and athletic footwear market are Puma
India's main rivals. Some of its main competitors include Adidas, and Reebok. These are only
a few examples of competing brands that Puma India is up against in the sports and lifestyle
sector.

Adidas
Two well-known sportswear companies in India are Puma India
and Adidas. Both companies provide a large selection of athletic
clothing, footwear, and accessories, but have distinct features
that set them apart. Puma emphasizes a blend of performance
and fashion with a younger audience in mind, while Adidas is
known for its iconic three-stripe logo and simple design aesthetic. Puma emphasizes a blend
of performance and fashion with a younger audience in mind, while Adidas is known for its
iconic three-stripe logo and simple design aesthetic.Adidas and Puma both invest in
marketing campaigns to promote their brands in India, with Puma having strategic alliances
with various retail chains and Adidas having a strong retail presence.

Reebok
Puma and Reebok are two well-known sportswear companies in
the Indian market. Reebok is a British-American company
founded in 1958 with modern designs and partnerships with
professional athletes, while Puma is a German multinational
company that specializes in athletic and casual footwear, apparel, and accessories. Both
offer a range of goods for different sports and fitness categories.Puma and Reebok have
collaborated to increase brand recognition and connect with a variety of consumer
segments. Puma emphasizes performance attributes and stylish designs, while Reebok
emphasizes the value of physical activity.Puma and Reebok both have strong retail presences
in India, with Puma having exclusive stores and authorized retailers, while Reebok has a
presence on popular e-commerce platforms.

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 1.4 Logo and Tagline

Puma, with their tagline, “FOREVER FASTER”,

pushes themselves to be the Fastest Sports Brand
in the world.

1.5 Mission Statement

“Sport has the power to transform and empower us. As one of the world’s leading sports
brands, it’s only natural that we want to stand on the same playing field as the fastest
athletes on the planet. To achieve that, the PUMA brand is based on the very values that
make an excellent athlete.”

6
 Section 2 : Marketing mix elements

2.1 Product

Puma India provides a comprehensive selection of product categories in a number of sports

and lifestyle segments. They have put a strong emphasis on sportswear and different types
of sports equipment. Puma has a “FOREVER BETTER” sustainability strategy, which is a
commitment to reduce environmental impact. These collections feature footwear, apparel,
and accessories manufactured from more environmentally friendly materials and production
techniques. The categories that Puma offers are : Footwear. Apparel and Accessories

2.2 Price (A)

Products for “Men”

Product Product Name Product Product Type Product Price

Category

One8 Shuffle V3 Footwear Sneakers ₹6,499

Better Men's
Sneakers

Evostripe Full zip Apparel Sweatshirt And ₹6,999

Men’s Hoodie
Hoodies

individualRISE Accessories Bags: Gyms & ₹1799

Football Backpack
Casual

7
 Products for “Women”

Product Product Name Product Product Type Product Price

Category

Better Foam Adore Footwear Sustainable ₹4,219

Safari Glam
Collection
Women's Running
Shoes

Modest Activewear Apparel Modest Wear ₹3,999

Women's Training
T-Shirt

Essentials Cap II Accessories Caps and ₹599

Beanies

Products for “Kids and Teens”

Product Product Name Product Product Type Product Price

Category

Puma Smile Kids’ Footwear Sneakers ₹2,299

Sneakers

PUMA CAGE Youth Accessories Accessories ₹1,799

Ball

Minicats Beanie Apparel Age 4-8 years- ₹1,999

Newborn Sets
boy’s shoes &
clothing

8
 2.2 (B)

Pricing Strategies:

Psychological pricing strategy: Certain prices have a psychological

impact, such as prices that are just a little less than a round number. This
helps put buyers’ focus on specific products.
Discount and Allowance Pricing strategy: This strategy motivates consumers
to buy the product through incentives such as discounts and cashbacks. For
example, Puma provides 5% discount on prepaid orders and 10% cashback on
orders paid via 'Simpl' from September 5-20, 2022.
Optional product mix pricing strategy: With the main product, Puma offers optional
products or accessories that the buyer can choose whether or not to purchase. For instance,
for the main product Puma x pokemon youth hoodie ,puma offers accessories with this
product like the puma x pokemon youth cap and Puma x pokemon sweatpants , these can
be purchased alone or together as a set.
Promotional pricing:Puma offers end of season sale,black friday sale as well as
their very own puma prowl fest which falls under the promotional pricing
strategy.For example “FLAT 40% OFF ON LATEST STYLES END OF SEASON SALE”,
“PUMA PROWL FEST IS LIVE, Enjoy flat 20% discount on everything”,“PUMA
Black Friday Sale India 2022 - Extra 25% off on everything”.

Product line pricing strategy:For an identical

design product, Puma offers two or three color options, which is referred to as a
product line pricing approach.For example Better Foam Prowl Slip Women's
Running Shoes comes in 4 different colors which are Carnation Pink-Metallic
Silver,Rose Dust-Wood Violet-PUMA White,Wood
Violet-Ravish-PUMA White,PUMA Navy-Rose
Dust-PUMA White.

9
 2.2 (C)

In India, Puma is actually doing great . Their market share is high compared to their
competition. They are popular in India. Puma India’s target market is the upper class and
foreigners. So their product prices are relatively higher for price sensitive consumers in India.
So, they should come up with a low pricing product with ‘‘Market Penetration” strategy to
attract more consumers. Apart from that,they don’t need any revision.

2.3 Promotion

Puma India differentiates itself through its focus on sustainability, using eco-friendly
materials and processes. The brand also promotes diversity and inclusivity through
collaborations with artists and designers, appealing to socially conscious consumers.

TV Advertisements: Puma India has effectively used

TV advertisements to reach a large audience and
promote its brand. The brand's ads often feature
popular athletes and celebrities, which helps to create
a buzz around the product. One of the most

memorable TV advertisements by Puma India was the

'Forever Faster' campaign, which featured Usain Bolt, one of the world's fastest runners. The
ad showcased Bolt's speed and agility while wearing Puma shoes, which effectively
communicated the brand's message of performance and speed.

Social Media: Puma India has a strong social

media presence and uses various platforms to
engage with customers. Puma India often
collaborates with influencers and creators to
create content that is authentic and relatable.
One of the most successful social media

10
 campaigns by Puma India was the 'Do You' campaign, which
encouraged women to embrace their individuality and challenge
societal norms.

Magazine Advertisements: The brand often collaborates with

photographers and designers to create ads that stand out
from other magazine ads. Puma India's magazine ads are also
designed to appeal to its target audience, which is usually
fashion-conscious consumers. One of the most memorable
magazine ad campaigns by Puma India was the 'Run the
Streets' campaign, which featured streetwear-inspired clothing and shoes.

Newspaper Advertisements: Puma India effectively utilizes

newspaper advertisements to target local markets and promote
its brand. The 'Back to School' campaign, featuring school shoes
and backpacks, included an exclusive discount code for readers.
This strategy drove footfall to Puma India's stores and
incentivized purchases.

11
New promotional tactics and contents:
The promotional tactics adopted by Puma India aim to create a more engaging and
personalized experience for customers. By leveraging technology and social media
platforms, Puma India hopes to connect with their target audience in a more meaningful
way. Here, some advices are given:
● Puma India has the potential to become an official sponsor of the Hero Indian Super
League (ISL), which would allow its logo and branding to be featured on team jerseys
and promotional materials. Given that many ISL teams are owned by Bollywood
celebrities, Puma accessories are likely to be incorporated into their outfits.

● Partnering with Indian influencers like Bhuvan Bam and Ashish Chanchlani to create
humorous sports-focused content can be an effective marketing strategy for Puma.
Collaborating with them to produce esports-themed content highlighting challenges
in educational settings and gifting Puma’s accessories could further enhance brand
visibility and engagement.

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 ● Alternatively, Puma can try using the reel ad format on Instagram,Facebook and
Youtube to highlight different Puma products.
Reel Link:

https://drive.google.com/file/d/1QhzMH3z7Me8aT7rMhGUpyfBZKaJvCbY4/view?usp=dri
ve_link

● Plan football matches in rural areas that promote inclusive and diverse participation,
showing achievement through Facebook and Instagram.
● PUMA will have the opportunity to conduct various fan engagement activities with
Virat Kohli, including autograph sessions, interactive games and cricket matches to
increase fan enthusiasm.

● Plan and host special events and programs in

major cities across India, highlighting Neymar's
presence through live shows, interactive
competitions and opportunities to interact with
football superstars. Create engaging
experiences for fans to interact with the Puma
brand and collaborations.

13
Current Contents:
Puma India, a popular sportswear brand in India, dominates social media platforms like
Instagram, Twitter, and Facebook, as well as traditional channels like TV ads and print media.
Puma India engages with its audience on social media through high-quality images, videos,
influencers, and user-generated content. They use hashtags on Instagram and Twitter to join
trending conversations, share product launches, and retweet content from other users.Puma
India utilizes YouTube to promote brand story, showcase products, and appeal to target
audience through visually appealing videos.
Puma India’s social media content link:
https://drive.google.com/file/d/13oB8ydEE65hQxKpm2RR-59OnhUFfAo4Q/view?usp=drive
_link

Buzz Marketing:

Buzz marketing involves creating a buzz or hype through word-of-mouth marketing, social
media, and other forms of viral marketing. Both Bhuvan Bam and Ashish have a strong social
media presence and are highly respected in their respective fields. By partnering with them,
Puma India can tap into their influence and reach a wider audience of potential customers.
Bhuvan Bam and Ashish are ideal ambassadors for Puma India, with a loyal fan base and
youthful energy. To create buzz marketing with influencers, Bhuvan Bam and Ashish, create
sponsored posts on Instagram and YouTube showcasing Puma India's latest sneakers and
clothing collection. Host a giveaway on social media, offering prizes for followers. Create
behind-the-scenes videos to showcase sponsored posts and provide exclusive content,
building trust with potential customers.Puma India's brand awareness and engagement will
increase significantly since sponsored posts and giveaways will reach millions on social
media. This buzz marketing campaign will connect with a wider audience and convince
potential customers to try Puma India's latest collection of sneakers and clothing.

DISCLAIMER : We produced all of the content found under "new tactics" and "current
contents."

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Promotional methods of Puma India:

Promotional methods are used to increase awareness, generate more sales, increase
customer engagement, and so on. Other than running advertising campaigns in various
platforms, Puma India also follows the following methods:

● Sales Promotion : Puma India offers discounts and cashbacks, organizes seasonal
sales and flash sales. Such incentives are provided to get immediate sales or more
customer engagement.
● Public Relations(PR) :Puma India engages in public relations
activities, including organizing events like "Let There Be
Sport" and maintaining media relations. They were featured
in Forbes India for surpassing competitors. Puma is the
official kit sponsor of the Indian cricket team and has
partnerships with IPL teams like Mumbai Indians Rajasthan
Royals and Royal Challengers Bangalore. They also partnered
with Orangutan Esports as their official kit partner.
● Direct Marketing: Puma India utilizes direct marketing by sending out regular emails
about upcoming sales, promotions, and new products to customers who have signed
up for their email-based newsletter.

Puma India is doing enough to reach its potential customers. In addition to the methods
mentioned above, Puma India is actively trying to reach a broader range of customers
through social media platforms such as Facebook or Instagram. For Puma India to remain
competitive and meet its marketing goals, it is always advisable to modify their promotional
strategy in light of the dynamic business climate.

2.4 Place/distribution

Puma’s Selective Distribution:Puma in India utilizes a selective distribution strategy,

collaborating with a limited number of reputable retailers. This approach allows Puma to
maintain control over product sales and uphold its brand exclusivity. By partnering with
high-quality retailers, Puma ensures customers have a positive purchasing experience and
access to its premium products.

15
Selective distribution strategy in India benefits Puma by enabling them to maintain control
over their brand image and ensuring consistent and appealing product presentation. It also
helps reduce marketing costs by focusing on a select group of retailers, eliminating the need
for a large sales force and managing multiple retail channels.

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 Section 3

3.1 Type of the product

1. The product type of puma india is shopping,which consumers buy less frequently.
2. Before purchasing a product from Puma, customers spend a lot more time
researching, comparing. Customers compare Puma's product qualities, prices, and
styles with those of rival brands like Adidas and REEBOK.
3. The price range for Puma's products is between medium to high.(₹700 – ₹23000)
4. The distribution of Pumas products is selective in india.
5. Puma does personal selling and targeted advertising for their variety of
products.Puma also invests in content that persuades buyers of their product's value.
Puma’s marketing material shows how their product differs from their competitors
and the unique value it offers.

3.2 What is the type of consumer buying behavior

1. Puma attracts consumers who engage in variety-seeking behavior.

2. Low involvement, low brand loyalty, and significant perceived brand differences in
consumers indicate this behavior.
3. This approach requires considering more than just price, such as product attributes,
convenience, and location etc.
4. Variety seekers are motivated by their desire for novelty, change, and excitement in
their purchasing choices.
5. Customers looking for unique and stylish options are attracted to Puma's regular
releases of new collections, collaborations, and limited-edition products. These
customers might occasionally explore other brands and fashions in an effort to
diversify their wardrobe and follow the most recent trend.

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 Section 4 : Marketing strategy

4.1 Target customers

Puma India targets most of the mass market by targeting millennials and inspiring gen z.
Puma India wants ‘True Friends,’ who are both loyal and high in profitability customer group,
as their preferred customer base. Millennials are the right choice for that. They also inspire
Gen Z with their product through social media. Puma India provides highly diversified items
to gain most of the customers.

Their Targeted demographics are age and life cycle, gender, and income.

4.2 Market Segmentation

Demographic :
This is the most common type of segmentation practiced by the companies. This
segmentation system groups people based on population dynamics.
● Age and Life cycle : Puma India targets millennials and Gen Zs, recognizing their
different preferences. The "Kids & Teens" section on their website caters to Gen Zs,
while the "Men" and "Women" sections are designed for millennials. Puma India also
engages in social media marketing to reach their target customers.
● Gender : Puma India recognizes the influence of gender on consumer purchasing
behavior. They offer products specifically designed for males and females, as well as
a selection of "Unisex" accessories that cater to both genders.
● Income : Puma India targets the upper class and foreigners with their relatively
expensive products. They have a significant presence in major cities like Mumbai and
New Delhi, catering to the high-income social class. However, they have fewer stores
in rural areas like Uttar Pradesh and Bihar, indicating a focus on urban markets with
higher living costs.

Psychographic :
● Social class : Consumers from certain classes often have a common pattern of
consumption. People who are fond of getting premium products or have a hobby of

18
 collecting premium products , Puma India is a suitable choice for them. High-income
society will buy their product to maintain their higher social class.
● Lifestyles : Customers always want to purchase
products that are well aligned with their lifestyles.
Puma India also targets customers with certain
lifestyles. Puma India mostly targets the customers
who have an athletic and active life, customers who
are obsessed with gym, customers who want to
maintain high class and customers who want
comfortable outfits and sustainable accessories.
Moreover, foreigners who have a habit of using Puma
in their country, can also use Puma India.

Geographic :
Puma India strategically focuses on opening and expanding
stores in major cities with a high concentration of high-class
individuals. Their headquarters in Bengaluru and their largest
store in Mumbai, both in prominent locations, reflect this
approach. They prioritize establishing larger stores in urban
areas while currently having no stores in certain rural states.

19
 4.3 Market Targeting
Puma's target market comprises young individuals aged 20 to 35, primarily from the upper
middle class and upper class. They cater to those seeking a healthy and hygienic lifestyle.
Despite entering the Indian market later than competitors, Puma successfully captured the
market by focusing on marketing promotions aimed at millennials and Gen Zs.

4.4 Differentiation
Puma India utilizes differentiated marketing strategies across various product categories,
positioning themselves as the leading sports brand in India. They offer a range of products
beyond shoes and employ different strategic methods for each category. Puma considers the
diverse demographics in India when launching new products or setting prices, ensuring the
best fit for their customers. They aim to provide premium products at competitive pricing
compared to rivals, while also serving the upper-class segment willing to invest in quality.

4.5 Positioning
Positioning is placing the products in a certain way to get the attention of the consumers.It
helps implement the brands unique benefits and differentiations in the customer’s mind. For
positioning, Puma uses a combination of geographic , demographic and psychographic
targeting strategies. Puma’s positioning also helps the customers gain a better image in the
society. There are 5 propositions that can be achieved by the customers after purchasing a
product or service.
The propositions are:
● Productivity
● Profitability
● Image
● Experience
● Convenience.
Puma offers three propositions from this list. Those are image, experience and convenience.
We have already discussed images. Now about experience and convenience. Customer
experience can significantly influence a company, both positively and negatively. Puma
focuses on providing the best possible experience to its customers, ensuring their

20
satisfaction. Convenience plays a crucial role, from browsing products to making purchases
and payments, with Puma striving for hassle-free transactions. The company's spacious
showrooms and premium product offerings are accompanied by courteous and humble
employee behavior.

21
 Appendix

1. Desk, O. S. (2023, May 27). PUMA India Joins Forces With Orangutan As An Official
Kit Partner. https://startup.outlookindia.com/.
https://startup.outlookindia.com/sector/e-commerce/puma-india-joins-forces-with-
orangutan-as-an-official-kit-partner-news-8543?fbclid=IwAR0HLceW5COs_5kCEsv0dr
2uaCRmo6MunENSjU9QWHxOoUPhTc-ufeiUzpQ
2. EVENTFAQS Media Pvt. Ltd. (n.d.). PUMA India organised ‘Let There Be Sport’
conclave; witnessed fireside chats with Virat & Sunil. EVENTFAQS Media.
https://www.eventfaqs.com/news/ef-19155/puma-india-organised-let-there-be-spor
t-conclave-witnessed-fireside-chats-with-virat-sunil?fbclid=IwAR3tgI25vFA_cJioRrolvg
HDpjppmf6Jz7dAfKgJ44kK3UXI25r1NJbougE
3. Mathure, A. N. (2020). PUMA Brand Analysis Report. Mu.
https://www.academia.edu/41357365/PUMA_Brand_Analysis_Report?fbclid=IwAR3
EYgzbcgBYwaFDPpX09nECcewBabis4kbr4bmQ401J6n2O5BGsiKI2dmI
4. Puma becomes Forever Faster with Usain Bolt: Best Media Info. (n.d.).
www.bestmediainfo.com.
https://bestmediainfo.com/2014/09/puma-becomes-forever-faster-with-usain-bolt#:
~:text=Puma%20formally%20launched%20its%20new,sports%20brand%20in%20the
%20world.
5. PUMA Outlet Sale - Get Upto 50% Off on Shoes, Apparel & Accessories | Great Deals
& Offers. (n.d.).
https://in.puma.com/in/en/outlet/shop-all-outlet?utm_medium=AFF&utm_source=
OTH-CPO&utm_aud=MULT&utm_obj=OLC&utm_campaign=AFF_OTH_CPO_MULT_O
LC_Acebo_4&gclid=CjwKCAjw-IWkBhBTEiwA2exyO7QkgoDLEFK3fEGDG3cIvZUgfGfUJ
xRylHMtzOabfQhoREtTVkOUHhoCO_cQAvD_BwE
6. PUMA SE. (n.d.). Financial Reports.
https://about.puma.com/en/investor-relations/financial-reports
7. Singh, R. (2022). Underdog, animal instinct and top dog: Puma's giant leap into the
Rs 2,000-crore club. Forbes India.

22
 https://www.forbesindia.com/article/take-one-big-story-of-the-day/underdog-anima
l-instinct-and-top-dog-pumas-giant-leap-into-the-rs-2000crore-club/74503/1
8. Srivastav, T. (2017, December 6). How Puma entered India as a latecomer and still
became a leading sportswear brand. The Drum.
https://www.thedrum.com/news/2017/12/05/how-puma-entered-india-latecomer-a
nd-still-became-leading-sportswear-brand
9. Reebok. (n.d.). Reebok.
https://www.reebok.in/?fbclid=IwAR0mT1o_M_Gu1w4rW5SB8F2ZgqTD39IS6lOY-I7x
wOCD59fGPvpjKMT8LYI
10. Special offer. (n.d.). Adidas India.
https://www.adidas.co.in/special_offer?cm_mmc=AdiAffiliates_ventes-cps-30_8-_--_
-None-_--_-dv%3AeCom-_-cn%3AAlways_on-_-pc%3Across-category&cm_mmc1=IN
&cm_mmc2=adidas-EMEA-eCom-Affiliates-ventes-cps-30_8-IN-2212

23
 Contribution Table

NAME ID CONTRIBUTION

Sabid Islam 2232329630 1.2, 2.1, 2.2, 2.3, 2.4, 3.2

(Editing)

Samiya Tasnim 2231054630 1.2, 2.1, 2.2, 2.3, 3.1, 3.2

(Editing)

Zarin Tasnim Rafin 2232423630 1.2, 1.3, 1.4, 2.1, 2.3, 4.5

Zerin Tasnim Toma 2231928630 1.2, 1.5, 2.1, 2.2, 2.3, 4.3
(Editing)

MD Emdadul Haque 2232020630 1.2, 2.1, 2.2, 2.3, 4.1, 4.2

S M Ashikuzzaman Abir 2132561630 1.1, 1.5, 2.3, 4.3, 4.4, 4.5

24