Puma

 

Brand Health Check

Group 1

Hemant Sharma - 20PGDM026 Sudhanshu Srivastava- 20PGDM182 Paras Sharma - 20PGDM104 Shirish Goel- 20PGDM116 Adit Sunil Bhambore- 20PGDM007 Pavan Kumar N- 20PGDM220

 

Weak and Strong areas wrt all the four constituents Quadrants

Strength

Weakness

Brand Awareness

Strong Sporting Brand

Price

Brand Loyalty

Availability o off p prroducts

Imitability o off sso ome p prroducts

Brand Association

Co-Br -Branding P Pa art rtn nerships

Brand tth hat fu fulls the requirements of the youth

Perceived Quality

Innovations

High end fashion brand

 

Qualitative assessment of current state and future prospects ●

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Puma is driving popularity in sportswear & accessories in daily fashion Puma has huge success in the sneaker market ○ Some of the popular products in sneakers are: Thunder, RS-0 and RS-X The paradigm shift in women’s lifestyle is evolving their buying behaviour ○ Increasing percentage of women’s women’s runners ○ Indian women’s women’s involvement in tness activities like callisthenics, pilates, Zumba, yog yoga a etc Growing interest in tness and overall orientation is fuelling Puma’s growth in products for sports performance Digitisation and evolution of social media has propelled the adoption of global trends around innovative designs and latest products

 

Quantitative assessment of current state and future prospects (plan)

Although sales at PUMA's own retail stores fell in 2020 as a result of restrictions restrictio ns aimed at containing the COVID-19 pandemic and the resulting temporary closure closure of stores in many countries c ountries around the world, our ecommerce business grew by more than 60%, thanks to an increased focus on performance marketing and successful promotions. promotions.

 

Reinforcing PUMA ●

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Revitalizing PUMA

Maintain transparent and trustworthy relationships with main stakeholders Manage expectations

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Appreciate the past and set the team's focus on conquering the future Strengthen the ties with celebrities and sports person

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Focus on the brand's DNA and heritage Build on the brand's biggest and most promising category and strive for category leadership Heavily invest in innovation and in parallel cut Opex Focus on a few selected marketing campaigns and make them as big and as exciting as possible Strengthen the distribution network

 

Brand’s actions in traditional as well as digital media Brands

Traditional Marketing 1.

2. 3.

PUMA

4. 5.

Spon Sponso sorr ev even ents ts llik ike e Fo Form rmul ula a -1 car racing, road shows or local football match Endor Endorse se celeb celeb like like ti tiger ger wood woods s Pr Prom omoti otiona onall logo logos s of Fo Form rmul ulaa1 car racing competition on shoes box Prov Provid idin ing g fo foot otba ball ll sho shoes es ffor or football players Pr Prov ovidi iding ng S Spor ports ts Sc Schol holar arsh ship ips s to promote sports culture and  Anti Child Labour Campaign .

Digital Marketing 1. 2.

3.

Infl Influe uenc ncer er Ma Mark rket etin ing g–  Association with Mary Kom So Soci cial al Med Media ia Mark Marketi eting ng - the they y feature the player of that sport wearing their products, “Only see Great”, “She Moves Us” Campaigns PUM UMA A has has el elev evat ated ed experience for their shoppers by onboarding tools to make their site spontaneous, educative, and engaging

 

Brand’s actions in traditional as well as digital media Brands Nike

 Adidas

Traditional Marketing

Digital Marketing

1.

Pr Prod oduc uctt plac placem emen entt endorsement on the toprated late-night show

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Ni Nik ke Ai Airr Jor Jorda dan na and nd Facebook Messenger Bot Collaboration

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Pos Postt-mat match ch inter intervi view ews s for to promote new shoes

2. 3.

Ni Nike ke Un Unli limi mite ted d Stad Stadiu ium m Nike: The Wonder Woman of Vogue

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TV ads of Adida didas s

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Stor Storyt ytel elli ling ng – thro throug ugh h

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Spon Sponso sors rshi hip po off spo sport rts s tea team m 2.

movies, different social media campaigns Adid Adidas as uses uses the the te tech chno nolo logy gy of ECS for the email marketing program

 

Future Course of Action ●

Innovative Products  - PUMA can look back on an extraordinary history full of innovations,

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designs and products.Need to introduce some of the industry’s most eye-catching, but also innovative and commercial styles. Brand Heat- Strengthen its position as a sports brand through partnerships with some of the

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most elite athletes

Local Relevance - There is a need to focus on the sports, ambassadors, inuencers,

collaboration partners and communication platforms that are most relevant in the different markets Women - Women are increasingly participating in athletic activities worldwide and also setting the trends. Puma should position some products p roducts keeping in mind this particular segment. Distribution - Puma should strengthen their relationships with key retailers by being a reliable partner for them, and by maximizing PUMA’s PUMA’s contribution to their business. Sustainability - There should be a strategic emphasis on this topic with focus on increasing the number of sustainable products in ranges and stronger consumer-facing communication