PAGE NO.

CHAPTER 1- INTRODUCTION………………………………………………………………………. 1

1.1 Purpose of the study………………………………………………………………………………........ 2

1.2 Objectives of the study………………………………………………………………….. 2

1.3 Research Methodology of the study………………………………………………………. 3

1.3.1 Research Design

1.3.2 Data Collection

1.3.3 Sources Of Data Collection

1.3.4 Limitations

CHAPTER- 2…………………………………………………………………………………………………. 5
2.1 About the Organization ………………………….…………………………………………………… 6
2.2 Company Profile…………..……………………………………………………………………………… 11
CHAPTER- 3…………………………………………………………………………………………………. 32
3.1 Analysis and Interpretation………………………………………………………………………… 33
CHAPTER- 4…………………………………………………………………………………………………. 42
Suggestions and Conclusions

Annexure………………………………………………………………………………………………………….
Bibliography ……………………………,……………………………………………………………………

1
 EXECUTIVE SUMMARY

In today’s competitive and dynamic world, with every business providing the same kind of product or

services, only that firm which comes up with an innovative idea can hope to survive in the long run, by

attracting and luring customers.

Sports lifestyle is an upcoming sector but, selling sports products has become tough due to the competition
angle attached to it.

Pricing is the key issue and major international players already present in India are sort of waiting in the

wings to see what and how their competitors go about their strategies

This project deals with the sales and marketing techniques of PUMA. The company had various numbers of

products which the company offers to their customers.

 LIST OF TABLES

Table 3.1: Occupation of Respondent....................................................35

Table 3.2: Gender of Respondent..........................................................36
Table 3.3: Popularity of Different Bands among Males and Females….........37
Table 3.4: Number of Respondents Who Have Used Puma Products….............38
Table 3.5: Popularity of Different Products Manufactured by Puma…..............39
Table 3.6: Quality Rating Of Puma Products….......................................................40
Table 3.7: Response to Pricing of Puma Products....................................................41
Table 3.8: Where the Respondent Prefer To Buy Puma Products.............................42
Table 3.9: Why Respondent Buy Branded Sports Products….......................................43
 CHAPTER 1 -

INTRODUCTION
 PURPOSE OF THE STUDY

Marketing strategy is the fundamental goal of increasing sales and achieving sustainable competitive
advantage. Marketing strategy includes all basic, short-term, and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company
and its marketing objectives

A good marketing strategy should be drawn from market research and focus on the right product mix in
order to achieve the maximum profit potential and sustain the business. The marketing strategy is the
foundation of a marketing plan.

Through this project, I have tried to study the marketing strategies of the PUMA, since its conception, in the
global and Indian market. It also covers the innovative promotional strategies.

Sports lifestyle is a relatively new and rapidly growing industry in India. This project studies how PUMA
fairs in this race to become India’s leading sports lifestyle brand. I have also done a comparative study of
PUMA with it’s competitors as the level of competition has a very significant effect on the marketing
strategies of any company. I have also done a brief study of the four P’s of marketing- product, place,
promotion and price.

I have tried my level best to cover all aspects in regard to my research.

OBJECTIVES OF THE STUDY

1 To study Puma’s share in world and Indian market.

2 To analyze consumer preferences regarding Puma products.

3 To study the innovative marketing strategies of the company.

4 To understand the strengths and weaknesses of the company. (SWOT Analysis)

RESEARCH METHODOLOGY

Research Design: (Theory)

Research design is an overall plan or scheme prepared by the researcher for executing the research study. It
is an important stage in the process of conducting research as it facilitates systematic work on the research
project. It is necessary as it facilitates the smooth conduct of research. Research design may be designed as
the sequence of steps taken ahead of time to ensure that relevant data will be collected in a way that permits
objective analysis of different hypothesis formulated with respect to the research problem. Research Design
is a blue print for collection, measurement and analysis of data. Descriptive research is used in this projects
report in order to understand the perceptions of different consumers towards Puma products and their
behaviour patterns.

Data Collection
Data Collection helps to assess the health of your process. To do so, you must identify the key quality
characteristics you will measure, how you will measure them, and what you will do with the data you
collect. Data Collection is nothing more than planning for and obtaining useful information on key quality
characteristics produced by your process. However, simply collecting data does not ensure that you will
obtain relevant or specific enough data to tell you what is occurring in the process.

SOURCE OF DATA COLLECTION

1 Primary data

2 Secondary Data

A. PRIMARY DATA:
The primary data is the data in which the researcher collects data through various methods like interviews,
surveys and questionnaires. Primary data in this project was collected with the help of a structured
questionnaire. The sample size was of 100 respondents from Delhi NCR region.

B. SECONDARY DATA:
Secondary data is used to mainly support the primary data. Secondary data was collected through books,
annual reports, previous reports, and magazines and literature available on Internet regarding the topic of
study.
 LIMITATIONS OF THE STUDY

Limitations of Secondary Research

It is easy to find and collect secondary data, however, you need to be aware of the limitations the data may
have and the problems that could arise if these limitations are ignored.

 Most of the data was collected through secondary sources. However, the authencity of the data
cannot be fully relied on.
 Proprietary Issues: Some of the secondary sources had copyrighted their information and as a result
the data could not be extracted.
 The study is limited to the geographical area of Delhi NCR.
 The sample size was small; the data is not representative of the entire population.
 As a result of following convenience sampling, most respondents are students in the age group 18-24 years.
CHAPTER -2: COMPANY
PROFILE
Puma SE, officially branded as PUMA, is a major German multinational company that produces athletic
shoes, footwear, and other sportswear. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik
by Adolf and Rudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to
split in 1948, forming two separate entities, Adidas and Puma. Both companies are currently based in
Herzogenaurach , Germany.
Puma is known for its football shoes and has sponsored acclaimed footballers, including Pelé, Eusébio,
Johan Cruijff, Enzo Francescoli, Diego Maradona, Lothar Matthäus, Kenny Dalglish
The company offers lines of shoes and sports clothing designed by Lamine Kouyate, Amy Garbers, and
others. Since 1996 Puma has intensified its activities in the United States. Puma owns 25% of American
brand sports clothing maker Logo Athletic, which is licensed by American professional basketball and
association football leagues. Since 2007 Puma SE has been part of the French luxury group PPR.
Outstanding performances of PUMA athletes and teams have strongly influenced international sports
through innovative PUMA products and creative marketing initiatives for more than 60 years.
Milestones in PUMA’s sports history were the development of the first football boot with screw-in studs in
1952 by the company’s founder Rudolf Dassler, the legendary “two-stripe” jersey of Johan Cruyff at the
world championship in 1974, the PUMA contact lenses of Linford Christie in 1996, the skin-tight Catsuit
tennis dress of Serena Williams at the US Open 2002, the revolutionary one-piece Cameroon football shirt in
2004, the Italian national team winning the Football World Cup in 2006, Ferrari with its seven-times world
champion, most successful Formula 1 pilot and PUMA partner Michael Schumacher, who dominated the
sports for years, the world records of sprint hero Usain Bolt as well as the Volvo Ocean Race, “the Everest
of Sailing” that PUMA’s eye-catching sailing yacht il mostro finished in second place in 2009.
Through creativity and innovative products PUMA has always set standards in sports and style. Partnerships
with federations such as Jamaica, Italy and in Africa provided the brand with the opportunity to lead the way
in creative and innovative global sports marketing. PUMA was not only able to strengthen its positioning as
a sports lifestyle brand, but created a whole new market by establishing the segment sports lifestyle.
HISTORY

In 1924, Rudolf Dassler and his brother Adolf founded the shoe factory “ Gebrüder Dassler Schuhfabrik” in
Herzogenaurach , Germany.

1924

First successes: At the Olympic Summer Games in Amsterdam in 1928, a majority of the German athletes
wear Dassler spikes. In 1936, Jesse Owens wins four gold medals at the Olympic Games in Berlin sporting
Dassler spikes. Overall, seven gold medals and five bronze medals are won by world class athletes in
Dassler shoes and two World and five Olympic records are smashed. This represents the international
breakthrough for the Dassler brothers.

1948

Rudolf Dassler founds the PUMA Schuhfabrik Rudolf Dassler. The company is officially registered on
October 1, 1948. The existing business assets of the “Gebrüder Dassler Schuhfabrik” are divided up between
the brothers.In the same year, PUMA’s first football boot, the “ATOM”, is launched.

1950

Rudolf Dassler successfully develops a football boot with screw-in studs in collaboration with experts, such
as West Germany’s national coach Sepp Herberger. The launch of the “SUPER ATOM” in 1952, the
world’s first boot with screw-in studs.
In 1953, The successor of the screw-in football boot “SUPER ATOM” is coming to the market: the
enhanced version “BRASIL” is being developed and tested. In 1957, Rudolf Dassler introduces a sans-serif
PUMA typeface, designing a word and picture logo at the same time. One year later, the second brand logo
is patented.

1960s

In 1966, at the World Cup in England, the new and now legendary PUMA KING football boots are sported
by Portuguese superstar Eusebio . The logo with the jumping cat, today one the most famous trademarks
worldwide, is created by Lutz Backes,

Pelé, for the second time in a row, wins the World Cup in Chile with his team in PUMA boots and is named
“Best Player of the Tournament”. The “Sacramento” brush spike amazes with its innovative brush soles
1970s

In 1970, Brazilian football star Pelé helper Brazil to win WorldCup in Mexico wearing Puma football boots.
The next major success came in 1985 when Germany’s Boris Becker won Wimbledon using Puma products.

The company goes public as “PUMA AG” and the PUMA stock is traded on the Munich and Frankfurt stock
exchanges. By the end of the eighties, Puma was an “economic basket case” sold in big department stores
for very little money. Puma had lost itself in the mass market and was still producing in Germany.

1993

Jochen Zeitz is appointed CEO at the age of 30, becoming the youngest Chairman in German history to head
a public company. Zeitz spearheads the restructuring of PUMA, in financial difficulties at the time, and
manages to turn it from a low price brand into a premium Sportlifestyle company and one of the top three
brands in the sporting goods industry.
2007

The PPR group (named Kering as of 2013) – a world leader in apparel and accessories – acquires over 60%
of PUMA’s shares. The consolidation strengthens PUMA’s position and creates a perfect platform for the
continued global expansion of the company.

2011

PUMA transforms into a European Corporation and trades under the name of PUMA SE. With the
completion of the transformation, Franz Koch becomes Chief Executive Officer and succeeds Jochen Zeitz
after 18 years as Chairman and CEO of PUMA AG.

2013

The Administrative Board of PUMA SE appoints Norwegian Bjørn Gulden as new Chief Executive Officer
(CEO), effective 1 July 2013. PUMA signs International Icon Mario Balotelli., sporting sensation, to join
PUMA’s family of star players and athletes that includes Usain Bolt, Sergio Agüero, Cesc Fàbregas, Marco
Reus, Radamel Falcao and Rickie Fowler.
COMPANY PROFILE

Puma SE

Industry Clothing and consumer goods manufacture

Founded 1924 as Gebrüder Dassler Schuhfabrik(registered in 1948)

Founder Rudolf Dassler

Headquarters Herzogenaurach, Germany

Area served Worldwide

Key people Jochen Zeitz (Chairman)

Bjørn Gulden(CEO)

Klaus Bauer(COO)

Products Footwear, sportswear, sports goods, fashion accessories

Revenue €2.972 billion (2014)

Number of employees 10,830 (average, 2014)[2]

Parent Kering

Website www.puma.com
EVOLUTION OF LOGO

1924: Gebrüder Dassler Schuhfabrik

1948: patented logo PUMA

The logo with the jumping cat as the product range is extended to include not only shoes but also sportswear.
BUSINESS UNITS

At PUMA, they offer performance as well as sport style products across six Business Units. The Business
Units are comprised of Team sport, Running and Training, and Golf, which represent our Performance
business; as well as Motorsport, Fundamentals and Sport style and Accessories and Licensing.

TEAMSPORT

PUMA’s team sport business focuses on regaining credibility in sports performance, in particular through
football. PUMA continues to excel with new and exciting product innovations. In January 2014, PUMA
launched its most innovative football boot to date, the evoPOWER.

RUNNING & TRAINING

PUMA has had a heavy impact in the running industry through numerous stories that tell of records and
innovation. PUMA has had an extensive portfolio of Track and Field legends through the years including
European Gold Medalist, Heinz Fütterer; Armin Hary; Olympic medalist, Linford Christie; multi-medalist,
Marlene Ottey; record breaker, Evelyn Ashford; World Record holder, Wilson Kipketer and today, the
World’s Fastest Man, Usain Bolt.
GOLF

In the Golf Business Unit, they continue to bring their message of Game Enjoyment to life. Cobra Golf,
founded in 1973, is one of the world’s most renowned golf club manufacturers. In 2010, PUMA purchased
Cobra, and created COBRA PUMA GOLF.

MOTORSPORT

Since the end of the last century, PUMA has been designing and creating footwear and apparel for
top motorsport racing teams and drivers.
FUNDAMENTALS & SPORTSTYLE

Fundamentals provide the consumers with a comprehensive basis for their wardrobes, including the Kids,
Beach- and Swimwear collections, while PUMA’s Sportstyle Business exemplifies how they influence and
shape culture and lifestyle through the lens of sports under the “Forever Faster” brand platform.

ACCESSORIES & LICENSING

Accessories and Licensing

PUMA’s accessories round off the collections of the other Business Units in order to build strong,
comprehensive packages and to create a complete look. This unit focuses on brand enhancement,
concentrating on four key categories to support the core business: Fragrances and Bodycare, Glasses (optical
and sunglasses), Watches and Security Boots.
SPONSORSHIP

Puma is a sponsor of sporting events and identities in Germany and internationally. The company sponsors
numerous footballers and national football teams. Puma is the sponsor of a number of Bundesliga clubs, most
notably Bo Russia Dortmund and VfB Stuttgart. In Scotland, Hibernian FC kits are made by Puma.

In Australian Rules Football, Puma has long-standing marketing relationships with the Hawthorn Hawks and
West Coast Eagles. Puma has been Hawthorn's apparel sponsor since the 1980s, the club's most successful
era.

In cricket, Puma is the official apparel sponsor for the Deccan Chargers (representing the city of Hyderabad),
and Rajasthan Royals (representing the city of Jaipur) in the Indian Premier League. International cricketers
such as Yuvraj Singh (India), Craig Kieswetter (England), Adam Gilchrist (Australia) and Brendon McCullum
(New Zealand) endorse the brand, and use the brand's cricket gear.

In Rugby Union, Puma entered an eight-year contract as official apparel sponsor of the Irish Rugby team since
the beginning of season 2009–10.[44] Puma supplies the team kit, replica kit, and training equipment. Puma
also sponsor English premiership side Bath Rugby.

In track and field Puma is best known as the sponsor of Usain Bolt and the Jamaica athletics team.

Puma is also a sponsor of the web show The Legion of Extraordinary Dancers.
INNOVATIVE PROMOTION STRATEGIES

At the World Cup in Germany, Johan Cruyff refuses to play in a different outfit as he feels closely
connected to the brand. So a custom-made design is made for him, featuring only two stripes. A legend is
born.At the Olympic Games in Atlanta, PUMA causes a stir with a creative contact lens campaign: at a press
conference prior to the Games, Linford Christie appears with a white PUMA cat on top of his pupils in
1996.

.
In 2002, PUMA and Serena Williams unveil the “Serena Williams Tennis Collection”. In the same year, she
causes a stir worldwide in her skintight “Catsuit” and wins at Wimbledon

In 2004, the “Indomitable Lions” follow up with their equally controversial one-piece PUMA UniQT, which
removed unnecessary bulk and limited shirt-grabs by opponents. FIFA punishes the team by revoking six
points in the qualification for the 2006 World Cup and imposes a fine

PUMA sets sail for the first time by entering its own sailing yacht “il mostro” into one of the longest and
most difficult sailing races in the world – the Volvo Ocean Race in 2008
CURRENT MARKETING STRATEGY

In 2013, PUMA’s CEO Bjørn Gulden introduced PUMA’s new mission statement: To be the Fastest Sports
Brand in the world. The company’s mission not only reflects PUMA’s new

brand positioning of being Forever Faster, it also serves as the guiding principle for the company expressed
through all of its actions and decisions. Our objective is to be fast in reacting to new trends, fast in bringing
new innovations to the market, fast in decision making and fast in solving problems for our partners.

Our strategy encompasses five strategic priorities: the repositioning of PUMA as the World’s Fastest Sports
Brand, the improvement of our product engine, the optimization of our distribution quality, increasing the
speed within ourorganization and infrastructure, and renewing our IT infrastructure.
MARKETING STRATEGIES IN INDIA
Puma is one of the biggest international shoe brands in the world in the leagues of Nike, Reebok and Adidas.
Puma India was set up in 2005 and this was an advantage for it as the German brand became one of the first
international shoe brands in the country.

Puma has always gone for a subtle branding and communication strategy to target its customers in the age
groups 16-25 years – the ones who use their products the highest.
Rather than go overboard with TV, Billboard or print advertising, Puma has always concentrated on digital
as well as in – store branding and retailing. Positive word of mouth from satisfied customers is what Puma
has always tried to achieve as its main communication strategy as this purchase is a high involvement
category.
Puma’s strategy is built on left brained communication as it explains the concept of the brand at a level from
which one can form opinions and conclusions. This gives an option for a person to be judgemental / non –
judgemental.

Puma desires to be the brand for people who want something to show off as a status symbol or to satisfy
their esteem needs. Early adopters would leave a brand they consider as desirable if it starts appearing
anywhere and everywhere.
Rather than specially placing a product by its name in a movie, Puma India concentrates on building
attention or awareness about the brand without mentioning the name. Since the brand appeals to fashion as
well as sports conscious individuals, it strongly relies on digital advertising.

29
 MARKETING MIX
Puma as a brand is committed to contribute to the sports world by supporting sustainability, peace and
creativity. And staying true to its values has made the company a global force. However, this is not the only
reason why the company has recorded such a huge success. Its excellent marketing strategy has seen to it
that it continues to be a global leader in athletic shoe making. Apart from this it has also forayed into
manufacturing of sports gear, watches and other accessories.

Product
Puma has a wide range of footwear, sports goods, and sportswear and fashion accessories. Puma is also the
main producer of enthusiast driving shoes and race suits. As matter of fact, the company is the sole produce
of NASCAR and Formula 1. In addition to that, the company has partnership with BMW and Ferrari.
Through its collaboration with renowned designers such as Alexander McQueen, Rossi and Yasuhiro
Milharaand, Puma has established itself as a reliable brand that can be depended upon to offer quality
products. Specifically, the company produces the following products
 Sports shoes
 Custom made shoes
 Apparels
 Fancy shoes
 T shirts
 Tracks
 Boxers accessories
 Gloves
 Helmets
 Water bottles
Puma uses national brand ambassadors to promote its product line. Product diversification strategies include
production of gymnasium equipment, trekking equipment and Nutrition and Fitness consultancy. Product
diversification strategy is designed to make the company more profitable and attract a diversified customer
base.

30
 Promotion
The company’s advertisement strategy in India focuses more on revenue generation from cricketing
equipment and sponsoring Ranji trophy. But the company also spends a lot of money advertising in print
media and designing creative billboards. Also, there is a greater focus on football gear revenue.
Other advertising strategies include the following
 Television commercials
 Online customization options
 Excellent apparel packaging
 Engaging in corporate social responsibility like environmental pollution control
Sales promotion is also another marketing strategy employed by Puma and this comprises of various short-
term incentives that encourage more purchases and trials of the products.
The following celebrities have endorsed puma as a brand
 Badminton- Saina Nehwal
 Tennis Gears- Somdev Devramman
 Cricket Equipment- Gautam Gambhir
 Health Academy- Shilpa Shetty
Puma is also playing its public relations game well. For instance, the company sponsors trophies in order to
promote and protect its image.

Place in the marketing mix of Puma

Puma shoes are mostly distributed to multibrand storefronts as well as the exclusive Puma stores that can be
found in major cities in the world. This necessitates a wider selection of shoes and accessories to customers
than the competition. With big distribution network coupled with harnessing resources and experience, it is a
brand available almost everywhere.
Also, Puma is continuously focusing on retail expansion as can be seen with its aggressive opening of new
stores in various countries throughout the world. This is not only meant to bring the products closer to the
consumer but also drive its brand and generate profits. As a matter of fact, Puma has vowed to continue to
expand its consumer base and full integrate its retail stores online.

Pricing in the marketing mix of Puma

Puma’s product prices are affordable when compared to higher priced competitors like Reebok and Adidas.
The pricing strategy employed is designed to offer competition to its rival companies. Moreover, Puma
normally uses premium pricing strategy because Puma views its brand as premium. Thus, Puma will be
higher priced when compared to a competitor like Bata. Adidas and Reebok are the only closest competitors
for Puma, pricing of whom is comparatively higher than Puma. Due to the brand name it enjoys, the pricing
of Puma products look convincing most of the times.
FUTURE PLAN

Determination that everyone in the company understands and embraces the company values, as well as
benefits from the experience and integrity of their colleagues. Only with self-belief will individuals have the
confidence to make things happen, take the tough decisions and realize their ambitions for themselves and,
ultimately, for the business.
 VISION & MISSION

MISSION STATEMENT

At PUMA, we believe that our position as the creative leader in Sport lifestyle gives us the opportunity and
the responsibility to contribute to a better world for the generations to come. A better world in our vision—
PUMA Vision—would be safer, more peaceful, and more creative than the world we know today. The
4Keys is the tool we have developed to help us stay true to PUMA Vision, and we use it by constantly
asking ourselves if we are being Fair, Honest, Positive, and Creative in everything we do. We believe that
by staying true to our values, inspiring the passion and talent of our people, working in sustainable,
innovative ways, and doing our best to be Fair, Honest, Positive, and Creative, we will keep on making the
products our customers love, and at the same time bring that vision of a better world a little closer every day.
To make PUMA, the dominant company in Indian footwear’s industry.
This we hope to achieve by:
Understanding the needs of customers and offering them superior products and service
Leveraging technology to service customers quickly, efficiently and conveniently
Developing and implementing superior risk management and investment strategies to offer
sustainable and stable returns to our policyholders
Providing an enabling environment to foster growth and learning for our employees
And above all, building transparency in all our dealings

The success of the company will be founded in its unflinching commitment to 5 core values -- Integrity,
Customer First, Boundaryless, Ownership and Passion. Each of the values describe what the company stands
for, the qualities of our people and the way we work.

We do believe that we are on the threshold of an exciting new opportunity, where we can play a significant
role in redefining and reshaping the sector. Given the quality of our parentage and the commitment of our
team, there are no limits to our growth.

The following report describes and analyses Puma business's generic and distinctive marketing strategies, as
well as providing accurate industry, competitor, market, and SWOT analysis'. Evaluation of Puma
business’s marketing strategy is conducted, thus analyzing the strengths and weaknesses of the strategy.
Lastly the report recommends probable future courses of actions obtainable to Puma business, in order to get
better profits and stop mistakes in the future.
  Background:According to the company’s annual report “The Puma business was originally founded
by legend fashion designers who first patented a disinfectant fashion in France which is still
marketed today as Puma Fluid. Puma was granted the Royal Warrant in France and is still a proud
supplier to the Royal Household”.

If we analyzed then we come to know that Puma be familiar with that ultimately the consumer buys
products which solve consumer desires and requirements. These desires repeatedly expand and it is vital that
products are developed to assemble these requirements. Puma has two research & growth centres in France
and the UK where the solitary focal point is to produce ground-breaking new products.

INDUSTRY ANALYSIS

Puma is in the department store/large retailer industry, an industry that has very high levels of competition.
Although this industry is extremely competitive and growing at a fast pace in India, it is still not as large as
the department store industry elsewhere in the world, such as the USA. This is partly due to the fact that
there are boundaries in this industry, particularly in India, as there are few retail stores that can classify
themselves as large department retail stores. Puma is a very competitive and key participant in this industry,
as it is both a producer and a seller. The large retailer industry can be very volatile due to the impact the
environment has on its participants.

COMPETITOR ANALYSIS

The main competitors of Puma stores are middle- upper class department stores that stock a wide variety of
products. Competition mainly comes in the form of premium positioned stores in the high-class category
such as Adidas and Reebok. In India, the local competition would come from Bata and Liberty, which are
both fashionable stores that offer alike products at a competitive price.

The main problem faced by Puma, as faced by all other high-class sports brands is competitive pricing. The
lead competitor in terms of pricing in Reebok which has made a comeback in the Indian markets. Puma has
experienced a slight fall in the competition in this industry sector. On the other hand the middle class sector
of the industry is still highly competitive, with the likes of main rivals Bata and liberty, which cater to a
large middle and lower class population, insuring the need for regular in-store monitoring and maintenance.
MARKET ANALYSIS

Puma main customer base, thus their main target market; are predominantly female. As the products are of
best standing, i.e. premium pricing and brand categories; the market is customer based, not demand-based.
The products fulfill wants and desires based on image, not needs Puma’s main strategy involves fashion
sportswear as it continues to collaborate with major designers and become a leading sports lifestyle brand.
Customers seek the product and service benefits of the image of Puma. In the Indian market, Puma strives to
be a status symbol and appeal to the worldly mindset of the people which gives it an edge. Geographically
speaking, the market for large department store such as Puma is mainly concentrated in large shopping
centers. In a large shopping center or downtown shopping district, the market is strong, with good profit
potential.

Department stores positioned as premium are hard to imitate and start because they are built on the prestige
of the brand.

Puma is the main producer of enthusiast driving shoes and race suits. They are the primary producer for
Formula One and NASCAR clothing. They won the rights to sponsor the 2006 FIFA World Cup champions,
the Italian national football team, making and sponsoring the clothing worn by the team. They entered a
partnership with Ferrari, Ducati and BMW to make Puma-Ferrari, Puma-Ducati and Puma-BMW shoes. On
15 March 2007 Puma launched its 2007/2008 line of uniforms for a club, and Brazilian football club Grêmio
will be the first to use the laser-sewn technology, similar to that worn by Italy at the 2006 World Cup,
because their season starts six months earlier than European clubs
 Puma bags are widely sold around the world

PUMA SHOES and unconventional designs inspirations, McQueen is the perfect match for PUMA:
Together we take on the challenge to successfully combine different trends in sports ,fashion as well as sport
history and technology into unique collections which convince through their distinctive style. For instance,
McQueen´s footwear collection is inspired by the anatomy of the foot, perfectly unifying elegance with an
extraordinary design as well as comfort and functionality .Mihara The Japanese designer Yashuhiro Mihara
aims to fuse sport and fashion with innovative creations and intends to deliberately break boundaries.
Mihara shoes feature a sportive-avant-garde design and the slogan of his collection is called "out of sports,
out of fashion", a sure hint that his shoes are neither trainers nor leather shoes.

Rudolf Dassler Schuhfabrik

The "Rudolf Dassler Schuhfabrik" collection is inspired by the timelessness that is sports and its character is
stamped by the influence of cultural styles such as Cubism and Bauhaus, Dadaism and Jazz, Modernism and
Avant-garde. With its natural and puristic style the collection takes us back down memory lane to the
unforgettable hours of major sport events. The Dassler collection is provocative and modern, going back to
the origin of sports and with its name remembering the founder of PUMA, Rudolf Dassler.

PUMA - The Black Label

PUMA - The Black Label footwear is an authentic sport-fashion collection featuring modern interpretations
of PUMA iconic sneakers with fashion-forward shapes that fuse form and function. The Black Label styles
are truly innovative, urban and versatile and they combine performance elements with fashion trends.
Tretorn

Tretorn is casually refined and stylishly understated. Established by Henry Dunker in Helsingborg, Sweden
at the end of the 19th century, Tretorn takes inspiration from its Scandinavian roots and carries this vitality
of spirit throughout its collection of leisure shoes, rubber boots and tennis balls. Tretorn’s expertise in
rubber-made products demonstrates a consistent commitment to quality and brand over hype, offering a
collection most appreciated by those with a practical sensibility and a lifestyle largely enjoyed outside.

Manufacturing Facilities: PUMA uses outsourced production facilities in over 40 countries.

Official Company Language: English.

Registered Office: Herzogenaurach, Germany.

 SWOT ANALYSIS

STRENGTHS
 PUMA is very innovative and has a very rich Research and Development team. The Company
produced the first screw boots for football and “Mexico 68” with the innovative brush soles, which
were the most comfortable running shoes
 Strengths of PUMA are that it is an established brand in over 90 countries, and is a very popular,
well-known brand throughout the world. This means that they have a huge target audience. Their
famous logo with the jumping cat is today one of the most famous trademarks worldwide. Their
extensive product range, from world class football boots to casual hoodies, helps to reach a wide
audience and therefore they can reach a large target audience.
 The brand has excellent management and marketing strategies and has the advertised the products
very well and eye-catching throughout the world.
 PUMA sponsor many top athletes, as said in previous posts, such as the world-record-holding
athlete: Usain Bolt. For them this provides major funding as it means that their brand is on show to
the world and it must therefore be a good brand if top athletes are using their products. This boosts
customer appeal as it acts as a walking advertisement. They were also the official sponsor of the
FIFA World Cup in 2006, which again is advertisement to the whole world.
 PUMA’s products, in particular their football boots have been creatively and innovatively made
through advancements in technology. For example, in the 60s, they were the first sports shoe to use
the vulcanization production technique. Today, they use careful study of biomechanics and zoning
which leads to the use of specific material and construction in specific areas of the foot in their
football boots

WEAKNESSES
 PUMA has tough competition, and limited market share, from large companies such as Nike and
Adidas who are in the same market.
 They have less financial strength compared to other brands in the industry meaning that they may
not be able to invest in new products or technologies where others might
OPPORTUNITIES
 The company can attain more sponsorship as more international events in the sporting industry are
taking place.
 The company can start entering the lifestyle section of the industry.

THREATS
 The current economic situation is very bleak, hence expansion is minimal.
 There is extensive completion from existing players an new players which is growing in the industry
 Imitations or fakes of the brand are extensively increasing
CHAPTER -3: ANALYSIS AND
DATA INTERPRETATION
 Table 3.1 OCCUPATON OF RESPONDENTS

Occupation Number of Respondents Percentage

Students 146 73%

Business 14 7%

Professionals 40 20%

Total 200 100%

Occupation of Respondents
StudentsBusinessProfessionals

20%

7%

73%
 CHART3.1 OCCUPATION OF RESPONDENTS
Interpretation:
 73% , that is , 146 out of 200 respondents are students
 20% of the Respondents are working professionals.
 7% , that is , the least number of respondents are businessmen

Gender of Respondents Female Male Total

Number 86 114 200

Percentage 43% 57 100%

Table 3. THE GENDER OF RESPONDENTS

Gender of Respondents

43% Female
Male
57%

Interpretation:
 57% of the respondents are male. More respondents are male.
 43% of the respondents are female, that is , only 86
 Table3.3 BRANDS THAT CONSUMER PREFER

Brands Adidas Puma Reebok Nike Others Total

Female 26 12 18 30 0 86
Male 42 30 16 26 0 114
Total 68 42 34 56 0 200
Gender of Respondents

Male

Adidas

Puma
Reebok
Nike
Others
Female

0 5 10 15 20
Number of Respondents

Interpretation:
 Among females, 12 out of 86 prefer PUMA to its competitors.
 Among females, 30 out of 86 prefer Nike which makes it Puma’s biggest competitor
 Among males, 30 out of 114 prefer PUMA over its competitors
 Among males, 42 out of 114 prefer Adidas which makes it Puma’s biggest competitor for the male
target market.
 Table3.4 NUMBER OF RESPONDENTS WHO HAVE USED PUMA PRODUCTS

Yes No

No. of Respondents 186 14

Percentage 93% 7%

yes No

7%

93%

Interpretation:
 93% of the respondents have used products manufactured by Puma including shoes, fragrances,
watches etc. which means that it is a popular product.
 Only 7% of the respondents, that is, 2 out of 30 respondents have not used any of the products
manufactured by Puma.
 Table 3.5 POPULARITY OF DIFFERENT PRODUCTS MANUFACTUERED BY PUMA

Products Shoes Apparel Fragrance Watches Other

equipment
Popularity 86 56 20 12 26

Percentage 43% 28% 10% 6% 13%

No. of Respondents

25

20

15

10

0
Shoes Apparel Fragrance Watches Other
equipment
Products

Interpretation:
 Maximum number of respondents have used Puma shoes .It’s popularity is 43%. Hence, it is the
most popular product.
 15 respondents out of 28 have used Puma apparels making it the next most popular product.
 Only 10% of the respondents have used Puma products.
 13% of the respondents have used other equipment manufactured by Puma.
 6% of the respondents have used Puma watches which is its least popular product.
 Table 3.6 QUALITY RATING OF PUMA PRODUCTS

Rating 1-Poor 2-Average 3-Good 4-Very Good 5-Excellent

No. of Respondents 0 6 68 106 20

Percentage 0% 3% 34% 53% 10%

Interpretation:
 53% of the respondents think that the quality of Puma products is very good.
 34% of the respondents have rated the quality Puma products at 3 which is good.
 10% of the respondents have rated the quality as excellent.
 3% of the respondents feel that the quality of Puma products is average.
 No respondents have rated it as poor.

Quality Rating
2-Average3-Good4-Very Good5-Excellent

3%
10%

34%

53%
 Table 3.7RESPONSE TO PRICING OF PUMA PRODUCTS

Pricing Cheap Fairly Priced Expensive

No. of Respondents 20 60 120

Percentage 10% 30% 60%

Pricing of Products
Cheap Fairly Priced Expensive

10%

30%

60%

Interpretation:
 60% of the respondents think that the products are expensive.
 30% of the respondents think that the products are fairly priced.
 Only 10% of the respondents consider the products cheap.
 Table3.8WHERE THE RESPONDENTS PREFER TO BUY PUMA PRODUCTS

Product Availability Company Outlet Local Stores On-line Stores

No. of Respondents 120 14 66

Percentage 60% 7% 33%

Product Availability

33%

Company Outlet

60% Local Stores

7% On-line Stores

Interpretation:
 60% of the respondents prefer to buy the products at company stores.
 33% of the respondents prefer to buy the products on on-line stores such as Flipkart, Amazon, etc.
 Only 7% of the respondents would prefer to buy the products at local stores as sold by Indian
companies such as Bata and Liberty.
 Table 3.9WHY RESPONDENTS BUY BRANDED SPORTS PRODUCTS

Reasons Comfort Quality Fashion and Trend Status

No. of Respondents 86 86 24 4

Percentage 43% 43% 12% 2%

Status

Fashion and Trend

Reasons

Quality

Comfort

0 5 10 15 20 25
No. of Respondents

Interpretation:
 86 out of 200 respondents buy branded sportswear for comfort.
 86 out of 200 respondents buy branded sportswear for quality. Hence, comfort and quality is what
the majority looks for.
 24 out of 200 respondents buy such products to follow fashion and trends.
 Only 4 out of 200 respondents considers branded sportswear for status.
CHAPTER-4: SUGGESTIONS
AND CONCLUSIONS
 CONCLUSION
Over the years Puma has established itself as a major sports lifestyle brand since its conception. Puma has
become one of the leading sports brands in the world. Through creativity and innovative products PUMA
has always set standards in sports and style. Outstanding performances of PUMA athletes and teams have
strongly influenced international sports through innovative PUMA products and creative marketing
initiatives for more than 60 years.
The company holds a very strong stance in creating products for professional athletes. However, it is now
time that Puma focuses more on the mass consumer market.
In the Indian market, Puma in relatively new compared to its competitors who got a headstart. It is only
about a decade old here. Nike had a four year lead, Reebok had launched 13 years before and its German
sibling Adidas had already been in the market for 11 years. Puma's success in India, say marketing experts,
lies in smart rather than aggressive marketing, prudent expansion and sticking to the basics of shunning
discounts. Like any other company Puma faces the problem of competitive pricing.
Turbulent is the word that aptly describes the scenario in sports industry . By frequent price cuts in market
and larger than live Marketing game plans, competition reached its new highs and lows. It is no longer
sufficient to just be competitive. A Company, which has to survive, has got to have competitive advantage.
One needs to take strategic initiative in the short run to achieve the desired “positioning” in future. One has
to foresee ‘tomorrow’.
 SUGGESTIONS
 The company should focus on the younger generation especially students or young professionals as they
are the biggest consumers of sports goods and future strategies should be made with this section of
consumers in mind.

 Even though the company has adopted many innovative and creative marketing strategies over the years
it still lags way behind its major competitor, Adidas. The company needs to study where it lacks and take
corrective action immediately.

 For its female target market, the company is facing stiff competition from Nike. The company needs to
focus on coming up with innovative products for women. Males consumers however prefer Adidas .

 The company produces a variety of sportslifestyle products, however, apart from shoes the rest have not
gained much popularity. The company must undertake marketing strategies to promote its other products
as well.

 Although the company focuses on manufacturing premium products , it should also consider launching a
more affordable line of sportsgear, especially in the Indian market where majority of consumers have a
very limited spending power. The company needs to adopt value-for-money Strategy.

 The company has fewer stores as compared to other companies. Since the consumers prefer to by such
products as company stores as opposed to on-line stores. Selling the company’s products at local stores
is not suggested. The company should plan on opening more stores in the future

.
 The consumers are more concerned with comfort and quality as compared to fashion and trends. It is
suggested that the company concentrate more on these aspects of their product to provide satisfaction to
customers
ANNEXURE
 BIBLIOGRAPHY

NEWSPAPER:-
 Times of India
 The economic Times
 The Hindustan Times

WEBSITES:-
 https://en.wikipedia.org/wiki/Puma_SE
 http://catarina.udlap.mx/u_dl_a/tales/documentos/bad/gartner_ak/capitulo2.pdf
 http://about.puma.com/en/this-is-puma/history
 http://pumasbm.blogspot.in/2015/02/swot-analysis.html
 https://docs.google.com/forms/d/1SCaOS3WZdT9DQLE0cX988aNempjbVavBzr5Nj
9GaPnw/edit
Questionnaire
*Required
Name of Respondent

What is the age group of respondant ? *

o 15 or less
o 15-30
o 30-45
o 45 above

What is the occupation of respondent? *

o Student
o Business
o Professional

Gender of respondent. *

o Male
o Female

Which sports brand do you prefer ? *

o PUMA
o Reebok
o Adidas
o Nike
o Other:

Have you used PUMA products before ? *

o yes
o no

Which products manufactured by PUMA have you tried?

o Shoes
o Apparel
o Watches
o Fragrances
o other equipment

Rate the quality of PUMA products. *

1 2 3 4 5

very poor excellent

What do you think about the pricing of the products? *

o Cheap
o Fairly Priced
o Expensive

Do you feel PUMA products are easily available ? *

o Yes
o No

Where would you prefer to buy PUMA products ? *

o At a company outlet
o On-line stores
o local stores

To you using branded sportsgear is a matter of *

o status
o comfort
o quality
o fashion and trend

Suggestions , if any.