DIGITAL MARKETING

ASSIGNMENT

Submitted to: Dr. Krishna

Akalamkam
DIGITAL MARKETING PRACTICES OF PUMA Submitted by: Srishti Gwari
19IB352
ABOUT PUMA
Puma SE, branded as Puma, is a German multinational company that designs and produces
athletic and casual footwear, clothing and accessories, based in Herzogenaurach, Bavaria,
Germany.
Sport is the world PUMA lives in. This makes PUMA passionate about the design, creation,
selling, and marketing of footwear, apparel, and accessories. PUMA has built a reputation as
the maker of_easy product designs for the fastest athletes on the planet in 70 years:
Improving fields such as football, running and exercise, golf and motorsport with fitness and
lifestyle items inspired by sport. More than 13,000 people work for a common goal to move
sport forward in more than 120 countries.
PUMA’S philosophy
 PUMA’S DIGITAL MARKETING CAMPAIGN

PUMA’S “PROPAH LADY” CAMPAIGN

Sport company Puma has launched their latest womanhood recognition campaign, Propah
Lady The campaign counteracts and redefines the conventional idea about what makes
women proper. Indian Olympic boxer MC Mary Kom, international athlete Dutee Chand,
actress Sara Ali Khan and transgender model Anjali Lama put together the inclusive campaign.
PUMA came up with this quirky campaign and successfully garnered praises from Women
across globe. Also, they understand the current social media trends, hence coming up with
the idea of releasing PROPAH LADY stickers was indeed unique.
WAS #PROPAHLADY SUCCESSFUL?

Despite the huge number of conferences and promotional ties, the PROPAH LADY campaign
by PUMA didn’t seem to do good on Twitter and Instagram, two of the most robust social
media tools. Even though the campaign was launched in India, PUMA should have tried to
incorporate one international personality to gain the momentum.
However, this campaign did pretty good on Instagram compared to the “I am Puman”
campaign which was launched in September 2019 by a Singapore based media company.
AN ANALYSIS OF PUMA’S DIGITAL PRESENCE

1) Website’s Viability (Using Website Grader)

PUMA’s Global website is spot on when it comes to SEO, SECURITY AND MOBILE INTERFACE.
However, a score of 24/30 indicates that it lags in performance. This is not a bad figure but
improvement is the home to growth.
Recommendation to improve the website:
a) Current page requests on PUMA’s site are 69, which is much more than the standard
30 requests. I would advice that PUMA combines files to minimize the number of https
requests.
b) Disable render blocking.
 2) Analysis of Social media handles (Using: Fanpage Karma)
Data from 1/Jan/2019 – 20/Jan/2020

It is quite evident that PUMA is able to take leverage through its Instagram handle, having
highest presence there. This is owing to the fact that they post often on this platform and
interact better on Instagram.
Also, PUMA doesn’t has a dedicated global page. This comes against PUMA as its rivals
(Eg:NIKE) has one and they are doing a good job there.
 3) Analysis using SimilarWeb

It is good to see that PUMA has 100% organic search. This is owing to their perfect SEO score
on website grader. Puma mexico has 33.5% search rate, which indicates a big market for
PUMA in Mexico.
The website visits for PUMA have been steadily increasing, with around 63% users accessing
the website from phones. PUMA’s page size is more than 6MB, which can be difficult to load
quicker on mobiles. Hence, it is advised that PUMA works in this direction and make their
website light.
The bounce rate is 37.23% which is not a lot, but is a significant number. This can be a result
of heavy loading time of page on mobile phones.
Conclusion

PUMA is a renowned global brand and is undoubtedly doing great. But there’s a long way for
them to improve on digital media platforms. They have been doing great on Instagram,
however, they need to focus on other platforms as well and be more interactive with their
customers.
Also, they need to increase the reach of their regional pages to garner more traffic. PUMA
doesn’t have a lot of Global Campaigns unlike its competitors. They should work in this
direction as well. Talking of website, it is certainly not mobile friendly and often lags when
network is weak. They should do something in this regard since maximum users browse from
phones.