MKES INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

SUBJECT:

CONSUMER BEHAVIOUR

NAME:

VIDDHI PARESH MOJIDRA

ROLL NO:

06.

COMPANY:

PUMA

This Photo
Author is licensed
by Unknown
under

IN PARTIAL FULFILLMENT OF:

PGDM- SEMESTER II

ACADEMIC YEAR:

2023-2024

UNDER THE GUIDANCE OF:

PROF. KARAN LULLA

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TABLE OF CONTENT:

INTRODUCTION.................................................................................................................................3
PUMA – VALS FRAMEWORK...........................................................................................................5
CONSUMER PERCEPTION FOR PUMA...........................................................................................7
CONSUMER IMAGERY......................................................................................................................8

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INTRODUCTION

PUMA SE, commonly known as PUMA, is a multinational corporation specializing in

athletic and casual footwear, apparel, and accessories. Founded in 1948 by Rudolf Dassler in
Herzogenaurach, Germany, PUMA has grown to become one of the world's leading sports
lifestyle brands.

PUMA's product line spans various sports categories, including football (soccer), running,
basketball, golf, motorsports, and more. The company is known for its innovative designs,
performance-oriented products, and iconic collaborations with athletes, celebrities, and
designers.

Throughout its history, PUMA has maintained a strong presence in the global sports market,
sponsoring renowned athletes, teams, and events. Some of the notable athletes associated
with PUMA include Usain Bolt, Serena Williams, Neymar Jr., and Lewis Hamilton. PUMA
also sponsors prominent football clubs such as Manchester City, AC Milan, and Borussia
Dortmund. In addition to its focus on performance sports, PUMA has expanded its reach into
the lifestyle and fashion segments, appealing to a broader audience beyond athletes and sports
enthusiasts. The brand's collaborations with fashion designers and celebrities have
contributed to its status as a cultural icon.

PUMA has also prioritized sustainability initiatives in recent years, aiming to reduce its
environmental footprint and promote social responsibility across its operations and supply
chain. The company has introduced eco-friendly materials, implemented sustainable
manufacturing practices, and supported various environmental and social causes. With its
commitment to innovation, performance, style, and sustainability, PUMA continues to be a
major player in the global sportswear industry, serving millions of customers worldwide with
its diverse range of products and experiences.

PUMA India is the Indian subsidiary of the global sportswear brand PUMA SE. Established
in India in 2005, PUMA has rapidly grown to become one of the leading sportswear and
lifestyle brands in the country. PUMA India offers a wide range of products, including
footwear, apparel, and accessories, catering to various sports and lifestyle needs.

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PUMA India's headquarters is located in Bangalore, Karnataka. The brand has a strong
presence across the country through its network of exclusive brand stores, multi-brand
outlets, and online retail channels. PUMA's products are widely available in major cities and
towns, making it accessible to a broad demographic of consumers.

PUMA India actively engages in marketing initiatives and collaborations to connect with its
target audience. The brand sponsors various sports events, teams, and athletes in India,
contributing to its visibility and association with sports culture. Additionally, PUMA
collaborates with fashion designers, celebrities, and influencers to create limited edition
collections and promote its products among fashion-forward consumers.

In recent years, PUMA India has also emphasized sustainability efforts, aligning with the
global commitment of PUMA SE to reduce environmental impact and promote social
responsibility. The brand has introduced eco-friendly materials, implemented sustainable
manufacturing practices, and supported community initiatives to drive positive change.

Overall, PUMA India continues to strengthen its position in the Indian sportswear market
through innovative product offerings, strategic marketing campaigns, and a commitment to
sustainability and social responsibility.

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PUMA – VALS FRAMEWORK

The VALS (Values, Attitudes, and Lifestyles) framework is a popular tool used in
marketing segmentation to understand and categorize consumers based on their psychological
traits. Developed by social scientists Arnold Mitchell and his colleagues, the framework
identifies eight distinct consumer segments, each with its own set of values, attitudes, and
lifestyles.

Let's apply the VALS framework to PUMA India products:

Innovators:

Innovators are individuals who are high on resources and high on innovation. They are often
the first to try new products and are motivated by a desire for variety and novelty. PUMA's
limited edition sneaker releases, innovative sports gear featuring new technologies, or
collaborations with popular designers would appeal to this segment. For example, PUMA's
partnership with Virat Kohli for cricket gear could attract innovators who seek the latest
advancements in sports equipment.

Thinkers:

Thinkers are characterized by their high resources and a focus on ideals. They are thoughtful
consumers who prioritize quality, functionality, and sustainability. PUMA's range of eco-
friendly athletic wear made from sustainable materials, such as their "Forever Faster"
initiative promoting recycled materials in their products, would resonate with this segment.

Achievers:

Achievers are motivated by success, status, and achievement. They seek products that reflect
their accomplishments and aspirations. PUMA's premium lines, celebrity endorsements, and
products associated with prestigious sporting events like the Olympics or FIFA World Cup
would appeal to achievers. For instance, limited edition PUMA sneakers endorsed by high-
profile athletes like Usain Bolt or Neymar Jr. could attract this segment.

Experiencers:

Experiencers are individuals who seek excitement, adventure, and new experiences. They are
often younger consumers who value self-expression and individuality. PUMA's bold and

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vibrant designs, streetwear-inspired collections, and products associated with youth culture,
such as collaborations with music artists or graffiti artists, would resonate with experiencers.

Believers:

Believers are traditional and conservative consumers who prioritize security, stability, and
family values. They seek reliable products from trusted brands. PUMA's core range of classic
athletic wear, endorsed by reputable athletes without much flamboyance, would appeal to this
segment. For example, PUMA's basic sportswear lines like track pants, basic tees, and
training shoes would cater to the needs of believers.

Strivers:

Strivers are motivated by achievement and material success but have fewer resources
compared to achievers. They seek products that help them emulate the lifestyles of those they
admire. PUMA's mid-range products that offer a balance between quality and affordability
would attract strivers. For instance, moderately priced athletic wear and footwear endorsed by
popular regional sports icons or influencers would resonate with this segment in India.

Makers:

Makers are practical individuals who focus on self-sufficiency and functionality. They seek
products that offer value for money and serve a practical purpose in their lives. PUMA's
range of durable and versatile sportswear and footwear suitable for various physical
activities, like running, training, or casual wear, would appeal to makers. Products like
PUMA's running shoes with advanced cushioning technology or multipurpose gym bags
would cater to this segment's needs.

Survivors:

Survivors are typically older individuals who are conservative in their choices and prioritize
security and safety. PUMA's accessories line includes items such as backpacks, caps, and
socks that prioritize comfort and functionality. Survivors may appreciate accessories that
offer convenience and ease of use in their daily lives.

By understanding the psychographic profiles of these different consumer segments within the
VALS framework, PUMA India can tailor its marketing strategies, product offerings, and
messaging to effectively target each group's unique preferences and motivations.

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CONSUMER PERCEPTION FOR PUMA

Consumer perception of the Puma brand can be described as follows:

Innovative:

Consumers perceive Puma as innovative due to its continuous introduction of new

technologies and designs in its products. For example, Puma's introduction of self-lacing
sneakers like the Puma Fi or the use of sustainable materials in their athletic wear
demonstrates their commitment to innovation.

Stylish:

Puma is often associated with stylish and trendy designs that appeal to fashion-conscious
consumers. Their collaborations with high-profile celebrities and designers, such as Rihanna's
Fenty Puma collection or collaborations with luxury brands like Balmain, reinforce this
perception of style and fashion-forwardness.

Athletic:

Puma's strong roots in athletics and sports performance contribute to the perception of the
brand as athletic. Consumers trust Puma for its quality sports gear and footwear designed to
enhance performance. For example, Puma's association with top athletes like Usain Bolt and
their sponsorship of major sporting events like the Olympics reinforce this image.

Youthful:

Puma is often seen as a youthful brand that resonates with younger demographics due to its
vibrant designs and association with street culture. Collaborations with youth icons like BTS
or Kylie Jenner, as well as endorsements by young athletes like Neymar Jr., contribute to this
perception of youthfulness.

Inclusive:

Puma is perceived as an inclusive brand that celebrates diversity and embraces different
cultures and lifestyles. Their marketing campaigns often feature a diverse range of
individuals, promoting inclusivity and representation. For example, Puma's "Only See Great"
campaign celebrates uniqueness and encourages self-expression regardless of background or
identity.

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CONSUMER IMAGERY
Consumer imagery refers to the mental perceptions, beliefs, and associations that consumers
have about a brand, product, or service. It plays a crucial role in consumer behavior as it
influences how consumers perceive, evaluate, and ultimately choose products or brands.
Consumer imagery can be shaped by various factors, including marketing communications,
brand reputation, personal experiences, and social influences.

 Product Positioning - Placing a product in the minds of customer that how it is

different from others product by creating the best image in comparison to other
competitive products in the market.

 Umbrella Positioning - Placing an entire of product under one brand for marketing for

 Competition Positioning - Making something different from its competitors for

creating value of your market.

 Services Positioning - Unique identity of a service in a competitive market. A valuable

service has a significant impact on customers.

Consumer imagery for Puma might unfold:

Product Positioning:

Puma's product positioning involves establishing the brand's identity in consumers' minds
based on specific product attributes, benefits, and target market segments. This step includes
defining what makes Puma products unique and desirable compared to competitors. For
example, Puma may position its athletic footwear as stylish and innovative, emphasizing
features like lightweight materials, advanced cushioning technology, and trendy designs. By
highlighting these qualities, Puma aims to differentiate itself from other sports brands and
appeal to fashion-conscious consumers who value both performance and style.

Umbrella Positioning: Umbrella positioning involves creating a unified brand image that
encompasses all product categories and lines under the Puma brand. This step focuses on
conveying a consistent brand identity and message across various product offerings, ranging
from footwear and apparel to accessories and equipment. Puma's umbrella positioning may
emphasize its heritage as a global sports lifestyle brand that celebrates individuality,
creativity,

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and self-expression. Through cohesive branding elements such as the iconic Puma logo,
brand colours, and brand ambassadors, Puma aims to reinforce its overarching brand identity
and values across its entire product portfolio.

Competition Positioning:

Competition positioning involves understanding how Puma's brand image compares to its
competitors and identifying opportunities to differentiate itself in the marketplace. This step
includes analysing competitors' strengths, weaknesses, and positioning strategies to identify
gaps and areas for differentiation. For example, Puma may differentiate itself from
competitors like Nike and Adidas by positioning itself as a more inclusive and socially
conscious brand that celebrates diversity and empowers individuals from all walks of life. By
emphasizing values such as sustainability, inclusivity, and authenticity, Puma seeks to carve
out a unique position in the competitive athletic apparel market.

Services Positioning:

Services positioning involves highlighting the additional services, benefits, and experiences
that accompany Puma's products to enhance consumer satisfaction and loyalty. This step
includes aspects such as customer service, warranty programs, customization options, and
loyalty rewards. For example, Puma may offer personalized shopping experiences through its
online customization platform, allowing customers to design their own custom sneakers or
apparel. Additionally, Puma may provide expedited shipping options, hassle-free returns, and
responsive customer support to ensure a positive shopping experience for consumers. By
delivering exceptional service and value beyond the product itself, Puma aims to strengthen
its relationship with customers and build brand loyalty over time.

By effectively executing these steps of consumer imagery, Puma can shape consumers'
perceptions and attitudes toward the brand, establish a strong competitive position in the
market, and cultivate lasting relationships with its target audience.

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