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 of products Imitability of some products

Brand Association Co-Branding Partnerships Brand that fulfils the

requirements of the youth

Perceived Quality Innovations High end fashion brand

Qualitative assessment of current state and future prospects

● 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 runners
○ Indian women’s involvement in fitness activities like callisthenics, pilates, Zumba, yoga etc

● Growing interest in fitness 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 aimed at containing the COVID-19 pandemic and the resulting
temporary closure of stores in many countries around the world, our e-
commerce business grew by more than 60%, thanks to an increased focus
on performance marketing and successful promotions.
Reinforcing PUMA
● Maintain transparent and trustworthy
relationships with main stakeholders
● Manage expectations
● Appreciate the past and set the team's
focus on conquering the future
● Strengthen the ties with celebrities and
sports person
Revitalizing PUMA
● 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. Sponsor events like Formula
-1 car racing, road shows or
local football match
2. Endorse celeb like tiger woods
3. Promotional logos of Formula-
1 car racing competition on
shoes box
PUMA
4. Providing football shoes for
football players
5. Providing Sports Scholarships
to promote sports culture and
Anti Child Labour Campaign.
Digital Marketing
1. Influencer Marketing –
Association with Mary Kom
2. Social Media Marketing - they
feature the player of that sport
wearing their products, “Only
see Great”, “She Moves Us”
Campaigns
3. PUMA has elevated
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 Traditional Marketing Digital Marketing

Nike 1. Product placement 1. Nike Air Jordan and

endorsement on the top- Facebook Messenger Bot
rated late-night show Collaboration
2. Post-match interviews for to 2. Nike Unlimited Stadium
promote new shoes 3. Nike: The Wonder Woman
of Vogue

Adidas 1. TV ads of Adidas 1. Storytelling – through

2. Sponsorship of sports team movies, different social
media campaigns
2. Adidas uses the technology
of ECS for the email
marketing program
Future Course of Action
● Innovative Products - PUMA can look back on an extraordinary history full of innovations,
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
most elite athletes
● Local Relevance - There is a need to focus on the sports, ambassadors, influencers,
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 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 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