NAME-TAUSHIF RAZA

SECTIOM-PGDM-1

TOPIC-PRESENTATION ON PUMA
SHOES
 INTRODUCTION OF PUMA SHOES
 Puma is the third largest sports wear manufacturer in the world.
 The company was founded in 1948.
 The founder of company was Rudolf dassler.
 Puma shoes are design and manufacture for athletics and casual footwear.
 Puma target high potential customers.
 Fourth company who manufacture athletics shoes.
 Market share of puma in India is 55% from footwear,39% from apparel,
and rest from accessories.
 370 Puma stores across the various cities of India.
SCPS OF PUMA
SCPS stand for sector company product and
services.
SECTOR- Textile and Footwear
COMPANY- PUMA
 PRODUCT – Footwear
Apparel
Accessories
Sports equipment
 SERVICES- Metal fabrication services
SALES REVENUE, MARKET SHARE,YOY GROWTH RATE

YEAR SALES(CR) SHARE GROWTH

RATE(%)

2019 1413 25.4% 25%

2021 2044 46.5% 27%

POLITICAL AND ECONOMICAL ANALYSIS FOR
PUMA
PESTEL ANALYSIS FOR PUMA SHOES
LEGAL AND ENVIRONMENTAL ANALYSIS
 SEGMENTATION OF PUMA

DEMOGRAPHIC GEOGRAPHIC BEHAVIOURAL PSYCHOGRAPHIC

AGE-15 TO 40 STATES-MAINLY 95% OCASSION- FESTIVAL BUYING PATTERN-

AND SPECIAL REGULAR IRREGULAR
OCASSION
INCOME-MIDDLE AND URBAN-COVERS THE BENEFIT- HEELS CONSUMPTION
UPPER(30K TO URBAN AREA MOSTLY BENEFIT OPINION- LOW OR
1OOK) HIGH

GENERATION-(YOUNG REGION- MARKET USE RATE-AVERAGE STATUS- STATUS

AND MIDDLE AGE) AND SHOPPING AREA USE SYMBOL
RATE
GENDER- MALE LOCATION- ATTITUDE- POSITIVE LEISURE ACTIVITIES-
COMMERCIAL AREA ATTITUDE COMPETITION AND
GROWTH
 TARGETING AND POSITIONING OF PUMA
TARGETING
• Target the men’s and kid’s in sports wear.
• Targeting the financial lucrative.
• Core infrastructure development to target the market.
• Sports market target in INDIA- 46.5%.
• Accessories market target-16.5%
• Men’s market target-30%
• Kid’s market target-7%
POSITIONING
• Position as sports life style brand in INDIA.
• Position for young male users who looks for the
adventurous sports.
• Premium brand for the people of india.
• Position as digital first approach.
• It position as fashion + sports both in a single
segment in the customer mind.
SWOT ANALYSIS FOR PUMA
OPPORTUNITY AND THREAT