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Puma Marketing Mix

805 Words4 Pages

Abstract
PUMA has stated its long-term mission, of becoming the most desirable Sport lifestyle company. The industry is growing at a CAGR of 4% over the next six years. Lately India is becoming a health conscious and even more, a sports oriented nation, which in turn opens large potential for sports retail. Promotional factors i.e. TV commercials and different brand ambassadors impacting on consumer behaviour is also indispensable. It also helps in understanding the consumer behaviour towards different sports gear brand and facilitates in establishing a new brand USP and brand positioning such as “Faster Forever”.
Keeping this in mind, present study will find out and analyze consumer perception with reference to product features, sports, …show more content…

The Dassler brothers parted their ways in 1948 and formed two separate companies i.e. Adidas and Puma. Puma is one of the world’s foremost sport lifestyle companies that designs and develops footwear, apparel and accessories. Puma functions in such a way that it contributes creativity, sustainability to the society and by staying honest to the principles of being fair, positive and creative in decisions made and actions taken. Puma has a wide range of product in category of footwear, apparels and accessories starting from sports and ends in fashion. Puma is indulged in sports like Football, Motorsports, Running, Golf, sailing, Cricket, badminton, lawn Tennis. Puma also has collaborations with renowned designer labels such as Alexander Mcqueen, Mihara Yasuhiro and Sergio Rossi. Brands like Puma, Cobra Golf and Tretorn is owned by the Puma Group. Puma has made its presence felt by selling its product in more than 120 countries through its powerful brand name and by effective marketing strategies. The online store of Puma is an innovative move towards its distribution channel. Puma has more than 9,000 employees and has headquarters in Herzogenaurach (Germany), Boston, London and Hong …show more content…

This paper surveyed young people based in Mumbai about the group sports gear brand consumer motivation, brand awareness, brand repeat purchase rate, favorite brand ambassador and the channels that youth consumers get to know the sports gear brands. Such a deep level approach to analysis drew a conclusion and provided references and helps for the sports gear company product positioning, product development and marketing

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