A

PROJECT REPORT

ON

“MARKET STUDY ON PUMA BRAND”

AT

“PUMA RETAIL LIMITED.”

SUBMITED TO

SAVITRIBAI PHULE PUNE UNIVERSITY-SPPU

In Partial Fulfillment of Requirements for the

Award of Requirement of

Master of Business Administration-MBA

BY

Mr. KIRAN BALKRISHNA GAIKWAD

MBA-II

PROJECT GUIDE

PROF. AVINASH JADHAV

NAVSAHAYADRI EDUCATION SOCIETYS

GROUP OF INSTITUTIONS, FACULTY OF MANAGEMENT,

NAIGAON (NASARAPUR), BHOR, PUNE-412213.

BATCH-2017-19
 CERTIFICATE

This is to certify that GAIKWAD KIRAN BALKRISHNA student of NAVSAHYADRI

EDUCATION SOCIETY’S GROUP OF INSTITUTIONS, FACULTY OF MANAGEMENT
– MBA, PUNE has completed her summer training at PUMA STORE, HADPSAR (India)
Pvt. Ltd. on the topic of “A MARKET STUDY ON PUMA BRAND” and has submitted the
Summer Training Project Report in partial fulfillment of MBA II of the SPPU for the
academic year 2018-2019.

He has worked under our guidance and direction. The said report is based on bonafied
information.

PROF. AVINASH JADHAV DR. K S CHARAK

FACULTY OF MANAGEMENT DIRECTOR

Date:

Place:
 ACKNOWLEDGEMENT

A journey starts with a single step. It is my great pleasure and proud to be able to complete
and present this project report on “A MARKET STUDY ON PUMA BRAND” within the
given span of time.

The completion of this project work is an important beginning and a milestone in my

professional life and the completion of the same was possible only with the inspiring and
valuable guidance, co-operation and united support rendered tome by, Store Manager Mr.
AMOL MAWAL PUMA STORE HADAPSAR, Pune. Not only they guided me in this
project, but also taught me the basic practical skills required to be a good manager. I am
deeply indebted and thankful to them for their valuable support and guidance .I would like to
thanks Dr.K. S. CHARAK, Director, Navsahyadri Education Society’s group of institutions,
faculty of management-MBA, Pune. For his valuable support and having faith in me. I am
also thankful to my project guide. Prof. Avinash Jadhav for her time to time guidance and the
valuable suggestions she has given throughout the project work. It would be unfair if I forget
my friends and family members those always encouraged me to carry on my project with the
great zeal and undisturbed work that helped me to concentrate on the given work to complete
it within the stipulated period.

I express my sincere thanks to all of those who supported me directly or indirectly

in carrying out this project.

Date:

Place: Pune. Mr.Gaikwad kiran balkrishna

 EXECUTIVE SUMMARY

Today in every organization market study as an activity is necessary. It is an

important part of an organization. Market study is a vital ingredient for the successes of the
organization in the long run. There are certain ways that are to be followed by every
organization which ensures that it has right kind of Product, at the right price and right time
that organization can achieve its planned objectives.
The objectives of Marketing are sales, transfer and promotion, risk management,
performance appraisal and so on. Each objective needs special attention and proper planning
and implementation.
For every organization it is important to have a right product in right market area.
Marketing plays a vital role in this organization.
A formal definition states “A human activity directed at satisfied needs and wants through an
exchange process.”
The survey involved gathering wide information about the company, its products,
customer satisfaction and impact of various competitive firms on the company.
From the information collected, various aspects were identified where the company
needs to focus more to improve the efficiency of marketing team of Wrangler.
The research was conducted through collection of primary and secondary data.
Secondary data was collected through visiting various web sites, magazines and other reliable
sources. Primary data was collected through a well-framed questionnaire..
On the basis, the secondary data analysis and the extensive analysis of the primary data,
interpretations were drawn for the questions and conclusion is drawn. Certain suggestions are
also drawn from the analysis to help.
 INDEX

Sr. No. Title Page. No.

1. INTRODUCTION

1.1 Topic Introduction

1.2 Objective Of The Study

1.3 Need For The Study

1.4 Limitations Of The Study

2. CONCEPT & METHODOLOGY

2.1 Research Design

2.2 Data Collection

2.3 Sampling Procedure

3. ORGANIZATIONAL PROFILE

3.1 Company profile

3.2 About company

3.3 Company History

3.4 Future Plan

3.5 Product profile

3.6 Award &Achivment

3.7 Compititors of puma

4 DATA ANALYSIS

4.1 Data Analysis Finidings

5 CONCLUSION

5.1 Conclusion

5.2 Findings

5.3 Suggestions

5.4 Bibliography

5.5 Questionnaire
 LIST OF TABLES

PAGE
TABLE NO. TOPIC
NO.

Q.1Age considered as an important factor which affects

Table No. 4.1 32
the buying habits of individuals ?

Table No. 4.2 Q. 2 Which size is mostly preferred 33

Q. 3 Which Brand is mostly preferred in Mens Wear T

Table No. 4.3 34
Shirt

Q. 4 Which Brand is mostly preferred in Mens Wear

Table No. 4.4 35
Jeans Pant

Q. 5 Which Brand is mostly preferred in Mens Wear

Table No. 4.5 36
Shirts

Q. 6 Table showing the figures in years about the selling

Table No. 4.6 37
of Wrangler ?

Q. 9 Retailer communication about schemes with the

Table No. 4.7 40
Customer

Table No. 4.8 Q. 10 why the customer does not prefer Wrangler. 41

Table No. 4.9

Q. 11 Design and style of Wrangler 42

Table No. 4.10 Q. 12 Retailers view to increase the sales of

Wrangler. 43
 LIST OF FIGURES

PAGE
TOPIC
TOPIC NO.

FIGURE 4.1 Q. 1 Which brand sales are more in the Mens Wear 32

FIGURE 4.2 Q.2Education greatly influenced the choice, preference

and habit of a person.many living habit learn from 33
education?
FIGURE 4.3 Q. 3 Which Brand is mostly preferred in Mens Wear T
34
Shirt
FIGURE 4.4 Q. 4 Which Brand is mostly preferred in Mens Wear
35
Jeans Pant
FIGURE 4.5 Q. 5 Which Brand is mostly preferred in Mens Wear
36
Shirts
FIGURE 4.6 Q. 6 Table showing the figures in years about the selling
37
of Wrangler ?
FIGURE 4.7 Q. 9 Retailer communication about schemes with the
38
Customer
FIGURE 4.8
Q. 10 why the customer does not prefer Wrangler. 39

FIGURE 4.9
Q. 11 Design and style of Wrangler 40

FIGURE 4.10 Q. 12 Retailers view to increase the sales of

Wrangler. 41
 1. INTRODUCTION

1.1 TOPIC INTRODUCTION

Marketing is the process of satisfying the needs and wants of the consumers.
Management of marketing activities is Marketing Management. Management Guru Philip
Kotler defines marketing as “Marketing Management is the analysis, planning,
implementation and control of programs designed to bring about the desired exchanges with
target audiences for the purpose of personal and mutual gain. It relies heavily on adoption and
coordination of the product, price, promotion and place for achieving response”: In other
words, a business discipline, which is focused on the practical application of marketing
techniques and the management of a firm’s marketing resources and activities, is Marketing
Management. Marketing Management focuses upon the psychological and physical factors of
Marketing. The Marketing managers are responsible for influencing the level, timing, and
composition of customer demand accepted definition of the term. While the psychological
factors focus upon discovering the needs and wants of the consumer and the changing
patterns of buying behavior, habit etc. the physical factors focus upon fulfilling those needs
and demands buy better product design, channel of distribution and other functions. In
summary, Marketing in action is marketing Management. Marketing Management has the
responsibility of to perform many functions in the field of marketing such as planning,
organizing, directing, motivating, coordinating and controlling. All these function aim to
archive the marketing goals. .
An actual or nominal place where forces of demand and supply operate, and where
buyers and sellers interact (directly or through intermediaries) to trade goods, services, or
contracts or instruments, for money or barter.
Markets include mechanisms or means for
(1) Determining price of the traded item,
(2) Communicating the price information,
(3) Facilitating deals and transactions,
(4) Effecting distribution.
The market for a particular item is made up of existing and potential customers who
need it and have the ability and willingness to pay for itThe management process through
which goods and services move from concept to the customer. It includes the coordination of
four elements called the 4 P's of marketing:
(1) Identification, selection and development of a product,
(2) Determination of its price,
(3) Selection of a distribution channel to reach the customer's place, and
(4) Development and implementation of a promotional strategy.
1.2 OBJECTIVES OF THE STUDY
 To know the personal views of the people regarding various puma shoes.
 To study which puma shoes is mostly preferred by people as per their choices.
 Comparison between various branded shoes.
 Find out factors influencing the people at the time of purchasing shoes such as Quality
Durability, Variety, Price, and Use in Sports.
1.3 NEED FOR STUDY
As customer, each of has a vast number of perceptions toward products, toward
services, toward company or industry, etc. It is difficult to imagine in any research
project that does not include the measurement of some aspects of customer
perceptions. The size of the market is vast and constantly expanding, thus resulting in
a vast number of competitors entering the market. Crore of rupees were being spent
on goods and services by tens of millions of people. The growth of the customer
movements created urgent need to understand how competitors form strategies and
capture the market share and take strategic decisions. For example, in order to
discover how retailers respond to the promotional offer, advertisement and
distribution or service.
The study of customer perception and market share would provide the company
with necessary insights to develop the product, its pricing strategy, and to design
persuasive promotional strategy, distribution system and develop defensive strategies
and elimination strategies to remove the competitor’s product from the market or
some promotional strategies to increase the market share of particular products and
brands. It would also support the organization to analyze its drawbacks in its various
strategies and to take corrective action to remain as market leaders.
The study will also reveal the different aspects of customer perception regarding
price, quality, range, availability, and advertisements of the products. The need for the
study is very essential as the competition in the soft drink and water segment is ever
increasing. Competitors are mainly struggling to shutdown the market by capturing its
market share. The competitors are coming up with sales promotion and incentives to
compete with this puma.
1.4 LIMITATIONS OF THE STUDY
 In some of the retail showroom it is not allowed to get the questionnaire
filled. Many of the respondents were not willing to fill the questionnaire.
 Some people were not willing to respond and few of them who responded were in
hurry hence the active participation was lacking. Due to which I faced difficulties in
collecting information’s regarding our questionnaire.
 Another problem which I face was that people were hesitating to give information.
about their views freely
 2. CONCEPT& METHODOLOGY

2.1 RESEARCH DESIGN

Research design is an overall plan or scheme prepaid by the researcher for executing
the research study. It is an important stage in the process of conducting research as it
facilitates systematic work on the research project. It is necessary as it facilitates the smooth
conduct of research. Research designed may be designed as a sequence of steps taken ahead
of time to ensure that relevant data will be collected in away that permits objective analysis
of different hypothesis formulated with respect to the research problem.
Research methodology is a way to systematically solve the research problem, it not
only takes the research methods but also consider the logic behind the methods. The study of
research methodology for developing the project gives us the necessary training in gathering
materials and arranging them, participation in the field work when required, and provides
training in techniques for the collection of data appropriate to particular problems.
2.2 DATA COLLECTION
Data collection helps your team to assess the health of your process. To do so you
must identify the key quality characteristics you will measure, how you will measure them
and what you will do with the data you collect. Data collection is nothing more than planning
for and obtaining useful information on key quality characteristics produce by your process
.However simply collecting data does not ensure that you will obtain relevant or specific
enough data to tell you what is occurring in the process
Actually data is of two kinds which are following-

I. Primary Data:
Primary data are those, which are afresh and for the first time and this happen to be
original in character. primary data is important for all area of research because it is
unvarnished information about the result of an experiment or observation. It is like
eyewitness testimony at a trial . No one has tarnished it or spun it by adding their own
opinion or bias so it can from the basis of objective conclusion.
One the primary data has been gathered analysts study it using other research method. They
look for relationship between factures that may suggest the designs for new studies. When
they combine the primary data from more than one study, they are using integrative method.
Their findings present secondary data a synthesis of several streams of primary data.
Following are the techniques use for collecting primary data.
1.Observatin:
 Natural setting
 Field experiment
2. Communication:
 Personal interview
 Telephonic interview

II. Secondary Data:

Secondary data is when the investigator does not collect data originally for the
research enquiry but users data already collected and available in published or unpublished
from data.Use of secondary data in research enquiry saves time, finance and labour. However
Some people doubt the accuracy of secondary data. If reliable and suitable secondary data is
available, there is no harm is using secondary data for any research enquiry. Most research
requires the collection of primary data, and this is what student concentrate on.
Unfortunately, many dissertation do not include secondary data in there finding section
although it is perfectly acceptable to do so, providing it has been analyzed. It is always a
good idea to use data collected by someone else if it exists it may be on a much Lrger scale
and could contribute to the finding considerably.

SAMPLE METHODS:
Random simple sampling
SAMPLE SIZE: - 45
2.3 Sampling Procedure
It is a procedure required from defining a population to the actual selection of the
sample.
Introduction: The precision and accuracy of the survey results are affected by the manner
in which the sample has been chosen.
Sample: A part of a population, which is provided by some process on other, usually by
deliberated selection with the object of investigating the properties of the parent population
set. Non probability sampling method is in deterministic method where the sample size in
numerous and can’t be determined. So for our convenience we take convenience-sampling
method where all the population in sample is given equal opportunity.
 3. ORGANISATION PROFILE

3.1 COMPANY PROFILE

Puma was formed by German sports apparel by the founder Rudolf dazzler during the
1948’s. “For over 70 years, Puma has been part of the world of sports on every level,
delivering state-of-the-art sports footwear, apparel and accessories. Today, Puma is a global
leader not only in the shoe industry, but also in the sporting goods industry. Shoes from the
puma are available in virtually every country of the world. . Besides sports footwear, the
company also produces other products such as bags, T-shirts, eyewear and other sports and
related goods. The company is the largest sportswear manufacturer in Europe and the second
biggest sportswear manufacturer in the world.
The company’s sport wear, accessories and shoes design typically involve three
parallel stripes of the same color and the same motive is incorporated into puma official
logos.
3.2 ABOUT COMPANY
Puma sport Indian pvt limited operates as amanafactur and distributer of sport
produce in india . The company offers footwear, apperal, and sport accessories for football,
motorsport golf and every day use. The company was founded in 2005 and is based in
banglore,india. Puma sport india pvt limited operates as asubsidilary of puma AG Rudolf
Dassler sport.
Puma’ Range of Products in India: A month after announcing the joint venture,
Adidas India Ltd. launched its range of sports footwear, apparel and accessories in New Delhi
on November 1, 1996. Subsequently, Adidas products were also launched in Mumbai,
Bangalore, Chennai, Hyderabad and Calcutta. Currently, Adidas products are available in 30
cities in India.
The range of PUMA products available in India include sports footwear featuring
some of the most popular innovations and technologies developed by Adidas such as Feet
You Wear, Torsion system and adi wear. The sports footwear available in India includes a
wide range of core categories such as adventure, basketball cricket, golf, indoor, running,
tennis, training, soccer and workout.
Puma has introduced in India, a wide range of sportswear for both men and women.
These include apparel for athletics, basketball, cricket, golf, running, soccer, swimming,
tennis and training for Men and women.
3.3COMPANY HISTORY

Since 1948:
After increasingly different views of how to run the business, the brothers split the
business in 1948. Rudolf moved to the other side of the Aurach River to start his own
company. Adolf started his own company using a name he formed using his nickname—
Adi—and the first three letters of his last name—Das—to establish Adidas. Rudolf created a
new firm that he called "Ruda", from "Ru" in Rudolf and "Da" in Dassler. A few months
later, Rudolf's company changed its name to PUMA Schuhfabrik Rudolf Dassler in 1948.

Since 1952:
Rudolf developed a football boot with screw-in studs, called the "SUPER ATOM" in
collaboration with people, such as West Germany’s national coach Sepp Herberger. At the
1952 Summer Olympics, 1500 metres runner Josy Barthel of Luxembourg won PUMA's first
Olympic gold in Helsinki, Finland.

Since 1960:
At the 1960 Summer Olympics PUMA paid German sprinter Armin Hary to wear
PUMAs in the 100 metre sprint final. Hary had worn Adidas before and asked Adolf for
payment, but Adidas rejected this request. The German won gold in PUMAs but then laced
up Adidas for the medals ceremony, to the shock of the two Dassler brothers. Hary hoped to
cash in from both, but Adi was so enraged he banned the Olympic champion.

Since 1986:
PUMA became a public company in 1986, and thereafter was listed on the Börse
München and Frankfurt Stock Exchange.

Since 1989:
In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent stake
in PUMA to Swiss business Cosa Liebermann SA.

Since 2003:
 For the fiscal year 2003, the company had revenue of €1.274 billion. PUMA was the
commercial sponsors for the 2002 anime series Hungry Heart: Wild Striker, with the jerseys
and clothing sporting the PUMA brand. PUMA ranks as one of the top shoe brands with
Adidas and Nike.

Since 2007:
In February 2007 PUMA reported that its profits had fallen by 26% to €32.8 million
($43 million; £22 million) during the final three months of 2006. Most of the decline in
profits was due to higher costs linked to its expansion; sales rose by more than a third to
€480.6 million. In early April 2007 PUMA's shares rose €29.25 per share, or about 10.2%, at
€315.24 per share. As of July 2007, PPR owns over 60% of PUMA stock.

Since 2011:
In July 2011 the company completed a conversion from an Aktiengesellschaft (German
public limited company) to a Societas Europaea, the European Union-wide equivalent,
changing its name from PUMA AG Rudolf Dassler Sport to PUMA SE.[37] At the same time,
Franz Koch replaced the long-serving Jochen Zeitz as the firm's CEO, with Zeitz becoming
chairman.

Since 2013:
The company has been led by former football professional Bjørn Gulden (CEO) since 1 July
2013. PUMA is the main producer of enthusiast driving shoes and race suits. They are the
primary producer for Formula One and NASCAR clothing. They won the rights to sponsor
the 2006 FIFA World Cup champions, the Italian national football team, making and
sponsoring the clothing worn by the team. They entered a partnership with BMW, Ducati and
Ferrari to make PUMA-Ferrari, PUMA-Ducati and PUMA-BMW shoes. On 15 March 2007
PUMA launched its

Since 2018:
In March 2018, Puma launched its venture with its ambassador Selena Gomez called Phenom
Lux. In 2018 Puma re-entered the basketball sneaker market for the first time in 20 years and
announced Jay-Z will be the creative director for Puma Basketball. Puma last sponsored
Vince Carter in 1998. They signed young basketball players Marvin Bagley III and Deandre
Ayton, both of whom became the Top 2 picks of the 2018 NBA DRAFT.
3.4 FUTURE PLANE

The German sports apparel brand Puma has completed more than a decade in India.
The clothing and sportswear brand was one of the late entrants in the Indian market in
comparison to their competitors Nike, Adidas, Reebok and others. Abhishek Ganguly, MD,
Puma India feels that the journey has been phenomenal so far. "We had to do a lot of catch up
but we grew up from an unknown brand to gain market leadership in flat eight years. Puma
believes they have not done different things but did things differently in terms of brand
engagement, communication and marketing. "We didn't come here and copy pasted
somebody's else's model we created our own."

 In pursuit of profitability :
In the last three years, the sportswear brand witnessed a decline in the profit.
In 2014 the brand registered Rs 29 Cr of Profit which becomes Rs 12 Crore in 2015
and going forward in the latest data available Puma registered a loss of around Rs 3
crore. Reacting to this, Ganguly stressed that if compared to the competition their
brand has maximum profit against any other competing brands. He assured things are
on track for the next year. We are on a growth curve, we are making huge investments
and you will see this in growth and sales this year everything is on track better than
planned.
Puma does not believe in over expanding and that is the reason they have shut
down only eight stores so far. Currently, the company has 353 stores across 120 cities.
In last one year, Puma has added 60 new stores and plans to add 35 new stores in
coming one year. All these stores will be in Tier I, II& III cities. Currently, 293 Puma
stores are operated by the franchise and 60 stores are owned and operated by the
company. The upcoming stores will also be mixed bag between company and
franchise.

 Major Investment Ahead:

The German brand is making a huge investment in technology to change their
approach towards the market. Primarily the investments are on the front of e-
commerce and consumers. "Going forward e-commerce is the future and brands who
 don't do this will suffer." Said Ganguly. The brand is trying to get into multi-channel
and Omni-channel environment. The idea is to deal with the customers directly with
their flagship platform Puma.com. The brand will also be present on all the leading e-
commerce platform. For this, Puma is changing their entire mindset. Earlier it was
doing product management, offline retailing and merchandising. engineering the
entire organisation. And technology is the starting point Said, Puma's MD. The brand
is listing their products from their warehouse to different e-commerce platform
including Puma.com. And integrating the warehouse with real-time across all the e-
commerce platforms."We are doing things as an organisation which we have never
done before. Why we are doing it because if we will not do it, we will not have a
direct handle on the consumer."
Currently, Puma's 25 per cent sales come from Online and Abhishek Ganguly is
expecting it to increase it to 38 per cent in the coming two years. The C and D towns
are pushing sales for Puma India and in 2015-16 12 per cent of orders came from
these towns. Every year the demand is increasing since e-commerce makes small
towns viable.

 GST impact:
Ganguly feels that GST will have a very positive impact on the economy and it
will bring lots of transparency. He said, "We had to do lots of changes in our IT
systems and so does our e-commerce and franchise partners. And that was a difficult
period for all of us. The business had downtime for five to seven days as you cannot
ship. He sees GST more of an operational problem than demand problem. While
Puma has taken the decision not to increase the price. We are in the growth phase of
the business and we would like to create more demand. Puma is also known for their
unconventional marketing strategy. The brand doesn't believe in traditional marketing
as they feel there is a better way to reach consumers. Sharing more, Ganguly said we
only associate with someone who we think our consumer can relate to and Usain Bolt
is a true example.

.
3.5 PRODUCT PROFILE
Puma is one of the world’s leading sports brands, designing, developing, selling and
marketing footwear, apparel and accessories. For over 65 years, Puma has established a
history of making fast product designs for the fastest athletes on the planet. Puma offers
performance and sport-inspired lifestyle products in categories such as Football, Cricket,
Running, Training & Fitness, Golf, and Motorsports. It engages in exciting collaborations
with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring
innovative and fast designs to the sports world. The official Puma Online Store offers a large
selection of Puma shoes, clothing, accessories, and equipment.

`Puma’s family of star players in Football includes Sergio Agüero, Cesc Fàbregas,
Marco Reus, Radamel Falcao, Olivier Giroud, Mario Balotelli, Luke Hodge, and Jaime Elliot
and in women’s football, Brazilian powerhouse Marta, as well as a number of influential
national and club teams, including four-time world champion Italy, Austria, Switzerland,
Uruguay, Chile, Ghana, Ivory Coast and Cameroon, plus Borussia Dortmund, Newcastle
United FC, Arsenal FC (from July 2014), Adelaide Crows and West Coast Eagles. The
PUMA Running collection, notable for innovative new product like our FAAS and Mobium
shoes, is represented by the fastest man in the world, sprinter Usain Bolt. (‘Nuff said.)

FULL SLIVES T-SHIRT

 SPORTS T-SHIRT

LAPTOP BAG
 GYM SHORT

SPORTS SHOES
SLIPEER
3.6 AWARD& ACHIVMENT
We are extremely proud of the industry awards we have won recently. Achieving success in
some of the biggest awards schemes in the world is a great endorsement of the ambitious and
ethical way we like to do business, and acknowledgment of the hard work, talent and
commitment of all our teams around the globe.

 Corporate &financial award

"Annual report of the year"
The judges praised our 2016 annual report as a stand-out, both in its field and among the
competition overall. Described as "lively, energetic and creative," the report was commended
for its brave approach and peerless execution. The judging panel concluded: "This is truly
deserving of Annual report of the year".

 The 2015 International Business Awards:

We have won a gold award at the 2015 International Business Awards. Puma Energy won
high scores during more than two months of judging. The gold nomination was for our
submission: Puma Energy transcends into Paraguay's aviation fuel market.

 Platts Global Energy Award 2014:

"Rising Star Individual” (Rodrigo Zavala, COO America)
Rodrigo Zavala, our Chief Operations Officer for America, was recognized for his leadership
of 1,100 employees across Central and South America. His efforts have seen Puma Energy
achieve 35% growth in these regions, securing footholds in Puerto Rico, Guatemala, El
Salvador, Honduras, Nicaragua, Belize, Panama and Paraguay.

 Communitas Awards 2014:

"Reducing Fatalities in Developing Nations"
This award was earned by our "Be Road Safe" campaign, which saw us overcome challenges
including language barriers, diverse cultures, multiple locations, low literacy and education
levels in order to reduce highway accidents among our drivers around the globe by 25%. A
truly lifesaving result!
  Platts Global Energy Awards 2013:
"Industry Leadership, Midstream"
This prestigious and highly competitive award recognised how we are leading the midstream
sector, achieving exceptional global growth of 50%+ for five consecutive years.
It also recognised our wider commitment to best practice, including our approach to
developing markets ethically (such as our Puma Energy Foundation, which helps local people
around the world achieve positive change,) investment in numerous innovations and our
commitment to safety.

 The International Business Awards 2013:

“Fastest-Growing Company of the Year in Asia, 2013 - Silver”
Our market penetration across Australia, Indonesia, Malaysia, Myanmar, Singapore, UAE,
and Vietnam shone through for these awards, along with expanding our employee base in
Asia to 1,000+ staff and successfully becoming Australia’s largest independent fuel operator.
“Energy Company of the Year – Bronze”
This award recognises our work in Angola, where we’ve created jobs, nurtured
entrepreneurship with our franchise model, created the infrastructure needed for communities
to prosper, and fully funded the construction of new educational facilities in the community.

 The Stevie Awards For Sales & Customer Service 2012:

"Finalist for Front Line Customer Service Team of the Year, Americas"
Here we were recognised for our work in Panama, where our team overcame numerous
challenges to deliver truly exceptional customer service, as evidenced by the fact that we
secured the continuation of a high-profile contract during a period of major transformation in
the business and successfully doubled our total B2B coverage within the region.

Engineers and Surveyors of Puerto Rico Convention of 2012:

”Emerging Leader Under 40” (Brenda Torano, Environmental Engineer)
Brenda Torano was named Emerging Leader Under 40 for her work on our Bayamón fuel
terminal in Puerto Rico. After the terminal was ravaged by a fire, Brenda played a key
leading role in the remediation and reconstruction of the facility, which included the
development of four unprecedented agreements between Puma Energy and the local
environmental agencies.
  Communitas Awards 2012:
“Leadership in Organisation Community Service”
This award was for our major transformation of a community in Puerto Rico, where we
stepped in to undo the damage caused after a major fire tore through a rival firm’s oil storage
terminal. We worked closely with the local community to not only rebuild the terminal, but to
also complete an exhaustive environmental clean-up and renew their faith in large
corporations.

 Trade in Finance Awards for Excellence 2012:

“Deal of the Year”
2012 saw us secure our first limited-recourse structured term loan of US$155m, which in turn
financed our development of the sub-Saharan African energy sector. We were issued this
award in recognition of this deal, which marked a landmark cross-border syndicated
acquisition.
3.7 COMPETITERS OF PUMA

a. INTODUCTION TO REEBOK
Reebok is the world’s third-largest maker of sneakers, athletic shoes and sports
apparels. Good are sold under the brands Reebok, Rockport, and Greg Norman

Collection. Reebok is also the official Outfitter of the NFL and has an
exclusive deal to supply NBA jerseys beginning this season.

Reebok announced in July it will merge with German sporting apparel company adidas-
saloman in a deal valued at $3.8 billion. The merger is expected to be completed by the first
half of 2006 and will create the second-largest sporting goods company behind Nike
with$11billion in revenue.

Adidas will maintain its corporate headquarters in Germany and its North American
headquarters in Portland, OR. Paul Fireman will remain as Chief Executive officer of Reebok
international Ltd. And will continue to operate under its name and will retain its headquarters
in canton, MA.
 b. INTRODUCTION TO NIKE

Nike, originally known as "Blue Ribbon Sports", was founded by University of

Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964. The
company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger (now
ASICS), making most sales at track meets out of Knight's automobile.

The company's profits grew quickly, and in 1967, BRS opened its first retail store, located on

Pico Boulevard in Santa Monica, California. By 1971, the relationship between BRS and

Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which

would bear the newly designed Swoosh by Carolyn Davidson. The Swoosh was first used by

Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on

January 22, 1974.

The first shoe sold to the public to carry this design was a soccer shoe named Nike,

which was released in the summer of 1971. In February 1972, BRS introduced its first line of

Nike shoes, with the name Nike derived from the Greek goddess of victory. In 1978, BRS,

Inc. officially renamed itself to Nike, Inc.. Beginning with IlieNăstase, the first professional

athlete to sign with BRS/Nike, the sponsorship of athletes became a key marketing tool for

the rapidly growing company.

He company's first self-designed product was based on Bowerman's "waffle" design.

After the University of Oregon resurfaced the track at Hayward Field, Bowerman began
experimenting with different potential outsoles that would grip the new urethane track more
effectively. His efforts were rewarded one Sunday morning when he poured liquid urethane
into his wife's waffle iron. Bowerman developed and refined the so-called 'waffle' sole which
would evolve into the now-iconic Waffle Trainer in 1974.
 4. DATA ANLYSIS

4.1 DATA ANALYSIS FINIDINGS

TABLE NO: 1
AGE
Q.1 which age group buying a puma shoes?

AGE (IN YEAR) FREQUENT OF PERCENTAGE OF

RESPONDANT RESPONDENTS
15-20 21 46
26-35 24 54
TPTAL 45 100

AGE OF RESPONDANT
56
54
52
50
48 AGE OF RESPONDANT

46
44
42
15-25 26-35

INTERPRETATION:
Analysis indicate that out of 45 respondents 45%persons belongs to age group between 15 -
25 and another 54% persons belong to age group of 26 -35 years old. customer like to wear
sports shoes and younger people prefer to wear formal shoes.
TABLE NO: 2
EDUCATION LEVEL OF RESPONDENTS
Education greatly influenced the choice, preference of a person.many living habit learn from
education?
EDUCATION LEVEL FREQUENCT OF PERCENTAGE OF
RESPONDANT RESPONDANT
U.GRADUATE 17 38
GRADUATE 14 32
POST GRADUATE 5 10
ANY OTHER 9 20
TOTAL 45 100

EDUCATION LEVEL
40
35
30
25
20
15 EDUCATION LEVEL

10
5
0
U.GRADUATE GRADUATE POST ANY OTHER
GRADUATE

INTERPRETATION:
Studies revealed that 38% respondents are under graduate and they prefer to wear sport
shoes. There are 32% persons are graduate and they wear shoes according to latest fashion
and 10% respondents are post graduate and they prefer to wear formal shoes. There are 20%
respondents who belong to another field of courses.
TABLE NO:3
TYPE OF FAMILY
Family is a group comprising a husband and wife constituting in the organization?
TYPE OF FAMILY FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
NUCLEAR 24 54
JOINT 21 46
TOTAL 45 100

TYPE OF FAMILY
56

54

52

50

TYPE OF FAMILY
48

46

44

42
NUCLEAR JOIN

INTERPRETATION:
Family plays an important role in decision making. Data consists of 54% nuclear families
where family members take their own decisions and have enough money to spend. There are
46% respondents come from joint families and they take buying decision according to
budget of the family.
TABLE NO:4
MARITAL STATUS
Marriage is a social union or legal contract between people that creates kinship?
MARITAL STATUS FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
MARRID 17 38
UNMARRID 28 62
TOTAL 45 100

MARITAL STATUS
70

60

50

40
MARITAL STATUS
30

20

10

0
MARRID UNMARRID

INTERPRETATION:
Data consists of 38% married respondents who buy branded shoes after considering
price and other attributes of the product. And another 62% respondent takes their own
decision and they spend money according to their will.
TABLE NO:5
INCOME LEVEL
For household and individual income is the sum of all the wages, salaries and other forms
of earning received in a given period of time?
INCOME (IN 000) FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
5-10 9 20
10-15 10 24
15-20 11 26
20&ABOVE 15 30
TOTAL 45 100

INCOME LEVEL
35
30
25
20
15 INCOME LEVEL

10
5
0
5-10. 10-15. 15-20 20&ABOVE

INTERPRETATION: Data indicate that 20% belong to income category of Rs 5-10and

24% fall between Rs 10-15. There is 26% fall between income categories of 15-20. And
another 30% come under income group of 20&above. Low income group prefer to wear
unbranded shoes
 TABLE NO:6
TYPE OF SHOES LIKE TO WEAR
Type of shoe a customer wants to wear depends upon his choice and profession?
TYEPES OF SHOES FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
FORMAL 18 40
SPORT 12 28
CASUAL 11 24
ANY OTHER 3 8
TOTAL 45 100

TYPE OF SHOES
45
40
35
30
25
20 TYPE OF SHOES
15
10
5
0
FORMAL SPORT CASUAL ANY OTHER

INTERPRETATION:
It is analyzed that 40% peoples prefer to wear formal shoes and these shoes are mostly
referred by businessmen and professionals. Sports shoes are first preferred by young hunks,
sportsmen and college going students. Casual shoes are worn on special occasions.
TABLE NO:7
PRESENT CONSUMERS OF PUMA SHOES
PUMA SHOES REPRENT STATUS SYMBOL OF A PERSON IN THE
SOCIALITY?
RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
YES 31 68
NO 9 20
INDIFFERENT 5 12
TOTAL 45 100

PRESENT CONSUMER OF PUMA SHOES

80

70

60

50

40 PRESENT CONSUMER OF PUMA

SHOES
30

20

10

0
YES NO INDEFFERENT

INTERPRETATION:
The analysis showed that 68% consumer like to wear puma shoes. There are other
20% consumer who never wear puma shoes and 12% not even conscious about puma shoes.
TABLE NO:8
BRAND AWERENESS OF RESPONDENTS
A consumer can buy any product only when he or she aware about the availability of
that product in the market?
BRANDS FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
NIKE 9 20
ADIDAS 7 16
PUMA 11 25
REEBOK 9 21
ANY OTHER 9 18
TOTAL 45 100

BRAND AWARNESS OF RESPONDENTS

30

25

20

15 BRAND AWARNESS OF
RESPONDENTS
10

0
NIKE ADIDAS PUMA REEBOK ANY OTHER

INTERPRETATION: Analysis revealed that Puma is most popular brand among

consumers so it serves 25% customers. Nike and Adidas have also strong place in the
market and they both fetch 20% and 16% customers respectively. There is also strong
competition among them. There are 21%of the consumers are aware about Reebok.
TABLE NO:9
PURCHASING PLACE
Place play an important role in the marketing of products?
PLACE FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
DEPARTMENAL STORE 8 18
ORDINARY SHOWROOM 15 34
EXCLUSIVE SHOWROOM 18 40
ANY OTHER 4 8
TOTAL 45 100

PURCHASING PLACE
50

40

30

20 PURCHASING PLACE

10

0
D.STORE O.SHOWROOM EX.SHOWROOM ANY OTHER

INTERPRETATION:
Most of the consumers prefer to buy branded shoes from exclusive showroom and their
percentage is 40% and 34% like to buy from ordinary showrooms and 18%, consumer go to
departmental stores.
TABLE NO: 10
ADVERTISING MEDIA
Advertising is the art of influencing human action to buy or possess ones product?
TYPES OF MEDIA FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
ADVERTISMENT 12 26
FRIEND 8 18
SALES PERSON 17 38
EXCLUSIVE SHOWROOM 8 18
ANY OTHER NIL NIL
TOTAL 45 100

MEDIA OF ADVERTISING
18
16
14
12
10
8 MEDIA OF ADVERTISING
6
4
2
0
ADVERTISMENT FRIEND SALES PERSONS EXCLUSIVE
SHOWROOM

INTERPRETATION: Analysis revealed that 38% of the total respondents become aware
about particular brands through salespersons, 26%through advertisement, 18% through
friends, and another 18% through exclusive showroom.
TABLE NO: 11
AFFECT OF ADVERTISEMENT ON BUYING DECISION
Advertising provides maximum information about the availability of products to
consumer, so they can select appropriate product?
RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
YES 32 72
NO 13 28
TOTAL 45 100

AFFECT OF ADVERTISMENT
80
70
60
50
40
AFFECT OF ADVERTISMENT
30
20
10
0
YES NO

INTERPRETATION:
To measure the effective of advertisement it is necessary to know the effect of
advertisement on the consumer, as study indicates 72% are those whose purchasing
decision is affected by advertisement and 28%respondent’s decision is not affected by
advertisement.
TABLE NO:12
EFFECT OF PRICE
Price may be defined as money consideration asked for or offered or exchanged for a
specified unit of a good or service?
RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
YES 35 78
No 10 22
TOTAL 45 100

EEFECT OF PRICE
90
80
70
60
50
40 EEFECT OF PRICE

30
20
10
0
YES NO

INTERPRETATION:
Analysis shows that 78% respondents change their purchasing decision if there is any
increase in price and 22%respondents do not change their decision even if there is any
increase in price because of brand image.
TABLE NO:13
REPURCHASE PERIOD
Purchasing decision of consumer depends upon the income level of the consumer?
REPURCHASE PERIOD FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
ONCE A YR 16 36
TWICE A YR 13 28
THRICE A YR 2 4
SEASONAL 11 24
SPECIAL OCCASION 3 8
TOTAL 45 100

PURCHASING BEHAVIOUR
40
35
30
25
20
PURCHASING BEHAVIOUR
15
10
5
0
ONCE A YR TWICE A YR THRICE A YR SEASONAL SPECIAL
OCCATION

INTERPRETATION:
Most of the consumer purchase once in a year and their percentage is 36% and 28% purchase
twice a year, 4%thrice a year, 24% purchase seasonally and 8% purchase on special
occasions.
 5. SUMMERY &CONCLUSION

5.1 FINDINGS

 PUMA is chasing its position most aggressively so now it requires maintaining its
position with new stuff.
 PUMA has been major competitor for NIKE and REEBOK. 60% Customers are
still Puma shoes believer.
 Probably it could be because of the aggressive attention snatched by brands like
Puma and Nike especially in India.
 72% respondents take their buying decision after considering the
advertisement of brand.
5.2 SUGGESTIONS

 Department stores are the prime sales and marketing channel for Puma shoes. In
addition, store decorations and product displays should be designed to create a strong
first impression.
 Seasonal promotion campaigns, like special discounts and advertisements, could be
employed.
 New lines of collections should be introduced for festivals.
 The prices of Puma shoes must be reduced to increase sales.
5.3Conclusion

“The bottom line” of the market research speaks that puma shoes in india has been increasing
on day by day basis. That sounds good for international as well as domestic markes.
5.4 BIBLIOGRAPHY

The list of reference for the purpose of completing this marketing project is as given below:
BOOKS:

Marketing management By: Philip Kotler

Marketing management By:J.C.Gand

Functional management By:R.K.sharma

WEBSITES:

www.google.com

www.wlkipedia.com

www.paradise.com

NEWSPAPER:
Economic times
 5.6 QUESTIONNAIRE
SURVEY QUESTIONNAIRE
MARKET STUDY OF
PUMA. HADAPSAR

Mr. GAIKWAD KIRAN BALKRISHNA Pursuing M.B.A from Pune University,

NAVSAHYADRI GROUP OF INSTITUTES FACULTY OF MANAGEMENT INSTITUTE
OF COMPUTER AND MANAGEMENT RESEARCH PUNE-412105

I, as a part of my course I am doing a project work on “MARKET STUDY OF

PUMA.”IN PUMA. So I kindly request you to extend your earnest cooperation in filling
this questionnaire. The information furnished by you is purely for my academic purpose
only and will kept confidential

Name of the retailers ;

Area ;
Address ;

Q1. Which age group buying a puma shoes?

 15-25 ( )
 26-35 ( )
Q2. Education greatly influenced the choice, preference and habit of a person.?
 U GRADUATE ( )
 GRADUATE ( )
 POST GRADUATE ( )
 ANY OTHER ( )
Q3. Family is a group comprising a husband and wife constituting a fundamental unit in the
organization of society?

 NUCLEAR ( )
 JOIN ( )
Q4. Marriage is a social union or legal contract between people that creates kinship?

 MARRID ( )
 UNMARRID ( )

Q5. For household and individual income is the sum of all the wages, salaries and other forms
of earning received in a given period of time?

 5-10 ( )
 10-15 ( )
 15-20 ( )
 20& ABOVE ( )

Q6. Type of shoe a customer wants to wear depends upon his choice and profession?

 FORMAL ( )
 SPORT ( )
 CASUAL ( )
 ANY OTHER ( )
Q7. PUMA SHOES REPRENT STATUS SYMBOL OF A PERSON IN THE SOCIALITY?
 YES ( )
 NO ( )
 INDIFFERENT ( )
Q8. A consumer can buy any product only when he or she aware about the availability of that
product in the market?
 NIKE ( )
 ADIDAS ( )
 PUMA ( )
 REEBOOK ( )
  ANY OTHER ( )
Q9. Place play an important role in the marketing of products?
 DEPARTMENAL STORE ( )
 ORDINARY SHOWROOM ( )
 EXCLUSIVE SHOWROOM ( )
 ANY OTHER ( )
Q10. Advertising is the art of influencing human action to buy or possess ones product?
 ADVERTISMENT ( )
 FRIEND ( )
 SALES PERSON ( )
 EXCLUSIVE SHOWROOM ( )
 ANY OTHER ( )

Q11. Advertising provides maximum information about the availability of products to consumer,
so they can select appropriate product?
 YES ( )
 NO ( )
Q12. Price may be defined as money consideration asked for or offered or exchanged for a
specified unit of a good or service?
 YES ( )
 NO ( )
Q13. Purchasing decision of consumer depends upon the income level of the consumer?
 ONCE A YR ( )
 TWICE A YR ( )
 THRICE A YR ( )
 SEASONAL ( )
 SPECIAL OCCATION ( )