Professional Documents
Culture Documents
Pumaa New
Pumaa New
ON
“MARKETING STRATEGY OF PUMA AT PUMA
SHOES COMPANY LTD” In
………………………
Signature of guide
Ms. Jaspreet Kaur
……..………………….
Signature of scholar
Jasleen Kaur
INSTITUTE OF PROFESSIONAL EXCELLENCE & MANAGEMENT
(AFFILIATED TO DR. APJ ABDUL KALAM TECHNICAL NIVERSITY, LUCKNOW APPROVED BY AICTE)
(AFFLIATED CCS UNIVERSITY MEERUT, APPROVED BY NCTE & BCI)
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…………………….. ………………...
1) INTRODUCTION
a) Background of the problem
b) About The PumaCompany
c) How They Work
d) Company Overview
e) Product Trend
2) RESEARCH METHODOLOGY
a) Research objectives
b) Research design
c) Data sources
i) Primary data
ii) Secondary data
d) Questionnaire design formulation
e) Sample design
f) Limitations of the research
3) COMPANY PROFILE
a) Puma Company Ltd. – A company profile
b) Recent Development
c) Future Plan
d) Risk and Concern
e) Literature Review
f) 4ps of Puma
g) SWOT Analysis
4) CONCLUSION & FINDINGS
5) RECOMMENDATIONS
a) Other suggestion include
6) BIBLIOGRAPHY
Chapter 1
INTRODUCTION
This is a tall order, one that some companies have been able to
fill, at least to some extent. For example, Amazon keeps track
of customers’ purchases and suggests other books they might
like. Dell builds computers from mass-made parts to
customers’ specifications.
“It makes the eye look distinct, the large-pupil effect,” says
Alan Reichow, Puma Vision Consultant. “It looks competitive.”
Marco Materazzi of Italy’s Inter Milan football club and
Baltimore Orioles second baseman Brian Roberts are among
the pro athletes wearing Puma MaxSight. “It has been a lot of
fun to start the season this hot,” said Roberts early in the MLB
season. In fact, he became one of the first true fans of Puma
MaxSight after impressive initial results.
Both brothers joined the Nazi Party, but Rudolf was slightly
closer to the party. A growing rift between the brothers
reached a breaking point during a 1943 Allied bomb attack.
Adi and his wife climbed into a bomb shelter that Rudolf and
his family were already in. "Here are the bloody bastards
again," Adi remarked, apparently referring to the Allied war
planes, but Rudolf, due to his apparent insecurity, was
convinced his brother meant him and his family. When Rudolf
was later picked up by American soldiers and accused of being
a member of the Waffen SS, he was convinced that his brother
had turned him in.
COMPANY OVERVIEW
[
PRODUCT TREND
RESEARCH OBJECTIVES
TYPE OF RESEARCH
Descriptive research
DATA SOURCES
PRIMARY DATA
SECONDARY DATA
IMPORTANCE SCALE
A scale that rates the importance of some attribute.
RATING SCALE
A scale that rates some attribute from highly satisfied to
highly unsatisfied and very inefficient to very efficient
SAMPLING UNIT
Who is to be surveyed? The marketing researcher must
define the target population that will be sampled.
EXTENT
Where the survey should be carried out?
I have covered entire residential area of Delhi city for the
survey.
TIME FRAME
When the survey should be conducted?
I conducted my survey for 8weeks from 10th may to 10th July.
SAMPLING FRAME
The source from which the sample is drawn.
SAMPLING TECHNIQUE
How should the respondent be chosen?
In the Project sampling is done on basis of Probability
sampling. Among the probability sampling design the sampling
design chosen is stratified random sampling.
Because in this survey I had stratified the sample in different
age group, different gender and different profession.
STEPS FOLLOWED IN COMPLETING THE STUDY
1. Libraries at
(a) Indian Council for Applied Economic Research
(b) Indian Institute of Technology, (IIT) Delhi
(c) Council of scientific and industrial Research (CSIR)
(d) PHD chamber of commerce, are visited.
2. Internet sites containing information on Puma
shoes & marketing are browsed.
3. Sample survey was conducted.
4. Data was thoroughly checked for error.
SAMPLE DESIGN
RECENT DEVELOPMENTS
Puma India has said that it’s Faridabad and
Mokamehghat units are being taken over by Fashion
Shoe Private Ltd and BDCL Enterprises Pvt Ltd,
respectively. The company is also enabling the buy
back provision in its Articles of association to enable
buy back of shares.
The assets and liabilities of both the units will be
transferred to these companies and shares will be
offered in the agreed ratio to the existing shareholders
of Puma India Ltd on a record date, which will be fixed
by the Calcutta High Court.
While retail sales have increased both in value and
volume, wholesale sale have declined due torestriction
of supplies as a means to recover customers
outstanding. General recession and sluggish market
conditions in the Company also have had a direct
impact on lower sales and profitability.
Resistance of consumers to price rises in popular
volume products as well as discounts to clear slow
moving stocks and under utilization of production
capacity adversely affected the operational results. The
lockout declared at the Peenya factory on October 1,
2007 due to serious industrial relation problems and
non-compliance with the tripartite settlement has been
withdrawn. The footwear manufactured in this factory,
which was shifted to the company‘s other factories and
associated manufacturers, will now be gradually
produced within the factory. The commencement of
production from this factory will help in re-cooping the
minimal loss being suffered by the company from this
lockout.
FUTURE PLAN
The management says that it is not averse to
outsourcing if it worked out cheaper. It is also open to
the idea of importing shoes - mostly from China - if it
works out cheaper.
Puma and Reebok Company have announced an
agreement to foray into retailing partnership for sale of
Reebok and Rockport footwear in Puma outlets.
The partnership entails retailing a range of sports shoes
for walking, running, tennis and training for personal
fitness and sports ranging between Rs 900- 2,500. An
attractive valuation compared to its peers is the main
trigger for the scrip. Besides, the company’s aggressive
focus on retailing and revamping of business (a division
into shoes and apparels) is also helping sentiment for
the scrip. Plans are afoot to start selling apparel in
India made by the joint venture North Star. There’s
talk that the company is planning on a voluntary
retirement scheme (VRS) to cut costs.
97% of the company’s revenues are from the domestic
market while the remainder is from exports. Puma
GROWTH DRIVERS
POPULAR BRANDS
FINANCIAL HIGHLIGHTS
LITERATURE REVIEW
CONSUMER BEHAVIOR
SHOPPING TIME
MARKETING CHANNELS
Promotional activities in shopping malls and
department stores are the most popular promotional
and sales activities, followed by discount/price
reduction, TV commercials, discount coupons,
promotional stands, exhibitions, buy-one- (or more)
gets-one-free.
POPULAR BRANDS
Most respondents considered brands important.
SELECTION CRITERIA
PURCHASING POWER
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
DATA ANALYSIS
Particular Respondent
Puma 32
Relaxo 25
Nike 43
50
45
40
35
30
25
20
15
10
5
0
Puma Relaxo Nike
Interpretation:-
The most preferred brand in the market is Nike (43%)
followed by Puma (32%) & Relaxo (25%).
2. WHAT TYPES OF SHOES DO YOU LIKE TO
PURCHASE MOSTLY?
Particuler Respondent
Sports 47
Canvas 18
Formal 35
50
45
40
35
30
25
20
15
10
0
Sports Canvas Formal
Interpretation:-
In the above graph we find out which type of shoes
company purchase. 47% company purchase the order
of sports shoe.18% company purchase the order of
canvas shoe, 35% company prefer formal shoes.
3. HOW DO YOU KNOW PUMA SHOES?
Particular Respondents
Advertisement 16
References 33
Past purchase 26
Sale person visit 25
35
30
25
20
15
10
0
Advertisement References Past purchase Sale person vist
Interpretation:-
In this question we have the survey about the how the
other company should know about the select shoes.
Where the result is shown that 16% know through
advertisement, 33% are references , 26% are past
purchase & 25% are sale person visit.
4. HAVE YOU HEARD THE NAME OF THE
PUMA SHOES?
Particular Respondent
Yes 89
No 11
100
90
80
70
60
50
40
30
20
10
0
Yes No
Interpretation:-
The graphically result shows that 89% people are
known about the Puma shoes & 11% people are not
know about the name of Puma shoes.
5. WHICH TYPE OF ADVERTISEMENT YOU DO THE
ATTRACT MORE?
Particular Respondent
Internet 48
TV 22
Bill boards 9
Newspaper 21
60
50
40
30
20
10
0
Internet TV Bill boards News paper
Interpretation:-
The graphically result shows that 48% say internet,
22% say TV, 9% say bill boards & remaining 21% say
newspaper.
6. FACTORS AFFECTING THE
PURCHASING DECISION?
Factors Respondent
Price 28
Quality 31
Size 11
Brand image 18
Design 12
35
30
25
20
15
10
0
Price Quality Size Brand image Design
Interpretation:-
Studies reveals that price, quality, size, brand image &
design fall between large extent & extent others
attributes like colour of the shoes lies between the
some extent and least extent.
7. PRODUCT QUALITY OF PUMA SHOES?
Particular Respondent
Poor 3
Fair 26
Average 22
Good 44
Excellent 5
50
45
40
35
30
25
20
15
10
0
Poor Fair Average Good Excellent
Interpretation:-
The graphically result shows that 3% is poor, 26% is
fair, 22% is average, 44% is good & 5% is excellent
quality of shoes.
8. DO YOU HAVE ANY COMPLAINTS ABOUT THE
PRODUCT OF THE COMPANY?
Yes 17%
No 83%
Yes
No
Yes 60%
No 40%
Yes
No
Do you ask for a specific brand by name?
Sports 47.00
Canvas 18.00
Formal 35.00
Advertisement 16.00
References 33.00
Past Purchases 26.00
Sale Person Visit 25.00
Puma 32.00
Relaxo 25.00
Nike 43.00
Yes 89.00
No 11.00
Internet 48.00
TV 22.00
Bill boards 09.00
Newspaper21.00
6. FACTOR AFFECTING THE PURCHASING DECISION?
Price 28.00
Quality 31.00
Size 11.00
Design 12.00
Poor 03.00
Fair 26.00
Average 22.00
Good 44.00
Excellent 05.00
Yes 17.00
No 83.00
Yes 60.00
No 40.00
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