Study on Marketing Strategies of Puma Shoes
Transcript of Study on Marketing Strategies of Puma Shoes
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Minor Project report
ON
A STUDY ON MARKETING STRATEGIES OF PUMA
SHOES
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARDOF THE
DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION2014-17
Under the guidnce o!"#
Ms. ANJALI
Assist!"# P$%ss%$
Su$%itted &'"
MADHUR SHARMA
ENRO((MENT NO) *+,+*+-.-/
RUKMINI DE0I INSTITUTE OF AD0AN1E STUDIESNAA1 Accredited2 3A4
1tegor' A5In6titute
High Grding ,*). $' 7oint A66e66%ent
An ISO 8++-"9++, 1erti!ied In6titute
:Appro;ed $' AI1TE2 HRD Mini6tr'2 Go;t) o! Indi
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-)- Introduction to topic
Pu% SE %&&i"i,,( 6$!# s PUMA is *%$ G#$*! *,ti!ti%!, "%*+!(t't
+$%"#s t',#ti" s'%#s &%%t#$ ! %t'#$ s+%$ts#$.T'# "%*+!( s &%$*# i!
1@24 s Gebrder Dassler Schuhfabrik 6( A%,& ! R%,& Dss,#$. T'# $#,ti%!s'i+
6#t##! t'# t% 6$%t'#$s #t#$i%$t# !ti, t'# t% /$## t% s+,it i! 1@4> &%$*i!/ t%
s#+$t# #!titi#s PUMA ! P*. B%t' "%*+!i#s $# "$$#!t,( 6s# i!
H#$?%/#!$"' G#$*!(.
P* is 3!%! &%$ its &%%t6,, s'%#s ! 's s+%!s%$# "",i*# &%%t6,,#$s i!",i!/
P#, Es6i% J%'! C$i&& E!?% F$!"#s"%,i Di#/% M$%! L%t'$ Mtt's
#!!( D,/,is'
T'# "%*+!( %&$s ,i!#s %& s'%#s ! s+%$ts ",%t'i!/ #si/!# 6( L*i!# %(t#
A*( G$6#$s ! %t'#$s. Si!"# 1@@= P* 's i!t#!si&i# its "ti)iti#s i! t'# U!it#
Stt#s. P* %!s 2
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is"%)#$# (#t.
2. T% /i! &*i,i$it( it' +'#!%*#!%!.
8. T% +%$t$( ""$t#,( t'# "'$"t#$isti" %& ! i!i)i,
4. T% t#st '(+%t'#sis %& "s, $#,ti%!s'i+ 6#t##! )$i6,#s.
-)* (iterture re;ie?
MARKETING#MI :FOUR P4S
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t'# +#$&%$*!"# #,#*#!t i! t'# 6$!. PUMA st#+s %t %& "$#s# it' ",#$ s+%$ts
+%siti%!i!/. PUMA i,, t3# %! $"' Ni3# it' ,*%st t'# s*# +%siti%!i!/. It;s %$3i!/
it' +$%*isi!/ t',#t#s t% /i)# t'#* tst# %& its +$%"ts. PUMA !%(s is "+t$i!/
! ttit# t't is s+%$ts $#,t#.
PUMA i! &"t i /% t'$%/' ,i*it# &s'i%! +'s#. PUMA s(s t't (% $# t#*+t#
t% *3# i"3 6"3 6t # %, ,i3# t% sti"3 t% t'# s+%$ts 6$! i*/# 6#"s# t't
*3# s &s'i%!6,#.
W%$s %& G. !!! Di$#"t%$ M$3#ti!/
O$ S#"$#t is %$ "%**it*#!t t% t'# s+%$ts +$%"#ss. W# #)#,%+ s'%#s t't t3# i!t%
""%!t t'# !##s %& +$ti",$ s+%$ts 5 t'# $%,# %& t'is 6$! is $i)#! 6( t'is &"t%$K.
G%% !#s &%$ PUMA is t't #)#! i! t'# "s, *$3#t t'# t$#! is t%$s 6#i!/ s+%$t(.
G%i!/ t% G(* is &st /$ti!/ &$%* *#$# & t% s#$i%s 6%( 6i,i!/ st$#!/t'#!i!/
5 t%!i!/. T'is is $#&,#"t# i! t'# ",%t'#s t't +#%+,# #$ t%(. T'# t'$## st$i+#s &%$
i!st!"# is !i# +$%+#$t( 'i"' "! 6# $#i!)#!t# i! )$i%s &%$*s s t$#!s "'!/#s.
F%$ PUMA t'# +$%"t +,(s ! #*i!#!t $%,# i! t'# #!'!"#*#!t %& t'#i$ "%$+%$t# s
#,, s s+%$ts i*/#
PUMA SAYS
N%t'i!/ "%*+$%*is#. T'# *%st i!!%)ti)# PUMA +$%"ts "$#t# s+#"i&i",,( t% '#,+
*3# (% 6#tt#$ t',#t#. F%$ PUMA +$%"t is !%t st ss%$t*#!t %& it#*s. Bt
it i!)%,)#s#)#,%+i!/ %& t'# $i/'t +$%"t 'i"' "! t'#! 6# +t t% $i/'t +,"# 5 s%,
it' t'# $i/'t +$%*%ti%! 5 +$i"#.
0A(UE OF IT4S PRODU1TS FOR PUMA
O$ /%, is t% "$#t# +$%"t t't is '%!#st it *st +#$&%$*. T'# $,# is si*+,# &%$*
&%,,%s &!"ti%!.
As sti# #$,i#$ ! PUMA +$%"t is t'# $#s,t %& t'# i!t#!s# t'%/'t ! "$#ti)#
#!#$/( %& *!( i&$#!t +#%+,#. I& "%*+!( s#,,s ! t%*%6i,# is it s#,,i!/ "#$ti!
!%. %& !ts ! 6%,ts s%*# *#t, s'##t ! #!/i!# ! &%$ '##,s
I& "%*+!( s#,,s #,i)#$( s#$)i"# is it s#,,i!/ s% *"' #$ ! t#$ %! #,i)#$(
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t$"3 ! s% *"' %+#$t%$ &ti/# As +#$ PUMA t'# !s#$ t% t'#s# #sti%!s is
i!st# 't # $# $#,,( s#,,i!/ is t'# stis&"ti%! s# %$ +$%&it t'# "st%*#$ !ts.
PUMA s(s t't t'# #!ti$# "st%*#$ !ts is t't 't#)#$ +$%"t t'#( +$"'s# s'%,
&,&i,, ,, t'#i$ !##s ! +$#$#!"#s. T'#( %!;t "$# '% t'#( #$# *#. F$t'#$ t'#(!t t't '#! t'#( %$#$ s%*#t'i!/ t'# %!;t $#,,( "$# '% *"' %t %& t'# ( t'#
$i)#$ ' t% /% %$ '#$# '#s'# 's 6##!. T'#( st !t t'#i$ +"3/#. T't *#!s &%$
t'#* %!,( t'# &i!, s#$)i"# *tt#$s.
As +#$ PUMA t'# i# %& +$%"t +%t#!ti, "st%*#$;s stis&"ti%!s %$ 6#!#&its is )#$(
i*+%$t!t. PUMA s(s t't t'# t%t, +$%"t is !%t st +'(si", +$%"t it' its $#,t#
t$#s 6t it i!",#s ""#ss%$i#s i!st,,ti%! i!st$"ti%! %! s# t'# +"3/# +#$'+s
t'# 6$! !*# 'i"' &,&i,,s s%*# +s("'%,%/i", !##s $$!t( ! "%!&i#!"# t't
s#$)i"# i,, 6# )i,6,# &t#$ t'# +$"'s#.
P=ce nd Ph'6ic= Di6tri$ution"
A P,"#
T% t3# "$# %& t'is +$%6,#* PUMA 's ++%i!t# *$3#ti!/ *!/#$s '% #"i#s '%
t'# PUMA is )#$( *"' "%!"#$!# 6%t its s#"%! +K. As +#$ PUMA +,"# !
+'(si", ist$i6ti%! %& t'# +$%"t is s%*#t'i!/ %! 'i"' ,*%st #)#$( "%*+!( s+#!s
'!s%*# *%!t %& *%!#(.
H#!"# PUMA t3#s /%% "$# %& its +,"# ! +'(si", ist$i6ti%! +$%"#ss. PUMA 's
++%i!t# *$3#ti!/ s+#"i,ists '% $# t3i!/ "$# %& t'# s++,( %& t'# +$%"t ! t'#i$
ist$i6ti%! "'!!#,s ! +$%"#ss.
Proce66 u6ed 66orting progre66
Entire rnge2 ?hich i6 ;i=$=e i6 put together to gi;e trget %r@et ?ht it
?nt6) Mr@eting 6peci=i6t6 put together n 66ort%ent to 6ti6!' 6o%e trget
%r@et) Hi6 i6 u6u==' done $' tho6e ?ho re c=o6e to the reti=er6 on=')
B P'(si", ist$i6ti%!
A6 per PUMA ner=' h=! o! the co6t6 o! %r@eting re 6pend trn6porting nd
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6toring !unction6 6hou=d $e di;ided ?ithin chnne=)
N%t# Ph'6ic= di6tri$ution cn $e ;ried end=e66=' in %r@eting %i nd in
chnne= 6'6te%)
TRU1KS
I! PUMA #9"#+t t'# #9+%$t +$%"ts t$"3s $# "%!si#$# t% 6# t'# 6#st *#i* &%$
t$!s+%$t. T'# &,#9i6i,it( %& t$"3s *3#s t'#* $#,,( /%% &%$ *%)i!/ s*,, ,%s &%$
s'%$t ist!"#s. T'#( "! t$)#, %! ,*%st !( $%. A""%$i!/ t% PUMA t'#( "! /i)#
#9t$#*#,( &st s#$)i"#. A,s% t$"3s "s#s ,#ss 6$#3/# i! '!,i!/.
PROMOTION"
PUMA is %!# %& t'# I!i;s 6i//#st "%*+!i#s %& s+%$ts t't s+#! !#$,( 10 *i,,i%! %!
its s,#s +$%*%ti%! ! )#$tisi!/ i! I!i! M$3#t.
PUMA 6#,i#)# t't it st "!!%t 6# t3#! ,i/'t,(. It is )#$( i*+%$t!t s+#"t %& +$%"ts
,i "(",#. It is t'# +$%"#ss 'i"' is $#s+%!si6,# &%$ t'# /$%t' %$ #",i!# i! t'# s,# %& t'#
+$%"t.
PUMA t'i!3s t't +$%*%ti%! is "%**!i"ti!/ i!&%$*ti%! 6%t t'# +$%"t 6#t##!
t'# s#,,#$ ! t'# 6(#$ t% "'!/# ttit#s ! 6#')i%$.
T% '!,# t'# "%*+!(;s +$%*%ti%!, "ti)iti#s PUMA 's #*+,%(# *$3#ti!/
*!/#$s '#$#)#$ t'# PUMA is ,%"t#. T'#s# *$3#ti!/ *!/#$s ,%%3 &t#$ +$%"#ss
%& t'# +$%*%ti%! %& t'# +$%"ts %& t'#i$ "%*+!(.
As +#$ PUMA t'# *$3#ti!/ *!/#$;s +$%*%ti%! %6 is t% t#,, t'# t$/#t "st%*#$s t't
t'# $i/'t +$%"t is )i,6,# t t'# $i/'t +,"# ! t t'# $i/'t ti*# ! #s+#"i,,( t t'#
$i/'t +$i"#.
PUMA t'i!3s t't %!,( t3i!/ t'# +$%"t t% t'# "st%*#$s is !%t ts3 %& t'# "%*+!(.
Bt "%*+!( t3#s )#$( i*+%$t!t ,%%3 6%t '% t'# +$%"t %$3s ! t'is *#ss/#
is "%**!i"t# t% t'#i$ "%!s*#$;s .B#"s# $%!/ *#ss/# "! ,# t% t'# #! %&
t'#i$ +$%"ts ,i.
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S,#s P$%*%ti%!
PUMA is t'# *%st +%+,$ *%!/st its $i), &%$ its #9"#,,#!t s,#s +$%*%ti%!, "ti)iti#s.
As +#$ PUMA t'#( s( t't t'#( t'#*s#,)#s $# $#s+%!si6,# &%$ t'# #!"%$/#*#!t %& t'#
"st%*#$ t% 6( t'#i$ +$%"ts. PUMA 6#,i#)#s s,#s +$%*%ti%! t$i#s t% "%*+,i*#!t t'#
"%*+!(;s s#,,i!/ #&&%$ts.
As +#$ PUMA )#$tisi!/ "! /#t $#s,ts i! +$%*%ti%! 6,#!. G%% $#s,ts $# %6ti!#
t "%st %& "%$s#. T'# *%!t s+#!t i! t'# U!it#s Stt#s &%$ )#$tisi!/ is /$%i!/.
C%!ti!%s,( &$%* W%$, W$ II t% 1@>0 it #!t &$%* 1 6i,,i%! t%
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,%#$ +$i"# +%i!t ! *i!ti! i!t#/$it( %& +$%"t 6t its 6##! 6$#,( 8 (#$s si!"# t'#
s+%$ts *$3#t 's t3#! %&&.
T'# %$i/i!, s#"t%$ is st 20 %& t'# t%t, *$3#t ! >0 %& t'# )%,*#s "%*#s &$%*
s+%$t( s'%#s. Bt %$ *$3#t is +$%"i!/ +$%"ts t +$i"# t't is $#,#)!t t% t'#"%!s*#$s.
PUMA #,s t't s t'# )%,*# /% + PUMA i,, t$( ! %$3 %t +$i"# +%i!ts s
+#%+,# /$t# it' 6#tt#$ !#$st!i!/ %& ,it( ! +$i"# +#$"#+ti%!. %,*#s $#
6%! t% /% +. PUMA st$t# t t'# ti*# '#! I!i ' !% st$#!/t' %t i! t'# s+%$ts
+$%"ts *$3#t i! 1@>@ @0. It;s t'#! ,i"#!si!/ +$t!#$ Bt ! it ' ,i*itti%!s %&
't it "%, ')# +t 6#'i! t'# 6$!. S% "%*+!( t%%3 t'# !#9t 6#st st#+ '#! t'#
,i"#!si!/ /$##*#!t #!# t% t3# 6i//#$ s'$# i! 6si!#ss.
T% "%!",# # "! s( t't PUMA is +tti!/ ,, #&&%$ts t% 6$i!/ %! t'# +$i"#
"%!s"i%s!#ss i! t'# I!i! *$3#t. C%*+!( is t$(i!/ t% *3# +$%"ts 'i"' $# #s(
t% &&%$ ! sti,, *i!ti! t'# i!t#/$it( %& t'#i$ +#$&%$*!"#.
G$%t' 's 6##! +'#!%*#!, &%$ PUMA #)#! /i)#! t'# 6s# is s*,,. I! 2002 PUMA
/$# 6( 2
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t t'# #t %& B%,%! ! t'# 6t'#$.
O!# is #$i!/ +i$ %& PUMA s'%#s 'i,# t'# %t'#$ is 6$#&%%t. PUMA *3#s (%
6#tt#$ /%#s t'# 6s#. I! s'%$t t'# %t'#$ *! "%, ')# %!# s #,, s B%,%!. T'#
6t'#$ $#s !( *!. A!( *! '% #$s PUMA. A! PUMA /%#s 6#(%! t',#ti"+#$&%$*!"# it 6#"%*#s #)#$(( ,i. I! st$3 $#,it(. T'%/' '*%$%s,( ! ,i/'t it
's ##+ *#!i!/.
A. As A BRAND
At PUMA (% ')# /%t t% 6# s+%$t(. At PUMA t'# 6$! $i!/ is 6##! t3#! $t'#$
s#$i%s,( t its '#$t#$s. PUMA !ts t% 6$i!/ i!,i!# s3t#s i!t% I!i. W't t't
3i! %& st&& /%t t% % it' I!i! *$3#t #s it %!;t $#,,( 6# '%t s#,,#$ 6t it i,,
"%!t$i6t# ,%t t% PUMA 6$! i*/#. T't;s t'# PUMA ( %& %i!/ it i*/# is
"$iti", +$t %& 6$!i!/ st$t#/( t'# %$, %)#$.
T'# i# %& t'# "%*+!( is t% i!t$%"# +#$&%$*!"# s+#"i&i" s+%$ts s'%#s i!
t'# I!i! *$3#t 6( 6i,i!/ i*/#s $%! t'# %$, 5 t t'# s*# ti*#
"$#t# t'# !## &%$ t'#s# s'%#s t t'# /$%! ,#)#,.
PUMA =red' h6 he;' eight 6port6%en 6uch 6 Schin
Tendu=@r2 (ender Pe6 > Mhe6h &hupthi endor6ing the $rnd in
Indi) The' hd the i%ge2 prt !ro% endor6ing the per!or%nce
e=e%ent in the $rnd) PUMA 6tep6 out o! cre6e ?ith c=er 6port6
po6itioning) PUMA ?i== t@e on rch Ni@e ?ith =%o6t the 6%e
po6itioning) It46 ?or@ing ?ith pro%i6ing th=ete6 to gi;e the% t6te
o! it6 product6) PUMA no?d'6 i6 cpturing n ttitude tht i6
6port6 re=ted)
1=
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1HAPTER 9
1OMPANY PROFI(E
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Otst!i!/ +#$&%$*!"#s %& PUMA t',#t#s ! t#*s ')# st$%!/,( i!&,#!"#
i!t#$!ti%!, s+%$ts t'$%/' i!!%)ti)# PUMA +$%"ts ! "$#ti)# *$3#ti!/ i!ititi)#s
&%$ *%$# t'! =0 (#$s.
Mi,#st%!#s i! PUMA s s+%$ts 'ist%$( #$# t'# #)#,%+*#!t %& t'# &i$st &%%t6,, 6%%t it'
s"$#-i! sts i! 1@
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As #$,( s i! 1@
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$#+$#s#!ts t'# +#$"t "%*6i!ti%! %& t',#ti" %$, ",ss ! &s'i%!6,# &,i$ &$t'#$
#9t#!i!/ PUMA s +%siti%! s %!# %& t'# t'$## ,#i!/ &%%t6,, 6$!s. P/# 8
As t'# +$t!#$ %& 18 A&$i"! &%%t6,, #$ti%!s PUMA 's !%t %!,( 6##! t'# ,#i!/
s+%!s%$ i! A&$i" &%$ *!( (#$s 6t 's ,s% s# t'# "%!ti!#!t t% ,!"' its *%st
i!!%)ti)# +$%"ts. T'# %( %& t'# /*# #st'#ti"s +ssi%! ! ",t$# $# A&$i"!
),#s t't PUMA ,s% st!s &%$. T'# W%$, C+ %&$s !i# +,t&%$* &%$ PUMA t%
#*%!st$t# its ,%!/-t#$* "%**it*#!t t% A&$i"! &%%t6,, ! t'# "%!ti!#!t. W'i,#
A&$i" 's 6##! "$$(i!/ t'# sti/* %& "%!&,i"ts ! +%)#$t( i! t'# /,%6, +$#ss PUMA
's ,(s #*+'si?# t'# +%siti)#s %& t'# +$%s+#"ts ! !i#!#ss %& t'# "%!ti!#!t.
I! J!$( 2010 PUMA #!t#$# i!t% +$t!#$s'i+ it' t'# E!)i$%!*#!t P$%/$**# %&
t'# U!it# Nti%!s UNEP t% +$%t#"t 6i%i)#$sit(. T'# %i!t P,( &%$ Li "*+i/!
s ,!"'# t% s++%$t +$%#"ts i! A&$i" ! #,s#'#$#. T% &! t'is i!ititi)# PUMA
,!"'# t'# A&$i" U!it( it t'# %$, s &i$st "%!ti!#!t, &%%t6,, 3it #si/!# t% 6#
%$! 6( t'# 18 A&$i"! &%%t6,, !ti%!, t#*s t't PUMA s+%!s%$s.
Running
PUMA 's ,(s 6##! s""#ss&, i! &i!i!/ t'# $i/'t +$t!#$s '% +#$"t,( $#&,#"t !
"%!)#( t'# i*/# %& t'# 6$! $%! t'# %$,. S+$i!t s+#$st$ Usi! B%,t ! t'#
J*i"! t$"3 ! &i#, t#* +#$"t,( #*6%( t't s+%$ts &! ! st(,# ')# ,(s
6##! 3#( #,#*#!ts i! PUMA s 6$! st$t#/(.
At t'# O,(*+i" G*#s 200> i! B#ii!/ Usi! B%,t s#t 100* %$, $#"%$ %& @.=@
s#"%!s s*s'i!/ 'is %! *$3 &$%* M( t't (#$ ! s+$i!t# 200* i! t'# %$,
$#"%$ ti*# %& [email protected] s#"%!s 6#ti!/ Mi"'#, J%'!s%! s 1@@= $#"%$ 6( t% '!$#t's
%& s#"%!. H# %! 'is t'i$ /%, *#, s J*i" s'tt#$# t'# %$, $#"%$ i! t'#
49100* $#,( i! 87.10 s#"%!s.
I! ",%s# "%,,6%$ti%! it' Usi! B%,t PUMA #)#,%+# t'# T'#s#s II t'# ,ti*t#
$!!i!/ s'%#. R!!i!/ t'# 100* ! 200* 6%t' t'# J*i"! s+$i!t#$ !### )#$sti,#
s'%# t't +$%)i# s++%$t &%$ +%#$ s #,, s &i$*!#ss t% '%, 'is &%%t i! +,"# $%!
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t'# t$!. PUMA +$%"# /%, )#$si%! %& t'# s'%# &%$ B#ii!/ 'i"' '#,+# +%#$ 'i*
t'$%/' t'# /$#t#st s+$i!ts %& 'is ,i s% &$. P/# 4
At t'# W%$, At',#ti"s C'*+i%!s'i+s 200@ i! B#$,i! Usi! B%,t $%t# s+%$ts 'ist%$(
/i! '#! '# s*s'# t'# 100* ! 200* %$, $#"%$s. T'# PUMA * s+$i!t s+i3#
t't +$%+#,,# 'i* t% )i"t%$( s #)#,%+# 6( t#* %& PUMA #si/!#$s !
t#"'!i"i!s '% sti# ! *#s$# B%,t s st$i# ! &%%t &%$*. T'# )i6$!t %$!/#
s+$i!t s+i3# #si/!# t% "%!t$st t'# O,(*+i" Sti* s si/!t$# 6,# t$"3 !
Usi! s ( %& "'i#)i!/ %tst!i!/ +#$&%$*!"#s *i9i!/ s+%$t ! st(,# "s#
/,%6, sti$.
Si=ing
At s# PUMA +$ti"i+t# it' ! %! 6%t i! %!# %& t'# %$,;s t%/'#st si,i!/ $"#s
t'# %,)% O"#! R"# i! 200>. As t'# &i$st *,ti-"t#/%$( "%*+!( PUMA #!t#$# i!t%
si,i!/ ! "%*6i!# 'i/' +#$&%$*!"# s+%$ts it' "tti!/-#/# t#"'!%,%/( st(,i!/ !
)#!t$#. T'# 11-*#! st$%!/ "$# t'# PUMA O"#! R"i!/ T#* $"# 10 ,#/s !
)isit# 10 "%!t$i#s i! A&$i" Asi S%t' ! N%$t' A*#$i". D$i!/ !i!# *%!t's t'#(
"%)#$# 87000 !ti", *i,#s =>
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t'# 11 +%$t #sti!ti%!s %& t'# R"# t% "ti)t# "%*+,#9 %!s'%$# *$3#ti!/ st$t#/i#s.
S"' "ti)iti#s s#t !# *$3#ti!/ 6#!"'*$3 i! t'# /$%i!/ s+%$t %& si,i!/. At t'#
s*# ti*# 'i,# t'# s+%$t %& si,i!/ is %&t#! +#$"#i)# t% 6# )#$( #9",si)# PUMA
i*# t% 6$#3 %! t'is *is"%!"#+ti%!. PUMA s $#ti, #9+#$tis# *!ist# its#,& 6(
+$%)ii!/ !i# s'%++i!/ #9+#$i#!"# i! PUMA Cit( *%6i,# $"'it#"t$# t t'# st%+-
%)#$ +%$ts. R#ti, #9+#"tti%!s #$# #9"### &t#$ s,#s i! PUMA Cit( %! si!/,# (
i! B%st%! t%++# i,( s,#s i! !( PUMA st%$# #)#$ %$,i#. PUMA Cit( is !
i!!%)ti)# *%6i,# "%!ti!#$ 6i,i!/ ! 's ""%*+!i# t'# si,i!/ "$# $i!/ +$ts
%& t'# R"# 6#i!/ s'i++# t% ! ss#*6,# t t'# st%+-%)#$ +%$ts i! A,i"!t# ! B%st%!
t% '%st "#,#6$ti%!s +$#ss #)#!ts #!t#$ti!*#!t ! i!-+%$t $"# )i#i!/.
Motor6port
I! M%t%$s+%$ts PUMA !#$+i!!# its #9"#,,#!t "%*+#t#!"# t% "%*6i!# t%+
+#$&%$*!"# s+%$ts it' ,ist(,# '#! it #)#,%+# 'i/',( &!"ti%!, F%$*, 1
"%,,#"ti%!s s t'# &i$st s+%$ts 6$! P/# #)#$. Wit' t'# s++%$t %& F#$$$i ! Mi"'#,
S"'*"'#$ s #,, s st$%!/ +%$t&%,i% %& %t'#$ $"i!/ t#*s PUMA s""#ss&,,(
#st6,is'# M%t%$s+%$ts s !# s#/*#!t it'i! s'%$t ti*# ! 6#"*# t'# ,#i!/
F%$*, 1 s+%!s%$. F%$*, 1 $i)#$ S#6sti! #tt#, "s# s#!sti%! i! 200> '#!
t'# 21-(#$ %, %! t'# $"# i! M%!? #$i!/ /%,#! PUMA s'%#s ! 6#"*# t'#
(%!/#st F%$*, 1 "'*+i%! i! 'ist%$(.
Tenni6
O! t'# i!t#$!ti%!, t#!!is "%$ts PUMA "s# sti$ i! 2002 '#! t'# "%*+!(
$#ss# t'# t%+ +,(#$ S#$#! Wi,,i*s i! s3i!-ti/'t 6,"3 "tsitK t t'# US O+#! i!
N# %$3 ! "'!/# t'# &s'i%! i! s+%$t t't ' s##! +,(#$s t$iti%!,,( $#ss i!
'it#. I! 1@@> PUMA t%%3 t'# t'#! 1=-(#$ %, A*#$i"! t#!!is +,(#$ !#$ "%!t$"t
! #!t t%/#t'#$ it' '#$ ,, t'# ( &$%* $!3 42 t% !*6#$ %!# i! t'# %$, t#!!is
$!3i!/ ,ist.
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T'# &%,,%i!/ $#+%$t #s"$i6#s ! !,(s#s P* 6si!#ss s /#!#$i" ! isti!"ti)#
*$3#ti!/ st$t#/i#s s #,, s +$%)ii!/ ""$t# i!st$( "%*+#tit%$ *$3#t !
SWOT !,(sis. E),ti%! %& P* 6si!#ss;s *$3#ti!/ st$t#/( is "%!"t# t's
!,(?i!/ t'# st$#!/t's ! #3!#ss#s %& t'# st$t#/(. Lst,( t'# $#+%$t $#"%**#!s
+$%66,# &t$# "%$s#s %& "ti%!s %6ti!6,# t% P* 6si!#ss i! %$#$ t% /#t 6#tt#$
+$%&its ! st%+ *ist3#s i! t'# &t$#.
B"3/$%!
A""%$i!/ t% t'# "%*+!(;s !!, $#+%$t T'# P* 6si!#ss s %$i/i!,,( &%!# 6(,#/#! &s'i%! #si/!#$s '% &i$st +t#!t# isi!"t!t &s'i%! i! F$!"# 'i"' is sti,,
*$3#t# t%( s P* F,i. P* s /$!t# t'# R%(, W$$!t i! F$!"# ! is sti,,
+$% s++,i#$ t% t'# R%(, H%s#'%,K.
I& # !,(?# t'#! # "%*# t% 3!% t't P* 6# &*i,i$ it' t't ,ti*t#,( t'#
"%!s*#$ 6(s +$%"ts 'i"' s%,)# "%!s*#$ #si$#s ! $#i$#*#!ts. T'#s# #si$#s
$#+#t#,( #9+! ! it is )it, t't +$%"ts $# #)#,%+# t% ss#*6,# t'#s#
$#i$#*#!ts. P* 's t% $#s#$"' 5 /$%t' "#!t#$s i! F$!"# ! t'# U '#$# t'#
s%,it$( &%", +%i!t is t% +$%"# /$%!-6$#3i!/ !# +$%"ts.
A""%$i!/ t% t'# !!, $#+%$t %& P* Bsi!#ss
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Pu% Group Mnge%ent Te%
The Indu6tr' An='6i6
P* is i! t'# #+$t*#!t st%$#,$/# $#ti,#$ i!st$( ! i!st$( t't 's )#$( 'i/'
,#)#,s %& "%*+#titi%!. A,t'%/' t'is i!st$( is #9t$#*#,( "%*+#titi)# ! /$%i!/ t
&st +"# i! Ast$,i it is sti,, !%t s ,$/# s t'# #+$t*#!t st%$# i!st$( #,s#'#$# i!
t'# %$, s"' s t'# USA. T'is is +$t,( # t% t'# &"t t't t'#$# $# 6%!$i#s i! t'is
i!st$( +$ti",$,( i! Ast$,i s t'#$# $# $#ti, st%$#s t't "! ",ssi&(
t'#*s#,)#s s ,$/# #+$t*#!t $#ti, st%$#s. P* is )#$( "%*+#titi)# ! 3#(
+$ti"i+!t i! t'is i!st$( s it is 6%t' +$%"#$ ! s#,,#$. T'# ,$/# $#ti,#$ i!st$(
"! 6# )#$( )%,ti,# # t% t'# i*+"t t'# #!)i$%!*#!t 's %! its +$ti"i+!ts .
D# t% t'# i!t$%"ti%! %& t'# GST i! (#$ 2000 $#ti, t$!%)#$ 's 6##! i!"$#s# !
t'#$# 's 6##! s'$+ s,#s s,*+ i! t'# $#ti, s#"t%$ I!si# R#ti,i!/ 2001. A""%$i!/
t% t'# #sti*ti%! %& ARA t%t, s,#s #$# +
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1o%petitor An='6i6
T'# *i! "%*+#tit%$s %& P* st%$#s $# *i,#- ++#$ ",ss #+$t*#!t st%$#s t't st%"3
i# )$i#t( %& +$%"ts. C%*+#titi%! *i!,( "%*#s i! t'# &%$* %& +$#*i* +%siti%!#
st%$#s i! t'# 'i/'-",ss "t#/%$(. I! Ast$,i t'# *i! 'i/'#$ ",ss "%*+#titi%! %,
"%*# &$%* Ni"'%,s G%%i! ! Mi"'#, J%!#s 'i"' $# 6%t' &s'i%!6,# st%$#s t't
%&$ ,i3# +$%"ts t "%*+#titi)# +$i"#.
H%#)#$ # t% t'# &"t t't J%'! A* 's st $#"#!t,( !!%!"# t't t% %& its
Ast$,i! st%$#s i,, ",%s# %! t t'# #! %& 2001 P* 's #9+#$i#!"# s,i/'t &,,
i! t'# "%*+#titi%! i! t'is i!st$( s#"t%$. O! t'# %t'#$ '! t'# *i,# ",ss s#"t%$ %& t'#
i!st$( is sti,, 'i/',( "%*+#titi)# it' t'# ,i3#s %& *i! $i),s S+%$ts /i$, *$t T$/#t
! H$)#( N%$*! i!s$i!/ t'# !## &%$ $#/,$ i!-st%$# *%!it%$i!/ ! *i!t#!!"#.
Mr@et An='6i6
P* *i! "st%*#$ 6s# t's t'#i$ *i! t$/#t *$3#t $# +$#%*i!!t,( *,#. As
t'# +$%"ts $# %& 6#st st!i!/ i.#. +$#*i* +$i"i!/ ! 6$! "t#/%$i#s t'# *$3#t is
"st%*#$ 6s# !%t #*!-6s#. T'# +$%"ts &,&i,, !ts ! #si$#s 6s# %!
i*/# !%t !##s. Cst%*#$s s##3 t'# +$%"t ! s#$)i"# 6#!#&its %& t'# i*/# %& P*.
G#%/$+'i",,( s+#3i!/ t'# *$3#t &%$ ,$/# #+$t*#!t st%$# s"' s P* is *i!,(
"%!"#!t$t# i! ,$/# s'%++i!/ "#!t#$s %$ %!t%!. I! ,$/# s'%++i!/ "#!t#$ %$
%!t%! s'%++i!/ ist$i"t t'# *$3#t is st$%!/ it' /%% +$%&it +%t#!ti,.
D#+$t*#!t st%$#s +%siti%!# s +$#*i* $# '$ t% i*itt# ! st$t 6#"s# t'#( $#
6i,t %! t'# +$#sti/# %& t'# 6$!.
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P* is t'# *i! +$%"#$ %& #!t'sist $i)i!/ s'%#s ! $"# sits. T'#( $# t'#+$i*$( +$%"#$ &%$F%$*, O!# ! NASCAR ",%t'i!/. T'#( %! t'# $i/'ts t%
s+%!s%$ t'# 200= FIFA W%$, C+"'*+i%!s t'#It,i! !ti%!, &%%t6,, t#* *3i!/
! s+%!s%$i!/ t'# ",%t'i!/ %$! 6( t'# t#*. T'#( #!t#$# +$t!#$s'i+ it' F#$$$i
D"ti ! BMWt% *3# P*-F#$$$i P*-D"ti ! P*-BMW s'%#s. O! 1 Mi66ion
T% *3# PUMA t'# %*i!!t "%*+!( i! I!i! &%%t#$;s i!st$(.
T'is # '%+# t% "'i#)# 6(U!#$st!i!/ t'# need6 o! cu6to%er6! %&$i!/ t'#* s+#$i%$ +$%"ts !
s#$)i"#
L#)#$/i!/ techno=og't% s#$)i"# "st%*#$s i"3,( #&&i"i#!t,( ! "%!)#!i#!t,(
D#)#,%+i!/ ! i*+,#*#!ti!/ s+#$i%$ ri6@ %nge%ent nd in;e6t%ent
6trtegie6t% %&$ ssti!6,# ! st6,# $#t$!s t% %$ +%,i"('%,#$sP$%)ii!/ ! #!6,i!/ #!)i$%!*#!t t% &%st#$ /$%t' ! ,#$!i!/ &%$ %$
e%p=o'ee6
A! 6%)# ,, $ui=ding trn6prenc'i! ,, %$ #,i!/s
T'# s""#ss %& t'# "%*+!( i,, 6# &%!# i! its !&,i!"'i!/ "%**it*#!t t% < "%$#
),#s -- I!t#/$it( Cst%*#$ Fi$st B%!$( ,#ss O!#$s'i+ ! Pssi%!. E"' %& t'#
),#s #s"$i6# 't t'# "%*+!( st!s &%$ t'# ,iti#s %& %$ +#%+,# ! t'# ( #
%$3.
W# % 6#,i#)# t't # $# %! t'# t'$#s'%, %& ! #9"iti!/ !# %++%$t!it( '#$# # "!
+,( si/!i&i"!t $%,# i! $##&i!i!/ ! $#s'+i!/ t'# s#"t%$. Gi)#! t'# ,it( %& %$
+$#!t/# ! t'# "%**it*#!t %& %$ t#* t'#$# $# !% ,i*its t% %$ /$%t'.
S%*# %& t'# t'#%$i#s I ')# s# i! *( +$%#"t $# s &%,,%s
Theor'" ht i6 %r@et re6erch nd ?h' it i6 i%portnt)
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M$3#t $#s#$"' is *#t'% %& "%,,#"ti!/ t 'i"' i,, *3# (% s 6si!#ss *%$#
$# %& '% t'# +#%+,# (% '%+# t% s#,, t% i,, $#"t t% (%$ +$%"ts %$ s#$)i"#s.
M$3#t $#s#$"' i,, !s#$ #sti%!s ,i3#
W'#t'#$ (%$ +$%"ts %$ s#$)i"#s $# !###
W'% *i/'t !t t% 6( (%$ +$%"ts
W't /# s#9 i!"%*# %""+ti%! #t". $# t'# +#%+,# I !t t% s#,, t%
I& t'#$# $# "'!/#s t3i!/ +,"# ! '% t'is *i/'t &"t 't (% s#,,
H% #,, (%$ +$%"ts %$ s#$)i"#s *i/'t s#,,
H% *"' #*! t'#$# is &%$ 't (% '%+# t% s#,,
W't +$i"# %, +#%+,# 6# +$#+$# t% +(
HO DO PUMA 1REATE ITS PRODU1TS
PUMA /%, is t% "$#t# +$%"t t't is '%!#st it *st +#$&%$*. T'# $,# is
si*+,# &%$* &%,,%s &!"ti%!.
T#"'!%,%/( ! &!"ti%!, #si/! A #)#,%+*#!t t#* *3#s t'# "t,
+$%t%t(+#s . T'#s# +$%t%t(+#s $# t'#! +$#s#!t# t% t'# $#ti, *$3#t 6( t'#
*$3#ti!/ #+$t*#!t.
A P* +$%"t is t'# $#s,t %& t'# i!t#!s# t'%/'t ! "$#ti)# #!#$/( %& *!(
i&$#!t +#%+,#. T'# &%,,%i!/ is /#!#$, %t,i!# %& '% I "$#t# %$
+#$&%$*!"#-6s# +$%"ts.
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1. T'# *$3#ti!/ #+$t*#!t #),t#s t',#t#s; !##s ! #)#,%+s 6si"
"%!"#+t %& '% t'%s# !##s s'%, 6# *#t. T'is "%!"#+t is t'#!
+$#s#!t# t% t'# #si/! #+$t*#!t.
2 . Bs# +%! t'is "%!"#+t &$%* t'# *$3#ti!/ #+$t*#!t t'# #si/!
t#*s s3#t"' +%ssi6,# +$%t%t(+#s.
8. T'# +#%+,# &$%* #si/! ! *$3#ti!/ "%!si#$ t'# +$%t%t(+# s3#t"'#s
t%/#t'#$ !$$%i!/ t'# s#,#"ti%! t% t'%s# t'#( !ti"i+t# i,, *%st
s""#ss&,,( *##t t',#t#s; !##s.
4. T'# #)#,%+*#!t #+$t*#!t t'#! %$3s it' t'# #si/! #+$t*#!t t%
"$#t# ! "t, +$%t%t(+# &$%* t'# s#,#"t# s3#t"'#s.
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MARKETING" PUMA
I! 1@@7 PUMA 6#"*# PUMA-S,%*%! it' its US 1.4 6i,,i%! +$"'s# %& S,%*%!
F$#!"' *!&"t$#$ %& s3is ! %t'#$ s+%$ti!/ /%%s. T'# #, +t PUMA %!# st#+
",%s#$ t% "%*+#tit%$ ! %$, *$3#t ,##$ Ni3# ! %!# st#+ '# %& R##6%3.
S,%*%! si# &$%* its i!t#$ s+%$t #i+*#!t ,s% %!s /%,& ",6 6$! T(,%$
M# ! "(",# 6$! M)i". T'# *#$/#$ *3#s PUMAS,%*%! t'# s#"%!
,$/#st s+%$t *$3#t#$ i! t'# %$, ! !*6#$ %!# i! E$%+#. S,%*%! is
"$$#!t,( )#$( st$%!/ i! N%$t' A*#$i" ! J+! ! PUMA 's t'# ,$/#st
*$3#t s'$# i! E$%+#.
PUMA is ,i3# Ni3# )#$( "ti)# i!s$i!/ s+%!s%$s'i+s )#$tisi!/ #,s it' "#,#6$iti#s.
S%*# %& t'# *%st &*%s $# M$ti! Hi!/is t#!!is %6# B$(!t 6s3#t6,, P#(t%!
M!!i!/ P, P,*#$ si**#$ ! U,$i"' $"i!/ "(",ist ! t'# N# %$3 !3##s.
D)i B#"3'* Pt$i"3 C,)#$t ! Qi!# ,, #$ PUMA 6%%ts t'# P$#t%$
A""#,#$t%$.
MARKETING STRATEGY
PUMA i!t#!t "%, 6# )i## s t'# !*6#$ %!# /,%6, s++,i#$ %& &s'i%!6,# t%+
,it( &it!#ss &%%t#$ t#9ti,#s ! s+%$ts ",#ts. Wit' t'is i!t#!t PUMA s'%, ')# *issi%! t% *3# ist$i6t# ! s#,, t'# &i!#st ,it( s+%$ti!/ /%%s t't i*+$%)#s t'#
+%t#!ti, %& t'# #!ti$# %$,;s t',#t#s.1.
B#"%*# t'# i!st$( X ,#i!/ *$3#t#$ %& s+%$ti!/ /%%s. St$t#/( PUMA is 6#i!/ t%$!
+$t i! *$3#ti!/ 6( R##6%3 ! Ni3#. I! %$#$ &%$ PUMA t% $#/i! t'# ,# i! t'#
s+%$ti!/ /%%s 6si!#ss !# *$3#ti!/ st$t#/( s'%, 6# #)#,%+#. PUMA s'%,
"$#t# ! i!#+#!#!t 6$! !*# &%$ &it!#ss ,i!# %& s'%# t't ++#,s t% 6%t' *,#s !
*,#s. PUMA ')# s%*# %& t'# t%+ U.S ! E$%+#! &it!#ss i!st$"t%$s t$i!#$s
s+#$ *%#,s ! "t%$s ! "t$#ss#s #!%$s# t'# +$%"t. PUMA s'%, &%$/#t 6%t
t'# A*#$i"! &%%t6,, 6s#6,, ! 6s3#t6,, *$3#ts. L#t Ni3# ! R##6%3 &i/'t %)#$
t'is t#$$it%$(.2.
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H)# t'# *%st #&&i"i#!t +$%"ti%! "(",# i! t'# i!st$(. St$t#/( R#"# s%$"i!/ !
+$%"ti%! ,# ti*#s t% &%$ *%!t's. St$t 6( %ts%$"i!/ ,, +$%"ti%! t% i!#+#!#!t
*!&"t$#$s. G#t $i %& ,, +$%"ti%! i! E$%+# ! s#! t% Asi '#$# "%sts $#
,%#$. F%$ U.S *$3#t %ts%$"# +$%"ti%! t% U.S 6s# &"i,iti#s %$ t% S%t' A*#$i"!
&"i,iti#s ! s#,, i$#"t,( t% $#ti,#$s i! t'# U.S. i!st# %& s6sii$i#s.
L# i! t'# i!st$( i! +$%"t i!!%)ti%!. St$t#/( R#st$"t$# t'# "%*+!(;s
*!/#*#!t. Wit' t'# "$$#!t t%+ %! 6$#"$ti" *!/#*#!t st$"t$# PUMA i,,
!#)#$ 6#"%*# ,#i!/ i!!%)t%$. PUMA is t$(i!/ t% "%*+#t# i! t% i&$#!t *$3#ts-
t'# E$%+#! *$3#t ! t'# A*#$i"! *$3#t. E"' *$3#t s'%, ')# its %!
#9#"ti)# it' 'is %$ '#$ %! *$3#ti!/ R5D S%$"i!/ L%/isti"s Fi!!"# ! H*!
R#s%$"#s #+$t*#!t ! $#+$#s#!tti)#s &$%* #"' %& t'# "%!t$i#s i! t'# t%
'#*is+'#$#s s'%, $#+%$t t% t'#i$ $#s+#"ti)# #9#"ti)#s. T'# U.S. #+$t*#!t s'%, 6#
6s# i! t'# U.S. ! s'%, ')# i!i)i,s i! "'$/# %& #"' i)isi%! t't !#$st!s
t'# U.S. *$3#t.
Mr@et Seg%ent6"
Hi/' ,it( +$%"ts t$/#t# t t##!s ! (%!/ ,ts. D%*i!t#s A*#$i"!
6s3#t6,, &%%t6,, ! 6s#6,, s#/*#!ts. #$( s""#ss&, it' %*! *$3#t s#/*#!t.
!%! s +$%"#$ %& &it!#ss &%%t#$. T$(i!/ t% "+t$# *%$# Ni3#;s S+%$ts s#/*#!t.
Mi,# /#s *#!;s 6$!. L##$ i! s%""#$ *$3#t s#/*#!t. R5D %!# 6( "%"'#s
t',#t#s ! t$i!#$s. H)# Ai$ S%,# T#"'!%,%/( #)#,%+# 6( NASA #!/i!##$. P*+
! H#9,it# T#"'!%,%/(. T%$si%! T#"'!%,%/(. T'# *$3#t ! s,#s #+$t*#!t "%!ti!s
t'# R5D #+$t*#!t COMPETITORS..
Ni@e ch==enge6 PUMA in ho%e %r@et
PUMA Acuire6 Ree$o@ to ch==enge Ni@e
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C%*+#tit%$s Ni3#
Ot'#$s A*$ S+%$t
R%ssi/!%
(E0ERAGING ON SA1HIN" ONE MA7OR PART OF MARKETING IN INDIA
C%!ti!i!/ its ss%"iti%! it' t$*+ "$ S"'i! t'# ,%", &%$- +$i!t "*+i/! t$i#s
t% "%!!#"t PUMA; +$%"t tt$i6t#s it' S"'i!;s */i". I!st# %& +$#s#!ti!/ st %!#
i*#!si%!
T'# &i$st "%!!#"ts S"'i!;s "'%i"# %& '#)( 6t it' PUMA; F,"%! D%$& ,i/'t
#i/'t s'%#s. S(s t'# '#,i!# :S"'i! ,i3#s 'is 6t '#)( !%t 'is s'%#.;
T'# s#"%! !# s'%# $!/# t% 6# i!t$%"# &%$ t'# &i$st ti*# i! I!i. S6-6$!#
:A3s; ! +$i"# t Rs 22@@ t'#s# $# t',#ti" s!,s +$i*$i,( *#!t &%$ t#$-6s#
)#!t$# s+%$ts. Fi!,,( T'# !#9t i,, "%!)#( t't PUMA "%)#$s )$i%s +$i"# +%i!ts
6( +$%*%ti!/ its #9isti!/ P%$t,! $!/# +$i"# t Rs 14@@ ! 17@@ t'# ,#t'#$
)#$si%!.
T'# i*+%$t!"# %& "#,#6$it( s+%!s%$s'i+ ! #)#!ts t% PUMA is i,,st$t# 6( R%6#$t
L%is-D$#(&s; ,#tt#$ i! t'# "%*+!(;s 1@@> !!, $#+%$t
W'#! it "%*#s t% s'%"si!/ %$ 6$!s 1@@> s t$,( #9"#+ti%!,. E$,( i! t'# (#$
t'# Wi!t#$ O,(*+i"s &%"s# t'# tt#!ti%! %& s+%$ts #!t'sists %! N/!%. I! s**#$
t'# S%""#$ W%$, C+ i! F$!"# tt$"t# *%$# s+#"tt%$s t'! !( si!/,# s+%$ts #)#!t
6#&%$#. W'#! t'# F$#!"' t#* +$%*%ti!/ t'# t'$## st$i+#s %! t'# W%$, C+ # "%,
!%t ')# is'# &%$ *%$#. T'#s# #$# /$#t ti*#s &%$ %$ 6$!.;
PUMA 's $#"'# ! /$##*#!t it' ISL M$3#ti!/ G %& Sit?#$,! t% 6#"%*# !
%&&i"i, s+%!s%$ %& t'# 2000 UEFA E$%+#! C'*+i%!s'i+s. PUMA i,, ')# ""#ss t%
t'# %&&i"i, #*6,#*s *s"%t ! t$%+'( &%$ t'# #si/! %& its %! +$%"ts..
I! 1@@> t'# %)#$,, PUMA 6/#t &%$ +$%*%ti%! ! s+%!s%$i!/ ""%!t# &%$ !#$,(
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T'# +%siti%!i!/ is 6#i!/ "%**!i"t# t'$%/' its /,%6, "*+i/!-$#,#s# %$,i#
i! F#6$$( 1@@@ 6t i! I!i %!,( i! M(-s #,, s t'$%/' &%$- +$i!t "*+i/!
#)#,%+# ,%",,( 6( R S*iBBDO. S(s G !! /#!#$, *!/#$ *$3#ti!/
PUMA W# $# t'# %!,( 6$! it' '#$it/# i! s+%$ts. As 6$! #;$# !%t ! ttit#
t't;s &s'i%!6,#. W#;$# ! ttit# t't is $#,#)!t ,, t'# ti*#.
T'# "*+i/! ,s% i!t$%"#s !# 6$! ,i!# &%$ PUMA :F%$#)#$ S+%$t;. T'# ,i!#
s*s + t'# ##+,(-,tK ! ,%!/-t#$* ,%)# &&i$K it 's 6##! i!)%,)# it' s+%$ts
si!"# 1@2> t't PUMA 's it' s+%$t i! ,, %& its &%$*s. I!t#$#sti!/,( t'# !# 6$! ,i!#
's 6##! i!t$%"# ,*%st &t#$ #"# '#! it s si!/ :E$! (%$ st$i+#s; s its
t/-,i!#. T'# "%*+!( $%++# it $i!/ t'# ,t# >0s &t#$ it &%! t't it s!;t
"%!!#"ti!/ t%% #,, it' its "%!s*#$s.
&ut the go=den ue6tion i6 tht ?i== the c%pign %@e PUMA run
T'# "%*+!( #9+#"ts t'# "*+i/! t% st$#!/t'#! t'# i*/# %& t'# 6$! si!"# $#s#$"'
' i!i"t# t't !#it'#$ %& t'# t'$## *,ti!ti%!, s+%$ts s'%# 6$!s +$#s#!t i! I!i
' ",#$ i*/# *%st #$# +#$"#i)# s i&&s# 6$!s ! +#$s%!,it(-,#. S(s
!! S"'i! 's ! i,, +,( *%$ $%,# i! +s'i!/ t'# 6$!. H# is i*+%$t!t s
t'#$# $# "#$ti! ),#s "%!s*#$ !##s t% 3!% 6%t PUMA. Bt &t#$ "#$ti!
$ti%! # ')# t% +$#s#!t /,%6, +#$s+#"ti)# t%% ! '#!"# t'# F%$#)#$ S+%$t
"*+i/!.K
I!t#$#sti!/,( PUMA ",i*s t't it i not ?nt to $e cught up in the c=utter o! the
or=d 1up pro%otion6-! #,i6#$t#,( "'%s# !%t t% ss%"it# it' t'# W%$, C+.
I!st# ""%$i!/ t% !! t'# "*+i/! 's 6##! 6$%3#! !% t% "%i!"i# it' t'#
+#3 s#s%! A+$i,-J!#. T'# W%$, C+ is i!"i#!t,. It;s t%% ,$/# ! #)#!t t% *3#
si/!i&i"!"# &%$ sK s(s !!.
H%#)#$ t'# "%*+!( is *i!ti!i!/ st#( ! %*i!!t +$#s#!"# i! t'# *#i
$i!/ t'# C+ st$#! %)#$ s#,#"t "'!!#,s ,i3# St$ Dis"%)#$( ! ESPN $# t'#S"'i! s +$%*%ti!/ PUMA. St$ N#s is #,i)#$i!/ /%% ),# 'i,# t'$%/'
Dis"%)#$( # "! "t"' t'# #,it# "st%*#$K !! s(s.
A,t'%/' !! *its t't t'# s+%$ts s'%# ! ++$#, *$3#t is t !s"#!t st/# '#
",i*s t't PUMA 's /$%! 6( %)#$ 2
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%& its +$%"ts. S(s !! W# %!;t ,%%3 t $i)i!/ %! t'# *$3#t 6( ,%#$i!/ t'#
+$i"#. W# $# i,,i!/ t% it &%$ t'# *$3#t t% #)%,)#.K
F%$ PUMA t'# $#, 6$#3t'$%/' s(s !! 's "%*# t'$%/' "%*6i!ti%! %&
st$t#/i#s si/!i!/ %! S"'i! L#!#$ ! B'+t'i #9+!i!/ its $#"' it %+#!# 4
INTERPRETATION
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hich &rnd You Pre!er
Interprettion
=1 si t't t'#( ')# !( %t'#$ 6$! s'%#s 11 si t't t'#( ')# Ni3# s'%#s 10
si t't t'#( ')# Ais s'%#s > si t't t'#( ')# R##6%3 s'%#s ! > si t't
t'#( ')# P* s'%#s.
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hich !ctor6 in!=uence 'our choice
Interprettion
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Do 'ou h;e Pu% 6hoe6
Interprettion
12 si t't t'#( ')# +* s'%#s ! >> si t't t'#( %!;t ')# +* s'%#s.
4
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Ho? ?e== 'ou 6ti6!ied ?ith Pu% 6hoe6
Interprettion
4=
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=0 si t't t'#( ')# )#$( #,, stis&i# it' +* s'%#s 20 si t't t'#( ')#
#,, stis&i# it' +* s'%#s 1
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>
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@
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40 si t't t'#( i,, +$"'s# !( %t'#$ 6$! 40 si t't t'#( i,, +$"'s# "'#+
6$! ! %!,( 20 si t't t'#( i,, +$"'s# t'# s*# 6$!.
Do 'ou thin@ ?eight i6 !ctor o! choo6ing $rnd
Interprettion
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@
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70 si t't t'#( !%$*,,( sit"' %)#$ 6$! ! 80 si t't t'#( %!;t !%$*,,(
sit"' %)#$ 6$!.
ht @ind o! pro%otion too= 'ou pre!er
Interprettion
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70 si t't t'#( +$#$ 6( %!# /#t %!# &$## 1
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70 si t't t'#( i,, +$"'s# !%t'#$ 6$! it' s*# ,it( ! 80 si t't t'#(
i,, !%t +$"'s# !%t'#$ 6$! it' s*# ,it(.
1HAPTER
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FINDINGS >
1ON1(USIONS
Finding6
D% !%t !t$# ! PARADIGMS 6#"s# t%( !(t'i!/ is +%ssi6,#K.
S#$"' &%$ !##$ *$3#ts t'! #9+!i!/ (%$ "st%*#$ 6s#.
C%*# %t it' stt# %& t'# $t t$# +"3# &&%$6,# ! "%*+#titi)#
)!t/#%s +$%"ts.
S#t B#!"'*$3s &%$ /$%t'.
I*+$%)# + %! ist$i6ti%! "'!!#,s &%$ )i6,# "%)#$/# %& t'# *$3#t.
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W#$ %t "%*+#titi%! t'$%/' t$#! s#tti!/ i!i*it6,# t"ti", *%)#s 6s# %!
%$ i!&$st$"t$# st$#!/t's.
T'# st$t#/i" i!t#!t s'%, 6# ",#$ %! t'# *!/#*#!t.
W%$3 %! (%$ st$#!/t's i.#. I!&$st$"t$# &i!!"i, 6s# 6"3$ i!t#/$ti%!.
POP ! MERCHANDISING *t#$i, s'%, 6# *# s +#$ i!t#$!ti%!,
*$3#t.
CORPORATE TRAINING PROGRAMMES &%$ D#)#,%+*#!t %& *!+%#$ &$%*
#9t#$!, &",t(.
1onc=u6ion6
I ')# s% &$ i#!ti&i# t'# )$i%s $#s %! 'i"' PUMA ! %t'#$ *%$ s+%$ts
"%*+!i#s !## t% i*+$%)# +%! t% "'i#)# t'# #si$# ,#)#, %& "%*+#titi)#!#ss. T'#s#
i*+$%)#*#!ts %, /i)# PUMA ! t'# %t'#$ s+%$ts "%*+!i#s; 6s# t% "%*+#t# it'
t'# MNCs ! '#,+ t'# I!i! "%*+!i#s t% $#"# t'# i*+"t %& MNCs %! t'# I!i!
M$3#t i! t'# &t$#. I!i! *!&"t$#$s i,, ')# t% $#"t i"3,( 6#"s# !( #,(
i! $#"ti!/ t% t'# t'$#t +%s# 6( t'# MNCs %, %!,( /i)# t'# MNCs ti*# t% #st6,is'
t'#* i! t'# *$3#t. Wit' t'#i$ #9+#$tis# ! &i!!"i, "+"it( t'#( %, 6# !#$,(
i*+%ssi6,# t% "%*+#t# it' %!"# t'#( /#t &i$* &%%t'%, i! t'# *$3#t.
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1HAPTER
SUGGESTIONL
RE1OMMENDATION
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PUMA i! INDIA 's ,(s 6##! $i)#! 6( its ,#-&%$-*%!#( st$t#/(. T'# "%*+!(
!##s t% i#!ti&( "$iti", s""#ss &"t%$( ! %$3 ssi%s,( t%$s "'i#)i!/ it.
Me6uring Intngi$=e6 > 0=uing Di;er6it'
T'# 3!%,#/# %$,i# #9+#$i#!"# ! i)#$sit( t't ! PUMA #*+,%(## "! 6$i!/
t% t'# t6,# $# ),6,#. R#"#!t,( '% s""#ss&, "%*+!i#s $# i! t'# /,%6, %$, is
i!"$#si!/,( #$i)# &$%* i!t!/i6,#s s"' s t'#s# t't %$/!i?ti%!s "!!%t %!.
PUMA is /$#t,( &"t# 6( t'#s# #9t#$!, i!&,#!"#s si!"# i!## it is /,%6,
"%*+!(. F%$ s%*# it is !%t "%**%! 3!%,#/# t't PUMA is G#$*! "%*+!(.
T'is is $#s,t %& /%% /,%6, 6si!#ss. PUMA 's "$#t# +$%"t t't is /,%6, !
it' t't i)#$sit( ! 3!%,#/# /$#t,( &"t t'# "%*+!(. PUMA *st 6# 6,# t%
#si,( +t t% i&$#!t ",t$#s ! *st 6# ",t$,,( $# '#! "%!"ti!/ 6si!#ss.
T'# ,%!/ ,ist %& PUMA s6sii$i#s '#$# it "%!"ts 6si!#ss +$%)#s t't PUMA is
"%!st!t,( +ti!/ t% ",t$, "'!/#s ! *st 6# #9t$#*#,( i)#$s#. B#"s# %& t'is
!#"#ssit( 3!%,#/# is /$#t,( ),#. G$#t "'!/#s %""$ i! t'is i!st$( ! s
$#s,t !# i#s i!titi%! ! i!s+i$ti%! $# ! ss#t t't is !#"#ssit( i! t'is i!st$(
! t% $#*i! /,%6, "%*+!(. W'% ,#s t'is 3!%,#/# ! *i!ti!s i)#$sit( $#
t'# *!/#$s (#t t'#( t%% $# &"i!/ !# "'!/#s.
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1OMPETING IN A G(O&A( MARKET
Si!"# "i$i!/ t'#i$ "$$#!t +$#si#!t L%is-D$#(&s PUMA '%,,( %!#
s6sii$( 's "%*+#t# it' '%,# !# st$t#/(. Asi# &$%* "tti!/ t'# '%,# ,i!# %&
G#$*! s#!i%$ *!/#*#!t L%is-D$#(&s ,s% &i$# *!/#*#!t i! Asi '% &i,# t%
*t"' "%*+#tit%$s; ,% "%sts i! s6"%!t$"ti!/ s'%#*3i!/ t% ,%", "%*+!i#s. W'i,#
L%is-D$#(&s &%/'t 6$i!/s %! "%sts '# ,s% t%%3 /*6,# %! t'# si#. PUMA
6#/! t% &%"s %! /,%6, *$3#ti!/.
T$6,#!t is t'# %$ t't +t,( #s"$i6#s t'# s"#!$i% i! s+%$ts i!st$( i! ,st t% ,st
&i!!"i, (#$s. B( &$##!t +$i"# "ts i! *$3#t ! ,$/#$ t'! ,i)# M$3#ti!/ /*#
+,!s "%*+#titi%! $#"'# its !# 'i/'s ! ,%s. It is !% ,%!/#$ s&&i"i#!t t% st 6#
"%*+#titi)#. A C%*+!( 'i"' 's t% s$)i)# 's /%t t% ')# "%*+#titi)# )!t/#.
O!# !##s t% t3# st$t#/i" i!ititi)# i! t'# s'%$t $! t% "'i#)# t'# #si$# +%siti%!i!/K
i! &t$#. O!# 's t% &%$#s## :t%*%$$%;.
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&I&(IOGRAPHY
=1
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&i$=iogrph'
SE1ONDARY SOUR1ES"
???)tnd$erg)net
???)dic)co%
???)pu%)co%
???)r$@)co%
KotlerPhilipM$3#ti!/ *!/#*#!t 11 #iti%!
Chabra T.N..M$3#ti!/ M!/#*#!t 4 #iti%!
Gupta S.P and Gupta M.P Bsi!#ss sttisti"s < #iti%!.
=2
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ANNEURE
=8
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ue6tionnire
1. W'i"' 6$! (% +$#$
Ni3#
6 Ais
" R##6%3
P*
# A!( Ot'#$
2. W'i"' &"t%$s i!&,#!"# (%$ "'%i"#
P$i"#
6 St(,#
" ,it(
A)#$tis#*#!t
# A!( Ot'#$
8. D% (% ')# P* s'%#s
#s
6 N%
4. H% #,, (% stis&i# it' P* s'%#s
#$( W#,,
6 W#,,
" Fi$,( W#,,
N%t t ,,
=4
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. D% (% t'i!3 #i/'t is &"t%$ %& "'%%si!/ 6$!
#s
6 N%
@. D% (% !%$*,,( sit"' %)#$ 6$! t'# 6$!
#s
6 N%
10. W't 3i! %& +$%*%ti%! t%%, (% +$#$
L"3 C%+%!
6 F$## Gi&t
" Dis"%!t
B( O!# G#t O!# F$##
11 Wi,, ' ' 6 i ' ,i