Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Published by: Amity Research Centers
Published in: 2015
Length: 11 pages
Data source: Published sources

Abstract

Puma, the German multinational company, was recognised as one of the premium sportswear brands in the world. The company had established its commercial supremacy among consumers’ across the globe particularly through producing various types of state of the art sportswear items including athletic shoes, sports apparels etc. In an effort to improve its absolute business volume, the company had planned to expand its commercial network in the thriving Indian sportswear market. As a result of that, the management of Puma decided to introduce strong brand awareness programmes by executing several marketing and product launching initiatives for the Indian market in the coming days. Launching of two well known shoe brands (Mobium and Faas), commencing of new operational stores particularly in tier II cities in India, initiating ‘Forever Faster’ marketing venture, associating with the Indian Super League football tournament as the official ball sponsor of the event, promoting women-centric commercial portfolios, using of e-commerce portals to sale its products through online platforms etc were some of the new business strategies adopted by Puma to mark its dominance in the Indian sportswear segment. Despite such growth oriented commercial initiatives, the company had faced stiff business competition from its rivals like Adidas, Nike, Reebok etc in India. Also, the rapid growth of online sales services had posed a strong challenge to Puma’s offline sales growth. Considering all these pros and cons, whether Puma would become the top sportswear manufacturing brand in Indian market in future, was to be watched.
Location:
Industry:
Other setting(s):
2014

About

Abstract

Puma, the German multinational company, was recognised as one of the premium sportswear brands in the world. The company had established its commercial supremacy among consumers’ across the globe particularly through producing various types of state of the art sportswear items including athletic shoes, sports apparels etc. In an effort to improve its absolute business volume, the company had planned to expand its commercial network in the thriving Indian sportswear market. As a result of that, the management of Puma decided to introduce strong brand awareness programmes by executing several marketing and product launching initiatives for the Indian market in the coming days. Launching of two well known shoe brands (Mobium and Faas), commencing of new operational stores particularly in tier II cities in India, initiating ‘Forever Faster’ marketing venture, associating with the Indian Super League football tournament as the official ball sponsor of the event, promoting women-centric commercial portfolios, using of e-commerce portals to sale its products through online platforms etc were some of the new business strategies adopted by Puma to mark its dominance in the Indian sportswear segment. Despite such growth oriented commercial initiatives, the company had faced stiff business competition from its rivals like Adidas, Nike, Reebok etc in India. Also, the rapid growth of online sales services had posed a strong challenge to Puma’s offline sales growth. Considering all these pros and cons, whether Puma would become the top sportswear manufacturing brand in Indian market in future, was to be watched.

Settings

Location:
Industry:
Other setting(s):
2014

Related