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Experiential mktg, OOH, digital drive Puma’s mktg strategy

18-April-2013
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Experiential mktg, OOH, digital drive Puma’s mktg strategy

In a bid to increase market share in the market category of performance running, Puma India has added Mobium Elite to its existing product offering. Puma Mobium Elite is positioned as a performance trainer that expands and contracts as the foot moves.

The marketing strategy for Mobium Elite includes a lot of experiential marketing through seeding with gyms, serious runners and run clubs across the country. The brand has also tied up with a BTL event, which includes corporate relay race called Urban Stampede, which has taken place in Bangalore, Hyderabad, and Mumbai, and is slated to happen in Delhi soon.

Through these activations, the brand aims to make consumers aware of its serious performance products. The brand also has an aggressive focus on outdoor and has taken over 15-20 outdoor sites in Mumbai. Besides this, Puma India has also targeted visibility in the digital domain, with brand presence on the homepages of Yahoo and YouTube.

“When we entered the market we knew that Adidas, Nike, Reebok were entrenched in the performance space, so we focused on the lifestyle space now that we have captured the lifestyle space, we want to reclaim the performance ground, running as a category was growing for us year on year now it is nearly 25 per cent of our business for Puma is running. Now is the right time for us to create authenticity with our products for this category in India, as running is fast gaining huge popularity here,” said Rajiv Mehta, MD, Puma India.

The brand currently enjoys a market share of 25-30 per cent and hopes to achieve a market share of 35-38 per cent by the end of this year. The lifestyle category contributes to 50 per cent of the brand’s business currently and the brand hopes to expand the performance category with this launch.

The fitness space in India has grown significantly and brand Puma is another beneficiary of this growth. “We have increased prices over the last few years, but not seen a dip in sales. In the performance category, the volume has seen an increase, in fact, up to 25 per cent more fitness related products were sold in Puma stores this year,” Mehta claimed.

He believes that the Indian consumer is still price sensitive, but at the same time is ready to pay a price for value proposition. Will the launch of Mobium Elite aid the brand that claims to be the No 2 in India to capture a higher market share and giving Reebok India, the current No 1 in turnover, a run for its money? Only time will tell.

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