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To wrest market share from Reebok, Puma goes outdoor

29-April-2013
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To wrest market share from Reebok, Puma goes outdoor

In a bid to increase market share in the performance running category, Puma India recently added Mobium Elite to its product offering. According to various media reports, with a 30 per cent – 35 per cent market share in the Rs 36,000 crore Indian sportswear market, Puma has been trailing behind Reebok in the performance sports category. However, it has consolidated its presence in the Lifestyle sportswear market, which contributes almost 50 percent of its revenues. With the launch of its performance running shoe, which claims to expand and contract as the foot moves, Puma is set to take on battle for the market pie.

Reebok enjoys the biggest market share in India, and Puma (number two in terms of market share) aims at getting a part of this market share in the performance category with its launch of Mobium Elite, wherein it is making an aggressive use of the OOH medium. Nike has a larger global presence than in India, followed by Adidas.

In an earlier report by exchange4media, we mentioned that the marketing strategy for Mobium Elite will include a lot of experiential marketing through seeding with gyms, serious runners and run clubs across the country.

As a part of initial marketing activity for Mobium Elite, Puma has launched a strategic outdoor campaign. Puma, in this outdoor campaign, has covered three cities – Mumbai majorly because it is the biggest running market in India, Delhi and Bangalore.

Issac John, Marketing Head, Puma India said, “A strategic outdoor campaign with a mix of high-impact billboards in key locations drives home the product benefits in our key running markets of Mumbai, Delhi and Bangalore. The innovations were also larger than life and really increased awareness of the Mobium product launch.”

The campaign went live on March 27 in Bangalore and Delhi. In Mumbai, it went live on April 4. The outdoor campaign is executed by Platinum Communications.

The idea was to create and amplify awareness of the product. The outdoor campaign is focussed on bringing out the brand’s features through high-impact outdoor and innovations.

In Mumbai, the brand has taken 29 sites. Strategic branding has been done at Carter Road and Jogger’s Park in Mumbai. There are also innovations done at five sites, namely, Bandra Turner Road, BKC Entrance, Peddar Road, Lower Parel and Worli. In Bangalore, innovation is seen at the CMH Road KFC crossing. In Delhi too the brand has taken few strategic media formats.

While Nike, Reebok and Adidas are busy associating themselves with IPL, Puma has smartly entered into strategic marketing exercises along with its IPL activities. Will other brands react to this in the coming days? Let’s wait and watch.
 

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