Puma to focus on data driven marketing to increase profitability: Debosmita Majumdar, Head of Marketing, Puma India
Majumdar spoke to us about Puma’s plans this festive season, how they plan to improve sales and why India is important to them
Virat Kohli struck a deal with Puma earlier this year for a whopping Rs 100 crore. In addition to this, the brand has roped in global brand ambassadors like Sergio Aguero and Usain Bolt, thus maintaining its upward trajectory. We spoke with Debosmita Majumdar, Head of Marketing, Puma India, who shared the brand’s plans this festive season, how they plan to improve profitability and why India is important to them. Excerpts:
How much is Puma focused towards its digital platform?
We launched our own e-commerce platform very late and are currently in the process of amping it up. We see the platform as a great medium to reach out to consumers, taking into consideration how online shopping has gone to another level. It’s always about seeking more options. We have decided that online is critical for our products and will be an important platform to our business.
What is the kind of revenue that e-commerce generates for Puma as compared to its physical store?
We don’t discuss the revenue split as different partners contribute differently, but overall 30 per cent of our revenue comes from e-commerce.
How has the spending habit changed in India over the years? How profitable is India for you?
A lot of international brands have come in the recent past so the customer, who is well aware of the global trends, has many options. You cannot cheat your customer or tell them a story they already know, they are far more advanced today. You have to go with the current trends and ensure you are one step ahead of your consumer in terms of what a brand offers. Online, like I said, has become a chosen medium for shopping primarily for the multiple options that customers get. The younger TG is constantly glued on the platform, watching out for what’s new. Customers online are far more aware and sharper about what they are looking for in the market.
What is Puma’s marketing strategy to achieve its desired profit ratio?
Puma as a brand has grown substantially. Having said that, there is a real need for data driven marketing to get under the skin of our consumers and understand their consumption behaviour and pattern. Data driven marketing is what we will be focusing on to increase our profitability.
Ever since Puma has turned into a fully owned subsidiary, what has the marketing plan been?
For us, it has helped in getting a lot of our global shops in alignment with India and this development is in complete sync with our global launch plan.
The fact that you have Kohli on board only shows the brand’s intention to be aggressive in India, why is the country such an important market for Puma?
We have been the leading sportswear brand in the country. We have experimented in the past. Even while Puma has probably not been in the leadership position globally, its India market has always been able to maintain the lead positioning. The share prices are increasing three times and with the kind of huge names we have on board, we are looking at huge success. But even when the chips were down globally, India continued to keep our leadership (status).
The festive season has almost kicked in, how is Puma India gearing up for it?
We are aggressive throughout the year and few of our biggest campaigns also go live in the second half. So Diwali is the time when we amp up in terms of our store display, not to make it more festive but to bring more offers to customers, thereby increasing sales.
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