Puma redux

MARKETING: Puma recrafts its strategy to bag "most popular sports lifestyle company" tag.

Although Puma has been present in India since 2002, low visibility has always dogged the brand. That is likely to change soon as the company reworks its market strategy.

For starters, Puma has opted out of the licensee agreement it had with Planet Retail and set up a wholly owned subsidiary. Says the company's general manager Martyn Bowen: "This is part of what we are doing globally." Bowen, who is also responsible for Eastern Europe, Middle East and Africa, has done the same in UAE.

As the next step, the company will set up a 1,500-sq ft brand store in Bangalore or Chennai in the next six months.

In addition, Bowen says they will continue to set up stores through Planet Retail even though they aren't the licensee for the brand. Puma also plans to consolidate its presence in the multi-brand outlets.

The company is focussing on Asia as 'Phase IV' of its global strategy kicks in. "At present Asia contributes about 12 per cent to our total turnover and by the end of Phase IV we expect this to go up to 25 per cent." That would mean a turnover of Euro 3.5 billion, a little more than double the current sales.

The company is also looking at expanding its product offerings in India to add to its 250 sku's (stock keeping units) in footwear, 200 in apparel and 100 in accessories.

Rajiv Mehta, general manager, Puma Sports India also makes it clear that Puma will introduce new products simultaneously with the global launch. It has already brought in its Moto and Golf ranges in India, which it has just introduced globally as well.

It will also bring in some of its international ad campaigns here, and is considering a local brand ambassador too. Internationally, the brand is endorsed by sportspersons like Michael Schumacher to Adam Gilchrist.

A lot more interaction with customers is planned through plays and fashion shows which would showcase the brand. Also on the cards is the introduction of its fashion range of products in India. On the pricing front, Bowen says that they would not be catering to the entry level customers.

The target of the reworked strategy is to establish Puma as the most popular sports lifestyle company.