Kiran Project Final.docx

A PROJECT REPORT ON “MARKET STUDY ON PUMA BRAND” AT “PUMA RETAIL LIMITED.” SUBMITED TO SAVITRIBAI PHULE PUNE UNIVERSITY-SPPU In Partial Fulfillment of Requirements for the Award of Requirement of Master of Business Administration-MBA BY Mr. KIRAN BALKRISHNA GAIKWAD MBA-II PROJECT GUIDE PROF. AVINASH JADHAV NAVSAHAYADRI EDUCATION SOCIETYS GROUP OF INSTITUTIONS, FACULTY OF MANAGEMENT, NAIGAON (NASARAPUR), BHOR, PUNE-412213. BATCH-2017-19

CERTIFICATE This is to certify that GAIKWAD KIRAN BALKRISHNA student of NAVSAHYADRI EDUCATION SOCIETY’S GROUP OF INSTITUTIONS, FACULTY OF MANAGEMENT – MBA, PUNE has completed her summer training at PUMA STORE, HADPSAR (India) Pvt. Ltd. on the topic of “A MARKET STUDY ON PUMA BRAND” and has submitted the Summer Training Project Report in partial fulfillment of MBA II of the SPPU for the academic year 2018-2019. He has worked under our guidance and direction. The said report is based on bonafied information.

PROF. AVINASH JADHAV FACULTY OF MANAGEMENT

Date: Place:

DR. K S CHARAK DIRECTOR

ACKNOWLEDGEMENT

A journey starts with a single step. It is my great pleasure and proud to be able to complete and present this project report on “A MARKET STUDY ON PUMA BRAND” within the given span of time. The completion of this project work is an important beginning and a milestone in my professional life and the completion of the same was possible only with the inspiring and valuable guidance, co-operation and united support rendered tome by, Store Manager Mr. AMOL MAWAL PUMA STORE HADAPSAR, Pune. Not only they guided me in this project, but also taught me the basic practical skills required to be a good manager. I am deeply indebted and thankful to them for their valuable support and guidance .I would like to thanks Dr.K. S. CHARAK, Director, Navsahyadri Education Society’s group of institutions, faculty of management-MBA, Pune. For his valuable support and having faith in me. I am also thankful to my project guide. Prof. Avinash Jadhav for her time to time guidance and the valuable suggestions she has given throughout the project work. It would be unfair if I forget my friends and family members those always encouraged me to carry on my project with the great zeal and undisturbed work that helped me to concentrate on the given work to complete it within the stipulated period. I express my sincere thanks to all of those who supported me directly or indirectly in carrying out this project.

Date: Place: Pune.

Mr.Gaikwad kiran balkrishna

EXECUTIVE SUMMARY Today in every organization market study as an activity is necessary. It is an important part of an organization. Market study is a vital ingredient for the successes of the organization in the long run. There are certain ways that are to be followed by every organization which ensures that it has right kind of Product, at the right price and right time that organization can achieve its planned objectives. The objectives of Marketing are sales, transfer and promotion, risk management, performance appraisal and so on. Each objective needs special attention and proper planning and implementation. For every organization it is important to have a right product in right market area. Marketing plays a vital role in this organization. A formal definition states “A human activity directed at satisfied needs and wants through an exchange process.” The survey involved gathering wide information about the company, its products, customer satisfaction and impact of various competitive firms on the company. From the information collected, various aspects were identified where the company needs to focus more to improve the efficiency of marketing team of Wrangler. The research was conducted through collection of primary and secondary data. Secondary data was collected through visiting various web sites, magazines and other reliable sources. Primary data was collected through a well-framed questionnaire.. On the basis, the secondary data analysis and the extensive analysis of the primary data, interpretations were drawn for the questions and conclusion is drawn. Certain suggestions are also drawn from the analysis to help.

INDEX Sr. No. 1.

Title INTRODUCTION 1.1 Topic Introduction 1.2 Objective Of The Study 1.3 Need For The Study 1.4 Limitations Of The Study

2.

CONCEPT & METHODOLOGY 2.1 Research Design 2.2 Data Collection 2.3 Sampling Procedure

3.

ORGANIZATIONAL PROFILE 3.1 Company profile 3.2 About company 3.3 Company History 3.4 Future Plan 3.5 Product profile 3.6 Award &Achivment 3.7 Compititors of puma

Page. No.

4

DATA ANALYSIS 4.1 Data Analysis Finidings

5

CONCLUSION 5.1 Conclusion 5.2 Findings 5.3 Suggestions 5.4 Bibliography 5.5 Questionnaire

LIST OF TABLES TABLE NO.

Table No. 4.1

TOPIC Q.1Age considered as an important factor which affects

PAGE NO. 32

the buying habits of individuals ? Table No. 4.2

Q. 2 Which size is mostly preferred

33

Table No. 4.3

Q. 3 Which Brand is mostly preferred in Mens Wear T Shirt

34

Table No. 4.4

Q. 4 Which Brand is mostly preferred in Mens Wear Jeans Pant

35

Table No. 4.5

Q. 5 Which Brand is mostly preferred in Mens Wear Shirts

36

Table No. 4.6

Q. 6 Table showing the figures in years about the selling of Wrangler ?

37

Table No. 4.7

Q. 9 Retailer communication about schemes with the Customer

40

Table No. 4.8

Q. 10 why the customer does not prefer Wrangler.

41

Q. 11 Design and style of Wrangler

42

Q. 12 Retailers view to increase the sales of Wrangler.

43

Table No. 4.9

Table No. 4.10

LIST OF FIGURES TOPIC TOPIC FIGURE 4.1

Q. 1 Which brand sales are more in the Mens Wear

FIGURE 4.2

Q.2Education greatly influenced the choice, preference and habit of a person.many living habit learn from

PAGE NO. 32

33

education? FIGURE 4.3

Q. 3 Which Brand is mostly preferred in Mens Wear T Shirt

34

FIGURE 4.4

Q. 4 Which Brand is mostly preferred in Mens Wear Jeans Pant

35

FIGURE 4.5

Q. 5 Which Brand is mostly preferred in Mens Wear Shirts

36

FIGURE 4.6

Q. 6 Table showing the figures in years about the selling of Wrangler ?

37

FIGURE 4.7

Q. 9 Retailer communication about schemes with the Customer

38

Q. 10 why the customer does not prefer Wrangler.

39

Q. 11 Design and style of Wrangler

40

Q. 12 Retailers view to increase the sales of Wrangler.

41

FIGURE 4.8 FIGURE 4.9 FIGURE 4.10

1. INTRODUCTION

1.1 TOPIC INTRODUCTION Marketing is the process of satisfying the needs and wants of the consumers. Management of marketing activities is Marketing Management. Management Guru Philip Kotler defines marketing as “Marketing Management is the analysis, planning, implementation and control of programs designed to bring about the desired exchanges with target audiences for the purpose of personal and mutual gain. It relies heavily on adoption and coordination of the product, price, promotion and place for achieving response”: In other words, a business discipline, which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities, is Marketing Management. Marketing Management focuses upon the psychological and physical factors of

Marketing. The Marketing managers are responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. While the psychological factors focus upon discovering the needs and wants of the consumer and the changing patterns of buying behavior, habit etc. the physical factors focus upon fulfilling those needs and demands buy better product design, channel of distribution and other functions. In summary, Marketing in action is marketing Management. Marketing Management has the responsibility of to perform many functions in the field of marketing such as planning, organizing, directing, motivating, coordinating and controlling. All these function aim to archive the marketing goals. . An actual or nominal place where forces of demand and supply operate, and where buyers and sellers interact (directly or through intermediaries) to trade goods, services, or contracts or instruments, for money or barter. Markets include mechanisms or means for (1) Determining price of the traded item, (2) Communicating the price information, (3) Facilitating deals and transactions, (4) Effecting distribution. The market for a particular item is made up of existing and potential customers who need it and have the ability and willingness to pay for itThe management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: (1) Identification, selection and development of a product, (2) Determination of its price, (3) Selection of a distribution channel to reach the customer's place, and (4) Development and implementation of a promotional strategy.

1.2 OBJECTIVES OF THE STUDY  To know the personal views of the people regarding various puma shoes.  To study which puma shoes is mostly preferred by people as per their choices.  Comparison between various branded shoes.  Find out factors influencing the people at the time of purchasing shoes such as Quality Durability, Variety, Price, and Use in Sports.

1.3 NEED FOR STUDY As customer, each of has a vast number of perceptions toward products, toward services, toward company or industry, etc. It is difficult to imagine in any research project that does not include the measurement of some aspects of customer perceptions. The size of the market is vast and constantly expanding, thus resulting in a vast number of competitors entering the market. Crore of rupees were being spent on goods and services by tens of millions of people. The growth of the customer movements created urgent need to understand how competitors form strategies and capture the market share and take strategic decisions. For example, in order to discover how retailers respond to the promotional offer, advertisement and distribution or service. The study of customer perception and market share would provide the company with necessary insights to develop the product, its pricing strategy, and to design persuasive promotional strategy, distribution system and develop defensive strategies and elimination strategies to remove the competitor’s product from the market or some promotional strategies to increase the market share of particular products and brands. It would also support the organization to analyze its drawbacks in its various strategies and to take corrective action to remain as market leaders. The study will also reveal the different aspects of customer perception regarding price, quality, range, availability, and advertisements of the products. The need for the study is very essential as the competition in the soft drink and water segment is ever increasing. Competitors are mainly struggling to shutdown the market by capturing its market share. The competitors are coming up with sales promotion and incentives to compete with this puma.

1.4 LIMITATIONS OF THE STUDY  In some of the retail showroom it is not allowed to get the questionnaire filled. Many of the respondents were not willing to fill the questionnaire.  Some people were not willing to respond and few of them who responded were in hurry hence the active participation was lacking. Due to which I faced difficulties in collecting information’s regarding our questionnaire.  Another problem which I face was that people were hesitating to give information. about their views freely

2. CONCEPT& METHODOLOGY

2.1 RESEARCH DESIGN Research design is an overall plan or scheme prepaid by the researcher for executing the research study. It is an important stage in the process of conducting research as it facilitates systematic work on the research project. It is necessary as it facilitates the smooth conduct of research. Research designed may be designed as a sequence of steps taken ahead of time to ensure that relevant data will be collected in away that permits objective analysis of different hypothesis formulated with respect to the research problem. Research methodology is a way to systematically solve the research problem, it not only takes the research methods but also consider the logic behind the methods. The study of research methodology for developing the project gives us the necessary training in gathering materials and arranging them, participation in the field work when required, and provides training in techniques for the collection of data appropriate to particular problems.

2.2 DATA COLLECTION Data collection helps your team to assess the health of your process. To do so you must identify the key quality characteristics you will measure, how you will measure them and what you will do with the data you collect. Data collection is nothing more than planning for and obtaining useful information on key quality characteristics produce by your process .However simply collecting data does not ensure that you will obtain relevant or specific enough data to tell you what is occurring in the process Actually data is of two kinds which are following-

I.

Primary Data: Primary data are those, which are afresh and for the first time and this happen to be

original in character. primary data is important for all area of research because it is unvarnished information about the result of an experiment or observation. It is like eyewitness testimony at a trial . No one has tarnished it or spun it by adding their own opinion or bias so it can from the basis of objective conclusion. One the primary data has been gathered analysts study it using other research method. They look for relationship between factures that may suggest the designs for new studies. When they combine the primary data from more than one study, they are using integrative method. Their findings present secondary data a synthesis of several streams of primary data. Following are the techniques use for collecting primary data. 1.Observatin: 

Natural setting



Field experiment

2. Communication: 

Personal interview



Telephonic interview

II.

Secondary Data: Secondary data is when the investigator does not collect data originally for the

research enquiry but users data already collected and available in published or unpublished from data.Use of secondary data in research enquiry saves time, finance and labour. However

Some people doubt the accuracy of secondary data. If reliable and suitable secondary data is available, there is no harm is using secondary data for any research enquiry. Most research requires the collection of primary data, and this is what student concentrate on. Unfortunately, many dissertation do not include secondary data in there finding section although it is perfectly acceptable to do so, providing it has been analyzed. It is always a good idea to use data collected by someone else if it exists it may be on a much Lrger scale and could contribute to the finding considerably.

SAMPLE METHODS: Random simple sampling SAMPLE SIZE: - 45

2.3 Sampling Procedure It is a procedure required from defining a population to the actual selection of the sample. Introduction: The precision and accuracy of the survey results are affected by the manner in which the sample has been chosen. Sample: A part of a population, which is provided by some process on other, usually by deliberated selection with the object of investigating the properties of the parent population set. Non probability sampling method is in deterministic method where the sample size in numerous and can’t be determined. So for our convenience we take convenience-sampling method where all the population in sample is given equal opportunity.

3. ORGANISATION PROFILE

3.1 COMPANY PROFILE

Puma was formed by German sports apparel by the founder Rudolf dazzler during the 1948’s. “For over 70 years, Puma has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, Puma is a global leader not only in the shoe industry, but also in the sporting goods industry. Shoes from the puma are available in virtually every country of the world. . Besides sports footwear, the company also produces other products such as bags, T-shirts, eyewear and other sports and related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world. The company’s sport wear, accessories and shoes design typically involve three parallel stripes of the same color and the same motive is incorporated into puma official logos.

3.2 ABOUT COMPANY Puma sport Indian pvt limited operates as amanafactur and distributer of sport produce in india . The company offers footwear, apperal, and sport accessories for football, motorsport golf and every day use. The company was founded in 2005 and is based in banglore,india. Puma sport india pvt limited operates as asubsidilary of puma AG Rudolf Dassler sport. Puma’ Range of Products in India: A month after announcing the joint venture, Adidas India Ltd. launched its range of sports footwear, apparel and accessories in New Delhi on November 1, 1996. Subsequently, Adidas products were also launched in Mumbai, Bangalore, Chennai, Hyderabad and Calcutta. Currently, Adidas products are available in 30 cities in India. The range of PUMA products available in India include sports footwear featuring some of the most popular innovations and technologies developed by Adidas such as Feet You Wear, Torsion system and adi wear. The sports footwear available in India includes a wide range of core categories such as adventure, basketball cricket, golf, indoor, running, tennis, training, soccer and workout. Puma has introduced in India, a wide range of sportswear for both men and women. These include apparel for athletics, basketball, cricket, golf, running, soccer, swimming, tennis and training for Men and women.

3.3COMPANY HISTORY

Since 1948: After increasingly different views of how to run the business, the brothers split the business in 1948. Rudolf moved to the other side of the Aurach River to start his own company. Adolf started his own company using a name he formed using his nickname— Adi—and the first three letters of his last name—Das—to establish Adidas. Rudolf created a new firm that he called "Ruda", from "Ru" in Rudolf and "Da" in Dassler. A few months later, Rudolf's company changed its name to PUMA Schuhfabrik Rudolf Dassler in 1948.

Since 1952: Rudolf developed a football boot with screw-in studs, called the "SUPER ATOM" in collaboration with people, such as West Germany’s national coach Sepp Herberger. At the 1952 Summer Olympics, 1500 metres runner Josy Barthel of Luxembourg won PUMA's first Olympic gold in Helsinki, Finland.

Since 1960: At the 1960 Summer Olympics PUMA paid German sprinter Armin Hary to wear PUMAs in the 100 metre sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas rejected this request. The German won gold in PUMAs but then laced up Adidas for the medals ceremony, to the shock of the two Dassler brothers. Hary hoped to cash in from both, but Adi was so enraged he banned the Olympic champion.

Since 1986: PUMA became a public company in 1986, and thereafter was listed on the Börse München and Frankfurt Stock Exchange.

Since 1989: In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent stake in PUMA to Swiss business Cosa Liebermann SA.

Since 2003:

For the fiscal year 2003, the company had revenue of €1.274 billion. PUMA was the commercial sponsors for the 2002 anime series Hungry Heart: Wild Striker, with the jerseys and clothing sporting the PUMA brand. PUMA ranks as one of the top shoe brands with Adidas and Nike.

Since 2007: In February 2007 PUMA reported that its profits had fallen by 26% to €32.8 million ($43 million; £22 million) during the final three months of 2006. Most of the decline in profits was due to higher costs linked to its expansion; sales rose by more than a third to €480.6 million. In early April 2007 PUMA's shares rose €29.25 per share, or about 10.2%, at €315.24 per share. As of July 2007, PPR owns over 60% of PUMA stock.

Since 2011: In July 2011 the company completed a conversion from an Aktiengesellschaft (German public limited company) to a Societas Europaea, the European Union-wide equivalent, changing its name from PUMA AG Rudolf Dassler Sport to PUMA SE.[37] At the same time, Franz Koch replaced the long-serving Jochen Zeitz as the firm's CEO, with Zeitz becoming chairman.

Since 2013: The company has been led by former football professional Bjørn Gulden (CEO) since 1 July 2013. PUMA is the main producer of enthusiast driving shoes and race suits. They are the primary producer for Formula One and NASCAR clothing. They won the rights to sponsor the 2006 FIFA World Cup champions, the Italian national football team, making and sponsoring the clothing worn by the team. They entered a partnership with BMW, Ducati and Ferrari to make PUMA-Ferrari, PUMA-Ducati and PUMA-BMW shoes. On 15 March 2007 PUMA launched its

Since 2018: In March 2018, Puma launched its venture with its ambassador Selena Gomez called Phenom Lux. In 2018 Puma re-entered the basketball sneaker market for the first time in 20 years and announced Jay-Z will be the creative director for Puma Basketball. Puma last sponsored Vince Carter in 1998. They signed young basketball players Marvin Bagley III and Deandre Ayton, both of whom became the Top 2 picks of the 2018 NBA DRAFT.

3.4 FUTURE PLANE

The German sports apparel brand Puma has completed more than a decade in India. The clothing and sportswear brand was one of the late entrants in the Indian market in comparison to their competitors Nike, Adidas, Reebok and others. Abhishek Ganguly, MD, Puma India feels that the journey has been phenomenal so far. "We had to do a lot of catch up but we grew up from an unknown brand to gain market leadership in flat eight years. Puma believes they have not done different things but did things differently in terms of brand engagement, communication and marketing. "We didn't come here and copy pasted somebody's else's model we created our own." 

In pursuit of profitability : In the last three years, the sportswear brand witnessed a decline in the profit. In 2014 the brand registered Rs 29 Cr of Profit which becomes Rs 12 Crore in 2015 and going forward in the latest data available Puma registered a loss of around Rs 3 crore. Reacting to this, Ganguly stressed that if compared to the competition their brand has maximum profit against any other competing brands. He assured things are on track for the next year. We are on a growth curve, we are making huge investments and you will see this in growth and sales this year everything is on track better than planned. Puma does not believe in over expanding and that is the reason they have shut down only eight stores so far. Currently, the company has 353 stores across 120 cities. In last one year, Puma has added 60 new stores and plans to add 35 new stores in coming one year. All these stores will be in Tier I, II& III cities. Currently, 293 Puma stores are operated by the franchise and 60 stores are owned and operated by the company. The upcoming stores will also be mixed bag between company and franchise.



Major Investment Ahead: The German brand is making a huge investment in technology to change their approach towards the market. Primarily the investments are on the front of ecommerce and consumers. "Going forward e-commerce is the future and brands who

don't do this will suffer." Said Ganguly. The brand is trying to get into multi-channel and Omni-channel environment. The idea is to deal with the customers directly with their flagship platform Puma.com. The brand will also be present on all the leading ecommerce platform. For this, Puma is changing their entire mindset. Earlier it was doing product management, offline retailing and merchandising. engineering the entire organisation. And technology is the starting point Said, Puma's MD. The brand is listing their products from their warehouse to different e-commerce platform including Puma.com. And integrating the warehouse with real-time across all the ecommerce platforms."We are doing things as an organisation which we have never done before. Why we are doing it because if we will not do it, we will not have a direct handle on the consumer." Currently, Puma's 25 per cent sales come from Online and Abhishek Ganguly is expecting it to increase it to 38 per cent in the coming two years. The C and D towns are pushing sales for Puma India and in 2015-16 12 per cent of orders came from these towns. Every year the demand is increasing since e-commerce makes small towns viable. 

GST impact: Ganguly feels that GST will have a very positive impact on the economy and it will bring lots of transparency. He said, "We had to do lots of changes in our IT systems and so does our e-commerce and franchise partners. And that was a difficult period for all of us. The business had downtime for five to seven days as you cannot ship. He sees GST more of an operational problem than demand problem. While Puma has taken the decision not to increase the price. We are in the growth phase of the business and we would like to create more demand. Puma is also known for their unconventional marketing strategy. The brand doesn't believe in traditional marketing as they feel there is a better way to reach consumers. Sharing more, Ganguly said we only associate with someone who we think our consumer can relate to and Usain Bolt is a true example.

.

3.5 PRODUCT PROFILE Puma is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, Puma has established a history of making fast product designs for the fastest athletes on the planet. Puma offers performance and sport-inspired lifestyle products in categories such as Football, Cricket, Running, Training & Fitness, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative and fast designs to the sports world. The official Puma Online Store offers a large selection of Puma shoes, clothing, accessories, and equipment. `Puma’s family of star players in Football includes Sergio Agüero, Cesc Fàbregas, Marco Reus, Radamel Falcao, Olivier Giroud, Mario Balotelli, Luke Hodge, and Jaime Elliot and in women’s football, Brazilian powerhouse Marta, as well as a number of influential national and club teams, including four-time world champion Italy, Austria, Switzerland, Uruguay, Chile, Ghana, Ivory Coast and Cameroon, plus Borussia Dortmund, Newcastle United FC, Arsenal FC (from July 2014), Adelaide Crows and West Coast Eagles. The PUMA Running collection, notable for innovative new product like our FAAS and Mobium shoes, is represented by the fastest man in the world, sprinter Usain Bolt. (‘Nuff said.)

FULL SLIVES T-SHIRT

SPORTS T-SHIRT

LAPTOP BAG

GYM SHORT

SPORTS SHOES

SLIPEER

3.6 AWARD& ACHIVMENT We are extremely proud of the industry awards we have won recently. Achieving success in some of the biggest awards schemes in the world is a great endorsement of the ambitious and ethical way we like to do business, and acknowledgment of the hard work, talent and commitment of all our teams around the globe. 

Corporate &financial award

"Annual report of the year" The judges praised our 2016 annual report as a stand-out, both in its field and among the competition overall. Described as "lively, energetic and creative," the report was commended for its brave approach and peerless execution. The judging panel concluded: "This is truly deserving of Annual report of the year". 

The 2015 International Business Awards:

We have won a gold award at the 2015 International Business Awards. Puma Energy won high scores during more than two months of judging. The gold nomination was for our submission: Puma Energy transcends into Paraguay's aviation fuel market. 

Platts Global Energy Award 2014:

"Rising Star Individual” (Rodrigo Zavala, COO America) Rodrigo Zavala, our Chief Operations Officer for America, was recognized for his leadership of 1,100 employees across Central and South America. His efforts have seen Puma Energy achieve 35% growth in these regions, securing footholds in Puerto Rico, Guatemala, El Salvador, Honduras, Nicaragua, Belize, Panama and Paraguay. 

Communitas Awards 2014:

"Reducing Fatalities in Developing Nations" This award was earned by our "Be Road Safe" campaign, which saw us overcome challenges including language barriers, diverse cultures, multiple locations, low literacy and education levels in order to reduce highway accidents among our drivers around the globe by 25%. A truly lifesaving result!



Platts Global Energy Awards 2013:

"Industry Leadership, Midstream" This prestigious and highly competitive award recognised how we are leading the midstream sector, achieving exceptional global growth of 50%+ for five consecutive years. It also recognised our wider commitment to best practice, including our approach to developing markets ethically (such as our Puma Energy Foundation, which helps local people around the world achieve positive change,) investment in numerous innovations and our commitment to safety. 

The International Business Awards 2013:

“Fastest-Growing Company of the Year in Asia, 2013 - Silver” Our market penetration across Australia, Indonesia, Malaysia, Myanmar, Singapore, UAE, and Vietnam shone through for these awards, along with expanding our employee base in Asia to 1,000+ staff and successfully becoming Australia’s largest independent fuel operator. “Energy Company of the Year – Bronze” This award recognises our work in Angola, where we’ve created jobs, nurtured entrepreneurship with our franchise model, created the infrastructure needed for communities to prosper, and fully funded the construction of new educational facilities in the community. 

The Stevie Awards For Sales & Customer Service 2012:

"Finalist for Front Line Customer Service Team of the Year, Americas" Here we were recognised for our work in Panama, where our team overcame numerous challenges to deliver truly exceptional customer service, as evidenced by the fact that we secured the continuation of a high-profile contract during a period of major transformation in the business and successfully doubled our total B2B coverage within the region.

Engineers and Surveyors of Puerto Rico Convention of 2012: ”Emerging Leader Under 40” (Brenda Torano, Environmental Engineer) Brenda Torano was named Emerging Leader Under 40 for her work on our Bayamón fuel terminal in Puerto Rico. After the terminal was ravaged by a fire, Brenda played a key leading role in the remediation and reconstruction of the facility, which included the development of four unprecedented agreements between Puma Energy and the local environmental agencies.



Communitas Awards 2012:

“Leadership in Organisation Community Service” This award was for our major transformation of a community in Puerto Rico, where we stepped in to undo the damage caused after a major fire tore through a rival firm’s oil storage terminal. We worked closely with the local community to not only rebuild the terminal, but to also complete an exhaustive environmental clean-up and renew their faith in large corporations. 

Trade in Finance Awards for Excellence 2012:

“Deal of the Year” 2012 saw us secure our first limited-recourse structured term loan of US$155m, which in turn financed our development of the sub-Saharan African energy sector. We were issued this award in recognition of this deal, which marked a landmark cross-border syndicated acquisition.

3.7 COMPETITERS OF PUMA

a. INTODUCTION TO REEBOK Reebok is the world’s third-largest maker of sneakers, athletic shoes and sports apparels. Good are sold under the brands Reebok, Rockport, and Greg Norman Collection. Reebok is also the official Outfitter of the NFL and has an exclusive deal to supply NBA jerseys beginning this season. Reebok announced in July it will merge with German sporting apparel company adidassaloman in a deal valued at $3.8 billion. The merger is expected to be completed by the first half of 2006 and will create the second-largest sporting goods company behind Nike with$11billion in revenue. Adidas will maintain its corporate headquarters in Germany and its North American headquarters in Portland, OR. Paul Fireman will remain as Chief Executive officer of Reebok international Ltd. And will continue to operate under its name and will retain its headquarters in canton, MA.

b. INTRODUCTION TO NIKE Nike, originally known as "Blue Ribbon Sports", was founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS), making most sales at track meets out of Knight's automobile. The company's profits grew quickly, and in 1967, BRS opened its first retail store, located on Pico Boulevard in Santa Monica, California. By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the newly designed Swoosh by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974. The first shoe sold to the public to carry this design was a soccer shoe named Nike, which was released in the summer of 1971. In February 1972, BRS introduced its first line of Nike shoes, with the name Nike derived from the Greek goddess of victory. In 1978, BRS, Inc. officially renamed itself to Nike, Inc.. Beginning with IlieNăstase, the first professional athlete to sign with BRS/Nike, the sponsorship of athletes became a key marketing tool for the rapidly growing company. He company's first self-designed product was based on Bowerman's "waffle" design. After the University of Oregon resurfaced the track at Hayward Field, Bowerman began experimenting with different potential outsoles that would grip the new urethane track more effectively. His efforts were rewarded one Sunday morning when he poured liquid urethane into his wife's waffle iron. Bowerman developed and refined the so-called 'waffle' sole which would evolve into the now-iconic Waffle Trainer in 1974.

4. DATA ANLYSIS

4.1 DATA ANALYSIS FINIDINGS

TABLE NO: 1 AGE Q.1 which age group buying a puma shoes?

AGE (IN YEAR)

FREQUENT OF

PERCENTAGE OF

RESPONDANT

RESPONDENTS

15-20

21

46

26-35

24

54

TPTAL

45

100

AGE OF RESPONDANT 56 54

52 50 AGE OF RESPONDANT

48 46 44 42 15-25

26-35

INTERPRETATION: Analysis indicate that out of 45 respondents 45%persons belongs to age group between 15 25 and another 54% persons belong to age group of 26 -35 years old. customer like to wear sports shoes and younger people prefer to wear formal shoes.

TABLE NO: 2 EDUCATION LEVEL OF RESPONDENTS Education greatly influenced the choice, preference of a person.many living habit learn from education? EDUCATION LEVEL

FREQUENCT OF

PERCENTAGE OF

RESPONDANT

RESPONDANT

U.GRADUATE

17

38

GRADUATE

14

32

POST GRADUATE

5

10

ANY OTHER

9

20

TOTAL

45

100

EDUCATION LEVEL 40 35 30 25 20 EDUCATION LEVEL

15 10 5 0 U.GRADUATE

GRADUATE

POST GRADUATE

ANY OTHER

INTERPRETATION: Studies revealed that 38% respondents are under graduate and they prefer to wear sport shoes. There are 32% persons are graduate and they wear shoes according to latest fashion and 10% respondents are post graduate and they prefer to wear formal shoes. There are 20% respondents who belong to another field of courses.

TABLE NO:3 TYPE OF FAMILY Family is a group comprising a husband and wife constituting in the organization? TYPE OF FAMILY

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

NUCLEAR

24

54

JOINT

21

46

TOTAL

45

100

TYPE OF FAMILY 56 54 52 50

TYPE OF FAMILY

48 46 44 42 NUCLEAR

JOIN

INTERPRETATION: Family plays an important role in decision making. Data consists of 54% nuclear families where family members take their own decisions and have enough money to spend. There are 46% respondents come from joint families and they take buying decision according to budget of the family.

TABLE NO:4 MARITAL STATUS Marriage is a social union or legal contract between people that creates kinship? MARITAL STATUS

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

MARRID

17

38

UNMARRID

28

62

TOTAL

45

100

MARITAL STATUS 70 60 50 40 MARITAL STATUS

30 20 10 0 MARRID

UNMARRID

INTERPRETATION: Data consists of 38% married respondents who buy branded shoes after considering price and other attributes of the product. And another 62% respondent takes their own decision and they spend money according to their will.

TABLE NO:5 INCOME LEVEL For household and individual income is the sum of all the wages, salaries and other forms of earning received in a given period of time? INCOME (IN 000)

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

5-10

9

20

10-15

10

24

15-20

11

26

20&ABOVE

15

30

TOTAL

45

100

INCOME LEVEL 35 30 25 20 INCOME LEVEL

15 10 5

0 5-10.

10-15.

15-20

20&ABOVE

INTERPRETATION: Data indicate that 20% belong to income category of Rs 5-10and 24% fall between Rs 10-15. There is 26% fall between income categories of 15-20. And another 30% come under income group of 20&above. Low income group prefer to wear unbranded shoes

TABLE NO:6 TYPE OF SHOES LIKE TO WEAR Type of shoe a customer wants to wear depends upon his choice and profession? TYEPES OF SHOES

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

FORMAL

18

40

SPORT

12

28

CASUAL

11

24

ANY OTHER

3

8

TOTAL

45

100

TYPE OF SHOES 45 40 35 30 25 TYPE OF SHOES

20 15 10 5 0 FORMAL

SPORT

CASUAL

ANY OTHER

INTERPRETATION: It is analyzed that 40% peoples prefer to wear formal shoes and these shoes are mostly referred by businessmen and professionals. Sports shoes are first preferred by young hunks, sportsmen and college going students. Casual shoes are worn on special occasions.

TABLE NO:7 PRESENT CONSUMERS OF PUMA SHOES PUMA SHOES REPRENT STATUS SYMBOL OF A PERSON IN THE SOCIALITY? RESPONSES

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

YES

31

68

NO

9

20

INDIFFERENT

5

12

TOTAL

45

100

PRESENT CONSUMER OF PUMA SHOES 80 70 60 50 40

PRESENT CONSUMER OF PUMA SHOES

30 20 10 0

YES

NO

INDEFFERENT

INTERPRETATION: The analysis showed that 68% consumer like to wear puma shoes. There are other 20% consumer who never wear puma shoes and 12% not even conscious about puma shoes.

TABLE NO:8 BRAND AWERENESS OF RESPONDENTS A consumer can buy any product only when he or she aware about the availability of that product in the market? BRANDS

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

NIKE

9

20

ADIDAS

7

16

PUMA

11

25

REEBOK

9

21

ANY OTHER

9

18

TOTAL

45

100

BRAND AWARNESS OF RESPONDENTS 30 25 20 15

BRAND AWARNESS OF RESPONDENTS

10 5 0 NIKE

ADIDAS

PUMA

REEBOK ANY OTHER

INTERPRETATION: Analysis revealed that Puma is most popular brand among consumers so it serves 25% customers. Nike and Adidas have also strong place in the market and they both fetch 20% and 16% customers respectively. There is also strong competition among them. There are 21%of the consumers are aware about Reebok.

TABLE NO:9 PURCHASING PLACE Place play an important role in the marketing of products? PLACE

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

DEPARTMENAL STORE

8

18

ORDINARY SHOWROOM

15

34

EXCLUSIVE SHOWROOM

18

40

ANY OTHER

4

8

TOTAL

45

100

PURCHASING PLACE 50 40 30 PURCHASING PLACE

20 10 0 D.STORE

O.SHOWROOM EX.SHOWROOM

ANY OTHER

INTERPRETATION: Most of the consumers prefer to buy branded shoes from exclusive showroom and their percentage is 40% and 34% like to buy from ordinary showrooms and 18%, consumer go to departmental stores.

TABLE NO: 10 ADVERTISING MEDIA Advertising is the art of influencing human action to buy or possess ones product? TYPES OF MEDIA

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

ADVERTISMENT

12

26

FRIEND

8

18

SALES PERSON

17

38

EXCLUSIVE SHOWROOM

8

18

ANY OTHER

NIL

NIL

TOTAL

45

100

MEDIA OF ADVERTISING 18 16 14 12 10 8

MEDIA OF ADVERTISING

6 4 2 0 ADVERTISMENT

FRIEND

SALES PERSONS

EXCLUSIVE SHOWROOM

INTERPRETATION: Analysis revealed that 38% of the total respondents become aware about particular brands through salespersons, 26%through advertisement, 18% through friends, and another 18% through exclusive showroom.

TABLE NO: 11 AFFECT OF ADVERTISEMENT ON BUYING DECISION Advertising provides maximum information about the availability of products to consumer, so they can select appropriate product? RESPONSES

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

YES

32

72

NO

13

28

TOTAL

45

100

AFFECT OF ADVERTISMENT 80 70 60 50 40

AFFECT OF ADVERTISMENT

30 20 10 0 YES

NO

INTERPRETATION: To measure the effective of advertisement it is necessary to know the effect of advertisement on the consumer, as study indicates 72% are those whose purchasing decision is affected by advertisement and 28%respondent’s decision is not affected by advertisement.

TABLE NO:12 EFFECT OF PRICE Price may be defined as money consideration asked for or offered or exchanged for a specified unit of a good or service? RESPONSES

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

YES

35

78

No

10

22

TOTAL

45

100

EEFECT OF PRICE 90 80 70 60 50 EEFECT OF PRICE

40

30 20 10 0 YES

NO

INTERPRETATION: Analysis shows that 78% respondents change their purchasing decision if there is any increase in price and 22%respondents do not change their decision even if there is any increase in price because of brand image.

TABLE NO:13 REPURCHASE PERIOD Purchasing decision of consumer depends upon the income level of the consumer? REPURCHASE PERIOD

FREQUENCY OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

ONCE A YR

16

36

TWICE A YR

13

28

THRICE A YR

2

4

SEASONAL

11

24

SPECIAL OCCASION

3

8

TOTAL

45

100

PURCHASING BEHAVIOUR 40 35 30 25 20 PURCHASING BEHAVIOUR

15 10 5 0 ONCE A YR TWICE A YR THRICE A YR SEASONAL

SPECIAL OCCATION

INTERPRETATION: Most of the consumer purchase once in a year and their percentage is 36% and 28% purchase twice a year, 4%thrice a year, 24% purchase seasonally and 8% purchase on special occasions.

5. SUMMERY &CONCLUSION

5.1 FINDINGS 

PUMA is chasing its position most aggressively so now it requires maintaining its position with new stuff.



PUMA has been major competitor for NIKE and REEBOK. 60% Customers are still Puma shoes believer.



Probably it could be because of the aggressive attention snatched by brands like Puma and Nike especially in India.



72% respondents take their buying decision after considering the advertisement of brand.

5.2 SUGGESTIONS 

Department stores are the prime sales and marketing channel for Puma shoes. In addition, store decorations and product displays should be designed to create a strong first impression.



Seasonal promotion campaigns, like special discounts and advertisements, could be employed.



New lines of collections should be introduced for festivals.



The prices of Puma shoes must be reduced to increase sales.

5.3Conclusion “The bottom line” of the market research speaks that puma shoes in india has been increasing on day by day basis. That sounds good for international as well as domestic markes.

5.4 BIBLIOGRAPHY

The list of reference for the purpose of completing this marketing project is as given below: BOOKS:

Marketing management

By: Philip Kotler

Marketing management

By:J.C.Gand

Functional management

By:R.K.sharma

WEBSITES:

www.google.com

www.wlkipedia.com

www.paradise.com

NEWSPAPER: Economic times

5.6 QUESTIONNAIRE SURVEY QUESTIONNAIRE MARKET STUDY OF PUMA. HADAPSAR Mr. GAIKWAD KIRAN BALKRISHNA Pursuing M.B.A from Pune University, NAVSAHYADRI GROUP OF INSTITUTES FACULTY OF MANAGEMENT INSTITUTE OF COMPUTER AND MANAGEMENT RESEARCH PUNE-412105 I, as a part of my course I am doing a project work on “MARKET STUDY OF PUMA.”IN PUMA. So I kindly request you to extend your earnest cooperation in filling this questionnaire. The information furnished by you is purely for my academic purpose only and will kept confidential Name of the retailers

;

Area

;

Address

;

Q1. Which age group buying a puma shoes? 

15-25

(

)



26-35

(

)

Q2. Education greatly influenced the choice, preference and habit of a person.? 

U GRADUATE

(

)



GRADUATE

(

)



POST GRADUATE

(

)



ANY OTHER

(

)

Q3. Family is a group comprising a husband and wife constituting a fundamental unit in the organization of society? 

NUCLEAR

(

)



JOIN

(

)

Q4. Marriage is a social union or legal contract between people that creates kinship? 

MARRID

(

)



UNMARRID

(

)

Q5. For household and individual income is the sum of all the wages, salaries and other forms of earning received in a given period of time? 

5-10

(

)



10-15

(

)



15-20

(

)



20& ABOVE

(

)

Q6. Type of shoe a customer wants to wear depends upon his choice and profession? 

FORMAL

(

)



SPORT

(

)



CASUAL

(

)



ANY OTHER

(

)

Q7. PUMA SHOES REPRENT STATUS SYMBOL OF A PERSON IN THE SOCIALITY? 

YES

(

)



NO

(

)



INDIFFERENT

(

)

Q8. A consumer can buy any product only when he or she aware about the availability of that product in the market? 

NIKE

(

)



ADIDAS

(

)



PUMA

(

)



REEBOOK

(

)



ANY OTHER

(

)

Q9. Place play an important role in the marketing of products? 

DEPARTMENAL STORE

(

)



ORDINARY SHOWROOM

(

)



EXCLUSIVE SHOWROOM

(

)



ANY OTHER

(

)

Q10. Advertising is the art of influencing human action to buy or possess ones product? 

ADVERTISMENT

(

)



FRIEND

(

)



SALES PERSON

(

)



EXCLUSIVE SHOWROOM

(

)



ANY OTHER

(

)

Q11. Advertising provides maximum information about the availability of products to consumer, so they can select appropriate product? 

YES

(

)



NO

(

)

Q12. Price may be defined as money consideration asked for or offered or exchanged for a specified unit of a good or service? 

YES

(

)



NO

(

)

Q13. Purchasing decision of consumer depends upon the income level of the consumer? 

ONCE A YR

(

)



TWICE A YR

(

)



THRICE A YR

(

)



SEASONAL

(

)



SPECIAL OCCATION

(

)