A

REPORT ON

MARKETING STRATEGIES AND CUSTOMER

SATISFACTION OF PUMA

Submitted in partial fulfillment for the Award of degree of

MASTER OF BUSINESS ADMINISTRATION
MBA

Submitted To: - Submitted By:-

Mrs. Shweta Batra Abhay Singh Rathore
MBA DUAL 4th Year

SURESH GYAN VIHAR UNIVERSITY, JAIPUR

1
 DECLARATION

I, the undersigned, Abhay Singh Rathore a student of MBA Final year of Suresh
Gyan Vihar University, Jaipur declare that the project work presented in this
report is my own work and has been carried out under the supervision of
Teacher.

This work has not been submitted to any other university for any other
examination.

(Abhay Singh Rathore)

MBA DUAL

2
 CERTIFICATE OF THE GUIDE

This is to certify that the Project work titled Marketing Strategies

and Customer Satisfaction of Puma. is a bonafide work of Abhay
Singh Rathore carried out in partial fulfillment for the award of
degree of MBA of Suresh Gyan Vihar University, Jaipur under my
guidance. This project work is original and not submitted earlier for
the award of any degree/diploma and associate ship of any other
University/Institution.

Mr. Amar Thapa

Faculty Guide

3
 ACKNOWLEDGEMENT

I express my sincere thanks to my faculty guide Mrs. Shweta Batra

and Mr. Amar Thapa (Company Guide) for guiding me right from the
inception till the successful completion of the project. I sincerely
acknowledge them for extending their valuable guidance, support for
literature, critical reviews of project and the report and above all the
moral support They had provided me with all stages of this project.

Abhay Singh Rathore

MBA DAUL

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 TABLE OF CONTENTS

Sr. No. Topic Page Nos.

1 Introduction to Indian Footwear Industry 6

2 Introduction to the Organization 14

3 Introduction to topic 28

4 Research Methodology 35

5 Data Analysis and Interpretation 38

6 Facts and Findings 49

7 Swot Analysis 52

8 Conclusion 54

9 Recommendation & Suggestion 56

10 Bibliography 58

11 Questionnaire 60

5
INTRODUCTION TO INDIAN
FOOTWARE INDUSTRY

6
 INTRODUCTION TO INDIAN FOOTWARE INDUSTRY

Indian leather industry is the core strength of the Indian footwear

industry. It is the engine of growth for the entire Indian leather
industry and India is the second largest global producer of footwear
after China.

Reputed global brands like Florsheim, Nunn Bush, Stacy Adams,

Gabor, Clarks, Nike, Reebok, Ecco, Deichmann, Elefanten, St
Michaels, Hasley, Salamander and Colehaan are manufactured
under license in India. Besides, many global retail chains seeking
quality products at competitive prices are actively sourcing footwear
from India.

While leather shoes and uppers are produced in medium to large-

scale units, the sandals and chappals are produced in the household
and cottage sector. The industry is poised for adopting the modern

7
and state-of-the-art technology to suit the exacting international
requirements and standards. India produces more of gents footwear
while the worlds major production is in ladies footwear. In the case of
chapels and sandals, use of non-leather material is prevalent in the
domestic market.

Leather footwear exported from India are dress shoes, casuals,

moccasins, sport shoes, horrachies, sandals, ballerinas, boots. Non-
leather footwear exported from India are Shoes, Sandals and
Chappals made of rubber, plastic, P.V.C. and other materials.
With changing lifestyles and increasing affluence, domestic demand
for footwear is projected to grow at a faster rate than has been seen.
There are already many new domestic brands of footwear and many
foreign brands such as Nike, Adidas, Puma, Reebok, Florsheim,
Rockport, etc. have also been able to enter the market.

The footwear sector has matured from the level of manual footwear
manufacturing methods to automated footwear manufacturing
systems. Many units are equipped with In-house Design Studios
incorporating state-of-the-art CAD systems having 3D Shoe Design
packages that are intuitive and easy to use. Many Indian footwear
factories have also acquired the ISO 9000, ISO 14000 as well as the
SA 8000 certifications. Excellent facilities for Physical and Chemical
testing exist with the laboratories having tie-ups with leading
international agencies like SATRA, UK and PFI, Germany.

8
One of the major factors for success in niche international fashion
markets is the ability to cater them with the latest designs, and in
accordance with the latest trends. India, has gained international
prominence in the area of Colours & Leather Texture forecasting
through its outstanding success in MODEUROP. Design and Retail
information is regularly made available to footwear manufacturers to
help them suitably address the season's requirement.

The Indian Footwear Industry is gearing up to leverage its strengths

towards maximizing benefits.
Strength of India in the footwear sector originates from its command
on reliable supply of resources in the form of raw hides and skins,
quality finished leather, large installed capacities for production of
finished leather & footwear, large human capital with expertise and
technology base, skilled manpower and relatively low cost labor,
proven strength to produce footwear for global brand leaders and
acquired technology competence, particularly for mid and high priced
footwear segments. Resource strength of India in the form of
materials and skilled manpower is a comparative advantage for the
country.

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The export targets from 2007-08 to 2010-11 as tabulated below
reflects the fact that footwear sector is the most significant segment
of the Leather Industry in India.

The export targets from 2007-08 to 2010-11

(In Million US$)

Product 2006-07 2007-08 2008-09 2009-10 2010-11

Leather 688.05 726.85 785.00 847.80 915.63

Footwear 1212.25 1967.88 2597.60 3428.83 4526.05

Garments 308.98 358.53 372.87 387.78 403.30

Leather Goods 690.66 733.34 798.69 870.06 948.04

Saddlery & 81.85 105.66 127.85 154.70 187.19

Harness

Total 2981.79 3892.26 4682.01 5689.17 6980.21

India has emerged in recent years as a relatively sophisticated low to

medium cost supplier to world markets The leather industry in India
has been targeted by the Central Government as an engine for
economic growth. Progressively, the Government has prodded and
legislated a reluctant industry to modernise. India was noted as a
supplier of rawhides and skins semi processed leather and some
shoes.

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In the 1970s, the Government initially banned the export of raw hides
and skins, followed this by limiting, then stopping the export of semi
processed leather and encouraging local tanneries to manufacture
finished leather themselves. Despite protestations from the
industrialists, this has resulted in a marked improvement in the shoe
manufacturing industry. India is now a major supplier of leather
footwear to world markets and has the potential to rival China in the
future (60% of Chinese exports are synthetic shoes).

India is often referred to as the sleeping giant in footwear terms. It as

an installed capacity of 1,800 million pairs, second only to China. The
bulk of production is in mens leather shoes and leather uppers for
both men and ladies. It has over 100 fully mechanized, modern shoe
aking plants, as good as anywhere in the world (including Europe). It
makes for some up market brands including Florsheim (US), Lloyd
Germany), Clarks (UK), Marks and Spencer (UK).

India has had mixed fortunes in its recent export performance. In

2000, exports of shoes were US$ 651 million; in 2001 these
increased to 663 million but declined in 2002 to 623 million dollars
(See Statistics).

The main markets for Indian leather shoes are UK and USA, which
between them take about 55% of total exports. India has not yet
reached its full potential in terms of a world supplier. This is due
mainly to local cow leather that although plentiful, has a maximum

11
thickness of 1.4 1.6mm, and the socio / political / infrastructure of
the country. However, India is an excellent supplier of leather uppers.
Importation of uppers from India does not infringe FTA with Europe or
the USA.

The potential is set to change albeit slowly, but with a population

rivalling China for size, there is no doubt the tussle for world
domination in footwear supply is between these two countries.

Few Interesting Facts:

The Indian footwear retail market is expected to grow at a
CAGR of over 20% for the period spanning from 2008 to 2011.
Footwear is expected to comprise about 60% of the total
leather exports by 2011 from over 38% in 2006-07.
Presently, the Indian footwear market is dominated by Men's
footwear market that accounts for nearly 58% of the total Indian
footwear retail market.
By products, the Indian footwear market is dominated by casual
footwear market that makes up for nearly two-third of the total
footwear retail market.
As footwear retailing in India remain focused on men's shoes,
there exists a plethora of opportunities in the exclusive ladies'
and kids' footwear segment with no organized retailing chain
having a national presence in either of these categories.

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 The Indian footwear market scores over other footwear markets
as it gives benefits like low cost of production, abundant raw
material, and has huge consumption market.
The footwear component industry also has enormous
opportunity for growth to cater to increasing production of
footwear of various types, both for export and domestic market.

In a Nutshell:
There are nearly 4000 units engaged in manufacturing footwear in
India. The industry is dominated by small scale units with the total
production of 55%. The total turnover of the footwear industry
including leather and non-leather footwear is estimated at Rs.8500-
9500 crore (Euro 551.3-1723.1 Million) including Rs.1200-1400 crore
(Euro 217.6-253.9 Million) in the household segment.

India's share in global leather footwear imports is around 1.4% Major

Competitors in the export market for leather footwear are China
(14%), Spain (6%) and Italy (21%).

The footwear industry exist both in the traditional and modern sector.
While the traditional sector is spread throughout the country with
pockets of concentration catering largely to the domestic market, the
modern sector is largely confined to select centres like Chennai,
Ambur, Ranipet, Agra, Kanpur and Delhi with most of their production
for export.

13
Assembly line production is organized, and about 90% of the
workforces in the mechanized sector in South India consist of
women. In fact, this sector has opened up plenty of employment
opportunities for women who have no previous experience. They are
trained to perform a particular function in the factory itself.

14
INTRODUCTION TO THE
ORGANIZATION

15
 INTRODUCTION TO THE ORGANIZATION

Puma SE, officially branded as PUMA, is a major German

multinational company that produces athletic shoes, footwear, and
other sportswear. The company was formed in 1924 as Gebrder
Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship
between the two brothers deteriorated until the two agreed to split in
1948, forming two separate entities, Adidas and Puma. Both
companies are currently based in Herzogenaurach, Germany.

Puma is known for its football shoes and has sponsored acclaimed
footballers, including Pel, Eusbio, Johan Cruijff, Enzo Francescoli,
Diego Maradona, Lothar Matthus, Kenny Dalglish, Didier
Deschamps, Robert Pires, Radamel Falcao, Marco Reus, and
Gianluigi Buffon. Puma is the sponsor of the Jamaican track athlete
Usain Bolt. In the United States, the company is known for the suede
basketball shoe it introduced in 1968, which eventually bore the name

16
of New York Knicks basketball star Walt "Clyde" Frazier, and for its
endorsement partnership with Joe Namath.

Following the split from his brother, Rudolf Dassler originally

registered the new-established company as Ruda, but later changed
to Puma. Puma's earliest logo consisted of a square and beast
jumping through a D, which was registered, along with the company's
name, in 1948. Puma's shoe designs feature the distinctive
"Formstripe", with clothing and other products having the logo printed
on them.

The company offers lines of shoes and sports clothing designed by

Lamine Kouyate, Amy Garbers, and others. Since 1996 Puma has
intensified its activities in the United States. Puma owns 25% of
American brand sports clothing maker Logo Athletic, which is
licensed by American professional basketball and association football
leagues. Since 2007 Puma SE has been part of the French luxury
group PPR.

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Background

Christoph von Wilhelm Dassler was a worker in a shoe factory, while

his wife Pauline ran a small laundry in the Bavarian town of
Herzogenaurach, 20 km (12.4 mi) from the city of Nuremberg. After
leaving school, their son, Rudolf Dassler, joined his father at the shoe
factory. When he returned from fighting in World War I, Rudolf
received a management position at a porcelain factory, and later in a
leather wholesale business in Nuremberg.

Rudolf returned to Herzogenaurach in 1924 to join his younger

brother, Adolf, nicknamed "Adi", who had founded his own shoe
factory. They named the new business "Gebrder Dassler
Schuhfabrik" (Dassler Brothers Shoe Factory). The pair started their
venture in their mother's laundry. At the time, electricity supplies in the
town were unreliable, and the brothers sometimes had to use pedal
power from a stationary bicycle to run their equipment.

Adi drove from Bavaria to the 1936 Summer Olympics in Berlin with a
suitcase full of spikes and persuaded United States sprinter Jesse
Owens to use them, the first sponsorship for an African American.

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Owens won four gold medals. Business boomed; the Dasslers were
selling 200,000 pairs of shoes annually before World War II.

Company split and creation of Puma

Both brothers joined the Nazi Party, but Rudolf was slightly closer to
the party. A growing rift between the brothers reached a breaking
point during an Allied bomb attack in 1943. Adi and his wife climbed
into a bomb shelter that Rudolf and his family was already in. "Here
are the bloody bastards again," Adi said, apparently referring to the
Allied war planes, but Rudolf was convinced his brother meant him
and his family. When Rudolf was later picked up by American soldiers
and accused of being a member of the Waffen SS, he was convinced
that his brother had turned him in.

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 sportswear company using a name he formed using his
nicknameAdiand the first three letters of his last nameDasto
establish Adidas. Rudolf created a new firm that he called "Ruda",
from "Ru" in Rudolf and "Da" in Dassler. Rudolf's company changed
its name to Puma Schuhfabrik Rudolf Dassler in 1948.

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Early years and rivalry with Adidas
Puma and Adidas entered a fierce and bitter rivalry after the split. The
town of Herzogenaurach was divided on the issue, leading to the
nickname "the town of bent necks"people looked down to see
which shoes strangers wore. Even the town's two football clubs were
divided: ASV Herzogenaurach club supported Adidas, while 1 FC
Herzogenaurach endorsed Rudolf's footwear. When handymen were
called to Rudolf's home, they would deliberately wear Adidas shoes.
Rudolf would tell them to go to the basement and pick out a pair of
free Pumas. The two brothers never reconciled, and although both
are buried in the same cemetery, they are spaced apart as far as
possible.

In 1948, the first football match after World War II, several members
of the West German national football team wore Puma boots,
including the scorer of West Germany's first post-war goal, Herbert
Burdenski. Four years later, at the 1952 Summer Olympics, 1500
metres runner Josy Barthel of Luxembourg won Puma's first Olympic
gold in Helsinki, Finland.

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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.

The Pel pact and subsequent affairs

A few months prior to the 1970 FIFA World Cup, Armin Dassler
(Rudolf's son) and his cousin, Horst Dassler (Adi's son), sealed an
agreement which was dubbed "The Pel pact". This agreement
dictated that Pel would be out of bounds for both Adidas and Puma.
However, Pel complied with a request by Puma's representative
Hans Henningsen to increase the awareness and profile of Puma
after he received $120,000 to wear the Formstripes. At the opening
whistle of a 1970 World Cup finals match, Pel stopped the referee
with a last-second request to tie his shoelaces before kneeling down
to give millions of television viewers a close-up of his Pumas. This
outraged Horst, and future peace agreements were called off.

Two years later, during the 1972 Summer Olympics, Puma provided
shoes for the Ugandan 400 metres hurdles champion, John Akii-Bua.
After Akii-Bua was forced out of Uganda by its military government,
Puma employed him in Germany. Eventually Akii-Bua returned to
Uganda.

21
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.

Puma became a public company in 1986, and thereafter was listed

on the Brse Mnchen and Frankfurt Stock Exchange.

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Timeline
1920: Rudolf Dassler and his brother Adolf start making sports
shoes.
1924: Foundation of Gebrder Dassler Schuhfabrik,
Herzogenaurach, Germany.
1948: Foundation of Puma Schuhfabrik Rudolf Dassler (1
October), Introduction of the ATOM, Puma's first football shoe
1949: Rudolf Dassler has the idea of football shoes with
removable studs. He begins working on their development and
production. Many football experts, like Sepp Herberger, are
involved.
1952: Introduction of the SUPER ATOM
1953: Development of ATOM's successor: the BRASIL
1958: Introduction of Puma's signature "Formstripe" at the FIFA
World Cup in Sweden
1959: The company is transformed into a limited partnership
named Puma-Sportschuhfabriken Rudolf Dassler KG
1960: Introduction of the technologically advanced
vulcanization production technique
1966: Launch of the WEMBLEY, the predecessor model to the
Puma King
1968: Launch of the legendary KING. Puma is the first
manufacturer to offer sports shoes with Velcro fasteners
1968: Launch of the SUEDE
1973: Launch of the CLYDE. Designed for basket player Walt
"Clyde" Fraizer, as a wider-fitting version of suede model

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 1974: Rudolf Dassler dies. His sons Armin and Gerd take over
the company's management
1976: Introduction of the S.P.A.-Technology
1986: Transformation into a stock corporation
1989: Launch of the TRINOMIC sport shoe system
1990: Introduction of INSPECTOR, a growth control system for
children's shoes
1991: Launch of the DISC SYSTEM sports shoe
1992: Capital increase by DM 20 million, share capital reaches
DM 70 million
1993: Jochen Zeitz is appointed Chairman and CEO,
Proventus/Aritmos B.V. becomes majority shareholder
1994: The first profit since the company's IPO in 1986 is
registered
1996: Puma is listed in the German M-DAX index; introduction
of the CELL technology, the first foam-free midsole
1997: Launch of the CELLERATOR
1998: Puma starts a cooperation with designer Jil Sander
1999: Puma becomes an official on-field supplier of the U.S.
National Football League (NFL), a legacy reflected in the
numeral font of the Tennessee Titans jersey which still uses the
original Puma design. Puma is the uniform manufacturer for
both Super Bowl teams that year: the Titans and St. Louis
Rams.
2000: Production of fireproof footwear in partnership with
Porsche and Sparco
2001: Acquisition of the Scandinavian Tretorn Group

24
 2002: Puma ends tenure as an on-field supplier for the NFL,
when Reebok is announced as the league's sole official uniform
and apparel sponsor for 10 years (2002-2011)
2002: Launch of the SHUDOH
2003: Majority shareholder Monarchy/Regency sells its
shareholdings to a broad base of institutional investors
2004: Collaborative partnership with world-renowned designer
Philippe Starck
2005: Mayfair Vermgensverwaltungsgesellschaft mbh
acquires a total of 16.91% shareholding
2006: The company is listed in the Dow Jones Sustainability
Index; Introduction of the S.A.F.E. concept, a specific tool
developed to continuously improve social and environmental
standards. Shoe collection in cooperation with Alexander
McQueen. Italy would go on to win the 2006 World Cup. Due to
Puma's sponsorship of the Italian national team, many of the
teams' players wore Puma boots
2007: Voluntary public take-over by Pinault-Printemps Redoute;
Prolongation of the contract with Jochen Zeitz by five years
2008: Melody Harris-Jensbach is appointed Deputy CEO;
Designer and artist Hussein Chalayan becomes Creative
Director, Puma also acquires a majority stake in Chalayan's
business and Hussein Chalayan
2010: Signs two year deals to make the kits of Newcastle
United, Motherwell, Hibernian, Burnley & Preston from the
201011 season

25
 2011: Signs a deal to make kits of GNK Dinamo Zagreb from
the 201112 season. Signs a three year deal with A-League
champions Brisbane Roar[40]
2012: Signs a four year deal to make kits of Barrow from the
201213 season.

26
Sponsership
Puma is a sponsor of
sporting events and
identities in Germany and
internationally. The company
sponsors numerous
footballers and national
football teams; the
"Formstripe" especially has a
heavy presence in Africa. Puma is the sponsor of a number of
Bundesliga clubs, most notably Borussia Dortmund and VfB Stuttgart.
In Scotland, Hibernian FC kits are made by Puma.

In Australian Rules Football, Puma has long-standing marketing

relationships with the Hawthorn Hawks and West Coast Eagles.
Puma has been Hawthorn's apparel sponsor since the 1980s, the
club's most successful era.

In cricket, Puma is the official apparel sponsor for the Deccan

Chargers (representing the city of Hyderabad), and Rajasthan Royals
(representing the city of Jaipur) in the Indian Premier League.[41][42]
International cricketers such as Yuvraj Singh (India), Craig Kieswetter
(England), Adam Gilchrist (Australia) and Brendon McCullum (New
Zealand) endorse the brand, and use the brand's cricket gear.

In Rugby Union, Puma entered an eight-year contract as official

apparel sponsor of the Irish Rugby team since the beginning of

27
season 200910. Puma supplies the team kit, replica kit, and training
equipment. Puma also sponsor English premiership side Bath Rugby.

In track and field Puma is best known as the sponsor of Usain Bolt.
Puma is also a sponsor of the web show The Legion of Extraordinary
Dancers.

28
INTRODUCTION TO TOPIC

29
 INTRODUCTION TO TOPIC
MARKETING STRATEGY & CUSTOMER SATISFACTION
Marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage.
Marketing strategy includes all basic and long-term activities in the
field of marketing that deal with the analysis of the strategic initial
situation of a company and the formulation, evaluation and selection
of market-oriented strategies and therefore contribute to the goals of
the company and its marketing objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of
marketing plans designed to fill market needs and reach marketing
objectives. Plans and objectives are generally tested for measurable
results. Commonly, marketing strategies are developed as multi-year
plans, with a tactical plan detailing specific actions to be
accomplished in the current year. Time horizons covered by the
marketing plan vary by company, by industry, and by nation, however,
time horizons are becoming shorter as the speed of change in the
environment increases. Marketing strategies are dynamic and
interactive. They are partially planned and partially unplanned. See
strategy dynamics.

Marketing strategy involves careful scanning of the internal and

external environments. Internal environmental factors include the
marketing mix, plus performance analysis and strategic constraints.

30
External environmental factors include customer analysis, competitor
analysis, target market analysis, as well as evaluation of any
elements of the technological, economic, cultural or political/legal
environment likely to impact success. A key component of marketing
strategy is often to keep marketing in line with a company's
overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan

can be constructed to identify business alternatives, establish
challenging goals, determine the optimal marketing mix to attain
these goals, and detail implementation. A final step in developing a
marketing strategy is to create a plan to monitor progress and a set of
contingencies if problems arise in the implementation of the plan.

Types of strategies
Marketing strategies may differ depending on the unique situation of
the individual business. However there are a number of ways of
categorizing some generic strategies. A brief description of the most
common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are

classified based on their market share or dominance of an industry.
Typically there are four types of market dominance strategies:
Leader
Challenger
Follower
Nicher

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Porter generic strategies - strategy on the dimensions of strategic
scope and strategic strength. Strategic scope refers to the market
penetration while strategic strength refers to the firms sustainable
competitive advantage. The generic strategy framework (porter 1984)
comprises two alternatives each with two alternative scopes. These
are Differentiation and low-cost leadership each with a dimension of
Focus-broad or narrow. ** Product differentiation ** Cost leadership **
Market segmentation * Innovation strategies This deals with the
firm's rate of the new product development and business model
innovation. It asks whether the company is on the cutting edge of
technology and business innovation. There are three types: **
Pioneers ** Close followers ** Late followers * Growth strategies In
this scheme we ask the question, How should the firm grow?. There
are a number of different ways of answering that question, but the
most common gives four answers:
Horizontal integration
Vertical integration
Diversification
Intensification
A more detailed scheme uses the categoriesMiles, Raymond (2003).
Organizational Strategy, Structure, and Process. Stanford: Stanford
University Press..:
Prospector
Analyzer
Defender
Reactor

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 Marketing warfare strategies - This scheme draws parallels
between marketing strategies and military strategies.

Strategic models
Marketing participants often employ strategic models and tools to
analyze marketing decisions. When beginning a strategic analysis,
the 3Cs can be employed to get a broad understanding of the
strategic environment. An Ansoff Matrix is also often used to convey
an organization's strategic positioning of their marketing mix. The 4Ps
can then be utilized to form a marketing plan to pursue a defined
strategy.

There are many companies especially those in the Consumer

Package Goods (CPG) market that adopt the theory of running their
business centered around Consumer, Shopper & Retailer needs.
Their Marketing departments spend quality time looking for "Growth
Opportunities" in their categories by identifying relevant insights (both
mindsets and behaviors) on their target Consumers, Shoppers and
retail partners. These Growth Opportunities emerge from changes in
market trends, segment dynamics changing and also internal brand
or operational business challenges.The Marketing team can then
prioritize these Growth Opportunities and begin to develop strategies
to exploit the opportunities that could include new or adapted
products, services as well as changes to the 7Ps.
Real-life marketing
Real-life marketing primarily revolves around the application of a
great deal of common-sense; dealing with a limited number of factors,

33
in an environment of imperfect information and limited resources
complicated by uncertainty and tight timescales. Use of classical
marketing techniques, in these circumstances, is inevitably partial
and uneven.

Thus, for example, many new products will emerge from irrational
processes and the rational development process may be used (if at
all) to screen out the worst non-runners. The design of the
advertising, and the packaging, will be the output of the creative
minds employed; which management will then screen, often by 'gut-
reaction', to ensure that it is reasonable.

For most of their time, marketing managers use intuition and

experience to analyze and handle the complex, and unique,
situations being faced; without easy reference to theory. This will
often be 'flying by the seat of the pants', or 'gut-reaction'; where the
overall strategy, coupled with the knowledge of the customer which
has been absorbed almost by a process of osmosis, will determine
the quality of the marketing employed. This, almost instinctive
management, is what is sometimes called 'coarse marketing'; to
distinguish it from the refined, aesthetically pleasing, form favored by
the theorists.

34
 CUSTOMER SATISFACTION

Customer satisfaction, a term frequently used in marketing, is a

measure of how products and services supplied by a company meet
or surpass customer expectation. Customer satisfaction is defined as
"the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals." In a survey of nearly 200 senior
marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring
their businesses.

It is seen as a key performance indicator within business and is often

part of a Balanced Scorecard. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as
a key differentiator and increasingly has become a key element of
business strategy.

"Within organizations, customer satisfaction ratings can have

powerful effects. They focus employees on the importance of fulfilling
customers expectations. Furthermore, when these ratings dip, they
warn of problems that can affect sales and profitability. . . . These
metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both
free and highly effective."

35
Therefore, it is essential for businesses to effectively manage
customer satisfaction. To be able do this, firms need reliable and
representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether

their product or service has met or exceeded expectations. Thus,
expectations are a key factor behind satisfaction. When customers
have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive
a lower satisfaction rating than a budget moteleven though its
facilities and service would be deemed superior in 'absolute' terms."
The importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers,
such as AT&T and Verizon, participate in an industry that is an
oligopoly, where only a few suppliers of a certain product or service
exist. As such, many cell phone plan contracts have a lot of fine print
with provisions that they would never get away if there were, say, a
hundred cell phone plan providers, because customer satisfaction
would be way too low, and customers would easily have the option of
leaving for a better contract offer.

There is a substantial body of empirical literature that establishes the

benefits of customer satisfaction for firms.

36
RESEARCH METHODOLOGY

37
 RESEARCH METHODOLOGY

Title of the Project :

Marketing Strategy and Customer Satisfaction.

Duration of the Project :

45 days.

Type of Survey :
Survey was questionnaire based.
Respondents were given a sheet of questions to answer.
According to the answers given by the respondents the
research was done.

Sample size :
Questionnaire was filled by 100 respondents.

Research Universe :
Survey was done in Jaipur city.
Respondents were from different age groups eg. Students,
Professionals, Kids, families etc.

Data Collection Method :

There are two Sources for the collection of data :
o Primary Source for the data was the questionnaire which
was filled by the respondents that was the main part of
the survey.

38
 o Secondary source for the data was from Website and
Newspapers which gives the idea about the companys
history, product range and other profile.

Limitation of the Study

The training was only for few days so couldnt cover the entire
market.
People were hesitating answering the questions.
Survey was done only in some part of Jaipur city so might not
apply to the entire population of Indian Market.
Sample size was 100 so might not be accurate with respect to
the entire population of Jaipur city.
Survey was done outside shopping malls, college and offices so
cant guess the mind of customers living in interior colonies
which are newly developed.

39
4 PS OF MARKETING

40
 4 Ps of Marketing
Marketing mix is a broad concept which includes several aspects of
marketing which related to creating awareness and customer loyalty.
The term is often summarized as referring to the "four P's": price,
promotion, product, and placement.
when these are effectively blended, they form a marketing program
that provides want-satisfying goods and services for the companys
market."

Elements of the marketing mix are often referred to as the "Four 'P's",
a phrase used since the 1960's
Product - It is a tangible good or an intangible service that is
mass produced or manufactured on a large scale with a specific
volume of units. Intangible products are service based like the
tourism industry & the hotel industry or codes-based products
like cellphone load and credits. Typical examples of a mass
produced tangible object are the motor car and the disposable
razor. A less obvious but ubiquitous mass produced service is a
computer operating system. Packaging also needs to be taken
into consideration. Every product is subject to a life-cycle
including a growth phase followed by an eventual period of
decline as the product approaches market saturation. To retain
its competitiveness in the market, product differentiation is
required and is one of the strategies to differentiate a product
from its competitors and Puma has wide range of products.
Price The price is the amount a customer pays for the
product. The business may increase or decrease the price of

41
 product if other stores have the same product. Puma has
launched New products in Indian Market with a resionable price
and margin so most of the people can buy and enjoy the quality
of worlds best footware.
Promotion represents all of the communications that a
marketer may use in the marketplace. Promotion has four
distinct elements: advertising, public relations, personal selling
and sales promotion. A certain amount of crossover occurs
when promotion uses the four principal elements together,
which is common in film promotion. Advertising covers any
communication that is paid for, from cinema commercials, radio
and Internet adverts through print media and billboards. Public
relations are where the communication is not directly paid for
and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth
is any apparently informal communication about the product by
ordinary individuals, satisfied customers or people specifically
engaged to create word of mouth momentum. Sales staff often
plays an important role in word of mouth and Public Relations.
Puma should put conscious efforst to promote its products
within Indians. Company has used various media sources to
advertise about the same and now the customers are asking for
the product upfront.
Place A way of getting the product to the consumer and/or
how easily accessible it is to consumers. Company has good
retailer and outlets network and they are well capable to reach
the target population easily.

42
DATA ANALYSIS AND
INTERPRETATION

43
 DATA ANALYSIS AND INTERPRETATION

Q. 1 Where would you prefer buying your shoes from?

Brand Outlet [ ]
Mixed Store with various brands [ ]
Internet [ ]
All of them [ ]

Interpretation
According to the survey most of the people (40%) now a days started
buying the brand through Internet, 20% people said they visit brand
outlet, 20% said they go to mixed store and the rest said they used all
those options.

44
Q.2 Which advertising media can make up your mind?

Television Advertising [ ]
Hoardings [ ]
Pamphlets [ ]
Bages or Polybags [ ]

Interpretation
Survey shows that most of the people (50%) out of surveyed
population said that television is most effective source of advertising
which can makeup their mind, 30% said this about hourdings, 10%
said pamphlets and the rest 10% answered as attractive bags and
polybags with companys name and logo make up their mind to
remember the brand.

45
Q.3 Do you find brand outlet easily in your locality?

Yes [ ]
No [ ]

Interpretation
According to the survey 90% peoplesaid they it is very easy to find
brand outlets in their locality where in 10% answered No.

46
Q.4 Which is the most easily found brand store according to you?

Reliance Trendz [ ]
Nike [ ]
Puma [ ]
Adidas [ ]

Interpretation
50% respondents said they find Nike store easily to their locality, 20%
said Puma, 20% said Reliance Trendz and the rest 10% answered as
adidas.

47
Q.5 Have you heard of Puma?

Yes [ ]
No [ ]

Interpretation
According to the survey all the respondents answered that they do
know about Puma or they have atleast heard about the brand.

48
Q.6 Have you ever visited Puma Store nearest to you?

Yes [ ]
No [ ]

Interpretation
Research shows that 80% people out of surveyed population have
visited the brand outlet near to them where in 20% never visited the
store.

49
Q.7 What stops you from buying products from Puma?

Price [ ]
Quality [ ]
Comfort [ ]
Brand Image [ ]

Interpretation
Research shows that 80% people feel that Puma shoes are of high
price, 10% said that quality is not too good, 5% said they are not
comfortable and the rest 5% are not convinced with the brand image.

50
Q.8 What do you think company should do to increase slaes of the
brand?

Reduce the price [ ]

Increase the number of retail outlets [ ]
Provide better comfortable products [ ]
Provide better quality products [ ]

Interpretation
Survey shows that 70% respondents out of surveyed feel that
reduced price would increase companys sales, 10% said company
should open more number of stores, 10% said company should
improve the comfortness of the products and 10% believe that quality
should be improved.

51
Q.9 Are you satisfied buying Puma?

Yes [ ]
No [ ]

Interpretation
Survey concludes that 90% people are satisfied with the brand where
in the rest 10% are not for various reasons.

52
Q.10 Who affects your purchasing decision the most ?

Family [ ]
Friends [ ]
Colleagues [ ]

Interpretation
According to the survey 70% people out of surveyed get affected by
their family the most in terms of buying the stuff, 20% said they get
inspired or motivated for buying by their colleagues and 10%
answered as friends.

53
Q.11 Would you suggest the brand to your family and friends?

Yes, Surely will [ ]

No [ ]

Interpretation
Survey shows that 90% people are very well satisfied with the brand
and they will surely recommend brand to their family and friends
where in the rest 10% said no.

54
FACTS AND FINGINGS

55
 FACTS AND FINDINGS

According to the survey most of the people (40%) now a days

started buying the brand through Internet, 20% people said they
visit brand outlet, 20% said they go to mixed store and the rest
said they used all those options.
Survey shows that most of the people (50%) out of surveyed
population said that television is most effective source of
advertising which can makeup their mind, 30% said this about
hourdings, 10% said pamphlets and the rest 10% answered as
attractive bags and polybags with companys name and logo
make up their mind to remember the brand.
According to the survey 90% people said they it is very easy to
find brand outlets in their locality where in 10% answered No.
50% respondents said they find Nike store easily to their
locality, 20% said Puma, 20% said Reliance Trendz and the rest
10% answered as adidas.
According to the survey all the respondents answered that they
do know about Puma or they have atleast heard about the
brand.
Research shows that 80% people out of surveyed population
have visited the brand outlet near to them where in 20% never
visited the store.
Research shows that 80% people feel that Puma shoes are of
high price, 10% said that quality is not too good, 5% said they
are not comfortable and the rest 5% are not convinced with the
brand image.

56
 Survey shows that 70% respondents out of surveyed feel that
reduced price would increase companys sales, 10% said
company should open more number of stores, 10% said
company should improve the comfortness of the products and
10% believe that quality should be improved.
Survey concludes that 90% people are satisfied with the brand
where in the rest 10% are not for various reasons.
According to the survey 70% people out of surveyed get
affected by their family the most in terms of buying the stuff,
20% said they get inspired or motivated for buying by their
colleagues and 10% answered as friends.
Survey shows that 90% people are very well satisfied with the
brand and they will surely recommend brand to their family and
friends where in the rest 10% said no.

57
SWOT ANALYSIS

58
 SWOT ANALYSIS

Strengths:
Company has a good network of stores and outlets.
Company is a very well know brand in Indian Market.
Company has a very good reputation within customers.
Company already have a customer base in Indian Market.

Weaknesses:
Puma is not in reach of small towns.
Company has not put the entire efforts to promote the new
products.

Opportunities:
12000 Crore rupees worth Indian Footware Industry.
Easily assible market through exisiting stores and outlets.

Threats :
Increasing competitions with Market leaders like Nike, Adidas
and Reebok.
New to footware Industry in Indian Market.
Company has experiences in western market but it might be
tough with reference to Indian Customers.

59
CONCLUSION

60
 CONCLUSION

After this research, I conclude :

People do buy the stuff through internet now days.
Television is most effective source of advertising but hourdings
also play a vital role in terms to inspire or motivate the
customers.
Multi national brands are easily found or accessible now days in
India.
Nike is the best known brand in India and their retail outlets are
most easily found.
Puma is also becoming a popular brand in India.
Most of the survyed population visited Puma stores at least
once.
Puma has high priced products so they stops customer from
buying the stuff.
Most of the customers are satisfied with the brand.
People mostly get inspired or motivated to buy a product
through their family.
Puma customers are very satisfied with the products and they
said they will surely recommend the brand to others.

61
RECOMMENDATION AND
SUGGESTIONS

62
 RECOMMENDATION AND SUGGESTION

Company should put some conscious efforts to promote the

brand in India.
Company should take care of the quality and comforenss of the
products.
Company should reduce the price slightly low, that can enhance
the sale and attract the customers.
Company should run some kind of discounts on buying, so
customers get motivated to buy the product.
Company should increase the number of franchisees so the
brand will be easily accessible to the customers.
Company should open new brand outlets.
Company should run more and more advertisements on the
television and also consider hourdings as their promotional
stuff.
Company should take feedback from their unhappy customers
and try to eradicate those mistakes.
Company should take care of the brand image and introduce
some new products which are competititve enough with the
competitors like Nike and adidas.

63
BIBLIOGRAPHY

64
 BIBLIOGRAPHY
Websites:
www.wikipedia.org
www.puma.in
http://eyuva.com/wp-content/uploads/2011/03/puma-india.png
www.ibmashoes.in/footware-industry-profile.html

Books :
Marketing Management : Philip Kotler
Marketing Management : C.R. Kothari
Others :
Questionnaire filled by the respondents.

65
QUESTIONNAIRE

66
 QUESTIONNAIRE

Q. 1 Where would you prefer buying your shoes from?

Brand Outlet [ ]
Mixed Store with various brands [ ]
Internet [ ]
All of them [ ]

Q.2 Which advertising media can make up your mind?

Television Advertising [ ]
Hoardings [ ]
Pamphlets [ ]
Bages or Polybags [ ]

Q.3 Do you find brand outlet easily in your locality?

Yes [ ]
No [ ]

Q.4 Which is the most easily found brand store according to you?
Reliance Trendz [ ]
Nike [ ]
Puma [ ]
Adidas [ ]

Q.5 Have you heard of Puma?

Yes [ ]
No [ ]

67
Q.6 Have you ever visited Puma Store nearest to you?
Yes [ ]
No [ ]

Q.7 What stops you from buying products from Puma?

Price [ ]
Quality [ ]
Comfort [ ]
Brand Image [ ]

Q.8 What do you think company should do to increase slaes of the

brand?
Reduce the price [ ]
Increase the number of retail outlets [ ]
Provide better comfortable products [ ]
Provide better quality products [ ]

Q.9 Are you satisfied buying Puma?

Yes [ ]
No [ ]

Q.10 Who affects your purchasing decision the most ?

Family [ ]
Friends [ ]
Colleagues [ ]

68
Q.11 Would you suggest the brand to your family and friends?
Yes, Surely will [ ]
No [ ]

Suggestions, If Any
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________

69