PUMA

BHAVANA PUROHIT

SHIVAM SACHDEVA

UDAYRAJ SINGH

ADITTY JINDAL

AKASH AMBAWAT

RIYA AHITAN
About Puma
•Brothers Rudolf Dassler and Adolf Dassler started making shoes in 1924 and formed a company
called Adidas. However, in 1948, Rudolf split from his brother’s company, and started a company
called Puma.
•Puma is the leading sports brand globally developing designs, selling & marketing footwear,
apparel and accessories in more than 130 worldwide. It has established itself as a fastest
growing and designer of performance & sports style-based products.
•It has expanded its reach worldwide within the span of 67 years and by employing more than
12000 diversified & dedicated workforces in 45 nations.
Marketing Strategy
Puma is ditching all traditional forms of advertising to opt for digital. The brand plans to spend
almost 90% of its marketing budget on digital as it believes it is much more cost-effective to
reach its target group through the medium.
With focus on sports culture, influencer and content marketing as a part of its digital marketing
strategy, Puma looks to expand its footprint in India by adding more stores and targets to push
sales growth by 25%.
Digital Marketing by Puma

Website and
online store

Social Multibrand
Media Stores
Digital Strategy

SEO

Content
Blogs
Marketing

PUMA
Puma and Social Media
Live
Streaming
Instagram

Facebook
Puma
Puma
Focus on
Affiliate
Street
Marketing
Culture
Campaigns by Puma
Puma’s ‘Propah Lady’ Campaign
Puma’s new campaign Propah Lady counters the conventional idea of what makes women ‘proper’ and
redefines it. It celebrates the shift from women being told what to do, to them writing their own rules
This inclusive campaign for the first time brings together Indian Olympic boxer MC Mary Kom; international
athlete Dutee Chand, Bollywood actress Sara Ali Khan and transgender model Anjali Lama.
With a fresh perspective, the fun and relatable direction aims to give women an expression to celebrate
their individuality and live life through their own mantra — like a Propah Lady.
Response to the Campaign – Primary
Study
A sample size of 50 was surveyed about the campaign and its impact on the brand.
There is a positive perception about the brand amongst majority of the people by there is a fair
portion of people who dislike or are neutral about the brand.
Response to the Campaign – Primary
Study
The campaign became popular and was led by Instagram out or all three platforms.
Response to the Campaign – Primary
Study
There were different reactions but the campaign could deliver what it was meant to communicate to the
audience.
It crated a good image for the brand and thee was a positive response from the viewers which should a
potential market and increase in customer base.
Ad Copy
Thank you