A detailed study about the current Indian sports shoe market. Companies considered for research and comparison are Bata, Liberty Shoes and Puma. Market research and analysis on the basis of questionnaires aimed at different age groups. Recommendations for Puma.

1. Puma Sports Shoe: Increasing
of Market Share
-Indrajit Dey

2. Introducing Puma
•Rudolf “Rudi” Drassler started Puma in 1928
•German company
•Parent company: Kering
•Valued at €5.3 billion
•Specializes in football shoes
•Stores in 120 countries
•Global Competitors: Adidas, Nike
•Indian Competitors: Bata, Liberty, Power

3. Sports Brands In Contention
Puma – Global brand in India
Bata – Leader in sports shoe segment
Liberty – To open 100th store in India

4. Data Analysis and Interpretation
45
40
35
30
25
20
15
10
5
0
Liberty Bata Puma Others
27
42
25
6
Shoe Brand Preferences

5. 84
16
Satisfaction Level
Yes
No

6. 58
35
Price Range Satisfaction
7
Yes
No
No Comments

7. 74
22
4
Buying Source
Shops
Internet
Wholesale Markets

8. 30
25
20
15
10
5
0
What Is Most Important In A Sports Shoe
Price Comfort Design Name of
Brand
Lifestyle Reliability Quality
16
30
12
8
5
16
13

9. 40
35
30
25
20
15
10
5
0
37
25
Average Spent On Shoe
17
15
6
<1000 1001 - 1500 1501 - 3000 3001 - 5000 5000<
Average Spent
On Shoe

10. 47
53
Brand Loyalty
Yes
No

11. 24
76
Sports Shoes A Luxury
Yes
No

12. Conclusions And Research Findings
•Bata overall market leader in India
•Puma market share 25%, Bata 42%
•Pricing
•3% Growth in market share for Puma
•24% People don’t buy sports shoes
•Customer service of Puma best
•74% People buy shoes from retail shops
•Puma is financially the strongest brand

13. Recommendations
•Focus on brand’s DNA
•Striving for category leadership
•Heavy investment in innovation
•Focus on few selected marketing campaigns
•Maintaining transparency with stakeholders
•Strengthen distribution network
•Cleaning up balance sheet
•Managing expectations
•The leader is key

14. Questionnaire
Survey done on 4 age groups
Group I – Age 16 to 25
Group II – Age 26 to 35
Group III – Age 36 to 50
Group IV – Age 51+
25 People sampled in each group

15. THE END