This will help you to understand the demand forecast of PUMA

2. - Puma SE, branded as Puma, is a German multinational company
- Manufactures athletic and casual footwear, apparel and accessories
- Headquartered in Herzogenaurach, Bavaria, Germany
- Puma Entered Indian Market in 2002
- PUMA Currently holds 10% of Market Share

3. - Population of India as on 2017 - 1,322,512,706
- Price Range of Puma Shoes in Indian Market - ₹2000 - ₹4000
- Average Price of Puma Shoes in Indian Market - ₹3000

4. Male Female Others
48.50% 48.10% 3.40%
64.22 crores 63.69 crores 4.50 crores
- Male Population in India is 48.50% of their Total population which is 64.22Crores People,
This will be our target population in terms of gender
- Female Population In India is 48.10% of their Total Population which is 63.69 Crores People
- Population of Others in India is 3.40% of their total Population which is 4.50 crores People

5. Below
Poverty
Lower
Income
Group
Middle Income
Group
High
Income
Group
High
Networth
Individual
22% 29% 28% 14% 7%
14.129214 18.62487 17.98264 8.991318 4.495659
- Below Poverty Line & Lower Income Group will not be our target as they cannot afford the
PUMA Casual Shoes.
- The Main Target Population will be Middle Income Group & High Income Group.
- In Certain Extent, HNI’s will also be the target.
- So after doing Income segmentation our population is restricted to 31.46961 Crores

6. 0-10 10- 18Yr 18-35Yr 35-50Yr 50 & Above
13% 24% 28% 25% 10%
4.09 7.55 8.81 7.86 3.14
- The Age group between 0-10 is not the target population.
- The Age group between 10-18yrs is the target population
- Also the 18-35yrs and 35-50yrs is the target population for puma casual shoes
- 50 & above isn’t the target population.
- So after doing age wise segmentation our population is restricted to 24.23 Crores

7. Like Wearing
Casual Shoes
Like wearing
Sports Shoes
Likes Wearing
Formal Shoes
Likes Wearing
Sandals
Likes Wearing
Sleepers
20% 21% 23% 20% 16%
4.85 5.09 5.57 4.85 3.88
- 20% of population is willing or interested in wearing the casual shoes which will our
targeted population.
- 21% Likes Wearing Sport shoes, 23% population like wearing formal shoes, 20% of
populations prefer wearing sandals and 16% population likes wearing Sleepers which
will not be our target population
- After Further drilling the population is restricted to 4.85Crores

8. Puma Adidas Nike UCB Others
15% 20% 25% 8% 32%
0.73 0.97 1.21 0.39 1.55
- 73 Lacs people in India Prefer buying Puma Casual shoes
- Adidas, Nike, UCB & other brands such as reebok, Bata are the competitors of PUMA
- So Our Main Motive should be of at least to produce 73Lacs Unit, to fulfil the forecasted
demand

9. Units Sold 73,00,000
Population 0.73
Average Price 3000
Total Sales 2181 Crores
Outlets 410
Units Sold annually Per
Outlet 17805
Working Days 330
Units Sold Daily 54
Units Sold Every Hour 4
- Demand Estimation is 73,00,000 approx., so Puma have to
produce Approx. 73lacs units of Men's Casual shoes
- Average Price per shoes is ₹3000
- Puma has 410 Number of Outlets as on 2017, as well as Puma
products are also available on Online stores.
- Units Sold annually Per outlet is 17805
- Units Sold daily is 54Units which Includes Online sales and
Store Sales