The document discusses strategies to increase customer engagement for Puma in India. It recommends developing a size master to track sizing across brands to help customers find the right fit. It also suggests running campaigns on social media platforms like Facebook to drive more traffic to Puma's website. Engaging with teams and fans of popular football clubs through contests and discounts could help boost sales. Optimizing the website to reduce load times would improve the customer experience. Standardizing packaging and customer service procedures could enhance perceptions of authenticity and trust in the Puma brand.

1. MANORANJAN KFINAL REVIEW
OMNI CHANNEL

2. Understanding the gaps that affect the purchase decision of
PUMA customers in retail stores and in.puma.com
PROJECT BRIEF
Gathering Insights regarding the same and forming strategies
Developing Marketing plans and SOP’s to facilitate these
strategies to increase customer engagement and generate
additional traffic to the website and increase the conversions

3. IN DEPTH INTERVIEW GUIDELINE
Introductory question
I am just going to give you a couple of minutes to think about your experience of shopping
Puma products , relate to the latest experience , the best and the worst experiences you
have had so far. Please include the channel you used for shopping, for what purpose you
had shopped and any other information you feel to add.
Guiding questions
What are your perceptions about PUMA?
What are the main issues you have faced while buying Puma online and offline?
What do you think about the website in.puma.in? Have you ever purchased from the site?
Why? Why not? What are the other websites you have purchased from?
What are the communications you have seen from PUMA? Where and How? What are the
communications you have seen related to the PUMA website?
What exclusive content would you like to have on PUMA website/ Website you love?
What kind of products do you expect from puma? Anything specific?
What do you think you need to know about puma and its products? Which channel of
communication would you prefer? Are u fan on facebook page, if so what can puma do on
its pages to improve your experience? Any Special benefits you get as a PUMA fan ?

4. SIZE VARIATIONS in footwear
and Apparel
Strategy:
• Creation of a SIZE MASTER which will be able to
track the sizes based on the Gender, RBU of PUMA
to other Brands
• Brands that can be included :Bata, Adidas, Nike
• This sheet can be uploaded online so that customers
will be 100% sure about the size of the apparel and
footwear they choose
• This sheet can also be used by the Customer
Service Person to address any size related issues
INSIGHT & STRATEGY

5. Strategy:
• We should have a handle for PUMA India which
posts exclusive content and directs traffic to our
website
• Presently our website has just a traffic of
around 5500 from social media
• To increase this it is imperative that we run
campaigns on Social media: Facebook, Twitter ,
Pinterest etc
• Fans would like to have contests and campaigns
based on themes. They would also like to
receive special benefits for being a Facebook
fan
Facebook India Page
INSIGHT & STRATEGY

6. Marketing Campaign :
Launch Borussia Dortmund vs Kerala Blasters
near to ISL
inviting fans and players from both the teams to
interact and
share the love for football
Yellow Brigades can be offered discount on the
Official PUMA jerseys and campaigns can be run in
the Stadiums.
Fan contests to be run to determine the best set of
fans
Get the Borussia Dortmund legends to attend a
Kerala Blasters match and engage with fans to

7. ARSENAL FANS
ENGAGEMENT
Arsenal Fans India Facebook page
has a following of 128K. Click
Below to go the page.
Marketing:
• Offer an Arsenal Kit (Jersey, Football, Track
Pants) for Arsenal Facebook Fans
• The price will be discounted by 20% for all the
Arsenal Facebook Fans 2 months after the
launch of the new jersey
• The campaign tagline will be “ARE YOU
ARSENAL READY”
• Pictures of the FANS wearing Arsenal products
to be displayed in Facebook page
• Option for Jersey customization( Name and
Number) to give a personalized feel
INSIGHT & STRATEGY

8. Revenue that can be generated through the fan
engagement in Facebook
Present traffic/month in in.puma.com = 55,000
Bounce Rate =30%
Sales Value/ Month = 12,00000 Rs
Arsenal Fans = 1.3 Lakh
10% Conversion = 13,000 fans
Average Value of Jersey = 2000 Rs
Revenue generated = 2,60,00000 Rs
Profit Per Store(300 stores) =7000Rs/Year
The same can be replicated across BMW, Ferrari, Kerala
Blasters, Brendon Mccullum, Yuvraj Singh and other
properties and brands we hold . Exclusivity can be
obtained through signed Merchandise from the arsenal
football ICONS
REVENUE GENERATION
Key Assumptions
The conversion will be 10% of the
The margin for partner store on Va
Click Below to see the Faceb

9. WEBSITE LOADING
TIME in seconds
Optimize the website contents for reducing the page size and decreasing the
loading time of the website .This can help in reducing the Bounce rates and
increasing the conversions:
INSIGHT & STRATEGY
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Source: Pingdom tools
Click Below for the Recomm
UK
INDIA

10. STANDARD OPERATING PROCEDURES
BEST
CUSTOMER
SERVICE
AUTHENTICITY
TRUSTWORTHINESS
To Ensure that PUMA as a brand delivers and displays

11. STANDARD OPERATING PROCEDURES
Quality Check SOP
Packaging SOP
Interacting with the Brand Advocates to understand the
main check points
Interacting with the Ace Turtle Packaging Team to
understand the various difficulties they are facing
Customer Service
SOP
Providing Recommendations to improve the customer
experience
Ideating campaigns to execute the recommendations

12. Using PUMA SEAL to paste at the edge of the butter paper folding so that
the customers will get the feel of opening a sealed authentic item from
PUMA
Inclusion of PUMA Thank you card
Things that can build authenticity:
Change from manufactured by PUMA to “A work of Art By PUMA: From
the Original Puma Factory” . Show the paintings of the product and stage
by stage development illustrations starting with the design phase
Let every product from our store or online go with the PUMA seal of
authenticity. We also need to have reviews by the authentic buyers on
in.puma.com
RECOMMENDATIONS -Packaging
Create a campaign “SEAL THE DEAL” - Authenticity
is Legacy : Show our old products and legends who
have worn them . Get the deal signed by these legends
.Print the Seal with the Autographs of these legends
emphasizing authenticity is legacy

13. WEBSITE HITS COMPARISON

14. THANK
YOU
Questions & Suggestions