Puma's Challenge to Maintain Leadership in India
商品編號：9B16A006
出版日期：2016/03/23
再版日期：2016/03/22
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Marketing strategy;branding strategy;brand equity;market leadership;sustainment;clothing;athletics;sports;sportswear;shoes;market position;emerging markets
難易度：5 - MBA/Postgraduate
內容長度：9 頁
地域：India
產業：Retail Trade;
事件年度：2015
In 2015, Puma became the market leader in sportswear sales in India, leaving Adidas, Reebok, and Nike behind for the first time since Puma entered the market. Puma’s success in India was primarily attributed to its marketing techniques, judicious expansion, and customer acquisition strategy. Indian consumers had been embracing lifestyle changes associated with increased health concerns and the popularity of fitness programs. As a result, the sportswear segment grew, presenting an opportunity for companies to maximize their return on investments. While Puma moved ahead of Adidas to become the leading sportswear brand in India, the market evolved and became competitive. Puma needed to continue innovating its marketing strategies to hold onto its leadership position. Meanwhile, domestic footwear brands were expanding their retail footprints and distribution networks beyond their regional presence in order to gain a substantial market share. Could Puma strengthen its branding and hold its market position despite continuing competition from established brands and new competition from domestic companies?
教學手冊：8B16A006;
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