MAM

Puma shifts marketing focus from lifestyle to performance; cuts spend by 30 per cent

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public?itok=O0F3fnj4

MUMBAI: Sports lifestyle brand Puma India is shifting its marketing focus from lifestyle to performance this year. It has launched ?The Nature of Performance? campaign. This is to push new products that have been launched in the performance portfolio in the running, training, fitness, cricket and football categories.

One new product launched is the Mobium Elite shoe in the category of performance running. There will a bigger focus on digital marketing this year. Also marketing spends for the year will be cut by 30 per cent. But Puma India MD Rajiv Mehta says that this is not due to the economic slowdown but because the company realised that it did not need to spend so much money.

?We realised that we could make do with less. We used to partner with two IPL teams but we have now discontinued that association. We are associated with Sunrisers Hyderabad as a kit supplier. We do not pay a fee. The challenge we faced was that the IPL is just a 45 day activity. After that it becomes difficult to sell merchandise. Unsold inventory became an issue. That is because team loyalties are not yet sufficiently present. Also Puma wanted to spend more money on marketing activities in other countries. We are focussing more on digital marketing this year and outdoor."

As far as the shift in focus to performance is concerned Mehta says that when the company came to India it focused on lifestyle to beat the traditional competitors. ?We turned profitable in the third year of operating in India. Now that we have gained good lifestyle share we are focusing on performance to compete better with Nike, Adidas and Reebok. People are moving to a performance lifestyle from casual attire. That is why we decided that this is the year where we will focus on our performance umbrella. The ?performance? tag cuts across all sports whether it is cricket, soccer, motorsports?

Puma?s Nature of Performance platform is a red thread that unifies all of the company?s performance categories with a consistent voice, look and feel. Grounded in nature and the athlete?s innate desire to perform at their best level, The Nature of Performance aims to take consumers on a journey that is at once personal and universal.

Created in collaboration with advertising partner Droga5, the Nature of Performance campaign, for above the line and below the line, features the product as a hero in each treatment, with a minimalist deconstructed "set" using a simple gray background, exposed staging and technical features, and athletes in motion showcasing the ?epic moment? of athletics. Stylistically new for the company, the Nature of Performance creative is designed to evoke a visceral reaction and tap into the consumers? nature as performance athletes.

Mehta adds that 20 per cent of the companies marketing budget is for above the line. The remaining is spent below the line. ?In digital we have taken over the Youtube homepage. Tomorrow we are taking over Yahoo!s homepage. These are the kinds of innovations we will be doing this year. You will be able to see an AV. Around half of our above the line spends this year will be in digital. Serious runners spend a lot of time online. So we need to connect with them there. On our own site we have information. We also create content through blogs. We are also doing outdoor activities in Mumbai, Delhi and Bangalore. In terms of below the line experiential marketing is crucial for us. So we have tied up with gyms and running clubs.?

An innovation that the company is doing is augmented reality. In a store if you point a smartphone at the shoe you will see click a 3D image.

In terms of pushing its lifestyle portfolio Puma will continue to be associated with Bollywood films. In the past it has tied up with films like ?Student of the Year? and ?ABCD?.

?We are talking to a few productions to have our products featured in the film. Bollywood works better for us compared to cricket as it has a longer shelf life. Once a film finishes its theatrical run it will be aired on a channel like Max, Colors. The issue with cricket is that it alienates women and children for the most part. That is a key segment for our lifestyle portfolio?. He however adds that company will continue its association with Yuvraj Singh who is one of its brand ambassadors.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Foodpanda.jpg?itok=yKaa5k_Z
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Amazon_Echo.jpg?itok=QN1qoBs_
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Ajmal_Perfumes.jpg?itok=texd-a7j
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/KFC_800.jpg?itok=-PI1xbA_
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Truecaller.jpg?itok=GJpRMARf
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/birla.jpg?itok=ZSHorrmj
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/fbb.jpg?itok=8qWOjTIx
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kansai.jpg?itok=bLHO7bPV
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories