Puma’s Challenge to Maintain Leadership in India

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?

This case is designed for use in an MBA-level marketing course in a segment on marketing strategies for a market leader, and brand and retail management. After completion of this case, students should be able to understand and evaluate:<ul><li>The overall sportswear market and the factors contributing to its growth.</li><li>Consumers’ lifestyles and their evolving buying patterns.</li><li>The growth trajectory of a foreign brand entering the Indian market.</li><li>The importance of branding programs in building a market leadership position.</li><li>Brand equity concepts, such as Aaker’s brand equity model.</li><li>The market leader’s strategies in share maintenance.</ul></li>

• marketing strategy, branding strategy, brand equity