MANORANJAN KFINAL REVIEW

OMNI CHANNEL

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

IN DEPTH INTERVIEW GUIDELINEIntroductory 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 ? 

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

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

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Facebook India Page

INSIGHT & STRATEGY

Marketing Campaign : Launch Borussia Dortmund vs Kerala Blasters near to ISLinviting 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 launch this event

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

Revenue that can be generated through the fan engagement in Facebook

Present traffic/month in in.puma.com = 55,000Bounce Rate =30%Sales Value/ Month = 12,00000 Rs

Arsenal Fans = 1.3 Lakh10% Conversion = 13,000 fansAverage Value of Jersey = 2000 RsRevenue generated = 2,60,00000 RsProfit 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

BMW India has 2.8 Million & Kerala Blasters has 628K fans in Facebook

REVENUE GENERATION

Key Assumptions

The conversion will be 10% of the total fansThe margin for partner store on Value is 8%

Click Below to see the Facebook Pages

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 Recommendations:

UK

INDIA

STANDARD OPERATING PROCEDURES

BEST CUSTOMER SERVICE

AUTHENTICITY

TRUSTWORTHINESS

To Ensure that PUMA as a brand delivers and displays

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

 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

WEBSITE HITS COMPARISON

THANKYOU

Questions & Suggestions