Puma Project Real & Full - Copy

Puma and its accessories- customer satisfaction.

by Rosetta merlin roberttiara bijutresa meethu

ContentsChapter No.TitlePage No.

1Introduction

2Profile of Puma

3Theoretical review

4Data analysis and interpretation

5Findings and conclusion

Bibliography

Annexure

List of tablesTable No.Customer preferencesPage No.

4.1Less expensive but very stylish & of latest design

4.2Expensive & stylish but comfortable

4.3Less expensive but very stylish & long lasting.

4.4Very stylish & of latest design

4.5Tailor made shoes which are very stylish & of latest design

4.6If free gifts or discounts is available

4.7Expectation is fulfilled by my shoes supplier

4.8Companies should survey customer preferences

4.9Companies should suggest design using celebrity.

4.10Know exactly what I want in my shoes.

4.11Dont want to spend too much time on deciding my shoes

4.12Buy shoes which are advertised attractively

4.13Stores display is the best form of advertisement

4.14T.V. advertisement is the best form of advertisement

4.15Buying customized shoe by internet is very attractive

List of figuresFig No.Table No.Page No.

4.1.1Less expensive but very stylish & of latest design

4.2.1Expensive & stylish but comfortable

4.3.1Less expensive but very stylish & long lasting

4.4.1Very stylish & of latest design

4.5.1Tailor made shoes which are very stylish & of latest design

4.6.1If free gifts or discounts is available

4.7.1Expectation is fulfilled by my shoes supplier

4.8.1Companies should survey customer preferences

4.9.1Companies should suggest design using celebrity.

4.10.1Know exactly what I want in my shoes.

4.11.1Dont want to spend too much time on deciding my shoes

4.12.1Buy shoes which are advertised attractively

4.13.1Stores display is the best form of advertisement

4.14.1T.V. advertisement is the best form of advertisement

4.15.1Buying customized shoe by internet is very attractive

Chapter 1Introduction Introduction Objectives of study Significance and scope of study Statement of problem Data and research methodology methods of data collection Limitation of study

IntroductionPuma is a major German multinational company that produces athletic shoes, footwear, and other sportswear. The company was formed in 1924 as GebruderDasslerSchuhfabrik by Adolf and Rudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Both companies are currently based in Herzogenaurach, Germany. It is the worlds leading supplier of athletic and apparel and a major manufacturer of sports equipment. Pumas worldwide. Currently-adjusted brand sales, comprising revenues from licenses and consolidated sales increased in the financial year 2011 by 11.8% to 3,172.5 million. In the reporting currency, the euro, brand sales were 10.8% higher than in the previous year. In addition to manufacturing sportswear and equipment, the company operates retail stores.In the 21 century, Puma has constantly set new trends and expanded its brand in the most spectacular ways. As a professional equipment supplier in motorsports (Ferrari, Renault), through cooperation agreements in design and fashion (eg.YasuhiroMihara), with sensational football shirts for the Cameroon national football team (sleeveless and one piece), as the supplier of the Jamaican track and field team, as the sponsor of the 2006 World Cup Champions(Italy) and as a supplier of golf fashion. In 2008, Puma sets sails for the first time by entering its own sailing yacht into the Volvo Ocean Race, one of the longest and hardest sailing races in the world and finishes the race in second place. At the 2009 World Championships in Athletics, Puma again writes sport history: sprint hero Usain Bolt smashes the 100m and 200m world records.Objective of study To study the tastes, preferences and buying behavior of consumers. To recommend strategies to Puma to increase sales. To analyze the customer satisfaction. Comparative study with the company.

SIGNIFICANCE AND SCOPE OF STUDYThe study is conducted mainly to find the various Puma products and the responses of the public to that. How far the Puma industry as met their problems and the measures taken by it to satisfy its customers. I hope this study of mine will be useful.And I have plans for sending this feed back to the Puma industry so that it will work more on the current issues its customers are facing. I also believe that they will take appropriate measures and act accordingly. This can bring many changes to its marketing strategy and can also be satisfactory with the customers and be a number 1 industry in its genre.Statement of problemTo conduct research on the various products and accessories of Puma. Their customer satisfaction problems and also to check how have they had succeeded in solving those problems.Data and research methodologySample SizeThe sample size selected for the study is 30 respondents from the total population.Sample ExtendIt is the area covered to conduct the study. The area used for this study is 9th division of Kochi Corporation.Sample PeriodThe survey was conducted for the month of December 2012.

methods of data collectionThere are two types of data. Primary data and secondary data.Both primary and secondary data are used for the study. Source of primary data for the study is collected through questionnaire. The secondary data is collected from journals, books and through Internet search for company information website of company is used.Limitations of the study The geographical area was very much limited to residential & so the results are not particularly reflection of the current behavior. Due to limited time period and constrained working hours for most of respondents, the answers at times were vague enough to be ignored Lack of cooperation by the respondents.

Chapter 2

A profile of Puma:

Company profile Executive summary Origin & history Industry profile Competitors profile

Executive summaryPuma was formed in 1924 by Adolf and Rudolf Dassler. It is a major German multinational company that produces athletic shoes, footwear, and other sportswear. Puma currently based in Herzogenaurch, Germany. Pumas vision provides the company, the employees and all of their stakeholders with 4 keys- Fair, Honest, positive and creative. These 4 keys act as compass that always keeps us true to our vision of a better world- guiding all of our decisions, actions, processes and practices. The company uses the 4 keys as a tool, which means always doing the best to be Fair, Honest, Positive and creative in everything they do. Puma as a leading company within the sport lifestyle industry has the opportunity and the responsibility to contribute to a better world for the generations to come. Pumas worldwide, currency-adjusted brand sales, comprising revenues from licensesAnd consolidated sales increased in the financial year 2011 by 11.8% to 3,172.5 million. In the reporting currency, the euro, brand sales were 10.8% higher than in the previous year.Puma has managed to crack 3 billion euros in sales, reaching the ambitious 2011 target set by Puma. Much of PUMAs success in 2011 can be attributed to the long-term strategic growth plan launched in autumn 2010 with implementation starting last year.

Origin and History Puma is a major Germanmultinational companythat produces athletic shoes, footwear, and othersportswear. The company was formed in 1924 asGebrderDasslerSchuhfabrikbyAdolfandRudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities,AdidasandPuma. Both companies are currently based inHerzogenaurach, Germany.Shortly after the co. is founded Rudolf Dassler successfully develops a football boot with screw-in studs, in collaboration with experts, such as SeppHerberger. The launch of the Super Atom, the worlds first screw in boots, which Dassler launches in 1952 and marks the beginning of a long term and highly successfully relationship between PUMA and football. 1970 Pele- again player of the tournament- wears Pumas boot.In the 21st century, PUMA has constantly set new trends and expanded its brand in the most spectacular ways: As a professional equipment supplier in motorsports (Ferrari, Renault), through cooperation agreements in design and fashion (e.g. Yasuhiro Mihara), with sensational football shirts for the Cameroon national football team (sleeveless and one piece), as the supplier of the Jamaican track and field team, as the sponsor of the 2006 World Cup Champions (Italy) and as a supplier of golf fashion. In 2008, PUMA sets sails for the first time by entering its own sailing yacht into the Volvo Ocean Race, one of the longest and hardest sailing races in the world and finishes the race in second place. At the 2009 World Championships in Athletics, PUMA again writes sport history: sprint hero Usain Bolt smashes the 100m and 200m world records.The year2010is marked by the Football World Cup in Africa, PUMAs home-away-from-home, and a milestone in motorsport. PUMA successfully kicks off the World Cup year at the Africa Cup in Angola with Egypts Pharaohs winning the Cup of Nations for the third successive time. At the FIFA World Cup 2010 in South Africa PUMA sponsors seven football federations, including the African Teams Ghana, Cameroon, Ivory Coast and Algeria, alongside Italy, Switzerland and Uruguay. In November Sebastian Vettel of PUMA supplied Red Bull Racing becomes the youngest-ever Formula One champion at the age of 23 and is voted German- as well as European Sports Man Of The Year 2010. Puma had attained 2,862.1 million in 2010 and 3,172.5 million in 2011

Puma has achieved many awards like:Yellow Pencil Winner (Clever Little Bag), Packaging Design, Professional Awards 2011, D&ADBlack Pencil Winner (PUMA Phone Packaging), Packaging Design, Professional Awards 2011, D&ADWinner (Clever Little Bag), Innovation of the Year, 2011 Luxury Briefing AwardsSilver Winner (PUMA), Best Green International Business Award (Large), 6th International Green AwardsBronze Winner (Clever Little Bag), Best Green New Product Innovation, 6th International Green AwardsWinner (Clever Little Bag), Best of Show, The Dieline Awards 2011Winner (Clever Little Bag), Sustainability, Conde Nast Traveller 2011 Innovation and Design AwardsWinner (Clever Little Bag), Packaging, Core77 Design Award 2011Winner (Clever Little Bag), Graphics/Identity/ Packaging GOOD DESIGN Award 2011.

Managing directors of Puma from 2011 are:

FRANZ KOCH (CEO) KLAUS BAUER (Finance, Law, Operations, Logistics, IT, Human Resources) STEFANO CAROTI (Sales) REINER SEIZ (Procurement) ANTONIO BERTONE (Marketing)

Profile of the industry:Industry SizeIn 1998, Americans spent approximately $38 billion to purchase more than 1.1 billon pairs of shoes. The wholesale value of athletic shoes for the US market totaled $8.7 billion in 1998 down 8.5% from the years before. According to the sporting goods Manufacturers Association, athletic footwear accounts for almost 35% of all footwear purchases. In general, consumers are spending less worldwide for athletic footwear. The current domestic industry focus is on casual and comfortable shoes. Although athletic footwear sales appear to be recovering, demand is still leaning toward the brown shoe casual footwear with a comfortable and rugged design. This switch Is due to the increasing number of work places adopting casual dress codes.Industry ProbabilityThe athletic footwear industry is a challenging and a saturated market. Intense competition, fashion trends and price conscious consumers have slowed growth in this industry. Manufacturers are combating sluggish sales with radical new styles, along with offering more styles at lower prices points. Companies are looking for new ways to boost sales by capitalizing on direct internet sales to consumers. Many companies are also increasing profitability by transferring production to cheaper offshore facilities. This segment has reached a point of maturity in the domestic market and can look forward to only modest sales growth for the long term. However, sales are improving slightly, especially in the areas of running shoes, cross trainers and basket ball shoes. Therefore, companies with strong brands will increasingly turn to international markets for growth.Industry entry and exit barriersEntry barriers: The athletic footwear industry is a very competitive and mature market. The leaders of this industry are very well established. Leaders like Puma, Reebok have made the industry what it is today. Consequently, long-time competitors like Saucony and K-Swiss have being struggling for years just to keep their brands alive. This cutthroat environment has hindered the entry of new competitors.Economies of scale also contribute to the lack of new comes into this market. In order to have an edge over the leaders, companies must be able to compete at all levels such as reasonable pricing, efficient production, and high product quality. These things are difficult to achieve without the resources of an established manufacturer.Another key barrier to entry is the access of traditional distribution channels. When combining the shelves at stores like Sports Authority and Foot Locker, it is evident that the leaders dominate the shelves. Lesser-known brands are viewed by retailers as being too risky to replace an established brand name like Puma or Reebok on the shelf.These walls seem to be breaking down with the help of the Internet. The costs of overhead that come along with traditional brick and mortar retail distributors are being significantly diminished. New entrants are now able to slide into markets without these highs start up costs, making it more profitable to begin production.Exit Barriers: when a company decides to exit from this industry it must be aware of things such as indebtedness and its ability to meet those obligations. A company must also be cognizant of law suits filed by its stakeholders and claims made on residual assets.Profile of the competitorReebok, in terms of their products, is not entirely different from Puma. Reebok is involved in the design and marketing of both athletic and non athletic footwear and apparel, as well as other various fitness projects. Reeboks financial position has being gradually slipping for a number of years. This is evident in their declining stock price, which has fallen by over 80% in the last 4 years. Reeboks financial woes are illustrated in their declining net sales. Reeboks net sales declined 9% during the first three-quarters of fiscal year 2010. During that same period, net income declined 17%. Taking these and other factor into account leaves Reeboks current financial position as a whole looking bleak.

Chapter 3

Theoretical review:

Theoretical aspects of customer satisfaction

Customer satisfactionCustomer satisfaction is the buzzword used by the business people for the success of organization in the present days. Due to the increases of heavy competition in every product line it become difficult for the companies to retain the customers for longer time. So retain the customer for longer time the marketer has to do only one thing i.e. customer satisfaction. If customer is fully satisfied by the product it not only run the organization successfully but also fetches many benefits for the company. They are less process sensitive and they remain customer for a longer period. They buy addition products overtimes as the company introduce related products or improved, so customer satisfactions is gaining a lot of importance in the present day. Every company is conducting survey on customer satisfaction level on their products, to make the products up to the satisfaction level of customers.Customer is defined as anyone who receives that which is produced by the individual or organization that has value. Customer expectations are continuously increasing. Brand loyalty is a thing of the past. Customers seek out products and producers that are best able to satisfy their requirements. A product does not need to be rated highest by customers on all dimensions, only on those they think are important. Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as the number of customers, or parentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. Puma focus has always been on the customer satisfaction, it invests a lot in its product research and development in order to offer better apparels to the customers. It has always striven a competitive edge to foster the best possible performance in its athletics. Product quality, product innovation, the customer satisfaction and customer retention is very high. The only criterion where the company faces tough time is its high prices.

The division and its customer satisfaction surveys.The division we studied is an outsourcing business that handles customers copying, printing, and document networking needs. It conducts its business in two sorts of locations: centers in major locations across the countries which process a variety of small and large orders, and Facilities Management sites or FMs, installations the division runs at customer premises. FMs are staffed by division employees and attempt to take care of the entire range of customers document services needs. This variety of kinds of work gave rise to a similar variety of customer satisfaction surveys; indeed, there are three separate instruments sent to the divisions Center Services and FM customers.

Chapter 4

Data analysics and interpretation:

Questionnaire table graph

{A sample of 15 questions is prepared and is given to 30 individuals. From the responses given by them the following table and graph is prepared.}1. I like to buy shoes which are less expensive but very stylish & of latest design.OpinionStrongly agreeAgreeIndifferentDisagreeStronglydisagreeTotal

No. of respondents

22431030

Percentage (%)7314 1030100

Table 4.1

Fig 4.1.1 From this we can interpret that customers are more attracted with less expensive but very stylish & of latest design.

2. I like to buy shoes which are expensive & stylish but comfortable.

OpinionStrongly agreeAgreeIndifferentDisagreeStronglydisagreeTotal

No. of respondents

66251130

Percentage (%)10103968100

Table 4.2

Fig 4.2.1

Customers strongly agree and strongly disagree the statement is almost equal. Customers are aware on the expense.

3. I like to buy shoes which are less expensive but very stylish & long lasting.


No. of respondents

15933030

Percentage (%)501310100100

Table 4.3

Fig 4.3.1

50% of customers strongly agree with statement and 10% each disagree and indifferent with statement. Customer preference is towards less expensive and long lasting.

4. I like to buy shoes which are very stylish & of latest design.


No. of respondents

14825130


Table 4.4

Fig 4.4.1

46% of customers strongly agree, 27% disagree, 17% disagree and 7% is indifferent. Most customers like stylish and latest design.

5. I like to buy Tailor made shoes which are very stylish & latest design.


No. of respondents

71550330

Percentage (%)235017010100

Table 4.5

Fig 4.5.1

23% strongly agree, 50% agree, none of them disagree with the statement. Most of the customers agree with this.

6. I will certainly buy shoes if free gifts or discount is available.


No. of respondents

20523030


Table 4.6

Fig 4.6.1

More than 50% strongly agree with this statement and no one strongly disagree with it. Most of the customers agree buying if gift or discount is available.

7. My expectation is fulfilled by my shoe supplier.


No. of respondents

64181130


Table 4.7

Fig 4.7.1

60% are indifferent, 3% each disagree and strongly disagree with the statement. Most of the peoples are indifferent to this.

8. Shoe companies should survey customer preferences.


No. of respondents

24600030


Table 4.8

Fig 4.8.1

80% of customers strongly agree and remaining 20% agree with this. So survey is good for company. We should survey customer preference.

9. Shoe companies should suggest shoe design using celebrity.


No. of respondents

14645130

Percentage (%)472013173100

Table 4.9

Fig 4.9.1

47% strongly agree, 20% agree, 13% are indifferent, 3% strongly disagree and 17% disagree. Half the customers like design using celebrity.

10. I know exactly what I want in my shoes.


No. of respondents

20460030


Table 4.10

Fig 4.10.1

67% of customers strongly agree 13% agree, 20% are indifferent and none of them disagree with the statement. Most of them know what they want.

11. I dont want to spend too much time on deciding my shoes.


No. of respondents

131052030


Table 4.11

Fig 4.11.1

43% strongly agree, 33% agree, 17% are indifferent and none of them strongly disagree. Spending too much time on decision is not affordable to them.

12. I buy shoes which are advertised attractively.


No. of respondents

81232530

Percentage (%)274010617100

Table 4.12

Fig 4.12.1

27% strongly agree, 40% agree, 10% are indifferent, 6% disagree and 17% of them strongly disagree. Attractive advertisement is good for product movement.

13. Stores display is the best form of advertisement.


No. of respondents

151012230


Table 4.13

Fig 4.13.1

Half of the customers strongly agree, 33% only agree, 3% of them are indifferent and 7% each disagree and strongly disagree. Half the customers agree to this.

14. T.V. advertisement is the best form of advertisement.


No. of respondents

10732830

Percentage (%)332310727100

Table 4.14

Fig 4.14.1

33% strongly agree 23% only 10% are indifferent, &7% disagree and 27% strongly disagree.

15. Buying customized shoe by internet is very attractive.


No. of respondents

11830830

Percentage (%)362710027100

Table 4.15

Fig 4.15.1

36% consumers strongly agree 10% indifferent, none of them disagree and another 27% strongly disagree. Buying through internet is preferred most.

Chapter 5

Finding Suggestions conclusion

Findings It is analyzed that 73% of the respondents strongly agree that they like to buy shoes that are less expensive. In this study 68% respondents strongly disagree to buy shoes which are expensive but comfortable. 50% of participants strongly agree to buy shoes which are less expensive but stylish. From the participants of study 46% strongly agree to buy shoes which are very stylish. 50% of respondents agree to buy Tailor made shoes which are stylish. Out off 30 respondents 20 strongly agree to buy shoes if free gifts or discounts are available. 60% are indifferent to the opinion that their expectations are fulfilled by their shoe supplier. In this study 80% strongly agree that shoe companies should survey customer preferences. 47% strongly agree that Shoe Company should advertise their shoes using celebrity. 67% strongly agree exactly what they want in their shoes. Out off 30 participants 13 respondents strongly agree that they dont want to spend more time on deciding their shoes. 40% agree that they buy shoes that are advertised attractively. In this study 50% strongly agree that stores display is best form of advertisement. 33% strongly agree that T.V advertisement is the best form of advertisement. 36% strongly agree that buying customized shoes by internet is very attractive.

Suggestion Store decorations and product displays should be designed to create a strong first impression. Seasonal promotion campaigns, like special discounts and advertisements, could be employed. New lines of collections should be introduced for festivals. Promotional activities in shopping malls and department stores, discounts and TV commercials are considered effective channels for promotions. It is advisable to pay attention to the affordability of customers in different cities, while setting price points for different product categories. Popular materials used for leather consumer goods include bovine skin, goat / kid / lamb / sheep skin and crocodile skin.

ConclusionThe project titled PUMA AND ITS ACCESSORIES-CUSTOMER SATISFACTION was conducted to study the tastes and preferences of consumers and to analyze the customer satisfaction. By this project it was able to understand the consumers needs and preferences and their behavior in purchasing. It is also understood that Pumas vision provides the company, their employees and all of their stakeholders with 4 keys- Fair, Honest, positive and creative. These 4 keys act as compass that always keeps them true to their vision. By these principles Puma work for customers and for the world in which they operate.

BibliographyBooks: Hawkins, Best ad Coney - Consumer Behaviour.Philip Kotler - Marketing Management. Websites:Puma Annual Report 2011Business.comApnaBangloreIndiainfolineNewspaper:Economic Times

AnnexureQuestionnaire

1. I like to buy shoes which are less expensive but very stylish & of latest design. Strongly agree Agree Indifferent Disagree Strongly disagree

2. I like to buy shoes which are expensive & stylish but comfortable. Strongly agree Agree Indifferent Disagree Strongly disagree

3. I like to buy shoes which are less expensive but very stylish & long lasting. Strongly agree Agree Indifferent Disagree Strongly disagree4. I like to buy shoes which are stylish & of latest design. Strongly agree Agree Indifferent Disagree Strongly disagree

5. I like to buy Tailor made shoes which are very stylish & of latest design. Strongly agree Agree Indifferent Disagree Strongly disagree

6. I like certainly buy shoes if free gifts or discounts is available. Strongly agree Agree Indifferent Disagree Strongly disagree

7. My expectation is fulfilled by my shoes supplier. Strongly agree Agree Indifferent Disagree Strongly disagree

8. Shoe companies should survey customer preferences. Strongly agree Agree Indifferent Disagree Strongly disagree

9. Shoe companies should suggest design using celebrity. Strongly agree Agree Indifferent Disagree Strongly disagree

10. I know exactly what I want in my shoes. Strongly agree Agree Indifferent Disagree Strongly disagree

11. I dont want to spend too much time on deciding my shoes. Strongly agree Agree Indifferent Disagree Strongly disagree

12. I buy shoes which are advertised attractively. Strongly agree Agree Indifferent Disagree Strongly disagree

13. Stores display is the best form of advertisement Strongly agree Agree Indifferent Disagree Strongly disagree

14. T.V. advertisement is the best form of advertisement. Strongly agree Agree Indifferent Disagree Strongly disagree

15. Buying customized shoe by internet is very attractive. Strongly agree Agree Indifferent Disagree Strongly disagree

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