1. Digital Strategy for Puma India

2. Agenda
BRANDING
IN.PUMA.COM
PUMA APP
PARTNERS

3. branding

4. Branding Objectives BRANDING Brand Presence SALES Puma website
Social Engagement
Reach
SALES Puma website
Partner website

5. Branding Approach Brand Presence Initiatives KPIs Search Presence
SEO
SEM
Social Presence (Relevant/ tight targeting)
#Connect Campaigns on YouTube, Hotstar: Video Campaigns on ‘Buzz’ Issues
Search- Puma Brand Campaigns
Display Media/ Network Campaigns
Brand Mentions
MoM Incremental Engagement metrics
Search SEM Ad Rank and Quality Scores
CTR’s of Paid Ads
SEO Rankings

6. Branding Thought Leadership Increased technological needs
Greater systems complexity
Unique Visitors/ month
ASP of Repeat Visitor
Repeat Visitors
Downloads
Loyal User base retention
Repeat visitors Engagement
Average Time spent
Subscription
KPIs
Blogposts
Articles
Trainings
Videos (Embedded + YouTube)
EBooks
Apps (Utility & Productivity)

7. Branding Quarterly budgets Estimates (in INR Lacs) Quarter Q1 Q2 Q3 Q4
Budget/Month
(in Lakhs) 5
5 - 10 10

8. in.puma.com

9. in.puma.com Approach: 3 to 4 Cr annual incremental sale on in.puma.com
Shopping
Dynamic Re-Marketing
CAC
Optimisation
(20% QoQ)
Re-targeting
High Intent Users
25% Incremental
ASP
SEM
Display
Re-
Marketing
Q1 to Q3 Q4
User Acquisition
Repeat Orders
w/ high ASP

10. Total Incremental Sales
in.puma.com
Channel Wise Budget Allocation
Incremental Sales Estimates (in Lacs INR)
Budget Allocation
Search + Shopping
Social
Display
Monthly Buffer
Total
Quarterly Budget Q1 15 20 10 5 50
1.5 Cr Q2 25 Q3 55
1.65 Cr Q4 30
Total Incremental Sales 45
6.3 Cr
Summary
In Q1 budget on Search: Social : Display = 3:4:2 Owing to the customer acquisition phase. Social and Display would also have a higher reach and Branding Effect
Eventually Reduction in Display Media cost QoQ owing to higher CAC of the channel
In Q4: Channels to focus on remarketing in Search, Shopping, Social while Display 80% budget on Remarketing
Incremental higher budget allocation to Search and Shopping- Scale is the strength of this channel

11. in.puma.com Sales Forecast Estimates (in INR Cr.) Time Targeted Growth
Sales/month
Quarterly Sale Target
Note Q1 5%
3.5
10.4
User Acquisition phase : Higher budget and Focus on driving reach and awareness and creating Buzz- Social+ Display Q2
10%
3.8
11.4
Phase to Experiment with campaign strategies and Identify the right Targeting and channel mix Q3
20%
4.6
13.7 Q4
5.5
16.5
Focus on remarketing and Higher LTV Users to drive Growth and ASP 52
~25-30% Growth Annually

12. in.puma.com High ASP Focus
Analyse
Target
Optimize
Optimize search and shopping campaigns to increase cart size
Shopping Cart Analysis e.g. Walmart beer diaper Case Study
Scale up high ASP Audience: Acquire high intent Audience
Target the right segment e.g. push high value and right complementary products to iOS users
Use paid media to cross sell high value products
Intelligent Offer strategy: Eg Couponing: Prefer Rs off on 2600 Vs. Rs.200 Off on Rs. 2000
Increasing ASP

13. in.puma.com Feature recommendations Text Pre Paid Instruments
Partnerships are mutually rewarding.
Happay earns 1.5% on each transaction done through them
Happay sends a communication of 5% cashback on Puma.com
Happay has a 2000 companies Client base Free Reach and chance to acquire >10 Lac+ users
Partnerships with PPIs: Access to large user base with less CAC
Product for businesses: Bulk Orders
White Labels for Custom Designs
Gift Cards

14. puma app

15. Puma App App Strategy Context: Why app?
The Strategy is more on the lines of driving Brand Engagement, Association and also Ecommerce Sales
App Strategy is like a ‘Hook’ to build and nurture a first ever Loyalty Focus Platform!
Why app?
App Acts as the Primary touchpoint for the Puma User with Puma Omni-channel
One stop shop for Sports Content, Utility apps, Puma Shopping
Puma App

16. Puma App Focus Areas Content & Engagement
Celebrity Speak: Experiences, lifestyles, routines, product auctions
News & Content: Sports, Adventure - Global & Domestic
Puma Community: Read, review, meet, follow, socialise
Loyalty
My Puma: Sync all purchases, cashbacks, bills, wallet integrations
Offline to Online Integrations: Wishlists, same day delivery, easy returns, seamless payment experience
Utility & Product Integrations
Puma Run: Track & save workout sessions
Fitbit Integration
Global sports scores and live coverage (e.g. Sportskeeda, star sports)
E-Commerce
Surprise me: Custom product recommendations
Subscription buckets
Puma for Businesses: Annual corporate merchandise allowace for custom and regular Puma offerings

17. Puma App Sales Strategy
Pareto 80-20: Right customer at right time using right communication (80% customised communication)
Drive Repeat Purchases: Search & Display engagement Campaigns
High LTV Focus: Build & Nurture Loyal Customer Community

18. partners

19. Partners Business Segments Existing: NURTURE Partners …
New Business: GROW
Alliances: INNOVATE

20. Partners Segment Strategies Innovate Nurture
Exclusive Embedded Online Puma Lounges
Corporate partnerships
Online Merchandising partners
Grow
Special landing pages
Exclusive launches
End of Season deals
Display campaigns
Top search ranks
DoW based rotation
Business as usual
Exclusive launches & deals

21. Partners Sales Targets Estimates Summary
Current Monthly Sale from partners is INR 30 Cr.
Divide the Sales targets among the Business segments
Figures indicate incremental new sales to be done by each segment per month
Puma.com
Partner Sites
 % Sales
10%
90%
Annual
40 Cr
360 Cr
Monthly
3.3 Cr
30 Cr
Monthly Incremental Sales Est. (in Cr. INR)
Nurture
Grow
Innovate
Total Q1
2.5 1
13.5 Q2 2 18 Q3 3
22.5 Q4 24
Total Incremental Sales/month required
78 Cr
Total Annual Growth
22%

22. cheers!
Vinay Amdhare