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MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 55
What steps are you planning to take to achieve the
goal of becoming the most desirable and sustainable
sport lifestyle company
It all begins with the product. Over the next year, you will
see a new range of footwear and apparel and accessories
that will continue to entice our target consumer and attract
new consumers.
The second step is availability through expansion
of distribution; we intend to double our current
number of stores by the end of 2012. The third
step is communicating the above two elements to
our target audience through our marketing efforts.
Will you be leveraging your association with Yuvraj
Singh as brand ambassador for on-ground marketing
as well If so, how
Yes. Providing experiential on-ground brand touch points
for the consumer has been at the core of our marketing,
not just in India, but worldwide.
So, whether it was the Pimp Your Sole activity or the
Jamaican Carnival, we believe in interacting with the
consumers on-ground and have seen a substantial
consumer outreach through these exciting campaigns.
We have interesting plans for leveraging on-ground
activities in our campaigns in the future as well.
What kind of a target audience are you looking at
How do you plan to reach those who are not cricket
driven
Typically, our consumers are in the age group of 16 to
24 years and are not necessarily cricket driven. In fact,
our motorsport range is one of the most coveted products
in the sportswear market. We will continue to reach out
to our relevant target audience through the appropriate
media mix.
In the pics: Glimspses from some activations of Puma in India