期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2021
卷号：3
期号：1
页码：465-467
DOI：10.35629/5252-0301334338
语种：English
出版社：IJAEM JOURNAL
摘要：Market segmentation is a process of dividing the market of potential customers into smaller and more defined segments on the basis of certain shared characteristics like demographics, interests, needs, or location. Market segmentation makes it easier for the marketer to develop a different marketing mix for each customer segment which is more likely to bring results. And increases the results of the marketing efforts as each of the groups witness personalized marketing messages according to what stimulates them to do the task. Puma, is a German multinational corporation that designs and manufactures athletic and casual footwear, apparel and accessories, which is headquartered in Herzogenaurach, Bavaria, Germany. Puma is the third largest sportswear manufacturer in the world. The company was founded in 1948 by Rudolf Dassler. Puma entered the Indian market in 2006. They were the last among competitors like Nike and Adidas to enter the market. But in 2015, Puma became the No.1 sportswear brand in India, surpassing all the other global brands. In 2019, PUMA wanted to re-ignite its global positioning “Do You” in India, to connect with its women consumers. To re-establish the brand‟s strong standing in the women consumer segment, the brand needed to own a strong narrative and connect with their audience. Propah lady was lunched and it means whole section of self-empowered women who did what they believed was right for them, shattered perceptions and proudly owned their choices. Bollywood actress Sara Ali Khan, Indian Olympic boxer Mary Kom, along with India‟s first professional sprinter and national champion to come out as bisexual, Dutee Chand and India‟s first transgender model, Anjali Lama were the brand ambassador of this campaign and it gained a huge costumers and revenue to the company. In this paper the Propah lady campaign by Puma and how market segmentation helped the company to increase their revenue and brand value would be analyzed.
