Digital Strategy for Puma India Agenda BRANDING IN

Digital Strategy for Puma India

Agenda BRANDING IN. PUMA. COM PUMA APP PARTNERS

branding

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

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

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

Branding Quarterly budgets Estimates (in INR Lacs) Quarter Q 1 Q 2 Q 3 Q 4 Budget/Month (in Lakhs) 5 5 - 10 10

in. puma. com

in. puma. com Approach: 3 to 4 Cr annual incremental sale on in. puma. com Shopping SEM Dynamic Re-Marketing Display Re. Marketing Q 1 to Q 3 User Acquisition CAC Optimisation Re-targeting High Intent Users (20% Qo. Q) 25% Incremental ASP Q 4 Repeat Orders w/ high ASP

in. puma. com Channel Wise Budget Allocation Incremental Sales Estimates (in Lacs INR) Budget Allocation Q 1 Q 2 Q 3 Q 4 Search + Shopping 15 25 25 30 Total Incremental Sales Social Display 20 15 20 20 10 5 5 5 Monthly Buffer 5 5 5 0 45 Total 50 50 55 55 Quarterly Budget 1. 5 Cr 1. 65 Cr 6. 3 Cr Summary • In Q 1 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 Qo. Q owing to higher CAC of the channel • In Q 4: 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

in. puma. com Sales Forecast Estimates (in INR Cr. ) Time Targeted Growth Sales/month Q 1 5% 3. 5 Q 2 10% 3. 8 Q 3 20% 4. 6 Q 4 20% 5. 5 Quarterly Sale Target Note User Acquisition phase : Higher budget and Focus on driving reach and 10. 4 awareness and creating Buzz- Social+ Display 11. 4 Phase to Experiment with campaign strategies and Identify the right Targeting and channel mix 13. 7 Focus on remarketing and Higher LTV 16. 5 Users to drive Growth and ASP 52 ~25 -30% Growth Annually

in. puma. com High ASP Focus • Optimize search and shopping campaigns to increase cart size • Shopping Cart Analysis e. g. Walmart beer diaper Case Study Increasing ASP Analyse Target Optimize • Scale up high ASP Audience: Acquire high intent Audience • Target the right segment e. g. push high value and right complementary products to i. OS users • Use paid media to cross sell high value products • Intelligent Offer strategy: Eg Couponing: Prefer Rs. 400 off on 2600 Vs. Rs. 200 Off on Rs. 2000

in. puma. com Feature recommendations Text Pre Paid Instruments Partnerships with PPIs: Access to large user base with less CAC • • Product for businesses: Bulk Orders White Labels for Custom Designs Gift Cards 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

puma app

Puma 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! Puma 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 Focus Areas Content & Engagement Loyalty • Celebrity Speak: Experiences, lifestyles, routines, product auctions • News & Content: Sports, Adventure - Global & Domestic • Puma Community: Read, review, meet, follow, socialise • 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 E-Commerce • Puma Run: Track & save workout sessions • Fitbit Integration • Global sports scores and live coverage (e. g. Sportskeeda, star sports) • Surprise me: Custom product recommendations • Subscription buckets • Puma for Businesses: Annual corporate merchandise allowace for custom and regular Puma offerings

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

partners

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

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

Partners Sales Targets Estimates % Sales Annual Monthly Incremental Sales Est. (in Cr. INR) Summary Puma. com Partner Sites 10% 90% 40 Cr 360 Cr 3. 3 Cr 30 Cr Nurture Grow Innovate Q 1 2. 5 1 Q 2 2 2 Q 3 2. 5 3 Q 4 2 3 Total Incremental Sales/month required Total Annual Growth 1 2 2 3 Total 13. 5 18 22. 5 24 78 Cr 22% • 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

cheers! Vinay Amdhare