Session Keynote: Markets

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Session Keynote Markets
Beyond boundariesPartnering for new markets,
customers and products
Mr Rajiv Mehta Managing Director Puma India
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Current Scenario

• To focus on
• The current market dynamics of unusual
• partnering in India and abroad
• 1 billion consumer base, educated, high
  disposable income
• Firm base, invest heavily in the present, reap
  benefits in the future
• Strong lobby, huge push, Mr. PM, please
  liberalize retail
• Awright, take the 51 BUT Mono brands, and dont
  bother me now!
• Walmart, TESCO, Metro Get the boot? Nah
• Strategic Licensing agreement, Franchisee models,
  Wholesale trading
• Did single brands form JVs or take up the
  offering?
• Nike, Adidas and PUMA still operate on Franchise
  model and so do a lot many brands besides these
  three

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Markets

• To focus on
• Existing and Emerging, across Urban and Rural
• The modern consumer is evolving-----FAST
• The market is playing catch up, consumer is
  defining the markets
• Rural is THE new Urban
• With newer technology, rural folks are aping the
  urbanites
• Urban is leaping towards International
• The world is becoming flatter, globalization is
  the new buzz word

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Strategy

• To focus on
• Sales and Marketing Innovation
• Create an experience, sell a concept not a
  product
• E.g. Red Lounge, Gold Class
• Explore the value proposition of your TG and
  provide it
• E.g. Big Bazaar Savings, PUMA Fashion, LVMH
  Status
• In your face OR guerilla tactics to stand out
  from the clutter
• MIT Car on dome, PUMA Mobbing, Hush Puppies
  Street smart
• Blue Ocean vs Red Ocean
• Ford Automobiles, Cirque du Soleil -
  Entertainment

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Success Stories

• To highlight companies that have successfully
  incorporated this to achieve new markets,
  customers
• PUMA Sports Lifestyle
• Created a niche, new products, sold concepts,
  kept roots firmly in sports
• New ness, experimentative categories, surprises
• Cirque Du Soleil
• Different Product, email program, creative and
  personal
• Letters as stories, first person, special
  preferences, fewer numbers
• Zara Retail _at_ the speed of fashion
• Value proposition cheap, yet fashionable
  hence for mothers and daugthers
• Short lead time, Lower quantities, More Styles

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The BT Factor

• To focus on how Business was enabled through
  Technology in this scenario in terms of new
  application, devices, etc
• Supply chain management
• ZARA, HM, IKEA
• Personalized web space
• Design your own, participate in online games and
  contests
• Mongolian BBQ, Nike ID
• Customer Relationship Management
• Email programs personalised
• On the floor staff training, customer service
  oriented people
• Data is there, extract the information
• Use your back end, it is the lifeline of your
  business, SAP, R Pro etc.

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Thank You Rajiv MEHTA MD, PUMA
India rajiv.mehta_at_puma.com