Customer Journey Mapping

Customer Relationship Management – GROUP 3

POST GRADUATE DIPLOMA IN MANAGEMENT
(Batch 2023-2025)

Submitted To: Submitted By:

Prof. Joy Patra Group D
NAME ROLL NO
ADITYA KUMAR SINGH JN23MA004
ANAMIKA SINGH JN23MA015
RITIK MALIK JN23MB039
PRATEEK GODHWANI JN23PGA039
DEVANSHU JAIN JN23PGC018
JAYESH BAJPAI JN23PGD021
YASH KUMAR JN23PGD060

Jaipuria Institute of Management

A-32, Sector62
Noida 201309

About Puma
Puma is a global leader in sportswear, known for its innovative designs and
high-performance products. Founded in
1948 by Rudolf Dassler in Herzogenaurach, Germany, Puma has since become
one of the world’s leading sports brands. Its core focus is on creating athletic
and casual footwear, apparel, and accessories, with a strong emphasis on
combining functionality, style, and performance. Puma's slogan, "Forever
Faster," reflects the brand's commitment to pushing the boundaries of sports
technology, speed, and design.
The company is widely recognized for its successful partnerships with top
athletes and sports teams, including global football stars like Neymar and Usain
Bolt, as well as collaborations with fashion icons like Rihanna. Puma also
places a significant focus on sustainability, launching eco-friendly products and
initiatives such as upcycled materials, sustainable packaging, and reducing its
carbon footprint.
Puma is not only known for its performance-oriented products but also for its
ability to merge high-fashion elements with sportswear. Its strategic
partnerships in sports sponsorships, influencer collaborations, and digital
campaigns allow the brand to reach diverse demographics, from elite athletes to
fashion-conscious individuals.

Why Puma for This Assignment?

Puma is an ideal subject for this assignment for several reasons:
1. Brand Positioning and Versatility: Puma has successfully positioned
itself as a brand that blends performance with fashion. Its diverse product
range, from high-performance athletic gear to stylish athleisure, appeals
to a broad spectrum of consumers. This versatility makes it an interesting
example for studying how a brand targets multiple audience segments
through its marketing strategy.
2. Strong Marketing Strategies: Puma’s use of innovative marketing
techniques, including influencer collaborations, celebrity endorsements,
and strategic sports sponsorships, provides a rich context to examine how
it maintains visibility and builds a loyal customer base. These strategies
allow for a deep dive into the different phases of the customer journey,
from awareness to retention.
3. Focus on Sustainability: Puma’s commitment to sustainability and eco-
friendly practices adds another layer of relevance to the analysis. As
sustainability becomes increasingly important to consumers, Puma’s
efforts in this area make it a strong example of how brands can align with
environmental values and attract conscientious customers.
4. Diverse Consumer Segments: Puma serves various target groups, from
professional athletes and sports enthusiasts to young professionals and
fashion-forward individuals. This broad demographic makes it an
excellent case study for understanding how a global brand tailors its
strategies to meet the needs and expectations of different consumer
profiles.
5. Global Reach: Puma has a strong international presence, making it a
relevant choice for studying how global brands scale their marketing
efforts and adapt to different cultural markets. Its widespread appeal and
expansive reach offer valuable insights into global marketing strategies.
6. Innovative Product Offerings: Puma’s continuous investment in product
innovation—whether through collaborations, technological advancements
in footwear, or new sustainable initiatives—provides valuable material
for studying product development, consumer preferences, and market
demands.
 PUMA’S CUSTOMER JOURNEY MAPPING

1. Awareness Stage
Goal: The primary aim in the Awareness Stage is to capture the attention of
potential customers, build brand recognition, and introduce Puma as a leading
choice for stylish and performance-oriented sportswear. At this stage, Puma’s
focus is to establish its presence and connect with potential customers across
multiple platforms.
Strategies Used by Puma:
1. Content Marketing:
o Puma leverages blogs, social media posts, videos, and interviews to
highlight lifestyle and sports performance. The brand emphasizes
how its products offer the perfect mix of style and functionality,
which resonates with both fashion-forward professionals and sports
enthusiasts. Puma’s content marketing strategy focuses on
showcasing athletes, ambassadors, and brand stories to capture
attention and build trust.
o Example: Puma creates video series of their athletes' training
regimens or day-in-the-life content, demonstrating the versatility of
Puma's athletic gear, focusing on comfort and innovation.
2. SEO & Paid Advertising:
o Puma ensures that its website ranks high for relevant keywords like
"running shoes," "athleisure," or "eco-friendly sneakers." This
enables them to reach a broad online audience, including people
searching for performance-driven products.
o Paid digital ads on platforms like Instagram, TikTok, and
YouTube showcase product collections, influencer collaborations,
and eco-friendly initiatives, such as the use of recycled materials
in their footwear and apparel lines.
3. Celebrity and Influencer Collaborations:
o Puma collaborates with athletes (e.g., Neymar Jr., Virat Kohli,
Usain Bolt) and celebrities (e.g., Rihanna, J Balvin) to expand its
appeal across different audience segments. These endorsements
and product placements help Puma stand out as both a
performance-driven and fashionable brand.
o Influencer marketing amplifies Puma's reach, leveraging the
credibility and trust influencers have with their audiences.
Influencers showcase Puma’s products in everyday settings,
fashion shoots, and workout routines.
4. Sports Sponsorships:
 o Puma invests in global sports sponsorships, such as the FIFA
World Cup and major league football, where they are associated
with top-tier athletes and teams. Puma also collaborates with key
events and athletes, reinforcing their credibility as a performance-
focused brand.
o By sponsoring events, Puma generates brand visibility, and their
association with athletes at the top of their game makes Puma
synonymous with reliability and high performance.
5. Sustainability Campaigns:
o Puma places a significant emphasis on sustainability,
incorporating upcycled products, sustainable packaging, and
reduced carbon footprints. This helps the brand engage with
environmentally conscious consumers.
o Puma’s Green Pack and initiatives like RE:Suede highlight their
sustainable product lines and materials, appealing to consumers
who prioritize eco-conscious purchasing decisions.

Young Professionals' Journey in the Awareness Stage

Actions:
 Browsing Social Media: Young professionals spend time on Instagram,
TikTok, and YouTube, browsing Puma’s latest product launches and
influencer collaborations. They are likely to follow fashion influencers or
fitness enthusiasts wearing Puma’s new collections.
 Engaging with Ads & Sponsored Content: This group is constantly
exposed to sponsored posts, especially those featuring Puma’s
collaborations with celebrities and athletes.
 Search for Product Reviews and Fashion Inspiration: They turn to
Google, YouTube, and fashion blogs to read reviews and see how others
are styling Puma’s gear.

Motives:
 Desire for Versatility: Young professionals are interested in athleisure
that works seamlessly from the gym to social events, combining style and
functionality.
  Celebrity Influence: They aspire to align with celebrity culture and
prefer brands that are endorsed by prominent figures.
 Product Quality: This demographic looks for high-quality products
that offer comfort, durability, and performance in their daily routines
and fitness activities.
Questions:
 "Is Puma’s gear worth the price?"
 "How does this collection compare to Nike or Adidas?"
 "What makes Puma’s products unique for my lifestyle?"
Barriers:
 Price Perception: Young professionals may perceive Puma’s prices as
higher than other brands, leading them to question the value.
 Skepticism of Influencer Claims: Some might be doubtful about the
authenticity of influencer recommendations and the true quality of the
products.
 Overwhelming Choices: With so many brands competing for attention,
they may feel overwhelmed and unsure about which brand to choose.
Proposed Actions:
 Collaborate with Fitness Apps: Partner with wellness apps (like
MyFitnessPal or Fitbit) to integrate Puma products into a fitness journey,
emphasizing both performance and fashion.
 Targeted Ads and Discounts: Run campaigns offering discounts or
special offers for first-time buyers to lower the entry barrier.
 Social Media Engagement: Offer users personalized recommendations
based on previous browsing or Instagram activity (AI-driven targeting) to
drive further awareness and engagement.

2. Consideration Stage
The Engagement Stage involves building a deeper relationship with consumers
who are already aware of the brand. The goal is to keep the potential customers
engaged, encourage them to learn more, and maintain their interest.
Key Points:
Social Media Engagement:
 Puma continues to engage users through interactive content (e.g., polls,
behind-the-scenes videos, fitness tips).
 Encourages followers to comment, share, and interact with the brand’s
content, creating a two-way communication channel.
 Responding to comments and direct messages helps to maintain a
personal connection with customers.
Influencer Collaborations:
 Puma partners with sports figures, celebrities, and lifestyle influencers to
create authentic, relatable content.
 These influencers share their experiences using Puma products, which
builds credibility and trust.
 Collaboration content, such as challenges or fitness routines, drives user
participation and engagement.
Interactive Campaigns:
 Puma organizes campaigns such as fitness challenges, where customers
can participate and share their journey.
 These campaigns often involve user-generated content, allowing
followers to feel involved in the brand’s narrative.
 The incentive-based campaigns (e.g., giveaways) increase consumer
participation and create excitement around Puma products.
Email and SMS Marketing:
 Puma sends personalized email campaigns based on previous
interactions, showcasing product recommendations and special offers.
 Engaging customers via SMS with flash sales, promotions, or new
releases keeps the brand on top of their mind.
 Exclusive content or early access to collections can be offered to keep
customers engaged.
Customer Feedback:
 Puma encourages engagement through feedback surveys or reviews to
gain insights into customer preferences.
 Analyzing feedback helps Puma refine their products and messaging to
align with customer expectations.
3. Subscribe Stage
The Subscribe Stage focuses on converting engaged customers into loyal
subscribers or members of the Puma ecosystem. Here, Puma aims to build long-
term relationships by encouraging customers to sign up for exclusive offers,
newsletters, and loyalty programs.
Key Points:
Email Signups:
 Puma incentivizes customers to sign up for their email list by offering
special deals, discounts, or access to limited-edition products.
 Customers who sign up are kept informed about new launches, sales, and
upcoming collections, making them feel more connected to the brand.
 Personalized emails that reflect customer interests increase the likelihood
of subscription.
Loyalty Programs:
 Puma runs a rewards program, allowing customers to earn points for
every purchase. These points can be redeemed for discounts or exclusive
products.
 Loyalty members may also receive early access to new collections or
special promotions, encouraging repeat purchases.
 The program fosters brand loyalty by making customers feel valued and
offering tangible rewards.
Exclusive Access:
 Puma offers exclusive access to members-only content or events. This
could include fitness webinars with athletes, sneak peeks of upcoming
collections, or private sales events.
 Creating a sense of exclusivity motivates customers to subscribe to gain
unique benefits, increasing their emotional connection with the brand.
Subscription Models:
 Puma may offer subscription services, where customers receive regular
shipments of their favorite products (e.g., shoes, activewear) or seasonal
collections.
 Subscription models are particularly appealing to customers who prefer
convenience and want to stay ahead with the latest products.

Customer Segmentation:
 Puma segments its email list and loyalty program based on customer
behaviors, preferences, and demographics. This allows for targeted
marketing and offers that resonate with each subscriber’s specific needs.
  In the Subscribe Stage, Puma moves from engagement to a deeper,
ongoing relationship with customers, turning casual followers into loyal
brand advocates through personalized and exclusive offers.

4. Convert Stage
The Convert Stage is where Puma focuses on turning potential customers into
paying buyers. At this point, the goal is to drive action, encourage purchase
decisions, and eliminate any barriers to buying.
Key Points:
User-Friendly Website:
 Puma ensures their website is optimized for both desktop and mobile,
with smooth navigation, fast load times, and a clear purchasing path.
 The website offers detailed product descriptions, high-quality images, and
size guides to help customers make informed decisions.
Personalized Recommendations:
 Puma uses data from past customer behavior (browsing, previous
purchases) to recommend products that are likely to interest them.
 By offering tailored suggestions, Puma increases the likelihood of
converting interest into a purchase.
Limited-Time Offers:
 Puma frequently runs flash sales, discounts, or limited-edition product
releases to create a sense of urgency.
 Limited-time promotions encourage customers to act fast, increasing the
chance of a sale.
Free Shipping and Easy Returns:
 To eliminate common purchase barriers, Puma offers free shipping on
orders and hassle-free returns. This reduces the risk for the customer and
boosts their confidence in purchasing.
 Clear return policies ensure customers are not worried about potential
issues with the product, leading to higher conversion rates.
Abandoned Cart Reminders:
 Puma uses email or SMS reminders for customers who have added
products to their cart but haven’t completed the purchase.
 These reminders often include incentives like discounts or free shipping,
encouraging customers to finalize the purchase.
 In the Convert Stage, Puma removes any friction points in the buying
process and uses personalized strategies to encourage customers to
complete their purchase, driving revenue.
5. Excite Stage
After the purchase, Puma shifts its focus to the Excite Stage, where the goal is
to exceed customer expectations, delight them, and keep them coming back for
more. The aim is to turn one-time buyers into repeat customers and loyal brand
advocates.
Key Points:
Premium Unboxing Experience:
 Puma ensures that customers receive their products in beautifully
designed packaging. This includes personalized thank-you notes, branded
tissue paper, and sometimes small gifts like stickers or socks.
 A delightful unboxing experience creates excitement and makes
customers feel appreciated.
Follow-Up Communication:
 After the purchase, Puma sends follow-up emails with care instructions,
product usage tips, or complementary product suggestions.
 These emails maintain the connection with the customer, reinforcing their
positive experience with the brand.
Customer Reviews and Social Proof:
 Puma encourages customers to leave reviews on products or share their
experiences on social media.
 Positive reviews and user-generated content help build trust with new
customers and generate excitement among existing ones.
Loyalty Rewards:
 Puma continues to engage customers with rewards for repeat purchases or
social media interactions. Loyalty members may receive points, exclusive
discounts, or early access to future collections.
 Providing tangible rewards fosters an emotional connection with the
brand.
Surprise Gifts:
 Occasionally, Puma surprises loyal customers with small gifts or
personalized offers. This creates excitement and enhances customer
satisfaction, encouraging repeat purchases.
 By excelling in the Excite Stage, Puma strengthens its bond with
customers, ensuring they are delighted with their purchases and motivated
to continue their relationship with the brand.
6. Ascend Stage
The Ascend Stage focuses on increasing the lifetime value of customers by
encouraging them to purchase more, engage deeper, and build a stronger
connection with Puma. At this point, customers have already made purchases
and have had positive experiences, so the goal is to elevate them to become
loyal, repeat buyers.
Key Points:
Upselling and Cross-selling:
 Puma uses data-driven insights to recommend complementary products to
existing customers. For example, if a customer buys running shoes, they
might be suggested matching apparel or accessories.
 Upselling higher-end or premium products based on their previous
purchases encourages customers to explore Puma’s more exclusive
offerings.
Exclusive Product Access:
 Offering early or exclusive access to new collections or limited-edition
products creates a sense of privilege and elevates the customer’s
relationship with Puma.
 Customers who feel like VIPs are more likely to continue their journey
with Puma and make higher-value purchases.
Personalized Offers:
 Puma tailors special offers for loyal customers based on their buying
habits. For instance, sending personalized birthday discounts or reward
points to encourage a purchase around their special date.
 Customizing promotions based on customer preferences enhances the
chances of continued engagement.
Premium Membership Programs:
 Puma may introduce a higher-tier membership within its loyalty
programs, offering exclusive benefits such as invitations to private
events, personal shopping experiences, or enhanced discounts.
 These incentives increase customer retention by making them feel like
part of an exclusive community.

Customer Engagement:
 Puma maintains regular interaction through personalized emails, surveys,
and social media posts, keeping customers engaged with the brand.
 Exclusive content, such as athlete training tips or behind-the-scenes looks
at new collections, keeps customers excited and informed.
The Ascend Stage is about deepening the customer’s relationship with Puma by
offering personalized, exclusive experiences that drive repeat purchases and
greater brand loyalty.

7. Advocate Stage
The Advocate Stage is where customers become strong supporters and vocal
promoters of Puma. They are loyal to the brand, and their satisfaction leads to
organic word-of-mouth promotion and recommendations to their peers. The
goal is to turn customers into brand advocates who actively spread the brand’s
message.
Key Points:
Encouraging Reviews and Referrals:
 Puma invites satisfied customers to leave positive reviews on websites
and share their experiences on social media. Customer testimonials serve
as social proof, which builds trust among potential buyers.
 Referral programs, where existing customers can share discount codes
with friends or family, incentivize them to advocate for the brand in
exchange for rewards.
User-Generated Content (UGC):
 Puma encourages customers to share photos and videos of themselves
using Puma products, often using branded hashtags. UGC not only
increases brand visibility but also creates a community feel, with
customers taking pride in showcasing their Puma gear.
 Puma features UGC on their website or social media accounts, making
customers feel recognized and appreciated.
Ambassadorship and Loyalty Programs:
 Puma rewards their most loyal customers with “ambassador” status,
offering them exclusive perks, such as free products or invitations to
special events. These customers act as informal brand ambassadors by
promoting Puma in their circles.
 By providing these advocates with personalized experiences and
products, Puma strengthens their loyalty and turns them into influential
voices for the brand.
Collaborative Campaigns:
Puma often works with advocates and influencers on collaborative marketing
campaigns. This can involve creating branded content together, or these
advocates might be featured in Puma’s marketing efforts, reinforcing their role
as essential brand supporters.
Engagement and Recognition:
 Puma regularly acknowledges its advocates, ensuring they feel valued
and appreciated. Recognition, whether through social media shoutouts or
exclusive perks, motivates them to continue promoting Puma organically.
  The Advocate Stage is about turning loyal customers into powerful voices
that actively promote Puma, spreading the brand message within their
communities and networks.

8. Promote Stage
The Promote Stage is the final step in the customer journey where Puma aims to
turn loyal advocates into active promoters, further extending the brand’s reach.
At this stage, customers actively participate in promoting the brand through
various channels, including social media, word-of-mouth, and peer
recommendations.
Key Points:
Referral and Affiliate Programs:
 Puma actively runs referral programs where customers who advocate for
the brand receive rewards or discounts for bringing in new customers.
 Affiliate marketing programs can encourage individuals or influencers to
promote Puma products in exchange for a commission on sales they
generate, extending Puma’s reach through a wide network of external
promoters.
Social Media Campaigns:
 Puma encourages customers to share their experiences online, especially
through social media platforms like Instagram, TikTok, and Twitter.
 By creating hashtag campaigns or collaborating with influencers, Puma
amplifies its message, tapping into broader communities and reaching
potential customers through trusted recommendations.
User-Centric Content Creation:
 Puma amplifies the reach of user-generated content (UGC) by sharing
these pieces on its official social media channels and website. This
strengthens the emotional bond with the brand while encouraging more
users to post about Puma.
 Puma also collaborates with customers to create content, where the
customers become the “stars” of the brand’s marketing campaigns.
Ambassador Programs:
 Puma works closely with high-profile ambassadors and athletes, who
promote the brand in various media channels and public appearances.
These ambassadors’ promotions extend Puma’s visibility to larger
audiences who trust their endorsement.
 Brand ambassadors help to elevate Puma's credibility and influence
across their large fan bases.
Brand Loyalty Events and Experiences:
 Puma organizes special events, product launches, or experiential
marketing campaigns where customers are encouraged to bring along
friends, spreading brand awareness in social circles.
  These events might include exclusive product previews, fitness
challenges, or athlete meet-and-greets, further encouraging customers to
engage and promote the brand in their personal networks.

Proposed Action for Puma

Proposed Action: “AI-Powered Fitness & Performance Wellness Hub”
Concept: Puma can launch a comprehensive "AI-Powered Fitness &
Performance Wellness Hub" designed to support customers in their fitness
journey while integrating personalized wellness features. This new initiative
would combine fitness tracking, customized workout plans, and AI-driven
health insights, positioning Puma as not just an athletic wear brand but a holistic
fitness and wellness partner.

Key Features:
AI-Driven Fitness & Health App:
 A mobile app that utilizes AI to analyze users' activity levels, fitness
goals, and health metrics. It would provide personalized workout plans,
tips for improving athletic performance, and tailored recovery strategies.
 The app can track various parameters like heart rate, calories burned,
sleep quality, and even track the progress of users’ fitness journey with
visual data representation.
 Push notifications can encourage users to meet their daily fitness goals,
remind them to stay hydrated, or provide reminders for rest days to
prevent injury.
Wearable Integration:
 Puma could collaborate with existing wearable brands (e.g., Fitbit, Apple
Watch) to integrate their products with Puma’s app. The wearable would
track fitness metrics like steps taken, distance traveled, and monitor heart
rate during exercise, providing valuable insights into users’ athletic
performance and recovery needs.
 Additionally, AI can assess the data collected from wearables and suggest
optimal clothing or footwear based on activity type and personal health
goals.

Personalized Wellness Plans:

 Puma would offer personalized fitness and recovery plans that cater to
various fitness levels and athletic goals. This could include nutrition
guidance, mental wellness practices like yoga or meditation, and
recommendations for Puma products best suited for each user's activities.
  Puma can partner with nutritionists, fitness trainers, and wellness experts
to provide educational content and product recommendations in line with
individual fitness plans.
Puma Wellness+ Subscription:
 Puma can introduce a subscription service offering access to exclusive
features, such as personalized workout plans, live fitness classes, and
fitness consultations.
 The service could include regular consultations with fitness experts,
exclusive discounts on Puma products, and personalized apparel (such as
custom shoes or performance clothing). Regular health check-ups or
fitness assessments could be included, ensuring users continue to
progress in their fitness journeys.

Benefits:
For Customers:
 The AI-Powered Fitness & Wellness Hub transforms Puma from just a
sportswear brand into a comprehensive fitness and wellness partner.
 Customers can gain insights into their health, receive tailored workout
routines, and track their progress, leading to better fitness results.
 Enhanced convenience with personalized recommendations for workout
gear and performance-enhancing products.
For Puma:
 This initiative will diversify Puma’s product and service offerings beyond
just apparel and footwear, tapping into the booming fitness and wellness
market.
 The integration of technology will create a new stream of revenue while
increasing customer loyalty through valuable, personalized fitness
solutions.
 Puma will strengthen its position as a forward-thinking brand committed
to customers’ overall health and wellness, rather than just selling
products.

Target Audience:
 Young Professionals & Fitness Enthusiasts: These customers value fitness
and technology, seeking products and services that enhance their athletic
performance and overall wellness.
 Athletes and Sports Teams: Providing high-performance insights, gear
recommendations, and tailored fitness plans would resonate with
professional athletes and sports teams.