The study is conducted to understand the impact of online and offline marketing strategies in
increasing consumer retention and attracting clients by evaluating the marketing strategies of
PUMA. Online mode of marketing is rapidly being adopted by marketers to increase brand
value and consumer reach. Owing to its cost-effectiveness, quick response, better customer
relationship management and evolving creativity, the brands are investing major portions of
their marketing budget for online resources. However, the companies are facing numerable
issues with the modern approach and implementing a blend of the offline and online marketing
mix for greater efficiency.
Literature review section will highlight the concept and different aspects of both online and
offline marketing strategies and its impact on PUMA. The study will use relativist Philosophy,
deductive approach and the exploratory research design to collect primary as well as secondary
Mixed method of analysis is done to understand the aspects of both online and offline
marketing strategies. Survey was done with 75 respondents and interview was done with two
functional managers, 2 frontline managers and one general manager of Puma. Ethical
considerations were maintained for fair analysis of the study. The data will be analysed, and
further recommendations will be made in the last chapter.