Analysing and comparing the impact of online and offline marketing strategies in generating customer retention and attraction- A closer study over Puma, UK

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Choudhary, Rohit
Issue Date
MBA in Marketing
Dublin Business School
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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 information. 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.