Shreya Sachdev

Head of Marketing at PUMA India

Shreya Sachdev On the Magic of Marketing She Spins for PUMA India

Get ready to step into the world of sports fashion with our exclusive interview with Shreya Sachdev, Head of Marketing at PUMA India. As an expert in sports marketing, Shreya shares her insights on PUMA's innovative approach to fashion and sport and how the brand has set the pace in revolutionizing the way we view sports apparel. Here is a dive into the world of PUMA with Shreya, discovering what sets this iconic sports brand apart from the rest. Shreyas shares insights and experiences as a marketing leader in one of the world's most iconic sports brands. 

Shreya Sachdev, Head of Marketing at PUMA talks to Pawan Rochwani, Former Head of Brand and Partnerships at Pepper Content, about her perspective on weaving marketing magic at PUMA India.

1. What inspired you to pursue a career in marketing for sports brands, and how did you end up at PUMA India?

As a child, I was always passionate about sports, and I found that sports bring people together, regardless of their backgrounds. Later, while pursuing my studies, I developed an interest in marketing and branding. I combined my passion for sports with my interest in marketing by working in the sports industry. After completing my studies, I started my career in advertising and then moved on to work with different sports brands. Eventually, I landed at PUMA India, where I found the perfect balance between my love for sports and my passion for marketing. PUMA's innovative spirit and commitment to sustainability and social responsibility resonated with me, making it an ideal fit for me to work with.

2. As head of marketing, how do you balance the creative aspects of your job with the business goals and objectives of the company?

As the head of marketing, it is my responsibility to ensure that all the creative aspects of our campaigns align with the business goals and objectives of the company. This means that we need to strike a balance between coming up with innovative and exciting campaigns while keeping in mind the company's overall strategy. To achieve this balance, we have a well-defined process that involves brainstorming sessions, data analysis, and constant feedback loops.

We start by identifying the critical business objectives we need to achieve through our marketing campaigns, such as increasing brand awareness, driving sales, or building customer loyalty. From there, we move on to brainstorming creative ideas that can help us achieve these goals. We involve cross-functional teams, including product development, design, and sales, to ensure that all campaign aspects align with our overall strategy. Once we have a few ideas, we conduct market research to validate our assumptions and test the campaign's effectiveness. We analyze data to identify consumer trends and preferences and any potential challenges we might face during the campaign. This allows us to tweak and adjust our ideas to ensure they are relevant and appealing to our target audience.

At the same time, we also keep a close eye on the business metrics we want to impact, such as website traffic, conversion rates, or social media engagement. 

Balancing the creative aspects of marketing with the business goals and objectives of the company requires a systematic approach that involves collaboration, research, and data analysis. It is a constant process of iteration and refinement. 

Still, when done correctly, it can lead to powerful campaigns that resonate with our target audience and help us achieve our business objectives.

3. PUMA has been known for its collaborations with athletes and celebrities. How do you choose the right brand ambassadors to represent PUMA in India?

Choosing the right brand ambassadors is critical for us at PUMA India. We believe in partnering with individuals who embody our brand values of passion, determination, and innovation. We seek athletes and celebrities who strongly connect with our target audience and align with our brand's core values. Our partnerships go beyond just product endorsements; they are true collaborations where we work together to create unique and meaningful experiences for our consumers.

We have been fortunate to work with some incredible athletes and celebrities in the past, such as Virat Kohli, Mary Kom, and Kareena Kapoor Khan, to name a few. These individuals excel in their respective fields and inspire people with their commitment and hard work. When selecting brand ambassadors, we look for people who can bring their unique personality, story, and style to the brand while resonating with our target audience.

Ultimately, our goal is to create a meaningful and lasting relationship with our brand ambassadors, one that goes beyond just a product endorsement. 

Working with the right brand ambassadors can help us connect with our consumers and bring our brand to life in an authentic, inspiring, and exciting way.

4. Sustainability has become an increasingly important issue in the fashion and sports industry in recent years. How does PUMA India approach sustainability in its marketing and business practices?

At PUMA India, we prioritize sustainability, which is a part of our overall marketing and business practices. We understand that the fashion and sports industry can significantly impact the environment, and we want to ensure that our impact is positive. To that end, we have taken various steps to promote sustainability in our marketing and business practices. For example, we have launched a new line of sustainable products from recycled materials, such as plastic bottles and old clothing. We have also implemented a program to reduce our carbon footprint, which includes using renewable energy sources and implementing sustainable manufacturing processes.

Regarding marketing, we have been promoting our sustainability initiatives to our customers using various platforms such as social media and advertising campaigns. 

Our efforts in sustainability benefit not only the environment but also our business. Consumers are becoming more conscious of their purchases' impact on the environment, and we want to ensure that we are meeting their expectations. By promoting sustainability in our marketing and business practices, we create a stronger brand image and build a more loyal customer base. 

5. With the rise of social media, how has the role of marketing and branding changed for sports brands like PUMA?

Social media has completely transformed the way we communicate and interact with each other, and the same is true for businesses, including sports brands like PUMA. Today, social media is a crucial part of our marketing strategy and has allowed us to connect with our customers more personally and authentically. It has given us a platform to share our brand story, showcase our products, engage with our customers, and receive real-time feedback.

At PUMA India, a dedicated social media team works closely with our marketing team to create engaging content that resonates with our target audience. We focus on building a solid social media presence across various platforms, such as Instagram, Twitter, and Facebook, to name a few. Our social media campaigns are designed to promote our brand values and create a sense of community among our customers. One of the key advantages of social media is that it allows us to track our customers' preferences, behavior, and trends in real time. This enables us to make data-driven decisions and tailor our marketing strategy accordingly. We also leverage influencers and brand ambassadors with a strong social media presence to help us reach a wider audience and promote our products.

Social media has given us a unique opportunity to build a two-way relationship with our customers, engage with them in real-time, and create a strong brand identity that resonates with them.

6. PUMA has a strong brand identity and has been known for its signature logo and designs. How do you continue to evolve and innovate the brand while maintaining its essence?

At PUMA, we pride ourselves on balancing evolution with maintaining our brand's essence. Staying ahead of the competition is crucial, but not at the expense of losing our identity. We continue to innovate by keeping a close eye on trends and consumer behavior. We aim to create products and campaigns that align with the latest trends and resonate with our target audience. We also monitor what our competitors are doing and try to stay one step ahead of them.

Another way we continue to innovate is by collaborating with artists and designers to bring fresh perspectives to our brand. For example, our recent collaboration with musician J. Cole brought a new creative vision to our basketball line, resulting in record-breaking sales. We also have a dedicated team that focuses on creating innovative marketing campaigns that sell products, tell a story, and connect with our consumers.

Lastly, we stay true to our brand by honoring our history and heritage. Our classic PUMA Suede sneaker is still a fan favorite, and we continue to release updated versions while maintaining its iconic design. Our approach to evolving and innovating the brand is a delicate balance of staying true to our roots while pushing boundaries and taking calculated risks.

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