Artengo brand analysis (SAS programming,big data analytics)

RACKET SPORTS

A Market Research Approach

Presented By:

Ultramaxit

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https://www.facebook.com/pages/Ultramax-Infonet/123044894384199


https://twitter.com/ultramaxinfonet


https://plus.google.com/114186510772745467479/about?hl=en


https://www.youtube.com/channel/UC4J49K8D4uRmm1JtIOvKiZw


http://www.linkedin.com/company/ultramax-infonet-education-pvt.ltd.?trk=tyah&trkInfo=tarId:1400661796633,tas:ultramax+infonet,idx:1-1-1


http://www.ultramaxit.com/


INDEX

Brief history on Decathlon, Artengo

Defining the market study

Analysis of the sample survey

Conclusion

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DECATHLON

All for sport, Sport for all

Sports equipment and retail

40 sports under one roof

Thane store: 15th December, 2012

21,000sq ft.

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ARTENGOMotto: “With Artengo, I begin, I progress and I perform”

Badminton

Table-Tennis

Lawn Tennis

Squash

Player Category: Beginner,Intermediate, and Recreational

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COMPETITORS

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EXECUTIVE SUMMARYAIM: Understanding the racket sports market in and around Thane for the brand Artengo

OBJECTIVES:

To understand the market ranking of Artengo

To understand the brand awareness with help of a sample survey

To understand the correlations between various aspects of a sport and the purchasing capacity of a customer

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APPROACH TO THE PROBLEMStudy the current situation in the racket sports marketPreparation of questionnairePilot surveySample surveyAnalytical techniques used:

Summary statisticsCategorical data analysis (Logistic Regression)

Statistical software used:SAS 9.3SAS Enterprise Guide 5.1SAS Enterprise Miner 7.1MS Excel 2007

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Sport-wise Distribution Of Respondents

34.15

87.72 86.6176.12

65.85

12.28 13.3923.88

0

20

40

60

80

100

120

Badminton Squash Tennis Table_Tennis

PLAY DON'T PLAY

SPORT

%R

ES

PO

ND

EN

T

SPORT-WISE DISTRIBUTION OF RESPONDENTS

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Gender-wise Distribution Of Respondents

36.61

63.39

Gender

Female Male

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Table of Gender by Target

Frequency

PercentTarget

Total

Gender Don’t use Use

Female158

35.27

6

1.34

164

36.61

Male267

59.60

17

3.79

284

63.39

Total425

94.87

23

5.13

448

100.00














Age-wise Distribution Of Sample














Table of Age group by TargetFrequency

PercentTarget

Total

Age_Group Don’t use Use

Less than 15165

36.83

8

1.79

173

38.62

15 to 2050

11.16

3

0.67

53

11.83

21 to 3082

18.30

2

0.45

84

18.75

31 to 4064

14.29

9

2.01

73

16.29

41 to 6053

11.83

1

0.22

54

12.05

Greater than

60

11

2.46

0

0.00

11

2.46

Total425

94.87

23

5.13

448

100.00














Occupation-wise Distribution Of Sample














Table of Occupation by TargetFrequency

PercentTarget

Total

Occupation Don’t use Use

Student235

53.53

11

2.51

246

56.04

Salaried115

26.20

11

2.51

126

28.70

Business41

9.34

1

0.23

42

9.57

Self

Employed

15

3.42

0

0.00

15

3.42

Retired10

2.28

0

0.00

10

2.28

Total416

94.76

23

5.24

439

100.00














Income-wise Distribution Of Sample














Table of Annual Family Income by TargetFrequency

PercentTarget

Total

Income Don’t use Use

Less than 2.5lacs12

2.85

0

0.0

12

2.85

2.5lacs to 5lacs51

12.11

0

0.00

51

12.11

5lacs to 7.5lacs51

12.11

1

0.24

52

12.35

7.5lacs to 10lacs121

28.74

6

1.43

127

30.17

Greater than

10lacs

163

38.72

16

3.80

179

42.52

Total398

94.54

23

5.46

421

100.00














Level Of Play-wise Distribution Of Sample

7.83

17.9

24.6130.43

19.24

Professional

Recreational

Beginner

Intermediate

Advanced

LEVEL OF PLAY














Table of Level of play by TargetFrequency

PercentTarget

Total

Level Don’t use Use

Recreational78

17.45

2

0.45

80

17.90

Beginner95

21.25

15

3.36

110

24.61

Intermediate132

29.53

4

0.89

136

30.43

Advanced84

18.79

2

0.45

86

19.24

Professional35

7.83

0

0.00

35

7.83

Total424

94.85

23

5.15

447

100.00














•Brand awareness comparison

•Racket brand usage comparison

•Priority-wise factor ranking














Badminton

65.99

17.01

1.7

60.54

34.01

82.99

98.3

39.46

0 20 40 60 80 100 120

Artengo

Li Ning

Yonex

Victor

AWARE

NOT AWARE

PERCENTAGE

BR

AN

D














Table-Tennis

58.88

19.63

10.28

20.56

41.12

80.37

89.72

79.44

0 20 40 60 80 100

Artengo

Stiga

Butterfly

GKI

AWARE

NOT AWARE

BR

AN

D

PERCENTAGE














Lawn-Tennis

60

8.33

10

66.67

40

91.67

90

33.33

0 20 40 60 80 100

Artengo

Head

Wilson

Prince

AWARE

NOT AWARE














Squash

58.18

20

25.45

0

41.82

80

74.55

100

0 20 40 60 80 100 120

Artengo

Dunlop

Prince

Head

AWARE

NOT AWARE














Summarization of priority-wise ratings of factors in a sports brand…

91.18

44.8

17.19

33.26

21.72

45.93

8.82

40.72

27.83

30.32

52.26

48.87

14.48

54.98

36.43

26.02

5.2

0 20 40 60 80 100

QUALITY

AFFORDABLE PRICE

BRAND AMBASSADOR

WARRANTY

BRAND VISIBILITY

PRODUCT AVAILABILITY

LOW

MEDIUM

HIGH

PERCENTAGE

FA

CT

OR














CONCLUSION

Approximately 40% of the consumers are aware of Artengo

MALE DOMINATED

AGE GROUP:

6 years to 15 years (Students),

21 years to 30 years (majorly working category), and the 31 years to 40 years

PRODUCT RANGE: Less than 1500INR

RECREATIONAL TO INTERMEDIATE PLAYER LEVELS

WARRANTY AND AVAILABILITY IMPORTANT FACTORS















Ultramaxit

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Artengo brand analysis (SAS programming,big data analytics)

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