Deepika Jury Ppt

7/30/2019 Deepika Jury Ppt

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By,

Deepikasamy.T

MFM/11/1839


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COMPANY PROFILE

Celebrity launched its foray into the domestic branded ready to wear

mens garment market in the year 2000 under the brand name INDIAN

TERRAIN

It is designed on the philosophy of "Live Play." It is inspired by

American sportswear

Today, the brand retails in more than 150 towns; has more than 74

Exclusive Brand Outlets across the country

The brand is also retailed in more than 450 Multi Brand Outlets, apart

from being sold in major Large Format Retailers like Lifestyle, Shoppers

Stop, Central, etc.


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COMPANY GOAL

To become a powerful apparel business set-up, effectively moving up in

the value chain,

To integrate seamlessly the domestic brand and the international export

business with the capacity to adapt itself to the demanding product

specifications for both international markets and the domestic business.

To continuously upgrade and benchmark systems and processes to

achieve complete customer satisfaction.

To maintain high standards of investor relations, corporate governance

and work place practices.


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OBJECTIVE

The objective of this research is to identify the customer category.

Their buying habits. Their brand preferences and the factors that influence a customer into a loyal

customer through overall communication, accessibility and attitudes of the brand.

METHODOLOGY

The study begins with the complete and intensive secondary research to

understand the full impact and implication of the brand.

To review and critique them its norms and reports, on which certain issues shall be

selected and will explored further.

PROJECT1

TO UNDERSTAND THE CUSTOMERS PERCEPTION

TOWARDS THE BRAND INDIAN TERRAIN


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PROCESS

It has four distinctive components:

Determination of the information required The perception of the customers

towards the brand INDIAN TERRAIN

Development of appropriate research designExploratory research

Execution of research design

Communication of results

Sample size100 (people who visit the storettk road and EA store)

Data collectionThrough questionnaires and observation method


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IDENTIFYING THE COMPETITORS (through

secondary research and observation method)

There are various Brands which do have the same kind of Work Wear styles in

Shirts, Trousers and T-Shirts similar to Indian Terrain; and the major Competitors are

LP-Young

LP-Ryder

U.S.Polo

U.S.Polo Youth

Allen Solly

Allen Solly Sport

Arrow New York

Arrow Sport

Black Berry

VH-Sport


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DATA ANALYSIS


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14%

29%

44%

13%

LOCATION OF THE STORE

2 3 4 5

14%

29%

44%

13%

Total

2 3 4 5


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14%

29%

44%

13%

QUALITY

2 3 4 5

14%

29%

44%

13%

PRICE

2 3 4 5


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19

4

23

11

4

1

6

10

2

3

4

8

6

4

3 3

9

6

BUSINESS OTHERS PROFESSIONAL STUDENT

OCCUPATION vs PERCEPTION

BRANDED QUALITY PRODUCTS EXPENSIVE PRODUCTS OFFER VALUE FOR MONEY

PREMIUM PRODUCTS TRENDY PRODUCTS


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1

14

11

9

10

12

1 1

5

1

2

1

2 2 2

4

7

2

5 5

6

1 1

2

3

9

4

1

2

> 20 > 40 20 - 25 25 - 30 30 - 35 35 - 40

AGE vs PERCEPTION




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19

4

23

11

4

1

6

10

2

3

4

8

6

4

3 3

9

6

BUSINESS OTHERS PROFESSIONAL STUDENT

OCCUPATION vs PERCEPTION




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INDIAN TERRAIN needs to work in terms of its category width. Its

customers expect IT to have them more options in term of design, style

and colors in Shirts and T-Shirts similar to its Sweaters and Trousers

variety is the only area the customers are dissatisfied wit and hence hasto be improved.

Prices of Trousers and Jackets are high as compared to other available

options in the market.

KEY FINDINGS AND SUGGESTIONS


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1) Explore more style option

2) Needs to have more innovative designing & fresh approach in semi formals

segment of shirt, especially thing that can be done with front placket.

3) Some more party wear collection

4) Prices are high comparative to other brands

5) There should be wider range in slim fit

6) Need more range both in terms of collection & price

7) Marketing should be more aggressive

8) More options in terms ofcolors

9) Need to increase more designs and colors

10) Limited designs and colors as compared to wills

11) Introduce more smart casuals

KEY FINDINGS AND SUGGESTIONS


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OBJECTIVE

To identify the gap in terms of price, color, style, quantity displayed on the floor

and the available options in the particular slow moving category.

To benchmark the offerings against the competitors.

To identify what the customer really wants against what is being offered.

METHODOLOGY

It is a Descriptive research

Survey methodonline survey, observation method and interview method.

Convenience sampling100 questionnaires

PROJECT2

APPROACH TO THE PROBLEM GAP ANAYSIS IN THE SLOWEST

MOVING CATEGORY AT INDIAN TERRAIN STORES IN CHENNAI

DIRECT COMPETITORS OF INDIAN TERRAIN


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DIRECT COMPETITORS OF INDIAN TERRAIN

JEANSBRANDS SOLIDS STRUC

TURES YARNDYED STRETCHCOTTON WRINKLEFREE COTTONBLENDS NON-COTTONLP-YOUNG

1899-2599

1899-2199

1999 1899-2199

N.A N.A N.ALP-RYDER N.A N.A N.A N.A N.A N.A N.AU.S.POLO 1799-

2999 2299-2699 2999 2099-2999 N.A N.A N.AALLENSOLLY 1699-2499 N.A 2299 1999-2499 N.A N.A N.AALLENSOLLY

SPORT

1699-2499

1999-2499

2299 2099-2499

N.A N.A N.A

ARROWSPORT 1799-2699 1999-2499 2099 2299-2499 N.A N.A N.AARROW-

NEWYOR K 2299

N.A

2299

2499

N.A

N.A

N.A

BLACKBERRY N.A N.A N.A N.A N.A N.A N.AINDIANTERRAIN 1499-2999 N.A 1699-2999 2499 N.A N.A N.A


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DATA ANALYSIS


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14%

29%

44%

13%

CONVENIENCE

2 3 4 5

14%

29%

44%

13%

VARIETY

2 3 4 5


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OBJECTIVE

.To analyze the shoppers profile and their spending pattern.

To analyze the area where customers are satisfied and areas where we lack as

compared to other stores.

To try to find if there will be a shift in their buying location, if they shift what kind

of customers are we going to cater to.

METHODOLOGY

It is a Explorative research

Survey methodquestionnaire, observation method and interview method.

Convenience sampling100 questionnaires

PROJECT3

THE IMPACT OF THE UPCOMING INDIAN TERRAIN STORE

IN PHOENIX MALL ON THE EXISTING STORE IN EA


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DATA ANALYSIS


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14%

29%

44%

13%

LOCATION OF THE STORE

2 3 4 5

14%

29%

44%

13%

AMBIENCE

2 3 4 5


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14%

29%

44%

13%

QUALITY

2 3 4 5

14%

29%

44%

13%

PRICE

2 3 4 5


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53%

10%

37%

STORE LIKELY TO BE PREFFERED

EA MALL OUT OF STATION PHOENIX MALL


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20

6 6

5

2

18

10

5

1

2

4

20

3

5

3

1

10

5

ALL THE ABOVE ATTEND PARTIES ATTEND PARTIES

GO FOR MOVIES

DINNING OUT DINNING OUT AND

ATTEND PARTIES

GO FOR MOVIES GO FOR MOVIES

AND DINING OUT

LIFESTYLE vs LOCATION

EA MALL OUT OF STATION PHOENIX MALL


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It is found that major portion of the customers who visit the Indian

Terrain store are from the area that forms the primary and secondary

trading area of the Velachery store and hence they are going to shift

when the new store opens in Phoenix mall.

There is going to be at least 40% decrease in the footfalls in EA store

due to the opening of the new store.

This is a probabilistic study and hence no guaranteed shift isexpected.

KEY FINDINGS


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Consumer perception mapping is a never ending activity. It should be

continuously carried out by any company if it wants to be at pace with

its consumers needs and have and competitive edge over its

competitors.

Perception about the brand is a major factor affecting the turnover

produced by the brand.

Gap analysis is required in order to understand the factors affecting the

movement of the product, it gives a better understanding of why the

product is unable to achieve the set target.

CONCLUSION


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