Final Marketing Project Report

8/13/2019 Final Marketing Project Report

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Kouton s have to learn both the art and science of retailing by closely following

how the other parts of the world are organizing, managing, and coping up with

new challenges in an ever-changing marketplace. Kouton s must use innovative

retail formats to enhance shopping experience and try to understand the regional

variations in consumer attitudes to branded garments. Kouton s must put the

efforts in the following aspect to improve its Brand Image

!. "dvertising, promotions, and campaigns to attract customers have to be

designed and executed to build loyalty by identifying regular shoppers and

offering benefits to them.

#. $fficient management of high-value customers is vital.

%. &onitoring customer needs constantly must be done with long-term

relationships in view.

'. It must improve its brand image from discounted good

(. Kouton s must reform its marketing strategies

)he above are some of the aspects which Kouton s need to focus upon on a

more proactive basis.


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CHAPTER 1


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*eneral Introduction

+etailing sector of India can be split into two segments. )hey are the informal andthe formal retailing sector. )he informal retailing sector is comprised of smallretailers. or this sector, it is very difficult to implement the tax laws. )here is

widespread tax evasion. It is also cumbersome to regulate the labour laws in thissector. "s far as the formal retailing sector is concerned, it is comprised of largeretailers. tringent tax and labour laws are implemented in this sector.If the retail industry is divided on the basis of retail formats then it can be split intothe modern format retailers and the traditional format retailers. )he m odern formatretailers comprise of the supermarkets, ypermarkets, /epartmental tores,

pecialty 0hains and company owned and operated retail stores

)he traditional format retailers comprise of Kiranas, Kiosks, treet &arkets and themultiple brand outlets. )he retail industry can also be subdivided into the organized

and the unorganized sector. )he organized retail sector occupies about %1 of theaggregate retail industry in India.

Size and contribution of the retail industry in IndiaIn terms of value, the Indian +etail industry is worth 2%33 billion. India retail industryis the largest industry in India, with an employment of around 41. Its contribution tothe *ross /omestic 5roduct is about !31, the highest compared to all other IndianIndustries. )he retail sector has also contributed to 41 of the employment of the

country. )he organized retail sector is expected to triple its size by #3!3. )he foodand grocery retail sector is expected to multiply five tim es in the same time frame.)he ma6or reason behind the low participation in the Indian retail sector is the needfor lumpy investments that cannot match up their break even points. )he government

policies are being revised from time to time to attract investments in this sector.


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CHAPTER 2


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Introduction to the problem

Introduction

7K89)8: +$) I; I:/I ;I&I)$/< is gurgaon based apparels enterprise which

with was established in !==% a seed capital of 6ust + '33 thousand. 0ompany

was established by /evinder pal singh kohli and present chairmen of the

company. )he portly (! year old chairmen of the !3'>crore company ,who

had once dreamed of making K89)8: a !33 crores brand some day, has

beaten his own expectation by becoming a serious competitor to the many

established B+ :/ in the country. &ain theme of the company is 7value to

money, but high on fashion-%' yrs of age and includes apparels

like t-shirts, party wear, lycra, semi formal shirts, denims, 0apri s , tunics, car gos denims.

)he collection makes a fashion statement with Knits )-hirt, shirts for formal and casual

attire available in full, half and %'th sleeves etc.

.outons junior collection

"ll set to redefine the kids wear market in the country, Koutons +etail India ;td. has unveiled

the Koutons Lunior collection exclusively meant for the fashion conscious kids of #!st

century. )he collection offers a wide range of trendy and playful apparels for kids. Known

for their comfort and durability, the brand has become synonymous with Cfashion and uality

at affordable pricesC. Koutons Lunior offers a wide range of apparels t-shirts, shirts, night

wear, capris, cargos, denims, dangris to denim skir ts for boys and girls in the age group of #-

!(yrs

charile outlaw8ther brand


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CHAPTER 5


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9nderstanding the brand includes reviewing the complete history of the company and brand,

including its current brand positioning, the original positioning, how it has evolved, and most

important what the company and brand stands for today. Key uestions to ask and answer

?hat differentiates our company and brand from the competitionO

?hat are the euity drivers of the company and br andO

?ho is the current target customer baseO

?hat is hisher profileO

?hat are the reasons for purchaseO

?hat are the buying patternsO

?hat are the user patternsO

Phase II0 2hat !oes the ,rand Stand for %oday1

8btaining a clear insight to the way consumers feel and relate to your company and brand will

provide the starting point of the repositioning work. irst we need to gain parameters,

including

Identifying key growth areas for your brand, marketplace and industry opportunities

;ooking at your brand positioning in the competitive landscape

&easuring the current euity of your brand

/etermining opportunity areas of where to take the euity of your brand.

Phase III0 !eveloping the ,rand Positioning Platforms

)his process will develop and create several key brand positioning platforms to

showcase how far your brand can move to retain existing customers and acuire

new ones. It will answer these uestions

?ho do we want our brand to beO

?hat benefits will it deliver to the consumerO

ow will we promote the brand product purchase, collection, and user patternsO

Phase I30 Refining the ,rand Positioning and (anagement Presentation


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:ow we have a great start, a new thinking, and Fmost importantG the beginnings of the new

brand positioning for your company, business, and brand. )he purpose now is to review and

refine the new brand positioning and communicate to all function departments in order to

align efforts.

)he main reason is that it is important that everyone on the brand team and all function areasunderstand, buy in, and support the new brand positioning. $ssentially, this will become the

umbrella strategy for the brand group dictating marketing programs and tactics.

0rucial aspect in successful repositioning are

$nsure relevance to a customer s frame of reference

ecure the customer s 7 permission< for repositioning

/eliver on the brand new promise


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CHAPTER 6


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+$$"+0 &$)8/8;8*P

ere the descriptive and casual approach is used, as the segmentation and target group were

clear to the companies, there is nothing to explore in these research and with the help of

causal study we described the cause and effect relationship

Research methodology4

Primary data45descriptive study6

Observation-here we have observed customer about their taste preferences.

ocus group-we have talked with 4-!3 customers and dealers about their pecception

and observed

Survey-in survey we have used uestionnaire method,.,%3 uestionnaire to the

customers,., the data we have collected from them is given below in pro6ect

Personal intervie"-we have also collected information on both the companies through

personal interview, where we asked many uestions regarding

brands,perception,pricing,promotion and distribution

Sampling4

ampling unit- Fwho should we surveyOG

o In our research the sampling unit is the respondents between the age group of

!4-%3

o In the sample of %3 respondents FcustomersG!3 were females.

ample size-Fhow many people should we surveyOG

ample size used in the research is %3

%ools for data collection4

Auestionnaire

*roup interviews

Secondary !ata

Internal account records, reports of the company. Lournals, :ews papers, books, magazine etc.


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!)%) )#)L&SIS )#! I#%+RPR+%)%IO#

"s it has been mentioned that the data was collected by means of uestionnaire which was distributed to a representative sample and also by personal interview was taken in order to ensure that the sample is representative and it homogeneously represent all parts of *ondia city. In this study we have tried

to analyses the following factor enhancing the purchase of product.

!. Income level

#. 8ccupation

%. "ge group

'. Brand preference

(. "dvertisement media

>. /emographic character

. "dvertisement effectiveness

4. econd preference

=. 8pinion

!3.:umber of family member and preference of brand.


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ection "

70 &ou shop 8 .O$%O#S mainly for

5arty

Kids ormal uits wear +egular

+ank ! ( % ! > %

+ank # % > % # '

+ank % ! ' ! (

+ank ' % # > > !+ank ( > 3 ' % (

90:o" long have you been using this .outons brand1

reuency Ealid percent 0umulative percent

Ealid 3-# year

#-' year

"bove ' year

)otal

!#

'

#

!4

>>.

##.#

!!.!

!33.3

>>.

44.=

!33.3

;

03ie" points

: &ean .degree

!.Koutons cloth express my style

#.Koutons is uality brand

%.5rice range is affordable

'.Koutons product is easily available

(.I always get what I want at Koutons

>.Koutons provide good service

.Koutons offer attract me

!4

!4

!4

!4

!4

!4

!4

#.!

#.3>

!.>

#.3>

#.(>

#.!

#.3>

!.4>

!#.=((

!'.(

#3.3#%

!%.4%%

!'.4>>

!#.3#%


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S0 degree

statmt !statmt #

statmt %

statmt '

statmt (

statmt >

statmt

I have no idea

%otal

%!%#

!4

!>.#.#!!.!

!33.3

!>.44.=!33.3


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?0 2hat do you feel about .O$%O#S product Quality1

$xcellent good poor very poor can be improved

@uality # ' !( ' (

Quality

excellentgood

poor

very poor

can be improved

Section ,

A0 2hy are you not buying from .outons shop1

reuency 5ercent 0umulativepercent

I don@t know where the store is

Kouton@s does not maintainuality

)otal

(

>

!!

'(.(

('.(

!33.3

'(.(

!33.3


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B0 2hich is the other brand do you prefer basically for clothing1

Lohn player ;evis pyker 5eter $ngland

+ank !

+ank #

+ank %

+ank '

#

!

!

!

#

%

(

3

%

'

'

%

'

%

!


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Section c

C0 Occupation

reuency percent 0umulativepercent

alaried

*ovt. serviceelf employedBusinesstudent

)otal

>

#%%!(

#=

#3.

>.=!3.%!3.%(!.

!33.3

#3.

#.>%.='4.%!33.3


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D0 2hat is your average income per month1

reuency 5ercent 0umulativepercent

Below +s #3333

#3333 Q '3333

"bove '3333

)otal

!'

!%

#

#=

'4.%

''.4

>.=

!33.3

'4.%

=%.!

!33.3


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CHAPTER 7


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S$(()R& O* *I#!I#ES- S$EE+S%IO# F

R+'O((+#!)%IO#S

Summary of findings

It was found that most of consumer prefers formal wear than casual

wear RKoutons.

0onsumer feel Kouton s product express their style.

It was found that most of the consumer express their

dissatisfaction toward the uality of the product.

0onsumer expressed their that Kouton s product are affordable.

+epositioning of Koutons to family is accepted by most of the

consumerwho participated in the survey.

In survey it was found that most of consumer feel the product

as discounted good and inferior uality product.

It was found the place of stores are not in

even.

Suggestions

Kouton s product uality must be

improved

Kouton s must reform its marketingstrategies

Kouton may go for reposition its brand

image

kouton must change its image from

discounted good to superior goods

like buy ! and get '

kouton should put effort in creating brand

image by stopping the offer

Kouton must

increase itsrange of

products

of kouton to family store

In research we found that all the costumer are

accepting the repositioning


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CHAPTER 8


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'O#'L$SIO#

rom above analysis and research we found those customers are accepting the Kouton s

repositioning into family store. 0ustomer expecting uality products from Kouton s brandand value addition.


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CHAPTER 9


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,I,LIOER)P:&

&arketing management Q 5hilip kotler

&arketing management analysis and planning Q Lohn ". howard

&arketing planning and strategy Q ubhash 0. Lain

www.*oogle.com

www.Koutonspariwar.com

www.K+I;.com

www.wikipedia.com
http://www.google.com/http://www.koutonspariwar.com/http://www.kril.com/http://www.google.com/http://www.koutonspariwar.com/http://www.kril.com/


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Questionnaire

Study on .O$%O#S repositioning

/ear customers,

I, the students of /&)+,:.&./.0ollege *ondia conducting a survey on7+epositioning


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A.( Pour view pointtatement trongly

agree"gree /isagree trongly

disagree

Koutons cloth express my style

Koutons is uality brand

Koutons price range is affordable

Koutons product is easily available

I always get what I want at Koutons

Koutons provide good service

/o Koutons offer attract me

A.> ?hat do you feel about K89)8: product AualityO

". $xcellent

B. *ood

0. 5oor

/. Eery poor

$. 0an be improved

A. ?hat is your opinion about K89)8: repositioning its outlets to family storesO

". $xcellent idea

B. 8k

0. :ot at all, a good idea

/. I have no idea

A.4 /o you eel K89)8: should continue with offer sale through out the tearO

Pes :o

?hat do you suggest to improve K89)8:O

"ns..................................................................................................................................................................

..................................................................................................................................................................

..................................................................................................................................................................

..................................................................................................................................................................

.........

5lease mention your complaints about K89)8: products

"ns.......................................................................................................................................

......................................................................................................................................


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A.!' ?ould you prefer to shop R K89)8: in futureO

". /efinitely

B. I will think about it

0. &ay be

/. 0annot say

In which age group do you belongO

". Below #3

B. #3-%3

0. %3-'3

/. above '3

?hat is your average income per monthO

". Below #3333

B. #3333 Q '3333

0. "bove '3333

?e appreciate your patience and cooperation for providing your opinion about K89)8: products.

%han> you

.

S+'%IO# '

#ame 4

)dress4

Eender4 &ale emale

Occupation 1

". alaried

B. *ovt. service

0. elf employed

/. Business

$. tudent


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Final Marketing Project Report