Professional Documents
Culture Documents
T MFM/11/1839
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
from being sold in major Large Format Retailers like Lifestyle, Shoppers Stop, Central, etc.
COMPANY GOAL
To become a powerful apparel business set-up, effectively moving up in
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
PROJECT 1 TO UNDERSTAND THE CUSTOMERS PERCEPTION TOWARDS THE BRAND INDIAN TERRAIN
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.
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 design Exploratory research
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
DATA ANALYSIS
13%
14%
29% 44%
Total
2 3 4 5
13%
14%
29% 44%
CONVENIENCE
2 3 4 5
13%
14%
29%
VARIETY
44% 2 3 4 5
13%
14%
29% 44%
QUALITY
2 3 4 5
13%
14%
29%
PRICE
44% 2 3 4 5
13%
14%
29% 44%
OCCUPATION vs PERCEPTION
BRANDED QUALITY PRODUCTS PREMIUM PRODUCTS EXPENSIVE PRODUCTS TRENDY PRODUCTS OFFER VALUE FOR MONEY
23
19
11 10 9 8 6 4 3 2 1 4 3 3 6 4 4 6
BUSINESS
OTHERS
PROFESSIONAL
STUDENT
AGE vs PERCEPTION
BRANDED QUALITY PRODUCTS PREMIUM PRODUCTS EXPENSIVE PRODUCTS TRENDY PRODUCTS OFFER VALUE FOR MONEY
14
12 11 10 9 9
7 6 5 5 5 4 3 2 1 1 2 1 2 2 1 2 1 1 1 2 1 2 4
> 20
> 40
20 - 25
25 - 30
30 - 35
35 - 40
OCCUPATION vs PERCEPTION
BRANDED QUALITY PRODUCTS PREMIUM PRODUCTS EXPENSIVE PRODUCTS TRENDY PRODUCTS OFFER VALUE FOR MONEY
23
19
11 10 9 8 6 4 3 2 1 4 3 3 6 4 4 6
BUSINESS
OTHERS
PROFESSIONAL
STUDENT
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 has to be improved.
Prices of Trousers and Jackets are high as compared to other available
PROJECT 2 APPROACH TO THE PROBLEM GAP ANAYSIS IN THE SLOWEST MOVING CATEGORY AT INDIAN TERRAIN STORES IN CHENNAI
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 method online survey, observation method and interview method. Convenience sampling 100 questionnaires
17992699 2299
19992499 N.A
2099 2299
22992499 2499
N.A N.A
N.A N.A
N.A N.A
NEWYOR K
BLACKBE RRY INDIAN TERRAIN N.A 14992999 N.A N.A N.A 16992999 N.A 2499 N.A N.A N.A N.A N.A N.A
DATA ANALYSIS
CONVENIENCE
2 3 4 5
13%
14%
29%
VARIETY
44% 2 3 4 5
13%
14%
29% 44%
CONVENIENCE
2 3 4 5
13%
14%
29%
VARIETY
44% 2 3 4 5
13%
14%
29% 44%
KEY FINDINGS
The brand lacks in advertisement for it denim products. It lacks in quality when in comparison to the major denim brands It lacks in variety and fit when compared to the other competitors. There is no availability of colors.
PROJECT 3 THE IMPACT OF THE UPCOMING INDIAN TERRAIN STORE IN PHOENIX MALL ON THE EXISTING STORE IN EA
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 method questionnaire, observation method and interview method. Convenience sampling 100 questionnaires
DATA ANALYSIS
13%
14%
29% 44%
AMBIENCE
2 3 4 5
13%
14%
29% 44%
CONVENIENCE
2 3 4 5
13%
14%
29%
VARIETY
44% 2 3 4 5
13%
14%
29% 44%
QUALITY
2 3 4 5
13%
14%
29%
PRICE
44% 2 3 4 5
13%
14%
29% 44%
QUALITY
2 3 4 5
13%
14%
29%
PRICE
44% 2 3 4 5
13%
14%
29% 44%
37%
53%
10%
LOCATION vs VEHICLE
NO YES Grand Total
126
104
67
54 47 38
22
13
12
12
EA MALL
OUT OF STATION
PHOENIX MALL
Grand Total
LOCATIONPREFERENCE
LOCATION vs OCCUPATION
EA MALL OUT OF STATION PHOENIX MALL
25
21
18 17
13
10
7 6
BUSINESS
OTHERS
PROFESSIONAL
STUDENT
LIFESTYLE vs LOCATION
EA MALL OUT OF STATION PHOENIX MALL
20
20
18
10
10
6 5 3
6 5 5 4 3 5
2
1
2
1
DINNING OUT
KEY FINDINGS
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
CONCLUSION
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
movement of the product, it gives a better understanding of why the product is unable to achieve the set target.