spykar - 2016

BRAND AUDIT ON

PRESENTED BY:

Darshana Gupta

Kaneez Abedi

Neha Ganatra

Shoeb Qureshi

Sweta Tiwari

ROAD MAP Brand

Audit Industry Analysis Research Methodology SWOT Analysis

Elements of Brand Equity Marketing

Models Recommendation

PARENT COMPANY: Spykar CATEGORY : Apparel and accessories SECTOR : Lifestyle and retail TAGLINE: Bring it on USP: The brand is known for its denim

apparels especially Jeans

ABOUT SPYKAR

INDUSTRY ANALYSIS

APPAREL INDUSTRY IN

INDIA

48%

41%

11%

Market Share

Mens wear

Source - Live Mint

Interestingly in India, women's- wear constitute only 41% of the market versus 48% share of menswear.

SHARE OF DENIM INDUSTRY IN APPAREL

MARKET5%

95%

Denim In-dustry

Source - WWD

85%

9%

6%Men's Segment

Source - WWD

CLASSIFICATION OF DENIM INDUSTRY

COMPETITORS

RESEARCH METHODOLOGY

Topic Of Research :-

BRAND AUDIT OF SPYKAR LIFESTYLE

Type of Research:-

Descriptive Research

Methodology:- Data collection through questionnaire

Sample Size:- 200 Respondents

Target Audience:-

18-30

Nature of Sample:-

Young Adults

Objective:- To understand the level of Brand Awareness & Knowledge amongst customers

To study the Current Health of the Brand To analyze Issues and Problems faced by the Brand

SWOT ANALYSIS

STRENGTHS- High Brand Recall- Innovative and Trendy- Strong Brand Imagery- High Digital Presence

WEAKNESSES- High Brand Switching- Lack of awareness for Product Range- Perceived as an Average Product

OPPORTUNITIES- Growing casual wear market- Foreign Market for expansion- Engage in B2B activities- Increasing acceptability of western wear across the world

THREATS- Price Wars- New Entrants- Unorganised Market- Competition from International Players

Spykar

ELEMENTS OF BRAND EQUITY

BRAND AWARENESS

YES

NO

0 10 20 30 40 50 60 70 80 90 100

95

5

HAVE YOU HEARD ABOUT THE BRAND

“SPYKAR”

SPYKAR

KILLER

LEE

PEPE JEANS LONDON

LEVI'S STRAUSS

MUFTI

WRANGLER

FLYING MACHINE

69.5

67.5

66.5

61.4

57.9

57.9

53.8

44.2

CAN YOU RECALL ANY OF THE BRAND LOGO

SPYKAR

KILLER

WRANGLER

FLYING MACHINE

MUFTI

PEPE JEANS

LEVI'S

30.1

17.27

13.35

12.57

10.47

8.16

8.16

CAN YOU RELATE THE MENTIONED TAGLINES

BRAND KNOWLEDGE

High Brand Recognition

0204060

PLEASE INDICATE HOW ATTRACTIVE THE FOLLOWING FEATURES OF SPYKAR

ARE TO YOU

Latest Fashion Trends

Quality

Comfortable Fit

Reasonable Price

64%12%

10%

6% 8%

APART FROM DENIM, WHICH OTHER PRODUCTS OF SPYKAR

ARE YOU AWARE OF

Shirts & T-shirtsWalletDeoBeltsOthers

BRAND ASSOCIATION

44%

26%

18%

12%

WHAT COMES TO YOUR MIND WHEN YOU HEAR SPYKAR

Denim JeansAffordableAverage ProductOthers 64%

29%

7%

WHO ACCORDING TO YOU IS THE TYPICAL USER OF SPYKAR JEANS

Youth College StudentsOthers

Deep in Customers Mind

Consumer Perception

BRAND LOYALTY

77%

23%

WOULD YOU BUY ANY OTHER BRAND BESIDES SPYKAR IF IT'S

PRICE IS INCREASED

Yes No

Low Brand Loyalty

Levis

Lee

Wrangler

Flying Machine

0 5 10 15 20 25 30 35 40 45 5044

3329

2621

1915

13

On the scale from 1 to 8, Rate the following mentioned Brands

BRAND PREFERENCEBrand Choice

Likings towards a particular Brand

BRAND EVALUATION

Brand attribute approach has been used to evaluate the brand on the basis of preferences

(1 being the most important & 5 being the least important) Ranking Levis Spykar Pepe Jeans Killer Lee

Fit 1 3 2 5 4Durable 4 3 1 5 2

Price 5 1 4 2 3Style 1 5 2 4 3Brand Name

1 2 4 5 3

PERCEPTUAL MAPPING

Low Quality

High Quality

High Price

Low Price

SPYKAR

MUFTI

BRAND IDENTITY PRISM MODEL

Personality

Culture

Self Image

Reflection

Relationship

PhysiqueTrendy

DenimIndian

Brand

Affordable Prices

Distinct Identity

Latest Trends

Youth Engagement

Trend setterSuitable for

Youth

FashionableCool and

TrendyYoung

Fashion Forward

Believe in Bringing Change

CasualYoung

BRAND RESONANCE

MODEL

JUDGEMENT

Jeans at affordable Price

Renowned brand in terms of logo, tagline and in terms of usage

FEELINGS

Cool Young Trendy

PERFORMANCE Reliability-Spykar Jeans

specialty in Cut and Fitting Durable –Spykar products are

durable in nature Serviceability- Ambience is

quiet friendly when talked about Spykar stores

IMAGE Average Product Indian Brand Mainly known for men’s

denim

SALIENCE Top of mind recall :• Top 5 brands which people recalled are: Levis, Lee, Spykar,

Pepe Jeans and Wrangler Low recall rate as compared to Levis and Lee High reorganization Niche Awareness

POST BRAND AUDIT REPORT

ELEMENTS EXCELLENT GOOD AVERAGE POOR

Brand Awareness

Brand Knowledge

Brand Preference

Brand Loyalty CHARACTERI

STICSFit

Durability Style Price

Availability

Spykar needs to focus on PAN India presence Change the perception of being an ‘Average

Brand’ in the minds of the people Needs to focus on Style & Durability of the

product Adopt new strategies to reduce Brand Switching Need more Customer Connect for loyalty

towards the brand Customer Relationship Management Needs to Engage in B2B activities Offer complementary goods linked with the

product ,to increase the sale of Accessories

RECOMMENDATIONS

THANK YOU