liverpool pro
TRANSCRIPT
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
1. GLOBLE SCENARIO OF READYMADEAPPAREL MARKET.
The Global Textile Industry, particularly the Apparel Industry has seen remarkable changes in
the past few years. The Garment Manufacturing Industry and the Garment Companies in
developed countries are now always on a lookout for cheap source of garment production. The
days are gone when textile garment industry was concentrated in the consumption hubs of US,
EU and other developed countries of the world. The clothing wholesale supply is increasing
worldwide in all the sectors of the industry, whether it is mens clothing, womens clothing, kids
wear or infant wear. The elimination of global export quotas has led to a shift towards low cost
countries having strong and established Clothing Industry especially the Asian countries.
Major Trends in Apparel and Clothing
Global garment exports are valued at more than US$310 billion a year, of which the
world's top 15 clothing exporters account for more than 80%.
China continues to develop its textile and clothing exports despite the re-imposition of
quotas by the United States, Europe and some other developing countries till December2008 as a temporary safeguard measure on exports from China. The gain is due to the
strategy of China to divert its clothing wholesale destinations from US and EU to other
Asian countries.
Developing countries in Asia continue expanding their Textile Garment Industry due to
their very-low-cost production. Apart from China, the true gainers of the post-quota
period are India, Bangladesh, Cambodia and Vietnam.
India is the second most preferred country after China for textile and apparel sourcing. Its
Apparel industry is likely to achieve an export target of US$ 25 billion by 2010-11. The
rise of exports in India is due to several factors like vast sources of raw materials, low
labor costs, entrepreneurship and design skills of Indian traders, changes in the policies to
open up Indian economy to the outside world etc.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
Bangladesh has emerged as a key player in RMG sector (Ready Made Garment Industry).
76% of its total textile and clothing export earnings comes from the apparel industry. The
chief factor behind this is abundant and cheap labour force available here.
Turkey and Brazil are the emerging markets for investment by apparel manufacturers and
traders.
One of the main beneficiaries of the textile and clothing exports these drop in US imports
from China is Vietnam. In the first quarter of 2008, sales of Vietnamese apparel and
dresses in the US market were up by over 30%.
Cambodia's garment industry is continuing to attract new investors and increase its
garment exports. This is due to EU and US restraints on China and also because of its
positive 'sweat-shop free' reputation on labour standards. It is the ninth largest supplier to
the American market. Its garments exports to the EU are also rising.
Clothing Sector- Future Strategy
Internationally speaking, the Textile Garment Industry is concentrated in the hands of large retail
firms who look for few vendors with bulk orders and thus opt for vertically integrated
companies. Hence, there is a need for integrating the operations from spinning to apparel making
by the sourcing countries in order to gain advantage from the changed scenario. Both, the trade
skills and soft skills, viz., design capabilities, textile technology, management and negotiating
skills will also be significant determinants.
To conclude, it can be said that in future, the factors that will affect the rise or fall of the
Clothing Industry of sourcing countries include labour standards, tariff preferences, access to
materials and supplies, political and economic stability among others. With the increase in
demand for performance apparel, the sectors like Industrial Clothing and Sports Wear will
experience growth and due to the increased fashion consciousness globally, fashion clothing will
also see an upward trend.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
2. OVERVIEW INDIAN READY MADE APPAREL MARKET.Despite substantial growth, comparing to the international readymade garment market of nearly
183mn USD, the Indian readymade garment market is still in a budding phase. Due to the higherthe introduction cost of brand in India for the foreign players, domestic players have no fear of
any outside competition. The main obstacle to the organized players is the huge unorganized
scenario of the market. In a move to compete, the organized players have rolled out their own
strategy of standardizing the goods. The brands introduced by these major textile players hold
much intrinsic power and high on quality and pricing factors. They present the inheritance and
constancy in the garment piece.
The other growing strategy major textile players adapted is Acquisition. Many of companies
have used this strategy to dive into readymade garment segment. Raymond's acquired ColorpIus
to jump in casual-wear, adding brands like Raymonds, Parx and Park Avenue. Opting the
similar strategy, Indian Rayon acquired garments division of Madura Coats, Madura Garments
and entered the luring apparels market with the successful brands like Van Heusen, Allen Solly,
Peter England and Louis Philippe. Textile leader, Bombay Dyeing also gets hold of Proline to
dive in the sportswear segment, as well as adding Vivaldi range to its formal menswear. The
above initiatives taken by the major brands depicts that the textile players now started opting
strategies to mark their presence in the readymade garment segment. Their sheer benefits laze in
substantial production capacities, which can launch new products in minimum lead-time,
offering high quality.
Despite the smaller players in the unorganized market is in much more advantageous situation, in
the long run they might lose out. The following are few problems faced by smaller players:
Smaller Market:There few cities and towns that they can concentrate on, since these
cities holds about 50 percent of the Sec A&B of population that have a disposable
income. As a result, very few opportunities are there for smaller players.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
Limited Capacities: The restriction that these smaller players have is that they cannot
emerge beyond a definite level. Additionally, inadequate logistics and improper supply
chain managements created huge problems for the smaller players.
Inadequate Logistic & Strength: For advertising and brand building, these smaller
players are forced to extend their reach geographically, which makes supply chain
management more complex. To match with increasing demand in competitive markets,
stress on producing volumes also increases. To sustain existence these players will have
to inject in more investments to their businesses in the areas of designing capabilities,
brand making and retailing.
Insufficient Funds: Funds will be a key restraint for the smaller players. Funds have to
be spawned rapidly in a massively capital demanding market that is seeing huge volumes
of growth.
As per the industry forecasters, the textile majors are planning to take hold on the readymade
garment market by entering into complete entire value chain. Players that are not making fabrics
for kids wear and sportswear may start producing the same to enter this segment.
Apart from the above-mentioned strategies, there is one more initiative to rule out in the
readymade market that is foreign collaborations. Textile Company based in Rajasthan,
Banswara Syntex shake hands with French readymade apparels major Carreman. It is a joint
venture initiative with Carreman Michel Thierry. The joint venture company is called Carreman
Fabrics India.
Creation and focusing in the value chain strengthens the smaller players. The main factors where
the brands need more concentration are designing, production, quality and merchandising. But,
the designing is the most significant of the value chain, which requires maximum focus. The
merchandising is noteworthy factor stage for the smaller players, as involvement, creation and
fabric selection adds value to the creation. The retailing is also an important factor for the
smaller players. They may face problem if their merchandize remain for long on retail shelves,
since the value of the fashion drops, resulting increase in inventory costs.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3.1 INTRODUCTION OF THE COMPANYLIVERPOOL: - STATUS IN STYLE
Liverpool incorporated in the year 2001 by launching its fashion retail chain across the country
under the same brand name of "Liverpool". Liverpool is the only Brand from Ahmadabad, intact
from Gujarat who has all over India retail presence in such a short span.
Liverpool Retail India Ltd. ventured into the Readymade Garments sector in the year 2006 with
its diverse product line of Shirts, Trousers, T-shirts and Mens and Womens Accessories. The
brand is one of the fastest arising and integrated apparel companies in India. Form launching its
fist retail showroom in Ahmedabad in the year of 2006, ad starting with10 retail outlets all over
Gujarat to creating an exclusive chain of more than 500 showrooms covering 20 states and 200
cities of India, the journey has been truly tremendous and towering.
Liverpool caters an entirely diverse product range of Mens and Womens collection starting
form formal trousers, shirts , party wear, sportswear to casual jeans, t-shirts! The brand has
touched the heart and mind of todays youth for meeting even their smallest requirement of style
only worth friends jealousy but in the pocket too
Whenever one thinks of class and catchpenny together, only one name springs naturally form
everyones mind,
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3.2UNIT AT GLANCEYear if establishment : 2001
Nature of Business : Wholesaler
Number of Employees : 26-50 People/branch
Turnover : US$ 1-10 Million (or Rs. 4-40 Crore Approx.)
Catalogue/ Product and Services:
Mens Wear Segment
Been in the segment since beginning
Contributes about 90 % of the sales
Womens Wear Segment
Recently entered in the
segment
Contributes about 10 % of the
sales
Other Accessories/Apparels
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
Brand under the roof:
Contact details:
Address : VIVA III, Nr, Navrangpura Crossing,
Mithakali Road, Ahmedabad-380 009,
Gujarat, India.
Tel : +91 079 66143939/40
Fax No. : +91 079 66143941
Email : [email protected]
Website : www.liverpoolretail.com
Focus:
The focus of the brand and in fact the products USP are Quality, Variety and its very attractive
Price bracket in which they come. With the exceptional fits, styling and COLOR options
available in the products range, Liverpool promises to be an instant success amongst the young
generation and working professionals.
Strength:
Liverpool is rapidly developing its brand image in customers mind and turning them into loyal
customers of Liverpool. Customer loyalty doesnt come easy in todays highly competitive
market.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
Liverpools customers are satisfied buyers not only because they meet their requirements in
terms of a premium brand but one that's reasonably priced too, which is the secret behind their
customers loyalty. Liverpool has a good market presence with attractive schemes and offers
running on a regular basis. As the garments are designed keeping in mind the latest fashion
trends, forecasts and colors, they are not only affordable but fashionable too.
3.3VISSION AND MISSIONVision:
1. Common man reaches.
2. Quality product at affordable price.
3. Distribution network at each part of the Nation.
4. Assistance of platform to small suppliers.
5. To be amongst the leading Retail brands.
Mission:
To be a premier apparel brand company helping people to raise their standard of living by
providing them with innovative and quality products through dedicated efforts.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3.4ACHIEVEMENTSLiverpool Retail India Ltd has made a world record for launching of brand BARCELONA
with 151 outlets in India. Liverpool Retail India has chalked out plans to be counted among the
top retail garment chains in the country.
After tasting success with 'Liverpool' the premium garment brand, the company launched a
budget-conscious new brand called 'Barcelona', which would offer garments for men and women
between the price range of Rs 400 and Rs 2000 at 151 outlets in the country. With this launch
company established records in Limca Books and also India book of Records.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3.5PROMOTERS1. Vijay Singh Rathore, Whole Time Director
M.A. in Economics
Adequate experience in Marketing
Looks after Marketing and Administration
2. Kailashchand Aggarwal, Whole Time Director
B.Com, C.A.
Knowledge and experience in Finance
Looks after Finance and Legal aspect
3. Tarachanc Aggarwal, Whole Time Director
B.Com
8 years of experience in Textile
Looks after Brand Promotion and Networking
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3.6COMPETITORS OF THE COMPANY
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3.7 DISTRIBUTION AND PROCUREMENT CYCLE OFTHE COMPANY
Liverpool retail India ltd`s distribution and production cycle is as shown above. It procures
Material partially made for manufacturing or either places an order to contract manufacturer and
then the brand name is attached to the produced item. After this Company send manufactured
product to its outlets and provides schemes for effective selling. The revenue collected fromselling activity is then reinvested for purchasing raw material or for payment to contract
manufacturer. This way the production cycle of company continues.
Outsource / Own
Manufacturing
Branding of
the Product
Distribute
through ownBrand Stores/
Retail Outlet
Reinvestment
Procurement of
Raw Material
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3.8 DISTRIBUTION DIAGRAM
All present showrooms under franchisee models.
Exclusive outlets for Liverpool and Barcelona for distribution of Menswear
and accessories and recently entered women wear.
Presently 251 outlets under Liverpool and 240 outlets under Barcelona.
Presently has 2 foreign branches and proposes to increase to 12 by March 2010
and 42 by March 2011.
Distribution
Model
Franchisee
RetailOutlets
FootwearShowrooms
Kids WearShowrooms
Family
Stores
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
4.RESEARCH METHODOLOGYResearch methodology is a way to systematically solve the research problem, formulating a
hypothesis, collecting the facts or data, analyzing the fact and reaching certain conclusion either
in the form of solutions towards the concerned problems. Thus methodology not only talks about
the research methods but also consider the logic behind the method we use behind the context of
our research study.
Interpretation and report writing
Analysis of data
Collection of data through structured questionnaire
Sample designing
Review about the concept of project
Defining the research problem
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
4.2RESEARCH OBJECTIVEPrimary Objectives
To know the awareness among the prospect consumers of brand Liverpool.
To know the effectiveness of advertising done by Liverpool.
To know the brand image of Liverpool and measure it.
Secondary Objectives
To know the consumers attitude towards Liverpool as a brand.
To draw opinions from consumer about the brand on attributes like showroom
ambience, locations.
To identify the consumers expectation from Liverpool.
To identify the Liverpools position on attributes like modernity, professionalism.
To know the best preferred product of Liverpool.
4.3RESEARCH DESIGN
Research designed to assist to the decision maker in determining, evaluating andselecting the best course of action to take in a given situation. Research design is the basic
plan. This guides the data collection and analysis phases of the project. It is the frame work.
Which specifies the type of information to be collected the sources of data collection procedure.
As per words of kellinger
A research design is a plan, structure and strategy of the investigation conceived
so as to obtain answer to research questions and to control variances.
TYPES OF RESEARCH DESIGN
There are main two types of research design.
Exploratory
conclusive
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
In conclusive research designs I have used Descriptive research and also used cross
sectional in research project because find out conclusion and the information are
collected from the respondents only once. Cross sectional design give us the present
picture of the situation at a given point of time.
4.4DATA SOURCEData is the information collected from various sources. It is concerned with gather accurate and
proper knowledge about the problem that is in hand. Formally there are 2 types of gathering
information namely primary data and secondary data.
Primary Data: Data is collected to obtain desired information through structured questionnaire.
Secondary Data: It is compiled through books, magazines, newspapers and internet etc
The primary data in the project is collected from the customers by directly contacting them.
The targeted respondents were of two different areas namely Ahmedabad and Kadi. Respondents
were Contacted and put forward towards the questions that were in the questionnaire, their
feedback was noted down & from that information was collected.
And secondary data is the data which is the secondary data used in the project was collected
from the company web sites. Relevant information was picked up from Marketing
Management by Phillip Kotler. Internet was also used in order to gain some information
pertaining to competitors and company background.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
4.5RESEARCH APPROACHProcess Involved
The survey was conducted in a concealed manner by formulating a detailed questionnaire
containing multiple close ended questions. For the purpose of evaluation & analysis, the
following types of questions were incorporated into the questionnaire:
Multi-select multiple choice
Single select, multiple choice
Likert scale
Ranking method
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
4.6RESEARCH INSTRUMENTQUESTIONNAIRE
A questionnaire is a research instrument consisting of a series of questions and other prompts for
the purpose of gathering information from respondents. Although they are often designed
for statistical analysis of the responses, this is not always the case.
Questionnaires have advantages over some other types of surveys in that they are cheap, do not
require as much effort from the questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data. However, such standardized answers
may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be
able to read the questions and respond to them. Thus, for some demographic groups conducting a
survey by questionnaire may not be practical.
In the marketing research survey conducted by me the instrument used is a
questionnaire. Questions were asked from it and information was duly collected.
4.7SAMPLE SIZEA sample size of 150 was taken in order to carry the study.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
4.8SAMPLING METHODSIn statistics and survey methodology, sampling is concerned with the selection of a subset of
individuals from within a population to estimate characteristics of the whole population.
Here Stratified sampling was used to collect the information for analysis. The location was
parted in two different demographical strata, namely Ahmedabad and Kadi. Information was
collected from both the stratum.
4.9CONTACT METHODIn the marketing research survey conducted by me the respondents were contacted
personally and were requested to fill up the questionnaire. Questions were asked from it
and information was duly collected either through pen and paper format or orally.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
5.ANALYSIS AND INTERPRETATION OF COLLECTEDDATA
1. Are you aware with the brand LIVERPOOL RETAIL INDIA LIMITED?
Number of Respondents % of Respondents
Yes 150 93.75
No 10 6.25
Total 160 100
Interpretation:
Above diagram very clearly indicates that there are many people who are aware with the
brand Liverpool, but still there are some who are not aware with the brand. So it can be said
very clearly that company is lacking somewhere in creating awareness among its prospects.
In diagram only 6% are not aware but this is even a great gap to fill.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
2. Do you use products of LIVERPOOL?
Number of Respondents % of Respondents
Yes 94 62.67
No 56 37.33
Total 150 100
Interpretation:
Above diagram very clearly indicates that there are many people who havent still used the
product from the brand Liverpool, so it can be said very truly that brand is still having some
potential buyers who are needed to be tapped. Company has a still long way to go and have
greater market coverage.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
3 Rate the following retail brand as per your familiarity with them.
Liverpool Provogue
Wrangler Levis
Lee Gas
Flying machine Ruff n Tuff
(Rank from 1 to 8, 1=highest, 8= lowest)
Brand Average Rank Brand Average Rank
Liverpool 4.1 Provogue 4.8
Wrangler 2.1 Levis 1.8
Lee 2.2 Gas 6.2
Flying machine 3.8 Ruff n Tuff 5.6
Interpretation:
Here we have taken average of the ranking given by respondents to the corresponding brands.
The brand having minimum value of average has a maximum familiarity to the respondents, and
same is applicable in reverse too. The brand with maximum average has a lowest familiarity.
Here in my research respondents has given maximum familiarity rank to Levis i.e. 1.8 and least
to Gas i.e. 6.2. For Liverpool the average familiarity rank which came out to be is 4.1. This
indicates that Liverpool is not as popular as some other brands, but it is not having a too less
popularity also. It has a moderate level of popularity and thus it is expected from company that it
takes steps to increase the popularity and awareness regarding the brand.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
4 Is the advertising campaign done by Liverpool effective enough for creating Mass
awareness?
Number of Respondents % of Respondents
Yes 53 35.33
No 97 64.67
Total 150 100
Interpretation:
Among 150 respondents 97 respondents which mean 64.67% of respondents think that the
advertisement campaign done by Liverpool is not effective enough for creating mass awareness.
So the company should put more efforts and work hard towards creating mass awareness. As it is
very true that, the brand who has largest awareness has the highest capability to stand in the
market.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
5 Give your Opinion for Liverpool on following scales.
(1= highly agree 5= Highly Disagree)
a) It is a reputable brand.
Column1 Number of Respondents % of Respondents Total Point
1 (Highly agree) 42 0.28 42
2 (Partially agreed) 48 0.32 96
3 (Indecisive) 9 0.06 27
4 (Partially Disagree) 36 0.24 144
5 (Strongly Disagree) 15 0.1 75
Total 150 1 384
Average 2.56
Interpretation:
Above diagram states that majority of respondents think that Liverpool is a reputable brand. Nearly one
third respondents agree to the fact that Liverpool is a reputable brand. While still there are nearly one
third who disagree the same statement. So here there is a condition of a see saw which the brand needs
to stabilize.
28%
32%
6%
24%
10%
1 (Very Effective)
2 (Partially Effective)3 (Hardly Effective)
4 (Ineffective)
5 (Indecisive)
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
b)Showroom Ambience is pleasing.
Column1 Number of Respondents % of Respondents Total Point
1 (Highly agree) 54 0.36 54
2 (Partially agreed) 63 0.42 126
3 (Indecisive) 12 0.08 36
4 (Partially Disagree) 15 0.1 60
5 (Strongly Disagree) 6 0.04 30
Total 150 1 306
Average 2.04
Interpretation:
Very clearly it can be concluded that the showroom ambience of Liverpool is pleasing. It is said in
marketing that a pleased customer is an asset and here the brand is doing the same. It is trying to
deliver more value to customer through its pleasing showroom ambience.
36%
42%
8%
10%4%
1 (Very Effective)
2 (Partially Effective)
3 (Hardly Effective)
4 (Ineffective)
5 (Indecisive)
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
c) Showroom Locations are well selected.
Column1 Number of Respondents % of Respondents Total Point
1 (Highly agree) 63 0.42 63
2 (Partially agreed) 48 0.32 96
3 (Indecisive) 9 0.06 27
4 (Partially Disagree) 24 0.16 96
5 (Strongly Disagree) 6 0.04 30
Total 150 1 312
Average 2.08
Interpretation:
Very clearly it can be concluded that the showroom location of Liverpool are well selected. Marketing
concepts explain us that the most easily reachable things get sold faster and here the brand is doing the
same. Liverpool has very well selected the location for selling its goods faster.
42%
32%
6%
16%4%
1 (Very Effective)
2 (Partially Effective)
3 (Hardly Effective)
4 (Ineffective)
5 (Indecisive)
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
6 Rate Liverpool for its advertising effectiveness.
(1=very effective 5=very ineffective)
Column1 Number of Respondents % of Respondents Total Point
1 (Very Effective)27 0.18 27
2 (Partially Effective)48 0.32 96
3 (Hardly Effective)12 0.08 36
4 (Ineffective)51 0.34 204
5 (Indecisive)12 0.08 60
Total 150 1 423
Average 2.82
Interpretation:
Here again there is a condition of indecisiveness. Nearly 50% of people agree that advertising is
effective and 40% reject the statement. So again there is good data that says companys
advertising skill is lacking somewhere. Because the rejecting % of respondents is very big and
thus it maters a lot for the company.
18%
32%
8%
34%
8%
1 (Very Effective)
2 (Partially Effective)
5 (Hardly Effective)
4 (Ineffective)
3 (Indecisive)
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
7. Where do you find the maximum presence of advertising of Liverpool?
Hoarding Television
Radios Newspapers
Magazines Internet
Number of Respondents % of Respondents
Hoarding 51 0.34
Radio 2 0.01
Magazine 27 0.18
Television 0 0.00
Newspaper 64 0.43
Internet 6 0.04
Total 150 1.00
Interpretation:
As per above diagram print media is the marketing tool which company uses. There are very few
respondents whose conclusion does not match. Here for company it is suggested that it should
also jump into audio and audiovisual advertising market.
34%
1%
18%
0%
43%
4%
Hoarding
Radio
Magazine
Television
Newspaper
Internet
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
8. What is your opinion for Liverpool on following attributes?
a).
Well known unknown
Column1 Number of Respondents % of Respondents Total Point
1 (Highly agree) 33 22 33
2 (Partially agreed) 45 30 90
3 (Indecisive) 3 2 9
4 (Partially Disagree) 42 28 168
5 (Strongly Disagree) 27 18 135
Total 150 100 435
Average 2.9
Interpretation:
The above table indicates that there is a state of indecisiveness. Respondents average marking
show that Liverpool is moderately known brand. This shows that consumers are less aware with
the brand.
22%
30%
2%
28%
18%
1 (Highly agree)
2 (Partially agreed)
3 (Indecisive)
4 (Partially Disagree)
5 (Strongly Disagree)
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
b).
Modern Old fashioned
Column1 Number of Respondents % of Respondents Total Point
1 (Highly agree) 57 38 57
2 (Partially agreed) 66 44 132
3 (Indecisive) 9 6 27
4 (Partially Disagree) 15 10 60
5 (Strongly Disagree) 3 2 15
Total 150 100 291
Average 1.94
Interpretation:
The Average 1.94 is near to partially agreed section, which says that Liverpool is being agreed as
modern brand. That says that consumers pursue Liverpool as a Modern which is a good
indicator for the brand.
38%
44%
6% 10%
2%
1 (Highly agree)
2 (Partially agreed)
3 (Indecisive)
4 (Partially Disagree)
5 (Strongly Disagree)
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
c).
Professional Unprofessional
Column1 Number of Respondents % of Respondents Total Point
1 (Highly agree) 57 38 57
2 (Partially agreed) 54 36 108
3 (Indecisive) 6 4 18
4 (Partially Disagree) 21 14 84
5 (Strongly Disagree) 12 8 60
Total 150 100 327
Average 2.18
Interpretation:
Here the average is near to the section of partially agree which means that respondents agree that
Liverpool is a professional brand. That is to say that it has a good collection of formal wear
clothes. This is also a good indicator for the company.
38%
36%
4%
14%
8%
1 (Highly agree)
2 (Partially agreed)
3 (Indecisive)
4 (Partially Disagree)
5 (Strongly Disagree)
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
9. What of the following do you consider the Liverpools Best Product?
Formal Shirts Funky shirts
T-Shirts Jeans
Number of Respondents % of Respondents
Formal Shirts 57 0.38
T-Shirts 48 0.32
Funky shirts 24 0.16
Jeans 21 0.14
Total 150 1.00
Interpretation:
Majority of respondents say that formal Shirts and T shirts are the best products of the brand. So
it can be said very clearly that this segments are the strength of company. Liverpool should
strengthen them further and also try to strengthen its other product segments as they are
necessary for diversification.
38%
32%
16%
14%
Formal Shirts
T-Shirts
Funky shirts
Jeans
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33
N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
10. Do you believe Liverpool as one of the best retail brand?
Number of Respondents % of Respondents
Yes 57 0.38
No 93 0.62
Total 150 1
Interpretation:
There are very less respondents who agree to the statement that Liverpool is the best retail brand. 38%
is a very less proportion in this respect. So the company should find out what makes a best retail brand
in customers mind and should make up to that space.
38%
62%Yes
No
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
11. From the below listed Retail Brand select the best according to you on the basis of
market awareness in your region?
Column1 Number of Respondents % of Respondents
Liverpool 18 0.12
Wrangler 30 0.20
Lee 27 0.18
Flying machine 9 0.06
Provogue 24 0.16
Levis 33.00 0.22
Gas 0.00 0.00
Ruff n Tuff 9.00 0.06
Total 150 1.00
Interpretation:
In previous diagram it is seen that only 12% of respondents feel that Liverpool is a best retail brand in
terms of market awareness. While many are seen to shift on the side of Wrangler and Levis, and thus it
is very true to state that Liverpool still has a long way to travel towards the best retail brand in terms of
market awareness. This directly means that there is still lot of awareness which is to be created.
12%
20%
18%6%
16%
22%
0%
6% Liverpool
Wrangler
Lee
Flying machineProvogue
Levis
Gas
Ruff n Tuff
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
6. FINDINGS & SUGGESTIONS
FINDINGS
1. Liverpool is the only Brand from Ahmadabad, infact from Gujarat
who has all over India retail presence in such a short span.
2. Liverpool has good brand awareness in absolute terms but in relation
to other brands it still has a long way to go.
3. The advertising campaign done by Liverpool is not effective enough
for creating Mass awareness.
4. Liverpool has a good reputation in customers minds.
5. Company showrooms location and ambience are appreciated.
6. Customers agree that Liverpool is a modern brand who caters
the need of latest trends in apparels.
7. The most appreciated product of Liverpool is Formal shirts.
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N. P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI.
SUGGESTIONS
1. To increase the level of brand awareness Liverpool needs to take
some concrete efforts like increasing advertisement expenditures
and locating showrooms to a better publically heavy location.
2. Liverpool Company should go aggressive in advertising and
promoting itself.
3. Liverpool Company should carry advertising in audio and visual
market too.
4. Company should give various promotional schemes to the
retailer which can help in more word of mouth to create awareness.
5. Company besides targeting young professionals should also try
to attract young non professionals.
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7. BIBLOGRAPHY
Sources:
1. Personal interview by Questionnaire.
2. Books of Marketing research
Marketing research ( an applied orientation)
By : Naresh k. Malhotra
Marketing management
By : Philip Kotler
MARKETING MANAGEMENT
By : Phillip Kotler
MANAGEMENT RESEARCH
BY : David j. Luck
3. WEBSITE: www. Liverpool retail India ltd.com