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Spykar - 2016

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Spykar - 2016

  1. 1. BRAND AUDIT ON PRESENTED BY:  Darshana Gupta  Kaneez Abedi  Neha
  2. 2. ROAD MAP  Brand Audit  Industry Analysis  Research Methodology SWOT Analysis  Elements of Brand Equity  Marketing Models  Recommendation
  3. 3.  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
  4. 4. INDUSTRY ANALYSIS
  5. 5. APPAREL INDUSTRY IN INDIA 48% 41% 11% Market Share Mens wear Source - Live Interestingly in India, women's- wear constitute only 41% of the market versus 48% share of menswear.
  6. 6. SHARE OF DENIM INDUSTRY IN APPAREL MARKET 5% 95% Denim Industry Source - WWD
  7. 7. 85% 9% 6% Men's Segment Source - WWD CLASSIFICATION OF DENIM INDUSTRY
  8. 8. COMPETITO RS
  9. 9. RESEARCH METHODO
  10. 10. 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
  11. 11. 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
  12. 12. ELEMENTS OF BRAND EQUITY
  13. 13. BRAND AWARENESS 95 5 0 50 100 Y E S N O HAVE YOU HEARD ABOUT THE BRAND “SPYKAR” 69.5 67.5 66.5 61.4 57.9 57.9 53.8 44.2 SPYKAR KILLER LEE PEPE JEANS LONDON LEVI'S STRAUSS MUFTI WRANGLER FLYING MACHINE CAN YOU RECALL ANY OF THE BRAND LOGO 30.1 17.27 13.35 12.57 10.47 8.16 8.16 SPYKAR KILLER WRANGLER FLYING MACHINE MUFTI PEPE JEANS LEVI'S CAN YOU RELATE THE MENTIONED TAGLINES
  14. 14. BRAND KNOWLEDGE  High Brand Recognition 0 10 20 30 40 50 60 70 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- shirts Wallet Deo Belts Others
  15. 15. BRAND ASSOCIATION 44% 26% 18% 12% WHAT COMES TO YOUR MIND WHEN YOU HEAR SPYKAR Denim Jeans Affordable Average Product Others 64% 29% 7% WHO ACCORDING TO YOU IS THE TYPICAL USER OF SPYKAR JEANS Youth College Students Others Deep in Customers Mind Consumer Perception
  16. 16. BRAND LOYALTY 77% 23% WOULD YOU BUY ANY OTHER BRAND BESIDES SPYKAR IF IT'S PRICE IS INCREASED Yes No Low Brand Loyalty
  17. 17. 44 33 29 26 21 19 15 13 0 5 10 15 20 25 30 35 40 45 50 Levis Spkyar Lee Pepe Jeans Wrangler Killer Flying Machine Mufti On the scale from 1 to 8, Rate the following mentioned Brands BRAND PREFERENCE Brand Choice Likings towards a particular Brand
  18. 18. 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 4 Durable 4 3 1 5 2 Price 5 1 4 2 3 Style 1 5 2 4 3 Brand Name 1 2 4 5 3
  19. 19. PERCEPTUAL MAPPING Low Quality High Quality High Price Low Price SPYKAR MUFTI
  20. 20. BRAND IDENTITY PRISM MODEL
  21. 21. Personality Culture Self Image Reflection Relationship Physique Trendy Denim Indian Brand Affordable Prices Distinct Identity Latest Trends Youth Engagement Trend setter Suitable for Youth Fashionable Cool and Trendy Young Fashion Forward Believe in Bringing Change Casual Young
  22. 22. BRAND RESONANCE MODEL
  23. 23. RESONANCE Low Customer Loyalty 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
  24. 24. POST BRAND AUDIT REPORT
  25. 25. ELEMENTS EXCELLENT GOOD AVERAGE POOR Brand Awareness  Brand Knowledge  Brand Preference  Brand Loyalty  CHARACTERISTI CS Fit  Durability  Style  Price  Availability 
  26. 26.  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 RECOMMENDAT IONS

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