AMITY UNIVERSITY

PROJECT ON BRAND BUILDING - PARK AVENUE GROUP NO.- 10
SUBMITTED TO-: MRS.SUPRITI AGGARWAL SUBMITTED BY -: SIDDHARTH BIRLA F45 NEHA KAURA F10 AAYUSHI DUBLISH F01 GAURAV TYAGI F61

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ACKNOWLEDGEMENT

WE WOULD LIKE TO EXTEND OUR REGARDS TO OUR MARKETING MANAGEMENT FACULTY MRS. SUPRITI AGGARWAL FOR HER GUIDANCE AND IMMENSE SUPPORT THROUGHOUT THE PROJECT WORK AS WITHOUT HER SUPPORT THIS PROJECT WOULD NOT HAVE BEEN SUCCESSFUL. WE WOULD ALSO LIKE TO THANK THE CUSTOMERS AND THE RETAILERS WITHOUT WHOSE HELP AND COOPERATION THE SURVEY WOULD NOT HAVE BEEN POSSIBLE.

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INDEX

1. 2. 3. 4. 5.

ABSTRACT INTRODUCTION RESEARCH METHODOLOGY LITERATURE REVIEW DATA ANALYSIS AND INTERPRETATION 6. CONCLUSION 7. RECCOMENDATION 8. BIBLIOGRAPHY

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ABSTRACT

BRAND BUILDING is the most critical process for any company to make themselves as an established brand in the current market. There are several considerations which are taken into consideration. The main purpose of project is to determine the brand building, enhancing a BRAND'S EQUITY directly through ADVERTISING CAMPAIGNS and indirectly through PROMOTIONS such as cause championing or EVENT SPONSORSHIP. The main purpose is to study the brand building philosophies of the company “PARK AVENUE”, including its both apparels as well as toiletries segment. . In the light of process, a survey was undertaken to understand and evaluate the brand imageof“PARK-AVENUE”. An attempt was made to analyze the perception that consumers give to various parameters when buying a “park avenue” apparels and toiletries products.The survey was conducted targeting the two sectors, i.e consumers and the retailers of the brand “park avenue”. The process involved the collecting of information from primary and secondary sources, analyzing and decoding the information using data tools like SPSS, segmentation of buyers and defining parameters important for each segment and finally, determining the brand image and building.Based upon the observations of both Consumers and Retailers, several recommendations are suggested to increase the brand awareness among the masses and the marketing strategy in line with the buying process. Conclusions highlighted by the exercise were enumerated. Also, the various limitations of the present study were listed so that a future study may widen its scope.

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INTRODUCTION TO THE COMPANY

The “PARK AVENUE” brand was launched in 1986, with sole motive to provide stylish and innovative wardrobe solutions to the gentlemen. The brand has carve its own niche with its wide and premium lifestyle designs, styling, color and fashion trends. It caterd the corporates with high class suiting, shirts ,trousers, jackets and other accessories. Apart from corporate suiting it also includes wide range of heritage wear collections. The creations of park avenue can be found under its parent “the Raymond shop” or exclusive park avenue stores. Acclaiming several awards in the fashion industry , it bagged the title of “most innovative brand” at the Lycra Images Fashion Awards 2008. On September 8, 2007, it came with the launch of “Park Avenue Woman”- A Complete range of Business Wear for Women.

PARK AVENUE APPARELS 1. 2. 3. 4. Men wear Women wear Accessories Inner wear

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while the lycra fabric ensures unparalleled comfort. 6 . INNOVATIONS OF PRODUCTS The brand provides highly innovative patterns and range of products. iron and wear your suit in bag provided for the same purpose. SYMBOL OR BRAND LOGO The symbol of infinity signifies that the brand can provide an infinite number of good things. RESISTA TROUSERS: Ideal for long travel days. Switzerland. inventive styles and new creations to dress up the changing consumer. With its ambitious beginning in the year 1986. Its moisturemanagement properties enable quicker drying and help in keeping out dirt and stains. PARK AVENUE has today become India’s premium lifestyle brand.BRAND PHILOSOPHY OF THE COMPANY “PARK AVENUE” . These revolutionary trousers are ideal for travel as well as leisure. styling color and international fashion trends. The main idea is to innovate simultaneously so as to provide the customers with matched styles of aspirations. 2. INSTA-DRY TROUSERS: powered by 3X dry technology from Scholler. INNOVATION CREDO The brand believes in constant innovative changes in the style and designs of patterns of suiting in accordance with the corporate trends. fabrics. Some of them are as : 1. It offers thoughtful.e “RAYMONDS”. is categorized under the most trusted and valuable brand in suiting i. The brand is in sync with the changing consumer needs and styles of dressing. It has marked its own way and created space in the readymade garments by offering wide range of products . In a few hours your suit will look as fresh as it has been just at time of it purchase. 3. MACHINE WASHABLE SUIT: Wash. The company emphasizes that its brand resembles to “TODAY GENERATION” who think fresh and lead the ways.

5. resilient trousers ensures a better body.NON-IRON SHIRTS: the 100% cotton shirts from Park Avenue.MY BLAZER FOR IPOD: specially designed for gadget savvy people. 7 . HI-DENSITY TROUSERS: Stylish. The company had a tie up with QIO systems. Just drip-dry and it ready to wear. It is designed with mercerized 2-ply yarn that boasts a 3.COMFORTA : it is enhanced with Klimeo. 7. natural temperatureregulating ingredient.4. Allows you to operate your ipod without fumbling for it. strength and drape. It promises a rich feel of high quality and fine yarn. these suits use a substance called Polectron to lock microcapsules onto the fabric. WRINKLE FREE SHIRTS: the cotton shirts are treated with LAP technology to ensure long-lasting . 8. ad campaigns. wrinkle-free properties. BRAND PROMOTION The company involves several methods and ways to promote the brand through several modes of activities. 6.8 Dura Press rating.

1. jazz . 8 . 2. alter ego. tranquil. RANGE OF PRODUCTS 1. good morning. cool blue. The Park Avenue range includes Fragrances. The toiletries segment of brand “park avenue” works under J. Park Avenue products are developed using international standard fragrances and high level of Research to ensure that the products stand the test of quality and consistency. 6. 7. 3. a segment under Raymonds.K HELENE CURTIS LTD. Yojer. DEODORANTS i. signature range instinct. The Park Avenue range of Personal Care and Grooming products have earned a reputation for being amongst the best in the industry. play. Shaving Systems and Hair Care Solutions for the styling needs of today’s man. are “premium” and “gifting”. The other products of toiletries under J. 5. ii.K helene curtis ltd. voyage classic range. mariner. PRESS ADS FESTIVE ADS FILMS COMFORTA FILMS LAKME FASHION WEEK PR ACTIVITIES PRINT ADS OUTDOOR ADVERTISING “PARK AVENUE ” TOILETRIES The “PARK AVENUE” brand also deals in the toiletries segment. Body Care Solutions. 8. 4. romus. metal.

A fine talc that has a cooling agent for a fresh exuberant feeling. 9 . Glacier and Neon. Available in convenient packs of 50g and 100g. HAIR STYLING GELS: The latest range of styling gels from Park Avenue. With the three vibrant variants. This Deo Talc also contains a Bacteriostatic agent that fights body odour and keeps you fresh throughout the day. DEO TALC : The smell of Fresh Citrus or Spicy Wood. The styling gels are available in 100g jars and 60g tubes. there’s something just right to suit your style.2. 3. Chrome.

international slide-out package. The exotic fragrances in stylish. The Park Avenue After Shave Lotion range includes The New Improved Mercury. 50g and 100g. Available in four unique fragrances for different occasions. Eau De Parfums: Park Avenue presents a sophisticated and exclusive range of Eau De Parfums for the different facets of life. 5. 10 . Ace and Good Morning variants.4. 6. Perfume Spray: Elevate Perfume Spray is combined with emollient which acts as an Anti-irritant gives you a relaxed day ahead. After Shave: The range of Park Avenue After Shave Lotions are a favourite with men because of their long lasting classic fragrances. Available in convenient packs of 25g.

SOAPS: Park Avenue presents a range of exclusive soaps for the well-groomed man. Especially developed for a man’s skin. Park Avenue soaps are just what the Indian man needs.7. Created to give an edge of masculinity to an everyday bath. these soaps leave a luxurious feeling with an invigorating fragrance that is fresh and manly. QUESTIONNAIRE QUESTIONNAIRE FOR THE CUSTOMERS CUSTOMER INFORMATION 11 .

* NAME : * OCCUPATION : * AGE : * GENDER : CUSTOMER TAKE ON THE PRODUCT: PLEASE MARK UNDER THE COLUMN WITH WHICH YOU AGREE ALWAYS 1.) HOW OFTEN DO YOU BUY “PARK AVENUE” PRODUCTS? STRONGL Y AGREE MANY A TIMES SOM E TIME S VERY OFTEN FIRST TIME SLIGHTLY AGREE Not SURE SLIGHTL Y DISAGR EE STRONG LY DISAGRE E 2) DO YOU THINK THAT PARK AVENUE MAINLY TARGETS THE MALE SECTION OF THE SOCIETY? 12 .

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY? 13 . ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE ? 3.3.? 2.) IS PARK AVENUE TRUE TO THE IMAGE IT POTRAYS? CUSTOMER TAKE ON THE RETAIL OUTLET RANK ON THE SCALE OF 1-5 WITH 5 BEING THE STRONGEST POSITION TOILETRIES SOA P SHAVIN G CREAM DEODRAN T PERFUME AFTER SHAVE CREAM COLOGN E PRODUCTS 1.

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. WAS THE MERCANDSE DISPLAY ATTRACTIVE? APPARELS PRODUCTS SHIR T TROU SE TIE HANKE RCHIEF & BELTS INNERWE AR WA LLETS 7. DOES THE OUTLET HAS THE RIGHT VARIETY AND RANGE OF THE PRODUCT? 5.4. ARE YOU SATISFIED WITH THE PURCHASE EXPERIENC E? 14 . ADVERTISED MERCHANDI SE WAS IN STOCK? 6.? 8.

ADVE RTISED MERCHAND ISE WAS IN STOCK? 12. DOES THE OUTLET HAS THE RIGHT VARIETY AND RANGE OF THE PRODUCT? 11. WERE YOUR GRIEVANCE S TAKEN UP SERIOUSLY ? 10. MERC HANDISE DISPLAY WERE ATTRACTIV E? WOULD YOU PERSONALLY RECOMMEND ANYONE TO BUY THE PRODUCTS OFFERED BY PARK AVENUE? YES NO 15 .9.

IF “YES ” THEN MARK THE PRODUCTS WHICH YOU WOULD RECOMMEND TO BUY: LIST OF PRODUCTS SOAP SHAVING CREAM DEODRANT PERFUME COLOGNE AFTER SHAVE LOTION SHIRT TROUSER TIE BELT SOCKS INNERWEAR WALLET HANKERCHIEFS Research Methodology  Assess the various parameters on which consumers buy the brand “PARK AVENUE” 16 .

Customers Who All Have Visited The Stores And Outlets Of The Brand. Primary Sources Questionnaires. RETAILERS : more than 5 retailers SAMPLING FRAMEWORK: Target Customers Section : Males. Secondary sources Company Reports. Youngsters and Other Service and Business Class People Target age group : 20 years onwards. their importance and the factors that influence them. 2. STATISTICAL SOFTWARE: SPSS RESEARCH DESIGN 1.  On the basis of these results. perceptions. CUSTOMERS : more than 40 respondents 2. Officials. Type of Research Design: The research design used will be exploratory and convenient in nature. Direct interviews 2. we will give recommendations/ suggestions in order to improve the brand image and brand awareness to keep the marketing strategy in line with the buying process. Customers Who Prefer Other Brands Over Park Avenue Brand. Sample Size: 1. Existing Customers Who Already Uses The Brand. Magazines. Scaling /marking methods: The scaling techniques used are broadly the following: Comparative Scales: The scales used 17 . Collection of information through 1. Journals and existing internet surveys/polls  Analysis and decoding of the observations using data tools like SPSS and excell  Segmentation of consumers and define parameters important for each segment  Determine the evaluation criteria.

2. 4. 8. It contains the questions that are close-ended. Rank order  Marking order (generally used marking scale of 1-5 with 5 being the strongest in position) QUESTIONNAIRE DEVELOPMENT AND PRE-TESTING: A questionnaire is developed . the image worthiness of the product. Several following aspects can be answered : 1. 3. 5. the perception and opinion of the customer about the brand. Sampling Technique: Non-probability Judgment Sampling DATA ANALYSIS AND INTERPRETATION 18 . 6. 7. the availability of the products and their variety. the proper and attractive advertisements and display of the product 9. the customers recommendations to buy or not to buy the product. the willingness of customers to buy the product. 3. in such a manner that it covers all aspects related to brand which a customer as well as retailers are answerable to. the degree of experience of the product. the awareness of the brand among the masses. the level of satisfaction after the brand usage.

00% n=20 3. it helps to find the brand enhancement steps of the “park avenue” in future and analyze the degree of awareness.00 5. retaining them is more important.The questionnaire (attached in the appendix) tries to find out the various parameters that customers keep in mind while buying the “park avenue” products.00 10. Moreover.00 3. The data analysis is done with the help of SPSS. 19 . The analysis has been done giving equal importance to all the questions.00 Park avenue lacks brand loyalty.00 4.00% n=4 5. HOW OFTEN DO YOU BUY “PARK AVENUE” PRODUCTS? 1 ALWAYS 2 MANY A TIMES 3 SOME TIMES 4 VERY OFTEN 5 FIRST TIME 10.00 VAR00001 2.this can be concluded as there were no customers who opted for the first option which was “always”.00 3 0. moreover more than attracting customers . This is followed by a linking the results with the various facets of consumer behavior.00% n=4 50.they need to undertake more promotional activities .00 Pies s how counts 4.the option which was most opted for was “sometimes” which clearly shows that customers arent very loyal.00% n=12 2. promotional activities and ad campaigns required .

00 Pies show counts 1.DO PARK AVENUE MAINLY TARGETS THE MALE SECTION OF THE SOCIETY? 1 ALWAYS 2 MANY A TIMES 3 SOME TIMES 4 VERY OFTEN 5 FIRST TIME 10. 20 .00% n=16 50.00 40.00% n=20 2.00% n=4 3.00 VAR00002 1.whereas park avenue has restricted itself to tha male segment and also lacks innovation.wills etc which are more diversified.00 2.00 The result shows that park aveue mainly targets the male section of the society which is one of the main reasons why it has insinificant market share in comparison to its competetors like lois vutton.00 3.

00 Pies show counts 3.00% n=24 2.it lacks brand loyalty.00 2.00% n=4 1.00 30. 21 .00 Customers “slightly agree” with the fact that park aveue is tru to the image that it potrays.this shows that park aveue has difficulty in retaiining its customers.00 3.IS PARK AVENUE TRUE TO THE IMAGE IT POTRAYS? 1 STRONGLY AGREE 2 SLIGHTLY AGREE 3 NOT SURE 4 SLIGHTLY DISAGREE 5 STRONGLY DISAGREE 10.00 VAR00003 1.00% n=12 60.

00 Pies show counts 3.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.50% n=9 40.APPARELS SATISFACTION 1.00 22 . ON INNER WEARS ? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00009 1.00 3.00 2.50% n=15 22.00% n=16 2.00 1.00 37.

00 VAR00011 3.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHIRTS? 1 LEAST SATISFIED 5 MOST SATISFIED 10.as there is lack of brand awareness.00 5. But once purchased people are generally satisfied with the quality. 23 .00 4.00% n=12 Pies show counts 60.00% n=4 3.00% n=24 4.thus park aveue needs to work harder on the front of advertising and promotion.00 The customers although not all but are mostly satisfied with their purchase experience.00 30.00 5.

00 30.50% n=9 3.PURCHASE EXPERIENCE ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTROUSERS? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00012 3.00 4.50% n=19 4.00 5.00 24 .00 Pies s how counts 47.00% n=12 22.00 5.

00 25 .00 3.00 2.50% n=11 Pies s how counts 2.00 4.00 3.00 27.00 VAR00013 1.00 4.50% n=11 37.50% n=15 27.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTIE? 1 LEAST SATISFIED 5 MOST SATISFIED 7.50% n=3 1.

00% n=12 3.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF HC & BELTS? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00014 4.00 20.00% n=12 1.00% n=8 2.00 20.00 3.00 Pies show counts 30.00 2.00 26 .00 4.00% n=8 30.00 1.

27 .customers are least satisfied with innerwear.therefore park avnue should contemplate either innovating it or exit from this product line and should also advertise and undertake promotional activeties.

00 3.00 42. ON WALLETS? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00010 2.00 Pies s how counts 3.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.50% n=17 57.1.50% n=23 2.00 28 .

00 2.00 Pies show counts 27. GRIEVANCES HANDLING 29 .00 22.they is hardly any awareness about this product line.when customers are interested in buying branded products and are also shelling out a handsome amout.00% n=20 2.00 customers are not very satisfied with their range of wallets too.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF WALLETS? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00016 1.50% n=9 1.00 3.they will not like spending on a brand which people are not even aware off.00 3. They expect to get the worth of their money.50% n=11 50.

50% n=1 2.00 2.00 VAR00017 1.00 30 .00% n=8 Pies s how counts 55.00 4.00 4.00 22.00 2.00 3.00% n=22 3.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHIRTS 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 1.50% n=9 20.

00 31 .00% n=10 22.50% n=9 50.00% n=20 3.50% 2.00 1.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TROUSERS 1 LEAST SERIOUSLY 5 MOST SERIOUSLY VAR00018 4.00 1.00 4.00 n=1 25.00 2.00 3.00 Pies s how counts 2.

00 62.00% n=8 Pies show counts 3.00 The result shows that that peaple are not very satisfied with the way their grievences were handles.00 2.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TIES? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY VAR00019 1. 32 .50% n=25 2.50% n=7 20.00 3.00 1.00 17.they need to improve thier system and also regular feedback should be taken from the customers.

C & BELTS 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 4.00 VAR00020 1.00 Pies show counts 15.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR H.00 33 .00% n=6 3.00 2.00 37.00% n=18 2.00 2.50% n=15 45.50% n=1 1.00 4.00 3.

00 2.00 Pies show counts 17.50% n=7 45.00 Pies s how counts 3.00% 1.00 .00% n=18 34 35.00 3.00 4.00 2.00 WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 4.50% n=1 VAR00022 1.00 2.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR INNERWARE? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY VAR00021 1.00 3.00 3.50% n=17 2.50% n=5 45.00 12.00% n=18 42.00 1.

00 3. 35 .00% n=18 35.they need to improve their system.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 4.00 Pies show counts 17.00% n=14 1.00 4.00 Customers were not at all satisfied with the way their grievences are handled in case of wallets.50% n=7 45.50% n=1 VAR00022 1.00 2.00 2.00 3.00 2.

Even in the existing stores the range of products is not available at all times. the brand charges to them. The company pays less attention to build the brands and have very minimal efforts to advertise their products (both apparels and toiletries). The company has proved its worthiness to follow its principle. The brand is popular amongst the restricted sector of male sections of the society.LITERATURE REVIEW The brand “PARK AVENUE” has though carved a niche for itself in the Indian markets in the segment of readymade garments and toiletries but it still lags behind the essence of popularity when compared to its competitors. but still the female section of the society is unaware of the brands and the range offered. 36 .The availability of the stores and outlets are very rare when compared to the other competitors. experience and loyalty. Although the brand has launched its women wear segments in the year 2007. designing. The brand has very restricted number of customers who mainly prioritize only quality and satisfaction without considering the price. It mainly targets the male section of society underlying the age group from 20 years to 80 years. The company is very well recognized for its innovative thoughts of styling. Moreover the high end prices of the products also affects the decision of customers to buy the products. colors and fabrics. The company is well satisfied from the sales of its products and believes in nurturing the customers with values. Lack of advertisements and awareness about the range of product availability ultimately redeem the popularity of the product.

00% n=20 2.00% n=6 4.00 4.00 15.50% n=9 12.moreover it will also help in creating awareness. 37 .00 the result shows that customers are not very satisfied with the offers made on soap.00 5.00 3.ON SOAP? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00001 2.TOILETERIES SATISFACTION WITH THE OFFER MADE ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.00 3.50% n=5 50.00 Pies s how counts 22.00 5.therefore company should come up with more offers and schemes so as to attract customers.

00 38 .50% n=5 4.50% n=19 3.00% n=6 12.00 1.00 VAR00002 1.00 3.ON SHAVING CREAM? 1 LEAST SATISFIED 5 MOST SATISFIED 5.00 4.00 5.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.00 Pies show counts 15.00 25.00% n=10 47.

00 VAR00003 1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.00 4.00 Pies s how counts 32.00% n=4 1.00 3.00 4.00% n=10 2.00 32.00 39 .50% n=13 25.00 2.ON DEODRANT? 1 LEAST SATISFIED 5 MOST SATISFIED 10.50% n=13 3.

00 Pies s how counts 3.50% n=15 2.00 40 .ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.50% n=9 35.00 5.00 2.00 22.00% n=2 VAR00004 1.00% n=14 37.ON PERFUME? 1 LEAST SATISFIED 5 MOST SATISFIED 4.00 1.00 4.00 3.

ON AFTERSHAVE? 1 LEAST SATISFIED 5 MOST SATISFIED 5.00 41 .50% n=5 n=5 22.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.00 VAR00005 2.50% n=9 52.00 4.00 3.50% 12.00 4.00 2.00 Pies s how counts 12.00 5.50% n=21 3.

00 2.00 3.50% n=17 2.00 1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.50% n=17 42.00 Pies s how counts 12.50% n=1 VAR00006 1.ON COLOGNE? 1 LEAST SATISFIED 5 MOST SATISFIED 4.50% n=5 42.00 2.00 3.00 SATISFACTION WITH THE PURCHASE EXPERIENCE 42 .00 4.

00 3.00% n=16 4.00 5.00% n=6 40.00 4.00 2.00 35.00 VAR00007 2.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SOAP? 1 LEAST SATISFIED 5 MOST SATISFIED 10.00 Pies show counts 15.00% n=4 5.00% n=14 3.00 43 .

00 44 .00 5.00 4.00% n=10 3.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHAVING CREAM? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00008 1.00 n=3 2.00 5.00 Pies s how counts 25.00 1.50% n=13 4.00 7.00 3.00 12.50% 2.50% n=9 32.50% n=5 22.

50% n=13 12.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF DEODRANT? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00009 1.00 4.00 2.00% n=10 2.50% n=5 30.00% n=12 3.00 4.00 1.00 Pies show counts 25.00 32.00 45 .00 3.

00 2.00 10.00% n=16 3.00 2.00 Pies s how counts 40.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF PERFUME? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00010 1.00 50.00% n=20 1.00% n=4 46 .00 3.

00 5.50% n=15 4.00 37.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF AFTERSHAVE? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00011 5.00% n=16 Pies show counts 3.00 47 .50% n=9 40.00 3.00 4.00 22.

00 3.50% n=13 1.00% n=8 47.00 48 .50% n=19 32.00 Pies s how counts 2.00 2.00 20.00 1.ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF COLOGNE? 1 LEAST SATISFIED 5 MOST SATISFIED VAR00012 3.

00 Pies show counts 15.00 n=3 VAR00013 1.GRIEVANCES HANDLING WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SOAP? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 1.00 5.00% n=6 35.00 3.00 49 .50% 7.00 5.00 2.00 4.00 40.00% n=16 3.00% n=14 4.50% n=1 2.00 2.

00 4.00 2.00 Pies show counts 20.00 7.50% n=7 30.00 25.00 1.00 2.00% n=12 4.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHAVING CREAM? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 5.00 VAR00014 1.50% n=3 5.00 50 .00% n=8 17.00% n=10 3.00 3.

50% n=15 2.00 3.00 15.00 51 .00 4.00 4.00% n=6 VAR00015 1.WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR DEODRANT? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 1.00% n=10 22.50% n=9 37.00 Pies show counts 25.00 3.00 2.

00 .WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR PERFUME? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY VAR00016 1.50% n=9 52.00 2.00% n=20 1.00 3.00 2.00 5.00% n=16 3.00 2.50% n=5 n=5 22.50% 12.00 50.00 4.00 3.00 Pies s how counts 40.50% 52 3.00 Pies show counts 12.00 10.00 VAR00017 2.00% n=4 WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 5.

00 4.50% n=5 n=5 22.50% 12.50% n=21 3.00 Pies show counts 12.00 53 .WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY 5.00 5.50% n=9 52.00 VAR00017 2.00 3.00 4.00 2.

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR COLOGNE? 1 LEAST SERIOUSLY 5 MOST SERIOUSLY VAR00018 3.00 20.00 1.50% n=19 32.00 Pies s how counts 2.00 54 .50% n=13 1.00% n=8 47.00 3.00 2.

to bring the brand more close to the masses by increasing the number of promotional activities and sales activities. audio etc. 3. Brand is innovative but lacks the promotional activities and ad campaigns. www. to establish more number of exclusive stores and to market their products more through other retail chains.com 3. to redeem the prices or to allow several discounts and sales promotion activities. Brand is striving hard to survive in the cut throat competition.parkavenue.Websites referred : 1. Business Today 55 . BIBLIOGRAPHY/REFERENCES 1. to improve the availability of their products at each and every required place.com 2. more emphasis must be made by company to enhance its ad campaigns through several medias.com 2.mouthshut. www. Inability of the brand to capture the potential market 3. 5. 1. The brand lacks awareness among the masses. 4. 6. Franchising 4. to provide wide range of the products. video. 4. RECOMMENDATIONS Following are the recommendations which must be taken into considerations in order to build the brand image of the company.raymonds. 4ps 2. 1. Retailers 3. 2.print . 2. magazines referred:1.CONCLUSION After the complete analysis of the brand “PARK AVENUE” we could draw the following conclusions. www.

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