1

Introduction


The Spykar story started in 1992 when Prasad Pabrekar decided to venture into fashion
apparels and accessories to make use of his vast repertoire of technical knowledge in
processing denim garments. In 1994, Spykar moved beyond denims and introduced
Heliums, a collection of cotton casual wear.

In 2002 Spykar launched Cargos and revolutionized the styling and packaging of the
product, which resulted in instant success for the company. The brand from there on has
evolved from a denim wear brand into a lifestyle brand and has added varied lifestyle
categories from Shoes to Deos to Eyewear.

The brand has won the prestigious Apex awards of CMAI as Brand of the year Causal
Wear - Large and Product Innovator of the Year for 2007, 2008& 2009. It has also won
the Advertising Campaign of the year -2008.

Spykar Lifestyles Pvt. Ltd. was awarded Critics Choice Award for Pioneering Effort in
Brand Creation at 9
th
Annual Images Fashion Awards. In addition the company also won
Special Jury Award in Retail Excellence at Asia Retail Congress in the year 2009.


Brand Philosophy

The entire offering is fashion-oriented and can be termed radical at times. The single line
to sum it up is Spykar Jeans: 18 till I die. Spykar aims to sustain itself as a premium
fashion wear brand, providing total casual dressing for the individuals complete fashion
needs.








2

Positioning

Spykar Jeans happens to be India'sonly denim brand in its category.Internationally there are
quite a few similar players, but in India there isnt any emerging tocompete. The focus of
ourbusiness and the product has always been the youth.The concept was to deliver cutting
edge fashion denims and casualwear to the youth, whichwill stimulate their instincts and
appetite. The brand has evolved over aperiod with the youth. We havereligiously focused on
the youth. To consumers, Spykar Jeans has alwaystried to deliver a value-for-your-money
proposition.We are in the premiumcategory due to the category we cater to fashion of
premium quality. Our ethical business practices have served us well, and weattribute our
growth to it as well. All the people involved with Spykar Jeans, in whatevercapacity, are
passionate and loyal to the brand.

Target /Communication Strategy

Spykars core audience is the 18-35 age bracket (extremely youthful and vivacious and
in tune with the latest international fashion trends) and the product line and marketing
communications have evolved with the changing tastes of this discerning group. And
hence continues to be aspirational to them. It at all times is keyed-in to their ever
changing demands, moods and tastes of its target audience. Thus, conveying a feeling
of self-confidence and individualism that characterizes the youth of today.

Spykar builds the brand by engaging itself in activities, which enable optimal one-to-
one communications than one-to-many in the form of events and promotions.

The other vehicles used to advertise the brand are a mix of conventional and
contemporary media along with the most importantinnovative in-store POS.

3


Marketing

Marketing Activity

Planning, Budgeting & Execution of EOS sale
Media Planning & Buying
Management & Maintenance of Spykarwebsite & all social networking platforms
Conceptualizing & Execution of activities
Execute activities to increase CRM database
Coordination with Creative agencies
Coordination with PR Team and execute all PR pegs and push them for more
Execution of VM across country by tying up with various regionalagencies
Timely executions at appropriate costs
















4

RESEARCH METHODOLOGY

Objectives:
Primary Objective Understanding women Psych while purchasing Spykar
Denims.
Supplementary Objectives- Consumers Purchase Study for Spykar.
Scope of the study:The research is conducted in Mumbai City only.

Limitation of study:The respondents are the Consumers who visited Spykar
Exclusive Outlets and made Purchase at the Outlets.

Data collection:Personal interviews.

Data collection tool: Questionnaire (Refer Appendix I)

Sample Size:30

Areas covered:Mumbai City (Vashi Store, Ghatkopar Store, HeeraPanna Store,
Khar Store)


5


Null Hypothesis: Fit and fashion are not the reason why women prefer spykar
denim.

Alternate Hypothesis: Fit and fashion are the reason why women prefer
spykar denim.





























6


Understanding Consumer Psych for Spykar
Data Collected

Which is the most preferred denim brand?






Reason For Purchase


One-Sample Statistics

N Mean Std. Deviation Std. Error Mean
Fashion
30 2.30 1.208 .221
Fit
30 1.90 1.125 .205
Brand
30 3.03 1.299 .237
Price
30 3.87 1.167 .213
Availability
30 3.90 1.094 .200

Spykar
Levis
Others

7



One-Sample Test

Test Value = 0

T Df Sig. (2-tailed) Mean Difference
95% Confidence Interval of the
Difference

Lower Upper
Fashion 10.431 29 .000 2.300 1.85 2.75
Fit 9.251 29 .000 1.900 1.48 2.32
Brand 12.786 29 .000 3.033 2.55 3.52
Price 18.154 29 .000 3.867 3.43 4.30
Availability 19.528 29 .000 3.900 3.49 4.31

1. Fashion:

Critical value: 1.699
Observed value (as per T-test): 10.431

Hence it proves that .

2.Fit:

Critical value: 1.699
Observed value (as per T-test): 9.251

8


Hence it proves that.

3.Brand Name:

Critical value: 1.699
Observed value (as per T-test): 12.786

1.699 < 12.786

Hence it shows that .


9

4.Price:

Critical value: 1.699
Observed value (as per T-test): 18.154

1.699<18.154

Hence it shows that .

5.Availability:

Critical value: 1.699
Observed value (as per T-test): 19.528
1.761<19.528

10


Hence it shows that.

The preceding Table (A) indicate the following:
a) The critical t value for 29 degrees of freedom and a significance level of 0.05 is 1.699, which
less than the calculated values of fashion, Fit, Brand name, Price and Availability (parameters)
indicate that the customers prefer the fit & fashion of SPYKAR brand move over any other
parameters.

Do promotion offers excite customers?
Customers reply on it



N Mean Std. Deviation Std. Error Mean
promotion 30 1.43 .504 .092


One-Sample Test

Test Value = 0

t df Sig. (2-tailed) Mean Difference
95% Confidence Interval of the
Difference

Lower Upper
promotion 15.577 29 .000 1.433 1.25 1.62

11





Reason For Not Purchasing

One of the major reasons that could be observed was the recent price hike done by the brand
and unavailability of size.
Some of the regular customers also demanded collection of previous season.

What price bracket do customers buy their denim for?


12


The above data shows that the customers would purchase more denim falling in the price
bracket of 1700-2099. They would like to see more variety in this particular price
bracket.







How many denims do they buy in a year?









500- 799
0%
800 - 1299
11%
1300 - 1699
21%
1700 - 2099
39%
2099 & Above
29%
No. of Denims

13



From the data it can be viewed that majority of the customers purchasing 4 to 6 denims in a
year.


Where do they buy their denims from?

Majority of the customers prefer buying their denims from malls as they get a wide variety
of brands and products to select from.


When do they purchase their denims?

Majority of the customers are impulse buyers, they dont wait for any festival or occasion.
Sale is the only reason which encourages them to purchase additional denims.



a) 1-3
31%
b) 4-6
45%
c) 7-10
14%
d) 11 & above
10% BUY

14

From the above graph we can see that majority of the people are influenced by promotional
offers.
How easy is it for them to shift to another denim brand?


The above data clearly states that promotion offers plays an important role in holding the
customers. Apart from fashion & fit promotion also plays an important role to encourage
customers to purchase denims.


Observations

The no. of walk-ins is more in malls as compared to high street stores.

Sales are more on weekends as compared to the weekdays.

Some regular customers prefer to purchase the same product again & again, they do not like
changes or like to try new fits and shades.

Very Easy
14%
Easy
45%
Not Easy
31%
Neutral
10%

15

There were many customers who also demanded for basic blue denim, they also requested
the store manager to inform the company about their requirement.

Some of the customers also told to start up with a loyalty card as offered by other lifestyle
brands.












Stores Visited - Details
Vashi Store

Add: 2nd Floor, InorbitMall, Sec-30A, Vashi, New Mumbai- 400705.
Tel.: 022-67935951
No. on Employees: 03

Ghatkopar Store

16


Add: Shop No 5, Morarbaug, 60ft Rd, Ghatkopar (E), Mumbai-400077.
Tel.: 022-21021001
No. of Employees: 01

HeeraPaana Store

Add: Shop No-104, HeeraPannaShoping Center, Haji Ali Corner, Bhulabhai Desai Rd,
Mumbai-400026.
Tel.: 022-40048129
No. of Employees: 03

Khar Store

Add: Shop No. 1, 2, 3, Gr.Flr,SaiSangeet 368, Linking Rd, Khar, Mumbai-400052.
Tel: 022-26054188
No. of Employees: 06

SWOT Analysis
SWOT analysis means Strengths, Weaknesses, Opportunities, and Threats.
Strengths
Fashion Denims
Brand Name
218+ Exclusive Brand outlets Pan India

17

Weaknesses
Premium Pricing

Opportunities
Untapped Market (Globally)
Diversification

Threats
External Players
Unorganised Sector
Changing Trends
Duplication
4 Ps
Product


18





Price

BAGS
CAPS
DEOS
WALLETS
JUNK JEWELERY
FOOT WEAR
EYE WEAR
GYM KIT
BELTS
WATCHES
ACCESORIES

19

Mens
Denims : 1899 - 3499
Knits : 799 - 1399
Non Denim Shirts : 1499 - 1899
Non Denim Bottoms : 1899 - 2399
Jackets : 2999 3999
Accessories : 199 - 999

Ladies
Denims : 1699 - 2399
Knits : 699 - 999
Non Denim Bottoms : 1299 - 1899
Jackets : 2999 3999
Accessories : 199 899

Place

EBO: Exclusive Brand Outlets

MBO: Multi Brand Outlets

LFS: Large Formatted Stores

YTS: Yellow Ticket Stores (Factory Outlet)



Promotion


20

Advertisements through mass media such as print and electronic transmission, billboards and
on the internet are some of the ways Spykar creates brand awareness among the consumers.
In-store promotion is also one of the most utilized ways of promotion.

Challenges Ahead

To communicate its philosophy to the target audience in such a way that the essence is not lost
and setting up a retail network to reach to the youth in the most effective manner.

Future Plan

Spykar is introducing more products range.Plans to enter with undergarments, luggage,
eyewear and kids wear.










Appendix I

Spykar Lifestyles Private Limited
QUESTIONNAIRE

Name: ________________________________________________ M/F: _________

Date of Birth: __________________________________________ Age: _________

21


Address:______________________________________________________________________________________
_____________________________________________________________________________________________

Telephone No: _______________________________ Mobile No: _________________________________

Email ID: _____________________________________________________________________________________

Current Occupation: ____________________________________________________________________________


1) Which is your most preferred Denim Brand & Why
a) Pepe b) Levis c) Spykar d) Vanilla Star Jeans e) Recap f) Any Other Brand. Please Specify

2) How satisfied are you with the performance of your preferred brand
a) Very Satisfied b) Satisfied c) Not Satisfied d) Neutral

3) What features do you look while choosing a denim
b) Fashion b) Fit c) Brand name d) Price e) Availability

4) What price bracket do you normally buy your Denims at
a) 500-799 b) 800-1299 c) 1300-1699 d) 1700-2099 e) 2099 and above


5) How many Denims do you buy in a year
a) 1-3 b) 4-6 c) 7-10 d) 11&above

6) Where do you buy Denims from
a) High Street b) Malls c) Internet

7) Which is your favourite shopping destination & Why(Please Specify Area / Store / Mall/Internet Portal etc)
_____________________________________________________________________________

8) When Do you normally buy Denims
Festivals b) College Reopening c) Occasions like Annual Day, Valentines day etc d) Impulse e) SALE/EOSS f)
Any other time. Please specify

9) Whom do you shop with; Family or Friends or Alone__________________________________________

10) Do promotional offers excite you while buying denims?
a) Yes b) No


11) How easy is it for you to shift to another denim brand?

a) Very Easy b) Easy c) Not Easy d) Neutral