STRATEGI

ESOFKALENJI–CREATI
NGBRANDAWARENSSI
NINDI
ANMARKET

1
Suy
ogGar
gal,St
udent
,MBAI
VSEM,
NewHor
izonCol
l
egeofEngi
neer
ing,
Bangal
ore

ABSTRACT
Decat hloni soneoft hewor l
d’slargestspor ti
nggoodsr et
ailers.Ther etai
lerstocksawi derangeof
spor t
ing goods,f rom t ennisr acketst o adv anced scuba di vi
ng equi pment ,usual lyinl arge
super stor eswhi char esizedatanav erageof4, 000m2.Decat hlonGr oupal soowns20br ands,with
resear ch and dev elopmentf acili
tiesal lov erFrancet o dev elop thel atestinnov ati
v edesigns,
registeringupt o40pat ent spery ear.Eachbr andr epresent sadi fferentspor torgr oupofspor ts,
withadedi catedpr oductdev elopmentanddesi gnt eam.Thi sst udyi sanat temptt oinvestigatethe
effectofsel ectedmar ketingact iviti
esint hecr eati
onofbr andawar enessofKal enjiwhichist he
brandf orr unningshoespr ovidedinDecat hlon.Further,itismor eaimedt oexami net heconsumer s’
awar enessaboutt hebr and.Thi si sbecause,f oracat egor yofr unningshoewhi chposespl entyof
compet itorsi nt hemar keti tbecomesi mpor t
antt ounder standt hecur r
entmar ketscenar i
ot o
withstandandt hust ocompet e.Decat hlonhasbr oughti nmanychangesi ntheirstrategi
essi nce
theyv ent ur eintoIndianMar ket.Thi sstudywi llalsoanal yzet hechangesi nt
hei rstrat
egiesint he
dynami cI ndianmar ket.

KeyWor
ds:
Decat
hlon,
Str
ategi
es,
BrandAwar
eness,
Kal
enj
i
 I
NTRODUCTI
ON

Brandawar enessist hel evelofconsumerconsci ousnessofacompany .Itmeasur esapot ential

customer ’sabili
tyto notonl yr ecognizeabr and i
mage,butal so associ ateitwi th acer t
ain
company ’
spr oductorser vi
ce(Kot l
er,2009).It
’salsot hefoundationf orbr andequi tythatsetof
positiv
eassoci ati
onst hataddv aluet oabrand.Brandawar enessist helowestl evelofbrandrecal l
.
Thepr ocessofbui l
di ngbr andimageamongcust omer sorconsumer sshoul dbemet hodically
performedandmoni tor edbyt hecompany ’smar keti
ngdepar t
ment .Empl oyingbr andawar enessas
ashoppi nggui deisast r
ategyappl iedbyconsumer si nordertosav etimeandef f
ortwhich,when
dealingwi t
hanunknownbr and,theywoul ddev otetocompar ingt hepr oduct sinr el
ati
ontoot her
att
ributes,suchasqual i
ty,packagingandpr i
ce.Brandawar enesshasast r ongerimpactont he
subsequentpur chasingchoi ces,i
ft heproductoncet r
iedoutfulfi
l
ledt heconsumer ’
sexpectati
ons.

SPORTSI
NDUSTRY

Ov ert hey ears,spor t

shav eev olvedanot i
ceablesect orforal leconomi es,pr esent i
ngmy ri
adcar eer
aswel lasbusi nessoppor t
uni t
ies.Thescopeoft hi
ssect orv ari
esgl obal ly.Itincludessev eral
segment s:sportsinfrastructur e,sportsevents, trai
ning,goodsmanuf acturingandr etail
.Mor eov er,
thebusi nessofspor tsisnotj ustlimitedtothement i
onedav enues; i
thasf ar -reachingi mpl i
cations
ont hegl obaleconomyduet oi tscloseassoci ati
onwi thot hersect ors,incl udingeducat i
on,r eal
estat eandt our
ism.Fur t
her ,spor tscontri
butesi gnifi
cantlytowar dsi mpr ovingt heov erallhealthand
wel l-
beingofacount ry.
TheI ndianspor tssect orisexper iencingaseaofchangeswi thal l
-r
ounddev elopment siniti
atedby
the gov ernment ,t he pr i
vate sect oras wel las non- profitor ganizat i
ons.The gov ernmenti s
i
nt roduci ng game- changi ng schemes such as ‘ Khelo I ndia’t o addr ess i ssues r egarding
i
nf rastruct ur
e,t
al entscout ingandt raini
ngfacili
tat i
on.Privatesect orandnon- pr of
itent i
tiesareal so
i
ncr easi nglycont ri
butingt ot hesect orbyor gani zingleaguesandt ournament s,fundi ngt alented
spor tsper sonsandget t
ingi nv ol
v edingr assroot sdev el
opment .Thekeyor gani zationsmanagi ng
spor tsi nI ndi
aar eMi ni
st ryofYout hAffair
sandSpor t
s( MYAS) ,Spor tsAut hori
tyofI ndia( SAI),
IndianOl ympicAssoci ation( IOA)andNat i
onal Spor t
sFeder ations( NSFs) .

Sport
sretaili
sasmal lbutf ast-
growi ngsegmentofmoder nretaili
nI ndia.Recently,t
hecount r
yhas
beenhostingmanyi nternati
onalspor t
sandt hishasgiv enaboostt ot hi
ssector.Manyf oreignand
domesticcorporateretai
lershaveent eredspor tsretai
l.‘KheloIndi
a’pr ogramme,t hepetpr ojectof
Sport
sMi nisterRajyaVar dhanSi nghRat hore,receiv
edaf i
ll
ipint he2018- 2019Uni onBudget .
‘
KheloIndia’programme,whi chf ocusesonr evivalofspor tsatgr assr oot
slev el,wil
lreceiveRs.
520.
09cr ore,anaddi ti
onofRs.170cr or
ef rom lasty ear.Throughaut omaticr oute100% FDIi s
al
lowed inspor ti
ng activi
ti
esl i
kemanuf act uri
ng ofspor t
spr oduct s.Sportsgoodswhi char e
i
mpor t
edbyt hegov ernmentar eexempt edf r
om impor tandot herdut i
es.
 DECATHLON

Decat hlonisaFr enchspor ti

nggoodsr etailer.Theyar ethel ar
gestspor tinggoodsr etai
lerint he
world.Decat hlonst ar
tedwithast oreinLille, Francein1976, f
oundedbyMi chelLecl er
cq.Itstarted
toexpandabr oadadecadel ater,toGer manyi n1986,Spai nin1992,I talyi n1998,Por tugal,the
UnitedKi ngdom i n1999,Chi nai n2003,I ndi ain2009,HongKongi n2013,Mal ay si
ain2016and
Sout heastAsiai n2012andSout hAf r
ica,Phi l
ippinesin2017andAust ral
iai n2018.Today ,t
herear e
mor et han1100st or
esi n38count r
ies.Thecompanyempl oysmor ethan78, 000st afffrom 80
di
ffer entnat
ionaliti
es.
Ther etai
l
erst ocksawi der angeofspor tinggoods,f rom tennisracketstoadv ancedscubadi v i
ng
equipment ,usuallyinlargesuper storeswhi char esizedatanav erageof4, 000m² .Decathl
onGr oup
al
soownsov er20br ands,wi thresear chanddev elopmentf acil
it
iesallov erFr ancet odevelopt he
l
atesti nnovativedesigns,registeringupt o40pat entspery ear.Eachbr andr epresentsadi ff
erent
sportorgr oupofspor t
s,withadedi catedpr oductdev elopmentanddesi gnt eam.

I
tssuccesshasgr eatl
ycontr
ibutedt othedeclineinselli
ngpricesinFr anceandt heconcentr
ation
ofthesector,whileit
sownbr andsmor einnovativestar
tsomet i
mesgr eatdi f
ficul
ti
esoftr
aditi
onal
manufacturers.Asf orWal-Marti nf ooddi str
ibuti
on,somemanuf actur ersandnotot hersar e
ref
erencedi nglobalsuppl
ydi st
ributor.I
n2008,t hebrandDecat hl
onbeatal litscompeti
torson
thr
eepoints:mar gi
n,marketshare,highestturnoverpersquaremet erofr etai
lspace.I
tisuptot he
thi
rdatawor l
dlevel.A2008sur veyof774cat chmentar easatt her equestoft heMinist
ryof
EconomyandFi nanceshowsthat“ f
orspor t
inggoods, Decat
hlonisdomi nanti n92.8%ofzones.”

KALENJI

Kalenjiisabr andofproductsdedi
catedtorunning,cr
eatedi nMar ch2004bytheDecat hlongroup.
Kalenjidesignsawhol erangeofproducts(
footwear ,
text
iles,accessor
ies)i
ntendedexclusiv
elyfor
thepr acti
ceofr unni
ng.Amongt hetypesofpracti
cescov eredbyt hebrandareroadracing,t
rail
runningandat hl
eti
cs.

Thebrandisbasedatt heVill
eneuve-d’
Ascqcampus.Thename" Kal
enji
"ref
erstotheKalenj
in
peopl
ei nKenyarenownedf orthequalit
yofthei
rlong-di
stancerunner
s.I
niti
all
yabranddedicat
edto
walki
ngandr unning,
itwasdividedintotwoenti
tiesi
n2008.Kal enj
ibecameanexcl usi
vebrandfor
runni
ng,gi
vingbirtht
oanewbr andforwalking:
Newf eel.Newfeelwasuntil
thenthenameofa
fl
agshipmodel ofKalenj
ishoes,itwil
lberenamedEliofeet.
 REVI
EW OFLI
TERATURE

Andr oul i
daki sGKandus( 2011)cor rel at edt hebr andofmobi lephonet ouser s’secur itypr act ices.
User sshowdi fferentbehav i
ori nanar rayofchar acter i
stics,accor dingt ot hebr andoft hemobi l
e
phonet heyar eusi ng.Assuch,t her ei sacat egor izat i
onofar eas,di f f
er entf oreachbr and,wher e
user sar ecl ear lylacki ngsecur i
tymi nd,possi blyduet olackofawar eness.Suchacat egor i
zat i
on
canhel pphonemanuf actur er senhancet hei rmobi lephonesi nr egar dst osecur i
ty ,pr efer abl y
transpar ent lyf ort heuser .
Inacompet itiv eandpr ofi
tabl emar ketasf oot weari ndust ry,t hei mpor t
anceofhav ingast rong
brandi scr uci alt ot hesuccessofacompany .Int hebr andi ngpr ocessi tisi mpor tantt ounder st and
from whi chpoi ntofv iew t hebr andi sseenandper ceived.Whent heanal y siscomesf rom t he
company ,wehav ebr andi dent ity,meani ngt hatbot hi mageandposi tioni ngar eai med, plannedand
desi r
edbyt hef i
rmi tsel f.Thebr andi mage,ont hecont rary ,comesf rom out si
deawar eness,
i
nt endi ngt hewayt hatact ualconsumer sper ceivei t.Consequent l
y ,t hebr andi magei spur el y
emot i
onal .Ther ear ef ivest agesi nt hedeci si onmaki ngpr ocess.Onest age, thef irst,repr esent st he
absenceofanybr andr elatedi nf ormat ion, andt hisgr oupi ncludesal lbr andspr oduci ngt heneeded
good; ther ef ore, aweakst rat egywi l
ll eav eoutabr andf rom thi sst ageon.Theot herf ourst ages, on
theot herhand,ar ei ncl udingbr andasanessent ialacknowl edgmentf act orf ort hef inaldeci si on.
Thust hef undament alr equi rementofi ncr easi ngt hisacknowl edgment ,andt or eachsucht ar get ,
anydeci si onmaki ngpr ocessbasedonbr andhast obegi nf rom t heawar enessoft hebr andi tsel f.
Ther oleofbr andshasbeenchangi ngov ert hehi stor y.Theywer eadesi gnedmeanst ogetand
conser vecust omer s( Hat chandSchul tz ,2009) .Howev er,nowaday sbr andspl ayamuchmor e
i
mpor tantr ol ei nt hepur chasi ngdeci sionofapr oduct( Kat hur iaandJi t,2009) .Br andshel pi n
buildingemot ionalr elationshi pswi t
hcust omer s, whi chi nt urnbr i
ngst angi bler etur nsf ort hewhol e
organi zat ioni nt ermsofcust omerl oy altyandi dent i
ficationoft hecust omert ot hebr and( Kat hur i
a
andJi t,2009;HagelandAr mst rong, 1997;Chaf feyetal .,2000) .Oneoft het opgoal sf oranybr and
manageri st ost rengt hent her elationshi pbet weencust omer swi thbr ands( Gummesson, 2002) .For
anycompany ,hav ingast r
ongbr andi sav er yv aluabl easset( Aaker ,1991, 1996; Kel l
er ,2003; Aaker
andJacobson,2001) .Howev er,i nor dert osur vi
v eamongi tscompet itors,abr andneedst oof fer
somet hingdi st i
nct iveoruni que( Far hana,2012) .Pr oduct scanbecopi edbutnott hebr ands
(Chr i
st i
ansenetal .,2009) .Br andsgi veapr oductasenseofuni quenesswi thr egar dt ot hei r
compet i
tor sanddev elopandcr eat eanat tachmentbet weent hebr andandacust omer( Raf ietal .
,
2011) .Accor di ngt oKot l
er( 2006) ,abr andaddsdi mensi onsanddi fferent iatesapr oducti nsome
wayf rom ot her spr oduct sdesi gnedt osat isf ythesameneed.Di ffer ent i
at i
oni sani mpor t antf act or
thatabr andshoul dbr i
ng( Far hana, 2012) .Asuccessf ulbrandi s, ther ef ore, ani dent ifiabl epr oduct ,
ser vi
ce,per sonorpl ace,i mpr ov edi nawayt hatt hebuy eroruserper cei vesi tr elev ant ,uni queand
mat chi ngt hei rneeds.Chr i
st iansenetal .(2009)i ndicat et hat“ av al uabl ebr andwi llendur ei nt he
cust omer s’mi nds”( Chr isti
ansenetal .,2009,p.322) .Fur t
her mor e,t hesuccessofabr andr esul ts
from bei ng abl et o sust ai nt hese added v alues among t hei rcompet it
or s( de Cher nat ony&
McDonal d,1998) .Accor dingt oFar hana( 2012) ,i nt oday ’
smar ket pl acei ti si mpor tantt obui ld,
mai ntai nandusebr andst oachi ev est rategi cadv ant age.Accor dingt oMacdonal dandShar p( 2000) ,
oneoft hemai nai msofmar ket ingi st ogener at eandmai ntainbr andawar eness.I ti seasyt o
believet hatmar ket er sconsi derbr and awar enessand br and r ecogni tion ast wo oft heirt op
object ivesf ort heironl inemar ket ingef for ts( Hollis,2005) .Gul atiandGar i
no( 2000)ar guet hat
nowaday scompani eshopet or eachpr of i
tabi l
itymor er apidly,andt hef ast estwayt or eachgl obal
brandawar enessi st hroughonl inechannel s.
 RESEARCHMETHODOLOGY

Theobj ectiv
esoft hepresentstudyaretostudythedemographicprof
il
esoft herespondentsof
kalenji
,measur ethebrandawar enessofkal
enjiamongthepeoplevi
siti
ngt hest
ore,t
oidenti
fythe
factorsi nf
luencingconsumerpur chasedeci
sionandsuggestthestr
ategiestoimproveawareness
l
ev elofkal enji
.
A sur veywasconduct ed among t hecust
omer sofDecathlon,Bangalorestorebyt heaid of
structuredquest ionnai
re.Thesampl i
nguni
tforthestudyis100andNumberoft otalquest
ions
i
ncl udedi nquest i
onnai
rewas15.

Percent ageanal ysi

s,table, chartarethestat i
sti
caltoolsusedi nthestudy.Thescopeoft hecur r
ent
study isl imi t
ed toi nvest igate brand awar eness ofKal enjiwhich is a brand ofDecat hlon
represent i
ngr unningshoesandappar elsamongt heDecat hl
onconsumer swhoar ebuyersof
Decat hl
onpr oductsinBANGALORE.I naddi t
iont othat,t
hest udyisli
mitedtoonl ythosecustomer s
whocamet otheBANGALOREst or eduringt hei nt
ernshi
pper i
od.Mor eover,studyi slimit
edt o
under standingbrandawar enessofKal enjionlyev enthoughDecat hl
onhasl otsofot herbrandstoo.
Onepr i
mer easonbehi ndt hisisconcent r
atingononebr andcany i
eldaspecifi
cr esultwhichwillbe
scatteredwhenconsi deringal lothertoo.Al so,t hi
swi l
lprov i
deimportantinsightst othecur r
ent
mar ketscenar iowherebyt hemar ketingstrategiescanbeexami ne.

FI
NDI
NGS

Thef indingsf rom t hepr esentresear chst udyar easf oll

ows: Decat hloni sknownt opeopl ebutt he
brandKal enjii
snott hatpopul ar.Amongt her espondent s, 76%ar emal eand24per centar efemal e.
Maj or it
y( 84%)oft her espondent sf allsundert heagegr oupofbel ow25. 40% oft hecust omer s
spendbasedont hepr oductwor thiness.Fr om ( TABLE1)i ti sev identthat44percentknowsonl y
runni ngshoes.10percentknowst hatKal enj i hasappar elsaswel l,7percentar eawar et hat
runni ngaccessor i
esar ealsosoldunderKal enj i.Onl y3percentknowst hatwat chesar eal so
availabl einKal enj i
.About36percentknowsal lthepr oduct ssol dundert hebrandKal enj i.
About40
percentoft hecust omer swer eusi ngKal enjishoesdur ingt heirv i
sit.About56per centoft he
respondent sarepl anni ngtobuyr unni ngshoeswi thinsi xmont hs.About46per centoft he
respondent scamet oknowaboutDecat hlonst orebyspot tingt hest or
edur i
ngt heirtrav el.Ar eason
fort hiscanbet hatmostoft heDecat hlonst or esar elocat edi nt heout skirt
sofci ty.Thenabout33
percentknewaboutDecat hlonbecauseoft her ef erencegi venbypr evi
ouscust omer s.Amongt he
Decat hlonbr ands, Quechuai sthemostknownbr and, t
hati s,about22percent .Ev ent houghonl ine
retaili
ngi sgrowi ngatanexponent ial rate, 90percentoft her espondent spr eferpur chasi ngi nst or
e.
From ( TABLE2)wegett oknowt hatabout54percenthav et oldt hattheywi l
ldefinitely
recommendKal enji t
oaf ri
end/colleagueoft hei rs.Andt her emai ning46percentgav et heir
responseast heymayr ecommendast heyar enotsur e.40percentf el
tt helogoofKal enj ias
creat i
v e,28percentf eltthatit
’sjustcasual and24percentf eltthel ogoasener get i
c.Sowef ound
outt hat75%oft her espondent sar eawar eoft heKal enji branddet erminedf rom (TABLE3) .Ther e
aref ewst rategieswhi chDecat hlonhast of ollowbyt i
eingupwi themer gingclubsandcr eati
ng
sponsor shipoppor tunities.Thepr omot ional st rat egi esar eE- retail
ingandi tcanbedoneby
dev elopi nganappl icationonpl ayst oreandmaki ngi teasyf orcust omer stoaccessi t, i
tcanbe
evenmor eeffectivebyi ntr
oducingof f
er st ot hecust omer s.Decat hlonhast oideal i
zet hei r
st
rat
egi
esbygi
vi
ngi
mpor
tancet
oconsumerpr
efer
ences.
 TABLE1:
PRODUCTSUNDERKALENJI

PRODUCTS FREQUENY PERCENTAGE

RUNNINGSHOES 44 44%
APPARELS 10 10%
WATCHES 3 3%
RUNNI
NGACCESSORI
ES 7 7%

ALLOFTHEM 36 36%
TOTAL 100 100%

I
NFERENCE

Kalenj
idealswiththesportrunning.Underthebr andKalenjivar
iet
yofpr oduct
sare
avail
abl
el i
keshoes,apparels,
wat chesetc.From t hegraphi ti
sevidentthat44percent
knowsonl yrunningshoes.10percentknowst hatKalenjihasappar el
saswell,7per
centareawar ethatrunni
ngaccessor i
esareal sosol dunderKalenji.Only3percent
knowst hatwatchesar eal
soav ail
abl
ei nKalenji.About36percentknowsal lt
he
product
ssol dundert hebr
andKal enji
.
 TABLE2:
INFLUENTI
ALFACTORSOFKALENJI
FACTORS FREQUENCY PERCENTAGE
QUALITY 26 26%
DURABI LI
TY 22 22%
PRICE 16 16%
DESIGN 11 11%
WARRANTY 15 15%
DISCOUNT 2 2%
ALLOFTHEM 8 8%
TOTAL 100 100%

I
NFERENCE

Eachper sonwillbeinfl
uencedbydi ff
erentfact
or s.Thehighestis26percentwhom ar e
i
nfluencedbyt hequal i
tyoftheproduct.Necktoneckl iesthedurabil
ityoftheproduct
wit
h22percent .Thenexti nfl
uenti
alfactori
spricewi t
h16percentf ol
lowedby
warrantywith15percent .Only11percentagreedt hatdesignisinfl
uential
.8percenti
s
i
nfluencedbyal lthefactorscombinedt oget
her.Verylesspercent ,
thatis,onl
y2per
centisinfl
uencedbyt hedi scountpr
ov i
ded.
 TABLE3:
BRANDAWARENESSLEVELOFTHERESPONDENTS

NO OF AWARENESS NOT NOT

GENDER RESPONDENTS LEVEL AWARE AWARENESS% AWARE%

MALE 76 60 16 79% 21%

FEMALE 24 15 9 63% 38%

TOTAL 100 75 25 75% 25%

Sour
ce:
Primar
ySur
vey

I
NFERENCE

From theabov edatacollected76respondent swer emaleand24r espondentswer e

femaleoutofwhi ch79per centofmal erespondent swereawar eaboutthebr and
whereas21per centwer enotawar e,comingtot hefemalerespondent s63per cent
wereawar eand38per centwer enotawar e.Sofrom thi
swegett oknowt hat75per cent
ofthetotalrespondentsar eawareand25per centarenotawar e.75%oft he
respondentsareawar eofkal enj
ibrand.
 SUGGESTI
ONS
Basedonanal ysi
softhedat aont hepresentstudy,Decat hl
onshoul dbecr eatinghigh
brandawarenessbyexplor
ingadv ert
isi
ngmedi abyv i
siti
ngt hestadium duri
ngmat ches
andsponsoringtheemergi
ngcl ubsandt eamsbyt i
eingupwi ththem.Pr omot i
onofE-
retai
li
ngcanbedonebydev elopinganappl icat
iononpl ayst or
eandmaki ngi teasyfor
customerstoaccessi t,i
tcanbeev enmor eeffectiv
ebyi ntr
oducingof ferstot he
customers.Decat
hlonasast orehaskeepupdat ingthepr oductsaccordingtot hetrend
i
nt hemarketandgivei
mpor tancet oconsumerpr eferences.

CONCLUSI
ON
Theneedf ormar ket i
ngi ssoessent i
altosur v
iveinthemar ket.Aspeopl eare
turni
ng t owards est ablished br ands rathert han l
ocalbr ands itbecame
mandat oryforev erybrandt ocr eateawar enessaboutt hem amongt hegener al
publi
c.Aspermyst udiesnotev enhalfoft hepopulati
onwhower epar tofmy
studyknewaboutt hebr andKal enji
.Peopleoptf orcert
ainbrandsbecauset hey
areunawar eofot herbr ands.Sof i
rm shouldf ocusmor eoncr eati
ngbr and
awareness.I nnov ati
vemar keti
ng str
ategiesneed t o beadopt ed ast hisis
especial
lyrelatedt ospor tsbecausespor tspersonrelyonapar ti
cularbrandfor
alongt ime.Itisadi ff
iculttaskt opersuadeaconsumer .Waystor eachupt o
newcust omer sshoul dbeexpl ored.
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