SM and CRM

GROUP 6

Srushti Chauhan (G1-14)

U.Anusha (G1-52)
A.Sai Charan Yadav (M13-03)
Prasin.V.Prashanth (M13-29)
 DECATHLON
Decathlon S.A. is a French sporting goods retailer. With over 1,500 stores in 49 countries, it is the
largest sporting goods retailer in the world. Its holding company was formerly known as Oxylane.
Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille, France. product :
Decathlon's main mission is to make sport accessible to as many people as we can. We would like
to help, inspire and guide you ...

The service outlet that we have chosen is Decathlon outlet located Beside Sarojini Gardens,
Petbasheerabad, Kompally.

Service Marketing Mix

Product:
Because our primary purpose is to make it easier for athletes to practice their sport. We put the
user at the center of our approach and focus on innovations in usage. By watching sports
enthusiasts practice their sport at their regular facilities and at our R&D center, and by listening to
them, our salespersons, product managers, designers and engineers imagine the products of
tomorrow. The ones that will make it easier to practice the sport and ensure the athlete’s comfort,
pleasure and safety.

Decathlon is one of the upcoming popular stores for Sports products and accessories. With its
slogan of "Make sports accessible for the many", It is quite famous among youngsters and college-
goers. They house sports apparels and accessories for Men, Women as well as for Kids.

Price:
Price: At Decathlon, our everyday obsession is to optimize our costs in order to offer you quality
products, at the lowest price, thereby making sports accessible to everyone. Different products
have different price 9k-40k.

Price drop occasionally during clearance sale. Decathlon keeps its prices around 20 percent
lower than its competitors.

Place:
71 Decatlon Stores in India .

French sports retailer Decathlon plans to open up to 60 outlets in India over five years, expecting
it to be among the company's top five of its global markets in terms of stores.
Promotion :

The objectives of Decathlon communication strategies are:

• To increase customer awareness of the brand.
• To set themselves apart from the competition.
• To guide the client in the process of establishment choice.
To reach these objectives the Company use two types of publicity:
• On one hand Decathlon uses institutional publicity which is designed to improve the company’s
market position by increasing its projection and thus making customers relate Decathlon to sport.
• On the other hand there is product publicity which is used to present and promote their own-
brands. To this end decathlon presents some of its more innovative products highlighting their
advantages and superior benefits and finally reminding people that these products are only
available in Decathlon store.

People:

Decathlon’s store in Kompally is divided into departments (Hunting, Fishing, Cycling, etc.) all of
which are managed independently. In the store we have the General Manager, the Assistant General
Manager, the Department Heads and the sports salespeople. Above them are the Area Directors,
National Directors and each department also has a National Manager. The Department Heads
assume different responsibilities as all the company’s employees work in areas such as
Commercial, Human Resources, Logistics, etc.

Process:

Customer comes and visit the store, they park their vehicles and enter the store. After that they
choose from the display what item they want to buy. They placed their order and make their
payment using convenient mode. After that the stores deliver the order, the customer then takes
the item and goes back to the parking basement and goes back to home.

Physical Evidence:

Spread over 2,000 square meter sales and play area, Decathlon will give Kompally’s sport loving
Visitors an experience to remember with emphasize on Hiking, Cycling, Skating, Football, Golf
& Overall fitness.

Sampling Methods:

We used convenience sampling methods to take a survey about people’s perception and
expectations from the services of Decathlon.
Respondents size is 30
The questionnaire was prepared by using SERVQUAL Rater scale model, wherein the various 5
dimensions were used to measure people’s expectations and satisfaction.

Mean Score of the Responses

S.No Expectation Mean

1 Tangibles [They should have up-to date equipment’s] 4.2000
2 Tangibles [The employee should wear uniform and appear neat] 4.0333
Tangibles [The store should have neat, attractive and convenient re-
3 strooms & fitting rooms] 4.0333

4 Tangibles [The merchandising of the store should be appealing] 3.9000

Reliability [When Decathlon promises to bring in some new equip-

5 4.2667
ment’s, they should do so]
Reliability [When customers have some problem, they should be sympa-
6 4.1667
thetic and reassuring]

Reliability [They should provide their services at the time they promise
7 3.9333
to do so]

8 Reliability [The services should be error free] 3.9333

Responsiveness [It is not realistic for customer to expect prompt service

9 3.6333
from the employees]

Responsiveness [Their employees don't always have to be willing to

10 3.6667
help customers]
Responsiveness [It is okay if the staffs are too busy to respond to cus-
11 3.1000
tomers requests]
Empathy [The employees should clear the queries and help the customer
12 4.2667
regarding the product]
Empathy [It is unrealistic to expect the employees to have their custom-
13 3.9667
ers best interest at heart]
Empathy [They shouldn’t be expected to have operating hours conven-
14 3.9333
ient to all their customers]
Assurance [Employees should have knowledge about the products to an-
15 4.2333
swer the customer questions]

16 Assurance [Customers should feel safe in their transactions] 4.0000

17 Assurance [Their employees should be polite and humble] 3.7000

S.No Perception Mean
1 Tangibles [They should have up-to date equipment’s] 4.30000

2 Tangibles [The employee should wear uniform and appear neat] 4.13333

Tangibles [The store should have neat, attractive and convenient re-
3 3.96667
strooms & fitting rooms]

4 Tangibles [The merchandising of the store should be appealing] 3.83333

Reliability [When Decathlon promises to bring in some new equip-

5 4.23333
ment’s, they should do so]

Reliability [When customers have some problem, they should be sympa-

6 4.13333
thetic and reassuring]

Reliability [They should provide their services at the time they promise
7 3.60000
to do so]

8 Reliability [The services should be error free] 3.86667

Responsiveness [It is not realistic for customer to expect prompt service

9 4.20000
from the employees]

Responsiveness [Their employees don't always have to be willing to

10 4.03333
help customers]

Responsiveness [It is okay if the staffs are too busy to respond to cus-
11 3.66667
tomers’ requests]
Empathy [The employees should clear the queries and help the customer
12 4.30000
regarding the product]

Empathy [It is unrealistic to expect the employees to have their custom-

13 4.13333
ers best interest at heart]

Empathy [They shouldn’t be expected to have operating hours conven-

14 3.86667
ient to all their customers]

Assurance [Employees should have knowledge about the products to an-

15 4.30000
swer the customer questions]

16 Assurance [Customers should feel safe in their transactions] 4.16667

17 Assurance [Their employees should be polite and humble] 3.90000

 GAP ANALYSIS

Difference b/w
Expectation Expectation Perception Expectation - GAP
Perception

Tangibles [They should have up-to date equip-

4.2000 4.30000 -0.10000000 No GAP
ment’s]

Tangibles [The employee should wear uniform

4.0333 4.13333 -0.10000000 No GAP
and appear neat]

Tangibles [The store should have neat, attractive

4.0333 3.96667 0.06666667 GAP
and convenient restrooms & fitting rooms]

Tangibles [The merchandising of the store should

3.9000 3.83333 0.06666667 GAP
be appealing]

Reliability [When Decathlon promises to bring in

4.2667 4.23333 0.03333333 GAP
some new equipment’s, they should do so]

Reliability [When customers have some problem,

4.1667 4.13333 0.03333333 GAP
they should be sympathetic and reassuring]

Reliability [They should provide their services at

3.9333 3.60000 0.33333333 GAP
the time they promise to do so]

Reliability [The services should be error free] 3.9333 3.86667 0.06666667 GAP

Responsiveness [It is not realistic for customer to

3.6333 4.20000 -0.56666667 No GAP
expect prompt service from the employees]

Responsiveness [Their employees don't always

3.6667 4.03333 -0.36666667 No GAP
have to be willing to help customers]

Responsiveness [It is okay if the staffs are too

3.1000 3.66667 -0.56666667 No GAP
busy to respond to customers requests]

Empathy [The employees should clear the queries

4.2667 4.30000 -0.03333333 No GAP
and help the customer regarding the product]

Empathy [It is unrealistic to expect the employees

3.9667 4.13333 -0.16666667 No GAP
to have their customers best interest at heart]
Empathy [They shouldn’t be expected to have op-
3.9333 3.86667 0.06666667 GAP
erating hours convenient to all their customers]

Assurance [Employees should have knowledge

about the products to answer the customer ques- 4.2333 4.30000 -0.06666667 No GAP
tions]

Assurance [Customers should feel safe in their

4.0000 4.16667 -0.16666667 No GAP
transactions]

Assurance [Their employees should be polite and

3.7000 3.90000 -0.20000000 No GAP
humble]

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean

TangiblesE 4.0417 30 .48282 .08815
Pair 1
TangiblesP 4.0583 30 .48549 .08864
ReliabilityE 4.0750 30 .54595 .09968
Pair 2
ReliabilityP 3.9583 30 .45525 .08312
ResponsivenessE 3.4667 30 1.03057 .18815
Pair 3
ResponsivenessP 3.9667 30 .50553 .09230
EmpathyE 4.0556 30 .59425 .10849
Pair 4
EmpathyP 4.1000 30 .48066 .08776
AssuranceE 3.9778 30 .53199 .09713
Pair 5
AssuranceP 4.1222 30 .44190 .08068

Paired Samples Correlations

N Correlation Sig.
Pair 1 TangiblesE & TangiblesP 30 .504 .005
Pair 2 ReliabilityE & ReliabilityP 30 .750 .000
Pair 3 ResponsivenessE & ResponsivenessP 30 -.212 .261
Pair 4 EmpathyE & EmpathyP 30 .584 .001
Pair 5 AssuranceE & AssuranceP 30 .354 .055
 Paired Samples Test

Paired Differences t df Sig.

(2-
tailed)
Mean Std. Deviation Std. 95% Confidence
Error Interval of the
Mean Difference
Lower Upper
Pair 1 TangiblesE - TangiblesP -.01667 .48215 .08803 -.19671 .16337 -.189 29 .851
Pair 2 ReliabilityE - ReliabilityP .11667 .36397 .06645 -.01924 .25257 1.756 29 .090
Pair 3 ResponsivenessE - ResponsivenessP -.50000 1.24029 .22644 -.96313 -.03687 -2.208 29 .035
Pair 4 EmpathyE - EmpathyP -.04444 .50083 .09144 -.23146 .14257 -.486 29 .631
Pair 5 AssuranceE - AssuranceP -.14444 .55835 .10194 -.35293 .06405 -1.417 29 .167

Interpretation

• There is Significant Difference between Expectation and Perception in Responsiveness

Dimension.
• We can observe from the above table that there is no Significant Difference in Tangibles,
Reliability, Assurance and Empathy.