SUMMER INTERNSHIP REPORT 2010

SUMMER TRAINING REPORT
ON

KAZO FASHION LTD.
Analyzing Brand Perception And Accordingly Suggesting Various Feasible & Effective Marketing Activities To Boost Sales.

Submitted in partial fulfillment of the requirements of the two year Post Graduate Programme (PGP).

Submitted by

ABHISHEK KUMAR Roll No. PG20095410 Batch: 2009-2011

IILM INSTITUTE FOR HIGHER EDUCATION
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ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES

SUMMER INTERNSHIP REPORT 2010

DECLARATION

I hereby declare that the Project work entitled, ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES submitted by me for the partial fulfilment of the Post Graduate Program (PGP) to IILM Institute for Higher Education, is my own original work and has not been submitted earlier either to IILM or to any other Institution for the fulfilment of the requirement for any course of study. I also declare that no chapter of this manuscript in whole or in part is lifted and incorporated in this report from any earlier / other work done by me or others.

Place Date

: :

Signature of Student

Name of Student: Address:

ABHISHEK KUMAR RZ-51, G/F, BER SARAI NEW DELHI- 110016

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ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES

SUMMER INTERNSHIP REPORT 2010

CERTIFICATE FROM THE COMPANY

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ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES

SUMMER INTERNSHIP REPORT 2010

ACKNOWLEDGEMENT

I am thankful to Mr. DEEPAK AGGARWAL, MD KAZO Fashion, New Delhi and Mr. JONES MATHEW, Professor Marketing IILM Institute for Higher Education, Gurgaon for giving me an opportunity to work for KAZO Fashion Ltd.

My sincere thanks to Mr. SIDDHARTH CHANDRA, Manager–Marketing for extending his full support and valuable guidance throughout my project duration.

I am also thankful to respective HODs, Store Operation Team and Customers of KAZO Fashion for extending their cooperation towards the successful completion of my project.

My sincere thanks to my Mentor Mrs. KAKOLI SEN, Lecturer IILM Institute for Higher Education, Gurgaon for extending all the support and for her ideas and knowledge which acted as preliminary information for all the project work.

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ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES

SUMMER INTERNSHIP REPORT 2010

EXECUTIVE SUMMARY

As a part of the Summer Internship Programme, I was made to work with the marketing department of KAZO Fashion Ltd, where the project was allotted. The project was spread over a span of 6-weeks and was divided in two parts. The first part was to analyze brand perception of KAZO Customers during the Spring-Summer collection by directly communicating with the customers at the company’s various stores located in Delhi/NCR. Whereas, the second part was concentrated on recommending various catchment areas near existing stores and to suggest effective and feasible marketing activities to boost sales.

The Summary report includes suggestions on increasing their Customer Service level. The observation includes the analysis on Customer loyalty program, quantity and quality of collection, the display of designs and various other details. The observation also includes the areas where the company would like to see improvement.

The project summarizes the work and experience gained at KAZO Fashion and a brief overview of its retail operation and store-wise analysis.

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ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES

SUMMER INTERNSHIP REPORT 2010 TABLE OF CONTENTS Industry Study Consumer Market Organizational Structure Departments and their heads SWOT Analysis Introduction Problem Identification Methodology Questionnaire Research & Findings Conclusion Recommendations Catchment Areas 07 08 12 14 15 16 18 18 20 22 46 48 49 6 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

Today’s’ global apparel environment is tougher than ever for brands. a brand name represents familiarity. The biggest challenge for all the brands is to create loyal customers who love them. Brand names when linked with lifestyle. Brands build customer loyalty by delivering excellent value which includes styling. entertainment. To the consumer.SUMMER INTERNSHIP REPORT 2010 INDUSTRY STUDY Consumers are evolving entities. discerning and tuned to their individual preference. and consistent fit. Their aspirations and expectations are continuously changing. it is very essential to study how consumers make their choices in Apparel & Fashion category where there are several brands in the consideration set of a consumer. They are increasingly brand and fashion conscious and select labels which define who they are or who they want to be. Today’s shoppers are more intelligent. With rapid growth in disposable incomes Indian consumer markets are changing fast. Consumers consider fashion as part of an overall budgetary spend.expression. consistency. so apparel purchases now compete directly with other choices from the technology. durability. beauty and general lifestyle categories for the discretionary rupee. In such a scenario. quality fabrics. self. and confidence in performance. And therefore Apparel and fashion industry in India is in its growth stage. and aspirations epitomize intangibles that are desirable to the consumer. There are many reasons for emergence of this challenging environment: From a proliferation of brands Fierce competition from retailers acting as brands Smarter consumers Luxury designers creating for mass The growth of the discount sector 7 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

I care about it. meaning necessities are being weighed against apparel.SUMMER INTERNSHIP REPORT 2010 Rising costs of living around the world cause consumers to stretch their incomes more thinly. so the main idea (message) behind the brand (sender) must reach the consumer. Strong brands with consistent powerful messages can create loyalty and a sense of worth that transcends the burden of choice. behaviour. with rapid growth in disposable incomes. “The Indian Economy is soaring.” Consumer Markets Indian consumer markets are changing fast. but increasingly brands have to be associated with value. Foreign brands remain very powerful in India. Fashion is direct and individual communication. and of purchase process of fashion products is extremely important to design products collections as well as to placement of these products in market. Considering a marketing approach. Indian consumers are becoming increasingly sophisticated and knowledgeable about products. may be because they don’t understand it. I think Indian people love brands. may be because they don’t care. especially in clothing and personal care products. a fashion product must satisfy the demand target. I am excited about it and I feel very positive that we are going to build a wonderful lifestyle business here. It also nourishes industries with high research requirements due to its present characteristics: Fast mutation of its specificities Obsolescence of the product The understanding of consumer’s desires. Fashion must have value and purpose and truly resonate to the consumer. the development of modern urban lifestyles. media channels that allow companies to communicate with consumers are growing in diversity and reach. 8 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . There isn’t another American designer on this soil. may be because they don’t know it.

festival promotion and special events.SUMMER INTERNSHIP REPORT 2010 India’s consumer markets are unique. The Global Retail Apparel Index 2008 Rank Country Absolute market size Growth prospects 33 22 37 37 47 54 44 25 22 42 Consumer affluence 42 36 31 59 44 34 39 57 39 28 Score 1 2 3 4 5 6 7 8 9 10 Brazil China India Turkey Chile Romania Argentina Thailand Russia UAE 45 74 57 29 22 21 21 22 52 31 48 47 47 46 46 45 41 40 39 38 A key challenge for apparel retailer in India is to induce customer to purchase quickly. including end of season sales. Its population is less urbanized than almost every other comparable economy. 9 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . India has one of the youngest populations in the world with 54% of the population below the age of 25. Literacy rates are lower than in most Asian competitors and income is less well distributed across the whole population than in most Asian competitors. India has more people living in poverty than any other country. Discretionary spending has seen a 16% rise for the urban upper and middle classes and the number of high income households has grown by 20% year on year since 1995-96. which means sales promotion tactics are important.

nearly 70% of its shopper’s always go to stores with their family. At the same time. 40% of primary wage earners in the top 2-3 social classes in towns with a population of 1 million or more are self employed professionals and businessmen. Mass – market apparel retailer must therefore find formats and merchandising approaches that will attract shopper’s seeking apparel not only for special 10 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . homes. For starters. in addition to consumer durables and loan credit purchases. India is unusual in that the market for men’s apparel is larger than women’s market. China (8%) and Russia (18%). in India women are the primary decision makers in apparel purchases for the entire family. As in many markets. drop in interest rates and easy availability of finance have changed mindsets. where traditional Indian apparel still dominates. Capital expenditure (jewellery. Consumer Preference for Apparel Brands India devotes roughly the same share of their income to apparel as do Chinese and Brazilian. to a greater extent than else were shopping is a family activity in India. This results in an increased tendency towards disposability and casting out -from apparel to cars to mobile phones to consumer durables. cars) has shifted to becoming redefined as consumer revenue expenditure. The self-employed segment of the population has replaced the employed salaried segment as the mainstream market. credit friendliness. and 74% . regions and city sizes. and the habit of Indian shopper present intriguing challenges for multinationals eyeing the market. Furthermore.SUMMER INTERNSHIP REPORT 2010 There is an increasing shift from price consideration to design and quality. But the countries lower per capita income levels means overall spending on apparels is significantly lower. nearly 40% of mass-market Indian shoppers McKinsey surveyed said that their most important shopping occasions revolved around special events such as weddings and annual religious festivals – a figure dramatically higher than the one for shoppers in the other emerging markets McKinsey studied. What’s more. China and Russia view shopping as the best way to spent time with family. There is an easier acceptance of luxury and an increased willingness to experiment with mainstream fashion.more than twice than average of Brazil. This has driven growth in consumption of productivity goods. Finally. But India’s men also have an important role – indeed. half of McKinsey survey respondent said that their husband had a major influence on which stores they frequented – a proportion far higher than Brazil (3%). The preference for family – oriented shopping is consistent across age groups. as there is a greater focus on looking and feeling good (apparel as well as fitness). especially mobile phones and two and four-wheelers. the new Indian consumer is not beguiled by retailed products which are high on price but commensurately low on value or functionality. income segments.

mass-market consumers are those in SECs B and C. and struggling consumers are represented by SECs D and E. In addition to household income the class code incorporate the levels of education and occupation. 11 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . we use the socioeconomic class code established by the Market Research Society of India. rather than using only income bands to define category of consumers. According to McKinsey5 survey young Indian aged 18 – 24 years strongly trust brands from their own country but also believe that foreign brands are of higher quality than local brand. In India.SUMMER INTERNSHIP REPORT 2010 occasion but also appealing to entire family. high-end or “global” consumers are those in socioeconomic class (SEC A).

VILA. Following are the details Company Name: Business Type: Product/Service (We Sell): Number of Employees: Trade & Market North America South America Western Europe Eastern Europe Eastern Asia Southeast Asia Mid East Africa Oceania US$10 Million . In such a short span of time KAZO has established an enviable reputation and high visibility in the fashion world. International. Trade. Clothing 101 .500 People Main Markets: Total Annual Sales Volume: Clients: ZARA. KAZO is an in-house brand of B. VEROMODA.SUMMER INTERNSHIP REPORT 2010 ORGANIZATIONAL STRUCTURE KAZO Fashion Ltd was established in the year 2007. Retail Bags.US$50 Million B. L. ONLY. Accessories.L. MANGO. 12 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . BERSHKA and UNITED COLORS OF BENETTON. PULL & BEAR.INTERNATIONAL Manufacturer. EXIT KIDS.

Inorbit Mall. Raja Garden Select City Walk Mall.SUMMER INTERNSHIP REPORT 2010 RETAIL PRESENCE – EBOs & SISs EBOs  Delhi/NCR – 6 showrooms Westgate Mall. Noida Greater Kailash – I DT Mall. Gurgaon  Mumbai – 4 showrooms Juhu Tara Road. Saket Ambiance Mall. Gurgaon Great India Place. Juhu Mega Mall.Pune Ebony Amritsar Chandigarh Faridabad Ludhiana     13 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . Vashi Oberoi Mall  Punjab – 2 showrooms Ludhiana Amritsar  Bangalore – 1 showroom  Hyderabad – 1 showroom SISs  Ritu Wears Rohini Lajpat Ngr Jallandhar Amritsar Forum Bangalore Central Bangalore India Bulls .

Rajiv Bansal • • • • Projects/Business Development VM & Marketing Auditing & Logistics IT & MIS • Finance 14 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . Deepak Aggarwal Ms. Mayur P. Manoj (IT) Mr.SUMMER INTERNSHIP REPORT 2010 DEPARTMENTS AND HODs Managing Director • • • Designing Buying Retail Operations Mr. Kaku – Area Manager (Mumbai) Ms. Himanshu Mandhan Mr. Harshita Jhamb – Key Accounts Manager (All SIS) Mr. Himanshu Mandhan Mr. Vimmi Juneja Mr. Vimmi Juneja Mr. Himanshu Mandhan (PAN India) Mr. Ranjan (MIS) Mr. Himanshu Mandhan Ms.

policy of FD 15 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .SUMMER INTERNSHIP REPORT 2010 SWOT ANALYSIS Strength Lesser prices as compared to competitors Stores at prime locations in all the malls Very high degree of customer loyalty Weakness Low level of brand awareness Non availability of sizes Very few variants in colors No incentive for repeat purchases Opportunities Increase in demand of luxury brand from middle class Increase in disposable income of people People becoming brand conscious Growing domestic market Threats Predominance of unorganized sector(Flee markets) Increased competition Cheaper imports Change in govt.

The main asset of the collection is that it is highly affordable which enables customers an access to the latest designer wear. finds it one stop for that impeccable fit and ethereal design. with glitz and glamour. which really shows that the brand is highly acceptable. youthful with a dash of vulnerability. To this date. KAZO EVENING For that special evening. KAZO Evening. Paris. 16 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .25. KAZO has six showrooms spread across Delhi/NCR. Attires under this collection are a toast to vivacity of a woman who constantly alters her wardrobe and thrives on variety. London where the genesis of the seeds of inspiration takes place and the collection conjoined which confirms that KAZO is no behind any international brand. Ludhiana and several other metros like Amritsar. right to her soul. KAZO Men and KAZO Limited are the ranges of KAZO that are from chic and youthful to glamorous and glitzy to please not only naughty teens. In such a short span of time they have established an enviable reputation and high visibility in the fashion world. an evening with friends or a date with your beloved. KAZO Basic. KAZO is a young brand and launched its first showroom in India on 07. Whether it’s a party. Specially designed to ring out sheer fun element in the lives of young girls between 15. The promoters of KAZO have an in-depth experience of supplying garments with a youthful spirit for ladies/ kids/ men since several years to the top known international brands in Europe.07. KAZO has set up design studios in Spain. Milan and also has a huge design studio in Delhi. giving a chance to every woman to great in her skin. Paris. KAZO Trendy.this range is chic. KAZO’s designer wear will prepare you to walk the face of the earth with poise. Mumbai and Bangalore. In India.07. KAZO has its designer evening wardrobe that will give you a complete look of the diva. London.SUMMER INTERNSHIP REPORT 2010 INTRODUCTION KAZO: THE OOMPH FACTOR BRINGING THE OOMPH TO INDIA KAZO is a young fashion brand that has crept its way into being the centre of fashion industry. KAZO TRENDY The name speaks for itself. women feel prod to wear KAZO. Those entire women between 15 and 35. professionals and the coveted diva but also men. The designers from KAZO follow the major fashion runways of Milan.

For the first time KAZO plans to have franchises of their own and to be available in shop-inshops too. Dubai. encouraged by the success enjoyed since their inception in July 07. Singapore. Office wardrobes from KAZO is a must have if style and profession goes hand in hand for you. From 20-35. Malaysia and even Europe in the near term. “We intend spend Rs 50 crore or more for this financial year. poise and style that’ll take the breath away are the bona fide characteristics of a KAZO limited collection. with plans to tap potential foreign shores such as Hong Kong. Ludhiana.” KAZO’s ambitious expansion plan includes a network of 30-40 showrooms across India in metros such as Bangalore. Mr. stylish. It was the time when KAZO entered the men’s collection. If parties are your haunt and distinctiveness your covet then KAZO is your ultimate stop. Trendy. KAZO BASIC Office wear was never so trendy before the launch of KAZO that has created a unique collection of r the women of today who aims at leaving a mark wherever she goes. has decided to spread its wings wider. KAZO MAN The Autumn/Winter collection of 2009 saw another addition to the existing range of KAZO.” said Deepak Aggarwal. The level of commitment from the management to increase the Brand presence across India can be inferred from the statement made by the MD. Deepak Aggarwal in 2008. the collections under KAZO accommodate one and all enabling every woman to mesmerize the world. the high-end designer apparel brand. specially designed. we plan to continue expanding at an average rate of a store per month. Mumbai and Kolkata. The main goal of the brand is to bring trendy high class fashion to India with a commercial value. New Delhi. Chandigarh. Kazo. oodles of attitude. 17 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . Kazo’s managing director. “While we have opened seven stores up to now. Though it’s only available at select stores right now. charm.SUMMER INTERNSHIP REPORT 2010 KAZO LIMITED Very limited. KAZO plans to increase the man’s collection to its entire store. casual and colorful are some of the attributes in the collection.

“Being a well-established international western brand with a following of A-list celebrities including Bollywood actors.” For more than 10 years.” said actor Sameera Reddy. nurturing work environment that recognizes and reward excellence. evening. the brand for international western wear for women. The designs are certainly high street and very party wear. trendy and limited. is a friendly organization ensuring that employees have a warm. Deepak Aggarwal.” KAZO.SUMMER INTERNSHIP REPORT 2010 According to the managing director. Mango. the prices are reasonable and affordable. CELEBRITY QUOTES “One can find anything from trendy to sensual outfits at Kazo. Mr. which is also the reason why actors seem happy to now have it right here in India. yet classy and that is the underlying principle for foreign designers.” Soha Ali Khan said.” Kazo has four collections — basic. “I love the jersey material in their casual collection and its comfort level is unmatched. Sicily and Benetton among many others. Their unique selling point (USP) is probably that while the brand is high fashion. “Their evening collection suits me because the range is sexy and helps me keep up my appearance. KAZO has supplied garments to international fashion brands such as Zara. 18 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . “Their clothes are trendy. it is only natural for us to cash in on the booming market and introduce everybody to global fashion trends.

The questionnaire was prepared keeping in mind the objectives of the research. analyze consumer perception about the brand KAZO and its summer collection. the level of customer service being provided at the stores and the kind of loyalty program that would make the consumers come back to the store. I was fortunate enough to work with Mr. who guided me through the project.SUMMER INTERNSHIP REPORT 2010 PROBLEM As a part of its marketing team. Siddharth Chandra. the marketing manager of KAZO Fashion. primary data collection was the chosen as the best alternative so as to get the first hand and fresh insight on consumer behavior. A total of 203 customers were surveyed over the period of 4 weeks covering all the 6 stores of Delhi/NCR and one store of Ludhiana (Punjab). and to suggest the best of the BTL activities available. The second part of the assignment was to find out the catchment areas near the store. The first responsibility was to find out the customer profile of KAZO. based on the findings of the research. 19 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . METHODOLOGY For this purpose. There were two major assignments given to me.

first thing that come to your mind is a) Evening Wear b) Party Wear c) Casual Wear d) accessories e) Others________________________________ Did you find the sizes of your choice? a) Yes b) No If not which sizes would you want to see as a part of the collection? a) XS b) S c) M d) L e) XL f) XXL Which colors would you like to see more often in KAZO? a) Pastel b) Bold and Bright c) Flashy d) Subtle e) Others______________________ Are you happy with the available variety in accessories? a) Yes b) No What do you think about the price range of products offered? a) Highly priced b) Value for money c) It’s a steal at that price 20 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .SUMMER INTERNSHIP REPORT 2010 QUESTIONNAIRE USED TO TAP THE RESPONSE Name: Age: Contact no: Profession: INCOME: Below 3 lacs 3-5 lacs 5-7 lacs Above 7 lacs Below 19 19-25 25-30 30-35 35-40 Above 40 Email Id: To begin. how did you come to know about KAZO? a) Magazine ad b) Newspaper ad c) Word of Mouth d) Radio e) browsing through the mall f) Promotions How many times did you visit KAZO? a)every month b)twice in a month c) every 10 days d) every week Which are the other brands you are most likely to visit while shopping? ( you can choose more than one option) a)MANGO b) PROMOD c) SISLEY d) ESPIRIT e) Others_________________________ When you think of KAZO.

SUMMER INTERNSHIP REPORT 2010 Awesome Are u satisfied with the variety of designs available? 1 How did you find the quality of fabric used? How do you find the display of the designs? How did you find the window display? 1 1 1 Highly Likely How likely would you be to recommend KAZO to a friend or relative? 1 Good 2 2 2 2 Likely 2 Satisfactory 3 3 3 3 Neither Likely nor Unlikely 3 Improve 4 4 4 4 Unlikely 4 Hurts the eye 5 5 5 5 Highly Unlikely 5 Very Satisfied Overall. what kind of advantages you look forward to a) Point Based Purchase – Discounts b) Newsletter. how satisfied are you with KAZO Products? 1 Interiors Music Etiquette of the store staff Is the store staff helpful enough? One change you really wish to see in KAZO 1 1 1 1 Satisfied Neither Satisfied nor Dissatisfied 3 3 3 3 3 Dissatisfied Highly Dissatisfied 2 2 2 2 2 4 4 4 4 4 5 5 5 5 5 _____________________________________________________________________________________________________________________________ If starting with a Loyalty Program for its Customers.Fashion Updates/ Store Updates/ Style Tips c) Exclusive Membership.Fashion Shows/ Club Invites/ KAZO Nights d) Others____________________________ THANK YOU FOR YOUR TIME AND FEEDBACK 21 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 RESEARCH AND FINDINGS Age Group 14-18 19-25 25-30 30-35 35-40 Total Count 13 103 63 15 9 203 35-40 30-35 25-30 19-25 14-18 0 9 15 63 103 13 20 40 30-35 35-40 7% 5% 60 80 14-18 6% 100 120 25-30 31% 19-25 51% 22 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Location Delhi/NCR Ludhiana Mumbai Other Total Count 163 30 3 7 203 Other 3 7 Mumbai Ludhiana 30 Delhi/NCR 0 20 40 60 Other 3% 80 100 120 140 160 163 180 Mumbai 2% Ludhiana 15% Delhi/NCR 80% 23 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Income Dependant Below 3 L 3-5 L 5-7 L Above 7 L Prefer not to reveal Total Count 76 5 24 29 16 52 202 Prefer not to… Above 7 L 5-7 L 3-5 L Below 3 L Dependant 5 24 16 29 52 76 Prefer not to reveal 26% Dependant 38% Above 7 L 8% 5-7 L 14% 3-5 L 12% Below 3 L 2% 24 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 How do they know about kazo? Walk In 106 WoM 64 News Paper 15 Radio 2 Promo 5 Magazine 10 Total 202 How do they know about kazo? Magazine Promo Radio News Paper WoM 2 15 64 106 5 10 Walk In News Paper 7% Radio Promo 1% 2% Magazine 5% WoM 32% Walk In 53% 25 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 How often do they visit? Monthly 110 Fortnight 41 Weekly 10 Every 2 months 23 Others 16 Total 200 How often do they visit? Others Every 2 months Weekly 10 41 110 16 23 Fortnight Monthly Every 2 months 12% Weekly 5% Fortnight 20% Others 8% Monthly 55% 26 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Where else do you shop? Mango Others ( FCUK/UCB/Pantaloon/ZARA/She bebe) Promod Sisley Espirit Total 33 81 27 15 38 194 Where else do you shop? Espirit Sisley Promod Others ( FCUK/UCB/Pantaloon/ZARA/She bebe) Mango 33 15 27 81 38 Espirit 19% Sisley 8% Promod 14% Mango 17% Others ( FCUK/UCB/Pantaloo n/ZARA/She bebe) 42% 27 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 What comes to your mind when you think of Kazo? Evening Wear 56 Party Wear 53 Casual Wear 81 Accessories 10 Others( Funky/Gown/Smart & Trendy) 3 Total 203 What comes to your mind when you think of Kazo? Others( Funky/Gown/Smart & Trendy) Accessories Casual Wear Party Wear Evening Wear 53 56 3 10 81 Accessories 5% Others( Funky/Gown/Smart & Trendy) 1% Evening Wear 28% Casual Wear 40% Party Wear 26% 28 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Did you find your size? Yes 75 No 128 Total 203 Did you find your size? No 128 Yes 75 Yes 37% No 63% 29 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Sizes in Demand XS 24 S 71 M 52 L 27 XL 13 XXL 3 Total 190 Sizes in Demand XXL XL L M S XS 24 3 13 27 52 71 XXL 2% L 14% XL 7% XS 13% M 27% S 37% 30 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Colors for Summer Bright Bold Subtle Pastel Flashy/ Purple/Black Total 77 66 37 16 5 201 Colors for Summer Flashy/ Purple/Black 5 16 37 66 77 Pastel Subtle Bold Bright Pastel 8% Subtle 18% Flashy/ Purple/Black 3% Bright 38% Bold 33% 31 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Accessories Yes 124 No 79 Total 203 Accessories No 79 Yes 124 No 39% Yes 61% 32 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 How's the price? Highly Priced Value for Money Mid Way It’s a steal at that price Total 46 156 1 0 203 How's the price? It’s a steal at that price 0 Mid Way 1 Value for Money 46 156 Highly Priced Mid Way 0% It’s a steal at that price 0% Highly Priced 23% Value for Money 77% 33 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Are u satisfied with the variety of designs available Excellent 29 Good 68 Satisfactory 84 Needs Improvement 21 Hurts the Eye 0 Total 202 Are u satisfied with the variety of designs available Hurts the Eye Needs Improvement Satisfactory Good Excellent 29 68 0 21 84 Needs Improvement 10% Hurts the Eye 0% Excellent 14% Satisfactory 42% Good 34% 34 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 How did you find the quality of fabric used Excellent 38 Good 86 Satisfactory 64 Needs Improvement 7 Hurts the Eye 3 Total 198 How did you find the quality of fabric used Hurts the Eye 3 7 64 86 38 Needs Improvement Satisfactory Good Excellent Needs Improvement 4% Hurts the Eye 2% Excellent 19% Satisfactory 32% Good 43% 35 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Wnidow Display Excellent Good Satisfactory Needs Improvement Hurts the Eye Total 41 68 31 0 0 140 Hurts the Eye 0 Needs Improvement 0 Satisfactory 31 Good 41 68 Excellent Needs Improvement 0% Satisfactory 22% Hurts the Eye 0% Excellent 29% Good 49% 36 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Display of Design Excellent Good Satisfactory Needs Improvement Hurts the Eye Total 88 78 23 5 0 194 Display of Design Hurts the Eye 0 5 23 78 88 Needs Improvement Satisfactory Good Excellent Satisfactory Needs Improvement Hurts the Eye 12% 3% 0% Excellent 45% Good 40% 37 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 How likely would you be to recommend KAZO to a friend or relative Highly Likely 42 Likely 111 Neither Likely nor Unlikely 33 Unlikely 4 Highly Unlikely 1 Total 191 Recommending KAZO to a friend or relative Highly Unlikely Unlikely Neither Likely nor Unlikely Likely Highly Likely 42 1 4 33 111 Neither Likely nor Unlikely 17% Unlikely 2% Highly Unlikely 1% Highly Likely 22% Likely 58% 38 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 The next time you shop. how likely would you be to choose KAZO Highly Likely 53 Likely 110 Neither Likely nor Unlikely 25 Unlikely 3 Highly Unlikely 0 Total 191 Next shopping at KAZO? Highly Unlikely Unlikely Neither Likely nor Unlikely Likely Highly Likely 53 0 3 25 110 Neither Likely nor Unlikely 13% Unlikely 1% Highly Unlikely 0% Highly Likely 28% Likely 58% 39 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Overall Satisfaction? Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Highly Dissatisfied Total 35 105 48 3 1 192 Overall Satisfaction? Highly Dissatisfied Dissatisfied Neither Satisfied nor Dissatisfied Satisfied Highly Satisfied 35 1 3 48 105 Neither Satisfied nor Dissatisfied 25% Dissatisfied 2% Highly Dissatisfied 0% Highly Satisfied 18% Satisfied 55% 40 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Store Interiors? Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Highly Dissatisfied Total 87 80 17 4 2 190 Store Interiors? Highly Dissatisfied Dissatisfied Neither Satisfied nor Dissatisfied Satisfied Highly Satisfied 2 4 17 80 87 Neither Satisfied Dissatisfied Highly Dissatisfied nor Dissatisfied 2% 1% 9% Highly Satisfied 46% Satisfied 42% 41 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Music Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Highly Dissatisfied Total 94 81 11 4 1 191 Music Highly Dissatisfied Dissatisfied Neither Satisfied nor Dissatisfied 1 4 11 81 94 Satisfied Highly Satisfied Neither Satisfied nor Dissatisfied Highly Dissatisfied Dissatisfied 2% 1% 6% Highly Satisfied 49% Satisfied 42% 42 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Store Staff: Etiquettes Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Highly Dissatisfied Total 88 87 10 3 1 189 Store Staff: Etiquettes Highly Dissatisfied Dissatisfied Neither Satisfied nor Dissatisfied Satisfied Highly Satisfied 1 3 10 87 88 Neither Satisfied nor Dissatisfied 5% Dissatisfied Highly Dissatisfied 2% 0% Highly Satisfied 47% Satisfied 46% 43 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Staff Helpfulness Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Highly Dissatisfied Total 98 83 8 1 0 190 Staff Helpfulness Highly Dissatisfied Dissatisfied Neither Satisfied nor Dissatisfied 0 1 8 83 98 Satisfied Highly Satisfied Neither Satisfied nor Dissatisfied 4% Dissatisfied 0% Highly Dissatisfied 0% Satisfied 44% Highly Satisfied 52% 44 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

SUMMER INTERNSHIP REPORT 2010 Loyalty Program Point Based Discount Membership Store Updates Ohers.(NR/ Combo) Total 125 49 9 18 201 Loyalty Program Ohers.(NR/ Combo) 9 18 Store Updates Membership 49 Point Based Discount 125 Store Updates 5% Ohers.(NR/ Combo) 9% Membership 24% Point Based Discount 62% 45 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

 While many of the customers did not reveal their income.  While walk-ins constituted more than half.  Monthly visits to the store were high. 82% customers fell in this age range.  The ranges of accessories were at a decent place. while other brands like Zara. it was found that majority of its customers fell in the age range of 19-30. While S remained at 37% M was at 27% of all the sizes demanded.  The sizes remained a big problem. followed by fortnight visits. Word of mouth (WoM) also took a considerably bigger share when enquired about their first acquaintance with KAZO.  Casual Wear was on top the mind of customers when it came to Summer Shopping closely followed by Evening and Party wear.  Bold and Bright was the color of the season with 71% of the garments being demanded in that color. 67% of the customers were pretty satisfied with the summer collection of accessories. Mango and Promod came out as biggest competitors. majority fell in the income range of 3-7 Lacs covering middle and upper middle sections of the society. UCB. which KAZO is famous for. 63% of the customer could not find the sizes of their choice.  This summer season saw a huge demand for Small and Medium size.  Espirit. She bebe and Pantaloon also had a considerable presence. out of those who revealed.SUMMER INTERNSHIP REPORT 2010 CONCLUSION CONCLUSION  As intended. 46 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . FCUK.

 While 49% of the customers found the window display to be good.  Recommending KAZO to friends or family and choosing KAZO the next time they shop stood at a decent place with majority of the customers said that they are likely to chose KAZO on these parameters. Thanks to the reduced pricing strategy. there were an approximately equal number of customers who found the display to be excellent and an equal number found that it needed improvement.  The designing part of KAZO raised a few questions. While earlier KAZO was considered to be a bit on the higher side when it came to pricing. Majority felt that the quality could be improved. But this also needs improvement as WoM plays a big role in KAZO. which should definitely be raised. Only 14% found the collection to be excellent while a major chunk of the customers strongly felt that the increase in variations in design was an absolute and immediate need. Point Based Purchase was the most famous loyalty program among customers.  Customer Experience Level at stores also scored decent on a scale of 5.  During the research. followed by Club invites from KAZO.  Quality of the fabric used also saw a decline where only 19% was happy with the quality. this season saw 77% of the customers who found it Value For Money. 47 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .SUMMER INTERNSHIP REPORT 2010  This season saw a change in the attitude of customers.

KAZO needs to invest on several ATL for branding & BTL activities to target its potential customers.SUMMER INTERNSHIP REPORT 2010 RECOMMENDATIONS RECOMMENDATIONS  When we look at the advertising strategy of KAZO. the customer base of KAZO has always been increasing. Several BTL activities that could be explored have been suggested here. we see that 53% of customers did not see any Kazo advertisement. Thus. VARIOUS CATCHMENT AREAS AND ACTIVITIES Based on the assumption that more than 82% of our customer falls in the Age group of 19-30 and they fall in the income range of 3-7 lacs. But in order to reach a wider base. These are some of the options that could be explored 48 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . a total of 85% came to know about KAZO from sources other than what’s being intended by its marketing department. Thanks to the location of stores and the quality of designs and fabric. 32% heard about KAZO from friends or family.

B.SUMMER INTERNSHIP REPORT 2010 OPTION 1 INSIDE MOVIE THEATERS PROMOTION. STANDIES. TICKET JACKETS AND C.PVR & DT PRMOTION TYPE.A. A 10-SECOND JPEG ON SCREEN PROJECTION Show your ticket jacket at the store and get attractive offers THEATER PVR select + Gold (7 screens) DT mega mall PVR ambience ( 6 screens) WestGate Total FREQUENCY Monthly Monthly Monthly Monthly AV FOOTFALL 60000 27000 40000 27000 154000 INSTRUMENT 2 Standies + JPEG Projection + 60000 jackets 2 Standies + JPEG Projection + 27000 jackets 2 Standies + JPEG Projection + 60000 jackets 2 Standies + JPEG Projection + 27000 jackets COST OF PROMO 200000 65000 200000 65000 530000 STORE FOOTFALL (CONVERSION@ STORE CONVERSION 2%) RATE STORE PURCHASE ABV 1200 20 240 540 20 108 800 20 160 540 20 108 3080 616 1300 1300 1300 1300 TOTAL INC SALE 312000 140400 208000 140400 800800 49 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

10% ON ABOVE 200. STANDIES.SUMMER INTERNSHIP REPORT 2010 OPTION 2 INSIDE COFFEE SHOPS PROMOTION TYPE.GK CCD.Ambi Coffee Bean & Tea Leaf-Saket Mocha.BARTER( A. C. 15% ON 300 AND ABOVE. PAMPHLETS Show your voucher and get discounts COFFEE SHOPS Costa Cofee.Mega Mall Total FREQUENCY Monthly Monthly Monthly Monthly AV FOOTFALL 6000 6000 6000 5000 INSTRUMENT 1 Standy+ 300 Pamphlets+ 6000 Vouchers 1 Standy+ 300 Pamphlets+ 6000 Vouchers 2 Standies+ 300 Pamphlets+ 6000 Vouchers 1 Standy+ 300 Pamphlets+ 6000 Vouchers STORE FOOTFALL (CONVERSION@ STORE CONVERSION COST OF PROMO 1%) RATE STORE PURCHASE 2000+120+4800 60 30 2000+120+4800 60 25 4000+120+4800 60 25 2000+120+4800 50 30 29080 230 ABV 18 15 15 15 63 1300 1300 1300 1300 TOTAL INC SALE 23400 19500 19500 19500 81900 50 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . B. DISCOUNT SYSTEM.5% ON ABOVE 100.

SUMMER INTERNSHIP REPORT 2010 OPTION 3 INSIDE MALL PROMOTION PROMOTION TYPE.10 STANDIES Mall Select CityWalk Ambienece DT MegaMall Westgate Total FREQUENCY Monthly Monthly Monthly Monthly AV FOOTFALL 90000 30000 10000 20000 150000 INSTRUMENT 10 Standies spread across the mall 10 Standies spread across the mall 5 Standies spread across the mall 5 Standies spread across the mall COST OF PROMO 160000 110000 20000 20000 310000 STORE FOOTFALL (CONVERSION@ 1%) 900 300 100 200 STORE CONVERSION RATE STORE PURCHASE ABV 25 225 30 90 30 30 30 60 1300 1300 1300 1300 TOTAL INC SALE 292500 117000 39000 78000 526500 51 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .

75 75 25 18.25 500 25 125 160 1300 1300 1300 1300 1300 1300 TOTAL INC SALE 24375 24375 32500 8125 8125 162500 260000 52 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .75 100 25 25 25 25 6.SUMMER INTERNSHIP REPORT 2010 OPTION 4 COLLEGE PROMOTION PROMOTION TYPE-WELCOME GIFT TO ALL THE FRESHERS Show your ID and get 15% Flat Discount COLLEGE IILM LR & GGN IIPM AMITY NID NIFT DU Total FREQUENCY Monthly Monthly Monthly Monthly Monthly Monthly STRENGTH 1500 1500 2000 500 500 10000 16000 INSTRUMENT Fresher’s Party+ Posters+ Mails Fresher’s Party+ Posters+ Mails Fresher’s Party+ Posters+ Mails Fresher’s Party+ Posters+ Mails Fresher’s Party+ Posters+ Mails Fresher’s Party+ Posters+ Mails COST OF PROMO 2000 1000 2000 1000 1000 5000 12000 STORE FOOTFALL (CONVERSION@ STORE CONVERSION 5%) RATE STORE PURCHASE ABV 75 25 18.25 25 25 6.

SUMMER INTERNSHIP REPORT 2010 OPTION 5 CLUB ASSOSIATION PROMOTION TYPE. More colors options in various designs should be offered. Frequent addition of new designs and information about it through sales staff. which eventually needs to be converted to either fortnightly or weekly visits. You can’t have all dark and grey during summers. 53 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . Though KAZO had some amazingly beautiful and bright collection. online blogs or SMSs should motivate customers to come back to stores more frequently.Barter + Discounts CLUB HARD ROCK FREQUENCY Weekends AV FOOTFALL 50000 INSTRUMENT 2 Standies+ Vouchers COST OF PROMO 6000 STORE FOOTFALL (CONVERSION@ 1%) 500 STORE CONVERSION RATE 25 STORE PURCHASE 125 ABV 1300 TOTAL INC SALE 162500  Monthly visits make up the maximum part of footfalls to the store.  The collection needs an adaptation according to the season. the variation in designs were too less.

 KAZO Accessories are living up to the expectations of the customers. but almost a quarter of customers felt the need for improvement. When you have 32% of footfalls coming through WoM and 53% through walk-ins.  For a retail brand like KAZO.  Nearly 50% of the customers were okay with the display of window. A few of the customers specially mentioned the need for frequent change of design on mannequin as that gives an idea of the collection inside. stores are the brand touch point where a customer goes. you just can’t play with the quality of the fabric. Good designs coupled with an excellent customer service are needed. The summer season saw an increase in the number of complaints relating to the quality of fabric.  The Spring-Summer 2010 Collection definitely saw some of the best designs and some of the best colors.  As the collection of KAZO has been excellent over the years. Young. Either the customer did not make any purchase or settled for some other article which was not their first option. That’s why it becomes really important to give an excellent experience to the customer by going that extra mile. But the problem with both of them was that there were not enough options. This first half of the summer season saw a major issue with the availability of the sizes being demanded. you are just not in the position to lose customers like that. feel and interact with the brand. The colors lacked variation and the designs lacked option. Again when you have WoM as your marketing weapon and a cut throat competition at the retail level. But even on these fronts a little improvement is needed as a big chunk of respondents were not really sure if would come back. but at the same time you need to realize that you are not interfering the personal space of customer. Research shows that nearly half of the respondents were satisfied with the service while the rest 54 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES . that has made its customer really loyal to the brand. these problems needs immediate attention and needs to be resolved quickly. trendy full of attitude and bling is just what customers are looking for when they come to KAZO.SUMMER INTERNSHIP REPORT 2010  You just can’t afford to lose customers because of non-availability of size. A bit more variation in designs and better quality would add on the value to the collection. A large chunk of respondents said that they would return to KAZO for their next shopping and they are also likely to recommend the brand to their friends and family.  Having reputation as an international brand and expectations to live up to.

a majority of respondents said that since they are regular to the store and sometimes make heavy purchase.  When asked about loyalty program. As the majority of customers are the young . A brief training to the staff could really help in providing the required level of customer service. a good amount of respondents were also interested in membership or invites for events like Fashion Shows and KAZO nights. they should be given a chance to earn points which can be later redeemed for discounts. 55 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES .SUMMER INTERNSHIP REPORT 2010 half still thought that there experience could have been better. Once in a while even this option can be used to increase brand loyalty. This can be used as an effective tool to retain customers and make them purchase more often.

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