Submitted by:

Aafreen Ansari
Anuja Sukhwal
Gulsan Prarup
Nimisha Chandra
Prerna Jain
 BRAND STUDY

• Decathlon is a French sports goods retailer.

• Largest sporting goods retailer in the world.

• The retailer stocks a wide range of sporting goods.

• Decathlon Group also owns over 20 brands.

• Registering up to 40 patents per year.

• Product pricing is about 30 to 40 per cent lower than competing products.

• Decathlon emerges No. 1 in India’s sports gear retail space in FY 2018.

 BRAND STUDY
PROMISES TO CUSTOMERS

• Low prices in stores, not just during sales reason.

• Find simple solutions and save on non-essential costs.

• To provide the best technology at the lowest price.

• Satisfaction with range, quality and price of products.

• High level customers service.

• To provide a unique retail experience.

 BRAND STUDY

MULTI-ATTRIBUTE ATTITUDE
Decathlon gives a neck to neck competition to other sportswear brands in India in terms of:

Product
Price
Range

Store Product
Ambience Availability
 CUSTOMER BOARD
CONSUMER PERCEPTION

For understanding the behaviour of consumers of Decathlon, we had conducted the

survey of local people out there and it is observed that people perceived decathlon
as ‘an affordable’ and ‘exciting’ active wear brand. They trust the brand and their
products, all because of their powerful marketing strategy and brand positioning.

It is seen that the brand has created a positive impact on the minds of the
consumers, which ultimately pushes them towards the store, and hence, increasing
the sale.
 CUSTOMER BOARD
CONSUMER MOTIVATION
Understanding of customer is half the job of making them buy product from store.

MOTIVATION

Driving force of consumer which impels them to buy product from Decathlon

Store environment

Product available for all class of customer

Price affordability

Play area for sports

Treat customer as brand ambassador

Store availability
CONSUMER ANALYSIS CUSTOMER BOARD

• Almost 80% had been to Decathlon store of which almost 60% were regular visitors in
Decathlon.
• Almost 60% perceive Decathlon as an affordable brand with amazing product experience
• Medium used for buying sports related goods- 70% both online and offline
• Motivation behind purchasing Decathlon products- 50% product ranges and rest store
environment and past experience
• Almost 100% rated sports and fitness to be the most important element in their life
• 75% consumers used Decathlon product for sports and fitness while only 5% for
professional sports
SOCIAL MEDIA MARKETING
 SAMPLE:
S.M.M. Study Oct-Dec 2018

Note:
PDF of proposed SMM Calendar has been attached in the folder in PDF form. Given
below is the sample study of SMM of Decathlon.
October - 6th October 2018
7th October 2018
13th October 2018
14th October 2018
21st October 2018
27th October 2018
 28th October 2018

DECATHLON KIDS ATHLETICS UTSAV

CHAMPIONSHIP 2018
Sunday, 28th Oct 2018 | 08:00 AM to 06:00 PM IST
Santhome Higher Secondary School,Mylapore, Kuil Thoppu, Chennai,
Tamil Nadu, India
11th and 12th November 2018
14th November 2018
24th and 25th November 2018
24th and 25th November 2018
16th December 2018
22nd December 2018
23rd December 2018
DECIDING EVENTS
 FINAL PROMOTIONAL EVENT

PRE-EVENT PROMOTIONS (S.M.M.)

Preparation time – 22nd -24th August

Promotion time – 25th Aug – 13th Sept

• Instagram
 Video posts
1ST DRAFT OF FINAL
 Poster posts PROMOTIONAL PLANNING
 Influencers
 #whatsfishing?

• Twitter
 Posts with several tags

• Youtube
 Videos on Youtube Advertisement
 FINAL PROMOTIONAL EVENT
MAIN-EVENT (INSTORE)

Preparation time – 22nd -31st August

Display time – 1st – 13th Sept

• First Fish Experience (Live)

 3 Nabaiji Pools TIDI Pools (Decathlon)
 1 pole fishing rod (first fish 300) & Carp fishing rod (Decathlon)
 Fishing Chair (Decathlon)
 Magnetic Fishes (non-decathlon)

• Island Display (Steady)

 1 Nabaiji Tidipool (Decathlon)
 Carp Rod (Decathlon)
 Bait box (Decathlon)
 Weight box (Decathlon)
 Bed and chair (Decathlon)
 Mannequin
 Artificial grass, artificial tree
 LED visual on side of stage (full coverage)
 FINAL PROMOTIONAL EVENT

MAIN-EVENT (INSTORE)

• LED Window
 Full size LED video display

• Window display (Steady)

 Wallpaper
 Focus lights
 Wooden plies
 Fish wires
 Chart papers
 Paints
 Foam
 Cellophane paper
 Other background detail materials
 Fishing Rod (Decathlon)
 Tagline – “CATCH AND RELEASE – ANGLING)
 FINAL PROMOTIONAL EVENT

MAIN-EVENT (OUTDOOR)

LIVE EVENT

Permissions for locations – from 22nd August

 Locations – 1) Marve, 2) Erangal, 3) Angling Spot, 4) Powai Lake.

 Decathlon Fishing Stall – Buying and Experience
 Experts of Fishing
 Decathlon staff and Escorts
 Refreshments
 Live bait
 Lifeguard
 Umbrellas for sun
 Live coverage by Decathlon
 Immediate promotions by influencers.
 FINAL PROMOTIONAL EVENT

POST EVENT

Collection of feedbacks and testimonial videos from customers showcasing their

experiences they gained after this promotional event through various Social Media platforms
(Instagram, Twitter, Facebook, YouTube).
MIND MAPPING
DESIGN EXPLORATION
DESIGN EXPLORATION
DESIGN CONCEPT FOR FINAL VM PROMOTION