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By, Deepikasamy.

T MFM/11/1839

COMPANY PROFILE
Celebrity launched its foray into the domestic branded ready to wear

mens garment market in the year 2000 under the brand name INDIAN TERRAIN
It is designed on the philosophy of "Live Play." It is inspired by

American sportswear
Today, the brand retails in more than 150 towns; has more than 74

Exclusive Brand Outlets across the country


The brand is also retailed in more than 450 Multi Brand Outlets, apart

from being sold in major Large Format Retailers like Lifestyle, Shoppers Stop, Central, etc.

COMPANY GOAL
To become a powerful apparel business set-up, effectively moving up in

the value chain,


To integrate seamlessly the domestic brand and the international export

business with the capacity to adapt itself to the demanding product specifications for both international markets and the domestic business.
To continuously upgrade and benchmark systems and processes to

achieve complete customer satisfaction.


To maintain high standards of investor relations, corporate governance

and work place practices.

PROJECT 1 TO UNDERSTAND THE CUSTOMERS PERCEPTION TOWARDS THE BRAND INDIAN TERRAIN
OBJECTIVE The objective of this research is to identify the customer category. Their buying habits. Their brand preferences and the factors that influence a customer into a loyal customer through overall communication, accessibility and attitudes of the brand. METHODOLOGY The study begins with the complete and intensive secondary research to understand the full impact and implication of the brand. To review and critique them its norms and reports, on which certain issues shall be selected and will explored further.

PROCESS
It has four distinctive components: Determination of the information required The perception of the customers towards the brand INDIAN TERRAIN Development of appropriate research design Exploratory research

Execution of research design


Communication of results Sample size 100 (people who visit the store ttk road and EA store)

Data collection Through questionnaires and observation method

IDENTIFYING THE COMPETITORS (through


secondary research and observation method)

There are various Brands which do have the same kind of Work Wear styles in
Shirts, Trousers and T-Shirts similar to Indian Terrain; and the major Competitors are LP-Young LP-Ryder U.S.Polo U.S.Polo Youth Allen Solly Allen Solly Sport Arrow New York Arrow Sport Black Berry VH-Sport

DATA ANALYSIS

LOCATION OF THE STORE


2 3 4 5

13%

14%

29% 44%

Total
2 3 4 5

13%

14%

29% 44%

CONVENIENCE
2 3 4 5

13%

14%

29%

VARIETY
44% 2 3 4 5

13%

14%

29% 44%

QUALITY
2 3 4 5

13%

14%

29%

PRICE
44% 2 3 4 5

13%

14%

29% 44%

OCCUPATION vs PERCEPTION
BRANDED QUALITY PRODUCTS PREMIUM PRODUCTS EXPENSIVE PRODUCTS TRENDY PRODUCTS OFFER VALUE FOR MONEY

23

19

11 10 9 8 6 4 3 2 1 4 3 3 6 4 4 6

BUSINESS

OTHERS

PROFESSIONAL

STUDENT

AGE vs PERCEPTION
BRANDED QUALITY PRODUCTS PREMIUM PRODUCTS EXPENSIVE PRODUCTS TRENDY PRODUCTS OFFER VALUE FOR MONEY

14

12 11 10 9 9

7 6 5 5 5 4 3 2 1 1 2 1 2 2 1 2 1 1 1 2 1 2 4

> 20

> 40

20 - 25

25 - 30

30 - 35

35 - 40

OCCUPATION vs PERCEPTION
BRANDED QUALITY PRODUCTS PREMIUM PRODUCTS EXPENSIVE PRODUCTS TRENDY PRODUCTS OFFER VALUE FOR MONEY

23

19

11 10 9 8 6 4 3 2 1 4 3 3 6 4 4 6

BUSINESS

OTHERS

PROFESSIONAL

STUDENT

KEY FINDINGS AND SUGGESTIONS


INDIAN TERRAIN needs to work in terms of its category width. Its

customers expect IT to have them more options in term of design, style and colors in Shirts and T-Shirts similar to its Sweaters and Trousers variety is the only area the customers are dissatisfied wit and hence has to be improved.
Prices of Trousers and Jackets are high as compared to other available

options in the market.

KEY FINDINGS AND SUGGESTIONS


1) Explore more style option 2) Needs to have more innovative designing & fresh approach in semi formals segment of shirt, especially thing that can be done with front placket. 3) Some more party wear collection 4) Prices are high comparative to other brands 5) There should be wider range in slim fit

6) Need more range both in terms of collection & price


7) Marketing should be more aggressive 8) More options in terms of colors

9) Need to increase more designs and colors


10) Limited designs and colors as compared to wills 11) Introduce more smart casuals

PROJECT 2 APPROACH TO THE PROBLEM GAP ANAYSIS IN THE SLOWEST MOVING CATEGORY AT INDIAN TERRAIN STORES IN CHENNAI

OBJECTIVE

To identify the gap in terms of price, color, style, quantity displayed on the floor
and the available options in the particular slow moving category. To benchmark the offerings against the competitors.

To identify what the customer really wants against what is being offered.
METHODOLOGY It is a Descriptive research Survey method online survey, observation method and interview method. Convenience sampling 100 questionnaires

DIRECT COMPETITORS OF INDIAN TERRAIN


BRANDS LPYOUNG LP-RYDER U.S.POLO ALLENSO LLY ALLEN SOLLY SPORT SOLIDS 18992599 N.A 17992999 16992499 16992499 STRUC TURES 18992199 N.A 22992699 N.A 19992499 YARN DYED 1999 N.A 2999 2299 2299 JEANS STRETCH WRINKLE COTTON FREE 1899N.A 2199 N.A N.A 20992999 19992499 20992499 N.A N.A N.A COTTON BLENDS N.A N.A N.A N.A N.A NONCOTTON N.A N.A N.A N.A N.A

ARROW SPORT ARROW-

17992699 2299

19992499 N.A

2099 2299

22992499 2499

N.A N.A

N.A N.A

N.A N.A

NEWYOR K
BLACKBE RRY INDIAN TERRAIN N.A 14992999 N.A N.A N.A 16992999 N.A 2499 N.A N.A N.A N.A N.A N.A

DATA ANALYSIS

CONVENIENCE
2 3 4 5

13%

14%

29%

VARIETY
44% 2 3 4 5

13%

14%

29% 44%

CONVENIENCE
2 3 4 5

13%

14%

29%

VARIETY
44% 2 3 4 5

13%

14%

29% 44%

KEY FINDINGS

The brand lacks in advertisement for it denim products. It lacks in quality when in comparison to the major denim brands It lacks in variety and fit when compared to the other competitors. There is no availability of colors.

PROJECT 3 THE IMPACT OF THE UPCOMING INDIAN TERRAIN STORE IN PHOENIX MALL ON THE EXISTING STORE IN EA

OBJECTIVE
.To analyze the shoppers profile and their spending pattern. To analyze the area where customers are satisfied and areas where we lack as compared to other stores. To try to find if there will be a shift in their buying location, if they shift what kind of customers are we going to cater to. METHODOLOGY It is a Explorative research Survey method questionnaire, observation method and interview method. Convenience sampling 100 questionnaires

DATA ANALYSIS

LOCATION OF THE STORE


2 3 4 5

13%

14%

29% 44%

AMBIENCE
2 3 4 5

13%

14%

29% 44%

CONVENIENCE
2 3 4 5

13%

14%

29%

VARIETY
44% 2 3 4 5

13%

14%

29% 44%

QUALITY
2 3 4 5

13%

14%

29%

PRICE
44% 2 3 4 5

13%

14%

29% 44%

QUALITY
2 3 4 5

13%

14%

29%

PRICE
44% 2 3 4 5

13%

14%

29% 44%

STORE LIKELY TO BE PREFFERED


EA MALL OUT OF STATION PHOENIX MALL

37%

53%

10%

LOCATION vs VEHICLE
NO YES Grand Total

126

104

67

54 47 38

22

13

12

12

EA MALL

OUT OF STATION

PHOENIX MALL

Grand Total

LOCATIONPREFERENCE

LOCATION vs OCCUPATION
EA MALL OUT OF STATION PHOENIX MALL

25

21

18 17

13

10

7 6

BUSINESS

OTHERS

PROFESSIONAL

STUDENT

LIFESTYLE vs LOCATION
EA MALL OUT OF STATION PHOENIX MALL

20

20

18

10

10

6 5 3

6 5 5 4 3 5

2
1

2
1

ALL THE ABOVE

ATTEND PARTIES ATTEND PARTIES GO FOR MOVIES

DINNING OUT

DINNING OUT AND GO FOR MOVIES ATTEND PARTIES

GO FOR MOVIES AND DINING OUT

KEY FINDINGS
It is found that major portion of the customers who visit the Indian

Terrain store are from the area that forms the primary and secondary trading area of the Velachery store and hence they are going to shift when the new store opens in Phoenix mall.
There is going to be at least 40% decrease in the footfalls in EA store

due to the opening of the new store.


This is a probabilistic study and hence no guaranteed shift isexpected.

CONCLUSION
Consumer perception mapping is a never ending activity. It should be

continuously carried out by any company if it wants to be at pace with its consumers needs and have and competitive edge over its competitors.
Perception about the brand is a major factor affecting the turnover

produced by the brand.


Gap analysis is required in order to understand the factors affecting the

movement of the product, it gives a better understanding of why the product is unable to achieve the set target.