Artengo brand analysis (SAS programming,big data analytics)

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  A TRANSFORMATIONAL JOURNEY SINCE 1999 TOWARDS IT TRAINING ADVANCEMENT, ACHIEVEMENT AND PLACEMENT. TODAY WE ARE PROUD TO TELL YOU THAT, WE HAVE TRAINED MORE THAN 20,000 STUDENTS.
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  • 1. RACKET SPORTS A Market Research Approach Presented By: Ultramaxit www.ultramaxit.com 1
  • 2. INDEX Brief history on Decathlon, Artengo Defining the market study Analysis of the sample survey Conclusion www.ultramaxit.com 2
  • 3. DECATHLON All for sport, Sport for all Sports equipment and retail 40 sports under one roof Thane store: 15th December, 2012 21,000sq ft. www.ultramaxit.com 3
  • 4. ARTENGO Motto: “With Artengo, I begin, I progress and I perform” Badminton Table-Tennis Lawn Tennis Squash Player Category: Beginner, Intermediate, and Recreational www.ultramaxit.com 4
  • 5. COMPETITORS www.ultramaxit.com 5
  • 6. EXECUTIVE SUMMARY AIM: Understanding the racket sports market in and around Thane for the brand Artengo OBJECTIVES: To understand the market ranking of Artengo To understand the brand awareness with help of a sample survey To understand the correlations between various aspects of a sport and the purchasing capacity of a customer www.ultramaxit.com 6
  • 7. APPROACH TO THE PROBLEM Study the current situation in the racket sports market Preparation of questionnaire Pilot survey Sample survey Analytical techniques used: Summary statistics Categorical data analysis (Logistic Regression) Statistical software used: SAS 9.3 SAS Enterprise Guide 5.1 SAS Enterprise Miner 7.1 MS Excel 2007 www.ultramaxit.com 7
  • 8. www.ultramaxit.com 8
  • 9. Sport-wise Distribution Of Respondents 34.15 87.72 86.61 76.12 65.85 12.28 13.39 23.88 120 100 80 60 40 20 0 Badminton Squash Tennis Table_Tennis PLAY DON'T PLAY SPORT %RESPONDENT SPORT-WISE DISTRIBUTION OF RESPONDENTS www.ultramaxit.com 9
  • 10. Gender-wise Distribution Of Respondents 36.61 Gender 63.39 Female Male www.ultramaxit.com 10
  • 11. Table of Gender by Target Frequency Percent Target Total Gender Don’t use Use Female 158 35.27 6 1.34 164 36.61 Male 267 59.60 17 3.79 284 63.39 Total 425 94.87 23 5.13 448 100.00 www.ultramaxit.com 11
  • 12. Age-wise Distribution Of Sample www.ultramaxit.com 12
  • 13. Table of Age group by Target Frequency Percent Target Total Age_Group Don’t use Use Less than 15 165 36.83 8 1.79 173 38.62 15 to 20 50 11.16 3 0.67 53 11.83 21 to 30 82 18.30 2 0.45 84 18.75 31 to 40 64 14.29 9 2.01 73 16.29 41 to 60 53 11.83 1 0.22 54 12.05 Greater than 60 11 2.46 0 0.00 11 2.46 Total 425 94.87 23 5.13 448 100.00 www.ultramaxit.com 13
  • 14. Occupation-wise Distribution Of Sample www.ultramaxit.com 14
  • 15. Table of Occupation by Target Frequency Percent Target Total Occupation Don’t use Use Student 235 53.53 11 2.51 246 56.04 Salaried 115 26.20 11 2.51 126 28.70 Business 41 9.34 1 0.23 42 9.57 Self Employed 15 3.42 0 0.00 15 3.42 Retired 10 2.28 0 0.00 10 2.28 Total 416 94.76 23 5.24 439 100.00 www.ultramaxit.com 15
  • 16. Income-wise Distribution Of Sample www.ultramaxit.com 16
  • 17. Table of Annual Family Income by Target Frequency Percent Target Total Income Don’t use Use Less than 2.5lacs 12 2.85 0 0.0 12 2.85 2.5lacs to 5lacs 51 12.11 0 0.00 51 12.11 5lacs to 7.5lacs 51 12.11 1 0.24 52 12.35 7.5lacs to 10lacs 121 28.74 6 1.43 127 30.17 Greater than 10lacs 163 38.72 16 3.80 179 42.52 Total 398 94.54 23 5.46 421 100.00 www.ultramaxit.com 17
  • 18. Level Of Play-wise Distribution Of Sample 7.83 17.9 24.61 19.24 30.43 Professional Recreational Beginner Intermediate Advanced LEVEL OF PLAY www.ultramaxit.com 18
  • 19. Table of Level of play by Target Frequency Percent Target Total Level Don’t use Use Recreational 78 17.45 2 0.45 80 17.90 Beginner 95 21.25 15 3.36 110 24.61 Intermediate 132 29.53 4 0.89 136 30.43 Advanced 84 18.79 2 0.45 86 19.24 Professional 35 7.83 0 0.00 35 7.83 Total 424 94.85 23 5.15 447 100.00 www.ultramaxit.com 19
  • 20. •Brand awareness comparison •Racket brand usage comparison •Priority-wise factor ranking www.ultramaxit.com 20
  • 21. Badminton 65.99 17.01 1.7 60.54 34.01 82.99 98.3 39.46 0 20 40 60 80 100 120 Victor Yonex Li Ning Artengo AWARE NOT AWARE PERCENTAGE BRAND www.ultramaxit.com 21
  • 22. Table-Tennis 58.88 19.63 10.28 20.56 41.12 80.37 89.72 79.44 0 20 40 60 80 100 GKI Butterfly Stiga Artengo AWARE NOT AWARE BRAND PERCENTAGE www.ultramaxit.com 22
  • 23. Lawn-Tennis 60 10 8.33 66.67 40 90 91.67 33.33 0 20 40 60 80 100 Prince Wilson Head Artengo AWARE NOT AWARE www.ultramaxit.com 23
  • 24. Squash 58.18 20 25.45 0 41.82 74.55 80 100 0 20 40 60 80 100 120 Head Prince Dunlop Artengo AWARE NOT AWARE www.ultramaxit.com 24
  • 25. Summarization of priority-wise ratings of factors in a sports brand… 91.18 48.87 44.8 17.19 30.32 33.26 21.72 45.93 8.82 40.72 27.83 52.26 14.48 54.98 36.43 26.02 5.2 0 20 40 60 80 100 PRODUCT AVAILABILITY BRAND VISIBILITY WARRANTY BRAND AMBASSADOR AFFORDABLE PRICE QUALITY LOW MEDIUM HIGH PERCENTAGE FACTOR www.ultramaxit.com 25
  • 26. CONCLUSION Approximately 40% of the consumers are aware of Artengo MALE DOMINATED AGE GROUP: 6 years to 15 years (Students), 21 years to 30 years (majorly working category), and the 31 years to 40 years PRODUCT RANGE: Less than 1500INR RECREATIONAL TO INTERMEDIATE PLAYER LEVELS WARRANTY AND AVAILABILITY IMPORTANT FACTORS www.ultramaxit.com 26
  • 27. A Wing 601 & 602 Vertex Vikas Building, S. Radha Krishna Road, Andheri East Mumbai – 400069 Phone: +91-22- 61398700/01/02/03/04/99 2Floor,Shan Hira Building , Above Titan Showroom, M.G. Road ,Camp,Pune – 411001 Phone: +91-20-41463502/05/06/07 www.ultramaxit.com 27 Ultramaxit Make Your Learning More Powerful with Ultramax
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