Project on Kalenji Decathlon

Summer Internship Project on market research for Kalenji Brand done at Decathlon

1. “To analyse the market and consumer perception for running shoes in Dahisar -Mira Road region with reference to Kalenji ” By: Ashish Jadhav (TM1716271) Undertaken at Dahisar 1

2. 2 CONTENTS Company & Product Information Industry Overview My Role in the company Research Objectives & Hypothesis Research Methodology Market Analysis Data Analysis & Interpretations Findings Recommendations Key Learning

3. 3 Company Overview Founded in 1976 (Lille, France) Catering 70 sports; 20+ in-house brands 1,352 retail stores in around 39 countries Annual Revenu e of Rs . 93500 crores in 2017 (Global) Opened first store in Bangalore (2009) 61 stores in India

4. 4 Product Overview Passion brand for Running & Athletics Shoes, Apparels and accessories Shoes for Jogging, Road Running & Trail Running Skill based product range

5. 5 Industry Overview Market Size Of running shoes market is Rs . 15,660 crores . (Source: IndiaRetail.com) India is 3 rd largest consumer of footwear after China and USA. Organised Retail: 1/3 rd Unorganised Retail: 2/3 rd Running shoes constitute 7% of total Indian footwear market.

6. 6 Role in t he Company Product Sales. Developing layout for Running accessories. Conducting micro events and workshops as Community Building activity. Conducting Market Research.

7. 7 Objectives of the Study Primary Objectives: To analyse the market for running shoes in Dahisar - Mira Road region. To determine the brand awareness of Kalenji brand among buyers. Secondary Objectives: To identify which sources of information influence the buying decisions of customers. To determine the features in shoes that matters to the customers while purchasing running shoes . To determine which modes of purchase are preferred by the customers. To increase the sales of Kalenji running accessories and designing the layout for the same.

8. 8 Hypothesis TEST 1 Null Hypothesis: The features of running shoes that influence the choice of customers do not differ in magnitude of importance. Alternate Hypothesis : The features of running shoes that influence the choice of customers significantly differ in magnitude of importance. TEST 2 Null Hypothesis: There is no significant relationship between Advertisement and brand awareness. Alternate Hypothesis: There is a significant relationship between Advertisement and brand awareness.

9. 9 Research Methodology Research Design : Descriptive Research Data Source/ Method/ Instrument/ Tool : Primary/ Survey/ Questionnaire/ Excel & SPSS Sampling Method/ Size : (Convenience)/ 150 Area covered : Dahisar, Mira- Bhayandar , Borivali

10. 10 Market Analysis Population in the catchment (acc. to 2011 census) Dahisar 3,63,827 Mira- Bhayandar 8,09,378 Borivali (Extended catchment) 5,13,077 Total Population 16,86,282 (approx.) Presence of competitive brand retail outlets in the catchment. Brand Kalenji Nike Adidas Puma Reebok Skechers No. of Retail Outlets 1 (Dahisar)   2 (Mira Road, Borivali )   2 ( Borivali , Kandivali )   3 ( Bhayandar , Mira Road, Borivali ) 2 ( Borivali , Kandivali )   3 ( Kandivali ) 60,000 runners who practice the sport. (Source: Mira Bhayander Sports Foundation)

11. 11 Data Analysis & Interpretation Gender Ratio Age Gender Number of Respondents Percentage Female 55 36.67% Male 95 63.33% Total 150 100% Age Number of Respondents Percentage 17 or younger 11 7% 18 to 25 39 26% 26 to 40 67 45% 40 and above 33 22% Total 150 100%

12. 12 Skill Level Mode of shopping for running shoes

13. 13 Sources of information that influence buyers

14. 14 Brand Awareness of Running Shoes Brands

15. 15 Market Share of running shoes Brands Brand Number of Respondents Percentage Nike 30 20% Puma 28 19% Adidas 26 17% Kalenji 16 11% Reebok 16 11% Skechers 10 7% Asics 9 6% Others 15 10%

16. 16 Hypothesis Relationship between Advertising and Brand Awareness H0: There is no significant relationship between Advertisement and brand awareness. H1: There is a significant relationship between Advertisement and brand awareness.

17. 17 Chi-Square Tests   Value df Asymptotic Significance (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 9.271 a 1 .002     Continuity Correction b 8.137 1 .004     Likelihood Ratio 8.960 1 .003     Fisher's Exact Test       .004 .002 Linear-by-Linear Association 9.209 1 .002     N of Valid Cases 150         a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 14.08. b. Computed only for a 2x2 table Null Hypothesis is rejected. There is a significant relationship between advertisement and brand awareness. Advertisement * Awareness of the brand Crosstabulation Count   Awareness of the brand Total Aware of Kalenji Unaware of Kalenji Advertisement Advertising is influencial 22 26 48 Advertising is not influencial 22 80 102 Total 44 106 150 Cross Tabulation

18. 18 Features of running shoes that influence the choice of customers H0: The features of running shoes that influence the choice of customers do not differ in magnitude of importance. H1: The features of running shoes that influence the choice of customers significantly differ in magnitude of importance. Null Hypothesis is rejected. Features of running shoes differ in magnitude of importance to customers.   Ranks Factors Mean Rank Design 2.69 Price 2.70 Cushioning 3.23 Weight 3.09 Brand 3.29 Friedman Test

19. 19 Findings 73% customers prefer shopping from Brand Retail stores . 56 % respondents prefer to purchase running shoes from online shopping websites.   74% respondents have an average budget of Rs.1500 to Rs.4000 for a new pair of running shoes. Kalenji has maximum shoes in the same range. Thus the pricing strategy adopted by the brand is very good. Customers find advertisements, online searches and social media more influential than recommendations while purchasing running shoes.   Brand awareness of Kalenji is less among the customers (30 % of the sample ).   Brand , Cushioning , Weight and of the shoe matters more to the customers than Design and Price .

20. 20 Recommendations Community building exercises and organising events are our best way of marketing; should be done extensively to attract more customers.

21. 21 Sponsorship and associations to be made with other organisations to market our brand . (For a sponsership event Decathlon Dahisar has a cutoff of Rs.30,000)

22. 22 Online presence has to be improved to increase online sales. More range of products can also be made available through online marketplaces like Amazon.in and Flipkart.com Proactive use of Kiosk Machine to facilitate customers and generate online sales.

23. 23 Layouts should be changed regularly and according to the productivity given by the product families. Merchandising techniques should be used to communicate features and technology used in products. MEN RUNNING WOMEN RUNNING KIDS RUNNING RUNNING ACCESSORIES GOLF & ACCESSORIES MEN RUNNING WOMEN RUNNING KIDS RUNNING RUNNING ACCESSORIES GOLF & ACCESSORIES BEFORE AFTER April’18 Revenue: Rs . 1,91,155 May’18 Revenue: Rs . 2,27,349 Boost in sales by 15% Product Sales Done Running shoes: Rs . 1,53,920 Apparel & accessories: Rs . 83,730.

24. 24 Key Learnings Sports Retail as a sector has immense potential which is being supported by changing lifestyles and rising disposable incomes. Use your product before you recommend it to the customers.

25. 25 FEEDBACKS & QUESTIONS ARE WELCOME! Thank You