MEDIA CONSUMPTION HABITS

Introduction

The Spykar story started in 1992 when Prasad Pabrekar decided to venture into fashion apparels and accessories to make use of his vast repertoire of technical knowledge in processing denim garments. In 1994, Spykar moved beyond denims and introduced Heliums, a collection of cotton casual wear.

In 2002 Spykar launched Cargos and revolutionized the styling and packaging of the product, which resulted in instant success for the company. The brand from there on has evolved from a denim wear brand into a lifestyle brand and has added varied lifestyle categories from Shoes to Deos to Eyewear.

The brand has won the prestigious Apex awards of CMAI as Brand of the year Causal Wear - Large and Product Innovator of the Year for 2007, 2008& 2009. It has also won the Advertising Campaign of the year -2008.

Spykar Lifestyles Pvt. Ltd. was awarded Critics Choice Award for Pioneering Effort in Brand Creation at 9th Annual Images Fashion Awards. In addition the company also won Special Jury Award in Retail Excellence at Asia Retail Congress in the year 2009.

Brand Philosophy

The entire offering is fashion-oriented and can be termed radical at times. The single line to sum it up is Spykar Jeans: 18 till I die. Spykar aims to sustain itself as a premium fashion wear brand, providing total casual dressing for the individuals complete fashion needs.

Positioning

Spykar Jeans happens to be India'sonly denim brand in its category.Internationally there are quite a few similar players, but in India there isnt any emerging tocompete. The focus of ourbusiness and the product has always been the youth.The concept was to deliver cutting edge fashion denims and casualwear to the youth, whichwill stimulate their instincts and appetite.The brand has evolved over aperiod with the youth. We havereligiously focused on the youth. To consumers, Spykar Jeans has alwaystried to deliver a value-for-your-money proposition.We are in the premiumcategory due to the category we cater to fashion of premium quality. Our ethical business practices have served us well, and weattribute our growth to it as well. All the people involved with Spykar Jeans, in whatevercapacity, are passionate and loyal to the brand.

Target /Communication Strategy

Spykars core audience is the 18-35 age bracket (extremely youthful and vivacious and in tune with the latest international fashion trends) and the product line and marketing communications have evolved with the changing tastes of this discerning group. And hence continues to be aspirational to them. It at all times is keyed-in to their ever changing demands, moods and tastes of its target audience. Thus, conveying a feeling of self-confidence and individualism that characterizes the youth of today.

Spykar builds the brand by engaging itself in activities, which enable optimal one-to-one communications than one-to-many in the form of events and promotions.

The other vehicles used to advertise the brand are a mix of conventional and contemporary media along with the most importantinnovative in-store POS.

Marketing

Marketing ActivityPlanning, Budgeting & Execution of EOS saleMedia Planning & BuyingManagement & Maintenance of Spykarwebsite & all social networking platformsConceptualizing & Execution of activitiesExecute activities to increase CRM databaseCoordination with Creative agenciesCoordination with PR Team and execute all PR pegs and push them for moreExecution of VM across country by tying up with various regionalagenciesTimely executions at appropriate costs

RESEARCH METHODOLOGY

Objectives: Primary Objective Understanding women Psych while purchasing Spykar Denims. Supplementary Objectives- Consumers Purchase Study for Spykar.Scope of the study:The research is conducted in Mumbai City only.

Limitation of study:The respondents are the Consumers who visited Spykar Exclusive Outlets and made Purchase at the Outlets.

Data collection:Personal interviews.

Data collection tool: Questionnaire (Refer Appendix I)

Sample Size:30

Areas covered:Mumbai City (Vashi Store, Ghatkopar Store, HeeraPanna Store, Khar Store)

Null Hypothesis: Fit and fashion are not the reason why women prefer spykar denim.

Alternate Hypothesis: Fit and fashion are the reason why women prefer spykar denim.

Understanding Consumer Psych for Spykar Data Collected

Which is the most preferred denim brand?

Reason For Purchase

One-Sample Statistics

NMeanStd. DeviationStd. Error Mean

Fashion302.301.208.221

Fit301.901.125.205

Brand303.031.299.237

Price303.871.167.213

Availability303.901.094.200

One-Sample Test

Test Value = 0

TDfSig. (2-tailed)Mean Difference95% Confidence Interval of the Difference

LowerUpper

Fashion10.43129.0002.3001.852.75

Fit9.25129.0001.9001.482.32

Brand12.78629.0003.0332.553.52

Price18.15429.0003.8673.434.30

Availability19.52829.0003.9003.494.31

1.Fashion:

Critical value: 1.699 Observed value (as per T-test): 10.431

Hence it proves that .

2.Fit:

Critical value: 1.699Observed value (as per T-test): 9.251

Hence it proves that.

3.Brand Name:

Critical value: 1.699Observed value (as per T-test): 12.786

1.699 < 12.786

Hence it shows that .

4.Price:

Critical value: 1.699Observed value (as per T-test): 18.154

1.699