data facts of apparels

8/7/2019 data facts of apparels

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AMITY UNIVERSITY

PROJECT ONBRAND BUILDING

- PARK AVENUE

GROUP NO.- 10

SUBMITTED TO-:

MRS.SUPRITI AGGARWAL

SUBMITTED BY -:

SIDDHARTH BIRLA F45

NEHA KAURA F10

AAYUSHI DUBLISH F01

GAURAV TYAGI F61

1



ACKNOWLEDGEMENT

WE WOULD LIKE TO EXTEND OUR REGARDS TO

OUR MARKETING MANAGEMENT FACULTY MRS.

SUPRITI AGGARWAL FOR HER GUIDANCE AND

IMMENSE SUPPORT THROUGHOUT THE PROJECT

WORK AS WITHOUT HER SUPPORT THIS PROJECTWOULD NOT HAVE BEEN SUCCESSFUL.

WE WOULD ALSO LIKE TO THANK THE

CUSTOMERS AND THE RETAILERS WITHOUT

WHOSE HELP AND COOPERATION THE SURVEY

WOULD NOT HAVE BEEN POSSIBLE.

2



INDEX

1. ABSTRACT

2. INTRODUCTION

3. RESEARCH METHODOLOGY

4. LITERATURE REVIEW5. DATA ANALYSIS

AND INTERPRETATION

6. CONCLUSION

7. RECCOMENDATION

8. BIBLIOGRAPHY

3



INTRODUCTION TO THE COMPANY

The “PARK AVENUE” brand was launched in 1986, with sole motive toprovide stylish and innovative wardrobe solutions to the gentlemen.The brand has carve its own niche with its wide and premium lifestyledesigns, styling, color and fashion trends. It caterd the corporates withhigh class suiting, shirts ,trousers, jackets and other accessories.Apart from corporate suiting it also includes wide range of heritagewear collections.The creations of park avenue can be found under its parent “the

Raymond shop” or exclusive park avenue stores.Acclaiming several awards in the fashion industry , it bagged the titleof “most innovative brand” at the Lycra Images Fashion Awards 2008.On September 8, 2007, it came with the launch of “Park AvenueWoman”- A Complete range of Business Wear for Women.

PARK AVENUE APPARELS

1. Men wear2. Women wear3. Accessories

4. Inner wear

5



BRAND PHILOSOPHY OF THE COMPANY

“PARK AVENUE” , is categorized under the most trusted and valuablebrand in suiting i.e “RAYMONDS”. With its ambitious beginning in the

year 1986, PARK AVENUE has today become India’s premium lifestylebrand. It offers thoughtful, inventive styles and new creations to dressup the changing consumer. It has marked its own way and createdspace in the readymade garments by offering wide range of products ,fabrics, styling color and international fashion trends. The companyemphasizes that its brand resembles to “TODAY GENERATION” whothink fresh and lead the ways.

INNOVATION CREDO

The brand believes in constant innovative changes in the style anddesigns of patterns of suiting in accordance with the corporate trends.The brand is in sync with the changing consumer needs and styles of dressing.

SYMBOL OR BRAND LOGO

The symbol of infinity signifies that the brand can provide an infinitenumber of good things. The main idea is to innovate simultaneously so

as to provide the customers with matched styles of aspirations.

INNOVATIONS OF PRODUCTS

The brand provides highly innovative patterns and range of products.Some of them are as :

1. MACHINE WASHABLE SUIT: Wash, iron and wear your suit inbag provided for the same purpose. In a few hours your suit willlook as fresh as it has been just at time of it purchase.

2. RESISTA TROUSERS: Ideal for long travel days. Its moisture-

management properties enable quicker drying and help inkeeping out dirt and stains, while the lycra fabric ensuresunparalleled comfort.

3. INSTA-DRY TROUSERS: powered by 3X dry technology fromScholler, Switzerland. These revolutionary trousers are ideal fortravel as well as leisure.

6



4. HI-DENSITY TROUSERS: Stylish, resilient trousers ensures abetter body, strength and drape. It promises a rich feel of highquality and fine yarn.

5. WRINKLE FREE SHIRTS: the cotton shirts are treated with LAPtechnology to ensure long-lasting , wrinkle-free properties.

6.NON-IRON SHIRTS: the 100% cotton shirts from Park Avenue.Just drip-dry and it ready to wear. It is designed with mercerized 2-plyyarn that boasts a 3.8 Dura Press rating.

7.COMFORTA : it is enhanced with Klimeo, natural temperature-regulating ingredient, these suits use a substance called Polectron to

lock microcapsules onto the fabric.8.MY BLAZER FOR IPOD: specially designed for gadget savvypeople. The company had a tie up with QIO systems. Allows you tooperate your ipod without fumbling for it.

BRAND PROMOTION

The company involves several methods and ways to promote thebrand through several modes of activities, ad campaigns.

7



1. PRESS ADS2. FESTIVE ADS3. FILMS4. COMFORTA FILMS5. LAKME FASHION WEEK

6. PR ACTIVITIES7. PRINT ADS8. OUTDOOR ADVERTISING

“PARK AVENUE ” TOILETRIES

The “PARK AVENUE” brand also deals in the toiletries segment. Thetoiletries segment of brand “park avenue” works under J.K HELENECURTIS LTD. a segment under Raymonds. The other products of toiletries under J.K helene curtis ltd. are “premium” and “gifting”.The Park Avenue range includes Fragrances, Body Care Solutions,Shaving Systems and Hair Care Solutions for the styling needs of today’s man. The Park Avenue range of Personal Care and Groomingproducts have earned a reputation for being amongst the best in theindustry. Park Avenue products are developed using internationalstandard fragrances and high level of Research to ensure that the

products stand the test of quality and consistency.

RANGE OF PRODUCTS

1. DEODORANTSi. signature range

instinct, metal, alter ego, voyageii. classic range.

Yojer, good morning, tranquil, cool blue, play, jazz , romus,mariner.

8



2. DEO TALC : The smell of Fresh Citrus or Spicy Wood. A fine talcthat has a cooling agent for a fresh exuberant feeling. This Deo Talcalso contains a Bacteriostatic agent that fights body odour and

keeps you fresh throughout the day. Available in convenient packsof 50g and 100g.

3. HAIR STYLING GELS: The latest range of styling gels fromPark Avenue. With the three vibrant variants, Chrome, Glacier andNeon, there’s something just right to suit your style. The styling gelsare available in 100g jars and 60g tubes.

9



4. Eau De Parfums: Park Avenue presents a sophisticated andexclusive range of Eau De Parfums for the different facets of life.Available in four unique fragrances for different occasions. The exoticfragrances in stylish, international slide-out package.

5. Perfume Spray: Elevate Perfume Spray is combined withemollient which acts as an Anti-irritant gives you a relaxed day ahead.Available in convenient packs of 25g, 50g and 100g.

6. After Shave: The range of Park Avenue After Shave Lotions area favourite with men because of

their long lasting classic fragrances.The Park Avenue After Shave Lotionrange includes The New ImprovedMercury, Ace and Good Morningvariants.

10



7. SOAPS: Park Avenue presents a range of exclusive soaps for thewell-groomed man. Created to give an edge of masculinity to aneveryday bath, Park Avenue soaps are just what the Indian man needs.Especially developed for a man’s skin, these soaps leave a luxuriousfeeling with an invigorating fragrance that is fresh and manly.

QUESTIONNAIRE

QUESTIONNAIRE FOR THE CUSTOMERS

CUSTOMER INFORMATION

11



* NAME :* OCCUPATION :

* AGE :* GENDER :

CUSTOMER TAKE ON THE PRODUCT:

PLEASE MARK UNDER THE COLUMN WITH WHICH YOU AGREE

1.) HOW OFTEN DOYOU BUY “PARK AVENUE” PRODUCTS?

ALWAYS MANY ATIMES

SOMETIME

S

VERY OFTEN

FIRSTTIME

STRONGLY AGREE

SLIGHTLY AGREE

NotSURE

SLIGHTLY DISAGREE

STRONGLY DISAGREE

2) DO YOU THINK THAT PARK AVENUEMAINLY TARGETS THEMALE SECTION OF THESOCIETY?

12



3.) IS PARK AVENUETRUE TO THE IMAGE ITPOTRAYS?

CUSTOMER TAKE ON THE RETAILOUTLET

RANK ON THE SCALE OF 1-5 WITH 5 BEING THE STRONGESTPOSITIONTOILETRIES

PRODUCTSSOAP

SHAVINGCREAM

DEODRANT

PERFUME AFTERSHAVECREAM

COLOGNE

1. ARE YOUSATISFIEDWITH THEOFFERSMADE BYTHE CO.?

2. ARE YOUSATISFIEDWITH THEPURCHASEEXPERIENCE

?

3. WERE YOURGRIEVANCESTAKEN UPSERIOUSLY?

13



4. DOES THEOUTLET HASTHE RIGHTVARIETY ANDRANGE OF

THEPRODUCT?

5. ADVERTISEDMERCHANDISE WAS INSTOCK?

6. WAS THEMERCANDSEDISPLAY

ATTRACTIVE?

APPARELS

PRODUCTSSHIRT

TROUSE

TIE HANKE

R-

CHIEF&BELTS

INNERWEAR

WALLETS

7. ARE YOUSATISFIEDWITH THEOFFERSMADE BYTHE CO.?

8. ARE YOUSATISFIEDWITH THEPURCHASEEXPERIENCE?

14



9. WEREYOURGRIEVANCES TAKEN UP

SERIOUSLY?

10. DOESTHEOUTLETHAS THERIGHTVARIETYAND RANGE

OF THEPRODUCT?

11. ADVERTISEDMERCHANDISE WAS INSTOCK?

12. MERC

HANDISEDISPLAYWEREATTRACTIVE?

WOULD YOU PERSONALLY RECOMMEND ANYONE TOBUY THE PRODUCTS OFFERED BY PARK AVENUE?

YES NO

15



IF “YES ” THEN MARK THE PRODUCTS WHICH YOU WOULDRECOMMEND TO BUY:

LIST OF PRODUCTS

SOAP

SHAVING CREAM

DEODRANT

PERFUME

COLOGNE

AFTER SHAVE LOTION

SHIRT

TROUSER

TIE

BELT

SOCKS

INNERWEAR

WALLET

HANKERCHIEFS

Research Methodology

Assess the various parameters on which consumers buy the brand “PARK

AVENUE”

16



Collection of information through

1. Primary Sources

Questionnaires, Direct interviews2. Secondary sources

Company Reports, Magazines, Journals and existing internet surveys/polls

Analysis and decoding of the observations using data tools like SPSS and excell Segmentation of consumers and define parameters important for each segment

Determine the evaluation criteria, perceptions, their importance and the factors

that influence them.

On the basis of these results, we will give recommendations/ suggestions in order

to improve the brand image and brand awareness to keep the marketing strategy in

line with the buying process.

Sample Size: 1. CUSTOMERS : more than 40 respondents

2. RETAILERS : more than 5 retailers

SAMPLING FRAMEWORK:

Target Customers Section : Males, Officials, Youngsters and Other Service andBusiness Class People

Target age group : 20 years onwards.

Existing Customers Who Already Uses The Brand, Customers Who All Have Visited TheStores And Outlets Of The Brand, Customers Who Prefer Other Brands Over Park

Avenue Brand.

STATISTICAL SOFTWARE: SPSS

RESEARCH DESIGN

1. Type of Research Design: The research design used will be exploratory and

convenient in nature.

2. Scaling /marking methods: The scaling techniques used are broadly thefollowing:

Comparative Scales: The scales used

17



Rank order

Marking order

(generally used marking scale of 1-5 with 5 being the strongest in position)

QUESTIONNAIRE DEVELOPMENT AND PRE-TESTING: A questionnaire is

developed , in such a manner that it covers all aspects related to brand which a customer as well as retailers are answerable to. It contains the questions that are close-ended.

Several following aspects can be answered :

1. the level of satisfaction after the brand usage.

2. the degree of experience of the product.

3. the awareness of the brand among the masses.

4. the willingness of customers to buy the product.

5. the perception and opinion of the customer about the brand.

6. the image worthiness of the product.

7. the availability of the products and their variety.

8. the proper and attractive advertisements and display of the product

9. the customers recommendations to buy or not to buy the product.

3. Sampling Technique: Non-probability Judgment Sampling

DATA ANALYSIS AND

INTERPRETATION

18



The questionnaire (attached in the appendix) tries to find out the various parameters that

customers keep in mind while buying the “park avenue” products. Moreover, it helps tofind the brand enhancement steps of the “park avenue” in future and analyze the degree

of awareness, promotional activities and ad campaigns required . The data analysis is

done with the help of SPSS. This is followed by a linking the results with the variousfacets of consumer behavior. The analysis has been done giving equal importance to all

the questions.

2.00

3.00

4.00

5.00

VAR00001

Pies sh ow counts

2.00

30.00%

n=12

3.00

50.00%

n=20

4.0010.00%

n=4

5.0010.00%

n=4

HOW OFTEN DO YOU BUY “PARK AVENUE” PRODUCTS?

1 ALWAYS

2 MANY A TIMES

3 SOME TIMES

4 VERY OFTEN

5 FIRST TIME

Park avenue lacks brand loyalty.this can be concluded as there were no customers who

opted for the first option which was “always”.the option which was most opted for was“sometimes” which clearly shows that customers arent very loyal.they need to undertake

more promotional activities . moreover more than attracting customers , retaining them is

more important.

19



1.00

2.00

3.00

VAR00002

Pies show counts1.00

40.00%

n=16

2.00

50.00%

n=20

3.0010.00%

n=4

DO PARK AVENUE MAINLY TARGETS THE MALE SECTION OF THE SOCIETY?

1 ALWAYS

2 MANY A TIMES

3 SOME TIMES

4 VERY OFTEN

5 FIRST TIME

The result shows that park aveue mainly targets the male section of the society which isone of the main reasons why it has insinificant market share in comparison to its

competetors like lois vutton,wills etc which are more diversified.whereas park avenue has

restricted itself to tha male segment and also lacks innovation.

20



1.00

2.00

3.00

VAR00003

Pies show counts

1.0010.00%

n=4

2.00

60.00%

n=24

3.00

30.00%

n=12

IS PARK AVENUE TRUE TO THE IMAGE IT POTRAYS?

1 STRONGLY AGREE2 SLIGHTLY AGREE

3 NOT SURE

4 SLIGHTLY DISAGREE

5 STRONGLY DISAGREE

Customers “slightly agree” with the fact that park aveue is tru to the image that it

potrays.this shows that park aveue has difficulty in retaiining its customers.it lacks brandloyalty.

21



APPARELSSATISFACTION

1.00

2.00

3.00

VAR00009

Pies sh ow counts

1.00

22.50%

n=9

2.00

40.00%

n=16

3.00

37.50%

n=15

1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. ON INNER WEARS ?

1 LEAST SATISFIED

5 MOST SATISFIED

22



3.00

4.00

5.00

VAR00011

Pies show counts

3.0010.00%

n=4

4.00

60.00%

n=24

5.00

30.00%

n=12

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHIRTS?

1 LEAST SATISFIED

5 MOST SATISFIED

The customers although not all but are mostly satisfied with their purchaseexperience.thus park aveue needs to work harder on the front of advertising and

promotion.as there is lack of brand awareness. But once purchased people are generally

satisfied with the quality.

23



PURCHASE EXPERIENCE

3.00

4.00

5.00

VAR00012

Pies show counts

3.00

22.50%

n=9

4.00

47.50%

n=19

5.00

30.00%

n=12

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTROUSERS?

1 LEAST SATISFIED

5 MOST SATISFIED

24



1.00

2.00

3.00

4.00

VAR00013

Pies s how counts

1.007.50%

n=3

2.00

37.50%

n=15

3.00

27.50%

n=11

4.00

27.50%

n=11

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTIE?

1 LEAST SATISFIED5 MOST SATISFIED

25



1.00

2.00

3.00

4.00

VAR00014

Pies sh ow counts

1.00

30.00%

n=12

2.00

20.00%

n=8

3.00

30.00%

n=12

4.00

20.00%

n=8

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF HC & BELTS?

1 LEAST SATISFIED

5 MOST SATISFIED

26



customers are least satisfied with innerwear.therefore park avnue should contemplate

either innovating it or exit from this product line and should also advertise and undertake

promotional activeties.

27



2.00

3.00

VAR00010

Pies s how counts

2.00

57.50%

n=23

3.0042.50%

n=17

1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. ON WALLETS?

1 LEAST SATISFIED

5 MOST SATISFIED

28



1.00

2.00

3.00

VAR00016

Pies sh ow counts

1.00

22.50%

n=9

2.00

50.00%

n=20

3.00

27.50%

n=11

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF WALLETS?

1 LEAST SATISFIED

5 MOST SATISFIED

customers are not very satisfied with their range of wallets too.they is hardly any

awareness about this product line.when customers are interested in buying brandedproducts and are also shelling out a handsome amout. They expect to get the worth of

their money.they will not like spending on a brand which people are not even aware off.

GRIEVANCES HANDLING

29



1.00

2.00

3.00

4.00

VAR00017

Pies s how counts

1.002.50%

n=1

2.00

20.00%

n=8

3.00

55.00%

n=22

4.00

22.50%

n=9

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHIRTS

1 LEAST SERIOUSLY5 MOST SERIOUSLY

30



1.00

2.00

3.00

4.00

VAR00018

Pies sh ow counts

1.00

22.50%

n=9

2.002.50%

n=1

3.00

50.00%

n=20

4.00

25.00%

n=10

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TROUSERS


31



1.00

2.00

3.00

VAR00019

Pies sh ow counts

1.00

20.00%

n=8

2.00

62.50%

n=25

3.00

17.50%

n=7

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TIES?


The result shows that that peaple are not very satisfied with the way their grievences were

handles.they need to improve thier system and also regular feedback should be taken

from the customers.

32



1.00

2.00

3.00

4.00

VAR00020

Pies show counts

1.00

15.00%

n=6

2.00

45.00%

n=18

3.0037.50%

n=15

4.002.50%

n=1

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR H.C & BELTS

1 LEAST SERIOUSLY

5 MOST SERIOUSLY

33



1.00

2.00

3.00

VAR00021

Pies sh ow counts

1.0045.00%

n=18

2.00

42.50%

n=17

3.00

12.50%

n=5

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR INNERWARE?

1 LEAST SERIOUSLY

5 MOST SERIOUSLY

1.00

2.00

3.00

4.00

VAR00022


45.00%

n=18

35.00%

3.00

17.50%

n=7

4.002.50%

n=1

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS?

1 LEAST SERIOUSLY

5 MOST SERIOUSLY

34



1.00

2.00

3.00

4.00

VAR00022


45.00%

n=18

2.00

35.00%

n=14

3.00

17.50%

n=7

4.002.50%

n=1

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS?


Customers were not at all satisfied with the way their grievences are handled in case of

wallets.they need to improve their system.

35



LITERATURE REVIEW

The brand “PARK AVENUE” has though carved a niche for itself in the Indian markets

in the segment of readymade garments and toiletries but it still lags behind the essence of

popularity when compared to its competitors. The brand is popular amongst the restricted

sector of male sections of the society. It mainly targets the male section of societyunderlying the age group from 20 years to 80 years. Although the brand has launched its

women wear segments in the year 2007, but still the female section of the society is

unaware of the brands and the range offered.The company pays less attention to build the brands and have very minimal efforts to

advertise their products (both apparels and toiletries). Lack of advertisements and

awareness about the range of product availability ultimately redeem the popularity of the

product.Moreover the high end prices of the products also affects the decision of customers to buy

the products.The availability of the stores and outlets are very rare when compared to the

other competitors. Even in the existing stores the range of products is not available at alltimes.

The brand has very restricted number of customers who mainly prioritize only quality and

satisfaction without considering the price, the brand charges to them.The company is well satisfied from the sales of its products and believes in nurturing the

customers with values, experience and loyalty. The company is very well recognized for

its innovative thoughts of styling, designing, colors and fabrics. The company has provedits worthiness to follow its principle.

36



TOILETERIES

SATISFACTION WITH THE OFFER MADE

2.00

3.00

4.00

5.00

VAR00001

Pies sh ow counts

2.0050.00%

n=20

3.00

12.50%n=5

4.00

22.50%

n=9

5.00

15.00%

n=6

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON SOAP?

1 LEAST SATISFIED

5 MOST SATISFIED

the result shows that customers are not very satisfied with the offers made on

soap.therefore company should come up with more offers and schemes so as to attractcustomers.moreover it will also help in creating awareness.

37



1.00

3.00

4.00

5.00

VAR00002

Pies sh ow counts

1.00

12.50%

n=5

3.00

47.50%

n=19

4.00

25.00%

n=10

5.00

15.00%

n=6

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON SHAVING CREAM?

1 LEAST SATISFIED

5 MOST SATISFIED

38



1.00

2.00

3.00

4.00

VAR00003

Pies sh ow counts

1.0010.00%

n=4

2.0025.00%

n=10

3.00

32.50%

n=13

4.00

32.50%

n=13

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON DEODRANT?

1 LEAST SATISFIED

5 MOST SATISFIED

39



1.00

2.00

3.00

4.00

VAR00004

Pies show counts

1.00

35.00%

n=14

2.00

37.50%

n=15

3.00

22.50%

n=9

4.005.00%

n=2

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON PERFUME?

1 LEAST SATISFIED

5 MOST SATISFIED

40



2.00

3.00

4.00

5.00

VAR00005

Pies sh ow counts

2.00

12.50%

n=5

3.0022.50%

n=9

4.00

52.50%n=21

5.00

12.50%

n=5

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON AFTERSHAVE?

1 LEAST SATISFIED

5 MOST SATISFIED

41



1.00

2.00

3.00

4.00

VAR00006

Pies show counts1.0042.50%

n=17

2.00

42.50%

n=17

3.00

12.50%

n=5

4.002.50%

n=1

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON COLOGNE?

1 LEAST SATISFIED

5 MOST SATISFIED

SATISFACTION WITH THE PURCHASE

EXPERIENCE

42



2.00

3.00

4.00

5.00

VAR00007

Pies show counts

2.0010.00%

n=4

3.00

35.00%

n=14

4.00

40.00%

n=16

5.00

15.00%

n=6

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SOAP?

1 LEAST SATISFIED

5 MOST SATISFIED

43



1.00

2.00

3.00

4.00

5.00

VAR00008

Pies s how counts

1.00

12.50%

n=5

2.007.50%

n=3

3.00

25.00%

n=10

4.00

32.50%

n=13

5.00

22.50%

n=9

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHAVING CREAM?

1 LEAST SATISFIED

5 MOST SATISFIED

44



1.00

2.00

3.00

4.00

VAR00009

Pies show counts

1.00

12.50%

n=5

2.0025.00%

n=10

3.00

30.00%

n=12

4.00

32.50%

n=13

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF DEODRANT?

1 LEAST SATISFIED

5 MOST SATISFIED

45



1.00

2.00

3.00

VAR00010

Pies sh ow counts

1.0050.00%

n=20

2.0010.00%

n=4

3.00

40.00%

n=16

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF PERFUME?

1 LEAST SATISFIED

5 MOST SATISFIED

46



3.00

4.00

5.00

VAR00011

Pies sh ow counts3.00

40.00%

n=16

4.00

37.50%

n=15

5.00

22.50%

n=9

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF AFTERSHAVE?

1 LEAST SATISFIED

5 MOST SATISFIED

47



1.00

2.00

3.00

VAR00012

Pies show counts

1.0047.50%

n=19

2.00

32.50%

n=13

3.00

20.00%

n=8

ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF COLOGNE?

1 LEAST SATISFIED

5 MOST SATISFIED

48



GRIEVANCES HANDLING

1.00

2.00

3.00

4.00

5.00

VAR00013

Pies sh ow counts

1.002.50%

n=12.007.50%

n=3

3.00

40.00%

n=16

4.00

35.00%

n=14

5.00

15.00%

n=6

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SOAP?

1 LEAST SERIOUSLY

5 MOST SERIOUSLY

49



1.00

2.00

3.00

4.00

5.00

VAR00014

Pies show counts

1.00

17.50%

n=7

2.007.50%

n=3

3.00

25.00%

n=10

4.00

30.00%n=12

5.00

20.00%

n=8

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHAVING CREAM?

1 LEAST SERIOUSLY

5 MOST SERIOUSLY

50



1.00

2.00

3.00

4.00

VAR00015

Pies sh ow counts

1.00

15.00%

n=6

2.00

22.50%

n=9

3.00

37.50%

n=15

4.00

25.00%

n=10

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR DEODRANT?

1 LEAST SERIOUSLY

5 MOST SERIOUSLY

51



1.00

2.00

3.00

VAR00016

Pies sh ow counts

1.00

50.00%

n=20

2.0010.00%

n=4

3.00

40.00%

n=16

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR PERFUME?


2.00

3.00

4.00

5.00

VAR00017

Pies show counts

2.00

12.50%

n=5

3.0022.50%

n=9

52.50%

5.00

12.50%

n=5

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE?


52



2.00

3.00

4.00

5.00

VAR00017

Pies show counts

2.00

12.50%

n=5

3.0022.50%

n=9

4.00

52.50%

n=21

5.00

12.50%

n=5

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE?

1 LEAST SERIOUSLY

5 MOST SERIOUSLY

53



1.00

2.00

3.00

VAR00018

Pies s how counts

1.0047.50%

n=19

2.00

32.50%

n=13

3.00

20.00%

n=8

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR COLOGNE?


54



CONCLUSIONAfter the complete analysis of the brand “PARK AVENUE” we could draw the

following conclusions.

1. The brand lacks awareness among the masses.2. Inability of the brand to capture the potential market

3. Brand is striving hard to survive in the cut throat competition.

4. Brand is innovative but lacks the promotional activities and ad campaigns.

RECOMMENDATIONSFollowing are the recommendations which must be taken into considerations in order tobuild the brand image of the company.

1. more emphasis must be made by company to enhance its ad campaigns throughseveral medias- print , video, audio etc.

2. to bring the brand more close to the masses by increasing the number of

promotional activities and sales activities.3. to redeem the prices or to allow several discounts and sales promotion activities.

4. to provide wide range of the products.

5. to establish more number of exclusive stores and to market their products more

through other retail chains.6. to improve the availability of their products at each and every required place.

BIBLIOGRAPHY/REFERENCES

1.Websites referred : 1. www.parkavenue.com2. www.raymonds.com

3. www.mouthshut.com

2. magazines referred:1. 4ps2. Retailers

3. Franchising

4. Business Today

55

http://www.parkavenue.com/

http://www.raymonds.com/


http://www.mouthshut.com/

http://www.parkavenue.com/


http://www.mouthshut.com/

data facts of apparels

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