artengo brand analysis (sas programming,big data analytics)
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RACKET SPORTS
A Market Research Approach
Presented By:
Ultramaxit
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INDEX
Brief history on Decathlon, Artengo
Defining the market study
Analysis of the sample survey
Conclusion
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DECATHLON
All for sport, Sport for all
Sports equipment and retail
40 sports under one roof
Thane store: 15th December, 2012
21,000sq ft.
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ARTENGOMotto: “With Artengo, I begin, I progress and I perform”
Badminton
Table-Tennis
Lawn Tennis
Squash
Player Category: Beginner,Intermediate, and Recreational
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COMPETITORS
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EXECUTIVE SUMMARYAIM: 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
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APPROACH TO THE PROBLEMStudy the current situation in the racket sports marketPreparation of questionnairePilot surveySample surveyAnalytical techniques used:
Summary statisticsCategorical data analysis (Logistic Regression)
Statistical software used:SAS 9.3SAS Enterprise Guide 5.1SAS Enterprise Miner 7.1MS Excel 2007
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Sport-wise Distribution Of Respondents
34.15
87.72 86.6176.12
65.85
12.28 13.3923.88
0
20
40
60
80
100
120
Badminton Squash Tennis Table_Tennis
PLAY DON'T PLAY
SPORT
%R
ES
PO
ND
EN
T
SPORT-WISE DISTRIBUTION OF RESPONDENTS
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Gender-wise Distribution Of Respondents
36.61
63.39
Gender
Female Male
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Table of Gender by Target
Frequency
PercentTarget
Total
Gender Don’t use Use
Female158
35.27
6
1.34
164
36.61
Male267
59.60
17
3.79
284
63.39
Total425
94.87
23
5.13
448
100.00
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Age-wise Distribution Of Sample
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Table of Age group by TargetFrequency
PercentTarget
Total
Age_Group Don’t use Use
Less than 15165
36.83
8
1.79
173
38.62
15 to 2050
11.16
3
0.67
53
11.83
21 to 3082
18.30
2
0.45
84
18.75
31 to 4064
14.29
9
2.01
73
16.29
41 to 6053
11.83
1
0.22
54
12.05
Greater than
60
11
2.46
0
0.00
11
2.46
Total425
94.87
23
5.13
448
100.00
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Occupation-wise Distribution Of Sample
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Table of Occupation by TargetFrequency
PercentTarget
Total
Occupation Don’t use Use
Student235
53.53
11
2.51
246
56.04
Salaried115
26.20
11
2.51
126
28.70
Business41
9.34
1
0.23
42
9.57
Self
Employed
15
3.42
0
0.00
15
3.42
Retired10
2.28
0
0.00
10
2.28
Total416
94.76
23
5.24
439
100.00
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Income-wise Distribution Of Sample
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Table of Annual Family Income by TargetFrequency
PercentTarget
Total
Income Don’t use Use
Less than 2.5lacs12
2.85
0
0.0
12
2.85
2.5lacs to 5lacs51
12.11
0
0.00
51
12.11
5lacs to 7.5lacs51
12.11
1
0.24
52
12.35
7.5lacs to 10lacs121
28.74
6
1.43
127
30.17
Greater than
10lacs
163
38.72
16
3.80
179
42.52
Total398
94.54
23
5.46
421
100.00
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Level Of Play-wise Distribution Of Sample
7.83
17.9
24.6130.43
19.24
Professional
Recreational
Beginner
Intermediate
Advanced
LEVEL OF PLAY
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Table of Level of play by TargetFrequency
PercentTarget
Total
Level Don’t use Use
Recreational78
17.45
2
0.45
80
17.90
Beginner95
21.25
15
3.36
110
24.61
Intermediate132
29.53
4
0.89
136
30.43
Advanced84
18.79
2
0.45
86
19.24
Professional35
7.83
0
0.00
35
7.83
Total424
94.85
23
5.15
447
100.00
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•Brand awareness comparison
•Racket brand usage comparison
•Priority-wise factor ranking
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Badminton
65.99
17.01
1.7
60.54
34.01
82.99
98.3
39.46
0 20 40 60 80 100 120
Artengo
Li Ning
Yonex
Victor
AWARE
NOT AWARE
PERCENTAGE
BR
AN
D
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Table-Tennis
58.88
19.63
10.28
20.56
41.12
80.37
89.72
79.44
0 20 40 60 80 100
Artengo
Stiga
Butterfly
GKI
AWARE
NOT AWARE
BR
AN
D
PERCENTAGE
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Lawn-Tennis
60
8.33
10
66.67
40
91.67
90
33.33
0 20 40 60 80 100
Artengo
Head
Wilson
Prince
AWARE
NOT AWARE
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Squash
58.18
20
25.45
0
41.82
80
74.55
100
0 20 40 60 80 100 120
Artengo
Dunlop
Prince
Head
AWARE
NOT AWARE
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Summarization of priority-wise ratings of factors in a sports brand…
91.18
44.8
17.19
33.26
21.72
45.93
8.82
40.72
27.83
30.32
52.26
48.87
14.48
54.98
36.43
26.02
5.2
0 20 40 60 80 100
QUALITY
AFFORDABLE PRICE
BRAND AMBASSADOR
WARRANTY
BRAND VISIBILITY
PRODUCT AVAILABILITY
LOW
MEDIUM
HIGH
PERCENTAGE
FA
CT
OR
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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
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Ultramaxit
Make Your Learning More Powerful with Ultramax
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 – 411001Phone: +91-20-41463502/05/06/07
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