artengo brand analysis (sas programming,big data analytics)
TRANSCRIPT
RACKET SPORTS
A Market Research Approach
Presented By:
Ultramaxit
1www.ultramaxit.com
INDEX
Brief history on Decathlon, Artengo
Defining the market study
Analysis of the sample survey
Conclusion
2www.ultramaxit.com
DECATHLON
All for sport, Sport for all
Sports equipment and retail
40 sports under one roof
Thane store: 15th December, 2012
21,000sq ft.
3www.ultramaxit.com
ARTENGOMotto: “With Artengo, I begin, I progress and I perform”
Badminton
Table-Tennis
Lawn Tennis
Squash
Player Category: Beginner,Intermediate, and Recreational
4www.ultramaxit.com
COMPETITORS
5www.ultramaxit.com
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
6www.ultramaxit.com
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
7www.ultramaxit.com
8www.ultramaxit.com
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
9www.ultramaxit.com
Gender-wise Distribution Of Respondents
36.61
63.39
Gender
Female Male
10www.ultramaxit.com
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
11www.ultramaxit.com
Age-wise Distribution Of Sample
12www.ultramaxit.com
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
13www.ultramaxit.com
Occupation-wise Distribution Of Sample
14www.ultramaxit.com
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
15www.ultramaxit.com
Income-wise Distribution Of Sample
16www.ultramaxit.com
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
17www.ultramaxit.com
Level Of Play-wise Distribution Of Sample
7.83
17.9
24.6130.43
19.24
Professional
Recreational
Beginner
Intermediate
Advanced
LEVEL OF PLAY
18www.ultramaxit.com
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
19www.ultramaxit.com
•Brand awareness comparison
•Racket brand usage comparison
•Priority-wise factor ranking
20www.ultramaxit.com
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
21www.ultramaxit.com
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
22www.ultramaxit.com
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
23www.ultramaxit.com
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
24www.ultramaxit.com
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
25www.ultramaxit.com
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
26www.ultramaxit.com
27www.ultramaxit.com
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