artengo_brand_analysis(sas programming,big data analytics)

8/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)

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RACKET SPORTS

A Market Research Approach

Presented By:

ltramaxit

1www.ultramaxit.com
http://www.ultramaxit.com/http://www.linkedin.com/company/ultramax-infonet-education-pvt.ltd.?trk=tyah&trkInfo=tarId:1400661796633,tas:ultramax+infonet,idx:1-1-1https://www.youtube.com/channel/UC4J49K8D4uRmm1JtIOvKiZwhttps://plus.google.com/114186510772745467479/about?hl=enhttps://twitter.com/ultramaxinfonethttps://www.facebook.com/pages/Ultramax-Infonet/123044894384199


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INDEXBrief history on Decathlon, Artengo

Defining the market study

Analysis of the sample survey

Conclusion

2www.ultramaxit.com


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DECATHLON

All for sport, Sport for all

Sports equipment and retail 40 sports under one roof

Thane store: 15thDecember, 2012

21,000sq ft.

3www.ultramaxit.com


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ARTENGO Motto: With Artengo, I begin, I progress and I

perform

Badminton

Table-Tennis Lawn Tennis

Squash

Player Category: Beginner,Intermediate, and Recreational

4www.ultramaxit.com


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COMPETITORS

5www.ultramaxit.com


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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 surveyTo understand the correlations between various aspects

of a sport and the purchasing capacity of a customer

6www.ultramaxit.com


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APPROACH TO THE PROBLEM Study the current situation in the racket sports market Preparation of questionnaire Pilot survey

Sample survey Analytical techniques used:

Summary statistics Categorical data analysis (Logistic Regression)

Statistical software used: SAS 9.3 SAS Enterprise Guide 5.1 SAS Enterprise Miner 7.1 MS Excel 2007

7www.ultramaxit.com


8/278www.ultramaxit.com


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Sport-wise Distribution Of

Respondents

34.15

87.72 86.61

76.12

65.85

12.28 13.3923.88

0

20

40

60

80

100

120

Badminton Squash Tennis Table_Tennis

PLAY DON'T PLAY

SPORT

%RESPONDENT

SPORT-WISE DISTRIBUTION OF RESPONDENTS

9www.ultramaxit.com
http://www.ultramaxit.com/http://www.ultramaxit.com/http://www.linkedin.com/company/ultramax-infonet-education-pvt.ltd.?trk=tyah&trkInfo=tarId:1400661796633,tas:ultramax+infonet,idx:1-1-1https://www.youtube.com/channel/UC4J49K8D4uRmm1JtIOvKiZwhttps://plus.google.com/114186510772745467479/about?hl=enhttps://twitter.com/ultramaxinfonethttps://www.facebook.com/pages/Ultramax-Infonet/123044894384199


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Gender-wise Distribution Of

Respondents

36.61

63.39

Gender

Female Male

10www.ultramaxit.com


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Table of Gender by Target

Frequency

Percent

Target

Total

Gender Dont use Use

Female158

35.27

6

1.34

164

36.61

Male

267

59.60

17

3.79

284

63.39

Total

425

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

Dont 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 30

8218.30

20.45

8418.75

31 to 4064

14.29

9

2.01

73

16.29

41 to 6053

11.83

1

0.22

54

12.05Greater than

60

11

2.46

0

0.00

11

2.46

Total

425

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 Target

Frequency

Percent

Target

Total

Occupation Dont use Use

Student

235

53.53

11

2.51

246

56.04

Salaried

115

26.20

11

2.51

126

28.70

Business

41

9.34

1

0.23

42

9.57

Self

Employed

15

3.42

0

0.00

15

3.42

Retired

10

2.28

0

0.00

10

2.28

Total

416

94.76

23

5.24

439

100.00

http://www.ultramaxit.com/http://www.ultramaxit.com/http://www.ultramaxit.com/http://www.linkedin.com/company/ultramax-infonet-education-pvt.ltd.?trk=tyah&trkInfo=tarId:1400661796633,tas:ultramax+infonet,idx:1-1-1https://www.youtube.com/channel/UC4J49K8D4uRmm1JtIOvKiZwhttps://plus.google.com/114186510772745467479/about?hl=enhttps://twitter.com/ultramaxinfonethttps://www.facebook.com/pages/Ultramax-Infonet/123044894384199


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Income-wise Distribution Of Sample



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Table of Annual Family Income by Target

FrequencyPercent

Target

Total

Income Dont use Use

Less than 2.5lacs12

2.85

0

0.0

12

2.85

2.5lacs to 5lacs 5112.11

00.00

5112.11

5lacs to 7.5lacs51

12.11

1

0.24

52

12.35

7.5lacs to 10lacs121

28.74

6

1.43

127

30.17Greater 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 Target

FrequencyPercent

TargetTotal

Level Dont use Use

Recreational78

17.45

2

0.45

80

17.90

Beginner95

21.2515

3.36110

24.61

Intermediate

132

29.53

4

0.89

136

30.43

Advanced

84

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

BRAND



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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 AWAREBRAND

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

FACTOR



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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 31years to 40 years

PRODUCT RANGE: Less than 1500INR

RECREATIONAL TO INTERMEDIATE PLAYER LEVELS

WARRANTY AND AVAILABILITY IMPORTANT FACTORS



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27www ultramaxit com

Ultramaxit

Make Your Learning More Powerful with Ultramax

A Wing 601 & 602 Vertex Vikas

Building,

S. Radha Krishna Road,

Andheri East Mumbai400069

Phone: +91-22-61398700/01/02/03/04/99

2Floor,Shan Hira Building , Above

Titan Showroom,

M.G. Road ,Camp,Pune411001

Phone: +91-20-41463502/05/06/07

artengo_brand_analysis(sas programming,big data analytics)

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