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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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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INDEXBrief history on Decathlon, Artengo
Defining the market study
Analysis of the sample survey
Conclusion
2www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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COMPETITORS
5www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
8/278www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
10/27
Gender-wise Distribution Of
Respondents
36.61
63.39
Gender
Female Male
10www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
11www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
12/27
Age-wise Distribution Of Sample
12www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
13www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
14/27
Occupation-wise Distribution Of Sample
14www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
15www.ultramaxit.com
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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
16/27
Income-wise Distribution Of Sample
16www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
17www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
18www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
19/27
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
19www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
20/27
Brand awareness comparison
Racket brand usage comparison
Priority-wise factor ranking
20www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
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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
21www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
22/27
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
22www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
23/27
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
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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
24/27
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
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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
25/27
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
25www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
26/27
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
26www.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/1230448943841998/10/2019 Artengo_brand_analysis(Sas Programming,Big Data Analytics)
27/27
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
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