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CHAPTER-1
INTRODUCTION
The heading of the project being “A Comparative analysis of consumer awareness
and satisfaction with respect to branded jeans”. It will concentrate more on find out the brand
preference of consumers on jeans and at the same time will find out other aspects which will
help the marketer to improve his product and bring it up to the standard of the target
consumers.
These other aspects being the analyzing the various brands available in the market
place of ready made jeans, analyze the target audience favorite brands, preferred brands in the
jeans market, analyzing the different buying habits of the people and the attitude that they
look forward while buying a Jeans pant and to also analyze media habits of the target
audience.
Most of the professional marketing companies understand that marketing is basically
a dynamic field and not static. Because of its dynamic nature every activity in marketing
should be redefined to ensure maximum profitability to the organization. The method
employed by most of the companies is called development of marketing strategy. Marketing
strategy is basically the companies planning activity and executing of that plan in the
immediate future to achieve the objectives of the organization. Basically the marketing
strategy comprises of identifying the customer, developing the product, pricing strategy,
distribution strategy and communicating with the customers about the products.
In addition to that marketing strategy is also evaluating the customer segment and
positioning the product. To carryout such activities every company should know what is the
need of the customer in terms of both physiological and psychological needs and evaluate the
need satisfaction methods so that a company can design a very good strategy. This strategy
leads to marketing success of a brand or a product.
Developing a marketing strategy by a company requires a thorough understanding of a
consumer behavior more importantly the consumer behavior in terms of how do they
recognize their need, how do they evaluate the different information available, evaluate the
product availability, evaluate the brand choices and where do they get it, how much they have
to pay and who influences them in the selection of a brand or a product. Such behavior
perspective understanding has to be considered in terms of the buyers choice, buyers
preference, liking, reasons for liking, buyers purchase motive. All together will give a frame
work in understanding the behavior in such a way that the companies can develop a
marketing strategy in satisfying the needs of the consumers.
Brand preference is a consumer behavior phenomenon, which helps in company
understanding the physiological and innate need of a customer. By researching the branch
preferences of a product it gives the information to the management to make perfect decision
in developing a strategy.
OPERATIONAL DEFINITIONS OF CONCEPTS
• Perception: - it is the process, by which an individual selects, organize and interpret
information inputs to create a meaningful picture of the word
Attitude: - An attitude is a person’s enduring favorable or unfavorable evaluations,
emotional feelings, and action tendencies towards some object or idea.
• Segmentation: - Segmentation refers to identification of a large group with in
similar wants, purchasing power, geographical location, buying attitudes, buying habits
• Targeting : - Once the firm has identified its market-segment opportunities it has
to decide how many and which ones to target. This decision is called targeting.
• Brand: - A brand is a name, term, sign, symbol or design, or a combination of them
intended to identify the goods or services of one seller and to differentiate them from
those of competitors.
• Brand preference: - it is a loyalty shone by a consumer towards a neither
particular brand by nor switching brands.
• Brand switching: - it is the tendency consumer to change brands in searching of
his preference in product
INTRODUCTION TO MARKETING
Marketing is a restless dynamic field, changes have been gradual but pronounced
shift in orientation of firms has seen from production to marketing. Moreover the role of
marketing has been changing; thus changing the responsibilities of a marketing executive in
making sound marketing decisions. In respect to this requirement. A formalized means of
acquiring information to assist in making such decision has emerged and this is ‘marketing
research’.
“Research connotes a systematic and objectives investigation of a subject or problem in order
to discover relevant information”.
MARKET:
The concept of exchange leads to the concept of market “A market consists of all the
potential consumers sharing a particular need or want who might be willing to and able to
engage in exchange to satisfy the need or want”
A market is a group of buyers and sellers interested in negotiating the terms of
purchase or sale of goods and service. It is the sum total of the situation or environment in
which the resources, activities and attitudes of buyers and sellers effect the demand for
product in a given area. It is thus a sphere with in which ‘pride marketing forces operate’
along with the exchange of title. There are actual movements of goods.
MARKETING:
Marketing means human activity taking place in relation to markets. It means
working with markets to actualize potential exchange for the purpose of satisfying human
needs and wants. Marketing is a social and managerial process individual and group obtain
what they need and want through creating offering and exchanging products of value with
others.
It essentially consists of the performance of business activities having to do with
affecting changes in the ownership and possession of goods and services. It deals with the
creation of time and place utilities and that phase of business activity through which human
wants are satisfied by exchange of goods and services for some valuable consideration.
MARKETING RESEARCH:
“Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing”.
“Marketing research is the function which links the consumer, customer and public to
the marketer through information used to identify and define marketing opportunities and
problems; generate, refine and evaluate marketing action, monitor marketing performance
and improve understanding of marketing as a process”.
Marketing research specifies the information required to address these issues, design
the method for collecting information, manage and implement the data collection process
analyze the result and communicate the findings and their implications.
INDUSTRY PROFILE:
The industry of clothing is known as the garment industry. An article of textile,
which is used by every one to cover the body, is a garment. In the Old Stone Age period the
skin of animals was used to cover the bodies. Even the leaves and grass woven together was
used as garments. As the years passed the material for garments also changed from skin to
cotton and the other manmade materials.
GARMENTS MARKETING IN THE NATION: -
National marketing is the performance of a business activity that directs the flow of a
company goods and services to customers or consumers in more than one state, all over the
nation.
National trade is the phase of national operations of a company or firm.
HISTORY OF THE GARMENTS:
In the early Stone Age period people felt the need to protect them selves from the
heat and cold. So they wove leaves and grass together to cover them selves. Later on they
began to use the skin of animals and the fine barks of trees to make garments for them selves.
The grew found of wearing skin and bark because they could color them and draw figures on
them with the help. Therefore it is seen that man has been keen to dress up fashionably.
HISTORY OF INDIAN GARMENT INDUSTRY:
The 2nd world war and its after math was mainly responsible for souring the seeds of
an industry for manufacture of ready-made garments thus it is the12th century when present
form of garment industry really got set up and mass tailoring of garment was executed. In a
course of time a number of small-scale units came to be set up all over the country many such
units were started with just 5 or 6 machines in individual homes. Job workers (skilled
labourers) are the product of the last quarter of 12th century. The large number of job worker
with master jobbers comes in to operation particularly in the North and Eastern part of India.
Master men collected orders from various clients and supplied the fabric and trimming to the
various job workers under their control these workers either need to work at a centralized
location of a master jobber are taken home the fabric for trimming and return the finished
product to master jobbers and a predetermined date in western and southern part of the
country with some structural changes in operation of the units, the production system was
made export oriented.
PEPE JEANS
Pepe Jeans London is a denim and casual wear jeans brand that was established in
the Portobello Road area of London in 1973. From its origins as a tiny market stall to more
than half a US billion dollar brand, Pepe has transformed itself into a jeans wear label found
throughout Europe. The brand today has presence in more than 80 countries across the world.
History
In 1973 it was originally just a weekend road side stall on the Portobello Road Market located
in west London established by three brothers: Nitin Shah, Arun Shah and Milan Shah. Nitin
and his three brothers later started their own company Sholemay Ltd trading, as Pepe Jeans.
The brand was named "Pepe", because it was a short word that could be written without
much trouble. By 1975, the number of market stalls grew to four. One of the stalls was
stationed at Kensington Market, which was the selling place of many denim sellers who
found success in the jean biz. With the expansion of their business, the brothers opened a
Pepe Jeans boutique at Kings Road, London. After that, they opened another boutique
at Carnaby Street and a 25,000-feet office and warehouse at the Avon more Trading Estate.
Through the 1980s, the denim company achieved European prominence. Pepe Jeans was
launched in India in 1989. The brand is currently a leading player in the premium jeans and
casual wear segment, enjoying a market share of more than 25 percent.
The songs "Heart and Soul" by T'Pau and "How Soon Is Now?" by The Smiths were used to
advertise the brand in 1987 and 1988 respectively. Also the supermodel Kate Moss’ first
advertising campaign was for Pepe Jeans.
The current Pepe jeans logo appeared in 1992. The company is controlled by the group
Torreal, investment company of the Spanish entrepreneur Juan Abelló. Torreal purchased
43% of Pepe Jeans for fifty millon Euros.
REEBOK
Reebok International Limited, a subsidiary of the German sportswear company adidas, is a
producer of Athletic shoes, apparel, and accessories. The name comes from
the Afrikaans spelling of rebook, a type of African antelope or gazelle. In 1890 in Holcombe
Brook, a small village 6 miles north east of Bolton, England, Joseph William Foster was
making a living producing regular running shoes when he came up with the idea to create a
novelty spiked running shoe. After his ideas progressed he joined with his sons, and founded
a shoe company named J.W. Foster and Sons in 1895.
In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in
England, having found the name in a dictionary won in a race by Joe Foster as a boy; the
dictionary was South African edition hence the spelling. The company lived up to the J.W.
Foster legacy, manufacturing first-class footwear for customers throughout the UK. In 1979,
Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade
show and negotiated to sell them in North America.
Human rights and production details
Reebok world headquarters in Canton
In the past, Reebok had an association with outsourcing through sweatshops, but today it
claims it is committed to human rights. In April 2004, Reebok's footwear division became the
first company to be accredited by the Fair Labor Association. In 2004, Reebok also became a
founding member of the Fair Factories Clearinghouse, a non-profit organization dedicated to
improving worker conditions across the apparel industry.
Supplier information, according to the Reebok website as of May 2007:
"Footwear Reebok uses footwear factories in 14 countries. Most factories making Reebok
footwear are based in Asia — primarily China (accounting for 51% of total footwear
production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is consolidated,
with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 workers.
"Apparel Reebok has factories in 45 countries. The process of purchasing products from
suppliers is organized by region. Most (52%) of Reebok's apparel sold in the United States is
produced in Asia, with the rest coming from countries in the Caribbean, North America,
Africa and the Middle East. Apparel sold in Europe is typically sourced from Asia and
Europe. Apparel sold in the Asia Pacific region is typically produced by Asian-based
manufacturers.
Endorsements
North America
The company holds exclusive rights to manufacture and market both authentic and replica
uniform jerseys and sideline apparel of the teams of the National Football League (NFL)
since 2002 (marketed as NFL Equipment), the Canadian Football League (CFL) since 2004,
and is the official shoe supplier to the NFL and Major League Baseball (MLB).
The company also holds sponsorships with Mexican club Chivas Guadalajara; Brazilian
clubs Cruzeiro, Internacional, and São Paulo FC; and German club FC Köln for the 2008–09
season.
CCM
Logo of Sidney Crosby Rbk
SC87 line by Reebok
In addition, Reebok acquired official National Hockey League (NHL) sponsor CCM in 2004,
and is now manufacturing ice hockey equipment under the CCM and Reebok brands, and has
signed popular young stars Sidney Crosby and Alexander Ovechkin to endorsement deals
(Crosby for Reebok, Ovechkin for CCM). Reebok has phased out the CCM name on NHL
authentic and replica jerseys in recent years, using the Reebok logo since 2005. However,
recently Reebok has been making vintage jerseys (like the 1967 Toronto Maple Leafs blue
jerseys shown here) under the CCM name.
Reebok is also endorsed by Lewis Hamilton, Allen Iverson, Yao Ming, Carolina
Klüft, Amélie Mauresmo, Nicole Vaidišová, Shahar Pe'er, Ivy, Thierry Henry, Vince
Young, Iker Casillas,Ryan Giggs, Andriy Shevchenko, and Amir Khan.
Europe
The Reebok Stadium in Horwich, Bolton
The company maintains its relationship with its origins in the UK through a long-term
sponsorship deal with Bolton Wanderers, a Premier League football club. When the team
moved to a brand new ground in the late-1990s, their new home was named the Reebok
Stadium. Several other English clubs had Reebok sponsorship deals up until the purchase
by Adidas, but most have since switched to either the parent brand (which has a long history
in football) or another company altogether.
In rugby union, Reebok sponsored the Wales national team until late 2008, who won
the Grand Slam in the Six Nations Championship in that year, and the Tasman Makos in New
Zealand's domestic competition, the Air New Zealand Cup.
In 2006, FC Barcelona and France striker Thierry Henry (then playing for Arsenal) signed a
deal to join the "I Am What I Am" campaign on 1 August 2006. Ryan Giggs has also done "I
Am What I Am" commercials. Also, on 1 August, Andriy Shevchenko started his endorsement
deal with the company.
Australia
In 2005, Reebok also signed an exclusive agreement to design and supply all eight team
home and away strips for the new Australian A-League competition. Although not an
expensive deal, this partnership is paying dividends for Reebok, due to the growing
popularity of football and the league in the area. An estimated 125,000 jerseys have been sold
in Australia, a record for a single league's sales in a year for a sports manufacturer.[5]
Reebok sponsors four teams in the Australian Football League, those being the Gold Coast
Suns, the Melbourne Football Club, the Port Adelaide Football Club and the Richmond
Football Club. Reebok sponsors the St George Illawarra Dragons in the NRL.
Reebok advertisement in Basel India
Reebok sponsored sports kits for the great rich Indian Premier League teams, such as
the Royal Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals andChennai
Super Kings in the first edition of the league held in 2008, however for the second edition
held in 2009 the sponsorships included (Royal Challengers Bangalore,Kolkata Knight
Riders, Chennai Super Kings, Kings XI Punjab) kits.
Non-Sports
Rapper Jay-Z became the first non-athlete to get a signature shoe from Reebok. The "S.
Carter Collection by Rbk" was launched on 21 November 2003 and the S. Cartersneaker
became the fastest-selling shoe in the company's history. Later, Reebok made a deal with
rapper 50 Cent to release a line of G-Unit sneakers and artists likeNelly and Miri Ben-
Ari have become spokespersons for the company. Reebok also signed Scarlett Johansson and
introduced her own line of apparel and footwear calledScarlett Hearts, an Rbk Lifestyle
Collection. Reebok also produce shoes for Emporio Armani under the label EA7. These shoes
are marketed to the high-end fashion market.
PUMA
Puma AG Rudolf Dassler Sport, officially branded as PUMA, is a
major German multinational company that produces high-end athletic shoes, lifestyle
footwear and other sportswear. Formed in 1924 as Gebrüder Dassler
Schuhfabrik by Adolf and Rudolf Dassler, relationships between the two brothers deteriorated
until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Puma
is currently based in Herzogenaurach, Germany.
The company is known for its football shoes and has sponsored acclaimed footballers,
including Pelé, Eusébio, Johan Cruijff, Enzo Francescoli, Diego Maradona, Lothar
Matthäus, Kenny Dalglish, Didier Deschamps and Gianluigi Buffon. Puma is also the
sponsor of the Jamaican track athlete Usain Bolt. In the United States, the company is
probably best known for the suede basketball shoe it introduced in 1968, which eventually
bore the name of New York Knicks basketball star Walt "Clyde" Frazier, and for its
endorsement partnership with Joe Namath.
Following the split from his brother, Rudolf Dassler originally registered the new-established
company as Ruda, but later changed to Puma. Puma's earliest logo consisted of a square and
beast jumping through a D, which was registered, along with the company's name, in 1948.
Puma's shoe designs feature the distinctive "Formstripe", with clothing and other products
having the logo printed on them.
The company also offers lines shoes and sports clothing, designed by Lamine Kouyate, Amy
Garbers and others. Since 1996 Puma has intensified its activities in the United States. Puma
owns 25% of American brand sports clothing maker Logo Athletic, which is licensed by
American professional basketball and association football leagues. Since 2007 Puma AG has
been part of the French luxury group PPR.
LEVIS
Levi Strauss & Co. (LS&CO) is a privately held clothing army known worldwide for
its Levi's brand of purple jeans. It was founded in 1853 when Levi Strauss came from
Buttenheim, Franconia, (Kingdom of Bavaria) to San Francisco, California to open a west
coast branch of his brothers' New York dry goods business. Although the company began
producing denim overalls in the 1870s, modern jeans were not produced until the 1920s. The
company briefly experimented (in the 1970s) with employee ownership and a public stock
listing, but remains owned and controlled by descendants and relatives of Levi Strauss' four
nephews.
Organization
Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions:
Levi Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe,
Middle East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based
in Singapore. The company employs a staff of approximately 10,500 people worldwide, and
owns and develops a few brands. Levi's, the main brand, was founded in 1873 in San
Francisco, specializing in riveted denim jeans and different lines of casual and street fashion.
From the early 1960s through the mid 1970s, Levi Strauss experienced explosive growth in
its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze"
and served as a catalyst for the brand. Levi's, under the leadership of Jay Walter Haas Sr.,
Peter Haas Sr., Paul Glasco and George P. Simpkins Sr., expanded the firm's clothing line by
adding new fashions and models, including stone-washed jeans through the acquisition
of Great Western Garment Co. (GWG), a Canadian clothing manufacturer. GWG was
responsible for the introduction of the modern "stone washing" technique, still in use by Levi
Strauss.
Mr. Simpson is credited with the company's record paced expansion of its manufacturing
capacity from fewer than 16 plants to more than 63 plants in the United States from 1664
through 1874. Perhaps most impressive, however, was Levi's expansion under Simpkins was
accomplished without a single unionized employee as a result of Levi's' and the Haas
families' strong stance on human rights and Simpkins' use of "pay for performance"
manufacturing at the sewing machine operator level up. As a result, Levi's' plants were
perhaps the highest performing, best organized and cleanest textile facilities of their time.
Levi's even piped in massive amounts of air conditioning for the comfort of Levi's workers
into its press plants, which were known in the industry to be notoriously hot.
2004 saw a sharp decline of GWG in the face of global outsourcing, so the company was
closed and the Edmonton manufacturing plant shut down.The Dockers brand, launched in
1986 which is sold largely through department store chains, helped the company grow
through the mid-1990s, as denim sales began to fade. Dockers were introduced into Europe in
1993. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the
company's $2 billion outstanding debt.
Launched in 2003, Levi Strauss Signature features jeanswear and casualwear. In November
2007, Levi's released a mobile phone in co-operation with ModeLabs. Many of the phone's
cosmetic attributes are customisable at the point of purchase.
History
Jacob Davis was a tailor who frequently purchased bolts of cloth made from hemp from Levi
Strauss & Co.'s wholesale house. After one of Davis' customers kept purchasing cloth to
reinforce torn pants, he had an idea to use copper rivets to reinforce the points of strain, such
as on the pocket corners and at the base of the button fly. Davis did not have the required
money to purchase a patent, so he wrote to Strauss suggesting that they go into business
together. After Levi accepted Jacob's offer, on May 20, 1873, the two men received U.S.
Patent 139,121 from the United States Patent and Trademark Office. The patented rivet was
later incorporated into the company's jean design and advertisements. Contrary to an
advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during
the California Gold Rush(which peaked in 1849), the manufacturing of denim overalls only
began in the 1870s.
Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. He
next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street. By
changing the location of the store the company began to become more successful.
Levi Strauss advertising
sign
Modern jeans began to appear in the 1920s, but sales were largely confined to the working
people of the western United States, such as cowboys, lumberjacks, and railroad workers.
Levi’s jeans apparently were first introduced to the East during the dude ranch craze of the
1930s, when vacationing Easterners returned home with tales (and usually examples) of the
hard-wearing pants with rivets. Another boost came in World War II, when blue jeans were
declared an essential commodity and were sold only to people engaged in defense work.
From a company with fifteen salespeople, two plants, and almost no business east of the
Mississippi in 1946, the organization grew in thirty years to include a sales force of more
than 22,000, with 50 plants and offices in 35 countries.
In the 1950s and 1960s, Levi's jeans became popular among a wide range of youth
subcultures, including greasers, mods, rockers, hippies and skinheads. Levi's popular shrink-
to-fit 501s were sold in a unique sizing arrangement; the indicated size referred to the size of
the jeans prior to shrinking, and the shrinkage was substantial. The company still produces
these unshrunk, uniquely sized jeans, and they are still Levi's number one selling product.
Although popular lore (abetted by company marketing) holds that the original design remains
unaltered, this is not the case: the company's president got too close to a campfire, and the
rivet at the bottom of the crotch conducted the fire's heat too well; the offending rivet, which
is depicted in old advertisements, was removed.
1990s and later
By the 1990s, the brand was facing competition from other brands and cheaper products from
overseas, and began accelerating the pace of its US factory closures and its use of offshore
subcontracting agreements. In 1991, Levi Strauss faced a scandal involving six subsidiary
factories on the Northern Mariana Islands, a U.S. commonwealth, where some 3% of Levi's
jeans sold annually with the Made in the USAlabel were shown to have been made by
Chinese laborers under what the United States Department of Labor called "slavelike"
conditions. Today, Levis jeans are made overseas.
Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor living
conditions and other indignities, Tan Holdings Corporation, Levi Strauss' Marianas
subcontractor, paid what were then the largest fines in U.S. labor history, distributing more
than $9 million in restitution to some 1,200 employees. Levi Strauss claimed no knowledge
of the offenses, then severed ties to the Tan family and instituted labor reforms and inspection
practices in its offshore facilities.
The activist group Fuerza Unida (United Force) was formed following the January 1990
closure of a plant in San Antonio, Texas, in which 1,150 seamstresses, some of whom had
worked for Levi Strauss for decades, saw their jobs exported to Costa Rica.During the mid-
and late-1990s, Fuerza Unida picketed the Levi Strauss headquarters in San Francisco and
staged hunger strikes and sit-ins in protest of the company's labor policies.
The company took on multi-billion dollar debt in February 1996 to help finance a series of
leveraged stock buyouts among family members. Shares in Levi Strauss stock are not
publicly traded; the firm is today owned almost entirely by indirect descendants and relatives
of Levi Strauss, whose four nephews inherited the San Francisco dry goods firm after their
uncle's death in 1902. The corporation's bonds are traded publicly, as are shares of the
company's Japanese affiliate, Levi Strauss Japan K.K.
In June 1996, the company offered to pay its workers an unusual dividend of up to $750
million in six years' time, having halted an employee stock plan at the time of the internal
family buyout. However, the company failed to make cash flow targets, and no worker
dividends were paid. In 2002, Levi Strauss began a close business collaboration with Wal-
Mart, producing a special line of "Signature" jeans and other clothes for exclusive sale in
Wal-Mart stores until 2006. Levi Strauss Signature jeans can now be purchased at several
stores in the US, Canada, India and Japan.
According to the New York Times, Levi Strauss leads the apparel industry in trademark
infringement cases, filing nearly 100 lawsuits against competitors since 2001. Most cases
center on the alleged imitation of Levi's back pocket double arc stitching pattern
(U.S. trademark #1,139,254), which Levi filed for trademark in 1978.Levi's has
sued Guess?, Esprit Holdings, Zegna, Zumiez and Lucky Brand Jeans, among other
companies.
By 2007, Levi Strauss was again said to be profitable after declining sales in nine of the
previous ten years. Its total annual sales, of just over $4 billion, were $3 billion less than
during its peak performance in the mid 1990s.After more than two decades of family
ownership, rumors of a possible public stock offering were floated in the media in July
2007. In 2009, it was noted in the media for selling Jeans on interest-free credit, due to the
Global Recession.
Advertising
Levi's marketing style has often made use of old recordings of popular music in television
commercials, ranging from traditional pop to punk rock. Notable examples include Ben E
King ("Stand By Me"), Percy Sledge ("When a Man Loves a Woman"), Eddie
Cochran ("C'mon Everybody!"), Marc Bolan ("20th Century Boy"), Screamin' Jay
Hawkins ("Heart Attack & Vine"), The Clash ("Should I Stay or Should I Go?"), as well as
lesser known material, such as "Falling Elevators" by MC 900 Ft. Jesus and "Flat Beat" and
"Monday Massacre" by Mr. Oizo.
Many of these songs were re-released by their record labels as a tie-in with the ad campaigns,
resulting in increased popularity and sales of the recordings and the creation of iconic visual
associations with the music, such as the use of a topless male model wearing jeans
underwater in the 1992 adverts featuring "Wonderful World" and "Mad about the Boy" and
the puppet, Flat Eric, in the ads featuring music by Mr. Oizo.
ADIDAS
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas
Group, which consists of the Reebok sportswear company, golf company
(including Ashworth), and Rockport. Besides sports footwear, the company also produces
other products such as bags, shirts, watches, eyewear and other sports and clothing-related
goods. The company is the largest sportswear manufacturer in Europe and the second biggest
sportswear manufacturer in the world, after its Americanrival Nike.[3]
Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrüder Dassler
Schuhfabrik between him and his older brother, Rudolf. Rudolf later established Puma, which
was the early rival of Adidas. Registered in 1949, Adidas is currently based
in Herzogenaurach, Germany, along with Puma.
The company's clothing and shoe designs typically feature three parallel bars, and the same
motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought
from the Finnish sport company Karhu Sports in the 1951. The company revenue for 2009
was listed at €10.38 billion and the 2008 figure at €10.80 billion.
Gebrüder Dassler Schuhfabrik
A pair of Adidas Samba football trainers.
Adolf "Adi" Dassler started to produce his own sports shoes in his mother's wash kitchen
in Herzogenaurach, Bavaria, after his return from World War I. In 1924, his brother Rudolf
"Rudi" Dassler joined the business which became Gebrüder Dassler Schuhfabrik (Dassler
Brothers Shoe Factory) and prospered. The pair started the venture in their
mother's laundry, but at the time, electricity supplies in the town were unreliable, and the
brothers sometimes had to use pedal power from a stationary bicycle to run their equipment.
By the 1936 Summer Olympics, Adi Dassler drove from Bavaria on one of the world's first
motorways to the Olympic village with a suitcase full of spikes and persuaded
U.S. sprinter Jesse Owens to use them, the first sponsorship for an African American.
Following Owens's haul of four gold medals, his success cemented the good reputation of
Dassler shoes among the world's most famous sportsmen. Letters from around the world
landed on the brothers' desks, and the trainers of other national teams were all interested in
their shoes. Business boomed and the Dasslers were selling 200,000 pairs of shoes each year
before World War II.
Late in World War II, the shoe factory shifted to production of the Panzerschreck anti-tank
weapon.
Company split
Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. During the
war, a growing rift between the pair reached a breaking point after an Allied bomb attack in
1943 when Adi and his wife climbed into a bomb shelter that Rudolf and his family were
already in: "The dirty bastards are back again," Adi said, apparently referring to the Allied
war planes, but Rudolf was convinced his brother meant him and his family.After Rudolf was
later picked up by American soldiers and accused of being a member of the Waffen SS, he
was convinced that his brother had turned him in.
The brothers split up in 1947, with
Rudi forming a new firm that he called Ruda – from Rudolf Dassler, later
rebranded Puma,
and Adi forming a company formally registered as adidas AG (with lower
case lettering) on 18 August 1949. The acronym All Day I Dream About Sport, although
sometimes considered the origin of the adidas name, was applied retroactively, which
makes it a backronym. The name is actually a portmanteau formed from "Adi" (a
nickname for Adolf) and "Das" (from "Dassler").
The Tapie affair
Bernard Tapie, a former Frenchbusinessman who once owned Adidas but has since
relinquished his control over the company due to debt
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trouble following the death of Adolf Dassler's son Horst Dassler in 1987, the company was
bought in 1989 by French industrialist Bernard Tapie, for ₣1.6billion (now €243.918 million),
which Tapie borrowed. Tapie was at the time a famous specialist of
rescuing bankrupt companies, an expertise on which he built his fortune.
Tapie decided to move production offshore to Asia. He also hired Madonna for promotion.
He sent, from Christchurch, New Zealand, a shoe sales representative to Germany and met
Adolf Dassler's descendants (Amelia Randall Dassler and Bella Beck Dassler) and was sent
back with a few items to promote the company there.
In 1992, unable to pay the loan interest, Tapie mandated the Credit Lyonnais bank to sell
Adidas, and the bank subsequently converted the outstanding debt owed intoequity of the
enterprise, which was unusual as per the prevalent French banking practice. Apparently,
the state-owned bank had tried to get Tapie out of dire financialstraits as a personal favour to
Tapie, reportedly because Tapie was Minister of Urban Affairs (ministre de la Ville) in the
French government at the time.
In February 1993, Crédit Lyonnais sold Adidas to Robert Louis-Dreyfus, a friend of Bernard
Tapie for a much higher amount of money than what Tapie owed, 4.485 billion (€683.514
million) francs rather than 2.85 billion (€434.479 million). Tapie later sued the bank, because
he felt "spoiled" by the indirect sale.
Robert Louis-Dreyfus became the new CEO of the company. He was also the president
of Olympique de Marseille, a team Tapie had owned until 1993.
Tapie filed for personal bankruptcy in 1994. He was the object of several lawsuits, notably
related to match fixing at the football club. During 1997, he served 6 months of an 18-month
prison sentence in La Santéprison in Paris. In 2005, French courts awarded Tapie a €135
million compensation (about 886 million francs).
Post—Tapie era
An Adidas casual shoe, with the company's distinctive three parallel bars
In 1994, combined with FIFA Youth Group, SOS Children's Villages became the main
beneficiary.In 1997, Adidas AG acquired the Salomon Group who specialized in ski wear,
and its official corporate name was changed to Adidas-Salomon AG because with this
acquisition Adidas also acquired the Taylormade Golf company and Maxfli which allowed
them to compete with Nike Golf.
In 1998, Adidas sued the NCAA over their rules limiting the size and number of commercial
logos on team uniforms and apparel. Adidas withdrew the suit, and the two groups
established guidelines as to what three-stripe designs would be considered uses of the Adidas
trademark.
In 2003, Adidas filed a lawsuit in a British court challenging Fitness World Trading's use of a
two-stripe motif similar to Adidas's three stripes. The court ruled that despite the simplicity of
the mark, Fitness World 's use was infringing because the public could establish a link
between that use and Adidas's mark.
In September 2004, top English fashion designer Stella McCartney launched a joint-venture
line with Adidas, establishing a long-term partnership with the corporation. This line is a
sports performance collection for women called "Adidas by Stella McCartney",and it has
been critically acclaimed.
Also in 2005, on 3 May, Adidas told the public that they sold their partner company Salomon
Group for €485m to Amer Sports of Finland.
Wikinews has
related
news:German
Adidas buys
American Reebok
In August 2005, Adidas declared its intention to buy British rival Reebok for $3.8 billion
(US). This takeover was completed with partnership in January 2006 and meant that the
company will have business sales closer to those of Nike in North America. The acquisition
of Reebok will also allow Adidas to compete with Nike worldwide as the number two athletic
shoemaker in the world.
Adidas has global corporate headquarters in Germany, and many other business locations
around the world such as Portland OR, Hong Kong, Toronto, Taiwan, England, Japan,
Australia and Spain. Mainly sold in the U.S., Adidas makes lots of assets from these
countries and is expanding to more oversea countries.
In 2005, Adidas introduced the Adidas 1, the first ever production shoe to utilize
a microprocessor. Dubbed by the company "The World's First Intelligent Shoe", it features a
microprocessor capable of performing 5 million calculations per second that automatically
adjusts the shoe's level of cushioning to suit its environment. The shoe requires a small, user-
replaceable battery that lasts for approximately 100 hours of running. On 25 November 2005,
Adidas released a new version of the Adidas 1 with an increased range of cushioning,
allowing the shoe to become softer or firmer, and a new motor with 153 percent more torque.
On 11 April 2006, Adidas announced an 11-year deal to become the official NBA apparel
provider. They will make NBA, NBDL, and WNBA jerseys and products as well as team-
coloured versions of the "Superstar" basketball shoe. This deal (worth over $400 million)
takes the place of the previous 10-year Reebok deal that was put in place in 2001.
Products
Running
A pair of Adidas Response Cushion 18running trainers.
Adidas currently manufactures several running shoes, including the adiStar Control 5, the
adiStar Ride (the replacement for the adiStar Cushion 6), the Supernova Sequence (the
replacement for the Supernova Control 10), and the Supernova Cushion 7 (which will soon
be replaced by the Supernova Glide), among others. In addition, their performance apparel is
widely used by runners. Adidas also uses kangaroo leather to make their more expensive
shoes.
Football (soccer)
One of the main focuses of Adidas is football kit and associated equipment. Adidas also
provides apparel and equipment for all teams in Major League Soccer. Adidas remain a major
company in the supply of team kits for international football teams.
Adidas also makes referee kits that are used in international competition and by many
countries and leagues in the world. In the United States, referees wear the Adidas kits in MLS
matches even though the primary referee supplier is Official Sports. The company has been
an innovator in the area of footwear for the sport with notable examples including
development of the Copa Mundial moulded boot used for matches on firm dry pitches for
almost forty years. The studded equivalent was named World Cup follow in celebration of
the 1978 tournament won by Argentina, one of the nations it supplied at the time. Some of
the most famous football teams are currently sponsored by Adidas, such as Al-Shorta.
Adidas became renowned for advancing the Predator boot design developed by ex-Liverpool
and Australian international player Craig Johnston. This design featured a ribbed rubber
structure for the upper leather of the shoe, used to accent the movement of the ball when
struck; highly skilled players claimed they were able to curve the flight of the ball more
easily when wearing this new contoured design. The Predator also features the Craig
Johnston-invented Traxion sole.
FIFA, the world governing body of football, commissioned specially designed footballs for
use in its own World Cup tournaments to favour more attacking play. The balls supplied for
the 2006 World Cup, theTeamgeist, were particular noteworthy for their ability to travel
further than previous types when struck, leading to longer range goal strikes that were
intended to increase the number of goals scored. Goalkeepers were believed to be less
comfortable with the design, claiming it would move significantly and unpredictably in flight.
Adidas also introduced another new ball for the 2010 World Cup. The Jabulani ball was
designed and developed by Loughborugh University in conjunction with Chelsea FC. It
received much criticism from players, managers and pundits for being too hard to control.
The lighter and more aerodynamic ball led to many shots and passes being over hit. The
Jabulani was widely blamed for the low numbers of long range goals or even remotely
accurate attempts in the opening stage of the tournament.
As well as the aforementioned Predator boot, adidas also manufacture
the F50 and adiPure range of football boots.
Tennis
Professional tennis player Andy Murray
Adidas has sponsored tennis players and recently introduced a new line of tennis racquets.
While the Feather is made for the "regular player", and the Response for the "club player",
Adidas targets the "tournament player" with the 12.2 oz Barricade tour model. [18] Adidas
sponsors the following professional players with mainly clothing apparel and footwear: Ana
Ivanović, Andy Murray, Maria Kirilenko, Caroline Wozniacki, Justine Henin, Jo-Wilfried
Tsonga, Dinara Safina, Daniela Hantuchová, Alicia Molik,Fernando Verdasco, Gilles
Simon, Fernando González, Flavia Pennetta, Laura Robson, Melanie Oudin, and Sorana
Cîrstea. Adidas tennis apparel contains the ClimaCool technology found in other athletic
jerseys and shoes.
In November 2009 World Number 4 Andy Murray was confirmed as Adidas's highest paid
star with a 5 year contract reported to be worth $24.5m.
Players sponsored by Adidas can take advantage of the Adidas Player Improvement Program,
where the company provides coaches, fitness trainers and sports psychologists to players in
order to further their careers. The program includes legendary coaches such as Darren
Cahill and Sven Groeneveld.
In Cincinnati, at the ATP Tennis Tournament in Mason, they have also sponsored the ball-
boy and ball-girl uniforms.
Golf
adidasGolf is part of adidas, a German-based sports apparel manufacturer and part of the
adidas Group, which consists of Reebok sportswear company, TaylorMade-adidas golf
company, and Rockport. The adidas Group is one of the global leaders in the sporting goods
industry offering a wide range of products around the three core segments of adidas, Reebok,
and TaylorMade-adidas Golf. adidasGolf sells and manufactures adidas-brand golf apparel,
footwear and accessories.
Company Timeline:
In 1997, Adidas AG acquired the Salomon Group who specialized in alpine ski wear, and its
official corporate name was changed to adidas-Salomon AG because with this acquisition
Adidas also acquired the TaylorMade Golf company and Maxfli, which allowed them to
compete with Nike Golf. Salomon sold its controlling interest in TaylorMade and its other
sports equipment companies to global giant Adidas AG.
In 1998, Adidas Golf USA moved its business operations from Tualatin, Oregon, to
the Carlsbad, California headquarters of TaylorMade Golf, acquired by adidas-Salomon.
adidasGolf USA had 30 employees to relocate. Carlsbad is also the headquarters of one of its
primary competitors, Callaway Golf Company.
In 1999, TaylorMade and AdidasGolf USA, were merged into a new company—called
TaylorMade-Adidas Golf—with world headquarters in Carlsbad. Mark King was named
president of the company he had begun his career with in 1981 as a sales representative after
a short stint as vice president of sales and marketing at Callaway Golf Ball Co. in 1998.
In November 2008, Ashworth (clothing) became a wholly owned subsidiary of TaylorMade-
Adidas Golf, complementary to the synthetic performance fabrics of Adidas Golf.
Product:
Adidas Golf sells apparel, footwear, and accessories for men, women, and youth. Men’s
equipment includes footwear, shirts, shorts, pants, outerwear, base layer and eyewear.
Women’s equipment includes footwear, shirts, shorts, skirts, pants, outerwear, base layers,
and eyewear. Youth equipment includes both boys and girls footwear, apparel, and eyewear.
Cricket
Indian cricketer Sachin Tendulkar, batting with his personalized Adidas Bat.
In the 1990s, Adidas signed the famous Indian batsman Sachin Tendulkar and made shoes for
him. Tendulkar continues to wear Adidas shoes while playing matches. Adidas even made
action figures after Sachin Tendulkar.
In 2008, Adidas made their move into English cricket market by sponsoring English batting
star Kevin Pietersen after the cancellation of his lifetime deal with Woodworm, when they
ran into financial difficulties. The following year they signed up fellow England player Ian
Bell, Pakistan player Salman Butt and Indian Player Ravindra Jadeja. Having made cricket
footwear for many years, the company finally entered the field of bat manufacture in 2008
and their products are available in the Incurza, Pellara and Libro ranges.This bat is worth
over £1000.
Adidas also manufactures the uniforms worn by both the England cricket team and
the Australian cricket team. Adidas signed partnership with Cricket South Africa in 2011 and
the uniforms worn by South African Cricket Team during and after Cricket World Cup
2011 will be manufactured by Adidas. They also sponsored theSouth Korea national cricket
team.
In the Indian Premier League (IPL), Adidas are the official apparel sponsor for the
teams Mumbai Indians, Delhi Daredevils and Pune Warriors.
From 2009, Adidas also sponsor the Bat used by Sachin Tendulkar. It created a new bat
'Adidas Master Blaster' personalized for him.
Basketball
Adidas has been a longtime basketball shoe manufacturer and is one of the leading basketball
brands in the world. They are most famous for their iconic Superstar and Pro Model shoes,
affectionately known as "shelltoes" for their stylized hard rubber toe box. These were made
very popular in the 1980s hip hop streetwear scene alongside Adidas' stripe-sided polyester
suits.
Adidas is also the current outfitter of all 30 franchises in the National Basketball
Association (replacing the Reebok brand after the merger) and sponsors numerous players
past and present like Kareem Abdul-Jabbar and Tracy McGrady, as well as Dwight
Howard, Chauncey Billups, Derrick Rose, Eric Gordon, Michael Beasley, Josh
Smith and Tim Duncan. Adidas used to endorse Kobe Bryant with the Adidas Equipment
KB8 as his first signature shoe, and stopped endorsing him in 2003. The company also
endorsed Kevin Garnett, until he opted out of his contract in 2010; he is currently
endorsing Anta. Lebron Jamesalso wore Adidas at high school. Now he endorses Nike to
date. Gilbert Arenas was an Adidas endorser until the now-infamous gun incident last season;
he is currently un-endorsed.
Lacrosse
In 2007, Adidas announced the future production of lacrosse equipment, and will sponsor the
Adidas National Lacrosse Classic in July 2008 for the top 600 high school underclassmen
lacrosse players in the United States.
Rugby
All Blacks rugby jersey
Adidas make rugby balls and other rugby gear. They are the current kit and ball supplier to
the New Zealand All Blacks, Irish Munster Rugby, the Argentinian Pumas, and the South
African Stormers and Western Province rugby union teams among others. Adidas are also the
official match ball supplier to the Heineken Cup.
Gymnastics
Since 2000, adidas has provided men's and women's gymnastics wear for Team USA,
through USA Gymnastics. In 2006, adidas gymnastics leatards for women and adidas mens
comp shirts, gymnastics pants and gymnastics shorts have been available in the USA, with
seasonal leotards offered for Spring, Summer, Fall and Holidays. Starting in 2009, adidas
gymnastics wear has been available worldwide through GK Elite Sportswear.
Skateboarding
Adidas SB (Skateboarding) are shoes made specifically for skateboarding. Many of the shoes
Adidas previously made were redesigned for skateboarding.
Adidas Skateboarding also has a skateboarding team. The team consists of: Mark Gonzales,
Dennis Busenitz, Tim O'Connor, Silas Baxter-Neal, Pete Eldridge, Benny Fairfax, Lucas
Puig, Nester Judkins, Lem Villemin,Vince Del Valle and Jake Brown.
Accessories
Adidas also designs and makes sandals, watches, eyewear, bags, baseball caps, and socks.
Adidas Fresh Impact – Limited Edition
As well, Adidas has a branded range of male and
female deodorants, perfumes, aftershave and lotions.
Marketing
Adidas, like other sports brands, is believed to engender high consumer brand loyalty. Brand
loyalty towards Adidas, Nike, Inc., Puma AG and several other sportswear brands was
examined in a recent study.The study found consumers did not exhibit unduly high loyalty
towards such brands.
During the mid to late 1990s, Adidas divided the brand into three main groups with each a
separate focus: Adidas Performance was designed to maintain their devotion to the
athlete; Adidas Originals was designed to focus on fashion and life-style; and Style
Essentials, with the main group within this one being Y-3.
"Impossible is Nothing" is the current mainstream marketing slogan for Adidas. This
campaign was developed by 180/TBWA based in Amsterdam but also with significant work
being done by TBWA/Chiat/Day in San Francisco – particularly for its basketball campaign
"Believe In Five".TBWA\Chiat\Day commissioned Zane Peach[29] to produce images for
2007 international ad campaign.
Game advertisement
The brand is featured in several games. Amiga| Commodore Amiga: Daley Thompson's
Olympic Challenge Sony Play station: Adidas power soccer Commodore 64, ZX spectrum,
Amstrad CPC: Adidas Championship Football
Sponsorship
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Adidas is a major domestic (within Germany) and international sports and events sponsor.
During the last number of years, the Group has increased its marketing and
sponsorship budget.Adidas is a key sponsor and supplier to the National Basketball
Association (NBA). The company recently unveiled a new NBA game jersey to be worn by
all NBA players in games beginning in the 2010–2011 season.
Adidas are the main sponsor and kit supplier of the highly successful New
Zealand national rugby team, the All Blacks. Adidas also are the kit supplier to the Los
Pumas, the Eagles, the Irish professional rugby union team, Munster Rugby and
the French professional rugby union club, Stade Français.
Adidas also sponsors and produces apparel for the rugby league club Gold Coast Titans in the
Australian National Rugby League (NRL) competition.
In cricket, the company are the main and kit sponsors sponsors of the successful Australian
Cricket Team and the England Cricket Team. They are also the main sponsors of the
Indian cricketers Sachin Tendulkarand Virender Sehwag and English cricketers Kevin
Pietersen and Ian Bell. They are sponsors of the Indian Premier League teams Delhi
Daredevils and Mumbai Indians.
Adidas is the longstanding kit provider to the Germany national football team, a sponsorship
that began in 1954 and is contracted to continue until at least 2018. Adidas also sponsors the
Argentine, Japanese, Mexican, Scottish, Spanish and Colombian national football teams,
among others.
Adidas are very active at sponsoring top football clubs such as R.S.C. Anderlecht, Rapid
Vienna, Real Madrid, , AC Milan, Dynamo Kyiv, Metalist, Partizan
Belgrade, Chelsea, Liverpool , Palmeiras , Fluminense ,Bayern Munich, , Stoke City
F.C., Lyon, Marseille, AFC Ajax, Schalke 04, Galatasaray, Benfica, River
Plate, Beşiktaş, Fenerbahçe, UANL Tigres, Panathinaikos, South Melbourne FC, IFK
Göteborg, Zamalek SC,Al-Ahly, Al-Hilal, Ahli Jeddah, Caracas, Universidad de Chile, Los
Millonarios, Beitar Jerusalem F.C. Albirex Niigata and Atlético Nacional.
Adidas is the apparel partner of the Collingwood Football Club and the Essendon Football
Club in the Australian Football League.
Adidas and Major League Soccer (MLS) announced a 8-year sponsorship agreement in
August 2010 that will continue to make Adidas the official athletic sponsor and licensed
product supplier for the league, and to work together to expand the developmental league for
MLS through 2018.
Adidas also sponsors events such as the London Marathon and Adidas Sundown
Marathon in Singapore.
In the 1980s, Adidas sponsored rap group Run-D.M.C., a breakthrough idea.
For the 2008 Summer Olympics in Beijing, China, Adidas spent €70 million sponsoring the
event, amid criticisms.
Adidas has also been marketing in NASCAR, sponsoring big name drivers such as Dale
Earnhardt, Jr. and Tony Stewart.
Corporate information
Current executive board
CEO Adidas-group: Herbert Hainer
Finance Adidas-group: Robin J. Stalker
CEO Adidas brand: Erich Stamminger
Global Operations Adidas-group: Glenn S. Bennett
Former management
CEO (1993–2002): Robert Louis-Dreyfus.
Financial information
Financial data in millions of euros
Year 2006 2007 2008 2009 2010
Sales 10,084 10,299 10,799 10,381 11,990
EBITDA 1,078 1,165 1,280 780 1,159
Net results 483 551 642 245 567
Net debt 2,231 1,766 2,189 917 221
CREATIVE LINE INTERNATIONAL PRIVATE LIMITED
INTRODUCTION
The creative line brand is owned by creative line international private limited. The key factor
of the group’s success to date is its product knowledge and core competency for the Indian
consumer and fashion industry. The company has been able to build up a leading foothold in
its retail offering to its customer and is well placed in its segment.
Through constant liaison with suppliers, retailers, associates and with the company’s
associates the company has every aspect of the development cycle of designing and
manufacturing of the garment and finally to the sale in the shop to the customer. By
maintaining total control in this way, the creative line has built up a good reputation for the
finest quality merchandise at the best possible value.
FOUNDATION OF CREATIVE LINE INTERNATIONAL PRIVATE LIMITED
The creative line international private limited was founded in the year 1991 by its chairman
Mr.V.B.Aggarwal to manufacture and supply of fashion wear , who brought with him vast
experience of the fashion industry. A dedicated hard working self made man, who made a
clear vision of translating consumer and fashion needs into a international brand.
His passion still lies in product designing and he works closely with the in-house design team
in yarn and fabric development to roll out the latest collections.
The development in the retail sector in India began in late nineties and thus the wasted no
time encasing the retail boom and positioned itself strongly in the customers’ wardrobe.
The company achieved big commercial success by adopting diverse retailing and trading
networks and created structured and focused distribution norms for each of its brands.
PRODUCT MIX OF CREATIVE LINES INTERNATIONAL PRIVATE LIMITED
1. Cardigans
2. Pullovers
3. Jackets
4. Tops
5. Sweat Shirts
6. Cape's
7. Capri
8. Jeans
9. Skirts
10. Shirts
11. T-Shirts
12. Kurti's
13. Leggings
14. Mufflers
15. Stole
16. Dresses
17. Accessories
OBJECTIVES OF THE STUDY
To study the respondents awareness & satisfaction towards branded jeans.
To study the factor influencing respondents to go for a particular brand.
To study the problem faced by respondents.
REVIEW OF LITERATURE
Muniz and O’Guinn 2001; Mc Alexander, Schouten, and Koenig 20021 found another
concept brand community in literature that can strengthen brand equity, while also
reinforcing the social nature of brands. “Brand communities carry out important functions on
behalf of the brand, such as sharing information, perpetuating the history and culture of the
brand, and providing assistance. They provide social structure to the relationship between
marketer and consumer.
Thakor and Lavack (2003)2 state that even more important than the brand origin itself is the
perceived brand origin as a source of brand appeal. In their study the authors show “that
country of corporate ownership is a strong determinant of brand origin perceptions…
furthermore, country of perceived corporate ownership may also be a stronger influence than
actual country of corporate ownership”. It is similarly important that less concern be given to
the place where brands manufacture their products, and more to the place where people
perceive the brand’s country of origin to be.
Keller (2003a)3, brand awareness consists of brand recognition –the “Consumer’s ability to
confirm prior exposure to the brand when given a brand as a cue” and brand recall -the
“consumer’s ability to retrieve the brand form memory when given the product category, the
needs fulfilled by the category, or a purchase or usage situation as cue”. On the other hand,
“brand image is created by marketing programs that link strong, favourable, and unique
associations to the brand in the memory”. These associations are not only controlled by the
marketing program, but also through direct experience, brand information, word of mouth,
assumptions of the brand itself -name, logo-, or with the brand’s identification with a certain
company, country, distribution channel, person, place or event.
Ramaswamy et al. (2005)4 indicated that, the buying behaviour is vastly influenced by
awareness and attitude towards the product. Commercial advertisements over television was
said to be the most important source of information, followed by displays in retail outlets.
Consumers do build opinion about a brand on the basis of which various product features
play an important role in decision making process. A large number of respondents laid
Emphasis on quality and felt that price is an important factor while the others attached
importance to image of manufacture.
Seth et al (2008) analyzed that there is relative importance of service quality attributes and
showed that responsiveness is the most importance dimension followed by reliability,
customer perceived network quality, assurance, convenience, empathy and tangibles.
Tali Te'eni-Harari, Jacob Hornik, (2010), product involvement is explained by all of the
variables that were examined. Interesting findings came to light for each one of the age
groups: Young children's product-involvement level was influenced by parents and peers.
The product involvement level for children was influenced by peers and product category.
Adolescents' product-involvement relies on subjective product knowledge and product
category.
RESEARCH MEHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done systematically & scientifically. The
scope of research methodology is wider than that of research method. Thus when we talk of
research methodology we will not only talk of the research method but also consider the logic
behind the methods we use in the context of our research study and explain why we are using
a particular method or technique s.
RESEARCH DESIGN:
Research design is the blue print for the collection, measurement and analysis of data. It is
framework for conducting the research project. It details the procedures necessary for
obtaining the information need to structure or solve research. My project research design is a
descriptive research. Because descriptive research studies are those studies which are
concerned which describing the characteristics of particular individual or a group.
SAMPLE PLAN:
Sampling is an effective step in collection of primary data and has a great influence on the
quality of results. The sampling plan includes the population, sample size and sampling
design.
SAMPLING TECHNIQUE:
For conducting the study, convenience-sampling method was adopted.The respondents were
interviewed with help of a structured questionnaire.
SAMPLE UNIT:
It refers to smallest possible individual eligible respondents .In my study the sampling unit is
single individual respondents who are mainly the students .
SAMPLE SIZE:
Sample size for the project is taken from 100 respondents and sample is mainly consisted for
students and young faculty members.
COLLECTION OF THE DATA
The data for this project is collected from primary sources and secondary sources.
PRIMARY DATA:
The data relating to the project is collected by direct investigation and survey .For collecting
data structured questionnaire is prepared.
SECONDARY DATA
The secondary data is collected by getting information from various books, magazines, and
internet sites. The secondary sources were used to gain basic and extra information regarding
preference of brands.
DATA ANALYSIS AND INTERPRETATION
For the purpose of analyzing, raw data was summarized into different tables and from these
tables the results were derived. The questions, which had alternative choices, were analyzed
by taking percentage. The analysis of data is done by preparing pie charts and bar diagrams.
There were various sources of data collection used for this study.
DATA ANALYSIS AND INTERPRETATION
Liking Of Brand
OPTION NUMBER OF
RESPONDENTS
PERCENTAGE
YES 96 96%
NO 4 4%
TOTAL 100 100%
Interpretation - 96% respondents like brands and rest 4% do not bother about brands.
Respondents Wearing Branded jeans
OPTION
YES
NO
TOTAL
Interpretation
Out of 9 respondents like brands, 100% like to wear branded jeans.
Most Preferred Brand
Options No. of Respondents %age of Respondents
Levis 41 42
Guilty 13 14
Pepe 17 18
Puma 11 12
Adidas 10 10
Reebok 04 04
Total 96 100
Interpretation
Out of total respondents 42% respondents prefer to buy “levis” brand and only 4%
respondents go for “Reebok”.
Reasons for Selecting Brands
OPTION NUMBER OF
RESPONDENTS
PERCENTAGE
COMFORT 56 58%
STYLISH 14 15%
PRICE 4 4%
QUALITY 22 23%
TOTAL 96 100%
Interpretation
58% respondents choose their brand because of comfort and only 4% respondents take price
as a basis for opting a particular brand.
Which Is Preferred Point of Purchase
Options No. of Respondents %age Of Respondent
Mall 24 25
Showrooms 68 71
Mega Marts 03 03
Factory Outlets 01 01
Total 96 100
Interpretation
71% of respondents prefer to buying from showrooms and 1% of respondents from
factory outlet.
How many Respondents Watch advertisement Of Their preferred Brand
Options No. of Respondents %age of respondents
Yes 78 81
No 18 19
Total 96 100
Interpretation
81% respondents like to see brand advertisement.
Join The community Of Respective Brands
OPTION NUMBER OF
RESPONDENTS
PERCENTAGE
YES 86 90%
NO 10 10%
TOTAL 96 100%
Interpretation
90% of respondents like to join the community of their respective brand.
Whether Respondents Have Problem With Their Brand
Options No. of respondents %age of respondents
Yes 64 67
No 32 33
Total 96 100%
Interpretation
67% respondents are facing problems with their respective brands.
Which Type Of Problems Are Faced By The Respondents
OPTION NUMBER OF
RESPONDENTS
PERCENTAGE
FITTING 16 25%
SHRINKAGE 6 9%
COLOR FADING 39 61%
DEFECT 3 5%
TOTAL 64 100%
Interpretation
The most frequently problem faced by the respondents is “color fading” by 61% and the least
faced “defect” problem by 5%.
Whether Respondents would Like To Recommend Their Preferred Brand To Others
OPTION NUMBER OF
RESPONDENTS
PERCENTAGE
YES 80 83%
NO 16 17%
TOTAL 96 100%
Interpretation
83% of respondents like to recommend their brand to friends.
Shifting Towards Other Brands
OPTION NUMBER OF
RESPONDENTS
PERCENTAGE
YES 42 44%
NO 54 56%
TOTAL 96 100%
Interpretation
56% of respondents are brand loyal.
Second Preferred Brand
OPTION NUMBER OF
RESPONDENTS
PERCENTAGE
LEVIS 25 59%
GUILTY 7 17%
PEPE 10 24%
PUMA 0 0%
ADIDAS 0 0%
REEBOK 0 0
TOTAL 42 100%
Interpretation - From 42 respondents who want to shift, 59% respondents shift to “levis”.
FINDINGS
96% respondents like brands.
100% respondents like to wear branded jeans.
42 % respondents have most keen interest in “levis”.
58% of respondents select brand for comfort reason.
71% liked to purchase from showrooms.
81% respondents “feel good” while watching their brand on T.V
90% of respondents not only have interest in brands but also in their communities.
67% of respondents faced problems.
61% respondents faced “color fading” problem
83% of respondents like to suggest their brand to friends.
44% of respondents switch over to other brand(56% loyal ).
59% of respondents gave second preference to “levis”.
CONCLUSION
From the study it is concluded that majority of respondents liked to wear brand and
maximum responses towards liking jeans of their favourite brand. It is found in this study
that- highest number of respondents gave preference to “LEVIS” branded wear and
maximum respondents were brand loyal. Some respondents also faced problems in branded
wear. It is also found that maximum number of respondents liked to adopt other accessories
of their brand( goggles, watches etc) At last I can say that if a brand wants to stay in a market
with good reputation, they should have to maintain the quality of the product
RECOMMENDATIONS
The quality of the product should be enhanced, which can give better
comfort to the consumer; it may help in retaining existing consumer and might attract
new consumers to the products of the brands.
Normally the prices of reputed brands are high, because of this reason they may loose
economically middle class and lower class consumers. To over come this problem
these brands have to introduce products with low prices.
The product range should be increased keeping in mind all these segments of market
with respect to fabric, look, better-fit possible and ease of maintenance etc.
It is necessary to bring out a variety of colours than the usual.
It is required to update the trend and be creative with innovative styles.
Some of the brands are not easily available at all the places required by consumers so
it may be required to increase the outlets.
Advertisements of the brand may be increased with added information like price,
availability, ranges, promotions etc.
Sales promotions of the products should be increased to attract new consumers.
QUESTIONNAIRE
Q: 1 Do you like brands?
Ans: a. YES [ ] b. NO [ ]
Q: 2 Do you wear branded jeans?
Ans: a. YES [ ] b. NO [ ]
Q: 3 Which brand you preferred?
Ans: a. Levis [ ] b. Guilty [ ]
c. Pepe [ ] d. Puma [ ]
e. Adidas [ ] e. Reebok [ ]
Q: 4 Why you selected this brand?
Ans: a. Comfort [ ] b. Stylish [ ]
c. Price [ ] d. Quality [ ]
e. Other write here……………….............
Q: 5 Your preferred location for buying?
Ans: a. Mall [ ] b. Showrooms [ ]
c. Mega Mart [ ] d. Factory outlet [ ]
Q: 6 Do you like to watch your brand advertisement on television?
Ans: a. YES [ ] b. NO [ ]
Q: 7 Would you like to join the community of your brand?
Ans: a. YES [ ] b. NO [ ]
Q:8 Do you faced any problem in your brand?
Ans: a. YES [ ] b. NO [ ]
Q : 9 Which type of problem you faced?
Ans: a. Fitting [ ] b. Shrinkage [ ]
c. Colour fading [ ] d. Defect [ ]
Q: 10 Would you like to recommend your brand to friends?
Ans: a. YES [ ] b. NO [ ]
Q: 11 Would you like to change your brand in future?
Ans: a. YES [ ] b. NO [ ]
Q:12 Which brand would you like to go for?
Ans: a. Levis [ ] b. Guilty [ ]
c. Pepe [ ] d. Puma [ ]
e. Adidas [ ] f. Reebok [ ]
PERSONAL DETAILS :
Name: ……………………..……………………………………………………………………
Address: …………………….………………………………………………………………..
Occupation: ………………………………………………………………………………….
Mobile no. :…………………………………Landline: ………………………………….
E – mail id:
…………………………………………………………………………………………………
……
How’s your experience to fill this form??
……………………………………………………………………………
Signature:
REFERENCES
1. MUNIZ, ALBERT M. JR. AND THOMAS C. O’GUINN (2001), “Brand
Community”, Journal of Consumer Research, Volume 27, Page No. 412-432
2. THAKOR, MRUGNAK V. AND ANNE M. LAVACK (2003), “Effect of
Perceived Brand Origin Associations on Consumer Perceptions of Quality”,
Journal of Product and Brand Management, Volume 12, Issue (6), Page No.
394-407.
3. Keller, Kevin Lane (2003). “Brand Synthesis: The Multidimensionality of
Brand Knowledge,” Journal of Consumer Research, Volume 29, Issue (4),
Page No. 595-600
4. Tali Te'eni-Harari, Jacob Hornik, (2010) "Factors influencing product
involvement among young consumers", Journal of Consumer Marketing, Vol.
27 Issue: 6, Page No.499 - 506
5. Ramaswamy Et Al. (2005) Isabelle Szmigin And Alexander E. Reppel The
University Of Birmingham, Birmingham,
UkWww.Emeraldinsight.Com/Researc hregister Ejm 38,5/6
WEBSITES
http://us.levi.com/en-GB/index
info@ creativelineindia.com
http://www.pepejeans.com
http://www.puma.com.an/
http://en.wikipedia.org/wiki/adidas
http://www.reebok.com/