Amit K. Sharma J

8/6/2019 Amit K. Sharma J

http://slidepdf.com/reader/full/amit-k-sharma-j 1/40

“Identify and analyze the factors which are

responsible for the purchase of garments from

“KOUTONS Retail (India)Pvt. Ltd.”

In the partial fulfilment of first semester of PGDM

Under the supervision of:

Submitted by: -

Dr. Raghuvir Singh Amit

Kumar Sharma

(Director, CIPS) (PGDM-

1st

Sem.)

Submitted to:

Centurion Institute of Professional Studies,

Sector-18, Kumbha marg, Pratap Nagar Jaipur

12th January 2010

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ACADEMIC SESSION 2009-11

Declaration

We here declaring that report on “Purchase of garments in

Koutons Retail outlet” is original work done by us, submitted in

partial fulfilment of our academic project in marketing research

of 1st Semester. The “Purchase of garments in Koutons Retail

outlet” is correct to the best of our knowledge this report so far

has not been published anywhere else

Place: Jaipur

Amit Kumar Sharma

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PREFACE

The MBA curriculum is designed in such a way that student can

grasp maximum knowledge and can get practical exposure to

the corporate world in minimum possible time. Business schools

of today realize the importance of practical knowledge over the

theoretical base. The research report is necessary for the partial

fulfillment of MBA curriculum and it provides an opportunity to

the researcher in understanding the industry with special

emphasis on the development of skills in analyzing and

interpreting practical problems through the application of

management theories and techniques. It is a new platform of

learning through practical experience, which incorporates

survey and comparative analysis. It gives the learner an

opportunity to relate the theory with the practice, to test the

validity and applicability of his classroom learning against real

life business situations.

The researcher has conducted a research on :-

“Identify and analyze the factors which are

responsible for the purchase of garments from

“KOUTONS Retail (India) Pvt. Ltd.”

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ACKNOWLEDGEMENT

The research work requires co-operation of many people and

this work is no exception. It is difficult to thank individually all

the persons who patronized this work. The researcher had

asked for favors, borrowed ideas, expressions and facts from so

many that it would require one volume to give credit to all. So,

the researcher wants to thank all the patrons of this report.

First and foremost, we would like to express our sincere and

profound gratitude to Dr. Raghuvir Singh (Director FMS,

Centurion Institute of Professional Studies, Jaipur), &

Mrs. Babita Jha ( Faculty Member, CIPS ) who’s guidance

has given a proper shape to this project. His attitude towardsexcellence, his helping nature and his enthusiasm has been

source of constant inspiration.. His unhitching support during

our work is very admirable. He is the true driving force behind

this work throughout, constantly encouraging us to do our best

and inspiring us to aim higher.

We will be failing in our duty, if we do not express our

indebtedness to our Parents and family members for generating

Confidence in us right from the commencement of this task toits accomplishment.

We are also very thankful to all the faculty members, the whole

college staff for providing us with necessary facilities and

support, essential for bringing out this work in a short time.

We want to thank our friends who extended their cooperation

and were patient at all stages of our work.

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Last but not the least, we are thankful to all respondents, who

gave us their precious time and support to fulfill this task,

without their co-operation the study would not have seen the

light of the day.

Executive summary

This Project is totally focused on Marketing of Koutons Retail

Outlet.

This project is made on the topic of “Identify and analyze

the factors which are responsible for the purchase of

garments from “KOUTONS Retail (India)Pvt. Ltd.” This

project is totally focused on consumer’s opinion about thedeterminants of image of Koutons Retail Outlet.

For defining the research problem clearly firstly I decided to

conduct research in the Koutons Retail Outlet.

For sampling I use non probability sampling technique in which I

use convenience sampling method as I did not have sufficient

time, money and could not have put lot of efforts sample

consist who often purchase garments in Koutons Retail Outlet in Jaipur city. Sample is of size of 100.

Interrogation through personal interview has been use as a data

collection technique and questionnaire is data collection

instrument, which is close-ended , after getting these filled form

respondents.

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Content

Executive

summary…………………………………………………………………….

Chapter 1:

General

Introduction……………………………………………………….. .........

Chapter 2:

Introduction to the

problem………………………………………………… ......

Chapter 3:

Industry / Company profile…………………………………………………

.........

Chapter 4:

Review of

Literature………………………………………………………..............

Chapter 5:

Research

methodology…………………………………………………….............

Chapter 6:

Data Analysis

………………………………………………………………..................

Chapter 7:

Conclusion…………………………………………………………………...

Bibliography……………………………………………………………………

……….......

Annexure 1: Questionnaire

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About Company:

Mission And Vision:

• To emerge as the most profitable retailer in India by being the

most efficient• To provide contemporary fashion at affordable prices.• To cut away all areas of distribution and value chain that donot benefit the consumer.

• Fashion & Quality @ Affordable Prices• Respect for the customers views• Use our vast experience and insights for improved products.• Stay abreast with international developments•

Achieve volume and sale to be globally competitive.• Growth through leadership.

Vision

• We aim to lead through innovation & improve throughintrospection to serve our customers and stakeholders equally andbecome an efficient and low cost operator with a commitment toquality.• We aim to be world leader yet remain firmly rooted to our local markets.

Koutons Retail India Ltd.

• Koutons Retail India Ltd. is the leading retailer of readymade andfashion wear brand in the country today. With more than 1400outlets across India, it has a wide range of apparel designs suitedfor all segments including corporate, formal and casual dressings.Koutons aptly creates the conducive environment for a family

outing, making family shopping the best experience at anaffordable price - all at one place.

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• Koutons was born in 1991 as Charlie Creations and are nowKoutons Retail India Ltd. Koutons started primarily as a denimbrand but are today manufacturing and selling complete men,women and kids wardrobe under the brand name Koutons, Les

Femme and Koutons Junior respectively. Another brand from thestable of Koutons is Charlie Outlaw, which caters to the teens of the country with apparels including jeans, T- shirts, jackets etc.Koutons Brand is catering to the Upper & Upper Middle Class of Society with a vast target age group between 18-60 years.

• "Value for Money and High on Fashion" being their USP, Koutons

has given the brand an extension delving into specific consumer

segments. The garments are made keeping in view the overallThe garments are made keeping in view the overall

need of the niche market and the basic/fashion demand of theneed of the niche market and the basic/fashion demand of the

Indian masses. Our product range also caters to the tastes of allIndian masses. Our product range also caters to the tastes of all

segments. Our Brand is placed as the most dynamic brand of segments. Our Brand is placed as the most dynamic brand of

India.India.

Kouton‟s have to learn both the art and science of retailing by

closely following how the other parts of the world areorganizing, managing, and coping up with new challenges in an

ever-changing marketplace. Kouton‟s must use innovative

retail formats to enhance shopping experience and try to

understand the regional variations in consumer attitudes to

branded garments. Kouton‟s must put the efforts in the

following aspect to improve its Brand Image: 1. Advertising,

promotions, and campaigns to attract customers have to be

designed and executed to build loyalty by identifying regularshoppers and offering benefits to them. 2. Efficient

management of high-value customers is vital. 3. Monitoring

customer needs constantly must be done with long-term

relationships in view. 4. It must improve its brand image from

discounted good 5. Kouton‟s must reform its marketing

strategies The above are some of the aspects which Kouton‟s

need to focus upon on a more proactive basis.

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Chapter 1: General Introduction

Retailing sector of India can be split into two segments. They

are the informal and the formal retailing sector. The informal

retailing sector is comprised of small retailers. For this sector, itis very difficult to implement the tax laws. There is widespread

tax evasion. It is also cumbersome to regulate the labour laws

in this sector. As far as the formal retailing sector is concerned,

it is comprised of large retailers. Stringent tax and labour laws

are implemented in this sector. If the retail industry is divided

on the basis of retail formats then it can be split into the

modern format retailers and the traditional format retailers. The

modern format retailers comprise of the supermarkets,Hypermarkets, Departmental Stores, Specialty Chains and

company owned and operated retail stores The traditional

format retailers comprise of Kiranas, Kiosks, Street Markets and

the multiple brand outlets. The retail industry can also be

subdivided into the organized and the unorganized sector. The

organized retail sector occupies about 3% of the aggregate

retail industry in India.

Size and contribution of the retail industry in India

In terms of value, the Indian Retail industry is worth $300

billion. India retail industry is the largest industry in India, with

an employment of around 8%. Its contribution to the Gross

Domestic Product is about 10%, the highest compared to all

other Indian Industries. The retail sector has also contributed to

8% of the employment of the country. The organized retail

sector is expected to triple its size by 2010. The food and

grocery retail sector is expected to multiply five times in the

same time frame. The major reason behind the low participation

in the Indian retail sector is the need for lumpy investments

that cannot match up their break even points. The government

policies are being revised from time to time to attract

investments in this sector.

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Chapter 2: Introduction to the problem

Introduction “KOUTONS RETAIL INDIA LIMITED” is jaipur based

apparels enterprise which was seed capital of just RS 400

thousand. Company was established by Devinder pal singhkohli and present chairmen of the company. The portly 51

year old chairmen of the 1046crore company ,who had once

dreamed of making KOUTONS a 100 crores brand some day,

has beaten his own expectation by becoming a serious

competitor to the many established BRANDS in the country.

Main theme of the company is “value to money, but high on

fashion”

Problem statement With the existing brand image of a KOUTON

has realised that it isn’t faring substantially well in the market

due to its marketing strategies and internal factors.

How to reposition its brand in the market

How to restructure the present “kouton store” as a complete

“family format store”

What actually the consumers are expecting from the brand

Research objective The main purpose of this research is to find

out where the product brand image is affected and how to

reposition as “family format store” Intentions in repositioning

Understanding its position in marketDirect competition

Current brand image

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Importance/benefits With the help of this research “KRIL” can

take a strategic decision to rebuild its Brand image. Research

gives clear information what actually the customers are

expecting from this BRAND. Using this information the company

can undergo for a well repositioning in the market.

Research design

Research uses Discriptive with Convience to get more idea

how the KOUTON is performing in the industry and Customers

are shifting from brand kouton to other brand and Quality is

really affecting the brand image of kouton

Questionnaire design: A well designed Questionnaire is given

to the customer and receives feedbacks from them. From this

company can get a clear idea what actually the customer are

expecting from this brand

Depth interviews: Taking interviews from customer who are

loyal to brand

Data analysis After receiving the questionnaires and depth

interview, we form a structured information data. We use

efficient research analyst for the analysis of the data.

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Limitation of study

Our study is based on Primary and Secondary data, mainly from

newspapers, websites and field survey we had no access to

primary data.

As a result the report may not contain the latest data about the

present market scenario which could otherwise have made it far

better and relevant.

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Chapter 3: Industry / Company profile

Management

DPS Kohli

(Chairman)

One of the founding promoters of this company, he headsMarketing, Finance, Information Technology,Administration and

Human Resource.

B.S.Sawhney

(Managing Director)

The other founding promoter of the company, he looks after

Sampling, Merchandsing, Sourcing and Sales. He is instrumental

in company's growth.

G.S. Sawhney

(Deputy Managing Director)

The youngest of the company, he looks after the

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Warehouse,Logistics,Production and Personnel. He is instrumental in

making the growth of the company possible.

Awards Got by KOUTONS RETAIL (INDIA) PVT. LTD.

2009-

•Koutons received the Award of "Emerging Corporate" at the

Corp Excel Award 2008 for National mSME Excellence on 30th

Dec, 2009, organized by Corporation Bank.

•Koutons received "The Value Retailer of the Year" Award of

Star Retailer on 27th November, 2009 organized by Franchise

India.

•Koutons received the "Best Clothing Company of the Year" of

CMAIs Apex Awards on 21st December, 2009.

•Koutons was also nominated for the "Best Advertising

Campaign of the Year" and "Brand of the Year" for CMAI's Apex

Award.

•Mr. D.P.S Kohli was awarded for "Retail Excellence" award by

Asia Retail Congress in January, 2009.

2008-

•Mr. D.P.S. Kohli, Chairman, Koutons Retail India Ltd. was

awarded the title of “Most Admired Fashion Face” at Images

Fashion Awards ‘08 Mumbai

•Koutons Retail India Ltd was award “Most Admired FashionGroup” at Images Fashion Awards ’08 Mumbai.

•Mr. DPS Kohli was awarded the title of “2008 Top Marketing

Man Award” by IMM, Delhi

•Awarded the “Brand of the Year Casual (SME) : Charlie Outlaw”

by CMAI.

•Award of Best Display at India International Garment Fair

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•Koutons Retail India Ltd has won the prestigious “Brand of the

Year Mens Casual Wear (Large)” Award at the National Awards

for the excellence in Apparel business organized by CMAI.

•Franchise Award for Excellence in Franchising & BusinessDevelopment- Retail.

•Nominated for the Clothing Company of the Year- Domestic by

CMAI.

•Nominated for the Best Advertising Campaign of the Year –

Retail by CMAI.

•Koutons was nominated in Textile & Apparel Category in

Emerging India Awards by ICICI.

2007-

•Mr. DPS Kohli was awarded the title of “UDYOG VIBHUSHAN for

Excellence in Industrial Performance” by the Institute of Trade

and Industrial Development in 2007.

•Koutons Retail India Ltd has won the prestigious “Chain Store

of the Year” Award at the National Awards for the excellence in

Apparel business organized by CMAI.

•Koutons is also credited with another award of “Brand

Entrepreneur of the Year” Award at the APEX AWARDS 2007

organized by CMAI.

•Nominated for the Best Advertising Campaign of the Year-Retail by CMAI

2006-

•Awarded the “Most Dynamic Brand of the Year” by Lycra

Images Fashion Awards

•Awarded the title of “Value Retailer of the Year” by StarRetailer- The Consumer Way.

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•Koutons Retail India Ltd nominated for “Chain Store of the

Year” Award at the National Awards for the excellence in

Apparel business organized by CMAI.

•Nominated for the “Brand of the Year Award – Men’s CasualWear (Large) at Apex Award, by the Clothing Manufacturers

Association of India Group” at Images Fashion Awards ’08

Mumbai.

2005- Koutons was nominated for the Brand of the Year Award-

Men’s Casual Wear (Large) by the Clothing Manufacturers

Association of India.

2003- Mr. D.P.S. Kohli was awarded the title of “Entrepreneur of

the Year” by the Institute of Trade and Industrial Development.

2000- The Company received an award for outstanding

Domestic Sales from Clothing Manufacturers Association of

India.

1998- The Company received an award for best display of denim clothing from CMAI- Ashima Group.

1997- The Company was awarded the title of “Best Menswear

(Casual) Collection” by Apparel Exporters and Manufacturers

association.

KOUTONS MENSWEAR

The well known apparel house, Koutons Retail India Ltd. has unveiledtheir latest collection of menswear. This collection offers a wide range of formal and informal clothing for men for the age group of 18 years andabove. Known for their comfort and durability the brand has becomesynonymous with 'fashion and quality' at affordable price'. The collectioncaters to men which includes the working professionals.

The collection includes the shirts, T-shirts, pull overs, sweat shirts ,denimand non-denim trousers, cargo and shorts for men in trendy yet formalshades the collection also offers a variety of fabrics to choose from. The

basic formal shirts are available in linen and cotton fabrics. The range isalso available in blended fabrics. The special product range wrinkle

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resistant flaunts ten to twelve colors to choose from. Using wrinkle-resistant technology the company has sought to introduce a new breedof weaved hundred percent cotton fabric and blended cotton.

The latest collection of Koutons menswear is a range created for today'sgeneration of men who wear what they like and firmly believe inthemselves. The collection is for those who like to blend comfort withstyle.

Koutons Retail launches Koutons Junoir for kids

All set to redefine the kids wear market in the country, Koutons RetailIndia Ltd. has unveiled the Koutons Junior collection exclusively meantfor the fashion conscious kids of 21st century. The collection offers a

wide range of trendy and playful apparels for kids. Known for their comfort and durability, the brand has become synonymous with 'fashionand quality at affordable prices'. Koutons Junior offers a wide range of apparels t-shirts, shirts, night wear, capris, cargos, denims, dangris todenim skirts for boys and girls in the age group of 2-15yrs.

Right from providing formals and casual for boys and girls, Koutons Jr.offers a youthful and trendy blend of bright shades and wintery huesalong with playful cuts and patterns for kids. The yarn used in KoutonsJr. 100% cotton,100% acrylic, lambs wool blend. The all new kids range

is made from superior quality fabrics keeping in mind the delicate andsensitive skin of children so the natural fibers used in the apparels aresoft in feel for young kids.

Koutons Besides the normal range of apparels a special range of

accessories is also available which includes bags, sun glasses, swim

glasses, pencil boxes, bottles, caps, belts ties and many more

World-over, the readymade garments industry is characterized

by fragmentation. The scene in India, too, is not any different. Though concrete data on the size of the industry is hard to

come by, the industry sources reckon the men's readymade

garments market at around Rs 5,000 crores; the women's

Western- wear market at Rs 150-200 crores; and that for

children around Rs 450 crores. Leading brands that jostle for

consumer mind space include Van Heusen, Louis Philippe, San

Frisco, Peter England, Allen Solly and Byford (of Madura

Garments, a division of Indian Rayon); Arrow, Lee, and so on (of

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Arvind); Raymond, with its offerings of Park Avenue, Parx and

the recently acquired Color Plus; Indigo Nation and Scullers,

owned by Indus League; Wills Lifestyle, promoted by ITC;

Zodiac; and a slew of other brands that have a presence either

nationally or in a particular region. Women's wear is anemerging market with the majors focusing on Western wear.

Among the leading brands, Scullers and Allen Solly have

offerings in this market. In the kids-wear category, the

unorganized players have a fair share of the market. The major

names in the organized segment of this market are Lee Kids

from the Arvind stable and Weekender Kids of Personality Ltd,

which also owns the Weekender brand. Brands are also

classified as premium/super premium, mid-level and mass

market, depending on the price point at which they are

positioned. Typically, Louis Philippe, Van Heusen, Zodiac and

Arrow would be part of the premium/super premium segment in

the formal-wear category; and Peter England, Parx, Kouton‟s

and San Frisco would be a notch lower, as they compete at

lower price points.

Brand with the best Clearly, within the organized segment, it is

brands that ultimately hold sway over the customer. With a

plethora of choices available to the customer, companies are all

the more keen to establish points of differentiation that would

set their brands apart. Among the lower level brands, it would

not be incorrect to say that commoditization is gradually setting

in. With shirts available in simple, solid shades — and not much

of a difference in the quality of the fabric — these brands

acquire an air of sameness in the eyes of the consumer.

However, as one scales up the price chain, differentiation kicks

in — in the form of the quality of fabric used, the kind of fit the

garment provides or the sheer emphasis on the design of the

garment itself. At price points in excess of Rs 1,500, the Indian

consumer has access to a garment that is truly international in

styling, yet priced lower than its comparable international

counterpart.

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Consolidation trends

With a surfeit of players staking a claim to a share of the

consumer's wallet, the industry has also seen brands being

taken over by companies intending to offer a comprehensiverange of garments to the consumer, straddling multiple price

points. Indian Rayon took over the brands of Madura Coats in

India a few years back, while Raymond stitched a deal with

Color Plus. Likewise, Bombay Dyeing and Proline entered into a

strategic agreement. As takeover provides the advantages of

an established brand and an existing distribution network

straightaway, companies looking at strengthening their position

in the market would continue to look at takeovers to acquirebrands that have a complementary fit with their existing

offerings and to drive top line growth.

Opportunities, challenges

The biggest fillip to the industry would be provided by the

growth of organized retailing. As more shopping malls open,

adding thereby a few lakh square feet of retail space, garment

manufacturers will have many more options to peddle their

merchandise As more consumers realize the convenience of

readymade garments, it will only serve to hasten the transition

from tailored clothing. Unlike in the West, where tailoring is a

more expensive alternative to readymade clothing and makes a

fashion statement, it is more preferred in India, especially for

those who look at it as a lower priced option vis-à-vis branded

ready-to-wear. The price differential between tailored clothing

and ready-mades is partly because of the excise duty on the

latter. The industry would, naturally, like to see a reduction

from the current level, as it would make ready-mades more

affordable. Another challenge confronting Indian garment

manufacturers is the need to devise strategies once the quota

on garment exports is abolished in 2005. With garments

accounting for nearly 50 per cent of overall textile exports, thethreat from lower-cost producing nations is real. To counter the

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potential loss of revenue, Indian garment exporters are gearing

up to launch ready-mades in the domestic market. Conversely,

there is also the likelihood of a wide variety of fabric coming

into the country, providing the exporters opportunity to be

creative with their design. Women's western wear is anothersegment that is likely to see action. With increasing

urbanization, the demand for such clothing is likely to rise

significantly. It would also pose a challenge to retailers in terms

of how they rein their stores to appeal to the more demanding

fairer sex. Both opportunities as well as challenges abound for

players in the readymade garments business. Substantial

investments made in brand building and in establishing

customer niches will ensure that they further build on the gains

they have made. At the same time, brand strategists will have

their plate full when it comes to entering territories such as

women's or kids wear, or taking advantage of emerging retail

opportunities. Capitalizing on these opportunities will ensure

that the garments industry is clothed in success.Kouton‟s was

set up in the early 1990s, is a leading apparel maker, exporter

and retailer. The company has moved from being a garment

manufacturer to a retailer by opening in 2002 its own chain of

brand outlets called Kouton‟s stores. Kohli says he managed to

keep lenders at way to some extent when he and other

promoters paid Rs 30 crores in march to Edelweiss Capital ltd,

one of the lenders ,and freed 18% of the pledged equity

.Kouton‟s „ debt has been pared down to Rs 89 Crores. “The

money was arranged by the promoters in their personal

capacity”, Kohli said. He said pledging real estate to redeem the

pledged shares will free up another 20% of the promoters

stake. This will bring down the pledged portion of the promoters

stake to 23%.The entire process will take around 30 days to be

completed. Immediately after its initial public opening in 2007,

Kouton‟s went on expansion drive, raising Rs 119 crore in debt

against pledged shares in 2008 to fund the move.”We picked up

a 51% stake in a processing unit as we anticipated more brands

to come in the market and competition to increase. So, to have

a control on the back -end, We acquired control of the

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processing units,”Kohil said. The company also plans to dilute

equity of around 5-6% to fund the expansion, but at an

appropriate time, Kohil said. Firm‟s expansion was started at an

inopportune time, chairmen Kohil says in hind sight,the

expansion programme was initiated at an inopportune time. It

borrowed about Rs 89 crore in July-August When its shares were

trading at Rs 700 per share .After November, its stock price

almost halved, forcing promoters to top up their shares as

surety, Kohil explained . Koutons owns Clothing brands

Kouton‟s and Charlie outlaw for men, Les Femme for women

and koutons junior targeted for children, and is positioned as aa

maker of affordable clothing. But things could look up for

Kouton‟s the industry expects retail stocks to rise further in

anticipation in anticipation of a relaxation of rules governing

foreign investment in the retail sector When the budget is

announced on July 6th ,said Kunal Lakhan ,A Mumbai based

analyst with KR Choksey Shares And Securities Pvt Ltd.

Kouton‟s shares closed 1.77% down at Rs408.40 on Monday in

Bombay stock Exchange .The bench mark Index sensex closed

0.14% up at 14,785.74 points. “With the reduction of pledged

amount, the company does not have to worry as much as they

had to some time back because of the quantum of shares

pledged,”Lakhani said.

Kouton‟s has around 1,400 stores. In the last one year , it has

added aaaaat least 185 family stores .At last half of those

stores were earlier smaller,1000 sq. Ft stores, but were

expanded into family stores of 4,000 sq. Ft each. The company

also shut down at least 185 unviable stores in the last fiscal. Forthe quarter ended December , Kouton announce a net profit of

Rs 13 Crores. It has yet to announce its results for the financial

year ended March .

Brands under Kouton’s

Kouton’s men’s wear:

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The well known apparel house, Kouton‟s Retail India Ltd. has

unveiled their latest collection of menswear. This collection

offers a wide range of formal and informal clothing for men for

the age group of 18 years and above. Known for their comfort

and durability the brand has become synonymous with 'fashion

and quality' at affordable price'. The collection caters to men

which includes the working professionals.

Kouton’s Les Femme:

Kouton‟s Retail India Ltd. has unveiled its women wear

collection named "Les Femme". Les Femme collection offers awide range of formal and casual wear for women. The collection

Les femme caters to young women in the age group of 16-34

yrs of age and includes apparels like t-shirts, party wear, lycra,

semi formal shirts, denims, Capri‟s , tunics, cargos denims. The

collection makes a fashion statement with Knits T-Shirt, shirts

for formal and casual attire available in full, half and 3/4th

sleeves etc.

Koutons junior collection:

All set to redefine the kids wear market in the country, Koutons

Retail India Ltd. has unveiled the Koutons Junior collection

exclusively meant for the fashion conscious kids of 21st

century. The collection offers a wide range of trendy and playful

apparels for kids. Known for their comfort and durability, thebrand has become synonymous with 'fashion and quality at

affordable prices'. Koutons Junior offers a wide range of

apparels t-shirts, shirts, night wear, capris, cargos, denims,

dangris to denim skirts for boys and girls in the age group of

215yrs Other brand charile outlaw

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Chapter 4: Review of Literature

Brand Positioning

So many brands and companies are constantly reinvigorating

their businesses and positioning them for growth. There is a

constant need to innovate, reinvigorate, update, recalibrate, or

just simply fend off the competition in an effort to better explain

"why buy me." To move forward, companies and brands need to

first take a look at their current brand positioning. But for a

moment, even a brief moment, it would make sense to go back

to the brand drawing board to answer the question, just what is

brand positioning anyway? Brand positioning creates a specific

place in the market for your brand and product offerings. It

reaches a certain type of consumer or customer and delivers

benefits that meet the needs of several key target groups and

users.

Identifying reasons for pursuing a brand positioning?

A four-phased brand repositioning approach will help guide you

through the process and allow your company and brand group

to best calibrate based on timing, budget, and resources to get

the job done.

Phase I. Determining the Current Status of the Brand

Understanding the brand includes reviewing the complete

history of the company and brand, including its current brand

positioning, the original positioning, how it has evolved, and

most important: what the company and brand stands for today.

Key questions to ask and answer , What differentiates our

company and brand from the competition, What are the equity

drivers of the company and brand, Who is the current target

customer base , What is his/her profile, What are the reasons

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for purchase, What are the buying patterns, What are the user

patterns.

Phase II. What Does the Brand Stand for Today?

Obtaining a clear insight to the way consumers feel and relate

to your company and brand will provide the starting point of the

repositioning work. First we need to gain parameters, including

Identifying key growth areas for your brand, marketplace and

industry opportunities Looking at your brand positioning in the

competitive landscape Measuring the current equity of your

brand Determining opportunity areas of where to take the

equity of your brand.

Phase III. Developing the Brand Positioning Platforms

This process will develop and create several key brand

positioning platforms to showcase how far your brand can move

to retain existing customers and acquire new ones.

Who do we want our brand to be? What benefits will it deliver to

the consumer? How will we promote the brand product

purchase, collection, and user patterns?

Phase IV. Refining the Brand Positioning and

Management Presentation

Now we have a great start, a new thinking, and (most

important) the beginnings of the new brand positioning for your

company, business, and brand. The purpose now is to review

and refine the new brand positioning and communicate to all

function departments in order to align efforts. The main reason

is that it is important that everyone on the brand team and all

function areas understand, buy in, and support the new brand

27



positioning. Essentially, this will become the umbrella strategy

for the brand group dictating marketing programs and tactics.

Crucial aspect in successful repositioning are Ensure

relevance to a customer‟s frame of reference Secure the

customer‟s “ permission” for repositioning Deliver on the

brand new promise

28



Chapter 5: Research methodology

Here the descriptive and casual approach is used, as the

segmentation and target group were clear to the companies,

there is nothing to explore in these research and with the helpof causal study we described the cause and effect relationship

Research methodologyPrimary data-(descriptive study),

Observation-here we have observed customer about their taste

preferences.We have talked with 8-10 customers and dealers

about their pecception, and we have used questionnaire

method,.,100 questionnaire to the customers,., the data we

have collected from them is given below in project

Personal interview-we have also collected information on both

the companies through personal interview, where we asked

many questions regarding

brands,perception,pricing,promotion and Product

distribution.

Sampling unit- (who should we survey?) o In our research the

sampling unit is the respondents between the age group of 18-

30 o In the sample of 100 respondents (customers)40 were

females. Sample size-(how many people should we survey?)

Sample size used in the research is 100

Tools for data collection

Questionnaire

Group interviews

29



Chapter 6: Data Analysis And Findings

Gend

er

Male Fem

ale

Total no.

of

Respond

ent

60 40 100

60 % Respondents are Male.

40 % Respondents are Female.

30



Occupat

ion

Busin

ess

Stud

ent

Govt

. Job

Othe

r

45 20 30 5

20% respondents are student.

5% respondents are other.

30% respondents are Govt employee.

45% respondents are Businessman.

31



Qualifica

tion

Gradu

ate

Post

Gradu

ate

Professi

onal

Othe

r

10 25 50 5

5% respondent’s qualification is other.

10% respondent’s qualification is Graduate.25% respondent’s qualification is Post graduate.

50% respondent’s qualification is Professional.

From where you Frien Advertise Magazi Any32



got to know

about Koutons?

ds ment nes Whe

re

25 35 30 10

25% respondent know about Koutons from Friends.

35% respondent know about Koutons from Advertisement.

30% respondent know about Koutons from Magazines.10% respondent know about Koutons from Anywhere.

.

How often you Once Onc Onc Freque33



visit the Koutons

outlet?

in 2

mont

hs

e in

a

mon

th

e in

15

days

ntly

44 32 18 6

44% respondent visits the Koutons outlet once in 2

months.

32% respondent visits the Koutons outlet once in a month.

18% respondent visits the Koutons outlet once in 15 days.6% respondent visits the Koutons outlet frequently.

You purchase cloths Man Som Not Neve

34



for yourself from

Koutons?

y

time

s

e

time

s

man

y

time

s

r

20 57 19 4

20% respondent purchase the cloths many times from theKoutons outlet.

57% respondent purchase the cloths some times from the

Koutons outlet.

19% respondent purchase the cloths not many times from

the Koutons outlet.

4% respondent never purchase the cloths from the

Koutons.

35



You purchase cloths for

your family from

Koutons?

Man

y

time

s

Som

e

time

s

Not

man

y

time

s

Neve

r

15 31 47 7

15% respondent purchase the cloths many times from the

Koutons outlet.

31% respondent purchase the cloths some times from the

Koutons outlet.

47% respondent purchase the cloths not many times from

the Koutons outlet.

7% respondent never purchase the cloths from theKoutons

36



Please sat irate following according to your

satisfaction level.

Variable MostSatisfi

ed

VerySatisfi

ed

Satisfied

Dissatisf ied

VeryDissatisf

ied

Total

Price 19 27 21 14 19 100

Quality 23 29 13 18 17 100

Variety 19 17 22 19 23 100

Promotional

Schemes

23 12 28 21 16 100

Location 16 15 16 28 25 100

Total 100 100 100 100 100

37



Conclusion

38



Finally the conclusion which is generalized after the

data analysis is that the purchase of garments due to

brand image of the Koutons Retail Outlet’s excellent

and due to the good quality product, affordable price,. These are the main thing which influences the

sale volume of the Koutons Retail Outlet. It means, it is

hardly require that they offered product quality and

price of koutons Outlet. The customer can demand

automatically due to the quality of Product. By this

study we can say that the quality of goods is very good

which are available inKOUTONS RETAIL OUTLET in thecity of JAIPUR.

39



BIBLIOGRAPHY

Kothari C. R. ; Research Methodology; Second Edition; New Age International (p) Limited,

publisher; 2004 , pp. (1-229).

www.indiabulls.com ,

www.goole.co.in

William z Hemkund, R esearch Methodology ; New Age International (p) Limited, publisher

http://www.indiabulls.com/

http://www.goole.co.in/


http://www.indiabulls.com/


Amit K. Sharma J

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