2. ROAD MAP
Brand Audit
Industry Analysis
Research
Methodology SWOT Analysis
Elements of Brand Equity
Marketing Models
Recommendation
3. PARENT COMPANY: Spykar
CATEGORY : Apparel and accessories
SECTOR : Lifestyle and retail
TAGLINE: Bring it on
USP: The brand is known for its denim
apparels especially Jeans
ABOUT
SPYKAR
10. Topic Of
Research :-
BRAND AUDIT OF SPYKAR LIFESTYLE
Type of
Research:-
Descriptive Research
Methodology:- Data collection through questionnaire
Sample Size:- 200 Respondents
Target
Audience:-
18-30
Nature of
Sample:-
Young Adults
Objective:- To understand the level of Brand Awareness & Knowledge amongst
customers
To study the Current Health of the Brand
To analyze Issues and Problems faced by the Brand
11. SWOT ANALYSIS
STRENGTHS
- High Brand Recall
- Innovative and Trendy
- Strong Brand Imagery
- High Digital Presence
WEAKNESSES
- High Brand Switching
- Lack of awareness for Product Range
- Perceived as an Average Product
OPPORTUNITIES
- Growing casual wear market
- Foreign Market for expansion
- Engage in B2B activities
- Increasing acceptability of western wear
across the world
THREATS
- Price Wars
- New Entrants
- Unorganised Market
- Competition from International Players
Spykar
13. BRAND AWARENESS
95
5
0 50 100
Y
E
S
N
O
HAVE YOU HEARD ABOUT
THE BRAND “SPYKAR”
69.5
67.5
66.5
61.4
57.9
57.9
53.8
44.2
SPYKAR
KILLER
LEE
PEPE JEANS LONDON
LEVI'S STRAUSS
MUFTI
WRANGLER
FLYING MACHINE
CAN YOU RECALL ANY OF THE
BRAND LOGO
30.1
17.27
13.35
12.57
10.47
8.16
8.16
SPYKAR
KILLER
WRANGLER
FLYING MACHINE
MUFTI
PEPE JEANS
LEVI'S
CAN YOU RELATE THE
MENTIONED TAGLINES
14. BRAND KNOWLEDGE
High Brand Recognition
0
10
20
30
40
50
60
70
PLEASE INDICATE HOW ATTRACTIVE THE
FOLLOWING FEATURES OF SPYKAR ARE TO YOU
Latest Fashion
Trends
Quality
Comfortable Fit
Reasonable Price
64%
12%
10%
6%
8%
APART FROM DENIM, WHICH OTHER
PRODUCTS OF SPYKAR ARE YOU
AWARE OF
Shirts & T-
shirts
Wallet
Deo
Belts
Others
15. BRAND ASSOCIATION
44%
26%
18%
12%
WHAT COMES TO YOUR MIND WHEN YOU
HEAR SPYKAR
Denim Jeans
Affordable
Average
Product
Others
64%
29%
7%
WHO ACCORDING TO YOU IS THE TYPICAL
USER OF SPYKAR JEANS
Youth
College
Students
Others
Deep in Customers
Mind
Consumer Perception
17. 44
33
29
26
21
19
15
13
0 5 10 15 20 25 30 35 40 45 50
Levis
Spkyar
Lee
Pepe Jeans
Wrangler
Killer
Flying Machine
Mufti
On the scale from 1 to 8, Rate the following mentioned Brands
BRAND PREFERENCE
Brand Choice
Likings towards a particular
Brand
18. BRAND
EVALUATION
Brand attribute approach has been used to evaluate the brand on
the basis of preferences
(1 being the most important & 5 being the least important)
Ranking Levis Spykar Pepe Jeans Killer Lee
Fit 1 3 2 5 4
Durable 4 3 1 5 2
Price 5 1 4 2 3
Style 1 5 2 4 3
Brand Name 1 2 4 5 3
23. RESONANCE
Low Customer Loyalty
JUDGEMENT
Jeans at
affordable Price
Renowned brand
in terms of logo,
tagline and in
terms of usage
FEELINGS
Cool
Young
Trendy
PERFORMANCE
Reliability-Spykar Jeans specialty in
Cut and Fitting
Durable –Spykar products are durable
in nature
Serviceability- Ambience is quiet
friendly when talked about Spykar
stores
IMAGE
Average Product
Indian Brand
Mainly known for men’s denim
SALIENCE
Top of mind recall :
• Top 5 brands which people recalled are: Levis, Lee, Spykar, Pepe Jeans and
Wrangler
Low recall rate as compared to Levis and Lee
High reorganization
Niche Awareness
25. ELEMENTS EXCELLENT GOOD AVERAGE POOR
Brand Awareness
Brand Knowledge
Brand Preference
Brand Loyalty
CHARACTERISTI
CS
Fit
Durability
Style
Price
Availability
26. Spykar needs to focus on PAN India presence
Change the perception of being an ‘Average Brand’ in the
minds of the people
Needs to focus on Style & Durability of the product
Adopt new strategies to reduce Brand Switching
Need more Customer Connect for loyalty towards the
brand
Customer Relationship Management
Needs to Engage in B2B activities
RECOMMENDAT
IONS