SUMMER_TRAINING_REPORT_ON_KAZO

SUMMER INTERNSHIP REPORT 2010

1 ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO BOOST SALES

SUMMER TRAINING REPORT

ON

KAZO FASHION LTD.

Analyzing Brand Perception And Accordingly Suggesting Various Feasible & Effective

Marketing Activities To Boost Sales.

Submitted in partial fulfillment of the requirements of the two year

Post Graduate Programme (PGP).

Submitted by

ABHISHEK KUMAR

Roll No. PG20095410

Batch: 2009-2011

IILM INSTITUTE FOR HIGHER EDUCATION



DECLARATION

I hereby declare that the Project work entitled, ANALYZING BRAND PERCEPTION AND

ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO

BOOST SALES submitted by me for the partial fulfilment of the Post Graduate Program (PGP)

to IILM Institute for Higher Education, is my own original work and has not been submitted

earlier either to IILM or to any other Institution for the fulfilment of the requirement for any

course of study. I also declare that no chapter of this manuscript in whole or in part is lifted

and incorporated in this report from any earlier / other work done by me or others.

Place :

Date :

Signature of Student

Name of Student: ABHISHEK KUMAR

Address: RZ-51, G/F, BER SARAI

NEW DELHI- 110016



CERTIFICATE FROM THE COMPANY



ACKNOWLEDGEMENT

I am thankful to Mr. DEEPAK AGGARWAL, MD KAZO Fashion, New Delhi and Mr. JONES

MATHEW, Professor Marketing IILM Institute for Higher Education, Gurgaon for giving me an

opportunity to work for KAZO Fashion Ltd.

My sincere thanks to Mr. SIDDHARTH CHANDRA, Manager–Marketing for extending his full

support and valuable guidance throughout my project duration.

I am also thankful to respective HODs, Store Operation Team and Customers of KAZO Fashion

for extending their cooperation towards the successful completion of my project.

My sincere thanks to my Mentor Mrs. KAKOLI SEN, Lecturer IILM Institute for Higher Education,

Gurgaon for extending all the support and for her ideas and knowledge which acted as

preliminary information for all the project work.



EXECUTIVE SUMMARY

As a part of the Summer Internship Programme, I was made to work with the marketing

department of KAZO Fashion Ltd, where the project was allotted. The project was spread over a

span of 6-weeks and was divided in two parts. The first part was to analyze brand perception of

KAZO Customers during the Spring-Summer collection by directly communicating with the

customers at the company’s various stores located in Delhi/NCR. Whereas, the second part was

concentrated on recommending various catchment areas near existing stores and to suggest

effective and feasible marketing activities to boost sales.

The Summary report includes suggestions on increasing their Customer Service level. The

observation includes the analysis on Customer loyalty program, quantity and quality of

collection, the display of designs and various other details. The observation also includes the

areas where the company would like to see improvement.

The project summarizes the work and experience gained at KAZO Fashion and a brief overview

of its retail operation and store-wise analysis.



TABLE OF CONTENTS

Industry Study 07

Consumer Market 08

Organizational Structure 12

Departments and their heads 14

SWOT Analysis 15

Introduction 16

Problem Identification 18

Methodology 18

Questionnaire 20

Research & Findings 22

Conclusion 46

Recommendations 48

Catchment Areas 49



INDUSTRY STUDY

Consumers are evolving entities. Their aspirations and expectations are continuously changing.

Today’s shoppers are more intelligent, discerning and tuned to their individual preference. They

are increasingly brand and fashion conscious and select labels which define who they are or

who they want to be. The biggest challenge for all the brands is to create loyal customers who

love them.

With rapid growth in disposable incomes Indian consumer markets are changing fast. And

therefore Apparel and fashion industry in India is in its growth stage. In such a scenario, it is

very essential to study how consumers make their choices in Apparel & Fashion category

where there are several brands in the consideration set of a consumer. Brands build

customer loyalty by delivering excellent value which includes styling, durability, quality

fabrics, and consistent fit. To the consumer, a brand name represents familiarity, consistency,

and confidence in performance.

Brand names when linked with lifestyle, self- expression, and aspirations epitomize

intangibles that are desirable to the consumer.

Consumers consider fashion as part of an overall budgetary spend, so apparel purchases

now compete directly with other choices from the technology, entertainment, beauty and

general lifestyle categories for the discretionary rupee.

Today’s’ global apparel environment is tougher than ever for brands. There are many reasons

for emergence of this challenging environment:

From a proliferation of brands

Fierce competition from retailers acting as brands

Smarter consumers

Luxury designers creating for mass

The growth of the discount sector



Rising costs of living around the world cause consumers to stretch their incomes more thinly,

meaning necessities are being weighed against apparel. Fashion must have value and

purpose and truly resonate to the consumer. Strong brands with consistent powerful

messages can create loyalty and a sense of worth that transcends the burden of choice.

Fashion is direct and individual communication. It also nourishes industries with high research

requirements due to its present characteristics:

Fast mutation of its specificities

Obsolescence of the product

The understanding of consumer’s desires, behaviour, and of purchase process of fashion

products is extremely important to design products collections as well as to placement of these

products in market. Considering a marketing approach, a fashion product must satisfy the

demand target, so the main idea (message) behind the brand (sender) must reach the

consumer.

“The Indian Economy is soaring. I think Indian people love brands. There isn’t another

American designer on this soil, may be because they don’t know it, may be because they don’t

understand it, may be because they don’t care. I care about it. I am excited about it and I feel

very positive that we are going to build a wonderful lifestyle business here.”

Consumer Markets

Indian consumer markets are changing fast, with rapid growth in disposable incomes, the

development of modern urban lifestyles. Indian consumers are becoming increasingly

sophisticated and knowledgeable about products; media channels that allow companies to

communicate with consumers are growing in diversity and reach. Foreign brands remain very

powerful in India, especially in clothing and personal care products, but increasingly brands

have to be associated with value.



India’s consumer markets are unique. India has more people living in poverty than any other

country. Its population is less urbanized than almost every other comparable economy. Literacy

rates are lower than in most Asian competitors and income is less well distributed across the

whole population than in most Asian competitors.

The Global Retail Apparel Index 2008

Rank Country Absolute

market size

Growth

prospects

Consumer

affluence

Score

1 Brazil 45 33 42 48

2 China 74 22 36 47

3 India 57 37 31 47

4 Turkey 29 37 59 46

5 Chile 22 47 44 46

6 Romania 21 54 34 45

7 Argentina 21 44 39 41

8 Thailand 22 25 57 40

9 Russia 52 22 39 39

10 UAE 31 42 28 38

A key challenge for apparel retailer in India is to induce customer to purchase quickly, which

means sales promotion tactics are important, including end of season sales, festival promotion

and special events.

India has one of the youngest populations in the world with 54% of the population below the

age of 25. Discretionary spending has seen a 16% rise for the urban upper and middle classes

and the number of high income households has grown by 20% year on year since 1995-96.



There is an increasing shift from price consideration to design and quality, as there is a greater

focus on looking and feeling good (apparel as well as fitness). At the same time, the new Indian

consumer is not beguiled by retailed products which are high on price but commensurately low

on value or functionality. There is an easier acceptance of luxury and an increased willingness

to experiment with mainstream fashion. This results in an increased tendency towards

disposability and casting out -from apparel to cars to mobile phones to consumer durables. The

self-employed segment of the population has replaced the employed salaried segment as the

mainstream market. 40% of primary wage earners in the top 2-3 social classes in towns with a

population of 1 million or more are self employed professionals and businessmen. This has

driven growth in consumption of productivity goods, especially mobile phones and two and

four-wheelers. Finally, credit friendliness, drop in interest rates and easy availability of finance

have changed mindsets. Capital expenditure (jewellery, homes, cars) has shifted to becoming

redefined as consumer revenue expenditure, in addition to consumer durables and loan credit

purchases.

Consumer Preference for Apparel Brands

India devotes roughly the same share of their income to apparel as do Chinese and Brazilian.

But the countries lower per capita income levels means overall spending on apparels is

significantly lower, and the habit of Indian shopper present intriguing challenges for

multinationals eyeing the market. For starters, nearly 40% of mass-market Indian shoppers

McKinsey surveyed said that their most important shopping occasions revolved around special

events such as weddings and annual religious festivals – a figure dramatically higher than the

one for shoppers in the other emerging markets McKinsey studied. Furthermore, to a greater

extent than else were shopping is a family activity in India, nearly 70% of its shopper’s always

go to stores with their family, and 74% - more than twice than average of Brazil, China and

Russia view shopping as the best way to spent time with family. The preference for family –

oriented shopping is consistent across age groups, income segments, regions and city sizes. As

in many markets, in India women are the primary decision makers in apparel purchases for the

entire family. But India’s men also have an important role – indeed, half of McKinsey survey

respondent said that their husband had a major influence on which stores they frequented – a

proportion far higher than Brazil (3%), China (8%) and Russia (18%). What’s more, India is

unusual in that the market for men’s apparel is larger than women’s market, where traditional

Indian apparel still dominates. Mass – market apparel retailer must therefore find formats and

merchandising approaches that will attract shopper’s seeking apparel not only for special



occasion but also appealing to entire family. According to McKinsey5 survey young Indian aged

18 – 24 years strongly trust brands from their own country but also believe that foreign brands

are of higher quality than local brand. In India, rather than using only income bands to define

category of consumers, we use the socioeconomic class code established by the Market

Research Society of India, high-end or “global” consumers are those in socioeconomic class (SEC

A), mass-market consumers are those in SECs B and C, and struggling consumers are

represented by SECs D and E. In addition to household income the class code incorporate the

levels of education and occupation.



ORGANIZATIONAL STRUCTURE

KAZO Fashion Ltd was established in the year 2007. In such a short span of time KAZO

has established an enviable reputation and high visibility in the fashion world. KAZO is

an in-house brand of B. L. International. Following are the details

Company Name: B.L.INTERNATIONAL

Business Type: Manufacturer, Trade, Retail

Product/Service

(We Sell): Bags, Accessories, Clothing

Number of Employees: 101 - 500 People

Trade & Market

Main Markets:

North America

South America

Western Europe

Eastern Europe

Eastern Asia

Southeast Asia

Mid East

Africa

Oceania

Total Annual Sales Volume: US$10 Million - US$50 Million

Clients:

ZARA, VILA, MANGO, EXIT KIDS, ONLY, PULL & BEAR, VEROMODA, BERSHKA and UNITED

COLORS OF BENETTON.



RETAIL PRESENCE – EBOs & SISs

EBOs

Delhi/NCR – 6 showrooms

Westgate Mall, Raja Garden

Select City Walk Mall, Saket

Ambiance Mall, Gurgaon

Great India Place, Noida

Greater Kailash – I

DT Mall, Gurgaon

Mumbai – 4 showrooms

Juhu Tara Road, Juhu

Mega Mall,

Inorbit Mall, Vashi

Oberoi Mall

Punjab – 2 showrooms

Ludhiana

Amritsar

Bangalore – 1 showroom

Hyderabad – 1 showroom

SISs

Ritu Wears

Rohini

Lajpat Ngr

Jallandhar

Amritsar

Forum Bangalore

Central Bangalore

India Bulls - Pune

Ebony

Amritsar

Chandigarh

Faridabad

Ludhiana



DEPARTMENTS AND HODs

Managing Director Mr. Deepak Aggarwal

• Designing Ms. Vimmi Juneja

• Buying Mr. Himanshu Mandhan

• Retail Operations Mr. Himanshu Mandhan (PAN India)

Mr. Mayur P. Kaku – Area Manager (Mumbai)

Ms. Harshita Jhamb – Key Accounts Manager (All SIS)

• Projects/Business Development Mr. Himanshu Mandhan

• VM & Marketing Ms. Vimmi Juneja

• Auditing & Logistics Mr. Himanshu Mandhan

• IT & MIS Mr. Manoj (IT)

Mr. Ranjan (MIS)

• Finance Mr. Rajiv Bansal



SWOT ANALYSIS

Strength

Lesser prices as compared to competitors

Stores at prime locations in all the malls

Very high degree of customer loyalty

Weakness

Low level of brand awareness

Non availability of sizes

Very few variants in colors

No incentive for repeat purchases

Opportunities

Increase in demand of luxury brand from middle class

Increase in disposable income of people

People becoming brand conscious

Growing domestic market

Threats

Predominance of unorganized sector(Flee markets)

Increased competition

Cheaper imports

Change in govt. policy of FD



INTRODUCTION

KAZO: THE OOMPH FACTOR

BRINGING THE OOMPH TO INDIA

KAZO is a young fashion brand that has crept its way into being the centre of fashion industry.

In such a short span of time they have established an enviable reputation and high visibility in

the fashion world. The main asset of the collection is that it is highly affordable which enables

customers an access to the latest designer wear, giving a chance to every woman to great in her

skin, right to her soul. In India, women feel prod to wear KAZO, which really shows that the

brand is highly acceptable. The promoters of KAZO have an in-depth experience of supplying

garments with a youthful spirit for ladies/ kids/ men since several years to the top known

international brands in Europe.

KAZO has set up design studios in Spain, Paris, London, Milan and also has a huge design studio

in Delhi. The designers from KAZO follow the major fashion runways of Milan, Paris, London

where the genesis of the seeds of inspiration takes place and the collection conjoined which

confirms that KAZO is no behind any international brand. KAZO is a young brand and launched

its first showroom in India on 07.07.07. To this date, KAZO has six showrooms spread across

Delhi/NCR, Ludhiana and several other metros like Amritsar, Mumbai and Bangalore.

KAZO Trendy, KAZO Evening, KAZO Basic, KAZO Men and KAZO Limited are the ranges of KAZO

that are from chic and youthful to glamorous and glitzy to please not only naughty teens,

professionals and the coveted diva but also men.

KAZO TRENDY

The name speaks for itself- this range is chic, youthful with a dash of vulnerability. Specially

designed to ring out sheer fun element in the lives of young girls between 15- 25. Attires under

this collection are a toast to vivacity of a woman who constantly alters her wardrobe and

thrives on variety.

KAZO EVENING

For that special evening, with glitz and glamour, KAZO has its designer evening wardrobe that

will give you a complete look of the diva. Those entire women between 15 and 35, finds it one

stop for that impeccable fit and ethereal design. Whether it’s a party, an evening with friends or

a date with your beloved, KAZO’s designer wear will prepare you to walk the face of the earth

with poise.



KAZO LIMITED

Very limited, specially designed, oodles of attitude, charm, poise and style that’ll take the

breath away are the bona fide characteristics of a KAZO limited collection. From 20-35, the

collections under KAZO accommodate one and all enabling every woman to mesmerize the

world. If parties are your haunt and distinctiveness your covet then KAZO is your ultimate stop.

KAZO BASIC

Office wear was never so trendy before the launch of KAZO that has created a unique collection

of r the women of today who aims at leaving a mark wherever she goes. Office wardrobes from

KAZO is a must have if style and profession goes hand in hand for you.

KAZO MAN

The Autumn/Winter collection of 2009 saw another addition to the existing range of KAZO. It

was the time when KAZO entered the men’s collection. Trendy, stylish, casual and colorful are

some of the attributes in the collection. Though it’s only available at select stores right now,

KAZO plans to increase the man’s collection to its entire store.

The main goal of the brand is to bring trendy high class fashion to India with a commercial

value. Kazo, the high-end designer apparel brand, has decided to spread its wings wider,

encouraged by the success enjoyed since their inception in July 07. The level of commitment

from the management to increase the Brand presence across India can be inferred from the

statement made by the MD, Mr. Deepak Aggarwal in 2008.

“We intend spend Rs 50 crore or more for this financial year,” said Deepak Aggarwal, Kazo’s

managing director. “While we have opened seven stores up to now, we plan to continue

expanding at an average rate of a store per month.”

KAZO’s ambitious expansion plan includes a network of 30-40 showrooms across India in

metros such as Bangalore, Ludhiana, Chandigarh, New Delhi, Mumbai and Kolkata, with plans

to tap potential foreign shores such as Hong Kong, Singapore, Dubai, Malaysia and even Europe

in the near term.

For the first time KAZO plans to have franchises of their own and to be available in shop-in-

shops too.



According to the managing director, Mr. Deepak Aggarwal, “Being a well-established

international western brand with a following of A-list celebrities including Bollywood actors, it is

only natural for us to cash in on the booming market and introduce everybody to global fashion

trends,” For more than 10 years, KAZO has supplied garments to international fashion brands

such as Zara, Mango, Sicily and Benetton among many others.

Their unique selling point (USP) is probably that while the brand is high fashion, the prices are

reasonable and affordable. The designs are certainly high street and very party wear, which is

also the reason why actors seem happy to now have it right here in India.

CELEBRITY QUOTES

“One can find anything from trendy to sensual outfits at Kazo,” Soha Ali Khan said. “Their

evening collection suits me because the range is sexy and helps me keep up my appearance.”

Kazo has four collections — basic, evening, trendy and limited.

“I love the jersey material in their casual collection and its comfort level is unmatched,” said

actor Sameera Reddy. “Their clothes are trendy, yet classy and that is the underlying principle

for foreign designers.”

KAZO, the brand for international western wear for women, is a friendly organization ensuring

that employees have a warm, nurturing work environment that recognizes and reward

excellence.



PROBLEM

As a part of its marketing team, I was fortunate enough to work with Mr. Siddharth Chandra,

the marketing manager of KAZO Fashion, who guided me through the project. There were two

major assignments given to me. The first responsibility was to find out the customer profile of

KAZO, analyze consumer perception about the brand KAZO and its summer collection, the level

of customer service being provided at the stores and the kind of loyalty program that would

make the consumers come back to the store. The second part of the assignment was to find out

the catchment areas near the store, based on the findings of the research, and to suggest the

best of the BTL activities available.

METHODOLOGY

For this purpose, primary data collection was the chosen as the best alternative so as to get the

first hand and fresh insight on consumer behavior. A total of 203 customers were surveyed over

the period of 4 weeks covering all the 6 stores of Delhi/NCR and one store of Ludhiana (Punjab).

The questionnaire was prepared keeping in mind the objectives of the research.



QUESTIONNAIRE USED TO TAP THE RESPONSE

Name:

Age: Below 19 19-25 25-30 30-35 35-40 Above 40

Contact no: Email Id:

Profession:

INCOME: Below 3 lacs 3-5 lacs 5-7 lacs Above 7 lacs

To begin, how did you come to know about KAZO?

a) Magazine ad b) Newspaper ad c) Word of Mouth d) Radio e) browsing through the mall f) Promotions

How many times did you visit KAZO?

a)every month b)twice in a month c) every 10 days d) every week

Which are the other brands you are most likely to visit while shopping? ( you can choose more than one option)

a)MANGO b) PROMOD c) SISLEY d) ESPIRIT e) Others_________________________

When you think of KAZO, first thing that come to your mind is

a) Evening Wear b) Party Wear c) Casual Wear d) accessories e) Others________________________________

Did you find the sizes of your choice?

a) Yes b) No

If not which sizes would you want to see as a part of the collection?

a) XS b) S c) M d) L e) XL f) XXL

Which colors would you like to see more often in KAZO?

a) Pastel b) Bold and Bright c) Flashy d) Subtle e) Others______________________

Are you happy with the available variety in accessories?

a) Yes b) No

What do you think about the price range of products offered?

a) Highly priced b) Value for money c) It’s a steal at that price



Awesome Good Satisfactory Improve Hurts the eye

Are u satisfied with the variety of designs available? 1 2 3 4 5

How did you find the quality of fabric used? 1 2 3 4 5

How do you find the display of the designs? 1 2 3 4 5

How did you find the window display? 1 2 3 4 5

Highly Likely Likely Neither Likely nor Unlikely Unlikely Highly Unlikely

How likely would you be to recommend KAZO 1 2 3 4 5

to a friend or relative?

Very Satisfied Neither Satisfied Dissatisfied Highly Dissatisfied

Satisfied nor Dissatisfied

Overall, how satisfied are you with KAZO Products? 1 2 3 4 5

Interiors 1 2 3 4 5

Music 1 2 3 4 5

Etiquette of the store staff 1 2 3 4 5

Is the store staff helpful enough? 1 2 3 4 5

One change you really wish to see in KAZO

_____________________________________________________________________________________________________________________________

If starting with a Loyalty Program for its Customers, what kind of advantages you look forward to

a) Point Based Purchase – Discounts

b) Newsletter- Fashion Updates/ Store Updates/ Style Tips

c) Exclusive Membership- Fashion Shows/ Club Invites/ KAZO Nights

d) Others____________________________

THANK YOU FOR YOUR TIME AND FEEDBACK



RESEARCH AND FINDINGS

Age Group Count

14-18 13

19-25 103

25-30 63

30-35 15

35-40 9

Total 203

0 20 40 60 80 100 120

14-18

19-25

25-30

30-35

35-40

13

103

63

15

9

14-186%

19-2551%

25-3031%

30-357%

35-405%



0 20 40 60 80 100 120 140 160 180

Delhi/NCR

Ludhiana

Mumbai

Other

163

30

3

7

Delhi/NCR80%

Ludhiana15%

Mumbai2%

Other3%

Location

Count

Delhi/NCR 163

Ludhiana 30

Mumbai 3

Other 7

Total 203



Income Count

Dependant 76

Below 3 L 5

3-5 L 24

5-7 L 29

Above 7 L 16

Prefer not to reveal 52

Total 202

Dependant

Below 3 L

3-5 L

5-7 L

Above 7 L

Prefer not to …

76

5

24

29

16

52

Dependant38%

Below 3 L2%

3-5 L12%

5-7 L14%Above 7 L

8%

Prefer not to reveal26%



How do they know about kazo?

Walk In 106

WoM 64

News Paper 15

Radio 2

Promo 5

Magazine 10

Total 202

Walk In

WoM

News Paper

Radio

Promo

Magazine

106

64

15

2

5

10

How do they know about kazo?

Walk In53%

WoM32%

News Paper7%

Radio1%

Promo2%

Magazine5%



How often do they visit?

Monthly 110

Fortnight 41

Weekly 10

Every 2 months 23

Others 16

Total 200

Monthly

Fortnight

Weekly

Every 2 months

Others

110

41

10

23

16

How often do they visit?

Monthly55%Fortnight

20%

Weekly5%

Every 2 months12%

Others8%



Where else do you shop?

Mango 33

Others ( FCUK/UCB/Pantaloon/ZARA/She bebe)

81

Promod 27

Sisley 15

Espirit 38

Total 194

Mango


Promod

Sisley

Espirit

33

81

27

15

38

Where else do you shop?

Mango17%


42%

Promod14%

Sisley8%

Espirit19%



What comes to your mind when you think of Kazo?

Evening Wear 56

Party Wear 53

Casual Wear 81

Accessories 10

Others( Funky/Gown/Smart & Trendy) 3

Total 203

Evening Wear

Party Wear

Casual Wear

Accessories

Others( Funky/Gown/Smart & Trendy)

56

53

81

10

3

What comes to your mind when you think of Kazo?

Evening Wear28%

Party Wear26%

Casual Wear40%

Accessories5%

Others( Funky/Gown/Smart

& Trendy)1%



Did you find your size?

Yes 75

No 128

Total 203

Yes

No

75

128

Did you find your size?

Yes 37%

No63%



Sizes in Demand

XS 24

S 71

M 52

L 27

XL 13

XXL 3

Total 190

XS

S

M

L

XL

XXL

24

71

52

27

13

3

Sizes in Demand

XS13%

S37%M

27%

L 14%

XL7%

XXL2%



Colors for Summer

Bright 77

Bold 66

Subtle 37

Pastel 16

Flashy/ Purple/Black 5

Total 201

Bright

Bold

Subtle

Pastel

Flashy/ Purple/Black

77

66

37

16

5

Colors for Summer

Bright38%

Bold33%

Subtle18%

Pastel8%

Flashy/ Purple/Black3%



Accessories

Yes 124

No 79

Total 203

Yes

No

124

79

Accessories

Yes61%

No39%



How's the price?

Highly Priced 46

Value for Money 156

Mid Way 1

It’s a steal at that price

0

Total 203

Highly Priced

Value for Money

Mid Way

It’s a steal at that price

46

156

1

0

How's the price?

Highly Priced23%

Value for Money77%

Mid Way0%

It’s a steal at that price0%



Are u satisfied with the variety of designs available

Excellent 29

Good 68

Satisfactory 84

Needs Improvement 21

Hurts the Eye 0

Total 202

Excellent

Good

Satisfactory

Needs Improvement

Hurts the Eye

29

68

84

21

0

Are u satisfied with the variety of designs available

Excellent14%

Good34%

Satisfactory42%

Needs Improvement10%

Hurts the Eye0%



How did you find the quality of fabric used

Excellent 38

Good 86

Satisfactory 64

Needs Improvement 7

Hurts the Eye 3

Total 198

Excellent

Good

Satisfactory

Needs Improvement

Hurts the Eye

38

86

64

7

3

How did you find the quality of fabric used

Excellent19%

Good43%

Satisfactory32%

Needs Improvement4%

Hurts the Eye2%



Wnidow Display

Excellent 41

Good 68

Satisfactory 31

Needs Improvement 0

Hurts the Eye 0

Total 140

Excellent

Good

Satisfactory

Needs Improvement

Hurts the Eye

41

68

31

0

0

Excellent29%

Good49%

Satisfactory22%

Needs Improvement0%

Hurts the Eye0%



Display of Design

Excellent 88

Good 78

Satisfactory 23

Needs Improvement 5

Hurts the Eye 0

Total 194

Excellent

Good

Satisfactory

Needs Improvement

Hurts the Eye

88

78

23

5

0

Display of Design

Excellent45%

Good40%

Satisfactory12%

Needs Improvement3%

Hurts the Eye0%



How likely would you be to recommend KAZO to a friend or relative

Highly Likely 42

Likely 111 Neither Likely nor Unlikely 33

Unlikely 4

Highly Unlikely 1

Total 191

Highly Likely

Likely

Neither Likely nor Unlikely

Unlikely

Highly Unlikely

42

111

33

4

1

Recommending KAZO to a friend or relative

Highly Likely22%

Likely58%


17%

Unlikely2%

Highly Unlikely1%



The next time you shop, how likely would you be to choose KAZO

Highly Likely 53

Likely 110

Neither Likely nor Unlikely 25

Unlikely 3

Highly Unlikely 0

Total 191

Highly Likely

Likely


Unlikely

Highly Unlikely

53

110

25

3

0

Next shopping at KAZO?

Highly Likely28%

Likely58%


13%

Unlikely1%

Highly Unlikely0%



Overall Satisfaction?

Highly Satisfied 35

Satisfied 105

Neither Satisfied nor Dissatisfied 48

Dissatisfied 3

Highly Dissatisfied 1

Total 192

Highly Satisfied

Satisfied

Neither Satisfied nor Dissatisfied

Dissatisfied

Highly Dissatisfied

35

105

48

3

1

Overall Satisfaction?

Highly Satisfied18%

Satisfied55%


25%

Dissatisfied2%

Highly Dissatisfied0%



Store Interiors?

Highly Satisfied 87

Satisfied 80


Dissatisfied 4


Total 190

Highly Satisfied

Satisfied


Dissatisfied

Highly Dissatisfied

87

80

17

4

2

Store Interiors?

Highly Satisfied46%

Satisfied42%


9%

Dissatisfied2%




Music

Highly Satisfied 94

Satisfied 81


11

Dissatisfied 4


Total 191

Highly Satisfied

Satisfied


Dissatisfied

Highly Dissatisfied

94

81

11

4

1

Music

Highly Satisfied49%

Satisfied42%


6%

Dissatisfied2%




Store Staff: Etiquettes

Highly Satisfied 88

Satisfied 87


Dissatisfied 3


Total 189

Highly Satisfied

Satisfied


Dissatisfied

Highly Dissatisfied

88

87

10

3

1

Store Staff: Etiquettes

Highly Satisfied47%

Satisfied46%


5%

Dissatisfied2%




Staff Helpfulness

Highly Satisfied 98

Satisfied 83


8

Dissatisfied 1


Total 190

Highly Satisfied

Satisfied


Dissatisfied

Highly Dissatisfied

98

83

8

1

0

Staff Helpfulness

Highly Satisfied52%Satisfied

44%


4%

Dissatisfied0%




Loyalty Program

Point Based Discount 125

Membership 49

Store Updates 9

Ohers- (NR/ Combo) 18

Total 201

Point Based Discount

Membership

Store Updates

Ohers- (NR/ Combo)

125

49

9

18

Loyalty Program

Point Based Discount

62%

Membership24%

Store Updates5%

Ohers- (NR/ Combo)9%



CONCLUSION

CONCLUSION

As intended, it was found that majority of its customers fell in the age range of 19-30.

82% customers fell in this age range.

While many of the customers did not reveal their income, out of those who revealed,

majority fell in the income range of 3-7 Lacs covering middle and upper middle sections

of the society.

While walk-ins constituted more than half, Word of mouth (WoM) also took a

considerably bigger share when enquired about their first acquaintance with KAZO.

Monthly visits to the store were high, followed by fortnight visits.

Espirit, Mango and Promod came out as biggest competitors, while other brands like

Zara, FCUK, UCB, She bebe and Pantaloon also had a considerable presence.

Casual Wear was on top the mind of customers when it came to Summer Shopping

closely followed by Evening and Party wear, which KAZO is famous for.

The sizes remained a big problem, 63% of the customer could not find the sizes of their

choice.

This summer season saw a huge demand for Small and Medium size. While S remained

at 37% M was at 27% of all the sizes demanded.

Bold and Bright was the color of the season with 71% of the garments being demanded

in that color.

The ranges of accessories were at a decent place. 67% of the customers were pretty

satisfied with the summer collection of accessories.



This season saw a change in the attitude of customers. While earlier KAZO was

considered to be a bit on the higher side when it came to pricing, this season saw 77% of

the customers who found it Value For Money. Thanks to the reduced pricing strategy.

The designing part of KAZO raised a few questions. Only 14% found the collection to be

excellent while a major chunk of the customers strongly felt that the increase in

variations in design was an absolute and immediate need.

Quality of the fabric used also saw a decline where only 19% was happy with the quality.

Majority felt that the quality could be improved.

While 49% of the customers found the window display to be good, there were an

approximately equal number of customers who found the display to be excellent and an

equal number found that it needed improvement.

Recommending KAZO to friends or family and choosing KAZO the next time they shop

stood at a decent place with majority of the customers said that they are likely to chose

KAZO on these parameters. But this also needs improvement as WoM plays a big role in

KAZO.

Customer Experience Level at stores also scored decent on a scale of 5, which should

definitely be raised.

During the research, Point Based Purchase was the most famous loyalty program among

customers, followed by Club invites from KAZO.



RECOMMENDATIONS

RECOMMENDATIONS

When we look at the advertising strategy of KAZO, we see that 53% of customers did

not see any Kazo advertisement, 32% heard about KAZO from friends or family. Thus, a

total of 85% came to know about KAZO from sources other than what’s being intended

by its marketing department. Thanks to the location of stores and the quality of designs

and fabric, the customer base of KAZO has always been increasing. But in order to reach

a wider base, KAZO needs to invest on several ATL for branding & BTL activities to target

its potential customers. Several BTL activities that could be explored have been

suggested here.

VARIOUS CATCHMENT AREAS AND ACTIVITIES

Based on the assumption that more than 82% of our customer falls in the Age group of 19-30

and they fall in the income range of 3-7 lacs. These are some of the options that could be

explored



OPTION 1 INSIDE MOVIE THEATERS PROMOTION- PVR & DT

PRMOTION TYPE- A. STANDIES, B. TICKET JACKETS AND C. A 10-SECOND JPEG ON SCREEN PROJECTION

Show your ticket jacket at the store and get attractive offers

THEATER FREQUENCY AV FOOTFALL INSTRUMENT

PVR select + Gold (7 screens) Monthly 60000 2 Standies + JPEG Projection + 60000 jackets

DT mega mall Monthly 27000 2 Standies + JPEG Projection + 27000 jackets

PVR ambience ( 6 screens) Monthly 40000 2 Standies + JPEG Projection + 60000 jackets

WestGate Monthly 27000 2 Standies + JPEG Projection + 27000 jackets

Total 154000

COST OF PROMO

STORE FOOTFALL (CONVERSION@ 2%)

STORE CONVERSION RATE STORE PURCHASE ABV

200000 1200 20 240 1300

65000 540 20 108 1300

200000 800 20 160 1300

65000 540 20 108 1300

530000 3080 616

TOTAL INC SALE

312000

140400

208000

140400

800800



OPTION 2 INSIDE COFFEE SHOPS

PROMOTION TYPE- BARTER( A. STANDIES, B. DISCOUNT SYSTEM- 5% ON ABOVE 100, 10% ON ABOVE 200, 15% ON 300 AND ABOVE, C. PAMPHLETS

Show your voucher and get discounts

COFFEE SHOPS FREQUENCY AV FOOTFALL INSTRUMENT

Costa Cofee- Ambi Monthly 6000 1 Standy+ 300 Pamphlets+ 6000 Vouchers

Coffee Bean & Tea Leaf-Saket Monthly 6000 1 Standy+ 300 Pamphlets+ 6000 Vouchers

Mocha- GK Monthly 6000 2 Standies+ 300 Pamphlets+ 6000 Vouchers

CCD- Mega Mall Monthly 5000 1 Standy+ 300 Pamphlets+ 6000 Vouchers

Total

COST OF PROMO



2000+120+4800 60 30 18 1300

2000+120+4800 60 25 15 1300

4000+120+4800 60 25 15 1300

2000+120+4800 50 30 15 1300

29080 230 63

TOTAL INC SALE

23400

19500

19500

19500

81900



OPTION 3 INSIDE MALL PROMOTION

PROMOTION TYPE- 10 STANDIES

Mall FREQUENCY AV FOOTFALL INSTRUMENT

Select CityWalk Monthly 90000 10 Standies spread across the mall

Ambienece Monthly 30000 10 Standies spread across the mall

DT MegaMall Monthly 10000 5 Standies spread across the mall

Westgate Monthly 20000 5 Standies spread across the mall

Total 150000

COST OF PROMO



160000 900 25 225 1300

110000 300 30 90 1300

20000 100 30 30 1300

20000 200 30 60 1300

310000

TOTAL INC SALE

292500

117000

39000

78000

526500



OPTION 4 COLLEGE PROMOTION

PROMOTION TYPE-WELCOME GIFT TO ALL THE FRESHERS Show your ID and get 15% Flat Discount

COLLEGE FREQUENCY STRENGTH INSTRUMENT

IILM LR & GGN Monthly 1500 Fresher’s Party+ Posters+ Mails

IIPM Monthly 1500 Fresher’s Party+ Posters+ Mails

AMITY Monthly 2000 Fresher’s Party+ Posters+ Mails

NID Monthly 500 Fresher’s Party+ Posters+ Mails

NIFT Monthly 500 Fresher’s Party+ Posters+ Mails

DU Monthly 10000 Fresher’s Party+ Posters+ Mails

Total 16000

COST OF PROMO



2000 75 25 18.75 1300

1000 75 25 18.75 1300

2000 100 25 25 1300

1000 25 25 6.25 1300

1000 25 25 6.25 1300

5000 500 25 125 1300

12000 160

TOTAL INC SALE

24375

24375

32500

8125

8125

162500

260000



OPTION 5 CLUB ASSOSIATION PROMOTION TYPE- Barter + Discounts

CLUB FREQUENCY AV FOOTFALL INSTRUMENT

HARD ROCK Weekends 50000 2 Standies+ Vouchers

COST OF PROMO



6000 500 25 125 1300

TOTAL INC SALE

162500

Monthly visits make up the maximum part of footfalls to the store, which eventually

needs to be converted to either fortnightly or weekly visits. Frequent addition of new

designs and information about it through sales staff, online blogs or SMSs should

motivate customers to come back to stores more frequently.

The collection needs an adaptation according to the season. You can’t have all dark and

grey during summers. Though KAZO had some amazingly beautiful and bright collection,

the variation in designs were too less. More colors options in various designs should be

offered.



You just can’t afford to lose customers because of non-availability of size. When you

have 32% of footfalls coming through WoM and 53% through walk-ins, you are just not

in the position to lose customers like that. This first half of the summer season saw a

major issue with the availability of the sizes being demanded. Either the customer did

not make any purchase or settled for some other article which was not their first option.

KAZO Accessories are living up to the expectations of the customers. Young, trendy full

of attitude and bling is just what customers are looking for when they come to KAZO. A

bit more variation in designs and better quality would add on the value to the collection.

The Spring-Summer 2010 Collection definitely saw some of the best designs and some

of the best colors. But the problem with both of them was that there were not enough

options. The colors lacked variation and the designs lacked option. Again when you have

WoM as your marketing weapon and a cut throat competition at the retail level, these

problems needs immediate attention and needs to be resolved quickly.

Having reputation as an international brand and expectations to live up to, you just can’t

play with the quality of the fabric. The summer season saw an increase in the number of

complaints relating to the quality of fabric.

Nearly 50% of the customers were okay with the display of window, but almost a

quarter of customers felt the need for improvement. A few of the customers specially

mentioned the need for frequent change of design on mannequin as that gives an idea

of the collection inside.

As the collection of KAZO has been excellent over the years, that has made its customer

really loyal to the brand. A large chunk of respondents said that they would return to

KAZO for their next shopping and they are also likely to recommend the brand to their

friends and family. But even on these fronts a little improvement is needed as a big

chunk of respondents were not really sure if would come back. Good designs coupled

with an excellent customer service are needed.

For a retail brand like KAZO, stores are the brand touch point where a customer goes,

feel and interact with the brand. That’s why it becomes really important to give an

excellent experience to the customer by going that extra mile, but at the same time you

need to realize that you are not interfering the personal space of customer. Research

shows that nearly half of the respondents were satisfied with the service while the rest



half still thought that there experience could have been better. A brief training to the

staff could really help in providing the required level of customer service.

When asked about loyalty program, a majority of respondents said that since they are

regular to the store and sometimes make heavy purchase, they should be given a

chance to earn points which can be later redeemed for discounts. This can be used as an

effective tool to retain customers and make them purchase more often. As the majority

of customers are the young , a good amount of respondents were also interested in

membership or invites for events like Fashion Shows and KAZO nights. Once in a while

even this option can be used to increase brand loyalty.

SUMMER_TRAINING_REPORT_ON_KAZO

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