For Office Use:

Grade

Institute of Management, Nirma University

Strategic Brand Management

Brand Audit Proposal

Submitted To Prof. Sanjay Jain

Submitted by- Group 2, Section-B

Sr. No. Name Roll No.

1. Samarth Tiwari 161151

2. Gaurav Kumar 161218

3. Bunty Jariwala 161312

4. Pratul Batra 161338

5. Nikhil Dwivedi 161436

Date of Submission: 18th November, 2017

 INTRODUCTION
Decathlon S.A. is a French sporting goods retailer, the largest sporting goods retailer in
the world. Decathlon started with a store in Lille, France in 1976, founded by Michel Leclercq.
It started to expand abroad a decade later, to Germany in 1986, Spain in 1992, Italy in 1998,
Portugal, the United Kingdom in 1999, China in 2003, India in 2009, Malaysia in 2016 and
Southeast Asia in 2012 and Philippines in 2017. Today, there are more than 1100 stores in 38
countries. The company employs more than 78,000 staff from 80 different nationalities.

The retailer stocks a wide range of sporting goods, from tennis rackets to advanced
scuba diving equipment, usually in large superstores which are sized at an average of 4,000m.
Decathlon Group also owns over 20 brands, with research and development facilities all over
France to develop the latest innovative designs, registering up to 40 patents per year. Each
brand represents a different sport or group of sports, with a dedicated product development and
design team.

PRODUCTS
The retailer develops and sells its own brands. Each sport or group of sports has a separate
brand name:

Aptonia - Nutrition and Healthcare

Artengo - Racket Sports
B'Twin - Cycling
Caperlan - Fishing
Domyos - Fitness, Gym, Yoga, Dance
Fouganza - Horse Riding
FLX - Cricket
Geologic - Target Sports such as Archery, Darts and Ptanque
Geonaute - Sports Electronics
Inesis - Golf
Kalenji - Running
Kipsta - Team Sports
Nabaiji - Swimming
Newfeel - Sport Walking
Orao - Eyewear and Optical Accessories
 METHODOLOGY
1. Primary data collection through email survey of at least 50 respondents.
2. Secondary data will be collected from internet sources like company website, news
articles published about that brand and published papers.
3. Data from the above sources will be complied and analyzed based on classroom
teachings in order to conduct a complete brand audit.

QUESTIONNAIRE

1. Which of the following Brands you heard of?

Decathlon
Gosport
Sport2000
Footlocker
Others (please mention) ----------------------

2. When you did first hear about Decathlon?

Last Month
Last 3 months
Last 6 months
Last 12 Month
Never
Others (please mention) --------------------------------

3. When did you last make purchase the sports apparel?

Last week
Last Month
Last 3 months
Last 6 months
Last 12 Month
Never
Others (please mention) --------------------------------

4. Which brands comes in mind when you think about sports apparel?
Decathlon
Adidas
Nike
Others (please mention) ----------------------
5. When did you last made purchase the Sportswear?
Last week
Last Month
Last 3 months
Last 6 months
Last 12 Month
Never
Others (please mention) --------------------------------

6. Which brands comes in mind when you think about sportswear?

Decathlon
Adidas
Nike
Footlocker
Others (please mention) ----------------------

7. When did you last made purchase the Fitness equipment?

Last week
Last Month
Last 3 months
Last 6 months
Last 12 Month
Never
Others (please mention) --------------------------------

8. Which brands comes in mind when you think about Fitness equipment?

Decathlon
Gosport
Sports2000
Others (please mention) ----------------------

9. I will certainly buy Decathlon sportswear in next 3 months?

Not at all likely extremely likely

1 2 3 4 5

10. I will certainly buy Decathlon Fitness equipment in next 3 months?

Not at all likely extremely likely

1 2 3 4 5
11. I will certainly buy Decathlon Apparel in next 3 months?

Not at all likely extremely likely

1 2 3 4 5

12. How would you rate the overall opinion of Decathlon?

Extremely Favourable
Somewhat favourable
Not so favourable
Not at all favourable
Ive never heard about the brand

13. How likely is it that you recommend Decathlon to a friend?

Not at all likely extremely likely

1 2 3 4 5