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Artengo - Brand - Analysis (Sas Programming, Big Data Analytics)
Artengo - Brand - Analysis (Sas Programming, Big Data Analytics)
Ultramaxit
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INDEX
Brief history on Decathlon, Artengo
Defining the market study
Analysis of the sample survey
Conclusion
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DECATHLON
All for sport, Sport for all
Sports equipment and retail
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ARTENGO
Motto: With Artengo, I begin, I progress and I
perform
Badminton
Table-Tennis
Lawn Tennis
Squash
Player Category: Beginner,
Intermediate, and Recreational
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COMPETITORS
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EXECUTIVE SUMMARY
AIM: Understanding the racket sports market in and
around Thane for the brand Artengo
OBJECTIVES:
To understand the market ranking of Artengo
To understand the brand awareness with help of a
sample survey
To understand the correlations between various aspects
of a sport and the purchasing capacity of a customer
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Sport-wise Distribution Of
Respondents
SPORT-WISE DISTRIBUTION OF RESPONDENTS
%RESPONDENT
120
100
12.28
13.39
87.72
86.61
Squash
Tennis
23.88
80
65.85
60
40
20
76.12
34.15
0
Badminton
Table_Tennis
SPORT
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PLAY
DON'T PLAY
9
Gender-wise Distribution Of
Respondents
Gender
36.61
63.39
Female
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Male
10
Target
Total
Gender
Dont use
Use
Female
158
35.27
6
1.34
164
36.61
Male
267
59.60
17
3.79
284
63.39
Total
425
94.87
23
5.13
448
100.00
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11
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12
Greater than
60
Total
Target
Dont use
165
36.83
50
11.16
82
18.30
64
14.29
53
11.83
11
2.46
425
94.87
Total
Use
8
1.79
3
0.67
2
0.45
9
2.01
1
0.22
0
0.00
23
5.13
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173
38.62
53
11.83
84
18.75
73
16.29
54
12.05
11
2.46
448
100.00
13
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Target
Dont use
Use
235
11
53.53
2.51
115
11
26.20
2.51
41
1
9.34
0.23
15
0
3.42
0.00
10
0
2.28
0.00
416
23
94.76
5.24
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Total
246
56.04
126
28.70
42
9.57
15
3.42
10
2.28
439
100.00
15
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16
2.5lacs to 5lacs
5lacs to 7.5lacs
7.5lacs to 10lacs
Greater than
10lacs
Total
Target
Total
Dont use
Use
12
2.85
51
12.11
51
12.11
121
28.74
163
38.72
398
94.54
0
0.0
0
0.00
1
0.24
6
1.43
16
3.80
23
5.46
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12
2.85
51
12.11
52
12.35
127
30.17
179
42.52
421
100.00
17
7.83
19.24
17.9
Professional
Recreational
30.43
24.61
Beginner
Intermediate
Advanced
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18
Beginner
Intermediate
Advanced
Professional
Total
Target
Total
Dont use
Use
78
17.45
95
21.25
132
29.53
84
18.79
35
7.83
424
94.85
2
0.45
15
3.36
4
0.89
2
0.45
0
0.00
23
5.15
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80
17.90
110
24.61
136
30.43
86
19.24
35
7.83
447
100.00
19
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20
Badminton
39.46
BRAND
Victor
60.54
98.3
Yonex
1.7
82.99
Li Ning
AWARE
17.01
NOT AWARE
34.01
Artengo
65.99
0
20
40
60
80
100
120
PERCENTAGE
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21
Table-Tennis
79.44
GKI
20.56
89.72
BRAND
Butterfly
10.28
AWARE
80.37
Stiga
NOT AWARE
19.63
41.12
Artengo
58.88
0
20
40
60
80
100
PERCENTAGE
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22
Lawn-Tennis
33.33
Prince
66.67
90
Wilson
10
91.67
Head
8.33
AWARE
NOT AWARE
40
Artengo
60
0
20
40
60
80
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100
23
Squash
100
Head
0
74.55
Prince
25.45
80
Dunlop
AWARE
20
NOT AWARE
41.82
Artengo
58.18
0
20
40
60
80
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100
120
24
PRODUCT AVAILABILITY
48.87
45.93
26.02
FACTOR
BRAND VISIBILITY
52.26
21.72
36.43
WARRANTY
30.32
33.26
BRAND AMBASSADOR
17.19
54.98
27.83
QUALITY
MEDIUM
HIGH
14.48
AFFORDABLE PRICE
LOW
40.72
44.8
8.82
0
91.18
20
40
60
80
100
PERCENTAGE
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CONCLUSION
Approximately 40% of the consumers are aware of Artengo
MALE DOMINATED
AGE GROUP:
6 years to 15 years (Students),
21 years to 30 years (majorly working category), and the 31
years to 40 years
PRODUCT RANGE: Less than 1500INR
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