Summer Internship Project on market research for Kalenji Brand done at Decathlon

1. “To analyse the market and consumer perception
for running shoes in Dahisar-Mira Road region with
reference to Kalenji”
By:
Ashish Jadhav
(TM1716271)
Undertaken at
Dahisar
1

2. 2
CONTENTS
• Company & Product Information
• Industry Overview
• My Role in the company
• Research Objectives & Hypothesis
• Research Methodology
• Market Analysis
• Data Analysis & Interpretations
• Findings
• Recommendations
• Key Learning

3. 3
Company Overview
• Founded in 1976 (Lille, France)
• Catering 70 sports; 20+ in-house brands
• 1,352 retail stores in around 39 countries
• Annual Revenue of Rs. 93500 crores in
2017 (Global)
• Opened first store in Bangalore (2009)
• 61 stores in India

4. 4
Product Overview
• Passion brand for Running & Athletics
• Shoes, Apparels and accessories
• Shoes for Jogging, Road Running & Trail Running
• Skill based product range

5. 5
Industry Overview
• Market Size Of running shoes market is Rs. 15,660 crores.
(Source: IndiaRetail.com)
• India is 3rd largest consumer of footwear after China and
USA.
• Organised Retail: 1/3rd
• Unorganised Retail: 2/3rd
• Running shoes constitute 7% of total Indian footwear
market.

6. 6
Role in the Company
• Product Sales.
• Developing layout for Running accessories.
• Conducting micro events and workshops as Community Building activity.
• Conducting Market Research.

7. 7
Objectives of the Study
• Primary Objectives:
1. To analyse the market for running shoes in Dahisar- Mira Road region.
2. To determine the brand awareness of Kalenji brand among buyers.
• Secondary Objectives:
1. To identify which sources of information influence the buying
decisions of customers.
2. To determine the features in shoes that matters to the customers
while purchasing running shoes.
3. To determine which modes of purchase are preferred by the
customers.
4. To increase the sales of Kalenji running accessories and designing the
layout for the same.

8. 8
Hypothesis
• TEST 1
Null Hypothesis:
The features of running shoes that influence the choice of customers do
not differ in magnitude of importance.
Alternate Hypothesis:
The features of running shoes that influence the choice of customers
significantly differ in magnitude of importance.
• TEST 2
Null Hypothesis:
There is no significant relationship between Advertisement and brand
awareness.
Alternate Hypothesis:
There is a significant relationship between Advertisement and brand
awareness.

9. 9
Research Methodology
• Research Design: Descriptive Research
• Data Source/ Method/ Instrument/ Tool:
• Primary/ Survey/ Questionnaire/ Excel & SPSS
• Sampling Method/ Size: (Convenience)/ 150
• Area covered: Dahisar, Mira- Bhayandar, Borivali

10. 10
Market Analysis
• Population in the catchment (acc. to 2011 census)
Dahisar 3,63,827
Mira-Bhayandar 8,09,378
Borivali (Extended catchment) 5,13,077
Total Population 16,86,282 (approx.)
• Presence of competitive brand retail outlets in the catchment.
Brand Kalenji Nike Adidas Puma Reebok Skechers
No. of Retail
Outlets
1
(Dahisar)
2
(Mira Road,
Borivali)
2
(Borivali,
Kandivali)
3
(Bhayandar,
Mira Road,
Borivali)
2
(Borivali,
Kandivali)
3
(Kandivali)
• 60,000 runners who practice the sport. (Source: Mira Bhayander Sports Foundation)

11. 11
Data Analysis & Interpretation
• Gender Ratio
• Age
Gender Number of
Respondents
Percentage
Female 55 36.67%
Male 95 63.33%
Total 150 100%
Age
Number of
Respondents Percentage
17 or younger 11 7%
18 to 25 39 26%
26 to 40 67 45%
40 and above 33 22%
Total 150 100%

12. 12
• Skill Level
• Mode of shopping for running shoes

13. 13
• Sources of information that influence buyers

14. 14
• Brand Awareness of Running Shoes Brands

15. 15
• Market Share of running shoes Brands
Brand
Number of
Respondents Percentage
Nike 30 20%
Puma 28 19%
Adidas 26 17%
Kalenji 16 11%
Reebok 16 11%
Skechers 10 7%
Asics 9 6%
Others 15 10%

16. 16
Hypothesis
• Relationship between Advertising and Brand Awareness
H0: There is no significant relationship between Advertisement and brand
awareness.
H1: There is a significant relationship between Advertisement and brand
awareness.

17. 17
Chi-Square Tests
Value df
Asymptotic
Significance
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 9.271a 1 .002
Continuity
Correctionb 8.137 1 .004
Likelihood Ratio 8.960 1 .003
Fisher's Exact Test .004 .002
Linear-by-Linear
Association
9.209 1 .002
N of Valid Cases 150
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 14.08.
b. Computed only for a 2x2 table
Null Hypothesis is
rejected.
There is a significant
relationship between
advertisement and brand
awareness.
Advertisement * Awareness of the brand Crosstabulation
Count
Awareness of the brand
Total
Aware of
Kalenji
Unaware of
Kalenji
Advertisement Advertising is
influencial
22 26 48
Advertising is not
influencial
22 80 102
Total 44 106 150
Cross Tabulation

18. 18
• Features of running shoes that influence the choice of customers
H0: The features of running shoes that influence the choice of customers
do not differ in magnitude of importance.
H1: The features of running shoes that influence the choice of customers
significantly differ in magnitude of importance.
Null Hypothesis is rejected.
Features of running shoes differ in
magnitude of importance to customers.
Ranks
Factors Mean Rank
Design 2.69
Price 2.70
Cushioning 3.23
Weight 3.09
Brand 3.29
Friedman Test

19. 19
Findings
• 73% customers prefer shopping from Brand Retail stores. 56%
respondents prefer to purchase running shoes from online shopping
websites.
•
• 74% respondents have an average budget of Rs.1500 to Rs.4000 for a
new pair of running shoes. Kalenji has maximum shoes in the same
range. Thus the pricing strategy adopted by the brand is very good.
• Customers find advertisements, online searches and social media
more influential than recommendations while purchasing running
shoes.
• Brand awareness of Kalenji is less among the customers (30% of the
sample).
• Brand, Cushioning, Weight and of the shoe matters more to the
customers than Design and Price.

20. 20
Recommendations
• Community building exercises and organising events are our best
way of marketing; should be done extensively to attract more
customers.

21. 21
• Sponsorship and associations to be made with other organisations
to market our brand.
(For a sponsership event Decathlon Dahisar has a cutoff of Rs.30,000)

22. 22
• Online presence has to be improved to increase online sales.
More range of products can also be made available through online
marketplaces like Amazon.in and Flipkart.com
• Proactive use of Kiosk Machine to facilitate customers and generate
online sales.

23. 23
• Layouts should be changed regularly and according to the
productivity given by the product families.
• Merchandising techniques should be used to communicate features
and technology used in products.
MENRUNNING
WOMENRUNNING
KIDSRUNNINGRUNNINGACCESSORIES
GOLF&ACCESSORIES
MENRUNNING
WOMENRUNNING
KIDSRUNNINGRUNNINGACCESSORIES
GOLF&ACCESSORIES
BEFORE AFTER
April’18 Revenue: Rs. 1,91,155
May’18 Revenue: Rs. 2,27,349
Boost in sales by 15%
Product Sales Done
Running shoes: Rs. 1,53,920
Apparel & accessories:
Rs. 83,730.

24. 24
Key Learnings
• Sports Retail as a sector has immense potential which is being
supported by changing lifestyles and rising disposable incomes.
• Use your product before you recommend it to the customers.

25. 25
FEEDBACKS & QUESTIONS ARE WELCOME!
Thank You