A study to understand the position occupied by Brand Oxemberg in the mind of its target audience.

1. BRAND AUDIT
Huda Shaikh
Furkaan Khan

2. The reality of today’s business world is that competition is
cutthroat. The only way you can survive and stand out from
your competitors is through “differentiation.” And what is it
that differentiates your business from others?
Brand!

3. Why Brand Audit???
This audit was conducted to
• Understand the position in the Market
• Draw a comparison between Oxemberg and its Competitors
• Determine strength and weakness of the Brand
• Find Opportunities for improvement and new developments

4. Need for Brand Audit
• Helps you determine the positioning of your business and to
plan corrective strategies
• Empowers you to discover the strengths and weaknesses of
your business
• Guides you to align your offerings more accurately

5. Significance for Brand Audit
• It helps to find the position of the Brand in terms of price vis
a vis competitors
• It helps to find standard brand image and voice of your brand
• It helps determine which qualities of your brand are currently
effective and which are not

6. What we will cover…
1. Introduction to Ready-to-Wear Apparel Industry
2. Introduction to the Company
3. Marketing Mix
4. Segmenting-Targeting-Positioning
5. Brand Equity
6. Performance
7. Research Proposal
8. Sample Design
9. Analysis Technique
10. Findings
11. Recommendations & Conclusions

7. Introduction to Ready To Wear Apparel Industry
● The Indian textile industry is estimated around 108 billion dollars and is expected to reach 223 billion dollars by
2021.
● Branded garments segment will grow to 48% of the overall readymade garments segment in 2019, from 35% in
2014
● Pace of growth is expected to be moderate - CAGR of 15% between 2009 and 2014 to 10-12% between 2014 and
2019
● The men’s apparel segment has shown annual growth rate of 10% over 2010-2015 and is estimated to post 8% by
2020, growing from $13 billion currently to $19 billion.

8. Introduction to the Company
• Siyaram Silk Mills Ltd. is a textile conglomerate and part of the Siyaram Poddar Group
• The firm has interests in suiting/shirting fabrics, ready-made apparel, home furnishings
and women’s wear fabrics.
• The company also supplies yarn, fabric, and garments to other converters within the
industry both domestically as well as internationally.

9. Introduction to the Company
● Oxemberg is a formal & casual clothing brand for men.
● It was launched in mid 90s as a forward integration measure of Siyaram.
● It aims at providing a stylish solution for the working young men of India.
● It is the flagship brand of Siyaram’s Group

11. Product
● Oxemberg has presence in Formal Wear, Semi - Formal Wear & Casual Wear.
● Range comprises of Opulento, Beach Pebble, Casuals, Sweaters, Jackets, MSD
Sweat Shirts/ T- Shirts, Formal Bottom wear, Casual Bottom wear, Jeans,
Denims, Suits and Blazers.
● In terms of fabric, cotton has the biggest share of nearly 59%.
● Checks (62%) and Solids (27%) make up the major chunk of the collection.

13. Price
● Shirts fall in the range of Rs. 799 to Rs. 1699 depending upon the category.
● Trousers and formal pants are priced between Rs. 1099 and Rs. 1699.
● Denims are in the range of Rs. 1099 to Rs. 2299.
● Jackets & Blazers are priced between Rs. 2699 and Rs. 3999.
● T-shirts come in range of Rs. 699 to Rs. 999.

14. Place
● Oxemberg has a distribution network consisting of 29
exclusive outlets, 150 POS in large stores and more than
1200 MBOs.
● In addition to India, it has presence in Sri Lanka and the
Middle East.
● Fabwear division is the export arm of the brand.

15. Promotion
● Brand Oxemberg predominantly uses Traditional Media viz. newspaper ads, magazine ads, outdoor activity and
in shop branding
● It also has an online presence on multiple channels viz. Facebook, twitter, YouTube, etc
● Neil Nitin Mukesh was the Brand Ambassador earlier (2010 – 2011) and the tagline ‘Body Music’ was used
● Saif Ali Khan, was also roped in due to his image as a style icon and an individual with great lineage
● An ad campaign shot in CapeTown is being used for promotion using international Models representing a young
look

17. Segmentation
Population is segmented on the basis of demographics
Demographics include
1. Age - 22 - 40 years
2. Gender - Male
3. Income - 20 thousand to 50 thousand
4. Qualification - Professionals and Self Employed

18. Target Audience
● Male population of age group 22 - 40 years
● Primary Target includes age group 22-30 years
● Secondary Target includes age group 31- 40 years

19. Positioning
The brand is positioned for high quality and style
“The perfect blend of comfort and style”
Brand Purpose-Oxemberg Exists to make good clothing experience for all
the life occasions.
Brand Essence- Comfortable, Stylish, Energetic
Brand Values - Comfort, Confidence, Style, Young, Trendy
Brand Character - Agile, Energetic, Stylish, Young, Carefree, At ease,
Confident

20. Brand Equity
• The brand tends to enjoy a favourable position in terms of quality due to the
heritage of the parent brand
• Biggest advantages of the brand includes quick turnaround time in
responding to changing demand due to vertical integrations.

21. Performance
● Positioned as a Premium Brand, associated with Style and Quality
● In addition to India, it has presence in Sri Lanka and Middle East
● Future Prospects - Expansion plans include a target of 250+ franchise store in FY 15-16 by
Siyarams. Expansion to be happening in tier 2 and 3 cities.

22. Research Proposal
Need & Significance
• Facilitates understanding of the health of the brand.
• Necessitated due to increased competition and large options being available to
consumers..
• Helps in understanding consumer’s perspective about the brand as well as identifying areas
of improvement.
• Helps in comparing performance of the brand in relation to competitors

23. Research Proposal
Objectives
• To find out the requirements of consumer in context of ready to wear garments.
• To find their brand preference in ready to wear section.
• To find out brand recall for Oxemberg.
• To find out the perception & awareness of brand Oxemberg based on parameters of the
BAV model
• To find out consumers view on possible improvements for Oxemberg.

24. Research Proposal
Scope
● The study will cover several aspects for the brand Oxemberg, keeping in mind the BAV
Model.
● The study will cover Mumbai along with Navi Mumbai keeping in mind the time
constraints.
Limitations
● Number respondents will be limited due to time constraints
● Due to short time duration, the area covered will be limited.
● Survey will be filled by random sampling which may give room to biased opinions

25. Sample Design
● Sample size is150 and the sample is chosen using stratified & cluster sampling
● 100 will be allotted to the age group of 22-30 (Primary Target Segment) and 50 will be allotted to
the age group of 31-40 (Secondary Target Segment).
● The entire area (i.e. Mumbai) will be divided in geographic clusters; namely South Mumbai,
Central Mumbai, Western Suburbs, Eastern Suburbs and Navi Mumbai.
● Each Cluster will get equal representation in the entire sample with 30 units for each cluster in the
ratio given to each strata.

26. Analysis Technique – BAV Model
Differentiation measures the strength of the brand's meaning.Consumer choice, brand essence and potential
margin are all driven by Differentiation.
Relevance measures the personal appropriateness of a brand to consumers and is strongly tied to household
penetration. Relevance alone is not the key to brand success.
Brand Strength Relevance together with Differentiation form, an important indicator of future performance and
potential. Relevant Differentiation is the major challenge for all brands and a leading indicator of brand health.

27. Analysis Technique – BAV Model
The combination of Esteem and Knowledge form Brand Stature
Esteem - the extent to which consumers like a brand and hold it in high regard. In the progression of building a
brand, it follows Differentiation and Relevance
Knowledge - If a brand has established its Relevant Differentiation and consumers come to hold it in high Esteem,
brand Knowledge is the outcome and represents the successful culmination of building a brand. Knowledge
means being aware of the brand and understanding what the brand or service stands for.

29. Findings

30. • Average frequency of usage of Ready To Wear Apparel is 4.23
• 66.6% of the Respondents have Purchased or Used Oxemberg Product.
• 79% of the Respondents using Oxemberg Products confirmed Repeat Purchase
• Average Rate of Recommendation is 6.08

32. 47 45
39
34
22
32 30
16
22
7
Brands Recalled
Brands Recalled

37. Friedman Test
The Friedman test compares the mean ranks between the related groups and indicates how the groups differed by
displaying numeric difference in decimals.

38. Friedman Test

39. Attribute Ratings
Weights Peter England Turtle Oxemberg John Players
Comfort 4.48 4.08 2.7 3.53 3.82
Style 4.06 3.41 2.81 3.22 3.79
Price 3.61 3.38 2.6 3.19 3.3
Variety 3.72 3.51 2.38 2.84 3.56
Popularity 3.55 3.73 2.41 2.53 3.63
Quality 4.33 3.95 2.9 3.42 3.71
Availabilty 3.95 3.79 2.45 2.71 3.51
Weighted
Avg. 3.707490975 2.618563 3.0853032 3.627166065

42. Chi Square to test of Association Between location of purchase and rating for availability.
We can see here that χ(1) = 13.406 , p = .0.643. This tells us that there is a statistically significant association
between Location of Purchase and Availability rating.
Thus. different modes of purchases result in different
perception regards availability. Also, it can be seen that
respondents purchasing from a mall seem highly
dissatisfied with the availability.,

43. Association between Purchase Frequency and Brand Recall
It was found that
brand recall was
strongly related
to purchase
frequency
wherein
occasional
purchasers
showed stronger
recall.

45. 54%39%
7%
Brand Relevance
Formal
Semi-Formal
Casual

46. 79%
21%
Repeat Purchase
Yes
No
21%
4%
68%
7%
Oxemberg Experience
Not Purchased and
not used
Not Purchased but
Used
Purchased as well as
used
Purchased but not
used

47. Recommendations & Conclusions
• The use of celebrity in the past for marketing seems unable to produce desired recall and hence, it is
recommended that the brand should try more aggressive Promotion Techniques using tools such as television
advertising, increased event sponsorship and increased number of hoardings for better brand awareness.
• Frequency of Promotion Campaigns should increase for better Brand Recall. This can be done by more
frequent news paper ads.
• It was found out that comfort, quality and style were the primary attributes which the customer considered
while looking for ready to wear apparel.

48. Recommendations & Conclusions
• Among the attributes tested, comfort and quality were the primary areas of strength for the brand and thus,
an emphasis on these features in the marketing communication in recommended.
• Popularity and Variety were problem areas for the brand and thus, there is a need to reflect the variety of
offering in the communication and increase awareness to the target audience of the improvisation by
promotion activities.
• Availability seems to be an area where the brand is perceived to be lacking and requires significant attention.
Also, certain POS such as malls are found to fare poorer as compared to others and hence, suggest need to
enhance the experience and expand the reach.

49. Recommendations & Conclusions
• On an average the Respondents perceive Oxemberg as of an indifferent brand, it stood a close third after
Peter England and followed by John players but was ahead of Turtle. Thus, efforts to improvise this image are
suggested as it can help the brand overtake competition and secure a superior image in the minds of the
customers.
• The research showed that a significant number of respondents had never used Oxemberg products or were
occasional users. Also, brand recall was far more higher for users than non users. It therefore, is
recommended that mass marketing and promotional activities need to be reconsidered to increase
awareness among non - users to increase customer base. This is further confirmed as the research showed
that word of mouth was the major source of information for most respondents.

50. Recommendations & Conclusions
• It was seen that majority of respondents preferred Oxemberg for Semi-Formals and then followed by
Formals. It would therefore be appropriate to focus attention on these categories to further boost sales.
• Respondants showed a strong likelihood of repeat purchase which suggest that people who experience the
product perceive it more positively than non users. Keeping this in mind, it is recommended that the
company should focus on targeting new customers which would improve customer base and subsequently
raise sales by converting first timers to repeat customers.

51. “There’s only one thing more
painful than learning from
experience, and that is not
learning from experience” -
Archibald Macleish