Colg ppt

Bharti Malik
( Intern)
9/28/2016 Summer Internship Presentation 1
Summer Internship
Presentation

Content
About the project
Tasks
Company’s Profile
Mission & Vision
Brand USP
Oxemberg Business
BAV Model
Brand Audit
SWOT Analysis
Methodology
Approach & Highlights
Observations
Recommendations
Conclusion
Constraints during the Project
Bibliography

Project & Objectives
• Objective: The objective of the brand Audit is to conduct as in-depth
examination, suggest ways to improve the brand value, Brand positioning &
Brand USP, Using BAV model.
• Key Measurable:
Brand Knowledge
Brand Awareness
Brand Recall
Brand Recognition
Brand Image
• Duration: May-June 2016

Tasks & Challenges
• To set a Questionnaire according to the Brand Audit & get it filled by the 150
respondents from Delhi & NCR.
• Examining Brands current position in the market compared to its competitors &
the competitors are –
Peter England
Turtle
John Players
• Analysis the data through using IBM SPSS & Excel ,making interpretation thus
giving company findings & recommendations.

Company’s Profile
• A forward integration measure of Siyaram’s, Oxemberg was launched in mid 90s
• The brand well anticipated the change in the needs brought by the mid 90’s
liberalization and built the International quality infrastructure and capabilities to
delight its customers with the right merchandise
• Today, Oxemberg has grown to be one of the power brands in men’s fashion
Industry.

Mission & Vision
• Mission: Oxemberg believes clothing is an expression of an individual’s
personality. The brand aims to provide its loyal customers contemporary clothing
options that satisfy the demands of modern fashions and new tastes while
exemplifying excellent quality and genuine value.
• Vision: Making Oxemberg the most aspirational brand in India for consumers.

Brand USP
• USP is the fact that clothing is a Perfect blend of Comfort & Style.
• Oxemberg provides excellent quality fabric, stitch, fit, finish and embellishments
thus providing comfort at a genuine value.
• It makes the wearer feel stylish, contemporary and confident and always creates
the right impression
• The main USP of Oxemberg clothing is that it provides men’s wear fashion with
attitude and value for money.

Target Market
• Oxemberg has a extensive PAN-India presence across the top tier cities, tier-2 and
tier-3 towns across the country.
• Demographics:
Male : Primary TG 22-30 years & Secondary TG 30-40 years
Socio : Economic Class (Sec) : A1 / A2 / B1
MHI : Rs20000 to Rs50000

Garment’s Range
FormalWear
• Formal Shirts
• Formal Trousers
• Opulento
• Suits & Blazer
SemiFormalWear
• Fashion Formals
• Semi Formal
Trousers
• Beach Pebble
CasualWear
• MSD casuals
• MSD Denims
• T-shirts
• Jackets

Marketing Meters
Oxemberg Marketing vertical is spread across five pillars
 Print
 Outdoor
 Inshop-Display
 Digital Media
 BTL
9/28/2016
Summer Internship Presentation 10

Print Ads & Electronic Ads

Outdoor

Inshop-Display

Digital Media

BTL

Distribution Channel
• Brand has good presence in different shopping verticals in India.
• In Large Format Stores brand is present in Central, Reliance Trends &
Max which includes 260+ shops.
• In Multi Brand outlets Oxemberg has reached to more than 2000+
shops & Company itself own 140+ Siyaram’s & 25+ Oxemberg
exclusive shops which offer exhaustive range of clothing.

Distribution Model
Factory
MBO
Franchise
LFS
Local Shops
Siyaram’s & Exclusive
shops Central,
Reliance trends etc
Depot
MBO
Franchise
Local Shops
Siyaram’s & Exclusive
shop
Distributor / Dealers
E - Retailers
Amazon, Snapdeal,
PayTm etc.
Multi brand
Showrooms
Local Shops

BAV Model

Brand Audit
• A Brand Audit is a thorough examination of a brand’s current position
in the market compared to its competitors and a review of its
effectiveness.
• It helps you determine the strength of your brand together with its
weaknesses or inconsistencies and opportunities for improvement
and new developments.

SWOT Analysis
Strength
1. Strong research and development for product and innovations
2. Loyalty of customers and high product quality
3. Loyalty of employees due to decentralization
4. People trust on products and high brand loyalty
5. Being a multinational company it has the ability to attract more
customers than local companies
6. Good advertising and popular branding through TVCs and print ad
campaign
Opportunities
1. Global penetration is limited as compared to a few
other international brands
2. Presence of Indian and international brands offers
more offering to customers therefore high brand
switching
Weakness
1.Consistent growth over years
2.Large and growing market
3. Global expansion would give more opportunities for
brand to grow
Threats
1. All major players in the industry are competing with each other not
only on low price but also better quality
2. Regional trade alliances
3. Increased social and ecological awareness will put pressure on
company to follow international labor laws and environmental laws.
SWOT Analysis

Methodology
• Research the company profile with its Revenue, Competitors, Target
Audience.
• Prepare a Questionnaire for the company keeping in mind necessary
details-
Competitors for the company.
Brand Audit
Brand Positioning
Brand mission
Brand Vision
Target Group
• Make a route map so to get your questionnaire filled inregardence with TG.

• To get the questionnaire filled in response to company’s target
group & Demographics i.e.
Male : Primary TG 22-30 years & Secondary TG 30-40 years
MHI : Rs20000 to Rs50000
• To summarize the Data collected from the respondents
• To Analyze the by giving it SPSS treatment ,Pie Charts & Diagrams
• To Interpretate the Data by explaining its result in Lay man
language.
• To give my company the findings & recommendations so that it
may help the company in any of the ways.

Approach
Phase 1- Formation of Questionnaire

Phase 2- Preparing Route Map
• Preparing the route map was it self a
task as I have to see were I can catch my
Target Group and the Demographics i.e.
 Male : Primary TG 22-30 years & Secondary
TG 30-40 years
MHI : Rs20000 to Rs50000

Phase 3- Collection of Data
• More than 150 Questionnaire got
filled.
• Area covered were-Lajpat Nagar,Cyber
Hub, Rajori Garden, Hauz Khas, Nehru
Place.
• All the essential details were fetched
From the respondents Covering all
17 questions in the questionnaire.

Phase 4- Summarization of Data
• Majority of the people that took my questionnaire were Males and
were mainly between 20-30 years of age .A few said that they were
familiar about the brand Oxemberg while a few were not aware of it
& I had to make them understand by the name Siyaram’s.
• The majority of the people who took my questionnaire ranked
Oxemberg rank 2 -3.Out of making a random choice people rated
Raymond’s as the highest and gave Oxemberg the 3 star ratings.
• Few people preferred Raymond’s due to various reasons like-Trends,
comfort, and specifically mentioned the fabric.

• People buy regularly and also buy occasionally too, the positive point
that I found was that people have purchase the brand atleast once
and buy it till now.
• Most of the people know the brand as the most available, quality,
pricing and followed by comfort wise brand.
• When I asked, people also highlighted the fact that the brand is more
dynamic and more reliable than others.
• The majority of people that took my questionnaire said that they
came to know about the brand through in –shop display and few also
marked through hoardings & banners.

• Mostly people preferred Oxemberg for its Formal wear and also
highlighted the fact about the quality of the brand and it being
economic in price.
• Majority of the people gave 4 out of 5 ratings which means they buy
the product quite regularly because it being the best quality product.
• Majority of the level said they found the Oxemberg product in malls,
multi-brand outlets and in Siyaram’s showroom.
• Majority of people gave 7-8 ratings that means they would surely
recommend the product to others.
• Overall the result of my questionnaire has helped me believe that the
brand has reached its target audience and accept everything that is
present in the brand Oxemberg.

Phase 5 – Uploading in Excel
Gender Age Occupation Income Qualities of Most Preferred Brand Rank of Oxemberg Have you heard the apparel brand Oxemberg Style forOxemberg Used the product of Oxemberg Ratings forRecommendation
Female 31-40 Working Professional Above 50000 Comfort 3 Yes Semi-formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 Quality 4 Yes Formal Yes Extremly Liked
Female 22-30 Student Below 20000 Comfort 1 Yes Casual Yes Neutral
Female 22-30 Student Below 20000 Style 2 Yes Semi-formal Yes Neutral
Female 31-40 Entrepreneur 20000-50000 Fabrics 3 Yes Semi-formal Yes Extremly Liked
male 31-40 Working Professional 20000-50000 Comfort 3 Yes Casual Yes Not liked
male 22-30 Working Professional 20000-50000 Fabrics 1 Yes Semi-formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 Fabrics 2 Yes Formal Yes Extremly Liked
male 31-40 Working Professional 20000-50000 Pricing 4 Yes Casual Yes Extremly Liked
Female 22-30 Working Professional Above 50000 colours 2 Yes Semi-formal Yes Extremly Liked
Female 22-30 Working Professional 20000-50000 fittings 2 Yes Formal Yes Extremly Liked
male 22-30 Student Below 20000 Quality 1 Yes Formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 fittings 4 Yes Formal Yes Extremly Liked
Female 22-30 Student Below 20000 Comfort 1 Yes Semi-formal Yes Extremly Liked
male 22-30 Student Below 20000 colours 1 Yes Semi-formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 colours 2 Yes Casual Yes Extremly Liked
Female 31-40 Working Professional Above 50000 Fabrics 2 Yes Formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 Variety 5 Yes Semi-formal Yes Not liked

Phase 6- Analyzing & Interpretation of Data the Data
• To make sure the questions and your data collection instrument will
get the information you want.
• To align your desired “report” with the results of analysis and
interpretation.
• To improve reliability--consistent measures over time.
• Key components of a data analysis plan
Purpose of the evaluation
What you hope to learn from the question
Analysis technique
How data will be presented

Question 1-Gender : Male & Female
43, 29%
107, 71%
No. of Respondants
femles
Males
Diagram 1 -Showing out of the 150 respondents that completed my questionnaire, 43 of these were female
and 107 were male. This is not a quite an unequal amount so it should not affect overall results drastically.

Question 2-Age: 22-30 31-40 41 & Above
95, 63%
49, 33%
6, 4%
No. of people
22-30
31-40
41-Above
Diagram 2- Showing the majority of the people that completed my questionnaire were aged between 22-30.
A total of around 50% was aged 31-40 and 6% were of the age between 41& above. This will show through
my results that people prefer to buying the garments will appeal more to the younger generation rather
than the older.

Question 3-Occupation:
Student Working Professional Entrepreneur Others
0
20
40
60
80
100
STUDENTS WORKING PROFESSIONAL ENTREPRENEUR OTHERS
35
98
14
3
No. of respondants
No. of people
Diagram 3-This is a modification of the component bar diagram. It is used when comparison of the component
is thought to be more important so here in the bar diagram . The chart shows the Occupation of the
respondents, we can illustrate that 98% of our respondents are working professional while rest of data states
35% are students ,14% are Entrepreneurs and left with 3% states the category of Others.

62
40
33
15
0
10
20
30
40
50
60
70
JOHN PLYERS PETER ENGLAND OXEMBERG TURTLE
Ranking
Ranking
Question 4-Rank the following brands in order of your relevance. By relevance
we mean how appropriate a brand is for you.
Diagram 4-Showing that 62% of people rated John Players 1st ranking ,rest 40% people have given Peter
England Followed by 33% of people stated there vote to Oxemberg.

Question 5 -What qualities of the brand ranked 1 in Question 2.make it
most preferable?
13
33
23
15
20
7
11
16
17
3 3
9
COLOURS QUALITY COMFORT STYLE FABRICS PRICING TRENDS VARIETY FITTINGS AVAILABILITY OFFERS CLOTHING
No. of respondants
Diagram 5- Showing the Qualities of most preferred brand the keen factor that people see while buying the
product is Quality of the Product ,23% says Comfort ,20% Fabrics and 3% of people say Availability & Offers.

Question 6- Please Rate On A Scale Of 1 To 5, The Following
Qualities For The Brands Given Below?
Diagram 6- Shows On the basis of the scale 1 being the Lowest and & 5 being the Highest ,People think
Peter England Is more Reliable and is Different in terms of Qualities of the Brand than its Competitors.
Attributes
Rating
Comfort
3%
0 Style
17%
0 price
19%
0
variety
14%
0 Agility
11%
0 Popularity
8%
0 Quality
6%
0 Availability
22%
ATTRIBUTE
RATING

Question 7(A)-Please rate on a scale of 1 to 5, the following qualities for
the brands given below?
Peter England Different
19%
Peter England Distinctive
24%
Peter England Unique
14%
Peter England Innovative
5%
Peter England Dynamic
9%
Peter England Reliable
29%
PETER
ENGLAND
Diagram 7 (A)-On the basis of the scale 1 being the Lowest and & 5 being the Highest ,People think Peter
England Is more Reliable and is Different in terms of Qualities of the Brand than its Competitors.

Question 7 (B)
Please rate on a scale of 1 to 5, the following qualities for the brands
given below?
Turtle Different
23%
Turtle Distinctive
4%
Turtle Unique
9%
Turtle Innovative
14%
Turtle
Dynamic
23%
Turtle
Reliable
27%
TURTLE
Turtle Different Turtle Distinctive Turtle Unique Turtle Innovative Turtle Dynamic Turtle Reliable
Diagram 7(b) Shows On the basis of the scale 1 being the lowest and & 5 being the highest ,people think
Turtle is more Reliable and is more Dynamic in terms of qualities of the brand than its competitors

Question 7(C)
given below?
Oxemberg
Different
5% Oxemberg Distinctive
9%
Oxemberg
Unique
29%
Oxemberg Innovative
14%
Oxemberg Dynamic
24%
Oxemberg Reliable
19%
OXEMBERG
Oxemberg Different Oxemberg Distinctive Oxemberg Unique Oxemberg Innovative Oxemberg Dynamic Oxemberg Reliable
Diagram 7(C) -On the basis of the scale 1 being the Lowest and & 5 being the Highest ,People think Oxemberg
Is more Dynamic and is Unique . And few people think Oxemberg is Different in terms of Qualities of the
Brand than its Competitors

Question 7(D)
given below?
John Players Different
14%
John Players Distinctive
24%
John Players Unique
19%
John Players Innovative
5%
John Players Dynamic
9%
John Players Reliable
29%
JOHN PLAYER
John Players Different John Players Distinctive John Players Unique John Players Innovative John Players Dynamic John Players Reliable
Diagram 7 (D)-On the basis of the scale 1 being the Lowest and & 5 being the Highest ,People think John
Player Is more Reliable and is Distinctive and is less in Innovations in terms of Qualities of the Brand than
its Competitors

0 5 10 15 20 25 30 35 40 45 50
Newspaper
Word of mouth
Hoardings
Online
In-shop Display
Radio
Others
No.of Respondants
No.of Respondants
Question 8-From where have you come to know about the brand?
Diagram 8- Showing No. of people came to about the Brand ,47% people came to know from In-shop
Display ,34% came to know from Online Advertising ,29% came to know from Hoardings & Banners .

Question 9-What style comes to your mind when you hear about
Oxemberg?
52, 34%
58, 39%
40, 27%
No.of respondants
Formal
Semi -Formal
Casual
Diagram 9-Showing no. of respondents having the mind set of the style of the Oxemberg .Where 58
respondent like Semi-formals ,52 people like Formals & rest 40 people like Casuals.

0
10
20
30
40
50
60
Low quality, low price High quality, low price High price, low quality High price, high quality
No.of Respondents
No.of Respondents
Question 10-How do you position the brand Oxemberg
Diagram 10- Showing the Positioning of the brand where 54 people stated that High Quality ,low price, 50
people said high price, low price is the positioning of the brand.

Question 11- Where can you find products of Oxemberg?
0
10
20
30
40
50
60
70
80
MALLS MBO Siyaram's shop Oxemberg Exclusive shops E-retailers
Chart Title
Strongly agree Agree Neutral Disagree Strongly Disagree
Diagram 11-Showing the locations of the product available where people strongly agree that the product is
rightly available at E-retailers

102
36
12
EXTREMLY LIKED NEUTRAL NOT LIKED
No. of Respondents
No. of Respondents
Question 12-One a scale of 1-10, rate how likely is it that you would
recommend the brand to others?
Diagram12- Showing no. of respondents that will recommend to others, here 102 people Extremely liked
the product and will recommend it to others where 36 people were neutral and 12 did not liked the product
and will not recommend .

Question 13-Have you heard about the apparel brand Oxemberg?
93%
7%
No. of respondants
Yes
No
Diagram13 Showing 93% of people have heard the name oxemberg earlier ,where 7% have not.

Question 14-Why did you buy the brand first time?
0
5
10
15
20
25
30
35
40
Price Quality Variety Availability Comfort
No.of Respondents
No.of Respondents
Diagram 14-Shows that quality and variety are the first preference that a buyer see at the first time when
he/she buys a product.

Question 15-Have you ever used a product of Oxemberg?
0 20 40 60 80 100 120 140 160
Yes
No
No. of respondents
Yes No
Diagram 15- Shows that only 10 people have not used the product where 140 have used the
products of oxemberg.

Question 16-Please rate on a scale of 1 to 5 the following attributes for
Oxemberg products?
Comfort
3%
Style
14%
Rightly-priced
17%
Variety
6%
Agility
19%
Popularity
8%
Superior Quality
22%
Easily
Available
11%
Chart Title
Diagram 16- Shows the attributes for the oxemberg products here 22% people rated quality ,19% to agility
,17% Rightly priced and 14% style.

SPSS TREATMENT & HYPOTHESIS ANALYSIS

Anova: Single Factor
SUMMARY
Groups Count Sum Average Variance
Column 1 3 43 14.33333 156.3333
Column 2 3 107 35.66667 1024.333
Column 3 3 150 50 1981
ANOVA
Source of
Variation SS df MS F P-value F crit
Between
Groups 1932.667 2 966.3333 0.916921 0.449293 5.143253
Within
Groups 6323.333 6 1053.889
Total 8256 8
How style varies with age of respondents
Establishing hypothesis to be tested.
HO –There is no effect of age of respondents on the style of
oxemberg.
H1 – There is effect of age of respondents on the style of
oxemberg.
1 way –Annova
Set up suitable level of significance
Significance Level = 0.05
Since the calculated value of Annova is less than than the critical
value, therefore Ho is rejected. Hence, we conclude that yes the
age of respondents have a significant impact on the style of
oxemberg.

How Qualities varies with age of respondents
HO –There is no significant difference between the age and qualities of
oxemberg,.
H1 – There is significant difference between the age and qualities of
Oxemberg.
1 way –Annova
Since the calculated value of Annova is less than than the F critical
value, therefore Ho is accepted. Hence, we conclude that
There is no significant difference between the age and qualities of
oxemberg.
Anova: Single Factor
SUMMARY
Groups Count Sum
Averag
e
Varianc
e
Column 1 2 40 20 72
Column 2 2 103 51.5 544.5
Column 3 2 150 75 2048
ANOVA
Source of
Between
Groups
3046.3
33 2
1523.1
67
1.7149
56
0.3186
94
9.5520
94
Within Groups 2664.5 3
888.16
67
Total
5710.8
33 5

Anova: Single
Factor
SUMMARY
Groups Count Sum Average
Varia
nce
62 3 167 55.66666667
156.3
333
76 3 160 53.33333333
361.3
333
36 3 151 50.33333333
272.3
333
45 3 175 58.33333333
1057.
333
ANOVA
Source of
Between
Groups 104.25 3 34.75
0.075
244 0.971612
4.0661
81
Within
Groups 3694.666667 8 461.8333333
Total 3798.916667 11
HO –There is a significant difference between buying
behavior and brands selection
H1 – There is no significant difference between buying
behavior and brands selection.
1 way –Annova
Since the calculated value of Annova is less than than
the F critical
value, therefore Ho is accept . Hence, we conclude that
there is significant difference between buying behavior
and brands selection.
How the is the buying behavior affecting the brand selection .

Excel data for SPSS Treatment
Gender Age Occupation Income Qualities of Most Preferred Brand Rank of Oxemberg Have you heard the apparel brand Oxemberg Style for Oxemberg Used the product of Oxemberg Ratings for Recommendation
Female 31-40 Working Professional Above 50000 Comfort 3 Yes Semi-formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 Quality 4 Yes Formal Yes Extremly Liked
Female 22-30 Student Below 20000 Comfort 1 Yes Casual Yes Neutral
Female 22-30 Student Below 20000 Style 2 Yes Semi-formal Yes Neutral
Female 31-40 Entrepreneur 20000-50000 Fabrics 3 Yes Semi-formal Yes Extremly Liked
male 31-40 Working Professional 20000-50000 Comfort 3 Yes Casual Yes Not liked
male 22-30 Working Professional 20000-50000 Fabrics 1 Yes Semi-formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 Fabrics 2 Yes Formal Yes Extremly Liked
male 31-40 Working Professional 20000-50000 Pricing 4 Yes Casual Yes Extremly Liked
Female 22-30 Working Professional Above 50000 colours 2 Yes Semi-formal Yes Extremly Liked
Female 22-30 Working Professional 20000-50000 fittings 2 Yes Formal Yes Extremly Liked
male 22-30 Student Below 20000 Quality 1 Yes Formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 fittings 4 Yes Formal Yes Extremly Liked
male 22-30 Student Below 20000 colours 1 Yes Semi-formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 colours 2 Yes Casual Yes Extremly Liked
Female 31-40 Working Professional Above 50000 Fabrics 2 Yes Formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 Variety 5 Yes Semi-formal Yes Not liked
male 31-40 Working Professional Above 50000 Trends 2 Yes Formal Yes Not liked
Female 31-40 Working Professional Above 50000 Trends 2 Yes Casual Yes Extremly Liked
male 31-40 Working Professional Above 50000 Variety 1 Yes Semi-formal Yes Extremly Liked
male 22-30 Working Professional 20000-50000 Comfort 2 Yes Semi-formal Yes Extremly Liked
male 31-40 Working Professional Above 50000 Comfort 2 Yes Formal Yes Neutral
male 31-40 Working Professional Above 50000 Pricing 2 Yes Semi-formal Yes Not liked
male 22-30 Working Professional Above 50000 Variety 3 Yes Formal Yes Extremly Liked
male 22-30 Working Professional Above 50000 Quality 3 Yes Semi-formal Yes Extremly Liked
Female 31-40 Working Professional Above 50000 Variety 2 Yes Semi-formal Yes Extremly Liked
Female 22-30 Student Below 20000 Trends 1 Yes Formal Yes Not liked
male 22-30 Working Professional Above 50000 fittings 2 Yes Semi-formal Yes Extremly Liked

 N - This is the number of valid observations for the variable. The total number of observations is
the sum of N and the number of missing values.
 Minimum - This is the minimum, or smallest, value of the variable.
 Maximum - This is the maximum, or largest, value of the variable.
 Mean - This is the arithmetic mean across the observations. It is the most widely used measure
of central tendency. It is commonly called the average. The mean is sensitive to extremely large
or small values.
 Std. - Standard deviation is the square root of the variance. It measures the spread of a set of
observations. The larger the standard deviation is, the more spread out the observations are.
 Skewness - Skewness measures the degree and direction of asymmetry. A symmetric
distribution such as a normal distribution has a skewness of 0, and a distribution that is skewed
to the left, e.g. when the mean is less than the median, has a negative skewness.

 The boxplot with right-skewed data shows wait times.
 Most of the wait times are relatively short, and only a few wait times are long
 Outliers, which are data values that are far away from other data values,
can strongly affect the results of your analysis.
 Often, outliers are easiest to identify on a boxplot.

A stem and leaf display is a graphical method of
displaying data. It is particularly useful when
your data are not too numerous
 Stem 1 represents the frequency(Leaf) 6
 Stem 2 represents the frequency(leaf) 15
 Stem 3 represents the frequency (leaf)13
and
 Stem 4 represents the frequency(leaf) 4
Stem & Leaf Analysis
Rank of Oxemberg Stem-and-Leaf Plot
for
Recommendation= Neutral
Frequency Stem & Leaf
6.00 1 . 000000
.00 1 .
15.00 2 . 000000000000000
.00 2 .
13.00 3 . 0000000000000
.00 3 .
4.00 4 . 0000
1.00 Extremes (>=5.0)
Stem width: 1
Each leaf: 1 case(s)
Question –How many people are Neutral towards
the brand and recommend it to others ?
After doing Stem & leaf analysis I come to the
conclusion that the highest frequency is 15 ,that
means 15 people will be neutral to brand and will
recommend it to others

Comfort Style
Rightly-
priced Variety Agility
Popularit
y
Superior
Quality
Easily
Available
Mean 3.353333333Mean 3.726666667Mean 3.626666667Mean 3.873333Mean 4Mean 4.36Mean 4.646667Mean 4.413333
Standard Error 0.12447174
Standard
Error 0.11811217
Standard
Error 0.142381995
Standard
Error 0.152326
Standard
Error 0.13935
Standard
Error 0.142612
Standard
Error 0.157763
Standard
Error 0.156924
Median 3Median 4Median 4Median 4Median 4Median 4Median 4Median 4
Mode 4Mode 4Mode 4Mode 3Mode 4Mode 4Mode 3Mode 3
Standard Deviation 1.52446125
Standard
Deviation 1.446572745
Standard
Deviation 1.743816176
Standard
Deviation 1.865608
Standard
Deviation 1.706679
Standard
Deviation 1.746636
Standard
Deviation 1.932195
Standard
Deviation 1.921921
Sample Variance 2.323982103
Sample
Variance 2.092572707
Sample
Variance 3.040894855
Sample
Variance 3.480492
Sample
Variance 2.912752
Sample
Variance 3.050738
Sample
Variance 3.733378
Sample
Variance 3.693781
Kurtosis 2.071267104Kurtosis 1.873155156Kurtosis 0.038304338Kurtosis -0.25132Kurtosis -0.14431Kurtosis -0.44025Kurtosis -0.98078Kurtosis -0.65803
Skewness 1.043183233Skewness 0.82633445Skewness 0.558341096Skewness 0.56398Skewness 0.533645Skewness 0.413698Skewness 0.495302Skewness 0.706109
Range 7Range 7Range 7Range 7Range 7Range 7Range 7Range 7
Minimum 1Minimum 1Minimum 1Minimum 1Minimum 1Minimum 1Minimum 1Minimum 1
Maximum 8
Maximu
m 8
Maximu
m 8
Maximu
m 8
Maximu
m 8
Maximu
m 8
Maximu
m 8
Maximu
m 8
Sum 503Sum 559Sum 544Sum 581Sum 600Sum 654Sum 697Sum 662
Count 150Count 150Count 150Count 150Count 150Count 150Count 150Count 150
Descriptive Analysis Of Attributes Of Oxemberg

 Statistic - These are the descriptive statistics.
 Std. Error - These are the standard errors for the descriptive statistics. The standard error gives
some idea about the variability possible in the statistic.
 Mean - This is the arithmetic mean across the observations. It is the most widely used measure
of central tendency. It is commonly called the average. The mean is sensitive to extremely large
or small values.
 95% Confidence Interval for Mean Lower Bound - This is the lower (95%) confidence limit for
the mean. If we repeatedly drew samples of 150 respondents' and calculated the mean for each
sample, we would expect that 95% of them would fall between the lower and the upper 95%
confidence limits.
 Minimum - This is the minimum, or smallest, value of the variable.
 Maximum - This is the maximum, or largest, value of the variable.
 Range - The range is a measure of the spread of a variable. It is equal to the difference between
the largest and the smallest observations. It is easy to compute and easy to
understand. However, it is very insensitive to variability. .
 Skewness - Skewness measures the degree and direction of asymmetry. A symmetric
distribution such as a normal distribution has a skewness of 0, and a distribution that is skewed
to the left, e.g. when the mean is less than the median, has a negative skewness.

CHI SQUARE
Location Observed Expected (0-E)^2 (0-E)^2/E
MALLS 56 62.5 42.25 0.676
MBO 64 62.5 2.25 0.036
Siyaram's shop 64 62.5 2.25 0.036
Oxemberg Exclusive shops 58 62.5 20.25 0.324
E-retailers 70 62.5 56.25 0.9
312 1.972
N= 5
Chi-square = 1.972
alpha = 0.5
k = 0
df = 4
Chi-square = 0.740909
Since chi square calculated is lesser than the table value of chi square @d.f -4,level of significance=0.05,therefore
This value will fall under the acceptance region of chi-square. Hence we conclude that the location selection for
buying the oxemberg product is uniformly distributed among the respondents.
HO-location selection is uniformly distributed among the respondents
H1-location selection is not uniformly distributed Among the respondents

Suggestions & Recommendations
• During my survey I found out that there were several features that
customers take into consideration while going for purchasing readymade
garments like aesthetic look, price, quality, etc. That means the company
should be customer oriented rather than market oriented.
• I even notice people from small towns like Bahadurgarh, Faridabad, Meerut
and Ghaziabad recognized the brand name easily rather than people from
Gurgaon, Delhi, etc. As they have many options near to them.so the
company needs to open stones in towns too.
• Company should be promoting more advertisement and display to increase
the sale.

• Repeat-buying behavior of customers can be thought to be
determined by the values acquired on the product - awareness,
attributes, trial, availability and repeat, calls AATAR factors.
• It’s been many years’ people have seen Saif Ali Khan as the Brand
ambassador for the brand it’s time to change the celebrity face and
bring the new face for the public.
• Brand should try to do sponsorship in events especially those are
being watched by people on television. And try to take more initiates
in the CSR activities

• Make a new advertisement that is more attractive and give
emotional appeal to the public and the advertisement should run at
the prime time that is from 8:00 pm to 12:00 am because that is
correct time when then men watch the television, and advertise
online even.
• Most of the customers complained about the sales representative, so
it is recommended that the company should provide some good sales
persons and also discounts and offers to increase the sale.
• Compulsive buying and promotional approaches - coupons, price
discounts, samples and buy-one-get-one-free. This types of offers
may boost up the sale.

Conclusion
• After doing this project, I found out that consumers are habitual of
buying clothes and they are brand loyal.
• Also price schemes don’t affect to the consumers. People need to be
made aware about Oxemberg – the Brand as majority of market share
is taken by Average .
• Therefore, there is a huge untapped market and Oxemberg needs to
undertake some strategies to better position itself in minds of
consumers.

Appreciations

Pictures

Constraints during the Project
• Time and Money :- Time and Money is one of the biggest problem
that a i faced during the research.We know that Time is Money if we
loose our time than we are loosing the money. During a Research i
have to waste time for collecting the information from the various
sources
• Lack of Computerization :- There is a problem related to
Computerization which i generally face. I cant find the data for the
research because of lack of computerization. People generally used to
record the data in the various books. So this is also one of the
problem that is faced

• Distance :- There is insufficient interaction between the university
research departments on one side A great deal of primary data of
non-confidential nature remain untouched or untreated for want of
proper contacts,

Bibliography
• Data collected individually during the project
• Valuable guidelines from my mentor Mr Shazan Siddiqui.
• http://oxemberg.com/
• http://www.google.com
• http://en.wikipedia.org

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