Marketing Research and Competitors Analysis

Submitted To :Mr. Nikunj Dujari Marketing Executive Denizen India

Submitted By :Nikhil Deshmukh

Denizen - An Overview

Denizen was launched in the year 2010 by the maker of first jeans i.e. Levis. The idea of launching Denizen was to capture the lower price segment market. Denizen targeted youth with an age group of 18 28 years. Currently Denizen is working in six countries which are India, China, Pakistan, Mexico, Singapore and USA.

Objectives

To study the customers perception about denizen when he or she leaves the store and to find that, on what parameters a customer is evaluating a denizen store. The research also includes, collecting the data regarding the various problems that a customer is facing with Denizen. To find out the reasons if a customer is not buying any product from denizen. To study the demographics of the customer so that it can provide the details regarding the customer group that should be targeted. To analyse competition that requires evaluating various aspects of the competitors such as price, product range

Marketing Research

For the marketing research a questionnaire was provided by the company. Different denizen stores were visited when customer walk ins were comparatively high. Feedback from customers was taken at the time of their exit from the store. Feedback of a total of 405 customers was taken. The result of the data collected is as follows

Ambience of the Store

3343 3313

2931

3258

3410

3286

Store Location Store Look - Colours Store Window

Store Layout Ease of finding products Staff Performance

Key Observations

The points shown above are out of 4050. On an overall basis all the factors except store window got high ratings from the customers. Majority of the customers found store window uninviting and less interesting. Majority of customers were happy with the staff. Customers were happy with the layout of the store.

Referrals by Customers
Customer's Selection
1
0 0 0 47 16 45 0 1 2 3 4 5 6 7 8 9 10

145

138

Key Observations

7 and 8 are the ratings that most of the customers gave about referring denizen to their friends or family. It shows that customers are happy with the product line and the services which they are getting from denizen.

Competitors
Levis 46 40 2 8 7 111 2 5 54 72 Levis Signature Denizen Wrangler Pepe Ruf & Tuf Trigger Flying Machine Lee 35 00 27 34 21 2 1 100 Killer Live in New Port

24

Key Observations
Levis, Pepe, Spykar, UCB, Wrangler are the most preferred brands by the customers. People also prefer Numero Uno, Mufti, Lee, Killer but on a lower level. Denizen is preferred by many Levis customers and this shows that Denizen is living highly on the brand value of Levis.

Customers Revisit
0 0 0 0

Sales
20 42 109 1 2 3 4 5 6 7 8 9 10

25

114

701

Key Observations

It is clear from the data above that 9/10 is the probability that a customer will revisit the store. This shows that Denizen has high ratings for customer retention which is an integral part of a business.

Target Customer
Sales

161 Student Working 219

Key Observations

Out of 405 customers 219 were found to be students which shows that Denizen comes out to be a youth brand as it targeted. The product line should concentrate on youth to increase its customer base.

Competitors Analysis
Porters Five Force Analysis model was used to analyze the competitors. For analyzing competitors major aspects like Price, Product and Promotion were evaluated. For collecting the data five different stores of eight different brands were visited. The stores covered were from different markets to know the exact details of each competitor.

Key Observations

Denizen has only one competitor in price range i.e. Flying Machine. But, Denizen has an edge over Flying Machine because of higher visibility and brand value. Customers are switching towards denizen from high priced brands like Levis, Pepe, UCB etc. The main reasons for the customers to switch to Denizen are price range and brand value of Levis. By far Denizen is offering the best discount offers to the customer.

Conclusion

Majority of customers falls under the age group of 18 28 years as targeted by Denizen. Denizen is a leader its price segment and has a high brand value due to Levis. Denizen is successful in maintaining healthy relations with its customers. Also it is able to attract its targeted customer age group i.e. youth.

Recommendations

Denizen should come up with some new product ranges in casual wear and the stock should be regulated more frequently so that the customer should always get a feeling of a new store. Denizen should launch a new range of casual wear with a higher price range to compete with other brands. Denizen should start some attractive promotional campaigns, like Levis Unbuttoned to create awareness about the brand. The yellow colour display of the summer offer on the store window should be changed to blue as it makes the store almost invisible from outside.

Denizen should come up with the option for customized products on a trial basis. This can prove to be a healthy promotional activity. Denizen should follow the strategy of related product diversification and should launch a new range of formal wear at lower price segment. This will help the brand to increase its customer base.

Thank You