AMITY UNIVERSITY

PROJECT ON
BRAND BUILDING
- PARK AVENUE
GROUP NO.- 10

SUBMITTED TO-:
MRS.SUPRITI AGGARWAL
SUBMITTED BY -:
SIDDHARTH BIRLA F45
NEHA KAURA F10
AAYUSHI DUBLISH F01
GAURAV TYAGI F61

1
 ACKNOWLEDGEMENT

WE WOULD LIKE TO EXTEND OUR REGARDS TO

OUR MARKETING MANAGEMENT FACULTY MRS.
SUPRITI AGGARWAL FOR HER GUIDANCE AND
IMMENSE SUPPORT THROUGHOUT THE PROJECT
WORK AS WITHOUT HER SUPPORT THIS PROJECT
WOULD NOT HAVE BEEN SUCCESSFUL.

WE WOULD ALSO LIKE TO THANK THE

CUSTOMERS AND THE RETAILERS WITHOUT
WHOSE HELP AND COOPERATION THE SURVEY
WOULD NOT HAVE BEEN POSSIBLE.

2
 INDEX

1. ABSTRACT
2. INTRODUCTION
3. RESEARCH METHODOLOGY
4. LITERATURE REVIEW
5. DATA ANALYSIS
AND INTERPRETATION
6. CONCLUSION
7. RECCOMENDATION
8. BIBLIOGRAPHY

3
ABSTRACT

BRAND BUILDING is the most critical process for any company to make themselves as
an established brand in the current market. There are several considerations which are
taken into consideration. The main purpose of project is to determine the brand building,
enhancing a BRAND'S EQUITY directly through ADVERTISING CAMPAIGNS and
indirectly through PROMOTIONS such as cause championing or EVENT
SPONSORSHIP. The main purpose is to study the brand building philosophies of the
company “PARK AVENUE”, including its both apparels as well as toiletries segment. .
In the light of process, a survey was undertaken to understand and evaluate the brand
imageof“PARK-AVENUE”.
An attempt was made to analyze the perception that consumers give to various
parameters when buying a “park avenue” apparels and toiletries products.The survey was
conducted targeting the two sectors, i.e consumers and the retailers of the brand “park
avenue”. The process involved the collecting of information from primary and secondary
sources, analyzing and decoding the information using data tools like SPSS, segmentation
of buyers and defining parameters important for each segment and finally, determining
the brand image and building.Based upon the observations of both Consumers and
Retailers, several recommendations are suggested to increase the brand awareness
among the masses and the marketing strategy in line with the buying process.
Conclusions highlighted by the exercise were enumerated. Also, the various limitations of
the present study were listed so that a future study may widen its scope.

4
INTRODUCTION TO THE COMPANY

The “PARK AVENUE” brand was launched in 1986, with sole motive to
provide stylish and innovative wardrobe solutions to the gentlemen.
The brand has carve its own niche with its wide and premium lifestyle
designs, styling, color and fashion trends. It caterd the corporates with
high class suiting, shirts ,trousers, jackets and other accessories.
Apart from corporate suiting it also includes wide range of heritage
wear collections.
The creations of park avenue can be found under its parent “the
Raymond shop” or exclusive park avenue stores.
Acclaiming several awards in the fashion industry , it bagged the title
of “most innovative brand” at the Lycra Images Fashion Awards 2008.
On September 8, 2007, it came with the launch of “Park Avenue
Woman”- A Complete range of Business Wear for Women.

PARK AVENUE APPARELS

1. Men wear
2. Women wear
3. Accessories
4. Inner wear

5
BRAND PHILOSOPHY OF THE COMPANY

“PARK AVENUE” , is categorized under the most trusted and valuable

brand in suiting i.e “RAYMONDS”. With its ambitious beginning in the
year 1986, PARK AVENUE has today become India’s premium lifestyle
brand. It offers thoughtful, inventive styles and new creations to dress
up the changing consumer. It has marked its own way and created
space in the readymade garments by offering wide range of products ,
fabrics, styling color and international fashion trends. The company
emphasizes that its brand resembles to “TODAY GENERATION” who
think fresh and lead the ways.

INNOVATION CREDO

The brand believes in constant innovative changes in the style and

designs of patterns of suiting in accordance with the corporate trends.
The brand is in sync with the changing consumer needs and styles of
dressing.

SYMBOL OR BRAND LOGO

The symbol of infinity signifies that the brand can provide an infinite
number of good things. The main idea is to innovate simultaneously so
as to provide the customers with matched styles of aspirations.

INNOVATIONS OF PRODUCTS

The brand provides highly innovative patterns and range of products.

Some of them are as :
1. MACHINE WASHABLE SUIT: Wash, iron and wear your suit in
bag provided for the same purpose. In a few hours your suit will
look as fresh as it has been just at time of it purchase.

2. RESISTA TROUSERS: Ideal for long travel days. Its moisture-

management properties enable quicker drying and help in
keeping out dirt and stains, while the lycra fabric ensures
unparalleled comfort.

3. INSTA-DRY TROUSERS: powered by 3X dry technology from

Scholler, Switzerland. These revolutionary trousers are ideal for
travel as well as leisure.

6
 4. HI-DENSITY TROUSERS: Stylish, resilient trousers ensures a
better body, strength and drape. It promises a rich feel of high
quality and fine yarn.

5. WRINKLE FREE SHIRTS: the cotton shirts are treated with LAP
technology to ensure long-lasting , wrinkle-free properties.

6.NON-IRON SHIRTS: the 100% cotton shirts from Park Avenue.

Just drip-dry and it ready to wear. It is designed with mercerized 2-ply
yarn that boasts a 3.8 Dura Press rating.

7.COMFORTA : it is enhanced with Klimeo, natural temperature-

regulating ingredient, these suits use a substance called Polectron to
lock microcapsules onto the fabric.
8.MY BLAZER FOR IPOD: specially designed for gadget savvy
people. The company had a tie up with QIO systems. Allows you to
operate your ipod without fumbling for it.

BRAND PROMOTION

The company involves several methods and ways to promote the

brand through several modes of activities, ad campaigns.

7
 1. PRESS ADS
2. FESTIVE ADS
3. FILMS
4. COMFORTA FILMS
5. LAKME FASHION WEEK
6. PR ACTIVITIES
7. PRINT ADS
8. OUTDOOR ADVERTISING

“PARK AVENUE ” TOILETRIES

The “PARK AVENUE” brand also deals in the toiletries segment. The
toiletries segment of brand “park avenue” works under J.K HELENE
CURTIS LTD. a segment under Raymonds. The other products of
toiletries under J.K helene curtis ltd. are “premium” and “gifting”.
The Park Avenue range includes Fragrances, Body Care Solutions,
Shaving Systems and Hair Care Solutions for the styling needs of
today’s man. The Park Avenue range of Personal Care and Grooming
products have earned a reputation for being amongst the best in the
industry. Park Avenue products are developed using international
standard fragrances and high level of Research to ensure that the
products stand the test of quality and consistency.

RANGE OF PRODUCTS

1. DEODORANTS
i. signature range
instinct, metal, alter ego, voyage
ii. classic range.
Yojer, good morning, tranquil, cool blue, play, jazz , romus,
mariner.

8
2. DEO TALC : The smell of Fresh Citrus or Spicy Wood. A fine talc
that has a cooling agent for a fresh exuberant feeling. This Deo Talc
also contains a Bacteriostatic agent that fights body odour and
keeps you fresh throughout the day. Available in convenient packs
of 50g and 100g.

3. HAIR STYLING GELS: The latest range of styling gels from

Park Avenue. With the three vibrant variants, Chrome, Glacier and
Neon, there’s something just right to suit your style. The styling gels
are available in 100g jars and 60g tubes.

9
4. Eau De Parfums: Park Avenue presents a sophisticated and
exclusive range of Eau De Parfums for the different facets of life.
Available in four unique fragrances for different occasions. The exotic
fragrances in stylish, international slide-out package.

5. Perfume Spray: Elevate Perfume Spray is combined with

emollient which acts as an Anti-irritant gives you a relaxed day ahead.
Available in convenient packs of 25g, 50g and 100g.

6. After Shave: The range of

Park Avenue After Shave Lotions are
a favourite with men because of
their long lasting classic fragrances.
The Park Avenue After Shave Lotion
range includes The New Improved
Mercury, Ace and Good Morning
variants.

10
7. SOAPS: Park Avenue presents a range of exclusive soaps for the
well-groomed man. Created to give an edge of masculinity to an
everyday bath, Park Avenue soaps are just what the Indian man needs.
Especially developed for a man’s skin, these soaps leave a luxurious
feeling with an invigorating fragrance that is fresh and manly.

QUESTIONNAIRE

QUESTIONNAIRE FOR THE CUSTOMERS

CUSTOMER INFORMATION

11
 * NAME :
* OCCUPATION :
* AGE :
* GENDER :

CUSTOMER TAKE ON THE PRODUCT:

PLEASE MARK UNDER THE COLUMN WITH WHICH YOU AGREE

ALWAYS MANY A SOM VERY FIRST

TIMES E OFTEN TIME
TIME
1.) HOW OFTEN DO S
YOU BUY “PARK
AVENUE” PRODUCTS?

STRONGL SLIGHTLY Not SLIGHTL STRONG

Y AGREE AGREE SURE Y LY
DISAGR DISAGRE
EE E

2) DO YOU THINK
THAT PARK AVENUE
MAINLY TARGETS THE
MALE SECTION OF THE
SOCIETY?

12
3.) IS PARK AVENUE
TRUE TO THE IMAGE IT
POTRAYS?

CUSTOMER TAKE ON THE RETAIL

OUTLET

RANK ON THE SCALE OF 1-5 WITH 5 BEING THE STRONGEST

POSITION
TOILETRIES

SOA SHAVIN DEODRAN PERFUME AFTER COLOGN

PRODUCTS P G T SHAVE E
CREAM CREAM

1. ARE YOU
SATISFIED
WITH THE
OFFERS
MADE BY
THE CO.?

2. ARE YOU
SATISFIED
WITH THE
PURCHASE
EXPERIENCE
?

3. WERE YOUR
GRIEVANCES
TAKEN UP
SERIOUSLY?

13
 4. DOES THE
OUTLET HAS
THE RIGHT
VARIETY AND
RANGE OF
THE
PRODUCT?

5. ADVERTISED
MERCHANDI
SE WAS IN
STOCK?

6. WAS THE
MERCANDSE
DISPLAY
ATTRACTIVE?

APPARELS

PRODUCTS TROU WA
SHIR SE TIE HANKE INNERWE LLETS
T R- AR
CHIEF
&
BELTS

7. ARE YOU
SATISFIED
WITH THE
OFFERS
MADE BY
THE CO.?

8. ARE YOU
SATISFIED
WITH THE
PURCHASE
EXPERIENC
E?

14
 9. WERE
YOUR
GRIEVANCE
S TAKEN UP
SERIOUSLY
?

10. DOES
THE
OUTLET
HAS THE
RIGHT
VARIETY
AND RANGE
OF THE
PRODUCT?

11. ADVE
RTISED
MERCHAND
ISE WAS IN
STOCK?

12. MERC
HANDISE
DISPLAY
WERE
ATTRACTIV
E?

WOULD YOU PERSONALLY RECOMMEND ANYONE TO

BUY THE PRODUCTS OFFERED BY PARK AVENUE?
YES NO

15
 IF “YES ” THEN MARK THE PRODUCTS WHICH YOU WOULD
RECOMMEND TO BUY:

LIST OF PRODUCTS
SOAP

SHAVING CREAM

DEODRANT

PERFUME

COLOGNE

AFTER SHAVE LOTION

SHIRT

TROUSER

TIE

BELT

SOCKS

INNERWEAR

WALLET

HANKERCHIEFS

Research Methodology

 Assess the various parameters on which consumers buy the brand “PARK
AVENUE”

16
  Collection of information through
1. Primary Sources
Questionnaires, Direct interviews
2. Secondary sources
Company Reports, Magazines, Journals and existing internet surveys/polls
 Analysis and decoding of the observations using data tools like SPSS and excell
 Segmentation of consumers and define parameters important for each segment
 Determine the evaluation criteria, perceptions, their importance and the factors
that influence them.
 On the basis of these results, we will give recommendations/ suggestions in order
to improve the brand image and brand awareness to keep the marketing strategy in
line with the buying process.

Sample Size: 1. CUSTOMERS : more than 40 respondents

2. RETAILERS : more than 5 retailers

SAMPLING FRAMEWORK:
Target Customers Section : Males, Officials, Youngsters and Other Service and
Business Class People
Target age group : 20 years onwards.
Existing Customers Who Already Uses The Brand, Customers Who All Have Visited The
Stores And Outlets Of The Brand, Customers Who Prefer Other Brands Over Park
Avenue Brand.

STATISTICAL SOFTWARE: SPSS

RESEARCH DESIGN

1. Type of Research Design: The research design used will be exploratory and
convenient in nature.
2. Scaling /marking methods: The scaling techniques used are broadly the
following:
Comparative Scales: The scales used

17
  Rank order
 Marking order
(generally used marking scale of 1-5 with 5 being the strongest in position)

QUESTIONNAIRE DEVELOPMENT AND PRE-TESTING: A questionnaire is

developed , in such a manner that it covers all aspects related to brand which a customer
as well as retailers are answerable to. It contains the questions that are close-ended.
Several following aspects can be answered :
1. the level of satisfaction after the brand usage.
2. the degree of experience of the product.
3. the awareness of the brand among the masses.
4. the willingness of customers to buy the product.
5. the perception and opinion of the customer about the brand.
6. the image worthiness of the product.
7. the availability of the products and their variety.
8. the proper and attractive advertisements and display of the product
9. the customers recommendations to buy or not to buy the product.

3. Sampling Technique: Non-probability Judgment Sampling

DATA ANALYSIS AND

INTERPRETATION

18
The questionnaire (attached in the appendix) tries to find out the various parameters that
customers keep in mind while buying the “park avenue” products. Moreover, it helps to
find the brand enhancement steps of the “park avenue” in future and analyze the degree
of awareness, promotional activities and ad campaigns required . The data analysis is
done with the help of SPSS. This is followed by a linking the results with the various
facets of consumer behavior. The analysis has been done giving equal importance to all
the questions.

HOW OFTEN DO YOU BUY “PARK AVENUE” PRODUCTS?

1 ALWAYS
2 MANY A TIMES
3 SOME TIMES
4 VERY OFTEN
5 FIRST TIME

10.00%
5.00
n=4
VAR00001
2.00
3.00
10.00% 4.00
4.00 2.00
n=4
5.00
3 0.00%
n=12 Pies s how counts

50.00%
n=20

3.00

Park avenue lacks brand loyalty.this can be concluded as there were no customers who
opted for the first option which was “always”.the option which was most opted for was
“sometimes” which clearly shows that customers arent very loyal.they need to undertake
more promotional activities . moreover more than attracting customers , retaining them is
more important.

19
 DO PARK AVENUE MAINLY TARGETS THE MALE SECTION OF THE SOCIETY?

1 ALWAYS
2 MANY A TIMES
3 SOME TIMES
4 VERY OFTEN
5 FIRST TIME

10.00%
3.00
n=4
VAR00002
1.00
2.00
3.00

Pies show counts

1.00
40.00%
n=16

50.00%
n=20

2.00

The result shows that park aveue mainly targets the male section of the society which is
one of the main reasons why it has insinificant market share in comparison to its
competetors like lois vutton,wills etc which are more diversified.whereas park avenue has
restricted itself to tha male segment and also lacks innovation.

20
 IS PARK AVENUE TRUE TO THE IMAGE IT POTRAYS?

1 STRONGLY AGREE
2 SLIGHTLY AGREE
3 NOT SURE
4 SLIGHTLY DISAGREE
5 STRONGLY DISAGREE

10.00%
1.00
n=4
VAR00003
1.00
2.00
3.00 3.00

30.00% Pies show counts

n=12

60.00%
n=24

2.00

Customers “slightly agree” with the fact that park aveue is tru to the image that it
potrays.this shows that park aveue has difficulty in retaiining its customers.it lacks brand
loyalty.

21
APPARELS
SATISFACTION
1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. ON INNER WEARS ?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00009
1.00
1.00 2.00
3.00

3.00 22.50%
Pies show counts
n=9
37.50%
n=15

40.00%
n=16

2.00

22
 ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHIRTS?

1 LEAST SATISFIED
5 MOST SATISFIED

10.00%
3.00
n=4
VAR00011
3.00
4.00
5.00 5.00

Pies show counts

30.00%
n=12

60.00%
n=24

4.00

The customers although not all but are mostly satisfied with their purchase
experience.thus park aveue needs to work harder on the front of advertising and
promotion.as there is lack of brand awareness. But once purchased people are generally
satisfied with the quality.

23
PURCHASE EXPERIENCE
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTROUSERS?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00012
3.00
3.00 4.00
5.00 5.00

22.50%
30.00% Pies s how counts
n=9
n=12

47.50%
n=19

4.00

24
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OFTIE?

1 LEAST SATISFIED
5 MOST SATISFIED

7.50%
1.00
n=3 VAR00013
1.00
2.00
4.00
3.00
4.00
27.50%
n=11 Pies s how counts

37.50%
n=15 2.00

27.50%
n=11

3.00

25
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF HC & BELTS?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00014
1.00
4.00
2.00
1.00 3.00
4.00
20.00%
n=8 30.00%
n=12 Pies show counts

30.00%
n=12 20.00%
n=8

3.00

2.00

26
customers are least satisfied with innerwear.therefore park avnue should contemplate
either innovating it or exit from this product line and should also advertise and undertake
promotional activeties.

27
 1.ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO. ON WALLETS?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00010
2.00
3.00

Pies s how counts

3.00
42.50%
n=17
57.50%
n=23
2.00

28
 ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF WALLETS?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00016
1.00
1.00 2.00
3.00
3.00

22.50% Pies show counts

27.50%
n=9
n=11

50.00%
n=20

2.00

customers are not very satisfied with their range of wallets too.they is hardly any
awareness about this product line.when customers are interested in buying branded
products and are also shelling out a handsome amout. They expect to get the worth of
their money.they will not like spending on a brand which people are not even aware off.

GRIEVANCES HANDLING

29
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHIRTS

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

2.50%
1.00
n=1 VAR00017
1.00
4.00 2.00
2.00
3.00
4.00
22.50% 20.00%
n=9 n=8 Pies s how counts

55.00%
n=22

3.00

30
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TROUSERS

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

VAR00018
1.00
1.00 2.00
4.00
3.00
4.00
25.00% 22.50%
n=10 n=9
Pies s how counts
2.50%
2.00
n=1

50.00%
n=20

3.00

31
 WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR TIES?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

VAR00019
3.00 1.00
1.00
2.00
3.00

17.50% 20.00%
n=7 Pies show counts
n=8

62.50%
n=25

2.00

The result shows that that peaple are not very satisfied with the way their grievences were
handles.they need to improve thier system and also regular feedback should be taken
from the customers.

32
 WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR H.C & BELTS

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

2.50%
4.00
n=1 VAR00020
1.00
1.00
2.00
3.00
15.00% 4.00
n=6
3.00 Pies show counts
37.50%
n=15

45.00%
n=18

2.00

33
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR INNERWARE?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

3.00 VAR00021
1.00
2.00
3.00
12.50%
n=5 Pies s how counts

45.00% 1.00
n=18

42.50%
n=17

2.00

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

2.50%
4.00
n=1 VAR00022
1.00
3.00 2.00
3.00
4.00
17.50%
n=7
Pies show counts
45.00% 1.00
n=18 34

35.00%
 WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR WALLETS?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

2.50%
4.00
n=1 VAR00022
1.00
3.00 2.00
3.00
4.00
17.50%
n=7
Pies show counts
45.00% 1.00
n=18

35.00%
n=14

2.00

Customers were not at all satisfied with the way their grievences are handled in case of
wallets.they need to improve their system.

35
LITERATURE REVIEW
The brand “PARK AVENUE” has though carved a niche for itself in the Indian markets
in the segment of readymade garments and toiletries but it still lags behind the essence of
popularity when compared to its competitors. The brand is popular amongst the restricted
sector of male sections of the society. It mainly targets the male section of society
underlying the age group from 20 years to 80 years. Although the brand has launched its
women wear segments in the year 2007, but still the female section of the society is
unaware of the brands and the range offered.
The company pays less attention to build the brands and have very minimal efforts to
advertise their products (both apparels and toiletries). Lack of advertisements and
awareness about the range of product availability ultimately redeem the popularity of the
product.
Moreover the high end prices of the products also affects the decision of customers to buy
the products.The availability of the stores and outlets are very rare when compared to the
other competitors. Even in the existing stores the range of products is not available at all
times.
The brand has very restricted number of customers who mainly prioritize only quality and
satisfaction without considering the price, the brand charges to them.
The company is well satisfied from the sales of its products and believes in nurturing the
customers with values, experience and loyalty. The company is very well recognized for
its innovative thoughts of styling, designing, colors and fabrics. The company has proved
its worthiness to follow its principle.

36
 TOILETERIES
SATISFACTION WITH THE OFFER MADE

ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON SOAP?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00001
5.00
2.00
3.00
4.00
15.00% 5.00
n=6
Pies s how counts

22.50% 50.00%
2.00
4.00 n=9 n=20

12.50%
n=5

3.00

the result shows that customers are not very satisfied with the offers made on
soap.therefore company should come up with more offers and schemes so as to attract
customers.moreover it will also help in creating awareness.

37
 ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON SHAVING CREAM?

1 LEAST SATISFIED
5 MOST SATISFIED

1.00 VAR00002
5.00
1.00
3.00
4.00
15.00% 12.50% 5.00
n=6 n=5
Pies show counts

25.00%
4.00 n=10
47.50%
n=19

3.00

38
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON DEODRANT?

1 LEAST SATISFIED
5 MOST SATISFIED

10.00%
1.00
n=4
VAR00003
1.00
2.00
3.00
4.00
4.00

32.50%
Pies s how counts
n=13 2.00
25.00%
n=10

32.50%
n=13

3.00

39
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON PERFUME?

1 LEAST SATISFIED
5 MOST SATISFIED

5.00%
4.00 VAR00004
n=2
1.00
2.00
3.00
3.00 4.00
1.00

22.50% 35.00% Pies s how counts

n=9 n=14

37.50%
n=15

2.00

40
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON AFTERSHAVE?

1 LEAST SATISFIED
5 MOST SATISFIED

5.00 2.00 VAR00005

2.00
3.00
4.00
12.50% 12.50% 5.00
n=5 n=5
Pies s how counts
22.50% 3.00
n=9

52.50%
n=21

4.00

41
ARE YOU SATISFIED WITH THE OFFERS MADE BY THE CO.ON COLOGNE?

1 LEAST SATISFIED
5 MOST SATISFIED

2.50%
4.00
n=1 VAR00006
3.00 1.00
2.00
3.00
4.00
12.50%
n=5
1.00 Pies s how counts
42.50%
n=17

42.50%
n=17

2.00

SATISFACTION WITH THE PURCHASE

EXPERIENCE

42
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SOAP?

1 LEAST SATISFIED
5 MOST SATISFIED

10.00%
2.00
n=4
VAR00007
5.00
2.00
3.00
4.00
15.00% 5.00
n=6
Pies show counts

35.00%
n=14 3.00
40.00%
n=16

4.00

43
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF SHAVING CREAM?

1 LEAST SATISFIED
5 MOST SATISFIED

1.00 VAR00008
1.00
5.00 2.00
7.50% 3.00
2.00
12.50% n=3 4.00
22.50% n=5 5.00
n=9

Pies s how counts

25.00%
32.50% n=10
n=13
3.00

4.00

44
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF DEODRANT?

1 LEAST SATISFIED
5 MOST SATISFIED

1.00 VAR00009
1.00
2.00
3.00
4.00 4.00
12.50%
n=5
32.50%
Pies show counts
n=13
25.00%
2.00
n=10

30.00%
n=12

3.00

45
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF PERFUME?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00010
1.00
2.00
3.00

Pies s how counts

3.00
40.00%
n=16 50.00%
1.00
n=20

10.00%
2.00
n=4

46
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF AFTERSHAVE?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00011
3.00
5.00 4.00
5.00

22.50% Pies show counts

n=9 3.00
40.00%
n=16

37.50%
n=15

4.00

47
ARE YOU SATISFIED WITH THE PURCHASE EXPERIENCE OF COLOGNE?

1 LEAST SATISFIED
5 MOST SATISFIED

VAR00012
3.00 1.00
2.00
3.00

20.00%
n=8 Pies s how counts

47.50% 1.00
n=19

32.50%
n=13

2.00

48
 GRIEVANCES HANDLING
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SOAP?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

2.50%
1.00
n=1
2.00
7.50% VAR00013
5.00 n=3 1.00
2.00
3.00
15.00% 4.00
n=6 5.00

Pies show counts

40.00%
35.00% n=16
n=14
3.00
4.00

49
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR SHAVING CREAM?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

VAR00014
1.00 1.00
5.00
2.00
3.00
4.00
20.00% 17.50%
n=7 5.00
n=8 7.50%
2.00
n=3
Pies show counts

30.00%
25.00%
n=12
n=10

4.00
3.00

50
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR DEODRANT?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

VAR00015
1.00
1.00
4.00 2.00
3.00
15.00% 4.00
25.00% n=6
n=10 Pies show counts

22.50%
n=9 2.00

37.50%
n=15

3.00

51
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR PERFUME?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

VAR00016
1.00
2.00
3.00

Pies s how counts

3.00
40.00%
n=16 50.00%
1.00
n=20

10.00%
2.00
n=4

WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

5.00 2.00 VAR00017

2.00
3.00
4.00
12.50% 12.50% 5.00
n=5 n=5
Pies show counts
22.50% 52 3.00
n=9

52.50%
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR AFTERSHAVE?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

5.00 2.00 VAR00017

2.00
3.00
4.00
12.50% 12.50% 5.00
n=5 n=5
Pies show counts
22.50% 3.00
n=9

52.50%
n=21

4.00

53
WERE YOUR GRIEVANCES TAKEN UP SERIOUSLY FOR COLOGNE?

1 LEAST SERIOUSLY
5 MOST SERIOUSLY

VAR00018
1.00
3.00
2.00
3.00

20.00%
Pies s how counts
n=8

47.50% 1.00
n=19

32.50%
n=13

2.00

54
CONCLUSION
After the complete analysis of the brand “PARK AVENUE” we could draw the
following conclusions.
1. The brand lacks awareness among the masses.
2. Inability of the brand to capture the potential market
3. Brand is striving hard to survive in the cut throat competition.
4. Brand is innovative but lacks the promotional activities and ad campaigns.

RECOMMENDATIONS
Following are the recommendations which must be taken into considerations in order to
build the brand image of the company.
1. more emphasis must be made by company to enhance its ad campaigns through
several medias- print , video, audio etc.
2. to bring the brand more close to the masses by increasing the number of
promotional activities and sales activities.
3. to redeem the prices or to allow several discounts and sales promotion activities.
4. to provide wide range of the products.
5. to establish more number of exclusive stores and to market their products more
through other retail chains.
6. to improve the availability of their products at each and every required place.

BIBLIOGRAPHY/REFERENCES
1.Websites referred : 1. www.parkavenue.com
2. www.raymonds.com
3. www.mouthshut.com
2. magazines referred:1. 4ps
2. Retailers
3. Franchising
4. Business Today

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