PROJECT REPORT ON

“STRATEGIES TO MAKE ADVERTISEMENT MORE

EFFECTIVE”

Submitted in partial fulfilment of the requirements for

Master of Business Administration (MBA)

By

Musaib Hussain Khan

Roll No- 1601Cukmr18

Batch

(2016-18)

Central University of Kashmir,

Nowgam Campus - I

March 2018

1
 ACKNOWLEDGEMENT

I present this project report on “strategies to make advertisement effective” at DECATHLON

SPORTS INDIA PVT. LTD. (Zirakpur) with a sense of great pleasure and satisfaction. I undersign
with pleasure take this opportunity to thank all those related directly or indirectly in preparation of
this project report.

First of all I would like to thank Prof (Dr.) Farooq Ahmad Shah, Head of Department for his
continuous support and encouragement for facilitating the overall conduct of the project.

I express our sincere thanks to Mr.Uday Sharma, DECATHLON SPORTS INDIA PVT. LTD,
ZIRAKPUR (Sports Leader Coach).

I started working on this project under the invaluable guidance of Ms. Insha Mir for which I am
very much thankful for his valued time given for the purpose. Without her co-operation this project
work would have been difficult to complete.

Musaib Hussain Khan (160118)

Date:

2
 Department of Management Studies

Central University of Kashmir

CERTIFICATE
I Musaib Hussain Khan Enrolment No 1601cukmr18 of Batch 2016-2018. I am full time student of
fourth semester of Master of Business Administration (MBA) Program of Central University of
Kashmir.

I hereby certify that I have undergone winter training at DECATHLON SPORTS INDIA PVT. LTD.
(ZIRAKPUR) from 17-01-2018 to 02-03-2018 and the project report titled “strategies to make
advertisement more effective”. Submitted in partial fulfilment of the requirements of the MBA
programme is an original work of mine under the guidance of the company mentor Mr. Uday
Sharma and faculty mentor Ms Insha Mir and is not based on or reproduced from any existing
work of any other person. Further, the project report is not based on or reproduced from any earlier
work undertaken at any other time or for any other purpose, and has not been submitted anywhere
else at any time.

Ms Insha Mir Prof. Farooq Ahmad Shah

Assistant Professor Head of the Department

(Supervisor)

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 TABLE OF CONTENT

CHAPTER TITLE PAGE

NUMBER
1 INTRODUCTION. 5-14

2 REVIEW OF LITERATURE. 15-23

3 METHODOLOGY. 24-28

4 LIMITATIONS OF THE PROJECT. 29-30

5 ANALYSIS AND INTERPRETATION. 31-59

6 CONCLUSION. 60-62

7 REFRENCES. 63-35

8 ANNEXURE. 66-70

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 CHAPTER-1
INTRODUCTION

5
What is Advertisement?

Advertising can be defined as a non-personal presentation and promotion of ideas, goods or services
paid by an identified sponsor. It is non-personal mass form of communication which has become a
potent means of education and mass selling. It consists of all the achievements involved in
presenting product information and targeting audiences through media such as newspapers,
magazines, catalogs, booklets, posters, radios, television, calendars, cards, transport, etc.

According to W.J. Stanton, “Advertising is a sum of all the activities involved in presenting to an
audience a non-personal, sponsor- identified, paid for a message about a product or organization.”

According to American Marketing Association, “Advertising is any paid form of non-personal

presentation and promotion of ideas, goods, and services of an identified sponsor.”

From the above definitions, we can conclude that advertising is the sales message directed to mass
on behalf of the paying sponsor.

IF we take Decathlon as a whole, its effective advertisement would be determined by if it reaches to

the target market that can help in the increase in amount of its sales with respect to its competitors,
who also carry out their operations in the same industry. In decathlon there are number of sports that
generate high amount of sales. It is the individual share of each sports that results in the formulation
of overall share of Decathlon.

6
The Importance of Advertising

Advertisements are of great importance for any business activity as it attracts people to use the
particular service. Most of the businessmen are using various different means of communication to
reach people around the world and turn them into leads that can be further turned into potent
customers. There are various ways of putting up an advertisement as per the audience to be
addressed. Most people use to look for these advertisements very carefully observing carefully the
specifications and efficiency of the featured product. However, it’s impossible for someone to get
the reality check through these advertisements, so in order to get clearer idea about a particular
service one must go for people’s feedback about a particular product or service and these feedbacks
must also be genuine as some of them maybe done for fake publicity.

7
Newspapers and magazines are used for advertisements to address a particular group of people. The
product and services which are promoted there must be attractive enough to grasp the attention of a
reader and the chances of a person using it increase eventually. Apart from newspapers and
magazine, television and radio serve as a great medium to promote something over a group of
people. They have a deeper impact on people as compared to newspaper and magazine and hence
are more costly. Businessmen even use celebrities to appear in their advertisement so that people
consider it as a fashion trend.

One important and widely used advertising media across the globe is internet. People use internet to
get idea about various useful things in daily life. So, it turns out to be a great place for advertisement
and also it can address the population around the world at once. Many people think of it as the best
and the most affordable type of advertising media. But many important factors are to be kept in
mind while using them to serve as a promotional advertisement.

For instance a website that is particularly used to search for people you want to communicate with
in real life but you lost their contacts over internet somehow and are unable to contact them back. In
such situation a website like Mylife.com can help you to find the person you want to communicate
with and this website is filled with professionals who can provide you extraordinary results at very
affordable rates. If somehow you find the service not satisfying enough, you can go for Mylife.com
Refund and can apply for refund and they will be giving you the refundable amount as per the terms
and conditions. It is not easy to choose one service among many and one has to go for a prominent
service wisely.

It shows the reliability of people over the services that they have never asked for a refund without
getting satisfied with the services. Like if the person you have asked for is found earlier then the
period of your subscription. Then you can wait ask for the cancellation of subscription of the
services and can get a refund easily and go for Mylife Refunds.

Company’s Profile
Decathlon started with a store in Lille, France in 1976, founded by Michel Leclercq. It started to
expand abroad a decade later, to Germany in 1986, Spain in 1992, Italy in 1998, Portugal, the
United Kingdom in 1999, China in 2003, India in 2009, Malaysia in 2016 and Southeast Asia in

8
2012. Today, there are more than 1100 stores in 38 countries. The company employs more than
78,000 staff from 80 different nationalities. The retailer stocks a wide range of sporting goods, from
tennis rackets to advanced scuba diving equipment, usually in large superstores which are sized at
an average of 4,000m². Decathlon Group also owns over 20 brands, with research and development
facilities all over France to develop the latest innovative designs, registering up to 40 patents per
year. Each brand represents a different sport or group of sports, with a dedicated product
development and design team.

MICHEL ABALLEA (CEO Decathlon) about the company: “At Decathlon, 70,000 of us live our
common Purpose on a daily basis: “to make the pleasure and benefits of sport accessible to all”.
In every country where we are present, we share a strong and unique company culture, reinforced
by our two values:

Vitality and Responsibility

At Decathlon, we place innovation at the heart of our activities:

From research to retail, including design, production and logistics. Our twenty Passion Brand teams
channel all their energy in to developing technical, good-looking and simple products, always at the
lowest possible prices. These products are aimed at all sports enthusiasts, from beginners to experts,
and are sold exclusively at Decathlon.”

Online delivery was introduced in Belgium, France, Netherlands, United Kingdom, Germany,
Turkey, India, Singapore, Spain, Brazil, Japan, Italy, Portugal, Romania, Ireland, Mexico, Australia,
and recently in Vietnam

In India, Decathlon products can be bought directly through their stores subsequent to change in
India’s FDI policy and approval for Decathlon in February 2013.In addition to this, Decathlon
products are also available online through their online resellers

Our Values
All over the world, we share a strong and unique company culture reinforced by our four values:
Vitality, Sincerity, Responsibility and Generosity.

Vitality

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 Vitality is Life, intense activity, energy, drive and vigor. Our employees are full of vitality as they
are first and foremost positive and full of energy. They are enthusiastic, they love creating and
innovating, and relentlessly strive to improve and make things around them change.

Sincerity

Sincerity is transparency in our actions, amongst ourselves, with our customers and with our
suppliers. We want there to be a great deal of coherence between ‘what we say’ and ‘what we do’.

Responsibility

Being responsible is about making decisions and making sure they are acted upon. Our employees
assume the consequences of their decisions, both in terms of their team and their customers.
Responsibility is also about anticipating the challenges facing society and orienting our actions
towards sustainable development. And it is also our responsibility to guarantee the safety of our
customers and employees all over the world.

. Generosity

Generosity is closely related to Responsibility. Within a group, supporting, helping and listening to
each other, without necessarily expecting anything in return, is fundamental. This mind-set leads us
to be demanding and make the best choices when designing our products

Locations and the number of stores worldwide

Branding and product range

The chain develops and sells its own brands. Each group of activities has a separate brand name:

 APTONIA - Nutrition and health care

 ARTENGO - Racket sports

 B'TWIN - Cycling

 CAPERLAN - Fishing

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 DOMYOS - Fitness, dance, martial arts and contact sports

 FLX - Cricket

 FOUGANZA - Horse riding

 GEOLOGIC - Outdoor sports, archery

 GEONAUTE - Sports & Electronics

 INESIS - Golf

Locations

Entrance of İstanbul store

Entrance of Dalian store

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Online delivery has been introduced in Belgium, France, Netherlands, United Kingdom, Germany,
Turkey, India, Japan, Italy, Singapore, Spain, Brazil, Portugal, Romania, Ireland, Mexico, Australia,
and recently, Vietnam.

In India, Decathlon products can be bought directly through their stores subsequent to change in
India's FDI policy and approval for Decathlon in February 2013. In addition to this, Decathlon
products are also available online through their online resellers.

In late 2016, an online only delivery service has been introduced in Tunisia as preparations to open
the first store in Tunis have already started. The first store opened in November 2017 in Tunis City
commercial center in Tunis. A second store will open in La Marsa in early 2018.

In February 2017, they opened the first store in Bogota, Colombia in the mall Parque La
Colina. And last July 2017, Decathlon has opened its doors to the Filipino people located at Festival
Mall in Filinvest Corporate City, Alabang, Muntinlupa and Philippines. Their first Australian store
has also opened in Tempe, Sydney, NSW, in December 2017.

In August 2017, the company announced it would open its first Canadian store in Brossard, Quebec
during the spring of 2018.

Branding and Product Range

 KALENJI - Running

 KIPSTA - Team sports

 NABAIJI - Swimming

 NEWFEEL - Walking

 OXELO - Roller, skate and ice sports

 Quechua - Mountain and outdoor sports

 ROCKRIDER - Mountain biking

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 SIMOND - Mountaineering

 SOLOGNAC - Hunting

 TRIBORD - Water sports

 WED'ZE - Skiing, snowboarding

 MYSPORTEEZY - Event organization (birthday, corporate day...)

Decathlon has also developed brands for components which provide technical support for the
products of its passion brands:


EQUAREA - Clothing designed for the active removal of sweat


ESSENSOLE - Shoe soles and insoles


NOVADRY - waterproof and breathable clothes


OUTCHOC - Sport protection


STRATERMIC - Warm and light clothes


STRENFIT - Light and Robust Synthetic fabrics (non-garment)


SUPPORTIV - Support and compression

Range of products and services

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 Workshop: sporting goods customization, maintenance and repair of cycles, skiing /
snowboarding, tennis, fitness, rollerblading, embroidery, marking.

 Mountain: hiking, vertical sports, skiing.

 Cycle: bike, bicycle accessories, cycle equipment, spare parts.

 Roller: roller skates, inline skating, quad, skate and scooter.

 Form: fitness equipment, fitness for men and fitness for women, junior fitness, baby, combat
sports, judo karate, gym and dance.

 Nature: hunting, fishing, precision sports.

 Team sports: football, rugby, basketball, handball, volleyball.

 Running: running, walking.

 Water: swimming, slide sports, boating, diving.

 Racket sports / golf: tennis equipment, tennis shoes, clothes for racket sports, golf, table
tennis, badminton and squash.

 Health / discovery: health, discovery.

Need of Research

Decathlon aims at providing sports benefits at affordable prices be it sports equipment, Sports
Apparel or sports accessories. To meet this objective there is a strong need to reduce the incurred
cost and adapt necessary marketing promotional strategies according to taste and preferences of
the customer, so in order ensure growth and development of Decathlon. Thereby evaluating the
current advertisement for sports apparel and to do a competitive analysis with other sport brands
and to determine the extent to what level of sports apparel appeals to the current customer.

14
Moreover the concept of sports retailing is raw in India, there is a huge scope of exploiting the
market in favor of Decathlon in order to do so proper strategies have to be made that can go as per
taste and preferences of customer and moreover provide a competitive edge to the company with
respect to the other brands.

Problem

 Decathlon is still new in terms of organized retailing in India and has very low brand
image in terms of other competing brands like Nike, Adidas and Puma. Therefore there
is a need of development of effective promotional strategies in order to keep the
product ranges competitive thereby satisfying customers.

 No cost advantage with respect to competitors because of high Inflation.

 Not able to grab promotional opportunities which restricts expansion, as they are low
with respect to competing brands.

 Globally the brand decathlon is below par with competing brands like Nike which is
spread across the globe, this is because of improper advertisement strategies.

 Decathlon faces stiff completion to reach target market as far as advertisement is

considered.

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 CHAPTER-2
REVIEW OF LITERATURE

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Advertising Strategy

An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.
The basic elements of the plan are 1) the product itself and its advantages, 2) the customer and
his or her characteristics, 3) the relative advantages of alternative routes whereby the customer
can be informed of the product, and 4) the optimization of resulting choices given budgetary
constraints. In effect this means that aims must be clear, the environment must be understood,
the means must be ranked, and choices must be made based on available resources. Effective
product assessment, market definition, media analysis, and budgetary choices result in an
optimum plan—never the perfect plan because resources are always limited.

Developing the strategy

Positioning Statement

Formal advertising strategies are based on a "positioning statement," a technical term the
meaning of which, simply, is what the company's product or service is, how it is differentiated
from competing products and services, and by which means it will reach the customer. The
positioning statement covers the first two items in the listing above.

Implicit in a good positioning statement is what the industry calls the product concept, namely a
cluster of values that the product or service represents and the associational frameworks in
which it fits. A hunting knife will thus have a very different product concept than a pair of pink
silk slippers that glow in the dark. The product concept will later guide the choice of copy,
images, and message content to be used in actual ads (the "copy platform"). The positioning
statement must also implicitly include the profile of the targeted customer and the reasons why
he or she would buy this product or this service. At a later stage, more data on the "target
consumer" is then developed as the strategy is fleshed out.

Target Consumer

The target consumer is a complex combination of persons. First of all, it includes the person
who ultimately buys the product. Next it includes those who, in certain circumstances, decide

17
what product will be bought (but do not physically buy it). Finally, it includes those who
influence product purchases (children, spouse, and friends). In practice the small business
owner, being close to his or her customers, probably knows exactly how to advise the
advertising agency on the target consumer.

Communication Media

Once the product and its environment are understood and the target consumer has been
specified, the routes of reaching the consumer must be assessed—the media of communication.
Five major channels are available to the business owner:

 Print— primarily newspapers (both weekly and daily) and magazines.

 Audio—FM and AM radio.

 Video—Promotional videos, infomercials.

 World Wide Web.

 Direct mail.

 Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses).

Each of the channels available has its advantages, disadvantages, and cost patterns. A crucial
stage in developing the advertising strategy, therefore, is the fourth point made at the outset:
how to choose the optimum means, given budgetary constraints, to reach the largest number of
target consumers with the appropriately formulated message.

Implementation

The advertising campaign itself is distinct from the strategy, but the strategy is meant to guide
implementation. Therefore across-the-board consistency is highly desirable. Copy, artwork,
images, music—indeed all aspects of the campaign—should reflect the strategy throughout.
This is especially important when multiple channels are used: print, television, and direct mail,
for instance. To achieve a maximum coherence, many effective advertisers develop a unifying
thematic expressed as an image, a slogan, or a combination which is central to all the elements
that ultimately reach the consumer.

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What is effectiveness of advertising?

The aim of the study is to propose a simple approach to monitor and control the encoding phase,
too often neglected by the doctrine and operators in the communication process. The study also
discusses a possible methodology to investigate the degree of coincidence / discordance
between what is conveyed through the advertising and what is actually understood by some
consumers. The object of investigation is the verbal text of the spot in order to verify the level
of understanding of the message and, if necessary, to find the reasons of a wrong perceived
meaning.

Introduction

Advertising effectiveness can be defined as the extent to which advertising generates a certain
desired effect. Measuring the effects of advertising is very important, given the amount of
investments needed for advertising. While it is not possible to obtain a global measure of the
advertising effectiveness, we should seek to develop and apply methods and measures for a
partial verification of results. Regarding the difficulty of measuring the overall effectiveness,
that it is due essentially to the following considerations:

• Advertising interacts with other business variables (behavior, marketing policies, financial
decisions etc.) and environmental variables (competition, economic conjuncture etc.), hardly
isolable;

•the effects of advertising are varied and not always translatable into quantitative terms;

•advertising cause’s long-term effects, not always, therefore, the results occur in the same
period in which are the costs.

In literature and practice the evaluation of advertising effectiveness has used two basic models:

•the dichotomous model; • the three-dimensional model. The dichotomous model is applied
mainly in product and brand advertising, tending to isolate and evaluate separately the
following:
•sales effect;
•communication effect.
The sales effect refers to the assessment of the capability of advertising to affect the sales
volume and/or the market share, regardless of the possible influence of other variables. For
Batra et al. (1995), the effectiveness of advertising should be considered for its effect on sales in
the short term. This advertising performance measurement is based on the marginal theory

19
(Chamberlin, 1948). The advertising is therefore regarded as an independent variable that can
be combined with other marketing variables to have a certain effect on the dependent variable,
i.e. sales. The aim is to seek the best combination of the determinants of the sales increase.
The effect of communication refers to the ability to reach, with appropriate messages, a more
significant share of public. Such effect is examined in literature with different approaches:
•sociological;
•semiotic;
•psychological;
•socio-psychological.
Sociological analysis focuses on the community, considered as a system governed by rules and
social norms, and on the social behavior (Ref. Moingeon, 1993). The role of advertising and
consumption in the society change is a very fertile topic. Sociology has examined how
advertising influences opinions, attitudes and behaviors of individuals and social groups.
There are two opposite sociological perspectives to the advertising function in contemporary
society. The first maintains a positive approach to advertising. It is believed that the role
advertising is to better organize economic and social relations, to harmonize social behaviors, to
make people adhere to common values and to help them to better live together without
problems. The second approach is, by contrast, rather critic, because advertising tends to
generate a mass consumption. In order to adapt messages to a wider audience, introduces new,
poorly differentiated, symbolic values (Friedman, 1979). The semiotic analysis focuses in the
first instance, on symbols. These are identified as anything that conveys meaning, e.g., words,
gestures, images, and dance. Semiotics studies the problem of encoding, and more generally of
the code used. The object of investigation is the message itself containing different signs that
can be interpreted according to a pre-established intention, without reference to the consumer
and the influence on the consumer behavior. This approach is useful especially in the context of
advertising creation. Authors assess the effectiveness of advertising in reference either to the
language of the message. However, they analyze the quality of message from the viewpoint of
its Construction, its presentation and the place of the communication process on the recipient is
a minor problem in the process of the message evaluation. This is an important limitation to the
semiotic approach in terms of marketing.
Communication in general and advertising in particular, were treated by psychologists starting
from the motivations of recipients, which occupy a central position in the analysis. This is
because of their influence on the perception of the recipient (Mittelstaedt, 1990). They believe

20
that the motivations drive consumer behavior. So the purpose for the advertising creator, is to
identify the reasons of consumer behavior, in order to identify the most effective advertisement
message or to remove the communication barriers. With the psychological approach, other types
of research and investigation have emerged, thanks to the contribution of neuroscience. The
evidence (obtained through scientific experimentation) has become a necessary support to
verify the assumptions. The psychological approach has the advantage to measure the
effectiveness of advertising with reference to the recipient of the message, particularly to the
consumers’ characteristics. On the other hand, the approach does not provide exhaustive
answers, not delving into the exact causes that lead the recipient of the message publicity to
expose themselves voluntarily to the message, decode it, to store and, eventually, to make the
purchase. So it is not taken into account the entire communication process, and, in particular,
the external factors, especially those related to the environment, that may play a crucial role in
determining the behavior of the recipient. The socio-psychological approach takes
simultaneously into account the message and the recipient of the message. This approach aims
to study the effectiveness of advertising in terms of persuasiveness (Ray, 1982), observing the
effects on the formation process of attention, memory, attitude and behavior (Kapferer1990).
This research methodology considers the environment of the communication process and its
actual interactions. The experimentation is widely used. It also allows to consider all hypotheses
tested together, and all the links that may exist between variables, through a pre-test, getting an
advantage in terms of validity of the research. Rather than focusing solely and exclusively on
direct effects of certain variables taken individually, that is difficult to control in reality, this
approach studies the actual contribution of these variables in explaining the evolution of the
dependent variable, sales.

The major criticisms to the dichotomous model concern the partial evaluation and the inability
to provide reliable breakdowns of the effects achieved by advertising and by other company
politics (marketing and communication). For these reasons, sometimes, the three-dimensional
models (i.e. AIDA model and model Dagmar) are preferred. These models are used both in
planning advertising campaigns and evaluating their effectiveness. They propose a hierarchy of
communication effects, cognitive affective and behavioral.

Namely the analysis of cognitive dimension concerns the messages understanding and storing
and must take account of different types of memory: spontaneous recall, without any added
indication; stimulated recall, facilitated by the presentation of certain evidence; related memory,

21
when respondents are able to describe at least one specific element of the communication;
recognition, or identification of the advertising; brand allocation, the memory not only of the
advertising but also of the advertised brand).

The affective dimension is linked to the attitude toward and perceptions of communication.
Affective reactions and emotional acceptance of that type of campaign are investigated. The
affective attitude towards the images proposed and the spread opinion of consumers is detected.

The behavioral dimension describes changes in buying behavior, detectable by intentions and
actions measured by sales and market share.

All the models mentioned so far are mainly focused on three elements of the communication
process: the recipients (in terms of audience, memory, and storage), the media used (in terms of
impact, coverage, frequency, etc.) and the feedback (in terms of attitudes, behaviors, opinions,
etc...). They totally omit other elements (source, code, context) assuming essentially that the
communication process was conducted in optimal conditions or at least without distortion.
Moreover a fundamental element for an effective communication process is the use of the same
code by the source and recipient. Otherwise, the recipient will not understand the message or
give a different meaning and this will lead to the phenomenon Eco called "aberrant decoding".
However, since as stated by Watzlawick the message is what we understand, not what it was
intended to understand, it becomes important to examine not so much and not only what the
firms wanted to communicate, but what was actually communicated.

Important tools for advertisement:

Advertising is one of the most important aspects of marketing because consumers can't buy
products unless they know what they are and where to get them. Businesses can employ a
variety of different advertising tools to inform consumers about the benefits of their products
and services, increase brand awareness and drive sales.

Print and Outdoor Advertising

Print and outdoor advertisements relay information to consumers through physical means. Print
advertisements are ads placed in publications, such as newspapers, newsletters and magazines.
Examples of outdoor advertising include billboards, signs and posters. Direct mail is another
physical advertising tool that involves mailing printed materials such as leaflets and catalogs

22
directly to consumers. Print and outdoor advertising can direct consumers to other advertising
channels, including company websites and social media platforms.

TV and Radio

Television and radio are two traditional advertising tools that do not require the delivery of
information in a physical form. TV and radio ads can potentially reach millions of consumers
simultaneously. The effectiveness of TV and radio ads depends on the popularity of the show
during which the ads are broadcast. The time of day and popularity of programming govern how
expensive it is to buy TV and radio ads.

Telemarketing

Telemarketing is a means of advertising over the phone. Phone marketing engages consumers
directly and requires their full attention, which can make it an effective advertising method, but
some consumers consider phone advertising an annoyance. In addition, more and more
consumers use cell phones as a primary means of voice communication, and laws prohibit
commercial telemarketers from calling cell phones.

Web and Social Media

Web and social media advertisements communicate with consumers through the internet. Web
advertisements can take many forms -- from text and banner ads on websites to full TV-style
commercials aired before or during video content. Sending email to consumers is another way
businesses advertise on the web; as with direct mail and telemarketing, though, consumers don't
always appreciate this unsolicited contact. Social media marketing is the use of social
networking and community websites such as Facebook, Twitter and Google+ to advertise and
interact with consumers.

References

 Queensland Government: Types of Advertising

23
  Federal Communications Commission: Truth About Wireless Phones and the National
Do-Not-Call List

 Microsoft: Social Advertising

Necessity of SWOT analysis with reference to advertisement:

SWOT Analysis: Is a written analysis of the Strengths, Weaknesses, Opportunities and Threats
to a business entity. Not only should a SWOT be used in the creation stage of the company but
could also be used throughout the life of the company. A SWOT may also be written up for the
competition to understand how to develop the marketing and product mixes. Setting the
objective should be done after the SWOT analysis has been performed. This would allow
achievable goals or objectives to be set for the organization.

Strengths: characteristics of the business or project that give it an advantage over others.

Weaknesses: characteristics that place the business or project at a disadvantage relative to

others.

Opportunities: elements that the project could exploit to its advantage.

Threats: elements in the environment that could cause trouble for the business project.

Identification of SWOTs is important because they can inform later steps in planning to achieve
the objective. The decision makers should consider whether the objective is attainable, given the
SWOTs. If the objective is not attainable a different objective must be selected and the process
repeated.

Users of SWOT analysis need to ask and answer questions that generate meaningful
information for each category (strengths, weaknesses, opportunities, and threats) to make the
analysis useful and find their competitive advantage.

Ref: (RK Andrews “Stakeholders concept and SWOT Analysis”) Chapter 2.

A few techniques are:

 Customer analysis

24
 Choice modelling

 Competitor analysis

 Risk analysis

 Product research

 ADVERTISING the research

 Marketing mix modelling

 Simulated Test Marketing

25
 CHAPTER-3
METHODOLOGY

Objective:
The main objective of this study is to analyze market for sport wear and develop strategies
thereof.

26
 Sub Objective includes:
 Study of marketing mix of competition among various players in the market

 Analysis of the competitor’s advertisements with respect to competing brands.

 Understanding the effect of advertisement in buying behavior of the customers.

 Determining the sales at different at various promotional activities.

Questionnaire

27
Every advertisement strategy is mainly aimed towards making more people aware about the
product and benefiting customers with new offers also. So in order to understand it by a
customer’s perspective, a well-designed questionnaire was framed. The questionnaire consisted
of 15 questions. The respondents were asked to mark on the most appropriate answer in each
question.

Sampling design:
STATE PUNJAB

CITY ZIRAKPUR

COMPANY DECATHLON SPORTS INDIA

NO OF RESPONDENTS 100

PERIOD 13-01-2018 to 02-03-2018

Sample size:

Sample of 100 respondents was taken up for the purpose of the study. The questionnaire given
to different customers from the age group above 18 in order to develop a proper advertisement
strategy.

Source of Data
Both primary and secondary data was collected and used in this project.

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Primary Data:-

1. Direct Personal Observation: The information is collected by direct personal interview

from the people who buy sportswear frequently.

2. Indirect oral Interviews: By Preparing checklists (Good, Bad, Neutral) Reactions of the
costumer, which will be collected from past reports, projections, information of the
previous sales reports.

3. Response from respondents regarding questionnaire.

Secondary Data:-

1. Journals.

2. Books.

3. Newspaper, Social Media and Website.

4. Previous studies on the subject was also used.

Methods of collecting market information:

Quantitative studies:

Retail audit:

29
Promotion/ Advertising (Participating in various events, Trade Fairs)

Phone Interviewing:

Interviewing through the questionnaire developed especially for research.

Face-to-face interviewing

Face-to-face interviewing is based on personal interviews and questionnaires.

Qualitative studies:

a) Qualitative data would be collected from various techniques from SWOT, 5P’S

Analysis.

b) Conducting PESTLE analysis to inform a SWOT analysis that can result in recognizing
more opportunities and threats, which can translate into better decisions, thus will be
able to identify risks involved in taking various decisions.

c) Group discussion upon collected data and free exchange of opinion under the guidance
of experienced moderator.

d) Data Decoding and data Analysis thereby preparing final report.

30
 CHAPTER-4
LIMITATIONS OF THE PROJECT

31
Limitations
o Time Constraint: The operational period of the project didn’t match
with the promotional schemes and offers of the store under study.

o The issues considered confidential by the authorities because of which I

couldn’t gain access to several data and information which I considered
vital for the betterment of the project.

o The project doesn’t delve into the financial aspects of retailing such as
ROI (Return on Investment), Inventory turns, Return per Square
feet. It focuses clearly on the marketing and merchandising elements.

32
 CHAPTER-5
ANALYSIS AND INTERPRETATION

33
Demographic / Frequencies Descriptive:
1. Gender

40.00%

60.00%

Male Female Any other

INTERPRETATION

This is evident from the above table that majority of shoppers who visit Decathlon store are
females (60%) in comparison to males which account for 40%.

2. Age.

34
 15.00% 15.00%

20.00% 20.00%

30.00%

18-22 22-25 25-30

35-45 45 Above

INTERPRETATION
This is evident from above diagram that 30% of shoppers fall under age category of 25-30.

3. Frequencies visa-vis

20

35

25

15

Once a Week Once a Day

Once a Month Never

INTERPRETATION

35
It is evident from above diagram that 25% of people watch once a weak if they found it
interesting. 35% watch once a day, 20% watch once a month and While 20% do not watch.

4. Important thing that in Decathlon advert that draws your attention?

10
15

15

40

20

Product Offers Visual Design Information Price

INTERPRETATION

This is evident from above diagram that 10% of customers rank for the product itself ,40%
ranked deal offers of the Decathlon adverts with respect to that, 20% rank for visual design,
15% rank for the price of the product ,10% rank amount of information given .

5) Do you feel better or the difference

5. Do you feel better any difference in the information delivered by Decathlon

advertisements with actual information?

36
  Information is not clear

 No I don’t

 Yes

15.00%
25.00%

60.00%

I II III

INTREPRETAION

From above diagram it is evident that 60% of people watching Decathlon advertisements do not
feel any difference in the actual and given information, with respect to that 25% of people are
with the opinion that information provided is not clear regarding Decathlon products and rest
15% feel difference in the advertisement information.

6. ‘Advertising is beneficial to consumers because it provides important information about

goods and services.’

To what extent do you agree with this statement?

37
 Dis Agree

 Strongly Agree

 Agree

10.00%

35.00%

55.00%

1 2 3

38
INTERPRETATION

From above diagram it is evident that 55% of customers strongly agree, i.e. they strongly
believe in advertisements, 35% are in favor of advertisements 35% and rest 10% disagree with
the statement.

7. Why do you prefer decathlon?

45

55

Sports lover Shopping

INTERPRETATION

From above diagram it is evident that 55% of visitors in Decathlon have nothing to do with
sports they prefer Decathlon for shopping and consider it as local shopping hub, while 45% are
mainly concerned with sports and prefer to visit Decathlon because of their love for sports.

8. Are you satisfied with the characters used in Decathlon advertisement?

 Yes

39
  No

30.00%

70.00%

YES NO

INTERPRETATION

From above diagram it is evident that 70% of customers are satisfied with the characters used in
Decathlon advertisements while other 30% are not satisfied.

9. How much influence do you feel that advertisements have our your buying behavior?

 Large influence

 Medium influence

 Small influence

40
 20.00%

55.00%

25.00%

I II III
`

INTERPRETATION

From above diagram it is clear that 55% of people have large influence of advertisements in
buying behavior, while 25% consider medium influence and other 20% consider small
influence.

10. Do you pay attention to online advertising?

 Yes

 No

 May be

41
 25.00%

5.00%

70.00%

YES NO MAY BE

INTREPRETATION

From above diagram it is evident that 70% of people pay attention to online advertising 5% are
not satisfied while rest 25% are not sure.

11. Satisfied with the online advertisements of Decathlon?

 Yes

 No

42
 30.00%

70.00%

YES NO

INTREPRETATION

From above diagram it is evident that 30% of customers are not satisfied, while other 70% are
satisfied.

12. Do you want any change in our advertisements?

 No

43
  YES

25.00%

75.00%

NO YES

INTREPRETATION

From the above diagram it is evident that 75% of customers want change in the Decathlon
advertisements, while other 25% want no change.

13. How do you rank promotional activities taken up by Decathlon?

 Outstanding

44
  Satisfactory

 Average

 Poor

15.00%

25.00%
60.00%

I II III IV

INTREPRETATION

45
From the above diagram it is evident that 60% of customers rank promotional activities taken
up by Decathlon as poor, 25% rank it as average, 15% as satisfactory and 0% as outstanding.

14. Shopping experience online from WWW.DECATHLON.IN?

 Satisfactory

 Average

 Poor

 Have never shopped online

20.00%

30.00%

25.00%

25.00%

I II III IV

46
INTREPRETATION

From above diagram it is evident that 25% rank online shopping experience as average, 25%
rank it as poor and rest 20% rank it as satisfactory, while majority 30% have not shopped online
due to lack of knowledge and expertise.

15. Overall advertisement of Decathlon with comparison to other sport brands you know?

 Poor

 Good

 Outstanding

47
 25.00%

40.00%

35.00%

I II III

INTREPRETATION

From the above diagram it is evident that 40% of customer’s rank overall Poor advertisements
In comparison to other sport brands, 35 % rank experience as good while rest 25% rank
outstanding.

48
Competitor’s Analysis through Competitor Array

 Define your industry -scope and nature of the industry.

 Determine who your competitors are.

 Determine who your customers are and what benefits they expect.

 Determine what the key success factors are in your industry.

 Rank the key success factors by giving each one a weighting -The sum of all the
weightings must add up to one.

 Rate each competitor on each of the key success factors.

Step 1: Defining the Industry:

Format Type: Multi- Brand Sportswear Retail Store

Merchandise Mix: Comprising of 100% International Labels.

Retail Space: 30,000 Sq. feet (approx...)

Man power: 20 -30 people /store

Targeted Customer Profile: Sports Enthusiastic

49
 Step 2: Determining the Competitors:

NIKE ADIDAS DECATHLON

Positioning World’s Leading brand for Trendy, style, Trendy, youthful,

Sports apparel and shoes. Diversified Product. Variety

Best among many

Format Type Private Label Private Label Private Label (Multi-

(Adidas Group) Brand)

Pitch High Performance Fabric Latest Trend in Affordable Clothing

And technologies used. sports apparel and accessories

Target Upper class & upper Upper class & Upper Middle Class, Lower

Customer middle class Middle class –Middle Class

50
Step 3: Determining the key success factor:

Competitor Analysis is done with respect to the following key parameters 7P:

1. Positioning

2. Product

3. Price

4. Promotion

5. People

6. Physical Evidence

7. Process

Positioning: Positioning strategy, by its very nature, involves value relative to competition. What do
you do or offer that’s better (or not as competitive) as others who offer similar products and services.
Various CSR (Corporate Social Responsibility) is also related to positioning of the brand in the
business.

Product: A product is seen as an item that satisfies what a consumer demands. It is a tangible good
or an intangible service. Tangible products are those that have an independent physical existence.

Price: The amount a customer pays for the product. The price is very important as it determines the
company's profit and hence, survival. Adjusting the price has a profound impact on the marketing

51
strategy, and depending on the price elasticity of the product, often it will affect the demand and
sales as well.

Promotion: All of the methods of communication that a marketer may use to provide information to
different parties about the product. Promotion comprises elements such as: advertising, public
relations, sales organization and sales promotion.

People: Ultimate Consumer of the product. Customer’s Satisfaction is the priority of any business.
They play most important role out of all P’s.

Physical evidence: Is defined as the environment in which the service is delivered and in which the
firm and the customer interact and any tangible commodities that facilitate performance or
communication of the service.

Process: The system by which you receive delivery of the service constitutes the process.

52
Positioning:

53
Product:

General Observations:

 It is noted that in most of the sportswear no. of options available in Nike and Adidas is
20%-25% lesser as compared to Decathlon.

 3-4 Colours are available for most of the products be it Jersey, T-shirt Dry Fit, Trousers,
Shorts, Track Pants, Shirts, jacket.

 Decathlon is very specific to every Sports.

- e.g. Dry Fit Garments for Running ,Inbuilt Padded Shorts for Cycling (Women, Men,
Children)

- Organic Cotton Tanks, T-shirt for Yoga and Fitness.

- Water Repellent Garments for Swimming, Diving Purpose.

 Nike and Adidas doesn’t Provide enough range for Children especially infants or toddlers
whereas in Decathlon there is Special Section for Kids.

 Nike and Adidas doesn't include categories like :

- Inner Wear Both for men Women , Infants (Vests, Underwear, Ladies bra)

- Thermal Wear, Jersey’s with Mesh for Hiking and all.

- Accessories like Bandana, Hairband, wrap rounder.

- Value Pack of 3 T-shirts are Promoted in Decathlon.

  Fast Moving Sizes: (Women)

Large (L) & Medium (M)

 Fast Moving Sizes: (Men)

 XL & Large (L)

In Decathlon for Infants there is a dominance of Blue and Pink Colour, Wider options are available in
smaller size
Price:

Price Point of Nike and Adidas are almost on head-on-head except.

 Women casual T-shirts

 Accessories like Socks , Head Band, Bra

 Women Track Pants

The Price Point of Decathlon Brands is comparatively very low and economical.

Thus, it caters to all sections of society i.e. Upper Class, Middle Class, and Lower-Middle Class.

 Maximum options were present in the price-point Rs. 2400 for both Nike and Adidas
in basic adult Jerseys and while in Decathlon it was in Price point of Rs. 1200.

 Highest Price-point for Jersey’s and Dry Fit Trousers were available in Nike for Rs.

9000.

 For Kids Wear Maximum options were present in the Price-point Rs. 399 in Decathlon
whereas in Nike and Adidas there were not many options for Kids especially Infants and
toddlers and most them were priced above Rs.999
Parameters for Pricing:

 Comparative Pricing: A Marketing technique in which selling price of the brand is directly
contrasted with the price of other competitor.
 So as to make comparative pricing more transparent and logical I have taken products which
are made up similar material and finishes.
Comparative Pricing of Track Pants (Women), Casual T-shirt (Men), Women Innerwear
Promotion:

Nike Promotions:
Adidas Promotions:

Decathlon Promotions:

Existing Marketing Concept and Strategies

Since its inception Decathlon has adapted some excellent classical marketing strategies to sell their
products. Few of the implemented strategies are as follows:

1. Print Media: Put billboards in central areas of the cities and near subway exit: Billboards are large
enough to grab attention of people passing by them normally in central areas and subway exits. Give
advertisement in newspapers and distribute leaflets: almost every person reads newspapers so
publishing advertise in one of the most popular newspapers has proved effective tool in marketing.
2. TV advertisement: TV has been always integral part of Decathlon’s marketing. They have released
many country specific commercials on many TV channels. In one of the creative advertisement of
Decathlon they have shown their innovative products in relation to that specific game history.

3. Low product cost as USP: Making low product cost as Unique Selling Point they have been
always one step ahead of their competitors.

4. Events and Campaigns: Every year Decathlon Organize promotional events such as Trocathlon
which provides platform for their customers to sell their old sports goods which attracts second hand
buyers & encourage their customers to buy again new stuff. It also hosts event called innovation
award every year.

5. Street Marketing: In Spain, while opening new store in one of the city, they had used this strategy.
Through the city streets they ran with different sports outfits holding the flag of Decathlon & chanted
their slogans which generated curiosity amongst the citizens.

According to Sinus Milieu prominently covered target groups are as follows:

1. Movers and Shakers milieu: These people prefer Decathlon’s passion brand which are innovative
in designs according to latest trends.

2. New Middle class milieu: They want excellent quality but at relatively low prices which exactly
Decathlon offers.
3. Adaptive Pragmatist milieu: This milieu generally consists of Young generation crowd for which
Decathlon offers attractive products with more brand option under one roof.

4. Precarious milieu: These are the people who are benefited with event such as Trocathlon.

5. Escapist milieu: They are lower middle class people who want to nurture their hobbies so for them
decathlon provides perfect solution.
Target Groups’ Online Attraction:

1. Website: Decathlon has their country specific website which offers all product information,
company profile and online buying option with same prices as in local Decathlon store.
2. Social Media: They are already active on famous social networks like Facebook, Twitter, and
Instagram. On these Medias they particularly upload posts which contain specific details about their
products and remedies to their customer queries.

3. Content Marketing using YouTube: Decathlon has been successful in promoting their innovative
products through number of creative videos which grabbed the attention of the target group and it
made Decathlon a more curious brand amongst the people. Their videos persistently show that they
are not just to grab market share but they are innovation driven organization. Some of their most
viewed YouTube videos goes by the tagline “Back to the Sports”, “Renew Your Desire to Do Sport”,
“Everything”

4. Mobile App: They have even developed mobile app which is user friendly for their customers
thereby further strengthening their accessibility. With mobile app they have reached even more
consumers.

Physical Evidence

Refers to the environment in which the product is delivered and in which the firm and the customer
interact, and any tangible commodities that facilitate performance or communication of the service

Physical Evidence is particularly important for communicating about credence services such as auto
repair, but it’s also important for services such as hotels, hospitals and theme parks that are
dominated by experience attributes. At decathlon the physical evidence gives the feel of some
different store experience, as the layout is designed in way so that customer can get direct feel of
sports and can trial the products in its natural environment.
CHAPTER-6
CONCLUSION
Findings:
The major findings include

 Lack of Promotional activities.

 Lack of brand image awareness.

 Lack of efficient marketing strategies with reference to other sport brands.

 Weakness in creating general awareness in comparison to competing brands like Nike, Puma
and Adidas

 Lack of availability to reach the target market via advertisement.

 High stock rupture experienced by customers, which leads to dissatisfaction of customers.

Difficulty while accessing online shopping site.

Suggestions:
 Advertisement: via Television should be used apart from other means like Facebook or
pamphlets to create awareness and publicity.
 Virtual trial rooms for mobile app and website: With the use of digital media Decathlon can
store all product related data in software and the person accessing that software will fill up
his/her personal data including photo. Unique account will be generated for every customer,
hence every time he/she need not fill all the data. Based on this software will show how the
product chosen by customer will look when he/she wears the same. Accordingly software will
also recommend suitable size. Therefore issues related to the sizes face by the customer will
reduce drastically. This facility can be offered in their stores as well which saves customers’
valuable time. Videos related to this technology will be uploaded on Social Media which can go
viral.
 Sporting blogs: One of the effective advertisement strategies could be to start sporting blogs.
This could provide platform for people who have passion for sports, sport professionals to
 interact with each other, share their experiences, and give tips regarding sports they practice. The
best blog or video could be rewarded. It will motivate the target group there by automatically
creating brand awareness and brand image.

 posters: We can put Decathlon‘s holdings and posters on local buses, metros, SRTC’s. As the
transport goes village to village and village to city. People will come to know about
DECATHLON , this strategy will be less costly and could have more positive responses as far as
advertisement is concerned
 Search engine optimization: Using search engine optimization Decathlon can make its websites
and social pages visible with higher priority on various search engines. Astute choice of
keywords on their website could further improve search results.
 Tournaments: We can sponsor some tournaments for cricket, football, skating, tennis,
badminton, table tennis at interschool, inter college and inter university level. By providing our
sports equipment’s and accessories to the players taking part in the tournaments. Such type of
promotional strategy can uplift the brand image as educational hubs are the main source of
advertisement.
 Recruitment: We can recruit our interns and new employees from different states of the country
, example if we recruit some interns from Kashmir valley, they could have more technical
knowledge about hiking , this will help decathlon to recruit more potential employees in future
and If we do recruitment there they will definitely mention DECATHLON as there recruiter in
their prospectus, so it will help DECATHLON to make good PROMOTIONAL image in the state
like J&K where there is non-availability of our store but still people would come to know about
our store by such recruitment strategies which leads to low cost advertisement.
 Social media: In present time, social media has great influence on youngsters. So we can target
social media for advertisement. KANGRA BOYS is a YouTube channel having 80 thousand
followers mainly youngsters. So through their medium we can advertise to the 80 thousand
youngsters.

Conclusion

Since, Customer Satisfaction and awareness is a key importance, it is necessary to analyze the
marketing tools, techniques and trends to study influence consumer behavior in the changing
market scenario and accordingly make decisions, adapting changes in the market and
implementing of necessary promotional activities according to customer taste and preference will
help Decathlon Sports India to emerge as the market leader and eventually expand its market share
with respect to the competitors.

Market analysis identifies the loopholes in promotions, Quality, price, style, fabric and the type of
technology and finishes required in sportswear.

CHAPTER-7
REFERENCES
References

 Andrews R., “Stakeholders concept and SWOT Analysis” Chapter 2.

 Andrews, J. Craig, S. H. Akhter, S. Durvasula & D. D. Meuhling (1992), “The effects of

advertising Chapter 2.

 Hermawan Kartajaya and Iwan Setiawan “Marketing 3.0” , Chapter 1 page 10 (May 3, 2010
Edition)

 Hermawan Kartajaya and Iwan Setiawan “Marketing 3.0” ,Chapter 5 page 1 (May 3, 2010
Edition)

 Kevin K. “Frame of Market Management”, March 8, 2006 Edition) Chapter 1 , Page 3

 Kotler P., “Kotler on Strategic Market Research” 14th Edition (Feb 8, 2011) Chapter-4 , Page 59
(First paragraph)

 Michelle Bonera and Elisabetta Corvi :“Effectiveness of Advertisement a literature review”,

Chapter1 page 4

 Michael E. Porter, “Competitive Advantage: Creating and Sustaining Superior Performance”,

January 2004, Chapter 2 page 25

 Michael E. Porter, Competitive Strategy: “Techniques for Analysing Industries and Competitors”,
January 2004, Chapter 1 page 19.

 Paul H., Market Research: “A Guide to Planning, Methodology and Evaluation”, Chapter 3 page
2.

 William S. Jevons “The Theory of Marketing Economy” , Chapter 1

 https://www.mbaskool.com/brandguide/lifestyle-and-retail/5213-decathlon.html , accessed on
15-05-2018

 https://www.decathlon.in/ accessed on 18-05-2018

 http://www.nikebiz.com/media/pr/2011/06/27_Q4FY11Earnings.html accessed on 1-06-2018

 http://www.fibre2fashion.com/news/leathersnews/newsdetails.aspx?news_id=31395 accessed
on 15-06-2018

 http://www.rncos.com/Market-Analysis-Reports/Sports-Wear-Market-in-India-IM235.html
accessed on 21-06-2018

 http://www.degree-essays.com/essays/marketingessays/nike-marketing-strategies.php
accessed on 17-08-2018

 https://en.wikipedia.org/wiki/Decathlon_Group accessed on 15-09-2018

 https://en.wikipedia.org/wiki/Decathlon accessed on 25-09-2018

 http://www.academia.edu/11504448/The-effectiveness-of-advertisement-a-literature-review
accessed on 5-10-2018
CHAPTER-8
ANNEXURE
Questionnaire (Feedback Survey):

1) Gender.

 Male

 Female

 Any other

2) Age.

 18-22

 22-25

 25-30

 35-45

 45 Above

3) Frequencies visa-vis.

 Often, if the advert looks interesting (at least once a weak)

 If the advert is for something I am very interested in (at least once a day)

 Rarely if the advert is interesting (once a month)

  Never

4) Important thing that in Decathlon advert draws your attention.

 The product itself

 Any deals mentioned in the advert (e.g. 20% off)

 Visual design

 The amount of information given

 The price

5) Do you feel better any difference in the information delivered by Decathlon advertisements
with actual information?

 Information is not clear

 NO I don’t
 Yes

6) ‘Advertising is beneficial to consumers because it provides important information about

goods and services.’

To what extent do you agree with the statement?

 Dis Agree

 Strongly Agree

 Agree
7) Why do you prefer decathlon?

 Because I am a sports lover

 Shopping, nothing to do with sports

8) Are you satisfied with the characters used in Decathlon advertisement?

 Yes

 No

9) How much influence do you feel that advertisements have our your buying behavior?

 Large influence

 Medium influence

 Small influence

10) Do you pay attention to online advertising?

  Yes

 No

 May Be

11) Satisfied with the online advertisements of Decathlon?

 Yes

 No

12) Do you want any change in our advertisements?

 No

 Yes

13) How do you rank promotional activities taken up by Decathlon?

 Outstanding

 Satisfactory
  Average

 Poor

14) Shopping experience online from WWW.DECATHLON.IN?

 Satisfactory

 Average

 Poor

 Have never shopped online

15) Overall advertisement of Decathlon with comparison to other sport brands you know?

 Poor

 Good

 Outstanding
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