Summer Training Report On Kazo

SUMMER INTERNSHIP REPORT 2010
SUMMER TRAINING REPORT

ON
KAZO FASHION LTD.
Analyzing Brand Perception And Accordingly Suggesting Various Feasible & Effective
Marketing Activities To Boost Sales.
Submitted in partial fulfillment of the requirements of the two year

Post Graduate Programme (PGP).
Submitted by
ABHISHEK KUMAR
Roll No. PG20095410
Batch: 2009-2011
IILM INSTITUTE FOR HIGHER EDUCATION

ANALYZING BRAND PERCEPTION AND ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE
1 MARKETING ACTIVITIES TO BOOST SALES
DECLARATION
I hereby declare that the Project work entitled, ANALYZING BRAND PERCEPTION AND
ACCORDINGLY SUGGESTING VARIOUS FEASIBLE & EFFECTIVE MARKETING ACTIVITIES TO
BOOST SALES submitted by me for the partial fulfilment of the Post Graduate Program (PGP)
to IILM Institute for Higher Education, is my own original work and has not been submitted
earlier either to IILM or to any other Institution for the fulfilment of the requirement for any
course of study. I also declare that no chapter of this manuscript in whole or in part is lifted
and incorporated in this report from any earlier / other work done by me or others.
Place :
Date :
Signature of Student
Name of Student: ABHISHEK KUMAR
Address: RZ-51, G/F, BER SARAI

NEW DELHI- 110016
CERTIFICATE FROM THE COMPANY
ACKNOWLEDGEMENT
I am thankful to Mr. DEEPAK AGGARWAL, MD KAZO Fashion, New Delhi and Mr. JONES
MATHEW, Professor Marketing IILM Institute for Higher Education, Gurgaon for giving me an
opportunity to work for KAZO Fashion Ltd.
My sincere thanks to Mr. SIDDHARTH CHANDRA, Manager–Marketing for extending his full
support and valuable guidance throughout my project duration.
I am also thankful to respective HODs, Store Operation Team and Customers of KAZO Fashion
for extending their cooperation towards the successful completion of my project.
My sincere thanks to my Mentor Mrs. KAKOLI SEN, Lecturer IILM Institute for Higher Education,
Gurgaon for extending all the support and for her ideas and knowledge which acted as
preliminary information for all the project work.
EXECUTIVE SUMMARY
As a part of the Summer Internship Programme, I was made to work with the marketing
department of KAZO Fashion Ltd, where the project was allotted. The project was spread over a
span of 6-weeks and was divided in two parts. The first part was to analyze brand perception of
KAZO Customers during the Spring-Summer collection by directly communicating with the
customers at the company’s various stores located in Delhi/NCR. Whereas, the second part was
concentrated on recommending various catchment areas near existing stores and to suggest
effective and feasible marketing activities to boost sales.
The Summary report includes suggestions on increasing their Customer Service level. The
observation includes the analysis on Customer loyalty program, quantity and quality of
collection, the display of designs and various other details. The observation also includes the
areas where the company would like to see improvement.
The project summarizes the work and experience gained at KAZO Fashion and a brief overview
of its retail operation and store-wise analysis.
TABLE OF CONTENTS
Industry Study 07
Consumer Market 08
Organizational Structure 12
Departments and their heads 14
SWOT Analysis 15
Introduction 16
Problem Identification 18
Methodology 18
Questionnaire 20
Research & Findings 22
Conclusion 46
Recommendations 48
Catchment Areas 49
INDUSTRY STUDY
Consumers are evolving entities. Their aspirations and expectations are continuously changing.
Today’s shoppers are more intelligent, discerning and tuned to their individual preference. They
are increasingly brand and fashion conscious and select labels which define who they are or
who they want to be. The biggest challenge for all the brands is to create loyal customers who
love them.
With rapid growth in disposable incomes Indian consumer markets are changing fast. And
therefore Apparel and fashion industry in India is in its growth stage. In such a scenario, it is
very essential to study how consumers make their choices in Apparel & Fashion category
where there are several brands in the consideration set of a consumer. Brands build
customer loyalty by delivering excellent value which includes styling, durability, quality
fabrics, and consistent fit. To the consumer, a brand name represents familiarity, consistency,
and confidence in performance.
Brand names when linked with lifestyle, self- expression, and aspirations epitomize
intangibles that are desirable to the consumer.
Consumers consider fashion as part of an overall budgetary spend, so apparel purchases

now compete directly with other choices from the technology, entertainment, beauty and
general lifestyle categories for the discretionary rupee.
Today’s’ global apparel environment is tougher than ever for brands. There are many reasons
for emergence of this challenging environment:
From a proliferation of brands
Fierce competition from retailers acting as brands
Smarter consumers
Luxury designers creating for mass
The growth of the discount sector
Rising costs of living around the world cause consumers to stretch their incomes more thinly,
meaning necessities are being weighed against apparel. Fashion must have value and
purpose and truly resonate to the consumer. Strong brands with consistent powerful
messages can create loyalty and a sense of worth that transcends the burden of choice.
Fashion is direct and individual communication. It also nourishes industries with high research
requirements due to its present characteristics:
Fast mutation of its specificities
Obsolescence of the product
The understanding of consumer’s desires, behaviour, and of purchase process of fashion

products is extremely important to design products collections as well as to placement of these
products in market. Considering a marketing approach, a fashion product must satisfy the
demand target, so the main idea (message) behind the brand (sender) must reach the
consumer.
“The Indian Economy is soaring. I think Indian people love brands. There isn’t another
American designer on this soil, may be because they don’t know it, may be because they don’t
understand it, may be because they don’t care. I care about it. I am excited about it and I feel
very positive that we are going to build a wonderful lifestyle business here.”
Consumer Markets
Indian consumer markets are changing fast, with rapid growth in disposable incomes, the
development of modern urban lifestyles. Indian consumers are becoming increasingly
sophisticated and knowledgeable about products; media channels that allow companies to
communicate with consumers are growing in diversity and reach. Foreign brands remain very
powerful in India, especially in clothing and personal care products, but increasingly brands
have to be associated with value.
India’s consumer markets are unique. India has more people living in poverty than any other
country. Its population is less urbanized than almost every other comparable economy. Literacy
rates are lower than in most Asian competitors and income is less well distributed across the
whole population than in most Asian competitors.
The Global Retail Apparel Index 2008
Rank Country Absolute Growth Consumer Score
market size prospects affluence
1 Brazil 45 33 42 48
2 China 74 22 36 47
3 India 57 37 31 47
4 Turkey 29 37 59 46
5 Chile 22 47 44 46
6 Romania 21 54 34 45
7 Argentina 21 44 39 41
8 Thailand 22 25 57 40
9 Russia 52 22 39 39
10 UAE 31 42 28 38
A key challenge for apparel retailer in India is to induce customer to purchase quickly, which
means sales promotion tactics are important, including end of season sales, festival promotion
and special events.
India has one of the youngest populations in the world with 54% of the population below the
age of 25. Discretionary spending has seen a 16% rise for the urban upper and middle classes
and the number of high income households has grown by 20% year on year since 1995-96.
There is an increasing shift from price consideration to design and quality, as there is a greater
focus on looking and feeling good (apparel as well as fitness). At the same time, the new Indian
consumer is not beguiled by retailed products which are high on price but commensurately low
on value or functionality. There is an easier acceptance of luxury and an increased willingness
to experiment with mainstream fashion. This results in an increased tendency towards
disposability and casting out -from apparel to cars to mobile phones to consumer durables. The
self-employed segment of the population has replaced the employed salaried segment as the
mainstream market. 40% of primary wage earners in the top 2-3 social classes in towns with a
population of 1 million or more are self employed professionals and businessmen. This has
driven growth in consumption of productivity goods, especially mobile phones and two and
four-wheelers. Finally, credit friendliness, drop in interest rates and easy availability of finance
have changed mindsets. Capital expenditure (jewellery, homes, cars) has shifted to becoming
redefined as consumer revenue expenditure, in addition to consumer durables and loan credit
purchases.
Consumer Preference for Apparel Brands
India devotes roughly the same share of their income to apparel as do Chinese and Brazilian.
But the countries lower per capita income levels means overall spending on apparels is
significantly lower, and the habit of Indian shopper present intriguing challenges for
multinationals eyeing the market. For starters, nearly 40% of mass-market Indian shoppers
McKinsey surveyed said that their most important shopping occasions revolved around special
events such as weddings and annual religious festivals – a figure dramatically higher than the
one for shoppers in the other emerging markets McKinsey studied. Furthermore, to a greater
extent than else were shopping is a family activity in India, nearly 70% of its shopper’s always
go to stores with their family, and 74% - more than twice than average of Brazil, China and
Russia view shopping as the best way to spent time with family. The preference for family –
oriented shopping is consistent across age groups, income segments, regions and city sizes. As
in many markets, in India women are the primary decision makers in apparel purchases for the
entire family. But India’s men also have an important role – indeed, half of McKinsey survey
respondent said that their husband had a major influence on which stores they frequented – a
proportion far higher than Brazil (3%), China (8%) and Russia (18%). What’s more, India is
unusual in that the market for men’s apparel is larger than women’s market, where traditional
Indian apparel still dominates. Mass – market apparel retailer must therefore find formats and
merchandising approaches that will attract shopper’s seeking apparel not only for special
occasion but also appealing to entire family. According to McKinsey5 survey young Indian aged
18 – 24 years strongly trust brands from their own country but also believe that foreign brands
are of higher quality than local brand. In India, rather than using only income bands to define
category of consumers, we use the socioeconomic class code established by the Market
Research Society of India, high-end or “global” consumers are those in socioeconomic class (SEC
A), mass-market consumers are those in SECs B and C, and struggling consumers are
represented by SECs D and E. In addition to household income the class code incorporate the
levels of education and occupation.
ORGANIZATIONAL STRUCTURE
KAZO Fashion Ltd was established in the year 2007. In such a short span of time KAZO
has established an enviable reputation and high visibility in the fashion world. KAZO is
an in-house brand of B. L. International. Following are the details
Company Name: B.L.INTERNATIONAL
Business Type: Manufacturer, Trade, Retail
Product/Service
Bags, Accessories, Clothing
(We Sell):
Number of Employees: 101 - 500 People
Trade & Market
North America
South America
Western Europe
Eastern Europe
Main Markets: Eastern Asia
Southeast Asia
Mid East
Africa
Oceania
Total Annual Sales Volume: US$10 Million - US$50 Million
Clients:
ZARA, VILA, MANGO, EXIT KIDS, ONLY, PULL & BEAR, VEROMODA, BERSHKA and UNITED
COLORS OF BENETTON.
RETAIL PRESENCE – EBOs & SISs
EBOs SISs
 Delhi/NCR – 6 showrooms
 Ritu Wears
Westgate Mall, Raja Garden
Rohini
Select City Walk Mall, Saket
Lajpat Ngr
Ambiance Mall, Gurgaon
Jallandhar
Great India Place, Noida
Amritsar
Greater Kailash – I
 Forum Bangalore
DT Mall, Gurgaon
 Central Bangalore
 Mumbai – 4 showrooms
 India Bulls - Pune
Juhu Tara Road, Juhu
 Ebony
Mega Mall,
Amritsar
Inorbit Mall, Vashi
Chandigarh
Oberoi Mall
Faridabad
 Punjab – 2 showrooms
Ludhiana
Ludhiana
Amritsar
 Bangalore – 1 showroom
 Hyderabad – 1 showroom
DEPARTMENTS AND HODs
Managing Director Mr. Deepak Aggarwal

• Designing Ms. Vimmi Juneja
• Buying Mr. Himanshu Mandhan
• Retail Operations Mr. Himanshu Mandhan (PAN India)

Mr. Mayur P. Kaku – Area Manager (Mumbai)
Ms. Harshita Jhamb – Key Accounts Manager (All SIS)
• Projects/Business Development Mr. Himanshu Mandhan
• VM & Marketing Ms. Vimmi Juneja
• Auditing & Logistics Mr. Himanshu Mandhan
• IT & MIS Mr. Manoj (IT)

Mr. Ranjan (MIS)
• Finance Mr. Rajiv Bansal
SWOT ANALYSIS
Strength
Lesser prices as compared to competitors
Stores at prime locations in all the malls
Very high degree of customer loyalty
Weakness
Low level of brand awareness
Non availability of sizes
Very few variants in colors
No incentive for repeat purchases
Opportunities
Increase in demand of luxury brand from middle class
Increase in disposable income of people
People becoming brand conscious
Growing domestic market
Threats
Predominance of unorganized sector(Flee markets)
Increased competition
Cheaper imports
Change in govt. policy of FD
INTRODUCTION
KAZO: THE OOMPH FACTOR
BRINGING THE OOMPH TO INDIA
KAZO is a young fashion brand that has crept its way into being the centre of fashion industry.
In such a short span of time they have established an enviable reputation and high visibility in
the fashion world. The main asset of the collection is that it is highly affordable which enables
customers an access to the latest designer wear, giving a chance to every woman to great in her
skin, right to her soul. In India, women feel prod to wear KAZO, which really shows that the
brand is highly acceptable. The promoters of KAZO have an in-depth experience of supplying
garments with a youthful spirit for ladies/ kids/ men since several years to the top known
international brands in Europe.
KAZO has set up design studios in Spain, Paris, London, Milan and also has a huge design studio
in Delhi. The designers from KAZO follow the major fashion runways of Milan, Paris, London
where the genesis of the seeds of inspiration takes place and the collection conjoined which
confirms that KAZO is no behind any international brand. KAZO is a young brand and launched
its first showroom in India on 07.07.07. To this date, KAZO has six showrooms spread across
Delhi/NCR, Ludhiana and several other metros like Amritsar, Mumbai and Bangalore.
KAZO Trendy, KAZO Evening, KAZO Basic, KAZO Men and KAZO Limited are the ranges of KAZO
that are from chic and youthful to glamorous and glitzy to please not only naughty teens,
professionals and the coveted diva but also men.
KAZO TRENDY
The name speaks for itself- this range is chic, youthful with a dash of vulnerability. Specially
designed to ring out sheer fun element in the lives of young girls between 15- 25. Attires under
this collection are a toast to vivacity of a woman who constantly alters her wardrobe and
thrives on variety.
KAZO EVENING
For that special evening, with glitz and glamour, KAZO has its designer evening wardrobe that
will give you a complete look of the diva. Those entire women between 15 and 35, finds it one
stop for that impeccable fit and ethereal design. Whether it’s a party, an evening with friends or
a date with your beloved, KAZO’s designer wear will prepare you to walk the face of the earth
with poise.
KAZO LIMITED
Very limited, specially designed, oodles of attitude, charm, poise and style that’ll take the
breath away are the bona fide characteristics of a KAZO limited collection. From 20-35, the
collections under KAZO accommodate one and all enabling every woman to mesmerize the
world. If parties are your haunt and distinctiveness your covet then KAZO is your ultimate stop.
KAZO BASIC
Office wear was never so trendy before the launch of KAZO that has created a unique collection
of r the women of today who aims at leaving a mark wherever she goes. Office wardrobes from
KAZO is a must have if style and profession goes hand in hand for you.
KAZO MAN
The Autumn/Winter collection of 2009 saw another addition to the existing range of KAZO. It
was the time when KAZO entered the men’s collection. Trendy, stylish, casual and colorful are
some of the attributes in the collection. Though it’s only available at select stores right now,
KAZO plans to increase the man’s collection to its entire store.
The main goal of the brand is to bring trendy high class fashion to India with a commercial
value. Kazo, the high-end designer apparel brand, has decided to spread its wings wider,
encouraged by the success enjoyed since their inception in July 07. The level of commitment
from the management to increase the Brand presence across India can be inferred from the
statement made by the MD, Mr. Deepak Aggarwal in 2008.
“We intend spend Rs 50 crore or more for this financial year,” said Deepak Aggarwal, Kazo’s
managing director. “While we have opened seven stores up to now, we plan to continue
expanding at an average rate of a store per month.”
KAZO’s ambitious expansion plan includes a network of 30-40 showrooms across India in
metros such as Bangalore, Ludhiana, Chandigarh, New Delhi, Mumbai and Kolkata, with plans
to tap potential foreign shores such as Hong Kong, Singapore, Dubai, Malaysia and even Europe
in the near term.
For the first time KAZO plans to have franchises of their own and to be available in shop-in-
shops too.
According to the managing director, Mr. Deepak Aggarwal, “Being a well-established

international western brand with a following of A-list celebrities including Bollywood actors, it is
only natural for us to cash in on the booming market and introduce everybody to global fashion
trends,” For more than 10 years, KAZO has supplied garments to international fashion brands
such as Zara, Mango, Sicily and Benetton among many others.
Their unique selling point (USP) is probably that while the brand is high fashion, the prices are
reasonable and affordable. The designs are certainly high street and very party wear, which is
also the reason why actors seem happy to now have it right here in India.
CELEBRITY QUOTES
“One can find anything from trendy to sensual outfits at Kazo,” Soha Ali Khan said. “Their
evening collection suits me because the range is sexy and helps me keep up my appearance.”
Kazo has four collections — basic, evening, trendy and limited.
“I love the jersey material in their casual collection and its comfort level is unmatched,” said
actor Sameera Reddy. “Their clothes are trendy, yet classy and that is the underlying principle
for foreign designers.”
KAZO, the brand for international western wear for women, is a friendly organization ensuring
that employees have a warm, nurturing work environment that recognizes and reward
excellence.
PROBLEM
As a part of its marketing team, I was fortunate enough to work with Mr. Siddharth Chandra,
the marketing manager of KAZO Fashion, who guided me through the project. There were two
major assignments given to me. The first responsibility was to find out the customer profile of
KAZO, analyze consumer perception about the brand KAZO and its summer collection, the level
of customer service being provided at the stores and the kind of loyalty program that would
make the consumers come back to the store. The second part of the assignment was to find out
the catchment areas near the store, based on the findings of the research, and to suggest the
best of the BTL activities available.
METHODOLOGY
For this purpose, primary data collection was the chosen as the best alternative so as to get the
first hand and fresh insight on consumer behavior. A total of 203 customers were surveyed over
the period of 4 weeks covering all the 6 stores of Delhi/NCR and one store of Ludhiana (Punjab).
The questionnaire was prepared keeping in mind the objectives of the research.
QUESTIONNAIRE USED TO TAP THE RESPONSE
Name:
Age: Below 19 19-25 25-30 30-35 35-40 Above 40
Contact no: Email Id:
Profession:
INCOME: Below 3 lacs 3-5 lacs 5-7 lacs Above 7 lacs
To begin, how did you come to know about KAZO?
a) Magazine ad b) Newspaper ad c) Word of Mouth d) Radio e) browsing through the mall f) Promotions
How many times did you visit KAZO?
a)every month b)twice in a month c) every 10 days d) every week
Which are the other brands you are most likely to visit while shopping? ( you can choose more than one option)
a)MANGO b) PROMOD c) SISLEY d) ESPIRIT e) Others_________________________
When you think of KAZO, first thing that come to your mind is
a) Evening Wear b) Party Wear c) Casual Wear d) accessories e) Others________________________________
Did you find the sizes of your choice?
a) Yes b) No
If not which sizes would you want to see as a part of the collection?
a) XS b) S c) M d) L e) XL f) XXL
Which colors would you like to see more often in KAZO?
a) Pastel b) Bold and Bright c) Flashy d) Subtle e) Others______________________
Are you happy with the available variety in accessories?
a) Yes b) No
What do you think about the price range of products offered?
a) Highly priced b) Value for money c) It’s a steal at that price
Awesome Good Satisfactory Improve Hurts the eye
Are u satisfied with the variety of designs available? 1 2 3 4 5
How did you find the quality of fabric used? 1 2 3 4 5
How do you find the display of the designs? 1 2 3 4 5
How did you find the window display? 1 2 3 4 5
Highly Likely Likely Neither Likely nor Unlikely Unlikely Highly Unlikely
How likely would you be to recommend KAZO 1 2 3 4 5

to a friend or relative?
Very Satisfied Neither Satisfied Dissatisfied Highly Dissatisfied

Satisfied nor Dissatisfied
Overall, how satisfied are you with KAZO Products? 1 2 3 4 5
Interiors 1 2 3 4 5
Music 1 2 3 4 5
Etiquette of the store staff 1 2 3 4 5
Is the store staff helpful enough? 1 2 3 4 5
One change you really wish to see in KAZO
_____________________________________________________________________________________________________________________________
If starting with a Loyalty Program for its Customers, what kind of advantages you look forward to
a) Point Based Purchase – Discounts
b) Newsletter- Fashion Updates/ Store Updates/ Style Tips
c) Exclusive Membership- Fashion Shows/ Club Invites/ KAZO Nights
d) Others____________________________
THANK YOU FOR YOUR TIME AND FEEDBACK
RESEARCH AND FINDINGS

Age Group Count
14-18 13
19-25 103
25-30 63
30-35 15
35-40 9
Total 203
35-40 9
30-35 15
25-30 63
19-25 103
14-18 13
0 20 40 60 80 100 120
30-35 35-40 14-18

7% 5% 6%
25-30
31%
19-25
51%
Location Count
Delhi/NCR 163
Ludhiana 30
Mumbai 3
Other 7
Total 203
Other 7
Mumbai 3
Ludhiana 30
Delhi/NCR 163
0 20 40 60 80 100 120 140 160 180
Other
Mumbai 3%
2% Ludhiana
15%
Delhi/NCR
80%
Income Count
Dependant 76
Below 3 L 5
3-5 L 24
5-7 L 29
Above 7 L 16
Prefer not to reveal 52
Total 202
Prefer not to… 52
Above 7 L 16
5-7 L 29
3-5 L 24
Below 3 L 5
Dependant 76
Prefer not to reveal Dependant

26% 38%
5-7 L
3-5 L
Above 7 L 14%
12%
8%
Below 3 L
2%
How do they know about kazo?

Walk In 106
WoM 64
News Paper 15
Radio 2
Promo 5
Magazine 10
Total 202
How do they know about kazo?
Magazine 10
Promo 5
Radio 2
News Paper 15
WoM 64
Walk In 106
Radio Promo Magazine

News Paper 1% 2% 5%
7%
Walk In
53%
WoM
32%
How often do they visit?

Monthly 110
Fortnight 41
Weekly 10
Every 2 months 23
Others 16
Total 200
How often do they visit?
Others 16
Every 2 months 23
Weekly 10
Fortnight 41
Monthly 110
Others
8%
Every 2 months
12%
Weekly
5%
Monthly
Fortnight 55%
20%
Where else do you shop?

Mango 33
Others ( FCUK/UCB/Pantaloon/ZARA/She 81
bebe)
Promod 27
Sisley 15
Espirit 38
Total 194
Where else do you shop?
Espirit 38
Sisley 15
Promod 27
Others ( FCUK/UCB/Pantaloon/ZARA/She bebe) 81
Mango 33
Espirit Mango
19% 17%
Sisley
8%
Others (
Promod FCUK/UCB/Pantaloo
14% n/ZARA/She bebe)
42%
What comes to your mind when you think of

Kazo?
Evening Wear 56
Party Wear 53
Casual Wear 81
Accessories 10
Others( Funky/Gown/Smart & Trendy) 3
Total 203
What comes to your mind when you think of

Kazo?
Others( Funky/Gown/Smart & Trendy) 3
Accessories 10
Casual Wear 81
Party Wear 53
Evening Wear 56
Accessories Others(
5% Funky/Gown/Smart
& Trendy)
Evening Wear 1%
28%
Casual Wear
40%
Party Wear
26%
Did you find your size?

Yes 75
No 128
Total 203
Did you find your size?
128
No
75
Yes
Yes
37%
No
63%
Sizes in Demand
XS 24
S 71
M 52
L 27
XL 13
XXL 3
Total 190
Sizes in Demand
XXL 3
XL 13
L 27
M 52
S 71
XS 24
XXL
2%
XL XS
L 7% 13%
14%
S
M 37%
27%
Colors for Summer

Bright 77
Bold 66
Subtle 37
Pastel 16
Flashy/ Purple/Black 5
Total 201
Colors for Summer
Flashy/ Purple/Black 5
Pastel 16
Subtle 37
Bold 66
Bright 77
Pastel Flashy/ Purple/Black

8% 3%
Bright
Subtle
38%
18%
Bold
33%
Accessories
Yes 124
No 79
Total 203
Accessories
79
No
124
Yes
No
39%
Yes
61%
How's the price?

Highly Priced 46
Value for Money 156
Mid Way 1
It’s a steal at that 0
price
Total 203
How's the price?
It’s a steal at that price 0
Mid Way 1
Value for Money 156
Highly Priced 46
Mid Way It’s a steal at that

0% price
0%
Highly Priced
23%
Value for Money

77%
Are u satisfied with the variety of designs available

Excellent 29
Good 68
Satisfactory 84
Needs Improvement 21
Hurts the Eye 0
Total 202
Are u satisfied with the variety of designs

available
Hurts the Eye 0
Needs Improvement 21
Satisfactory 84
Good 68
Excellent 29
Needs Improvement Hurts the Eye

10% 0%
Excellent
14%
Satisfactory
42%
Good
34%
How did you find the quality of fabric used

Excellent 38
Good 86
Satisfactory 64
Needs Improvement 7
Hurts the Eye 3
Total 198
How did you find the quality of fabric used
Hurts the Eye 3
Needs Improvement 7
Satisfactory 64
Good 86
Excellent 38
Needs Improvement Hurts the Eye

4% 2%
Excellent
19%
Satisfactory
32%
Good
43%
Wnidow Display
Excellent 41
Good 68
Satisfactory 31
Needs Improvement 0
Hurts the Eye 0
Total 140
Hurts the Eye 0
Needs Improvement 0
Satisfactory 31
Good 68
Excellent 41
Needs Improvement Hurts the

0% Eye
0%
Satisfactory Excellent
22% 29%
Good
49%
Display of Design
Excellent 88
Good 78
Satisfactory 23
Needs Improvement 5
Hurts the Eye 0
Total 194
Display of Design
Hurts the Eye 0
Needs Improvement 5
Satisfactory 23
Good 78
Excellent 88
Satisfactory Needs Improvement Hurts the Eye

12% 3% 0%
Excellent
45%
Good
40%
How likely would you be to

recommend KAZO to a friend
or relative
Highly Likely 42
Likely 111
Neither Likely nor
Unlikely 33
Unlikely 4
Highly Unlikely 1
Total 191
Recommending KAZO to a friend or relative
Highly Unlikely 1
Unlikely 4
Neither Likely nor Unlikely 33
Likely 111
Highly Likely 42
Neither Likely Unlikely Highly Unlikely

nor Unlikely 2% 1%
17%
Highly Likely
22%
Likely
58%
The next time you shop, how likely would you be to choose KAZO
Highly Likely 53
Likely 110
Unlikely 3
Highly Unlikely 0
Total 191
Next shopping at KAZO?
Highly Unlikely 0
Unlikely 3
Likely 110
Highly Likely 53
Neither Likely nor Unlikely Highly Unlikely

Unlikely 1% 0%
13%
Highly Likely
28%
Likely
58%
Overall Satisfaction?
Highly Satisfied 35
Satisfied 105
Neither Satisfied nor Dissatisfied 48
Dissatisfied 3
Highly Dissatisfied 1
Total 192
Overall Satisfaction?
Dissatisfied 3
Satisfied 105
Highly Satisfied 35
Neither Satisfied nor Dissatisfied Highly Dissatisfied

Dissatisfied 2% 0%
25%
Highly Satisfied
18%
Satisfied
55%
Store Interiors?
Highly Satisfied 87
Satisfied 80
Dissatisfied 4
Total 190
Store Interiors?
Dissatisfied 4
Satisfied 80
Highly Satisfied 87
Neither Satisfied Dissatisfied Highly Dissatisfied

nor Dissatisfied 2% 1%
9%
Highly Satisfied
46%
Satisfied
42%
Music
Highly Satisfied 94
Satisfied 81
Neither Satisfied nor 11
Dissatisfied
Dissatisfied 4
Total 191
Music
Dissatisfied 4
Satisfied 81
Highly Satisfied 94

Dissatisfied 2% 1%
6%
Highly Satisfied
49%
Satisfied
42%
Store Staff: Etiquettes

Highly Satisfied 88
Satisfied 87
Dissatisfied 3
Total 189
Store Staff: Etiquettes
Dissatisfied 3
Satisfied 87
Highly Satisfied 88

Dissatisfied 2% 0%
5%
Highly Satisfied
47%
Satisfied
46%
Staff Helpfulness
Highly Satisfied 98
Satisfied 83
Neither Satisfied nor 8
Dissatisfied
Dissatisfied 1
Total 190
Staff Helpfulness
Dissatisfied 1
Satisfied 83
Highly Satisfied 98
Neither Satisfied Dissatisfied Highly Dissatisfied

nor Dissatisfied 0% 0%
4%
Highly Satisfied
Satisfied 52%
44%
Loyalty Program
Point Based Discount 125
Membership 49
Store Updates 9
Ohers- (NR/ Combo) 18
Total 201
Loyalty Program
Ohers- (NR/ Combo) 18
Store Updates 9
Membership 49
Point Based Discount 125
Ohers- (NR/ Combo)

Store Updates 9%
5%
Membership
24%
Point Based
Discount
62%
CONCLUSION
CONCLUSION
 As intended, it was found that majority of its customers fell in the age range of 19-30.
82% customers fell in this age range.
 While many of the customers did not reveal their income, out of those who revealed,
majority fell in the income range of 3-7 Lacs covering middle and upper middle sections
of the society.
 While walk-ins constituted more than half, Word of mouth (WoM) also took a
considerably bigger share when enquired about their first acquaintance with KAZO.
 Monthly visits to the store were high, followed by fortnight visits.
 Espirit, Mango and Promod came out as biggest competitors, while other brands like
Zara, FCUK, UCB, She bebe and Pantaloon also had a considerable presence.
 Casual Wear was on top the mind of customers when it came to Summer Shopping
closely followed by Evening and Party wear, which KAZO is famous for.
 The sizes remained a big problem, 63% of the customer could not find the sizes of their
choice.
 This summer season saw a huge demand for Small and Medium size. While S remained
at 37% M was at 27% of all the sizes demanded.
 Bold and Bright was the color of the season with 71% of the garments being demanded
in that color.
 The ranges of accessories were at a decent place. 67% of the customers were pretty
satisfied with the summer collection of accessories.
 This season saw a change in the attitude of customers. While earlier KAZO was
considered to be a bit on the higher side when it came to pricing, this season saw 77% of
the customers who found it Value For Money. Thanks to the reduced pricing strategy.
 The designing part of KAZO raised a few questions. Only 14% found the collection to be
excellent while a major chunk of the customers strongly felt that the increase in
variations in design was an absolute and immediate need.
 Quality of the fabric used also saw a decline where only 19% was happy with the quality.
Majority felt that the quality could be improved.
 While 49% of the customers found the window display to be good, there were an
approximately equal number of customers who found the display to be excellent and an
equal number found that it needed improvement.
 Recommending KAZO to friends or family and choosing KAZO the next time they shop
stood at a decent place with majority of the customers said that they are likely to chose
KAZO on these parameters. But this also needs improvement as WoM plays a big role in
KAZO.
 Customer Experience Level at stores also scored decent on a scale of 5, which should
definitely be raised.
 During the research, Point Based Purchase was the most famous loyalty program among
customers, followed by Club invites from KAZO.
RECOMMENDATIONS
RECOMMENDATIONS
 When we look at the advertising strategy of KAZO, we see that 53% of customers did
not see any Kazo advertisement, 32% heard about KAZO from friends or family. Thus, a
total of 85% came to know about KAZO from sources other than what’s being intended
by its marketing department. Thanks to the location of stores and the quality of designs
and fabric, the customer base of KAZO has always been increasing. But in order to reach
a wider base, KAZO needs to invest on several ATL for branding & BTL activities to target
its potential customers. Several BTL activities that could be explored have been
suggested here.
VARIOUS CATCHMENT AREAS AND ACTIVITIES

Based on the assumption that more than 82% of our customer falls in the Age group of 19-30
and they fall in the income range of 3-7 lacs. These are some of the options that could be
explored
OPTION 1
INSIDE MOVIE THEATERS PROMOTION- PVR & DT
PRMOTION TYPE- A. STANDIES, B. TICKET JACKETS AND C. A 10-SECOND JPEG ON SCREEN PROJECTION
Show your ticket jacket at the store and get attractive offers
THEATER FREQUENCY AV FOOTFALL INSTRUMENT

PVR select + Gold (7 screens) Monthly 60000 2 Standies + JPEG Projection + 60000 jackets
DT mega mall Monthly 27000 2 Standies + JPEG Projection + 27000 jackets
PVR ambience ( 6 screens) Monthly 40000 2 Standies + JPEG Projection + 60000 jackets
WestGate Monthly 27000 2 Standies + JPEG Projection + 27000 jackets
Total 154000
STORE
FOOTFALL
(CONVERSION@ STORE CONVERSION
COST OF PROMO 2%) RATE STORE PURCHASE ABV
200000 1200 20 240 1300
65000 540 20 108 1300
200000 800 20 160 1300
65000 540 20 108 1300
530000 3080 616
TOTAL INC SALE

312000
140400
208000
140400
800800
OPTION 2
INSIDE COFFEE SHOPS
PROMOTION TYPE- BARTER( A. STANDIES, B. DISCOUNT SYSTEM- 5% ON ABOVE 100, 10% ON ABOVE 200,
15% ON 300 AND ABOVE, C. PAMPHLETS
Show your voucher and get discounts
AV
COFFEE SHOPS FREQUENCY FOOTFALL INSTRUMENT
Costa Cofee- Ambi Monthly 6000 1 Standy+ 300 Pamphlets+ 6000 Vouchers
Coffee Bean & Tea Leaf-Saket Monthly 6000 1 Standy+ 300 Pamphlets+ 6000 Vouchers
Mocha- GK Monthly 6000 2 Standies+ 300 Pamphlets+ 6000 Vouchers
CCD- Mega Mall Monthly 5000 1 Standy+ 300 Pamphlets+ 6000 Vouchers
Total
STORE
FOOTFALL
2000+120+4800 60 30 18 1300
2000+120+4800 60 25 15 1300
4000+120+4800 60 25 15 1300
2000+120+4800 50 30 15 1300
29080 230 63
TOTAL INC SALE

23400
19500
19500
19500
81900
OPTION 3
INSIDE MALL PROMOTION
PROMOTION TYPE- 10 STANDIES
Mall FREQUENCY AV FOOTFALL INSTRUMENT

Select CityWalk Monthly 90000 10 Standies spread across the mall
Ambienece Monthly 30000 10 Standies spread across the mall
DT MegaMall Monthly 10000 5 Standies spread across the mall
Westgate Monthly 20000 5 Standies spread across the mall
Total 150000
STORE
FOOTFALL
160000 900 25 225 1300
110000 300 30 90 1300
20000 100 30 30 1300
20000 200 30 60 1300
310000
TOTAL INC SALE

292500
117000
39000
78000
526500
OPTION 4
COLLEGE PROMOTION
PROMOTION TYPE-WELCOME GIFT TO ALL THE FRESHERS
Show your ID and get 15% Flat Discount
COLLEGE FREQUENCY STRENGTH INSTRUMENT

IILM LR & GGN Monthly 1500 Fresher’s Party+ Posters+ Mails
IIPM Monthly 1500 Fresher’s Party+ Posters+ Mails
AMITY Monthly 2000 Fresher’s Party+ Posters+ Mails
NID Monthly 500 Fresher’s Party+ Posters+ Mails
NIFT Monthly 500 Fresher’s Party+ Posters+ Mails
DU Monthly 10000 Fresher’s Party+ Posters+ Mails
Total 16000
STORE
FOOTFALL
2000 75 25 18.75 1300
1000 75 25 18.75 1300
2000 100 25 25 1300
1000 25 25 6.25 1300
1000 25 25 6.25 1300
5000 500 25 125 1300
12000 160
TOTAL INC SALE

24375
24375
32500
8125
8125
162500
260000
OPTION 5
CLUB ASSOSIATION
PROMOTION TYPE- Barter + Discounts
CLUB FREQUENCY AV FOOTFALL INSTRUMENT

HARD ROCK Weekends 50000 2 Standies+ Vouchers
STORE
FOOTFALL
6000 500 25 125 1300
TOTAL INC SALE

162500
 Monthly visits make up the maximum part of footfalls to the store, which eventually
needs to be converted to either fortnightly or weekly visits. Frequent addition of new
designs and information about it through sales staff, online blogs or SMSs should
motivate customers to come back to stores more frequently.
 The collection needs an adaptation according to the season. You can’t have all dark and
grey during summers. Though KAZO had some amazingly beautiful and bright collection,
the variation in designs were too less. More colors options in various designs should be
offered.
 You just can’t afford to lose customers because of non-availability of size. When you
have 32% of footfalls coming through WoM and 53% through walk-ins, you are just not
in the position to lose customers like that. This first half of the summer season saw a
major issue with the availability of the sizes being demanded. Either the customer did
not make any purchase or settled for some other article which was not their first option.
 KAZO Accessories are living up to the expectations of the customers. Young, trendy full
of attitude and bling is just what customers are looking for when they come to KAZO. A
bit more variation in designs and better quality would add on the value to the collection.
 The Spring-Summer 2010 Collection definitely saw some of the best designs and some
of the best colors. But the problem with both of them was that there were not enough
options. The colors lacked variation and the designs lacked option. Again when you have
WoM as your marketing weapon and a cut throat competition at the retail level, these
problems needs immediate attention and needs to be resolved quickly.
 Having reputation as an international brand and expectations to live up to, you just can’t
play with the quality of the fabric. The summer season saw an increase in the number of
complaints relating to the quality of fabric.
 Nearly 50% of the customers were okay with the display of window, but almost a
quarter of customers felt the need for improvement. A few of the customers specially
mentioned the need for frequent change of design on mannequin as that gives an idea
of the collection inside.
 As the collection of KAZO has been excellent over the years, that has made its customer
really loyal to the brand. A large chunk of respondents said that they would return to
KAZO for their next shopping and they are also likely to recommend the brand to their
friends and family. But even on these fronts a little improvement is needed as a big
chunk of respondents were not really sure if would come back. Good designs coupled
with an excellent customer service are needed.
 For a retail brand like KAZO, stores are the brand touch point where a customer goes,
feel and interact with the brand. That’s why it becomes really important to give an
excellent experience to the customer by going that extra mile, but at the same time you
need to realize that you are not interfering the personal space of customer. Research
shows that nearly half of the respondents were satisfied with the service while the rest
half still thought that there experience could have been better. A brief training to the
staff could really help in providing the required level of customer service.
 When asked about loyalty program, a majority of respondents said that since they are
regular to the store and sometimes make heavy purchase, they should be given a
chance to earn points which can be later redeemed for discounts. This can be used as an
effective tool to retain customers and make them purchase more often. As the majority
of customers are the young , a good amount of respondents were also interested in
membership or invites for events like Fashion Shows and KAZO nights. Once in a while
even this option can be used to increase brand loyalty.

Summer Training Report On Kazo

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SUMMER INTERNSHIP REPORT 2010

SUMMER TRAINING REPORT

KAZO FASHION LTD.

Submitted in partial fulfillment of the requirements of the two year

Roll No. PG20095410

IILM INSTITUTE FOR HIGHER EDUCATION

Name of Student: ABHISHEK KUMAR

Address: RZ-51, G/F, BER SARAI

CERTIFICATE FROM THE COMPANY

Departments and their heads 14

Research & Findings 22

Consumers consider fashion as part of an overall budgetary spend, so apparel purchases

From a proliferation of brands

Fierce competition from retailers acting as brands

Luxury designers creating for mass

The growth of the discount sector

Fast mutation of its specificities

Obsolescence of the product

The understanding of consumer’s desires, behaviour, and of purchase process of fashion

The Global Retail Apparel Index 2008

Rank Country Absolute Growth Consumer Score

market size prospects affluence

Consumer Preference for Apparel Brands

Company Name: B.L.INTERNATIONAL

Business Type: Manufacturer, Trade, Retail

Number of Employees: 101 - 500 People

Trade & Market

Total Annual Sales Volume: US$10 Million - US$50 Million

RETAIL PRESENCE – EBOs & SISs

DEPARTMENTS AND HODs

Managing Director Mr. Deepak Aggarwal

• Buying Mr. Himanshu Mandhan

• Retail Operations Mr. Himanshu Mandhan (PAN India)

• Projects/Business Development Mr. Himanshu Mandhan

• VM & Marketing Ms. Vimmi Juneja

• Auditing & Logistics Mr. Himanshu Mandhan

• IT & MIS Mr. Manoj (IT)

• Finance Mr. Rajiv Bansal

Stores at prime locations in all the malls

Very high degree of customer loyalty

Non availability of sizes

Very few variants in colors

No incentive for repeat purchases

Increase in disposable income of people

People becoming brand conscious

Growing domestic market

Change in govt. policy of FD

According to the managing director, Mr. Deepak Aggarwal, “Being a well-established

QUESTIONNAIRE USED TO TAP THE RESPONSE

Age: Below 19 19-25 25-30 30-35 35-40 Above 40

Contact no: Email Id:

INCOME: Below 3 lacs 3-5 lacs 5-7 lacs Above 7 lacs

To begin, how did you come to know about KAZO?

How many times did you visit KAZO?

a)every month b)twice in a month c) every 10 days d) every week

a)MANGO b) PROMOD c) SISLEY d) ESPIRIT e) Others_________________________

a) Evening Wear b) Party Wear c) Casual Wear d) accessories e) Others________________________________

Did you find the sizes of your choice?

Which colors would you like to see more often in KAZO?

a) Pastel b) Bold and Bright c) Flashy d) Subtle e) Others______________________

Are you happy with the available variety in accessories?

What do you think about the price range of products offered?