m
m







 

 ABOUT PROVOGUE
Ô The Company was incorporated on November 11, 1997 as
Acme Clothing Private Limited and launched the fashion
brand `Provogue
`Provogue'' in March 1998 .

Ô The first exclusive `Provogue

`Provogue'' Store was opened in
Lokhandwala Complex, Andheri
Andheri,, and Mumbai in the year
2000.

Ô Provogue¶s brand statement ³redefining fashion´ and its

innovative merchandise have created a niche in the minds of
Consumers.
Ô The brand is retailed through selective stores in the country
and leading national chain stores like shoppers stop ,lifestyle,
globus,, west side etc.
globus
ÔThe objective is all about to know the behaviour of consumers
regarding the brand ± ›


 4

ÔThe study deals with the following product, price, place,

promotional aspects of the company.

ÔPlan designs, flexibility it offers, pricing the plans

appropriately, market coverage through innovative
distribution and various forms of promotional campaign have
been dealt with.

ÔThe survey has also been conducted to bring out the buying
behaviour of consumer towards the brand .The results,
inference and suggestions have been presented.
RESEARCH METHODOLOGY
Research design ???

Why the study?

What is it about?

How is it carried about?

How will the data be collected?

 MARKETING STRATEGY OF
PROVOGUE
m

m - Provogue cater upper
middle class

- Target customer of Provogue
are lies in age group of 16-50 years.

 - From a menswear brand,
Provogue evolved in to contemporary
fashion house for men, women and the
home.
 Marketing Strategy of Provogue
4 P¶s of marketing

 - Men¶s wear
Women¶s wear
Accessories

- Shirt- 1195-2400
Trousers- 1295-1600
T- Shirt- 695-895
Denim- 1695-1995
Shoes- 1685-1785
Marketing Strategy of Provogue

  cont«
Caps ± 375
Fragrance ± 225
Shower gel ± 175
Bags ± 995-1195
Eyewear- 1695-2295
Marketing Strategy of Provogue


   ± Provogue promotes itself
through some of the best events
associated with Indian youth including the
sponsorship of several of the year's most
successful Bollywood movie releases
Print advertising, fashion magazine and
sponsoring cricket series.

- Provogue have 124 stores and 104

-
shops--in-
shops in-shops in 66 cities
 SWOT ANALYSIS
m

-Value creating partnership with customers and suppliers
-Channel and supply chain management for competitive
advantage

-
-No Provision for kids wear
-Lack of showrooms in mini-metros
 SWOT Analysis
§
 
-Wide market
-Strategic Alliance



-Competition
-Trends
 M
   M




NUMBER §
REm
§NDEN

Total-100

Female- 48 Male- 52

48 MALE
52 FEMALE
r How do you rate Provogue as a brand?
a Very good
b Good
c Average
d bad

60

50

40

30

20

10

0
VERY GOOD GOOD AVERAGE BAD

RATING OF THE BRAND

v What is your perception about the ambience of provogue
showrooms?
a Best
b Good
c Average
d Bad 70

e Worst 60

50

40

30
Series1
20

10

0
Best Good Average Bad Worst

Ambience of the showroom

‰ Do the advertising of products of Provouge stimulate you to
buy them?
a Always
b Sometimes
c Rarely
d Never
60

40

30

20

0
ALWAYS SOMETIMES RAERLY NEVER

IMPACT OF ADVERTISEMENT ON BUYING PRODUCT

ÿ How frequently you go for shopping in Provouge showroom?
a One in month
b Twice in month
c Few times
d Never

17 7
10

ONCE IN A MONTH
TWICE IN A MONTH
FEW TIMES
NEVER
D How is the behavior of the salesman in the showroom of provouge?
a Best
b Good
c Average
d bad

60

50

40

30

20

10

0
BEST GOOD AVERAGE BAD

BE AVIOR O SA ES A
- What attracts you to purchase provogue¶s merchandise?
a Design
b
uality
c Price
d Style

2 25

DESIGN
15 QUALITY
PRICE
STYLE
° How would you rate the advertising of Provouge?
(r is worst and D is best

a r b v c ‰ d ÿ e D

10 2
13

30 1
2
3

45 4
5
Ä Which product do you like the most in provogue?
a Casual wear
b Formal wear
c Accessories
d Body care products

60

50

40

30

20

10

0
CASUAL WEAR FORMAL WEAR ACCESSORIES BODY CARE
PRODUCT

PRODUCT CATEGORY
= Are you satisfied by the quality of the Provouge?
a Definitely yes
b Yes
c No
e Definitely no

4 1
22

DEFI. YES
YES
NO
73 DEFI NO
r What is your perception regarding the prices of Provogue merchandise?

a Very high b High c Average d Low e Very low

60

50

40

30

20

10

0
VERY HIGH HIGH AVERAGE LOW VERY LOW

PRICE TO PRODUCT
rr Do you have any merchandise of provogue in your wardrobe?

a Yes

b No

YES
NO
rv How will you rate the availability of merchandise in provogue
showroom? (r is worst and D is best

ar b v c ‰ d ÿ e D

5 1
15

33
1
2
3
4
46
5
OBSERVATIONS & FINDINGS
Rated as a good brand by most of the respondents which shows its
customer satisfaction .

Advertising & Sales promotion techniques are highly satisfactory .

quality and design makes it a preferred brand.

Sales persons and managers are amicable and friendly .

Mostly preferred in formal wear & Casual wear.

Maximum consumers are satisfied with the Brand.

Prices are on average level.

 CONCLUSION
Ô Marketing being one of the tool to attract
consumers towards products we are offering but
advertisement does not helps always.

Ô Better communication with the consumer for the

better response from consumers.

Ô Behavior of the salesman should be friendly .

Ô Keeping in minds the trends the merchandise

should be offered.