SPORTKING

Sportking is a well known brand in the Textile Industry & a vertically integrated Conglomerate,
having varied ventures in Yarns, Fabrics, Garments and Retail Business and Education through
SIFT. Years of relentless toil and dedication of the promoters and employees alike have brought
the group to its current glory. Today, under the experience and benevolent vision of Raj Avasthi:
Group Chairman and the dynamism of his son Munish Avasthi: Managing Director, the group is
one of the front runners in the Industry.
Total turnover of the group for the financial year 2012-13 was Rs. 1100 Crores, including Rs.
425 Crores worth of exports.
Mission Statement
At Sportking, were constantly striving to surpass the Industry standards in quality, innovation
and value, and elevating our image to become the leader in the Industry. We aspire to create
lifelong customer relationships & offer opportunities that deliver superior earnings, recognition,
service and support, making it easy and rewarding to be affiliated with us.
We hope to be known for our leadership edge, through our passion for high standards, our
respect for diversity and our commitment to create exceptional opportunities for professional
growth so that even our employees can fulfill their highest potential.
We will deliver superior returns to our shareholders by tirelessly pursuing new growth
opportunities while continually improving our profitability. Ours is a socially responsible, ethical
company that is watched and emulated as a model of success. Our corporate philosophy is one of
adhering to the highest ethical conduct in all our business dealings, treatment of our employees,
and social and environmental policies & regulations.

Sportking Retail
Sportking uses multiple channels of reaching the end consumers. Sportking prefers to reach its
consumers directly and has set up multiple retail outlets all across the India. The first retail outlet
was set up in 1999 at Ludhiana. Today, the company has over 80 showrooms providing complete
family range in garments.
Sportking is tirelessly pursuing its goal of delivering best quality products at lowest possible
rates. Complete In- house integration, right from procuring Raw Cotton, processing and spinning
it into yarn, knitting the yarn into fabric, processing & Dyeing the fabric, Cutting and stitching
the fabric and converting it into the finished Garments on the shelves, we guarantee our products
at every stage are amongst the best in the world in terms of Quality, Variety and most importantly
being easy on the customers pockets. Strict Quality control is our emphasis and we leave no
stone unturned to ensure the same is delivered to our customers.
Additionally in 2013, Sportking entered e-commerce business and launched company owned
online retail store which sells all their range of products globally to end consumers.

Brand Identity
Sportking wants to establish itself as economic and quality brand in eyes of customers. Its
employees are working towards achieving this goal and carrying forward values of the company.
Most of the employees in retail store feel that Sportking is a wonderful brand to work with. Their
association with this brand thrills them and employees feel privileged to be associated with this
bank. Out of 15 employees working in Sportking store at Phagwara, 13 have strongly agreed to
the fact that Sportking is a wonderful brand to work with. They feel this brand is really worth
association and efforts.
12 employees out of 15 approve of this brands performance. This performance can be related to
financial performance of the company. Also as per employees, company is spending adequate
amount of money in CSR activities as well. As per employees, people are aware of Sportking as
a brand which is very economic to their budget and is very good in quality. Employees feel brand
is well known among people and people relate to this brand as something they can trust upon.
As per employees and reports of company, company is quiet stable in its financials and is
running in good profits. Company is spending adequately in CSR activities as well as per RBI
mandate. Customers recognize this brand easily and associate to this brand. 11 out of 15
employees feel that their brand is trustworthy and is responsible towards society. They spend in
CSR and take various social initiatives to fulfill their social and ethical responsibility.
10 out of 15 employees feels that this brand is trustworthy and customers feel comfortable using
this brand. They feel satisfied and comfortable using this brand. As per employees, customers are
treated well when they approach their store and employees at retail outlets helps customer finds
what all they are looking for. Employees greet customers and attend them till payment and
departure of customers from store. Customers needs are assessed and product is supplied
accordingly.

14 out of 15 employees feel that quality products are supplied to customers and this makes
customers happy and satisfied. Satisfied customers are easy to retain and thus can be converted
into profitable customers. Most of the employees feel attached to their job and thus work towards
betterment of their job. Thus, employees assess needs of customers and hence quality products
are supplied to customers to ensure customer satisfaction.
13 out of 15 employees feel pleasure to work with Sportking. Most of the employees feel that
Sportking is a brand that defines their personal values and belief system as well. All of their
needs are adequately assessed. Moreover, company feels that happy employees make happy
customers. Happy and satisfied customers provide best customer services. This helps in retaining
customers.
Retail stores provide appealing environment to customers to ensure effective buying. Clean
environment and ambience is provided to customers. Customers finds environment to be very
effective and conducive for shopping. 9 out of 15 employees feel that their relationship with this
brand will last longer. Some employees have been working since 2-3 years with Sportking and
seek actively to work with this brand. 7 out of 15 employees feel brand use appealing
advertisement for Sportking.

Brand Image
Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand presently
stands for. It is a set of beliefs held about a specific brand. We have met various customers of
Sportking and learnt about what they feel about the brand and how well they associate
themselves to this brand on various aspects.
9 out of 25 customers feel that Sportking is a wonderful brand. This roughly accounts to one
third of customers asked about this brand. Although, this is a very small sample size to be
considered while considering such a brand, but when it comes to brand people usually considers
big brands whether they have to shed more money for those brands. Thus, people dont really
feel committed to this brand.
10 out of 25 customers feel that brand communicates well with them. Rest of the customers felt
that brand does-not communicate well with them. This is basically due to less presence of
brands advertisement in market place. As people do-not relate to this brand hence, they cannot
style their own products with this brand. This is due to customers cannot feel relation to this
brand.
15 out of 25 customers feel that they get what they pay for. This is mainly due to low price model
used by Sportking. This brand highly believes in giving high quality of products at very
economic price. Thus customers feel they get what they pay for. Moreover, customers get worth
of their money; hence they feel unique when they wear this brand. Sportking presents a large
variety of clothes thus making customers feel satisfied and unique.

11 out of 25 customers feel that products of this brand fit them more than products of other
brands. This is mainly due to Sportking provides customers with huge range and variety of
products in various fits. Thus, loyal customers of this brand feel that clothes of this brand fits
them well. 15 out of 25 customers felt that staff helps them in getting product of their choice and
fulfils their need.
Only 6 out of 25 customers felt that this brand comes to their mind when they want to purchase
any fashion product. This is because of large number of fashion brands and their huge
advertisement. 10 out 25 customers feel that this brand makes them more confident than other
brands in market. This is because Sportking provides very good quality products, thus making
people more comfortable.
8 out of 25 customers feel pleasure when they shop in Sportkings store. This is due to good
ambience and aesthetic sense inside store. Moreover, customers are guarded and helped by
employees at every step, thus making their experience enriching. Brand doesnt spend heavily on
advertisements thus, not so good looking models are chosen in their advertisements. Instead
models are average looking persons, so that people can relate to them.
As discussed earlier, brand doesnt spend much on advertising, hence print ads doesnt appeal
much to customers, As customers cannot really find more of such ads. 15 out of 25 customers
feel comfortable wearing this brand due to high quality and fit. All the customers get special
offers from this brand being loyal customers.

Brand Resonance Pyramid of SPORTKING

Resonance

Judgement

Feeling

Imagery

Performance

Salience

Resonance

1) Attachment
2) Community
Judgement
1) Value for money
2) Superior Quality
Feeling
1) Comfort
2) Moments
Performance 1) Lot of colors
2) Unique Design
Brand Imagery 1) Brand for all kind of seasons and festivals.
Salience
1) Neutral Brand awareness

QUESTIONNAIRE(Brand Identity)
We are the students of M.B.A, LPU. As a part of our curriculum we are conducting a survey to measure BRAND
IDENTITY OF SPORTKING. Kindly spare few minutes to answer all questions. This information provided by
you will be kept confidential and will be used for academic purpose only.

Particular

Agree

Neutral

Disagree

Strongly
Disagree

1. This is a wonderful brand to work with

Strongl
y
Agree
5

2. I approve of this brands performance

3. People are aware of this brand

4. This brand has a stable financial status

5. Customers can recognize this brand easily

6. Our brand is trustworthy and responsible to

society
7. Products of this brands ensures the comfort to
customers
8. The staff of the store helps customers find what
they are looking for
9. This brand ensures the quality products to its
customers
10. I work more to know customer needs
appropriately and provide them with required
product
11. I feel pleasure working with this brand

12. We provide best customer service

13. We ensure the clean environment to our

customers
14. Our relationship with this brand will last long

15. This brand use the appealing advertisement

Name:______________________________
Gender: Male

Female

Age (In Years): 15-20

20-25

Above 25

QUESTIONNAIRE(Brand Image)
We are the students of M.B.A , LPU. As a part of our curriculum we are conducting a survey to measure BRAND IMAGE
OF SPORTKING. Kindly spare few minutes to answer all questions. This information provided by you will be kept
confidential and will be used for academic purpose only.

Particular

Strongly
Agree
5

Agree

Neutral

Disagree

17. Im very committed to this brand

18. This brand communicates well with me

19. I can create my own style with the products of

this brand
20. I feel like Im getting what I pay for

21. I feel unique when I wear this brand

22. Products of this brand fit me much better than

other brands
23. The staff of this brand helps me find what Im
looking for
24. This brand comes to mind immediately when I
want to purchase a fashion product
25. This brand makes me feel more confident than
other brands do
26. I feel pleasure when I shop in the store of this
brand

27. The brand chooses really good looking models

28. The brands print advertisements appeal to me

29. I feel comfortable when I wear this brand

30. I like getting special offer message from this

brand

16. This is a wonderful brand

Name:______________________________
Gender: Male

Female

Age (In Years): 15-20

20-25

Above 25

Strong
Disagr
1