SURVEY REPORT OF MARKETING
MANAGEMENT
BRAND NAME- PARK AVENUE
SUBMITTED BY – NANDAN (1720991088)
JAYTTI (1720991067)
RAGHAV (1720991119)
KARAN (1720991069)
AYUSH (1720991189)
SUBMITTED TO - MR. SAHIL GUPTA
ABOUT PARK AVENUE
Park Avenue (Raymond)
Parent Company Raymond Limited
Category Apparel and Accessories
Sector Lifestyle and Retail
Tagline/ Slogan Play the Lead
USP Innovation brand
SEGMENTATION TARGETING AND
POSITIONING
STP
Segment Formal wear for men and women
Target Group Young urban corporate men and women
Positioning Premium Stylish and innovative
STRENGTHS
1. Park Avenue boosts of a wide distribution network with presence in more than
580 'The Raymond Shops'
2.35 Exclusive Brand Stores of Park Avenue
3. Exclusive Woman brand stores and more than 400 Multi-Brand Outlets makes
easy availability
4. Park Avenue is the one of the leading brands in the men’s wear segment
5. The brand uses Aggressive advertisements and boasts of superior quality and
design
SERVQUAL DIMENSIONS
Servqual is a multi dimensional research instrument, designed to
capture consumer expectation and perception of a service along the
five dimensions that are valued to service quality.
Servqual dimensions at PARK AVENUE STORE
RELIABLITY- Yes, store gives the promised service dependably and
accurately. As our team entered one by one in store, and all of them
experience same service.
ASSURANCE- When our team members were looking for apparels, there
salesman was describing us about all the stuff and trying to manipulate
us and giving us trust about product.
TANGIBLE- There was variety of products we found, apparel, cosmetics
and perfumes.
EMPATHY- Our team found some gap in giving attention to the individual
customer.
RESPONSIVENESS – They were not taking action quickly, there was gap
in giving prompt service.
SERVICE QUALITY
As Park Avenue is one of the most trusted brand of India so we
expected a good service quality from them and yes, we got the
same. As our team entered the showroom they showed a good
response towards us and gave us full attention and explained
about their different kinds of products.
Service Quality Gap
The brand has a great image in our country and there service is
also according to that image but there are some gaps in there
service like as we entered there we noticed there was some
disarrangement of products. They were unable to give us
individual attention.
Conclusion
After observing all the aspects we have concluded that park
avenue has a good service quality but still there are some loop
holes in there way of managing the store by changing some of
there ways of handling there customers they can achieve more
profits .
Segmentation – The main focus of park avenue
store is on the formal wears both for men and
women. They have there different stores where
they use sale perfumes as there other chain.
Targeting- The main target of the park avenue is on
the corporate people which use to go office in
formal wears. As park avenue is doing really good in
case of targeting because it have combine share
with the Raymond which is marked as the quality
formal wears.
Positioning – The positioning strategy of park
avenue is really good because they made the
mindset of consumers that park avenue have
creative and innovative line of product. Quality is
other factor to which park avenue also stress that
why park avenue is successful in positioning there
product in the mind of consumers.
