This document provides a history of Jockey brand underwear from its founding in 1876 to present day. It operates in over 120 countries. The authors conducted research on Jockey's brand image using two models: 1) BAV method, a quantitative questionnaire with 30 respondents, to measure brand strength in differentiation, relevance, esteem and knowledge. 2) Laddering method, qualitative interviews with 5 respondents, to understand brand identity. Key findings from BAV were Jockey scored highest on attributes like fabric and style. It was seen as the leader in its category. Laddering found respondents preferred Jockey for its fashionable and trendy image that boosted self-esteem. The research aimed to analyze Jockey's brand image and

1. PRAXIS BUSINESS SCHOOL
Part I
Submitted to
Prof. Govindrajan Srinivas
SUBMITTED BY:
ASHWINI SHARMA
AVISHEK SINGAL
NIKITA GARG
NIVEDITA SEN

2. Contents
EXECUTIVE SUMMARY .................................................................................................................. 3
History.........................................................................................................................................4
Research Models for measuring the Brand Image......................................................................... 12
Research Methodology............................................................................................................... 13
Findings And Conclusions............................................................................................................ 18
BAV Method........................................................................................................................... 18
Laddering............................................................................................................................... 27

3. EXECUTIVE SUMMARY
Jockey has grown to become one of India’s leading undergarments companies. The
objective of our Project is to track the Brand and measure the Brand Image of Jockey.
For data collection BAV Method (Quantitative Research) and Laddering Method (Qualitative
research) have been used. For BAV we framed a questionnaire which had 10 questions. The
number of respondents was 30. For Laddering, the method used was one-to-one in-depth
interview and the numbers of respondents were 5.
The brands chosen against Jockey for a comparative analysis were VIP, Amul, Rupa, Lux,
Hanes and Chromozome.
From Laddering we came to know that most of the respondents preferred Jockey because of
the Fashionable factor which made them fell Classe, Trendy and cool and gave them a huge
upliftment in their Self-Esteem and pride amongst peers and opposite sex. Thus, this chain
needs to be concentrated and cashed upon.
From BAV we found out that Jockey as a brand scores very high on all the four parameters
of Differentiation, Relevance, Esteem and Knowledge putting it on the top most right corner
of the first quadrant making it the leader in its category.

4. History
1800's
1876- Samuel Thrall Cooper founded S.T. Cooper & Sons started his hosiery business in St.
Joseph, Michigan laying Jockey's foundation for "Satisfying the Human Need for Comfort."
1878- S.T. Cooper & Sons was producing nearly 2,500 pairs of seamless stockings each day.
Over the next 25 years, Cooper's sons (Charles, Henry and Willis) became skilled in the
business.
1897- They introduced the Black Cat brand of hosiery for men, women & children,
1898- The brothers moved the company and eventually moved the company into an
ambitious new direction…Men's Underwear.
1900's
1900- The brothers incorporated as the Cooper Underwear Company and began producing
White Cat underwear.
1902- The new Cooper Underwear Company mill, which manufactured White Cat union
suits, was completed.

5. 1910's
1912- The patented Cooper union suit, branded as the Kenosha Klosed Krotch, rose to the
top of the underwear market and was sold faster than it could be produced.
Cooper hired Joseph C. Leyendecker, illustrator for The Saturday Evening Post, to create the
"Man on the Bag" image… a staple of the company's brand identity and a classic American
advertising image.
1920's
1928- Arthur Kneibler was hired by Cooper Underwear to head its sales and marketing
team.
1929- The Cooper Underwear Company officially changed its name to Cooper's, Inc. That
year, Coopers' developed the Singleton, a new-style union suit with short legs and a
sleeveless top and packaged them in cellophane bags – a first in the underwear trade and a
huge selling point in modern self-service apparel stores.

6. 1930's
1934- Arthur Kneibler received a post card from the French Riviera showing a man in a bikini
style swimsuit. This simple postcard inspired the creation of the one and only Jockey® brief.
1935- Cooper's began selling the Jockey short on a larger scale. The day of its debut,
Chicago's popular Marshall Field & Company sold out its stock of 600 packages by noon and
sold 12,000 more in the following weeks. The Jockey short became a national sensation.
The Jockey Y-Front brief was invented later that year and became Cooper's most sought
after item. The success of the Y-Front brief was followed with the design of the Jockey
Midway Brief.
1936- Cooper's signed its first international license agreement with the Canadian J.R.
Moodie company. That same year, European export agents began placing orders for
Cooper's products. During the remaining century, licensee agreements were signed in
Australia and throughout Europe, South America, Asia and Africa.
1938- At a retail convention in Chicago in, Cooper's hosted one of the first Underwear
Fashion Shows, featuring "The Cellophane Wedding."
1939- A Cooper's salesman invented a ground-breaking countertop dispenser to organize
sizes and styles of underwear.

7. 1940's
To better symbolize the pride in the brand, Cooper's commissioned well known sculptor and
painter, Frank Hoffman, to produce the Jockey Boy.
1946- Ushered in one of the company's most important merchandising tools, endorsements
from star athlete, one of the first being home run king, Babe Ruth.
1947- The Jockey brand name was stitched into the waistband of the underwear for the
first time.
1950's
1954- Cooper's advertised in the first issue of Sports Illustrated magazine.
1958- Cooper's introduced Jockey Skants briefs, the company's first foray into fashion
underwear. Cooper's also purchased its first TV advertising.

8. 1960's
1960- Harry Wolf Sr., future owner of Jockey International, Inc., became President of
Cooper's
1961- The Jockey Low Rise brief was born in and became a huge success in Europe. The
Jockey Half-boy trademark was also introduced that year.
1965- Cooper's introduced the Jockey Life Low Rise brief to the United States.
1970's
1971- Coopers, Inc. changed its name to Jockey Menswear, Inc.
1972- Changed its name to Jockey International, Inc, established a new line called Trophy,
fashions for the golf course.
1975- Jockey's Sportswear line accounted for one third of the company's sales.
1976- The Jockey Elance collection was launched, beginning the company's longstanding
leadership in the world of men's fashion underwear.

9. 1980's
1982- Steigerwaldt introduced the enormously successful Jockey for Her.
1988- Jockey for Her® hosiery was introduced.
1990's
1996- Jockey developed the Life brand for Wal-Mart.
1997- Jockey launched the first generation of its Web site.
1998- The "Let 'em Know you’re Jockey" advertising campaign in Times Square coincided
with the opening of a new showroom in New York's Fashion District.
1999- Jockey increased its retail capabilities with the launch of Jockey.com.

10. 2000's
2001- Jockey International, Inc. launched its revolutionary No Panty Line Promise panties.
2004- Jockey embarked on a mission to develop underwear in an innovative new way,
ultimately becoming the 3D-Innovations line of products.
Jockey launched Jockey Person to Person, Inc, its direct sales business.
2005- Jockey introduced the Jockey Swirl Icon.
Jockey's corporate citizenship initiative, Jockey Being Family, was also launched that year.
2006- Jockey launched its 3D-Innovations garments in most major metropolitan areas
across the United States and introduced the collection globally.
2007- Witnessed the launch of Jockey's first retail catalog along with its freedom inspiring
"Dare to Be You" television ad.

11. TODAY
Today Jockey International, Inc. is
 Active in more than 120 countries
 Marketing underwear, socks, thermals, sleepwear, active wear, sportswear, lounge
wear, men's, women's and children's ranges.
 Ongoing mission is to continue to push boundaries to deliver the experience and
excitement that life enthusiasts expect from one of the worlds best-loved and
most-recognized brands — Jockey.

12. Research Models for measuring the Brand Image
1. A Quantitative Research Model to test the current status of the brand- of the Brand
Asset Valuator Model developed by Young & Rubicam.
THE RANKING OF BRANDS FOLLOWS ONE OF THE TWO METHODOLOGIES
 The first method ranks the brands on the basis of their Brand Asset score in BAV
(sees image). Brand Asset score is one single score which represents the brand’s
strength (Differentiation & Relevance) and stature (Esteem & Knowledge). The
rankings on Brand Asset are category-agnostic in nature.
 The second method looks at the brand within different categories. This method uses
a battery of attributes which drives the brand preference in their respective
categories. Brands are ranked basis their score on these attributes. This ranking gives
an idea of a brand’s performance on the attributes which matter in each category.
2. A Qualitative Research Model to test the brand identity using Reynold’s & Gutman’s
“Laddering Method”
 Laddering refers to an in-depth, one-on-one interviewing technique used to develop
an understanding of how consumers translate the attributes of products into
meaningful associations with respect to self, following Means-End Theory (Gutman
1982).
 Laddering involves a tailored interviewing format using primarily a series of directed
probes, typified by the “Why is that important to you?” Question, with the express
goal of determining sets of linkages between the key perceptual elements across
the range of attributes (A), Consequences (C) and Values (V).

13.  These association networks, or ladders refer to as perceptual orientations,
represent combinations of elements that serves as the basis for distinguishing
between and among products in a given product class.
Research Methodology
1. Exploratory Research provides insights into and comprehension of an issue or situation. It
shoulddrawdefinitiveconclusionsonlywithextreme caution.ExploratoryResearchisa type
of researchconducted because aproblemisnotclearly defined. Exploratory research helps
to determine the best research design, data collection method and selection of subjects.
Given its fundamental nature, exploratory research often concludes that a perceived
problem does not actually research.
2. Data collection- inthisstudyinternalandexternal source for data collection has been used.
In thisprocessthe followingtwotypesof datacome intopicture... – Primary data secondary
data.
a. PrimaryData- all the p[primary data for the purpose of the study were obtained by
interviewingthe consumerswiththe helpof aquestionnaire.The questionnaire was
framed on the basis of the product and its competition. The questions were
designed I such a way as to elicit maximum information and data.
b. Secondary data- it has been collected through the official website of Jockey and
other competition brands.
3. Target Group (TG) –
a. Sec A
b. Gender – Males
c. Age – 21-30 Years
d. Users of undergarments (Jockey and other competition brands)
4. Sampling Frame name Lists of PGP1’s and PGP2’s
Attributes
Consequences
Values

14. 5. Sampling Technique- Simple Random Technique was adopted as the universe is the mass
and surveying everyone is not possible, hence each element of the sampling frame has an
equal probability of getting selected.
6. Sample Size
a. A sample size of 30 students was selected for the BAV study.
b. A sample size of 5 students was selected for the Laddering study.
7. Research Tool –
a. For quantitative research a questionnaire was used
b. For qualitative research one-on-one In-Depth interviews were used as a research
tool
8. Questionnaire – the questionnaire was framed using the following 5 steps:-
a. Specifying data requirements
b. Determining the type of questions to be asked
c. Deciding the number and sequence of questions
d. Preparing the preliminary draft of questionnaire
e. Revising and pre-testing the questionnaire
Q1. How much do you care about your choice when it comes to buying your undergarments?
 Don’t care at all
 Somewhat care
 Care a lot
Q2. Where do you shop your undergarments from?
 Modern Format Retail Outlets
 Exclusive Brand Outlets
 Local Hosiery Shops
Q3. Name 5 brands which come to your mind when you think of men’s undergarments. (Open
ended)
Q4. Tick whichever is applicable for these brands. You can tick on all the three columns against a
brand, if applicable for that brand but please remember that you can tick only 1 brand among the
7 as you’re Most Often Used Brand.
Name of the
Brand
Never
tried
Ever
Tried
Used more
than once
(Repeat)
Most Often Used
Brand
vip
rupa
amul
lux
jockey
hanes
chromasome

15. Q5. Thinkof men’sbriefsandvestsadsandidentifythe brandsfromthe graphicsmentioned below:
(If identified correctly then it is noted by the interviewer)





16. 


Q6. Match the most prominent trait to the appropriate brand.
Brands Traits
Vip Fun Macho Confident Exclusive Magnetic Lucky Pioneer
Rupa
Amul
Lux
Jockey
Hanes
Chromozome

17. Q7. In case the respondent matches Jockey with the Trait “Fun” then ask him to name 5 brands
across all categories with which he associates the Trait “Fun”. (Open ended question)
Q8. Rate the attributes on a scale of 1-5,1 being the lowest and 5 being the highest.
Extremely dissatisfied – 1
Moderately dissatisfied – 2
Neither satisfied nor dissatisfied – 3
Moderately satisfied – 4
Extremely satisfied – 5
Attributes Brands
Fabric Vip Rupa Amul Lux Jockey Hanes Chromozome
Size
Cuts & Styles
Waist Band
Anit-
Perspirant
Q9. Rate the brands on a scale of 5 for each of the satisfaction parameters, 5 being the highest and
1 being the lowest.
Extremely dissatisfied – 1
Moderately dissatisfied – 2
Neither satisfied nor dissatisfied – 3
Moderately satisfied – 4
Extremely satisfied – 5
Vip Quality Comfort Variants Vfm Availability Trendy Innovative Packaging
Rupa
Amul
Lux
Jockey
Hanes
Chromozome
Q10. What would you do if the Most Often Used Brand is not available? Tick on any one.
 I would go to another shop to find that brand.
 I would purchase another brand.
 I would not purchase at all.

18.  Rationale behind designing the questionnaire for BAV Model:-
1. Out of the total 10 questionswe asked3 questions to test Brand Knowledge (question no’s
2,3 & 5)
2. To test Brand Esteem we asked 3 questions (question no’s 6,9 & 10)
3. To test Brand Differentiation we asked 2 questions (question no’s 1 & 8)
4. To test Brand Relevance we asked 2 questions (question no’s 8 & 9)
 Methodology for data analysis:-
1. We ranked the brands by tabulating mean scores achieved by the brands in the answers.
2. After ranking the brands we assigned the percentiles achieved by them.
Findings And Conclusions
In this section we will present Empirical findings that have been collected through the
questionnaires and the data will be presented related to each of the questions in our
questionnaire. We plan to divide our data presentation into four parts according to BAV
method.
BAV Method
BRAND STRENGTH
 Differentiation and Relevance
 The pie chart for questionnumber 1 shows the figures for differentiation of Jockey
in the respondents mind. 70% of the respondents care a lot while exercising their
choice for undergarments.
30%
70%
Somewhat care
Care a lot

19.  QuestionNo.8isdesignedwithmultipleproductattributes and Jockey stands out in
all of them far above the competitors.
Jockey Hanes Lux
4.6
3.6
3.2
Fabric
Jockey Hanes Lux
4.5
3.6
3.3
Size/Fit

20. Jockey Hanes Lux
4.6
3.9
3.3
Cuts & Style
Jockey Hanes Chromozome
4.5
3.7
3.2
Waist Band
Jockey Hanes Chromozome
4.4
3.6
3
Anti-Perspirant

21.  The chief differentiatingfactorsforJockey stand out to be its “FABRIC” and “CUTS &
STYLE”. ItsSIZE/FIT& WAISTBANDdisplaycomes up very close second. Jockey with
a mean score of 4.51 has almost a point’s difference (0.838) on its differentiating
parameters with its closest competitor Hanes having a mean score of 3.67.
 An interesting observation regarding the waist band scores are found with
international BrandslikeJockey, Hanes and Chromozome scoring high while Indian
companies like Rupa, Amul and Lux scoring 2.8, 3.08 and 3 respectively. It can be
hypothesized that Indian males love to flaunt International Brands rather than
indigenous ones.
 QuestionNo.9measuresthe satisfactionparameterswhichmakesJockeyrelevantto
its users and it scores way beyond the other brands in all of them with an overall
likabilityscore of 4.41 withits closestcompetitorHanescoming just as close as 3.53.
4.6
4.5
4.6
4.5
4.4
Jockey
Jockey Hanes VIP
4.43
3.5
3.23
Quality

22. Jockey Hanes Lux
4.6
3.67
3.3
Comfort
Jockey Hanes Lux
4.47
3.63
3.2
Variants
Jockey Hanes VIP
4.27
3.53
3.3
VFM

23. Jockey VIP Rupa
4.37
3.8
3.67 Availibility
Jockey Hanes Lux
4.43
3.63
3.23
Trends
Jockey Hanes Lux
4.33
3.4
3.13
Innovative

24. Jockey Hanes Chromozome
4.4
3.63
3.13
Packaging
Jockey Hanes Lux
4.41
3.53
3.25
Overall Likebility
4.43
4.6
4.47
4.27
4.37
4.43
4.33
4.4 4.41
Jockey

25.  Comfortability of Jockey makes it the chief feature why the Brand is so relevant to
the youth of today and this has a very strong correlation with the two chief
differentiating factors of the Brand its “Fabric” and “Cuts & Style”
BRAND STATURE
 Knowledge
 Users of Jockey not only purchase the brand from amongst the brands present in a
ModernFormat Retail Outlet and Local Hosiery Shops but 30% of the users are also
doingtheirpurchasingfromthe Exclusive BrandOutletsof Jockey. Thisindicates the
highawarenessof the onlyundergarmentBrandwhich has Exclusive Brand Outlets.
 QuestionNo.3measuringthe Topof the Mind Recall for Jockey gives an astounding
figure of 83.34%, Ever Tried figure of 96.66%, a Repeat figure of 93.33% and a Most
Often Used Brand (MOUB) figure of 70%. Rupa comes closest to Jockey with a TOM
of just 6.66% showing the superb Knowledge about the Brand.
 Question 5 tests the knowledge for advertisements of this category with Jockey
scoring the highest with 46.66%. Ads of Amul, Lux and Rupa which have celebrity
endorsements of Saif Ali Khan, Shahrukh Khan and Sanjay Dutt respectively had a
recall of 33.33%, 40% and 35.66% respectively, indicating that celebrity
endorsements do not work greatly in this category even though it is highly
differentiated.
 Esteem
 Question No.6 identifies Jockey with certain Traits.
 We get to see that Jockey scores very high in its Magnetic, Confident and
Exclusive Traits demanding lot of Esteem for the brand.
 The Overall Likeability score which we get from Question No.9 shows that
Jockey delivers what it promises.
Fun Macho Confident Exclusive Magnetic Pioneer
5
2
7
6
8
2
Jockey

26.  QuestionNo.10givesusthe score for the Brand. We notonlysee veryhighrepeat
scores( question4) butwe alsosee that 81% usersof Jockeywhohave the Brand as
theirMOUB are Brand loyal to itshowing greatrespectandregard forthe brand.
From BAV we found out that Jockey as a brand scores very high on all the four parameters of
Differentiation,Relevance,EsteemandKnowledgeputtingitonthe topmost rightcorner of the first
quadrant making it the leader in its category.
81%
19%
Go to another Shop
to Buy the Brand
Purachae another
Brand

27. Laddering
AddedValue toPersonality Confidence Pride
Self Esteem Overcome PeerPressure Attractivenessamongstoppositesex
Feelingof Youthatmaturity
Feel Classe/Trendy/Cool Hygenic
Fashionable Comfortable Anti- Perspiring