Customers receptiveness for the brand raymond
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Customers receptiveness for the brand raymond

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  • 1. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. A PROJECT REPORT ON CUSTOMERS· RECEPTIVENESS FOR THE BRAND RAYMOND·S SUBMITTED BY: SUBMITTED TO: 1www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 2. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. INDEX O ACKNOWLEDGEMENT O EXECUTIVE SUMMARY o OBJECTIVE OF RESEARCH o RESEARCH METHODOLOGY o INTRODUCTION OF BRAND DATA PRESENTATION o RESULT & ANALYSIS o CONCLUSION o REFERENCE o QUESTIONNAIRAwww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 3. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose.www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 4. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose.ACKNOWLEDGEMENT I offer my sincerest thanks and express my deep gratitude to Mrs.Riya Sharma, my project guide for her immense help and guidance. I would also like to take this opportunity to thank Dr. N.K. Kakkar and all the other staff of institute for their continuous help in providing detailed information & guidance whenever needed, in project. Last but not least; I would like to thank all my friends for their continuous help whenever I was needed in project. ANIL KUMAR ( E-NO_ 005148306) . 3www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 5. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. EXECUTIVE SUMMARY I am presenting this report on customer satisfaction and brand perception, starts with the rational behind preparing the report, objective, a brief history of the brand and covers a wide variety of topics, such as making of the brand, product offerings, brand portfolio, customer perceptions, hr policy, advertisement strategy,etc. All this research is then followed by a survey which reveals some facts about the brands image in the minds of the consumer and satisfaction derived by the consumers after purchasing the brand. At last I have concluded the report with my interpretation of the whole thing and the information collected is presented with the help of charts and diagrams.www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 6. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. 4www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 7. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. RATIONAL OF MAKING THE REPORT The American marketing association defines a brand as a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of any one seller or group of sellers and to differentiate them from those of competitors. Brand is the added value endowed to a product and services. This value may be reflected as in how consumers thinks, feel or act with respect to a brand as well as the prices, market share an profitability that the brand commands from the firm. You can not understand consumers emotions, feeling, his aspirations and expectations for a brand by reading books or theoretical knowledge; for that purpose you have to interact and communicate with the consumer up close and personal and ask him directly or indirectly about his perception of the brand. In the same manner you have to approach the customers/consumers directly to understand his experience of buying and using a product; and weather he/she is satisfied with the whole process or not. This is very important for a marketer because then he can design his marketing mix; according to the needs of the consumer.www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 8. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. The purpose of making this report is to understand the dynamics behind building a brand image in the market and to understand the consumer·s 5www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 9. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. perception about a particular brand. If a consumer has a positive perception for a brand he/she will definitely go and buy it and after buying it he/she matches his/her perceived level of satisfaction with the actual satisfaction derived. That is how brand images are build. This report also tries to analyze customer satisfaction for a particular brand.www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 10. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. 6www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 11. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. OBJECTIVE OF RESEARCH Raymond·s over the years have become synonymous for trust, quality and style. It is the market leader in suiting and shirting·s, worsted fabric, tailored & readymade garments with more than 60% market share. Since it·s beginning in 1925 till today Raymond·s have understood the changing needs of consumers and catered to it. The objective of this report is to understand the reason behind Raymond·s success and consumer·s perception about the brand. When we talk about Raymond·s it is important to mention other brands also which the Raymond·s group owns like manzoni, parx, zapp, be: park avenue etc. This report considers consumer perceptions and knowledge about all these brands and based on the information colleted, it tries to draw a conclusion regarding the whole research. Also I have tried to give my interpretation and understanding of the whole report and researchwww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 12. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. 7www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 13. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. RESEARCH METHODOLOGY TYPE OF RESEARCH: - Descriptive Research Blend of Descriptive method has been used in this research for the collection of data. As the research is related to the study of consumer satisfaction, which can more effectively be studied through direct questions, personal interview and informal talks- experimental research will not much effective. Also, considering the time constraints, descriptive research leading to conclusive result is the most suitable design for this research as it is related to why anything happening. It checks the behavior features of a customer. DATA COLLECTION METHOD: - PRIMARY DATA:-Questionnaire Method The data has been collected through questionnaire method. The questionnaire was designed in such a way to cover as many aspects of consumer behavior as possible. Many questions have been asked in it for feedback from customers. In it both opened ended questions and close ended questions have been asked for study.www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 14. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. Secondary Data:- 8www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 15. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. Under this data is taken from the internet. All the data related to its profile, mission and capital structure is taken. Even data related to this study is also its management, mission and many other things. SAMPLE DESIGN: - Random Sampling SAMPLE SIZE: - 100 SAMPLE UNIT: - Individual GEOGRAPHICAL LOCATION: - DELHI STATISTICAL TECHNIQUES USED: - Percentage Analysiswww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 16. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. 9www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 17. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. INTRODUCTION OF THE BRAND Years ago, when the Singhania family was building, consolidating and expanding its various businesses in Kanpur, one Mr. Wadia was in a similar manner setting up a small woollen mill in the area around Thane creek, 40 kms away from Bombay. The Sassoons, a well-known industrialist family of Bombay, soon acquired this mill and renamed it as The Raymond Woollen Mills. Around the same time, the Singhanias aimed to broaden their business horizons. The familys sharp business foresight led to the acquisition of The Raymond Wollen Mills. When the grandson of Lala Juggilal, Lala Kailashpat Singhania took over Raymond in 1944, the mill primarily made cheap and coarse woollen blankets, and modest quantities of low priced woollen Fabrics The vision and foresight of Mr. Kailashpat Singhania greatly helped inwww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 18. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. establishing the J.K. Groups presence in the western region. Under his able stewardship, Raymond embarked upon a gradual phase of 10www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 19. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. technological upgradation and modernization; producing woollen Fabrics of a far superior quality. Under Mr. Gopalakrishna Singhania, the mill became a world-class factory and the Raymond brand became synonymous with fine quality woollen Fabrics When Dr. Vijaypat Singhania took over the reins of the company in 1980, he injected fresh vigour into Raymond, transforming it into a modern, industrial conglomerate. His son Mr. Gautam Hari Singhania, the present chairman and managing director has been instrumental in restructuring the group. With the divestment of its non-core businesses, the group has emerged stronger, with a more focused approach. Today, with a 28 million-meter capacity in wool & wool-blended fabrics, Raymond commands an over 60% market share in worsted suiting in India and ranks amongst the first three fully integrated manufacturers of worsted suiting in the world. They are perhaps the only company in the world to have a diverse product range of nearly 20,000 design and colours of suiting fabric to suit every age, occasion and style. We export these to over 50 countries, including USA, Canada, Europe, Japan and the Middle East. A 100% subsidiary of Raymond Ltd., Raymond Apparel Ltd. (RAL) ranks amongst Indias largest and most respected apparel companies. They bring to their customers the best of fabric and style through some of the countryswww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 20. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. most prestigious brands- Manzoni, Park Avenue, Color Plus, Parx, Be: and Zapp. Even as the brand keeps evolving through its cuts, styles, apparels 11www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 21. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. and collections, one thing has remained unchanged over time is the unrelenting pursuit of excellence! The companys Design Studio in Thane is well equipped with state-of-the- art facilities, which stimulate and nurture the creative energies of the Design Team. Their efforts are complimented by a research team, which keeps a close watch on international fashion forecasts and design trends. A Design Studio has also been set up in Italy recently, which has further enhanced our reputation in providing cutting edge design solutions of an international standard. All their brands are available at exclusive brand stores, ¶The Raymond Shop· retail outlets and multi-brand outlets across India and the Middle East. Craftsmanship, teamwork and professionalism have come together at Raymond to weave tales of the finest Fabrics for over 80 years. Today, it has gained its market leadership position primarily on the strength of its vast talent pool. The company has always emphasized on the continuous and consistent upgradation of manpower in order to fully embrace the rapid changes in the textile industry. It has always fostered a growth-oriented environment enabling all its employees to fully realize their potential.www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 22. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. 12www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 23. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. HR POLICIES Internal Resourcing The company first scouts for talent within the organization to provide growth opportunities to its employees. Notifying vacancies internally does this. This practice helps in managerial cross-functional exposure for career development and learning. Talent from Campus Raymond recruits young textile engineering graduates, textile technologists, chartered accountants, fashion technologists and MBAs only from some of Indias leading Institutes. They are then rigorously trained for a period of one year, during which they are placed across different departments, before being finally placed in their area of specialization. The objective of the programme is to gauge the recruits area of expertise and then train them to independently shoulder their responsibilities. A Mentoring programme for new inductees in the organization enables them to adapt themselves to the organization. Lateral Recruitment Market-skilled employees from other companies are periodically inducted into the organization from time to time. A combined force of existing talentwww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 24. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. and induction of fresh blood helps the company to be competitive in the face of increasing business complexities. 13www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 25. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. Continuous learning and development Organizational excellence is achieved only through continuous investments in growth and renewal of human resources. A detailed training and development plan is drafted and implemented each year, which comprises level-wise planned interventions as well as specific need-based interventions through Training Need Analysis. This equips the team to excel in their current roles while also preparing them for future roles. There is great emphasis on behavioral and attitudinal training apart from technical and on-the-job training.www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 26. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. 14www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 27. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. Employee Involvement Raymond believes that employee involvement is the key to continuous improvement, sound decision-making and developing an open and transparent organization. Open forums provide opportunities to employees to share their views regarding people policies. This ensures a foundation of people centric policies. An online HR Manual brings transparency in HR processes. Latent creativity among organizational members is tapped through initiatives like Kaizen, Quality Circles and Suggestion Schemes in units. The Raymond Interchange, a think-tank of the Cos top management group, is an on-going initiative that harnesses the collective views on business strategy and is one of the drivers of employee involvement. Usage of the internal branding concept throughout the Group also plays an important role in driving employee involvement. We are proud of the fact that we are one of the most empowered organizations in terms of decision making down the line. Compensation and benefits Wherever Raymond has created industry and employment, it has alsowww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 28. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. provided educational, housing, recreational and spiritual support systems for its people. Employees children have the facility to enroll themselves in the schools run by the J.K. Trust, at 50% of the fees. In many cases, 15www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 29. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. childrens education is absolutely free. From subsidized transport facilities or availability of Raymond products at concessional rates to its employees; the company always strives to make employees feel a part of the large Raymond family. PRODUCT OFFERINGS Customers today the world over, are looking at one-stop shops that can fulfill all their needs. Raymond, offer fully finished products that span various garment categories that has been made possible by a seamless horizontal and vertical integration across divisions. Their textile solutions encompass everything - from worsted suiting to denim and shirting. Its not just range but volume and quality that make them the textile major that they are today. Their plants have a capacity of 28 million meters (soon to be 31 million meters) in producing the finest worsted fabrics and wool blends. The blends comprise of exotic fibers like cashmere, Mohair orwww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 30. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. Angora or blends of wool with casein and bamboo or the ultimate in fine pure wool ² Super 230s. 16www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 31. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. The denim division has a capacity of 80 million meters of specialty denims; not to mention our capabilities in producing shirting and carded woolen fabrics. Their joint ventures with global leaders ensure that consumers have access to world-class products. Six states- of- the- art textile plants and four garmenting factories in India and Europe support their design Studios in India and Italy. Being integrated suppliers of fabrics as well as garments, Raymond offer total textile solutions to customers y3 denim fabric. integrated y Manufacturing in 1 7 y Largest y Manufacturer of integrated specialty ring manufactu denim, fashion rer of and color denim. worsted y Capacity of 80 suiting. million meters. y Capacity of yJV with UCO NV 28 million Europe·s largest meters. producer ofwww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 32. www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/Final Year Projects is One place for all Engineering Projects, Presentation, seminar, summer training report and lotmore.NOTE:-This work is copyright to its Authors. This is only for Educational Purpose. linen shirting fabric, Carded fabric. woolen shawls y Capacity of 10.5 and Blankets. million meters. y Capacity of 2.5 yJV with Gruppo million meters. Zambaiti, yJV with Italian high Lanificioy Manufacturer of y Manufacturer of fashion cotton Fedora, Italys fine cotton and Outerwear textile group. leading woolenwww.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
  • 33. 1 8world-class 3 continents -plants in US, Europe andIndia. Asia.
  • 34. fabrics, commanding an over 60% marketfabric share in India.manufacturer. With a capacity of 28 million meters y y Manufacturer of y Manufacturer of (soon to be 31 high million meters), formal shirts. Manufacturer they are among the fashion jeans y Capacity of 3000 of wear. few shirts per day. fine y Capacity of 3 companies in the tailored million y Technical world, fully formal integrated to pairs of jeans per collaboration with suits, manufacture year. Flex, Japan. worsted fabrics, jackets and wool & wool blended fabrics. trousers. They also convert these fabrics into y Capacity suits, of trousers and 4,50,000 apparels that are suits, exported to over 55 countries in the jackets world; and 2.4 including million European Union, USA, Canada, Japan and Australia amongst WORSTED others. 1 Raymond is the world·s largest producer of worsted suiting
  • 35. A trendsetter and an innovator in the Indian textile market, Raymond·sexpertise has been brought to bear by our in-house research & developmentteam. Their innovations have become milestones in the worsted suitingindustry:They mastered the craft of producing the finest suiting in the world usingsuper fine wool count (from 80s to 230s) and blending the same withsuperfine polyester and other specialty fibers, like Cashmere, Angora,Alpaca, Pure wool and Linen.Raymond is amongst the few companies in the world with the expertise tomanufacture even finer worsted suiting fabric- the Super 230s.Today they are recognized as a pioneer in manufacturing worsted suiting inIndia, producing nearly 20,000 designs and colours of suiting fabrics,which are retailed through 30,000 stores in over 400 towns across India.From fabric to fine tailored clothing, Silver Spark Apparel Ltd. Marks theGroups foray into the global apparel market.DENIM
  • 36. 20
  • 37. Raymond UCO Denim has state of the art manufacturing facilities in Ghent(Belgium), Giurgiu (Romania), Rockingham and Snyder (US) and Yavatmal(India). All their facilities produce differentiated ringspun denim, specialtydenim and other niche products for the global fashion market. Raymond·s offer buyers of denim fabric, a state of the artjean wear facility to convert fabric into high fashion garments at our jeanswear facility Ever Blue near Bangalore. The unit converts fabric to jeanswear supplying to customers the world over.SHIRTINGSRaymond and Cotonificio Honegger SPA, part of Gruppo Zambaiti havejoined hands in the form of a 50:50 JV to manufacture and market highvalue cotton and linen shirting. Through this partnership, the textile majorshave set up a Greenfield facility in India for manufacture of high-valuecotton shirting fabric.The joint venture company, Raymond Zambaiti Ltd, will combineRaymond·s expertise in textile business, low cost production, technologyand distribution with Italian strengths of creativity, style, production know-how, quality finishing and lead times.The product range will include a wide range of fabrics and finishing
  • 38. including cotton apparel fabrics and high-end cotton suiting fabric 21
  • 39. produced at our newly set up state-of-the-art vertically integrated plant inKolhapur, India.This facility caters to the international markets at the middle to the upperend brands and offers custom designed shirting products to our discerninginternational customers, which includes leading brands and retailers. Thegroup is among the top three Italian high fashion cotton textile majors inthe world, supplying fabrics to premium brands across the globe.Formal shirtsTo style the corporate world, we have set up another facility manufacturingformal shirts -Celebrations Apparel Ltd., in technical collaboration with aJapanese manufacturing company- Flex Japan Company Ltd. Powered byadvanced machinery and cutting-edge infrastructure, the facilitymanufactures up to 6000 shirts a day. y Dress Shirts y Textiles y Raymond Zambaiti Pvt. Ltd. y Celebrations Apparel LtdTAILORED CLOTHING
  • 40. 22
  • 41. Raymond manufacture suits, jackets and formal trousersthrough Silver Spark Apparel Ltd., a wholly owned subsidiary of RaymondLtd...To meet the growing needs of our domestic and international clients, theirplant has the capacity to produce 450,000 suits and jackets and 2.4 milliontrousers annually, a significant addition to their existing capacities atThane near Mumbai.They not only produce engineered (fused) jackets but also have thecapability to produce high -end half canvas jackets. This make-up offers thecomplete tailored with 18-20 rows of blind stitch on the lapels,guaranteeing a roll on the lapel, which is unmatched. The jackets are handsewn to complete the tailored look.
  • 42. 23
  • 43. JEANS WEAR State-of-the-art jeans wear facility EverblueApparel Ltd. has been set up in Dodaballapur, near Bangalore.The plant has the capacity to turn out 3 million garments per annum withintegrated garment design, sewing and washing operations. An in-housedesign studio and sampling unit compliments manufacturing capabilities.Dedicated sample washing machines ensure quick turnaround of samples.Today, Raymond is the developing and manufacturing partner of leadingglobal brands. This has been made possible by the optimal use of moderntechnology. y The use of a high degree of automation right from computerized Gerber spreader and cutter to laser patterning and finishing. y The stitching facility incorporates several automatic sewing workstations for consistency of work execution, over locking and zipper attachments. y The finishing unit consists of scraping spray booths, sand blasting and laser patterning to create special effects on the denim. y An in-house CPC controlled laundry, regarded as the best such facility in India for washing and dyeing obtained from Europe. This ensures,
  • 44. 24
  • 45. that we can provide a wide variety of finishes to meet the diversetastes of our global customers.
  • 46. 25
  • 47. DRESS SHIRTS Raymond·s formal shirts have earned thereputation of being at par with the worlds best. This has been madepossible through Celebrations Apparel Ltd, their new facility in Bangalore,which has a technical collaboration with Flex Japan, one of the largestdress shirt manufacturers in Japan.The plant has the capacity to manufacture over 1 million shirts per year. At Raymond·s they pay special attention to operations likearmhole seam with single needle machines. They possess the capability ofmanufacturing complete shirts using single needle machines. Oil freesewing machines and a dust free environment ensure spotless whites andlight colour shirts. Threads, interlinings, buttons and other embellishmentsare sourced from the best suppliers across the globe to offer our customersthe highest quality products.The layout of the manufacturing line has sufficient flexibility to adapt tosmaller runs and style changes. This flexibility permits the manufacture ofboth fused and non-fised collars and cuffs as per our customerrequirements
  • 48. 26
  • 49. Specialized machinery imported from renowned manufacturers from USA,Germany and Japan comprise of automated spreading and cutting with aninbuilt system for matching checks and stripes. Pocket creasing and pocketattach operations aided by SRP sewing machines make our unit one of thebest shirt making facilities in South Asia.
  • 50. 27
  • 51. BRAND PORTFOLIOTo let customers soak in the brand experience Raymond·s have set-upexclusive brand stores. Each store makes available to customers the entireproduct range of garments and accessories. These provide customers aunique and leisurely shopping experience while also presenting them a newlook to suit every new occasion ² be it formal, casual, outdoor, travel oroccasion wear. The Raymond Shop is The Manzoni Luxury a premium retail store Boutique in New Delhi offering complete and Mumbai provides a wardrobe solutions for luxurious ambience to men, which includes make a style top-of-the-line brands - statement! Raymond, Manzoni, Park Avenue, ColourPlus and Parx.
  • 52. 28
  • 53. The Park Avenue store Exclusive stores whereoffers the perfect one can shop for smartpremium lifestyle casual shirts, trousersexperience and and elegantaddresses the accessories.customers need forBusiness, Evening,Leisure, Travel andHeritage Wear.Get a cool trendy A chain of 15 stores,makeover for that presenting customers¶chilled out· out of the best ofoffice look! international fashion from well-known Indian designers, rights under one roof.
  • 54. 29
  • 55. A fun place for kids tohang out and shop forcolorful clothes andaccessories. Trust. Excellence. Quality. These are some of the abiding values that have been associated with Raymond over the years. Today they have the distinction of being the worlds largest integrated producers of worsted suiting fabrics.As an integrated player, they provide end-to-end fabric solutions right frommanufacturing worsted, woolen and linen fabrics to creating suits, trousers and apparel. Their consistent focus on cutting-edge research and technology has resulted in pioneering new products, which have set new benchmarks in the worsted suiting industry in India.For example, they have the distinction of producing the finest suiting in the
  • 56. world using super fine wool from 80s to 230s count and blending the same 30
  • 57. with superfine polyester and other specialty fibres, like Cashmere, Angora, Alpaca, Pure Silk, Linen etc. They produce nearly 20,000 design and colors of suiting fabric, that have found their way in over 55 countries including the European Union, USA, Canada, Japan and Australia among others. Even as Raymond products evolve with the times, the brand still caters to the different faces of The Complete Man- a man who is caring, sensitive and places a huge premium on relationships. Manzoni offers discerning customers the finest in contemporary international style and luxury. The product range comprises of super premium formalwear and sportswear includingsuits, shirts, trousers and high quality accessories such as handcrafted silk ties, pure leather shoes crafted in Europe and leather belts. A Manzoni garment weaves in nothing short of the best - pure superfine wool, the finest cotton, 100% pure Irish and Italian Linen, buttons madefrom natural corozzo nut and mother of pearl. The best-in-the-world linings,
  • 58. interlinings and threads lend these garments a premium look. 31
  • 59. The designs are created in limited editions to maintain exclusivity. An elegant and relaxed ambience greets each customer visiting any of the Manzoni boutiques, in Mumbai and New Delhi. MANZONI FORMAL WEAR Its classic colours and contemporary designs characterize the Manzoni formal wear range. Manzoni formal shirts are available in regular 2 fold 100s, 2 fold 120s up to 2 fold 200s with fine structures such as dobby, herring-bone, diamond structures, stripes and checks, and solids such as white, purple, pink, blue, etc. Collars range from regular, semi cutaway and spread collars to two button collar bands. The buttons on Manzoni shirts are made of the finest natural mother of pearl.Manzoni formal suits are made of super fine wool ranging from super 120s to super 150s. These suits have an Italian silhouette with superb construction and excellent drape. Jackets are offered in contemporary styles of single-breasted 2-button and single breasted 3-button with high notch lapels. All the suits and jackets are made on the state-of-the-artmachines with exclusive handcrafted features such as hand stitch detailing on lapels and pockets, contrast hand stitch detail inside the jackets on sculpted (shaped) lining.Manzoni formal trousers have a clean look and are well constructed with a lining that provides total comfort to the waistband. Superior pocketing of
  • 60. the finest cotton and knee length lining for woolen trousers make for 32
  • 61. comfortable wearing. Intricate features include French fly, blind stitched loops, rounded belt extensions & ¶D· bar tags at the back pockets for additional strength to the garment. Only the finest premium horn and Corozzo Nut buttons are used in Manzoni trousers. Manzoni sport wear The highlight of the Manzoni Sportswear Line is the wide and varied range of 100% linen and washed shirts in vibrant colors available in half sleeves. Colorful checks, vibrant stripes and bright solidsin fashion colors like fuchsia, orange, aqua, blue, green and peach complete the casual Italian look. The casual shirts have a smart relaxed ¶one piece·collar for comfort. Manzoni boasts of the widest linen range in the country!Trousers are available in 100% cotton and linen in regular flat front styles, washed for a soft hand feel. Apart from the basic black, navy blue to off- whites, these trousers are also available in fashion colors like Orange, Magenta and Red. Adding to the premium casual look are 5-pocket ¶jeans- style· trousers in 100% linen and ¶drawstring trouser· in 100% linen. ¶Unlined jackets· made from 100% linen offer cool comfort as do leisure suits in 100% linen available in shades of ivory, sand and natural coffee.Manzoni·s Bona Sera evening line consists of washed 100% silk jacquardshirts in colors like orange, red, blue, purple apart from the classic neutral shades. Subtle embroidery on shirts dresses you up in rich elegance.
  • 62. 33
  • 63. Launched in 1986, Park Avenue provides stylish and innovative wardrobe solutions to well-dressed gentlemen. As India·s premium lifestyle brand, its designs embody the latest in international fabric, styling, color and fashion trends. They cater to customer needs with formal clothing for varied occasions; be it for a day at office, high-powered corporate meetings, family get-togethers or festive occasions. The shirts, trousers, suits and jackets need little care and therefore convenient to carry, while traveling. The Park Avenue Heritage Wear collection, which includes a range of kurtas & pajamas, made of pure silk and handcrafted embroidery, has gained the appreciation of discerning customers. Their creations can be found at exclusive Park Avenue stores and ¶The Raymond Shop· chain of stores.The brand has received several awards. Recently, it had the honor of beingthe ¶Most Admired Brand· at the Lycra Images Fashion Awards 2006, forthe second consecutive year.
  • 64. 34
  • 65. Set up in 1993, ColorPlus is one of Indias leading casual wear brands.Their shirts, trousers, knits, survival gear and accessories have always metinternational quality standards.
  • 66. 35
  • 67. Parx reflects the persona ofthe energetic 22-30 year old who is aggressive, outgoing, and dynamic andlives his life to the fullest. They mirror the pulse of this new generation, wholook at clothing as a statement of their attitude and vibrancy.Parx was launched in 1999 to cater to the smart and fashionable clothingsegment. It has garnered a significant market share in this category givenour vertical integration and a strong retail presence.The brand affords a wide range of shirts, trousers, denims, polos andouterwear. The range is categorized namely Urban, Sports, Excursion andClub.The Parx range is available at exclusive Parx brand outlets and ´TheRaymond Shopµ chain of stores across the country.
  • 68. 36
  • 69. Be: offers fashion that captures the latest trends from across the globe. Be:offers a wide range of apparel and accessories for both men and womenfrom Be: and well known Indian designers like Anshu Arora Sen, AkbarShahpurwalla, Krishna Mehta, Manish Arora, Preeti Jhawar, PriyadarshiniRao, Rohit Bal, Savio Jon, Shantanu & Nikhil, Varun Bhal, Vidhi Singhaniaand Wendell Rodricks, across categories namely - Women·s Western wear,Women·s Ethnic wear, Lounge Wear and Club wear for both men & women.Be: brings a large collection of designer products to a large audience that isincreasingly becoming aware of designer wear and dreams of possessingone. Affordability, Accessibility and Acceptability are the three attributesthat characterise Be:Be:, from Raymond Ltd., today is a 15 store chain. Be: has a pan Indiapresence with a store each in Ahmedabad, Ludhiana, Hyderabad, Chennai,two in Bangalore and Kolkata, three in Delhi, four in Bombay. The Be:chain will continue to expand in prominent cities in India.
  • 70. 37
  • 71. Zapp! Presents an exciting range of garmentsand accessories targeted at fashion conscious young adults between the agegroup of 4-12 years.From party wear to casual wear, kids can now choose a different style foreach different occasion. Designed in-house, the Zapp! Clothing line consistsof Basics, Denim and Street wear amongst other collections. To go withtheir clothes, kids can also shop for accessories such as footwear, bags, bedand bath linen.Zapp! Has also tied up with Warner Brothers to treat kids to Supermanmerchandise right in their city.The collection will be marketed through exclusive brand stores across thecountry, the first of which was launched in Ahmedabad and the next one inMumbai.With their exciting clothes and accessories line complete with a unique andfun experience; they look forward to redefining the kidswear market in thecountry.
  • 72. 38
  • 73. RETAILING The Raymond Shop is a premium retail storeoffering complete wardrobe solutions for men, which includes top-of-the-line brands - Raymond, Manzoni, Park Avenue, ColourPlus and Parx.The Raymond Shop has been a pioneer in organized retailing in the countrystarting around five decades ago. Their wide reach and range of products,makes it the largest one stop retail network in the country Over the years,The Raymond Shop chain of stores has become a yardstick by which otherretail stores are judged and constantly sets new standards and createsenvironments that make shopping a pleasure.The Raymond Shop network started with a small corner shop in BallardEstate, Mumbai, around five decades ago. It has grown tremendously with adedicated team making it the largest retail store in the country having morethan 300 stores in prime locations, in 150 cities in India.Their overseas network spans 27 stores in 15 cities across the Middle East,Sri Lanka, Bangladesh and Nepal. The Raymond Shop retail chain occupies
  • 74. a space of 1 million square feet built-up area. 39
  • 75. Their wide reach all over the country across big cities and smaller townsallows us to reach a wide spectrum of consumers. They have now extendedour reach with a presence in some of the leading Malls with new retailformats.
  • 76. 40
  • 77. AD CAMPAIGNS
  • 78. 41
  • 79. 42
  • 80. RESULT & ANALYSISIn response to the first question most of the consumers respondedto Raymond, Siyaram and Vimal as major suiting and shirtingbrands out of 50 consumers y 15 gave their first response as Raymond, y 16 as Siyaram y 9 as Vimal, y 5 as Degjam y 5 as Reid & Taylor. ¡ 8 ¡46 ¡2 8 ¢ £ ¤ ¥£¦¡ 6 4 ¢ £¤¥£2 2When asked to rate different suiting and shirting brands on the
  • 81. scale of 1-10 Following responses were obtained on an averagebasis 43
  • 82. y Siyarams 9/10, y Raymond 8/10, y Reid & Taylor 7/10, y Mayur 7/10, y Vimal 7/10, y Digjam 6/10, y Dinesh ¨§ 9 7 ¨ 5 © 3 ©3§¨When asked about the major determinant behind buying aRaymond product. The consumer responded in following manner y Quality 13, y Trust 11, y Affordability 11, y Style 6, y Promotion 3,
  • 83. y Variety of Merchandize 6, 44
  • 84. y Customer Service 0, ## # $%&%(# ! $%&%( $%&%()Following are the consumer response after buying a Raymondbrand. y Excellent 13, y Good 18, y Average 15, y Poor/Bad 4. 10 54 5523 5501 45 43 2 10
  • 85. 67 8 97@1 67 8 97@A67 8 97@5
  • 86. People buy Raymond Merchandize from y Local shop owners 25, y Raymond Shops 21, y Exclusive Brand outlets 4. D0 CB C0 Local shop Raymond shop 1B Exclusive 10 B 0 1 C DWhen asked about the source of information about Raymondproducts, These were the responses of consumers. y Friends 10, y Family 10, y Television Ad. 16, y Print Media 12, y Local Shop owner Ad. 2.
  • 87. 46
  • 88. H1 G1F1E110 I H Series1 Series G P F Series E0 Friend Family Television 47
  • 89. Prient media Local shop ow one r
  • 90. INTERPRETATIONThe complete brandRaymond, a hoary brand, has had the wisdom to ensure its quality andadvertising move with the times even as they remain stylish and consistent.Raymonds has been the best in its category for ages.From babies and puppies to teachers and recently, dolphins, Raymondsadvertising has used many images to create its image of a complete man.I was married in 1982. And then I became history. No, this is not a columnabout matrimony or the attendant challenges. It is about a brand that mostmiddle- and upper class Indians not only consider but also end up buyingwhen they get married. You dont have to be an expert on sartorial eleganceeither to figure out that the brand that is top of mind is Raymond.Raymond the brand has been in existence for over eight decades now from
  • 91. 1923. To be precise, Raymond is unquestionably Indians foremost textile 48
  • 92. brand and a dominant market leader. The cornerstone of the brand hasbeen the consistently superior product quality and numerous innovationsthat have ensured that the competition has been left behind.Very often, people in companies underestimate the value of advertising.After all, product managers believe that their mousetraps are far superior!And yet, I, for one, believe in the power of advertising - as a professionaland as a consumer. More so in a category like apparel. Whats thedifference between a shirt by Van Heusen and another by Zodiac? Whilstboth brands would have diehard loyalists, the truth is that both thesebrands are buying the fabric from the same producer. The difference comesthrough in the designs, the advertising and the consequent imagery.And speaking of Raymond, one of the key factors behind its success is theadvertising, quality, style, and innovation. To my mind, Raymondsadvertising has been the best in its category for ages. A. G. Krishnamurthy,the driving force behind Vimals advertising for several years, will disagreebut that can be a different story. And this has happened through differentadvertising agencies, which have handled the Raymond brand over theyears.Whether it was the legendary Frank Simoes who for a short while handledVimal and Raymond, Enterprise-Nexus with the likes of Mohammed Khanor R. K. Swamy BBDO, which has been handling it successfully for the lastfew years. In fact, while Vimal might have had a powerful tagline in "thelooks of a winner," it was Raymond, which has been walking away with the
  • 93. advertising sweepstakes, in my book at least. 49
  • 94. A flashback in fashionThe hallmarks of Raymonds over the years have been its sophistication andconsistency. I know that it is easier for people to remember the words of asong or dialogues from films than it is to remember advertising slogans ortaglines. And yet, one of the tests for an advertisement is not only its recallbut also its relevance to the target audience at that point in time.One of the brands most visible and recalled slogans was "the guide to thewell-dressed male. And then the advertising moved ahead to "the completeman." The complete man was a shift in the sense that it was focused on theconsumer. He, not fabric, was the hero. I can still recall, almost frame by frame, a commercial, which was shot inblack-and-white that ends on the beach with a guy in a wheelchair. Thecontemporary tone of voice and sophistication continue to be enduringfeatures of the brands advertising.
  • 95. 50
  • 96. Feels like heavenAgencies love change, more so when the original campaign idea is inheritedfrom a different agency. And yet there can be another possible dimension tothe complete man and that is warmth. If you had to find one word thatdescribes some of the Raymond TV commercials over the last few years,that word would be "warm." I am sure all of us have enjoyed thecommercials of the baby, the bunch of cute puppies, the teacher coming forhis former pupils wedding reception with flashbacks of the past or even therecent one featuring dolphins.Crucial to the memorability of these commercials is the slick execution. It isbad enough working with celebrities and stars but I guess working withanimals (however cute) must pose its own set of challenges. Consciouslyone realises that the brand is targeting the younger user. After all, we are ayoung nation that is becoming increasingly more affluent and global evenas we speak. This is perhaps more in evidence in the commercial featuringa sceptical father and an intelligent albeit ill-kempt son looking for a job.The callow youth is transformed in a Raymond suit and stuns his father. Tomy mind, a stunning commercial.Yes, the brand has broadbased its appeal from weddings to interviews tointernational travel. And it is not only bankers who wear suits now. Peoplewear suits and classy clothes more often and the brand that will come tomind and into their wardrobe will be Raymond despite the presence of theDigjams, the Grasims, the Reid & Taylors, the Dineshs and Vimals of theworld. Raymond today is a brand with global aspirations, excellent reach
  • 97. 51
  • 98. and the financial clout and business acumen to take over brands like ColorPlus.Aspiration is the keyAspiration is one of the key drivers of successful brands. I remember aMercedes Benz commercial of a child in a womb that keeps repeating "WhenI grow up, I will drive a Mercedes." One of the greatest challenges of a long-lasting brand like Raymond is to remain attractive and aspirational to anew generation of users who are coming in every year. Will they continue topatronise the same brand of suiting that their father wore? The answer tothat might well determine Raymonds future success. My gut feel tells methat Raymond is well on its way to do that. And if that isnt completesuccess, I wonder what is.
  • 99. 52
  • 100. CONCLUSIONSThe Rs 1,500 crore Raymond Group is moving ahead in the 21st century intop gear as it sets an aggressive expansionist eye on not only the domesticmarket, but also the global scene.I dont think there are many companies in the world which are so integratedthat they actually manufacture worsted fabrics, woollen, linen and go to theextent of converting them into readymade garments, suits and trousers,"From making coarse woollen blankets and small quantities of low pricedwoollen fabrics in 1944, Raymond now makes the Super 220S the worldsfinest fabric retailing at Rs 1.05 lakh per suit length. Added to its fabricbase is the very impressive stable of mens RTW labels ² Park Avenue, Parx,Manzoni and Colorplus.Based on the responses collected after the survey following conclusion canbe derived.Raymond has established its name and fame in the minds and harts ofmost of the consumers. Its supreme quality and trust has been a majorfactor behind its success and its advertising strategy has be rock solid andconsistent over the years and that why most of the consumers responded toRaymond immediately when asked about Suiting and Shirting. One of thestrong bastions of Raymond has been its advertising strategy Raymondadvertisements have made their place in our memories and heart fromdecades. They always touch our hearts and explore our feelings and try to
  • 101. relate with us in one way or the other. 53
  • 102. From 1925 till today Raymond have developed a strong patronage amongcustomers and after buying any of the Raymond Merchandize customercame back again and again.All though Raymonds have faced strong competition from Siyarams, Vimal& Mayur but it need not to worry a lot about these because its name itselfis sufficient to compete with any body.
  • 103. 54
  • 104. SCOPE OF FUTURE RESEARCHIn this report we have analyzed the brand image, brand equity and brandawareness of Raymonds. We have also tried to find out the customersatisfaction for its products.But its advertising itself is such a complicated and complex phenomenon initself that there is a huge scope for researching its advertising andpromotion strategy to understand that despite heavy advertising by allother competitors why Raymond have maintained its market share.Also we could try to analyze the reasons behind the Raymonds approach ofpromoting its brands like Manzoni Be; Zapp and Colour Plus differently andnot under the Raymonds tag because most of people are stile not awarethat these brands belong to Raymonds
  • 105. 55
  • 106. QUESTIONNAIREQ1 When I say suiting and shirtings, which brand comes to your mind? y Raymond·s y Siyaram y Digjam y Vimal y Dinesh y Reid & taylor y MayurQ2 How many brand under Raymond·s are you aware of? y Parx y Park avenue y Be: y Color plus y Zapp y ManzonniQ3 Rate these brand in terms of quality variety and affordability on thescale of 1-10.
  • 107. y Raymond·s 56
  • 108. y Siyaram y Digjam y Vimal y Dinesh y Reid & taylor y MayurQ4 What makes you buy a Raymond product? y Quality y Trust y Experience y Style y Affordability y Variety of merchandise offered y Promotions y Customer service/ambienceQ5 How was your experience of buying a Raymond brand? y Excellent y Good y Average y Bad/poorQ6 From where do you buy Raymond·s merchandise?
  • 109. 57
  • 110. y Local shop owners y The Raymond·s shop y Exclusive brand outletsQ7 How do you get to know about Raymond·s? y Friends y Family y Television ad. y Print media y Local shop owner·s ad.
  • 111. 58
  • 112. 59