2. Mission
• To become the preferred speciality contractor in
each of our market areas while enhancing our
employees’ quality of life and achieving consistent
operating Profits
3. Vision
• Building Relationships with customers by providing
solutions to their challenges and working proactively
to accomplish this through dedication, capability,
integrity and team building.
4. Over The Years
1925 1950 1958 1968 1986 1991 1996
First
Raymond
Mill
Manufacturing
Unit JK Files
Retail
Sector
Garments Launches
Park Avenue
Air Charter
Services and
Denim
Supplier
Health &
Wellness
• Always Strives to become the “Complete “ Employer with attrition rate as low as 4-5%
5. Micro Environment
Competitors
• Low range players like
Donear, Siyarams and Arvind
are its biggest competitors
Dealers
• Textile industry is a retailers
market and it becomes very
important to build and improve
relationships with its dealer
network.
Consumers
• They prefer Raymond due to
higher brand equity
6. Macro Environment
Raymond is far ahead of its
competitors in technology with the
launch of Midas App.
100% FDI to boost exports
Continued Growth with
#HarSheharMeinRaymond Motto
7. Segmentation
Targeting And
Positioning
Tagline/ Slogan-Feels like heaven; Made to
measure; Complete man
USP- High quality and innovation
Positioning- An inspirational brand for achievement
Segment- Premium business and fashion clothing
Target Group- Urban upper-middle and higher
class males
8. Positioning- Premium Stylish and innovative
Segment- Formal wear for men and women
Target Group- Young urban corporate men and
women
9. Positioning- Fresh and premium casual wear
Segment- Youngsters looking for casual wear
Target Group- Urban youth from upper middle
class
10. Branding
• In a store, we identified three possible areas of branding
• In Store
• Point Of Sale
• Glow Sign
• TV Advertisements
• Raymond has the highest presence with 41% of the retailers
selling the brand
• It has major advantage over others as they are having EBO’s to
give user a wholesome experience
• Through its rigorous branding initiatives it has established a
monopoly in the fabric market
11. Analysis Of Raymond’s
Branding444
126
281
118
14 13 9
61
0
50
100
150
200
250
300
350
400
450
500
Raymond Donear Siyaram Grado Linen
club
Arvind Mafatlal No
branding
In store branding
Number of store
290
67
150
46
5 4 7
0
50
100
150
200
250
300
350
Raymond Donear Siyaram Grado Linen club Arvind Mafatlal
Point Of Sale
Number of store
204
45
72
18
2 7 4
0
50
100
150
200
250
Glow Sign Boards
Number of stores
12. Pricing Strategy
• Raymond has been chosen as their first choice for selling
by 39% of the retailers
• The most sold fabric for Raymond being Poly Viscose
(PV), Poly Cotton (PC), Poly Wool (PW/TW) and Terry
Rayon (TR).
• Raymond has kept the Pricing of PV as Rs 650 per meter
whereas other brands are selling it at around Rs 350.
• Poly Wool/Terry Wool Fabrics start from Rs 900 per meter,
while competitors start selling at around Rs 650 per meter.
• Raymond has captured 52% market share in the fabric
market
• Other fabrics like TR are also priced high as compared to
its competitors
Raymond
39%
Siyarams
35%
Donear
26%
Most Preferred Brand
Raymond Siyarams Donear
14. Sales Procedure
• Summer booking – In the month of December
• Winter booking – In the month of July
15. Revamping Of Supply Chain
Objective:
• Reduce time lag
• Freeing up of working capital
By leveraging digital tools
Improving efficiency with the aid of online applications like Midas
16. MERCHANDISING
MERCHANDISING:
• Highly dependent on Visual merchandising
• Gives a sense of premiumness
• Organized basing on brand
• Also classified basing on product
• Large investment is being induced in its improvement
17. Tangibles (TA) - Appearance of physical facilities, equipment, personnel and written materials
Reliability (RL) - Ability to perform the promised service dependably and accurately
Responsiveness (RN) - Willingness to help customers and provide prompt service
Assurance (AS) - Employees’ knowledge and courtesy and their ability to inspire trust and confidence
Empathy (EM) - Caring, easy access, good /communication, customer understanding and individualized
attention given to customers
*PR – Product Range
SERVQUAL ANALYSIS
19. Gap Score
TA- Average gap score for tangible items = (TA1+TA2+TA3+TA4)/4
RL- Average gap score for reliability items =
(RL1+RL2+RL3+RL4+RL5)/5
RN- Average gap score for responsiveness items =
(RN1+RN2+RN3+RN4)/4
AS- Average gap score for assurance items =
(AS1+AS2+AS3+AS4)/4
EM- Average gap score for empathy items =
(EM1+EM2+EM3+EM4+EM5)/5
PR- Average gap score for product items = (PR1+PR2)/2
OSQ- Overall service quality = (TA+RL+RN+AS+EM+PR)/6
20. Expected Score Actual Score
TA 4.12 3.21
RL 4.008 3.064
RN 3.97 2.62
AS 3.95 2.84
EM 4.056 2.97
PR 4 2.5
OSQ 4.017333333 2.8673333
GAP SCORE Actual- Expected -1.15
Gap score for all 6 dimensions
21. Topsis Method
They considered 5 locations before opening of the The Raymond
Store.
These are Jangipur Bus stand, Fultalla, Mckinsey Road, Omarpur,
Fasitalla.
We considered 6 parameters and found out the best place for their
store location.
Our results showed Fultala to be the best store location for the
store, using TOPSIS method, which matched with the real store
location of Raymond.
