Based on questionnaire survey.

2. BRIEF BRAND
PROFILE

3. RAYMONDS
 Owned by Gautam Singhania. It is launched in 1986
 Provides stylish and innovative clothing to Gentlemen.
 The designs provide most modern international fabric, styling, pallets,
and trends globally.
 From a high powered business meet to a weekend social affair, the
brand hosts an assortment of offering to a stylish man on the go.
 Raymond group is present in the FMCG business through associate
companies – J.K. Helene Curtis Ltd. And J.K. Ansell Pvt. Ltd.
 OVER 60% market share in suiting in India.
 Won the 'Best Design Concept' of the year Award for Innovative
AUTOFIT Concept at Images Fashion Awards 2015.
SOURCE :http://www.raymond.in/ourbrands

4. BRAND MNEMONIC- EAGLE
• They have fine vision, are fearless,
known to be tenacious, possess
vitality and nurture their young
ones. - Bhaskar Kelkar (Brand
Director)
SOURCE:
//economictimes.indiatimes.com/a
rticleshow/45951962.cms?utm_so
urce=contentofinterest&utm_medi
um=text&utm_campaign=cppst

5.  Launched in 1986.
 One of the ventures of the J.k. Helene Curtis
Limited.
 Provides stylish and innovative wardrobe solution
to well dressed gentlemen.
 Park avenue, Raymond leading brand has 12
product in its portfolio including shampoos, deos
and soaps.
 In the domestic market, park avenue is available at
nearly 2 lakh outlets.
 In deo category, claims to have share in excess of
10%.

6. STRATEGIES USED
SO FAR…..

7.  The very male-oriented positioning allowed for an extension to a category
like shaving cream in 1987.
 Ever since Park Avenue has dabbled in deos, soap, talcum powder and
after shave (all launched through the 1990s) and even a line of clothing
for women started in 2007.
 While Park Avenue has not been shy pushing its grooming range via
mainstream advertising. It's only recently that the Park Avenue apparel
range has seen a big campaign, it's first in 28 years.
 Instead of going with a ‘seduction concept’ like other deodorants, they go
with a concept of ‘man with standard’.

8. • Besides the brand has a legacy of innovations: it claims to have
launched India's first wrinkle-free and never iron shirts.
• The personal care brand is possibly 3-4 times more deeply penetrated
than the branded apparel and accessories brand, which creates a huge
challenge for Park Avenue in trying to communicate its 'innovation in
personal styling' positioning.
SOURCE:
//economictimes.indiatimes.com/articleshow/45951962.cms?utm_sour
ce=contentofinterest&utm_medium=text&utm_campaign=cppst

9. • Brand currently has 70 exclusive stores in India and 30 overseas in
markets like West Asia, Nepal and Sri Lanka. It is looking to take the
overall number of its exclusive brand outlets.
• It will be entering the Middle East market with a store in Sharjah in UAE
this november. It is also looking to enter south and east African markets
for growth as it aims to generate 10% revenue to top line from
international markets.

11. STRENGTHS
• Raymond Heritage – Took on the values of – trust, integrity, quality, excellence.
• The name PARK AVENUE was influenced by an elite, high – street in Manhattan.
Also as it is a ready made brand, it took inspiration from the American culture
which is known for ready –to – wear dressing.
• Is probably the only brand in the lifestyle segment with product lines for man,
woman, and a growing accessories business including personal care products.
• 'Park Avenue Woman' was designed specially catering to the increasing no of
woman in the corporate sector wearing western formals.
• • Three categories catering to woman’s lifestyle were introduced Business, Day &
Evening wear. All three lines from Park Avenue Woman till date are designed
with distinct styles and fits that can take her from boardroom staples to fitted
silhouettes for after-work Friday nights.

12. WEAKNESS
• Brands like Louis Philippe, Allen Solly and Van Heusen are very
well defined in the consumer/ competitive landscape.
• Associations with Park Avenue are fuzzy due to which there is
no compelling reason to buy.
• Companies marketing deodorants only to the young have lost
the scent of the trail.
• Lack of advertisements.
• Global presence of brand is limited

13. OPPORTUNITIES
• Entry into tier 2 and tier 3 cities.
• Express Wardrobe for the upwardly mobile customer and Work Denims
for office-goers.
• Open exclusive stores in the international market.
• Allow customers to customize outfits according to their preference.
• Collaboration with foreign players because of the national brand.

14. THREATS
 The company now has a large war-chest for battling it out in the
readymade market after selling its cement and steel division.
 In a burst of action, the 90 year old organization is undergoing
unprecedented changes.
 In particular, the company has not been able to make any of its
other brands as big as Raymond.
 Raymond sells its wares online, having launched the site
RaymondNext.com as well as separate websites for specific brands.
But so far, online sales contribute just 3 per cent to its revenues.

15. PESTEL

17. BCG MARIX

18. FOGG PARK AVENUE
WILDSTONE

20. AXE
 Strong market logistic network.
 Relies heavily on location and distribution channel.
 Over the counter strategies.
 Online and offline availability.
 360 degree branding effort.
 DESIGN- sturdy looks and twisting top to minimize aerosol leakage.
 Cheaper substitute for expensive colognes and perfumes
 All Axe fragrances are specially crafted by the world’s leading perfumers
to help men smell and feel their best, adding that touch of magic to life.
 The brand mission is to help every man break away from stereotypes.
 Axe continues to innovate to meet consumer aspirations.

21. o Variety – wide range of fragranances.
o Quality- dermatological tested and no side effect.
o Focused about its only extra features “NO GAS, ONLY
SPRAY”
o Extensive television advertising.
o Pricing done considering “UPPER MIDDLE MAN” income
helps in gaining market penetration.
o Online availability.

22. WILDSTONE
• Targeted at male age 22-28.
• wild stone products are targeted at the umber masculine male “
who love living life on the edge”
• The brand also ensure that the customers are constantly engaged
with new fragrances and campaigns.
• Focused on the middle class working people.
• Available from the smallest packaging to bumper size.
• Very strong offer zone.

23. NIVEA
• Diversified products
• Classify deodorants into two category aqua and cool.
• Suits in almost every seasons.
• Segment- mass premium sector
• Promote itself as official personal care partner of IPL team
Chennai super kings.
• Another focus is on CSR and CRM.

25. 181 (72%)
69 (28%)
GENDER ANALYSIS
MALE
FEMALE

26. 0
10
20
30
40
50
60
70
80
90
15-22 YEARS 23-29 YEARS 30-35 YEARS ABOVE 35 YEARS
88
76
49
37
AGE ANALYSIS

27. 36%
28%
23%
9%
4%
INCOME ANALYSIS
BELOW 3L
3L-5L
5L-7L
7L-10L
ABOVE 10L

28. 25%
10%
23%
42%
OCCUPATION ANALYSIS
SELF-EMPLOYED
GOVERNMENT JOB
PRIVATE JOB
STUDENT

29. USING/HAVE USED DEO OR PERFUME
YES
NO
240
10
USING/HAVE USED DEO OR
PERFUME

30. DEO
33%
PERFUME
31%
BOTH
36%
USING DEO OR PERFUME

31. 0
10
20
30
40
50
60
70
FRAGNANCE OFFERS SWEAT
PROTECTION
SKINCARE PRICE
69
28
60
50
42
THE MOST IMPORTANT FACTOR WHILE
CHOOSING A PARTICULAR DEO BRAND

32. 0
10
20
30
40
50
60
70
80
90
Axe Park
Avenue
Wild Stone Cinthol Nivea Rexona
48
60
88
9
25
20
OTHER BRANDS PREFFERED BY CUSTOMERS

33. 0
20
40
60
80
100
120
140
160
180
83
167
USING/HAVE USED PARK AVENUE PRODUCTS

34. 0
20
40
60
80
100
Everyday
Frequently
Occasionally
Rarely
80
94
46
30
HOW FREQUENTLY DO CUSTOMERS
USE PARK AVENUE DO?

35. 0
20
40
60
80
100
Clothing
Haircare
Personal Care
All
24
42
84
100
WHICH PRODUCTS OF PARK
AVENUE CUSTOMERS HAVE
USED/USING.

36. 0
10
20
30
40
50
60
55
11 14
12
28
19
31
27 30
23
MOST PREFFERED PARK AVENUE DEO

37. 0
10
20
30
40
50
60
70
80
MEDIA RADIO FRIENDS
AND
FAMILY
ONLINE OTHERS
77
6
57
37
10
BRAND AWARENESS

39. 33
6
18
16
17
29
28
23
27
36
14
19
26
25
33
10
25
11
9
6
5
11
12 12
7
0
5
10
15
20
25
30
35
40
FRAGRANCE OFFER FRESHNESS SKINCARE PRICE
AXE
1
2
3
4
5

40. 35
23
21
18
22
30
26
27
20
25
17
26
21
31
27
5
9
10
15
9
3
7
13
7
8
0
5
10
15
20
25
30
35
40
FRAGRANCE OFFERS FRESHNESS SKINCARE PRICE
WILDSTONE
1
2
3
4
5

41. 0
5
10
15
20
25
30
35
26
18
26
33
12
32
17
23
18 17
21
31
29
31
26
8
19
9
14
18
5
17
4
7
15
NIVEA
1
2
3
4
5

42. 38
21
32
22
15
27 27
26
24
21
17
25
19
11
31
5
15
20 20
12
4
7
4
3
12
0
5
10
15
20
25
30
35
40
FRAGRANCE OFFER FRESHNESS SKINCARE PRICE
PARK AVENUE
1
2
3
4
5

43. 7
8
13
6
8
12
15
17 17
15
18 18
29
18
23
15 15 15
19
15
31
23
15
24
16
0
5
10
15
20
25
30
35
FRAGRANCE OFFERS FRESHNESS SKIN CARE PRICE
REXONA
1
2
3
4
5

44. 21
8
33
17
14
8
15 15 15
17
28 28
18
26
28
8 8
7
14
11
20
16
11
17
15
0
5
10
15
20
25
30
35
FRAGRANCE OFFERS FRESHNESS SKINCARE PRICE
CINTHOL
1
2
3
4
5

45. 70
76
19
2
0
0
10
20
30
40
50
60
70
80
STRONGLY
AGREE
AGREE CAN'T SAY DISAGREE HIGHLY
DISAGREE
I BELIEVE THAT DEODORANT IS AN ESSENTIAL PART
OF PERSONAL CARE

46. 0
10
20
30
40
50
60
70
80
MOST IMP. IMPORTANT NEUTRAL NOT IMP. LEAST IMP.
77
54
25
16
8
IS IT IMPORTANT TO USE A NATURAL DEODORANT WHICH
DOESN’T CONTAIN ANY NASTY CHEMICALS?

47. 0
10
20
30
40
50
60
70
STRONGLY
AGREE
AGREE CAN'T SAY DISAGREE HIGHLY
DISAGREE
39
64
52
7
5
I BELIEVE DEODORANT ARE MORE PREFFERED
OVER PERFUMES

48. YES
92%
NO
8%
WOULD YOU LIKE TO RECOMMEND PARK AVENUE

49. 0
10
20
30
40
50
60
70
80
64
73
59
22 22
74
7
OTHER BRANDS USUALLY PREFFERED

50. 0
20
40
60
80
100
120
KIRYANA STORE
DEPT. STORE
MALLS
ONLINE
55
115
45
70
FROM WHERE CUSTOMER’S BUY A DEODORANT

51. 72
9
32
39
00
10
20
30
40
50
60
70
80
BUY 1 GET 1 CASHBACK DISCOUNT VALUEPACK OTHERS
WHAT FACTORS MADE THEM BUY

52. 57
38
21
17
11
00
10
20
30
40
50
60
OFFERS PRICE RATING OUTLOOK OTHERS
MODE OF ATTRACTION

54. PENETRATION
• More focus on advertisement is required as the
diversified product of park avenue is not well known to
the customers.
• They should advertise in a way that not ONLY focus or
target on male grooming products but also female
oriented.
• Increase consumer awareness through social media to
increase online competiveness and target the young
professional consumers and upcoming generation
consumers.

55. PRODUCT DEVELOPMENT
 Acquiring new customers in existing market through innovative pack
sizes like pocket perfume, pocket deo,roll on and testers.
 Every product should have crystal clear message of its usage.
 PRODUCT IMPROVEMENT- It should launch a product especially
targeting ‘sweat protection’.

56. MARKET DEVELOPMENT
 In markets where there is little differentiation among
products, a pocket deo or smaller packaging may help a
company increase its share and enter into tier 2 commodity.
 Movement into the convenient store market.

57. RECOMMENDED
STP

58. Segmentation and targeting
WOMEN
• Women oriented advertisement
• Driving awareness about park avenue deodorants for women
INCOME
• Income below 5 lac per annum.
• Enter into tier 2 commodity through pocket deodorant.
Heavy
commuters
• Demand for anti-perspirants and long lasting fragrance.
• Introduce differentiated products for sweat protection and long lasting
fragrance.

59. POSITIONING
1.

60. 2.

61. Thank you…..