Raymond is a leading fabric and garment manufacturer in India, known for its suiting fabrics. It has over 60% market share in India for worsted suiting fabrics. The brand audit found that Raymond has high brand awareness and recognition among respondents. Raymond scored highest on brand identity and equity compared to competitors like Grasim and Van Heusen. Customers were willing to pay a higher price for Raymond products and it was found to have strong brand loyalty with low brand switching.

1. BRAND AUDIT OF RAYMONDS Presented By: Group-10 Soumita Patra(67) Vijayalaxmi Meher(69) R.Upasana(71) Diptakshya Banerjee(76) Poonam Mishra(79)

3. BRAND KNOWLEDGE Bonding:- :- As the rational and emotional needs of the consumers where meet by Raymonds. We can see that bonding of the people with Raymonds is most i.,e. 60% which is quite good for the brand. Advantage :- The Raymonds with its emotional and rational attachment with its consumers have an advantage over its competitors Performance :- The highest market share in the Mens Suitings industry shows the promised value is being delivered to the consumers resulting their priority over other suitings towards Raymonds Relevance : - Raymonds is delivering value to almost all needs of its consumers through variety of offerings like Suitings, shirtings, Trousers, Socks,Ties, Belts,Frame styles etc. within an affordable and premium price range Presence - Raymonds has a wide presence in the market through its active familiarity , based on past trial, keeping its brand promise.

4. BRAND AWARENESS To know the brand recall extent of Raymonds, we put a question and found that 60% could recall Raymonds while 7 % could recall Van Heusen & 23% recalled other brands (Siya ram, Digjam, Mayur Suitings etc.)

7. DOLLAR METRIC:

8. FINDINGS : The obvious result which came out is that the respondents are willing to pay more for RAYMONDS and the second on preference line of choice is VAN HEUSEN . RAYMONDS 1200+1000-700-900 600 GRASIM 400+700-1000-1150 -1050 VAN HEUSEN 1150+900-1200-400 450

12. BRAND VALUATION STRENGTH AREAS RAYMONDS GRASIM VAN HEUSEN LEADERSHIP(.25) 0.21 0.15 0.2 STABILITY(.15) 0.12 0.09 0.1 MARKET(.10) 0.06 0.05 0.05 INTERNATIONALITY(.25) 0.22 0.12 0.24 TREND(.10) 0.08 0.05 0.07 SUPPORT(.10) 0.07 0.04 0.04 PROTECTION(.05) 0.04 0.02 0.03 OVER ALL SCORE .82/1 .52/1 .73/1

13. BRAND SWITHCHING

15. Some recent initiatives