Customers receptiveness for the brand raymond

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A

PROJECT REPORT

ON

CUSTOMERS· RECEPTIVENESS

FOR THE BRAND RAYMOND·S

SUBMITTED BY: SUBMITTED TO:

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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 QUESTIONNAIRA

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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)

.

3







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.







4







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.







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

5







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.







6







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 research







7







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.







Secondary Data:-

8







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

Analysis







9







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 family's 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 in







establishing the J.K. Group's presence in the western region. Under his

able stewardship, Raymond embarked upon a gradual phase of

10







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 India's largest and most respected apparel companies. They bring

to their customers the best of fabric and style through some of the country's







most prestigious brands- Manzoni, Park Avenue, Color Plus, Parx, Be: and

Zapp. Even as the brand keeps evolving through its cuts, styles, apparels

11







and collections, one thing has remained unchanged over time is the

unrelenting pursuit of excellence!

The company's 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.







12







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 MBA's only from some of

India's 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 recruit's 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 talent







and induction of fresh blood helps the company to be competitive in the

face of increasing business complexities.

13







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.







14







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 Co's 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 also







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,

15







children's 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 or







Angora or blends of wool with casein and bamboo or the ultimate in fine

pure wool ² Super 230s.

16







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

y Largest

integrated

manufactu

rer of

worsted

suiting.

y Capacity of

28 million

meters.

y3

integrated

y Manufacturer of

specialty ring

denim, fashion

and color denim.

y Capacity of 80

million meters.

yJV with UCO NV

Europe·s largest

producer of

denim fabric.

y Manufacturing in

1

7







y Manufacturer of

fine cotton and

linen shirting

fabric.

y Capacity of 10.5

million meters.

yJV with Gruppo

Zambaiti,

Italian high

fashion cotton

textile group.

y Manufacturer of

Outerwear

fabric, Carded

woolen shawls

and Blankets.

y Capacity of 2.5

million meters.

yJV with

Lanificio

Fedora, Italy's

leading woolen






world-class

plants in

India.

3 continents -

US, Europe and

Asia.

1

8

fabric

manufacturer.

y

Manufacturer

of

fine tailored

formal suits,

jackets and

trousers.

y Capacity of

4,50,000 suits,

jackets and 2.4

million

WORSTED

y Manufacturer of

high

fashion jeans wear.

y Capacity of 3 million

pairs of jeans per

year.

y Manufacturer of

formal shirts.

y Capacity of 3000

shirts per day.

y Technical

collaboration with

Flex, Japan.

Raymond is the world·s largest producer

of worsted suiting

fabrics, commanding an over 60% market share in India.

With a capacity of

28 million meters

(soon to be 31

million meters),

they are among the

few

companies in the world, fully integrated to manufacture worsted fabrics,

wool & wool blended fabrics. They also convert these fabrics into suits,

trousers and apparels that are exported to over 55 countries in the world;

including European Union, USA, Canada, Japan and Australia amongst

others.

19

A trendsetter and an innovator in the Indian textile market, Raymond·s

expertise has been brought to bear by our in-house research & development

team. Their innovations have become milestones in the worsted suiting

industry:

They mastered the craft of producing the finest suiting in the world using

super fine wool count (from 80s to 230s) and blending the same with

superfine 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 to

manufacture even finer worsted suiting fabric- the Super 230s.

Today they are recognized as a pioneer in manufacturing worsted suiting in

India, 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 the

Group's foray into the global apparel market.

DENIM

20

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, specialty

denim and other niche products for the global fashion market.

Raymond·s offer buyers of denim fabric, a state of the art

jean wear facility to convert fabric into high fashion garments at our jeans

wear facility 'Ever Blue' near Bangalore. The unit converts fabric to jeans

wear supplying to customers the world over.

SHIRTINGS

Raymond and Cotonificio Honegger SPA, part of Gruppo Zambaiti have

joined hands in the form of a 50:50 JV to manufacture and market high

value cotton and linen shirting. Through this partnership, the textile majors

have set up a Greenfield facility in India for manufacture of high-value

cotton shirting fabric.

The joint venture company, Raymond Zambaiti Ltd, will combine

Raymond·s expertise in textile business, low cost production, technology

and 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

including cotton apparel fabrics and high-end cotton suiting fabric 21

produced at our newly set up state-of-the-art vertically integrated plant in

Kolhapur, India.

This facility caters to the international markets at the middle to the upper

end brands and offers custom designed shirting products to our discerning

international customers, which includes leading brands and retailers. The

group is among the top three Italian high fashion cotton textile majors in

the world, supplying fabrics to premium brands across the globe.

Formal shirts

To style the corporate world, we have set up another facility manufacturing

formal shirts -'Celebrations Apparel Ltd.', in technical collaboration with a

Japanese manufacturing company- Flex Japan Company Ltd. Powered by

advanced machinery and cutting-edge infrastructure, the facility

manufactures up to 6000 shirts a day.

y Dress Shirts

y Textiles

y Raymond Zambaiti Pvt. Ltd.

y Celebrations Apparel Ltd

TAILORED CLOTHING

22

Raymond manufacture suits, jackets and formal trousers

through Silver Spark Apparel Ltd., a wholly owned subsidiary of Raymond

Ltd...

To meet the growing needs of our domestic and international clients, their

plant has the capacity to produce 450,000 suits and jackets and 2.4 million

trousers annually, a significant addition to their existing capacities at

Thane near Mumbai.

They not only produce engineered (fused) jackets but also have the

capability to produce high -end half canvas jackets. This make-up offers the

complete 'tailored' with 18-20 rows of blind stitch on the lapels,

guaranteeing a roll on the lapel, which is unmatched. The jackets are hand

sewn to complete the tailored look.

23

JEANS WEAR

State-of-the-art jeans wear facility 'Everblue

Apparel Ltd.' has been set up in Dodaballapur, near Bangalore.

The plant has the capacity to turn out 3 million garments per annum with

integrated garment design, sewing and washing operations. An in-house

design 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 leading

global brands. This has been made possible by the optimal use of modern

technology.

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,

24

that we can provide a wide variety of finishes to meet the diverse

tastes of our global customers.

25

DRESS SHIRTS

Raymond·s formal shirts have earned the

reputation of being at par with the world's best. This has been made

possible through Celebrations Apparel Ltd, their new facility in Bangalore,

which has a technical collaboration with Flex Japan, one of the largest

dress 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 like

armhole seam with single needle machines. They possess the capability of

manufacturing complete shirts using single needle machines. Oil free

sewing machines and a dust free environment ensure spotless whites and

light colour shirts. Threads, interlinings, buttons and other embellishments

are sourced from the best suppliers across the globe to offer our customers

the highest quality products.

The layout of the manufacturing line has sufficient flexibility to adapt to

smaller runs and style changes. This flexibility permits the manufacture of

both fused and non-fised collars and cuffs as per our customer

requirements

26

Specialized machinery imported from renowned manufacturers from USA,

Germany and Japan comprise of automated spreading and cutting with an

inbuilt system for matching checks and stripes. Pocket creasing and pocket

attach operations aided by SRP sewing machines make our unit one of the

best shirt making facilities in South Asia.

27

BRAND PORTFOLIO

To let customers soak in the brand experience Raymond·s have set-up

exclusive brand stores. Each store makes available to customers the entire

product range of garments and accessories. These provide customers a

unique and leisurely shopping experience while also presenting them a new

look to suit every new occasion ² be it formal, casual, outdoor, travel or

occasion wear.

The Raymond Shop is

a premium retail store

offering complete

wardrobe solutions for

men, which includes

top-of-the-line brands -

Raymond, Manzoni,

Park Avenue,

ColourPlus and Parx.

The Manzoni Luxury

Boutique in New Delhi

and Mumbai provides a

luxurious ambience to

make a style

statement!

28

The Park Avenue store

offers the perfect

premium lifestyle

experience and

addresses the

customers need for

Business, Evening,

Leisure, Travel and

Heritage Wear.

Get a cool trendy

makeover for that

¶chilled out· out of

office look!

Exclusive stores where

one can shop for smart

casual shirts, trousers

and elegant

accessories.

A chain of 15 stores,

presenting customers

the best of

international fashion

from well-known

Indian designers,

rights under one roof.

29

A fun place for kids to

hang out and shop for

colorful clothes and

accessories.

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 world's largest integrated

producers of worsted suiting fabrics.

As an integrated player, they provide end-to-end fabric solutions right from

manufacturing 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

world using super fine wool from 80s to 230s count and blending the same

30

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 including

suits, 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 made

from natural corozzo nut and mother of pearl. The best-in-the-world linings,

interlinings and threads lend these garments a premium look.

31

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-art

machines 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

the finest cotton and knee length lining for woolen trousers make for

32

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 solids

in 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 jacquard

shirts in colors like orange, red, blue, purple apart from the classic neutral

shades. Subtle embroidery on shirts dresses you up in rich elegance.

33

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 being

the ¶Most Admired Brand· at the Lycra Images Fashion Awards 2006, for

the second consecutive year.

34

Set up in 1993, ColorPlus is one of India's leading casual wear brands.

Their shirts, trousers, knits, survival gear and accessories have always met

international quality standards.

35

Parx reflects the persona of

the energetic 22-30 year old who is aggressive, outgoing, and dynamic and

lives his life to the fullest. They mirror the pulse of this new generation, who

look at clothing as a statement of their attitude and vibrancy.

Parx was launched in 1999 to cater to the smart and fashionable clothing

segment. It has garnered a significant market share in this category given

our vertical integration and a strong retail presence.

The brand affords a wide range of shirts, trousers, denims, polos and

outerwear. The range is categorized namely Urban, Sports, Excursion and

Club.

The Parx range is available at exclusive Parx brand outlets and ´The

Raymond Shopµ chain of stores across the country.

36

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 women

from Be: and well known Indian designers like Anshu Arora Sen, Akbar

Shahpurwalla, Krishna Mehta, Manish Arora, Preeti Jhawar, Priyadarshini

Rao, Rohit Bal, Savio Jon, Shantanu & Nikhil, Varun Bhal, Vidhi Singhania

and 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 is

increasingly becoming aware of designer wear and dreams of possessing

one. Affordability, Accessibility and Acceptability are the three attributes

that characterise Be:

Be:, from Raymond Ltd., today is a 15 store chain. Be: has a pan India

presence 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.

37

Zapp! Presents an exciting range of garments

and accessories targeted at fashion conscious young adults between the age

group of 4-12 years.

From party wear to casual wear, kids can now choose a different style for

each different occasion. Designed in-house, the Zapp! Clothing line consists

of 'Basics', 'Denim' and 'Street wear' amongst other collections. To go with

their clothes, kids can also shop for accessories such as footwear, bags, bed

and bath linen.

Zapp! Has also tied up with Warner Brothers to treat kids to 'Superman'

merchandise right in their city.

The collection will be marketed through exclusive brand stores across the

country, the first of which was launched in Ahmedabad and the next one in

Mumbai.

With their exciting clothes and accessories line complete with a unique and

fun experience; they look forward to redefining the kidswear market in the

country.

38

RETAILING

The Raymond Shop is a premium retail store

offering 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 country

starting 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 other

retail stores are judged and constantly sets new standards and creates

environments that make shopping a pleasure.

The Raymond Shop network started with a small corner shop in Ballard

Estate, Mumbai, around five decades ago. It has grown tremendously with a

dedicated team making it the largest retail store in the country having more

than 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

a space of 1 million square feet built-up area.

39

Their wide reach all over the country across big cities and smaller towns

allows us to reach a wide spectrum of consumers. They have now extended

our reach with a presence in some of the leading Malls with new retail

formats.

40

AD CAMPAIGNS

41

42

RESULT & ANALYSIS

In response to the first question most of the consumers responded

to Raymond, Siyaram and Vimal as major suiting and shirting

brands 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.

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8642

¢ £ ¤ ¥£¦¡

¢ £¤¥£2

When asked to rate different suiting and shirting brands on the

scale of 1-10 Following responses were obtained on an average

basis

43

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 a

Raymond product. The consumer responded in following manner

y Quality 13,

y Trust 11,

y Affordability 11,

y Style 6,

y Promotion 3,

y Variety of Merchandize 6,

44

y Customer Service 0,

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#

!

$%&%(#

$%&%(

$%&'%()

Following are the consumer response after buying a Raymond

brand.

y Excellent 13,

y Good 18,

y Average 15,

y Poor/Bad 4.

10

54

5523

5501

43

2

10

45

67 8 97@5 67 8 97@1 67 8 97@A

People buy Raymond Merchandize from

y Local shop owners 25,

y Raymond Shops 21,

y Exclusive Brand outlets 4.

D0

CB

C0

1B

10B

0

Local shopRaymond shopExclusive

1 C D

When asked about the source of information about Raymond

products, 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.

46

H1G

1F

1E

110HG

F

E

0

ISeries1Series

PSeries

Friend Family Television47

Prient media Local shop ow one r

INTERPRETATION

The complete brand

Raymond, a hoary brand, has had the wisdom to ensure its quality and

advertising move with the times even as they remain stylish and consistent.

Raymond's has been the best in its category for ages.

From babies and puppies to teachers and recently, dolphins, Raymond's

advertising 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 column

about matrimony or the attendant challenges. It is about a brand that most

middle- and upper class Indians not only consider but also end up buying

when they get married. You don't have to be an expert on sartorial elegance

either 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

1923. To be precise, Raymond is unquestionably Indian's foremost textile 48

brand and a dominant market leader. The cornerstone of the brand has

been the consistently superior product quality and numerous innovations

that 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 professional

and as a consumer. More so in a category like apparel. What's the

difference between a shirt by Van Heusen and another by Zodiac? Whilst

both brands would have diehard loyalists, the truth is that both these

brands are buying the fabric from the same producer. The difference comes

through in the designs, the advertising and the consequent imagery.

And speaking of Raymond, one of the key factors behind its success is the

advertising, quality, style, and innovation. To my mind, Raymond's

advertising has been the best in its category for ages. A. G. Krishnamurthy,

the driving force behind Vimal's advertising for several years, will disagree

but that can be a different story. And this has happened through different

advertising agencies, which have handled the Raymond brand over the

years.

Whether it was the legendary Frank Simoes who for a short while handled

Vimal and Raymond, Enterprise-Nexus with the likes of Mohammed Khan

or R. K. Swamy BBDO, which has been handling it successfully for the last

few years. In fact, while Vimal might have had a powerful tagline in "the

looks of a winner," it was Raymond, which has been walking away with the

advertising sweepstakes, in my book at least.

49

A flashback in fashion

The hallmarks of Raymond's over the years have been its sophistication and

consistency. I know that it is easier for people to remember the words of a

song or dialogues from films than it is to remember advertising slogans or

taglines. And yet, one of the tests for an advertisement is not only its recall

but also its relevance to the target audience at that point in time.

One of the brand's most visible and recalled slogans was "the guide to the

well-dressed male. And then the advertising moved ahead to "the complete

man." The complete man was a shift in the sense that it was focused on the

consumer. He, not fabric, was the hero.

I can still recall, almost frame by frame, a commercial, which was shot in

black-and-white that ends on the beach with a guy in a wheelchair. The

contemporary tone of voice and sophistication continue to be enduring

features of the brand's advertising.

50

Feels like heaven

Agencies love change, more so when the original campaign idea is inherited

from a different agency. And yet there can be another possible dimension to

the complete man and that is warmth. If you had to find one word that

describes some of the Raymond TV commercials over the last few years,

that word would be "warm." I am sure all of us have enjoyed the

commercials of the baby, the bunch of cute puppies, the teacher coming for

his former pupil's wedding reception with flashbacks of the past or even the

recent one featuring dolphins.

Crucial to the memorability of these commercials is the slick execution. It is

bad enough working with celebrities and stars but I guess working with

animals (however cute) must pose its own set of challenges. Consciously

one realises that the brand is targeting the younger user. After all, we are a

young nation that is becoming increasingly more affluent and global even

as we speak. This is perhaps more in evidence in the commercial featuring

a 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. To

my mind, a stunning commercial.

Yes, the brand has broadbased its appeal from weddings to interviews to

international travel. And it is not only bankers who wear suits now. People

wear suits and classy clothes more often and the brand that will come to

mind and into their wardrobe will be Raymond despite the presence of the

Digjams, the Grasims, the Reid & Taylors, the Dineshs and Vimals of the

world. Raymond today is a brand with global aspirations, excellent reach

51

and the financial clout and business acumen to take over brands like Color

Plus.

Aspiration is the key

Aspiration is one of the key drivers of successful brands. I remember a

Mercedes Benz commercial of a child in a womb that keeps repeating "When

I 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 a

new generation of users who are coming in every year. Will they continue to

patronise the same brand of suiting that their father wore? The answer to

that might well determine Raymond's future success. My gut feel tells me

that Raymond is well on its way to do that. And if that isn't complete

success, I wonder what is.

52

CONCLUSIONS

The Rs 1,500 crore Raymond Group is moving ahead in the 21st century in

top gear as it sets an aggressive expansionist eye on not only the domestic

market, but also the global scene.

I don't think there are many companies in the world which are so integrated

that they actually manufacture worsted fabrics, woollen, linen and go to the

extent of converting them into readymade garments, suits and trousers,"

From making coarse woollen blankets and small quantities of low priced

woollen fabrics in 1944, Raymond now makes the Super 220S the world's

finest fabric retailing at Rs 1.05 lakh per suit length. Added to its fabric

base is the very impressive stable of men's RTW labels ² Park Avenue, Parx,

Manzoni and Colorplus.

Based on the responses collected after the survey following conclusion can

be derived.

Raymond has established its name and fame in the minds and harts of

most of the consumers. Its supreme quality and trust has been a major

factor behind its success and its advertising strategy has be rock solid and

consistent over the years and that why most of the consumers responded to

Raymond immediately when asked about Suiting and Shirting. One of the

strong bastions of Raymond has been its advertising strategy Raymond

advertisements have made their place in our memories and heart from

decades. They always touch our hearts and explore our feelings and try to

relate with us in one way or the other.

53

From 1925 till today Raymond have developed a strong patronage among

customers and after buying any of the Raymond Merchandize customer

came back again and again.

All though Raymond's have faced strong competition from Siyarams, Vimal

& Mayur but it need not to worry a lot about these because its name itself

is sufficient to compete with any body.

54

SCOPE OF FUTURE RESEARCH

In this report we have analyzed the brand image, brand equity and brand

awareness of Raymond's. We have also tried to find out the customer

satisfaction for its products.

But its advertising itself is such a complicated and complex phenomenon in

itself that there is a huge scope for researching its advertising and

promotion strategy to understand that despite heavy advertising by all

other competitors why Raymond have maintained its market share.

Also we could try to analyze the reasons behind the Raymond's approach of

promoting its brands like Manzoni Be; Zapp and Colour Plus differently and

not under the Raymond's tag because most of people are stile not aware

that these brands belong to Raymond's

55

QUESTIONNAIRE

Q1 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 Mayur

Q2 How many brand under Raymond·s are you aware of?

y Parx

y Park avenue

y Be:

y Color plus

y Zapp

y Manzonni

Q3 Rate these brand in terms of quality variety and affordability on the

scale of

1-10.

y Raymond·s

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y Siyaram

y Digjam

y Vimal

y Dinesh

y Reid & taylor

y Mayur

Q4 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/ambience

Q5 How was your experience of buying a Raymond brand?

y Excellent

y Good

y Average

y Bad/poor

Q6 From where do you buy Raymond·s merchandise?

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y Local shop owners

y The Raymond·s shop

y Exclusive brand outlets

Q7 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.

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Date post:	20-May-2015
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