Raymond s

INTRODUCTION ABOUT RAYMOND

The Raymond Group was incorporated in 1925 and within a span of a few years, transformed from

being an Indian textile major to a global conglomerate. The Tagline of Raymond - 'The Complete

Man'- a man who is caring, sensitive and places a huge premium on relationships.

In our endeavor to keep nurturing quality and leadership, we always choose the path untaken - from

being the first in 1959 to introduce a polywool blend in India to creating the world's finest suiting

fabric the Super 240s made from the superfine 11.6 micron wool.

Today, the Raymond group is vertically and horizontally integrated to provide customers total

textile solutions. Few companies globally have such a diverse product range of nearly 20,000

varieties of worsted suiting to cater to customers across age groups, occasions and styles.

We manufacture for the world the finest fabrics - from wool to wool-blended worsted suiting to

specialty ring denims as well as high value shirting.

After making a mark in textiles, Raymond forayed into garmenting through highly successful

ventures like Silver Spark Apparel Ltd. Colorplus Fahions Ltd.(clothing for men) Everblue Apparel

Ltd. (Jeans wear) and Celebrations Apparel Ltd. (Shirts).

We also have some of the most highly respected apparel brands in our portfolio: Raymond,

Raymond Premium Apparel, Manzoni, Park Avenue, ColorPlus, Parx, Notting Hill & The

Raymond Shop. The Raymond Group also has an expansive retail presence established through the

exclusive chain of 'The Raymond Shop' and stand-alone brand stores for the above mentioned

brands.

With a US$600 million turnover we are today one of the largest players in fabrics, designer wear,

denim, cosmetics & toiletries, engineering files & tools, prophylactics and air charter services in

national and international markets.

1

http://www.raymondindia.com/off_retl_trs.asp

http://www.raymondindia.com/off_brnd_notting.asp

http://www.raymondindia.com/off_brnd_pa.asp

http://www.raymondindia.com/off_brnd_cp.asp

http://www.raymondindia.com/off_brnd_pk.asp

http://www.raymondindia.com/off_brnd_mz.asp

http://www.raymondindia.com/off_brnd_ry.asp

http://www.raymondindia.com/grp_clap.asp

http://www.raymondindia.com/grp_evbl.asp


http://www.raymondindia.com/grp_sisk.asp

All our plants are ISO certified, leveraging on cutting-edge technology that adheres to the highest

quality parameters while also being environment friendly.

“The Raymond name symbolizes quality, leadership and excellence and as a company that has

always stood for setting standards in ethical business performance, innovations and services. With

our history of more than 75 years, we rely on our long-standing reputation and loyal customer

base. While we have mastered the art of making quality fabrics, our objective is now on attaining a

significant global position in the textile and ready-made segment.”

- Gautam Hari Singhania

Chairman and Managing Director, Raymond Ltd.

2

OBJECTIVES OF THE STUDY

Primary Objective:

To study About Brand Perception of Raymond.

Secondary Objectives:

To understand how Raymond brand is viewed in the market of India?

Which brand attributes are preferred by customers?

To study the market potential of Raymond and its brands.

To study Consumer preference for Raymond and its standing in the market.

To understand their own products and services in relation to market needs and

competitor activity.

To allow participants to more effectively manage the channels to market.

To enable participants to manage promotion and product positioning in order to

become first choice supplier and capture market share.

3

R E S E AR C H M E T H OD OL O G Y

METHODOL O GY

The advanced learner’s dictionary of current English lays down the meaning of research as a

“careful investigation or inquiry specially through search for new facts in any branch of

knowledge.”

Readman and Mory defines research as ‘A systematized effort to gain new knowledge.’

The project was to involve a detail study of the market based on the consumers. For estimating

the market potential and our own brand’s market share different methods of primary data

collection were employed in the form of questionnaire, surveys, observations, etc. Further to

accommodate the additional factors such as competitor presence in the market, seasonal

factors, and promotional costs etc while calculating market potential were taken care of. An inter

– brand comparison as well as a brand awareness study to limited extends was also carried

away. When sorted and used properly, the data collected in the field can form the backbone

of later marketing campaigns.

The success of the analysis mostly depends on the methodology on which it is carried out. The

appropriate methodology will improve the validity of the findings. It is very important to have a

suitable research methodology. For my project report, Brand Perception of Raymond, I collected

primary and secondary data to analyze and identify the impact of the brand perception and sales

volume and customer satisfaction in the potential market.

4

STEPS IN RESEARCH D ESIGN PROCESS

1. Define the research problem

Research problem definition involves specifying the information needed by management.

2. Estimate the value of the information to be provided by the research

Descriptive research is characterized by a high degree of flexibility tends to rely on

convenience sample.

3. Select the data collection method (s)

Survey research, Observations, Primary and Secondary methods.

4. Select the measurement technique

Questionnaires, instrument for asking information directly from a respondent’s on the

basis of question asked by interviewer.

5. Select the sample (primary considerations)

Population, sample frame, sampling unit, sampling method (non-probability),

Sample size, sample plan, and execution.

5

6. Select the analytical approach

Data analysis involves converting a series of recorded observations into descriptive

statement and/ or inferences about relationships.

7. Evaluate the ethics of research

Ethically sound research considers the interests of the general public, the respondents, the

clients, and the research profession as well as those of the researcher.

8. Estimate time and financial cost

Time refers to the time needed to complete the project. The financial requirement is the

monetary representation of personal time, computer time, and material requirements.

6

PROCESS OF RESEARCH DESIG N

Area of the study:

The study was mainly concentrated on Brand Perception of Raymond.

Research Design:

Descriptive Research: Descriptive research includes survey and fact-findings enquire of

different kinds involving a detailed survey by a questionnaire issuing to

respondents/customers of Raymond.

Method of collection:

For the collection of the data I adopted questionnaire method. For the purpose, I had

prepared a questionnaire and went to the respondents with that. My research was

related to “Brand Perception of Raymond”.

Data Collection:

The study is based on the data collected through primary and secondary sources.

Primary Data:

An interview schedule was designed to collect primary data from various Raymond

clothing wearers, i.e. customers by a questionnaire survey.

7

Secondary Data:

Secondary data was collected from journals, magazines, web sites and from other

relevant information.

Research Approach:

There are different research approaches and the research instruments that were

employed during the research work. The common research approach for

col lect ing the pr imary data are observations, focus group, surveys and

questionnaire.

With respect to the brands, people’s / consumers’ perception so that it serves as a

foundation to prepare the questionnaire for collecting primary data and that it helps in

deciding other methods to be adopted which may be useful in gathering the necessary

information.

Research Instruments:

Marketing researchers have a choice of two main research instruments in collecting

primary data - Questionnaire and Mechanical devices. Mechanical devices are used

frequently in marketing research. Mechanical devices hold no relevance for this study

and thus only questionnaire was used.

A questionnaire consists of a set of questions presented to respondent for their answers.

Because of its flexibility, the questionnaire by far the most common instrument used to

collect the primary data. In addition, the form of the question asked can influence the

response. Marketing researchers distinguish between open – end and closed – end

questions.

8

Closed end questions pre – specify all the possible answers, and respondents make a

choice among them. Open – end questions allow respondents to answer in their own

words. Open – end questions often reveal more because they do not constrain

respondent’s answers. The questionnaire should use simple, direct, unbiased wording

and should be pre – tested before it is actually used.

In this case too, questionnaire method was followed to collect primary date with

respect to the project which was finally implemented after pre testing closed end,

multiple choice questions were followed after pre testing closed end multiple choice

questions so that minimum time of consumers / respondents is consumed.

Sampling Design:

The sampling design mainly consists of the sample taken for the study along with the

sample size, sample frame and sampling method.

Sample Size:

From the universe, sample sizes of 100 customers were selected for the purpose of the

study.

Sample Unit:

The customers in the age group of 18 to 50 years are taken as the sample unit.

9

Sample Frame:

The customers were selected on a random basis from which the respondents were selected

based on convenience.

Sampling Method:

Convenience sampling was used, based on the willingness and availability of the

respondents. The study was conducted on consumers with different type of business.

Research period:

The time for the project is approximately 2 months in which the collection of data,

interpretation, analysis, conclusion and the objectives of the study should be justified.

10

LIMITATIONS OF THE STUDY

This study takes both primary data and secondary data.

Primary data takes from various resources. They may tell lies or may not interest in the

study.

Secondary data takes from websites and documents which may not be correct or

manipulate/distort by someone.

This study is very time consuming & no reliability is there.

Courtesy bias.

Increasing competition among suiting fabric or clothing companies.

Increasing media and sales cost.

Media fragmentation.

11

COMPANY PROFILE

BOARD OF DIRECTORS: DR. VIJAYPAT SINGHANIA, Chairman Emeritus

GAUTAM HARI SINGHANIA

PRADEEP GUHA

SHAILESH HARIBHAKTI

I. D. AGARWAL

NABANKUR GUPTA

P. K. BHANDARI

REGISTERED OFFICE: PLOT NO. 156, H. NO. 2, VILLAGE ZADGAON

RATNAGIRI, 415612 (MAHARASHTRA)

REGISTRAR & SHARE TRANSFER AGENT:

LINK INTIME INDIA PRIVATE LIMITED

C-13, PANNALAL SILK MILL COMPOUND,

L. B. S. MARG, BHANDUP (WEST)

MUMBAI - 400078.

12

FINANCIAL HIGHLIGHTS:

Consequently Company has registered only nominal growth in turnover. During the year, the

gross turnover of the Company was Rs.1393.25 cr. as compared to Rs.1337.56 cr. in the previous

year.

Profit before tax, prior period adjustments, exceptional items and foreign exchange loss/gain was

Rs.30.35 cr. as against Rs.69.31 cr. in the previous year. The performance was affected by

foreign exchange loss of Rs 89.10 cr.

After factoring in the foreign exchange loss, the loss before tax, prior period adjustments and

exceptional items was Rs.58.75 cr. as against the profit of Rs.86.15 cr. in the previous year.

SEGMENT ANALYSIS AND REVIEW:

The key business segments of the Company are Textile and Files & Tools Divisions.

PERFORMANCE HIGHLIGHTS:

Net sales for the year were Rs.1137.85 cr. as compared to Rs.1133.85 cr. in the previous year.

EXPORT:

Textile exports for the Financial Year 2008-09 were Rs.110 crores, as against Rs.114 crores in

the previous year. Quality, design service to mid premium and premium customers has resulted

in stability of customers internationally and new customers being, attracted to provide an

integrated offering.

13

QUALITY & ACCOLADES:

At Raymond there is an on-going quest for Excellence, Quality, Leadership and Trust in the

products and services provided to its customers and are a continuous journey that is undertaken

with a commitment to improve processes, and deliver superior products. Every effort is made to

provide products and services that consistently meet or exceed customers’ expectations.

Company continues to win awards year-on-year; some notable awards during the Financial Year

2008-09 are;

The Readers Digest Platinum Award for the most Trusted Brand;

The Ninth Annual Images Fashion Awards 2009 for “The Most Admired Menswear

Brand of the Year”;

JK Files & Tools has for 28 consecutive years been awarded the All India Export Award

by Engineering Export Promotion Council (EEPC) of India for being the ‘Star Performer

Award as Large Enterprise’ of 2006-07 in the Hand Tools Category;

Lyrca Images Fashion Awards 2008 - Most Admired Textile Brand of the Year.

Lyrca Images Fashion Awards 2008 - Most Admired Suiting Brand of the Year.

CNBC Consumer Award 2007 - The Best Branded Readymade Garment and Textile.

14

MILESTONES OF RAYMOND

1925 - Setup of The Raymond Woollen mill in the area around Thane creek.

1944: Lala Kailashpat Singhania took over The Raymond Woollen Mill. The mill was

primarily making cheap and coarse woollen blankets, and modest quantities of low priced

woollen fabrics.

1950 - Setup of a new manufacturing activity for making indigenous engineering files

known as JK Files & Tools. This has now become the largest facility of its kind in the

world.

1958 - The first exclusive Raymond Retail showroom, King's Corner, was opened in

1958 at Ballard Estate in Bombay.

1964 - Setup of a new Combing Division. This was followed by a phase of vertical

integration, facilitating in the processing of multi-fibres and technology improvements to

make blended fabrics.

1968 - Raymond setup a readymade garments plant at Thane. The readymade garments

division of Raymond has since then grown rapidly. Raymond has now become the leader

among readymades, in India, achieving a business turnover of over Rs. 2000 million.

1979 - A new manufacturing facility was set up at Jalgaon, to meet the increasing

demand for worsted woollen fabrics.

15

1980: Vijaypat Singhania took over the reins of the company. He injected fresh vigour

into Raymond, transforming it into a modern, industrial conglomerate.

1986 - Launch of "Park Avenue", the premium lifestyle brand providing a complete

wardrobe solution to the men who like to dress well & be current on styles & fashion.

1990 - The first showroom abroad for Raymond in Oman.

1991 - A new manufacturing facility was set up at Chhindwara, near Nagpur.

1995: Superfine pure wool collection under the Lineage Line (Super 100S to Super

140S).

1996: The Renaissance Collection made of Merino wool blended with polyester and

specialty fibres (Super 100S to Super 140S).

1996: Raymond's denim; focusing on quality, innovation and the creation of exclusive

products that have always caught the eye of some of the world's leading denimwear

brands. Its designs have always kept pace with the changing styles and cuts found in

every youngster's closet. With a 40 million meters capacity, Raymond today ranks

amongst the top 2 producers of ring denim in India

1999: The Chairman's Collection of Super 150S made from Merino Wool and Cashmere

followed by Super 160S to Super 190S.

1999: Launch of "Parx", a premium casual wear brand bringing customers a range of

semi-formal and casual clothes.

16

2000: Launch of "Be:", exclusive prêt line of ready-to-wear designer clothing for men

and women.

2002: Acquisition of ColorPlus.

2003: Setup of 'Silver Spark Apparel Ltd.' for manufacturing suits and formal trousers

catering largely to export markets.

2004: Super 220S fabrics under the Chairman's Collection.

2005: Setup of state-of-the art jeanswear facility 'Everblue Apparel Ltd.' near Bangalore.

2005: Setup of state-of-the art facility 'Celebrations Apparel Ltd.' for the manufacturing

of formal shirts.

2005: Raymond achieved a rare feat and a historical milestone with the creation of the

world's finest worsted-suiting fabrics from the finest wool ever produced in the world-

The Super 230s made up of 11.8 micron of wool.

2005: Launch of 'Expressions' an exquisite collection of all wool and polywool suiting

specially crafted using exotic fibres like Cashmere, Angora, Mohair, Bamboo, Casein.

2006 Set of Raymond's third worsted unit at Vapi in Gujarat. Raymond now has 3 state of

the art units with a combined capacity of 31 million meters of worsted fabric.

2006 Launch of design studio in Italy for cutting edge design capabilities for exports and

domestic brands.

17

2006: Set up of world class carded woollen unit, Raymond Fedora Ltd, in Jalgaon.

2006 Set up of greenfield shirting unit at Kolhapur producing high value cotton shirting.

This facility is set up as part of the company's JV with Gruppo Zambaiti.

2006 Set up of J.K. Talabot Ltd - JV with MOB, France for the manufacturing of files

and rasps.

2006 Launch of Zapp! Our kidswear brand with first store in Ahmedabad.

2007 Entered into Joint Venture to retail premium brand ‘GAS’ in India.

2007 Launch of new brands for women’s wear.

2008 Launch of 'Raymond Finely Crafted Garments' – readymade apparel under

Raymond brand.

2008 Launch of 'Neckties & More' - New format store for accessories.

18

GROUP COMPANIES

Raymond Ltd.: Raymond Ltd. is among the largest integrated manufacturers of worsted fabrics in the world.

Raymond Apparel Ltd. : Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in India – Raymond Finely Crafted Garments, Manzoni, Park Avenue for Men & Women, ColorPlus for Men & Women, Parx, Be: and Zapp! and Notting Hill.

ColorPlus Fashions Ltd. : ColorPlus is among the largest smart casual brands in the premium category. The company was acquired by Raymond to cater to the growing demand for a high end, casual wear brand in the country for Men & Women.

Silver Spark Apparel Ltd.: A garmenting facility that manufactures formal suits,

trousers and jackets.

EverBlue Apparel Ltd. : A state-of-the-art denim garmenting facility.

Celebrations Apparel Ltd. : A facility set-up for the manufacture of formal shirts.

J.K. Files & Tools : A leading player in the Engineering Files & Tools segment and the largest producer of steel files in the world.

Ring Plus Aqua Ltd. : A leading manufacturer in the engineering automotive components.

J.K. Helene Curtis Ltd. : A leading player in the grooming, accessories and toiletries category.

J.K. Investo Trade (India) Ltd . : JKIT is an investment company registered with Reserve Bank of India as Non-Banking Financial Company.

19

http://www.raymondindia.com/grp_jkit.asp

http://www.raymondindia.com/grp_jkhc.asp

http://www.raymondindia.com/grp_jkrp.asp

http://www.raymondindia.com/grp_jkft.asp

http://www.raymondindia.com/grp_clap.asp


http://www.raymondindia.com/grp_sisk.asp

http://www.raymondindia.com/off_brnd_cp.asp

http://www.raymondindia.com/grp_ral.asp

JOINT VENTURES

Raymond UCO Denim Pvt. Ltd. :

The manufacturers and marketers of denim fabrics.

Raymond Zambaiti Pvt. Ltd.

A Greenfield facility manufacturing high value cotton shirting.

J.K. Ansell Ltd.

The manufacturers and marketers of KamaSutra condoms and surgical gloves.

J.K. Talabot Ltd .

Our Joint venture with MOB Outillage SA, manufacturing files and rasps for international markets.

20

http://www.raymondindia.com/grp_jkta.asp

http://www.raymondindia.com/grp_jkal.asp

http://www.raymondindia.com/grp_zam.asp

http://www.raymondindia.com/grp_uco.asp

LIST OF RAYMOND BRANDS

21

Brief Introduction About Raymond Brands :

For over 80 years, Raymond is counted as one of the world's premier manufacturers of worsted

suiting fabric in fine grade wool; in the same league as the finest that Europe has to offer.

Today, the Raymond product range includes pure wools, wool blended with exotic fibres like

camel hair, cashmere and angora and innovative blends of wool with polyester, linen and silk.

Offering suiting and trousering fabric for all occasions and needs.

Our domestic distribution is spread far and wide with more than 30,000 outlets that stock and sell

our wide range of fabrics.

Fine products, wide range, superb distribution and intelligent advertising support have helped the

company gain a dominant share of the market. No wonder, premium labels from the world's

fashion capitals prefer Raymond.

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.

22

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.

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.

The Manzoni formal wear range is characterized by its classic colors and contemporary designs.

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 woollen trousers make for comfortable wearing. Intricate features include French fly,

23

blind stitched loops, rounded belt extensions & ‘D’ bartags at the back pockets for additional

strength to the garment. Only the finest premium horn and Corozzo Nut buttons are used in

Manzoni trousers.

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 colours like

orange, red, blue, purple apart from the classic neutral shades. Subtle embroidery on shirts

dresses you up in rich elegance.

Manzoni also has a line of accessories that include fine leather bags, shoes, belts, silk ties and

cotton socks. These high quality accessories have been specially created for Manzoni and reflect

24

the latest styles from across the world. Styled in Europe, the shoes are made by the finest

international craftsmen. Other excellent compliments are the woven silk ties handcrafted in Italy,

available in a variety of shades and designs and the leather belts. Available in plain and braided

styles, the belts also offer a choice of colors in black brown and tan shades.

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, colour and fashion trends. We 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 travelling.

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 our discerning customers.

Our 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 Innovative

Brand ' at the Lycra Images Fashion Awards 2008.

On September 8, 2007, 'Park Avenue Woman'- A complete range of Business Wear for women

was launched. 'Park Avenue Woman' is designed especially for the working women

professionals of today. The brand offers three distinct and elegant lines that include the 'Modern

Classic' range for Business Formal Wear, 'Urban Chic' range for Business Leisure Wear and

'Opium Delight' for Business Evening Wear.

25

All three lines from Park Avenue Woman sport distinct styles and fits that are offered in an array

of exquisite garments to help the modern working woman surge new corporate heights. The

business formal wear collection is predominantly in black and white, focusing mainly on classic

jackets, blouses and pants for daywear. Whereas the Business leisure and Business evening wear

brings alive crochet and mix and match as also stylish Velveteen Jackets, Camisoles, Bustier

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

survival gear and accessories have always met international quality standards.

Driven by a passion to offer the best to the consumer, we constantly innovate our processes and

technologies to offer you 'smart casual clothing' at affordable prices. Some of the brand's

technological innovations include thermo-fused buttons, golf ball wash, soft jeans, wrinkle free

technology, stain-free fabric and cone dyed technique.

26

Based in Chennai, the brand has a centralized design and development team and technologically

advanced in- house manufacturing facilities. Our centralized warehouse ensures timely deliveries

to our outlets in India and abroad. A 'bespoke' ERP package developed by our IT team gives us

total control over the entire chain, right from design to the storefront.

Today, ColorPlus is present in over 180 locations in the South and West Asia through exclusive

stores and select 'The Raymond Shop' outlets and is already in the process of expanding further.

ColorPlus announced its entry in the growing women’s wear segment with the launch of

'ColorPlus Woman'.

An exclusive range of smart-casual clothing – the ColorPlus Women's Wear is inspired by the

independent, discerning and multi faceted women of today. ColorPlus now offers her the choice

of five lines of clothes and accessories to take care of her different needs.

ColorPlus Woman has been fashioned into an irresistible assortment of shirts, trousers, dresses,

capris, t-shirts, skirts, jackets, denim jeans and much more. The newly launched brand offers five

lines of clothing including Day Wear, Sporty Casual Wear, Outdoor Wear, Business Casual

Wear and the Evening Wear. Each line sports distinct styles and fits offered in an array of

exquisite garments to make a woman feel great all day long. The fabrics used for the

construction of this exclusive range include linen, 100% cotton, cotton-blends, printed silks, satin

and georgettes.

All the collections are complemented by a matching range of accessories like genuine leather

hand bags, hand braided belts, shoes & scarves.

27

Parx is a premium casual lifestyle brand which is positioned to cater to the needs of consumers

who are looking for dressing up for life "beyond work".

Parx reflects the persona of the energetic 22-30 year old who is aggressive, outgoing, dynamic

and lives his life to the fullest. Parx reflects the pulse of the new generation which looks at

clothing as a reflection of their attitude and vibrancy.

Right from its inception in 1999, Parx has been the preferred choice of brand in the causal wear

segment with continuous innovations and international trends and styling. It is positioned to meet

the consumer needs for "beyond work" requirements and this has been addressed through

categories like Urban, Sport, Excursion and Club.

The brand goes to great lengths to ensure quality. The manufacturing process uses the best of

machinery, techniques, tracking systems and processes. These are automated to a large extent.

Distribution is through the following channels: Exclusive Parx brand stores, which are company-

owned and operated; There are currently 19 exclusive stores and a few more to be added by the

end of this year. The Raymond Shop (which offers fabric from Raymond and other readymade

brands from the house of Raymond); large format stores like India Bulls Megamart, Central; and

other leading menswear stores.

Parx’s exclusive brand stores are directed toward delighting the customer with high standards of

service and providing an unique shopping experience.

28

http://www.raymondindia.com/storelocator.asp

Zapp! presents an exciting range of apparel, accessories and lifestyle products for kids between

the age group of 4 to 14 years.

With season focused offerings that blend in both key fashion inputs dictated by International

trends and the highest quality standards, Zapp! has established itself as a leading player in the

kidswear segment today. Zapp! retails through 20 exclusive stores, is available across Shoppers

Stop, Lifestyle, Pantaloon and Central and the top 120 multibrand kidswear stores in the country.

Baby Zapp! consolidates the offering as a specialized category targeted at the 0 to 3 infant

segment with great care on safety and comfort. This specially crafted range includes a miniature

fashion line, utility apparel and accessories and a home line.

The Zapp! stores offer both fun while shopping and the best product available in terms of choice,

design and quality. With changing rooms designed as igloos, and others suspended over glass

floors with pebbles, the stores allow the child to conjure up an adventure! With his own Zapp!

Membership card, the child is made to feel the like the special customer that he is.

29

The Raymond Shop is a premium retail store offering complete wardrobe solutions for men

which includes top-of-the-line brands - Raymond, Raymond Finely Crafted Garments, Manzoni,

Park Avenue, ColorPlus, Parx and Notting Hill.

The Raymond Shop has been a pioneer in organized retailing in the country starting around five

decades ago. Our 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 multifold with a dedicated team making it the largest retail store

in the country having over 390 stores in prime locations, in over 180 cities in India.

Our overseas network spans 33 stores in 15 plus cities across the Middle East, Saudi Arabia, Sri

Lanka and Bangladesh.

The Raymond Shop retail chain occupies a space of approx 1 million square feet built-up area.

Our wide reach all over the country across big cities and smaller towns allows us to reach a wide

spectrum of consumers. We have now extended our reach with a presence in some of the leading

Malls with new retail formats.

30

Notting Hill reflects style and manifests originality of today's fashion-conscious and discerning

young professionals at an affordable price.

Notting Hill was launched in 2007 to cater to the popular price segment. Designed in-house, the

brand collection features a spectrum of men's lifestyle products comprising of suits, shirts,

trousers, jeans, t-shirts and also accessories like ties, handkerchiefs and socks. With exceptional

fits, styling and colour range, Notting Hill promises to be an instant hit with the young working

professionals.

Notting Hill would be retailed across India in a phased manner beginning with Pune and other

cities in Maharashtra. By the end of the first year Notting Hill would be made available across

India with over 400 distribution points.

31

RAYMOND CUSTOMERS

Air India Bharat Petroleum Gulf Air

Indigo Air Hutch Indian Airlines

Indian Oil IAF-Crest ICICI Bank

Delhi Public School Jet Airways Kingfisher Airlines

32

Lafarge Mahindra & Mahindra

MRF

National Defence Academy

Gujarat State Fertilizers & Chemical Ltd.

SBI

Tanishq Yamaha

33

TOTAL TEXTILE SOLUTIONS

Customers today the world over, are looking at one-stop shops that can fulfill all their needs. At

Raymond, we offer fully finished products that span various garment categories that has been

made possible by a seamless horizontal and vertical integration across divisions. Our textile

solutions encompass everything - from worsted suiting to denim and shirting.

It’s not just range but volume and quality that makes us the textile major that we are today. Our

plants have a capacity of 35 million meters in producing the finest worsted fabrics and wool

blends. The blends comprise of exotic fibres like cashmere, Mohair or Angora or blends of wool

with casein and bamboo or the ultimate in fine pure wool – Super 240s.

The denim division has a capacity of 80 million meters of specialty denims; not to mention our

capabilities in producing shirting and carded woollen fabrics. Our joint ventures with global

leaders ensure that you have access to world-class products.

Our design Studios in India and Italy are supported by six states- of- the- art textile plants and

four garmenting factories in India and Europe.

Being integrated suppliers of fabrics as well as garments, we offer our customers total textile

solutions.

34

Largest manufacturer of worsted suiting.

Capacity of 35 million meters. 3 integrated world-class plants in

India.

Manufacturer of fine tailored formal suits, jackets and trousers.

Capacity of 0.4 million suits, jackets and 2.5 million trousers annually.

Manufacturer of specialty ring denim, fashion & colour denim.

Capacity of 80 million meters. JV with UCO NV Europe’s largest producer of

denim fabric. Manufacturing units in - US, Europe and

Asia.

Manufacturer of high fashion jeanswear.

Capacity of 3 million pairs of jeans per year.

Integrated garment design, sewing and washing operations.

Manufacturer of fine cotton and linen shirting fabric.

Capacity of 11.5 million meters. JV with Gruppo Zambaiti, Italian high fashion

cotton textile group.

Manufacturer of formal shirts. Capacity of 1.2 million shirts per year. Technical collaboration with Flex,

Japan.

Manufacturer of Outerwear fabric, Carded woollen shawls and Blankets.

Capacity of 2.5 million meters.

1) Raymond Brand is a stylish brand.

35

58%26%

8%

6%

2%

Stylish Brand

Strongly AgreeAgreeNeither Agree nor DisagreeDisagreeStrongly Disagree

INTERPRETATION :

58% of the respondents strongly agree that Raymond Brand is a stylish brand. 2% of the

respondent strongly disagree that Raymond Brand is stylish brand. 26% of the respondents agree

that Raymond Brand is a stylish brand. Only 8% & 6% of the respondents neither agree nor

disagree & disagree that it is a stylish brand.

2) Which brand do you like to wear most of the time?

36

Strongly Agree 58%

Agree 26%

Neither Agree nor Disagree 8%

Disagree 6%

Strongly Disagree 2%

16%

10%

26%10%6%

14%

12% 6%

Brands Raymond

Manzoni

Park Avenue

ColorPlus

Parx

Zapp

Notting Hill

Raymond Premium Apparel

INTERPRETATION :

26% of the respondents like Park Avenue brand. 16% of the respondents like Raymond Brand.

14% of the respondents like Zapp brand. 12% of the respondents like Notting Hill brand. 10% of

the respondents like Manzoni & ColorPlus brand & 6% of the respondents like Parx & Raymond

Premium Apparel brand.

3) Are you satisfied with Raymond brand?

37

Raymond 16%

Manzoni 10%

Park Avenue 26%

ColorPlus 10%

Parx 6%

Zapp 14%

Notting Hill 12%

Raymond Premium Apparel 6%

Yes

No

5% 15% 25% 35% 45% 55% 65% 75% 85% 95%Yes No

Satisfaction 0.950000000000001 0.05

Satisfaction

INTERPRETATION :

95% of the respondents are satisfied with the Raymond brands. Only 5% of the respondents are

not satisfied with the Raymond brands.

4) Raymond Brand is a comfortable fabric for wearing.

38

Yes 95%

No 5%

Strongly Agree

Agree Neither Agree nor Disagree

Disagree Strongly Dis-agre

Comfortable Fabric

0.5 0.3 0.05 0.1 0.05

3%

8%

13%

18%

23%

28%

33%

38%

43%

48%

Comfortable Fabric

INTERPRETATION :

50% of the respondents strongly agree that the Raymond fabric is a comfortable to wear. 30% of

the respondents agree that they feel comfort to wear Raymond fabric.10% of the respondents that

are not satisfied with the Raymond fabric. 5% of the respondents neither agree nor disagree &

disagree with the Raymond fabric as a comfortable fabric.

39

Strongly Agree 50%

Agree 30%


Disagree 10%


5) It is one stop shop that fulfills all the needs of customer.

Strongly Agree


Disagree Strongly Disagree

0%

5%

10%

15%

20%

25%

30%

35%

40%

One Stop Shop

One Stop Shop

INTERPRETATION :

30% of the respondents strongly agree that it is one stop shop that fulfills all the need of the

customer. 40% of the respondents agree that it is one stop shop that fulfills all the need of the

customer. Only 15% of the respondents do not agree that it is one stop shop that fulfills all the

need of the customer. 5% of the respondent are neither agree & disagree.

40

Strongly Agree 30%

Agree 40%


Disagree 15%


6) It provides product and service that consistently meet or exceed customer expectations.

Strongly Agree



0%

10%

20%

30%

40%

50%

60%

Products meet Customer Expectations

Products meet Customer Expec-tations

INTERPRETATION :

60% of the respondents agree that Raymond provide products & services that consistently meet

customer expectations.20% of the respondents neither agree nor disagree that Raymond provide

products & services that consistently meet customer expectations. 10% of the respondents

disagree that Raymond provide products & services that consistently meet customer

expectations.

41

Strongly Agree 10%

Agree 60%


Disagree 10%


7) The Raymond Name symbolizes quality, leadership and trusted products and services.

Strongly Agree



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Symbol of Quality, Leadership & Trust

Symbol of Quality, Leadership & Trust

INTERPRETATION :

45% of the respondents strongly agree that Raymond Brand is a symbol of quality, leadership

and trusted products. 50% of the respondents agree that Raymond Brand is a symbol of quality,

leadership and trusted products. Only 2% of the respondents disagree that Raymond Brand is a

symbol of quality, leadership and trusted products.

42

Strongly Agree 45%

Agree 50%


Disagree 2%


8) Designing the ideal fabrics that suits customer needs.

Strongly Agree Agree

Neither Agree nor Disagree Disagree

Strongly Disagree

0%

10%

20%

30%

40%

50%

60%

Ideal Fabrics That Suits Customer Needs

Ideal Fabrics That Suits Cus-tomer Needs

INTERPRETATION :

60% of the respondents agree that Raymond designs the ideal fabric that suits customer needs.

18% of the respondents neither agree nor disagree that Raymond designs the ideal fabrics that

suits customer needs. Only 5% of the respondents disagree that Raymond designs the ideal

fabrics that suits customer needs.

43

Strongly Agree 15%

Agree 60%


Disagree 5%


9) Price of the Raymond’s Brands is a purchasable price.

25%

45%

13%

15%2%

Reasonable Price


INTERPRETATION :

45% of the respondents agree that Price of the Raymond’s Brands is a purchasable price. 13% of

the respondents neither agree nor disagree that Price of the Raymond’s Brands is a purchasable

price. Only 2% of the respondents strongly disagree that Price of the Raymond’s Brands is a

purchasable price.

44

Strongly Agree 25%

Agree 45%


Disagree 15%


10) The designs of Raymond reflect an inherent séance of style within the context of Indian work environment.

Strongly Agree



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

40%

34%

14%10%

2%

Reflect an Inherent Séance of Style

Reflect an Inherent Séance of Style

INTERPRETATION :

The 40% of the respondents strongly agree that the designs of Raymond reflect an inherent

séance of style within the context of Indian work environment. 2% of the respondents strongly

disagree that the designs of Raymond reflect an inherent séance of style within the context of

Indian work environment. 14% of the respondents neither agree nor disagree that the designs of

Raymond reflect an inherent séance of style within the context of Indian work environment.

45

Strongly Agree 40%

Agree 34%


Disagree 10%


11) Raymond Brand provides value for money.

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

55%

20%

8%

15%

2%

Provide Value For MoneyProvide Value For Money

INTERPRETATION :

The 55% of the respondents strongly agree that the Raymond Brand provides value for money.

15 % of the respondents disagree that the Raymond Brand provides value for money. Only 8% of

the respondents neither agree nor disagree that the Raymond Brand provides value for money.

46

Strongly Agree 55%

Agree 20%


Disagree 15%


12) The Raymond Brand continuously and consistently upgrades the customer services.

Continuously Upgradation of Customer Services


INTERPRETATION :

45% of the respondents strongly agree that the Raymond Brand continuously and consistently

upgrades the customer services. 10% of the respondents neither agree nor disagree that the

Raymond Brand continuously and consistently upgrades the customer services. Everybody

disagree that the Raymond Brand continuously and consistently upgrades the customer services.

47

Strongly Agree 45%

Agree 30%


Disagree 10%


13) Raymond is the largest player in fabric & suiting.

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

0% 5% 10% 15% 20% 25% 30% 35% 40%

Largest Player in Fabric & Suiting

Largest Player in Fabric

INTERPRETATION :

40% of the respondents strongly agree that the Raymond is the largest player in fabric & suiting.

15% of the respondents neither agree nor disagree that the Raymond is the largest player in

fabric & suiting. Only 5% of the respondents disagree that the Raymond is the largest player in

fabric & suiting.

48

Strongly Agree 40%

Agree 30%


Disagree 10%


14) “Raymond - The Complete Man” are you agree with that tag line?

Strongly Agree Agree Neither Agree nor Disagree


Suitable Tagline 0.650000000000003

0.3 0.04 0.01 0

5%

15%

25%

35%

45%

55%

65%

Suitable Tagline

INTERPRETATION :

65 % of the respondents strongly agree with the tag line of the Raymond Brand –“Raymond -

The Complete Man”. Only 1% of the respondents do not agree with the tag line of the

Raymond Brand -“Raymond – The Complete Man”.

49

Strongly Agree 65%

Agree 30%


Disagree 1%


SWOT ANALYSIS

S T R EN G T H S

Cost advantage.

Largest & strong distribution network.

Ability to constantly innovate.

Highly skilled workforce.

Raymond increased equity and market capture.

The company has covered the entire Indian nation with its worsted suiting. This has

underpinned its large and rising customer base.

Low cost of raw material for production.

Large pool of installed capacities with skilled manpower.

Efficient technologies for large number of Generics.

Global Marketing of products and services, i.e., Global market share.

Fast paced and flexible work culture which provides its employees autonomy to

accomplish the task without much pressure from the higher authorities. Thus,

employees are motivated to give their best to the organization.

50

Best-value-for-money offerings.

Aggressive marketing strategy.

Improved quality control.

Latest technology.

Heavy investment in sales promotion campaigns.

Strong advertising network.

The company has strong Research & Development department for product & new

technology.

W EA K N ES S E S

To prove credibility.

Price pressures.

Lack of personalized and customer friendly services.

Under Utilization of Capacity.

Same old distributers, company loosing grip from many such markets.

51

The company has low production in off session.

The company has less manpower according to work.

OP P OR T U N I T I ES

To sustain passion and commitment.

Raymond’s market share increasing at other suiting provider expense.

Thus opportunity to wipe it out.

Attain higher value services.

Collaborative business needs to be explored.

Vertical repeatable solutions.

Increasing consumer awareness about worsted suiting and fabric.

Tie ups with various MNCs enable to extract their core competencies.

Highly potential and huge market.

The company has maintained growth from last many years.

As the population increases, the demand of product increases.

52

T H R EA T S

Foreign investment in Indian market.

Other competition.

Raymond could also be the target for the takeover vision of other global worsted suiting

& fabric players that wish to move into the Indian market.

Stiff Competition both from local as well as global players particularly from generic

products.

High Cost of discovering new products and fewer discoveries.

Illegal distribution done by some unauthorized dealers.

Changing of consumer preference.

53

CONCLUSION

From the above data I conclude that:

58% of the respondents strongly agree that Raymond Brand is a stylish brand.

Also good no. of customers uses Raymond Brands widely. 26% of the respondents like

Park Avenue Brand. 14% of the respondents like Zapp Brand.

Large no. of customers are satisfied with the Raymond Brands.

Around 50% of the respondents strongly agree that the Raymond fabric is comfortable to

wear.

Mostly Customers agree that it is one stop shop that fulfills all the need of the customers.

Many of the respondents agree that Raymond provide product & service that consistently

meet customer expectations.

Many people think Raymond Brand is a symbol of quality, leadership and trusted

products.

Raymond is a brand that designs the ideal fabric that suits customer needs.

Raymond brand provides the products & services at a reasonable price.

54

The line chart shows that the 40% of the respondents strongly agree that the design of

Raymond reflect an inherent séance of style within the context of Indian work

environment.

Many people are of the view that Raymond brand provides value for money.

Some customers agree that the Raymond Brand continuously and consistently upgrade

the customer services.

Some people perceive the Raymond brand as the largest player in fabric & suiting.

Almost everybody agree with the tag line of the Raymond Brand. “Raymond – The

Complete Man”.

55

RECCOMENDATIONS AND SUGGESTIONS

There are few recommendations from my side which can be beneficial for the company are:-

Employees should be trained according to the changing standards of the organization.

Company should conduct survey from time to time according to which changes can be

introduced in the organization to stay updated in the market.

They should introduce creativity into the work, so that the employees can do their

work passionately.

Employees should be more involved in decision making to become more differentiated.

Regular visit should be maintained for proper supply.

Increase no. of distributors.

More schemes should be launched by the company and organization.

One week credit facility or one bill due system should be introduced.

Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers should

be given to the retailers.

More experienced candidates should be appointed as sales officers.

We should focus on the customer more than the retailer for that local advertisement

would help us more like in local newspaper and magazines.

56

The customer rate quality of the service is the most relevant one and hence Raymond

should maintain the quality in services and should make improvements in this feature.

Some customers are planning to discontinue because of high billing. Though it is a small

percentage the company should focus on these to keep the brand image in the minds of

people.

If any complaint is observed from the customers, it should be dealt quickly. This will

reduce the chance for dissatisfaction.

There is a huge market potential for worsted suiting & fabric in the city so the company

should take care of more promotional activities in which advertisement plays and

effective role and hence to have a competitive edge over other brands.

Company executive should pay proper attention towards checking of fabric & pieces

before end user delivery. Otherwise it tends towards defame of brand name in

comparison to rivals.

Company should tie up with some event management company to organize various

promotional activities like Canopy, Carnival.

Overall services should be improved for getting more sales & to be the market leader.

57

BIBLIOGRAPHY

To obtain more information regarding the present study and to substantiate it with theoretical

proof, the following references were made:

Books:

C.R.Kothari, Business research methodology, New Age International Publishers, 2nd

Revised Edition.

Marketing Management by ICFAI publications.

Philip Kotler, Marketing management, Tata Mc-Graw Hills Publishing ltd, 13th

Edition.

Websites:

www.google.com

www.wikipedia.org

www.raymondindia.com

www.moneycontrol.com

www.yahoo.com

www.yahooanswers.com

58

http://www.yahooanswers.com/

http://www.yahoo.com/

http://www.moneycontrol.com/

http://www.raymondindia.com/

http://www.wikipedia.org/

http://www.google.com/

QUESTIONNAIRE

1.) Raymond Brand is a stylish brand.

(a) Strongly Agree (b) Agree (c) Neither Agree nor disagree

(d) Disagree (e) Strongly Disagree

2.) Which brand do you like to wear most of the time?

(a) Raymond (b) Manzoni (c) Park Avenue

(d) ColorPlus (e) Parx (f) Zapp

(g) Notting Hill (h) Raymond Premium Apparel

3.) Are you satisfied with Raymond brand?

(a) Yes (b) No

4.) Raymond Brand is a comfortable fabric for wearing.



5.) It is one stop shop that fulfills all the needs of customer.



59

6.) It provides product and service that consistently meet or exceed customer expectations.



7.) The Raymond Name symbolizes quality, leadership and trusted products and services.



8.) Designing the ideal fabrics that suits customer needs.



9.) Price of the Raymond’s Brands is a purchasable price.

(a) Strongly Agree (b) Agree (c). Neither Agree nor disagree

d). Disagree (e) Strongly Disagree

10.) The designs of Raymond reflect an inherent séance of style within the context of Indian

work environment.



60

11.) Raymond Brand provides value for money.



12.) The Raymond Brand continuously and consistently upgrades the customer services.



13.) Raymond is the largest player in fabric & suiting.



14.) “Raymond – The Complete Man” are you agree with the tag line?



61

Raymond s

Documents

Transcript of Raymond s