Brand Perception of Raymond Brand Project Report

“A STUDY ON BRAND PERCEPTION OF RAYMOND BRAND”

Raymond Win The Most Trusted Brand Award At The Reader’s Digest Platinum Award 2008

Page 1 of 61

BRAND PERCEPTION Perceptions vary from person to person. Different people perceive different things about the same situation. But more than that, we assign different meanings to what we perceive. And the meanings might change for a certain person. One might change one's perspective or simply make things mean something else .

INTRODUCTION ABOUR RAYNOD 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. 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. and Regency Texteis Portuguesa Lda (for fine Tailored Suits, Trousers and Jackets), EverBlue Apparel Ltd. (Jeans wear) and Celebrations Apparel Ltd. (Shirts). Page 2 of 61

We also have some of the most highly respected apparel brands in our portfolio: Raymond, Raymond Finely Crafted Garments, Manzoni, Park Avenue, ColorPlus, Parx, Zapp! and Notting Hill.

The Raymond Group also has an expansive retail presence established through the exclusive chain of 'The Raymond Shop' and stand-alone brand stores for Raymond Finely Crafted Garments, Manzoni, Park Avenue, ColorPlus, Parx, Zapp! and Notting Hill.

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. 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 readymade segment.” - Gautam Singhania, Chairman and Managing Director, Raymond Ltd.

Page 3 of 61

COMPANY PROFILE BOARD OF DIRECTORS : DR. VIJAYPAT SINGHANIA, Chairman Emeritus GAUTAMHARISINGHANIA, B. K. KEDIA (upto 22-05-2008) NANA CHUDASAMA B. V. BHARGAVA U. V. RAO I. D. AGARWAL NABANKUR GUPTA P. K. BHANDARI REGISTERED OFFICE PLOT NO. 156/H. NO. 2, VILLAGE ZADGAON RATNAGIRI 415 612 (MAHARASHTRA)

REGISTRAR & SHARE TRANSFER AGENT LINK INTIME INDIA PRIVATE LIMITED C-13, PANNALAL SILK MILLS COMPOUND, L. B. S. MARG, BHANDUP (WEST) MUMBAI - 400 078.

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

Page 4 of 61

SEGMENT ANALYSIS AND REVIEW: The key business segments of the Company are Textile and Files & Tools Divisions.

PERFORMANCE HIGHLIGHTS : Net sales for the year was 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.

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 is 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; • Your Company’s Jalgaon Plant has been certified OHSAS 18001:2007 for the conformance of Occupational Health & Safety Management System.

Page 5 of 61

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.

•

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 Page 6 of 61

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.

•

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.

•

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. Page 7 of 61

•

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

•

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

GROUP OF COMPANYS 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.

Regency Texteis Portuguesa Lda : A facility set-up in northern Portugal bordering Spain, in Caminha for manufacturing suits, jackets and trousers .

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.

Page 8 of 61

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.

•

Gas Apparel Pvt. Ltd. Our Joint venture with Grotto S.P.A launched the highly successful 'GAS' brand in India.

•

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.

Page 9 of 61

LIST OF RAYMOND BRANDS

Page 10 of 61

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.

Page 11 of 61

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. 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 colours and contemporary designs.

Manzoni formal shirts are available in regular 2 fold 100s, 2 fold 120s upto 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, blind stitched loops, rounded belt Page 12 of 61

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 colours available in half sleeves. Colourful checks, vibrant stripes and bright solids in fashion colours 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 colours 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 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 colours in black brown and tan shades.

Page 13 of 61

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 specially 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. 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

Page 14 of 61

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.

Based in Chennai, the brand has a centralized design and development team and technologically advanced inhouse 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 Page 15 of 61

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.

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.

Page 16 of 61

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.

Page 17 of 61

Launched in 2008, Be: HOME is a specialty multi brand Home Retail Chain that present elegant, soft home furnishings & accessories which are sourced from across the globe from reputed labels (private & International). The brand focuses on touching every aspect of the home and the living needs of a woman. It offers an exhaustive range of bed & bath linen, home & dining accessories, home wear, kitchenware, home décor, etc. The products confirm to Raymond’s philosophy of Trust, Excellence, Quality & Leadership. Be: HOME is operational from May 2008 with exclusive flagship store in Juhu, Mumbai. For increasing your shopping convinence the mega store provides logically laid-out departments; making it a one-stop-shop for your complete home needs. The company endeavors to operate 6 stores by the end of 2008 and have a countrywide distribution network for bed & bath categories. Spanning from a mid to premium pricing range, Be: HOME provides an assortment of quilts, blankets, robes, apparels, wall décor, vases, candles, gourmet cooking range and much, much more under one roof to provide the perfect look for your home.

Page 18 of 61

The Raymond Shop is a premium retail store offering complete wardrobe solutions for men which includes topof-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.

Page 19 of 61

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.

Page 20 of 61

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

Page 21 of 61

Lafarge

Mahindra & Mahindra

MRF

National Defence Academy

Gujarat State Fertilizers & Chemical Ltd.

SBI

Tanishq

Yamaha

Page 22 of 61

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. Its 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 state- 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.

•

Largest manufacturer of worsted suiting. Capacity of 35 million meters.

•

3 integrated world-class plants in India.

•

Page 23 of 61

•

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 fine cotton and linen shirting fabric. Capacity of 11.5 million meters.

• •

JV with Gruppo Zambaiti, Italian high fashion cotton textile group.

•

Manufacturer of Outerwear fabric, Carded woollen shawls and Blankets.

•

Capacity of 2.5 million meters.

Page 24 of 61

• •

Manufacturer of high fashion jeanswear. Capacity of 3 million pairs of jeans per year.

•

Integrated garment design, sewing and washing operations.

• •

Manufacturer of formal shirts. Capacity of 1.2 million shirts per year.

•

Technical collaboration with Flex, Japan.

OBJECTIVES

Primary Objective: To study About Brand Perception of Raymond

Secondary Objective: 

To understand how Raymond brand is viewed in the market in Bhopal Market .



Which brand attributes are preferred by customers?

Page 25 of 61

RESEARCH METHODOLOGY

 Research Designs : “A research design is the arrangement of conditions for collection

& analysis of data in a manner at aims to combine relevance to the research purpose with economy in procedure.” The design decisions happen to be in respect of : a) What is the study about. b) Why is he study being made . c) Where will the study be carried out. d) What type of date is required . e) Where can the required data be found . f) What periods of time will the study include . g) What will be the sample design. h) What techniques of data collection will be used . i) How will the data be analyzed j) In what style will the report be prepared .

RESEARCH INSTRUMENTS – 1. DATA GCOLLECTION

For carrying out this study I used questionnaire as a method of data collection. The questionnaire I used five point Likert’s scale to provide their responses.

•SAMPLE SIZE: - 50 • SAMPLE UNIT – Customer of Raymond’s 2.

SAMPLE METHOD– Non Probability Convenience Sampling method will be used.

DATA ANALYSIS & INTERPRETATION-: I will use Percentage method, Pie charts and Bar Graphs for Analysis. Page 26 of 61

QUESTIONNAIRE ON “ Brand Perception of Raymond ”

1.)

2.)

Raymond Brand is a stylish brands . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

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

3.)

Are you satisfied with Raymond brand ? a). Yes

4.)

5.)

6.)

7.)

b.) No.

Raymond Brand is a comfortable fabric for wearing . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

It is one stop shop that fulfill all the needs of customer . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

It is provide product and service that consistently meet or exceed customer expectations . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

The Raymond Name symbolizes quality , leadership and trust product and services . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

Page 27 of 61

8.)

9.)

10.)

Designing the ideal fabrics that suits customer needs . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

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

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

11.)

12.)

13.)

a). Strongly Agree

( b). Agree

d). Disagree

( e) Strongly Disagree

Raymond Brand provide value for money . a). Strongly Agree

( b). Agree

d). Disagree

( e) Strongly Disagree

15.)

(c). Neither Agree nor disagree

The Raymond Brand continuously and consistently up gradation of customer service . a). Strongly Agree

( b). Agree

d). Disagree

( e) Strongly Disagree

(c). Neither Agree nor disagree

Are you satisfied with the services . a). Yes

14.)

(c). Neither Agree nor disagree

b.) No.

Raymond has a largest player in fabric . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

“Raymond Is A Complete Men ” are you agree with that tag line . a). Strongly Agree

( b). Agree

(c). Neither Agree nor disagree

d). Disagree

( e) Strongly Disagree

Page 28 of 61

ANALYSIS & INTERPRETATION

Ques. 1- Raymond Brand is a stylish brands .  OPINION -

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

29 13 1 3 4

 INTERPRETATION1. 58 % of the respondent strongly agree that Raymond Brand is a stylish brand. 2. 06 % of the respondent strongly disagree that Raymond Brand is stylish brand. 3. 26 % of the respondent agree that Raymond Brand is a stylish brand.

Page 29 of 61

 INFERENCE Raymond Brand is a stylish brands .

2%

6%

8% s t ro n g ly a g re e a g re e s t ro n g ly d is a g re e

26%

58%

Page 30 of 61

d is a g re e n it h e r a g re e n o r d is a g re e

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

 OPINION Raymond’s

8

Manzoni

5

Park Avenue

13

Colors plus

5

Parx

2

Zappi

7

Be: Home

6

The Raymond’s Shop

1

Notting Hill

3

 INTERPRETATION04. 27 % of the respondent like Park Avenue Brand . 05. 17 % of the respondent like Raymond’s Brand. 06. 15 % of the respondent like Zappi Brand .

Page 31 of 61

INFERENCE – Which brand do you like to wear most of the time ?

2%

6%

17%

Raymond’s

13%

Manzoni 6%

Park Avenue Colors plus Parx

15%

Zappi Be: Home 27%

4% 10%

The Raymond’s Shop Notting Hill

Page 32 of 61

Ques. 3 - Are you satisfied with Raymond brand ?

 OPINION -

Yes No

48 2

 INTERPRETATION07. 48 % Of the respondent believe that Raymond Brand satisfied them . 08. Only 4 % of the respondent not agree they not Satisfied with Raymond .

Page 33 of 61

INFERENCEAre you satisfied with Raymond brand ?

4%

y es no

96%

Page 34 of 61

Ques. 4 - Raymond Brand is a comfortable fabric for wearing .

 OPINION -

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

25 15 0 5 5

 INTERPRETATION09. 50 % of the respondent strongly agree that the Raymond fabric is a comfortable to wearing . 10. 30 % of the respondent agree that they feel comfort to wearing Raymond fabric. 11. 10 % of the respondent that they not satisfied with the Raymond fabric.

Page 35 of 61

INFERENCE – Raymond Brand is a comfortable fabric for wearing .

10%

10% s tro n g ly a gre e

0%

a g re e s tro n g ly d is a g re e 50%

d is a g re e n ith e r a g re e n o r d is a g re e

30%

Page 36 of 61

Ques. 5- It is one stop shop that fulfill all the needs of customer .

 OPINION -

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

10 25 2 8 5

 INTERPRETATION12. 25 % of the respondent are strongly agree that it is one stop shop that fulfill all the need of the customer. 13. 50 % of the respondent are agree that it is one stop shop that fulfill all the need of the customer. 14. Only 20 of the respondent are not agree that it is one stop shop that fulfill all the need of the customer. 15. 10 % of the respondent are neither agree & disagree .

Page 37 of 61

INFERENCE – It is one stop shop that fulfill all the needs of customer .

10%

20%

16%

s tro n g ly a g re e a g re e s tro n g ly d is a g re e d is a g re e

4%

n it h e r a g re e n o r d is a g re e 50%

Page 38 of 61

Ques. 6- It is provide product and service that consistently meet or exceed customer expectations .

 OPINION -

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

5 30 0 5 10

 INTERPRETATION-

16. 50 % of the respondent are agree that Raymond Provide product & service that consistently meet customer expectation . 17. 10 % of the respondent are strongly agree that Raymond Provide product & service that consistently meet customer expectation . 18. 10 % of the respondent are disagree that Raymond Provide product & service that consistently meet customer expectation

Page 39 of 61

INFERENCE – It is provide product and service that consistently meet or exceed customer expectations .

10%

20%

16%

s trongly agree agree s trongly dis agree dis agree

4%

nither agree nor dis agree 50%

Page 40 of 61

Ques. 7- The Raymond Name symbolizes quality , leadership and trust product and services .

 OPINION -

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

23 25 1 1 0

 INTERPRETATION19. 46 % of the respondent are strongly agree that Raymond Brand is a symbol of quality, leadership and trusted product. 20. 50 % of the respondent are agree that Raymond Brand is a symbol of quality , leadership and trusted product. 21. only 2 % of the respondent are disagree that Raymond Brand is a symbol of quality , leadership and trusted product .

Page 41 of 61

Ques. 8- Designing the ideal fabrics that suits customer needs .

 OPINION -

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

7 30 1 3 9

 INTERPRETATION22. 60 % of the respondent agree that Designing the ideal fabric that suits customer needs . 23.

60 % of the respondent strongly agree that Designing the ideal fabrics that suits customer needs .

24. 6 % of the respondent disagree that Designing the ideal fabrics that suits customer

needs.

Page 42 of 61

INFERENCE – Designing the ideal fabrics that suits customer needs .

18%

14% s t ro n g ly a g re e

6%

a g re e s t ro n g ly d is a g re e d is a g re e

2%

n ith e r a g re e n o r d is a g re e 60%

Page 43 of 61

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

 OPINIONS-

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

13 29 1 7 0

 INTERPRETATION25. 58 % of the respondent are agree that Price of the Raymond’s Brands is a purchasable

price . 26. 26 % of the respondent are strongly agree that Price of the Raymond’s Brands is a

purchasable price . 27. only 14 % of the respondent are strongly disagree that Price of the Raymond’s Brands

is a purchasable price .

Page 44 of 61

INFERENCE – Price of the Raymond’s Brands is a purchasable price .

14 % 2%

0%

26% s tron g ly a g re e ag re e s tron g ly d is a g re e dis a g re e nith e r a gree n o r d is a g re e

58%

Page 45 of 61

Ques. 10- The design of Raymond reflect an inherent séance of style within the context of Indian work environment .

 OPINIONS-

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

19 17 1 6 7

 INTERPRETATION28. The pie chart show that the 38 % of the respondent strongly agree that The design of

Raymond reflect an inherent séance of style within the context of Indian work environment . 29. The pie chart show that the 34 % of the respondent agree that The design of Raymond

reflect an inherent séance of style within the context of Indian work environment. 30. The pie chart show that the 2 % of the respondent strongly disagree that The design of

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

Page 46 of 61

31. The pie chart show that the 6 % of the respondent

disagree that The design of

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

INFERENCE –

14% 38%

12%

s t ro n g ly a g re e a g re e s t ro n g ly d is a g re e d is a g re e

2%

n ith e r a g re e n o r d is a g re e 34%

Page 47 of 61

Ques. 11- Raymond Brand provide value for money .

 OPINIONS-

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

31 10 1 8 0

 INTERPRETATION-

32. The pie-chart show that the 62 % of the respondent are strongly agree that the Raymond

Brand provide value for money . 33. The pie-chart show that the 20 % of the respondent are agree that the Raymond Brand

provide value for money .

Page 48 of 61

34. The pie-chart show that the 16 % of the respondent are disagree that the Raymond

Brand provide value for money . 35. The pie-chart show that the only 2 % of the respondent are strongly disagree that the

Raymond Brand provide value for money .

INFERENCE – Raymond Brand provide value for money .

16%

0% strongly agree

2%

agree stongly disagree 20%

disagree

62%

nither agree nor dis agree

Page 49 of 61

Ques. 12- The Raymond Brand continuously and consistently up gradation of customer service.

 OPINIONS STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

31 11 0 5 3

 INTERPRETATION-

36. 62 % of the respondent strongly agree that The Raymond Brand continuously and

consistently up gradation of customer service.

Page 50 of 61

37. 22 % of the respondent agree that The Raymond Brand continuously and consistently

up gradation of customer service. 38. 10 % of the respondent disagree that The Raymond Brand continuously and consistently

up gradation of customer service .

INFERENCE – The Raymond Brand continuously and consistently up gradation of customer service.

0%

10%

6% s tro n g ly a g re e a g re e s tro n g ly d is a g re e

22%

d is a g re e 62%

Page 51 of 61

n ith e r a g re e n o r d is a g re e

Ques. 13- Are you satisfied with the services .  OPINIONS-

Yes No

45 5

 INTERPRETATION39. 90 % of the respondent strongly agree that they are satisfied with the Raymond service . 40. 10 % of the respondent not agree that they are satisfied with the Raymond service .

Page 52 of 61

INFERENCE – Are you satisfied with the services .

10%

yes no

90%

Page 53 of 61

Ques. 14- Raymond has a largest player in fabric .

 OPINIONS –

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

6 9 2 5 28

 INTERPRETATION-

41. Only 12 % of the respondent strongly agree that the Raymond has a largest player in

fabric . Page 54 of 61

42. Only 12 % of the respondent agree that the Raymond has a largest player in fabric . 43. Only 2 % of the respondent disagree that the Raymond has a largest player in fabric . 44. 56 % of the respondent neither agree & disagree that the Raymond has a largest player

in fabric .

INFERENCE – Raymond has a largest player in fabric .

12% 18%

s t ro n g ly a g re e a g re e s t ro n g ly d is a g re e d is a g re e

56%

4% 10%

Page 55 of 61

n ith e r a g re e n o r d is a g re e

Ques. 15-“Raymond Is A Complete Men ” are you agree with that tag line .

 FINDINGS-

STRONGLY AGREE AGREE STRONGLY DISAGREE DISAGREE NEITHER AGREE & DISAGREE

37 13 0 0 0

 INTERPRETATION-

45. 74 % of the respondent agree with the tag line of the Raymond Brand is –

Page 56 of 61

“Raymond Is A Complete Men ”. 46. 26 % of the respondent are not agree with the tag line of the Raymond Brand is

-“Raymond Is A Complete Men ”.

INFERENCE – “Raymond Is A Complete Men ” are you agree with that tag line

0% 0% 26%

0% s t ro n g ly a g re e a g re e s t ro n g ly d is a g re e d is a g re e n ith e r a g re e n o r d is a g re e 74%

Page 57 of 61

CONCLUSION

1. 58 % of the respondent strongly agree that Raymond Brand is a stylish brand.

2. 27 % of the respondent like Park Avenue Brand. 3. 17 % of the respondent like Raymond’s Brand. 4. 15 % of the respondent like Zappi Brand . 5. 48 % Of the respondent believe that Raymond Brand satisfied them . 6. 50 % of the respondent strongly agree that the Raymond fabric is a comfortable to wearing . 7. 50 % of the respondent are agree that it is one stop shop that fulfill all the need of the customer. 8. 10 % of the respondent are strongly agree that Raymond Provide product & service that consistently meet customer expectation .

Page 58 of 61

9. 10 % of the respondent are disagree that Raymond Provide product & service that consistently meet customer expectation 10.46 % of the respondent are strongly agree that Raymond Brand is a symbol of quality, leadership and trusted product. 11.only 2 % of the respondent are disagree that Raymond Brand is a symbol of quality , leadership and trusted product . 12. 60 % of the respondent agree that Designing the ideal fabric that suits customer needs . 13. 6 % of the respondent disagree that Designing the ideal fabrics that suits customer needs. 14. 58 % of the respondent are agree that Price of the Raymond’s Brands is a purchasable

price . 15. The pie chart show that the 38 % of the respondent strongly agree that The design of

Raymond reflect an inherent séance of style within the context of Indian work environment . 16. The pie chart show that the 2 % of the respondent strongly disagree that The design of

Raymond reflect an inherent séance of style within the context of Indian work environment. 17. The pie-chart show that the 62 % of the respondent are strongly agree that the Raymond

Brand provide value for money . 18. The pie-chart show that the only 2 % of the respondent are strongly disagree that the

Raymond Brand provide value for money. 19. 62 % of the respondent strongly agree that The Raymond Brand continuously and

consistently up gradation of customer service. Page 59 of 61

20.90 % of the respondent strongly agree that they are satisfied with the Raymond service. 21. 56 % of the respondent neither agree & disagree that the Raymond has a largest player

in fabric . 22. 74 % of the respondent agree with the tag line of the Raymond Brand is –

“Raymond Is A Complete Men ”.

Limitation 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 interested 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 and we are the M.B.A student, its very difficult to carve out some time

Page 60 of 61

REFRENCES/BIBLIOGRAPHY Books: 1. Business research methodology “C.R.Kothari”. 2. Marketing Management “PHILIP KOTLER”.

Website: www.google.com www.wikipedia.com

Page 61 of 61