proposal of comphrensive report.docx

7/27/2019 PROPOSAL OF COMPHRENSIVE REPORT.docx

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PROPOSAL OF COMPHRENSIVE REPORT

On

A Study on Brand Awarness & Evaluating Advertising

effectiveness of Raymond Brand

Project Guide:

Prof. Rinal Shah

Submitted To:

L.J .Institute of Management Studies (Noon)

2012-14

Submitted By:

Patel Dhruv Hitenhumar- 127960592065

Sathwara Dhruv Nileshkumar-1279605920


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Table of Content

TOPICNO.

SUB TOPICNO. PARTICULAR

PAGENO.

ACKNOLEDGMENT 2

SYNOPSIS

3

1) INTRODUCTION TO COMPANY

1.1 COMPANY PROFILE 4

1.2 WHY RAYMOND 4

1.3 BRAND PROTFOLIO 5

2) RESEARCH METHODOLOGY STUDY

2.1 MARKET RESEARCH 6

2.2 MARKETING MIX 6

3) CUSTOMERS SURVERY

3.1 SURVERY METHODOLOY 7

3.2 BRAND SEGMENT,POPULARITY 9

3.3 SOCIAL RESPONSIBILITY 9

4) SUGGESTIONS 10

5) CONCLUSION 11

6) BIBLOGRAPHY 12


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ACKNOWLEDGMENT

We the student of SEM 3 M.B.A and have got the opportunity to prepare the report

on Raymond Company Ltd. We express our sincere gratitude towards all those

who help me in the preparation of this project which has been the learning

experience.

It was indeed a great experience to prepare this project report. The

excitement for a students of Third Year B.B.A level in preparing of such kind of report

calls for a great challenges from all sides.

This report would not have been possible without the help of Prof. Rinal

shah Thanks to B.B.A staff for having granted us guidance at every stage. We would

like to give my special thanks to Raymond Company Ltd for providing us valuable

information.

As this project is very helpful in our life, we are really thankful to all of them who

gave us opportunity and help us to prepare this project


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SYNOPSIS

The objective of the report is To study Raymond Company Ltd. Identify areas

of excellence and areas needing improvement; and provide suggestions for such

improvement. The aim of this Report is to successfully compare two prominent

service sector companies on a common platform, analyze their working and

performance, and highlight what they are doing well, while providing suggestions and

recommendations for improvement.

The data was collected based on information provided by:

1. The management of the organization.

2. Customers visiting Raymond Company Ltd outlets.

Section One: Raymond Company Ltd.

Section one of the Report is a peek on the Raymond Company . It takes a

look at how the industry has evolved through time, from its early beginnings in

Europe, to its current form of a highly organized sector. It also details the structure of

the industry, with its various components, in its current form.

Section Two: Research on Raymond Company

Section Two is a research on the organization being compared in this study

Raymond, The research looks at the overall working and performance of Raymond,

and the various aspects and functioning of its Marketing and Human Resource.


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Section Three: Market Survey

Section Four is the main comparative rating of Raymond ,based on a survey ofcustomers visiting the outlets. The survey analyses how both are performing in theareas of , designer wear, denim, cosmetics & toiletries, engineering files & tools,prophylactics and air charter services in national and international markets.

Section Four: Conclusion

The last section of the Report identifies areas where the organizations are

performing excellently, and areas where they need to improve. It also provides

recommendations based on the finding of the market survey, and the research

studies done on both firms. This section will provide an overall perspective on the

comparative study of both the firms


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Section:-1

Introduction of the Company

1.1 Company Profile:-

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 ourendeavor to keep nurturing quality and leadership, we always choose the pathuntaken - from being the first in 1959 to introduce a polywool blend in India tocreating the world's finest suiting fabric the Super 240s made from the superfine 11.6micron wool.

Today, the Raymond group is vertically and horizontally integrated to providecustomers total textile solutions. Few companies globally have such a diverse

product range of nearly 20,000 varieties of worsted suiting to cater to customersacross age groups, occasions and styles.

We manufacture for the world the finest fabrics - from wool to wool-blended worstedsuiting to specialty ring denims as well as high value shirting. After making a mark intextiles, Raymond forayed into garmenting through highly successful ventures likeSilver Spark Apparel Ltd., EverBlue Apparel Ltd. (Jeanswear) and CelebrationsApparel 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 andNotting Hill. The Raymond Group also has an expansive retail presence establishedthrough the exclusive chain of'The Raymond Shop' and stand-alone brand stores.

All our plants are ISO certified, leveraging on cutting-edge technology that adheresto the highest quality parameters while also being environment friendly.

1.2Why Raymond?

Raymond Group is one of the largest players in fabrics, designer wear, denim,personal care, 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 qualityparameters while also being environment friendly.

The company has always emphasized on the continuous and consistent upgradation of manpower in order to fully embrace the rapid changes in thetextile industry. "The Raymond name symbolizes quality, leadership andexcellence and as a company that has always stood for setting standards inethical business performance, innovations and services. With our history ofmore than 75 years, we rely on our long-standing reputation and loyalcustomer base. While we have mastered the art of making quality fabrics, our

objective is now on attaining a significant global position in the textile andready-made segment.
http://www.raymondindia.com/grp_sisk.asphttp://www.raymondindia.com/grp_evbl.asphttp://www.raymondindia.com/grp_clap.asphttp://www.raymondindia.com/grp_clap.asphttp://www.raymondindia.com/off_brnd_ry.asphttp://www.raymondindia.com/off_brnd_rpa.asphttp://www.raymondindia.com/off_brnd_mz.asphttp://www.raymondindia.com/off_brnd_pk.asphttp://www.raymondindia.com/off_brnd_cp.asphttp://www.raymondindia.com/off_brnd_pa.asphttp://www.raymondindia.com/off_brnd_notting.asphttp://www.raymondindia.com/off_retl_trs.asphttp://www.raymondindia.com/off_retl_trs.asphttp://www.raymondindia.com/off_brnd_notting.asphttp://www.raymondindia.com/off_brnd_pa.asphttp://www.raymondindia.com/off_brnd_cp.asphttp://www.raymondindia.com/off_brnd_pk.asphttp://www.raymondindia.com/off_brnd_mz.asphttp://www.raymondindia.com/off_brnd_rpa.asphttp://www.raymondindia.com/off_brnd_ry.asphttp://www.raymondindia.com/grp_clap.asphttp://www.raymondindia.com/grp_clap.asphttp://www.raymondindia.com/grp_evbl.asphttp://www.raymondindia.com/grp_sisk.asp


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1.3 Brand Portfolio:-

Raymond Premium Apparel:-

Raymond Premium Apparel is a premium formal wear brand which ispostioned to offer classic garments with impeccable fits and inviting styles to theGlobal Indian. Needless to say that the product is made only from premiumRaymond fabrics.

Manzoni:-

Manzoni is a luxury lifestyle brand providing the best in contemporaryinternational style & luxury. The brand offers the discerning customer a superpremium range of suits, trousers, jackets, shirts, and accessories such as ties,cufflinks, belts, socks, shoes and leather bags.

Park Avenue:-

Park Avenue is a premium contemporary formal wear brand andthe single largest formal and occasion wear brand in India. Park Avenue has beenconstantly reinventing itself successfully addressing the changing needs of the

consumer whether in formalwear, relaxed work wear, heritage wear or eveningwear.

ColorPlus:-

ColorPlus is among the largest premium category smart casualwear brand in the country. The company acquired by Raymond caters to the growingdemand for a high-end, casual wear brand in India. ColorPlus Woman:-

An exclusive range of smart-casual clothing the ColorPlusWomen's Wear is inspired by the independent, discerning and multi faceted women

of today. ColorPlus now offers her a varied choice of clothes and accessories to takecare of her different needs.

Parx:-

Parx is a premium casual lifestyle brand, which is positioned to cater tothe needs of consumers who are looking for dressing up for life across occasionsand events. Parx makes available the latest international trends throughdifferentiated designs and styles. It has always been part of the consumer who islooking at making lifestyle statements
http://www.raymondindia.com/off_brnd_rpa.asphttp://www.raymondindia.com/off_brnd_mz.asphttp://www.raymondindia.com/off_brnd_pk.asphttp://www.raymondindia.com/off_brnd_pk.asphttp://www.raymondindia.com/off_brnd_cp.asphttp://www.raymondindia.com/off_brnd_pa.asphttp://www.raymondindia.com/off_brnd_pa.asphttp://www.raymondindia.com/off_brnd_pa.asphttp://www.raymondindia.com/off_brnd_cp.asphttp://www.raymondindia.com/off_brnd_pk.asphttp://www.raymondindia.com/off_brnd_mz.asphttp://www.raymondindia.com/off_brnd_rpa.asp


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Notting Hill:-

Notting Hill reflects style and manifests originality of today's

fashion-conscious and discerning young professionals at an affordable price. With

exceptional fits, styling and colour range. Notting Hill promises to be an instant hit

with the young working professionals.
http://www.raymondindia.com/off_brnd_notting.asphttp://www.raymondindia.com/off_brnd_notting.asp


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Section: - 2

Marketing Research Study on Raymond

2.1 Background, Market Entry & Growth:-

For over 80 years, Raymond is counted as one of the world's premiermanufacturers of worsted suiting fabric in fine grade wool, in the sameleague 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 ofwool with polyester, linen and silk. Offering suiting and trousering fabric forall occasions and needs.

Our domestic distribution is spread far and wide with more than 30,000outlets that stock and sell our wide range of fabrics.

Fine products, wide range, superb distribution and intelligent advertisingsupport have helped the company gain a dominant share of the market. Nowonder, premium labels from the world's fashion capitals prefer Raymond.


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2.2 MARKETING MIX

Product Mix:

Raymond Premium Apparel is a premium formal wear brand which ispostioned to offer classic garments with impeccable fits and inviting styles tothe Global Indian. Needless to say that the product is made only frompremium Raymond fabrics.

Positioning

Consumer Profile:-

According to research, over 65% of RAYMONDs customers are in

the 15- 50 age- group. The majority of these are students and young urban

professionals.

Brand Image:-

RAYMOND positions itself as a brand for anyone who loves fashion

clothing Their products, services and outlets are more like where people would

meet for the loof They position their outlets as a place where the world meets,

and they look to appeal .

Prices

Considering that RAYMOND is trying to target a market whose age

range is between 18 and 60 years, a pricing policy appealing to this segment is

difficult. Extremely low prices act as a deterrent to some customers who might

regard it as an indicator or quality, while very high prices cannot be afforded by

most of the youth.


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People

The people at RAYMOND are characteristically trained to be Pleasant,

Polite and Positive. They ensure you have a quiet, uninterrupted visit and provide

an escape from thedaily pressures of life.

Physical Evidence

i. Logo, Colours, Images:-

Raymond, since the beginning has looked to use colours

in its Showroom interiors, logos and images; to project a warm, earth glow,

synonymous with clothing. Raymond uses shades of Orange & Brown to good effect

to promote its laid- back atmosphere.

Place

Raymond looks to cater to their target market with strategically located

outlets. Their outlets are generally located at High Street/ Family Entertainment

Centers. Considering their generic appeal, there are Raymond outlets in and

around Malls, Cinemas, and Offices etc.

Promotions and Advertising

Raymond currently carries out mass promotion campaigns. This is

mainly in the form of promotions in the Press, TV and Radio Medias.


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Section:-3

Survey Methodology

3.1 Survey Methodology

A survey was conducted, consisting of a sample of randomly selected people,

in the age group of 18-25. This survey aims to find out how raymond target market,

rate their products and services. A copy of the customer survey is attached in the

Annexure.

Purpose of visit:

The respondents were first asked to describe the characteristics of a typical

visit to a showroom. This includes their choice of clothing, frequency of visits, time &

money spent on a single visit, average group size and influential factors affecting

their choice. Comparative Rating:

Quality:-

The first parameter that respondents were asked to rate was the taste and the

quality of the material available. Essentially these products are Raymond Premium

Apparel, Manzoni, Park Avenue, Park Avenue Women etc. Finding out how

customers feel about the quality offered, could help both these organization

Prices:-

Customers perception of prices plays a very important role in a service sector

industry. Because of the intangible nature of a service, prices are often regarded an

approximate indicators of quality.

Pricing policy affects the cafs revenue directly. The higher the price, the

larger the profit margins, but the lower the price, the higher the market share. In a

retail caf chain though, volumes are what count- thats why the more competitive

the price is, the better for the firm.


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3.2Popular ,Price Segment Brand

Notting Hill reflects style and manifests originality of today's fashion-consciousand 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 lifestyleproducts comprising of suits, shirts, trousers, jeans, t-shirts and alsoaccessories like ties, handkerchiefs and socks.

With exceptional fits, styling and colour range, Notting Hill promises to be aninstant hit with the young working professionals.

3.3Social Responsibility, Health & Safety

The Company recognises its social responsibilities and aims at enhancing thequality of life of its workforce and their families.

The Company pursues a clear policy dealing with employment practices,health and safety of its Employees.

The Company provides working conditions, which are safe and healthy.


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SUGGESTIONS

Raymond Company has an extremely strong brand image, but they need to

work hard on improving their customer perception of being and expensive

brand. Raymond has almost identical pricing & more expensive brand.

Thats why we recommendation for company is, to carry out a promotion

campaign to ensure that their target market is well aware of their current low

prices. This would help change customer perception and turn into an

affordable brand.

Customers are very much happy with the behaviour and service of the staff,

and the Raymond Company is lagging behind all the companies.

Another backlash of having such a strong traditional brand image is that

customers have very high expectations of quality of products.


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CONCLUSION

Raymond Company were chosen because of their identical pattern of

functioning and growth. They are the only two major players in the national industry,

and their customers consider both as interchangeable brands. This is why it is

important to study how these brands differentiate themselves from each other, andattempt to improve brand loyalty amongst their customers.

For the purpose of this study, we prepared to research tools, questionnaire, to

find out the relevant primary data pertaining to the functioning and working on

Raymond Conpany.

Besides the primary data collected with the help of the questionnaire, we havealso collected the relevant secondary data from various sources like magazines,

books and Internet and newspapers. Based on the relevant primary and secondary

data, a comparative analysis has been done & experience was nice.

This report was a golden chance for me to peep into the research work of

Raymond Company to understand during my busy scheduled of M.B.A studies.


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BIBLIOGRAPHY

LIST OF WEDSITE:-

1) www.google.co.in

2) www.raymond.co.in

LIST OF BOOKS:-

1. Services Marketing by K Rama Mohan Rao Pearson

Edition: 5

Pg: - 62-64

2. Kotler Philip, Marketing Management 13th

Edition. Year 2009.

3. Human Resource Management by K.Ashwatthappa,5thEdition.Year 2009.

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