Brand Perception of Raymond Brand Project Report

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“A STUDY ON BRAND PERCEPTION OF RAYMOND BRAND”

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

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

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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 ready-

made segment.”

- Gautam Singhania, Chairman and Managing Director, Raymond Ltd.

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COMPANY PROFILE

BOARD OF DIRECTORS :DR. VIJAYPAT SINGHANIA, Chairman EmeritusGAUTAMHARISINGHANIA, B. K. KEDIA (upto 22-05-2008)NANA CHUDASAMAB. V. BHARGAVAU. V. RAOI. D. AGARWALNABANKUR GUPTAP. K. BHANDARI

REGISTERED OFFICEPLOT NO. 156/H. NO. 2, VILLAGE ZADGAONRATNAGIRI 415 612 (MAHARASHTRA)

REGISTRAR & SHARE TRANSFER AGENTLINK INTIME INDIA PRIVATE LIMITEDC-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

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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.

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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

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

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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.

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

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

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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.

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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.

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LIST OF RAYMOND BRANDS

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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.

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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

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.

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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.

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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

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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 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.

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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.

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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.

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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.

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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.

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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.

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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

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Lafarge Mahindra & Mahindra MRF

National Defence Academy

Gujarat State Fertilizers & Chemical Ltd.

SBI

Tanishq Yamaha

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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.

Manufacturer of fine tailored formal suits, jackets and trousers.

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

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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.

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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?

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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.

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QUESTIONNAIRE ON

“ Brand Perception of Raymond ”

1.) Raymond Brand is a stylish brands .

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 ?

…………………………………………………………………………………………………..

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 fulfill all the needs of customer .



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



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



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



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



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

environment .



11.) Raymond Brand provide value for money .



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



13.) Are you satisfied with the services .

a). Yes b.) No.

14.) Raymond has a largest player in fabric .



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



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ANALYSIS & INTERPRETATION

Ques. 1- Raymond Brand is a stylish brands .

OPINION -

INTERPRETATION-

01. 58 % of the respondent strongly agree that Raymond Brand is a stylish brand.

02. 06 % of the respondent strongly disagree that Raymond Brand is stylish brand.

03. 26 % of the respondent agree that Raymond Brand is a stylish brand.

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STRONGLY AGREE 29AGREE 13STRONGLY DISAGREE 1DISAGREE 3NEITHER AGREE & DISAGREE 4

INFERENCE -

Raymond Brand is a stylish brands .

58%26%

2%6%

8%

strongly agree

agree

strongly disagree

disagree

nither agree nor disagree

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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

INTERPRETATION-

04. 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 .

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INFERENCE –

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

17%

6%

27%

10%

4%

15%

13%

2% 6%Raymond’s

Manzoni

Park Avenue

Colors plus

Parx

Zappi

Be: Home

The Raymond’s Shop

Notting Hill

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Ques. 3 - Are you satisfied with Raymond brand ?

OPINION -

Yes 48No 2

INTERPRETATION-

07. 48 % Of the respondent believe that Raymond Brand satisfied them .

08. Only 4 % of the respondent not agree they not Satisfied with Raymond .

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INFERENCE-

Are you satisfied with Raymond brand ?

96%

4%

yes

no

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

OPINION -

INTERPRETATION-

09. 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.

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INFERENCE –

Raymond Brand is a comfortable fabric for wearing .

50%

30%

0%

10%10%

strongly agree

agree

strongly disagree

disagree


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

OPINION -

INTERPRETATION-

12. 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 .

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INFERENCE –

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

20%

50%

4%

16%

10%

strongly agree

agree

strongly disagree

disagree


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

OPINION -

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


18. 10 % of the respondent are disagree that Raymond Provide product & service that

consistently meet customer expectation

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INFERENCE –

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

20%

50%

4%

16%

10%

strongly agree

agree

strongly disagree

disagree


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

OPINION -

INTERPRETATION-

19. 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 ,


21. only 2 % of the respondent are disagree that Raymond Brand is a symbol of quality ,

leadership and trusted product .

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

OPINION -

INTERPRETATION-

22. 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.

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INFERENCE –

Designing the ideal fabrics that suits customer needs .

14%

60%

2%

6%

18%

strongly agree

agree

strongly disagree

disagree


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

OPINIONS-

INTERPRETATION-

25. 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 .

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

is a purchasable price .

INFERENCE –

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

26%

58%

2%14% 0%

strongly agree

agree

strongly disagree

disagree


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

OPINIONS-

INTERPRETATION-

28. 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.

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30. The pie chart show that the 2 % of the respondent strongly disagree that The design of


environment.

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


environment.

INFERENCE –

38%

34%

2%

12%

14%

strongly agree

agree

strongly disagree

disagree


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Ques. 11- Raymond Brand provide value for money .

OPINIONS-

INTERPRETATION-

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

Brand provide value for money .

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

provide value for money .

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


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 .

62%20%

2%

16%0%

strongly agree

agree

stongly disagree

disagree


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

OPINIONS -

INTERPRETATION-

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

consistently up gradation of customer service.

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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.

62%22%

0%10%

6%

strongly agree

agree

strongly disagree

disagree


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Ques. 13- Are you satisfied with the services .

OPINIONS-

Yes 45No 5

INTERPRETATION-

39. 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 .

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INFERENCE –

Are you satisfied with the services .

90%

10%

yes

no

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

OPINIONS –

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%

4%

10%

56%

strongly agree

agree

strongly disagree

disagree


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

FINDINGS-

INTERPRETATION-

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

“Raymond Is A Complete Men ”. Page 56 of 61


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

74%

26%

0%

0%

0%

strongly agree

agree

strongly disagree

disagree


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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


9. 10 % of the respondent are disagree that Raymond Provide product & service that

consistently meet customer expectation

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10.46 % of the respondent are strongly agree that Raymond Brand is a symbol of quality,


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


environment .

16.The pie chart show that the 2 % of the respondent strongly disagree that The design of


environment.

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


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.

20.90 % of the respondent strongly agree that they are satisfied with the Raymond service.

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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

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REFRENCES/BIBLIOGRAPHY

Books:

1. Business research methodology “C.R.Kothari”.

2. Marketing Management “PHILIP KOTLER”.

Website: www.google.com

www.wikipedia.com

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Documents

Brand Perception of Raymond Brand Project Report