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Raymond, one of the premier Indian textile major. Raymond was incorporated in 1925 and
has grown to a household name since then. The Raymond Group within a few years,
transformed from being an Indian textile major to being a global major. Raymond
manufactures, the world's finest fabrics- from wool to wool-blended worsted suiting to
specialty ring denims as well as high value shirting. Raymond is 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 plants are ISO certified,
leveraging on cutting-edge technology that adheres to the highest quality parameters while
also being environment friendly. Raymond Textile is India's leading producer of worsted
suiting fabric with over 60% market share. With a capacity of 25 million meters of wool &
wool-blended fabrics, Raymond Textiles is the world¶s third largest integrated manufacturer.
The company exports its suitings to more than 50 countries including USA, Canada, Europe,
Japan and the Middle East. Over the years, Raymond Textile has developed strong in-house
skills for research & development, which has resulted in path-breaking new products.
Perceived as pioneer and innovator, Raymond Textile has been responsible for raising the
standard of the Indian textiles industry.

Trust, Excellence, Quality, these are some of the abiding values that have been associated
with Raymond over the years. Today, we have the distinction of being the world's largest
integrated producers of worsted suiting fabrics.

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

worsted, woollen and linen fabrics to creating suits, trousers and apparel.

Their consistent focus on cutting-edge research and technology has resulted in pioneering
new products which have set new benchmarks in the worsted suiting industry in India.For
example, they have the distinction of producing the finest suiting in the world using super
fine wool from 80s to 240s count and blending the same with superfine polyester and other
specialty fibres, like Cashmere, Angora, Alpaca, Pure Silk, Linen etc.

They produce nearly 20,000 designs and colours of suiting fabric that have found their way in
over 55 countries including the European Union, USA, Canada, Japan and Australia among
others. Even as our products evolve with the times, the brand still caters to the different faces

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of 'The Complete Man'- a man who is caring, sensitive and places a huge premium on
relationships. They 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 their plants are ISO certified, leveraging on cutting-
edge technology that adheres to the highest quality parameters while also being environment
friendly.

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‰ To be known as the leaders in
m‘ Worsted Suiting
m‘ Îriven by high quality
‰ Building a long term equity with consumers across generations

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‰ Trust
‰ Leadership
‰Quality
‰ Excellence

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‘ Why the study?

The study has been conducted to understand the brand equity, brand recognition,brand
recalling , brand loyalty,brand association and perceived brand quality of Raymond.

‘ What is it about?

The study is about the brand identification of Raymond Suiting and Shirting.

‘ Where will the study be carried out?

The study has been conducted through online questionnaires and places
such as Inorbit Mall (Vashi).

‘ What type of data is required ?

The data required is both Primary and secondary. Primary data has been collected
through questionnaires.

‘ Where will the data be collected from?

The study has been conducted through online questionnaires and places such as
Inorbit Mall (Vashi).

‘ What sampling techniques be used to collect data?

The sampling techniques which have been used are simple random sampling and
judgemental sampling

‘ ow will the data be collected?

The data is collected through Questionnaires.

‘ What is the time framework for the study?

The study has been conducted within the framework of one and a half months.

‘ ow will the data be analyzed?

The data is analysed with the help of Microsoft Office Excel.

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‘ ow will the report be presented ?

The report will be presented in the form of hard bound copy.

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Raymond Premium Apparel is a premium formal wear brand

which is postioned to offer classic garments with impeccable
fits and inviting styles to the Global Indian. Needless to say
that the product is made only from premium Raymond
fabrics.

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Launched in 1986, Park Avenue is today, India's most admired formalwear brand. It offers
stylish and innovative wardrobe solutions to
gentlemen for all their dressing needs, be it Business,
Evening, Leisure, Travel or eritage Wear. The
brand has received several awards. Recently, it had
the honor of being the 'Most Admired Brand' at the
Lycra Images Fashion Awards 2007 for the third consecutive year.

Crossing the gender divide, Park Avenue launched 'Park Avenue Woman' - a complete range
of Business Wear for women. µPark Avenue Woman¶ is designed specially for the working
women professionals of today.

ColorPlus is one of India's premium and most respected

casual wear brands offering customers a range of shirts,

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trousers, knits and survival gear. ColorPlus constantly innovates processes and technologies
offering buyers new worlds of comfort. Some of the technological innovations it is well
known for; include thermo-fused buttons, golf ball wash, soft jeans, wrinkle free technology,
stain-free fabric, and the cone dyed technique.
Adding new color now to the woman¶s wardrobe, ColorPlus recently launched ColorPlus
Woman - An exclusive range of smart-casual clothing.

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 across occasions and
events. Parx makes available the latest international trends through differentiated designs and
styles. It has always been part of the consumer who is looking at making lifestyle statements.

The burgeoning children's wear market has now

turned stylish with Zapp! - our range of stylish and
fashionable kidswear. The brand brings to 4-12 years
a wide range of clothes, accessories, bed and bath
linen and more. The first Zapp! store has been
launched in Ahmedabad with ten more on their way for kids across the country.

Notting ill reflects style and manifests

originality of today's fashion- conscious and
discerning young professionals at an affordable
price. 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.

The Raymond Shop is a premium retail store offering

complete wardrobe solutions for men, which includes top-
of-the-line brands - Raymond, Manzoni, Park Avenue,
ColourPlus and Parx.





 
 


 
 

Raymond's was one of the first companies in the Indian textile industry to use advertising in a
major way to promote its products. The company's advertising efforts began way back in the
1970s, with Raymond being advertised as 'a guide to the well-dressed male.'...This campaign
is the starting point for any other advertising strategy. But is Raymond¶s Complete Man, a
man who is the epitome of loving, caring, and also style, in danger of being left behind?

 


Some saw it as an emasculation of the Great Indian Role Model. Others raised toasts to him.
Finally, they cheered, some µreal flesh and blood¶ they said ‰ emotions, a sense of humor and
sensitivity rather than just brawn. Even a touch of vulnerability. The dream guy with no
shining armour. A man for the liberated Indian woman.

 


Rival brands knew that they had to position themselves away from the Complete Man. Just to
gain an identity ‰ of any sort.
The obvious way to stand apart, as some brands had known all along, was not to have a
fictitious personality, but an actual celebrity. Vimal had a series a cricketers, back in the
1980¶s, including Vivian Richards and Ravi Shastri. Îigjam had Shekhar Kapur, the film
maker. µTiger¶ Pataudi was the Gwalior Suitings man, and Sunil Gavaskar posed for Îinesh
Suitings. But agencies subconsciously started to emulate the persona of the Complete Man.
Pataudi turned discernibly more µfamily-oriented¶ in the later days of the Gwalior series, with
his wife Sharmila Tagore and actor son Saif Ali Khan making appearances. Shah Rukh
played µMayur¶ Khan for Mayur suitings, an actor with a µfamily man¶ image. OCM tried to
go soft too and attempted to show how the suiting gets the OCM man his wife¶s attention.
The ad spot had the wife not noticing her husband when he comes home from work, until he
changes into a suit. Suiting companies like Reid & Taylor still go in for celebrity advertising
and today Amitabh Bachhan endorses the brand instead of Pierce Brosnan.
And ofcourse, the man getting the girl is a re-current theme.


 owever in the dawn of this millennium suiting advertising has become more product
oriented. Brands today hawk the feel and finish of the fabric. Occasionally we have suitings
which claim to look good but are not as expensive. This is a direct hit at Raymond.

Brand

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As such a brand signals to its customers the specific source of product and attempts to protect
both the producer and customer from competitors who ultimately endeavor to provide
products that seems to be identical. A brand is a product, service, or concept that is publicly
distinguished from other products, services, or concepts so that it can be easily communicated
and usually marketed. A brand name is the name of the distinctive product, service, or
concept.

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Brand Raymond has a distinctive symbol and name created with the intention to identify and
recognize the suitings and shirtings of Raymonds. Another purpose is to differentiate its
goods or services from its competitors. As such a brand signals to its customers the specific
source of product and attempts to protect both the producer and customer from competitors
who ultimately endeavor to provide products that seems to be identical. A brand is a product,
service, or concept that is publicly distinguished from other products, services, or concepts so
that it can be easily communicated and usually marketed. A brand name is the name of the
distinctive product, service, or concept.

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 The incremental contribution is driven by the
individual customer¶s incremental choice probability for
the brand in comparison to his or her choice probability
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pure brand recall requires "unaided recall". For example a respondent may be asked to recall
the names of any cars he may know, or any whisky brands he may know.

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Brand Recognition is the extent to which a brand is recognized for stated brand attributes or
communications.In some cases brand recognition is defined as aided recall - and as a subset
of brand recall. In the case, brand recognition is the extent to which a brand name is
recognized when prompted with the actual name.

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In marketing, consists of a consumer's commitment to repurchase or otherwise continue using

the brand and can be demonstrated by repeated buying of a product or service or other
positive behaviours such as word of mouth advocacy.

 
 
 

Consumer's opinion of a product's (or a brand's) ability to fulfill his or her expectations. It
may have little or nothing to do with the actual excellence of the product, and is based on
the firm's (or brand's) current public image (see corporate image),consumer's experience with
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A standard tool for understanding a brand¶s associations to customers¶ response. The

strongest brands exhibit both ³duality´ (emotional and functional associations) and richness
(a variety of brand associations or ³equity´ at every level, from salience to resonance).


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 50% of the respondents said that they would not switch to other brands if there are minor
price changes in fabrics of Raymond. These customers are the brand loyal customers of
Raymond.

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Brand Strength=Îifferentiation*Relevance

Brand Stature =Esteem *Knowledge

Brand Equity= Brand Strength +Brand Stature

50 respondents were covered under the survey.

40 out of 50 respondents belive that Raymond is different from its competing brand.

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All the respondents knew about the logo and the red colour used by Raymonds. Therefore,
the brand knowledge about the product is 100%.

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40 out of 50 respondents said that the quality provided by Raymond is of superior or good
quality. Therefore, Brand esteem of Raymond is 80%.

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