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PROJECT REPORT ON “Determining the preference of customers for
fabric brand through retailers’’
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PROJECT REPORT ON “Determining the preference of customers for fabric brand through retailers’’
PROJECT REPORT ON “Determining the preference of customers for fabric brand through retailers’’
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE COURSE
MASTER OF MANAGEMENT STUDIES UNIVERSITY OF MUMBAI
SUBMITTED BY SAGAR S DESHPANDE ROLL NO: 2009007 BATCH: 2009-2011
UNDER THE GUIDANCE OF Mr.Ritesh Lal (Prof. IIBM)
Mr.Gautam Bhobe & Mr.Anil Mujumdar Sales Department Raymond Ltd, Textile Division, Thane.
VISHWESHWAR EDUCATION SOCIETY’S
INDIRA INSTITUTE OF BUSINESS MANAGEMENT
SANPADA, NAVI MUMBAI
PROJECT REPORT ON “Determining the preference of customers for fabric brand through retailers’’
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE COURSE
MASTER OF MANAGEMENT STUDIES UNIVERSITY OF MUMBAI
SUBMITTED BY Sagar Sudhakar Deshpande ROLL NO: 200907 BATCH: 2009-2011
UNDER THE GUIDANCE OF
PROF. –Ritesh Lal & Vidhya Srinivas
VISHWESHWAR EDUCATION SOCIETY’S
INDIRA INSTITUTE OF BUSINESS MANAGEMENT
SANPADA, NAVI MUMBAI
VISHWESHWAR EDUCATION SOCIETY’S
INDIRA INSTITUTE OF BUSINESS MANAGEMENT
SANPADA, NAVI MUMBAI
It is hereby certified that the Project Report on,” Determining the preference of customers for fabric brand through retailers’ has been successfully
Srinivas. SUBHASH KULKARNI DIRECTOR 6 .completed in MMS Semester III of the academic year 2009-2011 by Sagar Deshpande under the guidance of Prof. Ritesh Lal (Project Guide Internal) DR. Ritesh Lal & Vidhya PROF.
M. Thane name: I. Dr. I would also express my sincere thanks to our Director. Deshpande Place: Raymond Ltd. Subhash Kulkarni for enabling me to undertake such an excellent project. Name: Sagar College ___________________ MMS: Marketing 7 . Thane” for having offered me an opportunity to work on this project in their esteemed organization. Date: 10th July.Acknowledgement I express my profound sense of gratitude and sincere thanks to the management of “Raymond Ltd. Gautam Bhobe (Sales Director.Ritesh Lal. Mr. Textile). I extend my special thanks to Mr. my guide. for his valuable guidance and inputs which helped me to select and focus my work on this project. Anil Mujumdar (senior sales manager) who gave me a wonderful opportunity to select and work on this topic and understand the challenges which we face in our career path while dealing with people and the complexities of the job.I. 2010.confidence.B. which made me to acquire tremendous knowledge and self. I would also like to place on record my sincere thanks to Prof.
6 Hypothesis: 1.3 Defining the Project 1.5 Scope of Study: 1.Table Of Content Serial No.2 Importance of the Study 1. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Particulars Executive Summary Overview of the industry & company Chapter-1: Overview of the Study 1.4 Objective of Study: 1.7: Methodology of the Study Facts and Findings from the Data Collected Data Analysis and Interpretation Problems Recommendations & Suggestions Conclusion Annexure 19 21 27 29 32 33 18 16 17 Page No. 7 9 8 .1Introduction to the Project 1.
Scope of Project: a) This report should be able to provide top 3 brands for each fabric categories.. 4. Generate database for 100 shops from different cities in Mumbai. •To find out the customer brand preference while purchasing fabric of different categories like Suits. 1. Project Title: To determine the preference of customers for fabric brand through retailers Objectives of Study: •To determine the status of importance of brand ‘Raymond’ in MBO`s and local retail shops in the market. and Trouser etc.Executive Summary Name of the student: Sagar Deshpande. 3. to gather intelligence on market size and top3 brands in each fabric category. b) Should provide information regarding competitors core competencies in sales promotion. 2.. •To determine the factors driving the purchase of particular brand of fabric by a customer. •To determine the customer choice and needs in fabric during different occasions like festive season. 9 . Methodology of the Project: Did primary and secondary data analysis. Ritesh Lal Name of the Organization: Raymond Ltd. Process of Study: Primary research on customer preference for fabric brand in Mumbai retail shops in the IInd quarter of 2010. Project Guide: Prof. office use. 5. Roll Number: 07 Course with specialization: MMS Marketing. Safari. Define attributes on the basis of which retailer can rank the brands he sold in his shop. Analysis of the results obtained and gives suggestions if required. Make questionnaire for the retailers. regular use & weddings for various brands.
3. Consumer buying behavior will be a primary force in determining how this transition will evolve. 4. The stage in buying decision process.Journals from Ministry of Textile. Data Tabulation. Buying decision process. Getting closer to the customer in today’s highly competitive landscape is essential for the entire industry and is no longer just a retail issue. It was suggested that Raymond should explore the opportunity and pitch sales in the “Safari” segment.ordinate manner. Detailed analysis of the changing patterns of consumer demand. Bar Graphs and Pie charts. B) C) Secondary source. 2.Tables. Conclusions and suggestions: D) It was observed that customer prefer Raymond fabric on Wedding and festive occasions. This research report is based on to know the: 1. Observations. Telephonic Interviews. It requires all organisations across the supply chain to work as a single enterprise. Awareness of consumer towards Raymond Brand. sensing and responding rapidly to consumer demand in a co. Major factors influencing consumer buying behavior. Internet. 10 . Apparel Magazines.Sources of Information: A) Primary source. So there is a room for growth in Office ware and Regular ware sections. shopping trends.Personal Interviews.
c) Recommendations & Suggestions. Brand Image: Impact of brand Image on purchase decisions. Variety: It deals with different types of fabric like synthetic. Phase III: a) Analyzing collected data. worsted.1 Project Title: To determine the preference of customers for fabric brand through retailers.Also it takes into account color. c) Secondary Data collection and analysis Phase II: a) Making Questionnaire. It is important factor as it gives us information about how much particular brand is easily available to customer in nearby market.Chapter-1: Overview of the Study Introduction to the Project: 1. Also consistency of texture of a fabric after several washes is taken into account. wrinkle free etc. b) Understanding the preference of customers for fabric brand and factors affecting for the same.. Durability of fabric is also key factor. method of study. Affordability: What is the price range for different fabrics? Is price range covers people from all class or not. Attributes of a particular fabric Brand: Quality: It deals with texture and feel of fabric. 11 .. c) Visit Retail shops (MBOs) and personal interview with retailers. seasonal demand. It deals with loyalty of a customer with particular brand of fabric. The project was divided into three phases: Phase I: a) Understanding the project b) Defining the project its attributes. b) Finalizing target area and geographical location of retail shops. Accessibility: It deals with reachability of a particular brand in market.
and Trouser. To find out the customer brand preference while purchasing fabric of different categories like Suits. Which attributes of Raymond fabric makes customers buy those repeatedly? Among the 3 categories Suits. which category is mostly preferred by customers and why? Also reasons for lagging in particular category in particular city. • • • 1. They will also get a data about most favorable occasion when Raymond fabric is purchased.. It should be able to understand the basic factors in the mind of the consumer that drives the purchase of a particular fabric. office use.. Safari. To determine the factors driving the purchase of particular brand of fabric by a customer. It should tell the various attributes of the shop that attracts the customer to his shop for purchases during various occasions. 1.3 Defining the Project Studying of the nature of the consumer during the purchase of the fabric during various categorical uses and occasions and the factors affecting their preferences during all these times during purchases in the market. 4. 3.1.4 Objective of Study: • To determine the status of importance of brand ‘Raymond’ in MBO`s and local retail shops in the market. and Trouser etc. 1. It should tell the areas where the brand Raymond lacks in the eyes of the Retailer.2: Importance of the Study: Study on preference of customers for fabric brand through retailers will give company following valuable data. 2.5 Scope of Study: 1. Safari. 12 . regular use & weddings for various brands. Out of 170 shops visited in how many shops Raymond fabric sales is among top 2 positions. To determine the customer choice and needs in fabric during different occasions like festive season. It should tell the Position at which Raymond stands in the fabric Market in Maharashtra.
6 Hypothesis: 1. pictures or objects. There is no significant difference in the means of the number of people preferring Raymond in all the cities. Questionnaire has several types of question like Contingency questions Multiple-choice 13 . 1. Apparel Magazines.7: Methodology of the Study I have done primary and secondary data analysis.1. 3. to gather intelligence on market size and top3 brands in each fabric category. Data Tabulation. There is no change in the preference of the customer for purchasing fabrics for the various occasions and categorical uses. Sample size was 170. Internet. Method used to do a research is “Survey” As previous data about the same was not available so it was recommended to go for Qualitative research where data is in the form of words. I have visited 12 cities from Thane District and 4 cities from Nasik District. 3.Personal Interviews. 2. Bar Graphs and Pie charts. Telephonic Interviews.Journals from Ministry of Textile. (b) Sample Technique and Size: The sampling used to collect the data is Judgement sampling as the criteria to select the shop as a sample to get data was based on the fact that it kept Raymond in its shop and was selected as a sample only if it kept Raymond I have been asked to do survey in two districts Thane and Nasik. I used to personally visit Garment retail shop and MBO`s and interview shop owner. Secondary source. Interactive interviewing technique was adopted for gathering data from Retailers of MBO`s with the help of standard ‘Questionnaire’ (d) Development of Questionnaire: There are in all 10 questions in a questionnaire. There is no association between the number of people preferring the brand Raymond and the type of the city. (c) Research Design: Research design used is “Qualitative research”. 2. (a) Sources of Data: 1. Primary source.Tables.
Matrix questions Yes/no questions 14 .
Literature Review:Consumer behavior reflects the totality of consumer’s decisions with respect to the acquisition. and select between different alternatives (e. etc (Source. 2008)) The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how • The psychology of how consumers think.. reason. services. (Hoyer. It also includes consumer’s use of services. and retailers). brands. 15 • • • • • . The behavior of consumers while shopping or making other marketing decisions.g. Consumer behavior means more than just how a person buys tangible products such as bath soap. consumption and disposition of goods. 2008). family. digital music players and automobiles. Macinnis and Pinaki Das Gupta.g. activities and ideas by human decision making units. visiting a theme park. activities and ideas such as going to the doctor. Macinnis and Pinaki Das Gupta. and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer..Hoyer. products. How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer. Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome. feel. The psychology of how the consumer is influenced by his or her environment (e. media). culture. signs.
designer wear. which provides end-to-end fabric solutions right from manufacturing worsted. ColorPlus.(Source: http://www. Raymond has always focused on innovation and technological up gradation that has yielded path breaking fabric solutions to customers around the world. Raymond Finely Crafted Garments. Manzoni.000 varieties of worsted suiting to cater to customers across age groups. A pioneer in the textile and men’s apparel business in India. with a capacity of producing 42 million meters of wool & wool-blended fabrics. After making a mark in textiles. ColorPlus. 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.They also have some of the most highly respected apparel brands in their portfolio: Raymond. Park Avenue. Ever Blue Apparel Ltd.com/) Chapter. Parx. The Group has six. Few companies globally have such a diverse product range of nearly 20. (for fine Tailored Suits. (Jeanswear) and Celebrations Apparel Ltd. Trousers and Jackets). (Shirts). Park Avenue. cosmetics & toiletries. state-of -the art textile plants and four garmenting factories. With a US$600 million turnover they are today one of the largest players in fabrics. prophylactics and air charter services in national and international markets. Japan and the Middle East. woollen and linen fabrics for creating suits. engineering files & tools. Zapp! and Notting Hill. Mohair or Angora and Casein or the ultimate in fine pure wool – Super 240s crafted out of 11. 16 . Raymond has always provided customers with worldclass products. All the plants are ISO certified.consumerpsychologist. trousers and apparel. supported by world-class design studios and ably supported by Italian designers who put together collection twice a year. Raymond is the leading. Manzoni. 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. Zapp! and Notting Hill. From pure wool to wool blended with exotic fibers like Cashmere. The Raymond Group is horizontally and vertically integrated and offers end-to end solutions for fabrics and garmenting. Canada. in India and Europe. denim. with a turnover of over USD 600 million it is an integrated player. the Raymond group is vertically and horizontally integrated to provide customers total textile solutions. integrated producer of worsted suiting fabric in the world. Europe. The company exports its suiting fabric to more than 50 countries. Parx.2: Overview of the industry & company: RAYMOND GROUP: Incorporated in 1925. and Regency Textiles Portuguesa Ltd.6 micron wool. including USA. occasions and styles. leveraging on cutting-edge technology that adheres to the highest quality parameters while also being environment friendly. Raymond forayed into garmenting through highly successful ventures like Silver Spark Apparel Ltd. The Raymond Group has already marked its presence in the global arena with partnerships with leading European manufacturers of fine shirting fabrics and specialty denim today.
Modelled to meet international standards. This plant has achieved a record production capacity of 14. the plant produces premium pure wool. which are retailed through 30. 17 . Linen etc. Vapi in Gujarat. which are today the corner stone’s of the worsted suiting industry in India. Gujarat and Madhya Pradesh. CHHINDWARA PLANT The Raymond Chhindwara plant. as part of the second developmental phase of the Vapi plant. Chhindwara in Central India. THANE PLANT This is the mother plant and is the centre of competence for world class manufacturing and design facilities. Europe. this plant is a treasure house of knowledge for producing superfine worsted suiting fabrics. TEXTILE MANUFACTURING FACILITIES WORLD-CLASS FACILITIES Raymond's manufacturing facilities include three world-class fully integrated plants in India. Raymond will have a total capacity for manufacturing 33 million meters of worsted suiting per annum. Raymond is recognized as a pioneer in manufacturing worsted suiting in India. These are blended with superfine polyester and other specialty fibres. producing nearly 20. All the plants are self-sufficient and provide staff welfare measures such as education. with an installed capacity of 42 million meters of wool & wool-blended fabrics. deploying state-of-the-art technology modern quality management systems like ISO 9001 and Environment Control Systems (ISO 14001). housing.65 million meters. is the world's largest producer of worsted suiting fabrics commanding over 60% market share in India. Silk. set up in 1991. weaving machines from Belgium.6 micron wool. wool from Super 80s to Super 240s and spinning count as fine as 2/160 Nm. the Vapi plant has been set up on 112 acres of lush green land with Hi-tech machinery such as warping equipment from Switzerland. finishing machines. giving it the distinction of being the single largest integrated worsted suiting unit in the world. The company exports its suiting fabric to more than 50 countries including USA. Alpaca. is a state-of-the-art integrated manufacturing facility located 57 kms away from Nagpur in Central India. After this expansion. near Mumbai. The Group has mastered the craft of producing suiting using. Raymond has created the world’s finest worsted suiting fabric from the finest wool ever produced in the world – the Super 240s fabric made of 11. Raymond plants are located in India at the following locations: Thane. VAPI PLANT Raymond has increased its worsted suiting capacity by 14 million meters. automatic drawing-in and other machines from Italy. Built on 100 acres of land.000 stores in over 400 towns across India. near Mumbai and Jalgaon in Maharashtra. recreation and support systems for employee. Raymond has developed a heritage of in-house skills for research & development. It has four plants located in the states of Maharashtra. Canada. This has resulted in path-breaking developments of new products.WORSTED SUITING Raymond.000 designs and colours of suiting fabrics. With decades and expertise and finely honed skills. wool blended and polyester viscose suiting. Japan and the Middle East. Angora. like Cashmere.
has set up a Greenfield facility for the manufacture of fine cotton shirting fabric. Being integrated suppliers of fabrics as well as garments. is manufacturing and marketing. The JV Company. including. today the world over. DENIM Raymond has entered into a 50:50 JV with UCO NV of Belgium. The blends comprise of exotic fibres like cashmere. low cost production. technology and distribution with Italian strengths of creativity. as well as a vast global marketing network.of. specialty denim and other niche products for the global fashion market. Raymond UCO Denim. The denim division has a capacity of 47 million meters of specialty denims. Romania has a capacity of 7 million meters.TOTAL TEXTILE SOLUTIONS Customers.art textile plants and four garmenting factories in India and Europe. not to mention their capabilities in producing shirting and carded woollen fabrics. Europe and Asia. The Raymond UCO Denim facility at Yavatmal. having its company executive headquarters in Belgium. per annum. one of the top three Italian high fashion cotton textile majors in the world.the. At Raymond. a leading manufacturer of specialty denim to form a global denim company that combines the denim businesses of Raymond and UCO. FABRIC The product range includes a wide range of fabrics and finishing. combines Raymond’s expertise in textile business. The JV has a combined capacity of 80 million meters.from worsted suiting to denim and shirting. specialty denim fabrics. 18 . Their plants have a capacity of 40 million meters in producing the finest worsted fabrics and wool blends. which includes leading brands and retailers. The joint ventures with global leaders ensure that they have access to world-class products. Maharashtra. Their textile solutions encompass everything . Raymond Zambaiti Ltd. are looking at one-stop shops that can fulfil all their needs. quality finishing and lead times. The design Studios in India and Italy are supported by six states. has a capacity of 40 million meters while that of UCO Tesatura. This facility caters to the international markets at the middle to the upper end brands and offers custom designed shirting products to the discerning international customers. produced at the newly set up state-of-the-art vertically integrated plant in India. they offer fully finished products that span various garment categories that has been made possible by a seamless horizontal and vertical integration across divisions. we offer our customers total textile solutions. Raymond UCO Denim has state of the art manufacturing facilities in Giurgiu (Romania) and Yavatmal (India). cotton apparel fabrics and high-end cotton suiting fabric. The joint venture company. style. SHIRTING Raymond in partnership with Gruppo Zambaiti. production know-how. Mohair or Angora or blends of wool with casein and bamboo or the ultimate in fine pure wool – Super 240s. with manufacturing facilities spread across three continents – the US. All our facilities produce differentiated ring spun denim.
Sri Lanka and Bangladesh The Raymond Group has in its portfolio some of the most respected brands . This facility has a capacity to turn out 3 million garments per annum with integrated garment design. JEANSWEAR A forward integration to Raymond’s specialty Denim plant is EverBlue. The stitching facility incorporates several automatic sewing workstations for consistency of work execution. Manzoni and ColorPlus. The finishing unit consists of scraping spray booths. a significant addition to the existing capacities . The plant boasts a high degree of automation right from computerized Gerber spreader and cutter to laser patterning and finishing. catering to the 19 . Manufacturing is supported by an in house design studio and sample unit to create new styles and samples. Manzoni and ColorPlus) and exclusive brand outlets for Park Avenue. Raymond entered into the ready to wear business with the introduction of Park Avenue in 1986.000 sq ft built up area has the capacity to produce 800. ColorPlus. This modern plant spread over 200.000 tailored menswear jackets and 2. sand blasting and laser patterning to create special effects on jeans wear. Parx. sate of the art over locking and zipper attachments. The Raymond Shop also has 31 outlets overseas in the Middle East. The combination of world-class machines and work environment maximize productivity. Recently. With additional investment of USD 10 million on the second plant the capacity will further enhance by 600.000 Multi Brand Outlets and over 400 exclusive retail outlets in more than 170 cities which includes ‘The Raymond Shop’ which retails Raymond Fabric and menswear brands (Park Avenue.TAILORED CLOTHING Situated 40 km’s from Bangalore is Silver spark. Germany and Japan comprise of automated spreading and cutting with an inbuilt system for matching checks and stripes.000 tailored menswear trousers annually. Parx and Zapp!. Parx. it incorporates the latest factory design principles for employee comfort and productivity. Set up at an investment of US$ 10 million this plant boasts of modern manufacturing facilities on par with the best on the world. The current production capacity is 1. Shirts made in this plant have been well appreciated by many as being on par with the best in the world. ‘Siro Set’ is another specialty that the plant has to offer.000 sq ft of built up space. With 100. suits. sewing and washing operations. The factory is equipped with computerized presses in line and drying chambers to ensure consistency in the product. near Bangalore. a top of the line manufacturing facility for Jeanswear.80 million shirts per year.000 tailored menswear jackets and 600. The Raymond distribution network comprises of more than 20.Raymond as well as leading menswear brands – Park Avenue. took the craftsmanship of garment making and customer convenience to new echelons by launching ‘Raymond Finely Crafted Garments’ (FCG). DRESS SHIRTS A spanking new unit – Celebrations has been set up in the technical collaboration with Flex. quality and worker safety. RETAIL NETWORK & BRANDS: Raymond Group’s products are retailed through ‘The Raymond Shop’ (TRS). jackets and trousers. one of the largest dress shirt manufacturers in Japan. this facility turns out world class. Specialized machinery imported from renowned manufacturers in from USA. Raymond Ltd.0 million tailored menswear trousers annually. Manzoni.
formal men’s wear market. Raymond Finely Crafted Garments (FCG) which was recently launched offers the customers same Raymond brand promise of ‘Trust. the new apparel brand under the popular price segment. Raymond Apparel has also ventured into the kid’s wear segment. a luxury lifestyle brand was launched offering a super-premium formal range of men’s shirts. ColorPlus Woman. with its exclusive brand ‘Zapp!’ Covering the spectrum of children's lifestyle products. suits. Raymond identified the vacuum for a high end. it includes an entire range of children's apparel and accessories. Raymond Apparel has also launched ‘Notting Hill’. In 2000. A complete ‘value-for money’ men’s wear brand. jackets. casual wear brand and hence decided to acquire ColorPlus as a part of strategic expansion plan for their ready-to-wear business. Notting Hill is the perfect combination of fashion. a complete range of Business Wear for women. discerning women and Park Avenue Woman. In addition to this. In September 2007. Raymond took its experience and creativity to a whole new audience by entering into the women’s western wear category with two premium brands. Parx was launched in 1998 to address the growing trend of smart casuals. trousers. styling and affordability. including. as well as dedicated. 20 . All brands from the Raymond Group portfolio are well entrenched in the market and are sold through multi brand outlets. Excellence. Manzoni. ties and leather accessories. an exclusive range of smart casual clothing for modern. in India and the Middle East. exclusive stores. Quality and Leadership’ in an exclusive formal range of ‘classic’ apparels and accessories. fit. Both brands have captured major market share in their respective categories due to an inherent advantage of vertical integration and a strong retail presence.
sand blasting and a washing unit with central controls. Raymond has set up a state-of-the art denim wear facility 'EverBlue Apparel Ltd. With over 60% market share in India. Raymond Ltd. the plant is considered to be among the foremost units in Asia. GROUP COMPANIES RAYMOND LTD.2.' in Dodaballapur near Bangalore. With features like a state-of-the-art design studio. This plant is integral to the strategy of forward integration of denim fabric division. Raymond commands over 60% market share in worsted suiting in India and ranks amongst the first three fully integrated manufacturers of worsted suiting in the world. spraying. DENIM EVERBLUE APPAREL LTD. laser blasting. is today the largest integrated manufacturer of worsted fabric in the world. The company comprises the following divisions:TEXTILE With a capacity of 38 million meters in wool & wool-blended fabrics. computerized cutting. automatic sewing. 21 . offering complete denim solutions to their customers.
Today.K. Over the last 5 decades. The Files range is marketed under "Sunflower" & "Three Files" Brand. • Cutting Tools. FORD. CATERPILLAR. J.ENGINEERING J. J.K.K. The products are exported to over 100 countries with a tradition of engineering excellence including Germany. UK. cutting tools. J. Files & Tools has become synonymous with quality and reliability.K.K. is one of the first Corporate House in India to launch Air Charter Services in India in 1996 and since then it has been always a way ahead for Raymond Aviation 22 . The auto component industry is poised at the threshold of a quantum leap. agri tools and auto components.Ring Plus Aqua Ltd. The legacy of excellence in quality is shown across our product range which includes: • Files. CUMMINS. France. Trusted globally. they have been progressively expanding their base across the globe. Files & Tools has three plants in India and one in Indonesia. • Hand Tools. The group plans to capitalize on this potential by setting foot into the auto component market through strategic alliances and acquisitions. Files & Tools in 1949. Files & Tools and Ring Plus Aqua Ltd. Ring Plus Aqua manufactures its automotive components at two separate locations in integrated factories at Sinnar near Nasik. The Cutting & Hand Tools are marketed under "JK" Brand. FILES & TOOLS Raymond Ltd. are the group companies that are engaged in the manufacture of precision engineering products such as steel files. etc. USA and Switzerland. ARROW ENGINE COMPANY etc. The product range includes: • • • • Starter Ring Gears Flexplate Flywheel Assembly Profile Sheet Formed Metal Pulleys Integral Shaft Water Pump Bearings 4) AVIATION Raymond Ltd. ventured into the engineering business with the establishment of J. hand tools. Raymond has made a foray into Automotive Components by acquiring a controlling stake in a company manufacturing Flywheel Starter Gears and Integral Shaft Bearings for Water Pumps. The Company has been accredited with the BVQI ISO/TS 16949 certificate and has earned the goodwill of global giants like GM. Files & Tools is the largest manufacturer of steel files in the world with a global market share of over 30% in the files business. RING PLUS AQUA LTD.K. J.
They bring for their customers the best of fabric and style through some of the country’s most prestigious brands – Raymond Finely Crafted Garments. Every suit.A complete range of Premium Business Wear for women is designed especially for the working women professionals of today. trousers and high quality accessories such as handcrafted silk ties. RAL entered into the ready-to-wear business with the introduction of Park Avenue in 1986 catering to the men's formal wear market. discerning and multi faceted women of today. which keeps a close watch on international fashion forecasts and design trends. In 2000. Each garment has been crafted using top of the line fabrics like fine Merino Wool and its blends.RAYMOND APPAREL LTD. 'Park Avenue Woman'. Raymond Apparel Ltd. ‘The Raymond Shop’ retail outlets and multi-brand outlets across India and the Middle East. ColorPlus. Parx was launched in 1998 to address the growing trend of smart casuals. Park Avenue and ColorPlus recently launched the Western Women's wear collections. All their brands are available at exclusive brand stores. 23 . ties and leather accessories. Park Avenue. In addition to this. Notting Hill and Zapp!. The product range comprises of super premium formalwear and sportswear including suits. Raymond Apparel has also ventured into the kids wear segment with its exclusive brand Zapp! Crossing the gender divide two of our brands. Their efforts are complimented by a research team. Manzoni. A Design Studio has also been set up in Italy. shirt and trouser is a paradigm in comfort and style with its meticulous crafting and rich fabric. (RAL) ranks amongst India's largest and most respected apparel companies. shirts. casual wear brand and hence decided to acquire ColorPlus as a part of strategic expansion plan for their ready-to-wear business. which has further enhanced their reputation in providing cutting edge design solutions of an international standard. RAL's aesthetically built Design Studio in Thane (India) is well equipped with state-of-theart designing facilities.An exclusive range of smart-casual clothing is inspired by the independent. 'ColorPlus Woman'. Notting Hill was launched in 2007 to cater to the popular price segment. Raymond identified the vacuum for a high end. BRAND PORTFOLIO RAYMOND FINELY CRAFTED GARMENTS Raymond Finely Crafted Garments (Raymond FCG) is a new launch from the House of Raymond. MANZONI Manzoni is a luxury lifestyle brand providing the best in contemporary international style & luxury. 100% Egyptian cotton etc. A 100% subsidiary of Raymond Limited. Manzoni. Manzoni offers discerning customers the finest in contemporary international style and luxury. suits. Parx. a luxury lifestyle brand was launched offering a super-premium formal range of men's shirts. which stimulate and nurture the creative energies of the Design Team. trousers. jackets. The careful construction and attention to detail is evident in every inch of Raymond FCG. pure leather shoes crafted in Europe and leather belts.
pure superfine wool. The formal shirts are available in regular 2 fold 100s. The best-in-the-world linings. The brand has received several awards. The formal suits are made of super fine wool ranging from super 120s to super 150s. MANZONI ACCESSORIES Manzoni also has a line of accessories that include fine leather bags. it had the honour of being the 'Most Innovative Brand ' at the Lycra Images Fashion Awards 2008. An elegant and relaxed ambience greets each customer visiting any of the Manzoni boutiques. 'Park Avenue Woman'. sand and natural coffee. The designs are created in limited editions to maintain exclusivity. Styled in Europe. Park Avenue provides stylish and innovative wardrobe solutions to welldressed gentlemen. the shoes are made by the finest international craftsmen. silk ties and cotton socks. 2 fold 120s upto 2 fold 200s with fine structures. The Park Avenue Heritage Wear collection includes a range of kurtas & pajamas made of pure silk and handcrafted embroidery.A Manzoni garment weaves in nothing short of the best . PARK AVENUE Launched in 1986. buttons made from natural corozzo nut and mother of pearl. the finest cotton. MANZONI SPORTS WEAR 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. The brand offers three distinct and elegant lines that include the 'Modern Classic' range for Business Formal Wear. in Mumbai and New Delhi. These suits have an Italian silhouette with superb construction and excellent drape. styling. Jackets are offered in contemporary styles. On September 8. The formal trousers have a clean look and are well constructed with a lining that provides total comfort. MANZONI FORMAL WEAR The Manzoni formal wear range is characterized by its classic colours and contemporary designs. As India's premium lifestyle brand. colour and fashion trends. Their creations can be found at exclusive Park Avenue stores and 'The Raymond Shop' chain of stores. ‘Unlined jackets’ made from 100% linen are available in shades of ivory. Trousers are available in 100% cotton and linen in regular flat front styles. high-powered corporate meetings. Other excellent compliments are the woven silk ties handcrafted in Italy. 'Park Avenue Woman' is designed especially for the working women professionals of today. Manzoni’s Bona Sera evening line consists of washed 100% silk jacquard shirts in different elegant shades. like at office. belts. interlinings and threads lend these garments a premium look. its designs embody the latest in international fabric.A complete range of Business Wear for women was launched. These high quality accessories have been specially created for Manzoni and reflect the latest styles from across the world. 100% pure Irish and Italian Linen. 2007. available in a variety of shades and designs and the leather belts. Recently. 'Urban Chic' range for Business Leisure 24 . The brand caters to customer needs with formal clothing for varied occasions. shoes. family get-togethers or festive occasions.
Notting Hill promises to be an instant hit with the young working professionals. Notting Hill was launched in 2007 to cater to the popular price segment. shirts and blouses. With exceptional fits. pants. The exclusive brand covers the spectrum of children's lifestyle products that includes an entire range of children's apparel and accessories 25 . PARX Parx is a premium casual lifestyle brand comprising a range of semi formal and casual cottons. trousers. handkerchiefs and socks.Wear and 'Opium Delight' for Business Evening Wear. blends and denim wear. Right from its inception in 1999. Camisoles. Parx has been the preferred choice of brand in the causal wear segment with continuous innovations and international trends and styling. reflecting the vibrancy and attitude of the energetic 22 to 30 year old. Notting Hill promises to be an instant hit with the young working professionals. The manufacturing process uses the best of machinery. which are company-owned and operated. Central and other leading menswear stores. shirts. styling and colour range. With exceptional fits. Designed in-house.A stylish offering. NOTTING HILL Notting Hill reflects style and manifests originality of today's fashion-conscious and discerning young professionals at an affordable price. styling and colour range. ZAPP! Zapp! . relaxed make up of the Parx collection is at the very heart of contemporary fashion. techniques. These are automated to a large extent. Distribution is through the following channels: Exclusive Parx brand stores. There are currently 19 exclusive stores and a few more to be added by the end of this year. By the end of the first year Notting Hill would be made available across India with over 400 distribution points. children in the age group of 4-12 can choose from a wide range of clothes. bed and bath linen and more. jeans. Bustier along with jackets. large format stores like India Bulls Mega mart. The easy. Notting Hill would be retailed across India in a phased manner beginning with Pune and other cities in Maharashtra. 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. accessories. It is positioned to meet the consumer needs for "beyond work" requirements and this has been addressed through categories like Urban. Parx’s exclusive brand stores are directed toward delighting the customer with high standards of service and providing a unique shopping experience. the brand collection features a spectrum of men's lifestyle products comprising of suits. Sport. The Business leisure and Business evening wear brings alive crochet and mix and match as also stylish Velveteen Jackets. The brand goes to great lengths to ensure quality. The Raymond Shop. tracking systems and processes. Excursion and Club. t-shirts and also accessories like ties.
Each line sports distinct styles and fits offered in an array of exquisite garments. 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. With changing rooms designed as igloos. design and quality. t-shirts. shoes & scarves. satin and georgettes. Zapp! has established itself as a leading player in the kids wear segment. An exclusive range of smart-casual clothing – the ColorPlus Women's Wear is inspired by the independent. wrinkle free technology. printed silks. survival gear and accessories have always met international quality standards. ColorPlus is one of India's leading casual wear brands. utility apparel and accessories and a home line. denim jeans and much more. hand braided belts. they constantly innovate their processes and technologies to offer 'smart casual clothing' at affordable prices. dresses. Their shirts. The fabrics used for the construction of this exclusive range include linen. skirts. discerning and multi faceted women of today. The centralized warehouse ensures timely deliveries to the outlets in India and abroad. COLOR PLUS Set up in 1993. A 'bespoke' ERP package developed. Lifestyle. stain-free fabric and cone dyed technique. Some of the brand's technological innovations include thermo-fused buttons. INNOVATIONS Driven by a passion to offer the best to the consumer. The Zapp! stores offer both fun while shopping and the best product available in terms of choice. the child is made to feel the like the special customer. the stores allow the child to conjure up an adventure! With his own Zapp! membership card. This specially crafted range includes a miniature fashion line. jackets. 100% cotton. Outdoor Wear. is available across Shoppers Stop. Pantaloon and Central and the top 120 multi brand kids wear stores in the country. 26 . Zapp! retails through 20 exclusive stores. ColorPlus announced its entry in the growing women’s wear segment with the launch of 'ColorPlus Woman'. Today.With season focused offerings that blend in both key fashion inputs dictated by International trends and the highest quality standards. gives them total control over the entire chain. ColorPlus Woman has been fashioned into an irresistible assortment of shirts. PLANT Based in Chennai. trousers. Business Casual Wear and the Evening Wear. golf ball wash. and others suspended over glass floors with pebbles.house manufacturing facilities. The newly launched brand offers five lines of clothing including Day Wear. knits. cotton-blends. trousers. soft jeans. All the collections are complemented by a matching range of accessories like genuine leather hand bags. right from design to the storefront. Baby Zapp! consolidates the offering as a specialized category targeted at the 0 to 3 infant segment with great care on safety and comfort. the brand has a centralized design and development team and technologically advanced in. Sporty Casual Wear.
J. They export condoms to countries like Chile. BARRIER PROTECTION In September 2000. Sealing and Packing. stood at Rs 81 million.K. Their varied portfolio of brands namely. (JKAL) is a joint venture between Raymond Group and Ansell International for manufacturing and selling 'KamaSutra' brand of condoms. EXPORTS The total exports. and Pin Hole detection. Romania. their strength lies in the ability to build world class quality brands. • The condoms manufactured conform to the schedule 'R' of Drug & Cosmetic Act 1940. India. a subsidiary of Raymond Ltd. J. ANSELL LTD. It also provides condoms to the Government of India and Non Government Organizations (NGOs) and exports to over 70 countries around the world. Botswana.K. Peru. HELENE CURTIS LTD. MANUFACTURING FACILITY / INTERNATIONAL QUALITY STANDARDS • The plant is ISO 13485 .K. Philippines. Chemicals Ltd. for the year ending March 2007. • They also have the SABS permit for their products.K. and UAE & Saudi Arabia. Ansell Ltd. Nigeria. Sri Lanka. which is ISO 9001-2000 for medical services. Forming. J. The company also exported bulk products to Ansell International for the USA and South Africa markets. BSI-UK-CE Mark.J. Ethiopia. Ansell enjoys a significant share of the commercial Indian market emerging as a second major player.2003 from BSI UK.. Bangladesh. They pioneered the concept of barrier protection in India. Turkey. With an 85% market share in the premium 27 . the condom division was a part of J. Monarch and Tru Tone span across the Personal Grooming and Home Care categories. Body Deodorants and are market leaders in the Room Freshener and Eau De Cologne categories.K. Kenya. In the past few years they have witnessed a significant volume and value growth in the market place. Prior to the formation of the joint venture in 1996. The condom manufacturing plant at Aurangabad manufactures 345 million pieces per annum. Sudan. Ukraine. Ivory Coast. Azerbaijan. With an experience of over 40 years in the Personal Grooming and Toiletries Industry. Today they stand among the top players in categories such as Perfume Sprays. Venturing into non-traditional categories such as Room Fresheners and Eau De Cologne at a very early stage has ensured that the brands enjoy a strong equity in the market place. Zambia. J. • Elaborate testing facilities in house. Established in 1964. West Indies.K. Cambodia. Russia. Helene Curtis Limited is a part of the Raymond Group in India. As a company we have always been ahead of the times. Premium. Nepal. Their products also conform to various international standards like BSI UK. Park Avenue. The production processes at the plant include Compounding. Currently. Mozambique. It commenced operations in 1991 and launched Kama Sutra the same year. ISO 13845 -2003. JKAL commenced selling and distributing Ansell gloves. Poland.
The company headquartered in Australia is the market leader in gloves and has also created the powder free range of gloves.(Gammed PP) gloves segment and a significant presence in other segments.A. Med grip sterile & Non-Sterile. engaged in the business of manufacturing and marketing of denim fabrics. UCO NV to form a global denim powerhouse Raymond UCO Denim Pvt. they are the first to promote the Powder Free Concept. The manufacturing facility based in Kolhapur has an installed capacity of 10. yarn. The product range includes Gammed.. LTD. SURGICAL GLOVES J. from manufacturing facilities to economies of scale from global sourcing of cotton. focusing on quality. In August 2006. The Raymond Zambaiti Sales & Marketing Strategy is managed 28 . Ansell markets a wide range of High end surgical and examination gloves.the Europe & Asia with a combined denim fabric capacity of 47 million meters per annum and a vast global marketing network • Presence in 3 dominant denim markets – US and Europe which consist of 60% of the world denim market and Asia. dyes & chemicals.5 million meters annually. JOINT VENTURES RAYMOND UCO DENIM PVT. The key strengths of this joint venture company are: Single entity having manufacturing facilities spread across two continents . LTD. Raymond UCO Denim is a formidable combination of strengths in product innovation and design and a strong manufacturing back end of manufacturing flexibilities especially in dyeing and finishing. Gruppo Zambaiti is one of Italy's most popular high fashion cotton textile groups known for their design and development. the company entered into a 50:50 Joint Venture with European denim major.P. (part of Gruppo Zambaiti). Ltd. These are targeted at major hospitals and nursing homes as well as glove retailing chemist outlets. A joint venture with the internationally renowned Cotonificio Honegger S. K. the market of the future • Increased width of merchandise to cater to the requirements of individual markets • Diversification of the customer base for both partners • Greater cost efficiency. Raymond Zambaiti Ltd. Raymond's denim story began in 1996. innovation and the creation of exclusive products & designs that have always caught the eye of some of the world's leading jeans wear brands as well as making us amongst the top producers of specialty ring denim in India with a 60% market share. Sense-Touch & Note gloves. spares and consumables • RAYMOND ZAMBAITI PVT. produces exclusive cotton shirting fabrics. The Design and Creativity Organization grants maximum flexibility in the customization of the product being also a precious consultant for customers by supporting them with fashion trends and style proposals.
a joint venture between the company and MOB Outillage SA of France. The skilled manpower backed by the technical expertise in machinery & equipments from MOB Outillage SA create the perfect synergies to produce world-class products.K. J. Talabot Ltd. In 2005. Raymond Ltd. TALABOT LTD. Files & Tools. marketed by J. This new facility will churn out over five lakh dozen files and rasps per annum. They will also produce Talabot branded high-end premium files. A dedicated team of professionals from both the countries coordinate in order to capitalize the domestic and international market. set-up J.. an international group manufacturing agricultural.by Italian and Indian personals. hand and construction tools.K.K. 29 .
A new manufacturing facility was set up at Chhindwara. innovation and the creation of exclusive products that have always caught the eye of some of the world's leading denimwear brands. Raymond has now become the leader among readymade. industrial conglomerate. He injected fresh vigour into Raymond. 1980: Vijaypat Singhania took over the reins of the company. 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". 1964 . in India. 1950 . and modest quantities of low priced woollen fabrics. to meet the increasing demand for worsted woollen fabrics. This was followed by a phase of vertical integration.Setup of a new manufacturing activity for making indigenous engineering files known as JK Files & Tools. 1958 . King's Corner. The mill was primarily making cheap and coarse woollen blankets. was opened in 1958 at Ballard Estate in Bombay. This has now become the largest facility of its kind in the world. 30 • • • • • • • • • • • • • • .Launch of "Park Avenue". focusing on quality. a premium casual wear brand bringing customers a range of semi-formal and casual clothes. 1986 . near Nagpur. achieving a business turnover of over Rs. 1968 . 1991 .Setup of a new Combing Division.The first showroom abroad for Raymond in Oman. facilitating in the processing of multi-fibres and technology improvements to make blended fabrics. 1996: The Renaissance Collection made of Merino wool blended with polyester and specialty fibres (Super 100S to Super 140S). 1995: Superfine pure wool collection under the Lineage Line (Super 100S to Super 140S). 1979 . 1990 . transforming it into a modern.The first exclusive Raymond Retail showroom.Raymond setup a readymade garments plant at Thane. The readymade garments division of Raymond has since then grown rapidly. With a 40 million meters capacity. the premium lifestyle brand providing a complete wardrobe solution to the men who like to dress well & be current on styles & fashion. 2000 million. Its designs have always kept pace with the changing styles and cuts found in every youngster's closet.A new manufacturing facility was set up at Jalgaon. 1944: Lala Kailashpat Singhania took over The Raymond Woollen Mill. 1996: Raymond's denim.Raymond Heritage • • 1925 .Setup of The Raymond Woollen mill in the area around Thane creek.
2004: Super 220S fabrics under the Chairman's Collection. 2008 Launch of 'Raymond Finely Crafted Garments' – readymade apparel under Raymond brand. Angora.' for manufacturing suits and formal trousers catering largely to export markets. 2007 Entered into Joint Venture to retail premium brand ‘GAS’ in India. Raymond Fedora Ltd.8 micron of wool.JV with MOB. France for the manufacturing of files and rasps. Bamboo. 2008 Launch of 'Neckties & More' . 2003: Setup of 'Silver Spark Apparel Ltd. 2006 Set up of J. Casein. Mohair. 2005: Setup of state-of-the art facility 'Celebrations Apparel Ltd.' for the manufacturing of formal shirts. 2006: Set up of world class carded woollen unit.K. Talabot Ltd . 2006 Launch of design studio in Italy for cutting edge design capabilities for exports and domestic brands. 2006 Set of Raymond's third worsted unit at Vapi in Gujarat. • • • • • • • • • • • 31 . Raymond now has 3 state of the art units with a combined capacity of 31 million meters of worsted fabric.' near Bangalore.New format store for accessories. 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 worldThe Super 230s made up of 11. 2002: Acquisition of ColorPlus. 2005: Launch of 'Expressions' an exquisite collection of all wool and polywool suiting specially crafted using exotic fibres like Cashmere. 2007 Launch of new brands for women’s wear. 2006 Set up of greenfield shirting unit at Kolhapur producing high value cotton shirting. 2006 Launch of Zapp! our kidswear brand with first store in Ahmedabad. 2005: Setup of state-of-the art jeanswear facility 'Everblue Apparel Ltd. This facility is set up as part of the company's JV with Gruppo Zambaiti. in Jalgaon. exclusive prêt line of ready-to-wear designer clothing for men and women.• • • • • • • 2000: Launch of "Be:".
Middle income City B3.Lower income City • • • 32 .High Income City B2.Categorization of cities • Categorization of cities on basis of the per capita income of the City B1.
Friends and relatives (word of mouth). Not all decision processes lead to a purchase. Can be stimulated by the marketer through product information--did not know you were deficient? I. when and how consumers buy. Information search-o Internal search.Chapter 3: Theoretical Framework. stimulates your recognition that you need a new pair of shoes. Actual purchasing is only one stage of the process.. public sources etc. therefore need to analyze the what. where. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. Hunger stimulates your need to eat. 2. Marketers can better predict how consumers will respond to marketing strategies. Stages of the Consumer Buying Process: Six Stages to the Consumer Buying Decision Process (For complex decisions). All consumer decisions do not always include all 6 stages. 33 . The 6 stages are: 1. comparison shopping.Consumer Buying Behavior Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people involved in buying and using products. memory. Hunger--Food. Deficit in assortment of products. Problem Recognition (awareness of need)--difference between the desired state and the actual condition. Marketer dominated sources. see a commercial for a new pair of shoes. determined by the degree of complexity. the evoked set. Need to understand: • • • Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society.. A successful information search leaves a buyer with possible alternatives.E. o External search if you need more information.. A firm needs to analyze buying behavior for: • • • Buyers’ reactions to a firms marketing strategy has a great impact on the firm’s success.discussed next.
Evaluation of Alternatives--need to establish criteria for evaluation. Rank/weight alternatives or resume search. Purchase--May differ from decision. time lapse between 4 & 5. Can you think of another restaurant? Look in the yellow pages etc. If not satisfied with your choice then return to the search phase. product availability. method of purchase etc.3. 6. Marketers try to influence by "framing" alternatives. have you made the right decision. package. Cognitive Dissonance. indian gets highest rank etc. May decide that you want to eat something spicy. includes product. Information from different sources may be treated differently. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. This can be reduced by warranties. store. 4. after sales communication etc 34 . Purchase decision--Choose buying alternative. features the buyer wants or does not want. 5.
of retail shops and MBO`s visited: 170 1. 2. Dissatisfaction level among Retailers for the Brand Raymond. 3.Chapter. Raymond as one of the top two brands in giving importance to the Shop. 35 . Questionnaire for Determining the preference of customers for fabric brand through retailers’’ data analyzed and interpreted. Percentage of shops where preference for various categories changes. • Total no.5: Data Analysis and Interpretation.
Factors considered in purchase of trousers.4. Then comes the Price. • • • Quality is the most important factor. Factors considered in purchase of Safari’s. Worn by people in regular use and always in demand in the market independent of the occasions 5. Variety and the Brand in the mind of the customer. 36 .
58. Factors considered in purchase of Suit’s.12 52.47 22.82 54.00 20. 37 .88 Price Quality Variety Brand Opinion Available Other • • • Brand is the most important factor in case of Suits. • • Then comes the Quality and Variety.88 20. 6. Then comes the Variety and Quality.35 42. Usually worn by people in Weddings and other rare occasions which are not very frequent in a year. S (% UIT ) 87.94 36.82 15.88 Price Quality Variety Brand Opinion Available Other Price remaining the most important factor.59 8. Also worn by High income group people for their regular office use who are very less in population.94 5.47 55. Usually worn by Middle income group people and more frequent in usage in smaller cities and towns.06 66.
38 .7.71 Schemes • • 21.71 14.41 Festivals office Raymond fabric is mostly preferred in Wedding occasions.59 Wedding • • • 8. Raymond’s preference during various occasions. Factors driving purchase decision in wedding season W eddingS eason(% ) 88.76 30.24 84.24 Regular 29. (almost 74%) After wedding.53 10.00 8.82 Price Available Variety and Brand are the key factors which drives customer to purchase as they contribute 88 % and 84% respectively. People are open towards expenses while weddings so people don’t consider money while purchases. (29. R ym a ond’sP reference(% ) 73.5%) Raymond fabric is preferred less during office use and Regular use 8. Raymond fabric is preferred during festive occasions.
39 .• Factors like Schemes and other factors like opinion leaders are less influential.
00 0.47 Reg ularUse(% ) 61.88 87.00 19.65 0.94 Schem es Variety Available Brand Price 10. Factors driving purchase decision in Regular use.12 40.00 20.41 2. 100.76 37.00 80.9.65 15. 40 . Availability contribute more than rest of the occasions (40%) Factors like Brand and Schemes are less influential for office use.00 Other • • • • Price is the most important factor which drives customer to purchase.00 40. Factors driving purchase decision in Office use. which indicates customer need “value for money ” (90%) 2nd most important factor is variety which indicates customers need different types of colors and designs for daily usages.00 Variety Available Brand Price Other 10. OfficeUse(% ) 90.59 64.00 60.00 Schem es 6.
Brand contributes 37% which indicates that some customers are there who never compromise upon the Brand. Factors driving the purchase of a fabric in Festive Season. • Price and variety are most influencing factor for purchase decision.11. 41 .
3. Problems with Quality • • • • Feel of the Fabric goes with time. Reasons of Dissatisfaction in Quality. Raymond lags behind being the high end Fabric brand. 2. 350 per metre fabric. Problems with Variety • Raymond has Traditional colours and designs whereas competitors. • The second factor being affordability for people wearing Safaris and Trousers.(thaan) The Worsted fabric is remarkably good whereas the Synthetic fabric is not as good as it is in other brands specially Siyaram’s. Problems with Accessibility • • • • • The Response of the dealers to the Retailers. Differentiated pricing of the same fabric in the same region. Area Sales Manager is not believing and providing response for the same to All these instances cause Loss of Retailer’s trust on Brand. specially Siyaram's and BSL are having new colours and designs. Quality of the Brand is not as consistent as it used to be in the earlier times.Problems Reason for lower preference of Safari’s and Trousers • The first preference for these two categories is variety and that is the place where Raymond lacks in its lower range. 1. • The variety is not available as per the Seasonal requirement of the customer. The Agent Monopoly. . Reasons for Dissatisfaction in Variety. 42 the Retailers but relying more on the dealers and Agents. The same fabric has variations in quality among various sticks. Reasons for Dissatisfaction in Accessibility. • The range of Variety is very low in lower segment specifically below Rs.
43 .4. Problems with Affordability • • A similar quality is available with other reputed brands at a significantly lower cost in the MBO lowering down the importance of the brand while comparison during purchase. A middle class person can’t always afford Raymond as a brand during his regular purchase which are most frequent in his life where as the Weddings and other similar functions are hardly once a year when he purchases a brand 5. Other Miscellaneous Problems. Due to this credit Policy our Distribution also becomes stagnant limiting our sales. • The company’s Credit policy for Distribution & Sales is a problem in smaller cities where Retailers are not financially sound enough to pay credit in just 30 days. Reasons for dissatisfaction in Affordability.
Chaper-6: Findings. The number of samples collected as per the cities is as follows:Serial No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Name of the City Kolhapur Ichalkaranji Sangli Miraj Satara Ahmednagar Daund Sangamner Shrirampur Jamkhed Badlapur Ullasnagar Ambernath Vasai Bhayander Dahesar Boisar Turbhe Airoli Panvel Khargar Nasik Satpur Deolali Camp No. of Samples 15 10 10 3 10 12 8 10 6 6 5 13 5 5 5 4 2 2 3 6 2 22 4 2 170 Samples 44 . Conclusion and Suggestions Facts and Findings from the Data Collected Visited 170 Retail shops in total across 24 cities existing in Maharashtra State to collect the data for the analysis with the help of a designed questionnaire context to the objective of the Project.
• Accessibility a) Keeping a check upon the working of the dealers in the cities to know whether the dealers are working fairly as per the schedules or not.Boosting Sales in smaller Cities To boost our sales in the smaller cities we need to introduce a fabric at affordable price for low income groups staying in these small cities. b) Emphasizing on the new colors and designs to tap the attention of the evolving and changing customer trends of the new era. • Cost times in a month. Promotional Strategy: Raymond should promote their fabric in safari section predominantly through advertising campaign with rural touch into it. so to bring cost effectiveness delivery of fabric (thann) should be done in a single dispatch cycle. so that common middle class people can connect themselves with Brand. 2. c) Concentrating more upon the seasonal requirement of the Market as per demands.Recommendations & Suggestions 1. On a usual basis a retailer has to buy a set of thaan and he is not independent to select the only ones he desires. b) Building consistency on the quality of the fabric. 45 a) We found that in places like ‘Shrirampur’ delivery of fabric comes by courier 3/4 . Changing the credit collection terms from 30 days to 45-60 days so that the Retailers could afford to keep the stock and thus boost our sales. e) The choices for selection should be more independent for the retailers who are buying material from Wholesalers and Dealers. b) Standardization of pricing policies in the Market among Dealers and Wholesalers. c) Keeping a check on the agents and the Area Managers and their workings. • Quality: a) Keeping a check on the quality of the Synthetic fabric to fight the competitors in the market. d) Changing the Credit policies for distribution of the fabric in the smaller cities. • Variety a) Increasing upon the variety in lower segment to boost its sales.
Introduction of a festive Gift pack We can introduce exclusively packed fabric cut pieces for the brand conscious customers and keep them in showrooms with a starting range of Rs 1200. Making the Credit Policy Flexible. On basis of type of City 2. • Here we can make it flexible as per 2 basis:- 1. Pack can include attractive accessories like a wallet. On basis of retailer’s turnover in Raymond fabric • • • A more feasible way is the 1st one as it is easy to implement whereas we need a lot of authentic data to apply upon the 2nd way. Same thing has been done by other companies to launch its product in lower segment such as Levi’s Strauss by launching Levi’s Strauss Signature. Couture . Launching a Parallel brand • • • • Raymond can launch a parallel brand by its side to cater to the lower segment in case of trousers and regular occasions. As per the basis of categorization we can do it on basis of income level of the city. That brand would be taking advantage of the Distribution network. • • • The concentration of variety has to be kept in the high price segment keeping in mind the high income customer as the target. That segment can’t be tapped until the price is lowered. The limitation of the application is that there would be a greater risk in the payment of credit to those who are now having access to Raymond Fabric in their shop. But the Packaging has to be really attractive as it plays the key role in sales of the Pack. 4.by Raymond 46 . 5. Belt and key ring as per the MRP of the Pack. Raymond as a brand name.3.
The Wooden Gift Packs • These wooden packaging would differentiate our product and make it exquisite making it sellable at a premium price. • Trust Trust on the brand develops in the mind of the customer by two waysa) Post Purchase experience by building consistent Quality of the fabric b) More of Emotional Advertising. 47 . 7.6. The two factors that came out of the factor analysis are • Value for Money We can make a better offering to the customer by offering them a product at a lower cost and of a better Quality.
the Accessibility of the brand to the Retailers and its the Affordability factor above all concerns. Same is the case when we talk about the occasions when the customers prefer Raymond. Raymond is not only the most visible brand but also the most trusted among all with the strongest distribution channel in its category. in case of festivals also they at times prefer Raymond but in Regular and Office use purposes people prefer some other brand instead of Raymond because of the Affordability Index of the brand being low. The strength of Raymond being the Quality and Legacy. When the customers purchase fabric for weddings they usually prefer Raymond. Trousers and Safaris. When we talk about various categories in uses such as suits. it has a number of problems in context to Variety in lower range.CONCLUSION Raymond is a brand which is most visible and has a great importance in the eyes of the retailers to their shop in the Market. 48 . So we should be coming up with ideas which would overcome the preference factor of Raymond in all the categorical uses as well as all occasions in the mind of the customer and materialize every customer deal into sale of Raymond fabric coming to the shop for the purchase of fabric. Raymond has a significant preference by the customer as compared trousers and safaris due to higher brand preference in case of purchase of fabric in suits.
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_____________ C. Name of the Brand: Attributes of the Brand: Brand Quality Variety Brand image Accessibility Affordability Any Other: 50 . please rank the brand from 1 to 5 on basis of its attributes given below. A. _____________ E. _____________ II.Annexure Questionnaire Visiting Card of the Shop Name of Retail Shop: I. Please rank the brands from rank 1 to 5 on basis of the brand’s importance to your business. _____________ D. Whichever brand you have preferred at the first and second rank as per your business importance. _____________ B.
Variety of fabric available Extremely Less ____ ____ ____ ____ ____ Extremely High 7. Price Consciousness Extremely Low ____ ____ ____ ____ ____ Extremely High 2. Consideration of advice from opinion leaders Extremely Low ____ ____ ____ ____ ____ Extremely High 8..III. Rank the below mentioned attributes of a fabric that drives a customer to select a particular fabric on a scale of 1 to 5. Trousers and Safari. 1. Brand Comprehension in mind of customer Extremely Low ____ ____ ____ ____ ____ Extremely High 5.Do the preference of brand changes for the customer for various categories like Suits. Yes 2. No V. 1. Please tick the brands which customers prefer for various categories: Category /Brand Safari’s Trousers Suit’s I II III Any other 51 . Quality of the fabric Extremely Low ____ ____ ____ ____ ____ Extremely High IV.
VI. What factors drive the purchase of a particular suit’s fabric brand for various categorical uses by the customer? Name of the Brand: ______________ Factors affecting Customer’s buying behaviour are: (a) Price (c) Variety (e) Suggestion from opinion leader (g) Any Other: ________________ (b) Quality (d) Brand Image (f) Availability 52 . What factors drive the purchase of a particular trouser fabric brand for various categorical uses by the customer? Name of the Brand: ______________ Factors affecting Customer’s buying behaviour are: (a) Price (c) Variety (e) Suggestion from opinion leader (g) Any Other: ________________ (b) Quality (d) Brand Image (f) Availability VII. What factors drive the purchase of a particular safari’s fabric brand for various categorical uses by the customer? Name of the Brand: ______________ Factors affecting Customer’s buying behaviour are: (a) Price (c)Variety (e) Suggestion from opinion leader (g) Any Other: ________________ (b) Quality (d) Brand Image (f) Availability VIII.
Please tick the factors which drive customer purchase decision for particular brand on the basis of attributes. Please select the top 3 brand that the customer prefers of the various categories for various occasions? Occasions/Bran d Weddings Office Use Regular Use Festive Season I II III Other X.IX. Attribute/Occasi ons Sales promotion Variety design Availability Brand Image Price Any other of Wedding Office Use Regular Use Festive Season 53 .
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