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BRM ASSIGNMENT

GROUP 1
TEXTILE PRODUCT
GROUP NUMBER – 1
PRODUCT CATEGORY - TEXTILE
ROLL NO STUDENT NAME GROUP MARKS INDIVIDUAL TOTAL MARKS –
– OUT OF 8 MARKS – OUT OUT OF 10
OF 2

93 SUSHANT PAWAR

117 TUSHAR UGALE


66 ANIKET NILA
83 RAJANI PRABHA
114 SHREYA SINHA
110 SHIVAM KUMAR
74 JAYA SHUKLA
64 AKANKSHA
PANDEY
GEOGRAPHICAL PRESENCE
• 1100+ stores spread in over 380+ cities & towns.
• Manufacturing of high-end suits, jackets,
trousers and shirts with exports spanning to
USA, Europe and Japan.
• The overseas network spans 39 stores in 15 plus
cities across the Middle East, Saudi Arabia, Sri
Lanka and Bangladesh.
GEOGRAPHICAL PRESENCE
• Hundreds of stores across India.
• Launched more than 20 of the biggest global
apparel brands in India like Arrow (1995),
Tommy Hilfiger (2004)
• Manages the retail chain through joint
ventures and license for distribution and
marketing of international brands in India.
SUBSIDIARIES OF
RAYMOND
DOMESTIC
• Raymond Apparel Limited
• Colorplus Fashions Limited
• Silver Spark Apparel Limited
• Everblue Apparel Limited
• Celebrations Apparel Limited
• Hindustan Files Limited
SUBSIDIARIES OF RAYMOND
Overseas
• Jaykayorg AG
• J K (England) Limited
• Regency texties portuguesa Limitada, Portugal
• R & A Logistics INC,USA
WHOLLY OWNED
SUBSIDIARIES OF
ARVIND
• Ankur textiles
• Arivnd envisol Ltd
• Arya omnitalk wireless
solutions
• Arvind smart spaces
• Anup engineering
• Arvind lifestyles and brand
• Arvind morjani brands
• Flying machines
• Newport
• Mega mart
TARGET MARKET

• Targets Upper Class & Upper


Middle Class of Urban Society

• Attempted to tap into textile


economy segment by launching
‘Makers’ with the tagline, ‘Fashion
For All’

• Presence in both Domestic and


International Markets
TARGET MARKET

• Targets Lower, Middle,


Upper Middle and Upper
Classes of the Urban
Society

• This is enabled by its


various owned and licensed
brands like Flying Machine,
Quads, Excalibur, Newport,
Arrow, Tommy Hilfiger, Gap
Inc., U. S. Polo Assn., etc.
TARGET MARKET

•TARGETS URBAN AND MEN UPPER


CLASS MEN
•YOUNG TO MIDDLE AGE
EXECUTIVES WHO ARE ACHIEVERS
IN LIFE.
TARGET MARKET

•UPPER MIDDLE AND UPPER CLASS

•BRAND FOCUSES ON THE


CONSUMER GROUPS WHO ARE
DESIGN CONSCIOUS AND FAVOURS
SHARP EDGE CLOTHING
Repositioned Four Major Brands To Target A Larger Market
Luxury & Premium Segment Mid-level & Premium Segment

Leisure and Smart Casuals for Wider


Classic Range for Mature Audience Audience

Quirky Content for Premium Segment Experimental and Casual Designs for
Youngsters
POSITIONING STRATEGY
Raymond
“The Complete Man”

The Raymond Shop


“Walk in with an Idea, Walk out with a Wardrobe”
POSITIONING STRATEGY
Arvind
“Fashioning Possibilities”
Flying Machine
“The New Cool” “Life’s Fast, Live Faster” “Don’t Adult”
CLOSE COMPETITORS

• Arvind Mills Ltd. • Raymond Apparel


• Provogue (India)
• Birla Corporation Ltd.
• Levi Strauss & Co
• Century Textiles Ltd.
• Zodiac Clothing
• Bombay Silk Mills Ltd.
• Bombay Dyeing
• Ayyapan Textiles Ltd. • Indus-League clothing
• Sree Valliappa Textiles Ltd. • Madura Garments
COMPARATIVE STUDY TABLE
RAYMOND ARVIND LOUIS Black
LIMITED MILLS PHILIPPE
Y RAYMOND LIMITED LALABHAI GROUP ADITYA BIRLA GROUP MOHAN CL
CORPORAT

URBAN UPPER MIDDLE MIDDLE TO HIGHER URBAN MEN UPPER UPPER MID
AND HIGHER CLASS INCOME GROUPS CLASS UPPER CLA
MALES

BLEND OF FABRIC COTTON COTTON


(Cashmere,Mohair,Angor Cotton,Tencel,Polyster,Ny
a) lon blends

FRENCH REGULAR BARREL,FRENCH TU


CUFFS

AVERAGE AVERAGE HIGH


DATA COLLECTION
• The data has been collected through focal
group discussion.
• It covered many aspects of consumer likes and
dislikes about the product.
• Both open ended questions and close ended
questions have been asked for study.
Questionnaire
• When asked about the suitable clothing brands they
prefer, consumers responded to
Raymond,Arvind,Louis Philippe and Blackberry.
1. 6 gave their first response as Raymond.
2. 4 as Arvind
3. 3 as Louis philippe
4. 3 as Blackberry

PIE CHART
80%
60%
40%
20%
0%
RAYMOND ARVIND LOUIS PHILIPPE BLACKBERRY Series 1
• When asked about the major determinant
behind buying a Raymond product.The
consumer responded in following manner.
1. Quality 9/10
2. Trust 8/10
3. Affordability 9/10
4. Style 9/10
5. Promotion 8/10
• Following are the consumer response after
buying a raymond brand.
1. Excellent-6
2. Good -2
3. Average-2
4. Poor/Bad-1
• When asked about the source of
information.These were the responses of
consumers.
1. Friends
2. Family
3. Television Ads
4. Print Media
5. Local shop owner
• When asked from where do they buy
Raymond Merchandize from.Following were
the responses.
1. Local shop owners
2. Raymond shops
3. Exclusive brand outlets
4. Online shopping platforms
FINDING OF STUDIES
 After the research of our study we found that:
 Middle or average class people use Arvind and
Raymond because its cost price is less and is also has
varieties of products.
 Middle class or the people who can afford to buy
moderate range of clothing use Blackberry.
 Upper or urban class people use Louis Philippe as it
resembles the use for high society.
 People also say that price of Louis Philippe should be
economical to all categories.
 People also demand for Raymond mostly because it is
economical and quality assured.
THANK
YOU