raymand Project

8/8/2019 raymand Project

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BRAND PROMOTION OF RAYMOND PRODUCT

(AUTHORISED DEALER FASHION PALACE)

IN PARTIAL FULFILLMNT OF THE REQUIREMENTS

FOR

MASTER IN MANAGEMENT STUDIES (MMS)

2009-2011

ROLL NO. P-26

SUBMITTED TO :

Dr V.N. BEDEKAR INSTITUTE OF MANAGEMENT

STUDIES THANE


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TO WHOMSOEVER IT IS CONCERN

I Mr.HARESH.G.GALA certify that Mr. Pratik TanajiKharat has

worked under my guidance for the project tiltleBrand promotion of

Raymond Product from 1st May 2010 to 30thJune 2010. I have gone

through the project and it is to my satisfaction.

Name of the Guide :Date :

Designation :

Company/Organization :


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STATEMENT BY THE CANDIDATE

I wish to state that the work embodied in this project titled BRAND

PROMOTION OF RAYMOND PRODUCT (AUTHORISED DEALER

FASHION PALACE)Forms my own contribution to Management. Wherever

references have been made to intellectual properties of Individual/ Institution/

Government/Private/Public Bodies/ Universities, research paper, text books,

references books, research ,achieves of news papers, corporate, individual,

business/Government and any other source of intellectual properties viz.,

speeches, quotation, conference proceedings, extracts from website, work

paper, seminal work etc. All have been clearly indicated, duly acknowledged

and included in the Bibliography.


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ACKNOWLEDGMENT

I would like to thank Mr.Harsh.G.Galaof Raymond (authorised dealer fashion palace) to giving

me this valuable opportunity to work on this project with his esteemed organization

for providing me with the necessary information and guidance in the course of my project. His

priceless insights and experience have left a significant impression not only in terms of

performing this project, but also my own prospective as a student of Marketing.

I also owe my sincere gratitude towards Mr.SeemaAgarwal, Ms.Saroj Mishra & other faculty

members of Dr. V.N. Bedekar Institute of Management. They have helped me in gaining a solidfoothold on this project in terms of understanding the objective of the project and also

developing insights in the organizational activities and not restricting my scope of learning and

value addition in this project.


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SR.NO. INDEX PAGE NO.

1 EXECUTIVE SUMMERY6

2 NATURE AND SCOPE7

3 GLOBAL TEXTILE INDUSTRY7

4 INDIAN TEXTILE INDUSTRY8

5 OVERVIEW OF RAYMOND

6 OVERVIEW OF FASHION PALACE

7 BRAND PROMOTION

8 OBJECTIVE

9 METHODOLOGY

10 HYPOTHESIS

11 FINDINGS & RECOMMENDATIONS

12 BIBLIOGRAPHY

13 ANNEXTURES


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EXCUTIVE SUMMERY

As part of my MMS curriculum I have done my internship training at RAYMOND

(AUTHORISED DEALEAR FASHION PALACE).

In this report I am going to share my experience in that company for the period of 60 days from

1stMay 2010 to 30th June 2010. During my internship my role was Sale Executive Trainee. I was

supposed to boost the sale of the Raymond products.

As a part of this internship I have identified some problems and searched out solutions for the

same and also gained experience of the market condition and learned new thing for my future

prospects.


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NATURE AND SCOPE OF THE PROJECT :

Raymond is one of the successful fabric manufacturers in India as well as in the world. Raymond

has created its brand name in mind of its customers. Every textile industry tries its level best to

capture the market by manufacturing garments for all segment.

Because of increasing competition in market it is necessary for company to understand the

different needs of customers in terms of changing fashion, trends, durability of product, price

etc.

The project includes complete marketing promotion of educational institution (students) dress

code by Raymond. The project is to know the consumer preferences for which a survey is

conducted and based on the findings and recommendation.


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Global Textile Industry

With the invention of the spinning and weaving machines in Britain, the world textile industry

witnessed a remarkable development, culminating in the Industrial Revolution that would once

again change old customs of manufacturing. The high production of wool, cotton and silk,

registered all over the world for the past few years, brought its undeniable contributed to the

development of economy all over the world.

From the UK, where it was formerly launched, the textile industry and textile production was

soon after that passed over to Europe and also North America, in the 19th century, the

manufacturing processed was mechanized in these areas. As time passed, other countriesespecially those of Asia, gradually began investing more in this sector, especially in the

industrialization of their economies and nevertheless textile industry, which gradually started to

gain more and more ground. So the textile industry also moved to Japan, India, Hong Kong and

China, which eventually found their way to being leading textile manufacturers, especially due to

the cheap labor force.

The incentive came soon after, with the Industrial Revolution from the 18th century and so the

textile industry witnessed a tremendous growth, and the production of clothing was to be

changed to mainstream industry. However, the 20th century textile industry acquired a rather bad

reputation, since now the workforce was mainly that of immigrants who worked in illegal "sweat

shops", and paid less than minimum wages.

Gobalisation, which would later take over, would help outsource the whole manufacturing

process, particularly in areas where trade with textile was common. Leaders in this business

changed their focus to the whiter collars, and it was that that the industry of fashion


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Indian Textile Industry

Abstract

The Textile Sector in India ranks next to Agriculture. Textile is one of Indias oldest industries

and has a formidable presence in the national economy in as much as it contributes to about 14

per cent of manufacturing value-addition, accounts for around one-third of our gross export

earnings and provides gainful employment to millions of people. The textile industry occupies a

unique place in our country. One of the earliest to come into existence in India, it accounts for

14% of the total Industrial production, contributes to nearly 30% of the total exports and is the

second largest employment generator after agriculture.

Textile Industry is providing one of the most basic needs of people and the holds importance;

maintaining sustained growth for improving quality of life. It has a unique position as a self-

reliant industry, from the production of raw materials to the delivery of finished products, with

substantial value-addition at each stage of processing; it is a major contribution to the country's

economy. This paper deals with structure, growth and size of the Indian textile industry, role of

textile industry in economy, key advantages of the industry, textile industry export and global

scenario and strength, weakness, opportunities and treats of the Indian textile industry.

INTRODUCTION

The Indian textile industry is one of the largest in the world with a massive raw material and

textiles manufacturing base. Our economy is largely dependent on the textile manufacturing and

trade in addition to other major industries. About 27% of the foreign exchange earnings are on

account of export of textiles and clothing alone. The textiles and clothing sector contributes

about 14% to the industrial production and 3% to the gross domestic product of the country.

Around 8% of the total excise revenue collection is contributed by the textile industry. So much

so, the textile industry accounts for as large as 21% of the total employment generated in the


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economy. Around 35 million people are directly employed in the textile manufacturing activities.

Indirect employment including the manpower engaged in agricultural based raw-material

production like cotton and related trade and handling could be stated to be around another 60

million.

A textile is the largest single industry in India (and amongst the biggest in the world), accounting

for about 20% of the total industrial production. It provides direct employment to around 20

million people. Textile and clothing exports account for one-third of the total value of exports

from the country. There are 1,227 textile mills with a spinning capacity of about 29 million

spindles.While yarn is mostly produced in the mills, fabrics are produced in the powerloom and

handloom sectors as well. The Indian textile industry continues to be predominantly based on

cotton, with about 65% of raw materials consumed being cotton. The yearly output of cotton

cloth was about 12.8 billion m (about 42 billion ft). The manufacture of jute products (1.1

million metric tons) ranks next in importance to cotton weaving. Textile is one of Indias oldest

industries and has a formidable presence in the national economy inasmuch as it contributes to

about 14 per cent of manufacturing value-addition, accounts for around one-third of our gross

export earnings and provides gainful employment to millions of people. They include cotton and

jute growers, artisans and weavers who are engaged in the organised as well as decentralised and

household sectors spread across the entire

Indian Textile Industry Structure and Growth

Indias textile industry is one of the economys largest. In 2000/01, the textile and garment

industries accounted for about 4 percent of GDP, 14 percent of industrial output, 18 percent of

industrial employment, and 27 percent of export earnings (Hashim). Indias textile industry is

also significant in a global context, ranking second to China in the production of both cotton yarn

and fabric and fifth in the production of synthetic fibers and yarns. In contrast to other major

textile-producing countries, mostly mostly small-scale, nonintegrated spinning, weaving, cloth


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finishing, and apparel enterprises, many of which use outdated technology, characterize Indias

textile sector. Some, mostly larger, firms operate in the organized sector where firms must

comply with numerous government labor and tax regulations. Most firms, however, operate in

the small-scale unorganized sector where regulations are less stringent and more easily evaded.

The unique structure of the Indian textile industry is due to the legacy of tax, labor, and other

regulatory policies that have favored small-scale, labor-intensive enterprises, while

discriminating against larger scale, more capital-intensive operations. The structure is also due to

the historical orientation towards meeting the needs of Indias predominately low-income

domestic consumers, rather than the world market. Policy reforms, which began in the 1980s andcontinued into the 1990s, have led to significant gains in technical efficiency and international

competitiveness, particularly in the spinning sector. However, broad scope remains for additional

reforms that could enhance the efficiency and competitiveness of Indias weaving, fabric

finishing, and apparel sectors.

Structure of Indian Textile Industry

Unlike other major textile-producing countries, Indias textile industry is comprised mostly of

small-scale, nonintegrated spinning, weaving, finishing, and apparel-making enterprises. This

unique industry structure is primarily a legacy of government policies that have promoted labor-

intensive, small-scale operations and discriminated against larger scale firms:

Composite Mills. Relatively large-scale mills that integrate spinning, weaving and, sometimes,

fabric finishing are common in other major textile-producing countries. In India, however, these

types of mills now account for about only 3 percent of output in the textile sector. About 276

composite mills are now operating in India, most owned by the public sector and many deemed

financially sick.


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Spinning. Spinning is the process of converting cotton or manmade fiber into yarn to be used

for weaving and knitting. Largely due to deregulation beginning in the mid-1980s, spinning is

the most consolidated and technically efficient sector in Indias textile industry. Average plant

size remains small, however, and technology outdated, relative to other major producers. In

2002/03, Indias spinning sector consisted of about 1,146 small-scale independent firms and

1,599 larger scale independentunits.

Weaving and Knitting.Weaving and knitting converts cotton, manmade, or blended yarns

into woven or knitted fabrics. Indias weaving and knitting sector remains highly fragmented,

small-scale, and labor-intensive. This sector consists of about 3.9 million handlooms, 380,000

powerloom enterprises that operate about 1.7 million looms, and just 137,000 looms in the

various composite mills. Powerlooms are small firms, with an average loom capacity of four to

five owned by independent entrepreneurs or weavers. Modern shuttle less looms account for less

than 1 percent of loom capacity.

Fabric Finishing. Fabric finishing (also referred to as processing), which includes dyeing,

printing, and other cloth preparation prior to the manufacture of clothing, is also dominated by a

large number of independent, small scale enterprises. Overall, about 2,300 processors are

operating in India, including about 2,100 independent units and 200 units that are integrated with

spinning, weaving, or knitting units.

Growth of Textile Industry

India has already completed more than 50 years of its independence. The analysis of the growth

pattern of different segment of the industry during the last five decades of post independence era

reveals that the growth of the industry during the first two decades after the independence had

been gradual, though lower and growth had been considerably slower during the third decade.

The growththereafter picked up significantly during the fourth decade in each and every segment


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of the industry. The peak level of its growth has however been reached during the fifth decade

i.e., the last ten years and more particularly in the 90s. The Textile Policy of 1985 and Economic

Policy of 1991 focussing in the direction of liberalisation of economy and trade had in fact

accelerated the growth in 1990s. The spinning spearheaded the growth during this period and

man-made fibre industry in the organised sector and decentralised weaving sector.

Size of Textile Industry in India

The textile industry in India covers a wide gamut of activities ranging from production of raw

material like cotton, jute, silk and wool to providing high value-added products such as fabrics

and garments to consumers.

The industry uses a wide variety of fibres ranging from natural fibres like cotton, jute, silk and

wool to man madefibres like polyester, viscose, acrylic and multiple blends of such fibres and

filament yarn.

The textile industry plays a significant role in Indian economy by providing direct employment

to an estimated 35 million people, by contributing 4 per cent of GDP and accounting for 35 per

cent of gross export earnings. The textile sector contributes 14 per cent of the value-addition inthe manufacturing sector.

Textile exports during the period of April-February 2003-2004 amounted to $11,698.5 million

as against $11,142.2 million during the same period in the previous year, showing an increase of

around 5 per cent.

Estimates say that the textile sector might achieve about 15 to 18 per cent growth

This year following dismantling of MFA.


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ROLE OF INDIAN TEXTILE INDUSTRY IN THE ECONOMY

Textile industry plays a significant role in the economy. The Indian textile industry is one of the

largest and most important sectors in the economy in terms of output, foreign exchange earnings

and employment in India. It contributes 20 per cent of industrial production, 9 per cent of excise

collections, 18 per cent of employment in industrial sector, nearly 20 per cent to the countrys

total export earnings and 4 per cent ton the GDP. The sector employs nearly 35 million people

and is the second highest employer in the country. The textile sector also has a direct link with

the rural economy and performance of major fibre crops and crafts such as cotton, wool, silk,

handicrafts and handlooms, which employ millions of farmers and crafts persons in rural and

semi-urban areas. It has been estimated that one out of every six households in the country

depends directlyorindirectlyonthis sector.

India has several advantages in the textile sector, including abundant availability of raw material

and labour. It is the second largest player in the world cotton trade. It has the largest cotton

acreage, of about nine million hectares and is the third largest producer of cotton fibre in the

world. It ranks fourth in terms of staple fibre production and fourth in polyester yarn production.

The textile industry is also labour intensive, thus India has an advantage.


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The key advantages of the Indian industry are :

India is the third largest producer of cotton with the largest area under cotton cultivation in the

world. It has an edge in low cost cotton sourcing compared to other countries.

Average wage rates in India are 50-60 per cent lower than that in developed countries, thus

enabling India to benefit from global outsourcing trends in labour intensive businesses such as

garments and home textiles.

Design and fashion capabilities are key strengths that will enable Indian players to strengthen

their relationships with global retailers and score over their Chinese competitors.

Production facilities are available across the textile value chain, from spinning to garments

manufacturing. The industry is investing in technology and increasing its capacities which

should prove a major asset in the years to come.

Large Indian players such as Arvind Mills,Welspun India, Alok Industries and Raymonds have

established themselves as 'quality producers' in the global market. This recognition would further

enable India to leverage its position among global retailers

GOVERMENTINTIATIVES

With a view to raise India's share in the global textiles trade to 10 per cent by 2015 (from the

current 3 per cent), the Ministry of Textiles proposes 50 new textile parks. Out of the 50, 30 have

been already sanctioned by the government (with a cost of US$ 710 million). Set up under the

Scheme for Integrated Textile Parks (SITP), this initiative will not only make the industry costcompetitive, but will also enhance manufacturing capacity in the sector.

Apart from the above, a series of progressive measures have been planned to strengthen the

textile sector in India:

Technology Mission on Cotton (TMC)


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Technology Upgradation fund Scheme (TUFS)

Setting up of Apparel Training and Design Centres (ATDCs)

100 per cent Foreign Direct Investment (FDI) in the textile sector under automatic

route.

Setting up two design centres in Gujarat in collaboration with National Institute of Fashion

Technology.

Setting up a Handloom Plaza in Ahmedabad with an estimated investment of US$ 24.6 million.

Revival plans of the mills run by National Textiles Corporation (NTC). Already, for the revival

of 18 textile mills, US$ 2.21 million worth of machineries has been ordered for the upgradation

and modernisation of these mills.

Setting up a handloom mall with an investment of US$ 24.6 million at Jehangir Mill in

Ahmedabad.

Scrapping of the Textile Committee cess being collected from the textile and textile machinery

industry under the Textile Committee Act.

In a further bid to bolster the envisaged annual growth rate of 11 per cent, the Government will

also increase the TUF (Technology Upgradation Fund) from US$ 124 million in 2006-07 to US$

211 million in 2007-08.

The Government of India has also included new schemes in the Annual Plan for 2007-08 to

provide a boost to the textile sector. These include schemes for Foreign Investment Promotion to

attract foreign direct investment in textiles, clothing and machinery; Brand Promotion on Public-

Private Partnership (PPP)) approach to develop global acceptability of Indian apparel brands;

Trade Facilitation Centres for Indian image branding; Fashion Hubs for creation of permanent

market place for the benefit of Indian fashion industry; Common Compliance Code to encourage

acceptability among apparel buyers and Training Centres for Human Resource.


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INDIANTEXTILEINDUSTRY

In Indian scenario

In exports Cotton yarns, fabric, made ups etc made largest chunk with US$ 3.33 Billion or 26.5%

in textiles category, and Ready Made garments (RMG)-cotton including accessories made largest

chunk with 4.67 Billion US $ or 37.1 % of total exports. Whereas, manmade yarn and fabrics in

textiles group and RMGMan made fibers constituted second position in the two categories,

respectively. Carpets and woolen garments are other items exported from India.

In Global scenario

Developed countries' exports declined from 52.2% share in 1990 to 37.8 % in 2002. And that of

developing countries increased from 47.8% to 62.2 % in the same period. In 2003 the exports

figures in percentage of the world trade in Textiles Group (for select countries) were:

The above chart clearly shows that export of world trade in textile group. Among world textile


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group EU occupies 34.80% of export, next China at 15.90%, USA at 6.40%, Republic of Korea

at 6.00% Taipei, Ch at 5.50%, India and Japan at 3.80% respectively, Pakistan at 3.40%, turkey

at 3.10% and Mexico at 1.20%.

In Clothing Sector the figures were as below in 2003 in percentage of total experts globally:

In this sector the exports have declined for EU (15) from 42% to 26.5% in period 1980-2003

whereas of China increased from 4% to 23% and of India from 1.7% to 2.9% only. We can see

that developing countries' share in textiles had declined and in clothing it has increased sharply.

EXPORT SCENARIO:

Textiles contributed 20% of India's exports to about US $ 12.5 Billion. The Quota Countries

mainly USA, EU (15) and Canada constituted 70 % of total garment exports and 40% of India's

textiles exports. In non-quota countries UAE is the largest market with 7% of textile exports and

10% of garment exports from India.


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The exports of readymade garments as per AEPC certification data for the last five years are as

follows: -

**Qty in Million PCs and Value in Million US$.

The above table clearly depicts the export of readymade garments for the last five years. In the

year of 2001-2002 the value of export of readymade garment is 395.23 and in the year 2005-

2006 the value is 8200.00. From 2001-2002 it started increasing and in the year 2004-2005 it

declines and again in the year 2005-2006 it increases.


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INDIAN TEXTILE INDUSTRY SWOT ANALYSIS

Strength

India has rich resources of raw materials of textile industry. It is one of the largest producers of

cotton in the world and is also rich in resources of fibres like polyester, silk, viscose etc.

India is rich in highly trained manpower. The country has a huge advantage due to lower wage

rates. Because of low labor rates the manufacturing cost in textile automatically comes down to

very reasonable rates.

India is highly competitive in spinning sector and has presence in almost all processes of the

value chain. Indian garment industry is very diverse in size, manufacturing facility, type of apparel

produced, quantity and quality of output, cost, and requirement for fabric etc. It comprises

suppliers of ready-made garments for both, domestic or exports markets.

Weakness

Knitted garments manufacturing has remained as an extremely fragmented industry. Global

players would prefer to source their entire requirement from two or three vendors and the Indian

garment units find it difficult to meet the capacity requirements.

Industry still plagued with some historical regulations such as knitted garments still remaining

as a SSI domain.

Labour force giving low productivity as compared to other competing countries.

Technology obsolescence despite measures such as TUFS.

Low bargaining power in a customer-ruled market.

India seriously lacks in trade pact memberships, which leads to restricted access to the other

major markets.

Indian labour laws are relatively unfavorable to the trades and there is an urgent need for

labour reforms in India.


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Opportunity

Low per-capita domestic consumption of textile indicating significant potential growth.

Domestic market extremely sensitive to fashion fads and this has resulted in the developmentof a responsive garment industry.

India's global share is just 3% while China controls about 15%. In post-2005, China is

expected to capture 43% of global textile trade.

Companies need to concentrate on new product developments.

Increased use of CAD to develop designing capabilities and for developing greater options.

Threats

Competition in post-2005 is not just in exports, but is also likely within the country due to

cheaper imports of goods of higher quality at lower costs.

Standards such as SA-8000 orWARP have resulted in increased pressure on companies for

improvement of their working practices.

Alternative competitive advantages would continue to be a barrier.


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OVER VIEW OF RAYMOND

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. andRegency Texteis Portuguesa Lda (for fine Tailored

Suits, Trousers and Jackets), EverBlue Apparel Ltd. (Jeanswear) and Celebrations Apparel

Ltd.(Shirts).

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!andNotting

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! andNotting 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.


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MILESTONES :

y 1925 - Setup of The RaymondWoollen mill in the area around Thane creek.y 1944: LalaKailashpatSinghania took over The Raymond Woollen Mill. The mill was

primarily making cheap and coarse woollen blankets, and modest quantities of low priced

woollen fabrics.

y 1950 - Setup of a new manufacturing activity for making indigenous engineering filesknown as JK Files & Tools. This has now become the largest facility of its kind in the

world.

y 1958 - The first exclusive Raymond Retail showroom, King's Corner, was opened in1958 at Ballard Estate in Bombay.

y2002: Acquisition of ColorPlus.

y 2003: Setup of 'Silver Spark Apparel Ltd.' for manufacturing suits and formal trouserscatering largely to export markets.

y 2005: Launch of 'Expressions' an exquisite collection of all wool and polywool suitingspecially crafted using exotic fibres like Cashmere, Angora, Mohair, Bamboo, Casein.

y 2006 Set of Raymond's third worsted unit at Vapi in Gujarat. Raymond now has 3 state ofthe art units with a combined capacity of 31 million meters of worsted fabric.

y 2006: Set up of world class carded woollen unit, Raymond Fedora Ltd, in Jalgaon.y 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 GruppoZambaiti.

y 2006 Launch of Zapp! ourkidswear brand with first store in Ahmedabad.y 2007 Entered into Joint Venture to retail premium brand GAS in India.y 2007 Launch of new brands for womens wear.y 2008 Launch of 'Raymond Finely Crafted Garments' readymade apparel under

Raymond brand


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OVERVIEW RAYMOND SHOP

The Raymond Shop is a premium retail store offering complete wardrobe solutions for men

which includes top-of-the-line brands - Raymond, Raymond Premium Apparel, 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.

1.OUR REACH

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 500 stores in prime locations, in over 200 cities in India.

Our overseas network spans 39 stores in 15 plus cities across the Middle East, Saudi Arabia, Sri

Lanka and Bangladesh.

The Raymond Shop retail chain occupies a space of more than 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.

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.


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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.

Our 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, we 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.

We 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 of 'The Complete Man'- a man who is caring, sensitive and places a huge

premium on relationships.

In offices, your attire speaks a thousand words even before you do. What employees wear is a

clear indicator about the business they represent. Raymond helps customers differentiate their

businesses through design-led clothing solutions. With attires that weave in fashion and

functionality, designs by Raymond reflect an inherent sense of style within the context of the

Indian work environment.


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2.EXCLUSIVE SERVICES PROVIDED BY RAYMOND TEAM :

y Designing the ideal fabrics that suits customer needs.y Collaborating with garment designers to provide maximum style and comfort.y Providing garments on a Made to Measure basis through a vast network of Raymond

Shops.

y Producing ready-made shirts.y Making corporate dressing accessories like ties and scarves.

3.UNIFORM FABRICS

Raymond makes special fabric for institutions seeking high-quality material for their staff

uniform. It's customized shades and weaves can be seen on clients who come from all walks of

life; from a large number of schools, colleges, hotels, factories, airlines to defense establishments

across the country.

4.BLANKETS FOR CORPORATES :

W

e also make a range of exclusive blankets to suit every budget.

5.GIFT CHEQUES FOR CORPORATES :

The Raymond Gift cheques are an ideal way to reward employees or customers. These gift

cheques are redeemable across more than 200 cities in over 500 Raymond Shops.

y 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! andNotting Hill.


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y 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.

y Silver Spark Apparel Ltd.

A garmenting facility that manufactures formal suits, trousers and jackets.

y Regency Texteis Portuguesa Lda

A facility set-up in northern Portugal bordering Spain, in Caminha for manufacturing

suits, jackets and trousers.

J.K. Talabot Ltd.

Our Joint venture with MOB Outillage SA, manufacturing files and rasps for

international markets.

The speed at which the world economy is moving is truly incredible and in this fast paced global

scenario, the spotlight is on India.

The Indian economy is growing at a rapid pace and the true emergence of the middle class is

what is driving this growth in our domestic market at an exponential rate which we have never

seen before. With the rise in investments in the economy and decrease in costs, people's needs

have increased in terms of goods and services, different retail experiences such as malls all

have contributed toward increasing consumer demand.

India is close to achieving a GDP growth rate of 8% that was projected by the government for

this year. I am optimistic that in the current scenario, the GDP growth could even touch 10%.


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In this environment, The Raymond Group too has grown at a tremendous pace as made the most

of the global opportunities that the post-quota era presented us while consolidating our business

in the domestic market.

From being one of the most respected textile companies in the world we are now the worlds

largest vertically and horizontally integrated manufacturer of worsted suiting fabric - a one

stop shop providing various solutions to our customers across various product categories -

worsted suiting to formal suits, shirting to formal shirts and denim fabric to jeans wear.

We have expanded capacity of worsted suiting to 33 million metres with a new facility at Vapi,

Gujarat. In addition to expanding capacity of our denim fabric facility to 40 million metres, we

have joined hands with UCO NV of Belgium, a leading producer of high end denim to form a

global denim company with a combined capacity of 80 million metres manufacturing facilities in

3 continents and a global marketing network.

We further expanded our textile business by entering a JV with GruppoZambaiti, a textile major

from Italy in the form of a 50:50 JV with Cotonificio Honegger SPA for setting up of a

greenfield facility in India for high value cotton shirting fabric. This JV with GruppoZambaiti

will help us bring in best of the best technological & design inputs and a strength of a global

marketing network. Our JV with Lanificio Fedora is Italy's leading woollen fabric manufacturerfor the manufacture of carded woollen products and a respected name in the global enhance our

carded woollen business as well.

We have set up three world class garmenting units near Bangalore for the manufacture of

formal suits, jeans wear and dress shirts. These garmenting units will act as forward integration

to our textile business enabling us to offer a complete solution to our customers from fabric to

apparel.

We have also made an initial foray in the auto components industry, acquiring controlling stake

in an auto component manufacturing company, Ring Plus Aqua Limited. We have also

expanded our existing engineering business through a JV with MOB, France which will

manufacture files and rasps in India for Indian and Global markets.


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Through our entire growth and consolidation phase, we have never lost sight of what makes

Raymond great our strength in innovation and dedication in developing great products.

Raymond proved its global excellence by being the first Indian company in the world to bid for

the worlds rarest bale of wool and create the worlds finest fabric - Super 230s fabric made of

11.8 micron wool.We also unveiled our newest innovation 'Expressions' an exquisite collection

of wool and polywool suiting fabric specially crafted using exotic fibres like Cashmere, Angora,

Mohair, Bamboo, Casein- a fibre developed from milk protein, Linen, Silk, Soyabean, Tencel

blended with Super 120s, 100s MerinoWool and fine polyester.

In keeping with our objective to provide complete wardrobe solutions for the Indian male, we

unveiled exclusive brand stores for Park Avenue, Manzoni and Parx. Our acquisition of

ColorPlus is now complete.W

e have also expanded our The Raymond Shop network and setup an exclusive 10,000 sq foot Flagship store for Raymond. Raymond also ventured into a new

area for the first time with a kids wear brand -- Zapp!

In our constant pursuit for leadership in the domain of fashion and lifestyle we launched GAS,

a leading Italian premium apparel brand owned by Grotto S.p.A and promoted by the Grotto

family. 'GAS' retails a lifestyle collection that includes its core heritage in premium denim

clothing. The brand offers Indian fashion patrons an incredible fusion of contemporary

international fashion and quality clothing that represents GAS values of passion, positive

thinking, sensuality and essentiality.

Crossing the gender divide two of our brands - Park Avenue and ColorPlus recently launched the

Western Women's wear collections. 'Park Avenue Woman'- a complete range of Premium

Business Wear for women is designed specially for the working women professionals of today.

ColorPlus Woman'- an exclusive range of smart-casual clothing is inspired by the independent,

discerning and multi faceted women of today.

The sun has risen on another year for us at Raymond a year ahead full of exciting opportunities

and a year that will see us marching on firmly towards making the Raymond Group a force to

reckon with in the global arena. The Raymond philosophy is best conveyed through three key


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words Excellence, Quality and Leadership. We are confident that through our new initiatives

we will carve out a strong position for Raymond in the business area.

FASHION PALACE OVERVIEW

Welcome to fashion palace a smart place to shop for your Indian wedding clothes. Fashion

palace is not just equipped with technology but is also enriched by a tradition that sets us apart.

Hence we keep in mind your savor for wedding clothes and at the same time maintain the

balance between traditional and modern fad.

Quality guaranteed Indian wedding clothes

We offer you the top quality Indian wedding clothes, which is an outcome of the

premium fabric that is purchased from all around the globe. Our incomparable quality

that is reflected in the product and services has enabled fashion palace build an edge over

competitors in the competitive industry of Indian wedding clothes. Durability and

comfort is what you get when you purchase Indian wedding clothes from fashion palace

Shop online for Indian wedding clothes

Keeping pace with the dynamic 21st century, we at fashion palace offer you online

shopping facility for your wedding clothes across the globe. Search


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from the comprehensive collection of Indian wedding clothes at fashion palace at any

hour of the day and from any place you wish to. Just select your choice of wedding

clothes and we deliver it without any delay.

When it comes to fashion palace limits are only in your imagination. We go beyond

limits to design your wedding clothes. Our designers offer you a range of fashionable

Indian wedding clothes in different styles, texture and fabric for every ritual of your

marriage. A master knows the secret for making you feel stand apart from the crowd and

that is what fashion palace is all about!

Fashion palace dressing guide

A wedding is one of the most significant events in a mans life. It is the day when he

takes the sacred vows and unites with his better half and enters in to a new phase of

family life. Weddings in India, since time immemorial have been treated as occasions for

grand celebration and a whole lot of planning and efforts go in to making it a memorable

occasion. Everything from the food, to the flower arrangements, wedding invitations and

venue need to be the very best. The bride prepares for days together to look radiant and

chooses apt finery knowing that she will be the center of attraction. While making all the

preparations, the Indian groom shouldnt forget that he too will be a star at all the

ceremonies. Its his big day too and its important that he too dresses in appropriate

clothes.

Today, the Indian groom can choose from a range of outfits to match the occasion. A

richly embroidered silk churidarkurta is the ideal outfit to wear for a sangeet party or a

mehendi ceremony. A raw silk sherwani looks princely when worn for the wedding

ceremony. And a classic double-breasted suit with a smart silk tie makes the groom look

very handsome on a formal occasion like a cocktail party or at the wedding reception.


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These outfits can be bought readymade or can be custom made. Its essential that they

have an impeccable cut and style and fit the groom perfectly. Make sure that they are

selected well in advance so any alterations can be made before hand.

Its also vital that the colors match the occasion and the grooms personality. Black

should be avoided for the wedding ceremony or any auspicious occasion like a pooja or a

thread ceremony since it is considered an inauspicious color. Traditional clothes like

achkans and sherwanis in white, cream, gold, maroon and beige look extremely elegant

and bright and are best worn for traditional ceremonies.

Can you imagine what would happen if the bride showed up at a cocktail party in a

formal, black dress while the groom arrived in an ethnic churidarkurta? Therefore,

possible, the groom should also try and co-ordinate the color and style of his outfits with

the brides. It would make them look like a well-matched couple.

The groom should also take care that his accessories match his clothes. Mojris or

traditional Indian sandals can be worn with traditional Indian outfits while formal shoes

can be worn with suits.SWith the right clothes, the groom will feel confident and ready

for his big day.

Jodhpuri

This is very popular with the younger men. It gives the groom a regal look, and he can

wear appropriate jewellery to 'match' that of his bride. The length of the kurta must be 2

inches below the sleeve.

This should be worn with a narrow trouser to match the kurta, made with the same fabric.

The groom has a choice of either selecting suiting material or silk, which can be plain,

jacquard or jamewari, depending upon his taste, skin colour and of course, his budget.

The shades preferred by Indian males are most often light shades like cream, fawn, dark

fawn, white and off white. Grooms have the option to heighten the impact of their outfit

by adding buttons in gold or silver or with precious stones.


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The groom can also go for some light embroidery on the neck and front, with in shades of

brown, red or grey.

Sherwanis

This is typical of North Indian and Punjabi weddings. Sherwani is long coat, buttoned up

in front with Nehru collars. The sherwani falls well below the knees, and looks elegant

especially if the groom is tall, and yes, the physique is perfect. Traditionally, the

sherwanis worn are off-white.

Lately, color has made its foray into sherwanis. If you dare to be different, try out black

and other darker shades. Sherwanis can be of various types the Peshawri and the

Baloochi, and are usually embellished with embroidery and zardozi work. The groom's

sherwani is incomplete without the ghatcholas, flowing kurtas with churidars and jooties

or Indian sandals.

The Turban or Safa: Safa and wedding turbans are traditional headgear worn by the men

of both the sides during wedding. Wedding safa is a necessary part of a traditionally

dressed groom a must groom attire. The colorful safas are made of various materials

chunari or sheer cotton drape, with or without zari work, and ghatcholas. The groom's

safa is traditionally red in color, and it goes well with the off-white sherwaniskurta suits.

A churidar is a long fitting pyjama worn by the North Indian groom. Churidars are

usually fine muslins or cottons, white in color. The traditional churidar is tied with a


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naraat the waist. New variants come with an elastic, and do away with the hassle of tying

the knot (of the nara, i.e)! What is special about them is that they are longer than the legs.

Their extremes are crinkled and crumpled to fit. Creases thus developed resemble 'churis'

or bangles, hence the name churidars. A churidar is a perfect accompaniment to long

kurtas and sherwanis.

Brand

A brand is the identity of a specific product, service, or business. A brand can take many forms,

including a name, sign, symbol, color combination or slogan. The word brand began simply as a

way to tell one person's cattle from another by means of a hot iron stamp. A legally protected

brand name is called a trademark. The word brand has continued to evolve to encompass

identity - it affects the personality of a product, company or service.

A brand is the personality of a product, service or company and how it relates to key

constituencies: Customers, Staff, Partners, Investors etc. Some people distinguish the

psychological aspect of a brand from the experiential aspect. The experiential aspect consists of

the sum of all points of contact with the brand and is known as the brand experience. The

psychological aspect, sometimes referred to as the brand image, is a symbolic construct created

within the minds of people and consists of all the information and expectations associated with a

product or service.

People engaged in branding seek to develop or align the expectations behind the brand

experience, creating the impression that a brand associated with a product or service has certain


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qualities or characteristics that make it special or unique. A brand is therefore one of the most

valuable elements in an advertising.

theme, as it demonstrates what the brand owner is able to offer in the marketplace.The art of

creating and maintaining a brand is called brand management. Orientation of the whole

organization towards its brand is called brand orientation.

Careful brand management seeks to make the product or services relevant to the target audience.

Brands should be seen as more than the difference between the actual cost of a product and its

selling price - they represent the sum of all valuable qualities of a product to the consumer. There

are many intangibles involved in business, intangibles left wholly from the income statement and

balance sheet which determine how a business is perceived. The learned skill of a knowledge

worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but

for those who truly know the product, for it is these people the company should wish to find and

keep, the difference is incomparable.

A brand which is widely known in the marketplace acquires brand recognition. When brand

recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the

marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the

sidentification of a brand without the name of the company present. For example, Disney hasbeen successful at branding with their particular script font (originally created forWalt Disney's

"signature" logo), which it used in the logo for go.com.

Consumers may look on branding as an important value added aspect of products or services, as

it often serves to denote a certain attractive quality or characteristic (see also brand promise).

From the perspective of brand owners, branded products or services also command higher prices.

Where two products resemble each other, but one of the products has no associated branding

(such as a generic, store-branded product), people may often select the more expensive branded

product on the basis of the quality of the brand or the reputation of the brand owner.

Brand Awareness


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Brand awareness refers to customers' ability to recall and recognize the brand under different

conditions and link to the brand name, logo, jingles and so on to certain associations in memory.

It helps the customers to understand to which product or service category the particular brand

belongs to and what products and services are sold under the brand name. It also ensures that

customers know which of their needs are satisfied by the brand through its products.(Keller)

'Brand love', or love of a brand, is an emerging term encompassing the perceived value of the

brand image. Brand love levels are measured through social media posts about a brand, or tweets

of a brand on sites such as Twitter. Becoming a Facebook fan of a particular brand is also a

measurement of the level of 'brand love'.

Brand Name

The brand name is quite often used interchangeably within "brand", although it is more correctly

used to specifically denote written or spoken linguistic elements of any product. In this context a

"brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand

owner as the commercial source of products or services. A brand owner may seek to protect

proprietary rights in relation to a brand name through trademark registration. Advertisingspokespersons have also become part of some brands, for example: Mr. Whipple of Charmin

toilet tissue and Tony the Tiger of Kellogg's. Local Branding is usually done by the consumers

rather than the producers.

Promotion

Generally, promotion is communicating with the public in an attempt to influence them toward

buying your products and/or services.

How does promotion differ from advertising? Promotion is the broader, all inclusive term.

Advertising is just one specific action you could take to promote your product or service.


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Promotion, as a general term, includes all the ways available to make a product and/or service

known to and purchased by customers and clients.

The word promotion is also used specifically to refer to a particular activity that is intended to

promote the business, product or service. A store might advertise that it's having a big promotion

on certain items, for instance, or a business person may refer to an ad as a promotion.

Brand Promotion Channel

Nowadays, companies promote their brands in different ways. Advertising, public relations,

point-of-sale promotion, word-of-mouth and promotion through distributors are the most widely

used methods. Among these, advertising has long been the primary means of promotion as it can

reach a large number of consumers over a short period of time. Compared with advertising which

takes a hard sell approach, public relations activities are less direct as they help build up a

company's brand image through organising or sponsoring events for the community. However,

public relations are just as effective as advertising. Point-of-sale promotion is targeted at new

customers or customers wishing to change brands. Point-of-sale promotion can often achieve

short-term sales effect, but may not be very successful in convincing customers to switch their

brand loyalty.

As for word-of-mouth, many people have the misconception that it only works for longestablished brands. In fact, word-of-mouth hinges very much on brand quality and service level.

Relatively new brands can also generate word-of-mouth provided that they meet these two

criteria. Professionals, senior company executives and celebrities are the most effective

personalities for word-of-mouth promotion.


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Many Hong Kong companies prefer to choose promotion through distributors when they first

enter the mainland market because distributors understand the local market conditions better.

Besides, local distributors have already established extensive networks and can directly and

effectively promote products and brands to consumers and other retailers.

SMEs which have limited capital may not be able to afford expensive TV commercials. At the

same time, the rapid surge in the number of TV stations to several dozens on average in a

province has taken a toll on the penetration of TV commercials. In light of this, public relations

and promotion through distributors are more suited to SMEs. For promotion through distributors,

if the distributors have already built up a good reputation and word-of-mouth, promoting through

them will produce even faster results and help reduce the investment and financial burden of the

supplier. As for point-of-sale promotion, SMEs should refrain from excessive promotionactivities as too many activities could cause negative feelings among consumers and dampen the

brand image.

Branding your business You need to stand out from the herd when it comes to business. You

need to be better, stronger and more adaptable than your competitors. You need to be eye-

catching, fresh and hard to pass by. And if you have a brand you have an immediate advantage

because you have a backbone, or a frame work, on which to hang your products.

A branded business carries with it an ideology. If people know the brand they know the company

and what it stands for.

But what is a brand? A brand is the set of values, ideals, strengths and weaknesses that become

tied to your business. A brand carries with it the power to inspire and influence your customers;

it creates a set of subconscious associations in their minds and sets you apart from the herd.

What do you think of when you think of a top brand?

1. Quality2. Reliability3. Customer service


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Or do you think of their advertising campaigns?

1. Their Logos2. Their Slogans3. Their Promises

Its amazing how much advertising promotion we absorb every day. Logos, slogans and

associated advertising methods (particularly background music) stick like mud. The car in front

is a (?)Im loving it Think different Welcome to our Network

Just a few, but Im certain you can name the brands.

Brand promotion strategies You need to think big. You need to think out of the box. You need todispel any notions of what is usual or expected. You need to grab your audience and you need

to keep them until they are fully aware that you exist and that you mean business.

Look to your business mission statement and ask what it is that you want to promote. Of course

you need to sell your product, you need to make money, but you also need to survive, and in

order to do that you need to form an impression on your market.

Dont copy your competitors, be original instead look to companies that inspire you forinspiration.

Word of mouth is by far the most effective form of advertising. People ignore Pop-up windows,

but theyll listen to their best friend. If you provide a quality service people will recommend you.

Customers want quality. If you can provide quality at a decent price they will come back,

inspiring customer loyalty is part of a strong brand identity.


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0BJECTIVES OF THE STUDY :

To promote the Raymond fabric. To understand the requirement of the customer. To build strong brand image in the minds of the customers. To study the consumer preference for different types of fabrics with respect to product

range, purchasing power, price range.

To help the authorized dealer to increase its customer base.


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METHODOLOGY USED

There are many methods in marketing like Direct marketing, Network marketing, Telemarketing,

personal selling, Online marketing, and so on. In this project we used the personal selling

method. The personal selling method is very huge concept.

Personal selling is oral communication with the potential of the buyer of a product with the

intention of making sale. The personal selling may focus initially on a developing relation with

the buyer, but will always ultimately end with an attempt to close the sale.

Six roles of personal selling

(1)Prospecting try to find new customers(2)Communicating - with existing and potential customer about the product range.(3)Selling contact with the customer answering question and trying to sale.(4)Servicing providing support and service to the customer in the period up to delivery and

also post-sale.

(5)Information gathering-obtaining information about market to feedback into the marketingplanning process.

(6)Allocating in time of shortage of the product, the sale force may have the power todecided how available stock allocate.

Advantages of personal selling:


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(1)Personal selling is face to face activity; customer therefore obtains relatively highdegree of personal attention.

(2)The sales message can be customized to meet needs of the customer.(3)Personal selling is good way to get large amount of technical and other product

information

(4)The face to face sale meeting gives the sale force to demonstrate the product.(5)Frequent meeting between sale person and customer build good long term

relationship.S


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FINDING AND RECOMMENDATION :


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BIBLOGRAPHY:

www.economymywatch.com

www.mapsofindia.com

Wikipedia.org

www.raymondindia.com

www.fashionpalaceindia.com


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ANNEXTURES

raymand Project

Documents