INDEX

1 Introduction 2

2. Location and subsidiaries, Top competitors, Key Facts 4

3. Project at a glance 5

4. Market 7

5. Raymond’s extranet to beef up distribution network 8

6. History and Development 25

7 Institutional business and corporate attire 27

8 Group companies 29
 Raymond Ltd.
 Raymond apparel Ltd.
 J.K. ansell Ltd.
.  J.K. Helense Curtis Ltd.
 Colorplus Fashions Pvt. Ltd.
 J.K. Investo Trade (India) Ltd.
37
Advertising
9  Introduction
 Strength of advertising as a promotional tool
 Importance of advertising
 Selection of advertising media
 Setting the advertising budget
 Advertising campaign of Raymond
 CBS Prepares a hyped ‘RAYMOND’ Finale

10 International business 50

11. Raymond expansion plan 53

12. Achievements and awards 54

13. Store images 56

14 Market research 58
 Introduction
 How to begin
 Objectives of survey
 Sampling
 Methods of data collection
 How to plan a survey questionnaire
 Questionaire
 MARKETING RESEARCH REPORT ON BRAND
. AWARENESS AND ADVERTISING EFFECTIVENESS

15 Conclusion 73

16 Bibliography 75

-1-
 INTRODUCTION

Raymond Limited said, “The outlook for the company’s textile business continues to
be buoyant as the economy is in a new growth phase. The company is moving
forward as planned along the path of becoming a world class integrated textile
player through putting up world class manufacturing capacities and partnerships
with internationally well reputed premium player

Raymond is a diversified Indian textile company that specializes in the manufacture of

worsted fabrics, denim and steel products. It is an exporter of worsted fabrics and
readymade garments to over 58 countries including Australia, Canada, the US, the
European Union and Japan. Raymond Denim exports around 55% of its production to
around 20 countries around the world and to denim wear brands like Levi's, Pepe, Lee
Cooper and retail brands like Zara, H&M, Gap and Tommy Hilfiger.

The company’s core operations focus on the textile industry. It has five brands in this
area: ColorPlus, Raymond Apparel, Park Avenue, Parx, Manzoni, and Be.The
ColorPlus casual wear brand is made in over 40,000 square feet of manufacturing and
warehouse space.Raymond Apparel produces clothes at the company’s three mills in
India. Each year, these make millions of meters of pure wool, wool-blended fabric in
addition to blankets and shawls.

Park Avenue is the largest selling brand of menswear in India. Its line of formal
readymade garments includes suits, jackets, blazers, trousers and shirts. The casual
wear range covers jeans, cotton khakis, t-shirts, cardigans and pullovers. Park Avenue
also offers accessories such as belts, ties, handkerchiefs and socks, in addition to
toiletries for men.

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The Parx brand is a more casual range of clothing consisting of cottons and denim ware
and a range of accessories like ties and belts. This includes cotton trousers, wrinkle free
cotton trousers, pre-washed cotton shirts, shorts, ring denim jeans and polo shirts.

In addition, Manzoni is a top-of-the-range brand of men's shirts and ties. Another

exclusive range is Be. It includes an eclectic mix of formal wear and evening wear for
women and men in western, ethnic and fusion styles.

As well as the company’s principal activities, it has non-textile operating divisions.

J K Files & Tools is the world’s largest producer of steel files with a 90% market share
in India and about a 30% market share in the world. More than half of the company's
total production is exported to over 70 countries around the world, including the US,
Germany, France, Switzerland and Canada.

Million Air is the aviation subsidiary of the company. It provides travel for both
business and pleasure on three helicopters and one executive jet.

J.K. Ansell manufactures KamaSutra condoms in a joint venture with Ansell, Australia.
The company is the second largest supplier of condoms to the Indian market, providing
condoms to the government of India and non-government organizations and exporting
to over 20 countries around the world. The J.K. Ansell medical glove range includes
Gammex, Medigrip Sterile & Non-Sterile, Sensi-Touch & Nutex gloves.

J.K. Helene Curtis works in technical collaboration with Helene Curtis (USA) to
manufacture cosmetics and toiletries. The company offers four product lines: Park
Avenue, Premium, Tiara and Tru-Tone. Products include fragrances, shaving systems,
deodorants, room fresheners and skin care brands

-3-
LOCATION AND SUBSIDIARIES

J.K.Helene Curtis Ltd

Poaran Road
Jekegram
Thane 406 606
India
Tel: 91 22 5344 140
Fax: 91 22 5344 088
Web: www.jkhc.com

J.K. (UK) Ltd.

Suites 320-330
3rd Floor, Walmar House
296 Regent Street
London
W1B 3AW
United Kingdom
Tel: 44 20 7255 1900

TOP COMPITITORS

BSL Ltd.

Arvind Mills Limited

-4-
 KEY FACTS

Raymond Limited
Mahindra Towers
2nd Floor, B Wing
Pandurang Budhkar Marg
Worli
Mumbai 400018
India

Tel: 91 22 5660 9999

Fax: 91 2 352 32513

Web: www.raymondindia.com

London Ticker: RYMD

Turnover: (US$ Mn)250

Financial Year End: March

PROJECT AT A GLANCE

The way Raymond has subtly repositioned itself. Once a prestigious assignment for
the country’s top hunks, the Rs. 1,000 – crore textiles and garment outfit has, in the
last one-year or so, started fielding distinctly Anglo-Saxon models. Group president
Nabankur Gupta calls it the repositioning of the ‘complete man,’ Raymond’s famous
tag line. “We are repositioning the brand to give it dynamism, youthfulness and a
global feel,’ he says.

However, that’s not the only reason why Raymond is on top of the pile in a category
comprising heavy weights such as Grasim Industries, Arvind Mills and Century
Textiles. There are others. Begin with the fact that over the last year and a half,
Raymond has taken some pretty hard decision, like exiting the steel and cement
businesses. “Selling off Rs.1,200 crore of assets is not easy. Shrinking in size is not
easy, especially for an old business family. But when you start taking tough calls, the

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industry sits up and notices you. It may even respect you,” says Raymond chairman
Gautam Singhania, only to add: “It took us 37 months to sell off the steel business; we
finally sold it for a pittance. But it is better sold than in the system.”

Then, Raymond launched Be:, a line of readymade apparel for women. And finally, a
few months back came the ColorPlus acquisition for Rs 58 crore. The big picture:
Raymond seems pretty serious about dominating the textiles and ready-to-wear
industry.

Brand Raymond epitomises its core values of Excellence, Quality and Leadership.
Since inception, Raymond has developed strong in-house skills in the area of research
& development. This has resulted in path-breaking development of new products,
which are today the corner stones of the worsted suiting industry in India and abroad.
Raymond is perceived as a pioneer in delivery of innovation to the Indian textiles
industry, and in raising its standard continuously. With world class products and a
strong national and international retail network in place, the Company is today poised
to completely dominate the textile, ready-to-wear and fashion industry globally.

Incorporated since 1925, the Raymond Group is a Rs. 1500 crore plus conglomerate
having businesses in Textiles, Readymade Garments and Engineering Files.

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MARKET

The concepts of exchange and relationships lead to the concept of a market. A

market is the set of actual and potential buyers of a product. These buyers share a
particular need or want that can be satisfied through exchange relationships. The size
of market depends on the number of the people who exhibit the need, have resources
for what they want.

Marketers are keenly interested in markets. Each nation’s economy and the
whole world economy consist of complex, interacting sets of markets that are linked
through exchange processes. Marketers work to understand the needs and wants of
specific markets and to select the markets that they can serve best. In turn, they
develop products and service that create value and satisfaction for customer in these
markets. The result is profitable long-term customer relationships.

As markets go, textiles and ready-mades is a pretty ruthless one. It was one of the few
industries that competed fiercely even in the pre-liberalization era. And in the last few
years, things have just become worse. The readymades part of the industry is totally
fragmented. This is due to a proliferation of players, especially in the last half-a-
decade or so. Consolidation – like the Raymond- Colo Plus deal – is perhaps the only
way out.

However, even that is not yet rampant. So organizations have to stay content with
small markets share. For example, according to consultancy company KSA-
Technopak, in formal wear, Park Avenue (a Raymond label) did business of around Rs
200 crore in calendar year 2001, followed by Zodiac (Rs 150 crore) and Louis Philipe
(Rs 120 crore). In casuals, it’s Allen Solly (Rs. 85 crore), followed by Raymond’s
Parx (Rs 75 crore) and ColorPlus (Rs 54 crore).

Raymond is now looking at hastening the pace even further. For example, Gupta says
that shile historically the company opened around 10-12 new shops every year, from
2003 onwards it plans to open 20-30 shops annually. Again the company is now
looking at taking the Be:label global.

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RAYMOND’S EXTRANET TO BEEF UP DISTRIBUTION
NETWORK

In a bid to beef up its distribution network, the Rs 13-billion Raymond Group is all set
to launch - Extranet - a B2B e-commerce channel in May this year. Through this
initiative, Raymond Ltd plans to connect the company's marketing and sales teams
with its external business partners like dealers, agents and franchisees in its textile
business division-to begin with, informs Mr Rajiv Garg, president-corporate,
Raymond Ltd.

As for the rationale behind this move, Mr Garg explains: "We want to speed up and
improve our distribution channels across the country. This initiative will certainly give
us more flexibility. With the launch of `Extranet' our stockists can directly place orders
on the Net." In an effort to gain a leading edge over its international rivals, Raymond
Textiles is planning to relaunch its Website-raymondindia.com-in June this year.
According to Mr Garg, the revamped site will offer more information on its product
range. "Also, the products will be visible on the screen with technical specifications.
This initiative will give us a cutting edge technology in the global textiles scenario.
We will also update information on our product range constantly," adds Mr Garg.

At present, the company is studying the designing parameters to revamp its site. "We
are in talks with two companies for execution details now. In line with our global
competitors' strategy, we plan to relaunch our Website. It will also build our corporate
image in India as well as in foreign countries," adds Mr Garg. According to Mr Garg,
Raymond Apparel Ltd, a 100 per cent subsidiary of Raymond Ltd has just completed
its supply chain management package based on the Oracle platform. "This is
implemented by leading IT company Mastek. This package will certainly smoothen
both ends of our supply chain. We will also get information on how the supply chain
performs after the implementation, " explains Mr Garg.

The Raymond group is planning a foray into the Rs 2,000-crore womenswear market
in India within a year. According to analysts this segment is expected to grow from Rs
2,000 crore to Rs 5,000 crore within two years." Initially, we plan to launch western

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wear and then go for the ethnic range. Our range will be targeted at the middle and
upper-middle classes in India", informs Mr Garg.

Website for JK Files & Tools launched

As part of its Internet strategy, Raymond Ltd launched a Website for its JK Files &
Tools division on March 26 this year. With this, the company plans to kick off e-
commerce activities with its domestic as well as international customers. JK Files &
Tools has an annual capacity of 50 million pieces of files and drills with three plants
located at Maharashtra and Madhya Pradesh.

Says Mr Rajiv Garg, president-corporate, Raymond Ltd: "This site lists all corporate,
business and technical information on our products. With a 75 per cent marketshare in
India and about 26 per cent in the world, we are a leading producer of steel files across
the globe."JK Ansell, a 50-50 joint venture between Raymond and Pacific Dunlop (the
holding company for Ansell), has launched a portal with the domain name -
ksonline.com-to promote its Kamasutra brand. "At present, we have launched a Beta
version. Within a month ksonline.com will go live. It also has a commercial end so
you can place orders on the Net. In addition, it will have chat shows and agony aunt
sections," elaborates Mr Garg. A vision finds form...
A dream conquers reality...

From 1925, Raymond Limited presently has five divisions comprising of textiles,
Denim, Engineering Files & Tools, Aviation, Designer Wear, and Prophylactics and
Toiletries.

With a capacity of 33 million meters of wool and wool – blended fabrics

making it the third largest integrated manufacturer in the world, Raymond Limited
(Textile Division) has more than 60% market share of the Indian market for worsted
suiting fabrics. Promoted as an essential accessory for “The Complete Man”, its
products have set a benchmark in that genre.

The company exports its suiting fabrics to more than 50 countries including USA,
Canada, Europe, Japan and Middle East. Raymond Ltd had laid great emphasis on
developing strong in house skills for research and development since its inception.
This unwavering attention to innovation has enabled it to introduce path breaking new

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products in the market. Hailed as a pioneer and innovator, Raymond Ltd has raised the
performance and product standards of the entire Indian textile industry.

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 Endeavour 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 250s made from the superfine 11.4
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.

The company manufactures 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., EverBlue Apparel Ltd. (Jeanswear)
and Celebrations Apparel Ltd. (Shirts).

The company also have some of the most highly respected fabric and apparel brands
in our portfolio: Raymond, Raymond Premium Apparel, Park Avenue, ColorPlus,
Parx, Makers and Notting Hill.

The Raymond Group also has an expansive retail presence established through the
exclusive chain of 'The Raymond Shop' and stand-alone brand stores.

The company 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.

- 10 -
The company’s manufacturing facilities are located at:

Indian operations Overseas Operations

1. Vapi Indonesia
2. Nasik Belgium
3. Jalgaon Portugal
4. Yavatmal United States Of America
5. Aurangabad Romania
6. Ratnagiri
7. Chiplun
8. Kolhapur
9. Chhindwara
10. Bangalore (3 plants)
11. Chennai
12. Kolkata

OFFERINGS BRANDS

Raymond»

Raymond Premium Apparel »

.
Park Avenue »

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 .

Colorplus »

Parx »

Makers »

Notting Hill »

The Raymond Shop »

- 12 -
ORGANIZATION STRUCTURE

- 13 -
 INFRASTRUCTURE
INTRODUCTION TO RAYMOND, VAPI:

Raymond has increased its worsted suiting capacity by 3 million meters, as part of the
second developmental phase of the Vapi plant. After this expansion, Raymond have a
total capacity for manufacturing 33 million meters of worsted suiting per annum.
Modelled to meet international standards, the Vapi plant has been set up on 112 acres
of lush green land with Hi-tech machinery such as warping equipment from
Switzerland, weaving machines from Belgium, finishing machines, automatic
drawing-in and other machines from Italy.
Situation advantages of the plant:
1. Situated in Gujarat-known for good governance
2. Situated on NH8 near to industrial hub
3. Well connected by rail and road
4. Proximity to Mumbai /thane
5. Non polluted
6. Availability of skilled manpower
7. Continuous availability of water
8. Urbanized and literate people

Fabric production: 25 million metre/annum

Fabrics produced: Poly Viscose (PV), Poly Wool (PW), and All Wool (AW)
The vision for setting up the unit at Vapi Unit was to,
• Manufacture world – class polyester – wool and polyester – viscose blended
4
suiting at competitive prices,
- 14 -
 • Establish a large scale unit in a backward area, which needed accelerated
development,
• Ensure all round socio economic progress of the region and its hinterland,
• Catalyze the nascent industrial potential of smaller towns of the country and
• Provide additional sources of employment to people in and around Valsad
District.

The installed capacity of Vapi unit is 154 looms and 21840 spindles. The unit has a
work force of more than 1900. The unit became operational in the year 2005.
The following table briefly describes the various departments of this unit with the
approximate no. of workers in each one of them.
S.NO. DEPARTMENT NAME NO. OF WORKMEN NO. OF STAFF

1. Designing & Sampling 136 16

2. Supply Chain Management nil 8

3. Wool Scouring 1 17( for 3,4,5,6)

4. Grey Combing 26

5. Converter 3

6. Re-Combing 91

7. R.M.G 1 1

8. Dyeing 89 17

9. Spinning 277 19

10. Weaving 325 33

11. Mending 14 4

12. Finishing 191 17

13. Folding 34 9

14. Quality Control Lab 27 8

15. Stores 2

16. Warehouse 52 11+1(SALES)

17. Yarn Room 12 4

- 15 -
 18. Human Resource 9

19. Instrumentation 9 9

20. Mechanical 40 7

21. Administration 8 2

22. Civil 1 2

23. Electrical 16 9

24. Commercial 6

25. ETP 1

26. Product 1

27. Safety 1

28. Sales 1

29. Works 1

TOTAL 1,355 214

Organization Structure and Description

VAPI PLANT

Raymond has increased its worsted suiting capacity by 14 million meters, as part of
the second developmental phase of the Vapi plant.

Modelled to meet international standards, the Vapi plant has been set up on 112 acres
of lush green land with Hi-tech machinery such as warping equipment from
Switzerland, weaving machines from Belgium, finishing machines, automatic
drawing-in and other machines from Italy. The Vapi Unit, one of the four production
divisions of the Textile Division,

Address - N.H. No 8, Khadki – Udwada, Tal. – Pardi, Dist. – Valsad, Gujarat 396185
and is located in GIDC Industrial Estate.
- 16 -
Vapi and Valsad city which is 15 Kms away from the plant is well connected with all
places in India by rail and road.

The vision for setting up the unit at Vapi Unit was to,

• Manufacture world – class polyester – wool and polyester – viscose blended

suiting’s at competitive prices,
• Establish a large scale unit in a backward area, which needed accelerated
development,
• Ensure all round socio economic progress of the region and its hinterland,
• Catalyze the nascent industrial potential of smaller towns of the country and
• Provide additional sources of employment to people in and around Valsad
District

The installed capacity of Vapi unit is 154 looms and 21840 spindles. The unit has a
work force of more than 1900. The unit became operational in the year 2005.

ABOUT PLANT

Industrial Area 94.4 acres

Residential Area 18acres

This plant of Raymond is the youngest member in the family. The plant is set up on
lush green land. This was the property of Remit Pulp and Paper Mills Limited, after its
closure, was acquired by Raymond with a vision to develop a world class unit to meet
International Standards.

Location Advantages are:-

1. Situated in Gujarat known for its good Governance

2. Situated on N.H. 8 and near to industrial Hub
3. Well connected by Rail and Road
4. Proximity to Mumbai / Thane
5. Non polluted
6. Accessibility of skilled manpower
7. Continuous availability of water.

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 8. Urbanized and literate people and multi-cultural community with communal
harmony

Vision and mission

Vision

“Raymond the most desired workplace for top talent”

Mission

We commit to the HR vision of “Raymond the most desired workplace for top talent”,
we will strive to weave in the core Raymond value namely Quality, Trust, Leadership
and Excellence in all our actions, & and HR processes so as to make every Raymond
ate a complete man.

- 18 -
 PRODUCT RANGE

The Raymond Group within a few years, transformed from being an Indian textile
major to being a global major. Raymond manufactures, the world's finest fabrics- from
wool to wool-blended worsted suiting to specialty ring denims as well as high value
shirting.
Raymond is one of the largest players in fabrics, designer wear, denim, cosmetics &
toiletries, engineering files & tools, prophylactics and air charter services in national
and international markets. All plants are ISO certified, leveraging on cutting-edge
technology that adheres to the highest quality parameters while also being
environment friendly.
SERVICES
The Raymond Group also has an expansive retail presence. Raymond's wide range of
products and services are as follows:
• Total textile solutions.
• Fabrics (Worsted, Denim and Shirting).
• Apparels (Tailored Clothing, Jeanswear and Dress Shirts).
• Brands (Raymond’s, Manzoni, Park Avenue, ColorPlus, Parx,Be:,Zapp!,
Notting Hill and The Raymond Shop).
• Woolen Outerwear.
• Furnishings.
• Retail (The Raymond Shop and Brand Store).
• Engineering (Files, Cutting Wools, Hand Tools and Agri tools and Auto
Components).
• Personal Care (Park Avenue and Kamasutra).
• Prophylactic (Kamasutra and Surgical Gloves).
• International Business.
• Corporate Wear.

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 RAW MATERIALS AND MANUFACTURING PROCESS
WOOL SUPPLIERS
• Lempriere Pty Ltd, Australia.
• Swan Wool Processors Pty Ltd, Australia.
• Australian Merino Exports Pty Ltd, Australia.
• ADF – Dewavrin Australia Pty Ltd, Australia.
• Technowool Trading Pty Ltd, Australia.
• Fox and Lillie Pty Ltd, Australia.
• Hebei Yongxing Downs Co. Ltd, China.

Fineness of raw wool: 17.5 – 24.5 μm.

CERTIFICATES FOR WOOL QUALITY:

A) Australian Wool Testing Authority Ltd :
Mainly those wool, which are of Australian origin are issued with a
certificate from this authority.
The fibre properties that are tested, under this issuing certificate are :
1) Wool Base
2) Vegetable matter base
3) Comfort Factor
4) Mean fibre curvature
5) Mean staple length
6) Mean staple length
7) Mean staple strength
- Broke in the Tip Region
- Broke in the Middle Region
- Broke in the Base Region
B) Wool Testing Bureau S.A. :
Those wool, which are of South African origin are issued with a
certificate from this authority.
The fibre properties that are tested, under this issuing certificate are :
1) Wool Base 7
2) VM Base

- 20 -
 3) Mean Fibre Diameter

POLYESTER SUPPLIERS:

• Reliance Ltd.
• Futura fibers.
Fineness of Polyester: 1.5, 2.0, 2, 5, 3.0 Denier.
Cross-sectional property of polyester: Circular and Trilobal.

LYCRA SUPPLIERS
• DOW XLA
• ELASPAN
• ROICA
Fineness of Lycra: 44 dtex or 40 denier

- 21 -
 DETAILED FLOW CHART UPTO DYEING

GREASY WOOL

POLYESTER

SCOURING
CONVERTER

CARDING GILLING 1

GILLING 1
GILLING 2

GILLING 2 GILLING 3

GILLING 3 COMBING

GREY COMBING
POLYESTER TOPS

GILLING 4

GILLING 5

GILLING 6

WOOL TOPS

SCOURING

TOP DYEING - 22 -
OBJECTIVE:
It is a process of removing grease and suint and other impurities with hot
water, soda ash and detergent. It is a chemical process carried out in a series of
bowls where the wool is washed thoroughly.

The impurities present in wool are

• Natural impurities –oil, fats, secreted by sebaceous glands of animal skin (wool
fat)
• Acquired impurities- sand, dust, and vegetable matter.
• Applied impurities.

SCOURING MACHINE:
Make: ANDAR HOLDINGS LIMITED, New-Zealand.
Model: 1.2 meter Topmaster High Scour.
Scouring serves the purpose of cleaning wool and removing impurities such as wool
wax, suint, natural grease, dirt, dust and other vegetable impurities.
Bales are brought from the raw-material godown and are placed at back of the machine
according to mixing decided. Here the lumps of wool are mixed manually on the floor
from each bale. This wool is then fed to the first hopper feeder, which transfers the
material to the double drum opener, where the dirt and dust is removed at an early
stage. After the cleaning action the wool goes to the second hopper feeder, which
feeds the material at a constant rate to the weigh belt. The weigh belt weighs a definite
amount of material and passes it to the first bowl of the six-bowl scouring
arrangement.
The purpose and set conditions of each bowl is given below.

• BOWL1: The wool is washed using

warm water (water at 28oc) resulting
in removal of impurities.

• BOWL2: The wool is washed using

hot water. (Water at 650c), the grease
on wool surface melts at this
temperature and gets removed.
- 23 -
• BOWL3: The wool is washed using detergent “Alphox -200” and hot water
(water at 600c) to remove the left out impurities and proper cleaning.

• BOWL 4, 5, 6: Thorough rinsing is done in next three bowls :( water at 55oc,

50oc, and 50oc respectively) to remove all the suspended particles and
detergent from the wool.

Antistatic Oil ( Selbana 3001 ) – 3 liters ( 30 % )

Wool Opening Oil ( Selbana 4554 ) - 7 liters ( 70 % )
------------------------------------------------------------------
Total Oil - 10 liters ( Total oil concentration 10 % )
Water - 90 liters
-----------------------------------------------------------------
Total emulsion - 100 liters
Emulsion added on scoured wool: ~ 3.16 cc / gram of wool.

- 24 -
HISTORY AND DEVELOPMENT

Around the time the Singhania family was building, consolidating and expanding its
various businesses in Kanpur, one Mr. Wadia, was in a similar manner engaged in
fulfilling his dream: he set up a small woollen mill in the area around Thane creek, 40
kms away from Bombay. This mill was soon acquired by the Sassoons, a well-known
industrialist family of Bombay, who renamed it as The Raymond Woollen Mills.

When the Singhanias were looking for new regions to establish their presence and new
fields to venture into, they concurred that textiles appeared to hold promise. A piece of
information that a woollen mill was available on the outskirts of Bombay clinched the
issue.

When the grandson of Lala Juggilal, Lala Kailashpat Singhania took over Raymond in
1944, the mill was primarily making cheap and coarse woollen blankets, and modest
quantities of low priced woollen fabrics.

The vision and foresight of Mr. Kailashpat Singhania helped greatly in establishing the
J.K. Group’s presence in the western region. Under his able stewardship, Raymond
embarked upon a gradual phase of technological upgradation and modernisation
producing woollen fabrics of a far superior quality.

- 25 -
Under Mr. Gopalakrishna Singhania, the mill became a world-class factory and the
Raymond brand became synonymous with fine quality woollen fabrics. At Raymond,
quality did not rest on its laurels. When Dr. Vijaypat Singhania took over the reins of
the company in 1980, he injected fresh vigour into Raymond, transforming it into a
modern, industrial conglomerate. His son Mr. Gautam Hari Singhania, the present
chairman and managing director has been instrumental in restructuring the Group.
With the divestment of the Synthetics, Steel and Cement divisions he initiated, the
Group has emerged stronger with a better bottom line, more focused approach,
become market oriented and achieved a consolidated position.

Today, the woollen mill by the creek has turned into a Rs. 1400 crores conglomerate
and is India’s leading producer of worsted suiting fabric with 60% market share. It is
also the largest exporter of worsted fabrics and readymade garments to 54 countries
including Australia, Canada, USA, the European Union and Japan. The Raymond
group is also the leader among readymades in India with a turnover of Rs. 2000
million with its three brands – Park Avenue, Parx and Manzoni.

In its pursuit of excellence Raymond continues to achieve enhanced customer

satisfaction through ongoing innovation. And happily the growth graph continues to
rise higher…and higher.

- 26 -
Institutional Business and Corporate Attire

• The Raymond Advantage for Corporate Wear

First impressions count and what employees wear is a clear indicator about the
business they represent. That's where Raymond's specially-designed clothes come in -
they help customers differentiate their businesses through design-led clothing
solutions. As a company that prides itself on being design-led, we make Quality
Corporate Attire that executives - men and women - are proud to wear.

Designing clothes for companies and businesses requires both an inherent sense of
style, and also an appreciation of the needs of the Indian work environment. At
Raymond we have the knowledge and the skills to deliver both.

Taking our inspiration from the world of fashion, and combining new trends with
innovation, the Raymond design team ensures that the Outfits are both stylish and
functional.

Services
We provide exclusive services to our Corporate Customers where we

• Design the Ideal Fabric for your need.

• Work with Garment Designers to give you the Style and Comfort you desire.
• Provide Garments on a Made to Measure basis through our network of
Raymond Shops.
• Provide ready made shirts.
• Provide corporate dressing accessories like ties and scarves.

• Uniform Fabrics
Raymond makes special fabric to cater to the needs of instititions seeking high-quality
material for their staff uniform. We offer our institutional clients customized shades
and weaves to suit their requirement. Our clients include a large number of schools,
colleges, hotels, factories,airlines and defence establishments across the country.

- 27 -
• Blankets for Corporates
We also make exclusive blankets to suit your budget and the customized labels these
carry ensure that employees and customers who are gifted these remember the gesture.

• Gift Cheques for Corporates

The Raymond Gift cheque is an ideal way to reward your employees or customers.
Our Gift cheques are redeemable across 130 cities in over 300 Raymond Shops. The
Raymond Shop has a fine range of suitings, and readymade brands like Park Avenue,
Parx and Manzoni. Gift cheques are available in denominations of Rs 100, Rs 500 and
Rs 1000.

The Gift cheques also work as great substitutes for the conventional kit allowance.

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Incorporated in 1925, the Raymond Group is a Rs. 1400 crore plus conglomerate
having businesses in Textiles, Readymade Garments, Engineering Files & Tools,
Prophylactics and Toiletries.

The group is the leader in textiles, apparel, & files & tools in India and enjoys a
pronounced position in the international market. Raymond believes in Excellence,
Quality and Leadership.

- 29 -
Raymond Ltd.
Raymond Limited is India’s leading producer of worsted suiting fabric with a 60% market
share.

Raymond Apparel Ltd.

has three highly regarded menswear brands in its folio: Park Avenue, Parx & Manzoni.

J.K. Ansell Ltd. is the manufacturer and marketer of KamaSutra brand of premium condoms.

J.K. Helene Curtis Ltd. is the marketers of the Park Avenue and Premium brands of men’s
toiletries.

ColorPlus Fashions Pvt. Ltd.

Established in 1994 ColorPlus is one of the leading domestic brands for premium casual wear
in the country.

J.K. Investo Trade (India) Ltd.

- 30 -
Raymond Ltd.

Incorporated in 1925, Raymond Limited has five divisions comprising of Textiles,

Denim, Engineering Files & Tools, Aviation and Designer Wear.

Raymond Textile is India's leading producer of worsted suiting fabric with over 60%
market share. With a capacity of 25 million meters of wool & wool-blended fabrics,
Raymond Textiles is the world’s third largest integrated manufacturer. The company
exports its suitings to more than 50 countries including USA, Canada, Europe, Japan
and the Middle East. Over the years, Raymond Textile has developed strong in-house
skills for research & development, which has resulted in path-breaking new products.
Perceived as pioneer and innovator, Raymond Textile has been responsible for raising
the standard of the Indian textiles industry.

The Denim division has an installed capacity of 16 million meters and produces high
quality ring denims. The company currently ranks among the top 3 producers in India.
The products are exported to over 30 countries in the world. The Engineering Files &
Tools division, J K Files & Tools, is the world’s largest producer of steel files with
90% market share in India and about 30% market share in the world. The Designer
Wear division, Be: is an exclusive pret-a-porter range that houses designs by some of
the finest Indian designers. Be: offers an eclectic mix of formal, office and evening
wear for men and women, in western, ethnic and fusion styles with accessories. The

- 31 -
Aviation division, Million Air was launched in 1996 to provide air charter services.
Known for high quality and reliable services, Million Air has a fleet of three
helicopters and one executive jet.

DIVISIONS

Textiles
Produces world-class pure wool, wool blended & polyester viscose fabrics and
blankets and ranks among the top 3 integrated producers in the world. Also produces a
wide range of furnishing fabrics.

Denim The Denim division produces high quality ring denims and ranks among the
top 3 producers in India.

Files & Tools

Files & Tools division manufactures complete range of Engineer's steel files & drills
and is the world’s largest producer of steel files.

Be: An exclusive prêt-a-porter line of ready-to-wear designer clothing for women and
men in western, ethnic and fusion styles.

Aviation
Million Air was launched in 1996 to provide air charter services and enjoys a
reputation for high quality reliable services.

- 32 -
To some, the ultimate in fashion. To others, something to aspire for. Brands from
Raymond Apparel Ltd – the finest in ready made garments. More of a tradition that
lives on forever. Dressing up gentlemen over the years, it is Nirvana for the senses.

Dating back to as early as 1969, Raymond Apparel Ltd. has evolved with the times. Its
rich heritage continues to be reflected in the clothing even today. It has three highly
esteemed menswear brands in its portfolio

Park Avenue

Parx

Manzoni

Each brand targets a specific segment. Park Avenue is a formal brand while Parx, a
smart casual brand and Manzoni – the connoisseur’s delight. With a well-established
network of distributors and countless outlets across the country, it cuts across regions
and culture with a variety that combines style, simplicity and elegance. The company
and the brands have won recognition and fame consistently.

J.K. Ansell Ltd.

J.K. Ansell Ltd. (JKAL), the manufacturers and marketers of KamaSutra condoms is a
50:50 joint venture between the J.K. Investo Trade (India) Ltd. and Ansell
International, the world leader in latex products such as gloves and condoms.

Prior to the formation of the joint venture in 1996, the condom division was a part of
J.K. Chemicals Ltd., a subsidiary company of Raymond Ltd. The division commenced
operations in 1991 and launched KamaSutra the same year.

JKAL has a condom manufacturing plant at Aurangabad in Western India that

manufactures 250 million pieces per annum. The production processes of the plant
include Compounding, Forming, Pin Hole detection, Sealing and Packing. Currently,
J.K. Ansell enjoys a significant share of the commercial Indian market emerging as a
second major player.

- 33 -
The company also supplies condoms to the Government of India, The Family Planning
Association of India and DKT, a sister concern of Population Services International.

In September 2000 JKAL commenced selling and distribution activity for Ansell
gloves. The product range includes Gammex, Medigrip Sterile & Non-Sterile, Sensi-
Touch & Nutex gloves. The primary buyers are major hospitals and nursing homes
while the secondary market consist of the gloves retailing chemist outlets.

ColorPlus Fashions Pvt. Ltd.

Established in 1994 ColorPlus is one of the leading domestic brands for premium
casual wear in the country. The company has positioned itself as a leader in
International Quality, “Smart Casual Clothing”, constantly using innovative
technology to give its customers a Superlative Value-For–Money.

The Company, in its thrust towards professionalism, has recognised the need for well
trained, highly motivated and committed professionals in all its operational fields.
Many people in the company have had a long-term association with the group, and a

- 34 -
fierce loyalty born from such an association. However, a need for trained individuals
saw a major recruitment and restructuring process that has resulted in identifying and
placing the right person to the right job.

Over the last 9 years, the company’s turnover has increased considerably with the
gross turnover for the year ending 31.03.2003 at Rs. 66.08 crores.

ColorPlus is to set up sufficient facilities to be in total control of production process.

The Company has over 40,000 sq. ft. of manufacturing & warehouse space located in
Ambattur Industrial Estate with an installed capacity of over 4 lacs pieces per annum.
Each line is equipped with the latest equipment and skilled workforce. The company
believes in continuous upgradation of its manufacturing facilities and training its
workforce.

Alliance with like-minded partners in the US and the EU are being worked out to
extend the reach of this popular and internationally competitive label.

J.K. INVESTO TRADE (INDIA) LTD.

J. K. Investo Trade (India) Limited ( JKIT ) [formerly known as J. K. Chemicals Limited] is a

company incorporated in India under the Companies Act, 1913, having its Registered Office at
New Hind House, N.M. Marg, Ballard Estate, Mumbai – 400 001.

Equity shares of JKIT are listed with The Bombay Stock Exchange Limited (BSE) and traded
under Stock code 506515. JKIT is registered with Reserve Bank of India as Non-Banking
Financial Company and makes investments in capital market .

Main business of JKIT till 1981 was manufacturing and trading of Sodium Hydrosulphite,
which has been closed due to worker's illegal strike.

In the year 1991, company set-up a condom project in Technical collaboration with Samsung
Co. Ltd. and Shinheng Corporation both of South Korea . In the year 1996 company de-
merged its condom division and transferred it to J. K. Ansell Limited, 50-50 joint venture of
JKIT and Ansell group, Australia. J. K. Ansell has a condom manufacturing plant at
- 35 -
Aurangabad in Western India that manufactures 250 million pieces per annum. Currently, J.K.
Ansell enjoys a significant share of the commercial Indian market and one of the leading
brands (KamaSutra). In September 2000 J. K. Ansell commenced selling and distribution
activity for surgical gloves in India .

JKIT is also having a wholly owned subsidiary i.e. J. K. Helene Curtis Limited which is a
leading player in the Grooming Accessories and Toiletries category. It market its range under
PARK AVENUE and PREMIUM Brand Names. The Brand portfolio includes Fragrances,
Shaving Systems, Hair Care and Body Care.

- 36 -
- 37 -
INTRODUCTION

Companies must do more than make good products-they must inform

consumers about product benefits and carefully position products in consumers’
minds. To do this, they must skillfully use the mass-promotion tools. And advertising
is the most effective tool.

We are in 21st century, where there is cut-throat competition in the market and
there are also numbers of Multinational Companies are as well as many MNC’S are
coming day by day in our country, by offering world-class technology. It is very easy
to enter in the market but very tough to survive or stay in competitive market.
According to Peter Drucker, “Marketing means only create consumers.” But in reality
it is too tough, so we must have such planed marketing strategies which catch the
consumer once and never allows them to switchover other products. Out of all
strategies advertising strategy is very important.

Advertiser include not only business firms, but also charitable organizations or
trust, professionals, Government agencies that direct message to target publics. Ads
are a cost-effective way to disseminate messages, whether to build brand preference or
to educate people to avoid hard drugs.

Organizations handle advertising in different ways. In small companies,

advertising is handled by someone in the sales or marketing department, who works
with an advertising agency. A large company will often set up its own department,
whose manager reports to the vice president of marketing. The advertising
department’s job is to propose a budget; develop advertising strategy; approve ads and
campaigns; and handle direct-mail advertising, dealer displays, and other forms of
advertising. Most companies use an outside agency to help create advertising
campaigns and to select and purchase media.

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Meaning

The term advertising originated from the Latin word “Adverto” which means
to turn around. Thus according to this meaning advertising means an activity
employed to draw attention to any object or purpose.

Definition

“Advertising is causing to know, to remember to do.”

Advertising can be defined as mass, paid communication (presentation and

promotion) of goods, services or ideas by an identified sponsor. It is paid
communication because the advertiser has to pay for the space or time in which his
advertisement appears. Advertising appears in recognized media, such as newspapers,
magazines, radio, television, cinema film, outdoor hoardings and posters, direct mail
and transit.

STRENGTH OF ADVERTISING AS A PROMOTIONAL TOOL

Advertising is a major promotion tool. It has the following basic plus points or
strength as a promotion tool:

1. It offers planned and controlled message.

2. It can contact and influence numerous people simultaneously, quickly and at a

low cost per prospect, hence it is called mass means of communication.

3. It has the ability to deliver message to audience with particular demographic

and socio-economic features.

4. It can deliver the same message consistently in a variety of contexts.

5. It can reach prospects that can not be approached by salesmen.

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 6. It helps to presell goods and pull the buyers to retailers.

7. It offers a wide choice of channels for transmission of such as visual.

8. It is very useful to create maximum interest and offer adequate knowledge of

the new product when the innovation is being introduced in the market.

In January 2002, the leading Indian textile and apparel company, Raymond India Ltd.
(Raymond) announced that it would change the advertising agency for its textile
division. Raymond shifted the Rs 350 million advertising account from Enterprise
Nexus (Enterprise) to RK Swamy/BBDO (BBDO).

Responding to Raymond's account shift, Rajiv Agarwal, MD, Enterprise had earlier
said, "I think it is a pity if Raymond were to move, and I am not saying it because I
was a part of the team here. I personally think the team and the agency have done a
wonderful job of building the brand. And I do not believe that the quality of the work
or the business attention has changed in anyway." However, Samit Sinha (Sinha), one
of the partners of the leading brand-consulting firm, Alchemist Brand Consulting did
not agree.

He believed that though Enterprise, over the years, had been consistent in its
advertising of Raymond, it seemed to have been moving away from its emotional
approach towards a fashion and attitude-centric approach during the early 2000s. He
said, "Some of the recent work done by Raymond is very much what the category
(other players) is doing. And that is quite uncharacteristic of Raymond."

- 40 -
IMPORTANCE OF ADVERTISING

Nothing can except the mint can make money without advertising. Mass
production and mass distribution totally depend on all forms of advertising and
publicity. We can tell numerous people about a product or service in the quickest time
interval at the lowest possible cost.

Advertising by facilitating mass production and mass distribution has provided

immense employment opportunities to people. It is responsible for creating and
delivering rising standard of living to innumerable people. It has made possible
tremendous industrialization and economic development in many countries. It is the
backbone of modern national and international marketing. Modern advertising informs
guides, educates as well as protects buyers, so that they can buy intelligently and raise
their standard of living. In the marketing programme of a business enterprise,
advertising is an indispensable tool supplemented by salesmanship and sales
promotion. Advertising is to business what steam, electric or nuclear energy (motive
power) is to industry. The wheels of industry and commerce cannot move with
desirable speed without the propelling power of promotion mix.

The advertising purpose and tasks of Raymond are set by marketing plans and
strategies. Advertising is the use of paid for, sponsor identified material in mass
media. The real purpose of advertising of Raymond is not only one, viz., to sell
something a product, a service, or merely an idea through effective communication. It
attempts to stimulate sales to all customers (present, former and future). It has other
purposes as well. It is used to reassure buyers that they have really made the best
purchase. Thus, advertising of Raymond can build up brand loyalty. It can enhance the
morale of the salespeople and dealers thereby securing enthusiastic distribution of
products. It is also employed to promote the bright image of the company in the
society.

- 41 -
Advertising goals may be divided into four stages of commercial communication as
follows:

(1) Awareness: The prospect most become aware of the

existence of the brand or company. Awareness is the bare minimum goal of
advertising.

(2) Comprehension: The prospect must understand what

the product is and what it will do for him. Comprehension level indicates that
people are not only aware of the brand or company but they also know the brand
name and can recognize the package or trademark. But they are not yet convinced
that they want to buy.

(3) Conviction: The prospect must be mentally convinced

to buy the brand or the product. The conviction level shows brand preference and
intention to buy the product in the near future.

(4) Action: The prospect takes meaningful action. Purchase

decision is duly taken.

ALL THESE GOALS ARE SUCESSFCULLY PRACTISIED BY

RAYMONDINDIA.

SELECTION OF ADVERTISING MEDIA

Selection of media is a crucial part of advertising. The steps here are deciding
on desired reach, frequency, and impact; choosing among major media types; selecting
specific media vehicles; deciding on media timing; and deciding on geographical
media allocation. Then the result of these decisions needs to be evaluated.

Media are the channel or medium by which advertisement reaches to the

consumer. They are called wider and variety vehicles for advertiser for transmission of
promotional message. While selecting media the characteristics of target audience is
the major factor which decides how to give advertisement.

- 42 -
 Suppose a company who has target audience related to higher class and upper
middle class can go through vehicle like television.

The media planner has to know the capacity of the media types to deliver reach
frequency, and impact. The major advertising media along with their costs, advantages
and limitations should consider.
Media planners make their choice among media categories by considering the
following variables:

I. Newspapers:
It is the leading advertising medium. It offers some
definite strength, wide coverage, low cost and selection of topic area.

II. Television:
It has numerous advantages, starting with the
combined impact of sight, sound and motion. It reaches directly to mass audience so
high attention.

III. Direct mail:

In this the advertiser sends the pamphlet, letters or fax (in relation to special
customer) and makes the customers informed. In this we can select the audience, and
flexibility is there.

IV. Radio:
It serves relatively low cost, good local coverage and frequency. It reaches to
people as large. Mass use of it which can help to reach mass audience.

V. Magazine:
It has also high geographic and demographic selectivity. It’s life long as compare
to newspaper or television. High quality production can be possible.

VI. Outdoors:
In this flexibility is there. High repeat exposure is possible and its cost is also
low.

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 VII. Yellow pages:
It has excellent local coverage as well as wide reach, high believability and low
cost.

VIII. Newsletters:
It has very high selectivity. We have full control on it. We can get interactive
opportunities and relatively low cost.

IX. Brochures:
It has flexibility. We have full control on it and can dramatize message.

X. Internet:
It has high selectivity and wide coverage. Interactive possibilities and relatively
low cost.

THUS, RAYMOND USES NEWSPAPER, TELEVISION, MAGAZINES,

OUTDOORS

BROCHURES AND INTERNET.

- 44 -
SETTING THE ADVERTISING BUDGET

One of the most difficult marketing decision facing companies is how much to
spend on advertisement. There are four commonly used methods for setting promotion
budgets. Some specific factors that should be considered when setting the advertising
budget.

A brand’s advertising budget often depends upon its stage in the product life
cycle. For example, new products typically need large advertising budgets to build
awareness and to persuade consumer’s to try the products. In contrast, mature brands
usually require lower budgets as a ratio to sales. Market share also impacts the amount
advertising needed: Because building the market or taking share from competitors
requires larger advertising spending than does simply maintaining current share, low-
share brands in a market with many competitors and high advertising clutter must be
advertised more heavily to be noticed above the noise in the market. Undifferentiated
brands – those that closely resemble other brands in their product class may require
heavy advertising to set them apart. When the product differs greatly from
competitors, advertising can be used to point out the differences to consumers.
We have looked at the steps in planning and sending communication to a target
audience. But how does the company decide on the total promotion budget and its
division among the major promotional tools to create the promotion mix? Once of the
hardest marketing decisions facing a company is how much to spend on promotion.
- 45 -
There are four common methods used to set the total budget for advertising: The
affordable method, the percentage of sales method, the competitive parity method, and
the objective and task method.

1) Affordable Method
Some companies use the affordable method. They set the promotion
budget at the level they think the company can afford. Small business often uses this
method, reasoning that the company can not spend more on advertising than it has.
They start with total revenues, deduct operating expenses and capital outlays, and then
devote some portion of the remaining funds to advertising.
2) Percentage of Sales Method
Other companies use the percentage of sales method, setting their
promotion budget at a certain percentage of the unit sales price. The percentage of
sales method has advantages. It is simple to use and helps management think about the
relationships between promotion spending, selling price, and profit per unit.
3) Competitive Party Method
Still other companies use the competitive-party method, setting their
promotion budges to match competitors’ advertising or to get industry promotion
spending estimates from publications or trade associations, and then set their budgets
based on the industry average.
4) Objective and Task Method
The most logical budget setting method is the objective and task
method, whereby the company sets its promotion budget based on what it wants to
accomplish with promotion. This budgeting method entails (a) Defining specific
promotion objectives, (b) Determining the tasks needed to achieve these objectives
and (c) Estimating the costs of performing these tasks. The sum of these costs is the
proposed promotion budget.
THUS, PERCENTAGE OF SALES METHOD IS ADOPTED BY
RAYMONDINDIA.

- 46 -
ADVERTISING CAMPAIGN OF RAYMOND

Raymond a multi-dimensional brand with immense brand heritage and longevity,

recently unveiled a transitional consumer focussed, clutter-breaking advertising
campaign. This campaign has been conceived and implemented by R K Swamy/
BBDO.

The first phase of this informative campaign has been launched with a dressing guide
manual based on a simple consumer insight i.e. Men want and need information on
how to look their best in every kind of social, personal or work-related situation. The
Campaign offers simple, easy to follow and help-full fashion related tips, which will
also serve to differentiate the brand from the clutter of textile and garment advertising.
The communication concentrates on information and thereby copy.

Commenting on the new advertising campaign for Raymond, Mr. Nabankur Gupta,
Group President, Raymond Limited, said, "Raymond has been the driver and more
often than not, predictors of fashion for the discerning Indian man. With more than 75
years of experience, Raymond is one of the only brands to be in a position to share its
knowledge on fabric, style colours and accessories with the consumer. Our new
campaign focuses on educating the Indian man on the fashion trends and styles for the
season."

- 47 -
This broad campaign platform will accommodate multiple executions dealing with
various aspects of dressing and fashion – so it will have ‘legs’ while yet retaining
newness because of fresh information that is given out each time.

CBS prepares a hyped 'Raymond' finale

US broadcaster CBS is rolling out an aggressive multi-platform marketing and

publicity campaign to support the finale of its sitcom Everybody Loves Raymond. In
India the show airs on Star World.

The multi-layered effort includes a vote on CBS.com for viewers’ all-time favourite
episodes; on-air tributes by celebrities; promotion on Viacom's radio and cable
properties; extensive co-marketing with CBS’s 200-plus affiliated stations; and special
Raymond-themed content on the special CBS Eye on America.

The final episode will be preceded by a one-hour special featuring behind-the-scenes

footage, highlights from the show’s nine seasons and interviews with the cast. On 13
February during the Grammy Awards on CBS, viewers were alerted to vote on
CBS.com for their all-time favorite episodes. The five receiving the most votes will
then be broadcast on CBS in consecutive weeks, beginning 28 February with the fifth
most popular and culminating with the all-time fan favourite on 28 March.

Meanwhile a media report states that the show's final episode has been sold to
advertisers for $1.3 million per 30-second spot. At $2 million per 30 seconds, NBC's 7
May 2004 telecast of the Friends finale still holds the record for the unit rate of a
regularly scheduled prime-time series, followed by the $1.6 million per 30 seconds
NBC averaged for the final Seinfeld telecast in 1998.

On 28 April, CBS and series producers HBO and Worldwide Pants will host a major
red carpet finale party to kick off the final three episodes of the series. Cast members
from the show as well as celebrities who have been fans of Raymond over the years
will be in attendance.

CBS' 200-plus affiliated local stations will provide a package of spots focussing on
great moments in the shows history and other show highlights to the stations to

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customize locally. In addition, CBS has produced a tie-in guide resembling a Barone
family photo album, which is full of ways that stations can promote the finale locally.

The guide includes loads of Raymond trivia questions for local contests (including a
list of guest stars from actor Kevin James to basketball great Kareem Abdul-Jabbar).
There are also multiple concepts for other types of contests such as Everybody Loves A
Mother And Daughter-In-Law Cook-Off -- in the tradition of Marie and Debra --
between mothers and daughters-in-law with a local restaurant chef acting as judge.

Besides on-air, CBS will take its Raymond promotions to the air. Moments on
American Airlines in-flight programne CBS Eye on American. CBS Eye on American
is seen by millions of travelers each month and has aired full episodes of Ratmond
since 1998.

- 49 -
- 50 -
INTERNATIONAL BUSINESS

It all began with a small but significant order from Fiji for Rs. 7,000 worth of Raymond
fabrics. In the St. Erik’s Fair in Sweden, a sizeable order was won and executed and ever since
exports have never looked back.Today, Raymond is the largest exporter of worsted fabrics and
readymade garments to over 58 countries including Australia, Canada, USA, the European
Union and Japan. From winning the first ever Government of India award for outstanding
export performances, Raymond has continued to win a number of export awards. Happily the
export graph continues to rise higher…and higher.The fact that Raymond makes world-quality
fabrics is evident in the global acceptance the brand has achieved. Internationally renowned
menswear designers today style their latest collections from Raymond- the fabric in fashion

WHAT WE EXPORT

FABRICS
All Wool, Wool Rich, Polyester Wool & Polyester Viscose fabrics .Exotic fabrics like Wool Silk, Wool
Cashmere, Cape Wool and Linen blends. Available in variety of finished and stretch properties both
with and without Lycra.

BLANKETS
All Wool, Wool Rich Blankets & Flannels.

GARMENTS
Trousers, Jackets, Suits, Shirts, Jeans and T – Shirts.
Readymade accessories such as Ties, Socks
Handkerchiefs and Leather Belts.

WHERE WE EXPORT

AFRICA
South Africa, Mozambique, Kenya

AMERICA
North America, Canada, Mexico

ASIA
Sri Lanka, Bangladesh

AUSTRALIA
Australia, New Zealand

- 51 -
EUROPE
Germany, U.K., France, Spain

FAR EAST
Hong Kong, Singapore, Malaysia, Indonesia, Japan, Korea, Taiwan, Thailand, China

MIDDLE EAST
U.A.E., Oman, Bahrain, Qatar, Saudi Arabia, Kuwait.

WEST ASIA
Lebanon, Jordan, Syria, Cyprus, Egypt.

- 52 -
- 53 -
Raymond Expansion Plan

With a 60% market share in India, Raymond is today the leading producer of worsted
fabric in the world. With the leadership in textile, Raymond is now making Inroads
into the global apparel market.

Already known internationally to be a quality supplier of fabric to many leading global

brands, Raymond has realized that the dismantling of the Multi Fiber Agreement
provides an opportunity for moving up the value chain. And to cater to this
opportunity, the company has made strategic investments worth around Rs. 100 crores
towards setting-up three garment manufacturing units in Bangalore.

At a total project cost of Rs. 40 crores, Raymond is setting-up a new suit and formal
trouser manufacturing facility at Bangalore, Karnataka with an annual capacity of 5 lac
suits and 10 lac trousers, the first phase of which will be operational by September
2004. The company has recently announced its decision to set-up an additional trouser
line with a capacity of 1000 trousers per day, at the existing manufacturing facility at
Bangalore.

Raymond has invested Rs. 13.57 crores to set-up a Formal shirts facility in Bangalore,
Karnataka with a capacity of 3000 shirts per day which will be implemented through a
new company to be formed.

Raymond has realized that the future growth (domestic and export) in the Denim
segment will stem from both fabric as well as apparel. The company is setting-up a
denim wear manufacturing facility at Bangalore, Karnataka with an annual capacity of
3 million garments at a total project cost of Rs. 44 crores.

In addition to setting-up the denimwear unit, Raymond has also invested Rs. 127
crores towards increasing its denim manufacturing capacities. Through this initiative,
the Raymond Denim manufacturing unit at Yavatmal, Maharashtra will see an
increase in capacity from the existing 20 million meters per annum to 30 million

- 54 -
meters per annum. This initiative makes Raymond the second largest player in the
Denim Denim segment in the country.

With the vision to become a globally recognized player in the areas of core
competence – Textiles and Apparel, Raymond is definitely taking strides in the right
direction.

Year Category Award From

2000 - 01 Blended fabrics of Synthetic Trophy for excellence in Export SRTEPC
Fibres and Natural Fibres Performance
1999 -00 Blended fabrics of Synthetic Trophy for excellence in Export SRTEPC
Fibres and Natural Fibres Performance
1999 -00 Woollen/Worsted Fabrics Trophy for Highest Export WWEPC
Performance
1998 - 99 Woollen/Worsted Fabrics Trophy for Third Highest WWEPC
Export Performance
1997 - 98 Woollen/Worsted Fabrics Trophy for Second Highest WWEPC
Export Performance
1996 - 97 Woollen/Shoddy Blankets Certificate of Merit for Growth WWEPC
in exports.
1996 - 97 Woollen/Worsted Fabrics Trophy for Highest Export WWEPC
Performance
1995 -96 Woollen/Worsted Fabrics Trophy for Second Highest WWEPC
Export Performance
1995 -96 Wollen Readymade Garments Trophy for Second Highest WWEPC
Export Performance

WWEPC: Wool & Woollens Export Promotion Council

SRTEPC: The Synthetic & Rayon Textiles Export Promotion Council.

- 55 -
STORE IMAGES

- 56 -
- 57 -
- 58 -
INTRODUCTION

Being in the last year of B.B.A. the project report of any industry, its marketing
and result is important part and partial of syllabus.

As I have selected “Raymond”, for my project. Specifically my survey topic

was to collect data related to Advertising and Brand of Raymond.

“Raymond” has lots of products so, its advertisement is important aspect. I

personally found it very interesting to make a survey on its Advertisement and Brands
definitely catch one’s eye and attention. And it was again an interesting task to make
survey of how captivating and tempting these ads and brands are as for the purchasing
intentions are concerned.

HOW TO BEGIN

A survey usually originates when an individual or group or institution confers

with an information need and the existing dates are insufficient to conclude or take any
decision.

All these points, are important to consider to get required information to be

collected by a survey.

The objective of a survey should be as specific, clear-cut as possible.

OBJECTIVES OF SURVEY

Any activity done or to be done has certain objective behind it. As project
report is a practical subject and also marketing is ever changing so not just depend on

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books and past data which are available to me, I prefer survey of consumer which is
required to know the Buyer Behavior how differ from one shop to another and one
consumer to another.

The objectives of this survey on Advertising and Brand is:

To identify the effectiveness of Raymond Advertising.

To what extent they influence the purchase decision of the customers.
To identify Brand awareness of Raymond.
To know the importance of Brand Raymond among consumers.

SAMPLING

Sampling is based on the law of statistical regularity and the law of inertia of
large numbers. Under the first law, if a small number of items are picked up from a
large number of items, the sample will tend t possess almost the same characteristics
as the larger or the whole group of items.

A sample is a selection of units from the entire group called the population or
universe of interest. In marketing, a sample is a particular segment or part of the
market and it is the focus for taking marketing decisions which can be applied to the
entire market. The units included in the sample can be easily approached to obtain the
desires information for taking marketing decisions.

The units included in this sample are…

Professionals
Businessman
Housewives
Students (Management)

And the sample size is of 50 persons of Rajkot city.

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METHODS OF DATA COLLECTION

There are two methods of data collection.

(1) Primary Data.
(2) Secondary Data.

(1) Primary Data

Primary data means first hand information. There are the following methods of
obtaining primary data.
(a) Survey by Questionnaire.
(b) Panel Research.
(c) Observation Approach.
(d) Experimental Research.

(2) Secondary Data

There are numerous sources of secondary data. A tedious and time-consuming

library research may give the past desired information. Sources of secondary data are
as under…
(a) Published Survey of Markets.
(b) General Library Research.
(c) Government Publications and Reports.
(d) All Advertising Media (Newspapers, magazines etc.)
(e) Trade Associations.
(f) Universities.
(g) Internal Sources.

Here, I have preferred primary data collection method and Survey by

Questionnaire method.

HOW TO PLAN A SURVEY QUESTIONNAIRE

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 First, the mode of data collection must be decided upon. Once this has been
determined, a questionnaire can then be developed and protested.

Planning the questionnaire is one of the most critical tasks in the survey; social
and behavioral scientist has given a great deal of thought to the design issues involved.

Questionnaire construction has elements that often appear to be just plain,

common sense should be applied. It is common on sense to require that the concept is
clearly defined and questions unambiguously phased; otherwise, the resulting data are
opted to be seriously misleading.

Questionnaire

A questionnaire is a set of questions with or without a blank space for

recording answers. The questions can secure the relevant facts or opinions from
informed and interested respondents included in the sample survey. In designing a
questionnaire utmost care is taken in the structure, wording and sequencing of
questions.

Questionnaire should be simple, easily understandable, direct, pointed, and

well-phrased. The meaning of all questions should be obvious to all respondents. Easy
to answer questions are always welcome. There should be no misleading and
ambiguous questions, no imprecise or leading questions.

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MARKETING RESEARCH REPORT ON
ADVERTISING EFFECTIVENESS OF RAYMOND.

1. Name

2. Age

3. Gender : male ___ female ___

4. occupation :

5. Have you seen the advertisement of Raymond?

Yes ___ No ___

6. If yes, through which media you came to know about it?

Newspaper ___
Hoardings ___
Television ___
Garment shops ___
Other sources ___

7. which appeal did you find in advertisement?

Product oriented appeal ___

Consumer oriented appeal ___
Esteem appeal ___
Others appeal ___

8. Do you get all information through promotional activities of Raymond?

Yes ___ No ___

9. Rank the performance of Raymond in terms of attractiveness of advertisement.?

Excellent ___
Best ___
Good ___
Average ___
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10 In your opinion to get maximum scale in Raymond which policy of advertisement should
company follow?
Introduce new advertisement ___
Change in advertisement ___
Celebrity ___
Continue with the same ___
More flow ___

11. . Any suggestions, if would you like to give for Raymond?

Thank you.!!!

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1) What is your Gender ?

male ___ female ___

70

60

50

40

30

20

10

0
male female

From the above result

70% of responder was male, following 20% are female.

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(2) What is your occupation :

70

60

50

40

30

20

10

0
Professional Businessman students

From the above result we can say that or conclude that who wear
Raymond cloths are Professional, Businessman, students in my survey 65%
people are profession, 25% people are Businessman, and remaining 10%
people are students.

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( 3 ) Have you seen the advertisement of Raymond?

Yes ___ No ___

90
80
70
60
50
40
30
20
10
0
yes no

From the above result we can say that or conclude that 85% people are
say yes and remaining 15% people are say no.

So we can say that advertisement of Raymond is so popular.

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( 4 ) If yes, through which media you came to know about it?

Newspaper ___
Hoardings ___
Television ___
Garment shops ___
Other sources ___

40
35
30
25
20
15
10
5
0
on
gs

ps
er

s
ce
ap

ho
si
in

vi

ur
rd
sp

ts
le

so
oa

en
ew

Te
H

er
m
N

th
ar

O
G

From the above result we can say that or conclude that 30% people are
know through Newspaper, 10% people are know through Hoardings, 40 people are know
through Television, 10% people are know through Garment shops & 10% people are know
through Other sources are know about advertisement of Raymond thought Television and
Newspaper so we can say that Television and Newspaper are important part of an
advertisement.

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 (5) which appeal did you find in advertisement?

Product oriented appeal ___

Consumer oriented appeal ___
Esteem appeal ___
Others appeal ___

40
35
30
25
20
15
10
5
0
ed

al
ed

ed

pe
nt
nt

nt

ap
ie
rie

ie
or

or
to

s
er
er

em
uc

th
um
od

te

O
ns

Es
Pr

Co

From the above result we can say that or conclude 40% of people are
found appeal for product oriented, 20% of people are for consumer oriented, 30%
of people for estem oriented & remaining 10% people are for others oriented.

In my survey I found that most of people are for product oriented. This is
indicating the status of Raymond.

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(6) Do you get all information through promotional activities of Raymond?

Yes ___ No ___

100
90
80
70
60
50
40
30
20
10
0
yes no

From the above result we can say that or conclude that all the 100% people are
know about advertisement through promotional activities of Raymond

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( 7) Rank the performance of Raymond in terms of attractiveness of advertisement.?
Excellent ___
Best ___
Good ___
Average ___

70

60

50
Excellent
40 Best
30 Good
Average
20

10

nk k k nk
Ra an an Ra
1s
t dR 3r d
R
4t h
2n

From the above result we can say that or conclude

In first rank 60% people are say excellent, 24% people are say best,
9% people are say good, 7% people are say average.

In second rank, 33% people are say excellent, 36% people are say
best, 21% people are say good, 10% people are say average.

In third rank 4% people are say excellent, 30% people are say best,
39% people are say good, 27% people are say average.

In fourth rank 3% people are say excellent, 6% people are say best,
37% people are say good, 54% average.

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 (8) In your opinion to get maximum scale in Raymond which policy of advertisement
should company follow?

Introduce new advertisement ___

Change in product ___
Celebrity ___
Continue with the same ___
More flow ___

35
30
25
20
15
10
5
0
v.

v.

w
rity

e
ad

ad

Fl o
am
leb
ew

hs
in

re
Ce
ge

Mo
en

wit
an
uc

nt.
Ch
rod

Co
Int

From the above result we can say that or conclude 28% people are say for
Introduce new advertisement, 28% people are say for Change in advertisement, 31% people
are say for Celebrity, 15% people are say for Continue with the same , 3% people are say
for More flow.

In I found that more people are demand of celebrity in advertisement of Raymond.

i.e. helpful for effectiveness of advertisement .

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CONCLUSION

Thus, from being the pioneers in the textile and men’s ready to wear business in India to
becoming the largest integrated manufacturer of worsted textile in the world, Raymond has
taken a leadership stance in each of its ventures. Keeping in line with its core brand values of
Excellence, Quality and Leadership, the Raymond group has always believed that leadership
comes not only with volumes but also with the variety and quality of the offering.

With an installed capacity of 25 million metres, Raymond is today the leading producer
of worsted fabric in the world with 60% market share in India. The company’s state-of-
the-art textile manufacturing facility located at Chhindwara, Madhya Pradesh, is one of the
best and largest integrated worsted textile plants in the world. Apart from being the largest,
Raymond also offers a variety of more than 12,000 fabric options, thus making it one of the
most vibrant textile companies in the world.

Demonstration of Raymond’s capabilities in worsted textile is the recent launch of the world’s
finest fabric - Super 220S. Raymond is the only company in India, besides perhaps only two
others in the world, with such technical know-how and expertise to manufacture this priceless
fabric made from superfine 12.5 micron of wool.

With the leadership in textile, Raymond is also making inroads into the global apparel market.
Already known internationally to be a quality supplier of fabric to many leading global brands,
Raymond has realised that the dismantling of Multi Fibre Agreement provides opportunity for
moving up the value chain. Recent investments in setting-up Formal wear and Denim wear
units in Bangalore is a step towards becoming a global player in this sector.

Apart from textiles and apparel, Raymond continues to remain the leader in the
engineering files segment in India and is the largest producer of files in the world.
Raymond controls close to 90% market share in India and about 25% in the world, giving it
the No 1 position in the world market.

With the vision to become a globally recognised player in the areas of core competence,
Raymond is definitely taking strides in the right direction.

The Raymond philosophy is best conveyed through three key words – Excellence,
Quality and Leadership. They aim to dominate the apparel and fashion business in India

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and have a pronounced position in the international market. The vision of eventually
moulding Raymond into a global brand name is a constant one. Though taking Raymond
into the international arena will not be a very easy proposition, because India is still far
behind in the readymade garment industry. Nonetheless they are very optimistic and are
looking ahead at the future with more confidence than ever before.

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BIBLOGRAPHY

SITE : WWW.RAYMONDINDIA.COM

REFRENCE BOOKS : MARKETING MANAGEMENT- PHILIP KOTLER

MARKETING RESEARCH - G.C. BERRY

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 Questionnaire
1. What is the primary industry in which Raymond operates?
a) Automobile
b) Textile and Apparel
c) Electronics
d) Pharmaceutical

2. Which of the following is NOT a component of Raymond's marketing

strategy?
a) Brand Positioning
b) Product Portfolio
c) Inventory Management
d) Market Segmentation
3. What aspect of Raymond's branding initiatives involves creating a distinctive
image in the minds of consumers?
a) Pricing Strategy
b) Market Segmentation
c) Brand Positioning
d) Sales Promotion

4. Which sales technique involves the training of sales staff to engage effectively
with customers?
a) Personal Selling
b) Sales Promotion
c) Retail Presence
d) CRM

5. In Raymond's pricing strategy, what approach is commonly adopted for certain

products?
a) Premium Pricing
b) Economy Pricing
c) Penetration Pricing
d) Skimming Pricing
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6. Which of the following is NOT a retail channel utilized by Raymond?
a) Exclusive Stores
b) Multi-brand Outlets
c) Supermarkets
d) Online Platforms

7. What does CRM stand for in the context of Raymond's sales techniques?
a) Customer Relations Management
b) Customer Retention Model
c) Customer Relationship Management
d) Consumer Resource Management

8. Which technology integration aspect is NOT commonly seen in Raymond's

marketing and sales operations?
a) E-commerce Platforms
b) Virtual Reality Experiences
c) Social Media Marketing
d) Traditional Print Advertising

9. How does Raymond adapt to changing market trends and consumer

preferences?
a) By ignoring market trends
b) By introducing outdated products
c) By embracing market trends and innovation
d) By maintaining a rigid product portfolio

10. What are the key performance indicators (KPIs) used to measure the
effectiveness of Raymond's marketing and sales efforts?
a) Stock Prices
b) Customer Feedback
c) Employee Satisfaction
d) Weather Patterns

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11. Which of the following is NOT a challenge faced by Raymond in
implementing its marketing and sales strategies?
a) Competition
b) Economic Factors
c) Changing Consumer Behavior
d) Unlimited Resources

12. How does Raymond enhance customer loyalty through its sales techniques?
a) By providing poor customer service
b) By offering exclusive discounts to new customers
c) By implementing effective CRM strategies
d) By increasing product prices regularly

13. What type of promotional activities does Raymond engage in to stimulate

sales?
a) Offering free products with every purchase
b) Increasing product prices during festive seasons
c) Reducing product quality
d) Implementing loyalty programs and discounts

14. What is the primary focus of Raymond's brand positioning strategy? a)

Targeting all market segments equally
b) Creating a unique and desirable brand image
c) Providing low-quality products at low prices
d) Ignoring customer feedback and preferences

15. Which of the following is NOT a component of Raymond's product portfolio?

a) Fabrics
b) Apparel
c) Electronics
d) Accessories

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16. How does Raymond utilize technology in its marketing and sales operations?
a) By avoiding technology altogether
b) By implementing outdated technology
c) By leveraging e-commerce platforms and digital marketing
d) By relying solely on traditional advertising methods

17. What role does market segmentation play in Raymond's marketing strategies?
a) It helps Raymond target all consumers uniformly
b) It allows Raymond to ignore consumer preferences
c) It enables Raymond to tailor strategies for different consumer groups
d) It has no impact on Raymond's marketing efforts

18. Which of the following is NOT a sales channel utilized by Raymond?

a) Exclusive Stores
b) Online Platforms
c) Multi-brand Outlets
d) Direct Mail Marketing

19. How does Raymond adapt its sales techniques to changing market dynamics?
a) By maintaining a rigid approach to sales
b) By ignoring market changes
c) By embracing innovation and customer-centric approaches
d) By reducing the number of sales channels

20. What role does sustainability play in Raymond's marketing and sales
strategies?
a) It is not considered in Raymond's strategies
b) It is a minor consideration in Raymond's strategies
c) It is integrated into Raymond's strategies to appeal to environmentally-conscious
consumers
d) It is the primary focus of Raymond's strategies

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