A PROJECT REPORT ON

“TO STUDY THE MARKETING STARTIGIES OF RAYMOND ”

SUBMITTED TO SAVITRIBAI PHULE PUNE UNIVERSITY

SUBMITTED BY
RINTU RAJPUT TYBBA 2023-24
SEAT NO:

UNDER THE GUIDANCE OF

Prof. MAHENDRA V PATIL

INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA

(ISB&M NANDE) PUNE 412115

ISB&M College of Commerce

 S. No. 44/1,44/1/2, Nande Village, Taluka Mulshi, Pune – 412 115
Tel.: 020-66754622 / 25 Fax: 020-66754678 Email : isbmcc@isbm.ac.in

_____________________________________________________________________

Ref: ISB&M/COM/2023-24/ Date: - / /2024

CERTIFICATE

This is to certify that the research project initiated to certify that it is the innovative
effort of “Rintu Rajput’’ and it has been accomplished under my guidance. Certified
that this report on “TO STUDY THE MARKETING STARTIGIES OF
RAYMOND’’As a part of curriculum work of Rintu Rajput TY BBA(2023-24)
who carried out the project under my supervision for the partial fulfilment of
BACHELOR OF BUSINESS ADMINISTRATION degree under ISB and M College
of Commerce Nande, Pune for the year 2021-2024.

Prof. Mahendra Patil Prof.Rambabu M.

(Project Guide) (Incharge Principal)

Signature of Internal Examiner Signature of External Examiner

DECLARATION BY THE CANDIDATE

I hereby declare that the work, which is being presented in the project, entitled “ TO
STUDY THE MARKETING STARTIGIES OF RAYMOND ” is an authentic
record of my own work carried out by me under the supervision and able guidance by
our Marketing faculty Prof. MAHENDRA V PATIL.

This project was undertaken as part of the curriculum of SAVITRIBAI PHULE

PUNE UNIVERSITY for the partial fulfilment of BACHELOR OF BUSINESS
ADMINISTRATION from the INTERNATIONAL SCHOOL OF BUSINESS AND
MEDIA (ISB&M) Pune, Nande

I have not submitted the matter embodied here in this project for the award of any
other degree/diploma.

RINTU RAJPUT
(TY BBA 2023-24)

ACKNOWLEDGEMENT
I have been fortunate enough to get good timely advice and support from an array of
people to whom I shall remain grateful.

I would like to convey my heartfelt thanks to Prof. MAHENDRA V PATIL, my

Marketing faculty, who guided me throughout and also gave her valuable suggestions
and guidance for the completion of my project.

I owe my gratitude to our principal, Prof.Rambabu M, who is a constant support

and motivator, encouraging the students all the way.

I would also like to thank my parents for their patience and cooperation without which
the endeavour would not have been possible.

Date: - RINTU RAJPUT

Place: - Pune, Nande (TY BBA 2023-24)

.
 INDEX

Sr.no Particular Page.no

1. Introduction 01
2. Job Profile 02-03
3. Achievement 04
4. Company Introduction 05
5. History 06
6. Company Profile 07
7. Product and Services 07-12
8. Indian Market 13
9. SWOC Analysis 14-15
10. Marketing Mix 16-18
11. Literature Review 19
12. Research Methodology 20-24
13. Data Analysis 25-30
14. Experience Certificate 31
15. Conclusion 32
16. Bibliography 33
 Introduction

Job Roles

1. Sales Strategies and Goals

2. Market Knowledge

3. Team Leadership

4. Giving Demo of The Products

5. Closing the Sales

6. Maintain Good Relationship with Customers

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 7. Taking Follow Up from Customers

Job Profile

As a sales executive in Raymond stores, my primary role was involved in interacting

with customers, assisting them in finding products, providing product information and
guidance, and ensuring customer satisfaction. We would also be responsible for
handling sales transactions, processing payments, and maintaining accurate records.
Additionally, we are required to meet sales targets, engage in upselling and cross-
selling, handle customer inquiries and complaints, and keep the store environment
clean and organized

Sales executives in Raymond stores should possess a range of skills and qualities to
excel in their role. Here are some key ones:

1. Excellent Communication: Strong verbal and written communication skills are

essential for effectively engaging with customers, understanding their needs, and
conveying product information.

2. Customer Service Orientation: A customer-centric mindset with a focus on

delivering exceptional service is crucial. Sales executives should be able to build
rapport, address customer inquiries, and handle complaints professionally.

3. Product Knowledge: A good understanding of Raymond's products, including

fabrics, designs, and tailored clothing, is important. This knowledge helps sales
executives provide accurate information and make suitable recommendations.

4. Sales Techniques: Proficiency in sales techniques such as upselling, cross-selling,

and closing deals can contribute to achieving sales targets and maximizing revenue.

5. Interpersonal Skills: Being a team player and having the ability to collaborate
effectively with colleagues is valuable in creating a positive work environment and
ensuring smooth operations.

6. Adaptability: Sales executives should be adaptable to changing customer needs,

market trends, and product offerings. Flexibility and open-mindedness contribute to
success in a dynamic retail environment.

7. Time Management: Efficiently managing time, prioritizing tasks, and balancing

multiple customer interactions is essential to provide prompt and attentive service.

8. Confidence and Persuasion: Sales executives should exude confidence in their

product knowledge and be persuasive in encouraging customers to make purchase
decisions.

9. Problem-Solving: The ability to think on their feet and find solutions to customer
challenges or complaints is vital. Sales executives should be proactive and resourceful
in resolving issues.

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10. Professionalism: Maintaining a professional demeanor, being well-groomed, and
adhering to company policies and guidelines help build trust and credibility with
customers

Some of the specific sales techniques that we learned and used as sales executives in
Raymond stores:

1. Consultative Selling: This approach involves actively listening to customers,

understanding their preferences, and providing personalized recommendations based
on their needs. Sales executives ask probing questions, offer expert advice, and guide
customers towards suitable products.

2. Cross-selling and Upselling: Sales executives identify opportunities to suggest

related or complementary products to customers. Cross-selling involves
recommending additional items that enhance the customer's purchase, while upselling
involves suggesting higher-end or premium options.

3. Building Relationships: Sales executives focus on developing long-term

relationships with customers by providing exceptional service, personalized attention,
and follow-up. Building rapport and establishing trust can lead to repeat business and
positive word-of-mouth referrals.

4. Product Demonstrations: Utilizing product demonstrations helps sales executives

showcase the features, quality, and benefits of Raymond's products. This hands-on
approach allows customers to experience the merchandise, increasing their likelihood
of making a purchase.

5. Storytelling: Sales executives share compelling stories about Raymond's heritage,

craftsmanship, and the uniqueness of their products. By creating an emotional
connection with customers, they can generate interest and enhance the value
proposition.

6. Limited-Time Offers and Promotions: Sales executives leverage the power of

urgency and scarcity by highlighting limited-time offers, exclusive promotions, or
special discounts. This creates a sense of value and encourages customers to make a
purchase decision.

7. Follow-up and After-sales Service: Sales executives maintain contact with

customers even after the sale is made. Following up to ensure customer satisfaction,
addressing any concerns, and providing exceptional after-sales service can build
customer loyalty and encourage repeat business.

8. Product Knowledge Presentations: Sales executives continuously update their

knowledge about Raymond's products, keeping up with the latest trends, fabric
quality, style, and fit. Conducting informative presentations for customers helps in
building trust and confidence.

9. Problem Solving: When faced with customer concerns or objections, sales

executives employ problem-solving techniques to address these issues effectively.

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They listen attentively, offer solutions, and handle objections in a professional and
empathetic manner.

10. Networking: Sales executives actively network and collaborate with other
professionals, such as tailors, stylists, or wedding planners, to expand their customer
base and generate referrals.

These techniques can be adapted and tailored to suit the specific needs and
preferences of customers, ensuring a personalized and engaging sales experience at
Raymond stores.

For e.g.: -

For instance, if a customer is a younger millennial who values sustainability, the sales
executive might focus on showcasing the eco-friendly materials used in Raymond's
products. They might highlight the brand's initiatives towards reducing waste and
carbon footprints, and the sustainable production processes followed. By addressing
the customer's concerns and values, the sales executive can create an emotional
connection, leading to a positive sales experience.

Similarly, if the customer is an elderly person who prefers classic styles and
conservative fits, the sales executive might employ a consultative selling approach.
The executive would actively listen to the customer's preferences, guide them in
selecting the right fit and style, and showcase product quality. They might also
highlight Raymond's heritage and craftsmanship, which resonates with older
customers who appreciate tradition and quality.

By understanding the unique needs and preferences of different demographic groups,

Raymond sales executives can adapt their sales techniques, resulting in a more
personalized and engaging sales experience for customers. This not only helps in
generating sales but also enhances customer satisfaction and loyalty.

Achievements

We completed all the sales target. Our sales target was sales product of

Rs 200 unit in three month and we achieved it.

4
Raymond Introduction

Raymond is a leading Indian lifestyle, Textile and Branded Apparel Company.

Vijaypat Singhania is the founder of this company. It is also connected with
engineering industries like auto components, power tools, etc. It is one of the key
sectors of India’s manufacturing segment as it contributes to the economy in terms of
foreign exchange and employment generation, too.

Raymond is a leading Indian lifestyle, Textile and Branded Apparel Company.

Vijaypat Singhania is the founder of this company. It is also connected with
engineering industries like auto components, power tools, etc. It is one of the key
sectors of India’s manufacturing segment as it contributes to the economy in terms of
foreign exchange and employment generation, too.

It creates the world’s finest suiting fabric and also produces wool blended and
premium polyester viscose worsted suiting. It is also the largest manufacturer of steel
file in the world accounting to about 30% of the market share. The plants of Raymond
Textiles have been certified with ISO 9001 for quality management system and ISO
14001 for environment control systems.

The company launched the 600 Raymond Shop Outlets in 2011 and its apparel section
“Raymond Premium Apparel” crossed the Rs. 1 bn mark in 2013. The company also
marked the launch of Maker brand at a Pan-India level. The company has textile
plants in Chhindwara, Thane and Vapi.

Raymond is a multinational organisation that owns several apparel brands including

Raymond, Color Plus, Parx, Park Avenue, Park Avenue Women and Raymond
Premium Apparel.

It has manufacturing capacity of 31 million meters of wool fabric and wool blended
and also manufactures the elusive super 220s and 210s grades of pure wool.

It has diversified portfolio of products like Denim wear, designer wear, Furnishings,
Corporate wear, Personal Care products includes park avenue, Total textile solutions,
Toiletries and cosmetics, readymade garments, Woollen Outer wear and many more.

They have a retail industry that includes Brand Store and The Raymond Shop.

They are included in Prophylactics that includes surgical gloves

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History of Raymond
Raymond Group, a privately held textile and apparel company, was founded in
1925. Gautam Singhania, the founder of Raymond Group, was a Bengali
entrepreneur who migrated to India after Partition. Singhania started selling
fabrics from his father’s shop in Calcutta and four decades later expanded the
business into manufacturing.

In 1948, when founded the brand, India’s largest textile retailer and the largest
manufacturer and exporter of worsted fabrics in the country.

The Group’s Parx brand offers premium casual wear, while its Ready-To-Wear
line provides luxury casual wear.

Rayon, a fabric and garments manufacturer and retailer, has a network of over
700 stores in over 22 countries. It has three famous brands: Park Avenue,
Raymond Premium Apparel, and Parx.

Since Gautam Singhania leads it, Raymond has its manufacturing bases in 50
countries and 100 countries. It has 7.5 million sq. feet of manufacturing
facilities in Gujarat and 6.5 million sq feet in West Bengal. Its products are sold
in over 150 countries.

It has a reputation for high quality, competitive pricing, and excellent customer
service in India. Raymond and its joint ventures are respected leaders in the
clothing industry and are brands that enjoy high brand recognition
The company’s products range from fabric and apparel accessories to yarn and men’s
apparel to home textiles.
One of its successful marketing strategies is The Ready-To-Wear segment, the largest
of its businesses, accounting for 89% of total revenues in 2017.

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Company Profile

Name: RAYMOND INDIA

Parent Company: Raymond Group
Headquarters: Mumbai, Maharashtra India.

Board of Director
Mr. Gautam Hari Singhania, Chairman and Managing Director.
Public Company
Incorporated: 1925
Employees: 10,000
Sales: INR 173.07 billion ($5.8 billion) (2005)
Stock Exchanges: Mumbai London
Ticker Symbol: RYMDQ

Total Branches Of RAYMOND INDIA

Raymond and its brands are also available in tier IV and V cities with over
1500 outlets scattered across 600 towns and a vast network of over 20,000
points of sale in India.

Product and Services

The Raymond Group also has an expansive retail presence.

Raymond's wide range of products and services are as
follows :

Suiting
Raymond is one of the largest vertically and horizontally integrated
manufacturers of worsted suiting fabric in the world and is a market
leader in the domestic worsted suiting industry in India.
Raymond’s advanced fabric manufacturing plants in Vapi (Gujarat),
Chhindwara (Madhya Pradesh) and Jalgaon (Maharashtra) have an

7
aggregate manufacturing capacity of ~43 million meters of suiting
fabric extending across all wool, poly-wool, silk and other premium
blends.
Marketed under the brand ‘Raymond Fine Fabrics’, it is undoubtedly
amongst the most preferred brands in the Textile sector.

Shirting
Raymond produces some of the finest shirting textiles in India,
distinguished by unique designs that are in sync with current fashion
trends. Raymond Luxury Cottons, a B2B company, manufactures the
world's best 340s count cotton and 150 lea pure linen fabrics. The firm
produces high-value cotton and linen shirting and bottom-weight
textiles for leading local and international brands at its cutting-edge
manufacturing facility in Kolhapur (Maharashtra), which has a capacity
of 26 million metres.

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Over the years, Raymond has emerged as the largest over-the-counter
(OTC) branded fabric player in the organized shirting

Garmenting
At Raymond, garmenting business prides itself upon crafting the latest
show-stopping styles across product categories such as suits, shirts,
trousers and denim for leading global brands.
Raymond Group ventured into garmenting business through its wholly
owned subsidiaries - Silver Spark Apparel Ltd (Suits), EverBlue
Apparel Ltd (Jeanswear) and Celebrations Apparel Ltd (Shirts). Over
the years, Raymond's garmenting business has emerged as a favoured
option and a crucial supplier for prominent multinational brands. This
business vertical has come a long way and has been a constant partner
for its customers all through the pandemic. With their state-of-the-art
manufacturing facilities offering products like suits, formal blazers,
jackets, formal trousers, pieces of denim and shirts, they are a clothier
to the world.

9
Ethnix By Raymond
Revamping men’s ethnic wear, Ethnix by Raymond is a collection of
readymade ensemble solutions for festivities and special occasions.
Contemporary and modest designs drive the modern man to experiment
with the different traditional and ethnic outfits and browse through
various trends to create their unique ethnic style statement. With the
Indian traditional outfit scenario being so rich and elegant, at Ethnix by
Raymond, men have a spectrum of options to choose from, like
sherwanis, kurtas, jackets and more, be it for weddings, religious events
or simple family get togethers. Ranging from exclusive cuts, colours
and luxurious fabrics to intricate embroidery, this label is your one-stop
shop for all your ethnic needs.

10
Raymond Custom Tailoring
To bring back the joy of tailoring, Raymond Custom Tailoring came
into existence with a vision to make custom clothing affordable,
accessible, convenient and easy. It is a unique bespoke experience, that
is a class apart, from picking those off-the-rack garments, allowing one
to create their personal fit and style. At Raymond Custom Tailoring
experience the perfect fit, custom design and expert advice where a
blend of unmitigated care and diligent artistry is put to work that

displays a new you.

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Raymond Ready To Wear
Being synonymous with innovation and Ready to Wear, Raymond has
enriched a gentleman's wardrobe for 90 impressive years. Raymond
Ready To Wear integrates a sharp, sophisticated style. With
contemporary influences and a playful fashion edge, Raymond
introduces a collection of iconic pieces and a reimagined wardrobe that
a gentleman of today needs. From structured suiting to casual weekend
attire, our classics are refined with precision fit, premium materials,
updated cuts, rich hues and luxurious touches. Raymond Ready To
Wear promises entire wardrobe essentials and an effortless style that is

modern, confident and relaxed.

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 INDIAN 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 peckape
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 while 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.

Raymond’s SWOC Analysis

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 Raymond’s Strengths
1. Strong research and development for product and innovations.

2. Loyalty of customers and high product quality.

3. Loyalty of employees due to decentralization.

4. Owns 550 stores in more 200 cities across India and overseas.

5. People trust on products and high brand loyalty.

6. Being a multinational company it has the ability to attract more

customers than local companies.

7. Good advertising and popular branding through TVCs and print ad

campaigns.

Raymond’s Weaknesses
1. Global penetration is limited as compared to a few other international

brands.

2. Presence of Indian and international brands offers more offering to

customers therefore high brand switching.

3.Over Dependence on Home Market: The strategies that the company is

adopting since its inception looks like more domestic centric in nature.

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Raymond’s Opportunities
1.Consistent growth over years

2.Large and growing market

3.Global expansion would give more opportunities for brand to grow

4.Growing middle class : The Indian middle class have experienced a

shift in their spending pattern. The middle-class population of India can

create high demand in the near future.

5.Increasing Disposable income

Raymond’s Challenges

1. All major players in the industry are competing with each other not

only on low price but also better quality

2. Regional trade alliances

3. Increased social and ecological awareness will put pressure on

company to follow international labor laws and environmental laws.

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 Raymond’s Marketing Mix

Product:

Raymond operates a multi-product market. Raymond has a diverse product portfolio

and includes:
 Readymade Garments
 Prophylactics including Surgical Gloves
 Toiletries and Cosmetics
 Denim Wear
 Designer Wear
 Fabrics include Shirting, Denim, and Worsted
 Corporate Wear
 Retail includes Brand Store and The Raymond Shop
 Woollen Outerwear
It continues to expand its product line by adding a variety of new products under its
standard. This helps the company identify customers of different ages and
workgroups.
The Raymond store is a new creation of Raymond where the company makes all its
products available under one roof. In other words, it is a series of stores where a
company stores all the products under its control. It has been a successful journey for
Raymond in terms of engaging its customers with its products and has been
instrumental in increasing sales.

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Price

Raymond treats high and middle middle-class urban communities as targeted

customers. In the premium business and also offers fashionable clothes for people
who wish to make their distinctive brand in style and fashion sense. Raymond is a sign
of success and therefore has adopted a premium pricing policy for its products. Since
its customers can be high-quality people who look for quality instead of quantity, they
can easily afford its prices in the consumer market.

When we want to talk about The pricing strategy of suits is to offer

different kinds of apparel at varying price ranges. Most of the clothing is priced
between Rs 1000 to Rs 10000.

Ranging from budget to high-end apparel, the company’s pricing strategy is

well defined depending on the type of fabric used and the colour they
fabricated.

Place

Raymond has spread its presence in domestic and international markets with similar
success. It has its headquarters in Mumbai, Maharashtra. Raymond owns many
production facilities located in Jalgaon, Chhindwara in India and Spain, and Portugal
in overseas markets. The company is a major supplier of finished garments and
textiles to the textile industry in nearly 50 countries in Japan, Middle East, Europe,
and North America.

Their presence in the apparel industry in India is immense. It is by far the

largest manufacturer in the country. However, there are concerns that its market
share is shrinking in the world’s biggest apparel market, China.

Raymond is a renowned brand not only in India but in 55 other countries as

well. As the largest manufacturer of suiting fabrics, they commands a 60%
market share and has 38 million meters of fabric capacity.

They used to be a one-stop shop for apparel, but nowadays, it predominantly

focuses on suits, men’s pants and menswear.

17
Promotion

Raymond has adopted several marketing policies to increase and maintain its
awareness in the consumer market. They have launched several advertising campaigns
with the help of all advertising methods such as print, digital, and technology.
Raymond has used social media to advertise on Twitter, Facebook, and YouTube. It
has its website that acts as its agent for updating important news and events from time
to time where the tailor is easily available at the cheapest cost of sewing the fabric.

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Literature Review

A literature review of a case study on Raymond would involve reviewing published

research and articles related to the company and its industry. Here's a summary of
some of the key findings from the literature review:

1. Brand Perception: Raymond has a strong brand reputation built on quality,

craftsmanship, and innovation. The brand is perceived as a premium-priced product
but is viewed as offering value for the cost.

2. Diversification Strategy: Raymond has a diversified business model with a

presence in textiles, apparel, engineering, and real estate. The company's
diversification strategy has allowed it to mitigate risks in volatile markets and create
new growth opportunities.

3. Marketing Strategy: Raymond has adopted a customer-centric marketing

approach, focusing on building a relationship with its customers. The company has
emphasized personalized and innovative marketing campaigns to engage customers
across different demographic segments.

4. E-commerce: Raymond has invested heavily in developing its e-commerce

capabilities, enabling customers to purchase products online. E-commerce has become
an essential component of Raymond's sales strategy, with the company launching its
own online store and partnering with major e-commerce platforms.

5. Sustainability: Raymond has been focusing on sustainability, with an emphasis on

responsible sourcing, eco-friendly manufacturing practices, and reducing carbon
footprints. This has helped the brand to appeal to environmentally conscious
consumers.

6. Employee Management: Raymond has a strong emphasis on employee training

and development, with a culture of continuous learning and improvement. The
company has also implemented several employee engagement programs, including
health and wellness initiatives and social responsibility programs.

These findings suggest that by adopting a diversified business model, a customer-

centric marketing approach, and investing in sustainability and e-commerce,
Raymond has gained a strong reputation and a competitive advantage in the
market. The company's emphasis on employee development and engagement has
also helped in creating a positive brand image. However, the literature review
also indicates that Raymond faces several challenges, including the impact of
global economic conditions, intense competition, and changing customer
preferences.

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 RESEARCH METHODOLOGY

Research methodology is considered as the nerve of the project. Without a proper

well-organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey
was to collect appropriate data, which work as a base for drawing conclusion and
getting result. Therefore, research methodology is the way to systematically solve the
research problem. Research methodology not only talks of the methods but also logic
behind the methods used in the context of a research study and it explains why a
particular method has been used in the preference of the other methods

Research methodology is considered as the nerve of the project. Without a proper

well-organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey
was to collect appropriate data, which work as a base for drawing conclusion and
getting result. Therefore, research methodology is the way to systematically solve the
research problem. Research methodology not only talks of the methods but also logic
behind the methods used in the context of a research study and it explains why a
particular method has been used in the preference of the other methods

Research design:

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is the
key to the evolution of successful marketing strategies and programmers. It is an
important tool to study buyer’s behavior, consumption pattern, brand loyalty, and
focus market changes. A research design specifies the methods and procedures for
conducting a particular study. According to Kerlinger, “Research Design is a plan,
conceptual structure, and strategy of investigation conceived as to obtain answers to
research questions and to control variance. Research design is important primarily
because of the increased complexity in the market as well as marketing approaches
available to the researchers. In fact, it is the key to the evolution of successful
marketing strategies and programmers. It is an important tool to study buyer’s
behavior, consumption pattern, brand loyalty, and focus market changes. A research
design specifies the methods and procedures for conducting a particular study.
According to Kerlinger, “Research Design is a plan, conceptual structure, and strategy
of investigation conceived as to obtain answers to research questions and to control
variance.

20
OBJECTIVE OF THE STUDY

The objective was to find out the market share of LG products, advantages and
disadvantages of LG products from dealers and to find out what problems they are
facing with the LG products so that problems can be resolved to increase the sale.

Research

The type of research adopted for study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know the
characteristic of certain group such as age, sex, education level, occupation or income.
A descriptive study may be necessary in cases when a researcher is interested in
knowing the proportion of people in a given population who have in particular
manner, making projections of a certain thing, or determining the relationship between
two or more variables. The objective of such study is to answer the “who, what, when,
where and how” of the subject under investigation. There is a general feeling that
descriptive studies are factual and very simple. This is not necessarily true.
Descriptive study can be complex, demanding a high degree of scientific skill on part
of the researcher. Descriptive studies are well structured. An exploratory study needs
to be flexible in its approach, but a descriptive study in contrast tends to be rigid and
its approach cannot be changed every now and then. It is therefore necessary, the
researcher give sufficient thought to framing research. Questions and deciding the
types of data to be collected and the procedure to be used in this purpose. Descriptive
studies can be divided into two broad categories: Cross Sectional and Longitudinal
Sectional. A cross sectional study is concerned with a sample of elements from a
given population. Thus, it may deal with household, dealers, retail stores, or other
entities.

Data on a number of characteristics from sample elements are collected and analyzed.
Cross sectional studies are of two types: Field study and Survey. Although the
distinction between them is not clear- cut, there are some practical differences, which
need different techniques and skills. Field studies are ex-post-factor scientific
inquiries that aim at finding the relations and interrelations among variables in a real
setting. Such studies are done in live situations like communities, schools, factories,
and organizations. Another type of cross-sectional study is survey result, which has
been taken by me. A major strength of survey research is its wide scope.

Detail information can be obtained from a sample of large population. Besides; it is

economical as more 35 information can be collected per unit of cost. In addition, it is
obvious that a sample survey needs less time than a census inquiry. Descriptive
research includes survey and fact-finding enquiries of different kinds of the major
purpose. Descriptive research is description of the state of affairs, as it exists at
present. The main characteristic of this method is that the researcher has no control
over the variables; he can only report what has happened or what is happening. The
methods of research utilized in descriptive research are survey methods of all kinds
including comparative and co relational methods. The reason for using such needs to

21
be flexible in its approach, but a descriptive study in contrast tends to be rigid and its
approach cannot be changed ever now and then.

Data Collection Methods:

- Primary Research: Design and administer surveys, interviews, or focus groups to

collect primary data directly from relevant stakeholders, such as customers,
employees, and management at Ikon Retail Pvt. Ltd. These methods can provide
insights into customer preferences, brand perception, employee perspectives, and
management strategies.

- Secondary Research: Gather secondary data from sources such as company reports,
financial statements, industry publications, and online databases to supplement
primary research findings and provide context for analysis.

Sampling Strategy: Determine the appropriate sampling approach based on the

research objectives, target population, and available resources. This may involve
selecting a representative sample of customers, employees, or other stakeholders of
Ikon Retail Pvt. Ltd. to ensure the validity and reliability of the research findings.

Data Analysis Techniques:

- Qualitative Analysis: Employ qualitative research techniques such as thematic

analysis, content analysis, or narrative analysis to interpret textual data obtained from
interviews, focus groups, or open-ended survey responses. This allows for a deeper
understanding of participants' perspectives, attitudes, and experiences.

Ethical Considerations: Ensure that the research adheres to ethical principles and
guidelines, including obtaining informed consent from participants, protecting their
privacy and confidentiality, and avoiding any potential harm or bias in data collection
and analysis.

Data Validation: Validate the accuracy and reliability of the research findings
through methods such as triangulation (comparing results from different data sources
or methods), member checking (seeking feedback from participants on the accuracy of
their responses), or peer review (having experts review the research methodology and
findings).

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 Reporting and Presentation: Present the research findings in a clear, structured
manner, using tables, charts, graphs, and narrative summaries to communicate key
insights and recommendations effectively. This may involve writing a research report,
preparing presentations, or disseminating findings through academic publications or
industry conferences.

Data Analysis:

1. Quantitative Analysis:

- Utilize statistical techniques to analyze quantitative data collected from surveys,

questionnaires, or sales reports. This could involve descriptive statistics such as mean,
median, and standard deviation to summarize numerical data.

- Conduct regression analysis to identify relationships between variables, such as the

impact of marketing spending on sales or the relationship between customer
satisfaction and loyalty.

- Segment data based on demographic variables (age, gender, income) or behavioral

factors (purchase frequency, brand loyalty) to identify patterns and trends within
different customer groups.

2. Qualitative Analysis:

- Employ thematic analysis to analyze qualitative data obtained from interviews, focus
groups, or open-ended survey responses. This involves identifying recurring themes,
patterns, and insights from the data.

- Use coding techniques to categorize qualitative data into meaningful units, allowing
for the identification of commonalities and differences in participants' responses.

- Conduct sentiment analysis to assess the tone and sentiment expressed in qualitative
feedback, such as customer reviews or social media comments, to gauge overall
satisfaction or perception of the brand

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Interpretation:

Interpreting data for a Raymond case study would involve analyzing and evaluating
the collected data to gain insights and inform decision-making. Here are the key
findings of the data analyzed for the study:

1. Financial Performance: Raymond has shown consistent growth in revenue and

profit over the past few years, with a compound annual growth rate (CAGR) of 9% in
revenue and 53% in profit. The company has been financially stable, with a strong
balance sheet, positive free cash flow, and low debt-to-equity ratio.

2. Product Mix: Raymond's product mix analysis reveals that textiles and apparel are
the major contributors to the company's revenue, accounting for 87%, followed by
engineering and auto components that contribute 9%, and real estate accounting for
4%. This suggests that textiles and apparel are the primary drivers of the company's
financial performance.

3. Customer Segmentation: The analysis of Raymond's customer segmentation

shows that the company has customers across different age groups, income levels, and
geographic regions. The majority of its customers are male, although the company has
recently launched a women's wear segment. The customer segmentation also reveals
that the premium segment contributes to a significant portion of Raymond's revenue.

4. Marketing Channels: The data reveals that Raymond has adopted a multi-channel
marketing strategy, with a presence across various channels, including retail stores, e-
commerce, and third-party marketplaces. The retail stores account for the majority of
revenue, followed by e-commerce and third-party marketplaces.

5. Human Resource Management: The data shows that Raymond has an average
employee strength of around 22,000, with a majority of the employees working in
textiles and apparel. The company has been emphasizing employee development, with
extensive training and development programs and employee engagement initiatives.

From the data interpretation, it is evident that Raymond has a strong financial
performance, driven primarily by textiles and apparel, and has been paying close
attention to customer segmentation and adoption of a multi-channel marketing
approach. The company's focus on human resource management has helped to
foster a culture of sustained growth and success. Based on the data, some

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recommendations for Raymond could include increasing the focus on the
women's wear segment, investing in more innovative and personalized marketing
campaigns, and further developing e-commerce capabilities

Data Analysis

1. Website
Raymond publishes marketing, branding, business development, and
social media articles.

The business has been in operation for more than 65 years and is a
leading supplier of men’s suits, women’s furniture and many other
flagships such as park avenue, Godrej.

Raymond was an expert in website marketing who wanted to share his

knowledge with other business owners.

Hard work and perseverance, according to Raymond, are the keys to

getting to the top of Google search results.

Now let’s look at the real stats about how they succeeded in the website
strategies.

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The total number of visits to the Raymonds website is 105.7k, with
102.2k unique visitors. They spend 00:28 on average per day on their
site, and their bounce rate (people who visit but do not buy anything) is
17.83per cent, which is a problem that every company faces because 80
per cent of their profit comes from 20% of their loyal customers.

2. SEO Strategies of Raymond

The domain score of the Raymonds website is 44, with organic search
traffic reaching 222.5k visits and paid search traffic bringing 15k new
visitors to the website. In addition, their backlink techniques allow
them to achieve visibility of 20.4k. The statistics listed below are from
all across the world.

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The website receives 222.5k visitors in India and has a keyword density
of 2.7k.

Most of the best backlinks sites where they have submitted links by
Raymond’s are shown in this image.

The stats show Raymond’s top paid keywords, which drive more visitors
to their website.

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They use 47.1% of informational keywords, resulting in 16.4k visitors
to their website. However, the 112 navigational keywords bring them
far more traffic.

Facebook strategy
Although Facebook isn’t the only social media platform available, it is
the most popular. Its sheer popularity makes it one of the most
effective ways to promote your company.

Since then, Facebook has evolved to become one of the world’s largest
social networks. Its massive popularity makes it one of the most
important marketing platforms, with billions of users.

Facebook’s strategy is essential for fashion brands like Raimonds to

stay relevant and profitable.

Raymond’s has 135k Facebook fans, 16.7k Twitter followers, and 233k
Instagram followers.

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This is an example of the May monthly report on the number of likes
and followers Raymond received and how many visitors newly
engaged with them on Facebook.

The monthly report of ups and downs in Raymond’s uploads, likes, and
followers earnings is portrayed in this graph.

Instagram strategy
Many tiny fashion brands worldwide are now widely publishing on
Instagram with no restrictions.

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Instagram is a platform where brands can use post reels and stories to
market their products, attract traffic back to their websites, and
eventually drive sales.

Whether in the form of images or illustrations, visual content has

always been important to the fashion business. However, the fashion
sector is increasingly using video as a marketing tool, allowing
companies to connect with offline and online clients.

Many brands have recognised the significance of Instagram and are

starting to incorporate it into their overall strategy, and one of them is
currently succeeding in the fashion industry.

Let’s look at how Raymond used its social media marketing team to
give Instagram marketing its best effort.

The engagement rate is constantly affected by the frequency of posting

and the level of involvement through likes and comments; as a result,
Raymond’s Instagram account has a 10.73% higher engagement

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Experience Certificate

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 Conclusion

Raymond is India’s most respected brand in terms of product

quality and customer satisfaction. Raymond and its joint
ventures are leaders of fabric manufacturing and retailing
makes it a textile major enjoying repute like none other.

Raymond has been the recipient of numerous accolades and

recognition. The task of transforming Raymond into a real
way of life, a fashion marketing company is still a work in
progress, but it is safe to say that the company has changed.

Over the past decades, there has been an enormous growth in

the spectrum of digital media of Raimonds.

Raimonds has performed far better than their competitors

whether it is their creative and effective TV ads or various
marketing on digital platform such as Facebook, Instagram,
YouTube or Twitter which has helped them to attract
customers or making their customers loyal or increasing their
brand awareness or brand name.

Due to its effective marketing Campaign Raimonds

India has dominated Indian market. To tackle this their
competitors has to lower the price of their products. Some
regional competitors have even formed regional alliance to
tackle Raimonds. It shows how much Raimonds have grown
in Indian market which is mainly due to its effective and
successful advertising and marketing

Their digital presence is very essential to uplift the

brand and the company’s products. Their campaigns on the
social media platform are their new collections,
advertisements, festive and special day posts, new portfolios,
and panel discussions. As we all know the world is moving
rapidly and gaining a more powerful digital presence that will
help Raymond’s company.

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 Bibliography
Websites and Online Sources:
Raymond Official Website. [https://www.raymond.in/]
"Raymond Ltd." in Wikipedia.
[https://en.wikipedia.org/wiki/Raymond_Ltd]
Press releases and news articles related to Raymond Stores, e.g.,
Economic Times, Business Standard, etc.
Market Research Reports:
MarketResearch.com. "Indian Textile and Apparel Market - Growth,
Trends, and Forecast (2023 - 2028)."

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