Raymond

RAYMOND “THE COMPLETE MAN”

Bhartiya Vidya Bhavan's College, Chowpatty, Mumbai Hazarimal Somani College of Arts & Science Shri Manubhai Maneklal Sheth Junior College of Arts & Science Jayaramdas Patel College of Commerce and Management Studies Kulapati K.M. Munshi Marg, Mumbai - 400 007 Subject:

RETAIL MANAGEMENT Title of the project:

“RAYMOND GROUP” GROUP” Submitted To:PROF.AMRUTA KIRTANE.

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Date of Submission: Submission: 29 Feb 2011

Signature: ______________ ______________

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GROUP MEMBERS NAME

Roll No.

SHASHANK KADAM

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SHADAB KHAN

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POOJA KHARUDE

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MISSION VISION STATEMENT: A vision fi nds form... A dr eam conquers reali ty...

HISTORY The Raymond Group was incorporated in 1925 and within a span of a few years, transformed from being an Indian textile major to a global conglomerate. In our endeavor to keep nurturing quality and leadership, we always choose the path untaken from being the first in 1959 to introduce a polywool blend in India to creating the world's finest suiting fabric the Super 240s made from the superfine 11.6 micron wool. Today, the Raymond group is vertically and horizontally integrated to prov ide customers total textile solutions. Few companies globally have such a diverse product range of nearly 20,000 varieties of worsted suiting to cater to customers across age groups, occasions and styles. We manufacture for the world the finest fabrics - from wool to wool-blended worsted suiting to specialty ring denims as well as high value shirting. After making a mark in textiles, Raymond forayed into garmenting through highly successful ventures like Silver Spark Apparel Ltd., EverBlue Apparel Ltd. (Jeanswear) and Celebrations Apparel Ltd. (Shirts). We also have some of the most highly respected apparel brands in our po rtfolio:Raymond, Raymond Premium Apparel, Park Avenue, ColorPlus, Parx 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. We are today one of the largest players in fabrics, designer wear, denim, cosmetics & toiletries, engineering files & tools, prophylactics and air ch arter 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 en vironment friendly.

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Raymond Group Companies:

• Raymond Ltd. Raymond Ltd. is among the largest integrated man ufacturers of worsted fabrics in the world. • Raymond Apparel Ltd. Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in India – Raymond Premium Apparel, Park Avenue, Parx and Notting Hill. • ColorPlus Fashions Ltd. ColorPlus is among the largest smart casual brands in the premium category. The company was acquired by Raymond to cater to the growing demand for a high end, casual wear brand in the country for Men & Women. • Silver Spark Apparel Ltd. A garmenting facility that manufactures formal suits, trousers and jackets. • EverBlue Apparel Ltd. A state-of-the-art denim garmenting facility. • Celebrations Apparel Ltd. A facility set-up for the manufacture of formal shirts. • J.K. Files & Tools A leading player in the Engineering Files & Tools segment and the largest producer of steel files in the world. • Ring Plus Aqua Ltd. A leading manufacturer in the engineering automotive components. • J.K. Helene Curtis Ltd. A leading player in the grooming, accessories and toiletries category. • J.K. Investo Trade (India) Ltd. JKIT is an investment company registered with Reserve Bank o f India as Non-Banking Financial Company.

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Joint venture with MOB Outillage SA, manufacturing files and rasps for international markets:

• Raymond UCO Denim Pvt. Ltd. The manufacturers and marketers of denim fabrics. • Raymond Zambaiti Pvt. Ltd. A Greenfield facility manufacturing high value cotton shirting. • J.K. Ansell Ltd. The manufacturers and marketers of KamaSutra condoms and surgical gloves. • J.K. Talabot Ltd.

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PRICING STRATEGIES The right strategy can unlock your full profit potential.

No matter how diligent you are about containing costs or how pragmatic you might be about budgeting, without a sound pricing strategy, you could be selling your bottom line short. We can show you how an analytical, data-driven pricing approach can help you: 

Optimize your pricing

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Identify pricing leaks and areas of opportunity

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Apply price discounting where it yields the highest return

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Achieve higher margins

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Sell more product

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Increase the value of your company

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Improve your profitability

By looking more deeply – and scientifically – into the variables that influence customers‟ value perception, our pricing consultants can determine the optimal prices your customers are willing to pay. We‟ll show you: 

What your small customers should be paying

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Where your large customers are likely to be flexible

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Which products can support premium prices and which need to be competitive

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Whether discounts in certain areas can help you boost sales volume

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How much you can gain by implementing your new pricing structure

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Value-Based Pricing Approach

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MARKET SEGMENTATION Segmentation, Targeting and Positioning:

• Segmentation, Targeting and Positioning Definitions • Segmentation Variables • Evaluation of Segments • Summary What is segmentation, anyone?

• What about targeting and positioning? • Segmentation is the process of grouping people or organizations within a market according to similar needs, characteristics, or behaviors Dividing the market into groups

• an entire market rarely has the same tastes and preferences • it is difficult to handle all preferences too • Mercedes Benz, for example (only high-end) Targeting is the actual selection of the segment you want to serve the target market is the group of people or organizations whose needs a product is specifically designed to satisfy. Positioning is the use of marketing to enable people to form a mental image of your product in their minds STP Marketing is the name of the game

• The days of “one size fits all” are over • No longer can one say “You can have any colour as long as it is black” • Need to follow the “horses for courses” policy - no more mass marketing • Moving towards mass customization in fact • Levi‟s Personal Pants • National Bicycle Company How to segment a market?

• On what basis/bases? • What are some criteria/variables? Segmentation - Variables Demographic Segmentation

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Age

• Bicycles • Pension Plans, Retirement Funds e.g. • LIC Gender

• Hasbro Toys • Cindy for girls, GI Joe for boys • Gillette • Razors for men, women • Most cosmetics, perfumes etc • Revlon, Ralph Lauren Income

• Lexus for high end • Camry for the middle of the roaders • Corolla for low end HLL soaps - Dove for high end, Hamam for low and so on • Income is possibly the most common basis for segmentation • Other Demographic Variables Include Religion, Ethnicity, Occupation, Generation (Baby Boomers, Generation Next, Yuppies) and so on Geographic Segmentation

• Snow boots in the Northern part of USA • Of course, all International Marketing is done on a regional(geographic basis) • The “Same” Honda Accord is different in different countries ! • Most MNCs vary their products according to co untry • Special tires in the Middle East • Taj: AP - hot food, Kerala - more coconut and so on Behavioral Segmentation

• On the basis of occasions, product usage, benefits sought, brand loyalty Occasions

• Y2K Cruises • Hallmark Cards • A greeting card for every occasion - Valentine‟s Day Card, Deepavali card Benefits Sought

• There are certain specific benefits sought - example would be Colgate Tartar Control for Tartar

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Usage Rate

• Heavy Users vs. Light Users • The Beer Market is a classic example • Miller Lite, BudWeiser all target the heavy user • Bajaj M80 could be another candidate Psychographic Segmentation • Lifestyle products like Raymond Evaluation of Segments

Having segmented the market, which one to choose? What are the criteria? Is there potential sales, growth and profit? • Big Emerging Markets (BEMs) • China, India, Brazil etc Potential Competition and Cost • is it too much? • Imagine going against Microsoft in the PC OS market for someon e like UNIX • Tata Indica was smart in battle Vs. Maruti Is it compatible with my current business?

• Mercedes going “downscale” with E-Class • will it hurt the “Mercedes” brand? • will it cannibalize my existing brand? • Air India starting a budget airline?

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SERVICES OFFERED BY RAYMOND 

Total Textile Solutions

Customers today the world over, are looking at one-stop shops that can fulfill all their needs. At Raymond, we offer fully finished products that span various garment categories that has been made possible by a seamless horizontal and vertical integration across divisions. Our textile solutions encompass everything - from worsted suiting to denim and shirting. It‟s not just range but volume and quality that makes us the textile major that we are today. Our plants have a capacity of 31 million meters in producing the finest worsted fabrics and wool blends. The blends comprise of exotic fibres like cashmere, Mohair or Angora or blends of wool with casein and bamboo or the ultimate in fine pure wool – Super 240s. The denim division has a capacity of 47 million meters of specialty denims; not to mention our capabilities in producing shirting and carded woollen fabrics. Our joint ventures with global leaders ensure that you have access to world-class products. Our design Studios in India and Italy are supported by six states- of- the- art textile plants and four garmenting factories in India and Europe . Being integrated suppliers of fabrics as well as garments, we offer our customers total textile solutions.

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Worsted

Raymond is the world's largest producer of worsted suiting fabrics commanding over 60% market share in India. With a capacity of 31 million meters, we are among the few companies in the world, fully integrated to manufacture worsted fabrics, wool & wool blended fabrics. We also convert these fabrics into suits, trousers and apparels that are exported to over 55 countries in the world; including European Union, USA, Canada, Japan and Australia amongst others. A trendsetter and an innovator in the Indian textile market, our expertise has been brought forth by our in-house research & development team. Their innovations have become milestones in the worsted suiting‟s industry. We mastered the craft of producing the finest suiting in the world using super fine wool count (from 80s to 240s) and blending the same with superfine polyester and other specialty fibres, like Cashmere, Angora, Alpaca, Pure wool and Linen. Raymond has created the world‟s finest worsted suiting fabric from the finest wool ever produced in the world – the Super 240s fabric made of 11.6 micron wool.

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Today we are recognized as a pioneer in manufacturing worsted suiting‟s in India, producing nearly 20,000 designs and colours of suiting fabrics, which are retailed through over 3,000 stores in over 400 towns across India. From fabric to fine tailored clothing, Silver Spark Apparel Ltd. marks the Group's foray into the global apparel market.

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Apparels

We manufacture suits, jackets and trousers through Silver Spark Apparel Ltd., a wholly owned subsidiary of Raymond Ltd. To meet the growing needs of our domestic and international clients, our plant has the capacity to produce 1.0 million suits and jackets and 2.0 million trousers annually.

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Brands

For over 80 years, Raymond is counted as one of the world's premier manufacturers of worsted suiting fabric in fine grade wool, in the same league as the finest that Europe has to offer. Today, the Raymond product range includes pure wools, wool blended with exotic fibres like camel hair, cashmere and angora and innovative blends of wool with polyester, linen and silk. Offering suiting and trousering fabric for all occasions and needs. Our domestic distribution is spread far and wide with more than 30,000 outlets that stock and sell our wide range of fabrics. Fine products, wide range, superb distribution and intelligent advertising support have helped the company gain a dominant share of the market. No wonder, premium labels from the world's fashion capitals prefer Raymond.

Raymond Premium Apparel is a premium formal wear brand which is postioned to offer classic garments with impeccable fits and inviting styles to the Global Indian. Needless to say that the product is made only from premium Raymond fabrics.

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Park Avenue provides stylish and innovative wardrobe solutions to well-dressed gentlemen. As India's premium lifestyle brand, its designs embody the latest in international fabric, styling, colour and fashion trends. Park Avenue cater to customer needs with formal clothing for varied occasions; be it for a day at office, high-powered corporate meetings, social gatherings or celebrations.

ColorPlus is one of India's premium and most respected casual wear brands offering customers a range of shirts, trousers, knits and survival gear. ColorPlus constantly innovates processes and technologies offering buyers new worlds of comfort. Some of the technological innovations it is well known for; include thermofused buttons, golf ball wash, soft jeans, wrinkle free technology, stain-free fabric, and the cone dyed technique.

Parx is a premium casual lifestyle brand, which is positioned to cater to the needs of consumers who are looking for dressing up for life across occasions and events. Parx makes available the latest international trends through differentiated designs and styles. It has always been part of the consumer who is looking at making lifestyle statements.

Notting Hill reflects style and manifests originality of today's fashion- conscious and discerning young professionals at an affordable price. The brand collection features a spectrum of men's lifestyle products comprising of suits, shirts, trousers, jeans, t-shirts and also accessories like ties, handkerchiefs and socks.

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The Raymond Shop is a premium retail store offering complete wardrobe solutions for men, which includes top-of-the-line brands - Raymond, Manzoni, Park Avenue, ColourPlus and Parx.

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Woolen Outerwear

Our production of woollen blankets started way back in 1925 at the Raymond Thane plant with woollen blankets and woollen fabrics. In 1944, the mill underwent a technological upgradation and modernization to produ ce quality woollen fabrics. In 1984, a special plant was set up at Jalgaon to produce superior varieties of blankets and shawls. Today, we are the largest producer of woollen blankets in the country. We bring you the widest range of woollen blankets and pashmina shawls made from pure and regenerated wool and cashmere. These are produced in an array of colours and designs in plains, dobbies and jacquards.

Over the years, our various offerings including the Exotic Collection Camp Fire Collection Autumn Collection Shawl Collection among others; have won the admiration of domestic and international customers

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Furnishing

Traditionally velvets have been associated with aristocracy and class and Raymond plush fabrics have been catering to this segment of the market. Since 1982 it has been elegant, warm, exclusive and futuristic in terms of ideas and concepts. Th e acrylic used in the pile offers the sheen and lustre, which is unmatched in the industry. The company is known in the market for trend setting designs and product in novations.

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Retail:

Along with manufacturing and brand building, retail is o ne of the strongest pillars of our growth.

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THE RAYMOND SHOP

The Raymond Retail Shops are premium retail stores offering men complete wardrobe solutions. There are over 650 exclusive 'The Raymond Shop' (TRS) stores in India and 39 outlets overseas in the Midd le East, Saudi Arabia, Sri Lanka and Bangladesh.

BRAND STORES

To let our customers soak in the brand experience we have exclusive stand-alone stores for our brands – Raymond Premium Apparel, Park Avenue, Parx and ColourPlus.

RAYMOND-MADE-TO-MEASURE

When it comes to compliments, we are learning to take them in our stride. The fine finish of our garments is ensuring this. Our expert advisory and customization service seamlessly blends the best of personalized tailoring with modern manufacturing processes that give a garment that's simply perfect.

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Prophylactics:

Surgical Gloves: In 2000, we commenced selling and distributing a wide range of high-end surgical and examination gloves. These medical gloves not on ly protect the healthcare worker from potentially infectious substances but also protect patients from cross contamination. Our company, headquartered in Australia is the market leader in gloves and has also created the powder free range of gloves. Our product range includes Gammex, Medigrip Sterile and Non-Sterile and powder free gloves. We sell these two major hospitals and nursing homes as well as glove retailing chemist outlets.

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Personal Care J.K. Helene Curtis Ltd. is a part of The Ra ymond Group and has been in the Personal Grooming and Toiletries industry since 1964. The company boasts of rich consumer brands like Park Avenue and Premium. Our profound experience in this industry has also helped us create some of the finest gifting solutions.

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The Park Avenue range includes Fragrances, Body Care Solutions, Shaving Systems and Hair Care Solutions for the styling needs of today‟s man. Over the years, the Park Avenue range of Personal Care and Grooming products have earned a reputation for being amongst the best in the industry.

With its legacy of more than 40 years, Premium continues to enthrall you with its International line of fragrances from the world over. This exclusive range of original Premium fragrances, create an ambience of luxury and style in your home and elevate your space to the high life.

Gifting adds that special touch in your relationships. It brings the element of unconditional love and respect and makes the bond stronger. With a long and enriching experience in the Institutional Business, our team is equipped to offer just the right solutions for your business needs in the most cu stomized way. Our gifting solutions enable you to touch your consumers in a special way.

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MILESTONES 1925 - Setup of The Raymond Woollen mill in the area around Thane creek. 1944: Lala Kailashpat Singhania took over The Raymond Woollen Mill. The mill was primarily making cheap and coarse woollen blankets, and modest quantities of low priced woollen fabrics. 1950 - Setup of a new manufacturing activity for making indigenous engineering files known as JK Files & Tools. This has now become the largest facility of its kind in the world. 1958 - The first exclusive Raymond Retail showroom, King's Corner, was opened in 1958 at Ballard Estate in Bombay. 1964 - Setup of a new Combing Division. This was followed by a phase of vertical integration, facilitating in the processing of multi-fibres and technology improvements to make blended fabrics. 1968 - Raymond setup a readymade garments plant at Thane. The readymade garments division of Raymond has since then grown rapidly. Raymond has now become the leader among readymades, in India, achieving a business turnover of over Rs. 2000 million. 1979 - A new manufacturing facility was set up at Jalgaon, to meet the increasing demand for worsted woollen fabrics. 1980: Dr. Vijaypat Singhania took over the reins of the company. He injected fresh vigour into Raymond, transforming it into a modern, industrial conglomerate. 1986 - Launch of "Park Avenue", the premium lifestyle brand providing a complete wardrobe solution to the men who like to dress well & be current on styles & fashion. 1990 - The first showroom abroad for Raymond in Oman. 1991 - A new manufacturing facility was set up at Chhindwara, near Nagpur. 1995: Superfine pure wool collection under the Lineage Line (Super 100S to Super 140S). 1996: The Renaissance Collection made of Merino wool blended with polyester and specialty fibres (Super 100S to Super 140S). 1996: Raymond's denim; focusing on quality, innovation and the creation of exclusive products that have always caught the eye of some of the world's leading denim wear brands. Its designs have always kept pace with the changing styles and cuts found in every youngster's closet. With a 40 million meters capacity, Raymond toda y ranks amongst the top 2 producers of ring denim in India

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1999: The Chairman's Collection of Super 150S made from Merino Wool and Cashmere followed by Super 160S to Super 190S. 1999: Launch of "Parx", a premium casual wear brand bringing customers a range of semiformal and casual clothes. 2000: Mr. Gautam Hari Singhania is appointed Chairman and Managing Director of Raymond Limited. 2000: Launch of "Be:” exclusive prêt line of ready-to-wear designer clothing fo r men and women. 2002: Acquisition of ColorPlus. 2003: Setup of 'Silver Spark Apparel Ltd.' for manufacturing suits and formal trousers catering largely to export markets. 2004: Super 220S fabrics under the Chairman's Collection. 2005: Setup of state-of-the art jeans wear facility 'Everblue App arel Ltd.' near Bangalore. 2005: Setup of state-of-the art facility 'Celebrations Apparel Ltd.' for the manufacturing of formal shirts. 2005: Raymond achieved a rare feat and a historical milestone with the creation of the world's finest worsted-suiting fabrics from the finest wool ever produced in the world- The Super 230s made up of 11.8 micron of wool. 2005: Launch of 'Expressions' an exquisite collection of all wool and polywool suiting specially crafted using exotic fibres like Cashmere, Angora, Mohair, Bamboo, Casein. 2006 Set of Raymond's third worsted unit at Vapi in Gujarat. Raymond now has 3 state of the art units with a combined capacity of 31 million meters of worsted fabric. 2006 Launch of design studio in Italy for cutting edge design capabilities for exports and domestic brands. 2006: Set up of world class carded woollen unit, Raymond Fedora Ltd, in Jalgaon. 2006 Set up of Greenfield shirting unit at Kolhapur producing high value cotton shirting. This facility is set up as part of the compan y's JV with Gruppo Zambaiti. 2006 Set up of J.K. Talabot Ltd - JV with MOB, France for the manufacturing of files and rasps. 2006 Launch of Zapp! Our kids wear brand with first store in Ahmedabad. 2007 Entered into Joint Venture to retail premium brand „GAS‟ in India.

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2007 Launch of new brands for women‟s wear. 2008 Launch of 'Raymond Finely Crafted Garments' – readymade apparel under Raymond brand. 2008 Launch of 'Neckties & More' - New format store for accessories. 2008 Launch of 'Neckties & More' - New format store for accessories. 2009 Vapi Phase II commenced commercial production. 2009 Super 240s fabric launched – a world record. 2011 launch of 'Makers' brand in the value for money fabric segment. 2011 600th The Raymond Shop outlet opened.

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Awards & Recognition Textiles

Raymond Made-to-Measure has won the 'Most Innovative Store Design' from ET Retail Awards 2011. Raymond has won the 'Most Trusted Apparel Brand 2011' Award from Economic Times Brand Equity. The Business world Most Respected Company Award 2011 in the Apparel & Textile category. Raymond has been ranked 20th in "The Brand Trust Report, India Study, 2011". Images Fashion Awards 2009 - Most Admired Te xtile Brand of the Year Reader's Digest - Platinum Trusted Brand, 2008 Lyrca Images Fashion Awards 2008 - Most Admi red Textile Brand of the Year Lyrca Images Fashion Awards 2008 - Most Admi red Suiting Brand of the Year CNBC Consumer Award 2007 - The Best Branded Readymade Garment and Textile

Brands

Park Avenue PARK AVENUE has won the „Most Preferred Men‟s Apparel Brand‟ unde r the Lifestyle category in the NORTH EAST CONSUMER AWARDS 2011. Park Avenue has been ranked 36th 'Most Trusted Personal Care Brand 2011' in Economic Times Brand Equity. Images Fashion Awards 2011 - Most Admired Men‟s Formalwear Brand of the Year Images Fashion Awards 2009 - Most Admired Menswear Brand of the Year Lyrca Images Fashion Awards 2008 - Most Innovative Lycra Brand of the Year

J.K. Files and Tools

EEPC (Engineering Export Promotion Council) India "Export Excellence Award 2011-2012" for Hand Tools Exports in the category of Large Enterprise

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International Business

DHL & CNBC TV18 International Trade Awards 2006 -07 - 'Outstanding Exporter Award' in the engineering category Human Resources

ACCOR Services - (International Leaders and India's Foremost in Emplo yee Benefits, Motivation and Loyalty Solutions) - Presented the "GLOBAL HR EXCELLENCE AWARDS 2007-08" for the Outstanding Contribution to the Cause of Education at the Asia Pacific HRM Congress

RETAILER CHAIN Location Details - Raymond Location Type

Address

Factory/plant

B1, AKVN, Boregaon Industrial Growth Centre, Kailash Nagar,Tehsil Sauser Chhindwara District - 480001 Madhya Pradesh - India

Factory/plant

Denim Division Plot C-1 MIDC Yavatmal, Lohara Village Yavatmal - 445001 Maharashtra - India

Factory/plant

Files & Tools Devision A-1 Mirjole Industrial Estate Ratnagiri - 415639 Maharashtra - India

Factory/plant

Textile Division, JK Files & Tools Division : Jekegram Thane - 400606 Maharashtra - India

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Raymond

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