BRAND AUDIT OF

RAYMONDS

Presented By:

Group-10

Soumita Patra(67)

Vijayalaxmi Meher(69)

R.Upasana(71)

Diptakshya Banerjee(76)

Poonam Mishra(79)

INTRODUCTION

• 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.

• The company is led by CEO Gautam Hari Singhania, great-grandson of the company founder. Raymond is listed on several stock exchanges in India, including the Mumbai (Bombay) Stock Exchange

• Raymond is one of India’s leading fabric and garment manufacturers

• Raymond is the world's largest producer of worsted suiting fabrics commanding over 60% market share in India.

• Raymond plants are located in India at the following locations: Thane, near Mumbai, Chhindwara in Central India and Vapi in Gujarat, near Mumbai.

BRAND KNOWLEDGE

Bonding:- :- As the rational and emotional needs of the consumers where meet by Raymonds. We can see that bonding of the people with Raymonds is most i.,e. 60% which is quite good for the brand.

Advantage:-The Raymonds with its emotional and rational attachment with its consumers have an advantage over its competitors

Performance:-The highest market share in the Mens Suitings industry shows the promised value is being delivered to the consumers resulting their priority over other suitings towards Raymonds

Relevance:- Raymonds is delivering value to almost all needs of its consumers through variety of offerings like Suitings, shirtings, Trousers, Socks,Ties, Belts,Frame styles etc. within an affordable and premium price range

Presence - Raymonds has a wide presence in the market through its active familiarity , based on past trial, keeping its brand promise.

BRAND AWARENESS

To know the brand recall extent of Raymonds, we put a question and found that 60% could recall Raymonds while 7 % could recall Van Heusen & 23% recalled other brands (Siya ram, Digjam, Mayur Suitings etc.)

BRAND RECOGNITION

• To know about the brand recognition of Raymonds we put forward the tag line of Raymonds and we found that 96.7% of respondents could recognize the Tag line This shows that Times of India has a good brand recognition.

BRAND EQUITY

• It is the combo effect that brand awareness & brand associations have on consumer response to the marketing of that brand.

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DOLLAR METRIC:

RAYMONDS 1200+1000-700-900 600

GRASIM 400+700-1000-1150 -1050

VAN HEUSEN 1150+900-1200-400 450

FINDINGS:

The obvious result which came out is that the respondents are willing to pay more for RAYMONDS and the second on preference line of choice is

VAN HEUSEN.

The obvious result which came out is that the respondents are willing to pay more for RAYMONDS and the second on preference line of choice is

VAN HEUSEN.

BRAND IDENTITY

• Among all the selected brands , RAYMONDS has the maximum score of 50 in comparison to GRASIM(43)& VAN HEUSEN(37), in the taken sample size of 30 comprising of KSOM students & some Corporate outside KIIT. It implies RAYMONDS has the maximum brand identity in the Fabric industry.

BRAND EXTENSION

• Leveraging the brand image.• Raymonds management has successfully extended

its brand into various sectors.

•Total Textile Solutions•Fabrics•Apparels•Brands•Woollen Outerwear

•Furnishings•Retail•Engineering•Personal Care•Prophylactics•International Business•Corporate Wear

BRAND VALUATION

• Market Based Approach:

Here in this approach ,we will calculate the value of the brand by multiplying the sales volume with the price of unit sales.

V=S*P

Selling Price/Unit UNITS VALUATION

15000.00 718667 Rs.10,78,00,00,000

7000.00 718667 Rs.5,03,06,66,667

BRAND VALUATION

STRENGTH AREAS RAYMONDS GRASIM VAN HEUSEN

LEADERSHIP(.25) 0.21 0.15 0.2

STABILITY(.15) 0.12 0.09 0.1

MARKET(.10) 0.06 0.05 0.05

INTERNATIONALITY(.25)

0.22 0.12 0.24

TREND(.10) 0.08 0.05 0.07

SUPPORT(.10) 0.07 0.04 0.04

PROTECTION(.05) 0.04 0.02 0.03

OVER ALL SCORE .82/1 .52/1 .73/1

BRAND SWITHCHING

CONCLUSION

• RAYMONDS emerged as the undisputed market leader in the Garment Industry.

• The brand RAYMONDS has the unique perception over its customer’s psyche in comparison to its competitor by constant value delivery through its Good quality, Vast Range, updated materials, superb distribution & intelligent advertising to all categories of customers ranging from young professionals, corporate executives, professors & bureaucrats.

• The caption “The Complete Man” speaks for the brand itself, it refers to a Man who is a Gentleman who has achieved 100% success through his own effort and blushes with confidence.

Some recent initiatives