A PROJECT REPORT ON ADVERTISING EFFECTIVNESS OF
PREPARED BY :
Prajesh R. Sisotia ROLL NO. :
52 SEAT NO. : -
CLASS : T.Y.B.B.A.
YEAR : 2007 – 2008
COLLEGE
Shri R.P. Bhalodia College – RAJKOT SUBMITTED TO
SAURASHTRA UNIVERSITY – RAJKOT Guided By :- Kuldip Jobanputra
-1-
PREFACE Practical training is a very important constitute in the field of education. According to the new education policy adopted, practical training has been introduced for the students for better understanding and also given them a chance to show their skills. Thanks to Saurashtra University, which has given an opportunity to then B.B.A. students to have practical training in the field of management. This unable the students to understand the difference between the theoretical knowledge and its practical application to business. This report contains all the necessary details of the company, which is acquired by me during my training. Thus, I have made best efforts to include the relevant points regarding Advertising effectiveness of Raymond. I hope the report serves the required purpose.
Date :Sign.:Place: - Rajkot (Prajesh Sisotia)
-2-
ACKNOWLEDGEMENT Though the preparation of this report is my own work, I have received help from many persons. I am thankful to all those who helped me in carrying out this work. First and for most I would like to give my sincere thanks to manager of Raymond shop – Rajkot Mr. Amit Amit who permitted me to work work on the company company Raymond and have given relavant and valuable information’s for preparing this project report. He gives me pleasure in thanking our Mr Kuldip Jobanputra who has guided me for this project report.
I am very much thankful to my brother jai who have given his valuable time and co-operation for the successful competition of my project work. I would be failing my duty if I will not mention thanks to my family members for his kind support for helping me throughout. Last but not least, my salutation to the almighty for his blessing of strength.
Date :Sign.:Place: - Rajkot (Prajesh Sisotia)
-3-
INDEX 1
Introduction
5
2.
Location and subsidiaries, Top competitors, Key Facts
7
3.
Project at a glance
8
4.
Market
9
5.
Raymond’s extranet to beef up distribution network
10
6.
History and Development
12
7
Institutional business and corporate attire
14
8
Group companies
16
.
Raymond Ltd. Raymond apparel Ltd. J.K. ansell Ltd. J.K. Helense Curtis Ltd. Colorplus Fashions Pvt. Ltd. J.K. Investo Trade (India) Ltd.
23 9
Advertising
10 11. 12. 13. 14
International business Raymond expansion plan Achievements and awards Store images Market research
. 15 16
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
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
Conclusion
32 34 35 36 38
51 52
Bibliography
-4-
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. 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 -5-
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 nongovernment 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
-6-
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
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
-7-
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 Nabanku Nabankurr Gupta Gupta calls calls it the reposit repositioni ioning ng of the ‘complet ‘completee man,’ man,’ Raymond Raymond’s ’s famous tag line. “We are repositioning repositioning the brand to give it dynamism, youthfulness 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 comprisi comprising ng heavy heavy weights weights such as Grasim Grasim Industri Industries, es, Arvind Arvind Mills Mills and Century 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 especially for an old business family. But when you start taking tough calls, the 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: Raymon Raymond d seems seems pretty pretty serious serious about about dominat dominating ing the textil textiles es and ready-t ready-to-we o-wear ar 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 complet completely ely dominat dominatee the textile textile,, ready-t ready-to-we o-wear ar and fashion fashion industry industry globall globally. y. Incorporated since 1925, the Raymond Group is a Rs. 1500 crore plus conglomerate having businesses in Textiles, Readymade Garments and Engineering Files.
-8-
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 longterm 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 KSAKSA-Te Tech chno nopa pak, k, in form formal al wear wear,, Park Park Aven Avenue ue (a Raym Raymon ond d labe label) l) did 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.
-9-
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 busin busines esss div divisi isionon-to to beg begin in wi with, th, inf inform ormss Mr Ra Raji jiv v Ga Garg, rg, pr presi esiden dent-c t-corp orpora orate te,, 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. 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 Raymon d Textil Textiles es is planning to relaunch its Website Website-raymond -raymondindia.c india.com-in om-in June this year. According to Mr Garg, the revamped site will offer more information on its produ product ct ra range nge.. "A "Als lso, o, th thee pr produ oduct ctss wi will ll be vi visib sible le on th thee scr scree een n wi with th te techn chnic ical al 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 studyin studying g the designin designing g 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," countries," adds Mr Garg. According According to Mr Garg, Raymond Raymon d Apparel Ltd, a 100 per cent subsidiary of Raymond Ltd has just completed completed itss sup it suppl ply y ch chain ain ma manag nagem emen entt pac packag kagee bas based ed on th thee Ora Oracl clee pla platf tform orm.. "T "This his is implemented by leading IT company Mastek. This package will certainly smoothen both ends of our supply chain. We will also get informa information tion on how the supply chain performs after the implementation, " explains Mr Garg. The Raymond group is planning a foray into the Rs 2,000-cro 2,000-crore re 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 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 ecommerce 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.
- 10 -
Says Mr Rajiv Garg, president-corporate, president-corporate, Raymond Ltd: "This site lists all corporate 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 Within a month ksonline.com 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.
- 11 -
HISTORY AND DEVELOPMENT
Around the time the Singhania family was building, consolidating and expanding its various various businesses businesses in Kanpur, Kanpur, one Mr. Wadia, Wadia, was in a simila similarr manner 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 Singhani Singhanias as were looking looking for new regions regions to establis establish h their their presence presence and new fields to venture into, they concurred that textiles appeared to hold promise. A piece piece of informa informatio tion n that that a woollen woollen mill was available available on the outskirts outskirts of Bombay Bombay clinched the issue. When the grandson of Lala Juggilal, Lala Kailashpat Singhania took over Raymond in 1944, the mill was primarily 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. J.K. Group Group’s ’s presen presence ce in the weste western rn region region.. Under Under his his able able stewa steward rdshi ship, p, Raym Raymon ond d emba embark rked ed upon upon a grad gradua uall phas phasee of tech techno nolo logi gica call upgr upgrad adat atio ion n and and modernisation producing woollen fabrics of a far superior quality. 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 Singhania took over the reins of the company in 1980, he injected fresh vigour into Raymond, transforming it into a modern, industrial conglomerate. 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.
- 12 -
Today, the woollen mill by the creek has turned into a Rs. 1400 crores conglomerate conglomerate and is India’s leading 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 group is also the leader leader among readymades readymades in India India with with a turnover turnover of Rs. 2000 million with its three brands – Park Avenue, Parx and Manzoni.
In its its pursui pursuitt of excel excelle lence nce Raym Raymond ond conti continue nuess to achie achieve ve enhan enhanced ced custo custome mer r satisfaction through ongoing innovation. And happily the growth graph continues to rise higher…and higher.
- 13 -
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. • 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.
- 14 -
- 15 -
Inco Incorp rpor orat ated ed in 1925 1925,, the the Raym Raymon ond d Grou Group p is a Rs. Rs. 1400 1400 cror crore e plus plus cong conglom lomer erat ate e havi having ng busi busine ness sses es in Text Textile iles, s, Read Readym ymad ade e Garm Garmen ents ts,, Engineering Files & Tools, Prophylactics and Toiletries. The group is the leader in textiles, apparel, & files & tools in India and enjoys a pronou pronounce nced d positi position on in the intern internati ationa onall marke market. t. Raymo Raymond nd believ believes es in Excellence, Quality and Leadership. 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.
- 16 -
Raymond Ltd.
Incorp Incorpora orated ted in 1925, 1925, Raymo Raymond nd Limite Limited d has five five divisio divisions ns compri comprisin sing g 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 & woolblende blended d fabric fabrics, s, Raymon Raymond d Textile Textiles s is the world’ world’s s third third larges largestt integr integrate ated d manufacturer. The company exports exports its suitings to more than 50 countries including USA, Canada, Europe, Japan and the Middle East. Over the years, Raym Raymon ond d Text Textile ile has has deve develo lope ped d stro strong ng in-ho in-hous use e skil skills ls for for rese resear arch ch & 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 divi divisi sion on has has an inst instal alle led d capa capaci city ty of 16 milli million on mete meters rs and 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. designers. Be: offers an eclectic eclectic mix of formal, formal, office and evening evening wear for men and women, in western, ethnic and fusion styles with accessories. The Aviation division, Million 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.
- 17 -
The Denim Denim divisi division on produc produces es high high qualit quality y ring ring denims denims and ranks ranks Denim The 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. exclusive ive prêt-a prêt-a-po -porte rterr line line of readyready-toto-wea wearr design designer er clothi clothing ng for Be:: An exclus Be 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.
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
- 18 -
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-e well-esta stabli blish shed ed networ network k of distrib distributo utors rs and countl countless ess outlet outlets s acros across s 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. J.K. Ansell Ansell Ltd. Ltd. (JKAL) (JKAL),, the manuf manufact acture urers rs and marke marketer ters s of KamaSu KamaSutra tra 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 plan plantt incl includ ude e Comp Compou ound ndin ing, g, Form Formin ing, g, Pin Pin Hole Hole dete detect ctio ion, n, Seal Sealin ing g and and Packing. Currently, J.K. Ansell enjoys a significant share of the commercial Indian market emerging as a second major player. The company also supplies condoms to the Government of India, The Family Plann Plannin ing g Asso Associ ciat atio ion n of Indi India a and and DKT, DKT, a sist sister er conc concer ern n of Popu Populat latio ion n Services International. In Septem September ber 2000 2000 JKAL JKAL comm commenc enced ed sellin selling g and and distri distribut bution ion activi activity ty for Ansell gloves. The product range includes Gammex, Medigrip Sterile & NonSterile, Sensi-Touch & Nutex gloves. The primary buyers are major hospitals and nursing homes while the secondary market consist of the gloves retailing chemist outlets.
- 19 -
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 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. - 20 -
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, 5050 joint venture of JKIT and Ansell group, Australia. J. K. Ansell has a condom manufacturing plant at 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 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.
- 21 -
- 22 -
INTRODUCTION Comp Compan anie iess must must do more more than than make make good good prod produc ucts ts-t -the hey y must must info inform rm consume consumers rs about about product product benefit benefitss and carefull carefully y position position products products in consumer consumers’ s’ minds. To do this, they must skillfully use the mass-promotion mass-promotion tools. And advertising is the most effective tool.
We are in 21st century, century, where there is cut-throat competitio competition n 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, country, by offering world-class world-class technology. 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 consum consumer er once once and never never allow allowss them them to swit switcho chover ver other other produ product cts. s. Out of all 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.
Organiza Organization tionss handle handle advertis advertising ing in differen differentt ways. ways. In small small compani companies, es, 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, whos whosee mana manage gerr repo report rtss to the the vice vice pres presid iden entt of mark market etin ing. g. Th Thee adve advert rtis isin ing g 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 adver adverti tisin sing. g. Most Most compan companie iess use an outsi outside de agenc agency y to help help creat createe advert advertis ising ing campaigns and to select and purchase media.
Meaning
The term advertising originated from the Latin word “Adverto” which means to turn turn aroun around. d. Th Thus us accor accordin ding g to this this meani meaning ng adver adverti tisin sing g mean meanss an activ activit ity y 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 pro promo moti tion on)) of good goods, s, serv servic ices es or idea ideass by an iden identi tifi fied ed spon sponso sor. r. It is paid 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, - 23 -
magazines, radio, television, cinema film, outdoor hoardings and posters, direct mail and transit. STRENGTH OF ADVERTISING AS 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 offers planned planned and contr controlle olled d messag message. e. 2. It can contact contact and influen influence ce numerous numerous people people simulta simultaneou neously, sly, quickl quickly y and at a low cost per prospect, hence it is called mass means of communication. 3. It has the abilit ability y to deliver deliver message message to audience audience with particu particular lar demogra demographic phic and socio-economic features. 4. It can deliver the same same message message consistently consistently in a variety of contexts. contexts. 5. It can reach reach prospec prospects ts that that can not be approa approache ched d by salesmen salesmen.. 6. It helps helps to presel preselll goods goods and pull pull the buye buyers rs to retail retailers. ers. 7. It offers offers a wide choice of channels channels for transmission transmission of such as as visual. visual. 8. It is very useful useful to creat createe maximum maximum interest interest and and offer adequa adequate te knowledg knowledgee of the new product when the innovation is being introduced in the market.
In January 2002, the leading Indian textile textile and apparel company, 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 brand-consulting firm, Alchemist Alchemist Brand Consulting did not agree. He beli believe eved d that that thoug though h En Ente terpr rprise ise,, over over the year years, s, had had been been consis consiste tent nt in its 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."
- 24 -
IMPORTANCE OF ADVERTISING Nothing Nothing can except except the mint mint can make make money money without without advertisi advertising. ng. Mass Mass product production ion and mass mass distribu distribution tion totall totally y depend depend on all forms forms of adverti advertising sing 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 immense employ employment ment opportu opportuniti nities es to people. people. It is responsi responsible ble for creatin creating g and deliveri delivering ng rising rising standard standard of living living to innumer innumerabl ablee people. people. It has made made possibl possiblee tremendous industrialization and economic development in many countries. It is the backbon backbonee of modern modern national national and interna internation tional al marketi marketing. ng. Mod Modern ern advertis advertising ing informs guides, educates educates as well as protects buyers, so that they can buy intelligently intelligently and raise raise thei theirr standa standard rd of livin living. g. In the the marke marketi ting ng progr program amme me of a busine business ss 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 distribution of products. It is also employed to promote the bright image of the company in the society. Advertising goals may be divided into four stages of commercial communication as follows: (1) Aware Awarenes ness: s: The The pros prospec pectt most most becom becomee aware aware of the the existence of the brand or company. Awareness is the bare minimum goal of advertising. (2) Comp Compre rehen hensio sion: n: The The prospe prospect ct must must under understa stand nd what 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) Convict Conviction: ion: The prospect prospect must be menta mentally lly convinc convinced ed to buy the brand or the product. The conviction conviction level shows brand preference and intention to buy the product in the near future. (4)
Action: Action: The prospec prospectt takes takes meaning meaningful ful action. action. Purchase Purchase - 25 -
decision is duly taken. ALL THESE GOALS RAYMONDINDIA.
ARE
SUCESSFCULLY
PRACTISIED
BY
SELECTION OF ADVERTISING MEDIA
Selection Selection of media is a crucial part of advertising. The steps here are deciding on desir desired ed reach reach,, freque frequency ncy,, and impac impact; t; choosi choosing ng among among majo majorr media media types types;; select selectin ing g speci specifi ficc media media vehic vehicle les; s; deci decidin ding g on medi mediaa timi timing; ng; and decid deciding ing on geogr geograph aphic ical al medi mediaa alloc allocati ation. on. Th Then en the resul resultt of these these decisi decisions ons needs 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. 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 categories by considering considering the following variables: I. Newspa spapers: rs: It is the leading advertising medium. It offers some definite strength, wide coverage, low cost and selection of topic area. II. II. Tele Televi visi sion on:: It has numerous advantages, starting with the combined impact of sight, sound and motion. It reaches directly to mass audience so high attention. III. III. Dire Direct ct mail mail:: In this the advertiser sends the pamphlet, letters or fax (in relation to special customer) customer) and makes the customers informed. 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 has also also high high geogra geographi phicc and demogr demograph aphic ic selec selecti tivit vity. y. It’s It’s life life long long as compare to newspaper or television. High quality production can be possible. VI. Outd utdoor oors: In this flexibility is there. High repeat exposure is possible and its cost is also low. - 26 -
VII. II. Yell Yellow ow pag pages es:: It has excellent local coverage as well as wide reach, high believability believability and low cost. VIII VIII.. News Newsle lett tter ers: s: It has very high selectivity. We have full control on it. We can get interactive opportunities and relatively low cost. IX. Broch ochure ures: It has flexibility. We have full control on it and can dramatize message. X. Internet: It has high selectivity and wide coverage. Interactive possibilities possibilities and relatively low cost.
THUS,, RAYM THUS RAYMON OND D USES USES NEWS NEWSPA PAPE PER, R, TE TELE LEVI VISI SION ON,, MAGA MAGAZI ZINE NES, S, OUTDOORS BROCHURES AND INTERNET.
- 27 -
SETTING THE ADVERTISING BUDGET One of the most difficult marketing decision facing companies is how much to spen spend d on adve advert rtis isem emen ent. t. Th Ther eree are are four four comm common only ly used used meth method odss for for sett settin ing g 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 amoun amountt advert advertis ising ing neede needed: d: Beca Because use build building ing the the marke markett or takin taking g share share from 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. audience. But how does the company decide on the total promotion promotion budget and its division among the major promotional tools to create the promotion mix? Once of the the hard hardes estt mark market etin ing g deci decisi sion onss faci facing ng a comp compan any y is how how much much to spen spend d on pro promo moti tion on.. Th Ther eree are are four four comm common on meth method odss used used to set set the the tota totall budg budget et for for advertising: The affordable method, the percentage of sales method, the competitive parity method, and the objective and task method. 1) Affo Afford rdab able le Meth Method od 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) Perce Percenta ntage ge of of Sales Sales Metho Method d Other Other compani companies es use the percentage percentage of sales sales method, method, setting setting their their promotion promotion budget at a certain certain percentage percentage of the unit sales price. price. The percentage 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) Compe Competit titive ive Party Party Metho Method d Still other companies use the competitive-party method, setting their promotion budges to match competitors’ advertising or to get industry promotion spending estimates estimates from publications or trade associations, associations, and then set their budgets based on the industry average. 4) Obj Objec ectiv tivee and and Task Task Metho Method d Thee most Th most logica logicall bud budget get setti setting ng meth method od is the object objectiv ivee and and task task method, whereby the company sets its promotion budget based on what it wants to accompl accomplish ish with with promotio promotion. n. This This budgeti budgeting ng method method entails entails (a) Defini Defining ng specifi specificc promotion objectives, (b) Determining the tasks needed to achieve these objectives
- 28 -
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.
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."
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.
- 29 -
CBS prepares a hyped 'Raymond' finale US broadcas broadcaster ter CBS CBS is rolling rolling out an aggressi aggressive ve multi-p multi-platf latform orm market marketing ing 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 episodes;; on-air on-air tribute tributess by celebri celebritie ties; s; promotio promotion n on Viacom Viacom's 's radio radio and cable cable propert properties; ies; extensiv extensivee co-marke co-marketing ting with with CBS’s CBS’s 200-plus 200-plus affilia affiliated ted stations 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 featuring behind-the-scenes footage, highlights 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 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 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 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 customize customize locally. 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.
- 30 -
- 31 -
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, Mozambique, Kenya AMERICA
North America, Canada, Mexico ASIA
Sri Lanka, Bangladesh Bangladesh AUSTRALIA
Australia, New Zealand 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.
- 32 -
WEST ASIA
Lebanon, Lebanon, Jordan, Syria, Cyprus, Egypt.
- 33 -
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 global brand brands, s, Raym Raymond ond has reali realize zed d that that the disma dismantl ntlin ing g of the Mu Mult ltii Fiber 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 cror crores es towa toward rdss sett settin ingg-up up thre threee garm garmen entt manu manufa fact ctur urin ing g unit unitss in Bang Bangal alor ore. e. 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 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 manufacturing capacities. capacities. Through this initiative, the Raym Raymond ond Deni Denim m manuf manufac actur turing ing unit unit at Yavat Yavatma mal, l, Mahar Maharash ashtra tra will will see an increase in capacity from the existing 20 million meters per annum to 30 million meters per annum. This initiative makes Raymond the second largest player in the Denim Denim segment in the country. With With the the visi vision on to beco become me a glob global ally ly reco recogn gniz ized ed play player er in the the area areass of core core competence – Textiles and Apparel, Raymond is definitely taking strides in the right direction.
- 34 -
Year
Category
2000 2000 - 01
Blen Blende ded d fabr fabric ics s of of Synt Synthe heti tic c Fibres and Natural Fibres Blen Blende ded d fabr fabric ics s of Synt Synthe heti tic c Fibres and Natural Fibres Woollen/Worsted Fa Fabrics
1999 1999 -00 -00 1999 -0 -00 1998 998 - 99 1997 997 - 98 1996 1996 - 97 1996 996 - 97 1995 -9 -96 1995 1995 -96 -96
Award
From
Trophy for excellence in SRTEPC Export Performance Trophy for excellence in SRTEPC Export Performance Trophy fo for Hi Highest Ex Export WWEPC Performance Wool oollen/ en/Worsted ted Fabr abrics Trophy for Third Highes hest WWEPC Export Performance Wool oollen/ en/Worsted ted Fabr abrics Trophy for Secon econd d Highest WWEPC Export Performance Wool oollen/S en/Sho hodd ddy y Blank ankets ets Cert Certif ifiicate cate of Meri Meritt for for Grow Growth thWWEPC in exports. Wool oollen/ en/Worsted ted Fabr abrics Trophy for Highes hest Expor port WWEPC Performance Woollen/Worsted Fa Fabrics Trophy fo for Se Second Hi Highest WWEPC Export Performance Woll Wollen en Rea Ready dyma made de Garme Garments nts Trop Trophy hy for for Sec Second ond High Highes estt WWEPC Export Performance
WWEPC: Wool & Woollens Export Promotion Council SRTEPC: The Synthetic & Rayon Textiles Export Promotion Council.
- 35 -
STORE IMAGES
- 36 -
- 37 -
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. “Raym “Raymond ond”” has lots lots of produc products ts so, its adver advertis tisem ement ent is impor importan tantt aspe aspect ct.. I pers person onal ally ly foun found d it very very inte intere rest stin ing g to make make a surv survey ey on its 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 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. - 38 -
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. 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 samp sample le is a sele select ctio ion n of unit units s from from the the entir entire e grou group p call called ed the the popula populatio tion n or univer universe se of intere interest. st. In marke marketing ting,, a sample sample is a partic particula ular r segm segmen entt or part part of the the mark market et and and it is the the focu focus s for for taki taking ng mark market etin ing g 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.
METHODS OF DATA COLLECTION There are two methods of data collection. (1) (1) Prim Primar ary y Data Data.. (2) (2) Seco Second ndar ary y Dat Data. a. (1) Primary Data
Primary data means first hand information. There are the following methods of obtaining primary data. (a) Survey Survey by by Questi Questionn onnair aire. e. (b) (b) Pane Panell Rese Resear arch ch.. (c) Observ Observati ation on Approa Approach ch.. (d) Experi Experimen mental tal Resea Research rch.. (2) Secondary Data
There are numerous sources of secondary data. A tedious and timeconsuming library research may give the past desired information. Sources of secondary data are as under… (a) Publis Published hed Surv Survey ey of Marke Markets. ts. (b) Genera Generall Library Library Rese Researc arch. h. - 39 -
(c) (d) (e) (f) (f) (g) (g)
Governmen Governmentt Publica Publications tions and Reports. Reports. All Advertising Advertising Media Media (Newspap (Newspapers, ers, magazin magazines es etc.) Trade Trade Associ Associati ations ons.. Univ Univer ersi siti ties es.. Inte Intern rnal al Sourc Sources es..
Here, I have preferred primary data collection method and Survey by Questionnaire method.
HOW TO PLAN A SURVEY QUESTIONNAIRE
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 i s common on sense to require that the the con concept cept is clear learly ly defi defin ned and and questions uestions unambiguo unambiguously usly phased; 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 designing a questionn questionnaire aire utmost care is taken taken in the structure, structure, wording 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.
- 40 -
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 information through promotional activities activities of Raymond? Yes ___ No ___ 9. Rank the performance of Raymond in terms of attractiveness of advertisement.? Excellent ___ Best ___ Good ___ Average ___
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?
- 41 -
Thank you.!!! 1) What What is is your your Gend Gender er ?
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.
- 42 -
(2)
What What is your your occu occupa pati tion on :
70 60 50 40 30 20 10 0 Prof Profes essio siona nall
Busin Business essma man n
stude student nts s
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.
- 43 -
( 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.
- 44 -
( 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
s e r g p s e s i o n i n i s a p r c h o d v u p s r o t l e a w s r s e n T e H o e N e m h t a r 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 know about about adverti advertisement sement of Raymond Raymond thought Television Television and Newspaper Newspaper so we can say say that Televisi Television on and Newspaper Newspaper are important important part part of an advertisement.
- 45 -
(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
l d d d t e e a t e t e p n n n i e i e i e a p o r o r o r s r r t c e h e e m t m d u e u t O o n s P r E s C o
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.
- 46 -
(6) Do you get all all information through promotional activities of Raymond? Yes ___
No ___
100 90 80 70 60 50 40 30 20 10 0 y es
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
- 47 -
( 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 0 k n R a t 1 s
k a n R d 2 n
k a n R d 3 r
k a n R h t 4
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. - 48 -
In fourth rank 3% people are say excellent, 6% people are say best, 37% people are say good, 54% average.
(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
y v . d v . i e w r t l o m F a d a b a s n l e w i r e e h e t o n e i C g w M n c e a t . u h n d C o r o C t n I
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 .
- 49 -
- 50 -
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 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 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 i s still far behind i n the readymade garment industry. Nonetheless they are very optimistic and are looking ahead at the future with more confidence than ever before.
- 51 -
BIBLOGRAPHY
SITE : WWW.RAYMONDINDIA.COM
REFRENCE BOOKS : MARKETING MANAGEMENT- PHILIP KOTLER MARKETING RESEARCH
- G.C. BERRY
- 52 -
DECLARATION
I undersign Mr. Prajesh R. Sisotia a student of T.Y.B.B.A. of Shri R.P. Bhalodiya here by decla declare re that that the proje project ct work work Bhalodiya College, Rajkot here presented in the report is my own work and has been carried out the supervision of Mr. Kuldip Jobanputra.
This work has not been previously submitted submitted to any other universities.
DATE: PLACE:
SIGNATURE
PRAJESH R. SISOTIA
- 53 -
