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CUSTOMERS· RECEPTIVENESS FOR THE BRAND RAYMOND·S
SUBMITTED BY:
SUBMITTED TO:
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
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O '*/#O01E-2E3E#$ O E.E*4$,5E 6433'(Y o O7)E*$,5E OF (E6E'(*8 o (E6E'(*8 3E$8O-O1O2Y o ,#$(O-4*$,O# OF 7('#-'$' P(E6E#$'$,O# o (E641$ 9 '#'1Y6,6 o *O#*146,O# o (EFE(E#*E o :4E6$,O##',('
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
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, offer my sincerest than&s an" e<press my "eep ratitu"e to 3rs.(iya 6harma! my project ui"e for her immense help an" ui"ance.
, woul" also li&e to ta&e this opportunity to than& -r. #./. /a&&ar an" all the other staff of institute for their continuous help in pro=i"in "etaile" information 9 ui"ance whene=er
nee"e"! in project.
1ast but not least> , woul" li&e to than& all my frien"s for their continuous help whene=er ,
was nee"e" in project.
'#,1 /43'( ? E-#O@ AAB+4CDAEF .
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
D
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E.E*4$,5E 6433'(Y
, am presentin this report on customer satisfaction an" bran" perception! starts with the rational behin" preparin the report! objecti=e! a brief
history of the bran" an" co=ers a wi"e =ariety of topics! such as ma&in of the bran"! pro"uct offerin s! bran" portfolio! customer perceptions! hr
policy! a"=ertisement strate y!etc.
'll this research is then followe" by a sur=ey which re=eals some facts about the bran"s ima e in the min"s of the consumer an" satisfaction
"eri=e" by the consumers after purchasin the bran".
't last , ha=e conclu"e" the report with my interpretation of the whole thin an" the information collecte" is presente" with the help of charts an"
"ia rams.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
4
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('$,O#'1 OF 3'/,#2 $8E (EPO($
$he 'merican mar&etin association "efines a bran" as a name! term! si n!
symbol or "esi n or a combination of them inten"e" to i"entify the oo"s or ser=ices of any one seller or roup of sellers an" to "ifferentiate them from
those of competitors.
7ran" is the a""e" =alue en"owe" to a pro"uct an" ser=ices. $his =alue may be reflecte" as in how consumers thin&s! feel or act with respect to a bran" as well as the prices! mar&et share an profitability that the bran"
comman"s from the firm.
You can not un"erstan" consumers emotions! feelin ! his aspirations an" e<pectations for a bran" by rea"in boo&s or theoretical &nowle" e> for that purpose you ha=e to interact an" communicate with the consumer up close an" personal an" as& him "irectly or in"irectly about his perception of the
bran". ,n the same manner you ha=e to approach the customers/consumers
"irectly to un"erstan" his e<perience of buyin an" usin a pro"uct> an" weather he/she is satisfie" with the whole process or not. $his is =ery important for a mar&eter because then he can "esi n his mar&etin mi<>
accor"in to the nee"s of the consumer.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
$he purpose of ma&in this report is to un"erstan" the "ynamics behin" buil"in a bran" ima e in the mar&et an" to un"erstan" the consumerGs
B
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perception about a particular bran".
,f a consumer has a positi=e
perception for a bran" he/she will "efinitely o an" buy it an" after buyin
it he/she matches his/her percei=e" le=el of satisfaction with the actual satisfaction "eri=e". $hat is how bran" ima es are buil". $his report also
tries to analyHe customer satisfaction for a particular bran".
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
E
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
O7)E*$,5E OF (E6E'(*8
(aymon"Gs o=er the years ha=e become synonymous for trust! Iuality an"
style. ,t is the mar&et lea"er in suitin an" shirtin Gs! worste" fabric! tailore" 9 rea"yma"e arments with more than EAJ mar&et share. 6ince
itGs be innin in +K;B till to"ay (aymon"Gs ha=e un"erstoo" the chan in
nee"s of consumers an" catere" to it.
$he objecti=e of this report is to un"erstan" the reason behin" (aymon"Gs success an" consumerGs perception about the bran". 0hen we tal& about (aymon"Gs it is important to mention other bran"s also which the (aymon"Gs roup owns li&e manHoni! par<! Happ! be% par& a=enue etc. $his report consi"ers consumer perceptions an" &nowle" e about all these bran"s an" base" on the information collete"! it tries to "raw a conclusion re ar"in the whole research. 'lso , ha=e trie" to i=e my interpretation an"
un"erstan"in of the whole report an" research
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
L
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
RESEARCH METHODOLOGY
TYPE OF RESEARCH: - -escripti=e (esearch
7len" of -escripti=e metho" has been use" in this research for the collection of
"ata. 's the research is relate" to the stu"y of consumer satisfaction! which can more effecti=ely be stu"ie" throu h "irect Iuestions! personal inter=iew an" informal tal&s- e<perimental research will not much effecti=e. 'lso! consi"erin the time
constraints! "escripti=e research lea"in to conclusi=e result is the most suitable "esi n for this research as it is relate" to why anythin happenin . ,t chec&s the
beha=ior features of a customer.
DATA COLLECTION METHOD: PRIMARY DATA:-:uestionnaire 3etho"
$he "ata has been collecte" throu h Iuestionnaire metho". $he Iuestionnaire was "esi ne" in such a way to co=er as many aspects of consumer beha=ior as possible. 3any Iuestions ha=e been as&e" in it for fee"bac& from customers. ,n it both opene" en"e" Iuestions an" close en"e" Iuestions ha=e been as&e" for
stu"y.
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Secondar Da!a%C
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4n"er this "ata is ta&en from the internet. 'll the "ata relate" to its profile! mission
an" capital structure is ta&en. E=en "ata relate" to this stu"y is also its
mana ement! mission an" many other thin s.
SAMPLE DESIGN: - (an"om 6amplin SAMPLE SI"E: - +AA SAMPLE UNIT: - ,n"i=i"ual GEOGRAPHICAL LOCATION: - DELHI STATISTICAL TECHNI#UES USED: - Percenta
'nalysis e
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
K
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
,#$(O-4*$,O# OF $8E 7('#-
Years a o! when the 6in hania family was buil"in ! consoli"atin an" e<pan"in its =arious businesses in /anpur! one 3r. 0a"ia was in a similar manner settin up a small woollen mill in the area aroun" $hane cree&! 4A &ms away from 7ombay. $he 6assoons! a well-&nown in"ustrialist family of 7ombay! soon acIuire" this mill an" rename" it as $he (aymon" 0oollen 3ills. 'roun" the same time! the 6in hanias aime" to broa"en their business horiHons. $he family's sharp business foresi ht le" to the acIuisition of $he (aymon" 0ollen 3ills. 0hen the ran"son of 1ala )u ilal! 1ala /ailashpat 6in hania too& o=er
(aymon" in +K44! the mill primarily ma"e cheap an" coarse woollen blan&ets! an" mo"est Iuantities of low price" woollen Fabrics $he =ision an" foresi ht of 3r. /ailashpat 6in hania reatly helpe" in
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
establishin the )./. 2roup's presence in the western re ion. 4n"er his able stewar"ship! (aymon" embar&e" upon a ra"ual phase of
+A
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
technolo ical up ra"ation an" mo"erniHation> pro"ucin woollen Fabrics of a far superior Iuality. 4n"er 3r. 2opala&rishna 6in hania! the mill became a worl"-class factory an" the (aymon" bran" became synonymous with fine Iuality woollen Fabrics 0hen -r. 5ijaypat 6in hania too& o=er the reins of the company in +KCA! he injecte" fresh =i our into (aymon"! transformin it into a mo"ern! in"ustrial con lomerate. 8is son 3r. 2autam 8ari 6in hania! the present chairman an" mana in "irector has been instrumental in restructurin the roup. 0ith the "i=estment of its non-core businesses! the roup has emer e" stron er! with a more focuse" approach. $o"ay! with a ;C million-meter capacity in wool 9 wool-blen"e" fabrics! (aymon" comman"s an o=er EAJ mar&et share in worste" suitin in ,n"ia an" ran&s amon st the first three fully inte rate" manufacturers of worste" suitin in the worl". $hey are perhaps the only company in the worl" to ha=e a "i=erse pro"uct ran e of nearly ;A!AAA "esi n an" colours of suitin fabric to suit e=ery a e! occasion an" style. 0e e<port these to o=er BA countries! inclu"in 46'! *ana"a! Europe! )apan an" the 3i""le East. ' +AAJ subsi"iary of (aymon" 1t".! (aymon" 'pparel 1t". ?('1F ran&s
amon st ,n"ia's lar est an" most respecte" apparel companies. $hey brin to their customers the best of fabric an" style throu h some of the country's
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
most presti ious bran"s- 3anHoni! Par& '=enue! *olor Plus! Par<! 7e% an"
Mapp. E=en as the bran" &eeps e=ol=in throu h its cuts! styles! apparels
++
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
an" collections! one thin
has remaine" unchan e" o=er time is the
unrelentin pursuit of e<cellenceN $he company's -esi n 6tu"io in $hane is well eIuippe" with state-of-theart facilities! which stimulate an" nurture the creati=e ener ies of the -esi n $eam. $heir efforts are complimente" by a research team! which
&eeps a close watch on international fashion forecasts an" "esi n tren"s.
' -esi n 6tu"io has also been set up in ,taly recently! which has further enhance" our reputation in pro=i"in cuttin e" e "esi n solutions of an
international stan"ar". 'll their bran"s are a=ailable at e<clusi=e bran" stores! O$he (aymon" 6hopG retail outlets an" multi-bran" outlets across ,n"ia an" the 3i""le East. *raftsmanship! teamwor& an" professionalism ha=e come to ether at (aymon" to wea=e tales of the finest Fabrics for o=er CA years. $o"ay! it has aine" its mar&et lea"ership position primarily on the stren th of its =ast talent pool. $he company has always emphasiHe" on the continuous an" consistent up ra"ation of manpower in or"er to fully embrace the rapi" chan es in the te<tile in"ustry. ,t has always fostere" a rowth-oriente" en=ironment enablin all its employees to fully realiHe their potential.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
+;
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8( PO1,*,E6
In!erna$ Re%o&rc'n(
$he company first scouts for talent within the or aniHation to pro=i"e rowth opportunities to its employees. #otifyin =acancies internally "oes this. $his practice helps in mana erial cross-functional e<posure for career "e=elopment an" learnin .
Ta$en! )ro* Ca*+&%
(aymon" recruits youn te<tile en ineerin ra"uates! te<tile technolo ists!
chartere" accountants! fashion technolo ists an" 37''s only from some of ,n"ia's lea"in ,nstitutes. $hey are then ri orously traine" for a perio" of one year! "urin which they are place" across "ifferent "epartments! before bein finally place" in their area of specialiHation. $he objecti=e of the pro ramme is to au e the recruit's area of e<pertise an" then train them to in"epen"ently shoul"er their responsibilities. ' 3entorin pro ramme for new in"uctees in the or aniHation enables them to a"apt themsel=es to the or aniHation.
La!era$ Recr&'!*en!
'3ar&et-s&ille"' employees from other companies are perio"ically in"ucte" into the or aniHation from time to time. ' combine" force of e<istin talent
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
an" in"uction of fresh bloo" helps the company to be competiti=e in the face of increasin business comple<ities.
+D
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
Con!'n&o&% $earn'n( and de,e$o+*en!
Or aniHational e<cellence is achie=e" only throu h continuous in=estments in rowth an" renewal of human resources. ' "etaile" trainin an" "e=elopment plan is "rafte" an" implemente" each year! which comprises le=el-wise planne" inter=entions as well as specific nee"-base" inter=entions throu h $rainin #ee" 'nalysis. $his eIuips the team to e<cel in their current roles while also preparin them for future roles. $here is reat emphasis on beha=ioral an" attitu"inal trainin apart from technical an" on-the-job trainin .
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
+4
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
E*+$o ee In,o$,e*en!
(aymon" belie=es that employee in=ol=ement is the &ey to continuous impro=ement! soun" "ecision-ma&in an" "e=elopin an open an" transparent or aniHation. Open forums pro=i"e opportunities to employees to share their =iews re ar"in people policies. $his ensures a foun"ation of people centric policies. 'n online 8( 3anual brin s transparency in 8( processes. 1atent creati=ity amon or aniHational members is tappe" throu h initiati=es li&e /aiHen! :uality *ircles an" 6u units. $he (aymon" ,nterchan e! a thin&-tan& of the *o's top mana ement roup! is an on- oin initiati=e that harnesses the collecti=e =iews on business strate y an" is one of the "ri=ers of employee in=ol=ement. 4sa e of the internal bran"in concept throu hout the 2roup also plays an important role in "ri=in employee in=ol=ement. 0e are prou" of the fact that we are one of the most empowere" or aniHations in terms of "ecision ma&in "own the line. estion 6chemes in
*ompensation an" benefits
0here=er (aymon" has create" in"ustry an" employment! it has also
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
pro=i"e" e"ucational! housin ! recreational an" spiritual support systems the schools run by the )./. $rust! at BAJ of the fees. ,n many cases!
+B
for its people. Employees' chil"ren ha=e the facility to enroll themsel=es in
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
chil"ren's e"ucation is absolutely free. From subsi"iHe" transport facilities
or a=ailability of (aymon" pro"ucts at concessional rates to its employees>
the company always stri=es to ma&e employees feel a part of the lar e (aymon" family.
P(O-4*$ OFFE(,#26
*ustomers to"ay the worl" o=er! are loo&in
fulfill all their nee"s. =arious
at one-stop shops that can
(aymon"! offer fully finishe" pro"ucts that span
arment cate ories that has been ma"e possible by a seamless
horiHontal an" =ertical inte ration across "i=isions. $heir te<tile solutions
encompass e=erythin - from worste" suitin to "enim an" shirtin .
,ts not just ran e but =olume an" Iuality that ma&e them the te<tile major that they are to"ay. $heir plants ha=e a capacity of ;C million meters ?soon to be D+ million metersF in pro"ucin the finest worste" fabrics an" wool blen"s. $he blen"s comprise of e<otic fibers li&e cashmere! 3ohair or
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
'n ora or blen"s of wool with casein an" bamboo or the ultimate in fine
pure wool P 6uper ;DAs.
+E
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
$he "enim "i=ision has a capacity of CA million meters of specialty "enims> not to mention our capabilities in pro"ucin shirtin an" car"e" woolen fabrics. $heir joint =entures with lobal lea"ers ensure that consumers ha=e access to worl"-class pro"ucts. 6i< states- of- the- art te<tile plants an" four armentin factories in ,n"ia an" Europe support their "esi n 6tu"ios in ,n"ia an" ,taly. 7ein inte rate" suppliers of fabrics as well as arments! (aymon" offer total te<tile solutions to customers
y
D
"enim fabric. inte rate"
y
3anufacturin in
+
L
y
1ar est inte rate" manufactu rer of worste" suitin . *apacity of ;C million meters.
y
3anufacturer of specialty rin "enim! fashion an" color "enim. *apacity of CA million meters.
y
y
y5
)
with 4*O #5
EuropeGs lar est pro"ucer of
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
linen shirtin fabric.
fabric! *ar"e" an" 7lan&ets.
woolen shawls *apacity of ;.B million meters.
y)5
y
*apacity of +A.B million meters.
y
y)5
with 2ruppo
Mambaiti!
y
with
3anufacturer of fine cotton an"
,talian hi h fashion cotton te<tile roup.
y
1anificio 3anufacturer of Outerwear Fe"ora! ,taly's lea"in woolen
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worl"-class plants in ,n"ia.
D continents 46! Europe an" 'sia.
+ C
fabric manufacturer.
y y
fabrics! comman"in an o=er EAJ mar&et share in ,n"ia. 0ith a capacity of 3anufacturer fashion jeans wear.
y
3anufacturer formal shirts.
;C million meters ?soon to be D+ million metersF! they are amon the few companies in the worl"! fully inte rate" to manufacture worste" fabrics! wool 9 wool blen"e" fabrics. $hey also con=ert these fabrics into suits! trousers an" apparels that are e<porte" to o=er BB countries in the worl"> inclu"in European 4nion! 46'! *ana"a! )apan an" 'ustralia amon st others.
3anufactur er of
of hi h
of
*apacity of fine y *apacity of D DAAA tailore" million shirts per "ay. formal pairs of jeans y $echnical suits! per
y
jac&ets an" trousers.
y
year.
collaboration with Fle<! )apan.
*apacity of 4!BA!AAA suits! jac&ets an" ;.4 million
0O(6$E -
(aymon" is the worl"Gs lar est pro"ucer of worste" suitin
+
' tren"setter an" an inno=ator in the ,n"ian te<tile mar&et! (aymon"Gs e<pertise has been brou ht to bear by our in-house research 9 "e=elopment team. $heir inno=ations ha=e become milestones in the worste" suitin in"ustry% $hey mastere" the craft of pro"ucin the finest suitin in the worl" usin super fine wool count ?from CAs to ;DAsF an" blen"in the same with superfine polyester an" other specialty fibers! li&e *ashmere! 'n ora! 'lpaca! Pure wool an" 1inen. (aymon" is amon st the few companies in the worl" with the e<pertise to manufacture e=en finer worste" suitin fabric- the 6uper ;DAs. $o"ay they are reco niHe" as a pioneer in manufacturin worste" suitin in ,n"ia! pro"ucin nearly ;A!AAA "esi ns an" colours of suitin fabrics! which are retaile" throu h DA!AAA stores in o=er 4AA towns across ,n"ia. From fabric to fine tailore" clothin ! 6il=er 6par& 'pparel 1t". 3ar&s the 2roup's foray into the lobal apparel mar&et.
-E#,3
;A
(aymon" 4*O -enim has state of the art manufacturin facilities in 2hent ?7el iumF! 2iur iu ?(omaniaF! (oc&in ham an" 6ny"er ?46F an" Ya=atmal ?,n"iaF. 'll their facilities pro"uce "ifferentiate" rin spun "enim! specialty "enim an" other niche pro"ucts for the lobal fashion mar&et.
(aymon"Gs offer buyers of "enim fabric! a state of the art jean wear facility to con=ert fabric into hi h fashion arments at our jeans wear facility 'E=er 7lue' near 7an alore. $he unit con=erts fabric to jeans wear supplyin to customers the worl" o=er. 68,($,#26 (aymon" an" *otonificio 8one er 6P'! part of 2ruppo Mambaiti ha=e
joine" han"s in the form of a BA%BA )5 to manufacture an" mar&et hi h =alue cotton an" linen shirtin . $hrou h this partnership! the te<tile majors ha=e set up a 2reenfiel" facility in ,n"ia for manufacture of hi h-=alue cotton shirtin fabric. $he joint =enture company! (aymon" Mambaiti 1t"! will combine (aymon"Gs e<pertise in te<tile business! low cost pro"uction! technolo y an" "istribution with ,talian stren ths of creati=ity! style! pro"uction &nowhow! Iuality finishin an" lea" times. $he pro"uct ran e will inclu"e a wi"e ran e of fabrics an" finishin
inclu"in cotton apparel fabrics an" hi h-en" cotton suitin fabric
;+
pro"uce" at our newly set up state-of-the-art =ertically inte rate" plant in /olhapur! ,n"ia.
$his facility caters to the international mar&ets at the mi""le to the upper
en" bran"s an" offers custom "esi ne" shirtin pro"ucts to our "iscernin international customers! which inclu"es lea"in bran"s an" retailers. $he roup is amon the top three ,talian hi h fashion cotton te<tile majors in the worl"! supplyin fabrics to premium bran"s across the lobe.
Formal shirts $o style the corporate worl"! we ha=e set up another facility manufacturin formal shirts -'*elebrations 'pparel 1t".'! in technical collaboration with a )apanese manufacturin company- Fle< )apan *ompany 1t". Powere" by a"=ance" machinery an" cuttin -e" e infrastructure! the facility manufactures up to EAAA shirts a "ay.
y y y y
-ress 6hirts $e<tiles (aymon" Mambaiti P=t. 1t". *elebrations 'pparel 1t"
$',1O(E- *1O$8,#2
;;
(aymon" manufacture suits! jac&ets an" formal trousers throu h 6il=er 6par& 'pparel 1t".! a wholly owne" subsi"iary of (aymon" 1t"... $o meet the rowin nee"s of our "omestic an" international clients! their plant has the capacity to pro"uce 4BA!AAA suits an" jac&ets an" ;.4 million trousers annually! a si nificant a""ition to their e<istin capacities at $hane near 3umbai. $hey not only pro"uce en ineere" ?fuse"F jac&ets but also ha=e the capability to pro"uce hi h -en" half can=as jac&ets. $his ma&e-up offers the complete 'tailore"' with +C-;A rows of blin" stitch on the lapels! uaranteein a roll on the lapel! which is unmatche". $he jac&ets are han" sewn to complete the tailore" loo&.
;D
)E'#6 0E'(
6tate-of-the-art jeans wear facility 'E=erblue 'pparel 1t".' has been set up in -o"aballapur! near 7an alore. $he plant has the capacity to turn out D million arments per annum with inte rate" arment "esi n! sewin an" washin operations. 'n in-house "esi n stu"io an" samplin unit compliments manufacturin capabilities. -e"icate" sample washin machines ensure Iuic& turnaroun" of samples. $o"ay! (aymon" is the "e=elopin an" manufacturin partner of lea"in lobal bran"s. $his has been ma"e possible by the optimal use of mo"ern technolo y.
y
$he use of a hi h "e ree of automation ri ht from computeriHe" 2erber sprea"er an" cutter to laser patternin an" finishin . $he stitchin facility incorporates se=eral automatic sewin wor&stations for consistency of wor& e<ecution! o=er loc&in an" Hipper attachments. $he finishin unit consists of scrapin spray booths! san" blastin an" laser patternin to create special effects on the "enim. 'n in-house *P* controlle" laun"ry! re ar"e" as the best such facility in ,n"ia for washin an" "yein obtaine" from Europe. $his ensures!
y
y
y
;4
that we can pro=i"e a wi"e =ariety of finishes to meet the "i=erse tastes of our lobal customers.
;B
-(E66 68,($6
(aymon"Gs formal shirts ha=e earne" the reputation of bein at par with the worl"'s best. $his has been ma"e possible throu h *elebrations 'pparel 1t"! their new facility in 7an alore! which has a technical collaboration with Fle< )apan! one of the lar est "ress shirt manufacturers in )apan. $he plant has the capacity to manufacture o=er + million shirts per year.
't (aymon"Gs they pay special attention to operations li&e armhole seam with sin le nee"le machines. $hey possess the capability of manufacturin complete shirts usin sin le nee"le machines. Oil free sewin machines an" a "ust free en=ironment ensure spotless whites an" li ht colour shirts. $hrea"s! interlinin s! buttons an" other embellishments are source" from the best suppliers across the lobe to offer our customers the hi hest Iuality pro"ucts. $he layout of the manufacturin line has sufficient fle<ibility to a"apt to smaller runs an" style chan es. $his fle<ibility permits the manufacture of both fuse" an" non-fise" collars an" cuffs as per our customer reIuirements
;E
6pecialiHe" machinery importe" from renowne" manufacturers from 46'! 2ermany an" )apan comprise of automate" sprea"in an" cuttin with an inbuilt system for matchin chec&s an" stripes. Poc&et creasin an" poc&et attach operations ai"e" by 6(P sewin machines ma&e our unit one of the best shirt ma&in facilities in 6outh 'sia.
;L
7('#- PO($FO1,O
$o let customers soa& in the bran" e<perience (aymon"Gs ha=e set-up e<clusi=e bran" stores. Each store ma&es a=ailable to customers the entire pro"uct ran e of arments an" accessories. $hese pro=i"e customers a uniIue an" leisurely shoppin e<perience while also presentin them a new loo& to suit e=ery new occasion P be it formal! casual! out"oor! tra=el or occasion wear.
$he (aymon" 6hop is a premium retail store offerin complete war"robe solutions for men! which inclu"es top-of-the-line bran"s (aymon"! 3anHoni! Par& '=enue! *olourPlus an" Par<.
$he 3anHoni 1u<ury 7outiIue in #ew -elhi an" 3umbai pro=i"es a lu<urious ambience to ma&e a %! $e %!a!e*en!N
;C
$he Par& '=enue store offers the perfect +re*'&* $')e%! $e e<perience an" a""resses the customers nee" for 7usiness! E=enin ! 1eisure! $ra=el an" 8erita e 0ear.
E<clusi=e stores where one can shop for smart casual shirts! trousers an" ele ant accessories.
2et a coo$ !rend ma&eo=er for that Ochille" outG out of office loo&N
' chain of +B stores! presentin customers the best of international fashion from well-&nown ,n"ian "esi ners! ri hts un"er one roof.
;K
' fun place for &i"s to han out an" shop for colorful clothes an" accessories.
$rust. E<cellence. :uality. $hese are some of the abi"in =alues that ha=e been associate" with (aymon" o=er the years. $o"ay they ha=e the "istinction of bein the worl"'s lar est inte rate" pro"ucers of worste" suitin fabrics. 's an inte rate" player! they pro=i"e en"-to-en" fabric solutions ri ht from manufacturin worste"! woolen an" linen fabrics to creatin suits! trousers an" apparel.
$heir consistent focus on cuttin -e" e research an" technolo y has resulte" in pioneerin new pro"ucts! which ha=e set new benchmar&s in the worste" suitin in"ustry in ,n"ia.
For e<ample! they ha=e the "istinction of pro"ucin the finest suitin in the
worl" usin super fine wool from CAs to ;DAs count an" blen"in the same
DA
with superfine polyester an" other specialty fibres! li&e *ashmere! 'n ora! 'lpaca! Pure 6il&! 1inen etc.
$hey pro"uce nearly ;A!AAA "esi n an" colors of suitin fabric! that ha=e foun" their way in o=er BB countries inclu"in the European 4nion! 46'! *ana"a! )apan an" 'ustralia amon others. E=en as (aymon" pro"ucts e=ol=e with the times! the bran" still caters to the "ifferent faces of '$he *omplete 3an'- a man who is carin ! sensiti=e an" places a hu e premium on relationships.
Man-on' offers "iscernin customers the finest in contemporary international style an" lu<ury. $he pro"uct ran e comprises of super premium formalwear an" sportswear inclu"in suits! shirts! trousers an" hi h Iuality accessories such as han"crafte" sil& ties! pure leather shoes crafte" in Europe an" leather belts. ' 3anHoni arment wea=es in nothin short of the best - pure superfine wool! the finest cotton! +AAJ pure ,rish an" ,talian 1inen! buttons ma"e from natural coroHHo nut an" mother of pearl. $he best-in-the-worl" linin s!
interlinin s an" threa"s len" these arments a premium loo&.
D+
$he "esi ns are create" in limite" e"itions to maintain e<clusi=ity. 'n ele ant an" rela<e" ambience reets each customer =isitin any of the 3anHoni boutiIues! in 3umbai an" #ew -elhi.
3'#MO#, FO(3'1 0E'(
,ts classic colours an" contemporary "esi ns characteriHe the 3anHoni formal wear ran e. Man-on' )or*a$ %.'r!% are a=ailable in re ular ; fol" +AAs! ; fol" +;As up to ; fol" ;AAs with fine structures such as "obby! herrin -bone! "iamon" structures! stripes an" chec&s! an" soli"s such as white! purple! pin&! blue! etc. *ollars ran e from re ular! semi cutaway an" sprea" collars to two button collar ban"s. $he buttons on 3anHoni shirts are ma"e of the finest natural mother of pearl. Man-on' )or*a$ %&'!% are ma"e of super fine wool ran in from super +;As to super +BAs. $hese suits ha=e an ,talian silhouette with superb construction an" e<cellent "rape. )ac&ets are offere" in contemporary styles of sin le-breaste" ;-button an" sin le breaste" D-button with hi h notch lapels. 'll the suits an" jac&ets are ma"e on the state-of-the-art machines with e<clusi=e han"crafte" features such as han" stitch "etailin on lapels an" poc&ets! contrast han" stitch "etail insi"e the jac&ets on sculpte" ?shape"F linin . Man-on' )or*a$ !ro&%er% ha=e a clean loo& an" are well constructe" with a linin that pro=i"es total comfort to the waistban". 6uperior poc&etin of
the finest cotton an" &nee len th linin for woolen trousers ma&e for
D;
comfortable wearin . ,ntricate features inclu"e French fly! blin" stitche" loops! roun"e" belt e<tensions 9 O-G bar ta s at the bac& poc&ets for a""itional stren th to the arment. Only the finest premium horn an" *oroHHo #ut buttons are use" in 3anHoni trousers. Man-on' %+or! /ear $he hi hli ht of the 3anHoni 6portswear 1ine is the wi"e an" =arie" ran e of +AAJ linen an" washe" shirts in =ibrant colors a=ailable in half slee=es. *olorful chec&s! =ibrant stripes an" bri ht soli"s in fashion colors li&e fuchsia! oran e! aIua! blue! reen an" peach complete the casual ,talian loo&. $he casual shirts ha=e a smart rela<e" Oone pieceG collar for comfort. 3anHoni boasts of the wi"est linen ran e in the countryN $rousers are a=ailable in +AAJ cotton an" linen in re ular flat front styles! washe" for a soft han" feel. 'part from the basic blac&! na=y blue to offwhites! these trousers are also a=ailable in fashion colors li&e Oran e! 3a enta an" (e". '""in to the premium casual loo& are B-poc&et OjeansstyleG trousers in +AAJ linen an" O"rawstrin trouserG in +AAJ linen. O4nline" jac&etsG ma"e from +AAJ linen offer cool comfort as "o leisure suits in +AAJ linen a=ailable in sha"es of i=ory! san" an" natural coffee. Man-on'·% Bona Sera e=enin line consists of washe" +AAJ sil& jacIuar" shirts in colors li&e oran e! re"! blue! purple apart from the classic neutral sha"es. 6ubtle embroi"ery on shirts "resses you up in rich ele ance.
DD
1aunche" in +KCE! Par& '=enue pro=i"es stylish an" inno=ati=e war"robe solutions to well-"resse" entlemen. 's ,n"iaGs premium lifestyle bran"! its "esi ns embo"y the latest in international fabric! stylin ! color an" fashion tren"s. $hey cater to customer nee"s with formal clothin for =arie" occasions> be it for a "ay at office! hi h-powere" corporate meetin s! family et-to ethers or festi=e occasions. $he shirts! trousers! suits an" jac&ets nee" little care an" therefore con=enient to carry! while tra=elin .
$he Par& '=enue 8erita e 0ear collection! which inclu"es a ran e of
&urtas 9 pajamas! ma"e of pure sil& an" han"crafte" embroi"ery! has aine" the appreciation of "iscernin customers. $heir creations can be foun" at e<clusi=e Par& '=enue stores an" O$he (aymon" 6hopG chain of stores. $he bran" has recei=e" se=eral awar"s. (ecently! it ha" the honor of bein the OMo%! Ad*'red BrandG at the 1ycra ,ma es Fashion 'war"s ;AAE! for the secon" consecuti=e year.
D4
6et up in +KKD! Co$orP$&% is one of ,n"ia's lea"in casual wear bran"s. $heir shirts! trousers! &nits! sur=i=al ear an" accessories ha=e always met international Iuality stan"ar"s.
DB
Par0 reflects the persona of the ener etic ;;-DA year ol" who is a ressi=e! out oin ! an" "ynamic an" li=es his life to the fullest. $hey mirror the pulse of this new eneration! who loo& at clothin as a statement of their attitu"e an" =ibrancy. Par< was launche" in +KKK to cater to the smart an" fashionable clothin se ment. ,t has arnere" a si nificant mar&et share in this cate ory i=en our =ertical inte ration an" a stron retail presence. $he bran" affor"s a wi"e ran e of shirts! trousers! "enims! polos an" outerwear. $he ran e is cate oriHe" namely 4rban! 6ports! E<cursion an" *lub. $he Par< ran e is a=ailable at e<clusi=e Par< bran" outlets an" Q$he (aymon" 6hopR chain of stores across the country.
DE
Be: offers fashion that captures the latest tren"s from across the lobe. 7e% offers a wi"e ran e of apparel an" accessories for both men an" women from 7e% an" well &nown ,n"ian "esi ners li&e 'nshu 'rora 6en! '&bar 6hahpurwalla! /rishna 3ehta! 3anish 'rora! Preeti )hawar! Priya"arshini (ao! (ohit 7al! 6a=io )on! 6hantanu 9 #i&hil! 5arun 7hal! 5i"hi 6in hania an" 0en"ell (o"ric&s! across cate ories namely - 0omenGs 0estern wear! 0omenGs Ethnic wear! 1oun e 0ear an" *lub wear for both men 9 women. 7e% brin s a lar e collection of "esi ner pro"ucts to a lar e au"ience that is increasin ly becomin aware of "esi ner wear an" "reams of possessin one. 'ffor"ability! 'ccessibility an" 'cceptability are the three attributes that characterise 7e% 7e%! from (aymon" 1t".! to"ay is a +B store chain. 7e% has a pan ,n"ia presence with a store each in 'hme"aba"! 1u"hiana! 8y"eraba"! *hennai! two in 7an alore an" /ol&ata! three in -elhi! four in 7ombay. $he 7e% chain will continue to e<pan" in prominent cities in ,n"ia.
DL
"a++1 Presents an e<citin ran e of arments an" accessories tar ete" at fashion conscious youn a"ults between the a e roup of 4-+; years. From party wear to casual wear! &i"s can now choose a "ifferent style for each "ifferent occasion. -esi ne" in-house! the MappN *lothin line consists of '7asics'! '-enim' an" '6treet wear' amon st other collections. $o o with their clothes! &i"s can also shop for accessories such as footwear! ba s! be" an" bath linen. MappN 8as also tie" up with 0arner 7rothers to treat &i"s to '6uperman' merchan"ise ri ht in their city. $he collection will be mar&ete" throu h e<clusi=e bran" stores across the country! the first of which was launche" in 'hme"aba" an" the ne<t one in 3umbai. 0ith their e<citin clothes an" accessories line complete with a uniIue an" fun e<perience> they loo& forwar" to re"efinin the &i"swear mar&et in the country.
DC
(E$',1,#2
$he (aymon" 6hop is a premium retail store offerin complete war"robe solutions for men! which inclu"es top-of-theline bran"s - (aymon"! 3anHoni! Par& '=enue! *olourPlus an" Par<. $he (aymon" 6hop has been a pioneer in or aniHe" retailin in the country startin aroun" fi=e "eca"es a o. $heir wi"e reach an" ran e of pro"ucts! ma&es it the lar est one stop retail networ& in the country O=er the years! $he (aymon" 6hop chain of stores has become a yar"stic& by which other retail stores are ju" e" an" constantly sets new stan"ar"s an" creates en=ironments that ma&e shoppin a pleasure. $he (aymon" 6hop networ& starte" with a small corner shop in 7allar" Estate! 3umbai! aroun" fi=e "eca"es a o. ,t has rown tremen"ously with a "e"icate" team ma&in it the lar est retail store in the country ha=in more than DAA stores in prime locations! in +BA cities in ,n"ia. $heir o=erseas networ& spans ;L stores in +B cities across the 3i""le East! 6ri 1an&a! 7an la"esh an" #epal. $he (aymon" 6hop retail chain occupies
a space of + million sIuare feet built-up area.
DK
$heir wi"e reach all o=er the country across bi cities an" smaller towns allows us to reach a wi"e spectrum of consumers. $hey ha=e now e<ten"e" our reach with a presence in some of the lea"in 3alls with new retail formats.
4A
'- *'3P',2#6
4+
4;
RESULT 2 ANALYSIS
,n response to the first Iuestion most of the consumers respon"e" to (aymon"! 6iyaram an" 5imal as major suitin an" shirtin bran"s out of BA consumers y +B a=e their first response as (aymon"! y +E as 6iyaram y K as 5imal! y B as -e jam y B as (ei" 9 $aylor.
¡ ¡ ¡
C
4
E
;
C
E 4 ;
¢ £¤ £ ¢ £ £;
¥
¤¥
¦¡
0hen as&e" to rate "ifferent suitin
scale of +-+A Followin
an" shirtin bran"s on the
responses were obtaine" on an a=era e
basis
4D
y 6iyarams K/+A! y (aymon" C/+A! y (ei" 9 $aylor L/+A! y 3ayur L/+A! y 5imal L/+A! y -i jam E/+A! y -inesh
¨§
K L B
¨
©
D
D
©§
¨
0hen as&e" about the major "eterminant behin" buyin a (aymon" pro"uct. $he consumer respon"e" in followin manner y :uality +D! y $rust ++! y 'ffor"ability ++! y 6tyle E! y Promotion D! y 5ariety of 3erchan"iHe E!
44
y *ustomer 6er=ice A!
##
#
!
$ %(# $ %( $ ' ()
%& %&
%& %
Followin are the consumer response after buyin a (aymon" bran". y E<cellent +D! y 2oo" +C! y '=era e +B! y Poor/7a" 4.
10 54 5523
5501 43 2 10
4B
67 8 7
9 @
5
67 8 7
9 @
1
67 8 7
9 @
A
People buy (aymon" 3erchan"iHe from y 1ocal shop owners ;B! y (aymon" 6hops ;+! y E<clusi=e 7ran" outlets 4.
DA
CB
CA +B +A B A + C
D
1ocal shop (aymon" shop E<clusi=e
0hen as&e" about the source of information about (aymon" pro"ucts! $hese were the responses of consumers. y Frien"s +A! y Family +A! y $ele=ision '". +E! y Print 3e"ia +;! y 1ocal 6hop owner '". ;.
4E
+
H
G
+F +E
+
+A H
G
I
6eries+ 6eries P 6eries
F
E
A
Frien"
Family
$ele=ision
4L
Prient me"ia
1ocal shop
owo
ner
,#$E(P(E$'$,O#
$he complete bran" (aymon"! a hoary bran"! has ha" the wis"om to ensure its Iuality an" a"=ertisin mo=e with the times e=en as they remain stylish an" consistent. (aymon"'s has been the best in its cate ory for a es.
From babies an" puppies to teachers an" recently! "olphins! (aymon"'s a"=ertisin has use" many ima es to create its ima e of a complete man. , was marrie" in +KC;. 'n" then , became history. #o! this is not a column about matrimony or the atten"ant challen es. ,t is about a bran" that most mi""le- an" upper class ,n"ians not only consi"er but also en" up buyin when they et marrie". You "on't ha=e to be an e<pert on sartorial ele ance either to fi ure out that the bran" that is top of min" is (aymon". (aymon" the bran" has been in e<istence for o=er ei ht "eca"es now from
+K;D. $o be precise! (aymon" is unIuestionably ,n"ian's foremost te<tile
4C
bran" an" a "ominant mar&et lea"er. $he cornerstone of the bran" has
been the consistently superior pro"uct Iuality an" numerous inno=ations
that ha=e ensure" that the competition has been left behin".
5ery often! people in companies un"erestimate the =alue of a"=ertisin .
'fter all! pro"uct mana ers belie=e that their mousetraps are far superiorN
'n" yet! ,! for one! belie=e in the power of a"=ertisin
- as a professional
an" as a consumer. 3ore so in a cate ory li&e apparel. 0hat's the "ifference between a shirt by 5an 8eusen an" another by Mo"iacS 0hilst both bran"s woul" ha=e "iehar" loyalists! the truth is that both these bran"s are buyin the fabric from the same pro"ucer. $he "ifference comes
throu h in the "esi ns! the a"=ertisin an" the conseIuent ima ery.
'n" spea&in of (aymon"! one of the &ey factors behin" its success is the a"=ertisin ! Iuality! style! an" inno=ation. $o my min"! (aymon"'s a"=ertisin has been the best in its cate ory for a es. '. 2. /rishnamurthy! the "ri=in force behin" 5imal's a"=ertisin for se=eral years! will "isa ree
but that can be a "ifferent story. 'n" this has happene" throu h "ifferent a"=ertisin a encies! which ha=e han"le" the (aymon" bran" o=er the
years.
0hether it was the le en"ary Fran& 6imoes who for a short while han"le"
5imal an" (aymon"! Enterprise-#e<us with the li&es of 3ohamme" /han
or (. /. 6wamy 77-O! which has been han"lin it successfully for the last few years. ,n fact! while 5imal mi ht ha=e ha" a powerful ta line in Tthe loo&s of a winner!T it was (aymon"! which has been wal&in away with the
a"=ertisin sweepsta&es! in my boo& at least.
4K
' flashbac& in fashion
$he hallmar&s of (aymon"'s o=er the years ha=e been its sophistication an"
consistency. , &now that it is easier for people to remember the wor"s of a son or "ialo ues from films than it is to remember a"=ertisin slo ans or
ta lines. 'n" yet! one of the tests for an a"=ertisement is not only its recall
but also its rele=ance to the tar et au"ience at that point in time.
One of the bran"'s most =isible an" recalle" slo ans was Tthe ui"e to the
well-"resse" male. 'n" then the a"=ertisin mo=e" ahea" to Tthe complete man.T $he complete man was a shift in the sense that it was focuse" on the
consumer. 8e! not fabric! was the hero.
, can still recall! almost frame by frame! a commercial! which was shot in blac&-an"-white that en"s on the beach with a uy in a wheelchair. $he contemporary tone of =oice an" sophistication continue to be en"urin
features of the bran"'s a"=ertisin .
BA
Feels li&e hea=en
' encies lo=e chan e! more so when the ori inal campai n i"ea is inherite"
from a "ifferent a ency. 'n" yet there can be another possible "imension to
the complete man an" that is warmth. ,f you ha" to fin" one wor" that
"escribes some of the (aymon" $5 commercials o=er the last few years!
that wor" woul" be Twarm.T
, am sure all of us ha=e enjoye" the
commercials of the baby! the bunch of cute puppies! the teacher comin for his former pupil's we""in reception with flashbac&s of the past or e=en the
recent one featurin "olphins. *rucial to the memorability of these commercials is the slic& e<ecution. ,t is
ba" enou h wor&in with celebrities an" stars but , uess wor&in with animals ?howe=er cuteF must pose its own set of challen es. *onsciously one realises that the bran" is tar etin the youn er user. 'fter all! we are a youn nation that is becomin increasin ly more affluent an" lobal e=en as we spea&. $his is perhaps more in e=i"ence in the commercial featurin a sceptical father an" an intelli ent albeit ill-&empt son loo&in for a job. $he callow youth is transforme" in a (aymon" suit an" stuns his father. $o
my min"! a stunnin commercial.
Yes! the bran" has broa"base" its appeal from we""in s to inter=iews to international tra=el. 'n" it is not only ban&ers who wear suits now. People wear suits an" classy clothes more often an" the bran" that will come to min" an" into their war"robe will be (aymon" "espite the presence of the -i jams! the 2rasims! the (ei" 9 $aylors! the -ineshs an" 5imals of the worl". (aymon" to"ay is a bran" with lobal aspirations! e<cellent reach
B+
an" the financial clout an" business acumen to ta&e o=er bran"s li&e *olor Plus.
'spiration is the &ey 'spiration is one of the &ey "ri=ers of successful bran"s. , remember a 3erce"es 7enH commercial of a chil" in a womb that &eeps repeatin T0hen , row up! , will "ri=e a 3erce"es.T One of the reatest challen es of a lon lastin bran" li&e (aymon" is to remain attracti=e an" aspirational to a new eneration of users who are comin in e=ery year. 0ill they continue to patronise the same bran" of suitin that their father woreS $he answer to that mi ht well "etermine (aymon"'s future success. 3y ut feel tells me that (aymon" is well on its way to "o that. 'n" if that isn't complete success! , won"er what is.
B;
*O#*146,O#6
$he (s +!BAA crore (aymon" 2roup is mo=in ahea" in the ;+st century in
top ear as it sets an a ressi=e e<pansionist eye on not only the "omestic
mar&et! but also the lobal scene. , "on't thin& there are many companies in the worl" which are so inte rate"
that they actually manufacture worste" fabrics! woollen! linen an" o to the
e<tent of con=ertin From ma&in
them into rea"yma"e
arments! suits an" trousers!T
coarse woollen blan&ets an" small Iuantities of low price" at (s +.AB la&h per suit len th. '""e" to its fabric an" *olorplus.
woollen fabrics in +K44! (aymon" now ma&es the 6uper ;;A6 the worl"'s finest fabric retailin 3anHoni base is the =ery impressi=e stable of men's ($0 labels P Par& '=enue! Par<!
7ase" on the responses collecte" after the sur=ey followin conclusion can be "eri=e".
(aymon" has establishe" its name an" fame in the min"s an" harts of most of the consumers. ,ts supreme Iuality an" trust has been a major factor behin" its success an" its a"=ertisin strate y has be roc& soli" an" consistent o=er the years an" that why most of the consumers respon"e" to (aymon" imme"iately when as&e" about 6uitin an" 6hirtin . One of the stron bastions of (aymon" has been its a"=ertisin strate y (aymon" a"=ertisements ha=e ma"e their place in our memories an" heart from "eca"es. $hey always touch our hearts an" e<plore our feelin s an" try to
relate with us in one way or the other.
BD
From +K;B till to"ay (aymon" ha=e "e=elope" a stron
patrona e amon
customers an" after buyin any of the (aymon" 3erchan"iHe customer
came bac& a ain an" a ain. 'll thou h (aymon"'s ha=e face" stron competition from 6iyarams! 5imal 9 3ayur but it nee" not to worry a lot about these because its name itself is sufficient to compete with any bo"y.
B4
6*OPE OF F4$4(E (E6E'(*8
,n this report we ha=e analyHe" the bran" ima e! bran" eIuity an" bran" awareness of (aymon"'s. 0e ha=e also trie" to fin" out the customer satisfaction for its pro"ucts.
7ut its a"=ertisin itself is such a complicate" an" comple< phenomenon in itself that there is a hu e scope for researchin its a"=ertisin an" promotion strate y to un"erstan" that "espite hea=y a"=ertisin by all
other competitors why (aymon" ha=e maintaine" its mar&et share.
'lso we coul" try to analyHe the reasons behin" the (aymon"'s approach of promotin its bran"s li&e 3anHoni 7e> Mapp an" *olour Plus "ifferently an" not un"er the (aymon"'s ta because most of people are stile not aware
that these bran"s belon to (aymon"'s
BB
:4E6$,O##',(E
:+ 0hen , say suitin an" shirtin s! which bran" comes to your min"S y (aymon"Gs y 6iyaram y -i jam y 5imal y -inesh y (ei" 9 taylor y 3ayur :; 8ow many bran" un"er (aymon"Gs are you aware ofS y Par< y Par& a=enue y 7e% y *olor plus y Mapp y 3anHonni
(ate these bran" in terms of Iuality =ariety an" affor"ability on the scale of +-+A.
y (aymon"Gs
BE
y 6iyaram y -i jam y 5imal y -inesh y (ei" 9 taylor y 3ayur :4 0hat ma&es you buy a (aymon" pro"uctS
y :uality y $rust y E<perience y 6tyle y 'ffor"ability y 5ariety of merchan"ise offere" y Promotions y *ustomer ser=ice/ambience :B 8ow was your e<perience of buyin a (aymon" bran"S
y E<cellent y 2oo" y '=era e y 7a"/poor :E From where "o you buy (aymon"Gs merchan"iseS
BL
y 1ocal shop owners y $he (aymon"Gs shop y E<clusi=e bran" outlets :L 8ow "o you et to &now about (aymon"GsS
y Frien"s y Family y $ele=ision a". y Print me"ia y 1ocal shop ownerGs a".
BC
BK
doc_938274027.doc
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CUSTOMERS· RECEPTIVENESS FOR THE BRAND RAYMOND·S
SUBMITTED BY:
SUBMITTED TO:
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O '*/#O01E-2E3E#$ O E.E*4$,5E 6433'(Y o O7)E*$,5E OF (E6E'(*8 o (E6E'(*8 3E$8O-O1O2Y o ,#$(O-4*$,O# OF 7('#-'$' P(E6E#$'$,O# o (E641$ 9 '#'1Y6,6 o *O#*146,O# o (EFE(E#*E o :4E6$,O##',('
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;
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'*/#O01E-2E3E#$
, offer my sincerest than&s an" e<press my "eep ratitu"e to 3rs.(iya 6harma! my project ui"e for her immense help an" ui"ance.
, woul" also li&e to ta&e this opportunity to than& -r. #./. /a&&ar an" all the other staff of institute for their continuous help in pro=i"in "etaile" information 9 ui"ance whene=er
nee"e"! in project.
1ast but not least> , woul" li&e to than& all my frien"s for their continuous help whene=er ,
was nee"e" in project.
'#,1 /43'( ? E-#O@ AAB+4CDAEF .
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D
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E.E*4$,5E 6433'(Y
, am presentin this report on customer satisfaction an" bran" perception! starts with the rational behin" preparin the report! objecti=e! a brief
history of the bran" an" co=ers a wi"e =ariety of topics! such as ma&in of the bran"! pro"uct offerin s! bran" portfolio! customer perceptions! hr
policy! a"=ertisement strate y!etc.
'll this research is then followe" by a sur=ey which re=eals some facts about the bran"s ima e in the min"s of the consumer an" satisfaction
"eri=e" by the consumers after purchasin the bran".
't last , ha=e conclu"e" the report with my interpretation of the whole thin an" the information collecte" is presente" with the help of charts an"
"ia rams.
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4
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('$,O#'1 OF 3'/,#2 $8E (EPO($
$he 'merican mar&etin association "efines a bran" as a name! term! si n!
symbol or "esi n or a combination of them inten"e" to i"entify the oo"s or ser=ices of any one seller or roup of sellers an" to "ifferentiate them from
those of competitors.
7ran" is the a""e" =alue en"owe" to a pro"uct an" ser=ices. $his =alue may be reflecte" as in how consumers thin&s! feel or act with respect to a bran" as well as the prices! mar&et share an profitability that the bran"
comman"s from the firm.
You can not un"erstan" consumers emotions! feelin ! his aspirations an" e<pectations for a bran" by rea"in boo&s or theoretical &nowle" e> for that purpose you ha=e to interact an" communicate with the consumer up close an" personal an" as& him "irectly or in"irectly about his perception of the
bran". ,n the same manner you ha=e to approach the customers/consumers
"irectly to un"erstan" his e<perience of buyin an" usin a pro"uct> an" weather he/she is satisfie" with the whole process or not. $his is =ery important for a mar&eter because then he can "esi n his mar&etin mi<>
accor"in to the nee"s of the consumer.
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$he purpose of ma&in this report is to un"erstan" the "ynamics behin" buil"in a bran" ima e in the mar&et an" to un"erstan" the consumerGs
B
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perception about a particular bran".
,f a consumer has a positi=e
perception for a bran" he/she will "efinitely o an" buy it an" after buyin
it he/she matches his/her percei=e" le=el of satisfaction with the actual satisfaction "eri=e". $hat is how bran" ima es are buil". $his report also
tries to analyHe customer satisfaction for a particular bran".
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E
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O7)E*$,5E OF (E6E'(*8
(aymon"Gs o=er the years ha=e become synonymous for trust! Iuality an"
style. ,t is the mar&et lea"er in suitin an" shirtin Gs! worste" fabric! tailore" 9 rea"yma"e arments with more than EAJ mar&et share. 6ince
itGs be innin in +K;B till to"ay (aymon"Gs ha=e un"erstoo" the chan in
nee"s of consumers an" catere" to it.
$he objecti=e of this report is to un"erstan" the reason behin" (aymon"Gs success an" consumerGs perception about the bran". 0hen we tal& about (aymon"Gs it is important to mention other bran"s also which the (aymon"Gs roup owns li&e manHoni! par<! Happ! be% par& a=enue etc. $his report consi"ers consumer perceptions an" &nowle" e about all these bran"s an" base" on the information collete"! it tries to "raw a conclusion re ar"in the whole research. 'lso , ha=e trie" to i=e my interpretation an"
un"erstan"in of the whole report an" research
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L
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RESEARCH METHODOLOGY
TYPE OF RESEARCH: - -escripti=e (esearch
7len" of -escripti=e metho" has been use" in this research for the collection of
"ata. 's the research is relate" to the stu"y of consumer satisfaction! which can more effecti=ely be stu"ie" throu h "irect Iuestions! personal inter=iew an" informal tal&s- e<perimental research will not much effecti=e. 'lso! consi"erin the time
constraints! "escripti=e research lea"in to conclusi=e result is the most suitable "esi n for this research as it is relate" to why anythin happenin . ,t chec&s the
beha=ior features of a customer.
DATA COLLECTION METHOD: PRIMARY DATA:-:uestionnaire 3etho"
$he "ata has been collecte" throu h Iuestionnaire metho". $he Iuestionnaire was "esi ne" in such a way to co=er as many aspects of consumer beha=ior as possible. 3any Iuestions ha=e been as&e" in it for fee"bac& from customers. ,n it both opene" en"e" Iuestions an" close en"e" Iuestions ha=e been as&e" for
stu"y.
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Secondar Da!a%C
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4n"er this "ata is ta&en from the internet. 'll the "ata relate" to its profile! mission
an" capital structure is ta&en. E=en "ata relate" to this stu"y is also its
mana ement! mission an" many other thin s.
SAMPLE DESIGN: - (an"om 6amplin SAMPLE SI"E: - +AA SAMPLE UNIT: - ,n"i=i"ual GEOGRAPHICAL LOCATION: - DELHI STATISTICAL TECHNI#UES USED: - Percenta
'nalysis e
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K
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,#$(O-4*$,O# OF $8E 7('#-
Years a o! when the 6in hania family was buil"in ! consoli"atin an" e<pan"in its =arious businesses in /anpur! one 3r. 0a"ia was in a similar manner settin up a small woollen mill in the area aroun" $hane cree&! 4A &ms away from 7ombay. $he 6assoons! a well-&nown in"ustrialist family of 7ombay! soon acIuire" this mill an" rename" it as $he (aymon" 0oollen 3ills. 'roun" the same time! the 6in hanias aime" to broa"en their business horiHons. $he family's sharp business foresi ht le" to the acIuisition of $he (aymon" 0ollen 3ills. 0hen the ran"son of 1ala )u ilal! 1ala /ailashpat 6in hania too& o=er
(aymon" in +K44! the mill primarily ma"e cheap an" coarse woollen blan&ets! an" mo"est Iuantities of low price" woollen Fabrics $he =ision an" foresi ht of 3r. /ailashpat 6in hania reatly helpe" in
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establishin the )./. 2roup's presence in the western re ion. 4n"er his able stewar"ship! (aymon" embar&e" upon a ra"ual phase of
+A
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technolo ical up ra"ation an" mo"erniHation> pro"ucin woollen Fabrics of a far superior Iuality. 4n"er 3r. 2opala&rishna 6in hania! the mill became a worl"-class factory an" the (aymon" bran" became synonymous with fine Iuality woollen Fabrics 0hen -r. 5ijaypat 6in hania too& o=er the reins of the company in +KCA! he injecte" fresh =i our into (aymon"! transformin it into a mo"ern! in"ustrial con lomerate. 8is son 3r. 2autam 8ari 6in hania! the present chairman an" mana in "irector has been instrumental in restructurin the roup. 0ith the "i=estment of its non-core businesses! the roup has emer e" stron er! with a more focuse" approach. $o"ay! with a ;C million-meter capacity in wool 9 wool-blen"e" fabrics! (aymon" comman"s an o=er EAJ mar&et share in worste" suitin in ,n"ia an" ran&s amon st the first three fully inte rate" manufacturers of worste" suitin in the worl". $hey are perhaps the only company in the worl" to ha=e a "i=erse pro"uct ran e of nearly ;A!AAA "esi n an" colours of suitin fabric to suit e=ery a e! occasion an" style. 0e e<port these to o=er BA countries! inclu"in 46'! *ana"a! Europe! )apan an" the 3i""le East. ' +AAJ subsi"iary of (aymon" 1t".! (aymon" 'pparel 1t". ?('1F ran&s
amon st ,n"ia's lar est an" most respecte" apparel companies. $hey brin to their customers the best of fabric an" style throu h some of the country's
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most presti ious bran"s- 3anHoni! Par& '=enue! *olor Plus! Par<! 7e% an"
Mapp. E=en as the bran" &eeps e=ol=in throu h its cuts! styles! apparels
++
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
an" collections! one thin
has remaine" unchan e" o=er time is the
unrelentin pursuit of e<cellenceN $he company's -esi n 6tu"io in $hane is well eIuippe" with state-of-theart facilities! which stimulate an" nurture the creati=e ener ies of the -esi n $eam. $heir efforts are complimente" by a research team! which
&eeps a close watch on international fashion forecasts an" "esi n tren"s.
' -esi n 6tu"io has also been set up in ,taly recently! which has further enhance" our reputation in pro=i"in cuttin e" e "esi n solutions of an
international stan"ar". 'll their bran"s are a=ailable at e<clusi=e bran" stores! O$he (aymon" 6hopG retail outlets an" multi-bran" outlets across ,n"ia an" the 3i""le East. *raftsmanship! teamwor& an" professionalism ha=e come to ether at (aymon" to wea=e tales of the finest Fabrics for o=er CA years. $o"ay! it has aine" its mar&et lea"ership position primarily on the stren th of its =ast talent pool. $he company has always emphasiHe" on the continuous an" consistent up ra"ation of manpower in or"er to fully embrace the rapi" chan es in the te<tile in"ustry. ,t has always fostere" a rowth-oriente" en=ironment enablin all its employees to fully realiHe their potential.
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
8( PO1,*,E6
In!erna$ Re%o&rc'n(
$he company first scouts for talent within the or aniHation to pro=i"e rowth opportunities to its employees. #otifyin =acancies internally "oes this. $his practice helps in mana erial cross-functional e<posure for career "e=elopment an" learnin .
Ta$en! )ro* Ca*+&%
(aymon" recruits youn te<tile en ineerin ra"uates! te<tile technolo ists!
chartere" accountants! fashion technolo ists an" 37''s only from some of ,n"ia's lea"in ,nstitutes. $hey are then ri orously traine" for a perio" of one year! "urin which they are place" across "ifferent "epartments! before bein finally place" in their area of specialiHation. $he objecti=e of the pro ramme is to au e the recruit's area of e<pertise an" then train them to in"epen"ently shoul"er their responsibilities. ' 3entorin pro ramme for new in"uctees in the or aniHation enables them to a"apt themsel=es to the or aniHation.
La!era$ Recr&'!*en!
'3ar&et-s&ille"' employees from other companies are perio"ically in"ucte" into the or aniHation from time to time. ' combine" force of e<istin talent
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
an" in"uction of fresh bloo" helps the company to be competiti=e in the face of increasin business comple<ities.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
Con!'n&o&% $earn'n( and de,e$o+*en!
Or aniHational e<cellence is achie=e" only throu h continuous in=estments in rowth an" renewal of human resources. ' "etaile" trainin an" "e=elopment plan is "rafte" an" implemente" each year! which comprises le=el-wise planne" inter=entions as well as specific nee"-base" inter=entions throu h $rainin #ee" 'nalysis. $his eIuips the team to e<cel in their current roles while also preparin them for future roles. $here is reat emphasis on beha=ioral an" attitu"inal trainin apart from technical an" on-the-job trainin .
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
E*+$o ee In,o$,e*en!
(aymon" belie=es that employee in=ol=ement is the &ey to continuous impro=ement! soun" "ecision-ma&in an" "e=elopin an open an" transparent or aniHation. Open forums pro=i"e opportunities to employees to share their =iews re ar"in people policies. $his ensures a foun"ation of people centric policies. 'n online 8( 3anual brin s transparency in 8( processes. 1atent creati=ity amon or aniHational members is tappe" throu h initiati=es li&e /aiHen! :uality *ircles an" 6u units. $he (aymon" ,nterchan e! a thin&-tan& of the *o's top mana ement roup! is an on- oin initiati=e that harnesses the collecti=e =iews on business strate y an" is one of the "ri=ers of employee in=ol=ement. 4sa e of the internal bran"in concept throu hout the 2roup also plays an important role in "ri=in employee in=ol=ement. 0e are prou" of the fact that we are one of the most empowere" or aniHations in terms of "ecision ma&in "own the line. estion 6chemes in
*ompensation an" benefits
0here=er (aymon" has create" in"ustry an" employment! it has also
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
pro=i"e" e"ucational! housin ! recreational an" spiritual support systems the schools run by the )./. $rust! at BAJ of the fees. ,n many cases!
+B
for its people. Employees' chil"ren ha=e the facility to enroll themsel=es in
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
chil"ren's e"ucation is absolutely free. From subsi"iHe" transport facilities
or a=ailability of (aymon" pro"ucts at concessional rates to its employees>
the company always stri=es to ma&e employees feel a part of the lar e (aymon" family.
P(O-4*$ OFFE(,#26
*ustomers to"ay the worl" o=er! are loo&in
fulfill all their nee"s. =arious
at one-stop shops that can
(aymon"! offer fully finishe" pro"ucts that span
arment cate ories that has been ma"e possible by a seamless
horiHontal an" =ertical inte ration across "i=isions. $heir te<tile solutions
encompass e=erythin - from worste" suitin to "enim an" shirtin .
,ts not just ran e but =olume an" Iuality that ma&e them the te<tile major that they are to"ay. $heir plants ha=e a capacity of ;C million meters ?soon to be D+ million metersF in pro"ucin the finest worste" fabrics an" wool blen"s. $he blen"s comprise of e<otic fibers li&e cashmere! 3ohair or
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
'n ora or blen"s of wool with casein an" bamboo or the ultimate in fine
pure wool P 6uper ;DAs.
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
$he "enim "i=ision has a capacity of CA million meters of specialty "enims> not to mention our capabilities in pro"ucin shirtin an" car"e" woolen fabrics. $heir joint =entures with lobal lea"ers ensure that consumers ha=e access to worl"-class pro"ucts. 6i< states- of- the- art te<tile plants an" four armentin factories in ,n"ia an" Europe support their "esi n 6tu"ios in ,n"ia an" ,taly. 7ein inte rate" suppliers of fabrics as well as arments! (aymon" offer total te<tile solutions to customers
y
D
"enim fabric. inte rate"
y
3anufacturin in
+
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y
1ar est inte rate" manufactu rer of worste" suitin . *apacity of ;C million meters.
y
3anufacturer of specialty rin "enim! fashion an" color "enim. *apacity of CA million meters.
y
y
y5
)
with 4*O #5
EuropeGs lar est pro"ucer of
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/ Final Year Project's is One place for all En ineerin Projects! Presentation! seminar! summer trainin report an" lot more. #O$E%-$his wor& is copyri ht to its 'uthors. $his is only for E"ucational Purpose.
linen shirtin fabric.
fabric! *ar"e" an" 7lan&ets.
woolen shawls *apacity of ;.B million meters.
y)5
y
*apacity of +A.B million meters.
y
y)5
with 2ruppo
Mambaiti!
y
with
3anufacturer of fine cotton an"
,talian hi h fashion cotton te<tile roup.
y
1anificio 3anufacturer of Outerwear Fe"ora! ,taly's lea"in woolen
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worl"-class plants in ,n"ia.
D continents 46! Europe an" 'sia.
+ C
fabric manufacturer.
y y
fabrics! comman"in an o=er EAJ mar&et share in ,n"ia. 0ith a capacity of 3anufacturer fashion jeans wear.
y
3anufacturer formal shirts.
;C million meters ?soon to be D+ million metersF! they are amon the few companies in the worl"! fully inte rate" to manufacture worste" fabrics! wool 9 wool blen"e" fabrics. $hey also con=ert these fabrics into suits! trousers an" apparels that are e<porte" to o=er BB countries in the worl"> inclu"in European 4nion! 46'! *ana"a! )apan an" 'ustralia amon st others.
3anufactur er of
of hi h
of
*apacity of fine y *apacity of D DAAA tailore" million shirts per "ay. formal pairs of jeans y $echnical suits! per
y
jac&ets an" trousers.
y
year.
collaboration with Fle<! )apan.
*apacity of 4!BA!AAA suits! jac&ets an" ;.4 million
0O(6$E -
(aymon" is the worl"Gs lar est pro"ucer of worste" suitin
+
' tren"setter an" an inno=ator in the ,n"ian te<tile mar&et! (aymon"Gs e<pertise has been brou ht to bear by our in-house research 9 "e=elopment team. $heir inno=ations ha=e become milestones in the worste" suitin in"ustry% $hey mastere" the craft of pro"ucin the finest suitin in the worl" usin super fine wool count ?from CAs to ;DAsF an" blen"in the same with superfine polyester an" other specialty fibers! li&e *ashmere! 'n ora! 'lpaca! Pure wool an" 1inen. (aymon" is amon st the few companies in the worl" with the e<pertise to manufacture e=en finer worste" suitin fabric- the 6uper ;DAs. $o"ay they are reco niHe" as a pioneer in manufacturin worste" suitin in ,n"ia! pro"ucin nearly ;A!AAA "esi ns an" colours of suitin fabrics! which are retaile" throu h DA!AAA stores in o=er 4AA towns across ,n"ia. From fabric to fine tailore" clothin ! 6il=er 6par& 'pparel 1t". 3ar&s the 2roup's foray into the lobal apparel mar&et.
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(aymon" 4*O -enim has state of the art manufacturin facilities in 2hent ?7el iumF! 2iur iu ?(omaniaF! (oc&in ham an" 6ny"er ?46F an" Ya=atmal ?,n"iaF. 'll their facilities pro"uce "ifferentiate" rin spun "enim! specialty "enim an" other niche pro"ucts for the lobal fashion mar&et.
(aymon"Gs offer buyers of "enim fabric! a state of the art jean wear facility to con=ert fabric into hi h fashion arments at our jeans wear facility 'E=er 7lue' near 7an alore. $he unit con=erts fabric to jeans wear supplyin to customers the worl" o=er. 68,($,#26 (aymon" an" *otonificio 8one er 6P'! part of 2ruppo Mambaiti ha=e
joine" han"s in the form of a BA%BA )5 to manufacture an" mar&et hi h =alue cotton an" linen shirtin . $hrou h this partnership! the te<tile majors ha=e set up a 2reenfiel" facility in ,n"ia for manufacture of hi h-=alue cotton shirtin fabric. $he joint =enture company! (aymon" Mambaiti 1t"! will combine (aymon"Gs e<pertise in te<tile business! low cost pro"uction! technolo y an" "istribution with ,talian stren ths of creati=ity! style! pro"uction &nowhow! Iuality finishin an" lea" times. $he pro"uct ran e will inclu"e a wi"e ran e of fabrics an" finishin
inclu"in cotton apparel fabrics an" hi h-en" cotton suitin fabric
;+
pro"uce" at our newly set up state-of-the-art =ertically inte rate" plant in /olhapur! ,n"ia.
$his facility caters to the international mar&ets at the mi""le to the upper
en" bran"s an" offers custom "esi ne" shirtin pro"ucts to our "iscernin international customers! which inclu"es lea"in bran"s an" retailers. $he roup is amon the top three ,talian hi h fashion cotton te<tile majors in the worl"! supplyin fabrics to premium bran"s across the lobe.
Formal shirts $o style the corporate worl"! we ha=e set up another facility manufacturin formal shirts -'*elebrations 'pparel 1t".'! in technical collaboration with a )apanese manufacturin company- Fle< )apan *ompany 1t". Powere" by a"=ance" machinery an" cuttin -e" e infrastructure! the facility manufactures up to EAAA shirts a "ay.
y y y y
-ress 6hirts $e<tiles (aymon" Mambaiti P=t. 1t". *elebrations 'pparel 1t"
$',1O(E- *1O$8,#2
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(aymon" manufacture suits! jac&ets an" formal trousers throu h 6il=er 6par& 'pparel 1t".! a wholly owne" subsi"iary of (aymon" 1t"... $o meet the rowin nee"s of our "omestic an" international clients! their plant has the capacity to pro"uce 4BA!AAA suits an" jac&ets an" ;.4 million trousers annually! a si nificant a""ition to their e<istin capacities at $hane near 3umbai. $hey not only pro"uce en ineere" ?fuse"F jac&ets but also ha=e the capability to pro"uce hi h -en" half can=as jac&ets. $his ma&e-up offers the complete 'tailore"' with +C-;A rows of blin" stitch on the lapels! uaranteein a roll on the lapel! which is unmatche". $he jac&ets are han" sewn to complete the tailore" loo&.
;D
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6tate-of-the-art jeans wear facility 'E=erblue 'pparel 1t".' has been set up in -o"aballapur! near 7an alore. $he plant has the capacity to turn out D million arments per annum with inte rate" arment "esi n! sewin an" washin operations. 'n in-house "esi n stu"io an" samplin unit compliments manufacturin capabilities. -e"icate" sample washin machines ensure Iuic& turnaroun" of samples. $o"ay! (aymon" is the "e=elopin an" manufacturin partner of lea"in lobal bran"s. $his has been ma"e possible by the optimal use of mo"ern technolo y.
y
$he use of a hi h "e ree of automation ri ht from computeriHe" 2erber sprea"er an" cutter to laser patternin an" finishin . $he stitchin facility incorporates se=eral automatic sewin wor&stations for consistency of wor& e<ecution! o=er loc&in an" Hipper attachments. $he finishin unit consists of scrapin spray booths! san" blastin an" laser patternin to create special effects on the "enim. 'n in-house *P* controlle" laun"ry! re ar"e" as the best such facility in ,n"ia for washin an" "yein obtaine" from Europe. $his ensures!
y
y
y
;4
that we can pro=i"e a wi"e =ariety of finishes to meet the "i=erse tastes of our lobal customers.
;B
-(E66 68,($6
(aymon"Gs formal shirts ha=e earne" the reputation of bein at par with the worl"'s best. $his has been ma"e possible throu h *elebrations 'pparel 1t"! their new facility in 7an alore! which has a technical collaboration with Fle< )apan! one of the lar est "ress shirt manufacturers in )apan. $he plant has the capacity to manufacture o=er + million shirts per year.
't (aymon"Gs they pay special attention to operations li&e armhole seam with sin le nee"le machines. $hey possess the capability of manufacturin complete shirts usin sin le nee"le machines. Oil free sewin machines an" a "ust free en=ironment ensure spotless whites an" li ht colour shirts. $hrea"s! interlinin s! buttons an" other embellishments are source" from the best suppliers across the lobe to offer our customers the hi hest Iuality pro"ucts. $he layout of the manufacturin line has sufficient fle<ibility to a"apt to smaller runs an" style chan es. $his fle<ibility permits the manufacture of both fuse" an" non-fise" collars an" cuffs as per our customer reIuirements
;E
6pecialiHe" machinery importe" from renowne" manufacturers from 46'! 2ermany an" )apan comprise of automate" sprea"in an" cuttin with an inbuilt system for matchin chec&s an" stripes. Poc&et creasin an" poc&et attach operations ai"e" by 6(P sewin machines ma&e our unit one of the best shirt ma&in facilities in 6outh 'sia.
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7('#- PO($FO1,O
$o let customers soa& in the bran" e<perience (aymon"Gs ha=e set-up e<clusi=e bran" stores. Each store ma&es a=ailable to customers the entire pro"uct ran e of arments an" accessories. $hese pro=i"e customers a uniIue an" leisurely shoppin e<perience while also presentin them a new loo& to suit e=ery new occasion P be it formal! casual! out"oor! tra=el or occasion wear.
$he (aymon" 6hop is a premium retail store offerin complete war"robe solutions for men! which inclu"es top-of-the-line bran"s (aymon"! 3anHoni! Par& '=enue! *olourPlus an" Par<.
$he 3anHoni 1u<ury 7outiIue in #ew -elhi an" 3umbai pro=i"es a lu<urious ambience to ma&e a %! $e %!a!e*en!N
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$he Par& '=enue store offers the perfect +re*'&* $')e%! $e e<perience an" a""resses the customers nee" for 7usiness! E=enin ! 1eisure! $ra=el an" 8erita e 0ear.
E<clusi=e stores where one can shop for smart casual shirts! trousers an" ele ant accessories.
2et a coo$ !rend ma&eo=er for that Ochille" outG out of office loo&N
' chain of +B stores! presentin customers the best of international fashion from well-&nown ,n"ian "esi ners! ri hts un"er one roof.
;K
' fun place for &i"s to han out an" shop for colorful clothes an" accessories.
$rust. E<cellence. :uality. $hese are some of the abi"in =alues that ha=e been associate" with (aymon" o=er the years. $o"ay they ha=e the "istinction of bein the worl"'s lar est inte rate" pro"ucers of worste" suitin fabrics. 's an inte rate" player! they pro=i"e en"-to-en" fabric solutions ri ht from manufacturin worste"! woolen an" linen fabrics to creatin suits! trousers an" apparel.
$heir consistent focus on cuttin -e" e research an" technolo y has resulte" in pioneerin new pro"ucts! which ha=e set new benchmar&s in the worste" suitin in"ustry in ,n"ia.
For e<ample! they ha=e the "istinction of pro"ucin the finest suitin in the
worl" usin super fine wool from CAs to ;DAs count an" blen"in the same
DA
with superfine polyester an" other specialty fibres! li&e *ashmere! 'n ora! 'lpaca! Pure 6il&! 1inen etc.
$hey pro"uce nearly ;A!AAA "esi n an" colors of suitin fabric! that ha=e foun" their way in o=er BB countries inclu"in the European 4nion! 46'! *ana"a! )apan an" 'ustralia amon others. E=en as (aymon" pro"ucts e=ol=e with the times! the bran" still caters to the "ifferent faces of '$he *omplete 3an'- a man who is carin ! sensiti=e an" places a hu e premium on relationships.
Man-on' offers "iscernin customers the finest in contemporary international style an" lu<ury. $he pro"uct ran e comprises of super premium formalwear an" sportswear inclu"in suits! shirts! trousers an" hi h Iuality accessories such as han"crafte" sil& ties! pure leather shoes crafte" in Europe an" leather belts. ' 3anHoni arment wea=es in nothin short of the best - pure superfine wool! the finest cotton! +AAJ pure ,rish an" ,talian 1inen! buttons ma"e from natural coroHHo nut an" mother of pearl. $he best-in-the-worl" linin s!
interlinin s an" threa"s len" these arments a premium loo&.
D+
$he "esi ns are create" in limite" e"itions to maintain e<clusi=ity. 'n ele ant an" rela<e" ambience reets each customer =isitin any of the 3anHoni boutiIues! in 3umbai an" #ew -elhi.
3'#MO#, FO(3'1 0E'(
,ts classic colours an" contemporary "esi ns characteriHe the 3anHoni formal wear ran e. Man-on' )or*a$ %.'r!% are a=ailable in re ular ; fol" +AAs! ; fol" +;As up to ; fol" ;AAs with fine structures such as "obby! herrin -bone! "iamon" structures! stripes an" chec&s! an" soli"s such as white! purple! pin&! blue! etc. *ollars ran e from re ular! semi cutaway an" sprea" collars to two button collar ban"s. $he buttons on 3anHoni shirts are ma"e of the finest natural mother of pearl. Man-on' )or*a$ %&'!% are ma"e of super fine wool ran in from super +;As to super +BAs. $hese suits ha=e an ,talian silhouette with superb construction an" e<cellent "rape. )ac&ets are offere" in contemporary styles of sin le-breaste" ;-button an" sin le breaste" D-button with hi h notch lapels. 'll the suits an" jac&ets are ma"e on the state-of-the-art machines with e<clusi=e han"crafte" features such as han" stitch "etailin on lapels an" poc&ets! contrast han" stitch "etail insi"e the jac&ets on sculpte" ?shape"F linin . Man-on' )or*a$ !ro&%er% ha=e a clean loo& an" are well constructe" with a linin that pro=i"es total comfort to the waistban". 6uperior poc&etin of
the finest cotton an" &nee len th linin for woolen trousers ma&e for
D;
comfortable wearin . ,ntricate features inclu"e French fly! blin" stitche" loops! roun"e" belt e<tensions 9 O-G bar ta s at the bac& poc&ets for a""itional stren th to the arment. Only the finest premium horn an" *oroHHo #ut buttons are use" in 3anHoni trousers. Man-on' %+or! /ear $he hi hli ht of the 3anHoni 6portswear 1ine is the wi"e an" =arie" ran e of +AAJ linen an" washe" shirts in =ibrant colors a=ailable in half slee=es. *olorful chec&s! =ibrant stripes an" bri ht soli"s in fashion colors li&e fuchsia! oran e! aIua! blue! reen an" peach complete the casual ,talian loo&. $he casual shirts ha=e a smart rela<e" Oone pieceG collar for comfort. 3anHoni boasts of the wi"est linen ran e in the countryN $rousers are a=ailable in +AAJ cotton an" linen in re ular flat front styles! washe" for a soft han" feel. 'part from the basic blac&! na=y blue to offwhites! these trousers are also a=ailable in fashion colors li&e Oran e! 3a enta an" (e". '""in to the premium casual loo& are B-poc&et OjeansstyleG trousers in +AAJ linen an" O"rawstrin trouserG in +AAJ linen. O4nline" jac&etsG ma"e from +AAJ linen offer cool comfort as "o leisure suits in +AAJ linen a=ailable in sha"es of i=ory! san" an" natural coffee. Man-on'·% Bona Sera e=enin line consists of washe" +AAJ sil& jacIuar" shirts in colors li&e oran e! re"! blue! purple apart from the classic neutral sha"es. 6ubtle embroi"ery on shirts "resses you up in rich ele ance.
DD
1aunche" in +KCE! Par& '=enue pro=i"es stylish an" inno=ati=e war"robe solutions to well-"resse" entlemen. 's ,n"iaGs premium lifestyle bran"! its "esi ns embo"y the latest in international fabric! stylin ! color an" fashion tren"s. $hey cater to customer nee"s with formal clothin for =arie" occasions> be it for a "ay at office! hi h-powere" corporate meetin s! family et-to ethers or festi=e occasions. $he shirts! trousers! suits an" jac&ets nee" little care an" therefore con=enient to carry! while tra=elin .
$he Par& '=enue 8erita e 0ear collection! which inclu"es a ran e of
&urtas 9 pajamas! ma"e of pure sil& an" han"crafte" embroi"ery! has aine" the appreciation of "iscernin customers. $heir creations can be foun" at e<clusi=e Par& '=enue stores an" O$he (aymon" 6hopG chain of stores. $he bran" has recei=e" se=eral awar"s. (ecently! it ha" the honor of bein the OMo%! Ad*'red BrandG at the 1ycra ,ma es Fashion 'war"s ;AAE! for the secon" consecuti=e year.
D4
6et up in +KKD! Co$orP$&% is one of ,n"ia's lea"in casual wear bran"s. $heir shirts! trousers! &nits! sur=i=al ear an" accessories ha=e always met international Iuality stan"ar"s.
DB
Par0 reflects the persona of the ener etic ;;-DA year ol" who is a ressi=e! out oin ! an" "ynamic an" li=es his life to the fullest. $hey mirror the pulse of this new eneration! who loo& at clothin as a statement of their attitu"e an" =ibrancy. Par< was launche" in +KKK to cater to the smart an" fashionable clothin se ment. ,t has arnere" a si nificant mar&et share in this cate ory i=en our =ertical inte ration an" a stron retail presence. $he bran" affor"s a wi"e ran e of shirts! trousers! "enims! polos an" outerwear. $he ran e is cate oriHe" namely 4rban! 6ports! E<cursion an" *lub. $he Par< ran e is a=ailable at e<clusi=e Par< bran" outlets an" Q$he (aymon" 6hopR chain of stores across the country.
DE
Be: offers fashion that captures the latest tren"s from across the lobe. 7e% offers a wi"e ran e of apparel an" accessories for both men an" women from 7e% an" well &nown ,n"ian "esi ners li&e 'nshu 'rora 6en! '&bar 6hahpurwalla! /rishna 3ehta! 3anish 'rora! Preeti )hawar! Priya"arshini (ao! (ohit 7al! 6a=io )on! 6hantanu 9 #i&hil! 5arun 7hal! 5i"hi 6in hania an" 0en"ell (o"ric&s! across cate ories namely - 0omenGs 0estern wear! 0omenGs Ethnic wear! 1oun e 0ear an" *lub wear for both men 9 women. 7e% brin s a lar e collection of "esi ner pro"ucts to a lar e au"ience that is increasin ly becomin aware of "esi ner wear an" "reams of possessin one. 'ffor"ability! 'ccessibility an" 'cceptability are the three attributes that characterise 7e% 7e%! from (aymon" 1t".! to"ay is a +B store chain. 7e% has a pan ,n"ia presence with a store each in 'hme"aba"! 1u"hiana! 8y"eraba"! *hennai! two in 7an alore an" /ol&ata! three in -elhi! four in 7ombay. $he 7e% chain will continue to e<pan" in prominent cities in ,n"ia.
DL
"a++1 Presents an e<citin ran e of arments an" accessories tar ete" at fashion conscious youn a"ults between the a e roup of 4-+; years. From party wear to casual wear! &i"s can now choose a "ifferent style for each "ifferent occasion. -esi ne" in-house! the MappN *lothin line consists of '7asics'! '-enim' an" '6treet wear' amon st other collections. $o o with their clothes! &i"s can also shop for accessories such as footwear! ba s! be" an" bath linen. MappN 8as also tie" up with 0arner 7rothers to treat &i"s to '6uperman' merchan"ise ri ht in their city. $he collection will be mar&ete" throu h e<clusi=e bran" stores across the country! the first of which was launche" in 'hme"aba" an" the ne<t one in 3umbai. 0ith their e<citin clothes an" accessories line complete with a uniIue an" fun e<perience> they loo& forwar" to re"efinin the &i"swear mar&et in the country.
DC
(E$',1,#2
$he (aymon" 6hop is a premium retail store offerin complete war"robe solutions for men! which inclu"es top-of-theline bran"s - (aymon"! 3anHoni! Par& '=enue! *olourPlus an" Par<. $he (aymon" 6hop has been a pioneer in or aniHe" retailin in the country startin aroun" fi=e "eca"es a o. $heir wi"e reach an" ran e of pro"ucts! ma&es it the lar est one stop retail networ& in the country O=er the years! $he (aymon" 6hop chain of stores has become a yar"stic& by which other retail stores are ju" e" an" constantly sets new stan"ar"s an" creates en=ironments that ma&e shoppin a pleasure. $he (aymon" 6hop networ& starte" with a small corner shop in 7allar" Estate! 3umbai! aroun" fi=e "eca"es a o. ,t has rown tremen"ously with a "e"icate" team ma&in it the lar est retail store in the country ha=in more than DAA stores in prime locations! in +BA cities in ,n"ia. $heir o=erseas networ& spans ;L stores in +B cities across the 3i""le East! 6ri 1an&a! 7an la"esh an" #epal. $he (aymon" 6hop retail chain occupies
a space of + million sIuare feet built-up area.
DK
$heir wi"e reach all o=er the country across bi cities an" smaller towns allows us to reach a wi"e spectrum of consumers. $hey ha=e now e<ten"e" our reach with a presence in some of the lea"in 3alls with new retail formats.
4A
'- *'3P',2#6
4+
4;
RESULT 2 ANALYSIS
,n response to the first Iuestion most of the consumers respon"e" to (aymon"! 6iyaram an" 5imal as major suitin an" shirtin bran"s out of BA consumers y +B a=e their first response as (aymon"! y +E as 6iyaram y K as 5imal! y B as -e jam y B as (ei" 9 $aylor.
¡ ¡ ¡
C
4
E
;
C
E 4 ;
¢ £¤ £ ¢ £ £;
¥
¤¥
¦¡
0hen as&e" to rate "ifferent suitin
scale of +-+A Followin
an" shirtin bran"s on the
responses were obtaine" on an a=era e
basis
4D
y 6iyarams K/+A! y (aymon" C/+A! y (ei" 9 $aylor L/+A! y 3ayur L/+A! y 5imal L/+A! y -i jam E/+A! y -inesh
¨§
K L B
¨
©
D
D
©§
¨
0hen as&e" about the major "eterminant behin" buyin a (aymon" pro"uct. $he consumer respon"e" in followin manner y :uality +D! y $rust ++! y 'ffor"ability ++! y 6tyle E! y Promotion D! y 5ariety of 3erchan"iHe E!
44
y *ustomer 6er=ice A!
##
#
!
$ %(# $ %( $ ' ()
%& %&
%& %
Followin are the consumer response after buyin a (aymon" bran". y E<cellent +D! y 2oo" +C! y '=era e +B! y Poor/7a" 4.
10 54 5523
5501 43 2 10
4B
67 8 7
9 @
5
67 8 7
9 @
1
67 8 7
9 @
A
People buy (aymon" 3erchan"iHe from y 1ocal shop owners ;B! y (aymon" 6hops ;+! y E<clusi=e 7ran" outlets 4.
DA
CB
CA +B +A B A + C
D
1ocal shop (aymon" shop E<clusi=e
0hen as&e" about the source of information about (aymon" pro"ucts! $hese were the responses of consumers. y Frien"s +A! y Family +A! y $ele=ision '". +E! y Print 3e"ia +;! y 1ocal 6hop owner '". ;.
4E
+
H
G
+F +E
+
+A H
G
I
6eries+ 6eries P 6eries
F
E
A
Frien"
Family
$ele=ision
4L
Prient me"ia
1ocal shop
owo
ner
,#$E(P(E$'$,O#
$he complete bran" (aymon"! a hoary bran"! has ha" the wis"om to ensure its Iuality an" a"=ertisin mo=e with the times e=en as they remain stylish an" consistent. (aymon"'s has been the best in its cate ory for a es.
From babies an" puppies to teachers an" recently! "olphins! (aymon"'s a"=ertisin has use" many ima es to create its ima e of a complete man. , was marrie" in +KC;. 'n" then , became history. #o! this is not a column about matrimony or the atten"ant challen es. ,t is about a bran" that most mi""le- an" upper class ,n"ians not only consi"er but also en" up buyin when they et marrie". You "on't ha=e to be an e<pert on sartorial ele ance either to fi ure out that the bran" that is top of min" is (aymon". (aymon" the bran" has been in e<istence for o=er ei ht "eca"es now from
+K;D. $o be precise! (aymon" is unIuestionably ,n"ian's foremost te<tile
4C
bran" an" a "ominant mar&et lea"er. $he cornerstone of the bran" has
been the consistently superior pro"uct Iuality an" numerous inno=ations
that ha=e ensure" that the competition has been left behin".
5ery often! people in companies un"erestimate the =alue of a"=ertisin .
'fter all! pro"uct mana ers belie=e that their mousetraps are far superiorN
'n" yet! ,! for one! belie=e in the power of a"=ertisin
- as a professional
an" as a consumer. 3ore so in a cate ory li&e apparel. 0hat's the "ifference between a shirt by 5an 8eusen an" another by Mo"iacS 0hilst both bran"s woul" ha=e "iehar" loyalists! the truth is that both these bran"s are buyin the fabric from the same pro"ucer. $he "ifference comes
throu h in the "esi ns! the a"=ertisin an" the conseIuent ima ery.
'n" spea&in of (aymon"! one of the &ey factors behin" its success is the a"=ertisin ! Iuality! style! an" inno=ation. $o my min"! (aymon"'s a"=ertisin has been the best in its cate ory for a es. '. 2. /rishnamurthy! the "ri=in force behin" 5imal's a"=ertisin for se=eral years! will "isa ree
but that can be a "ifferent story. 'n" this has happene" throu h "ifferent a"=ertisin a encies! which ha=e han"le" the (aymon" bran" o=er the
years.
0hether it was the le en"ary Fran& 6imoes who for a short while han"le"
5imal an" (aymon"! Enterprise-#e<us with the li&es of 3ohamme" /han
or (. /. 6wamy 77-O! which has been han"lin it successfully for the last few years. ,n fact! while 5imal mi ht ha=e ha" a powerful ta line in Tthe loo&s of a winner!T it was (aymon"! which has been wal&in away with the
a"=ertisin sweepsta&es! in my boo& at least.
4K
' flashbac& in fashion
$he hallmar&s of (aymon"'s o=er the years ha=e been its sophistication an"
consistency. , &now that it is easier for people to remember the wor"s of a son or "ialo ues from films than it is to remember a"=ertisin slo ans or
ta lines. 'n" yet! one of the tests for an a"=ertisement is not only its recall
but also its rele=ance to the tar et au"ience at that point in time.
One of the bran"'s most =isible an" recalle" slo ans was Tthe ui"e to the
well-"resse" male. 'n" then the a"=ertisin mo=e" ahea" to Tthe complete man.T $he complete man was a shift in the sense that it was focuse" on the
consumer. 8e! not fabric! was the hero.
, can still recall! almost frame by frame! a commercial! which was shot in blac&-an"-white that en"s on the beach with a uy in a wheelchair. $he contemporary tone of =oice an" sophistication continue to be en"urin
features of the bran"'s a"=ertisin .
BA
Feels li&e hea=en
' encies lo=e chan e! more so when the ori inal campai n i"ea is inherite"
from a "ifferent a ency. 'n" yet there can be another possible "imension to
the complete man an" that is warmth. ,f you ha" to fin" one wor" that
"escribes some of the (aymon" $5 commercials o=er the last few years!
that wor" woul" be Twarm.T
, am sure all of us ha=e enjoye" the
commercials of the baby! the bunch of cute puppies! the teacher comin for his former pupil's we""in reception with flashbac&s of the past or e=en the
recent one featurin "olphins. *rucial to the memorability of these commercials is the slic& e<ecution. ,t is
ba" enou h wor&in with celebrities an" stars but , uess wor&in with animals ?howe=er cuteF must pose its own set of challen es. *onsciously one realises that the bran" is tar etin the youn er user. 'fter all! we are a youn nation that is becomin increasin ly more affluent an" lobal e=en as we spea&. $his is perhaps more in e=i"ence in the commercial featurin a sceptical father an" an intelli ent albeit ill-&empt son loo&in for a job. $he callow youth is transforme" in a (aymon" suit an" stuns his father. $o
my min"! a stunnin commercial.
Yes! the bran" has broa"base" its appeal from we""in s to inter=iews to international tra=el. 'n" it is not only ban&ers who wear suits now. People wear suits an" classy clothes more often an" the bran" that will come to min" an" into their war"robe will be (aymon" "espite the presence of the -i jams! the 2rasims! the (ei" 9 $aylors! the -ineshs an" 5imals of the worl". (aymon" to"ay is a bran" with lobal aspirations! e<cellent reach
B+
an" the financial clout an" business acumen to ta&e o=er bran"s li&e *olor Plus.
'spiration is the &ey 'spiration is one of the &ey "ri=ers of successful bran"s. , remember a 3erce"es 7enH commercial of a chil" in a womb that &eeps repeatin T0hen , row up! , will "ri=e a 3erce"es.T One of the reatest challen es of a lon lastin bran" li&e (aymon" is to remain attracti=e an" aspirational to a new eneration of users who are comin in e=ery year. 0ill they continue to patronise the same bran" of suitin that their father woreS $he answer to that mi ht well "etermine (aymon"'s future success. 3y ut feel tells me that (aymon" is well on its way to "o that. 'n" if that isn't complete success! , won"er what is.
B;
*O#*146,O#6
$he (s +!BAA crore (aymon" 2roup is mo=in ahea" in the ;+st century in
top ear as it sets an a ressi=e e<pansionist eye on not only the "omestic
mar&et! but also the lobal scene. , "on't thin& there are many companies in the worl" which are so inte rate"
that they actually manufacture worste" fabrics! woollen! linen an" o to the
e<tent of con=ertin From ma&in
them into rea"yma"e
arments! suits an" trousers!T
coarse woollen blan&ets an" small Iuantities of low price" at (s +.AB la&h per suit len th. '""e" to its fabric an" *olorplus.
woollen fabrics in +K44! (aymon" now ma&es the 6uper ;;A6 the worl"'s finest fabric retailin 3anHoni base is the =ery impressi=e stable of men's ($0 labels P Par& '=enue! Par<!
7ase" on the responses collecte" after the sur=ey followin conclusion can be "eri=e".
(aymon" has establishe" its name an" fame in the min"s an" harts of most of the consumers. ,ts supreme Iuality an" trust has been a major factor behin" its success an" its a"=ertisin strate y has be roc& soli" an" consistent o=er the years an" that why most of the consumers respon"e" to (aymon" imme"iately when as&e" about 6uitin an" 6hirtin . One of the stron bastions of (aymon" has been its a"=ertisin strate y (aymon" a"=ertisements ha=e ma"e their place in our memories an" heart from "eca"es. $hey always touch our hearts an" e<plore our feelin s an" try to
relate with us in one way or the other.
BD
From +K;B till to"ay (aymon" ha=e "e=elope" a stron
patrona e amon
customers an" after buyin any of the (aymon" 3erchan"iHe customer
came bac& a ain an" a ain. 'll thou h (aymon"'s ha=e face" stron competition from 6iyarams! 5imal 9 3ayur but it nee" not to worry a lot about these because its name itself is sufficient to compete with any bo"y.
B4
6*OPE OF F4$4(E (E6E'(*8
,n this report we ha=e analyHe" the bran" ima e! bran" eIuity an" bran" awareness of (aymon"'s. 0e ha=e also trie" to fin" out the customer satisfaction for its pro"ucts.
7ut its a"=ertisin itself is such a complicate" an" comple< phenomenon in itself that there is a hu e scope for researchin its a"=ertisin an" promotion strate y to un"erstan" that "espite hea=y a"=ertisin by all
other competitors why (aymon" ha=e maintaine" its mar&et share.
'lso we coul" try to analyHe the reasons behin" the (aymon"'s approach of promotin its bran"s li&e 3anHoni 7e> Mapp an" *olour Plus "ifferently an" not un"er the (aymon"'s ta because most of people are stile not aware
that these bran"s belon to (aymon"'s
BB
:4E6$,O##',(E
:+ 0hen , say suitin an" shirtin s! which bran" comes to your min"S y (aymon"Gs y 6iyaram y -i jam y 5imal y -inesh y (ei" 9 taylor y 3ayur :; 8ow many bran" un"er (aymon"Gs are you aware ofS y Par< y Par& a=enue y 7e% y *olor plus y Mapp y 3anHonni
(ate these bran" in terms of Iuality =ariety an" affor"ability on the scale of +-+A.y (aymon"Gs
BE
y 6iyaram y -i jam y 5imal y -inesh y (ei" 9 taylor y 3ayur :4 0hat ma&es you buy a (aymon" pro"uctS
y :uality y $rust y E<perience y 6tyle y 'ffor"ability y 5ariety of merchan"ise offere" y Promotions y *ustomer ser=ice/ambience :B 8ow was your e<perience of buyin a (aymon" bran"S
y E<cellent y 2oo" y '=era e y 7a"/poor :E From where "o you buy (aymon"Gs merchan"iseS
BL
y 1ocal shop owners y $he (aymon"Gs shop y E<clusi=e bran" outlets :L 8ow "o you et to &now about (aymon"GsS
y Frien"s y Family y $ele=ision a". y Print me"ia y 1ocal shop ownerGs a".
BC
BK
doc_938274027.doc