A PROJECT REPORT ON

 GUATAM SINGHANIA Chairman and Managing Director

The Raymond Group

MR. GAUTAM SINGHANIA(CHAI          (CEO,CHAIRMAN AND MANAGING DIRECTOR)

• In 1986, Gautam joined his family’s “JK Group of companies” .

• Director in 1990 to the chairman of Raymond Group in 2000.

• He perfectly epitomizes his company’s tagline “The complete man”, as he is one of the iconic Indian entrepreneurs

Levels of management

TOP

MIDDLE

BOTTOM

MANAGEMENT TEAM

CEO

DIRECTORS

PRESIDENT

GAUTAM HARI SINGANIA

Akshay ChudasamaBoman IraniI D AgarwalNabankur GuptaShailesh V Haribhakti

Aniruddha DeshmukhHarshal JayavantS L PokharnaRakesh PandeyRobert LoboK A Narayan

Company ProfileName Raymond

Industry Textiles, Engineering and Aviation

Founded 1925 ( 89 years ago)

Headquarter Mumbai, India

Key people Gautam Singhania

Products fabrics, garments, designer wear, denim, cosmetics , engineering files & tools, and air charter services

Revenue 14.06 billion (US$240 million) (2013)

RAYMOND GROUP

INTRODUCTION

• It was Incorporated in 1925.

• It is one of India's largest branded fabric and fashion retailers. 

•  Raymond Group is one of the leading, integrated producers of suiting fabric in the world, with a capacity of producing 31 million meters of wool & wool-blended fabrics.

• The Group owns apparel brands like Raymond, Raymond Premium Apparel, Park Avenue, Park Avenue Woman,

ColorPlus & Parx. 

WELL KNOWN BRANDSFormal wear brand

Stylish, fabric, formal,clothing,cosmetics and grooming

Casual wear brands

Casual lifestyle brand

Fabric brand

Brand for ties, handkerchiefs and socks

Raymond Group Companies 

1) Raymond Ltd.Raymond Ltd. Is among the largest integrated manufactures of worsted fabrics in the world. 2) Raymond Apparel Ltd.Raymond Apparel Ltd. Has in its folio some of the most highly regarded apparel brands in India-Raymond Premium Apparel, Park Avenue, Parx and Notting Hill. 3) ColorPlus Fashion Ltd.Colorplus is among the largest smart casual brands in the premium category. The company was acquired by Raymond on the growing demand for a high end, casual wear brand in the country for men and Women.

Continued…

4) EverBlue Apparel Ltd.A state of the art denim garmenting facility. 5) Celebration Apparel Ltd.A facility set-up for the manufacture of formal shirts. 6) Raymond Zambaiti Ltd.A greenfield facility manufacturing high value cotton shirting. 7) J.K. Helene Curtis Ltd.A leading player in the grooming, accessories and toiletries category. 8) J.K. Investo Trade (India) Ltd.JKIT is an investment company registered with RBI as Non-Banking Financial Company.

Joint Ventures

• Raymond UCO Denim Pvt. Ltd. • Raymond Zambaiti Pvt. Ltd..• J.K. Ansell Ltd.

• J.K. Talabot Ltd.

J.K. Helene Curtis Ltd.

• J.K. Helene Curtis Ltd is a part of the Raymond group – A brand synonymous with Quality, Trust, Excellence and Leadership.It has been in the personal grooming and toiletries business since 1964.

OUR AIM• “We as a family aim to provide CONSUMER SURPLUS within

ARM’S LENGTH OF DESIRE”.

VISION• “We aim to be a team of Passionate Leaders with Winning Mindsets,

to create Consumer Surplus and Delight through continuous Innovation in order to deliver Physically Beautiful and Emotionally Compelling ‘Personal and Home Care Products’ which are BEST IN CLASS”

OUR VALUES

We at  J.K. Helene Curtis Limited believe  that every member of the family is entitled to experience products of the highest quality  standards  at  extremely  affordable  prices.This  commitment  to  ensuring CONSUMER DELIGHT has prompted  us  to  explore  in  the  near  future more  traditional markets  and  categories  that  directly  impact  the  lives  of  our consumers.

Our  dedication  to  lowering  the  entry  barrier  into QUALITY AND LIFESTYLE PRODUCTS making  them  more  affordable, while  maintaining  highest  quality  standards  is  further reinforced through our new Brand Launches

Awards and Listings

JKHC Wins 3 Packaging Awards

1.Raymond Identity Perfume Spray 150ml: Consumer Package2.Raymond Aviator Perfume Spray 150ml: Consumer Package3.Park Avenue Good Morning Freshness Deo Talc 100g: Consumer packageThese packages also entered the AsiaStar award category & Raymond Identity Perfume Spray & Raymond Aviator Perfume Spray won the award.

Park Avenue in Economic Times Brand Equity Most Trusted Brands SurveyThe consumer's growing trust in Park Avenue is reflected in the fact that the  brand  has  entered  the  Economic  Times  Brand  Equity Most  Trusted Brands Survey. Park Avenue features in the top 50 Personal Care brands and this is a significant achievement for the brand

http://www.parkavenuegrooming.com/index.html

PARK AVENUE is one of the biggest brands in the world of Apparels, Cosmetics & Toiletries and is one of the ventures of the J.K. Helene Curtis Limited. Till date it has been generally successful with all the products and ranges offered.

Sl No Product Name Quantity Price (Rs.)

1   Beer Shampoo 200 ml 160

2   After  Shave lotion

50 ml 135

3 Silver Face Wash Dry 50 ml 67

  Oily 50 ml 67

  Normal 50 ml 67

4 Room Freshener Jasmine   95

  Lavender   105

  Rose   105

PRODUCTS FROM PARK AVENUE

Rajinigandha 105

  Sandal   105

5 Soap For Men Double Deo 125 g 40

  Good Morning 125 g 40

  Normal 125 g 40

  Cool Blue 125 g 40

6 After Shave Normal 50 ml 105

  Mercury 50 ml 105

  Ace 50 ml 105

7 Hair Styling Gel Chrome  Styling Gel

100 g 95

  Neon  Styling gel

100 g 95

  Glacier  Styling gel

100 g 95

8 Men Talc Double Deo 300 g 100   Classic Talc 300 g 1009 Perfume Spary Entice 50 g 126   Elevate 50 g 12610 Body 

Deodrants Classic Range

 ALPHA

 150 ml

 180

  BELIEVE 150 ml 180   DELVE 150 ml 180   GOOD 

MORNING150 ml 180

  TERRA 150 ml 180   IMAGINE 150 ml 180

TRANQUIL 150 ml 180

  COOL BLUE 150 ml 180

  STROMIQ

150 ml150ML

180180

11 Signature RangeDeo’s

Jazz

 

150 ml 216

  ZING 150 ml 210

  VOYAGE 150 216

  Alter Ego

 

150 ml 225

PARK AVENUE DEO’S TAGLINE

1. Storm (Tagline: energetic, suave, cool, the star’s fragrance)

2. Horizon (Tagline: airy, oceanic, profound, the traveler’s fragrance)

3. Alpha (Tagline: precise, strong, ahead, the director’s fragrance)

4. Cool Blue (Tagline: calm, smooth, breezy, the temperate fragrance)

5. Tranquil (Tagline: serene, august, relaxed, the sailor’s fragrance)

6. Cruise (Tagline: fresh, wavy, soothing, the explorer’s fragrance)

7. Good Morning (Tagline: rejuvenating, prim, composed, the enigmatic fragrance)

8.  I.Q. (Tagline: vibrant, winsome, fast, the torchbearer’s fragrance)

 

Marketing Mix

Product: Hail to Freshness Deodorant section of PARK AVENUE (PA) range. Although new but has the potential to get to the top of mind and heart of the consumers.

Price: 172.00 INR for 93ml/100g bottle.

Place: Available at all ‘The Raymond Shop’ across India. Except I.Q. all other deodorants of PARK AVENUE brand could be purchased from established retailers viz. BIG BAZAAR (PANTALOONS RETAIL INDIA LIMITED).

Promotion: Till date no promotion has been done from the side of manufacturer (J.K. Helene Curtis Limited) for its new product. This time no PR activity has been done while launching the product (I.Q.) which is resulting into this product losing out to others.

Major deodorant brands in the Indian Market

• HUL - Dove, Axe, Sure, Lux • Cavinkare - Spinz • Mcnroe - Wildstone, Secret Temptation • Paras(Reckitt Benckiser)- Setwet Zatak• Adidas - Adidas• Nike - Nike• P&G - Old Spice, Mum, Secret • Garnier - Loreal • JK Helene curtis - Park Avenue • Godrej - Cinthol• Vini Healthcare - Fogg • Beisdorf - Nivea

  Age groups Segment Trends Brands Targeting

the Segemnt

1  14-17 yrs •  Influenced by parents•  Curious & explorative•  No Loyalty

  Axe, SetWet, Rexona, Fa, Spinz

2 18-22 yrs • More of an experimenting group. 

• Seek attention & want to be trendy

Axe, SetWet, Nike, Adidas, Cinthol

  3  23 – 28 years • Tend to become loyal 

towards a particular brand.•  Try expensive variants. •  Status seekers.

Axe, Park Avenue, Nivea, Playboy

4  28 + years • High brand loyalty.• Health conscious.• High expenditure

 Old Spice, Tommy, Dove, Parkavenue

   

Segmentation & Targeting of Deodorants

COMPETITIVE ANALYSIS

Market LeaderFOGG

Market Niche

ADIDAS PLAYBOY