EXECUTIVE SUMMARY I am presenting this report on customer satisfaction and brand perception, starts with the rational behind

preparing the report, objective, a brief history of the brand and covers a wide variety of topics, such as making of the brand, product offerings, brand portfolio, customer perceptions, hr policy, advertisement strategy,etc.

All this research is then followed by a survey which reveals some facts about the brands image in the minds of the consumer and satisfaction derived by the consumers after purchasing the brand. At last I have concluded the report with my interpretation of the whole thing and the information collected is presented with the help of charts and diagrams.

RATIONAL OF MAKING THE REPORT The American marketing association defines a brand as a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of any one seller or group of sellers and to differentiate them from

those of competitors.

Brand is the added value endowed to a product and services. This value may be reflected as in how consumers thinks, feel or act with respect to a brand as well as the prices, market share an profitability that the brand commands from the firm.

You can not understand consumers emotions, feeling, his aspirations and expectations for a brand by reading books or theoretical knowledge; for that purpose you have to interact and communicate with the consumer up close and personal and ask him directly or indirectly about his perception of the brand.

In the same manner you have to approach the customers/consumers directly to understand his experience of buying and using a product; and weather he/she is satisfied with the whole process or not. This is very important for a marketer because then he can design his marketing mix; according to the needs of the consumer. The purpose of making this report is to understand the dynamics behind building a brand image in the market and to understand the consumers perception about a particular brand.. If a consumer has a positive perception for a brand he/she will definitely go and buy it and after buying it he/she matches his/her perceived level of satisfaction with the actual satisfaction derived. That is how brand images are build. This report also tries to analyze customer satisfaction for a particular brand.

OBJECTIVE OF RESEARCH

Raymonds over the years have become synonymous for trust, quality and style. It is the market leader in suiting and shirtings, worsted fabric, tailored & readymade garments with more than 60% market share. Since

its beginning in 1925 till today Raymonds have understood the changing needs of consumers and catered to it.

The objective of this report is to understand the reason behind Raymonds success and consumers perception about the brand. When we talk about Raymonds it is important to mention other brands also which the Raymonds group owns like manzoni, parx, zapp, be: park avenue etc. This report considers consumer perceptions and knowledge about all these brands and based on the information colleted, it tries to draw a conclusion regarding the whole research. Also I have tried to give my interpretation and understanding of the whole report and research

RESEARCH METHODOLOGY

TYPE OF RESEARCH: - Descriptive Research

Blend of Descriptive method has been used in this research for the collection of data. As the research is related to the study of consumer satisfaction, which can more effectively be studied through direct questions, personal interview and informal talks- experimental research will not much effective. Also, considering the time constraints, descriptive research leading to conclusive result is the most suitable design for this research as it is related to why anything happening. It checks the behavior features of a customer.

DATA COLLECTION METHOD: -

PRIMARY DATA:-Questionnaire Method

The data has been collected through questionnaire method. The questionnaire was designed in such a way to cover as many aspects of consumer behavior as possible. Many questions have been asked in it for feedback from customers. In it both opened ended questions and close ended questions have been asked for study.

SECOUNDARY DATA :- Under this data is taken from the internet. All the data related to its profile, mission and capital structure is taken. Even data related to this study is also its management, mission and many other things.

SAMPLE DESIGN: - Random Sampling

SAMPLE SIZE: - 100

SAMPLE UNIT: - Individual

GEOGRAPHICAL LOCATION: - DELHI

STATISTICAL TECHNIQUES USED: - Percentage Analysis

INTRODUCTION OF THE BRAND

Years ago, when the Singhania family was building, consolidating and expanding its various businesses in Kanpur, one Mr. Wadia was in a similar manner setting up a small woollen mill in the area around Thane

creek, 40 kms away from Bombay. The Sassoons, a well-known industrialist family of Bombay, soon acquired this mill and renamed it as The Raymond Woollen Mills. Around the same time, the Singhanias aimed to broaden their business horizons. The family's sharp business foresight led to the acquisition of The Raymond Wollen Mills. When the grandson of Lala Juggilal, Lala Kailashpat Singhania took over Raymond in 1944, the mill primarily made cheap and coarse woollen blankets, and modest quantities of low priced woollen Fabrics The vision and foresight of Mr. Kailashpat Singhania greatly helped in establishing the J.K. Group's presence in the western region. Under his able stewardship, Raymond embarked upon a gradual phase of technological upgradation and modernization; producing woollen Fabrics of a far superior quality. Under Mr. Gopalakrishna Singhania, the mill became a world-class factory and the Raymond brand became synonymous with fine quality woollen Fabrics When Dr. Vijaypat Singhania took over the reins of the company in 1980, he injected fresh vigour into Raymond, transforming it into a modern, industrial conglomerate. His son Mr. Gautam Hari Singhania, the present chairman and managing director has been instrumental in restructuring the group. With the divestment of its non-core businesses, the group has emerged stronger, with a more focused approach. Today, with a 28 million-meter capacity in wool & wool-blended fabrics, Raymond commands an over 60% market share in worsted suiting in India and ranks amongst the first three fully integrated manufacturers of worsted suiting in the world. They are perhaps the only company in the world to

have a diverse product range of nearly 20,000 design and colours of suiting fabric to suit every age, occasion and style. We export these to over 50 countries, including USA, Canada, Europe, Japan and the Middle East.

A 100% subsidiary of Raymond Ltd., Raymond Apparel Ltd. (RAL) ranks amongst India's largest and most respected apparel companies. They bring to their customers the best of fabric and style through some of the country's most prestigious brands- Manzoni, Park Avenue, Color Plus, Parx, Be: and Zapp. Even as the brand keeps evolving through its cuts, styles, apparels and collections, one thing has remained unchanged over time is the unrelenting pursuit of excellence! The company's Design Studio in Thane is well equipped with state-of-theart facilities, which stimulate and nurture the creative energies of the Design Team. Their efforts are complimented by a research team, which keeps a close watch on international fashion forecasts and design trends. A Design Studio has also been set up in Italy recently, which has further enhanced our reputation in providing cutting edge design solutions of an international standard. All their brands are available at exclusive brand stores, The Raymond Shop retail outlets and multi-brand outlets across India and the Middle East. Craftsmanship, teamwork and professionalism have come together at Raymond to weave tales of the finest Fabrics for over 80 years. Today, it has gained its market leadership position primarily on the strength of its vast talent pool. The company has always emphasized on the continuous and consistent upgradation of manpower in order to fully embrace the rapid changes in the textile industry. It has always fostered a growth-oriented environment enabling all its employees to fully realize their potential.

HR POLICIES Internal Resourcing

The company first scouts for talent within the organization to provide growth opportunities to its employees. Notifying vacancies internally does this. This practice helps in managerial cross-functional exposure for career development and learning.

Talent from Campus

Raymond recruits young textile engineering graduates, textile technologists, chartered accountants, fashion technologists and MBA's only from some of India's leading Institutes. They are then rigorously trained for a period of one year, during which they are placed across different departments, before being finally placed in their area of specialization. The objective of the programme is to gauge the recruit's area of expertise and then train them to independently shoulder their responsibilities. A Mentoring programme for new inductees in the organization enables them to adapt themselves to the organization.

Lateral Recruitment

'Market-skilled' employees from other companies are periodically inducted into the organization from time to time. A combined force of existing talent and induction of fresh blood helps the company to be competitive in the face of increasing business complexities.

Continuous learning and development

Organizational excellence is achieved only through continuous investments in growth and renewal of human resources. A detailed training and development plan is drafted and implemented each year, which comprises level-wise planned interventions as well as specific need-based interventions through Training Need Analysis. This equips the team to excel in their current roles while also preparing them for future roles. There is great emphasis on behavioral and attitudinal training apart from technical and on-the-job training.

Employee Involvement

Raymond believes that employee involvement is the key to continuous improvement, sound decision-making and developing an open and transparent organization. Open forums provide opportunities to employees to share their views regarding people policies. This ensures a foundation of people centric policies. An online HR Manual brings transparency in HR processes. Latent creativity among organizational members is tapped through initiatives like Kaizen, Quality Circles and Suggestion Schemes in units.

The Raymond Interchange, a think-tank of the Co's top management group, is an on-going initiative that harnesses the collective views on business strategy and is one of the drivers of employee involvement. Usage of the internal branding concept throughout the Group also plays an important role in driving employee involvement. We are proud of the fact that we are one of the most empowered organizations in terms of decision making down the line. Compensation and benefits Wherever Raymond has created industry and employment, it has also provided educational, housing, recreational and spiritual support systems for its people. Employees' children have the facility to enroll themselves in the schools run by the J.K. Trust, at 50% of the fees. In many cases, children's education is absolutely free. From subsidized transport facilities or availability of Raymond products at concessional rates to its employees; the company always strives to make employees feel a part of the large Raymond family. PRODUCT OFFERINGS

Customers today the world over, are looking at one-stop shops that can fulfill all their needs. Raymond, offer fully finished products that span

various garment categories that has been made possible by a seamless horizontal and vertical integration across divisions. Their textile solutions encompass everything - from worsted suiting to denim and shirting. Its not just range but volume and quality that make them the textile major that they are today. Their plants have a capacity of 28 million meters (soon to be 31 million meters) in producing the finest worsted fabrics and wool blends. The blends comprise of exotic fibers like cashmere, Mohair or Angora or blends of wool with casein and bamboo or the ultimate in fine pure wool Super 230s.

The denim division has a capacity of 80 million meters of specialty denims; not to mention our capabilities in producing shirting and carded woolen fabrics. Their joint ventures with global leaders ensure that consumers have access to world-class products. Six states- of- the- art textile plants and four garmenting factories in India and Europe support their design Studios in India and Italy. Being integrated suppliers of fabrics as well as garments, Raymond offer total textile solutions to customers

Largest integrated manufactu rer of worsted suiting.

Capacity of 28 million meters.

y3 integrated

Manufacturer of specialty ring denim, fashion and color denim.

Capacity of 80 million meters.

yJV with UCO NV Europes largest producer of denim fabric. y Manufacturing in 17