Park avenue project report

1. A PROJECT REPORT ON

2.   GUATAM SINGHANIA Chairman and Managing Director The Raymond Group

3. 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

4. Levels of management

5. MANAGEMENT TEAM CEO DIRECTORS PRESIDENT GAUTAM HARI SINGANIA Akshay Chudasama Boman Irani I D Agarwal Nabankur Gupta Shailesh V Haribhakti Aniruddha Deshmukh Harshal Jayavant S L Pokharna Rakesh Pandey Robert Lobo K A Narayan

6. Company Profile Name 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)

7. 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 . 

8. WELL KNOWN BRANDS F ormal wear brand Stylish, fabric, formal,clothing,cosmetics and grooming Casual wear brands Casual lifestyle brand Fabric brand Brand for ties, handkerchiefs and socks

9. 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.

10. 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.

11. Joint Ventures Raymond UCO Denim Pvt. Ltd. Raymond Zambaiti Pvt. Ltd. . J.K. Ansell Ltd. J.K. Talabot Ltd.

12. 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”

13. 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

14. Awards and Listings JKHC Wins 3 Packaging Awards Raymond Identity Perfume Spray 150ml: Consumer Package Raymond Aviator Perfume Spray 150ml: Consumer Package Park Avenue Good Morning Freshness Deo Talc 100g: Consumer package These 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 Survey The 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

15. 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.

16. 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

17.     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

18. 8 Men Talc Double Deo 300 g 100     Classic Talc 300 g 100 9 Perfume Spary Entice 50 g 126     Elevate 50 g 126 10 Body Deodrants Classic Range   ALPHA   150 ml   180     BELIEVE 150 ml 180     DELVE 150 ml 180     GOOD MORNING 150 ml 180     TERRA 150 ml 180     IMAGINE 150 ml 180

19.     TRANQUIL 150 ml 180     COOL BLUE 150 ml 180     STROM IQ 150 ml 150ML 180 180   11 Signature Range Deo’s Jazz   150 ml 216     ZING 150 ml 210     VOYAGE 150 216     Alter Ego   150 ml 225

20. PARK AVENUE DEO’S TAGLINE 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)

21.   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.

22. 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

23.   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

24. COMPETITIVE ANALYSIS