Driving Exponential Growth for Tailoring Business

A PROJECT REPORT ON

Driving Exponential growth for Tailoring Business

SUBMITTED BY

MANAS TAMBAT

ROLL NO: P17052

PGDBM – MARKETING, 2017-19

UNDER THE GUIDANCE OF

MR. SATISH GUPTA

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SYDENHAM INSTITUTE OF MANAGEMENT STUDIES, RESEARCH & ENTREPRENEURSHIP EDUCATION

UNIVERSITY OF MUMBAI

2017

A PROJECT REPORT ON

Driving Exponential growth for Tailoring Business

This project report in the area of Marketing Specialization based on the in-depth study of the project theme is submitted in June, 2018 to Sydenham Institute of Management Studies, Research and Entrepreneurship Education in partial fulfilment of the requirements for the award of the two years Full Time Post Graduation Diploma in Business Management (PGDBM).

Submitted By:

Name: Manas Tambat                                                                                         Roll No: P17052

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ACKNOWLEDGEMENT

I would like to express my gratitude to all the people who have been associated with this report and have helped me with it and made it a worthwhile experience. I would like to express my thanks especially to Mr. Satish Gupta, Head of Tailoring at Raymond Ltd.  who gave me this opportunity to learn the subject in a practical approach, who guided me and gave me valuable suggestions regarding the project report.

I also express my deep sense of gratitude to our Director Dr. Manoj Bhide for having provided us an opportunity to work on the project

EXECUTIVE SUMMARY

This project concentrated mainly on Driving Exponential growth for Tailoring Business. It also focused on working out scenarios & framework for Online Marketing plans (from Ideation to Execution); putting together relevant consumer insights using Secondary data

Also, the project work was done to conduct ‘Ideation workshop’ with cross functional team for creating new bank of ideas leading to Campaign calendar and Product and Go to Market (GTM) plan for Jackets & Kurtas

Further, we have also analyzed the process of Digitization of consumer buying experience, keeping the ethos of ‘customization’.

TABLE OF CONTENTS

ORGANIZATION PROFILE

Incorporated in 1925, Raymond is the leading, integrated producer of worsted suiting fabric in the world, with a capacity of producing 42 million meters of wool & wool-blended fabrics.

A pioneer in the textile and men’s apparel business, in India, with a turnover of over USD 600 million, the Raymond Group is horizontally and vertically integrated and offers end-to-end solutions for fabrics and garmenting. The Group has six, state-of-the art textile plants and four garmenting factories, in India and Europe, supported by world-class design studios and ably supported by Italian designers who put together collection twice a year.

Raymond has always focused on innovation and technological upgradation that has yielded path breaking fabric solutions to customers around the world. From pure wool to wool blended with exotic fibers like Cashmere, Mohair or Angora and Casein or the ultimate in fine pure wool–Super 240s crafted out of 11.6 micron wool, Raymond has always provided customers with world-class products. The company exports its suiting fabric to more than 50 Countries, including USA, Canada, Europe, Japan and the Middle East.

The Raymond Group has already marked its presence in the global arena with partnerships with leading European manufacturers of fine shirting fabrics and specialty denim. In addition, the Group has business interests in readymade garments, designer wear, cosmetics & toiletries, engineering files and tools, prophylactics and air charter operations.

1. Consumer Analytics:

1.1 Meaning of Consumer Analytics:

Customer analytics is an activity within of e-commerce whereby customers' online shopping and internet search behavior is examined by software with the results used by teams of marketing professionals looking to increase revenues for online merchants. Customer analytics uses data collection and subsequent software analysis to zero-in on customers' online order transactions for the purpose of sorting out specific customer demographics, shopping patterns, internet usage and applying predictive analyses to allow marketers to take measures to increase online business profit margins. Other commonly used terms for customer analytics include Customer Relationship Management analytics, or CRM analytics.

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