Acknowledgment

This document is a comparative research work on the segmentation of two home furnishing brands RAYMOND PORTICO For this study I would like to thank Mr. Amit Agrawal my consumer behaviour in fashions faculty for helping me throughout the assignment. I would also like to thank my friends and classmates for the supporting me along with the resource centre and the internet lab of the college for providing relevant information. Thank you

Objective
To understand the concept of market segmentation by taking two brands of the same category. To study the market segments they are catering to and also why and how. To compare the strategies of both the brands and conclude which one is giving better services and identifies the reason behind it. To conclude that which brand is serving better to its target market segment.

Introduction
The Raymond Group having (Raymond) is an Rs 14 bn plus conglomerate,

businesses readymade toiletries, and tools. Raymond category. primarily

in garments,

textiles, men's files, market is the

engineering The is Ltd. The a

75-year-old

leader in the worsted suiting company in of tweed, involved

manufacture blankets,

worsted and

woolen fabric, shawls, rugs, upholstery fabrics. Raymond Apparel Ltd. owns the well-known readymade brands -- Park Avenue, Parx, Manzoni, and Be. Raymond was the first company in the textile industry to shift focus from the product to an individual's personality with the 'The Complete Man' advertising campaign, for its worsted suiting category. The initial ads of Raymonds were handled by the ad agency Bensons (now Ogilvy & Mather) and were created by
Frank

The complete man

Target market
RAYMOND has targeted to office going people and home furnishing. Raymond targeted basically lower high class people.

RAYMOND aim to become the largest producers of curtain and upholstery fabrics in the world by leveraging the strength of innovation and harnessing technology to provide better solutions to the consumers. The company aspire to bring design and business model innovation into the home. Mission Making homes beautiful on every street in every city of every country in the world is the goal set by the company

PRODUCT OFFERINGS
The quality of Raymond is highest order reigns supreme. For all the fabric requirements, the company presents an extensive range of product offerings. Created in collaboration with Italian design houses, they are the epitome of luxury living. RAYMOND brings you its unique innovation and variety across: Raymond Premium Apparel Manzoni Park Avenue Park Avenue Woman Colour Plus blend of

Colour plus Woman Parx Notting Hill

Total textile solution

Customers today the world over, are looking at one-stop shops that can fulfill all their needs. At Raymond, we offer fully finished products that span various garment categories that has been made possible by a seamless horizontal and vertical integration across divisions. Our textile solutions encompass everything - from worsted suiting to denim and shirting. Its not just range but volume and quality that makes us the textile major that we are today. Our plants have a capacity of 31 million meters in producing the finest worsted fabrics and wool blends. The blends comprise of exotic fibres like cashmere, Mohair or

Angora or blends of wool with casein and bamboo or the ultimate in fine pure wool Super 240s The denim division has a capacity of 47 million meters of specialty denims; not to mention our capabilities in producing shirting and carded woollen fabrics. Our joint ventures with global leaders ensure that you have access to world-class products. Our design Studios in India and Italy are supported by six state- of- the- art textile plants and four garmenting factories in India and Europe .

INTRODUCTION
Portico New York, the home furnishing brand from Creative Portico India Ltd, is looking at the oncoming festival season to rekindle its expansion plans and give a fillip to its business. The retailer is planning to boost same store sales in the festive season and also open 10 standalone stores through the franchise route across metros and Tier-II towns. The average size of these stores will be 500-1,000 sq ft. The company currently has only one standalone store. Portico had put its expansion plans on hold owing to the current economic slowdown. Chandan S, senior general manager-- retail and

marketing, Creative Portico India Ltd, says, "Things are getting much better now. The consumer is ready to spend after holding themselves back for a while. We will open 10 stores this year and 10 more in the next year." The retailer is expecting same store sales to increase 40 per cent during the oncoming festival season against last year's sales growth of 25 per cent. The company is also planning to increase its marketing and advertising spend this year.

TARGETING
AGE GROUP:- Kids product & - Adults product

Portico always keeps in mind that their product should not be debarded by any class people .

So, they are ranging their product which may be availed by all class people wether they are from HIGH CLASS PEOPLE MIDDLE CLASS PEOPLE or LOW CLASS PEOPLE. In one word that the porticos product is for general market & it is not specified for any class people.

PRODUCTS AVAILABILITY
PRODUCT FOR KIDS BED SHEET BED SPREAD TOWELS PILLOWS PILLOWS COVER CURTAINS

PRODUCT FOR ADULTS

BED SHEET BED SPREAD TOWELS PILLOWS PILLOWS COVER DUVET COMFORTER WINDOW CURTAIN DOOR CURTAIN

Business Portfolio
Today's customer is looking for complete home solutions, which are what we aim to provide. For this we have strong brand portfolio that caters to different market segments. 'Portico New York' is a premium home textile lifestyle brand targeted at middle and high-end

customers. It offers a range of coordinated products for a woman's complete home decor. 'Home Expressions USA' is a 'best fashion at best value' mass brand. It is generic to the best quality offered in coordinated, modern design range in Indian market. 'Tommy Hilfiger Home' brand in super premium segment is targeted at niche market in bed & bath category. In the Kids range we have licenses for Disney, Barbie and Galli Galli Sim Sim characters, which also form part of our bed & bath range.

Target market

Escape from dream The brand is mainly for the middle class society. Portico empowers every price-conscious buyer to realize his/her dream of a beautiful home and live it to the fullest.

This brand of home decor stores, offering quality products at competitive prices. The main aim of the company was that there was an unprecedented demand for home products in the domestic market and the perception of lower income groups purchasing from the unorganized sector was fast becoming a myth. The consumer was well aware of his purchasing power and the options available to him.

SEGMENTATION
Segmentation is mainly categorised under these subheadings: Determining who the actual and potential customers are: The actual potential customers are the middle class people who can afford at reasonable prices. Identifying segments There are various segments based on the the products offered and their price range starting from RS.200 Analyzing the intensity of competitors in the market: The market is too competitive as this is a low pricing brand. There is a tough competiotion in the market because of value for money. Selecting the attractive customer segments: The attractive segment group are themiddle class people with a elite class desire for their houses and women of today who are fashion-forward.

Positioning
We plan to be the top Bed & Bath retailer in India. Portico believes in :-

PERFORMANCE QUALITY CONFORMANCE QUALITY DURABILITY RELIABILITY REPAIRABILITY They are the first supplier of ANTIBACTERIAL & ANTI-MICROBIAL product in the market.

Competitive Analysis Survey

In order to understand how an organization or business is performing, it is necessary to consider its position in relation to other organizations in its industry. At Direct Opinions we can help identify the critical factors that impact customer satisfaction. Our studies can determine the key drivers of customer satisfaction and their importance on a regional, national or international level. Areas of strength and weakness for each company are identified including attitudes, customer experiences and behavioral characteristics, and perceived images. Once these organizational traits are identified, valuable comparisons can be made with other competitors in the market.

QUESTIONNAIRE

NAME AGE - GENDERM F Do you like decorating your house and well furnishing it? YES NO Which income group do you belong to? A middle class upper middle high class Which brand you prefer more and why? RAYMOND PORTICO BOMBAY DEYING ...................................................................... ...................................................................... ...................................................................... ........................................................... Does it satisfies you to the fullest? YES NO A LITTLE

 Would you desire to go with some other brand and why? ........................................................................ ........................................................................ ........................................................................ ..........................................................

NIFT