RAYMOND CASE

Varun Daahal(MD8017)

* All the data is collected from Internet. I don't hold any ownership. Analysis is purely based on my understanding and perception

Raymond, one of the leading players in woolen textile business in India, was incorporated in 1925. In 1957 it launched its woolen worsted suiting range, which later evolved into flagship product.

• Quality and Style• Effective R&D and Distribution• Focused Marketing and Advertising Efforts• Competitive Advantage• Tag Lines• Celebrities Emotional Chord Unique Brand Building Strategy Various Brands Multiple Stores Across the World

SUCCESS OF “THE COMPLETE MAN” CAMPAIGN Emotional Touch

- Aspiring Male to Wear this Brand- Competitive Advantage- Value Creation

Q2.WOULD YOU AGREE THAT THE COMPLETE MAN THEME HAD BEEN STRETCHED TO FAR AND HAD LOST ITS SHEEN DURING THE EARLY 2000? I agree that The complete Man had lost been

sheen because 1.it seemed to have been moving away from

its emotional approach towards a fashion and attitude-centric approach.

2.Almost everything that had to be explored about The Complete Man has been explored-his love for his family, loyalty.

3.Some of the recent work done is similar to what other players are doing

DO YOU THINK RAYMOND’S DECISION TO USE THE SAME CAMPAIGN FOR SUCH A LONG PERIOD WAS A WISE ONE? No I think Raymond’s decision to use same

campaign is not wise because Change in Life styles & fashion statements Competitions among players, need for

differentiation from others Same tagline for a very long time is not good

for a company

WHY DO YOU THINK THE COMPANY DECIDED TO CHANGE THE AD AGENCY? GIVE REASON

Since it is moving its Focus from Textile to Ready to wear segment.

RAYMOND ?

Do you think Raymond was right in shifting its focus towards ready-to-wear market despite its core strengths lying in fabric market?

Justify your answer with reasons. What further steps should Raymond take to retain its position status in the future?

THE COMPLETE MAN

SHIFTING FOCUS !!!• Stagnant profit in Textile segment• Sitting on a Huge pile of Cash -

Diversification strategy • Exploring Untapped R-T-W segment

– New Opportunities

• L-P-G & .Com Bubblegave birth to many New Young & aspiring

Entrepreneurs• Consumer purchasing

DEFINING YOURSELF Change in Attitude, Life style Keeping up with Fashion trends - Personality Personal Brands

G e E k

VIBRANT

ENERGETIC

INNOVATIVE

AGGRESSIVE

Positive

Joy & Fun

Lively

BRAND MANAGEMENT FRAMEWORK

RETAIN POSITION : DEFINING BRAND PORTFOLIO

Creating Brand identity, Image, Personality for products

Ex -

•Casual wear

•Golf wear

•Wrinkle jean

•Leisure wear

Formal wear

Medium price

Kids wear

Proper Brand communication & positioning for each product in portfolio

Aggressive Distribution ex- Retails, Exclusive stores

Using contemporary segment products models effectively

Avoiding Cannibalization

Using effective distribution channels & Retail stores

THANK YOU !