Documente Academic
Documente Profesional
Documente Cultură
Amit Bhatia
Dharmesh Kumar
Gautam Aggarwal
Sonali Sharma
Suneet Raj
Gantayat
ABOUT
RAYMOND
ABOUT
RAYMOND
Umbrella brand - Conglomerate of a group of 12 companies
Raymond textile division is administered by Raymond Limited
Joint ventures with three other companies
Has won many accolades for textile, retail, apparels and personal care
Offerings of Raymond include Fabrics, Apparels, Woollen outerwear, Furnishings,
Retail, Engineering, Corporate Wear, Personal Care
Online portals raymondnext.com, raymondselect.com
Net revenue of 4620cr in the fiscal year 2014
BRAND HISTORY
2013
2006
2002
2000
1999
1986
1925
Setup of
The
Raymond
Woollen
mill in the
area
around
Thane
creek
Launch of
"Park
Avenue",
the
premium
brand
providing
a
complete
wardrobe
to the
men who
Launch of
"Parx", a
premium
casual
wear
brand
bringing
customers
a range of
semiformal and
casual
clothes
Launch of
"Be:",
exclusive
prt line of
ready-towear
designer
clothing
for men
and
women
Acquisitio
n of
ColorPlus.
Launch of
design
studio in
Italy for
cutting
edge
design
capabilitie
s for
exports
and
domestic
brands
Raymond
Premium
Apparel
crossed
Rs. 1 bn
mark
MARKET CONDITION
TEXTILE MARKET
10%
3%
40%
16%
31%
Readymade Garments
Cotton Textiles
Man Made Textiles
Handicrafts
Others
70
2009
78
2010
99
89
2011
2014
2023
Column2
COMPETITOR ANALYSIS
Siyarams
Donear
Vimal
and
Gwalior
PRICE Vs QUALITY
PRICE
. RAYMOND
. SIYARAM
. DONEAR
. VIMAL
. GWALIOR
QUALITY
ORDINARY
MAN
1980
WELLDRESSED
1992-TILL NOW
HIGHER-END
1970
1950-60
POSITIONING
THE
COMPLET
E MAN
Companys publicity efforts in the 50s is based on chess king motif, which reflected the
groups focus on higher-end
In 70s Advertising focus shifted to an ordinary man, advertising imagery included
Connect to the common man of the country
Since 1992 the positioning has been The Complete Man a metrosexual, caring, family
man who was very different from the way men were portrayed in the 70s and 80s
That was the angry young man era. But the Raymond man was softer, and every
communication created showed the changes happening around the Alpha male
BRAND IMAGE
The Complete Man
Elegant and Premium
Successful Professional
Distinguished
Leader
Dependable
Consumers
A Caring Father
My First Suit
Doting and
Supportive
Husband
A Sincere Son
Respectful Student
Responsible Son-in-law
BRAND
RESONANCE
MODEL
Brand Resonance
Model
Resonan
ce
Consumer
Involvement, Loyalty
&Attachment
Feeling
Judgmen
t , Trusted,
Leader
Completeness,
Celebration,
Pride
Superiority
Imagery
Performanc
e
One stop shop for all garment
categories, exotic fibers. Total
textile solutions,.
Salience
Made to measure service with excellent fabric available to create a personalized style
for a customers suit, trouser, shirt or jacket.
BRAND
ELEMENTS
Brand
Elements
Logo
Slogan
Jingle
The Complete
Man
THE
RAYMOND
RITUAL
The
Raymond
Ritual
Common
belief that
great
garments
can be
made by
only by
great
tailors
Imparts
training
skills to the
unemploye
d,
underprivil
eged youth
as well as
the existing
tailoring
community
Women and
modern
youth are
the major
target
audience
with the
aim to
generate a
sense of
empowerm
ent
Thank
You!