Group

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

GROWTH OF TEXTILE MARKET

US$ Billion
226

70

2009

78

2010

99

89

2011

2014

2023

Column2

Textile contributes to 14% of overall industrial production and 4% of GDP

45 million people employed currently in this industry
Apparel exports have registered a growth of 17.6% in the fiscal year 2014
Textile industry has the potential to grow five fold in a decade

COMPETITOR ANALYSIS
Siyarams

Donear
Vimal
and
Gwalior

Promotional offers to wholesalers

Easily available at all wholesale
counters
Brand image is very good in the
market
Lack of visibility has caused its extinction from
the market
Brand is known to all retailers
Combo packs of Donear are stocked by some
counters
Low priced products Faring well in price sensitive
markets
Uprising brand in the market currently
Wholesalers are prompt in delivering these
products at the retailers doorstep

PRICE Vs QUALITY
PRICE
. RAYMOND
. SIYARAM
. DONEAR
. VIMAL
. GWALIOR

QUALITY

RETAIL OUTLET OBSERVATIONS

Brand Perception is the biggest factor that drives the customer
towards purchasing

Retailers position their shops at farther distance from the

readymade garments

If a particular brand is in demand then the retailers tend to reduce

the stocks of other brands

Retailers have started stocking readymade garments in the front

and Suitings at the back

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

Responsible and Mature

andsome &Well Groomed

Values Family Above All

Successful Professional

Memories and Occasion

Distinguished

Leader

Sensitive and Caring

Calm & Composed

Trust and Excellence

Everlasting Appeal

Dependable

BRAND RELATED STORIES

Advertisements

Consumers

A Caring Father

My First Suit

Doting and
Supportive
Husband

What I wore for my

brothers wedding!

A Sincere Son
Respectful Student
Responsible Son-in-law

I have worn it to all

my interviews since
12th grade!
My Mom helped me
choose my first
Raymond. She
(Fiance) got me
this one!

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,.

Corporate and Function

wear

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

RAYMOND TAILORING INITIATIVE

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

RAYMOND EMBRYO RESEARCH CENTRE

Setup in 1983 near Bilaspur in Chattisgarh,
for cattle development upgrading and
breeding of high milk-yielding cattle
Success in birth of embryo transfer lambs
and embryo transfer calves
Accredited by The Union Ministry of
Agriculture and Animal Husbandry,
Government of India.
The programme operator, Gopal, who
monitors each centre is an unemployed
youth extensively trained for six months to
carry out A. I. in cattle and buffaloes

Thank
You!