Raymonds | Varun Daahal

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The Presentation is about :

-Raymond's Company
- Raymond's Brand, Brand Framework
- Brand Management, Brand Positioning, Communication

This Presentation done as a part of MBA class assessment in 2010.

Published in: Business, Design
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  • * All the data is collected from Internet. I don't hold any ownership. Analysis is purely based on my understanding and perception
  • Raymonds | Varun Daahal

    1. 1. 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
    2. 2. <ul><li>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. </li></ul><ul><li>Quality and Style </li></ul><ul><li>Effective R&D and Distribution </li></ul><ul><li>Focused Marketing and Advertising Efforts </li></ul><ul><li>Competitive Advantage </li></ul><ul><li>Tag Lines </li></ul><ul><li>Celebrities </li></ul><ul><li>Emotional Chord </li></ul><ul><li>Unique Brand Building Strategy </li></ul><ul><li>Various Brands </li></ul><ul><li>Multiple Stores Across the World </li></ul>
    3. 3. SUCCESS OF “THE COMPLETE MAN” CAMPAIGN <ul><li>Emotional Touch </li></ul><ul><li>- Aspiring Male to Wear this Brand </li></ul><ul><li>- Competitive Advantage </li></ul><ul><li>- Value Creation </li></ul>
    4. 4. Q2.WOULD YOU AGREE THAT THE COMPLETE MAN THEME HAD BEEN STRETCHED TO FAR AND HAD LOST ITS SHEEN DURING THE EARLY 2000? <ul><li>I agree that The complete Man had lost been sheen because </li></ul><ul><li>1.it seemed to have been moving away from its emotional approach towards a fashion and attitude-centric approach. </li></ul><ul><li>2.Almost everything that had to be explored about The Complete Man has been explored-his love for his family, loyalty. </li></ul><ul><li>3.Some of the recent work done is similar to what other players are doing </li></ul>
    5. 5. DO YOU THINK RAYMOND’S DECISION TO USE THE SAME CAMPAIGN FOR SUCH A LONG PERIOD WAS A WISE ONE? <ul><li>No I think Raymond’s decision to use same campaign is not wise because </li></ul><ul><li>Change in Life styles & fashion statements </li></ul><ul><li>Competitions among players, need for differentiation from others </li></ul><ul><li>Same tagline for a very long time is not good for a company </li></ul>
    6. 6. WHY DO YOU THINK THE COMPANY DECIDED TO CHANGE THE AD AGENCY? GIVE REASON <ul><li>Since it is moving its Focus from Textile to Ready to wear segment. </li></ul>
    7. 7. RAYMOND ? <ul><li>Do you think Raymond was right in shifting its focus towards ready-to-wear market despite its core strengths lying in fabric market? </li></ul><ul><li>Justify your answer with reasons. What further steps should Raymond take to retain its position status in the future? </li></ul>
    8. 8. THE COMPLETE MAN
    9. 9. SHIFTING FOCUS !!! <ul><li>Stagnant profit in Textile segment </li></ul><ul><li>Sitting on a Huge pile of Cash - Diversification strategy </li></ul><ul><li>Exploring Untapped R-T-W segment </li></ul><ul><ul><li>New Opportunities </li></ul></ul><ul><li>L-P-G & .Com Bubble </li></ul><ul><li>gave birth to many New Young & aspiring Entrepreneurs </li></ul><ul><li>Consumer purchasing </li></ul>
    10. 10. DEFINING YOURSELF <ul><li>Change in Attitude, Life style </li></ul><ul><li>Keeping up with Fashion trends - Personality </li></ul><ul><li>Personal Brands </li></ul>
    11. 11. G e E k
    12. 12. VIBRANT ENERGETIC INNOVATIVE AGGRESSIVE
    13. 13. Positive Joy & Fun Lively
    14. 14. BRAND MANAGEMENT FRAMEWORK
    15. 15. RETAIN POSITION : DEFINING BRAND PORTFOLIO
    16. 16. <ul><li>Creating Brand identity, Image, Personality for products </li></ul><ul><li>Ex - </li></ul><ul><li>Casual wear </li></ul><ul><li>Golf wear </li></ul><ul><li>Wrinkle jean </li></ul><ul><li>Leisure wear </li></ul>Formal wear Medium price Kids wear
    17. 17. <ul><li>Proper Brand communication & positioning for each product in portfolio </li></ul><ul><li>Aggressive Distribution ex- Retails, Exclusive stores </li></ul><ul><li>Using contemporary segment products models effectively </li></ul><ul><li>Avoiding Cannibalization </li></ul><ul><li>Using effective distribution channels & Retail stores </li></ul>
    18. 18. THANK YOU !

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