This document contains a marketing presentation submitted by a team of students to their professor. It provides an introduction to Raymond, an Indian textiles and clothing company founded in 1925. It discusses Raymond's objectives, leadership under CEO Gautam Singhania, pricing strategies including prestige pricing, distribution channels, target segment of urban professional males, and positioning as an aspirational brand. The presentation also analyzes Raymond's competition, marketing communications, SWOT analysis, green marketing initiatives, and ideas for Raymond based on a store visit.

1. Submitted To:
Ms Radhika Malhotra
(Assistant Professor)
Marketing
Presented By:
Team Members
1. Aman Kumar Verma (GM17027)
2. Akanki Kathuria (GM17017)
3. Abhinav Gupta (GM17005)
4. Ankit Mishra (GM17037)
5. Ankit Raj (GM)
6. Yuraj Singh (GM17251)
7. Abhishek Choudhary (GM)
Marketing Management-II Presentation
PGDM Batch 2017-2019 Term II
Section __A___ Team No. __1___

2.  Incorporated in 1925
 Headquarters Mumbai India
Its segment include Denim,
textiles, Tools and hardware
and others
India’s largest branded fabric
and
fashion retailers
INTRODUCTION
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3. MR. GUATAM SINGHANIA
(CEO,CHAIRMAN AND
MANAGING DIRECTOR)
• In 1986 Gautam joined his family’s “JK
group of Companies”
• Director in 1990 to the chairman of Raymond
group in 2000
• He perfectly epitomizes his company’s
tagline “The complete man”, as he is one of
the iconic Indian entrepreneurs
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4. • Committed to supplying high quality products
and superior service to the customers.
• Believe in the individual, and that shared values
and common purpose provide the basis of
teamwork.
• Value the franchisers and share with the
principles the objectives of enhancing the image
and success of the product.
• Believe in optimizing the profitability in a
manner consistent with the values.
OBJECTIVE OF RAYMONDS
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5. Raymond is an aspirational brand that denotes
achievement and has adopted a Premium Pricing
policy for its products.
• Prestige pricing is “a strategy based on the premise
that consumers will feel that products below a
particular price will have inferior quality and will not
convey a desired status and image.”
• Prestige pricing can be very effective at improving
brand identity in a particular market.
• Target on Upper Class and Upper Middle Class
people.
Pricing Strategies
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6. • Discount pricing is used with customers who
buy in large quantities, customers who buy
during off-peak times (seasonal), promotions
used to increase traffic, and loss leaders.
• Basically Raymond's provides discount to the
customer in the month of July, August and
January & no provides discounts specially in
the month of February.
Pricing Strategies
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7. Manufacturer
Retailer
Consumer
Channel Network
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Manufacturer
Consumer

8. • The price of the product is different at each level of
distribution.
• The distributers sells goods to different wholesaler at the
price at which he gets minimum 15% to 20% margin.
• Similarly wholesaler earn 10 to 15% profit by selling
goods to retailer.
• And the retailer earns 5% to 10% profit on each products.
• The consumer does not get any profit on product, but the
consumers are being offered with various offer such as
discount., various festival offer, buy one and get one free
offers, gift on monthly purchase.
Distribution Chain
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9. Marketing product
DEFINING PRODUCT RAYMOND’S COMPETITION
Technical Basic Need, Protection
from weather factors
Loose fabric for local
stitching.
Local unbranded Ready to
wear.
Functional Wrinkle free, Thermo
Buttons, Easy to Wash,
good comfort
Big Bazaar, West Side,
Shoppers Stop owned
clothes.
Koutoun’s, Peter England,
John Player
Emotional Status, style, & fashion Allen solly, Arrow, Black
Berry, Louis Philippe’s,
Zodiac, Wills Life Style.

10. • Premium business and fashion clothing
• Casual men’s wear segment is identified as:-
• 25-45 years professional who buy branded
clothing
• Income> 35000 per month
• Urban fashion conscious men who look for
style and functional comfort.
S.T.P Of Raymond
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11. Target Group
• Urban upper-middle and higher class
males
• The segment is attractive due to the
potential growth and the increased in
buying power of Indian.
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12. Positioning
• An aspirational brand for achievement
• The high in fashion and high in price is color
plus brand of Raymond.
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13. • Advertisement: Ads have been shown via different
television channels at a prime time, aired on the radio
between popular shows, displayed on billboards at
popular and populated places, fashion magazines and
newspapers.
• Personal Selling: It is seen in showroom of Raymond,
the sales representative involves two-way
communication between buyers and seller.
• Sales promotion: Raymond Ltd plans to keep its spend
on advertising and promotion at 40-45 per cent of its
annual sales. Bi-yearly discount sales is held in all the
stores of Raymond to increase the effectiveness of sales
promotion.
Marketing Communication Mix
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14. • Public Relations: Public relations of Raymond
is somewhat similar to advertising, as it involves
messages communicated through mass media.
The downside of PR is that you don't always
control the messages.
• Direct Marketing: Direct marketing of
Raymond includes some aspects of both sales
promotions and personal selling. It is interactive
communication with customers where the
company's message seeks or implores a
response from targeted customers.
Conti…..
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15. Swot analysis
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• Company’s name Raymond signifies the quality
image high standard and quality product.
• People trust on products due to proper health &
safety measures.
• Loyalty of customers & high product quality.
• Being MNC company, it has ability to attract
large customers as compared to local
companies.
• Owns 700 stores across 200 cities in india & 39
stores in 15 plus cities across the Middle East,
Saudi Arabia, Sri Lanka and Bangladesh.

16. Swot analysis
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• Global penetration is limited as compared to
other international brands.
• Switching cost is low for customers since
Indian & international firms offers large to
customers.
• Company mostly advertises suitings,
advertisement is not so better.

17. Swot analysis
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• Raymond can give a special offer for corporates
& business institutes.
• Global expansion would give more
opportunities for brand to grow.
• Increase the reach by increasing mega mart
stores in small cities & rural areas.

18. Swot analysis
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• Increase in the competition from Indian as well
as international brands
• Fake products available at very cheap rate.
• Increase in competition in domestic market due
to large number of formal wear brands coming
up.
• All major players in the industry are competing
with each other not only on low price but better
quality.

19. Being environmentally friendly marketing of
Raymond is simple and may also be cost-effective
when you get creative and think outside the box.
Pros:
• Raymond products and services cause less waste,
do not use harsh chemicals and dyes.
• Enhance the perception of the customers.
Company’s Green Marketing Initiative
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20. Cons:
• These services and products tend to cost more &
lot of the time to produce.
• In some areas lack of local green marketing
options.
Company’s Green Marketing Initiative
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21. Below are items to consider using and incorporating
in order to green up Raymond marketing:
• Green packaging: Think about how you can
recycle things like old newspapers and magazine
to cushion packages.
• Reusable grocery bags: Put the logo on a
reusable bag for reduce waste & upping the ROI
with free advertising.
• Use online marketing: Reduce the print
marketing
Company’s Green Marketing Initiative
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22. VISITED RAYMOND STORE AT ANSAL PLAZA, GREATER
NOIDA

23. QUESTIONAIRE
1. Which age group of customer you target the most? Adults or Teenagers?
Ans- All age group…. Basically 25-50 years of age
2. What are the strategies you use to attract the customers?
Ans- Advertisement in the newspaper
Offers
Rewards
3. For motivating the employees, what steps do you take?
Ans- Providing them the incentives.
On the basis of target.
Wow factor
4. Which of your product do you think is in the declining stage?
Ans- Basically there is no declining stage. The sale is depends on the seasons. i.e. winter
and summer season.

24. 5. At what time period you provide discount to your customers?
Ans - Basically there is no discount in fabric. Generally we provide discount in the month of
July, august and January.
6. How do you see your competitors?
Ans- No competitors in the fabric of Raymond. But there is quite a competition in the
readymade department of Raymond.
7. Which product of your brand drives you the more revenue?
Ans - It’s the suits and jackets from where we get the most revenue.
8. Which type of product do you offer to the low class people?
Ans- We do not target the low class people.
CONT….

25. 9. How do you tackle the complaints of your customers?
Ans- We help them on the spot. If the complaint is about the wear and tear of the fabrics
then we straight away change the particular product .
10. What are the strategy you adopt for the outdoor advertising?
Ans- Newspaper, Hoardings , etc…
11. Is there any intermediaries involve?
Ans- In case of fabric, there is not any intermediary involve. Fabric comes directly to the
store. But in case of accessories we follow a particular distribution chain.
CONT….

26. Thank you