Raymond - The Complete Man's Brand

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Case Details:

Case Code : MKTG045
Case Length : 15 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Raymond India Ltd
Industry : Textiles and Apparel
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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An Unexpected Change Contd...

His loyalty towards his friend has been explored. After some time, it becomes repetitive. The brand needs to grow out of the Complete Man capsule." Sinha, however believed that the problem was with the execution of the campaign and not the concept per se.

He said, "The Complete Man has endless possibilities. It is not just a line, but a thought process. You can take 'complete' as a sense of contentment, for instance. It is as stretchable a thought as say, 'Just Do It'." While these conflicting views floated around neither Enterprise nor Raymond revealed the actual reasons for fallout.

Meanwhile, Sangeeta Shetty, Executive Vice-President, BBDO was charged up by having acquired the prized Raymond account. Though she did not reveal BBDO's future plans for Raymond, she said, "Now that we have won the business, we have to match up to the caliber of Raymond's work. But I am sure we will do it."

However, the number of people who were unhappy with this development seemed to outnumber its supporters as these people felt that BBDO might not be able to live up to the extremely strong equity that Enterprise had created for Raymond.

Everybody Loves Raymond!

Raymond, one of the leading players in the woolen textile business in India, was incorporated in 1925 under the leadership of Vijaypat Singhania. For the next few decades, the company completely focused on its textile business.

In 1957, the company launched its woolen worsted suiting range that was to later evolve into the flagship product, Raymond. Through the years Raymond established itself as a leading player in the woolen textile market.

However, in 1980, the company decided to diversify and entered cement business. In 1995, Raymond entered the steel business in technical collaboration with Allegheny Ludhum Corporation, US. In 1997, it entered the aviation business to offer chartered services under the name 'Million Air.'...

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