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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"The Raymond name symbolizes quality, leadership and excellence and as a company that has always stood for setting standards in ethical business performance, innovations and services. With our history of more than 75 years, we rely on our long-standing reputation and loyal customer base. While we have mastered the art of making quality fabrics, our objective is now on attaining a significant global position in the textile and ready-made segment."

- Gautam Singhania, Chairman and Managing Director, Raymond Ltd., in August 2002.

An Unexpected Change

In January 2002, the leading Indian textile and apparel company, Raymond India Ltd. (Raymond) announced that it would change the advertising agency for its textile division. Raymond shifted the Rs 350 million¹ advertising account from Enterprise Nexus (Enterprise) to RK Swamy/BBDO (BBDO).

The company's decision surprised many industry observers. Analysts believed that the focused advertising campaign by Enterprise was responsible for positioning Raymond as the leader in the textile market. Responding to Raymond's account shift, Rajiv Agarwal, MD, Enterprise had earlier said, "I think it is a pity if Raymond were to move, and I am not saying it because I was a part of the team here.

I personally think the team and the agency have done a wonderful job of building the brand. And I do not believe that the quality of the work or the business attention has changed in anyway." However, Samit Sinha (Sinha), one of the partners of the leading brand-consulting firm, Alchemist Brand Consulting did not agree.

He believed that though Enterprise, over the years, had been consistent in its advertising of Raymond, it seemed to have been moving away from its emotional approach towards a fashion and attitude-centric approach during the early 2000s. He said, "Some of the recent work done by Raymond is very much what the category (other players) is doing. And that is quite uncharacteristic of Raymond." Some analysts felt that the campaign had been stretched too long and had therefore lost its sheen. A senior executive of an advertising agency said, "The Complete Man is limiting because almost everything that had to be explored about the 'complete man' has been explored - His love for his family has been explored.

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