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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Creating The Complete Man

Raymond's was one of the first companies in the Indian textile industry to use advertising in a major way to promote its products. The company's advertising efforts began way back in the 1970s, with Raymond being advertised as 'a guide to the well-dressed male.'...

Going Beyond The Complete Man

In the early 21st century, Raymond was undergoing a difficult phase as some of its diversification efforts had not been very successful. To minimize the damages, Raymond undertook restructuring exercise. As a part of its restructuring exercise, Raymond decided to increase its focus on its textile and apparel business and discontinue from unrelated businesses. Commenting on the decision to increase the focus on the textile business, Nabankur Gupta (Gupta), Group President, Raymond, said, "To promote our textile range, our focus will be on fashion and textiles...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The Role of Distribution

Raymond did not rely only on its advertising, to establish its brand in the Indian market, but focused extensively on distribution aspects as well. Raymond's fabrics were retailed through a chain of exclusive showrooms spread all over the country...

Problems & Future Prospects

In mid-2002, while Park Avenue led the readymade men's wear market and was the largest selling office wear and party wear brand in India, Parx was the leading brand in the men's leisure wear segment. The flagship brand, Raymond continued to reign the market. However, industry observers commented that the company had not exploited the market's potential to the fullest. They said that despite its strong financial muscle, Raymond had been slow in establishing an adequate apparel distribution network...


Exhibit I: Sales Breakup of Raymond's Major Businesses (1999-2000)
Exhibit II: A Raymond Print Advertisement
Exhibit III: Raymond - Competition Details in Apparel Market
Exhibit IV: Income & Expenditure Statements
Exhibit V: An Advertisement for Raymond's Retail Shops

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