Raymond - The Complete Man's Brand

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

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

To download Raymond - The Complete Man's Brand case study (Case Code: MKTG045) click on the button below, and select the case from the list of available cases:

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

For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

<< Previous

"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.

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

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.

Raymond - The Complete Man's Brand - Next Page>>

Custom Search

1] In December 2002, Rs 48 equaled 1 US $.


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.