Raymond Resonating

The Discerning Men

Case study analyzed by:
Adeeb Dabir : A-07
Sagar Gidwani : B-09
Sajjad Patkar : B-38
Jaspal Singh :B-40

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About Raymond
Incorporated in 1925, Raymond Group is one of India's largest
branded fabric and fashion retailers. It is one of the leading, integrated
producers of worsted suiting fabric in the world, with a capacity of
producing 31 million meters of wool & wool-blended fabrics.
In addition, the Group also has business interests in readymade
garments, designer wear, cosmetics & toiletries, engineering files and
tools, prophylactics and air charter operations.
The Brand Trust Report, published by Trust Research Advisory, has
ranked Raymond at 20th position among the most trusted brands of
India.
Gautam Hari Singhania is an Indian businessman. He is the
Chairman & Managing Director of the Raymond Group.

Group of companies

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Raymond Ltd.
Raymond Ltd. is among the largest integrated manufacturers of worsted
fabrics in the world.
Raymond Apparel Ltd.
Raymond Apparel Ltd. has in its folio some of the apparel brands in India
Raymond Premium Apparel, Manzoni, Park Avenue, Parx & Notting Hill.
ColorPlus Fashions Ltd.
ColorPlus is among the smart casual brand in the premium category in
India.
Silver Spark Apparel Ltd.
A garmenting facility in India that manufactures formal suits, trousers and
jackets.
EverBlue Apparel Ltd.
A denim garmenting facility in Dodaballapur near Bangalore (India).
J.K. Helene Curtis Ltd.
A player in the grooming, accessories and toiletries category.
JK Files (India) Limited.
A player in the Engineering Files & Tools segment and the largest producer
of steel files in the world.

1. Consistent
growth over
years
2.Large and
growing
market
3.
Global
expansion
would
give
more
opportunities
for brand to
grow

1.
All
major
players in the
industry
are
competing
with
each other not
only on low price
but also better
quality
2. Regional trade
alliances
3.
Increased
social
and
ecological
awareness
will
put pressure on
company
to
follow
international
labor laws and
environmental
laws.

Threats

1.
Global
penetration
is limited as
compared
to a few
other
international
brands
2. Presence
of
Indian
and
international
brands
offers more
offering to
customers
therefore
high brand
switching

opportunities

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weakness

Strength

1. Strong research
and development
for product and
innovations
2.
Loyalty
of
customers
and
high
product
quality
3.
Loyalty
of
employees due to
decentralization
4.Owns 550 stores
in more 200 cities
across India and
overseas
5. People trust on
products and high
brand loyalty
6.
Being
a
multinational
company it has the
ability to attract
more
customers
than
local
companies
7.
Good
advertising
and
popular branding
through TVCs and
print ad campaigns

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Segment
Target Group

Premium
business
and Urban
fashion clothing middle
higher
males

Positioning

upperand An aspirational
class brand
for
achievement

Product & Services

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Worsted
Raymond is the world's largest producer of worsted suiting
fabrics commanding over 60% market share in India. With a
capacity of 31 million meters, it is among the few companies in
the world, fully integrated to manufacture worsted fabrics, wool
& wool blended fabrics.

Tailored Clothing: We manufacture suits, jackets and trousers

through Silver Spark Apparel Ltd., a wholly owned subsidiary of
Raymond Ltd.

 Denim: Raymond UCO Denim is a Joint Venture between

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Raymond Ltd, India's largest textile and apparel major and

UCO NV of Belgium. We produce and market specialty ring
color and stretch denim.

Jeans Wear : A state-of-the-art Jeanswear facility 'Everblue

Apparel Ltd.' has been set up in Dodaballapur, near
Bangalore by Raymond.

Shirting's : To style the corporate world, we have set up

another facility manufacturing formal shirts -'Celebrations
Apparel Ltd.', in technical collaboration with a Japanese
manufacturing company.

Woolen Outwear : Our production of woolen blankets

started way back in 1925 at the Raymond Thane plant with
woolen blankets and woolen fabrics'

Promotion
For promotion of company product, various
Media advertisement is being use such as
1. Newspaper advertisement .
2. Advertisement on television
3. Local display advertisement
4. Banners and hoardings on highways etc
This are the various means of
advertisement use to promote the
companys product
. Company created a tagline which attracted
the customer towards there products:
The Complete Man.

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Outlets

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Competitors identified

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Comment on the future

The brand Raymond has come all the way to a level where
the competitors are not able to challenge the brand.
They have acquired 60% of the international market share
and are still able to retain its stack in the market.
THE COMPLETE MAN

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Beyond business

Education
Smt. Sulochanadevi
singhania School(pune)
Kailashpat Singhania
School(M.P.)
Raymond Rehabilitation
Centre(Jekegram, Thane)
Raymond Embryo
Research Centre
(Dhule, Maharashtra)

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Conclusion
Raymond has acquires a market share over a period of time
and established itself a market leader in apparels.
They have invested into various strategies and are able to
sustain in this competitive market.
Raymond Group has successfully addressed many of the
issues that impacted profitability
The Group is very well positioned to take advantage of
domestic market growth in the context of the larger Indian
discretionary consumption growth story.
The retail thrust will assist the group to penetrate into newer
markets in smaller towns and cities.
The group is focused on tackling the dual manufacturing cost
strategic build up.

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Thank You

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