Name – shorya shokanda

Reg no – 21BCE10320

How Raymond has revived itself?

Raymond is a fashion and fabric retailer based out of India, set up in 1925. It also
manufactures suiting fabrics and woolen fabrics. Park Avenue, Raymond Premium
Apparel, Parx, and Colour Plus are brands under Raymond.
It retails all its brands through a vast network of 700 stores in over 200 cities spread all
across India and overseas. Raymond is amongst the most respected and one of the
largest apparel manufacturers. 
In this case study, we shall discuss the marketing strategy of Raymond through its
digital presence, SWOT analysis, and also some marketing campaigns. We will also
look at the marketing mix strategy, which includes the 4Ps of marketing.
So let us begin with learning more about Raymond
Incepted in 1925, Raymond has been synonymous with Trust, Quality, and Excellence.
It is a diversified group with business interests in the Textile & Apparel sectors. It also
has its presence across diverse segments such as FMCG, Realty, Engineering, and
Prophylactics in national and international markets.
Having enjoyed the backing of over a billion consumers, Raymond is reckoned for
delivering world-class quality products to its consumers for the past nine decades.
Raymond has strong fiber-to-fabric manufacturing capabilities and is a textile
powerhouse with state-of-the-art modern infrastructure. Raymond has on offer a wide
range of quality shirting and suiting fabrics across a plethora of options such as Worsted
Fabrics, Cotton, Wool blends, Linen, and Denim. 
Now that we have a brief overview of Raymond, let’s get into its marketing mix. 
Raymond’s Marketing Mix
 
Marketing Mix is referred to as the 4Ps of marketing – product, price, place, and
promotion, that can be controlled by a company to influence consumers to purchase its
products. Raymond has a wide variety of products. Its marketing mix is as follows:
 
Product
Raymond operates a multi-product market. Raymond has a diverse product portfolio
and includes: 
 Readymade Garments 
 Air-Charter Services 
 Prophylactics including Surgical Gloves 
 Engineering including Files, Auto-Components, Agri Tools, Cutting Wools and
Hand Tools 
 Toiletries and Cosmetics 
 Denim Wear 
  Designer Wear 
 Fabrics include Shirting, Denim, and Worsted 
 Furnishing 
 Corporate Wear 
 Total Textile Solutions 
 Personal Care Includes Kamasutra and Park Avenue 
 Retail includes Brand Store and The Raymond Shop 
 Woolen Outerwear
It continues to expand its product line by adding a variety of new products under its
standard. This helps the company identify customers of different ages and workgroups.
The Raymond store is a new creation of Raymond where the company makes all its
products available under one roof. In other words, it is a series of stores where a
company stores all the products under its control. It has been a successful journey for
Raymond in terms of engaging its customers with its products and has been
instrumental in increasing sales.
 
Price
Raymond treats high and middle middle-class urban communities as targeted
customers. In the premium business and also offers fashionable clothes for people who
wish to make their distinctive brand in style and fashion sense. Raymond is a sign of
success and therefore has adopted a premium pricing policy for its products. Since its
customers can be high-quality people who look for quality instead of quantity, they can
easily afford its prices in the consumer market.
 
Place
Raymond has spread its presence in domestic and international markets with similar
success. It has its headquarters in Mumbai, Maharashtra. Raymond owns many
production facilities located in Jalgaon, Chhindwara in India and Spain, and Portugal in
overseas markets. The company is a major supplier of finished garments and textiles to
the textile industry in nearly 50 countries in Japan, Middle East, Europe, and North
America.
 
Promotion
Raymond has adopted several marketing policies to increase and maintain its
awareness in the consumer market. They have launched several advertising campaigns
with the help of all advertising methods such as print, digital, and technology.
Raymond has used social media to advertise on Twitter, Facebook, and YouTube. It
has its website that acts as its agent for updating important news and events from time
to time where the tailor is easily available at the cheapest cost of sewing the fabric.
Raymond’s Strengths
 Strong R&D for product and innovations
  Brand loyalty
 The loyalty of consumers due to decentralization
 550 stores in more than 200 cities across India and overseas
 High product quality
 MNC so can attract more consumers
 Good advertisements and popular branding
 
Raymond’s Weaknesses
 Low global penetration
 Possibility for brand switching
 Over-dependence on Indian Market
 
Raymond’s Opportunities
 Growing middle class
 Global expansion
 Increasing Disposable income
 
Raymond’s Threats
 Intense competition
 The abundance of counterfeit products
 Players competing not only on low prices but also better quality
 Regional trade alliances
 Increased social and ecological awareness will put pressure on companies to
follow international labor laws and environmental laws.
 
The market is dynamic. Empathy is the key. The more your customer can relate to you,
the more they will maintain brand loyalty. Let’s look at how Raymond cracked this
formula.
 
Raymond’s Marketing Campaigns
 
Marketing campaigns promote products through different types of media, such as
television, radio, print, and online platforms. It not only promotes the product but also
sends a meaningful message to connect with the customer.
Raymond’s marketing campaigns are aesthetic as well as appealing to the consumers.
Let’s look at some examples: