Ranked at 23rd position among the most trusted brands of India by Brand Trust Report 2014.

90 Years since inception but maintained freshness in the Brand

The “idea of completeness” has no dearth of interpretations

700 Retail shops in India and overseas in 200 cities

Focussed around one central idea since start about man being caring, sensitive and placing huge importance on relationships

The Signature tune used to convey the message, No usage of Words. Still resonating in minds of Consumers. Same Ad can adapt to different TV Channels.

Never Endorsed any celebrity for Promotion

Reasons for Choosing Raymond

Custom made Clothing, JeanswearTrendy and colourful

clothing for Youth

In store customer experience for suiting,

Celebration apparel

Kidswear, Personal Care Products

Files, Cutting Tools, Hand Tools, Auto

Component

Ansoff Matrix for Raymond

Existing Market

New Market

Existing Product

New Product

Various offerings include the• Exotic Collection• Camp Fire Collection• Autumn Collection• Shawl Collection among others

Since 1925

•J.K. Helene Curtis Ltd is a part of the Raymond group – A brand synonymous with Quality, Trust, Excellence and Leadership.

•J.K. Helene Curtis has been in the personal grooming and toiletries business since 1964

Personal Care »• Park Avenue »• Premium » Room Freshener-

Since 1975• Gifting Solutions »•  KamaSutra >> After the launch

of its highly successful KamaSutra condom brand in 1991, KamaSutra extended its presence in personal care categories for men

Since 1964

JK Files (India) Limited, a subsidiary of Raymond Ltd is today the largest producer of files in the world. It has an impressive 32% global market share.  

Since 1972 

Engineering »• Files » JK Files• Cutting Tools » JK Cutting Tools• Hand Tools » JK Hand Tools• Auto Component » Ring plus

Aqua Ltd.

JK is now one subsidiary JK Super Drive

Prophylactics »Kamasutra Condoms>> Since 1991Surgical Gloves » Since 2000

• With an 85% market share in the premium (Gammex PP) gloves segment and commanding a respectable presence in other segments,

• Raymond have been the first to promote the Powder Free Concept

Apparels »Tailored Clothing » Silver Spark Apparel Ltd.Jeanswear» Everblue Apparel Ltd.Dress Shirts» Celebrations Apparel Ltd.

Since 1991

Since 2010

After talking about the 'The Complete Man' for decades, the company has shifted focus to promoting its retail chain - The Raymond Shop.

•The Raymond Shop: Campaign highlights, that the shop is a one-stop destination for men

•They can find a huge range and the other Raymond brands under one roof

•Raymond re-entered the home segment and now it wants to go premium with its bed-sheets and towels under Raymond Home.

•Textile companies are making a comeback in the home category with premium products to build better margins in a segment that is still fragmented and unorganised.

Since 2014

•Raymond Made to Measure is a unique service of premium clothing from the house of Raymond - The Complete Man•Allows our customers to personalize according to own personal taste

“Take a pick from our fabric and contemporize it with an extension of your choice. From suits to formal jackets and shirts to an entire outfit; customize it to what suits your inner style.”

--From their Website

Since 2014

October 2014• Raymond came up with a full-fledged virtual platform that included mobile apps

•Housed within Raymond, the venture - titled RaymondNext.com – brought all the company's brands, including Raymond, Park Avenue, ColorPlus and Parx, and products spread across textile, apparel, home furnishing and personal care accessories under this platform

•Moreover, for those men who are particular about their outfit fits and style, RaymondNext.com will also allow them to design and customize attire.

ONE STOP SOLUTION

SegmentationPremium Fashion

ClothingTarget

Upper middle class males

PositioningAspirational Brand

SegmentationFormal Wear for men

and womenTarget Group

Urban men and women

Positioning Innovative and

aspirational, stylish brand

SegmentationCasual Wear

TargetYouth - upper middle

classPositioning

Premium Casual Wear

Source:

•No specific spokesperson•Portrays Working Couple in a Business Suiting

Encoding:

•Couple portraying Professional Look•Both the persons featured in formal suiting•Uses Range Rover – Vogue to connect with Business Executives•Communicates through actions & gestures – Wife concerned about child at home, Man giving up office to take care of child

Channel Message:

•Verbal message in the back drop – “ Many things make a complete man, been there. Its just one of them, Raymond the complete man” •Usage of Brand Name helpful in effective communication of message •Message structured and designed to associate a caring man, open minded - personality to the brand •Transformational Appeal – providing an experience of a complete man

Decode:

•Target segment can relate with the hedonistic product i.e. physical appearance of the fabric, along with the child care activity common between working couple

•This message helps in generating the liking and preference for the brand

Receiver:

•The target segment particularly in the age group 30-45, Business Executives connect with the brand

Brand Communication Strategy

Conclusion

Idea of Completeness

• Has till now focussed on physical, spiritual and emotional parts of life. Now can focus on regality, contentment, control, pride, heritage and legacy.

No arrogance image of a man with pride in demeanour connects with Indian mentality

Print Media and TV – Ads on TV emphasising message through signature tunes which can be used in different geographies and different indian cities without Language issues.Newspapers, Magazines

Radio Ads – Raymond” Bike For Joy” Campaign in six cities Mumbai, Delhi, Chennai, Ahmedabad, Hyderabad, Bangalore. Raymond “ Drive For Passion” Shot, “Walks with the world” Shot

Social Media – Over 1 mn Facebook, Over 450000 Twitter Followers, Youtube, PinterestThrough contests on Social Media – Nominate one person whom they feel is a Complete ManFocussed on CouplesChances for Second Honeymoon sponsored by Raymond

Visual Touch Points for Promotion across most of the stores

Communication Mediums

THANK YOU !!