Raymond - The Complete Man's Brand

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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.

Case Details:


Case Code : MKTG045 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 15 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Raymond India Ltd
Industry : Textiles and Apparel
Countries : India


The case examines the marketing strategies (including advertising, positioning, distribution and promotion) adopted by Indian textile major Raymond Ltd. for its flagship fabric brand Raymonds and its ready-to-wear men's wear brands Park Avenue and Parx. This case provides a detailed account of the company's brand-building strategies and the role of advertising in making a brand successful. It also examines the initiatives taken by the company to retain its market position in the early 2000s in light of the declining growth in the fabric market and increased competition in the ready-to-wear men's wear segment. The case explores the results and effectiveness of the changed marketing strategies.


Examine the strategies employed by Raymond to establish itself as a major player in the ready-to-wear men's wear segment.


  Page No.
An Unexpected Change 1
Everybody Loves Raymond! 2
Creating The Complete Man 4
Going Beyond The Complete Man 5
The Role of Distribution 7
Problems & Future Prospects 8
Exhibits 10


Marketing strategies, advertising, positioning, distribution, promotion, Indian textile, Raymond Ltd., flagship, Raymonds, ready-to-wear men's wear brands, Park Avenue, Parx, brand-building, advertising, market position, 2000

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