201,205 Marketing Assignment

8/8/2019 201,205 Marketing Assignment

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Presentation on

Presented By:

Amandeep Kaur(201)

Arpana Bawa(205)

Raymond Suitings for 'The Complete Man'


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INTRODUCTION

Raymond Limited, Indias leading Textile and ApparelCompany, is amongst the few companies in the world who

bring wool from the back of the sheep to the back of the

man, to become the largest integrated manufacturer of

worsted fabric in the world. The Company was incorporated

on 10th September, 1925 at Mumbai.

With a capacity of 35 million meters of wool & wool-blended

fabrics, Raymond has over 60% market share in worsted

suitings in India. With expansion to 42 million meters by end

of the year, it is perhaps the only Company in the world tohave such a wide range of suiting fabric to suit all ages,

occasions and styles making it the preferred choice of top

international design houses in over 55 countries.


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Trust, Excellence, Quality, these are some of the abiding

values that have been associated with Raymond over the

years. Today, Raymond has the distinction of being the

world's largest integrated producers of worsted suiting

fabrics.

As an integrated player, it has provided end-to-end fabric

solutions right from manufacturing worsted, woolen and linenfabrics to creating suits, trousers and apparel.

Its consistent focus on cutting-edge research and technology has resulted

in pioneering new products which have set new benchmarks in the worsted

suiting industry in India.

For example, they have the distinction of producing the finest suiting in the

world using super fine wool from 80s to 240s count and blending the same

with superfine polyester and other specialty fibres, like Cashmere, Angora,

Alpaca, Pure Silk, Linen etc.


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Raymonds Campaign-How did it all start?

The basis ofRaymonds advertisement campaign from early on has been a

man who is the epitome of loving, caring, and also style.The Complete Man- From Raymond.

They wanted a real man, a 3-D flesh and blood figure, the kind of man whois their target audience. It was research that indicated that men did notreally aspire to be muscle-rippling superstuds.

Accordingly, the Raymonds man was developed as someone morebelievable and fleshed-out than the standard cardboard cut-outs of yore. Butportraying a caring man was a revolution in Indian advertising. Researchhowever told the agency that the market was ready. Social trends indicatedthat the upper-end Indian male had indeed evolved, or aspired to evolve. SoRaymond took the bold step of translating this into an advertising strategy.Today, this thinking stands vindicatedeven Hindi cinema has veered awayfrom bash-em-up films to romantic and family dramas.Some of the later Raymond spots featured a fellow who takes time out fromhis busy schedule to hunt out an old disabled friend. Another had a guyspreading his arms at the edge of a cliff in an apparent desire to take

flight.


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In 2001.

Raymonds basicstrategy was topromote a mans

softer, friendly andcheerful side.


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In 2002.Presenting theRaymond man assmarter andintelligent.

The beststatements are oftenmade softly.


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In 2004..

Who says thatconsensus cant becommanded

Through this punchline Raymondpromoted itssuitings for

professionalinspiring leaders.


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In 2005

Presence should befelt notannounced.


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In 2007..

Raymond tookanotherrevolutionary step

by introducingwomens range insuitings.


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THANKS

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201,205 Marketing Assignment