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CB Group3 - Raymond Communication Strategy
CB Group3 - Raymond Communication Strategy
Ranked at 23rd position among the most trusted brands of India by Brand Trust Report
2014.
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.
Existing
Product
Existing
Market
New
Market
New Product
In store customer
Custom made
experience for
Clothing, Jeanswear
suiting, Celebration
Trendy and colourful
apparel
clothing for Youth
Ansoff
Matrix for
Raymond
Kidswear, Personal
Care Products
Since 1925
Various offerings include the
Exotic Collection
Camp Fire Collection
Autumn Collection
Shawl Collectionamong others
Since 1964
Personal Care
Park Avenue
Premium Room FreshenerSince 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 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
Since 1991
Prophylactics
Kamasutra Condoms>>
Since 1991
Surgical 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 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
Since 2014
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
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.
Segmentation
Premium Fashion
Clothing
Target
Upper middle class
males
Positioning
Aspirational Brand
Segmentation
Formal Wear for men
and women
Target Group
Urban men and
women
Positioning
Innovative and
aspirational, stylish
brand
Segmentation
Casual Wear
Target
Youth - upper middle
class
Positioning
Premium Casual
Wear
Source:
Encoding:
Channel
Message:
Decode:
No specific spokesperson
Portrays Working Couple in a Business Suiting
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
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
The target segment particularly in the age group 30-45, Business Executives connect with the brand
Receiver:
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.
Communication Mediums
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, Pinterest
Through contests on Social Media Nominate one person whom they feel is a Complete Man
Focussed on Couples
Chances for Second Honeymoon sponsored by Raymond
THANK YOU !!