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    1) Raymond has a portfolio of 8 brands that cater to different segments of the formal and casual wear market. 2) The brands are distinctly positioned and marketed separately to avoid cannibalizing each other's markets. 3) Raymond targets premium customers with brands like Raymond Premium Apparel, Park Avenue, and Colorplus, while also reaching younger customers with affordable fashion through Notting Hill.

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    1) Raymond has a portfolio of 8 brands that cater to different segments of the formal and casual wear market. 2) The brands are distinctly positioned and marketed separately to avoid cannibalizing each other's markets. 3) Raymond targets premium customers with brands like Raymond Premium Apparel, Park Avenue, and Colorplus, while also reaching younger customers with affordable fashion through Notting Hill.

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    19 views1 page

    SBM - Assignment Laboni Pramanik

    Uploaded by

    ghosepayel
    1) Raymond has a portfolio of 8 brands that cater to different segments of the formal and casual wear market. 2) The brands are distinctly positioned and marketed separately to avoid cannibalizing each other's markets. 3) Raymond targets premium customers with brands like Raymond Premium Apparel, Park Avenue, and Colorplus, while also reaching younger customers with affordable fashion through Notting Hill.

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    LABONI PRAMANIK (P/MN/R/09/044)

    RAYMOND

    Brand Portfolio-

    1. RAYMOND PREMIUM APPAREL – offers premium formal wear brand which offers classic garments.

    2. PARK AVENUE - offers premium contemporary formal wear brand which provides a range of garments for
    formalwear, heritage wear or evening wear.

    3. PARK AVENUE WOMEN - Park Avenue Woman is a complete range of business formals for women.

    4. COLORPLUS –offers premium category smart casual wear brand.

    5. COLORPLUS WOMEN – It is an exclusive range of smart-casual clothing for women.

    6. MANZONI - It is a luxury lifestyle brand which offers a premium range of suits, trousers, jackets, shirts, and
    accessories such as ties, cufflinks, belts, socks, shoes and leather bags.

    7. PARX - offers a premium casual lifestyle brand with latest international trends through differentiated designs
    and styles.

    8. NOTTING HILL – targets the fashion-conscious young professionals at an affordable price. It is contem

    BRAND ARCHITECTURE –

    Brand architecture is an organizing structure of brand portfolio that specifies the brand roles and relationship
    among the brands and different product market context.It is mainly defined by the three major dimensions viz.
    Portfolio roles, Product market context roles and the Portfolio structure.

    Here, Raymond and its other brands are all distinctly positioned catering to the different needs of the customers.All the
    other brands under Raymond are promoted as separate brands. The brand portfolio is structured such that no brands
    cannibalize its market as each brand are promoted and marketed differently meeting the different needs of customers.
    Raymond have given importance to the premium class customers by serving them with the brands such as. RAYMOND
    PREMIUM APPAREL, PARK AVENUE, PARK AVENUE WOMEN, COLORPLUS. It also created a segment with the
    help of NOTTING HILL which targets to the young professionals who wants to be in fashion at an affordable price. This
    particular brand architecture helps the company to expand and reach different market segments and providing choices for
    its customers meeting the tastes and preferences of different customers.

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