Complete Marketing Strategy of Raymond: A Thorough Case Study

Updated on: Aug 26, 2023
A Case Study on the Marketing Strategy of Raymond | IIDE
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

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In our previous article, we learned in detail about the SWOT Analysis of Raymond. In this article, we are going to elaborate on the marketing strategy of Raymond.

Raymond is a fashion and fabric retailer based out of India, set up in 1925. It also manufactures suiting fabrics and woolen fabrics. Park Avenue, Raymond Premium Apparel, Parx, and Colour Plus are brands under Raymond.

It retails all its brands through a vast network of 700 stores in over 200 cities spread all across India and overseas. Raymond is amongst the most respected and one of the largest apparel manufacturers. 

A company’s marketing strategy is ingrained in its DNA and can make or break its success. Marketing has adapted as individuals from all around the world search for the digital world. However, if you’re interested in modern digital marketing, check out our CEO’s free masterclass on the subject, Digital Marketing 101.

In this case study, we shall discuss the Marketing Strategy of Raymond along with its digital presence, and some marketing campaigns. We will also look at the marketing mix strategy, which includes the 4Ps of marketing.

So let us begin with learning more about Raymond.

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About Raymond

Incepted in 1925, Raymond has been synonymous with Trust, Quality, and Excellence. It is a diversified group with business interests in the Textile and apparel sectors. It also has its presence across diverse segments such as FMCG, Realty, Engineering, and Prophylactics in national and international markets.

Having enjoyed the backing of over a billion consumers, Raymond has been reckoned for delivering world-class quality products to its consumers for the past nine decades.

Raymond has strong fiber-to-fabric manufacturing capabilities and is a textile powerhouse with state-of-the-art modern infrastructure. Raymond has on offer a wide range of quality shirting and suiting fabrics across a plethora of options such as Worsted Fabrics, Cotton, Wool blends, Linen, and Denim. 

What’s new with Raymond

Check out the latest news about Raymond

  • Raymond demerges its lifestyle biz to Raymond Consumer Care
    It will now be divided into two listed entities, Raymond Ltd (RL) and Raymond Consumer Care Ltd (RCCL). Raymond will be a real estate company with investments in engineering and denim business and RCCL will be a pure play-listed Lifestyle business.
  • Raymond Ltd. collaborates with DDB Mudra Group for its latest campaign
    Through the campaign, the company aims to celebrate the energy that comes with wearing office wear that allows for free and fluid movement, it claimed.

Target Audience of Raymond

As its target market, the higher and upper-middle class segment of urban life, Raymond caters to them. It operates in a high-end industry and provides stylish garments to those looking to make a statement with their personal sense of style and fashion.

Nearly fifty countries in Japan, the Middle East, Europe, and North America have textile industries, and the corporation is a major supplier of finished clothing and materials to those industries.

Check out the buyer’s persona of Raymond to get a quick understanding of a potential customer of Raymond.

Buyer’s Persona

Name:

Arnav

Place:

Banglore

Age:

35 years

Profession:

Manager

Motivation

  • Quality, professional clothing.
  • Stylish, well-fitted attire.
  • Confident image projection.
  • Comfort during work.
  • Ethical, sustainable fashion.

Interest & Hobbies

  • Sports, fitness.
  • Fine dining.
  • Tech or gadgets (possibly).
  • Networking, conferences.
  • Occasional travel.

Pain Points

  • Limited shopping time.
  • Finding the right fit.
  • Maintaining appearance.
  • Work-life balance.
  • Wardrobe versatility.

Social Media Presence

  • Instagram
  • LinkedIn
  • Facebook
  • Twitter

Now that we have a brief overview of Raymond, let’s get into its marketing mix. 

Marketing Mix of Raymond

Marketing Mix is referred to as the 4Ps of marketing – product, price, place, and promotion, that can be controlled by a company to influence consumers to purchase its products. Raymond has a wide variety of products. Its marketing mix is as follows:

Product

Raymond operates a multi-product market. Raymond has a diverse product portfolio and includes: 

  • Readymade Garments 
  • Air-Charter Services 
  • Prophylactics including Surgical Gloves 
  • Engineering including Files, Auto-Components, Agri Tools, Cutting Wools and Hand Tools 
  • Toiletries and Cosmetics 
  • Denim Wear 
  • Designer Wear 
  • Fabrics include Shirting, Denim, and Worsted 
  • Furnishing 
  • Corporate Wear 
  • Total Textile Solutions 
  • Personal Care Includes Kamasutra and Park Avenue 
  • Retail includes Brand Store and The Raymond Shop 
  • Woolen Outerwear

It continues to expand its product line by adding a variety of new products under its standard. This helps the company identify customers of different ages and workgroups.

The Raymond store is a new creation of Raymond where the company makes all its products available under one roof. In other words, it is a series of stores where a company stores all the products under its control. It has been a successful journey for Raymond in terms of engaging its customers with its products and has been instrumental in increasing sales.

Price

Raymond treats high and middle-class urban communities as targeted customers. In the premium business and also offers fashionable clothes for people who wish to make their distinctive brand in style and fashion sense. Raymond is a sign of success and therefore has adopted a premium pricing policy for its products. Since its customers can be high-quality people who look for quality instead of quantity, they can easily afford its prices in the consumer market.

Place

Raymond has spread its presence in domestic and international markets with similar success. It has its headquarters in Mumbai, Maharashtra. Raymond owns many production facilities located in Jalgaon, Chhindwara in India and Spain, and Portugal in overseas markets. The company is a major supplier of finished garments and textiles to the textile industry in nearly 50 countries in Japan, the Middle East, Europe, and North America.

Promotion

Raymond has adopted several marketing policies to increase and maintain its awareness in the consumer market. They have launched several advertising campaigns with the help of all advertising methods such as print, digital, and technology.

Raymond has used social media to advertise on Twitter, Facebook, and YouTube. It has a website that acts as its agent for updating important news and events from time to time where the tailor is easily available at the cheapest cost of sewing the fabric.

The textile industry is a very competitive one. The market is dynamic. The more your customers can relate to you, the more they will maintain brand loyalty. Let’s look at how Raymond cracked this formula. Let us understand the marketing strategy of Raymond

Marketing Strategy of Raymond

Now let us dive into its marketing strategy of Raymond and understand the various key components of the marketing strategy of Raymond.

Raymond’s Marketing Campaigns

Marketing campaigns promote products through different types of media, such as television, radio, print, and online platforms. It not only promotes the product but also sends a meaningful message to connect with the customer.

Raymond’s marketing campaigns are aesthetic as well as appealing to the consumers. Let’s look at some examples:

Black is beautiful

This TVC is titled ‘It All Begins with Black’ to showcase its ‘All Black collection’. The unconventional take on the color black was very unorthodox in the fashion industry.

It was the most comprehensive ad ever launched with over 1000 styles of black suiting fabric. It challenges the notion that black is uni-dimensional and boxed up. It stars the Indo-Canadian singer and writer Jugpreet Singh Bajwa, who has been visually impaired since the age of six months. It is like a poetic ode to black fabric that is deep, raw, and surprising. 

Tailor your style

 

The campaign by Grey India, Tailor your Style, is a series of television ads that present a narrative of the art of fine tailoring, reviving aesthetic perfection. 

It presents the old craft of tailoring with a refreshed and new perspective. The campaign highlights the perfect cut, the meticulous attention to little details, and also an impeccable fit. 

Weddings by Raymond

‘Weddings by Raymond’ initiative shows a plot that follows couples and their families as they set out to embark on a fresh beginning, the marketing campaign highlights the contemporary style of weddings in India.

marketing strategy of Raymond

Raymond’s Collaborations

Following mentioned are example of some campaigns of Raymond that were unveiled in collaboration with some other brands.

A new, exclusive campaign for Ethnix by Raymond has been launched by Raymond in collaboration with DDB Mudra Group. The advertising campaign highlights the newest line to commemorate the fun of shopping with loved ones. This campaign honours the grandeur and splendour of Indian festive wear, which is essential to celebrations and weddings in India.

marketing strategy of RaymondAnother example of collaboration with DDB Mudra Group,is when Raymond Ltd. unveiled a campaign for Raymond TechoStretch that was colourful and exciting. The goal is to revitalise fashion by wearing comfortably and stylishly in business casual.

Also, in partnership with Reliance Industries, Raymond introduces Ecovera, a line of textiles created with R|Elan, the most recent innovation from Reliance Industries Ltd (RIL).

marketing strategy of Raymond

Digital Marketing Strategy of Raymond

Digital marketing is the need of the hour hence digital marketing strategy of Raymond is another important component of the marketing strategy of Raymond. Check out some of the digital marketing strategy of Raymond

SEO strategy

marketing strategy of raymond

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, Raymond.in has a total of 11,246 organic keywords, which is regarded as excellent. Hence we can say that the digital marketing strategy of Raymond is very good.

Raymond has a monthly traffic of around 102,524 which is really good. Raymond will need to keep up with the SEO strategy to sustain the competition.

E-commerce strategy

Raymond intended to emulate their extensive online presence given their proven dominance in the offline sector. The overarching goal was to increase their product offers by making their product catalogue accessible through various channels to clients looking for the convenience of online buying.

Raymond along with having multiple online channels to sell products they also have their own website. where in they share details of investors, their businesses the latest news and media appearances etc.

Digital is the new name. You need to be alert, adaptable, and executive on the trends. Having a digital presence makes it easy for consumers to browse through your portfolio even when you are sleeping. It facilitates easy access without labor and rent. Let’s take a look at Raymond’s take on the same.  

Raymond’s Digital Presence

Frequently, businesses need to have an effective online marketing strategy of Raymond to increase brand awareness. A social media presence gives the brand an exemplary platform to communicate with consumers. It allows you to set the narrative on who you are as a brand, interact with your consumers, and set yourself apart from competitors.

Facebook

They have a Facebook account with 1,400,646 followers and 5058 posts. They post content related to their products and campaigns. 

Instagram

They have an Instagram account with 196k followers and have 2419 posts.

Twitter

Raymond has a verified Twitter account with 9995 followers and 2224 posts.

LinkedIn

Raymond also owns a LinkedIn account with 136,663 followers

A succinct summary of Raymond’s activities on its social media platforms:

  • Their new portfolio
  • Festive and special day posts
  • New collections
  • New advertisements
  • Narratives around wedding
  • Their new initiatives
  • Achievements and awards
  • Panel discussion updates
  • Insights and job vacancies are updated

The world is moving rapidly. Having a powerful digital presence will help Raymond to put itself out to the general masses and thereby, build trust. Hence, the digital presence is a good marketing strategy of Raymond. 

Competitor Analysis of Raymond

Following is the list of some competitors to Raymond:

  • Arvind: The flagship business of the Lalbhai Group and a manufacturer of textiles is called Arvind Limited. Its headquarters are in Naroda, Gujarat, India’s Ahmedabad.
  • Siyaram’s Silk Mills: Siyaram Silk Mills, Ltd., usually referred to as Siyaram’s or SSM, is an Indian manufacturer of blended fabrics and apparel with a network of retail stores and branded showrooms.
  • Aarvee Denims & Exports: Leading company in the textile sector on a global scale is Aarvee Denims and Exports Ltd. With the support of seasoned promoters, the business is quickly expanding across the world.
  • Alok Industries: Alok Industries Ltd. is an Indian textile manufacturer with its headquarters in Mumbai with integration in the cotton and polyester value chains. The business has grown its markets across the world’s regions and built up capacity on a worldwide scale.
  • Mount Vernon Mills: A diverse and integrated manufacturer of textile, chemical, and associated goods for the commercial, institutional, industrial, and garment industries is Mount Vernon Mills, Inc. Denim, piece-dyed, flame-resistant fabrics, pocketing material, textile sizing, and finishing chemicals are some of their main offerings.

To sustain these changing market trends and to beat the competition the marketing strategy of Raymond needs to be well strategized.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion- What’s unique in the marketing strategy of Raymond?

Raymond is India’s most respected brand in terms of product quality and customer satisfaction. Raymond and its joint ventures are leaders in fabric manufacturing and retailing making it a textile major enjoying repute like none other. 

Raymond has been the recipient of numerous accolades and recognition. The task of transforming Raymond into a real way of life, a fashion marketing company is still a work in progress, but it is safe to say that the company has changed.

Over the past decades, there has been an enormous growth in the spectrum of digital media. Business firms have become more conscious regarding their branding, advertising, and also their engagement on social media platforms.

Exemplary digital marketing of a brand gives it an upper hand in the competition. IIDE, helps you level up your digital marketing game by providing various courses to revamp your brand. All you have to do is register and develop the enthusiasm to learn. Before you make a decision, sign up for our completely free-of-cost Masterclass led by Mr. Karan Shah, the founder, and CEO of IIDE, and learn the basics of digital marketing from the expert and then make your decision.

If you wish to read more such interesting case studies like the marketing strategy of Raymond check out our IIDE Portal.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

2 Comments

  1. orangedigtech

    For marketing lovers, Aditya Shastri’s case study on Raymond’s marketing strategy is a treasure trove. Anyone trying to comprehend and put into practice efficient marketing techniques can learn a lot from the in-depth analysis and insights presented in this article. Congratulations for sharing this extensive resource!

    Reply
  2. Racheal Wachira

    Raymond’s marketing strategy is mind blowing! From its rich history of trust and quality to its recent ventures, Raymond continues to excel in delivering top-notch products.

    Reply

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