brand mang assing brand portfolio madiya

8/7/2019 brand mang assing brand portfolio madiya

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BRAND PORTFOLIO MANAGEMENT ASSINGMENT

Critical analysis reportsubmitted by:

Madiya M.Killedar

Brand Overview:

For over 80 years, Raymond is counted as one of the world's premier manufacturers of worsted

suiting fabric in fine grade wool; in the same league as the finest that Europe has to offer.

Today, the Raymond product range includes pure wools, wool blended with exotic fibres like

camel hair, cashmere and angora and innovative blends of wool with polyester, linen and silk.

Offering suiting and trousering fabric for all occasions and needs.

The domestic distribution is spread far and wide with more than 30,000 outlets that stock and

sells wide range of fabrics.Fine products, wide range, superb distribution and intelligent

advertising support have helped the company gain a dominant share of the market. No wonder,premium labels from the world's fashion capitals prefer Raymond.

Trust, Excellence, Quality, these are some of the abiding values that have been associated with

Raymond over the years. Today, it has the distinction of being the world's largest integrated

producers of worsted suiting fabrics.As an integrated player, they provide end-to-end fabric

solutions right from manufacturing worsted, woollen and linen fabrics to creating suits, trousers

and apparel.Their consistent focus is on cutting-edge research and technology which has resulted

in pioneering new products and also set new benchmarks in the worsted suiting industry in India.

Raymond have the distinction of producing the finest suiting in the world using super fine woolfrom 80s to 240s count and blending the same with superfine polyester and other specialty fibres,

like Cashmere, Angora, Alpaca, Pure Silk, Linen etc.

They produces nearly 20,000 designs and colours of suiting fabric that have found their way in

over 55 countries including the European Union, USA, Canada, Japan and Australia among

others. Even as their products evolved with the times, the brand still caters to the different faces


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of 'The Complete Man'- a man who is caring, sensitive and places a huge premium on

relationships.

Brand Portfolio:

Raymonds Premium Apparel:

Raymond Premium Apparel is a premium formal wear brand which is

postioned to offer classic garments with impeccable fits and inviting styles

to the Global Indian. Needless to say that the product is made only from

premium Raymond fabrics.

Manzoni:

Manzoni is a luxury lifestyle brand offering the discerning customer a

super premium range of formal wear and sportswear including shirts,

suits, trousers, jackets, ties and leather accessories. The exclusive designs

provide customers the best in contemporary international style & luxury.

Each garment is crafted from the most exotic cotton silk, linen and

superfine wool, the best-in-the-world linings, interlinings and threads

sourced from around the globe.

Park Avenue:

Launched in 1986, Park Avenue is today, India's most admired

formalwear brand. It offers stylish and innovative wardrobe solutions to

gentlemen for all their dressing needs, be it Business, Evening, Leisure,

Travel or Heritage Wear. The brand has received several awards.

Recently, it had the honor of being the 'Most Admired Brand' at the Lycra

Images Fashion Awards 2007 for the third consecutive year.Crossing the

gender divide, Park Avenue launched 'Park Avenue Woman' - a completerange of Business Wear for women. Park Avenue Woman is designed specially for the working

women professionals of today.


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Color Plus:

ColorPlus is one of India's premium and most respected casual wear

brands offering customers a range of shirts, trousers, knits and

survival gear. ColorPlus constantly innovates processes

andtechnologies offering buyers new worlds of comfort. Some of

the technological innovations it is well known for; include thermo-

fused buttons, golf ball wash, soft jeans, wrinkle free technology,

stain-free fabric, and the cone dyed technique. Adding new color

now to the womans wardrobe,ColorPlus recently launched

ColorPlus Woman - An exclusive range of smart-casual clothing.

Parx:

Parx is a premium casual lifestyle brand, which is positioned to cater to

the needs of consumers who are looking for dressing up for life across

occasions and events. Parx makes available the latest international trends

through differentiated designs and styles. It has always been part of the

consumer who is looking at making lifestyle statements.

Zapp:

The burgeoning children's wear market has now turned stylish with Zapp!

range of stylish and fashionable kidswear. The brand brings to 4-12 years a

wide range of clothes, accessories, bed and bath linen and more. The first

Zapp! store has been launched in Ahmedabad with ten more on their way

for kids across the country.


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Notting Hill:

Notting Hill reflects style and manifests originality of today's

fashion- conscious and discerning young professionals at anaffordable price. The brand collection features a spectrum of

men's lifestyle products comprising of suits, shirts, trousers, jeans,

t-shirts and also accessories like ties, handkerchiefs and socks.

The Raymond Shop:

The Raymond Shop is a premium retail store offering complete

wardrobe solutions for men, which includes top-of-the-line

brands - Raymond, Manzoni, Park Avenue, ColourPlus and

Parx.


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The Brand Reality Model:

Vision1. Mission

The commitment of making "Raymond the most Desired Workplace for top talent". And

will strive to weave in the core Raymond values namely Quality, Trust, Leadership, andExcellence in all their actions & Processes so as to make every Raymondite a complete

man.

2. Organizational values Trust Quality Leadership Excellence3. Envisioned future

To make Raymond the most desired Workplace for top talent around the globe .so as to

imprint the impression of THE COMPLETE MAN in the minds of the people

Business

Strategy

Measu

reVision

Culture

Identiy

Define

Architecture

Engage

Capitalise


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Culture1.Artefacts Raymond employees are seated in closed offices as they follow a very closed

corporate culture reflecting their core brand values,

The management team seated on the top level of the office, Management have reserved parking places, All wear formal clothes in order to support their core brand value.

2.Values Trust Quality Leadership Excellence

Identity:1. Understanding the corporate reputation and the factors that drive it: Corprate Reputation:For over 80 years, Raymond is counted as one of the world's premier manufacturers of

worsted suiting fabric in fine grade wool; in the same league as the finest that Europe has to

offer.

Trust, Excellence, Quality, these are some of the abiding values that have been associated

with Raymond over the years. Today, it has the distinction of being the world's largest

integrated producers of worsted suiting fabrics.As an integrated player, they provide end-to-

end fabric solutions right from manufacturing worsted, woollen and linen fabrics to creating

suits, trousers and apparel.Their consistent focus is on cutting-edge research and technology

which has resulted in pioneering new products and also set new benchmarks in the worsted

suiting industry in India.

Even as their products evolved with the times, the brand still caters to the different faces of

'The Complete Man'- a man who is caring, sensitive and places a huge premium on

relationships.


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2. Understanding the category the frame of reference:

Category insight

s:

Raymond Premium Apparel is a premium formal wear brand which is postionedto offer classic garments with impeccable fits and inviting styles to the Global

Indian.

Manzoni is a luxury lifestyle brand offering Park Avenueoffers stylish and innovative wardrobe solutions to gentlemen for all

their dressing needs, be it Business, Evening, Leisure, Travel or Heritage Wear.

ColorPlus is one of India's premium and most respected casual wear Parx is a premium casual lifestyle brand, which is positioned to cater to the needs

of consumers who are looking for dressing up for life across occasions and events.

Zapp! - Our range of stylish and fashionable kidswear. Notting Hillreflects style and manifests originality of today's fashion- conscious

and discerning young professionals at an affordable price.

The Raymond Shop is a premium retail store offering complete wardrobesolutions for men,

3. Dynamic need segmentationThe segmentation of the need of all customers from children to the old people have been

done phenominally by the raymonds brand across the country wher in they protect their

values and culture, by blendidnd it in the countries culture as to cater to all age ofcustomers and flfill their nedds, so that can be assumed as the main reason for its

sustainance as well as success for past 80 years as unbeaten and self sustained brand

throughout.


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4. Identification of the brand and its competitors with in the category: Brand elements

From review of theory and pratical cases I have found the following brand components to

be the most relevant:

Brand name:

brand still caters to the different faces of 'The Complete Man'- a man who is caring, sensitive

and places a huge premium on relationships.

the perfection which it has been delivering throughout these years and its sucesseful sustainnance

of the brand saying that SINCE 1925

Packaging

The pakaging of thr products is very unique as it caters mostly to the elite classand also to upper

middle class to some extent.

Colors:

the of the logo symbolises richness, trust, and excellence because the red color used is dark and

deep colors


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Define1. Defining the brand identity

Brand identity prism


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Architecture Brand hierachy

The brand hierarachy is phenominally followed by raymonds as it has built it corporate brand

first i.e the raymond premium apparels , then its umbrella brand like manzoni and park avenue

,etc.

Engage Supporting organizational values

Raymonds firmly supports its organisational values those are

Trust Quality Leadership Excellence

Capitalise: Brand development:

Raymonds first built its corporate brand which was for the niche market i.e. man suiting and

shirtings, then it built its brand to cater few more people which comprises of the casual wear for

men and for children, through which it built its brand more firmly.

.

brand mang assing brand portfolio madiya

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