Abstract

The case examines the marketing strategies (including advertising, positioning, distribution and promotion) adopted by Indian textile major Raymond Ltd. for its flagship fabric brand Raymonds and its ready-to-wear men’s wear brands Park Avenue and Parx. This case provides a detailed account of the company’s brand-building strategies and the role of advertising in making a brand successful. It also examines the initiatives taken by the company to retain its market position in the early 2000s in light of the declining growth in the fabric market and increased competition in the ready-to-wear men’s wear segment. The case explores the results and effectiveness of the changed marketing strategies.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Raymond’s strategies to become a major player in men’s ready-to-wear.

Keywords

Marketing strategies, advertising, positioning, distribution, promotion, Indian textile, Raymond Ltd., flagship, Raymonds, ready-to-wear men's wear brands, Park Avenue, Parx, brand-building, advertising, market position, 2000