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Case Details

Case Code: MKTG404
Case Length: 11 Pages 
Period: 1925-2019   
Pub Date: 2019
Teaching Note: Available
Price:Rs.500
Organization : Raymond Ltd.
Industry :Textiles & Apparel
Countries : India
Themes: Branding Strategy/Consumer Behavior/Diversification Strategy/Strategic Alliances
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Raymond: Giving a New Spin to Khadi

 

ABSTRACT

 
The case ‘Raymond: Giving a New Spin to Khadi’ talks about the efforts of Indian textile major Raymond Ltd. (Raymond) in re-positioning India’s traditional fabric ‘Khadi’ as a new fashionable fabric, as part of its growth strategy. The case starts with a brief look at Raymond’s history and its textile innovations. It then gives a short history of Khadi and its importance in the Indian milieu. The case discusses in depth Raymond’s deal with the statutory government body Khadi Village and Industries Commission (KVIC) that branded and promoted Khadi. The deal allowed the company to offer ‘Khadi by Raymond’. The issues that Raymond faced in making Khadi market ready are also described. Raymond’s efforts at changing certain pre-conceived notions about Khadi through a new advertising campaign are discussed as well. The case ends with a brief look at the future prospects of Raymond in the Khadi space.
 
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Issues

The case is structured to achieve the following teaching objectives:
  • Scrutinize the re-positioning strategy of a traditional brand.
  • Appraise the nuances of a strategic alliance.
  • Evaluate the social impact of a public-private business partnership.
  • Examine the new marketing mix of a brand.
  • Analyze the marketing strategy undertaken by a company to alter customer perceptions.
Contents
INTRODUCTION
RAYMOND’S JOURNEY
WINDS OF CHANGE AT RAYMOND
KHADI – INDIA’S TRADITIONAL FABRIC
THE AGREEMENT BETWEEN RAYMOND AND KVIC
RAYMOND’S EFFORTS TO MAKE KHADI MARKET-READY
THE LAUNCH OF KHADI BY RAYMOND
THE PROMOTION OF KHADI BY RAYMOND
THE FUTURE OF KHADI BY RAYMOND
EXHIBITS

Keywords

Re-positioning strategy; Strategic Alliance; Public-private business partnership; Marketing Mix; Customer perception management; Socially inclusive model; Rural employment generation; Make in India initiative; Innovation; Marketing Campaign; Consumer behavior; 360-degree marketing; Retail strategy; Pricing strategy; Supply Chain issues

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