Individual Project

Industry-

Textiles

Companies-
Raymond Limited and Louis Philippe's

ANALYSIS OF MARKETING MIX ELEMENTS of Raymond Limited-

Marketing Mix of Raymond Limited
Product
Price
Place
Promotion

PARENT COMPANY-
INDUSTRY - Textiles Sector - Lifestyle and Retail Headquarters - Mumbai, Maharashtra, India
Raymond Limited INDUSTRY - Textiles Sector - Lifestyle and Retail Headquarters - Mumbai,
Maharashtra, India Tagline - It's like if you're in heaven, created to order, The Complete Man.

Tagline-
The complete man

USP-
High quality and innovation

MARKETING MIX MODEL of Raymond Limited-

❖ PRODUCT
Brand names include Colorplus, Park Avenue, Parx, and others. Apparel includes ready-to-wear
clothing, suits, coats, trousers, shirts, woollen clothing, corporate wear, jeanswear, and other
products. There are sizes ranging from XS to XXL.
Apart from that, Raymond has storefronts where he sells deodorants, shaving systems, body
care products, and hair care goods. Raymonds offers curtains, designer upholstery, and high-
end home decor items such as textiles.

❖ PRICE
Raymond caters to the needs of the urban upper and middle classes. It also sells appealing
clothing in the premium market for people who wish to develop a distinct brand in terms of style
and fashion sense. Raymond has adopted a premium pricing strategy for its products as an
indication of its success. Because its consumers are likely to be high-quality individuals who
value quality over quantity, they may be willing to pay its consumer market prices, and it
maintains a premium pricing policy because most customers favour quality over quantity. Shirts
and pants can range in price from 1000 to 10,000 dollars, depending on the fabric, sewing, and
womanship involved, as well as the colour and size.

❖ PLACE
Raymond has had equal success in both domestic and international markets. The company's
headquarters are in Mumbai, Maharashtra. Raymond has production facilities in Jalgaon and
Chhindwara, India, as well as in Spain and Portugal. The company is a major supplier of finished
garments and fabrics to the textile industry in Japan, the Middle East, Europe, and North America.

❖ PROMOTION
Raymond has used a variety of marketing methods to promote brand awareness, including Quality,
Excellence, and Trust. Raymond has created a campaign called 'The Complete Guy,' which embodies the
quality of a complete man who believes in remaining authentic and not allowing his digital life to take
precedence over his real life. Raymond's commercial on television

Raymond's Community Initiatives - Skilled Tailoring Initiative The initiative intends to improve youths'
present skill sets in order to encourage employment and entrepreneurship.
It operates Skill Development Raymond tailoring facilities in major Indian cities as part of the Skill India
initiative, and there are three centres in Kolkata, Jaipur, and Lucknow.

History of Raymond Advertising over years-

• 1950s - 1960s: The commercial campaigns revolved around the 'Chess King' motif, which symbolised
the company's focus on a higher-end, upwardly mobile market.

• 1970s: Advertisements shifted their focus to the character of a "average man." Advertising used visuals
to relate the country to the average person.

• 1980s: Raymond's first appearance in the spotlight was as a guide to Frank Simoes' well-dressed man.

COVID 19'S IMPACT ON RAYMOND LIMITED The impact of COVID 19 on the business was enormous, but
demand is progressively increasing.

People did not bother to dress up for virtual meetings during the first three to four months of the
shutdown, according to Ganesh Kumar, COO, Lifestyle Business, Raymond India. At first, they'll merely
wear a round-collared t-shirt, but he expects them to move to polos and perhaps plain-colored formal
shirts. Louis Philippe's formal clothing collection will benefit from this pattern.

TREND ANALYSIS OF RAYMOND -

Raymond's revenue climbed by 6% to Rs 1616 in the second quarter, while profit more than
doubled to Rs 60 crore. According to a release, Raymond Limited, a textile and garment
company, increased revenue by 6% to Rs 1616 crore (approximately $248.1 million) in the
second quarter of the current fiscal year, while profit doubled to Rs 60 crore (about $9.3 million).
Raymond's results from the previous five years
-Facebook - The Entire Person Net sales were Rs 1583.92 crore (about $243.1 million) in the
preceding financial year, with a net profit of Rs 26.59 crore (approximately $4.1 million).
Because the GST rollout to the final mile had a short-term impact on the industry, this
performance is notable.
At the end of the second quarter, Raymond had 1142 stores across all formats, including 49 in
the Middle East and SAARC, but this shift would bring the highly unorganised textile and
garment industries into the official economy. Raymond intends to open 150-200 stores this year
as part of a plan to expand its retail footprint to around 1,500 by 2020. It expects to invest Rs 150
crore (about $23.1 million) in retail expansion this year.

Louis Philippe's
Madura Fashion and Lifestyle (Aditya Birla Group) Sector - Lifestyle and Retail Headquarters - Bangalore,
Karnataka, India PARENT COMPANY - Madura Fashion and Lifestyle (Aditya Birla Group) Sector - Lifestyle
and Retail PARENT COMPANY - Madura Fashion and Lifestyle (Aditya Birla Group) Sector - Lifestyle
Tagline - The upper crest USP - represents elegance, class, status, and a majestic and wealthy lifestyle.

MARKETING MIX MODEL of Louis Philippe:

❖ PRODUCT
Shirts, shorts, jeans, t-shirts, blazers, suits, trousers, chinos, sweaters, sweatshirts, and jackets are all
examples of clothing. Formal, semi-formal, and custom attire, accessories, and footwear are all
available. The young generation is Louis Philippe's target market. It also concentrates on those who
aspire to establish a great name for themselves in this crowded society. Ranges gives you the option of
tailoring your apparel to your specific demands and preferences.

❖ PRICE
Louis Philippe follows Prestige Pricing Strategy also known as image pricing or premium pricing- to
retain their market leadership. It's a strategy that can be used efficiently when there is uniqueness about
the product or when the product has a distinct offering. Target audience - younger, urban upper-class
professionals and sophisticated businessmen.

❖ PLACE
Aditya Birla Fashion and Retail Limited has India's largest fashion network which includes twenty
thousand seven hundred plus ABFRL brand outlets, a footprint of seven point five million sq. ft. of retail
space across seven hundred and fifty cities and towns, It has approximately thirty million Loyalty
Members as of 2019. Anchored by over one lakh twenty thousand employees, belonging to forty two
nationalities. Over fifty per cent of its revenues flow from its overseas operations spanning 36 countries

❖ PROMOTION
Louis Philippe products can be bought from the shop and also online. Louis Philippe was initially
advertised as a brand for the young. The business has launched an innovative range of collections so
that the company can have the everlasting excitement of its clients or consumers who are willing to
purchase. Customer values or customer values begin to change as other competitors market them and
attract them. Thus, creativity and advertising tactics play a significant role, Which the company
demonstrated by the launch of various products from various products From moment to moment. It
also introduced the Luxury brand in stores across India in November 2008. Basically, the brand relies on
print advertisements for promotions in magazines and newspapers. Their print ads are given value, and
it is ensured that the 'Louis Phillippe' brand itself appears as the star instead of the models in all the
advertisements. Recently, the brand has aligned itself with golf and attempts to build a connection The
e-magazine goes beyond trends and features products that interest men with good taste. It also serves
as a handbook to the enriching lifestyle of the contemporary and well managed Indian man.

❏ COVID 19 IMPACT on LOUIS PHILIPPE Louis Phillippe prepared itself for COVID 19 and raised
awareness of wearing masks, and included masks in selling online on its site.It also came up in June 2018
with a unique ad campaign, ' Rise Above The Rest', Rise Above the Rest Video showcased that true
leadership is about making decisions that leave a lasting impact.

TREND ANALYSIS OF LOUIS PHILIPPE

On the basis of sales, a five-year trend analysis is presented in this article. This fiscal year, Louis Philippe,
a Madura Fashion & Lifestyle brand, is aiming for a turnover of around 1,600 crore, up from around
1,200 crore last year. The country's top premium men's apparel company had a dramatic leap in sales
growth in fiscal 2009-10, and has since averaged 25% yearly growth. Aditya Birla Nuvo Ltd's Madura
Fashion subsidiary. Louis Philippe and other brands like as Luxure, LP Sport, and LP Jeans have amassed
a dedicated following of half a million clients across the country.

LP Sport offers peppy, sporty casual attire, whereas Luxure is the "gateway to luxury" brand for
connoisseurs. LP Jeans, which debuted a year ago, is the company's first foray into the jeans market.
According to Jacob John, Chief Operating Officer of Louis Philippe, LP Sport would generate a revenue of
Rs. 450 crore this fiscal year, up 50% year on year. LP Jeans is expected to gross more than Rs. 100 crore,
while Luxure is expected to gross Rs. 50 crore. "We have 230 exclusive stores, including the House of
Louis Philippe and the LP Sport outlets," says the company. We want to expand to 270 exclusive
boutiques by the end of the year, with the addition of 30 LP Sport and 10 House of Louis Philippe
locations.

All of our brands, on the other hand, are available in over 800 multi-brand stores around the country."
The company is anticipated to release a new line of Louis Philippe shirts, which will serve as a
monument to the brand's quality. Our latest collection of best-crafted shirts in the price range of 2,000-
4,000 will be available later this month, just in time for festival season.

Customers told us that they desire shirts with collars that stay tidy and clean even after 10 washes, so
we created the line as a result of our nationwide consumer survey. Louis Philippe adopted a new brand
positioning, "Excellence Matters," a year ago, and has been striving for excellence in its formal and semi-
formal wear offerings ever since. The debut of a 10-episode TV show is one of the most recent measures
to boost the brand's positioning.