Raymond, the name is synonymous with the value of trust, heritage

and excellence. A name that has over 8 decades optimised

consumer trust into its offerings of the companys unflinching faith
in the quality of its product

History
Raymond Group is an Indian branded fabric and fashion
retailer, incorporated in 1925.
In 1958, the first exclusive Raymond Retail showroom,
King's Corner, was opened at Ballard Estate in Mumbai.
In 1968, Raymond had set up a readymade garments
plant at Thane.
Raymond then become Indias biggest woollen fabric
maker.
It was listed as India's most trusted apparel brand by The
Brand Trust Report in 2015.

Brands under Raymond

Raymond (Ready-To-Wear) is a premium formal wear
brand which is postioned to offer classic garments with
impeccable fits and inviting styles to the Global Indian.
Park Avenue, India's premium lifestyle brand, its designs
embody the latest in international fabric, styling, colour
and fashion trends providing stylish and innovative
wardrobe solutions
ColorPlus created a niche in the ready to wear market in
India with a premium range of clothing for men.

 Makers is a fabric brand from the house of Raymond

targeting the ever growing Tier 3 to 5 town consumers
who are no longer living in the shadow of their metro
counterparts but are increasingly gaining more
disposable income as well as the confidence to make it
big and be successful.
Kamasutra was originally been introduced for condoms
only, it became the second largest selling condoms in
India. Then they came up with other products such as
deodorants etc.
Parx reflects the pulse of the new generation which looks
at clothing as a reflection of their attitude and vibrancy,
positioned to carter the need of the consumer.

Brand Strategy
Mother

brand Raymond : Multi Branding Strategy

As there are many different brands under one mother brand

New

introductory brand Athligo : Multi-product Bran

Strategy

The brand will sell different sports clothing with one name i.e Athlig

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Strong research and development for product and innovations

Loyalty of customers and high product quality
Loyalty of employees due to decentralization
Owns 550 stores in more 200 cities across India and overseas
People trust on products and high brand loyalty
Being a multinational company it has the ability to attract more customers than
local companies
Good advertising and popular branding through TVCs and print ad campaigns

Global penetration is limited as compared to a few other international

brands
Presence of Indian and international brands offers more offering to
customers therefore high brand switching
Consistent growth over years
Large and growing market
Global expansion would give more opportunities for brand to grow
All major players in the industry are competing with each other not only
on low price but also better quality
Regional trade alliances
Increased social and ecological awareness will put pressure on company
to follow international labor laws and environmental laws.
Other international brands. Head Competitors.

Core identity
The Brand Identity of ATHLIGO is ( illustrative ) :

Collective
Motivative
Technological Advancement
Western cultured
Quality
Luxury

Core Identity
Physical Product
Quality / Appearance

Personality

Relation

Culture

Sponsorship
Ethics

ATHLIGO

By Raymonds

Reflection

Collective
Motivative

Sports and Fitness

True Sportsmanship
Strong work ethic
Aggressive
A better team player

Western

Self- Image
Cool
Athlete
Relates more to competing
and winning

The Timeless Essence of the Brand

Extended Identity
What is the soul of Athligo can be summarised through the brand
mantra:

Bringing luxury into sports .

Beliefs and values translated in the slogan It all starts with attitude and t
Athligos competences, of having always being innovative and pioneer in t

LOGO : The logo is given colour red and white as red is the colour of aggre
and attitude and white is the colour of calmness while red and wh
even the base colour of the mother brand Raymond.
And the logo is designed like a lego runner which denotes athletic
nature of a person.

Value Proposition

Functional Benefits : The quality of the cloth being

used, the fit and the design of the clothing.
Emotional Benefits : The trust of the brand,
Attachment of a person with that brand.
Self- expressive Benefits : A self-expressive benefit can
include the elegance and the feeling of being cool
projected by wearing the outfits of Athligo. The logo of
the brand been printed on the clothing is one factor.

Brand Positioning
Atligo

will position itself as a leading sports wear

brand having stronger connection with sports

Athligo

will be positioned as a brand for people who

want success.
So well be using great athletes and sports person
who
can inspire people to achieve success.

While

even the logo and the tagline will create its

identity in buyers mind.

Brand Extension

We will not only introduce clothing for training purpos

but well be making clothes wearable in different spor

Together well be
introducing sports wear
for women.

Brand Personality

Sincerity

Down to earth
Honest
Wholesome
Cheerful

Excitement

Daring
Spirited
Imaginative
Up-to date

Competence

Sophisticatio
n

Ruggedness

Reliable
Intelligent
Successful

Upper Class
Charming

Outdoorsy
Tough

Target Audience

According to the company's business overview, Athligo bra

Athligo is primarily targeting sports participants, including those at the highest

level of their sport, as well as non-athletes who are inspired by or really love
sports

Athligo's strongest consumer market is with the 20- to 29-year-old age group
who are athletes or are passionate about sports.

We are focused on targeting and strengthening its brand with the next
generation of athletes in the 14- to 19-year-old age group.

We believe this target group is the most influential consumer group in the
world.

Brand Communication
The overall communication of the brand values has
been built on a strong principle which states that
athligo is selling a feeling, an emotion. Without
seeing or directly experiencing the product, they
convey a feeling to the audience to experience
what it would be like to use their products. This is
promoted through all types of media in the
following ways:
through famous spokespersons, top athletes
by depicting inspirational stories
by creating emotional connections between the
viewer and the depicted person
by motivating the viewer directly.

Brand Ambassador

sports athletes and people who inspire common man

News Paper Ads

Hoardings

Sponsorship