With the changing dynamics in the marketing world, brands are trying their best to create unique marketing strategies for product promotion.
It is really fascinating to see an in-depth analysis of the amount of creativity marketers come up with to create a single campaign.
Some of them become so in sync with the mass that it creates it’s own fanbase. And you know what’s more interesting? It is the healthy rivalry that they have which drives a brand to push their limits!
While studying the market, we thought of creating our own mini-series of “Battle of the Brands”. In this study, we will pitch two different brands of the same genre & study their marketing strategy! Trust us, you will be fascinated by their journey, story & innovativeness.
Let’s start with fashion….because why not?!
RAYMOND Vs MANYAVAR
Two of the biggest brands in the industry who made it BIG with their own unique skills.
But both have a very different approach.
BACKSTORY
Raymond- The Iconic Journey Of 94 Years
Nearly a hundred years old brand, Raymond first sowed its roots in 1925, when India. That’s more than 20 years before India got its independence!
It was set up in Mumbai (then Bombay) in a small wooden mill in Thane & was named Raymond Woollen Mill.
In 1960, Raymond switched to fine & sophisticated products with a modern touch. According to the website, ‘Since then modernization has become a way of life at Raymond.”
Throughout the years Raymond created numerous unique marketing strategies to maintain it’s position as one of the top brands for men’s clothing. It has launched several ad campaigns that are shown with the help of every possible advertising medium like print, digital and electronic.
Manyavar- Quietly Making Its Way Into The Hearts
Manyavar was found in 1999, with a mere amount of Rs.10,000 by Ravi Modi, then 22. He used to work at his family garment’s business in Kolkata’s AC Market.
Realizing that there are a few players in the Indian Ethnic Men’s Fashion area, he got the idea of a lifetime.
“I saw it…like an opportunity of a lifetime; not only to build a business but also to change men’s fashion in the country,” he told in an interview.
Starting to sell through bigger retailers like Pantaloons, the brand soon opened various independent stores across the country.
At present, the brand has over 450 stores, both nationally & internationally.
MARKETING STROKES
Raymonds- Taking On An Unusual Path
According to Business Standard, Raymond’s iconic campaign “The Complete Man” was started by Rajiv Agarwal. This campaign defined a generation of men, much more evolved than “the angry man”!
Raymond, through this campaign, created a personality of man with emotions, a sense of humor who is sensitive & vulnerable. The advertisements in these campaigns described a man who was caring to appeal more to the Indian families.
For that time, it was a bold move. But it worked & how!
The brand’s target audience were upper-middle-class people but regardless of the target audience, it created a massive brand awareness in both Indian & international market.
It received Most Admired Suiting Brand of the Year 2008, The Best Branded Readymade Garment and Textile in the year 2007.
Talking about their social media campaigns, Raymonds have kept it pretty o-brand with an active Facebook, Instagram, Twitter pages where they share daily tips & activities.
They have 1.4 million followers on their Facebook page & they are currently busy with their Autumn ’19 Collection.
Manyavar- Hitting The Bull’s Eye
For Manyavar, the masterstroke was its unique marketing. Signing Virat Kohli as the brand ambassador was the golden stroke for Manyavar!
Then in 2017, it brought Anushka Sharma into the picture, for their wedding collection. The “Naye Rishte Naye Vaade” Campaign went viral in minutes & people went gaga over the hottest couple of the year!
What really works for the brand is the presence. From billboards, newspapers, TVCs, magazines, they are everywhere!
They used the face value of Anushka Sharma & Virat Kohli to their advantages.
The ad got over 10 million views on Facebook.
Even recently, with their Durga Puja campaign, they introduced actor Abir Chatterjee for the advertisements.
Abir Chatterjee is a popular face among the Bengalis & teaming up with him for the Durga Puja Campaign was a genius idea!
Similarly, for their “Diwali Wali Feeling” campaign they got Ranveer Singh 7 his charisma to do the taking
For the women’s collection Mohey, what’s better than Alia Bhatt as the bride!
Currently, their Facebook page has over 1.4 followers.
Other than this their brand’s logo features on the jerseys of popular sporting league franchises like the Kolkata Knight Riders in the India Premier League.
GROWTH & REVENUES
Raymond
In 2013, the estimated revenues of Raymond were 14.06 billion rupees.
According to Money Reports, in 2019, the brand made an income of 3,531.19 Cr.
Although, the brand is known for its sophisticated vibe, according to reports by the company, they have a range from rs.150 per-meter to rs. 3 lakhs per-meter.
The brand has over 60 percent market share, but the competition in readymade garments is formidable. A legacy created through imagination 7 innovating marketing campaigns.
It’s premium quality & a true legacy build through unique marketing is the foundation of the brand.
Manyavar
According to reports by Tofler, Manyavar had a massive turnover of Rs. 504 crores in 2016.
With Mohey, the women’s collection of lehengas & saris, they have over 50 stores in 40 cities.
In 2017, the brand claimed to have made a profit of Rs.111.3 crores on a revenue of Rs. 610.2 crore!
Currently, the brand is targeting Rs.2000 cr by the end of the 2021 financial year!
Fascinating right?
Two completely different marketing games- one focusing on building a brand identity through the right brand ambassador & another creating a complete personality turning it into a legacy.
Interested in more articles like these? Don’t worry, we will be posting articles like these regularly. Stay connected!
And let us know if you have any suggestions, maybe next time we can compare those two! Connect with us here!
Disclaimer: All the above information is not to defame or promote any particular brand. This is just for reading purpose & do not have any unethical intention.
