Raymonds, a leading apparel manufacturer, wants to enter the fragrance industry by partnering with retail chains Central and Shoppers Stop. Raymonds aims to become a leading fragrance company within 10 years by targeting an upper-class niche segment and using saffron leaf oil, which gives them a competitive advantage over brands like Calvin Klein, Burberry, and Armani. They plan to launch exclusively in metro cities through Shoppers Stop's 94 stores across India to increase brand value and share price.

2.  Want to cater to a niche segment of upper
class society
 People who believe on physical presence
more important than physical appearance.
 Company will tie up with two leading retail
chains namely central and shoppers’ stop
 Company want to be leading fragrance
Manufacturing company in next 10 years.

3.  Customer: Shoppers’ stop has 94 stores in
Pan India, from that it will be launched in
leading metro cities.

4.  Competitors: It used Saffron leaf Oil which is
not implemented yet , our competitive
advantage.
 The top competitors for us will be calvin
klean, burberrys, benetton, armani, ravlon,
jaguar etc.

5.  Company: Leading apparel making firm
Raymonds

6.  Context:
 Want to increase the share value in share
market.
 To get recognition in fragrance industry in
international markets.
 Want to generate revenue from the new
formula it innovated to extract fragrance oil
from saffron leaf.

8.  To enhance the company’s brand image and
increase the brand value.
Brand Equity
10
5
0 Brand Equity

9.  Pull Strategy

10.  Meant only for those customers who can
afford to shop for atleast Rs.15000 one time
 It will only be targeted in Metro cities.

11.  Meant for those of physical presence rather
than appearance.

12.  Product:

13.  Price: Rs 25000.
 Premium pricing

14.  Place: Exclusive