Case Study

Background

● Client history:

Raymond’s business encompasses Textile, Apparel, Consumer Care, Realty, and Engineering in both national and international markets. In this case, however, they approached me regarding their well-established clothing brand sector, with a specific issue to solve. In order to expand into the corporate sector, they were looking for vendors to procure uniform orders from the brand.

● Client Goal:

Raymond’s goal was to establish itself as the preferred uniform vendor for corporate clients.

● Problem Statement:

How can Raymond’s operations be expanded into the corporate sector and the desired number of uniform orders procured?

Strategic Approach

● Assessment:

I performed research to identify the types of businesses in the corporate sector that would require uniforms. My assessment showed that industries such as hospitality, retail, and manufacturing were the topmost segments that need uniforms. I then used my network and made enquiries with prospective partners to learn about their existing situation and uniform requirements. After careful consideration, I identified Mahindra & Mahindra (M&M) factories as a possible Raymond client.

● Positioning Raymond:

To approach M&M, I emphasized the garment’s quality as well as the tradition and rich classic backstory behind the Raymond brand. I emphasized how selecting Raymond uniforms will provide a significant “feel-good” effect for the employees, demonstrating their employers’ commitment to recognizing and rewarding their contributions.

This strategy was two-pronged in its purpose: while it was intended to promote employee morale and productivity, this was also to demonstrate why Raymond’s commercials were more expensive than M&M’s existing vendor base.

● Negotiation and Commercial Arrangement:

I worked with M&M to alleviate any worries about the higher costs of Raymond uniforms compared to their previous vendors. We then drew out a business arrangement that justified the expenditure by emphasizing the long-term benefits and positive influence on employee morale and productivity.

Results

It resulted in M&M placing orders with Raymond for the manufacturing and production of their uniforms. As a result of this successful collaboration, Raymond could expand its operations into the corporate sector and become a go-to uniform vendor for corporates down the line.