Professional Documents
Culture Documents
Brand:
RAYMOND/COLOR PLUS
Date of assignment:
November 16, 2016
Core audience:
Primary Target The Royalty: The primary target would be men who look for sophistication and
elegance. Mostly working professionals as we offer more of business clothing.
Secondary Target The self-confident: The secondary target market would include men, mostly
students who think that luxury brands can enrich their style, image and position in the society.
Brand promise:
Brand character:
Raymond, the name is synonymous with the values
Trust: Faith, Confidence
of trust, heritage & excellence. A name that has over
Excellence: Modern, Contemporary
eight decades epitomized consumer's trust into its
Quality: Premium, Refined
offerings into the company's unflinching faith in the
quality of its product.
What is the business issue we are trying to solve, the audience, the opportunity?
The world of luxury is now evolving and moving towards the youth, so it is very important to
follow the market trend. It is important to keep up-to-date with the evolving trends. Till now
Raymonds has only been catering to more of royal, business people, but they should also
focus on the youth.
We see a clear opportunity to generate new content for the youth by creating a less
traditional look and adding more of bright colors to their collection.
Step 1:
o Idea definition (3 core approaches), visualization, proposal of touch points, and how the
idea(s) can be brought to life across them
Step 2:
o Longevity of the selected idea(s). Program execution details (organizing, approx budget,
supporting materials development (communication, staging, etc..)
Step 3:
o Toolbox finalization