Final Brand Audit Report for Ramraj
1. Introduction
This brand audit focuses on Ramraj, a leading Indian brand known
for its premium-quality dhotis and traditional wear. The study aims
to assess the brand’s equity, evaluate its positioning in the market,
and provide recommendations for growth and improvement. The
analysis integrates both secondary data and primary research
conducted through a survey of 20 respondents.
2. Brand Inventory
2.1 History and Ownership
• Founded: 1983 in Tirupur, Tamil Nadu, India.
• Founder: K.R. Nagarajan.
• Vision: To promote traditional Indian wear with a focus on
dhotis and blend tradition with modern retail.
2.2 Target Customer Profile
• Demographics: Middle- to upper-middle-class men, aged
18–60, primarily in South India.
• Psychographics: Consumers valuing cultural identity and
high-quality traditional wear.
2.3 Product-related Attributes
• Premium-quality cotton dhotis, shirts, inner-wear, and
accessories.
• Known for durability, comfort, and adherence to tradition.
2.4 Brand Elements
• Logo: Represents purity and cultural heritage.
• Tagline: “India’s No.1 Dhoti Brand.”
• Colours: White and gold, reflecting simplicity and
prosperity.
2.5 Brand Portfolio
• Core products: Cotton dhotis, shirts, and inner-wear.
• Expanding portfolio: Sarees, accessories, and uniforms.
2.6 Communication Strategy
• Regional TV, newspaper advertisements, and celebrity
endorsements.
• Strong emphasis on connecting with tradition-oriented
customers.
2.7 Pricing & Distribution
• Premium pricing for dhotis; mid-range pricing for other
products.
• Distributed via exclusive brand outlets (EBOs), multi-
brand outlets (MBOs), and e-commerce.
2.8 Positioning
• Positioned as the go-to brand for premium traditional
wear.
• Points of Parity (POP): Traditional brands like Pothys and
Nalli.
• Points of Difference (POD): Focus on dhotis, superior
cotton quality, and premium brand image.
2.9 Competitor Profile
• Primary Competitor: Pothys.
• Strengths: Larger portfolio with festive collections.
• Weaknesses: Less focus on men’s dhotis compared to
Ramraj.
3. Brand Exploratory
3.1 Customer Knowledge Structure
• Awareness: Strong in South India.
• Associations: Quality, purity, tradition, and cultural pride.
3.2 Sources of Brand Equity
• Functional: High durability, comfort, and wide product
range.
• Emotional: Evokes pride in cultural heritage.
3.3 Brand Mantra
“Celebrate Tradition, Redefine Comfort.”
3.4 The CBBE Pyramid
1. Salience: High visibility in Southern markets.
2. Performance: Durability, comfort, and tradition.
3. Imagery: Trusted and culturally rooted.
4. Judgments: Reliable and high-quality brand.
5. Feelings: Cultural pride and connection.
6. Resonance: High loyalty among core customers.
3.5 Major Issues
• Limited brand awareness outside South India.
• Heavy reliance on dhotis as the core product.
• Growing competition from modern ethnic brands.
4. Primary Research Findings
4.1 Sample Details
• Sample Size: 20 respondents.
• Demographics:
• Age: 40% (18–25), 40% (26–40), 20% (Above 40).
• Gender: 55% male, 45% female.
• Region: 65% from South India, 35% from North India.
4.2 Key Findings
• Purchase Behaviour:
• 70% of respondents had purchased Ramraj products.
• Most popular products: dhotis (60%), followed by shirts
(50%) and inner-wear (30%).
• Quality Perception:
• 85% of users rated Ramraj products as “Excellent” or
“Good.”
• Suggestions for Improvement:
• Expand product range to include modern ethnic wear.
• Improve marketing campaigns in North India.
• Introduce more colour and design variations.
• Recommendation Likelihood:
• 75% of respondents would recommend Ramraj to others.
(Complete dataset is included in the appendix.)
5. SWOT Analysis
Strengths
• Strong brand equity in Southern India.
• High-quality traditional wear with a loyal customer base.
• Established retail presence.
Weaknesses
• Limited reach outside South India.
• Narrow product portfolio dominated by traditional dhotis.
Opportunities
• Expansion to North Indian and international markets.
• Modern ethnic wear and fusion collections for younger
audiences.
Threats
• Rising competition from modern ethnic brands.
• Shifting consumer preferences towards Western apparel.
6. Recommendations
6.1 Strategic Actions
1. Product Innovation:
• Introduce modern ethnic wear and festive fusion
collections.
• Add more colours and design variations in existing
products.
2. Market Expansion:
• Target Northern and Western Indian markets.
• Develop a stronger presence on e-commerce platforms.
3. Marketing Campaigns:
• Leverage digital platforms for influencer collaborations.
• Focus on younger audiences with “Tradition Meets
Modernity” campaigns.
4. Pricing Strategy:
• Introduce combo offers and loyalty programs.
• Maintain competitive pricing for festive collections.
6.2 Implementation Plan
• Short-term: Launch pilot stores and campaigns in tier-1
cities outside South India.
• Long-term: Focus on international markets with Indian
diaspora as the target audience.
7. Conclusion
Ramraj has built a strong reputation as a premium traditional wear
brand. However, to sustain and grow, it must diversify its product
offerings, expand its geographic reach, and engage younger
consumers through modern marketing techniques. With these
strategies, Ramraj can leverage its existing brand equity while
addressing current market challenges.
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