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Brand Revitalisation & Brand ReinforcementThe Case of Arrow shirts in Indian context
Roll Number Name
08 Vivek Dole
30 Barish Pathak
40 Priyanka Shah
52 Tejas Vaidya
56 Shreesh Wattamwar
59 Darshak Gandhi1
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Background
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Arvind Mills
• Manufactures a range of cotton shirting, denims, knits and bottom weights fabrics
• Retails its own brands like
• Licenses international brands like
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Brand Arrow
• Introduced in 1885; Owned by PVH Corp, USA• Reflected youthfulness and optimism (American
Spirit)• In 1993, licensed to Arvind Mills (who pays
royalty)• Distribution/ Marketing handled by Arvind Mills• Retail presence of Arrow brand felt only after
1999
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History
1999-2006
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2007
2008-2010
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An Arrow Customer
• Working male professionals
• 25-35 years age group
• Residing in an urban setting
• Working at junior, middle to senior levels of management
• Assertive, spontaneous, full of originality
Psychographic profile
1.Male, the Decision Maker on the brand2.Should have bought > 4 garments in last 1 year (average price >1k)
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Competition
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Key Questions…
• Positioning change?
• How to alter brand imagery?
• Lifestyle positioning?
• Impact on marketing mix?
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Analysis
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Transition to Lifestyle Branding
Consumer response to PAST marketing activity
Brand Knowledge
Consumer response to CURRENT marketing
activity
Changed Brand Knowledge
Highlighting US heritage, features,
quality
Started losing relevance in younger consumer
Lifestyle Branding
Revenue growth pick up to 23.2% CAGR
1996-2000
2007
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Brand Situation
• Insights
Arrow: need to switch to new attributes from Expensive-Exclusive to Sporty-Casual-Colorful
• Implications:
Arrow: “about 54% of our population is under 25 years and 72% under 35. Young people today are earning better than their parents, thanks to jobs in the new era. They’re also postponing marriag, which leaves them with single, undisputed incomes to spend on themselves.”
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Brand Prism
Physique“Best in Class” QualityPremium US Brand
RelationshipExtension of his
lifestyle
ReflectionUrban Male, 25-35 years, mid to senior management
PersonalityAssertive, Spontaneous, and full of originality
CultureCommitted to providing quality apparel
Self Image“status conscious”, Executive look
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Consumer Perception Data
Van Heusen Arrow Louis Philippe
• Superior Quality• Better designs• Does not fade quickly
• Price worthy• Social status
enhancement• Complimented by
friends and collegues• A brand that could be
recommended• Did not run color• Quality of fabric was
good• Easy availability
• Meant for successful people
• Meant for people with fine taste
• Premium brands• Better designs• Better range of colors
Arrow’s worst performance in…
• Successful people Had better designs than others• Meant for fine taste Good finish• Did not fade quickly Better range of colors
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Managing Arrow
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Reinforcement
In marketing communications:
•Consistency in Arrow’s Lifestyle Branding
•Dangerous to flip flop between – Product related performance & non- product related imagery.
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Revitalisation
Improve Brand awareness for
Width
Depth
Strengthen other usage situations.(Casuals)
Improve Brand Image
Strengthen Strong Associations – (Social, Premium – a weakened association.
Nuetralise weak associations – (Fade, Design, Greviances.
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Brand Concept Management
Symbolic product
• market shielding• Maintain self-image
associations• Premium pricing• Tight Marketing
• Image bundling• Overreaching
image• Men & Women
apparel• Lifestyle: Arrow Life
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Key Questions
Positioning Change?– Strongly project lifestyle brand.– Associations that are relevant to the youth.– Maintain the premium position
How to alter brand imagery?– Marketing communications on the lifestyle
image– Product changes– Leveraging secondary associations
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Key Questions
Lifestyle Positioning– For symbolic products ‘lifestyle’ focus would work– Also provides the ‘overarching’ image for fortifications
Impact on Marketing mix– Marketing mix for non product imagery different from
product performance– Focus on self expressive benefits, lifestyle, usage
situations– Usage of endorsements
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Recommendations
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Recommendations
• Strengthen lifestyle imagery
• Strengthen product
• Secondary Association: Event
• Secondary Association: Brand Ambassador
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Strengthen Lifestyle Imagery
• Marketing Communitcations:– Focus on self expressive benefits– Promote ‘Arrow Life’ imagery– Showcase usage situations
• Consistency (@all consumer touchpoints)– Store appearance, advertising, store
employees.
• Signature Line
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Strengthen the product
• Product attribute related
• Stay relevant stay fresh
• Trend spotting– Fleet on the street– Mine sales data
• R&D
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Secondary Associations - Events
• Fashion Shows
• Talent shows
• Movies
• Other suitable
events
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Secondary Associations – Brand Ambassador
Low Involvement High Involvement
New Brand Build trials/early adoption rapidly
Build Awareness rapidly
Established brand Build market share Build brand traits/consideration
Traits:• Enthusiastic youth, Fashionable, Assertive,
Spontaneous, Full of originality, Classy and elegant 25
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Questions?
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