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BRAND REVITALISING AND BRAND

REINFORCEMENT

Presented by group 4:
-Anushi Mandelecha
-Kriti Maheshwari
-Nikhil Patil
-Sanjana Sheth
-Sweena Sareen

INTRODUCTION
Arrow was taken over in 1885 by Cluett, Peabody and
Co.
Arrow was owned by PVH Corporations, USA, based in
New York.
In India, the Arrow brand was licensed to Arvind Mills Ltd.
Internationally in 1993, although the presence of the
brand was felt only from 1999.
Arrow was also ranked as the #2 best-selling men's
dress shirt and the #5 best-selling branded men's woven
sport shirt in U.S. department and chain stores in 2013.

THE HISTORY OF ARROW

1993
-Arrow
bought in
India

1996-2006
-Local tailors
were preferred
-Readymade
was new
concept

2008
-Arrow
repositioned as
My Dads
Brand
-Focus on
lifestyle

2010-2015
-Competition
from
international
brands: Louis
Philippe, Van
Heusen, Allen
Solly, Park
Avenue

BRAND POSITIONING STRATEGIES OF ARROW


Expert in Menswear
Comfortable, Elegant and Classy
Lifestyle brand
Expanding product portfolio with Arrow Sports and Arrow
Women
Increasing distribution points

THE POSITIONING STRATEGY FIT


BRANDS

Analysis of
Positioning
Strategies

Concept of Self

Personality of
Target Segment
Customers

ARROW

Truly American
Workplace Fashion
Comfort with
Elegance
Casual
Association

ACTUAL SELF
IMAGE

THINKERS

LOUIS
PHILLIPE

European Fashion
Premium Luxury
Status-conscious
Sophisticated

SOCIAL SELF
IMAGE

ACHIEVERS

VAN
HEUSEN

Americas top
brand
High Quality
Stylish
Affordable

IDEAL SELF
IMAGE

NOVELTYSEEKERS

OVERVIEW OF CUSTOMER RATINGS

Brand

Average
Rating

Arrow

2.53

Louis Phillippe

2.12

Van Heusen

2.18

INFERENCES FROM EXHIBIT 3


Product
Quality of the shirts
Style and design compared to Arrows competitors

Price
High value for money

Place
High rating for easy availability of Arrow

Promotion

Change of target market


Louis Phillippes ratings on the premium" factor

ARROW LIFE CYCLE

BRAND REVIVAL - THE PROCESS

Identify potential products


Listen to your consumers
Compelling Creative
Message
Points of differentiation
Promotion

RECOMMENDATIONS

Strengthen Lifestyle Imagery


Strengthen the product
Secondary Associations Events
Secondary Associations Brand
Ambassador

STRENGTHEN LIFESTYLE IMAGERY


A

Marketing communication

Focus on self-expressive benefits


Promote the Arrow Life imagery
Showcase usageConsistency
situations
(at

points)

all consumer touch

Store appearance, advertising, store employees etc.

Signature line

Present signature line is When You Know

STRENGTHEN THE PRODUCT


A

Product Attribute Related

Address shortcomings
Stay Relevant, Stay fresh

Trend Spotting

Feet on the street


Mine sales data

R&D

Color issues
Developing Signature Line

SECONDARY ASSOCIATIONS - EVENTS

- Fashion Shows
- Talent Shows
- Movies
- Other suitable events

SECONDARY ASSOCIATIONS BRAND AMBASSADOR

New Brand

Low Involvement

High Involvement

Build trials/early
adoption rapidly

Build awareness
rapidly

Build market share


Established Brand
Traits
- Enthusiastic youth
- Fashionable
- Assertive Spontaneous
- Full of
originality
- Classy & Elegant

Build brand
traits/
considerations

THANK
YOU

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