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

Background

2

Arvind Mills

• Manufactures a range of cotton shirting, denims, knits and bottom weights fabrics

• Retails its own brands like

• Licenses international brands like

3

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

4

History

1999-2006

5

2007

2008-2010

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)

6

Competition

7

Key Questions…

• Positioning change?

• How to alter brand imagery?

• Lifestyle positioning?

• Impact on marketing mix?

8

Analysis

9

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

10

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.”

11

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

12

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

13

Managing Arrow

14

Reinforcement

In marketing communications:

•Consistency in Arrow’s Lifestyle Branding

•Dangerous to flip flop between – Product related performance & non- product related imagery.

15

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.

16

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

17

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

18

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

19

Recommendations

20

Recommendations

• Strengthen lifestyle imagery

• Strengthen product

• Secondary Association: Event

• Secondary Association: Brand Ambassador

21

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

22

Strengthen the product

• Product attribute related

• Stay relevant stay fresh

• Trend spotting– Fleet on the street– Mine sales data

• R&D

23

Secondary Associations - Events

• Fashion Shows

• Talent shows

• Movies

• Other suitable

events

24

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

Questions?

26