Consumer Behaviour

Brand Revitalizing and Brand Reinforcement: The Case of

Arrow shirts in the India

Submitted by:

Pavan Kumar

4NM21BA091

Submitted to:

Dr. Sudhir M

JKSHIM, Nitte

Submitted on:

29/11/2022
 1) How would you analyse the brand positioning strategic arrow and those
of its competitors? What are the implication for arrow?

Arrow is a collection of shirts that was first launched in 1885 by Cluett, a company that sold
high-quality clothing for men, women, and children and was owned by PVH Corp. In 1993,
Arvind Ltd in India received a license for the Arrow Brand. Arrow did not have single
positioning strategy instead Arrow reposition itself thrice to compete with other brands,
during 1999 to 2006 Indian market was unorganised, consumers where preferring to tailor
their clothes, neighbourhood trailer was the most reliable source of formal wear for men and
the concept of ready-made premium garments was relatively new to Indian market even the
consumers showed High degree of loyalty towards the tailor.

The brand began to focus more on lifestyle than on products. The brand offered non-formal
and casual apparel, and they promoted the arrow sports while focusing on more colour and
unique designs for youngsters. Its premium quality, offering, international brand, a voice of
authority and expert in men's formal wear they focused on highlighting its international
heritage, and “best-in-class” quality. The company increased its selection of casual or non-
formal clothing and began promoting Arrow Sport. added more colours to better appeal to the
younger market. Even though the brand was expanding, more complex challenges lay ahead.
Several foreign brands joined the Indian market during this time. In India, the majority of
these brands positioned themselves as young and vibrant foreign brands, In order to appeal to
a younger audience.

By strengthened its lifestyle brand positioning. it invested in increasing its distribution points
and had 473 outlets.

2) After analysing the positioning strategies of these brands, how do you

think the analysis fits in with concept of “self” with regard to the
personality of the target segment consumers?

Self-concept is a perception that wanted to create in a market image that individual thinks
about himself. Self-Concept is one of the important things in making choice. Arrow sticks to
the ideal self-image where Louie Philippe is Ideal Social Self because it is based on Luxury
of the brand that means how a person would like to be in mind of others and Indian terrain
which based on stylish & comfort , affordable that means it based on interpretation of their
own.
4 Concepts of “self ” with regard to the personality of the target segment consumers.

Actual self: how a person thinks about himself

Ideal self : how a person would like to be
Social self : what impression a person carries in the eyes of people.
Ideal social self: how a person would like to be in the minds of others

3) What is the inference that can be drawn from the analysis of Exhibit 3?
Response from consumers of Arrow, Louis Philippe and Van Heusen based on various
factors in Exhibit 3,

Were 1 and 2 questions were asked on the on the basis of the product that is superior of
quality and worthiness for price were Van Heusen got high ratings in quality and Arrow got
high rating for worthiness of price.

In Question 4,5,6 and 7 based on the status of the people where arrow has low ratings that
means arrow does not reach the people who lead luxury and successful life comparing to
Louis Philippe and Van Heusen these questions talk about the image of the product.

In Question 8,9,10 and 11 questions based on the most recommended, complimented and
talked brand where arrow has high rank but louis Philippe and van Heusen has better design
than Arrow this based on the perception of others.

In Questions 12,13,14 and 15 about differentiation and inter brand comparison arrow has a
low rating. Arrow has high ratings on the Easily available of brand. Hence the responses will
be on the brand image, loyalty, colour, quality and income of the product which are
positioned in the mind of the people.

4) What are the recommendations for the Arrow brand based on the
analysis obtained from the answers to the questions1,2 and 3?

Arrow has diluted its brand from rather than just from formals for men to Men and women
sports wear Non formals and casual just to cope up with its competitors. Arrow can focus on
premium quality offering from all these section. Louis Philippe has a higher rate in terms of
luxury and premium brand compared to Arrow. by concentrate more on the luxury of the
brand rather than the easy availability of brands which it can be found in stores. They should
reposition their brand on the basis of the ranks given they should focus more on the factors
like taste, designs, finishes, and range of colours of the brand where it got less rank compare
to its competitors like Louis Philippe and Van Heusen . Arrow also can extend their product
line giving more importance to women brand and they also should focus on all type of age
sector. so that they can maintain their brand status and follow cost differentiation strategy to
do this.