Sunstone

Business School
Brand Posi+oning and Engagement
Arrow Case Analysis in Indian Context

Group C
Ashish Gupta
Ariful Mondal
Gayatri Angani
Manish Agarwal
Arrow Today
Arrow brought in India
1993 Presence felt much later

Local Tailors were preferred

1996-2006 Readymade was new concept
Arrow was best in class

Arrow reposi+oned as My dads brand

2008 Focus on lifestyle
23% CAGR

Compe++on from interna+onal brands:

2010 Louis Philippe, Van Heusan, Allen Solly,
Park Avenue
 Problem Statement

PREMIUM Engagement: Build

customer engagement in
Awareness: Brand SHIRT BRAND
changing environment
reposi+oning FOR THE and analyze consumer
PROFESSIONALS behavior
SWOT ARROW
Strengths
Weaknesses
1. Best-in-class quality with huge
market reach.
2. Early Mover advantages.
3. Premium brand image with 1. Loyalty Programs
presence in 55 countries Huge
brand equity 2. Consumer Engagement
4. Oering apparel for Men, Women
and Children

1. Build emo+onal connec+on with

consumers through dealers and
retailers 1. Compe++on
2. Tie-ups with oces and corporates 2. Brand switching high
3. Upgraded customers in India due to among young consumers
IT and Outsourcing 3. Online-Shopping
4. Shopping malls became popular
4. Price War
5. E-commerce and M-commerce
6. Social media boom!
Opportuni+es Threats
Brand Posi+oning Matrix ARROW
Superiority

Van Heusan
Park Avenue
Arrow Louis Philippe

Value for Money Expensive

Allen Solly Others

No change in product required

as such
Increase market share. Low Quality
Finishing the product befer will
afract more customer
Increase customer sa+sfac+on
Brand Engagement Plan His Work Rou+ne

Running, Gym Internet

Newspaper, Print Shopping
Flights
In oce
In +er-2 ci+es
Morning Day

Night

TV, Radio
Taxi MERU, UBER, OLA
Flights
Brand Engagement Plan Our Work Rou+ne
Half Marathon Flipkart, Amazon,
Mail pictures wearing Snapdeal
favorite Arrow Shirt, Be Mobile Apps - choose/
next model dene color of shirt,
design logo, winner
Arrow shirt
Morning Day Adver+se on Facebook,
YouTube, twifer
Coupons in Flights
In oce Corporate +e-
ups for company
Night embroidered logo shirts
Tier 2 ci+es Hyd,
Bangalore, Ahmedbd,
Pune, Kochi

TV, Radio - Adver+sements

Taxi MERU, UBER, OLA -
Coupons
Coupons in Flights
Brand Engagement Plan Holiday

Sponsor Events like

IPL, Cricket and
Football Matches
Mall: Make-up/scraf
Free Titan to knots (for women)
customers with 10k and lessons on how
Shopping vice versa to +e a double
windsor(men)

Hawaiian Shirt free Brand ambassador-

on purchase of ipod,
ipad
Holiday stylish, elegant, not
very young
Brand Engagement Plan Product

Design: Check,
Apple Cut, Slim t

Product

Well Finished -
neat edges, Colors
smooth
Thank You!