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ive Position in the Indian Br
:resented Byhandranath Banerjeeebsadhan Chaudhary
unal Dadlanirantik Ghosh
ajat Saxena
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CONTENTS
Introduction
Apparel Industry
Analysis of Arvind s Brand Portfolio
Arvind s Competition
Growth Strategies
SWOT Analysis
PORTERS FIVE FORCES AnalysisBranding Strategies
Issues
Conclusion
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INTRODUCTION
q stablished in 1931 by the Lalbhai brothers.f Ahmedabad
q - ,irth of three new units in 1993 textile.elecom and garments division
q . .rvindBrands Ltd was a Rs 3 50 millionubsidiary Arvind Mills
q - , .ajor stakeholder ICICI 2004q rvindMills reacquired ICICI s stake by
.aising US$ 37 19 millionq %rvind Brands became 100 subsidiary of
.rvind Mills in 2005
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INTRODUCTION
q ll the brands under the Arvind name were.rowing at a healthy rate in 2004
q lans to sustain growth by increasing.etail presenceq aif Ali Khan appointed brand ambassador
.or the Newport brand in 2005q trategy was increasing distribution and
.enetrationq -ompetitive edge zero excise duty and
conomies of scale
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THE BRANDED APPAREL INDUSTRY
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NALYSISNALYSISF BRANDF BRANDPORTFOLIOORTFOLIO
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Parameters to judgeportfolio
:Maximizing brand equity one.brand should not harm others
Branding strategy according.to breadth and depth
,Segmentation targeting and.positioning of brands
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Breadth of brandingstrategy
vThe number and nature of different products.linked to the brands sold by a firm
vvv :Depends on
Aggregate market factorsCategory factors
Environmental factors
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Depth of a brandingstrategy
vNumber and nature of different brands marketed.in the product class sold by a firm
vvHelps in
Increase shelf presence and
retailers dependenceAttract consumers seekingvariety Increase internal competition
:Golden rule Maximize coverage andminimize
Brand overlap
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Arvind BrandBasket
FlyingMachine
Newport Ruf n Tuf Excalibur Launched 1980 1993 1997 1995
Age group 15-30 18-28 15-30 18 & Above
Price range 500-1000 300-500 299-699 500-1000
Difficultiesfaced
Hike in exiseto 8%
Hike in exiseto 8%
Distributionhurdle
----
Retailer own outlet own outlet Big Bazaar
Brand
ambassador
Abhishek
Bachchan
Saif Ali
Khan
Akshay
kumar
----
Tag Line Who NeedsPhoren?
The Measureof Success
---- ----
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InternationalBrands
Arrow Lee Wrangler TommyHilfigerLicensed Cluett,
peabody &co., USA
VFcorporation
VFcorporation
JV withMurjanigroup
Age group 27-35 4-14 & 17-25
17-25 &25-40
18 & Above
specifics Four sub
brandClassicPremiumUrbanSports
Adjudged
the imagesfashionaward mostadmiredJeanswear
brand
Fashion
consciousLovewearingdenim onweekend
Retailambiencewas givenimportance
Introduced
menssportswear,mensJeanswear,
junior
Jeanswear
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Why so many brands?
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Competitio
n
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Major Competitors Of ArvindBrands
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Madhura Garments
v It s was the garment division of.Indian Rayon and Industries Ltd Aflagship company of the A V Birla
.Group CompanyvvOwns perpetual license for premier
,brands like Louis Philippe Van, , ,Heusen Allen Solly Peter England, ( ).Byford Elements and SF San Frisco
vvPreferred global supplier of
-international brands like Marks and
, , ,Spencer s Tommy Hilfiger Polo Ralph
, .Lauren and several othersvv It distributes its brands through
its own retail chains namely Planet.Fashion and Trouser Town
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Brand Portfolio of MaduraGarments
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RAYMOND APPAREL LTD
% ,A 100 subsidiary of Raymond Limited. ( )Raymond Apparel Ltd RAL ranks amongst
India's largest and most respected apparelcompanies
They provide the best of fabric and stylethrough some of the country s mostprestigious brands Raymond Finely Crafted
, , , ,Garments Manzoni Park Avenue ColorPlus, !Parx Notting Hill and Zapp
All of Raymond s brands are available at, exclusive brand stores The Raymond Shop-retail outlets and multi brand outlets
across India and the Middle East
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RAYMOND s BRAND PORTFOLIO
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INDUS LEAGUE
- .,Indus League Clothing Ltd was founded on 14th April-1999 by a team of eight top flight management
.professionals from the clothing industry Theseprofessionals have established a reputation for
creating and building some of the most successful.fashion brands in South Asia and the Middle East
Within an year Indus League had transformed itselffrom a new entrant into a company that has launched
two fashion brands namely Indigo Nation and Scullers
-Indus League has a portfolio of Three proprietary-brands ndigo Nation , Scullers and ealous
.covering different segments of the fashion market
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&LEVI STRAUSS
.CO
v ,Founded in 1853 by Bavarian immigrant Levi Strauss& .Levi Strauss Co is one of the world's largest
-brand name apparel marketers with sales in more than
110 countriesvv In 2009 it completed 15 years in Indiavv It expanded its portfolio from being a jeans only
brand to emerge as the complete casual wear brand
vv - , ,4 sub brands Sykes 501 Red Tab and Red Loop
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Levi Strauss s BrandPortfolio
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PROVOGUE
,The Company was incorporated on November 11 1997 as Acme.Clothing Private Limited
.Provogue stands for fashion and not pure apparel Its designsare contemporary and cutting edge
Provogue s brand statement Redefining fashion and its
innovative merchandise have created a niche in the minds of.its consumers
The brand is retailed through selective stores in the,country and leading National Chain Stores like Shopper's Stop
, , .Lifestyle Globus Westside etc,More importantly Provogue is also retailed through a chain
" "of exclusive brand outlets called Provogue Studio
:PROVOGUE S PRODUCT RANGE INCLUDE, - , , & , ,INNERWEAR T SHIRT BOTTOMS JACKETS BLAZERS DENIM, , , ,FORMAL SHIRTS LINEN SHIRTS CASUAL SHIRTS FOOTWEAR
, , , ,SUNGLASSES FRAGRANCE CAPS BAGS BELTS
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ARVIND S GROWTH STRATEGY
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( ..)ARVIND S GROWTH STRATEGY Cont
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SWOT ANALYSIS
Strong portfolio of domestic and international brands
Economies of scale through complete integration
Latest manufacturing tools
Wide geographical presence
STRENGTHS
WEAKNESSLack of fresh ideasPresence in only big cities
Not doing enough to build brand equity
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PORTERS FIVE FORCES MODEL
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COMPETITIVERIVALRY
Competitors adoptingaggressive growth strategiesas well as eyeing top cities
Huge number of competitors
Stiff competition from smalltown stores and specialty
stores
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THREAT OF NEW ENTRANTS
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THREAT OF
SUBSTITUTES
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BARGAINING POWER OF SUPPLIERS
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BARGAINING POWER OF CUSTOMERS
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BRAND HIERARCHY
q The apparel industry did not follow the umbrella branding
strategy
q Arvind divided its brands into 4 clusters and each cluster had
its distinct marketing strategies
orporate or Company Brand: Arvind Millsamily Brand: .Arvind Brands Ltd
ndividual Brands- icensed Brands: , , ,Lee Wrangler Arrow
Tommy Hilfiger- -n House Brands: ,Newport Ruf n Tuf
Modifier: Leesures by Lee
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&POPPOD
, .In this case Arvind sPOD s are not well defined Their
,offering target audience and positioning is very similar
.to its competitors
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CHANNELSTRATEGIES
Arvind was shifting its focus from multi brand and
-small town stores to company owned stores
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&PUSH PULLSTRATEGIES
.Arvind mainly concentrated on Pull strategy ex endorsements
& .by Bollywood stars like Akshay Saif Push Strategies
-weren t required as they were concentrating on company owned
stores
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OTHER CONCEPTS
rand Extension : when different products are manufactured. . -under same brand name Ex Arrow started off as a shirts only
,brand then diversified into casuals jeans and accessories like
, .belts wallets etc
:orward Integration , ,Arvind Mills which manufactured fabrics-integrated vertically forward by launching its in house brands
.and retail stores
:rand Endorsement associating a popular figure as the brandambassador to give the brand a personality and strengthen its
.positioning ex Action star Akshay Kumar was roped in to endorse
& .Ruf n Tuf to give it a tough rugged look
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ISSUES
q Lack of new ideas
q Inability to keep up with the changing market
demands
q -Unwilling to place its products in multi brand- ,stores thereby losing customers in the tier II
-tier III cities
q Tough competition from local and international
players
q Just one offering for the bottom of the pyramid
( )Ruf n Tuf
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