With several brands in the premium top marketplace, the Arrow brand faced the challenge of balancing its premium organizations that had been nurtured before to generate the brand modernization. The concept of "premiumness" with respect to the category had undergone a shift, with equally powerful brands (comparable to the Arrow brand) reinforcing their placing on premiumness. Arrow faced several challenging decisions that involved its original positioning. The essential decision on revitalizing and strengthening the brand would be contingent on its particular competitors, competitive offerings from competing brands and also the understanding of consumers on Arrow and the analysis of the shifting environment.
The premium shirt marketplace had products that delivered similar functional aspects; and the distinction of brands was constructed by both functional characteristic placement and positioning that is symbolic. Alternating between both of these facets in environment and a dynamic type and balancing both aspects necessitated an approach that will bring several facets of consumer behavior towards a brand's strategy. As the opposition intensified, there was need for virtually any brand to delve in the finer aspects of consumer behavior rather than depend on the basic positioning strategies. There was a demand to analyze how consumer behavior strategies could contribute to the brand's positioning strategies. Should Arrow retain its class proficiency? Should the product retain its "country of origin" links? Should the brand center on the self-concept related to the consumer section? A medley of notions that may activate the next level of brand strategy of Arrow is the circumstance presented through this instance in an emerging market for example India.
PUBLICATION DATE: November 01, 2012 PRODUCT #: IMB385-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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