Published by MBA Skool Team, Last Updated: December 23, 2018
Marketing Strategy of Arvind Mills analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Arvind Mills marketing mix, help the brand succeed.
Arvind Mills marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Arvind Mills Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Arvind Mills Product Strategy:
The product strategy and mix in Arvind Mills marketing strategy can be explained as follows:
Arvind Mills is one of the most popular apparel brand bases out of India offering jeans and other denim products. Arvind Mills has a wide product offering as a part of its marketing mix product strategy. Its product portfolio includes Denim, wovens, knits, woven, voiles, real estate, retail, telecom, engineering agri-business, advanced material, and the Arvind Store. Arvind Mills has a strong portfolio which is a mix of Indian and International brands, hence more variety. It is one of the largest denim producer in India and has a strong worldwide sale as well. The company has consistently invested in technology used for producing denim for its products.
Image: company website
Arvind Mills Price/Pricing Strategy:
Below is the pricing strategy in Arvind Mills marketing strategy:
Arvind Mills offers high quality products but keeps its products affordable and competitive.
Some of its products are slightly highly priced as compared to other brands. But products from Arvind Mills are priced lesser than global premium brands offering similar products like denims and jeans. The pricing strategy in its marketing mix focuses on offering competitive rates vis-à-vis competitors. This can be attributed to the fact that is has associations with multiple international brands, thereby incurring additional cost. Also, many of the products are sold at a reasonable rate by economies of scale.
Following is the distribution strategy in the Arvind Mills marketing mix:
Arvind Mills and its products are available across several geographies across India. Most of the brands of Arvind have their own outlets they own. Apart from that, they have tie-ups with other retail chains including Megamart- one of the biggest retailers in the world. It has its own Arvind Store (with over 200 stores) for all the brands.
It has positioned itself as a brand anyone can afford, and targets middle to higher income groups.
Arvind Mills Promotion & Advertising Strategy:
The promotional and advertising strategy in the Arvind Mills marketing strategy is as follows:
Arvind Mills uses all types of media channels to promote itself as well as its brands. The company has used media channels like TVCs, print ads, online ads etc. The clothing and apparel brand also advertises through OOH as well as hoardings at important locations in prominent cities. Arvind Mills promoted itself with famous film celebrity brand ambassadors for its sub-brands Ruf-n-Tuf, NewPort and Flying Machine respectively. The brand has also organized several fashion events showing its product offerings. Also, it does a lot of CSR activities like Sharda Trust for the poor, hence enhancing their brand image. Hence this completes the marketing mix of Arvind Mills.
About Arvind Mills:
Arvind Mills is the flagship company of Arvind group, started in 1931. Its aim is to provide high quality fabric. This textile company is based in Ahemdabad, Gujarat. It owns brands like Newport, Excalibur, Flying Machine and has liscensed Tommy Hilfiger, Arrow for sales in India. Arvind Mills has tie-up with Megamart and owns retail chains, namely The Arvind Store and Unlimited.
The company is a billion dollar conglomerate, competing with several global brands worldwide. Arvind Mills has more than 40,000+ employees in the work force.
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