Arrow Loyalty Programme Enhancement

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Arvind Lifestyle Brands Ltd.
Brand:

Strategy to enhance the loyalty of the Arrow Aristocracy Program members SIP Report submitted in partial fulfilment of the requirements for the PGDM programme

By Sreechand Nambiar

Supervisors: 1. Mr. Aashish Benjamin Oommen
2. Prof. Shiv Nath Sinha

Institute of Management Technology, Nagpur
2010-2012
Table of Contents
1. Acknowledgement........................................................................................................4 2. Executive Summary......................................................................................................5 3. Introduction..................................................................................................................6 a. Arvind Mills......................................................................................................6 b. Arvind Brands Limited....................................................................................6 4. Objectives of the study.................................................................................................9 5. The Apparel Industry and the Competition...............................................................9 c. Industry Overview............................................................................................9 d. Brand Communication...................................................................................11 e. Fashion Industry in India...............................................................................12 f. Change in the fashion industry......................................................................13 6. Arrow – The Brand....................................................................................................14 g. The Arrow collar man....................................................................................14 h. Arrow in India................................................................................................15 i. Arrow at Arvind Brands................................................................................15 j. Arrow Offerings.............................................................................................16 7. Functional working – Arrow Aristocracy Program................................................17 8. Methodology followed................................................................................................19 k. Questionnaire..................................................................................................19 l. Cities covered..................................................................................................20 m. Key Hypothesis...............................................................................................20 9. Observations...............................................................................................................21 n. Gold members................................................................................................21 o. Silver members...............................................................................................26 p. Blue members.................................................................................................28 q. SWOT Analysis..............................................................................................29 10. Hypothesis results .....................................................................................................30 11. Recommendations......................................................................................................31 r. From customers............................................................................................31 s. Own...
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