Managing the 4 P’s

1. Setting Product Strategy -

Setting product strategy refers to the foundation of a product life cycle and execution
of plan for further development. To set product strategy market research can become
one of the way by finding out what is current, what the future holds through target
marketing. This is done to achieve high level business objectives. This includes vision
and mission of the company.
Arvind mills is one of the most famous apparel brands in India offering jeans and
other denim products. Arvind mills has a wide product offerings as part of the product
strategy. Its product includes denim, woven knits, woven voile, shirting and khakis.
Arvind mills is a mixture of Indian as well as international brands and hence it has
variety of products. It is one of the largest denim producers of India and it also has a
worldwide sales of its products. To maintain its product quality the company
consistently invests in technology used for producing its products.

Vision - The vision of Arvind mills is to achieve global dominance in business built
around their core competencies through continuous product and technical innovation,
customer orientation and a focus on cost effectiveness.
Mission - The mission of Arvind mills is to provide clothing for the family, from
every walk and stage of life, for every occasion with a wide variety and excellent
quality of fabrics and garments.

2. Pricing Strategy -

Pricing strategy refers to the methods company use to price their products or services.
Almost all the companies now price their products on the basis of production, labor
and advertising expenses and then add some percentage of margin so as to earn
profits. Arvind mills provides high quality products but it also 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 other
global premium brands offering similar products like denims and jeans.
The pricing strategy in its marketing mix focuses on offering competitive rates and
competitors. This can be attributed to the fact that it has association with multiple
international brands, thereby incurring additional cost, but then also many of the
products are sold at reasonable rates by the Arvind mills.

3. Communication and Channel Strategy -

Without customers, a product or service cannot exist for long. A marketing strategy
helps a business to reach its targeted audience. It allows the business to effectively
communicate to the prospective consumer. It is a way to announce and inform the
public of a product or service and shoe consumers how they will benefit from what
you are selling and channel strategy will help in doing so because it refers to the
company’s plan of moving its product or services through the chain of commerce to
its potential customers. Channel strategy means to promote the product of the
company which compel the customers to buy the product.
Arvind mills uses all types of media channels to promote itself as well as its brand.
The company has used media channels like TV ads, print ads, online ads and many
more. The clothing apparel brand promotes itself through hoardings at important
location in prominent cities. Arvind mills promoted itself with famous celebrity brand
ambassadors for its sub brands Ruf-n-Tuf, NewPort and FlyingMchine respectively.
The brand has also organized fashion events to promote its products. It is also
involved in a lot of CSR activities.