Devising a marketing plan for U.S.Polo Assn.
Student name: Mr Arpit Kumar
Guide: Dr Ritika Mahajan
Year of completion: 2017
Host Organisation: Arvind Lifestyle Brands Limited, New Delhi
Supervisor (Host Organisation): Mr Vishesh
Abstract: Styles may be short lived, but for well over seven decades Arvind has been defining and shaping
many a collection and trendsetting styles across the ramps and retail outlets of the fashion
capitals of the world. Arvind is today synonymous with a vast range of lifestyles products - be it
fabrics or brands. Time and again we have been called to produce some of the finest fabrics and
exacting dresses for some of the world's most quality conscious brands - while evolving our own
extensive brand portfolio.
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due
to the entry of several new players. It accounts for over 10 per cent of the country’s Gross
Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-
largest global destination in the retail space.
The main purpose of this study is to map the potential of U.S.Polo denims and trousers within
the retails stores of Delhi NCR. The aim of the project is to understand and gauge the individual
contribution of denims and trousers of U.S.Polo Association as a part of overall retail and
thereby devise a plan of action to increase the same. Apart from this, a part of the project also
involves bridging the gap between the consumers and the company. In addition to this, the report
also includes various recommendations for the upcoming retail stores of U.S. POLO Denim &
Co.
The outcome of the study gives us a brief overview of what the customer expects from the
company. Along with that, it helps us to bridge the gap between the customers and the company.
