Description
CASE STUDY OF LIBERTY
Campaign: Liberty Road Show
Client : Liberty Agency: Rashi Entertainment Pvt. Ltd. Background: Established in 1954, Liberty Shoes Limited (LSL) is based in Karnal, Haryana. Sold through 6, 000 multi-brand outlets and 350 exclusive showrooms, it has a presence in 25 countries with almost 50 showrooms outside India. With an annual turnover exceeding US $ 2000 million, Liberty figures amongst the top 5 manufacturers of leather footwear of the world producing more than 50, 000 pairs a day. Penetrating through almost all the Indian markets, Liberty targeted the South Indian market also that proved to be one of the strongholds for their line Liberty Foot Fashion for the fashion footwear category. But slowly it started losing its grip in the market. Challenge: South India is a difficult market for any brand because of its culture,customer preferences and buying behaviors. Though it was one of the strongest markets for Liberty, the brand started experiencing marginal decrease in sales and also faced tough competition from competitors – Bata and Action shoes. One of the biggest barriers that the company faced was the ‘cultural barrier’. It was difficult to understand the needs, requirements and purchasing behavior of the market and language barrier added to the difficulties especially in the rural towns of Karnataka. The sharp dip in sales attracted the immediate attention of the brand. Liberty realized that it had less aware target audience in the rural areas of Karnataka. The visibility of the competitors was higher. This called for an action from Liberty.
Strategy: Liberty adopted a more experiential route of marketing with this activity. They came up with the road show! The road show came as a rejuvenating solution for the brand. Liberty realized that it needed to create awareness, excitement and spread the aura of the new line Liberty Foot Fashion and through the road show seemed to be the answer. Liberty wanted to tap the growing market in the small cities and towns with their new product. The activity, after a lot of research and study of the consumer buying behavior, targeted both the urban and the rural segments. Execution: A Tata float of 17 feet was attractively branded for the tour, which was strong enough to stand the heat and dust of cities, towns and villages. The activity involved creating a buzz in markets, residential areas and other public places, and involved a sales representative spreading awareness of the new product amongst customers. A team of dancers were called for entertainment. Everyday a 45 minute pilot activity was carried out at least in 6 locations in every city. Result: The result was there for all to see. The road show increased the popularity by creating awareness, which further led to increased sales. Although the activity did not target sales, an average of 15 per cent increase in sales was registered during the entire activity every day. The activity proved to be an excellent Brand Awareness Programme with onthe-spot sales
doc_769476786.docx
CASE STUDY OF LIBERTY
Campaign: Liberty Road Show
Client : Liberty Agency: Rashi Entertainment Pvt. Ltd. Background: Established in 1954, Liberty Shoes Limited (LSL) is based in Karnal, Haryana. Sold through 6, 000 multi-brand outlets and 350 exclusive showrooms, it has a presence in 25 countries with almost 50 showrooms outside India. With an annual turnover exceeding US $ 2000 million, Liberty figures amongst the top 5 manufacturers of leather footwear of the world producing more than 50, 000 pairs a day. Penetrating through almost all the Indian markets, Liberty targeted the South Indian market also that proved to be one of the strongholds for their line Liberty Foot Fashion for the fashion footwear category. But slowly it started losing its grip in the market. Challenge: South India is a difficult market for any brand because of its culture,customer preferences and buying behaviors. Though it was one of the strongest markets for Liberty, the brand started experiencing marginal decrease in sales and also faced tough competition from competitors – Bata and Action shoes. One of the biggest barriers that the company faced was the ‘cultural barrier’. It was difficult to understand the needs, requirements and purchasing behavior of the market and language barrier added to the difficulties especially in the rural towns of Karnataka. The sharp dip in sales attracted the immediate attention of the brand. Liberty realized that it had less aware target audience in the rural areas of Karnataka. The visibility of the competitors was higher. This called for an action from Liberty.
Strategy: Liberty adopted a more experiential route of marketing with this activity. They came up with the road show! The road show came as a rejuvenating solution for the brand. Liberty realized that it needed to create awareness, excitement and spread the aura of the new line Liberty Foot Fashion and through the road show seemed to be the answer. Liberty wanted to tap the growing market in the small cities and towns with their new product. The activity, after a lot of research and study of the consumer buying behavior, targeted both the urban and the rural segments. Execution: A Tata float of 17 feet was attractively branded for the tour, which was strong enough to stand the heat and dust of cities, towns and villages. The activity involved creating a buzz in markets, residential areas and other public places, and involved a sales representative spreading awareness of the new product amongst customers. A team of dancers were called for entertainment. Everyday a 45 minute pilot activity was carried out at least in 6 locations in every city. Result: The result was there for all to see. The road show increased the popularity by creating awareness, which further led to increased sales. Although the activity did not target sales, an average of 15 per cent increase in sales was registered during the entire activity every day. The activity proved to be an excellent Brand Awareness Programme with onthe-spot sales
doc_769476786.docx