Liberty Shoes Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: January 26, 2019
Marketing Strategy of Liberty Shoes 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 Liberty Shoes marketing mix, help the brand succeed.
Liberty Shoes marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Liberty Shoes Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Liberty Shoes Product Strategy:
The product strategy and mix in Liberty Shoes marketing strategy can be explained as follows:
Liberty shoes is one of the leading shoe manufacturers based out of India. Liberty Shoes offers a variety of products for men, women and kids and different occasions. They offer products for formal occasion, casual wear, part wear, sporty casuals, comfort wear, flipflops, school shoes etc as a part of their marketing mix product portfolio. They have various sub brands like Healers, Aha, Coolers, Fortune, Force 10, Gliders, Windsor, Leap 7x for men. They also have Healers, Force 10, Gliders, Senorita, Lucy- Luke, Tiptop, AHA and Leap 7X and Freedom, Warrior and Workman for kids. Liberty shoes also offers wedding shoes for traditional occasions. Overall Liberty shoes has over 16 brands and produce both leather and non-leather shoes and apparels. The retail channel of Liberty shoes is called “Revolutions Store”. The brand also offers high fashion products to its customers. As compared to its humble beginnings of 4 pairs a day, today the brand produces over 50,000 pairs a day.
Image: company website
Liberty Shoes Price/Pricing Strategy:
Below is the pricing strategy in Liberty Shoes marketing strategy:
Liberty shoes offers a wide range of products to its customers covering every age group and income category.
The products are priced based on their type and come at different price levels. The brand also offers discounts up to 50% during a sale and offers in which customers can get vouchers and discounts based on previous purchases. Some of the Liberty shoe products like those based on high fashion are premium priced owing to the horde of famous designers who have designed it.
Following is the distribution strategy in the Liberty Shoes marketing mix:
Liberty shoes has made its presence felt in over 25 countries including countries like France, Germany and Italy and has over 1000 exclusive showrooms across the globe. In India itself the brand has 400 showrooms to its name. Liberty shoes is also known for its revolutionary supply chain and distribution networks. It has a distribution network of 100 distributors and more than 5000 multi brand outlets.
The brand also sells its products online to increase customer accessibility to its products.
Liberty Shoes Promotion & Advertising Strategy:
The promotional and advertising strategy in the Liberty Shoes marketing strategy is as follows:
Liberty shoes uses the traditional method of promoting its products through digital media, print and TV advertisements. It also endorses lesser known sportsperson to push some of its brand. It does so as to draw an emotional connect between the customers and the endorsees. To woo kids, Liberty shoes brings out a range of footwear featuring famous movie characters like the avengers from time to time. The company has ventured into high fashion and has tie ups with famous designers like Rohit Bal, Rajesh Pratap Singh, Rina Dhaka, Rohit Gandhi, Ashish Soni and Suneet Verma to curate footwear to match their fashion apparels. Liberty group is also engaged in CSR activities and have “HumanTech” centres that are manufacturing units known to recycle water, reduce dust and have minimal to no noise pollution. It is also known to give freebies to children who have done feats of bravery and courage. All these activities further help in promoting Liberty shoes’ brand image. Hence this completes the marketing mix of Liberty shoes.
About Liberty Shoes:
Liberty shoes was established by the name of Pal Boot House by its founders Dharam Pal Gupta, Purshotam Das Gupta and Rajkumar Bansal and started out as small manufacturing unit that produced 4 pair of shoes per day. Liberty shoes set up its first factory in 1982 and manufactured products at par with its global competitors and sell it in the domestic market of India. Liberty shoes manufactured and distributed its products exclusively in India till 1983. The company was officially incorporated as a Public Limited Company on September 1986 and got the Certificate of Commencement of business by the March of 1988. The company decided to go global in the year 1991 when it manufactured under the name of M/S Liberty &Go, with M/S Gorky Production & shoes Unit, Gorky as a joint venture in Russia. The company established itself as the brand LIBERTY and became well known both nationally and internationally. By 1994 the company had completed 5 decades of operation as Liberty Group and by 1995 it had around 10 sub brands catering to a diverse set of customers. Over the years Liberty shoes diversified into retail business and by 2003 as a part of company restricting process the retail business and shoes business was split into two different segments for better manufacturing and production. Liberty shoes has seen revolutionary growth over the years owing to its strong supply chain operations and strong manufacturing units.
The company now aims to be a Rs. 1,000 Crore Company.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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