Liberty is a well-known brand for shoes made of leather in India, and I bet you’ve never known or heard about the information of this company.
, and its headquarters are located in Karnal, which is located in the state of Haryana. In the year 1954, the business was first established by Dharam Pal Gupta, Purshotam Das Gupta, and Rajkumar Bansal.
In the beginning, he was only able to make four pairs of his shoes every day in a little factory in Haryana. At this time, we produce 50,000 pairs each and every day.
The way everything first got started
When three close friends took the choice to uproot their lives and start over, this was the beginning of Liberty’s adventure. It began as a small firm in Haryana. The meaning of the term “liberty” was inspired by India’s long history of independence and commitment to freedom. The original moniker of the establishment was the Pal Boot House.
He started making traditional leather shoes and selling them to customers. Because there was a need for shoes of a higher quality that were available at prices that were more affordable, Freedom dutifully entered the zero-mid zone of the Indian market.
Ten years ago, in 1964, the Liberty brand was launched and since then, it has been in existence. During the course of this year, they also received their first purchase from overseas customers. We’ve grown to a sizeable staff of 4,000 people, and we have 400 specialty showrooms located all throughout the nation.
1986 was the year when the corporation was formally organized as a public limited company. In addition, the company created a partnership in Russia in the same year, 1991, and gave it the name M/s Liberty.
Liberty decided to establish the official sub-brand “Force 10,” which resulted in a significant increase in sales. His company is responsible for the daily production of 50,000 pairs of shoes, making him the second largest shoe manufacturer in the world.
The marketing strategy of the Liberty brand and the primary factors that have contributed to its phenomenal success
The development of extensive product lines and the formulation of a marketing strategy that is concentrated on those products that facilitate quick brand growth are the primary focuses of the firm. Some of the things that have contributed to its phenomenal success are as follows:
Using the vast potential of the internet as a potent marketing weapon
Liberty has leveraged a variety of e-commerce websites in order to promote its leather and synthetic shoe and handbag lines as well as its other product lines. In addition to this, they make efficient use of various social media channels in order to sell their brand to younger audiences. The development of a devoted customer base for our wares is facilitated by the skillful integration of offline and online product marketing techniques.
Particular clientele:
A substantial portion of Liberty’s clientele is committed to the brand. Leather is a highly sensitive material that also has a strong brand-oriented approach when it is worn on the skin. Liberty has capitalized on this to establish a dependable and receptive customer base.
High value for the recall of the brand
The Liberty brand is well-known for its footwear and luggage, in addition to having a high recall value. In India, the business maintains not just a sizeable share of the market but also a strong customer penetration rate and a prominent brand name. Customers are able to identify companies quite fast and act independently.
Maintain the greatest possible standard.
The brand Liberty needs no introduction; it is well-known for providing its customers with the highest-quality leather and PVC footwear and handbags that can be found. They have a sizeable share of the market and a strong reputation for producing items of superior quality at prices that are competitive.
The new approach to the pricing structure
The pricing and marketing tactics of brands are thoughtfully arranged in a strategic manner to appeal to all segments of society. Because they provide a diverse selection of products ranging in price from low to high and make long-lasting goods for their clients, consumers are able to choose things simply depending on the price range in which they fall.
Develop innovative and one-of-a-kind design ideas in order to achieve a competitive advantage and achieve higher profit margins.
The variety of products available
Liberty, one of the most successful businesses in India, has developed its own unique approach to marketing. They create items in a wide range of industries and have a big number of shoe variants available for purchase. There are some subbrands that have achieved a level of popularity comparable to that of the primary brand.
Because we provide such a broad range of items, we have been able to stay one step ahead of our rivals in the market. They also offer shoes that are suitable for use in medical settings and weddings.
Competing with one’s competitors
Since there is a lot of rivalry in the leather and footwear industry, Liberty has initiated a marketing effort that is particularly aggressive. This company offers eco-friendly footwear for purchase and maintains an extensive distribution network. In addition, each pair of shoes is put through a series of tests before being sent to retailers.
Wide distributional web of interconnected networks
Over one thousand of Liberty’s specialist showrooms may be found in over 25 different countries across the world. There is a forward-thinking supply chain since there are over 5000 multi-brand retailers and a distribution infrastructure that can be linked together.
They also sell their products online and provide substantial price reductions on certain products. There are a number of different shops that offer products from Liberty.
- Motion
Liberty is a brand that has a reputation among younger generations for being one that is forward-thinking. His advertising tactics are innovative, and they are geared toward attracting the attention of younger people.
In addition, in order to establish a strong campaign, the company emphasizes its slogan, which is “Come Express Yourself.” Additionally, the middle-aged are the focus of their marketing, and their commercials usually feature men from ordinary families.
In Liberty’s most recent advertising campaign, the well-known Indian actor Hrithik Roshan appears in a number of different ads. The slogan “Fashion is comfort” is well shown in this example from the advertisement. The actor is seen dancing around him while playing the drums as the other actors perform around him.
For Liberty, quality and sophistication have been at the forefront of all marketing efforts. The corporation has produced a variety of compelling advertisements that showcase its products. Because of advertising, customers might get a sneak peek at newly released products.
- Conclusion
The Indian company Liberty is focused on the Indian market since it is a homegrown brand in that country. They have been a dominant influence in the leather industry for more than half a century. We are known across the industry for delivering leather of the finest possible quality.
They are well-known for maintaining high standards of both the ethics of their employees and the happiness of their customers. They have also been shown to be the most reliable brand even during difficult economic times, which is another achievement to add to their already impressive list of accomplishments.
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