![]() ![]() Liberty shoes has seen revolutionary growth over the years owing to its strong supply chain operations and strong manufacturing units. 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. 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. The company established itself as the brand LIBERTY and became well known both nationally and internationally. 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 was officially incorporated as a Public Limited Company on September 1986 and got the Certificate of Commencement of business by the March of 1988. Liberty shoes manufactured and distributed its products exclusively in India till 1983. 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 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. Hence this completes the marketing mix of Liberty shoes. All these activities further help in promoting Liberty shoes’ brand image. In general, Bata prices its shoes at a very reasonable rate, something which is easily affordable and this is one of the key reasons of its growth. Bata generally prices a product to the nearest lower 9 digit figure of the actual price, which helps to attract more customers. It is also known to give freebies to children who have done feats of bravery and courage. It uses psychological pricing as its pricing strategy. 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. 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. To woo kids, Liberty shoes brings out a range of footwear featuring famous movie characters like the avengers from time to time. It does so as to draw an emotional connect between the customers and the endorsees. It also endorses lesser known sportsperson to push some of its brand. Liberty shoes uses the traditional method of promoting its products through digital media, print and TV advertisements. The promotional and advertising strategy in the Liberty Shoes marketing strategy is as follows: Liberty Shoes Promotion & Advertising Strategy: The brand also sells its products online to increase customer accessibility to its products. ![]()
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