Professional Documents
Culture Documents
THE COMPANY: Liberty Shoes Ltd. is the only Indian company that is
among the top 5 manufacturers of leather footwear in the world with a
turnover exceeding U.S. $100 million.
Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal allowed their vision to
cross every barrier and brought cutting-edge technologies to their own
country. Within a short span of time, the name, Liberty became a
synonym to quality footwear in the domestic market and this encouraged
the company to invest further for enhancing production capacities and to
cater to the demands of international markets.
CORPORATE SAGA: With people as its leitmotif, Liberty, has for over 50
years, always stayed in touch with the aspirations of every successive
generation even as it developed the largest range in the industry catering
to every income bracket and age segment. Using the patented
' Humantech ' approach that combines the best of talent with the latest in
technology. From the price-conscious, value for money seeking buyer to
the trendy, global, price-indifferent customer from the with it all attitude
teenager to the conservative seen it all adult, just about everybody today
finds a good reason for being in Liberty.
Liberty is today consolidating and expanding its following from the fashion
alloys to the sidewalks with styles that compliment the newest most
happening trends. And also by turning footwear selling into a byword for
personalized service in an ambience of five star comfort. This can be
experienced in the hundreds of Liberty five star showrooms and shoe
stations in India and abroad.
It's all about making a difference in the lives of thousands of people all
over India by ensuring direct and indirect employment. Creating wealth,
sharing prosperity, and generating progress. For Liberty, there can be no
greater honour than that and no bigger reason for walking tall.
Liberty has something for every occasion, for every income bracket &
every age group. It pampers its customer by keeping pace with global
footwear fashion trends & by walking that extra mile which is why, special
care has been taken to make sure that the outlets' design meets the
specific needs & taste of the target groups.
Apart from the existing brands, Liberty is busy fashioning the look of the
future in footwear. Introducing new designs that redefine styles and
comfort associated with the finest in workmanship.
ACTION GROUP
THE COMPANY: The Action group is one of the India's leading business
conglomerates. The group commenced its operations as a source of
footwear and its components in domestic and export markets and became
the market leader for footwear in India. Driven by business processes that
are dynamic, quality that is world class, and an innovative approach to
understanding market dynamics, the Group moved its core competence
into other diversified fields such as: (API) Chemicals and Plasticizers,
(MICROTEK) Computer Monitors and Peripherals, Power Back Up/Inverters,
(OKAYA) Batteries, (SUN CITY) Housing Projects and (SRI BALAJI ACTION
MEDICAL INSTITUTE) Health Care.
With a vision to cater the needs of nation & meeting the challenges of
global markets, and contribute towards country's economy, the Group has
embarked on a journey towards a steel and power generation venture.
ACTION SHOES:
Action Shoes was incorporated in the year 1972. The beginning was with a
Today, Action is synonymous with quality footwear for the whole family-
ranging from casuals to formals from daily wear to sports wear and from
an elegant collection for ladies to a fun range for kids. Action Shoes is the
highest shoe producer in the country with more than 100,000 pairs every
day and revenues in excess of 100 million dollars. We have a network of
more than 50,000 retail outlets all over India to sell our footwear, which
are being supported by more than 500 distributors throughout the country
and this ensures that the customer wherever located is served efficiently.
Action has had the best media campaigns which have set a high bench
mark. Our brand have been associated with the world known sports
celebrities like Kapil Dev, Sachin Tendulkar, Ajay Jadeja and so on is the
list of different celebrities of different fields including Indian Cinema like,
Amrish Puri, Mahima Chaudry, Apoorva Agnihotri, Aman Talwar, Renuka,
Pallavi Joshi etc.
These principles are central to the values of Action group and guide
business activities. At Action group constantly strive to be the best and
responsible corporate citizen and extends support to various social
organizations. They are able to reach out to a diverse range of families
and communities, and they do it in many different ways.
The Action group runs "Lala Muni Lal Mange Charitable Trust" since
1977. Today it is engaged in various kinds of charitable activities. It is
running an 80 - bedded hospital at Hissar (Harayana). This hospital has
been working since 1979. It also started a day care OPD in 1984 at Daya
Basti, Delhi.
BRANDS: The brand ' ACTION ' has been able to maintain its aura of
exclusivity and distinction since its first pair of non-formal sporty shoes hit
the stores. It continues to be the most preferred brand in India.
With the growing popularity, proliferation comes along. The company has
elaborated the brand concept by launching a variety of sub-brands and
shoes to suit different occasions. The new products were coined with
attractive catchword, thus helping the customers finding the right shoes.
CORPORATE PORFOLIO: For more than 30 years Action has been
manufacturing top quality footwear and its components for the domestic
and export markets.
Their clientele includes… Asian Paints, Asashi India Glass, Jet Airways,
Hindalco Industries, Maruti Udyog Ltd, Samsung India Ltd, Indian Army,
Indian Air Force, Delhi University, Park Royal, Parle Biscuits, Mother Diary,
Hyatt Regency, Le- Meridian and many more.
BATA
THE COMPANY: Bata is one of the world's leading footwear retailers and
manufacturers with operations across 5 continents managed by 3 regional
meaningful business units (MBUs). The MBU approach provides quality
resources and support in key areas to the companies operating in similar
markets such as product development, sourcing or marketing support.
Each MBU is entrepreneurial in nature, and can quickly adapt to changes
in the market place and seize potential growth opportunities.
Bata's strength lies in its worldwide presence. While local companies are
self-governing, each one benefits from its link to the international
organization for back-office systems, product innovations and sourcing.
THE PRESENT:
BATA’S OFFERING:
• Hush Puppies
• Bubblegummers
• Scholl
• North Star
• Power
• Maire Claire
MARKETING STRATEGY OF LIBERTY SHOES:
• Bata India is the largest company for the Bata Shoe Organization in
terms of sales pairs and the second largest in terms of revenues.
• Bata India has more than 1250 stores across the Country.
BATA : WRONG TARGET
• This segment was not sizable for a company like Bata and the
segment did not gel with Bata’s distinctive competence.
• The top end of the market suddenly became the main focus of the
company and it forgot its bread-and-butter shoes that had given the
company its identity.
• The year 1995 saw the company running a loss of Rs. 42 crores.
After learning the lesson the hard way, Bata did an about-turn from its
adventure with high-end segment and returned to the mass segment.
• Target new market (ladies and kids) - Filling the missing 45% pie of
footwear market
BATA OVERVIEW:
BASIS OF
COMPARISON