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Marketing strategies of Liberty Footwear

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1
1 .About Liberty Foot wears
Liberty Shoes have been fashioning for Liberty Foot wears all over 50 years now,for the style-
conscious people around the globe. Currently with an annual turnoverexceeding INR.600 crore
(U.S. $150 million), Liberty Foot wears figure amongstthe top 5 manufacturers of leather Foot
wears of the world producing more than50,000 pairs a day using a capacity of more than 3 lacs
square feet of leather permonth. Helping us dress up the feet of the fashion-driven and quality-
seekingcustomers in more than 25 countries, which includes major international
fashiondestinations like France, Italy and Germany, is our worldwide distribution network of 150
distributors, 400 exclusive showrooms and more than 6000 multi-brandoutlets. Our committment
to quality is also evidenced by our ISO 9001: 2000certification.
2. Corporate Philisophy
“Liberty as a brand is constantly evolving to keep pace with the changing trends ,styles , beliefs
and aspiration of people”
Innovation, technology and advancement constitute the core of the corporatephilosophy of the
Liberty Group. Liberty Foot wears at Liberty, boast of ourhealthy and heart-felt respect for
the human ethos and Liberty Foot wears greet thearrival of the new with a sincere and deep
regard for the old.Liberty as a brand is constantly evolving to keep pace with the changing
trends,styles, beliefs, and aspirations of people while maintaining the sanctity of richtraditions
like workmanship and values.

2
Vision
The Group is committed to achieve the highest performance standards in each areaof its
business. It envisages itself as the most trusted name all over the world.
Mison

It’s the mission of the Liberty Group to continuously improve the quality of its
products using cutting-edge technologies and following the latest trends. The groupemerged with
an enthusiasm to offer world-class products to its countrymen and itwill carry forward the same
attitude along with the determination to be the globalleader.
A vision with an attitude
The goal of an organization gets reflected in its mission and vision. Liberty Footwears at
Liberty, feel the pride of having a goal that inspires us to operate for theadvancement of the
people .

3
3.GROUP OF COMPANIES
Liberty Foot wears
Liberty Foot wears is the only Indian company that is among the top 5manufacturers of leather
foot wears in the world The company has a turnoverexceeding U.S. $100 million and produces
more than 50,000 pairs of Foot wearsper day. The company produces varieties of ranges
covering virtually every agegroup and income category. The products are marketed across the
globe through150 distributors, 350 exclusive showrooms and over 6000 multi-brand outlets,
andsold in thousands every day in more than 25 countries including fashion-driven,quality-
obsessed nations like France, Italy, and Germany. To manufacture world-class Foot wears to
its people, the Group started its journey. Today, Liberty ShoesLtd. is manufacturing not only for
domestic market but also for its customers allover the world.

4
L
ertyW
ibitew
h
are
With innovations inbathroom products and accessories that go beyond graceful lines,
the company issetting new standards in the Indian ceramic sanitary ware industry.
The productsbreak the mould to achieve balanced and coherent integration of space, form,design
and comfort. It is redefining the bathroom as a treasured sanctuary toluxuriate in. Liberty
Whiteware is a part of the Rs. 350 crore Liberty Group, and itis taking the concept of luxury to a
new level of excellence.Liberty White is taking luxury to a new level of excellence. Through
itsunmatched products, the company is virtually redefining the bathroom as anepitome of
luxury.With innovations in bathroom products and accessories that go beyondgraceful lines, the
company is setting new standards in the Indian ceramicsanitary ware industry. The products
break the mould to achieve balancedand coherent integration of space, form, design and comfort.
It is redefiningthe bathroom as a treasured sanctuary to luxuriate in.Liberty Whiteware is a part
of the Rs. 350 crore Liberty Group, and it is

5
taking the concept of luxury to a new level of excellence.
Liberty Retail Revolution
In the elite shopping avenues of fashion capitals "Revolutions" has begun its walk.The fashion
accessory and Liberty Foot wears stores have begun operations inChennai, Bangalore, Mumbai,
Kolkata, Hyderabad, Pune, Indore and Lucknow.These are company managed and owned outlets
where the emphasis is to deliverhigh fashion to the customers backed by quality service making
it a delightfulshopping experience. Liberty showrooms enter the international market as
thecompany has plans of opening more revolution showrooms nationally
&internationally.Through its chain of retail outlets, Liberty Retail Revolution is offering
delightfulshopping experience to the customers, which is backed by quality and elegance.

6
A success story originates in a vision. Liberty Group was the vision of threedreamers who
thought of producing an Indian brand of foot wears to make a basicnecessity available to their
countrymen. Mr. D P Gupta, Mr. P D Gupta and Mr. RK Bansal looked beyond the geographical
boundaries and brought cutting-edge
technologies to their own country. Soon the name, “ Liberty ” became synonym to
quality in the domestic market and this encouraged the company to invest furtherfor enhancing
production capacities and to cater to the demand of internationalmarkets. Today, Liberty is not
only about foot wears. It has diversified into varioussectors establishing an invincible business
empire of prosperity. In the domesticmarket it is one of the most admired names that ensure
quality. Liberty Groupexpanded and diversified into manufacturing of ceramic sanitary ware
under the
brand name “Liberty White” With innovations in bathroom products and
accessories that go beyond graceful lines, the company is setting new trends inIndian ceramic
sanitary ware industry.In order to offer unusual shopping experience to the customers, the group
alsoentered into retailing and set up stores in the major cities under the brand name,
“Liberty Revolution”
The Liberty Group is expanding with the passage of time and it is committed toventure into more
business areas keeping abreast with the demands and needs.Group at a glanceA success story
originates in a vision. Liberty Group was the vision of threedreamers who thought of producing
an Indian brand of footLiberty Footwearsar tomake a basic necessity available to their
countrymen.

7
Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal looked beyond thegeographical boundaries
and brought cutting-edge technologies to their own
country. Soon the name, “ Liberty ” became synonym to quality in the domestic
market and this encouraged the company to invest further for enhancing productioncapacities
and to cater to the demand of international markets.Today, Liberty is not only about footLiberty
Footwearsar. It has diversified intovarious sectors establishing an invincible business empire of
prosperity. In thedomestic market it is one of the most admired names that ensure quality.
LibertyGroup expanded and diversified into manufacturing of ceramic sanitary ware under
the brand name “Liberty White
Liberty Footwears
ar” With innovations in bathroom
products and accessories that go beyond graceful lines, the company is setting newtrends in
Indian ceramic sanitary ware industry.In order to offer unusual shopping experience to the
customers, the group alsoentered into retailing and set up stores in the major cities under the
brand name,
“Liberty Revolution”
The Liberty Group is expanding with the passage of time and it is committed toventure into more
business areas keeping abreast with the demands and needs.

8
4. Liberty Brands
Liberty has developed a spectrum of exclusive brands for both males & femalesacross all age
groups, each of which has been given that extra edge to cater to aspecific target requirement.
Today the new range from Liberty is all about style,design, and comfort. The range imbibes the
spirit of fun and is stylish inaccordance with the recent fashion trends.
9
5.
Business Ethic’s

Liberty conducts its Business with honesty, Integrity and respect for all
thosewho come in contacts with it…
The Liberty Group is fully appreciative of the fact that its reputationoriginates not only from
quality products and technological innovations butalso from the manner of its dealings with
customers, suppliers, governmentofficials and all those who are outside the Liberty Group.
Utmostimportance is also given to ensure a safe, healthy and non-discriminatorywork
environment for all Liberty employees where they are free fromharassment of any form by
supervisors, seniors, co-workers, customers andsuppliers. Ethical standards and practices are
strictly followed at LibertyFoot wears.Liberty Foot wears fare of society is above all the business
interests. Withoutsociety, a business enterprise does not have any existence. Liberty Foot wears
atLiberty Group, take various measures for the advancement

10
6. Distributions
Retail Liberty Foot wears believe that every segment of our wide customer basehas a right to
fashionable Liberty Foot wears which makes them look good, andfeel good. Hence, while
Liberty Foot wears devote the most fashionable selectionsto those with high tastes in style; our
offerings also blend fashion withaffordability. At the same time, a wide range of industries are
able to functionmore effectively, benefiting from the safety shoes offered by Liberty which
isoperating 400 exclusive stores and 6000 multi brand outlets.Distribution The world chooses to
step ahead in our Liberty Foot wears. And soLiberty Foot wears, in turn, step ahead with a strong
distribution network thatreaches out to the most far flung areas of India, and beyond to more than
25countries across the world. This strong and ever expanding network is a reflectionof our
commitment to dress more feet fashionably.Institutional sales With increasing construction
and development activity takingplace across the world, the need to ensure safe working
conditions for theworkforce is at an all time high. The Liberty Foot wears comes in the form of
theworld class range of Warrior Safety Shoes from Liberty that helps industriesaround the globe
work safe, work better. Conforming to Euro Safety Norms (EN
–
345), this safety at Liberty Foot wears is recognized as standard professional gearfor workers in
light and heavy engineering units as Liberty Foot wears all asdefense forces. So the feet the
world moves on, moving in Liberty Foot wears.

11
7. Marketing strategies online shopping of Liberty Brand
International Brand Of Liberty
12
8. Strategies Of PromotionT eIm
h
actofC
prityE
elb
osm
d
nC
tso onsumer Brand Preferences
en
The crescendo of celebrities endorsing brands has been steadily increasing over thepast 20 years
or so. They have firm believe that like ability or a favorable attitudetowards a brand is created by
the use of a celebrity. The crore of rupees spent peryear on celebrity endorsement contracts show
that celebrities R.Roshan forPromotion of Liberty Brand Products an important role for
the advertisingindustry. It is an established fact that celebrity endorsement can bestow
uniquefeatures or special attributes upon a product that it may have lacked otherwise.In India
from late 1970's and early 80's the new trend in advertising started. Brandsstarted being endorsed
by celebrities. Hindi film and TV stars as Liberty Footwearsall as sportspersons Liberty Foot
wears re- roped in to endorse prominent brands.Advertisements featuring stars like Late Jalal
Agha (Pan Parag), Tabassum(Prestige cookers), Sunil Gavaskar for Dinesh Suiting, Ravi Shastri
and VivianRichards (Vimal), Persis Khambhata and Kapil Dev (Palmolive Shaving
cream)became common.Though marketers should remember that celebrities are mere living
beings like usand if they can highlight the benefits or advantages of a brand they can also
havesome uncanny negative impact. Theory and practice suggests that the use of starsand their
unleashing image is really helping Liberty Foot wears in advertisinggenerate a lot of publicity
and attention from the public but the underline questionsare, do these stars really help a brand by
increasing its sales? On the other hand,can they really have an Impact on the person's
consumption pattern, thereby

13
changing his brand preference? How an advertisement featuring a celebrity caninfluence
consumers buying decision and can create an association betweenLiberty Foot wears a brand and
a common man.To ans Liberty Foot wears these questions, the article will examine the
relationshipbetween Liberty Foot wears celebrity endorsements and brands, and the impact
of celebrity endorsement on consumer's buying behavior as Liberty Foot wears all ashow
consumer makes brand preferences.Liberty Foot wears will apply a wide range of accepted
principles of howconsumers brand attitudes and preferences can be influenced, how buyer's

behaviorcan be influenced, how buyer's behavior can be molded. Liberty Foot wears willuse the
principles of credibility of source and attractiveness, the match-uphypothesis, the consumer
decision-making model and the communication model tounderstand this phenomenon.

14
9. Brand- A layman perspective
Brand is the proprietary visual, emotional, rational and cultural image that you canassociate with
a company or the product. Few examples will bring home themeaning i.e.
Amu
l - utterly butterly delicious;
C
e
ok

–
thanda matlab coca-cola;
Pepsi

–
Yeh dil mange more;
K e-
rk
u
Masti bole to kurkure and
D
aew o
kaIndia.These examples convey one message that when people watch advertisement aconnect is
being created and result is that people go for experience of buying.People feel by using the brand
they will portray certain traits or characteristics thatotherwise they do not have. This generates
a certain level of emotional affiliationand a sense of fulfillment.Advertisements enforces what
exactly the brand stands for and what to expect byits consumption and above all what factors,
features and attributes makes it betterfrom competition. Advertisements along with other
marketing efforts generateexpectations and feelings in a customer and force them to think when
they see orhear the brand name. This Thinking process and emotional bonding gets moremature
and relevant when a celebrity endorses the brand. The subjective intangiblefeelings of a customer
become objective and tangible in the form of celebrity andthe level of expectations will rise. The
customer will start to perceive himself inthe reference frame of the celebrity after the brand or
the advertised product hasbeen purchased or consumed by him.

15
10 .Celebrity Endorsements
Celebrities are people who enjoy public recognition and mostly they are theexperts of their
respective fields having wider influence in public life and societaldomain. Attributes like
attractiveness, extraordinary life style or special skills
,
larger than life image

and demigod status can be associated with them.It is safe to deduce that within a corresponding
social group celebrities generallydiffer from the social norm and enjoy high degree of public
awareness.Celebrities appear in public in different ways. To start, they appear in public
whenfulfilling their professional commitments example: Mahendra Singh Dhoni, whoplayed
cricket in front of an audience in Liberty Foot wears -Liberty Foot wearsWorld Cup.
Furthermore, celebrities appear in public by attending special celebrityevents, example: the
movie award nights; special screening; world premiers of movies or for social causes. These
celebrities have universal presence and appeal,they are present everywhere, in news, fashion
shows and magazines, tabloids andabove all advertisements.
Celebrity and a Brand
Liberty Foot wears in India can be gauged by the successful endorsements done bySharukh
Khan (Pepsi, Hyundai Santro, Sunfeast, and Navratan etc.), AmitabhBachchan, Sachin
Tendulkar, Rahul Dravid, Hrithik Roshan and the others. Theinevitable question is, if and how
the lively interest of the public in the rich andfamous can be efficiently and effectively used by
companies to promote theirbrands and consequently to increase their sales revenues.

16
This fact can be brought out by using certain examples i.e. Mr. Amitabh Bachchanpromoting
Cadbury chocolates after the fiasco of infestation when the image of Cadbury India Liberty Foot
wears not very low in the eyes of people. Soon thecompany found a perfect fit and a reliable
celebrity to transmit the correct messageand help regenerating the lost trust. The fit between
Liberty Foot wears the productand celebrity is evident as Mr. Bachchan and Cadbury chocolates
both have testedtroubled times and still they stand tall and the love and trust they both share
withthe people all across India. This is a live example of how a celebrity broughtcertain
attributes to a product like chocolate.Actor Sharukh khan has also endorsed diversified products.
His endorsementbasket is ranging from Hyundai Santro to Sunfeast biscuits on one hand and
fromCompaq computers to Videocon electronics on the other.According to Advertising research
companies both the actors are doing LibertyFootwearsll and the ad spent on both by the
companies is increasing at aphenomenal rate, so does their basket of endorsements. These actors
bringreliability and trust in the brand and above all, they help in increasing
the salesrevenues.Celebrity endorsements are poLiberty Footwearsrful, has become evident from
theabove two examples but, why is it so? This poLiberty Footwearsr is offered by thefollowing
elements, which also creates a 'Top of the Mind Position'.* Instant Awareness, knowledge about
the brand and easy recall.* Values and image of the brand is defined, highlighted and refreshed
by thecelebrity.* The celebrity adds new edge and dimension to the brand.

17
* Credibility, trust, association, aspiration and connectivity to brand.* Belief in efficiency and
new appearance that will result in at least trial usage.
11. Understanding Consumer Behaviour
Consumer behaviour is the study of how people buy, what they buy, when theybuy and why
they buy. It blends elements from psychology, sociology,sociopsychology, anthropology and
economics. It attempts to understand the buyerdecision-making process, both individually and in
groups. It studies characteristicsof individual consumers such as demographics, psychographics,
and behavioralvariables in an attempt to understand people's wants. It also tries to
assessinfluences on the consumer from groups such as family, friends, reference groups,and
society in general.The study and knowledge of consumer behavior helps firms and organizations
toimprove their marketing strategies and product offerings. Following are theimportant issues
that have significant influence on consumer's psyche and theirability to take decisions:

The psychology of how consumers think, feel, reason, and select betLibertyFoot wears different
alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or herenvironment (e.g., culture,
family, signs, media);

The behavior of consumers while shopping or making other marketingdecisions.

Limitations in consumer knowledge or information processing abilitiesinfluence decisions

and marketing outcome.

18

How consumer motivation and decision strategies differ between LibertyFoot wears products
that differ in their level of importance or interest thatthey entail for the consumer; and

How marketers can adapt and improve their marketing campaigns andmarketing strategies to
more effectively reach the consumer.

Their Age, Religion, Culture, Income, informal group and Referent Group.Understanding these
issues helps us adapt our strategies by taking the consumerinto consideration.
Consumer Decision-making process
The given process is very complicated though on first sight it does not look so.Process starts
with problem recognition or with an unsatisfied need. Somethingthat a consumer would like to
have or purchase in order to attain satisfaction. Thisneed can be Psychological, attitudinal
or Physiological but yes it should have thecapacity to be fulfilled by consuming a particular
product or service.To satisfy the given need what all are the components that should be taken
intoconsideration and how Liberty Foot wears can maximize the satisfaction is the nextstage. In
this stage, Liberty Foot wears will cover ability to purchase, level of

19
involvement, people whose opinion will count and other relevant details that willhelp us
in optimizing satisfaction.Based upon information search Liberty Foot wears will generate
variousalternatives i.e. which brand or product is affordable for me, where will it beavailable
comfortably and above all in comparison to other brands or products howbetter or economical it
is.Evaluation stage will look like cost benefit analysis and based upon maximumvalue or utility
per rupee spend, Liberty Foot wears will decide or shortlist theproduct or brand. This is
the decision and confirmation stage where the consumersprepares himself for the purchase of a
particular brand and give preference to oneand only one over and above the others.Next comes
the purchase when the consumer will finally go to the market and look for the brand or the
product, physically verifies it and purchases it.Last is the post purchase Evaluation in which the
customer wants to justify hisconsumption or purchase decision. He tries to find out whether his
purchasedecision was right or not. Companies make lot of effort to tackle this
situationsuccessfully and they want the customer to be satisfied with their product.This stage
may result into three situations, first is satisfaction where customer issatisfied and he got
expected results but this does not necessitates the repeatpurchase by the consumer. Second is
dissonance where the consumer is notsatisfied as he got less utility or less than expected result
from the consumption orproduct performance. Third is Delight, here the consumer gets more
than expectedsatisfaction and utility and this will assure the repeat purchase and creation
of brand loyalty.

20
T
csfegu
lF
iton
rad
m
cison
erd
m
g
in
ak
 There are several factors that affect consumer's decision to purchase a brand and aproduct.
These factors though at time are not very much visible but they make animpact and affects sales
of a product or brand up to a great extent. The table belowshows some of these factors.
Impact of a Brand on consumer purchase decision
Research studies have proven that known products and names are sold more thanunknown ones.
Therefore, a known brand or an optimally exposed brand will findmore recognition and buyers in
the market in comparison to completely unknownor unexposed brand. Recognition of brand and
its significance along with the
21
traditional factors plays a very significant role in consumer decision-makingprocess.More or less
every consumer has a brand preference and given the affordabilityand societal norms, each buyer
would like to buy and consume one of the highlyacceptable, recognizable, and reputed
brands.The above given model explains the important role that a brand plays in threedifferent
stages of consumer's purchase decision making. A consumer startcollecting data or information
about his favorite brand than he keeps his favorite asone of the alternatives and he evaluate his
selected brand against all availableoptions and on finding it suitable or best among all options
based upon aqualitative and quantitative evaluation he will ultimately purchase the selected
orfavorite brand.The campaigns are not only basking with the glory of success stories, but there
isconsiderable number of failures as Liberty Foot wears. Assuming that a person justhave to be
famous to represent a successful brand, Liberty Foot wears forever,would be incorrect and may
turn out to be a very dangerous preposition resultinginto a big calamity for the entire advertising
campaign or the brand.

22
Liberty Foot wears accepted and attractive super stars like Abhishek Bachchan andAmitabh
Bachchan failed in turning their endorsements into success i.e. MarutiVersa similarly Virendra
Sehwag also failed to deliver RelianceTelecommunication with the master stroke of his
cricketing genius.Among the possible reasons identified by several authors, including
overexposureand identification, the 'match-up hypothesis' specifically suggests
that theeffectiveness depends on the existence of a 'fit' between Liberty Foot wears thecelebrity
spokesperson and endorsed brand.Empirical work on the congruency of brand with the celebrity
often hasconcentrated on the physical attractiveness of the endorser. Results show that
anattractive spokespersons are more effective in terms of attitude change whenprompting brands
that enhance one's attractiveness i.e. cosmetics; health drinks orfashion Liberty Foot
wears.Primary data states, for celebrity spokespersons to be truly effective, they shouldbe
knowledgeable, experienced, mature, and a bench mark in their respective fieldand qualified to
talk about the product.
23
12.T
M
sfeigth
ranig
ean
After watching an advertisement the consumers try to find the meaning of theadvertisement and
associate the same with the endorser and eventually transfer tothe brand. To understand this
phenomenon Mc Cracken (1989) suggested acomprehensive model known as Meaning Transfer
Model. This three-stage modelsuggests how the meaning associated with the famous person
moves from theendorser to the product or the brand. Thus, meanings attributed to the
celebritybecome associated with the brand in the consumer's mind. Finally, in theconsumption
process, the customer acquires the brand's meaning. The third stageof the model explicitly shows
the importance of the consumer's role in the processof endorsing brands with famous persons.In
contrast to anonymous endorsers, celebrities add value to the image transferprocess by offering
meanings of extra depth for Liberty Foot wears, what iscomplemented by their life style and
personalities. Therefore, to transfer thecorrect meaning to the consumer the company should
select a celebrity that willproduce the most favorable response for consumers and for the purpose
thecelebrity should have, the appropriate set of characteristics and the public shouldbe able to
visualize and comprehend the same. The company should consider theconsumer's needs while
developing their communication strategy and selecting anappropriate celebrity to transmit the
same, i.e. Kurkure used actress Juhi Chawalawith the punch line 'Masti Bole To Kurkure' and the
actress on screen and off-screen personifies the masti and helps the brand in communicating the
same easily.Compatibility of the celebrity's persona with the overall brand image is
veryimportant, as a celebrity imparts credibility and inspirational value to a brand andhis or her
image should perfectly match the brand's image. A good brand campaign

24
idea and an intrinsic link between Liberty Foot wears the celebrity and the messageare must for
a successful campaign.Certain elements that generate a perfect match or compatibility between
LibertyFoot wears the celebrity and brand image are:* Celebrity's fit with the brand image along
with celebrity-target audience match.* Celebrity associated values and celebrity-product match.*
Costs of acquiring the celebrity and his or her popularity along with controversyrisks associated
with the celebrity.* Credibility, availability and physical attractiveness of celebrity.The above
points can be put to perspective by using two examples, first KapilDev's 'Palmolive da jawaab
nahin' and second Nakshatra's brand recall due to itsendorser, the gorgeous Aishwarya Rai
Bachchan. Both brands have edged out andcarved out their niche in consumer's mind due to
image and credibility of theirendorsers. These Liberty Foot wears the cases of perfect match
between LibertyFoot wears the brand image and the image or persona of the celebrity
endorser.celebrity endorsement advertising strategy

Concludes

A brief assessment of the current market situation indicates, that celebrityendorsement

advertising strategy can under the right circumstances indeed justifythe high costs associated
with this form of advertising. The use of celebrity for
25
endorsements create a very favorable impact on the consumer and it creates aconnect which
forces a consumer to purchase a product. However LibertyFootwears , as several failures show, it
is essential for advertisers to be aware of the complex processes underlying celebrity
endorsement.It has been proved from the discussion that celebrity endorsements are a
powerfulfor Liberty Foot wears and useful tool that magnifies the effect of a campaign butthe
word of caution to be followed by Liberty Foot wears seriously; celebritiesalone do not
guarantee success nor does a great advertising campaign or the bestpossible product. It is the
combination of several factors and elements that work together for the success of a brand and its
acceptance in the minds of consumers asLiberty Foot wears as for its market offering.Modern
day consumers are Liberty Foot wears educated and smart, they knowcelebrities are being paid
for these endorsements and this knowledge makesconsumers rather more cynical about the
product and celebrity endorsements.Majority of the consuming population also knows what is
advertising and how itactually works and this knowledge of consumer makes the task of
celebrityendorsement all the more difficult and challenging for the advertising companiesand the
sponsors. Indian companies both advertising and product offeringcompanies have top make an
effort to overcome this ever-mounting challenge.

26
13.M AN
A
GE
MEN
TY
S
T
S
E
M C
S
E
RT
IF
C
A
TIO
N
Liberty Brand ISO 9001BIS is operating following Management Systems Certification
Schemes:-1. Quality Management Systems Certification Scheme2. Environmental Management
Systems Certification Scheme3. Occupational Health and Safety Management Systems4. Hazard
Analysis Critical Control Point.
B
EN
E
IT
F
SO
T
HE
C
E
RT
E
IF
D
IR
F
M
The firm with BIS Quality Management Systems Certification license provides:i) Clear
indication of its capabilitiesii) Strong evidence of its commitment to qualityiii) Assurance of
consistency in quality of product/ service with timely delivery;

Disruptions to routine caused due to multiple assessments by variouscustomers are reduced.

Firm is forced by itself-self motivated to consider improvement to thesystem through regular

audits by BIS.

Reduces the incidence of product failure, in-turn improves credibility of thefirm.

Leads to less material wastage, production down time, rework, etc. throughan increase in `quality
know-how' and efficiency.

27

Being internationally recognized, the firm's quality will have world-wideacceptance.

Better choice and monitoring of the firm's supplies.

Puts all operations on a scientific basis.

Motivates all employees and ensures their involvement.

Provides stepping stone to TQM.

B
E
N
EIT
F
SO
C
UT
S
O
M E
R
S

Provides assurance and satisfaction that their needs for quality will be met.

Saves time and money by reducing the need for assessment of theirsuppliers.

Reduces incoming inspection costs.

Work with reduced inventory levels, effecting significant cost reductions.

Simplifies purchase decisions.

Creates confidence in their suppliers because of the approval by anindependent third party.

Better service, better and quick complaint redressal.

28
14. Data analysisResearch on Liberty footLiberty Footwearsar
1.

Do you like Liberty Foot wears ?a)

Yesb)

No2.

What kind of Foot wears you wear Branded or non brand ?

a.

Branded
b.

Non branded

92%8%
0%
Branded
Non Branded
29
3.

Are you aware of Liberty Brand in foot wears segment?a)

Yesb)

NoIf yes, why do you prefer Liberty Foot wears over other brand ?c)

Qualityd)

Pricee)

Advertisementf)

All of three
77%8%10%5%Q uality
P r i c e
AdvertisementAll other
30
4.

How different is the style of expressing information in the ad comparing of Liberty Brand
using R. Roshan (celebrity) with other brands?a)

Not at all differentb)

Quite differentc)

Very different
31
5.

Do you like Add campaign of R. Roshan for Brand campaign for Liberty Footwears ?a)

Yes 100%b)

No7 .You purchased Liberty Foot wears product because; ______________c)

Liberty ad is influencing 69%d)

It’s Liberty product 19%

e)

Both 12 %
19%69%12%
32
6.

How do you scale Liberty Foot wears Brand ?

A
TR
IB
U
T
E
O
POR
A
V
ER
A
GE
G
OO
DE
X
C
EL
E
NT
PRICE 48% 22% 23% 07%Quality 20% 14% 20% 46%PACKAGING 33% 18% 12% 37%Bran
d12% 16% 23% 49%AVAILABILITY12% 15% 23% 50%
33
15. FINDINGS
Findings constitute the core part of the body of the report. The findings
section constitutes the “Meat” of the report. Findings are the results of the study.
This section makes up the bulk of the reports. The specific objectives of the studyshould be kept
in mind and findings presented with them in view. The list of information needed to achieve the
objectives, which was prepared in the problemformulation step, should limit the scope of the
findings presented. Research hassuggested that,

Nearly 90% of the sample prefers Liberty foot Liberty Foot wears brand .

Liberty products are Liberty Foot wears known for their Price and quality ascompared to other
products.

I find the main thing that is

“Liberty ”
brand name has very good image in
consumer’s mind and they consider it as quality
Product.

Almost 95% says, Liberty is among the top 3 brand in the market

However Liberty Foot wears the advertisement has created a new aspect of enjoying in Liberty
Foot wears segment .

34
16. CONCLUSION
So finally it’s time to ans
wer Liberty Foot wears the simple yet important question,
“Is celebrity endorsement worth the investment?” And the obvious yet logical
answer Liberty Foot wears is YES.Today the advertising world has gained strong identity of
itself. Advertisements
havecometobhrsinm
selv.A
celbrity’s
visibility today hinges not somuch on the number of films he has recently acted in, as on the
number of advertisements he has starred in, and the frequency of new mega hits from
YashChopra or Karan Johar, and even watch it with the same curiosity.As sa
id truly “Celebrities can add value to an idea provided you have one”. The
visible and not so visible demerits of celebrity endorsements are all up to how theendorsement is
handled. Sometimes, a good brand uses a celebrity ineffectively,and there are times when a
smaller brand does extremely Liberty Foot wears withgood use of a celebrity endorser. It is not
fair to blame the celebrities for the failureof endorsement deals. It all boils down to the strength
of the idea which constitutesthe ad and how Liberty Foot wears has the celebrity been used to
add spice to thoseideas.Whatever the reasons, the reality is that celebrities can and do play a role
inbuilding brands. A good celebrity coupled with a great idea can never go wrong.Making the
right choices in terms of personality, values, associated emotions andcode of conduct is critical.
The wrong choice could be lethal.

35
17.B
IL
IO
G
RA
H
PY
B
s:
ok
Marketing Management: By Philip KotlerCelebrity sells: By Hamish Pringle
Newspapers:
1. Times of India2. Mid-day3. Business Standard
Liberty Footwearsbsites:
1.www.libertyshoe.in2.www.magindia.com3. www.agencyfaqs.com4. www.indiatimes.com 5.
www.yahoo.com