about Red & cheif foot wear marketing strategy

1. Sheikhabdulshahnawaz@gmail.com
Facebook.com/sheikh.shahnwaz
ASIAN SCHOOL OF BUSINESS MANAGEMENT
TERM-II (End term)
Assignment of Marketing
Red Chief Footwear
Submitted To:
Prof. Arnab Sen
Submitted By :
Group - 4
NAME ROLL-NO SIGN
Sheikh Abdul Shahnawaz PGDM/14-16/40
Mohan Reddy Devireddy PGDM/14-16/24
Shibashish Mohapatro PGDM/14-16/58
Amiya Mohanty PGDM/14-16/10
Khushbu Agarwal PGDM/14-16/19
Anusha Naidu PGDM/14-16/01
Dhiraj kumar PGDM/14-16/16
Subhashmita Dalai PGDM/14-16/48

2. Sheikhabdulshahnawaz@gmail.com
Facebook.com/sheikh.shahnwaz
Red & Chief Footwear
Red Chief is the brand of Ghari Industries Pvt. Ltd. (Footwear & Leather division) - one of
the leading manufacturers of footwear in India. The Company is a part of Ghari Industries Pvt
Ltd group, having annual group turnover of around US $ 200 million. This company is also
manufacturing detergent under the brand name "Ghari" which is a well established brand and
trend setter in its respective industry.
Footwear range of Ghari Industries Pvt Ltd was launched under the brand name Red Chief in
1997 to meet the growing demand for branded high quality leather footwear at an affordable
price. Starting with a handful of employees in 1997, Red Chief now has a workforce of more
than 350 dedicated employees. The company has recorded an impressive growth through its
enthusiastic and highly motivated marketing team and an efficient distribution network covering
nearly the whole of north & west India. For future growth the company is now all set to explore
overseas market.
The driving force behind the company through the years has been its quest for quality and
excellence. To fulfil these objectives, Red Chief has gone for complete backward integration. It
has its own Tannery to supply a complete range of finished leather as well as manufacturing
facilities for making Sole and Shoe Upper ,thus ensuring superior quality in every component of
its products and becoming a complete Shoe Manufacturing Company.

3. Sheikhabdulshahnawaz@gmail.com
Facebook.com/sheikh.shahnwaz
Advertising, Sales Promotion Strategy Followed By Red &
Chief Footwear
POWER OF REAL LEATHER
TAG-LINE: Red & chief taglines meant for individual
products are the key components of advertising. These
tag-lines are modified according to demographic profile
of consumers. These appear on hoardings at every
crucial & congested part of the cities in which Red &
chief retail stores are operating. Everybody understands
and connects easily with these simple one-liners like
‘Think on your feet’, ‘Power of real leather.
PRINT ADS: Red & chief advertise its products just
before launch of any new scheme. This helps in setting
up a platform for the new products brand in the minds
of customers. The ads are displayed on a full page in
the leading newspapers which again is based on the
preference of the people. They also attach pamphlets of
their ads along with the newspaper.
TV-ADS- Television is one of the best platforms to
advertise one’s product. Red & chief being a family brand,
the ads are shown during the prime time slot so the entire
family can see it together.
ROAD SIDE ADVERTISING: Red & chief bill-boards
are displayed on prime locations in various cities as a brand
building exercise.
CELEBRITY ENDORSER- Red & chief’s sale doubled
as soon as they used ‘Virat Kohlli’ cricketer as their brand
endorser.
SPECIALIZED SHOES: Red & chief has also launched a
new specialized division — Red & chief Industrials — to
offer specialized footwear to various sectors – defense,
automobiles, metals, petroleum, construction and
agriculture. “Red & chief Industrials is the world leader in
high performance safety shoes and has experience of this
market segment and access to world class technology, and
knowledge on safety footwear.

4. Sheikhabdulshahnawaz@gmail.com
Facebook.com/sheikh.shahnwaz
RETAIL SHOPS: These are the places where majority of
the purchasing decisions are made. Red & chief stores are
now spacious with over 3,000 sq. ft. of retail space; some
are even larger than 10,000 sq. ft.
BELOW THE LINE SALES PROMOTION: Below the
line sales promotions are short-term incentives, largely
aimed at consumers. The different types of strategies
adopted by Red & chief in this respect are discussed below
PRICE PROMOTION: Price promotion refers to ‘price
discounting’. It is done by two ways, namely
DICOUNTS: A discount on the normal selling price of the
product. For example Red & chief a family footwear brand
with showrooms all over the city, is offering discounts
ranging up to 30% on shoes, sandals, chappals, ladies
footwear, kid’s footwear and men’s footwear. This offer is
available at all Red & chief footwear showrooms in
Hyderabad.
STOCK CLEARANCE SALE: Red & chief often has
‘stock clearance sale’ which helps in boosting up the
sales figure.
GIFT WITH PURCHASE: Red & chief introduces
Gift Vouchers – Giving vouchers are a first of a kind
initiative in the footwear retail industry, Red & chief
India introduced it for the time, “Red & chief Gift
Vouchers”. These gift vouchers can be used in place of
cash and are available in various denominations to
provide the convenience and choice to purchase a wide
range of footwear., Red & chief Gift Vouchers are
targeted at three major segments – employee incentives
& rewards, business gifting and customer promotions.
They are also very ideal for customer promotions –
loyalty reward points redemption, sales promotion &
contests, etc.
‘99’ MAGIC FORMULA: “Red & chief has managed to keep its pricing competitive and
attractive for its customers. It has products for every foot and every social class to suit every
member of the family. Red & chief is a value for money footwear brand.

5. Sheikhabdulshahnawaz@gmail.com
Facebook.com/sheikh.shahnwaz
STRATEGIC MARKETING PLAN FOR THEIR ESTABLISHED
TARGET MARKET
Red & chief footwear is a well maintained shoe company which customers are buying in regular
basis as it provide the best quality of leather shoes, so to expand its target customers company
should follow certain market strategy to not only establish its target market but to attract new
customers as well.
 Company should open a new store shops in a small towns of country.
 As company produce leather shoes so it can follow a strategy of exchange policy like if
customer will bring a old shoes in return they should provide same value of shoes to
customers and in that old shoes they can use and can make new shoes because it’s a
lather shoes they can reuse it as they can.
 Red & chief footwear is always concentrating on styles and basically youth generation as
the maximum youth are preferring red & chief shoes so it must give seasonal discounts,
they can use policy like buy 1 get 1 free.
 Company is always came up with new kind of shoes but it gives only party wear shoes so
to maintain its target market they can enter into sports segment as well, so that sports
persons can also buy the footwear of red & chief.
 The company is well established market but the price of red & chief shoes is starting
from Rs. 2,200 so if they can reduce their cost and launch the products in the less price so
that more customers can be attract for the product.
 As in Indian market consumers are more preferring slippers for their home use and in
India 75% of the people live in villages, so it must produce slippers in a lower price.
 Company should also enter in a women footwear segment as well because girls are also
using formal shoes & sandals so they can also prefer red & chief product and company
will new target customers.