Case Study

Marketing @

By Praveen SEKHAR
Strengths of brand ‘Paragon’

S TRENGTHS
 One of the strongest brand in footwear
Industry
 Pan India presence
 Strong manufacturing and outsourcing base
Areas of growth for ‘Paragon’
1 Huge footwear market size and low market share of Paragon

Paragon ; 1600; Paragon; 5000;

7% 11%

Others; 21400; 93%

Others; 41000;
89%

Current Size in Cr, 2017 Projected Industry Size in Cr, 2020

Source : ET Retail
Areas of growth for ‘Paragon’……contd
2 Exploring the untapped geographies

3 Launching premium Sub-brands under mother brand

4 Brand Extension in different categories

5 Exploring exports market.

Month marketing plan……contd
M-1
• Designing the marketing calendar to support sales.
• Getting the team in place
• Price indexing, if the team is in place
• Briefing the agency and shortlisting the agencies for
quantitative and qualitative for MR
• Briefing the agency and shortlisting the agencies for
brand audit
Establishing the connect with the brand

Customer INSIGHTS
FUNCTIONAL NEEDS
Price/rates, technical functions and specs,
performance, service touch-points etc
IDENTITY NEEDS
Peer group identification, social level, lifestyle etc.
EMOTIVE NEEDS
Feelings customer looking for and what it says about
me and my personality
SYMBOLISM
Brand personality – fun loving, serious etc

SOCIAL VALUES
Family, older, female etc
PRODUCT FEATURES
Premium, compact, easy to use, performance levels
etc..
What does the BRAND meet ?
Top 3 priorities for the first 12 months

 ‘Paragon’ Brand and product segment Audit

 Defining brand architecture/structure and

positioning

 Brand building and NPD pipeline

Digital Platform
Web Page Needs to change the look and feel of the web page
Presence

E-Commerce
Presence As of now not required

Needs to be looked at with the specific objectives

To get associated with professional groups

To use for experience sharing and demos

Social Media
Presence To generatie leads and SEO

To build corporate image

To get associated with professional group

Thank U