FOOTWEAR DESIGN AND DEVELOPMENT INSTITUTE

A - 10 / A, Sector - 24, NOIDA - 201 301

Gautam Buddha Nagar, Uttar Pradesh, INDIA

FOOTWARE RETAILING

Footwear Design & Development Institute

(Session: 2015-19)
Brand

Liberty
MENTOR NAME:
MRS. RINA GUPTA

Submitted by:
Ashish singh
B.Des (M&M)
2015-2019

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 ACKNOWLEDGEMENT
I would like to take this opportunity to thank those people without whom this entire project
would have remained a mere idea. I am grateful to these people for being there with me when
i needed them and for guiding us through this project.

It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to

Mrs. Rina Gupta for her teachings and guidance that were actually manifested in this project.
Her wisdom, knowledge, and commitment to the highest standards inspired and motivated
me. Without her insight, support, and energy, this project wouldn‟t have kick-started and
neither would have reached fruitfulness.

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 INDEX

TOPIC PAGE NO.

INTRODUCTION 5-7
SOCIAL RESPONSIBILITY 7

BRAND UMBRELLA 8

COMPETITORS 9-12

VARIANCE BETWEEN LIBERTY AND ITS COMPETITORS 12

PRICE & QUANTITY ALLOCATION AT STORE 13

QUALITY OF THE BRAND 13-14

VM OF THE STORES 14-15

INVENTORY SYSTEM 16-17

COMMUNICATION OF THE STORES WITH ITS CONSUMERS 17-19

ADVANCEMENT OF THE STORE IN TERM OF IT 19-20

TYPE OF CONSUMERS LIBERTY IS CATERING 20

VISSION & MISSION IF THE COMPANY 20-21

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 AGENDA

The agenda of this project is in depth study of the footwear brand “Liberty”, their vision &
mission, their brand umbrella, social responsibility & also their competitors. After studying
about the brand and their quality providing in their footwear, we‟ll also analyse the variance
between Liberty & its competitors. We‟ll also study the VM of the store and the inventory
system used by Liberty retail stores. We‟ll also identify how the retail stores are
communicating with its consumers and also emphasise on the advancement of the stores in
term of IT.

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 INTRODUCTION

Parent Company Liberty Shoes Limited

Category Footwear and Apparel

Sector Lifestyle & Retail

Tagline/ Slogan A feeling called liberty; Come express yourself

USP Liberty Shoes offers stylish footwear at attractive prices

Segment Full Market Coverage in Income

Target Group Liberated Youth which prefers fashionable footwear

Positioning Liberty Shoes offer stylish freedom for movement

At liberty, shoes have been fashioning footwear, for well over 50 years now, for the style-
conscious people around the globe.
Liberty started our journey as a small shoe manufacturing unit in Karnal, manufacturing a
humble 4 pairs a day. Today, manufacturing 50,000 pairs a day and being one of the leading
manufacturers in the leather footwear industry in India, we have indeed come a long way. Be
a part of the company that has ten brands that have been making for a much effortless journey
for its customers.

 Liberty have 400 exclusive showrooms across the length and breadth of India
 Liberty have a presence in more than 25 countries around the globe
 Liberty are a 4,000 strong team
 Liberty are No. 2 in the footwear industry
 Liberty have set our eyes on opening 1,000 exclusive showrooms in India and abroad,
and be closer to our 1000 Cr. vision

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 OUR JOURNEY
Liberty Shoes have been fashioning footwear for well over 50 years for the style- conscious
people around the globe. Currently with an annual turnover exceeding INR.600 crore (U.S.
$150 million), we figure amongst the top 5 manufacturers of leather footwear of the world
producing more than 50,000 pairs a day using a capacity of more than 3 lakh square feet of
leather per month. Helping us dress up the feet of the fashion-driven and quality-seeking
customers in more than 25 countries, which includes major international fashion destinations
like France, Italy and Germany, is our worldwide distribution network of 150 distributors,
400 exclusive showrooms and more than 6000 multi-brand outlets. Our commitment to
quality is also evidenced by our ISO 9001: 2000 certification.

Justification

 1954 - A small shop manufacturing 4 pairs a day.

 1964 - Brand Liberty was born. With our first export order we geared up to excite the
global footwear market.
 1982 - With our first factory Liberty brought world class products to domestic market.
 1995 - With 10 sub brands serving all kinds of consumers, Liberty became the favorite
Indian footwear brand.
 2003 - With a consumer centric strategy, Liberty started serving customers.
 2010 - Revolutionized our supply chain for excellent manufacturing strength.
 2014 - Moving with a vision to be a Rs. 1,000 Crore Company.

Manufacturing

Liberty's manufacturing base includes six facilities spread across the numerous states, two
in Gharaunda and Liberty Puram (Haryana) where its primary and the largest manufacturing
units are situated, Paonta Sahib, (Himachal Pradesh) with two units
and Roorkee (Uttarakhand) The company has avoided locations in the conventional Indian
shoe manufacturing locations such as Agra, Kanpur, Noida, Chennai etc.

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 MANAGEMENT

Promoters Group, Liberty Shoes Ltd.

 Sh. Adesh Gupta
 Sh. Adarsh Gupta
 Sh. Shammi Bansal
 Sh. Sunil Bansal
 Sh. Dinesh Kumar Gupta
 Sh. Adeesh Gupta
 Sh. Raman Bansal
 Sh. Vivek Bansal
 Sh. Anupam Bansal
 Sh. Arpan Gupta
 Geofin Investments Pvt. Ltd.

SOCIAL RESPONSIBILITY

Liberty finds mention in The Economic Times 'Most Trusted Brands' survey as among the
top 100 Brands in 2008
As a home grown brand, we know our duties go beyond selling shoes. At Liberty, all our
employees are members of the extended Liberty family. We ensure healthy surroundings and
non-discriminatory working condition for all Liberty employees. This is the reason why
Liberty finds mention in The Economic Times'Most Trusted Brands'survey as among the top
100 Brands in 2008.

In a move to uplift the weaker sections of the society, The Sanjay Charitable Hospital at
Karnal was set up to cater to the needs of those families who have suffered the tragedy of
losing their sole earning member. We have also made it an annual practice to felicitate the
winners of the Republic Day Bravery Awards.

Liberty feels it is greatly indebted to Mother Earth for all the resources that it has provided to
us. Therefore all our manufacturing units- „Humantech‟ Centers, are environment-friendly
with extensive green covers. This is also exemplified in the way the Karnal Round-about has
been nurtured and maintained by us and has now become the city‟s “Green Showpiece”.

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 Brands under Liberty
FOR MEN:-
 Healers
 Rebounce
 Coolers
 Fortune
 Force 10
 Gliders
 Windsor
 AHA
 Leap 7X

FOR WOMEN:-
 Healers
 Force 10
 Gliders
 Senorita
 Tiptop
 AHA
 Leap 7X

FOR KIDS:-
 Footfun
 Force 10
 Gliders
 Prefect

SAFETY SHOES:-
 Freedom
 Warrior
 Workman

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 Competitor
1. Bata India
2. Relaxo Footwear
3. Khadim India
4. Mirza International
5. Sreeleathers

1. Bata India: Bata has been one of Liberty Shoes's top competitors. Bata is a Public
company that was founded in Lausanne, Vaud in 1894. Bata competes in the Footwear
industry. Bata has 32,619 more employees vs. Liberty Shoes.

Bata India is the biggest maker and retailer of shoes in the country and belongs to the Bata
Shoe Organization. It was established during 1931 as Bata Shoe Company Private Limited.
Its Batanagar manufacturing facility is also the first of its kind in India to have been given the
ISO: 9001 certification.

2. Relaxo Footwear: Relaxo treats quality as the primary concern. We ensure that the
products we make meet or exceed our customer's expectations.

Since inception, Relaxo has consistently lived by and upheld its quality assurance by rigidly
adhering to the statutes of Quality Par Excellence and Absolute Customer Satisfaction. We
are committed to our objective of providing quality footwears that meet & exceed the
expectations & ever changing needs of customers.

Relaxo do a lot of market fashion sensing, consumer feedback, trade feedback both before &
after the product is launched in the market.

Equipped with top R&D team, who covers every forefront ranging from – changing needs to
seasonality, from new technologies to innovative designs, to ensures jaw-dropping products.
Quality control Dept. monitors every stage of manufacturing process, right from pre-
production to shop floors and post purchase feedback. Some of the quality tests that our
products are subjected to are:

 Random Testing
 Batch Testing
 Tactical Wear Testing

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 Certifications & Affiliations:
Our continuous efforts have resulted the following certifications & affiliations to our
credit:
 ISO 9001: 2015 - Quality Management System
 ISO 14001: 2015 - Environmental Management System
 OHSAS 18001: 2007 - Occupational Health and Safety Assessment Series
 BIS/SATRA Manufacturing Standards
 India‟s Best Corporate Brand 2016 at The Economic Times Best Corporate Brands
Summit
 CLE (Council for Leather Export)
 Sparx – India‟s most trusted brand in Footwear Category as per “ Brand Trust Report
2016 “
 Power Brand Of the Year 2015 by Plan Man Media
Quality, Environmental and Safety Policy:
 Relaxo is committed to provide innovative value added quality products,
environmental protection and occupational health.
 Relaxo shall fulfill all compliance obligations, prevent environmental pollution,
conserve natural resources and prevent injury & ill health.
 This policy shall be communicated to all those who are working for and on behalf of
the organization and will be made available to all interested parties.
 The above commitments would be achieved through continual improvements and by
meeting set objectives and their targets.

3. Khadim India: Khadim‟s was established in December 3, 1981 as S.N. Footwear

Industries Private Limited, a private limited Company under the Companies Act, 1956, with
the Registrar of Companies. Through the next many years, the company was involved in
whole-selling and distribution of branded basic utility footwear. From 1993, with its foray
into retailing, Khadim‟s emerged as a popular fashion footwear brand, as also one of the
leading organized footwear retailers in India. Today, under the able leadership of Chairman
and Managing Director, Mr. Siddhartha Roy Burman, Khadim‟s has grown to 853 and
829 „Khadim‟s‟ branded exclusive retail stores outlets as on June 30, 2017 and March 31,
2017 respectively, in 23 states and 1 Union Territory nationally.

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  Khadim's won the Most Preferred Footwear Brand of the Year award at the North-
East Consumer Awards on January, 2015.
 Khadim's won the Most Admired Footwear Retailer of the Year (East) award at the
Images Shoes & Accessories Awards, 2014.
 Khadim's won the Most Attractive Footwear Retail Brand Award in 2013.
 Khadim's was awarded the Most Admired Footwear Retailer of the Year (East
India)in the East India Retail Summit 2012 held at ITC Sonar Kolkata on 11 & 12
January, 2012.

4. Mirza International: Mirza International Limited is India‟s leading manufacturer and

marketer of leather footwear and finished leather.
With an established footprint that spans across 30 countries, as well as a rock solid
infrastructure, Mirza has taken ground-breaking strides in the Indian leather industry since its
inception in 1979. The fusion of international style and comfort, conceptualized by the in-
house design development team, and its translation into compelling, high quality products at
Company-owned integrated facilities drives Mirza‟s credential as the preferred supplier to
leading international brands. In UK, the Company has garnered a 25% share in the men‟s
leather footwear in the mid-segment category, the high market penetration underlining the
strong acceptance for its products.
Apart from supplying products to global retailers, Mirza also has global in-house brands -
Red Tape and Oaktrak - in its portfolio. Recently the Company acquired brand Yezdi to
increase its product offerings. A Company with both a legacy and a vision, Mirza is dedicated
to expanding the reach of its in-house brands and strengthening customer connect. In fact,
Mirza is the only Indian manufacturer to sell footwear under own brand names in the fashion
capitals of the world, including UK, USA and France.
Expanding aggressively in global markets and capturing the growing opportunities in the
domestic arena, Mirza today is at an inflection point. Backed by rich industry experience of
close to four decades and equipped with state-of-the-art manufacturing plants, the future is
truly exciting. And with a seamless supply chain function, in-house design studios and a
strong marketing and distribution network as growth drivers, the strides are all set to get
bigger. Giving strength to its potential is the fact that Mirza International has 90 acres of land
bank for future expansion.

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5. Sreeleathers: The history of the Company dates back almost a century. Late Suresh Chandra
Dey, the father of Sreeleathers, was a freedom fighter. It was a time when India was striving to fight
the British rule in India. His only aim was to establish a pan-Indian independence. He was one
amongst the handful of freedom fighters who had planned the Jalalabad incident in 1930 to attack
British capitalism and strive for self-reliance. It was a time when shoes were seen as a luxury that only
the Englishman and the pro-Britishers could afford. It was a not basic amenity that the middle and the
lower-middle class Indian could think of.

He nurtured a dream to make durable and decent shoes that could be affordable for every
Indian. This dream came true when Sreeleathers was founded, as a small and humble
organization in Jamshedpur. Following his footsteps, the successive generations carried on
the same path and expanded the business to become a leader in Eastern India, gradually
landing it an international dimension.

Today, Sreeleathers caters to public demand not only with the widest range of shoes, but also
with allied products and accessories. Over the years it has become a household name, and the
unparalleled queues that form outside the stores during festivals are part of local lore. This
legendary success is a result of adhering to our founding principle, “World Class, Right
Price”. With this motto the company has established itself in the national as well as
international markets.

Variance between Liberty and its competitors

1. Liberty Shoes has a wide Reach with 150 distributors, 350 exclusive showrooms and
more than 6000 multi-brand outlets.

2. HumanTech Centers i.e. Liberty is high in Research and Development.

3. Old Established Brand with huge popularity.

4. Liberty Shoes is among the top 5 leather footwear Manufacturers in the world.

5. Good advertising and branding through TVCs and print ads.

6. Liberty Shoes has popular sub-brands like Coolers, Force10, Senorita, Gliders.

7. Liberty Shoes has limited franchise presence as compared to some other footwear
brands.
8. Lacks global presence, which can be a huge potential segment.

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 Price & Quantity allocation at Store

Brand Price in Rs Quantity in Pairs Percentage

Healers 2999-5999 240 13.20859%

Fortune 999-2999 220 12.10787%
AHA 299-499 180 9.906439%
Cooler 599-999 201 11.06219%
Force10 999-1799 360 19.81288%
Glinder 399-999 289 15.90534%
Windsor 2199-2499 149 8.20033%
Leap&x 2499-4499 178 9.796368%
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Total 100%

Quality of the Brand

A selective Process:
At Liberty, we ensure that our products and brands begin using only the cream-of-the-crop
plants and strains. We source our strains from around the globe and have invested hundreds
of hours to make sure our selected strains are worthy of our consumers.

Every plant we grow goes through a rigorous analysis of their cannabinoid and terpene
profiles.

Formulated with you in mind:

While some medical marijuana dispensaries are satisfied with extracting only high amounts
of THC or CBD, we believe it‟s important to analyze the entire makeup of the plant to
achieve maximum benefit.

With our sativa strains, for example, we focus on cannabinoid profiles with high levels of
THC-B and lower levels of CBN. By the same token, our indica strains are typically focused
on lower levels of THC-B and higher levels of CBN.

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And for all of our plants, we make sure their terpenes match the type of product our valued
customers want. Invigorating flavor profiles and pleasant aromas are key to make sure our
customers encounter products that not only bring medicinal benefit, but provide an enjoyable
experience along the way… from start to finish.

To ensure we‟re producing products that meet the approval of our customers, we conduct
regular R&D surveys to make adjustments and develop new product lines along the way.

A Natural approach:
While many producers of medical marijuana use sweeping, chemically-based pesticides for
pest management, we never do.

Our pest management system utilizes predatory insects to help control invasive, damaging
species.

These predatory insects attack pests by feeding on younger larval stages and parasitizing the
second larval stage.

We believe that maintaining the purest, most natural approach – from seed to growth to
harvest to sale – is vital to making sure our products reach our consumers in the way nature
intended. Pure. Clean. Powerful.

VM of the Store
The VM of the liberty store is very aesthetical beautiful and creates the appearance at the
store which consumer can connect with them. In their visual operation, liberty uses a lot of
lights to show case the nice appearance of the products also the VM of the store promote the
customer to brows the entire store and maximise the sales.

Visual merchandiser of liberty: Shailendra Rana

Shailendra Rana firstly do all his research work on his target audience and target market
before making the visual schemes and concepts. After gathering all the important data he
study it and try to understand the psychology of his target audience. After understanding the
buying behaviour of his customers he develops a visuals schemes and concepts which
customer can easily connect with them.

The VM of franchise store is same as the company owned stores.

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15
 Inventory System

Liberty's Inventory Services (LIS) is an on-site consigned inventory management program for
all the offices, providing the products that are key to the operation.

Liberty manage this through a web portal with minimum and maximum sku's, this ensures
that stores never run out of stock of any of your day-today installation materials. This service
will help reduce procurement and carrying cost associated with your inventory while
increasing operational efficiency and increasing productivity.

Benefit of this system:

 Reduced Procurement Costs and Increased Revenue

It's like having a bigger workforce for free!
 Easy Scan & Checkout
Pay only when you consume the materials.
 Zero Cost
No start-up costs or maintenance fees.
 Possible Savings
Tens of thousands of dollars
 Join the Crowd!
Some of the best companies in the Pro A/V industry use LIS - you should too!

The Program;

 Pay only when you consume the materials

 On-site consigned inventory management program for day-to-day installation
materials. Inventory is actually on site, not "virtual" at some unknown vendor
warehouse.
 Dedicated LIS Service Coordinator and redundant back-up.
 Live webinar demonstration available.
 Open to the entire catalog of Liberty's products including custom cable, install kits,
assemblies, connectors, racks, devices, fiber and more!
 Initial launch package includes an estimated two months supply.

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  Automated monthly replenishment of inventory with FREE surface freight. (Racks
excluded)
 Liberty provides on-site training synchronized with initial delivery.

The System:

 Based on a stand-alone web-portal based system that does not need to directly tie in to
dealer's business enterprise system.
 Does not constitute a security threat and is simple to maintain and install.
 Customizable to accommodate different varieties of business methods and systems.
 Product is easily checked in and out with bar code scan gun.

Communication of the store with its consumers

Liberty uses various strategies to communicate with its consumers. Some of the as follow:

By launching the campaign “Perfect Shoes”

Liberty shoes has launched a new range of shoes „Prefect Shoes‟ and has come out with a
campaign „Prefect Sitare‟ that aims to award outstanding school students aged between 2
years and 8 years.

The children who have had outstanding performances in any of the following - Quiz, Dance,
Academic, Music or Sports will be chosen as the „Face of Liberty‟.

The campaign is being run at various schools across the country. One can also get the
participation forms from any of the nearest Liberty stores or downloaded it online on

The forms will be reviewed by the Liberty jury and selected kids would be contacted for
further rounds.

Anupam Bansal, MD Retail Liberty Shoes, said, “A stepping stone for the kids next door to
showcase their calibre to the world. Liberty Shoes is here to celebrate the spirit of childhood,
passion and dedication of the children who have done anything par excellence in the field of
academics, dance, sports, music, quiz or any discipline.”

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 These children will win a chance to let the world know about their talent and acclaim the
exposure they deserve. This is one-of-its-kind platform for schoolgoing kids to become the
face of Liberty shoes. The winning entries would be further contacted for photo and video
shoot, said Barun Prabhakar, marketing head, Liberty Shoes.

By Consistent messages
To be a successful, a brand must consistently provide quality and satisfaction.

 It must meaningfully distinguish itself from the competition to create customer preference
 It must be relevant, convenient and easily accessible to its target audience
 It must appeal to their individual lifestyle, attitudes and beliefs
Therefore it‟s crucial that the messages you send about your brand be as predictable as the
brand itself.

Deliver on brand promises

Keeping promises is more important that good intentions.

Authentic and demonstrable claims must link back to the brand promise and must be fulfilled.
The top ranking brands reflect a top-down commitment to investing in the corporate brand as
a long term strategic asset.

More Compatible
Brand compatibility requires knowledge about the customer, including factors such as their
needs, mind-set (attitudes and/or lifestyle) and environment (media behaviour, purchase
behaviour, geo-demographic description).

Compatability is best described as how good the match between a brand‟s value proposition
(the unique differentiation) and the customer‟s attitude and behaviour.

While customer value helps determine which customer to spend the marketing budget on,
brand compatability helps to determine how to talk to the customer in a relevant way.

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Align brand and business processes
Developing a brand image is a holistic process that begins inside the business and works
outward.

While a name, logo, advertising and packaging can trigger positive associations that put your
product on a customer‟s „short list,‟ it‟s ultimately the customer‟s experience that validates
and sustains your brand. Actual performance will determine brand success.

Every business practise, customer contact and even employee attitude moist support the
brand positioning. Everyone from the CEO to the shop floor must be signed up to it.

Advancement of the store in term of IT

Using the updated version of software for their inventory management:

At Liberty, Shoes have been fashioning footwear for well over 50 years for the style-
conscious people around the globe. Now a days liberty is using a updated version of software
for their inventory management which makes the entire process very easy and every person in
the can operate the software very easily. The new updated version of software makes the
entire process from inventory to billing very efficient by which products can never be stock
out.

Making the entire store with free WiFi

We at Liberty shoe have been fashionable footwear for well over 50 years now, for the style
conscious people around the globe. Liberty is planning to provide the free wifi to their
customer as well as the sales staff so that the customer can enjoy more on the floor of the
store.

Expanded the online business widely

Liberty started to expand its business online widely. In every e-commerce site, Liberty is
offering their product. Liberty Shoes is a shoe company offering more than 10 brands of
footwear for men, women and kids. It was founded in 1954 and is based in Haryana. You can
find brands like Coolers, Fortune, Force 10, Senorita, Gliders etc. They even offer safety
shoes from brands like Freedom, Warriors and workman. Its products are reasonable and

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reliable in terms of quality. So whenever you wish to buy casual shoes, fashion shoes or
sports shoes; Liberty shoes can serve you the best.

Vendors of the liberty

1. Quanzhou Xuanfeng Trading Co., Ltd.
China

2. Fuzhou Wellsailing Imp And Exp Co., Ltd.

China

3. Quanzhou HaoYou Import & Export Trade Co., Ltd.

China

4. Nanjing WestWarrior Co., Ltd.

China

Type of consumers liberty is catering

 Liberty is catering to the middle class people. For the middle class people, Liberty is
more pocket friendly and also providing the good level of quality.

 Liberty is also catering the higher level of people whose income is well & good.

VISION AND MISSION OF THE COMPANY

Vision:
Liberty shoes is a rs. 1,000 crore vision company
Values that Liberty Shoe live by:
 To follow the highest standards of honest workmanship in whatever we make
 To walk the extra mile to ensure customer satisfaction, worldwide
 To remain a true cosmopolitan to the spirit

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  To remain a great corporation to associate with and to work for
 To know that „we are about people

Mission:
To be successful as the most dynamic, flexible and market responsive organization, with
footwear as its core business.

Location: The Great India place.

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