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Marketing
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Strategy
Liberty Shoes dropping prices
Mumbai, March 28
Liberty Shoes is bringing down the prices of some of
its brands. Brands such as Fortune, Tip Top and
Gliders will now have lower price points to cater to the
mass market. Mr Anupam Bansal, Director Retail, Liberty
Shoes, said, "We want to capture a bigger market and
make footwear more affordable with the lower priced
points." Unleashing a new ad campaign with the baseline,
`Keemti Joota Kam Keemat Par', Liberty is attempting to
have converts from unbranded to branded footwear
users. Hiking its ad spend to Rs 10 crore this year, the Rs
500-crore company is expecting an additional turnover of
Rs 50 crore after dropping its prices. - Our Bureau
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