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Red Tape eyes 50% growth in high-end segment, adds emphasis on promotions

26-October-2004
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Red Tape eyes 50% growth in high-end segment, adds emphasis on promotions

Mirza Tanners Limited – the house of the popular Red Tape brand of men’s footwear is targeting a 50 per cent increase in sales this fiscal-end in the high-end. Arvind Verma, Manager – Marketing, says the high-end range of Red Tape shoes is now being aggressively promoted. The new ad campaign featuring Salman Khan is in sync with this policy. New retail outlets will also be added by the end of this fiscal for promoting the high-end range.

At present, the Rs 250-crore group offers four products in the high-end range, namely fashion, outdoor, classic and cool. These are priced at Rs 1,595 – Rs 2,495. The shoemaker garners revenue of Rs 27 crore from this range annually. Eyeing a big opportunity in this segment, the group has decided to focus on advertising. “The latest ad campaign featuring Salman Khan showcases these shoes. The campaign aims to position the brand as a fashion statement among the high-end consumers. Below-the-line activities also form a major part of the promotion. The existing retail outlets will have a lot of point-of-purchase (PoP) and display material on this range,” Verma said. The company has spent Rs 4 crore this year as a part of the promotion activity, he informed.

Speaking on the latest ad campaign, Amitava Mitra, Vice-President, Percept Advertising, said that actor Salman Khan was the new brand ambassador for the Red tape shoes and the creatives of the latest ad campaign bring out the element of fashion. The tagline reads, ‘fashion for feet’. “Since Khan is one of the fashion icons in the country, his personality matches well with the brand. The campaign also brings out the fact that a person wearing Red Tape shoes gets noticed in the same manner as Salman Khan gets noticed wherever he goes,” said Mitra.

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