MAM

Metro Shoes repositions itself to cater to youth

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/01/04/mam.jpg?itok=wkWOwHgj

MUMBAI: There was a time when people were happy to own a pair or two of shoes, at the most three. Not any more...

With fierce competition among domestic footwear retailers and newer international footwear brands setting shop in the country, not to mention a heightened sense of brand consciousness, customers today are having a field day in terms of the sheer number and variety of shoes available in the market.

So much so, Metro, one of India’s oldest footwear brands, conducted research and found that a majority of its loyalists were 30+ year olds. In a bid to increase its target audience and stay ahead of the competition, Metro has now repositioned itself to provide ‘Shoes for a new race’. The brand believes that with changing times, it needs to change in order to stay relevant to its target audience.

Says Metro Shoes MD and CEO Malik Bhanji: “Since India is a young country, it is imperative that the new positioning of Metro Shoes resonates with the attitude of the youth. The new race doesn’t necessarily believe in following age-old norms; they believe in creating their own. To build a connect with this consumer, we have launched a campaign that twists conventional ideologies, giving them a new meaning.”

Adds Metro Shoes marketing manager Lavina Rodrigues Pinto: “Through our research, we found out that our loyalists are 30+ olds but we wanted to increase our TG. Hence, we thought of repositioning ourselves to be more relevant to today’s youth.”

The refresh isn’t just about a new brand philosophy. Metro has tweaked its product mix to match the attitude and spunk of the younger generation it caters to. “Youngters aren’t scared of experimenting and hence, we have used bold and contemporary designs,” elaborates Pinto.

A budget of Rs 20 crore has been assigned to the repositioning exercise and a 360-degree marketing plan has been launched with outdoor as the main focus for shoe retails.

However, two celebrities who’ve been closely associated with Metro thus far – actors Kareena Kapoor and Saif Ali Khan - won’t be the faces of this campaign. Asked why, Pinto clarifies: “Earlier, even though we were a 100+ store chain in the country, people saw us as a neighbourhood store. Hence, we needed to reach out more and give the brand a pan-national feel. In three years, these two actors helped us achieve that, and now we want to move on and make the youth the face of our brand.”

Coming to international brands, although Metro sees competition in companies such as Nine West and Charles & Keith, the brand believes these have only helped Indian brands become more customer-friendly.

Citing the example of how well Fastrack (Indian watches brand) has done, Pinto says: “Yes, today’s generation is more exposed to international brands but if an Indian brand too has an aspirational value attached to it, then there is nothing to worry.”

“Also, we mustn’t forget that even today, fashion is very regionally sensitive in India. For example, we sell more heels in Chandigarh while more flats are sold in Chennai. As an Indian brand, we have an advantage to understand this, unlike the international counterparts,” she adds.

Metro’s expansion plans are very much on track with 16 stores opened this year and plans to open another 20 across the country. The brand also plans to be more aggressive in the e-commerce sector. “We had an online site four years ago but weren’t very aggressive on it but now, as more and more people are getting comfortable with the medium, we will be going the whole hog,” rounds off Pinto.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/23/Cadbury-800.jpg?itok=75ETdTq2
Why does Dairy Milk continue to remain India's favourite chocolate?

Go to any store in India and ask the person to hand you a Cadbury. You are for sure to get a bar of Dairy Milk, wrapped in purple cover, in your hand. Such has been the company’s branding that chocolate has become synonymous with Cadbury, although it is a brand with many candies.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/indigo.jpg?itok=vjuB3RII
Indigo Nation awards digital mandate to Social Kinnect

MUMBAI: To build a stronger brand connect with the younger generation, and to seamlessly bridge the gap between online and offline audiences, Indigo Nation has awarded Social Kinnect the duties to manage its digital mandate.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/hostar.jpg?itok=fwdDJrrI
Flipkart, Hotstar announce new ad platform ‘Shopper Audience Network’

Flipkart and Hotstar recently announced the launch of Shopper Audience Network, Flipkart’s new ads platform that allows brands to connect with customers through personalised TrueIntent video ads on Hotstar.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/anada.jpg?itok=nTK_avhe
Ananda Dairy launches awareness campaign for packed paneer

Ananda, one of the leading dairy products manufacturing company, recently launched its new awareness campaign to educate customers about the benefits of consuming a packed paneer v/s loose paneer.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/post.jpg?itok=zI1i3XEW
Signpost India Invites brands to come together for Save the Tiger campaign

Nagpur, the “Tiger Capital of India” is all set to don a refreshing new look by Signpost India, in active collaboration with Forest and Revenue Department of Maharashtra.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/cad.jpg?itok=JVTE7xPM
Cadbury Dairy Milk launches campaign for 70-year celebration

Cadbury Dairy Milk recently completed 70 years in India and to celebrate the occasion, Mondelez has launched a new campaign for India’s favourite chocolate.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/image.jpg?itok=2rcBfUiv
Big B faces the heat for Kalyan Jewellers TVC

Kerala-based jewellery chain, Kalyan Jewellers' latest TVC featuring Amitabh Bachchan and his daughter, has been termed as “disgusting” and aimed at creating distrust in the banking system by the bank union, according to a report by Mint.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/jeep.jpg?itok=xSFVsZyM
Laqshya Media Group creates India’s largest billboard for Jeep Compass

Laqshya Media Group has partnered with Jeep India to create India’s largest outdoor media installation for its iconic Compass on one of the busiest national highways of India which connects two major cities, Mumbai and Pune.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/honor.jpg?itok=iFKjGffP
Honor launches new ad with Bhumi Pednekar

Honor, the e-brand of Huawei, has kick-started Honor 9N #NoOrdinaryBeauty campaign in collaboration with Bollywood actress Bhumi Pednekar.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories