Paragon’s entry into the PU segment was very late. By the time they entered the market VKC, Premire, Fischer, Sketchers etc had established as lead players. Also the restricted shelf space at the retail space was also a big challenge that the brand had to overcome.
With a view to provide a differentiation in the market place Paragon adopted a segmentation route and introduced three Sub-brands to cater to the middle and lower income segments. Each of these segments had various brands and hence the agency proposed clubbing all mens offering under a group “ OFFICE CHAPPAL”. Similarly Womens ware got branded as Solea and monsoon ware as Paralite.
Hammer takes pride in the successful evolution of ‘Office Chappal’ to ‘Office Footware’, from “Paisa vasool” to “Tough & Stylish”. Today Office Footware is a clearly differentiated offering and a clear leader in many markets.
Sloea with a clear positionng as a brand that facilitates noticeability has developed into a strong challenger brand and is creating ripples in the market place.
Today all these sub-brands are successful national players in the respective categories.The communication was predominantly thru TV using TV commercials.