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. The restricted shelf space at the retail stores 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 men’s offering under a group “OFFICE CHAPPAL”. Similarly, women’s wear got branded as Solea and monsoon wear as Paralite.
Hammer takes pride in the successful evolution of ‘Office Chappal’ to ‘Office Footwear’, from “Paisa vasool” to “India Ka Style”. Today Office Footwear is a clearly differentiated offering and a clear leader in many markets.
Solea with a clear positioning 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 through TV using TV commercials.