Detailed Marketing Strategy Of Relaxo Footwear With Company Overview

Relaxo Footwear – Company Overview

Source: Google

Established in 1976 by Shri M.P. Agarwal, Relaxo Footwear has become a household name in India. Their mission is simple: to provide affordable and durable footwear for every person, across all walks of life. Relaxo’s dedication to accessibility has positioned it as a frontrunner in the Indian footwear industry.

Relaxo offers a diverse range of products under popular brands like Sparx, Bahamas, and Flite. Each brand caters to specific customer needs, ensuring there’s a perfect pair of Relaxo shoes for everyone. Whether you prioritise quality, comfort, or style, Relaxo has you covered.

The company’s success isn’t just about the products themselves. Relaxo boasts a well-established network of over 350 retail outlets across India, making their footwear readily available to a wide audience. Additionally, they’ve embraced the digital age, selling their products through major e-commerce websites, further increasing their reach and convenience for customers. Many want to understand the intricacies behind the formulation of marketing strategies of companies like Relaxo Footwear and more. Pursuing a digital marketing course learn how companies like Relaxo reach their audience and build successful marketing campaigns.

Marketing Strategy of Relaxo Footwear

Relaxo stands out for its grasp of marketing fundamentals. They excel at segmentation, targeting, and positioning their products. This, combined with clear product differentiation and a focus on building strong customer relationships, sets them apart. Additionally, Relaxo recognises the importance of staying current by embracing contemporary approaches like social media marketing and search engine optimisation/marketing.

Segmentation, Targeting, and Positioning

In the vast footwear market, success hinges on understanding your audience. Relaxo, an Indian footwear company, has mastered the art of market segmentation. They recognise that one size doesn’t fit all, and by dividing the market into smaller groups based on factors like age, gender, price, lifestyle, and region, they can target their products more effectively.

This targeted approach allows Relaxo to compete strategically. While they may not have the reach to compete with national players like VKC and Paragon in all segments, they can focus on areas where they have a strong network, particularly in the South of India. Furthermore, Relaxo steers clear of direct competition with international giants such as Puma, Nike, and Adidas in the high-end footwear market.

So, how does Relaxo cater to various customer groups? They’ve created a diverse brand portfolio, with each brand positioned to target a specific segment. For example, one brand might focus on trendy styles for the youth, while another offers comfortable and affordable footwear for families.

Overall, Relaxo positions itself as a company that provides good quality footwear at accessible prices across various brands. They are also working on rebranding themselves to resonate more strongly with younger demographics. By segmenting the market and strategically positioning its brands, Relaxo is well-positioned for continued success in the competitive footwear industry.

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Marketing and Advertising Campaigns

1) Sparx: It’s In Me

Source: Google

Sparx, the sports footwear brand from the house of Relaxo has recently rebranded its market positioning from ‘Add Sparx to your life’ to ‘It’s In Me’. The brand has launched a campaign with brand ambassador Akshay Kumar to communicate this repositioning and rebranding to the youth that it is targeting. The campaign has been created and executed by DDB Mudra. This campaign hyped Sparx to touch the next level of sales.

Source: Google

On May 27th, 2022, Relaxo footwear unveiled a new video promoting their Flite PUG 111 footwear on their YouTube channel. The video featured actor Dheeraj Dhoopar highlighting the shoe’s USPs. With 381 views (as of today), the video seems to be gaining traction. The Flite PUG 111 boasts a sleek design coupled with a soft, cushioned insole for ultimate comfort.

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3) Keep chilling keep flipping

Source: Google

This is the advertisement video for the Bahamas slipper. Where the students of the college colour their teacher’s face thinking of him as his friend. But he turns out to be the teacher, they recognise the teacher and try to trick him. The teacher recognised them with their Bahamas slippers. The video touched 1k on their youtube channel with the tagline “keep chilling keep flipping” with the Bahamas.

Social Media Marketing

Relaxo, and by extension, all of Relaxo’s footwear brands knows that the youth pulse beats on social media. They’ve traded the traditional ad world for the vibrant realm of Instagram and Facebook, using these platforms to connect with their young audience. The proof? Their revamped Sparx campaign – is a total game-changer!

Let’s dive into Relaxo’s social media empire and see how they’re connecting with their fans.

Facebook: 160,658 followers
Instagram: Absent
LinkedIn: 35,506 followers
Twitter: 1,964 followers

While Relaxo, the footwear giant, has a massive following, they’ve been missing a beat in the digital space. Relaxo Footwear’s social media presence feels scattered and inconsistent, lacking the punch needed to truly connect with their audience. While they’ve dabbled in influencer marketing with some success, the brand’s overall social media game needs a serious overhaul.

To truly capture hearts and drive sales, Relaxo needs a dedicated social media team to craft a cohesive strategy. It’s time to step up their digital game and make a lasting impression on their customers.

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SEO Strategies

In today’s digital world, social media and search engines dominate the way we buy and sell. For businesses, high visibility in search results is crucial. The higher your website ranks on search engines, the more likely people are to find you, learn about your brand, and potentially become customers.

So, how do we measure the success of a website’s SEO strategy? One key metric is the number of organic keywords (Free search terms for SEO) your website ranks for. Here’s a breakdown of what these numbers mean:

• Less than 500 organic keywords: This is considered a low number. It suggests your website might not be reaching its full potential audience because you’re targeting a limited range of search terms.
• 1,000+ organic keywords: This is a good starting point. It indicates you’re targeting a decent variety of relevant searches.
• 10,000+ organic keywords: This is a very strong number. It suggests your website is well-optimised for a vast array of search terms, potentially leading to high visibility and organic traffic.

With 18,100 organic keywords, your website’s SEO strategy is definitely on the right track! This high number indicates you’re ranking for a significant number of relevant searches, which can translate to increased website traffic and brand awareness. However, one must remember that quality is just as important as quantity. While a high number of keywords is impressive, you also want to ensure you’re ranking for terms that are relevant to your target audience and have a good search volume (how often people search for them).

Influencer Marketing

Source: Google

Influencer Marketing is a type of social media marketing where an influential person collaborates with a brand to promote something. Influencer marketing is one of the core pillars of the marketing strategy of Relaxo Footwear. Relaxo’s subsidiary brands like Sparx and Bahamas use influencers and Bollywood celebrities like Salman Khan and Akshay Kumar, to increase its reach, for positioning and repositioning, to build trust and a more personal connection with its consumers, and to increase its brand value.

It uses influencer marketing both online and offline. They have collaborated with stars like and so on who are not only very famous but also very loved and celebrated in the country. The art of using influencers for marketing is nearly perfected by Relaxo. Probably they should work on collaborations with people who are not just stars but people whom the youth resonate with such as comedians, musicians, and so on.

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E-Commerce Strategy

Relaxo Footwear operates an e-commerce platform showcasing a range of brands including Relaxo, Bahamas, Sparx, Flite, Boston, Mary Jane, and Kids Fun, offering their diverse product lines for sale. It delivers products across the country and the products take approximately 3-7 days to days to reach the consumer based on their location. The customer interface is simple and user-friendly where customers can order their desired footwear, track orders, place exchange requests, and so on. They also sell their goods through various E-commerce giants like Amazon, Flipkart, Myntra, and so on.

Mobile Application

Relaxo Footwear has made a strategic call by opting out of the mobile app race. Their focus on a strong website presence and leveraging major e-commerce platforms seems to be paying off. It’s a testament to their deep understanding of consumer behaviour – they know that most people aren’t looking for a dedicated footwear app. By avoiding unnecessary costs and development time, Relaxo can channel resources into areas that directly impact product quality, distribution, and customer satisfaction.

Content Marketing

Relaxo footwear primarily focuses on video advertisements on television and social media. They use influencers who are celebrated to convey their message. They make content that revolves around the branding and rebranding of their image to develop a psychological connection with their consumers. Their strategy is to draw consumers towards them by making content that makes consumers resonate with their image and their unique selling features such as low cost and great quality.

Liked Relaxo Footwear's Marketing strategy? Check out this marketing strategy Aretto, to see how this Indian footwear leader leverages digital marketing to increase visibility.

Marketing Strategy of Relaxo Footwear That Failed

Relaxo Footwear launched a campaign to promote their new line of ethnic footwear, showcasing traditional Indian attire and cultural symbols. The campaign intended to celebrate India’s rich cultural heritage and diversity.

• Issue: Relaxo faced backlash for a campaign that was perceived as culturally insensitive and not reflective of the brand’s values.
• Backlash: The campaign led to significant negative feedback on social media, impacting the brand’s image.
• Response: Relaxo issued a public apology, withdrew the campaign, and committed to more culturally sensitive marketing practices in the future.

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