2024's Marketing Forecast: 24 Trends Redefining The Game View

2024's Marketing Forecast: 24 Trends Redefining The Game View


Case Study

Brand Strategy

Problem Statement

An emerging premium leather footwear brand wanted to increase its market presence.

The brand needed to understand the market dynamics, evaluate competitors, conduct consumer research, and pinpoint emerging trends to achieve this goal. This market exploration aimed to gain insights for effectively communicating the brand’s message and values to its target audience.

Key Objectives

To create the positioning and identity for the brand’s footwear offering.


Pink Lemonade analysed the competitive landscape of global and national footwear brands, focusing on styles, categories, product details, communication methods, and social media presence. We also studied the target customers and their purchasing behaviour.

Using these insights, we developed a customer persona that aligned with the brand ethos, enabling the creation of a succinct, impactful communication and positioning strategy to enhance brand perception and awareness.

  • Secondary research on national and international footwear brands
  • Market study to understand global brands in Bangalore
  • Qualitative research: In-depth interviews
  • Quantitative research: Web surveys


In this case study, the strategic analysis and research conducted into the leather footwear market played a crucial role in the rebranding efforts of an emerging premium brand. 

The brand successfully carved out a new niche by thoroughly examining the competitive landscape and consumer behaviour. Focusing on its unique strengths, including distinct design and exceptional craftsmanship, the brand was repositioned as a leading choice for fashion-forward consumers. 

This shift in branding strategy has enhanced its market presence and connected deeply with a style-conscious audience, appreciating the blend of aesthetic appeal and empowerment offered by the brand’s footwear.