Digital Assignment-1 – 3 contexts

CONTEXT 1
House of Paragon Launches Lifestyle Label EEKEN for Trendy Millennials
Designed in London, UK and made in India to target the hip and savvy Gen Z. Genuine leather sneakers for
men and women, offering top-notch quality, stylish designs at promising prices. Paragon Footwear, the
pioneer Indian footwear company launched its athleisure and lifestyle brand EEKEN, for the young, fun and
active Gen Z audience. Brand EEKEN is created with the intention of injecting moments of unadulterated cool
into the daily lives, routines and fashion of young and energetic consumers by offering a range of lifestyle
sneakers that are accessible, durable and attuned to ‘weekend life’. The name ‘EEKEN’ comes, quite literally,
from the middle of the ‘weekend’. EEKEN range will focus on shoes (Lifestyle, Canvas and Athleisure);
Sandals & Flip-flop segments which are designed in London UK and made in India.

The EEKEN range will have over 80 unique shoe designs in the first phase. Over the next quarter, the
consumers will have the option of picking from open footwear including flip-flops and sandals. The price
range of the segment is from Rs. 999/- to Rs. 2999/-. Out of the overall market for open and closed footwear,
nearly 60% of the market is unorganized and 40% of the market is organized. Having said that, the market is
moving towards organized segment. In the next 3 years, the company plans to target INR 500 Crores from the
brand.

The men’s footwear category makes up approximately 60% of the market and is growing at a CAGR of 10%
while women’s footwear accounts for 30% and is expected to grow at a CAGR of 20% & Kids contribute to
10% of the market and growing at a CAGR of 12% to 15%.The footwear category is seeing a lot of action
with various global brands entering the market and Indian brands making a big play with new designs. The
price point in the category has certainly moved up in a big way for casual shoes. While men’s footwear
category always had brands, the women’s category has no major national footwear brand and hence there is a
huge untapped market potential.

Commenting on the launch, Mr. Sachin Joseph, EVP Marketing, EEKEN & Information Technology, Paragon
Footwear, said, “India is the fastest growing market for athleisure and sportswear. We are thrilled to bring our
top of the line offering to our loyal consumers who are young, ambitious and always on the move. The
EEKEN range will please discerning audience across age groups. Paragon is renowned for quality, durability
and value for money amongst its consumers. With EEKEN we will push the envelope for design and style in
athleisure and lifestyle segment. EEKEN products will be designed in London and to suit the taste of fashion-
conscious men and women.”

“Youngsters today are opting for sporty looks and this trend is driving the growth of athleisure market.
EEKEN will operate in the mid-priced segment but in the affordable lifestyle segment. We are coming up
with 80 designs to suit the aspirations and need of 18-25 years age group across middle class income
household. Our offering is designed to please,” said Mr Joseph Zachariah- Director Sales & Marketing,
Paragon Footwear at the conference. During the first phase of EEKEN launch, the company will enter
markets like Mumbai, Pune, Nagpur, Nasik, Ahmedabad, Hyderabad & Bangalore and the second phase
expansion will cover other metros and cosmopolitan cities throughout the country. Paragon Footwear’s key
strength is its widely spread dealer and distributor network. The company boasts of brand presence through
2.5 Lakh retailers nationwide.

Paragon Footwear was born in 1975 and was headquartered in Kerala with a production capacity of 1500 in a
day. Paragon’s journey began to other states in the year 1982. The company's distribution of footwear is
networked through 18 depots across India. Retail shopkeepers are serviced by more than 500 distributors,
delivering stocks to every corner of the country in the shortest possible time. Paragon also has an in-house
footwear design team dedicated to creating new designs and models to keep up with market demand.

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CONTEXT 2
Carrier Midea India Launches Exclusive Range of Midea Infiniwash Washing
Machines Available on Flipkart
Managing laundry during the rainy season can be a huge hassle. To help Indian consumers address this
problem, Carrier Midea India Private Limited, has launched its innovative range of Midea brand Infiniwash
Washing Machines that are available on Flipkart.

Speaking on the occasion, Mr. Sanjay Mahajan, Chief Operating Officer at Carrier Midea India, said “Midea
is one of the global leaders in consumer appliances and has achieved this stature due to its uncompromising
and relentless pursuit of providing quality, technology solutions for consumers. We are very happy to
introduce our 2019 range of Midea Infiniwash washing machines on Flipkart. With Flipkart’s strong
preference among Indian consumers and Midea’s best in class products, together, we aim to fulfil our
commitment to the Indian market.”

Speaking on the launch, Ajay Yadav, Senior Vice President - Mobiles and Large Appliances at Flipkart said,
“Flipkart offers a wide range of products from the best brands, and we are delighted to add Midea’s washing
machines to our portfolio. We understand the needs of consumers, and the products we offer on our platform
are based on strong market intelligence and consumer insights. People buy a washing machine after carefully
considering many factors such as product quality and features, price, after-sales service and the trust that the
brand evokes. We’re confident that Flipkart and Midea, together, will offer them products and experiences
that will not just fulfill but exceed their expectations.”

The new range available in Front Load and Top Load segment, are a unique blend of world-class technology
and ergonomic design, available at a consumer friendly price. During monsoon, there is a higher need for
washing machine due to increased soiling compounded by problem of drying. Midea range of Infiniwash
machines offer superior wash quality by combining variable strength and motion of water to permeate deep
inside the fabric fibers, thereby removing tough stains and ensuring cloth care.

Midea’s Infiniwash range includes the flagship 8.5Kg Fully-Automatic Front Load Washing Machine with
Sensor Drying Technology, which gives complete drying, thereby, making laundry easier during the rainy
season.

Key features that make Infiniwash range a blessing for the rainy season:
1. Sensor Drying Technology to protect your favorite clothes from excessive heat - The flagship model
(MWM085COM) comes with Sensor Drying Technology that checks the humidity level to decide whether to
continue drying or to stop. This ensures that your garments always look as good as new.

2. Water Magic Cube - The Magic Cube technology uses less water and gives greater cleaning speed, thereby
removing tougher stains than slower, conventional front loaders can manage.

3. 16 Wash Programs - Midea’s washing machine comes with 16 wash modes that are easy to understand for
both laundry novices and veterans, so that they can wash their clothes in the best way possible. These 16 wash
programs are precisely defined for all your wash and clothing needs.

4. Quick Wash for clothes that need less - Midea understands that not all clothes require long, intensive
cleaning. So, it has a feature that’s designed to quickly wash those smaller loads of lightly soiled clothing
while saving your time, money and energy.

5. Anti-Bacterial Gasket - Washing machines have watertight, airtight doors that are perfect breeding grounds
for bacteria that not only make your clothes smell bad, but can also make you very sick. This is especially true
during the rainy season. Midea washing machines have an Anti-Bacterial Gasket to ensure it is always clean
and free of mold to give you a truly hygienic washing experience.

6. A+++Energy Efficient - Midea Infiniwash washing machines with European energy efficient A+++ rating,
minimize energy consumption, while washing clothes effectively.

*Disclaimer: All models may not carry all these features

Carrier Midea India Private Limited is a joint venture between Midea Group Co. Ltd & Carrier, a world leader
in high technology heating, air conditioning and refrigeration (HVACR) solutions with operations in more
than 170 countries. Midea, a Fortune 500 company, is home appliance and air conditioning conglomerate with
presence in more than 190 countries. Carrier Midea India has a manufacturing facility in Bawal, Haryana, and
has exclusive rights to manufacture and sell Carrier and Midea brand air conditioners, Midea brand home
appliances and Midea brand Commercial Air Conditioners in India. With offices in 23 cities across India,
Carrier Midea India has pan India presence.

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CONTEXT 3
High Power - Low Price: New Duracell Chhota Power™ Alkaline Batteries
Guaranteed to last 1-year in TV & Set-Top Box remotes for just Rs. 17 a battery!, Compared to Heavy Duty
Zinc-Carbon batteries, Duracell Chhota Power™ batteries extend your TV viewing time for just a few Rupees
more! Every day, millions of families across India enjoy watching their favourite TV shows or the latest
breaking news. Key to this joy of viewing are the battery powered remotes: one which starts the TV, but more
importantly the one for the Set-Top Box. The latter opens the world to the programs and is the command to
flick through the channels.

Duracell Chhota Power™ - Long lasting power for Remote Controls: Duracell understands how important
TV and its remotes are to Indians. Therefore, the iconic consumer battery company launches an Alkaline
battery guaranteed to last one year in remote controls: Duracell Chhota Power™. Inspired by a deep dive
analysis of how and where Indians mostly use batteries every day, Duracell Chhota Power’s™ unique formula
has been optimized for common devices in Indian households, including remotes, such as the one for the Set-
Top Box. Enjoy hassle-free channel surfing guaranteed for an entire year! A nationwide dense distribution
will ensure that Duracell Chhota Power™ batteries are available for millions of Indian families – for just 17
Rupees a battery.

Duracell Chhota Power™ - Longevity with a “Triple Benefit” : Because Duracell Chhota Power™ batteries
are guaranteed to last one year in a remote control, they: Extend the time of TV family joy without any
interruption caused by batteries with a lower battery life; Provide much better value for money and are easier
on the family budget. Here’s the rationale: One Duracell Alkaline Chhota Power™ battery is Rs. 17 and
guaranteed to last one year in a remote control. Heavy Duty Zinc-Carbon batteries, with lower battery life, sell
for Rs. 15. No hassle of changing the batteries often!, Reduce the amount of unnecessary waste, A longer
lasting battery has less impact on the environment.

In a way, Heavy Duty Zinc-Carbon batteries may be compared to Duracell Chhota Power™ batteries as CFL
(Compact Fluorescent Light) light bulbs may be compared to LED lights. While both create luminosity, LEDs
come with a much more advanced technology, last significantly longer and therefore provide a far superior
value for money. Indian households powering their remote controls with Duracell Chhota Power™ batteries
will see those remotes lasting longer than those fitted with zinc-carbon batteries, making it a better and more
valuable choice for Indian consumers. Duracell will also continue to provide Duracell Ultra with Up to 100%
More Power for those power-hungry devices in Indian homes.

Duracell is a globally operating iconic consumer battery company and a leading manufacturer of high-
performance alkaline batteries also offering specialty cells and rechargeables. Since the launch of the brand in
1965, it has grown to become a global consumer icon, known for its commitment to quality, reliability and
innovation. On average 160 Duracell products are sold every second around the world and more and more
devices are being launched that require reliable battery power. Since the 1940s when the original company
was founded, Duracell has been responsible for many industry firsts, including the first alkaline AA and AAA
batteries and the first hearing aid “button” batteries. Duracell batteries were even first to land on the moon and
powered the first Logitech wireless mouse making computer work much more convenient.

Duracell Quality Assurance exceeds the requirement of the ISO 9000 standards, and specifies the highest
quality of raw materials, rigorous testing and inspection of performance and energy usage. Each single
Duracell battery is quality checked before leaving the plant to ensure maximum performance. For decades
now, Duracell alkaline batteries are free of any heavy metal.

Duracell employs over 3,000 staff around the world and has global regional headquarters in Geneva,
Switzerland (Europe & Africa); Singapore (Asia); Miami, FL (Latin America); and Bethel, CT (North
America.

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