Brand Description

 Bata is one of the world leading footwear retailer and manufacturer with operations across 5 continents managed by 4 regional meaningful business units.

 With 1250 stores across the country, it also has the widest retail network..

 Bata, over the decades, used the ‘current knowledge‘.

Brand History
 Bata Shoe Company is registered in Zlin. Innovative from the beginning it departs from century old traditions of the one-man cobblers’ workshop.  The company was set up in Konnagar (near Calcutta) in 1932 which is known as Batanagar. It was also the first manufacturing facility in the Indian shoe industry to receive the ISO: 9001 certification.  It operates 63 companies in various industries but footwear remains the core business with 60 million pairs sold per year in more than 30 countries.

PRODUCT/SERVICE AND CORPORATE INFORMATION
 Shoes from which the brand known, market-oriented collection that is in line with fashion trends and offers a good quality to price ratio.  Incorporated as Bata Shoe Company Ltd on 1913. The company name was changed to Bata India Ltd on April 23, 1973.

 Corporate office: Gurgaon  CEO: Mr. Thomas G Bata

Bata: Improving Market Share
25 20 15 10 5 0 6.7 6.5 6.8 7.2 7.6 2010E 17.6 15.4 15.2 15 15 In Orga nise d Re ta il Ove ra ll M a rke t Sha re

Bata today… 2006 2007 2008 2009E Serves 1 million customers per day Employs more than 40,000 people Operates 5000 retail stores Manages a retail presence in over 50 countries Runs 40 production facilities across 26 countries

Social Factor
 Thinking Green... it has been Bata India's endeavour to preserve the environment.  Bata Australia has donated footwear through the Red Cross appeal.

Technological Factor

Tunnel System

Anti Slip Sole

Technological factor cont……

Easy RollingSystem

Climate Management

Competiton Factor
 Liberty shoes  New retail strategy in order to face the competition.
   shopping malls franchisee model shop-in-shop

source:www.fibre2fashion.com

Environment Factor
 Bata India is to build a real estate-cum-industrial park in Batanagar, near Kolkata.  Bata keep the wearer fit, healthy and safe.  Company is planning to expand its retail network in rural areas .

source:www.fibre2fashion.com

Format of Bata

Retail format Speciality store

location

Space/layout

merchandise

strategic

Medium sized

Focused single category

Bubblegummers is the leading children's footwear brand for the 0 to 9 olds that assure the healthy growth of a child's foot. Power embodies diversity with ranges in running, training, court,basketball, football and Outdoor that combines function with creativity Marie Claire shoes are for women with an active lifestyle who seek contemporary modern styles. The Weinbrenner line is made up of leather shoes and boots, low, mid and high cut characteristics such as double stitching, massage insole, latex foam insole, soft textile are used to emphasize the brand image both for comfort and style.

DR.SCHOLL The ribbed surface of the insole gently massages your feet while walking. This boosts the circulation And keeps you active all the day. The soft sole absorbs all the shocks while walking. NORTH STAR It's a casual yet fashionable street-style shoes that caters to the young at heart.

Hush Puppies emerged world's first casual shoe It is soft, breathable and very comfortable shoe. Known for technology.

The product life cycle
POWER
M IN AR BR IE EN CL N E AI R , RE NO , RT BU H BB ST LE AR G ,B U A M T M A ER C S OM FI T,

HAWAI

(Sau paolo Alparagatas)

S IE PP L PU L SH CHO HU . S DR

W

Marketing channels of Bata

Company operated retail outlet  Dealer network  Direct marketing to the customers 

Major retail outlet of Bata
 India's first exclusive Hush Puppies outlet at Hyderabad  10,000 sq ft Mega Store at Vadodara

 Bata India limited Behrampur

SWOT analysis
 Strength:  Worldwide presence  Offers customer best value and great possible service  Manages retail presence in 50 countries  High demand in foreign market

Weakness:
 Losing competition because of the other big players like adidas, nike, woodland etc.  Not too much stylist so it is losing the attraction of the customer, specially in the youth segment.  They don’t have any powerful brand ambassador to promote their brand.  They haven’t promoted themselves thoroughly, invested very less in their add campaign.

Opportunity:
 Bata India Limited has undertaken initiatives to improve the company's cost structure and margins.  The company has initiated a financial restructuring exercise to down its interest cost.  Financial re-engineering. • The company has tightened controls on costs in all areas of and is looking at global sourcing for raw materials and other inputs.  Bata India is also exploring third-party manufacturing units in Assam and Jammu & Kashmir as these enjoy tax holidays.  Bata Shoe Organization (BSO) has decided to give a breather to its 51 per cent subsidiary.

: Threat

•Introduction of new brands in the market. •Lagging behind in terms of technological factors. •Young generation is attracted to the other branded shoes like adidas, nike, woodland etc.

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