Introduction

Bata Shoes (Czech: Baa or Baovy zvody) is a large, family owned shoe company based in Bermuda found in 1984, but currently headquartered in Lausanne, Switzerland

The Use of Repositioning Strategy and its Change

1. Visual Merchandising Comfortable and inviting store ambience Neatly stacked racks Attractive decor

2. More Emphasis on Larger Store Format -

3. Target Market Shift 4. Online Sales and Marketing

5.Youth would be the center of target market.

6. Change from traditional footwear's to modern day designs

7. Shift from downright boring products to exciting youth brand. 8. Utilizing the strength of Social

Strategies Deployed to Cater the Market

Online selling Launching designer foot wear range Attempt to reach youth

Appointed ace designers

 High investment in technology

More than 20 sub-brands including premium segment brands

The road ahead

Celebrity endorsements Online customizing of footwear's. Launching Sports/Aerobic range Women- A major customer. Sponsorship for sporting events. Conducting fashion shows.

 Bata Shoes (Czech: Baa or Baovy zvody) is a large, family owned shoe company based in Bermuda found in 1984, but currently headquartered in Lausanne, Switzerland

 Revenue - 1,293.40 Crores

Bata (Baa in former Czechoslovakia) Bata Premium (handcrafted dress shoes) Bata Industrials (safety footwear) Bubblegummers (children) Power (athletic shoes) Marie Claire (women) Hush Puppies (Premium) [Hush Puppies is owned by Wolverine Worldwide and not Bata] North Star (youth) Weinbrenner (Premium Outdoor Shoes)