Current Marketing Mix Product Bata offers a number of product lines to the prospective consumers in the existing market

. Bata has truly international team whose diversity of ideas to develop new style footwear, shocks, sneaker, etc. Bata has introduce huge product line of men footwear – shows, sandal, sneakers, shocks, women footwear, kid’s footwear and many other types of footwear line the company is operating in the market. About half line of product the company imports and sells under the franchising. Bata also sell ten international brands footwear at their retail shop. Premium collection Bata has been delivering hand crafted quality footwear over !! years to maintain and build on heritage of creating high quality, comfortable and stylish shoes. Product

"or many a product is simply the tangible, physical entity that they may be buying or selling. #ou buy a new car and that’s the product – simple$ %r maybe not. &hen you buy a car, is the product more complex than you first thought' The Three Levels of a Product. The Product Life Cycle (PLC) is based upon the biological life cycle. "or example, a seed is planted (introduction)* it begins to sprout (growth)* it shoots out leaves and puts down roots as it becomes an adult (maturity)* after a long period as an adult the plant begins to shrink and die out (decline). The Customer Life Cycle (CLC) has obvious similarities with the +roduct ,ife -ycle (+,-). .owever, -,- focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products or services that customers /001 throughout their lives.

2o create the right marketing mix, businesses have to meet the following conditions3

2he product has to have the right features – for example, it must look good and work well. 2he price must be right. -onsumer will need to buy in large numbers to produce a healthy profit. 2he goods must be in the right place at the right time. 4aking sure that the goods arrive when and where they are wanted is an important operation.

2he target group needs to be made aware of the existence and availability of the product through promotion. 5uccessful promotion helps a firm to spread costs over a larger output.

"or example, a company like 6ellogg’s is constantly developing new breakfast cereals – the product element is the new product itself, getting the price right involves examining customer perceptions and rival products as well as costs of manufacture, promotion involves engaging in a range of promotional activities e.g. competitions, product tasting etc, and place involves using the best possible channels of distribution such as leading supermarket chains. 2he product is the central point on which marketing energy must focus. "inding out how to make the product, setting up the production line, providing the finance and manufacturing the product are not the responsibility of the marketing function. .owever, it is concerned with what the product means to the customer. 4arketing therefore plays a key role in determining such aspects as3
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the appearance of the product – in line with the requirements of the market 2he function of the product – products must address the needs of customers as identified through market research.

2he product range and how it is used is a function of the marketing mix. 2he range may be broadened or a brand may be extended for tactical reasons, such as matching competition or catering for seasonal fluctuations. Alternatively, a product may be repositioned to make it more acceptable for a new group of consumers as part of a long7term plan. Placement Bata has a network of 89! retail outlets located statically in different parts of the country. 2his extensive retail network is also supplemented by an equally extensive network of deports and dealers. 2he retail outlets are segmented according to the profile of customer and different market segments. According to the segmentation the three different types of outlets are

Bata City: 2he city stores incorporate spacious floor space allowing a comfortable shopping experience, modern interior enriched with novel shelving systems, fittings, fixtures and lighting. 2he city stores are established in prime location of metropolitan city. Among the 89 city stores : are established in 1haka and other in ma;or business area. Bata Ba ar: Bata Ba<ar holds the largest display of Bata’s products consisting wide range of assortment. =t provides the customers with broadest range of products and accessories in a different price range possible. But exclusive brands and products are not been sold here. 2his concept was introduced in 8!!>. Bata !amily: =t is more a like a clearance outlet. 4ost of the products which are been sold here are in sale.

2hese three types of stores are serving different segment of target market and adding a new value in customer satisfaction. Place

Another element of /eil ..Borden’s 4arketing 4ix is Place. +lace is also known as channel" distri#ution" or intermediary$ =t is the mechanism through which goods and?or services are moved from the manufacturer? service provider to the user or consumer. Although figures vary widely from product to product, roughly a fifth of the cost of a product goes on getting it to the customer. @+lace’ is concerned with various methods of transporting and storing goods, and then making them available for the customer. Aetting the right product to the right place at the right time involves the distribution system. 2he choice of distribution method will depend on a variety of circumstances. =t will be more convenient for some manufacturers to sell to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or customers. Price Bata use price7 quality leadership approach. 2hey set the price based on value. =n some country they target high quality niche and in some country price sensitive segment. 0very where they set the price based on value they delivered. Bata follow geocentric pricing techniques. According to the demographic features the local pricing for Bata shoes for men, women and children is given bellow3 -ategory 4en 1ress 4en 5ummer &omen 1ress &omen 5ummer Athletic footwear -hildren footwear 5andak?5andals Promotion Bata has put less effort in promoting their products. 2hey think the 89! retail outlet throughout the country helps Bata to do integral brand marketing. %ther then that they are the official clothing sponsor of Bangladesh -ricket 2eam. .owever Bangladesh, Bata has done many promotional activities like3
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.ighest BB12C :DD! EED! 9ED! 8ED! >D! 8D! 8!

,owest BB12C DD! 99! >D! :D! 8!!! 8D! D!

2F campaign +rint advertisement %utdoor (Billboard) &eb based 07 flyer, 545

Among all those promotional activities they have emphasi<ed on outdoor advertising in Bangladesh. Another one of the E+’s is promotion. 2his includes all of the tools available to the marketer for @marketing communication’. As with /eil ..Borden’s marketing mix, marketing communications has its own @promotions mix.’ 2hink of it like a cake mix, the basic ingredients are always the same. .owever if you vary the amounts of one of the ingredients, the final outcome is different. +romotion is the business of communicating with customers. =t will provide information that will assist them in making a decision to purchase a product or service. 2he ra<<mata<<, pace and creativity of some promotional activities are almost alien to normal business activities. 2he cost associated with promotion or advertising goods and services often represents a si<eable proportion of the overall cost of producing an item. .owever, successful promotion increases sales so that advertising and other costs are spread over a larger output. 2hough increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organi<ation to develop and build up a succession of messages and can be extremely cost7effective$