There is much evidence that a foot covering was one of the first things made by our primitive ancestors. Necessity compelled them to invent some method of protecting their feet from the jagged rocks, burning sands, and rugged terrain over which they ranged in pursuit of food and shelter. The history of human development shows that the importance of protecting the foot was early recognized. Records of the Egyptians, the Chinese and other early civilizations all contain references to shoes. The shoe is repeatedly mentioned in the Bible and the Hebrews used it in several instances with a legal significance, notably in binding a bargain. Shoes of one sort or another are rich in legend and figure conspicuously in the folklore of different races. The shoe, even up to the present time, continues to figure in those stories, which have come down to us. The stories of the wonderful Seven League Boots, Mercury's Winged Sandals, Puss in Boots, Cinderella, and others, all existed in some ancient and often nearly forgotten tongue, but are still well known to all children. The custom of throwing the shoe after the newly wedded couple is but one
of the many instances in which the shoe, when used according to formula, was supposed to bring luck. In its first form the shoe was just a simple piece of plaited grass or rawhide which was strapped to the feet. Among the relics of early Egyptians are some sandals made from plaited papyrus leaves, beautifully and artistically wrought. Records show that sandal making had become a well-recognized art early in the history of that country. The sandal still is the most generally worn type of footwear in many warm countries. In form and ornamentation it reflects the environment in which it was worn, together with the artistic tastes of the peoples. In some countries the sandal continues to be the same simple kind worn since the dawn of history, while in others the multiple form of the straps and beautiful decorative work reflect the artistry, progress and prosperity of the wearers. The Japanese, long a sandal wearing people indicated the social status of the wearer by making distinctive sandals for the Imperial Household, merchants and actors, in fact, for the whole range of vocations and professions. The Greeks emphasized design and beauty, while the Romans devised a military type of sandal that enabled their legions to travel on foot throughout the then known world. In the more luxurious days of the late Empire the sandals were often beautifully wrought with ornaments of gold and precious stones
The moccasin is the foot protection of cold countries. The puckered seam which outlines the forepart of the moccasin is all that remains of the puckering string once gathered and tied about the ankle. This peculiar seam still appears in the footwear of people in every cold county. . The shoe has always had an important place in costume. Until
recent years, many shoes were made to be worn only on occasions of great ceremony. Some of these were very lavish in design and ornament, lending importance and distinction to the official dress of proud wearers. Through all this development, comparatively little attention was devoted to fitting qualities or comfort. When the medieval guilds controlled craftsmanship in Europe, perfection in workmanship and extravagance in style seems to have been sought in shoes rather than foot comfort and protection. Among the more conspicuous oddities of style in this period was the peaked shoe or Crackow, with a toe so long that it made walking difficult if not impossible and the passage of laws to prohibit its wearing was necessary before it was discontinued. It was followed by the Duckbill shoe in Elizabethan times. Laws were enacted limiting its maximum width to 51/2 inches. These footwear oddities in turn were followed by a succession of fantastic. As late as 1850 most shoes were made on absolutely straight lasts, there being no difference between the right and the left shoe. Breaking
in a new pair of shoes was not easy. There were but two widths to a size; a basic last was used to produce what was known as a "slim" shoe. When it was necessary to make a "fat" or "stout" shoe the shoemaker placed over the cone of the last a pad of leather to create the additional foot room needed. Up to 1850 all shoes were made with practically the same hand tools that were used in Egypt as early as the 14th century B.C. as a part of a sandal maker's equipment. To the curved awl, the chisel-like knife and the scraper, the shoemakers of the thirty-three intervening centuries had added only a few simple tools such as the pincers, the lapstone, the hammer and a variety of rubbing sticks used for finishing edges and heels. . INTRODUCTION TO SALES MANAGEMENT Sales Management Sales management originally referred exclusively to the direction of sales force personnel. According to American Marketing Association agreed that sales management means “the planning, direction and control of personal selling including secreting, selecting, equipping, assigning, routing, paying, and motivating as these tasks apply to the personal sales force”. The AMA definition made sales management synonymous with management of sales force, but modern sales management has considerably
3. Sales Management’s are in charge of personalselling activity & their primary assignment is management of the personal sales force.broader responsibilities. Contribution to profits. Sales executives do not carry full burden to reach these objectives but they make their contribution majority. which are 1. Once the goals are finalized. Sales manager co-ordinate the personal-selling operation with the order getting methods. with marketing activities of the distributive network. Sales volume. there are three general objectives of sales management. it is up to sales executives to guide & lead the sales personnel and middlemen who play critical roles in implementing the selling plans. Top management has the final responsibility because the entire failure or success is accountable to entire enterprise. 2. Objectives of sales management:From the company viewpoint. and with the implementation of the overall marketing strategy. which they delegate to sales management. objectives are translated into more specific goals-they are broken down and restated as definite goals that the company has a reasonable chance of reaching. sufficient authority to achieve the three general objectives.
. Continuing growth. In the process. It delegates to marketing management.
there are changes in the nature of the sales job and in size of the sales force. These objectives concern the nature of the contribution management expects Personal Selling to make in achieving long-term company objectives. Modern sales executives must be skilled in planning. thus indicating the whole market potential to an entire
Personal Selling Objectives :(PSO) The qualitative PS objectives vary with the kind of competitive setting. co-ordination and controlling to ensure that personal activities make their maximum contribution to marketing effort.They control the personal-selling effort of the original units they lead. In quantitative personal selling objective vary with the kind of competitive setting. Qualitative objects are long-term and are carried over from one operating period to another. Those objectives are short term and are adjusted from
.Sales potential industry. assuring that sales department objectives are reached. These objectives influence both the nature of the sales job and the size of the sales force. But when qualitative objective change. Sales potential:A sales potential is an estimate of the maximum possible sales opportunities present in a particular market segment open to a specified company selling a good or service during a stated future period. represents sales opportunities available to a particular manufacturer.
especially on kind of sales staff. sales people have to persuade target buyers not only to accept the company’s product but also at the prices asked. Pricing policies. CO’s regard the sales volume Objective or the unit volume. That is to say that. companies assign stills other qualitative objectives. They provide guidance on decisions on what to sell.operating to operating peril. in addition usualness flow from changes in key qualitative PSO. In monopolistic and oligopolistic competitive settings. for instance. in all competitive in all CO’s changing the nature of the sales job. too most CO’s benefits from assigning other type of personal selling obiligations. In all competitive settings. one directing the sales volume is obtained in ways that contribute to profit objectives. to whom to sell which shapes the fundamental nature of company which are important determinates of the kind of sales personnel and their total number (the 2 components of P-S strategy). Sales-related
. In all competitive settings. That is to be obtained during the period as most critical. too have on important impact.
Personnel Selling Strategy:Sales related market policies are the guide natives within which company seeks to reach both qualitative and quantitative PSO. including ones specifying the securing and for retaining of the certain market share.
marketing policies. which estimate a proposed marketing plan and which assumes a particular set of uncontrollable and competitive forces. Anticipated general economic conditions 2. It is an estimate of sales during a specified future period. Conditions with in the industry
. It is important that they be attained to a company’s particular situation under condition of monopolistic and oligopolistic competition. like PSO. Factors considered during sales forecasting:1. It has been defined as “the expected level of company sales based of chosen marketing plan and assumed marketing environment. vary with the competitive setting. much more so than when there is no direct competition. From this it is clear that sales forecasting is an estimate of sales during a specified future period for a chosen marketing plan under a given marketing environment. Product policies what to sell
Distribution policies Sales Forecasting
whom to sell
One of the important functions of sales organization is sales forecasting.
Survey of buyer’s intentions. Personal selling is generally. it is undertaken continuously year after year.e. Industry forces and share of sales of the industry 8. 5. 4.1.
2. no doubt. Market test method. Market Situation
4. Condition within the firm
Techniques of sales forecasting.3. But sales promotion is a non-recurring event i. Time series analysis
Differences between personal selling and sales promotion 1. but sales promotion
may or may not involve the salesman. recurring agents.. it is undertaken only during a specific period. Opinion poll of sales forecasting 3. induces the prospects to by the product. 3. Personal selling involves the use of the salesman. but sales promotion provides an extra stimulus to the prospects to buy the product. 2. Statistical demand analysis 9. Projection of past sales 6. Personal selling. Expiate opinion. Products in use analysis 7.
Those who are highly satisfied are much less ready to switch. and associates advice and marketer and competitor information and promises. If the performance falls short of expectation. customer satisfaction is both a goal and marketing tool. If the performance matches the expectation. In general: Satisfaction is a person’s feelings of pleasure (on disappointment resulting from comparing a product’s perceived performance (or) outcome) in relation to his (or) expectation. not jut a rational preference. CUSTOMER SATISFACTION Whether the buyer is satisfied after purchase depends on the offer` performance in relation to the buyer` expectations. Companies that achieve high customer
But sales promotion is always the responsibility of the producers. the customer is satisfied. the customer is highly satisfied or delighted. the customer is dissatisfied. If he performance exceeds expectation. The result is high customer loyalty. satisfaction is the function of perceived performance and expectation.4. friend. Personal selling may be adopted by the producers or by the dealers. Their expectations are influenced by heir past buying experience. For customer-centered companies.10 -
. As this definition makes clear. many companies are aiming for high satisfaction because customer who are just satisfied still finds it easy to switch when a beer offer come along. High satisfaction or delight creates on emotional affinity with the brand.
Spending more to increase customer satisfaction might divert funds from increasing the satisfaction of other partner. dealers. a common trend is the need for information. the company can increase customer satisfaction by lowering its price(on increasing its services. but the result may be lower profits. the company might be able to increase its profitability by mean increased satisfaction for example. by improving manufacturing processes or investing more in R & D) third.11 -
. whatever the nature of the decision. suppliers and stock holders.satisfaction rating make sure that their target market knows it.
RESEARCH METHODOLOGY OF THE STUDY
2. its main goal is not to maximize customer satisfaction first. analyzing and interpreting marketing information. Running a business means taking decisions.1 Description of the research design: Market research is the process of collecting. Ultimately the company must operate on the philosophy that it is trying to delivery a high level of satisfaction subject to delivering at least acceptable level of satisfaction to the other stakeholders within the construing of its total resources. Second. Here the decisions and market research guide the decision maker. Although the customer centered firm seek to create high customer satisfaction. the company have many stakeholders including employees.
Therefore. Specific method of data collection and analysis 3. It is a blue print that is followed in completing a study. viz.Fundamental to the success of any formal marketing research is sound research design which has the following characteristics. the important considerations in a research design are : The study must be relevant to the problem. 4. 1. Problem definition 2.
An understanding of the basic design is needed so that they can
be modified to suit specific purpose. The study must imply economic procedures. The three basic types of research design are: Exploratory Descriptive
. Time required for research project and the estimate of expense to be incurred.. A research design is simply the framework or plan for a study that guides the collection and analysis of data.
Whether the designs are productive in a given problem setting depend on how imaginatively they are applied. Important points about research design are:
The design of investigation should be taken from the problem.12 -
The customer and retailer feel about the price and quality. The brand loyalty of the customer. It is shown here that these three research designs are not mutually exclusive and a combination of all the three could be used in the successful completion of a marketing research project. final
service of Bata India limited. Well
. Casual Exploratory or formulate studies are often seen as the initial step in the continuous research. 2. Important attribute that customer’s consider while deciding on which brand. We start with exploratory and go to casual through the descriptive research. SAMPLING DESIGN A part of the population is known as sample. How the customer come to know about Bata footwear. The different fast moving brands of footwear in the market.13 -
.2. The brand consciousness of the customer. The customer looks for while purchasing a Bata footwear. The process of drawing a sample from a larger population is known as sample. Alternatively we can select any of these research deign and take he help of the other two deigns if the situation or problem so requires The questionnaire method used in the customer and retailer survey helped us in arriving at the following facts.
which enables statistical procedures to be used under the results to estimate sampling errors.Random/ Non . Types of Non – random sampling are: a) Judgment sampling. Sampling Techniques: 1) Random/Probability sampling 2) Non . Types of Random sampling: a) Simple random sampling b) Systematic sampling c) Stratified sampling d) Cluster and area sampling Non . b) Quota sampling c) Purposive sampling d) Convenience sampling
.Random Sampling:In this non-random sampling the chance of any particular unit in the population being selected is unknown.14 -
.selected samples reflect fairly accurately the characteristics of the populating.Probability sampling Random Sampling: This is done in such a way that each member of universe has a chance of being selected.
50 customer and 30 retailers who view about Bata product. It is the means by which primary data is obtained for most of the surveys.15 -
.3 SOURCES OF DATA: The foundation of market research is interviewing. The interviewers aim is to draw out of the respondents. Sample unit: The sampling unit is all he customers who view Bata product. Interview planning:
. Sample size: In his study. the sampling technique adopted is Area sampling and Random sampling. Definition of population: The population for this study is all the market who view about Bata product. accurate facts and opinions guided by a questionnaire.Sampling technique adopted: In this study.
. Assure the respondent that research is genuine. the no of interview that can be achieved daily is decided. It is in the first minutes of contact with the respondent that the
interview is won or lost. Preference of the customers towards branded or unbranded footwear.
Respect valid objections. The questionnaire designed for the respondents contains twenty questions and was designed to extract following information. Come straight to the point. following thins should be considered o be pleasant. Brand loyalty of a customer. Explain what is required of the respondent. Reasons behind the customer preference for a particular brand of footwear.Having decided on what size of sample is required and what method of data is required and what method of data collection is to be used.16 -
A questionnaire has been deigned for this study.
Be positive in approach and get straight into the questioning. The quality of all market research is depend on asking the right question and extracting proper responses.
Ensure that accurate responses are obtained.
secondary data is one which has already been collected by some one else and could prove useful to the researcher if it can be unearthed. Preference for innovative products Frequency of purchasing footwear Influence of placement and promotion factor on the purchase of footwear
Attitude of the customers and retailers
Secondary Data: There is no point reinventing the wheel. Market research reports may need some background as a perspective against which the primary information can be set. published broachers lit people or companies to interview and can be found in telephone directories.
Scope of the study. more likely here is to be something
available in published form. Obtaining details on product by sales literature on product. Whether the customer is price sensitive. their price etc. In selecting a sample. Providing an economic backcloth to a study.
. In assessment of he market size and trends
information on companies in terms of their
distribution network.. Secondary data can make a major contribution in following areas.
that is Bata India Ltd. trade journals. The magazines which were used for the research are: Bata News Merchandising New Advertising and marketing Business Today
As these issues are for commercial circulation the data is more authentic than voluntarily collected data. the press.. and from footwear journals and business magazines. the government customers and exercise directories. the secondary data for this study was obtained from the company with which this project is associated with. Both past and present issues of the above magazines were referred. trade association. market research etc.There are many sources of information on secondary data viz. your own company.
SELECTING A SURVEY TECHNIQUE:The seven major factors involved in selecting survey technique are: Cost of collecting the data Speed of getting response Accuracy of the data Amount of data gathering Response rate
Footwear industry is among the one of them.19 -
. Indian government has liberalized impact of various items like pharmacy. Flexibility of the technique Degree to which sample represents the population
In present economic scenario. Today’s world is full of cut throat competition which exit in all area. whether in the field of telecommunication can in the field of technologies. internet and other field to bring a healthy competition in the market. the powers of Indian customer are high and they are able to buy according to their needs and wants. everything is changing dramatically.
.There are so many footwear companies in the market Bata Company is the one of them. OBJECIVE OF THE STUDY To study the customer satisfaction towards the Bata footwear The analysis the market potential how to increase the sales To know the retailer opinion about Bata India Limited
. 3. STATEMENT OF THE PROBLEM Bata currently having full range of footwear which is sold nationally . Bata Company wants to know the customer satisfaction and expectation about their footwear range. In this regard companies should use different marketing model and strategy to increase their share in the market.wants to evaluate the opportunities in terms of sale and there are many branded shoes available in the market and thus it want to know there potentiality in the market. It is only possible when the companies satisfied their customer with their product. in the world of competition every company tries to get top position in the market. This needs give the birth to this project.2. The problem formulated for research study is the comparative study of sale and it effectiveness and customer satisfaction toward Bata India Ltd. 3.1. which is available on the market.
REVIEW OF LITERATURE
. The study is conducted in depth on the retailers and customer emphasizing there perception about quality of the product.3. NEED FOR THE STUDY
To find the how the customer can be highly satisfied To know the desire of the customer while purchasing footwear To know the competing brand To know the customer opinion toward “Bata footwear”
3.4. Its awareness. To the suggestion from customer as to how the company can
increase its sales 3. SCOPE OF THE STUDY The globalization.21 -
. This had lead to new innovation and better quality in every field. The study also gives us fair idea of potential business and competitor in future and also enables the marketer to formulate effective sales plan to go on with the ever-changing competition. liberalization and the privatization has brought tremendous changes.5. value and its pricing.
prentice hall of India. New Delhi
2) Marketing management .
.N. Santakki Second edition.A. Pvt.By S. 9 th Edition. Those data facilitates the operational action and are used for indicating the type of difficulties that may be encountered in the present study. Sharlekar Himalaya Publishing House. Ltd. Bombay 3) Marketing management -By C.Kalyani .22 -
. -Philip Kotler. company record and some standard test book were required to get an insight into market research and technique. planning. previous survey report. These are listed a follows: 1) “Marketing management” -analysis. implemettation and control. Publishers. This help in finding out the necessary data for operational purpose..Before the definition of research problem it is necessary to review the available literature of the problems knowledge of relevant theories and previous work does should be known before getting into the field.. Thus to conduct the survey. sufficient time should be devoted in reviewing the literature that has already been published.
6 FIELD WORK: Design of data collecting methods are used in data collection viz observation method and survey method. whereas in survey method the data originate from the person on when the research is conducted. As the name suggests it is asking questions to people who are through to have the information. The researcher has selected Jayanagar.7 LIMITATION OF THE STUDY:
Only the visiting customer at Bata showroom and
retailers shop is the survey area. Researcher has adopted the direct interview method to carry out an exhaustive survey.3. Survey is conducted by direct interview.
. The research involved field work of around 30 day where survey carried out of 50 customers and 30 Retailer who view Bata footwear. It is also easy to tabulate the data and take less time.R Market to conduct his survey to get the needful data. data is collected personally by observing. In observation method. and Mailed survey.23 -
. K. Vijayanagar.
3. Class ended questionnaire was elected to get the specific data pertaining to the survey. Brigade Road. Researcher has adopted a class ended questionnaire to conduct his research. Questioning is the process of data collection used in his survey. telephonic interview. Banashankari.
and would be the start
. a 9th generation shoe market.
This study explains customer’s satisfaction and its
effectiveness towards Bata footwear. Tomas Bata.24 -
promotions etc is not looked in detail. Czechoslovakia. This investment would come to revolutionize shoe manufacturing of that day.
Bata shoe organization was founded on august 24 th Zlin. Indiranagar.R market. K. Jayanagar and Vijaynagar Bata show room.
Yehwanthpura. invested his savings in some simple shoe making machinery.
The study is limited to Bata showroom and the retailers the areas of Majestic.
Any other aspect of marketing such as advertising.
It has 85 companies’ spread all over the globe both in developed and developing countries. Thomas Bata was driven by a vision to put shoe on the feet of people around world. world.000 independent retailers. In addition Bata has over 50.25 -
. athletes. stylish shoes. Its 73 manufacturing units produce a vastly comprehensive line of footwear from women’s high-fashion shoes to Artic boots.000.of a family legacy of well-designed and durable shoes. These include Bata family. He combined production and sales total 270. The Bata shoe organization has 67. It operates 6300 company owned stores all over the world. men’s dress shoes to popular sports shoes and shoes for children. BATA SHOE ORGANISATION: The organization is the world’s largest manufactures and the marketers of footwear. The organization is the leader in the use of modern technology and the latest management and marketing techniques.000 pairs of shoes per year.000 employees on its roll today Bata Limited the world headquarters of the Bata Shoes
. Heyraud and Marie Clair stores. bubble gummers. Rizzi. Myrys. made at prices that everyone could afford. Thomas Bata’s concept for his enterprise was to apply mass production technology and innovative human resources programs to footwear manufacturing. and lead the company with his simple business goals: “sell shoes where shoes were not available”. Reduce the production time to make shoes and sell them for less: and supply people all over the world with affordable.
. when the Bata shoe company purchased 155 acres of land from the part commissioners and small land holders at a place in the outskirts of Kolkata.organization. Serious construction work began in 1935 under the direction of Mr. Martine the architect of the company. It was January 1934. product development and personnel. pre-independence. is manned by exports in manufacturing. the consul general of Czechoslovakia laid the foundation stone of the first building and named the township Batanagar. remnants of burn and company’s brickfield. Era. This land was filled with deep ditches. New installations and new scheme for the workers gradually made Bata India a household name in the country. So thick were the forests surroundings the place and wild animals roamed about. the factory’ production was eared enough to meet war equipments. A CORPORATE PROFILE
. By 1936 shoe were being manufactured in the factory and soon by 1939 the Batanagar factory become self sufficient in many way. BATA INDIA LTD. Thereafter growth and progress was steadily soaring upwards. During the world war II. Within a few months. marketing. retailing. finance. A work force that is available for training and guidance in all operations in the field. located in Toronto. In less than sixty years since its operations began in 1931 the modest factory in Batanagar of West Bengal representing Bata India has mushroomed into a corporate giant in India’s Industrial Map.
Bata India has over 14000 employees. BIHAR 4. 6.00. 3. BATANAGAR.27 -
. Bata is one of the five most popular brands in the country according to
the “A&M” magazine recently held sixth annual survey of the TOP INDIAN BRANDS. 5. HARYANA PEENYA. Bata India has been winning the CHEMICAL AND ALLIED PRODUCTS EXPORTS PROMOTION COUNCIL (CAPEXIL) award for rubber and canvas footwear. The company went public in 1973 in when it changed to its present form. Dr.
7. 2. Its first factory at Batanagar Become operational in 1936. LOTO and NIKE. At present it has six factories. BIHAR FARIDABAD.1. SCHOLL’S.KARNATAKA HOSUR. Incorporated as BATA SHOE COMPANY LIMITED in 1931. Bata serves 1. It sells more than 60 million pairs of shoes annually and markets
international brands like HUSH PUPPIES.000 customers a day. canvas and PVC shoes in wide range designs at affordable prices. WEST BENGAL BATAGUNJ. TAMILNADU MOKAMEHGHAT.
8. RETAIL SOUTH. BANGALORE
. The company manufactures quality leather.
as purely as a canvas factory. which sells more in the south. Tamilnadu. 1. agencies franchisees etc. set up another factory in Bangalore in 1988. accounts manager and merchandising manager working under him. who has a business development manager who has an assistant manager. it also makes open footwear. The license capacity was two million pairs per year. Bata South can retail chain office.245 pair age in 1999. The retail south office has a retail manager.618. now it has increased to 3. Karnataka.28 -
. present in Kerala. It had only one conveyor and one thermo pack. The retail south office and the production factory are often in touch in order to run the activities of the organization. It started with production of 276. Andhra Pradesh and Tamil Nadu.. Here the production is concentrated on canvas shoe of Bata School shoes.000 pair age. personnel manager. In the first year of its operation itself it put up another conveyor for canvas and third conveyor for high priced canvas shoes. The main manufacturer of Bata School shoes is the Bata south can factory in Bangalore. The following are some of the open footwear manufacture in Bata south can and Hosur factory.Bata southern factory was started in may 1988. It mainly manufactured canvas shoes and thus the name “SOUTH CAN”. Bata India Ltd.. Men’s footwear WAVY
. In addition. There is another production factory a Hosur. which concentrates on the marketing and merchandising activities for the whole of south India. It covers retail shops.
22. controlling the activities of four states that in of Karnataka. the total investment made so far is around Rs. Andhra Pradesh. MISSION: ‘Quality the competitive edge’ With footwear marketing and manufacturing as its core business to achieve success and become the biggest and most skillful multiple
. Bata retail south is one of the four zonal offices at Bangalore.
CLUB TOE RIN ELTON SANDAL 2. There are over 1000 retail stores in south and in Karnataka nearly 220 retail stores and 57 agents. The company has performed well during the year 1997.3 crore. Women’s footwear BELA PUSHPA SUNITA DONNA The rubber Hawai Chapels are also manufactured here Bata south can was started with an initial investment of Rs. 5. 1998. and 1999.6 crore and commenced commercial production during may 1988. Tamil Nadu and Kerala.4 crore. They made a marginal profit of Rs. 2.
Adidas selected Bata India for a collaborative venture in India. Bangalore. To remain at the top.30 -
. Thus the pursuit of excellence continues. flexible and market responsive approach to present and future opportunities for profitable growth. Bata trains 4000 employees every year in different disciplines.retailing and distributing organization with a dynamic. confidence of the shareholders and the suppliers and by being respected by the community as a responsible corporate citizen. asper-empting markets
. The key to better business has opened doors to Bata India for olden opportunities. Success in the company’s mission will be measured by excellence in service to customers. The shoes are being produced at Batanagar and at Peenya. the integrity and ability of the employees.
OBJECTIVES: Once the footwear industry was a cottage industry. Bata India invests substantial amounts of capital in developing and keeping abreast with new technologies at “current knowledge” levels. Bata India is proud to have elevated it into a full-blown industry with considerable volume and prestigious position. Bata India is the owner of this brand in the country. Today.
locally or globally. shoe city Inc and pic’ N pay stores in the USA as well as Meldgard and roasted in francs.
Exports expertise: The unequivocal leader.31 -
. Kidderminster. that is what the company aims for.
. Maintain leadership in the market through excellence in service and products Gain trust and respect as a socially responsible corporate citizen and earns the confidence of customers and stockholders.need. Benson. From attaining peck professionalism to earning the trust of every probable customer.
Maintain high quality at all time. Besides. Marlow. Create a peaceful and harmonious working environment. Planning a head for tomorrow. it has won accolades and contracts from famous companies like British shoe corporation. Oliver’s. In a sense it is a multidimensional drive to…. the employees are initiated into thinking beyond today. FH Wills in the UK. Bata India exports 80% of the total canvas and rubber footwear from the country.
UK. USA. Production facilities were added to sales operations initially in Europe an later in other continents. making it a priority to contribute to the economy in any new markets entered. International giants such as Germany. This invention stimulated the production of athletic footwear.
. Bata personnel made key advances in the direct Vulcanization Process (DVP) and the slush-molding process. at the rate of about two per year through to the 1960’s. France and Canada have recognized and given the company international status for quality excellence. Holland. including one for the first removable heel cartridge system for athletic performance footwear (Power Anthrop).
100 YEARS MANUFACTURING LEADERSHIP: The Bata shoe organization regards itself as a multi-domestic rather than a multi-national organization. Bata inventors also developed the original patented process of molding PVC soles to textile uppers. as we know it today and aided in the tremendous growth of this footwear category.In the last five year more than 19 million pairs of footwear were manufactured and exported by Bata India. year after year. New Zealand. Denmark. And at home the company continues to win the prestigious “CAPEXIL” award for record export for record export achievements. During the 1990’s additional patents have been secured.32 -
backed by 12 computerized distribution center’s located at places. Bata’s first production facility opens in Zlin. -The first Bata store opens in Prague.000 independent dealers and franchisees panning almost every continent. the Bata is one of the world’s most familiar sights. made by 250 employees.With over 4700 company owned retail stores and 1. Prague. Tomas continues to build the business on his own. Our goal is simple: to consistently be the most satisfying place to hope for well priced commercial fashion footwear. Toronto and New Delhi. Brother Antonin and sister Anna leave the business. 00. ORGANISATION MILESTONES:
-Business starts with founders Tomas Bata. 100 franchise sores and more than 300 wholesalers. Bata India operates a unique chain of 1230 retail outlets. his brother Antonin and sister Anna. it operates 21 supplies to 300 wholesalers. Singapore.33 -
. Milan. These in turn.000 BSC retailers (Bata India’s wholesale division) outlets literally in the out backs to meet the footwear need of country. everywhere in the world.
-Business produces 2200 pairs of shoe per day. serve more than 10. -Due to marked improvements in Bata manufacturing technology the enterprise reaches manufacturing milestone two million pairs of shoes each years
. Bata stores should be found in many of the world’s fashion centers: Paris.
-Discovery of DVP (Direct Vulcanization Process). -Founder Tomas Bata dies in airplane crash. Singapore. Belgium.
-The organization operates in over 30 countries. Sweden. and is succeeded by Jan. Canada.000 people and produce 10. Switzerland and India are established. Birth of modern athletic shoe manufacturing practiced. Finland. -The Athletic world retail store concept in born in Canada.1920
-Companies are opened in Poland. he UK and USA -The Bata shoe organization in the world’ leading footwear exporter. A Bata. Denmark. Switzerland. J. Rumania. The organization operates in over 20 countries. Egypt. Hungary.
.000 pairs of shoes per year. Bata in the leader of BSO -Bata family is invited to return to Czech Republic. Italy. Yugoslavia. Production facilities in Mohlin. Bata shoe organization companies employ 42. -Tomas. Luxemburg. Indonesia.
. Canadian manufacturing plant is established. Austria. -World war breaks out. Holland.000. with new companies established in France.
Headquarter is created in London.
-Czechoslovakia Tomas J Bata. BSO under the leadership of 1964
-The organization successfully rebuilds and moves its headquarters to Bata international Center in Toronto.
training and international exchange of expertise have been major assets.35 -
The BSO is a truly worldwide organization. -The Bata superstore retail sore concept in born in Europe. Employee of Bata shoe organization company produce 170 million pair and sell 270 million pairs of shoes. Employees of BSO encompass most of the world nationalities and a least 100 languages and dialects.
Senior Vice President
. -Jim Pantelidis in appointed as chairman and CEO of Bata Ltd. whose diversity of ideas.1994
-Organization’s 100th Anniversary year.
-Rino Rizzo becomes president of Bata Limited.
.Vice President (Marketing)
Vice President (Personnel)
Retail chain Manager
Retail Personnel Manager
Retail Chain manager
Business development Manager
Retail Distributor Centre
Salesman cashier Shop assistants
- 37 -
ANALYSIS AND INTERPRETATION PART A-CUSTOMERS TABLE-1
Occupation of the customer: (Profession segmentation)
1 2 3 4
Student Business Employee Another TOTAL
21 07 13 09 50
42 14 26 18 100
Analysis :Among all 50 respondents, 42% of the respondents are students, 14% of the respondents are businessmen, 26% of the respondents are employee, 18% of he respondents are other. Inference:The inference is that the mot of he respondents belongs to student, rest followed them.
- 38 -
40% 35% 30%
- 39 -
What type of Bata foot wear do you use?
1 2 3 4 5
Boots Shoe Sandals Kids wear Ladies Wear TOTAL
06 10 26 00 08 50
12 20 52 00 16 100
Analysis :Among all 50 respondents, 12% of the respondents are using Boots, 20% of the respondents are using shoe, 52% of the respondents are using sandals, and 16% of he respondents are using Ladies wear.
Inference:Majority of customers are using sandals.
- 40 -
.TABLE OF BATA FOOTWEAR USED BY THE CUSTOMER
RESPONDENS PERCENTAGE OF
50% 40% 30% 20% 10% 0% Boots Shoe Sandals 12% 20% 0% Kidswear Ladies wear 16% 52%
How do you feel about comfortably or quality about the Bata Foot Wear?
. 68% of the respondents feel that quality is good . 20% of the respondents feel that quality is satisfactory. 12% of the respondents feel that quality is excellent.
1 2 3 4
Excellent Good Satisfactory Poor TOTAL
06 34 10 00 50
12 68 20 00 100
Analysis :Among all 50 respondents.
Inference:It clearly states that the product is value worth. No.
70% 60% PERCENTAGE OF RESPONDENTS 50% 40% 30%
4) How did you come to know about Bata footwear?
1 2 3 4
News paper magazine T. Hence it gives Ads through newspapers and magazine.44 -
. No. Hoardings Word of mouth TOTAL
14 24 8 04 50
28 48 16 08 100
Analysis :Among all 50 respondent. 48% of the respondents came to know about the Bata and through T. Inference:Advertisement is the backbone for the success of a product.S. 16% of the respondents came to know about the Bata and through Hoardings.I.V. 28% of the respondents came to know about the Bata and through news paper and magazine. and 08% of the respondents through word of mouth.
SO URCE O
5) How did you feel about ‘price’ of Bata footwear?
ENTAGE OF PONDENTS
50% 45% 40% 35% TABLE-5 30% 25% 20%
32% of the respondents feels that prices are very high.
. and 22% of the respondents feels it to be satisfactory.
1 2 3 4
High Medium Low Satisfactory TOTAL
16 23 00 11 50
32 46 00 22 100
Analysis :From the above table we come to know that customers give more preference to quality and not to rice if the quality is good the customer pay for it. No.I.46 -
. Inference:It has got different price different products to attract all levels of customer. Baa has captured the market because of is quality. Among all 50 respondent.S. 46% of the respondents feels that the prices are medium.
AGE OF DENTS
50% 45% 40% 35% 30% 25%
6) Is there any guarantee period for your Bata footwear?
S. 58% of the respondents get 3 months guarantee.
. Among all the 50 respondents. 20% of the respondents get 6 months guarantee.
Inference:Guarantee period is given to the customers to make them aware of the quality of the product.I No
1 2 3 4
3 months 6 months 1 year 2 years Total
No of Respondents
29 10 10 01 50
58 20 20 02 100
Analysis :The above table indicates the Bata India Limited. will given guarantee period to the Bata footwear.48 -
. 20% of the respondents get 1 year guarantee and 02% of the respondents get 2 year guarantee to their Bata footwear.
60% 50% TAGE OF NDENTS 40% 30%
26% of the respondents feels it to be satisfactory.
Inference:Customer is our master so company must satisfy the customers. 62% of the respondents feel good and 04% of the respondents feel Bata is poor.TABLE-7
7) What is Level of satisfaction of Bata Footwear?
1 2 3 4
Excellent Good Satisfactory Poor Total
04 31 13 02 50
08 62 26 04 100
Analysis :Among 50 respondents.
. 08% of the respondents feel Bata is excellent.
70% TAE OF NDENTS 60% 50% 40%
Inference:The high majority of the respondent look forward while purchasing a Bata footwear is quality next to the price. 06% of the respondents look for design while purchasing a Bata footwear.TABLE-8
8) What attribute you look for while purchasing Bata Footwear?
1 2 3 4 5
Color Durability Price Quality Design TOTAL
03 13 14 17 03 50
06 26 28 34 06 100
Analysis :Among all 50 respondents. 34% of the respondents look quality. 28% of the respondents look price.52 -
.I. 26% of the respondents look durability. No. 6% of the respondents look for colour while purchasing a Bata footwear.
FACTORS C B
35% 30% GE OF ENTS 25% 20%
and 22% of the respondents are using Bata footwear from 10 years. No.
1 2 3 4 5
1 year 2 years 3 years 5 years 10 years TOTAL
04 10 14 11 11 50
08 20 28 22 22 100
Analysis :Among all 50 respondent.
Inference:Majority of respondents are using Bata footwear from 3 years.54 -
. 22% of the respondents are using Bata footwear from 5 years.TABLE-9
9) Since how many years you are using Bata Footwear? S.I. 20% of the respondents are using Bata footwear from 2 years. 28% of the respondents are using Bata footwear from 3 years. 08% of the respondents are using Bata footwear from 1 year.
30% 25% ENTAGE OF PONDETS 20% 15%
1 2 3 4
Quality Price Design Durability TOTAL
21 13 11 05 50
42 26 22 10 100
Analysis :Among all 50 respondents. 10% of the respondents like Bata footwear for durability. 26% of the respondents like Bata footwear for price. 42% of the respondents like Bata footwear because of sustained quality.10) Why do you like Bata Footwear?
SI.No. next to the price.56 -
. Inference:Majority of the respondents like Bata footwear for its quality. 22% of the respondents they Bata footwear for design.
R E A SO N FO
45% 40% 35% OF TS 30%
63% of them respondents having from past 15-20 years.PART B.65 36.63 100
Analysis :From the above table it is clear that 16. 09. Inference:Majority of the respondents are aware about the Bata India limited from 5-10 years.No.99% of them from past 10-15 years and.63 09.REAILERS TABLE-1
1) From how many years you are aware about the company
SI.65% of the respondents are having awareness from past 1-5 years.
.63% of them from past 510 years.
1-5 6-10 11-15 16-20 Total
No of Respondents
05 11 03 11 30
16.99 36. 36. 36.58 -
00% 35.00% 30.59 -
R E T A IL E R A
E OF NTS
50.30 00 100
Analysis :From the above table it is clear that 46.62 19.TABLE-2
2) What is your sales per month?
Sales per month
Rs.98% of the respondents have 1 lakh sales per month and 33.000 only 1 lakh 2 lakhs 3 lakhs Total
No of Respondents
14 06 10 00 30
.30% of the respondents have 2 lakhs sales per month respectively.98 33.
. 19.62% of the respondents have ½ lakh sales per month.
.000.Inference:Majority of the respondents sales per month is 50.61 -
.00% 30.00% 25.62 -
CENTAE OF SPONDENTS
3) what is your mode of purchase from the wholesalers?
.00% 20.00% 35.00% 40.DEALE
e. cash. Inference: Majority of the retailer purchase the product on credit basis
. cheque.63 -
. credit.31 26. 23.31% of respondents in cash.65% of respondents purchase the product in all type i..30 23.30% of the respondents of retailer purchase the product from wholesaler in the form of credit.65 100
Analysis :From the above table it is clear that 33.64 16.64% of the respondents in the form of cheque and 16.I No
Credit Cash Cheque All type Total
No of Respondents
10 07 08 05 30
00% 0.64 -
MODE OF PURCHASE
PER CEN TAG E OF RES PON DEN T
TERMS OF PAYMENTS
.00% 5.00% 15.00% Credit Cash Cheque All type 33.30% 23.00% 20.31% 26.00% 10.00% 25.
Inference:Retailers are given guarantee for their products.65% of the respondents are given 1 year guarantee for their products.65 00 100
Analysis :The table indicates thus the retailer are given guarantee to the product. 59.
. 23.94% of the respondents are given 3 months guarantee for their products. the guarantee period is 3 months. 16.65 -
.4) What’s the time period for the dead stock to be retuned ?
3 Months 6 Months 1 year 2 years Total
18 07 05 00 30
59.31 16.31% of the respondents are given 6 months guarantee for their products.94 23.
.00% 3 Months 6 Months 1 Year 16.00% 40.66 -
.65% 0% 2 Years 59.00% 20.00% 23.00% 0.31% 10.00% 30.GRAPH-4
TIME PERIOD FOR DEAD STOCKS
RESPONDENTS PERCENTAGE OF
64 13.96% of the respondents have said satisfactory.32% of respondents have said it poor.TABLE-5
5) Opinion about Retailers regarding quality of Bata India Limited?
Excellent Satisfactory To be improved Poor Total
No of Respondents
06 12 08 04 30
Analysis :The table indicates that the quality of Bata India Limited. 13. 26.39.
.98 39.98% respondents have said excellent. 19.64% respondents have said that it is to be improved and.96 26.
.Inference:Majority of the respondents opinion that the quality of Bata is satisfactory.00%
E OF NTS
32 39.33 03.96% of the
6) What product do you think compete with Bata?
Action Lakhani Woodlands Liberty None Total 04 12 03 10 01 30
13.96 09. 39.69 -
Analysis :The above table shows that 13.32% of the respondents think that Action is a competitor for Bata India Limited.
99% of the respondents think that Woodlands is a competitor for Bata India Limited and.
. 09. 33. Inference:The main competitor for Bata footwear is liberty and Lakhani.respondents think that Lakhani is a competitor for Bata India Limited.33% of the respondents think that Liberty is a competitor for Bata India Limited.70 -
7) How often a Bata executive is visiting your shop?
CENTAGE OF SPONDENTS
.00% 35.00% 25.00% 15.
2 weeks 4 weeks 6 weeks 8 weeks Total
No of Respondents
02 04 04 20 30
Inference:Company executive are visiting retailers shop once a 8 weeks.32% says they visit once in 6 and 4 weeks.32 13. 13.72 -
. 66.60 100
Analysis :The above table shows that 06.66% of the respondents says executive visit to shop once in 2 week.66 13.60% says that they visit once in 8 weeks.32 66.
VISITING OF DEAL
CENTAE OF SPONDENT
.63 33.97% of the respondents says that the service of Bata India Limited is excellent.74 -
Inference:Majority of the retailer’s opinion that service of Bata India Limited is good.30 100
Analysis :The above table shows that 29.63% of the respondents says that service is good.97 36.TABLE-8
8) Your opinion towards service of Bata India Limited?
Service of Bata
Excellent Good Satisfactory Total
09 11 10 30
29.30% of the respondents says that service is satisfactory.
AGE OF ENTS
.00% 25.75 -
Analysis :The above table shows that 06.TABLE-9
9) How do you feel about comfortably about the Bata footwear ?
Excellent Good Satisfactory Total
No of Respondents
02 18 10 30
06.94 33.66 59.33% of the respondents says that it is satisfactory.94% of the respondents says that it is good and remaining 33. 59.66% of the respondents says that the comfortably of Bata is excellent.
.Majority of the retailer opinion that comfortably of Bata footwear is good.
O PIN IO N
61 33.99 100
10) How do you feel about the price of Bata footwear?
Price of Bata
High Medium Low Satisfactory Total
17 10 00 03 30
.30 00 09.
The above table shows that 13.79 -
. 33. Inference:The majority of retailers opinion regarding price of Bata footwear it high.30% of the respondents says the price is medium 09.
.32% of the respondents says the price of Bata footwear is high.99% of the respondents say ha price is satisfactory.
1) Brand loyalty of Bata’s quality and awareness of Boot.00%
30. ladies wear and kids wear.00% 40.00% 20.
PERCENTAGE OF RESPONDENTS
is medium and 32% of he respondents feels that the price of Bata shoe is high. 10)Most of the retailer’s opinion that quality is satisfactory.95%) is main competitor of All most all retailers have a satisfactory relation with the Bata executive visit to retailer shop once in 8 weeks.2)
Majority of customers are satisfied with Bata’s quality.81 -
. Bata Company.e. 11)Nearly 36.63% of the retailers are satisfied with after sales service given by company. customers.
Majority of customer know about Bata footwear from 46% of the respondents are of the opinion that the price of Bata
newspaper. Lakhani. Action. 5) 6) 7) 8) 9) Guarantee period given by Bata footwear is 3 months to their The main attribute to the customers look into while purchasing Retailers opinion is that liberty (49. Bata footwear is quality. 12)According to (60%) Retailers opinion that price of Bata footwear is comparatively higher than their competitors i.. Liberty etc
and newspaper. The working hours of these showrooms are also convenience which enable the respondents to visit Bata showrooms. Bata company may pay more attention on societal marketing i.. informal media is word of mouth. Bata footwear is comfortable to all class people i. lower.
. middle.e.82 -
. to do some developmental program for society to installs scholarship for children’s etc… Most of respondents feel that quality of Bata footwear is better than the other brand.V. coupons. The most important. when compared to other two mediums. high class. price. The display at Bata show room is goods. packages and may sponsor evens to create goodwill and awareness. style and durability. During festival they must offer various schemes like discount sale.It is found that Bata is one of the leading footwear in the market. Trade fair. which is relatively low. Most of the customers prefers because of its name. The major medium through which awareness is created amongst the respondents are T. quality. moreover they feel that Bata’s range is formal footwear is better than that of other brand.e.. Bata should extend its operation in developing commercial area and try to cover every consumer exhibition.
Company has to depute company personnel to visit showroom more
competitive to reach all the classes/category of consumers and they can afford it.
Company has to open more retail showrooms in developing areas. the
recommended period is one year. coupons. after to know the demand and to understand their problems of potential customer. 7)
Company has to give more discount offer...e.
i. would increase sales volume. It recommended that the prices and their product may be made more
newspaper. This would create more awareness and impact on potential
expectations. which Bata Company should pay more attention in societal marketing
demand and their expectation about their product. to do some development programmer for society like installing scholarship for children. This would install confidence in the product. special offer. which customer prefer. 9)
Company has to make regular market survey to know the customer Company has to increase marginal price for retailers.
It may think of increasing the guarantee/warrantee period. It would attract customers.83 -
Bata India must think of advertising in local channels and Bata should improve quality continuously to meet customer Use more channels to reach customers.
Appendix 1: Questionnaire Customer 1) Occupation of the customer: (Profession segmentation) a) Student b)Business c) Employee d)Others
2) What type of Bata foot wear do you use? a) Boots b) Shoes c) Chappals d) Kids wear e) Ladies wear
3) How do you feel about comfortably or quality about the Bata Foot Wear? a) Excellent b) Good c) Satisfactory d) Poor
4) How did you come to know about Bata footwear? a) Newspaper b) T.V c) Hoardings d)Word of mouth
5)How did you feel about ‘price’ of Bata footwear? a) High b) Medium c) Low d) Satisfactory
6) Is there any guarantee period for your Bata footwear ? a) 3 months b) 6 months c) 1 year d) 2 year
7) What is level of satisfaction of Bata footwear ? a) Excellent b) Good c) Satisfactory d) Poor
8) What attribute you look for while purchasing Bata footwear ? a) Color b) Durability c) Price d) Quality e) Design
9) Since how many you are using Bata footwear ? a) 1 year b) 2 years c) 3 years d) 5 years e) 10 years
10 ) Why do you like Bata footwear ? a) Quality b) Price c) Design d) Durability
Appendix 2: Questionnaire Retailer
1) From how many years you are aware about the company product? a) 1 – 5 b) 6 – 10 c) 11 – 15 d) 16 – 20
2) What is your sale per month? a) Rs 50000 b) 1 lakh c) 2 lakhs d) 3 lakhs
3) what is your mode of purchase form the wholesalers? a) Credit b) Cash c) Cheque d) All types
4) what’s the time period for the dead stock to be returned? a) 3 months b) 6 months c) 1 year d) 2 years
5) Opinion about Retailers regarding quality of Bata India Limited? a) Excellent b) Satisfactory c) To be improved d) Poor
6) What product do you think compete with Bata? a) Action b) Lakhani c) Woodland d) Liberty e) None
7) How often a Bata executive is visiting your shop? a) 2 weeks b) 4 weeks c) 6 weeks d) 8 weeks
8) Your opinion towards service of Bata India Limited? a) Excellent b) Good c) Satisfactory
9) How do you feel about comfortably about the Bata footwear ? a) Excellent b) Good c) Satisfactory
10) How do you feel about the price of Bata footwear? a) High b) Medium c) Low d) Satisfactory
N.A. Pvt. Sharlekar Himalaya Publishing House.By S. New Delhi(1997)
2) Marketing Management .88 -
...By Philip Kotler and Amstrong Prentice Hall of India.
.Kalyani Publishers. Ltd. Bombay(1996)
3) Marketing Management -By C.BIBLIOGRAPHY
1) Principles of Marketing
. Sontakki Second edition. Reprinted 1999 Publishers.