INDIAN INSTITUTE OF MANAGEMENT,

SAMBALPUR

Report on
HUSH PUPPIES- BATA

Under the guidance of Prof. Poonam Kumar

Submitted by: Group 21
Section B

Ashutosa Das 2022MBA070

Dhanush P 2022MBA076
Sayalee Meshram 2022MBA088
Sharon Burh 2022MBA111

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Project Objective
This project's overarching purpose is to investigate and evaluate the following issues:-

One goal is to research the most well-liked brands for both business and informal wear among
the target demographic.

Secondly, consumers need to know what other customers are asking for each brand in order to
negotiate a fair price

Third, learn about the many Hush puppy re-branding options in India.

To learn how Hush Puppies are viewed by customers and what they expect from it

In order to grasp the price plan and the overall success of the brand

Consider whether the TG's position on Hush Puppies is shifting, and if so, why.

Visit a nearby Bata showroom to test out a real-world project and form a thorough
opinion on the brand.The primary objective and aim of this project is to understand and analyze
the below-mentioned points:-

 To investigate which brands customers choose for both formal and informal clothes
within the parameters of our target demographic.
 To have an understanding of the price that buyers are seeking for each brand
 To gain an understanding of how Hush Puppies operates in India both independently and
in collaboration with Bata
 To have an understanding of the many different strategies for re-positioning Hush
puppies that are accessible in India.
 To gain an understanding of the expectations and perceptions held by customers
regarding Hush Puppies
 To have an understanding of the overall success of the brand as well as the pricing
approach
 To acquire information regarding the profit-sharing procedures of Hush Puppies in Bata
 Determine whether or not the TG has started to shift its stance about Hush Puppies.
 To fill in the blanks and take use of the prospects regarding Hush Puppies for the TG
 To visit a Bata showroom near you in order to carry out a live project and make an in-
depth evaluation of the brand.

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INTRODUCTION
Bata is the most popular footwear brand in India.

In addition to being a member of the Bata Shoe Association, Bata India is the most successful
footwear retailer and manufacturer in the country of India.
In 1932, the organisation was first established as a little activity in Konnagar, which is located
close to Calcutta. In 1931, the company was formally incorporated as the Bata Shoe
Organization Private Restricted. In January of 1934, the foundation stone was laid for what is
now known as the Bata, the principal edifice that houses Bata's operational activities. In the years
that followed, the overall location spread over the region more and more. This municipality is
well-known by its former name of Batanagar. In addition to this, the ISO: 9001 certification was
awarded to this office first, making it the leading production office in the Indian shoe business.
When the organisation changed its name in 1973 to Bata India Restricted, it became accessible to
people all around the world. Today, Bata India is able to confidently claim the title of largest
footwear retailer in India. Its retail organisation has more than 1,375 outlets, which provides it
with a span and inclusion that no other footwear company can match. The retail establishments
are found in a wide variety of locations and can be found in all of the major metropolitan cities,
in addition to the smaller metros and villages.
The new, shrewdly designed Bata boutiques, which are supported by a range of higher-quality
products, are geared toward providing customers with a more enjoyable shopping experience
than they already have.
Through its metropolitan discount division, the organisation also has a sizable network for non-
retail delivery, and it caters to the individualised needs of millions of customers by utilising the
services of more than 30,000 suppliers.

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About Hushpuppies

Hush Puppies is a well-known brand of casual footwear that is produced in the United States.
The brand caters to both adults and children. The uppers of the shoes are described as being
"typical American suede shoes," while the soles are made of a light crepe material. The
headquarters of the shoe company Hush Puppies are located in Rockford, Michigan, which is
also the location of the headquarters of Wolverine World Wide. Under a licence, Wolverine
markets and distributes footwear branded with the Hush Puppies label in over one hundred
twenty countries across the world. In addition, the usage of the word "Husky Puppies" is
licenced for use in industries outside than the footwear industry, including as clothes, eyewear,
plush toys, and more. In spite of this, we intend to focus the majority of our efforts on footwear,
and more specifically, men's footwear.
In 1958, Hush Puppies was the first company to promote a new sort of shoe to the general public.
These were shoes that had a chill attitude and a casual appearance to them.
Due to the fact that it sells more than 17 million pairs of shoes per year in over 150 different
countries, Hush Puppies has become a worldwide sensation, a household name, and a cultural
symbol. In spite of this, we judge our success based on how successfully we were able to achieve
our one and only objective, which was to develop the shoes that would become everyone's
"favourite pair of shoes."
Marketing campaigns in many parts of the world have found great success with products that
combine good design with a high level of usability. Because it takes its cues from the endearing
characteristics of the widely recognised basset hound mascot, Hush Puppies is a one-of-a-kind,
laid-back, and fun business.
Learn what it's like to laugh at yourself and to not be afraid to let out a scream of joy when the
situation calls for it. Listen to what the silence has to say. Shoes designed specifically for dogs
that absorb sound.

HISTORY-
The origins of the name Hush Puppies are quite low-tech. Fried catfish and hush puppies were on
the menu for dinner for the sales manager of a company and his partner. During the course of the
salesperson's investigation into the history of the term, he discovered that farmers also employed
hush puppies to quiet the barking of their dogs. The salesperson reasoned that his comfortable
shoes, which were soft and lightweight, may help quiet the "barking dogs," which is what tired

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feet were referred to in those days. What occurred in the years that followed are now believed to
be ancient history.
In October of 1957, the Hush Puppies brand was introduced to the general public for the very
first time at the National Shoe Fair held in Chicago. The reaction was powerful and came about
very quickly. The relaxed lifestyle attitude of the company, as well as its cutting-edge designs,
brushed suede uppers, and lightweight crepe bottoms, all piqued the curiosity of businesspeople
who stopped by the booth. As a result, there was a bustle of activity there. By the middle of
1959, the firm had produced its first million pairs of Hush Puppies, and by 1963, ten percent of
all people in the United States owned at least one pair of these shoes.
As a direct consequence of this, Hush Puppies swiftly gained popularity in a variety of other
regions all over the world. Prince Phillip of Great Britain donned a pair of Hush Puppies while
he was on a tour of the United States in 1959. This was a brand of footwear that was also popular
with members of Hollywood's "Rat Pack," such as Warren Beatty and Perry Como. During the
1960s "British Invasion," Hush Puppies were a prominent band among the bands of the scene. It
is said that Keith Richards, guitarist for the Rolling Stones, was saved by the rubber bottoms of
his Hush Puppies when he touched an ungrounded microphone with his guitar during a
performance in Sacramento, California in the year 1965. After Richards was knocked out, the
physicians theorised that the crepe soles of Richards' Hush Puppies shoes offered insulation,
which likely saved Richards' life as well as the future of rock and roll. In addition to this, Hush
Puppies have recently seen a rise in appeal among a younger generation. Hippies were easily
identifiable during San Francisco's "Summer of Love" in 1967 thanks to their distinctive attire,
which included tie-dyed shirts, beads, bell-bottom pants, long sideburns, and Hush Puppies. In
1974, Jimmy Buffett climbed all the way to the third spot on the charts with the help of his hit
track "I've got my Hush Puppies on." When Mikhail Gorbachev became leader of the Soviet
Union in 1990, the brand name Hush Puppies was already well-known throughout the country.
Because of Hush Puppies, the world is far more tense than it otherwise would have been, yet
getting to this point wasn't easy. Hush Puppies was established on the principle of a commitment
to the innovation of comfort footwear, beginning with the production of the first casual shoe
made with Worry-Free SuedeTM and continuing with the development of numerous patents for
innovations that increase the cushioning and decrease the weight of footwear. Hush Puppies was
the first company to use Scotchgard® leather protector, which was applied during the tanning
process and made the leather resistant to scuffs, stains, and water. This made Hush Puppies the
industry leader in leather protection. The water beaded up and rolled off, leaving the suede soft
and dry underfoot where it had been walking. The footwear company Hush Puppies coined the
phrase "worry-free" as a distinctive quality of both its shoes and its whole approach to doing
business.
In the late 1980s, the search for a new "spokes hound" came to an end when a fearless household
pet was selected as the new Hush Puppies mascot to promote the company's reputation of being

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humorous, irreverent, and optimistic. In advertisements for Hush Puppies, he appeared in
situations that are not often associated with basset hounds, such as snoozing in a hammock or
chilling in front of a fan. The Hush Puppies basset posed on a subway grate in a manner that was
reminiscent of Marilyn Monroe by having his ears blown over his head by the wind caused by an
approaching train. This television commercial won the Golden Lion at the 1989 Cannes
Advertising Festival, making it one of the top 50 most successful commercials in the history of
television advertising.
After a decade of corporate uniformity, the world eventually came to perceive things from a
perspective similar to that of Hush Puppies sometime in the middle of the 1990s. Informal work
days and business casual attire came into existence as a direct result of the relaxation of the strict
corporate dress rules. The footwear manufacturer Hush Puppies, which is credited with
popularising the slip-on shoe, was also there. When IBM and Ford announced that they will be
having casual days, Hush Puppies published full-page celebration ads in both USA Today and
The Wall Street Journal. Despite the fact that they have become a global fashion classic, Hush
Puppies have maintained their easygoing attitude throughout the years. The Council of Fashion
Designers of America recognised Hush Puppies as the best accessory for the year 1995 and
awarded them the prize. The business press in both the United States and the United Kingdom
selected Hush Puppies as the Company and Brand of the Year for their respective countries. Both
Nicholas Cage and Kevin Spacey wore Hush Puppies to the Oscars ceremony in 1996 after they
had won the award for Best Actor. In addition, Diana, Princess of Wales, personally requested a
Hush Puppies shoe collection and requested a meeting with the company. She also requested a
meeting with the company.
The concept of casual dress continues to have a significant impact on today's modern economy,
just as it did when Hush Puppies first made the term popular in the year 1958. In addition, Hush
Puppies has helped to promote this idea all over the world, which has contributed to the rise of
the company to the ranks of one of the top five most valuable casual footwear brands in the
entire world. In 1959, Canada became the first country outside of the United States to acquire a
licence to produce Hush Puppies footwear, so expanding the company's reach throughout the
globe. At the beginning of 1962, the United Kingdom, South Africa, Australia, and Japan all
became partners in the organisation. By 1980, the product had already enjoyed widespread
distribution over the entirety of South and Central America. Hush Puppies contributed, year after
year and nation after nation, to making the world a more relaxed place to live. In 2006, about 19
million pairs of footwear manufactured by Hush Puppies were sold in 136 different countries.
Even the more laid-back Hush Puppies were able to find a home in their collection because to
their adaptability. The popularity of the brand has only increased since the opening of the first
Hush Puppies store in the United States in 1963. Currently, there are seven Hush Puppies
Australia retail outlets that can be found across the states of Victoria and New South Wales.
An exhaustive investigation into the brand (Background study)

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Catfish and hush puppies were on the menu for the lunch of two corporate sales managers (corn
fritters deep fried in oil). The sales manager from Michigan who was responsible for performing
some research discovered that farmers often give their dogs hush puppies in order to keep them
quiet. A salesman asserted that if a customer purchased a pair of his ultra-lightweight and
incredibly comfy sneakers, their "barking dogs" (weary feet) might be quieted. The discomfort
that his existing pair of dress shoes was inflicting prompted the manager to look for a new pair to
replace them. This is how Hush Puppies got their start in the footwear business.
In October of 1957, Hush Puppies were introduced to the general public for the first time at the
Chicago National Shoe Fair. The response came on quite quickly and was rather intense. Store
owners who came to check out the collection cited its "casual lifestyle attitude," "unique
aesthetic," "brushed suede uppers," and "lightweight crepe soles" as reasons for wanting to carry
the products in their establishments. By the year 1963, ten percent of all adults in the United
States owned a pair of Hush Puppies, which had been made by the firm since 1959 and sold in
one million different pairs.
During his trip to the United States in 1959, Prince Phillip of Great Britain was photographed
wearing a pair of Hush Puppies. The so-called "Rat Pack," which featured Warren Beatty, Perry
Como, and Prince Phillip of Great Britain, wore Hush Puppies frequently in the 1950s because to
their widespread popularity.
Late in the 1980s, a lively basset hound with the name Spokes Basset was selected to personify
the humour, irreverence, and optimism of Hush Puppies. The hunt is finished now that we've
reached this point. The model for Hush Puppies, a basset hound, took a break from the heat by
lounging in a hammock and cooling down in front of a fan, in contrast to other basset hounds.
The advertising for Hush Puppies have kept their laid-back demeanour throughout.
Since 2013, as part of the company's goal for expansion into the retail industry of India, Bata
India Limited has been in charge of retail and brand marketing in the nation. Bata has just built
the very first store in India that is dedicated solely to selling Hush Puppies there in Hyderabad.
The most recent advertising campaign from Bata, titled "Neo Casuals for Neo Leaders," was
introduced not too long ago. As a result of the fact that Hush Puppies is a premium,
contemporary shoe company that caters to both male and female working professionals, this
advertisement is vital to the narrative of the brand. This story lends credence to Hush Puppies'
reputation as an innovative and opulent brand. The visual merchandising in stores that sell Hush
Puppies has been improved as a result of recent updates. The company is actively seeking
brilliant young men and women to join its ranks as part of its attempts to grow offline in addition
to expanding its presence on the internet.

MISSION STATEMENT-

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Hush Puppies' stated aim is to "empower, engage and inspire our consumers-every step of the
way."
The company hopes to fulfil its purpose with the help of its dedicated workers and by increasing
its brand recognition. There is a lack of specificity regarding the company's products and
services in the mission statement.
VISION-
Their long-term goal is to enhance their brand recognition, as stated by their vision statement:
"To capitalize on the momentum and for their products around the world, we aim on
considerably increasing brand-building efforts in the future years."

PRODUCT PORTFOLIO-

HushPuppies

Men’s Casuals Women’s Men’s and Ladies’ Men’s Semi- Women’s Semi-
Casuals Sneakers Casuals Casuals

Hush Puppies is a luxury shoe and footwear company that sells hundreds of different goods in
dozens of different worldwide marketplaces. Products that are aimed toward both the high-end
and middle-range segments of the market are included in Hush Puppies' marketing mix. These
things can be classified almost entirely as belonging to one of two categories:
- footwear and - items that are related to footwear

The category of shoes includes a variety of styles, applicable to both men and women:

- Sandals Because the shoes are so light, even walking for miles at a time can now be enjoyed in
a manner that is much more manageable than it was previously. The wearer's comfort is
prioritised throughout the entire process of designing each and every pair of men's Hush Puppies
sandals.
- Flats and Ballet flats - In contrast to the problem that most flat sandals have, which is that you
can feel the ground too much while having minimal comfort, Hush Puppies have solved this
problem by adding comfort to flats, which will make you want to wear them all the time and
make you feel like you're walking on clouds. Their ballerina flats, in contrast to those sold by
other companies, will never cause the wearer's skin to peel or become irritated in any way.

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- Slip-on: The fact that slip-on continue to adhere to the most recent fashion trends and styles
enables their user to never feel out of place, regardless of whether they are in a formal or
informal setting. This is because slip-on continue to follow to the most recent fashion trends and
styles.
- Sneakers - are shoes that help the user keep their sense of youthful energy by offering shoes
that are designed with extra attention devoted to the comfort of the wearer as well as the
importance of the wearer experiencing the freedom that should come from wearing the sneakers.
- Boots: they are high-quality leather boots with the heel and ankle area shortened to the required
length. Everyone who passes you in the street immediately notices the rest of your outfit because
of the sheen of the shoes.
- Wedges and Heels - Heels that are wearable and comfortable enough to wear for a full day of
walking. Heels that are wearable and comfortable enough to wear for an evening out. They
provide a comfortable fit for ladies and are available in a variety of designs, including chunky
heel pumps, peep toe pumps, and peep toe pumps with peep toes.

There are no sub-product categories for kids' shoes, but accessories sold by Hush Puppies
include the following: - Socks Hush Puppies' socks are available in a wide variety of lengths,
ranging from knee-high to ankle-high, and a number of styles, including formal, casual, and even
cartoonish options.
- Scarves - In addition to providing customers with a variety of accessories that are related to
shoes, they also provide customers with scarves that can be worn in a casual setting throughout
both the summer and the winter.
- Shoe care goods – In addition to selling shoes, Hush Puppies also offers customers the option to
purchase products designed specifically for maintaining the condition of their footwear. These
items enable customers to get the most usage out of the Hush Puppies products they purchase by
helping them maintain the beauty, comfort, and shine of their Hush Puppies products for the
longest possible period of time.
- Slippers Slippers are the type of footwear that are the most convenient and pleasant for
everyone to use on a daily basis. This type of footwear is one of Hush Puppies' most important
selling factors because the brand is recognised as the best in the industry when it comes to
providing superior levels of comfort.

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- Handbags Despite the fact that Hush Puppies is dedicated to preserving the high level of
craftsmanship found in all of its products, the company's handbags are offered at prices that are
affordable. They are aimed at women who are members of society's upper-middle class as well
as the middle class, and they are constructed to be durable for an extended period of time.

PROBLEM STATEMENT

How Should Bata Update Sandals and Chappals for Youth who Seek Comfort yet Trendy Look
at the Same Time?

V.A.L.S. Model (Values and Lifestyles)

The VALS Framework organises people into two-dimensional rectangles for classification
purposes. Along the vertical axis, people can be classified according to the degree of creativity
they possess and the resources they have access to, such as their level of education, self-
assurance, IQ, aptitude for leadership, and physical stamina. Along the vertical axis, there are
three broad categories that can be broken down into more specific subcategories:

consumers who are knowledgeable and are able to let their values direct their decisions.
Believers and sceptics equally comprise this group of purchasers. Some consumers are motivated
to spend more money because they feel the need to demonstrate their level of achievement.
Shoppers who fall under this category can be described as driven individuals with names like
Strivers and Achievers. Consumers who seek friendship or activity, new experiences, and a touch
of danger are generally motivated by the need to express themselves in some way. Consumers
are the ones who are the "Makers" and "Experiencers" in this equation. Innovators can be driven
by any one of these three variables because they have access to a significant amount of financial
resources. Those individuals who are located at the very bottom of the rectangle are the survivors
who are able to make do with a modest salary since they do not have an alluring primary
motivation. Check out the VALS Framework if you want to learn more about any of these eight
areas through additional reading.

1. VALS Framework and Segment

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These consumers are influential in setting trends since they have the financial means to spend on
whatever brings them joy regardless of cost. They are located in the space that is above the
rectangle. They place a high value on outer appearance because it might give clues about a
person's uniqueness, confidence, and taste in both food and drink. They enjoy "the better things
in life" more than anything else.

2. Thinkers-
consumers who have a lot of money and are motivated by positive goals. They have a wealth of
experience as well as training in their respective disciplines. They spend the majority of their
time at home, yet despite this, they are well-informed, open to novel ideas, and able to adjust to
changes in society. They have a significant amount of discretionary spending, but they
nevertheless practise thrifty shopping and make rational decisions. They have a substantial
amount of discretionary income, but they nevertheless shop in a thrifty manner and put it to good
use.

3. Believers
These consumers have high standards but are short on money. They are traditional and easy to
anticipate, and they have a strong affinity for goods that are created in the United States. Their
families, churches, communities, and countries are some of the things that drive them most
passionately. Their financial status is not one that can be considered very solid.

4. Achievers
Those that routinely surpass others' expectations invest a lot of time and effort into their work.
They are pleased with their work and the lives they have built for their family. In terms of
politics, they hold traditional values and adhere to the principle of deference to authority. They
enjoy bragging about their possession of well-known brands in front of their other buddies.

5. Strivers
These consumers are focused on their goals yet have little resources. They have the same values
and beliefs as high achievers, but they are not as financially successful. They go to great lengths
to imitate the mannerisms of well-known people.

6. Experiencers.

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Consumers that are fixated with individualism tend to have a lot of disposable income. They are
the youngest group overall thanks to their median age of only 25 years old. They are inspired to
keep moving and interact with people as a result of their inexhaustible vigour. They spend a
significant amount of their income on trendy new products in the fashion industry, as well as in
the music and fast food industries.
7. Makers
Customers that are driven by a desire to express themselves creatively tend to have few financial
resources available to them. They value independence and strive to get it. They have narrow
interests that include only their families, jobs, and physical well-being. As shoppers, they're
drawn to things that are both useful and reasonably priced.

8. Survivors
Shoppers with a limited financial budget. They do not meet the requirements to be considered
consumers because they are unable to provide for themselves. This causes them to fall below the
rectangle's threshold. They have the highest median age of any demographic at 61, making them
the oldest group. Despite the fact that they are limited financially, they continue to show loyalty
to the company.
Making Use of the VALS Model
Students in schools of marketing make use of this to decide which of the several market
segments is the most suitable for their product.

Hush Puppies Marketing Strategy & Marketing Mix (4Ps)

Hush Puppies' marketing mix framework analyzes the brand's 4Ps (Product, Price, Place,
Promotion). Product innovation, pricing strategy, promotion planning, etc. Hush Puppies
marketing mix-based business strategies help the brand succeed. Hush Puppies' marketing
strategy positions the brand competitively and achieves its business goals.Let us start the Hush
Puppies Marketing Strategy & Mix to understand its product, pricing, advertising, and
distribution strategies:
Hush Puppies Product Strategy:
Hush Puppies' marketing strategy includes the following product strategy and mix:
Hush Puppies is a premium shoe and footwear brand with thousands of products in many
countries. Hush Puppies' marketing mix includes two main categories: shoes and shoe

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accessories. Sandals, flats, ballets, slip-ons, sneakers, boots, heels, wedges, soft style, and
traditional comfort are available for men and women in the shoe category. Hush Puppies' other
products are cushioned, breathable, memory foam, flexible, shock-absorbing, and fatigue-
reducing. Kids' shoes don't have sub product categories. Hush Puppies accessories include socks,
scarves, slippers, shoe care products, and handbags. The brand is known for its quality and
durability across all categories.
 Hush Puppies pricing:
Hush Puppies' marketing strategy includes the following pricing strategy:
Hush Puppies use high-quality products. Even though the products are manufactured in global
manufacturing hubs like China and India, where production costs are low, the brand's prices are
higher than other brands because it targets middle class consumers rather than the mass market.
Thus, the premium pricing its marketing mix charges for men's shoes in the $75 to $200 and $50
to $200 range justifies its quality and standards. Hush Puppies uses premium and psychological
pricing for its variety of products even though its target customers are not price conscious.
Place & Distribution Strategy: 
Distribution strategy in Hush Puppies' marketing mix:
The Hush Puppies brand is licensed to third parties that manufacture, market, and distribute
products worldwide. In India, Bata licenses the brand. Hush Puppies also has licensing
agreements with Elan Polo International for slippers in the US and Canada and UGA fashion
S.A. for handbags in Mexico. Hush Puppies products are sold in over 165 countries in exclusive
and multi-brand retail outlets. Additionally, the brand's e-commerce site is available in over 28
countries. Brand products are also sold on other e-commerce sites.
 Hush Puppies Promotion & Advertising Strategy:
Hush Puppies' marketing strategy includes the following advertising and promotion:
Hush Puppies advertise on TV, radio, and in newspapers and magazines. Their brand
communications use the tagline "We invented casual." Discount and seasonal sales are also
promoted by Hush Puppies. Since the brand is licensed to third parties, they can promote sales
themselves. In case of a problem, the company has customer service. This concludes Hush
Puppies' marketing mix.

Hush Puppies STP

Segmentation: Premium and Middle Segment
Target Market:  Casual and Comfort footwear for men, women, and children

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Positioning: classic American brushed-suede shoes with lightweight crepe soles

SWOT Analysis of Hush Puppies

The brand's market position can be improved by the use of SWOT analysis, which can allow the
brand to concentrate on improving its strengths and opportunities while also addressing its
weaknesses and threats.

Strengths
The essential features of Hush Puppies' company that offer it a competitive advantage in the
market are the ones that are considered to be the company's strengths. The financial condition of
a company, the skilled workforce it employs, the one-of-a-kind quality of its products, and
intangible assets such as brand value are all essential variables that contribute to a brand's
strengths. Some of its strengths are as follows:
 The world's first and oldest truly global brand, having first appeared on the market all the
way back in 1958. It lends it a greater sense of dependability and trustworthiness
 The fact that Hush Puppies can be found in more than 120 countries is evidence that the
company serves a large number of clients and is in high demand
 They have a robust research and development department that is accountable for the
creation of technological discoveries in footwear that is both comfortable and fashionable
 Outstanding advertising and marketing efforts, including print ads, TV commercials, and
web marketing
 It has a strong distribution network and is readily available at a variety of retailers
carrying a variety of retail brands

Weakness
There are certain dimensions of a company's operation that the company, in order to strengthen
its position even more, needs to work on improving. These are the brand's vulnerabilities. Some
of the company's vulnerabilities can be regarded as characteristics that it does not possess or that
its rivals excel at more than it does. Its weaknesses are shown below:

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  Customers are less likely to remain loyal to a company when there is strong competition
since more brands will be abandoned
 When a company has a strong presence in the market, they are more likely to invest
money in order to preserve their brand standing internationally

Opportunities
Opportunities exist for every brand, and among those possibilities are places in which the brand's
business could be improved. A brand's opportunities can lie in regional expansion, product
advancements, improved communication etc. Here are some of the opportunities:

 To extend its presence in the developing markets by expanding its licencing of the "Hush
Puppies" brand name to reputable brands located all over the world
 With the use of digitization, to expand its social presence and to make more of its
products available to more people
 Deeper penetration into emerging markets with strong purchasing power around the
world

Threats
Any company may face threats in the form of variables that have the potential to adversely affect
their company. Threatening elements include, but are not limited to, an increase in the activity of
competitors; a shift in the policies of the government; alternative goods or services; etc. Some of
the threats are:

 There is a great deal of competition in the shoe market

 Alternate options are readily accessible
 The sales and branding are both impacted when fake imitations are used.

SWOT Analysis of Bata

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Bata is a company that both manufactures and retails footwear as well as high-end accessories.
Bata's headquarters are located in Lausanne, which is in Switzerland. Tomas Bata is the
company's namesake and founder. The year 1894 marks the beginning of Bata's existence. Bata
is still owned by the Bata family, and the company has expanded into over 70 countries. India
has emerged as one of Bata's most desirable markets thanks to the company's widespread
presence there, which spans more than 500 cities and 5300 retail units.

Strengths
 If a business is making a healthy profit and has a positive public perception of its brand,
then the marketing approach it employs must be successful
 The company Bata is capitalizing on the opportunities presented by online marketing by
advertising its wares on Google Ads, Instagram, Facebook, and a variety of other social
media and online platforms. As a result, we are in a position to assert that the advertising
and marketing strategy of the Bata is effective
 The market situation should be taken into consideration while formulating an analysis
marketing plan. When developing their marketing plans, Bata always makes extensive
use of market analytics. The company Bata has solid practises in terms of both marketing
and strategic management
 The branding strategy that Bata employs is solid, and the company employs an aggressive
promotional plan to sell its products and services through advertisements broadcast on
television and radio
 Bata has done an excellent job of positioning itself as a brand of footwear that is both on-
trend and affordable. In India, consumers are most loyal to the Bata brand. It is clearly
clear that Bata has a cost advantage, as they are able to make a large assortment of shoes
at prices that are significantly lower than their competitors
 Bata shoes and accessories are currently known for their high level of fashion and long-
lasting quality. The prices are reasonable as well. Bata Footwears enjoys unwavering
confidence among customers in India
 Bata has production sites in 23 different countries, giving them a presence in more than
70 different nations. More than 30,000 people are employed by Bata. Approximately one
million individuals a day are served by Bata. Bata is a brand that can be found in India
and is considered to have the highest level of credibility there
 It has accomplished a great deal in terms of their market penetration. Bata has a presence
in both large towns and smaller communities in the surrounding areas. This helps to

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 maintain its customer base while also allowing it to meet the demand for new business
that is being created
 It has a very strong distribution network around the world, with around 5300 retail stores
located in over 100 countries, of which more than 1200 are located in India. Profit
margins are quite healthy for network partners operating in distribution channels. The
Bata network is quite powerful and well linked

Weakness

 Due to the intense level of competition that Bata faces, the company is unable to maintain
a significant portion of the market. Bata's market share has dropped to 6% as a direct
result of the increased competition from both international and domestic companies
 The decrease in Bata sales can be attributed to the arrival of both international and
domestic competitors in the footwear market
 The Consumer forum of India has levied a fine on Bata because of its practice of
charging 3 rupees for its paper bags. This has completely destroyed Bata's reputation. The
corporation should make every effort to steer clear of situations involving controversy of
this nature

Opportunities

 Considering footwear is now considered to be a sign of fashion, there is no doubt that

sales will continue to climb. This presents potential for Bata to increase the company's
overall sales
 Bata has a significant presence in the nations that are still developing. The economies of
developing nations' rural areas are expanding at a breakneck speed. In the rural sector, it
is necessary for Bata to capitalize on the demand that is being generated. The bottom line
would continue to get better as a result of this
 There is a growing demand in the premium footwear sector, particularly in developing
countries with rising living standards

Threats

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  Another industry that is susceptible to the counterfeiting of items is the footwear
business. Not only do duplicate products cause a decline in revenue, but they also damage
a company's reputation among consumers.
 Bata is up against stiff competition from a number of other footwear brands, both
established and new. The ever-increasing level of competition brings about shifts in
pricing, various discount offers, and sales, which pose a significant risk for Bata
 The rules and regulations that governments impose on foreign businesses and businesses
that operate in the footwear industry present a significant challenge for Bata

CAMPAIGNS
‘Neo Casuals for Neo Leaders’. CAMPAIGN
Bata India, an authorised retailer and distributor of Hush Puppies, a footwear and lifestyle brand
based in the United States, has launched a new 360-degree marketing campaign with the slogan
"Neo Casuals for Neo Leaders." The campaign is titled "Neo Casuals for Neo Leaders."
This campaign is a vital part of the company's larger narrative since Hush Puppies is a premium,
modern brand that caters to the footwear needs of working professionals of both sexes. In
addition, this campaign has a rich history. As part of this approach, Hush Puppies has remodelled
its retail locations to give a more engaging visual merchandising experience in an effort to target
a younger professional and female audience. In addition to this, the company is expanding its
presence in both traditional (brick-and-mortar) and digital (online) retail outlets.
"Neo Casuals for Neo Leaders" is a campaign that was developed by Bata India for Hush
Puppies. The purpose of the campaign is to recognise important persons who are serving as role
models for other leaders by their innovative and forward-thinking approaches.
By placing their followers' requirements ahead of their own, leaders in today's world are
demonstrating a significant break with the forms of leadership that were prevalent in the past.
Neo Leaders have popularised and continue to support the usage of attractive footwear in the
office, such as high-end sneakers, chic slip-ons, and sleek loafers. This is due to their open-
minded attitude to leadership and their admiration for professional apparel. The campaign also
serves as a celebration of the launch of a Neo Casuals Collection, which was designed and
curated bearing in mind the preferences of these Neo Leaders.
Regarding the new product line, Gunjan Shah, Managing Director and Chief Executive Officer
of Bata India Limited, had the following to say: "Hush Puppies, with its time-honored style and
comfortable formalwear, has for a long time been one of the most popular brands among

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influential people. Hush Puppies has designed new casual styles including sneakers, slip-ons, and
loafers to represent the vibrant spirit that best characterises the Neo Leaders. These new styles
were developed based on consumer trends, changes in leadership codes, and feedback from
corporate clients.
In order to appeal to the trend toward casualization, not only have we modernised the product,
but we have also made the shopping experience at Hush Puppies stores more up-to-date, brighter,
and friendlier. In order to cater to the ever-shifting tastes of our clientele, we have expanded the
distribution of Hush Puppies to major e-commerce platforms and shop-in-shops located within
multi-brand retailers. As Shah put it, we aspire to become working professionals' "go-to" for both
business and pleasure, and we are convinced that the revised portfolio will be well received by
those in the workforce.
The 'Neo Casuals' film, which was conceived by Contract Advertising, vividly depicts the
leadership style of modern Neo Leaders. It demonstrates how these individuals are shattering the
mould of conventional leaders and making a profound impression through their unconventional,
laid-back fashion choices.
Regarding the advertising campaign for Hush Puppies, Sagar Mahabaleshwar, Chief Creative
Officer of Contract Advertising Ltd., had the following to say: "A brand of quality footwear that
epitomises the term "Hush Puppies" existed in the past and will continue to exist in the future. In
the past, they specialised in selling solely dress shoes; however, they have since broadened their
product offering to include other categories of shoes. Because the shoes in the Neo Casual line
can be dressed up or down, they are appropriate for a wide variety of settings, including the
workplace and a night out on the town." The launch campaign for Hush Puppies' Neo Casual line
features these recently emerging dress trends for influential members of the neo age group."

Methodology Used

The following are examples of some of the most important procedures we used.

1. We visited the company's website to collect both primary and secondary data. We also
combed through other online marketplaces to learn what others had to say about the product.
2. We sent a Google survey across demographics (including age, gender, and region) to gauge
brand awareness and customer sentiment.

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References:
 Islam Ezzeldin Mostafa M.I.B.A., B. P. (2018, August 9). V.A.L.S. model (values and
lifestyles) the most intelligent tool for understanding of customersvalues and lifestyles.
LinkedIn. Retrieved December 26, 2022, from
https://www.linkedin.com/pulse/20141011232233-99993053-v-a-l-s-model-values-and-
lifestyles-the-most-intelligent-tool-for-understanding-of-customersvalues-and-lifestyles/ 
 India's Favorite Footwear Brand. Bata. (n.d.). Retrieved December 26, 2022, from
https://www.bata.in/about-us.html 
 Team, M. B. A. S. (2017, October 5). Hush Puppies Marketing Strategy & Marketing
Mix (4PS). MBA Skool. Retrieved December 26, 2022, from
https://www.mbaskool.com/marketing-mix/products/17345-hush-puppies.html 
 History. (n.d.). Retrieved December 26, 2022, from https://hushpuppies.com.au/history/ 
 SWOT analysis of Bata – BATA SWOT analysis [explained]. Projects4MBA. (n.d.).
Retrieved December 26, 2022, from https://www.projects4mba.com/swot-analysis-of-
bata/4994/ 
 Team, M. B. A. S. (2020, April 26). Hush Puppies SWOT analysis, competitors & USP.
MBA Skool. Retrieved December 26, 2022, from
https://www.mbaskool.com/brandguide/lifestyle-and-retail/2964-hush-puppies.html 

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