PRESENTATION ON

BATA – MARKETING
STRATEGIES
 Prepared by –
Rohan Thombare 60

 Submitted To,
Prof Deepti Arora
 BATA
 Founded in – 1894 in Zlin by Thomas Bata
 Retail Presence in over 50 countries
 Production facilities in 26 countries
 Chairman – Mr. P. M. Sinha
 M. Director – V. Naraynan
 Director – S. Sinha, N. Shankar.
 BATA
 IN INDIA –
 The company was set up in Konnagar (near
Calcutta) in 1932, which is known as Bata
nagar.
 First manufacturing facility in the Indian shoe
industry to receive the ISO: 9001 certification.
 60 million pairs sold per year in more than 30
countries.
 BATA CORPORATE INFO
 Incorporated as Bata Shoe Company Ltd on
1913. The company name was changed to Bata
India Ltd on April 23, 1973.

 Corporate office: Gurgaon

Bata: Improving Market Share
 Bata today… 
- Serves 1 million customers per day 
- Employs more than 40,000 people 
- Operates 5000 retail stores 
- Runs 40 production facilities
 Marketing channels of Bata
 Company operated retail outlet
 Dealer network
 Direct marketing to the customers
 Major retail outlets of Bata
 India's first exclusive Hush Puppies outlet at
Hyderabad

 10,000 sq ft Mega Store at Vadodara

 Bata India Limited Behrampur

 Competition Factor
 Liberty shoes

 New retail strategy in order to face the

competition.
 shopping malls
 shop-in-shop
 STRATEGY USED BY BATA
 Three-Point Strategy –
-Better Products
-Expansion
-Specialization
Bangalore makes school shoes,
Hosur is for Hush Puppies and
Kolkata - sports shoes and sandals
 Strategies of BATA
 Expanding its retail footprints in major metro
and other big cities
 Revamping key stores : More store space
 Superior retail out fits & Closing unviable
stores
 Reaching out rural markets through dealer
network
 Focus on product design
 Strategies of BATA
 Introducing new offerings: men, ladies,
sports, children
 Targeting for family as a whole
 Launch of new specialized division :
-Bata Industrials for sectors like defense,
automobiles, petroleum, construction,
agriculture, metal
 Initiation of regular customer feed back
process, customer research, training of
staff
 Strategies of BATA
 Restructuring of wholesale division into four
independent distribution channels –
 Urban & Institutional
 Safety
 Branding segment
 Better sales

 Strong focus on financial controls

 Strategies of BATA
 Investment in technology & systems
 Bringing all major commercial and financial
process under common technology platform
 Installation of a “point of sale” software in
almost all retail outlets
 Results
 Turnover of Rs 1008 crores during 2009
 4.5 crores sale of foot pairs
 13.34% rise in profits
 Better brand image
 Long range impact and better positioning
 SWOT Analysis of Bata
 Strength - Worldwide presence, Offers
customers great service and best value

 Weakness - Losing competition because of the

other big players like adidas, nike, woodland
etc
- Not too much stylist
 Opportunities - Bata India Limited has
undertaken initiatives to improve the
company's cost structure and margins.
-Financial re-engineering

 Threats - Introduction of new brands in the

market.
-Lagging behind in terms of technological
factors.
-Young generation is attracted to the other
branded shoes like adidas, nike, woodland etc
THANK U