A CASE ON BATA BY:

AKASH 19124
JANHVI 19142
A SHOEMAKER- WHO MANASVI
SEBU
19148
19166

COMES TO YOUR SOORAJ JAIN 19172

MIND?
CONTENT
1. OVERVIEW
2. ORGANISED AND UN-ORGANISED SECTOR
3. INTRODUCTION ON BATA
4. BATA PRODUCTS
5. 4 P’S
6. SWOT ANALYSIS
7. COLLABORATION
8. COMPETITORS
OVERVIEW
 The Indian footwear market is set to experience phenomenal growth in the coming
years with retail revolution.
 Footwear’s are designed according to the customer requirement.
 Certain large firms, dominate the industry, while the other competitors have less
than 5% market share.
 International brands dominate the higher end of the market, home grown, and
unorganized players dominate the lower end of the market.
 Firms build brand image grows extensively by marketing campaigns.
ORGANISED AND UNORGANISED
SECTORS
 The average growth in domestic industry has been estimated at 12% and is estimated to
touch Rs 47,000 crore by 2025.
 The present size of domestic footwear market as of Jan 2011, is about Rs 13,750 crores,
out of which the organized segment makes up for 37%.
 Men's footwear requirements are met more by organised sector as compared to Women
and Children.
INTRODUCTION ON BATA
 Incorporated as Bata Shoes Company Pvt. Ltd. in 1931 and went public in 1973.
 Largest Retailers and leading manufacturer.
 Founder : Tomas Bata
 Headquarters in Lusanne, Switzerland.
 By 1998 the Bata had around 1000 outlets in India.
 Core principle – To know its customer and to create the best possible product to
meet their needs.
 Tagline : “I LOVE MY SHOES”
BATA PRODUCTS
 Bata Lilliput- kids segment – Bubble gummers and school shoes.
 Bata Macho- Men’s segment - Hush Puppies, Comfit, Ambassador for high school
students & working executives.
 Bata Damsels- Women’s segment - Tie up with Marie Clarie for formal and casual
shoes.
4P’s
 Product: The products include all variety of shoes, Canvas, Belly, Leather shoes,
Sandal, School shoes, Flip-flops etc.
 Price: Bata sells their footwears at an affordable price. Produces in mass thus
reducing the operating cost resulting in reduction in product price.
 Place: Bata has stores in all the metros, mini-metros and towns.
 Promotion: Bata provides with seasonal offers targeting Indian festivals.
SL.NO MARKET SEGMENTATION MARKET SHARE
1 MALE 48%
2 FEMALE 41%
3 KIDS 11%

11%

48%
1
2
41% 3
 SWOT ANALYSIS
STRENGHTS WEAKNESS
• INADEQUATE
• DISTRIBUTION PROMOTION
NETWORK • LESS
• COST CUSTOMER
EFFECTIVE ORIENTRED

OPPORTUNITY THREATS
• UNORGANISED • COMPETITION
SECTORS. FROM
• WOMEN FOOT DOMESTIC AND
WEAR FOREIGN
• SPORTS BRANDS
SEGMENT
COLLABORATION
 NIKE – Bata entered into a marketing tie-up with Nike where its products are
offered from selected Bata outlets.
 REEBOK- It enter into an arrangement with Bata under which Bata purchase
shoes from Reebok as per their requirement and earned a gross margin of 36% of
the retail price.
 ADIDAS- It entered the Indian footwear market with gross margin of 40% and
operates around 750 exclusive stores in India.
COMPETITORS
 KHADIMS –Made entry into the market in 1993 with 625 stores across the
country.
 WOODLAND-There are 350 exclusive stores worldwide and 3000 multi-brand
outlets in a number of countries.
 LIBERTY-350 exclusive showrooms and 6000 multi-brand outlets in 25 countries.
HAS BATA’S EFFORTS FOR THE
MAKEOVER FAILED? EXPLAIN.
 The Loyal Customers of Bata has grown old
 Bata India was selected as power brand in 2010 by
Indian council for marketing research
 Reported a growth in net income from operations at
9%
 Excellent growth in PBT(profit before tax) in third
quarter of 2011.
IS BATA RIGHT IN IT’S EFFORTS TTO
APPEAL TO THE “YOUTH AND THE
RESTLESS”? EXPLAIN.
 Bata collaborations with lot of different brands like
Reebok, Nike, Adidas and Marie Claire and try to get
the attention of young adults.
 Bata has done a lot to revamp the brand, but these
efforts are not well communicated.
 Less promotional activities.
 Promotion is restricted to seasonal offers in the form
of “SALE”.
IS BATA STILL PREFERRED AS A BRAND
THAT SELLS HAWAI SLIPPERS?
 Earlier, people considered Bata as a brand that only
sold Hawai slippers.
 Today, Bata has a wide variety of footwears and it
caters to the needs of every sector of the society.
 Apart from their own products, Bata sells brands like
Marie Clarie and Hush Puppies in their stores and
provides wide variety of footwear in the Men’s
segment.
IS BATA’S PRICING STRATEGY FITTING WELL
WITH ITS BRAND IMAGE & POSITIONING?
EXPLAIN..
 Bata has created a unique brand value as a footwear
produced by providing a wide range of products for all
income groups
 Positioning of the brand is very well done in minds of
all the segments of the country. The segmentation,
target customers were very well focused.
WHICH SEGMENTS SHOULD IT FOCUS
AND WHY ?
 Focus on mass segmentation & unorganized sector.
 Women footwear segment in which market is largely
untapped and hence a big opportunity for growth.
 Focus on sports segment and invest on R&D for same.