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    Presentation On Bata Case Study

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    Leon Varghese
    Bata is the largest footwear retailer and manufacturer in India, with over 50% market share in the executive footwear segment. It has a network of over 1200 stores across India. However, in the past Bata struggled with not adapting to changing consumer trends and lost market share to competitors. In recent years, Bata has made efforts to reposition itself as a more fashion-focused and market-driven brand. It has invested in improving logistics, distribution, and IT systems. Bata also launched direct distribution channels. While these changes have led to some growth, Bata still struggles with brand perception and needs to increase promotional activities to change perceptions and appeal to younger consumers.

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    Presentation On Bata Case Study

    Uploaded by

    Leon Varghese
    3K views18 pages
    Bata is the largest footwear retailer and manufacturer in India, with over 50% market share in the executive footwear segment. It has a network of over 1200 stores across India. However, in the past Bata struggled with not adapting to changing consumer trends and lost market share to competitors. In recent years, Bata has made efforts to reposition itself as a more fashion-focused and market-driven brand. It has invested in improving logistics, distribution, and IT systems. Bata also launched direct distribution channels. While these changes have led to some growth, Bata still struggles with brand perception and needs to increase promotional activities to change perceptions and appeal to younger consumers.

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    Bata is the largest footwear retailer and manufacturer in India, with over 50% market share in the executive footwear segment. It has a network of over 1200 stores across India. However, in the past Bata struggled with not adapting to changing consumer trends and lost market share to competitors. In recent years, Bata has made efforts to reposition itself as a more fashion-focused and market-driven brand. It has invested in improving logistics, distribution, and IT systems. Bata also launched direct distribution channels. While these changes have led to some growth, Bata still struggles with brand perception and needs to increase promotional activities to change perceptions and appeal to younger consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    3K views18 pages

    Presentation On Bata Case Study

    Uploaded by

    Leon Varghese
    Bata is the largest footwear retailer and manufacturer in India, with over 50% market share in the executive footwear segment. It has a network of over 1200 stores across India. However, in the past Bata struggled with not adapting to changing consumer trends and lost market share to competitors. In recent years, Bata has made efforts to reposition itself as a more fashion-focused and market-driven brand. It has invested in improving logistics, distribution, and IT systems. Bata also launched direct distribution channels. While these changes have led to some growth, Bata still struggles with brand perception and needs to increase promotional activities to change perceptions and appeal to younger consumers.

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    You are on page 1of 18

    A SHOE MAKER WHO COMES TO

    YOUR MIND ?

    A CASE STUDY ON BATA


    BY –AKSHAY HEGDE 18004
    LEON VARGHESE 18016
    VINAYAK RAJU 18028
    JUHI SINGH 18040
    KHUSHBOO TIWARI 18052
    FOOTWEAR MARKET CONDITIONS IN INDIA
     Major part of the demand is met by the unorganized sector.
     Branded shoe market accounts for only 20% of the entire
    market.
     International brands dominate higher end of the market.
     Domestic brands dominate the lower end of the market.

    Men’s
    footwear 48%.
    Women’s footwear
    41%.
    Children’s footwear 11%
    ABOUT BATA

     Bata India, the largest retailer and leading manufacturer of


    footwear was incorporated in 1931.
     One of the oldest brand which has more than 50% share in
    executive segment.
     First manufacturing facility in Indian shoe industry to receive
    the ISO:9001 certification.
     It has a retail network of over 1200 stores.
     It focuses the segment that is price sensitive.
    PRODUCT SEGMENTATION
     Bata Lilliput- kids segment- bubblegummers(casual) and school
    shoes.
     Bata Macho- Men’s segment-
     Formals- Hush puppies, Comfit, Ambassador for high school
    students & working executives.
     Casuals- Mocassino, North Star from lower middle to upper class.
     Bata Damsels-Women’s segment
     Tied up with Marie Claire for formal ,casual shoes and sports
    category.
     Accessories offered by Bata includes hand bags, Shoulder bags, and
    belts.
    COLLABORATIONS

     NIKE -Bata entered into a marketing tie –up with Nike where its
    product will be offered from selected Bata outlets.
     ADIDAS- Entered the Indian footwear market in 1989 through a
    license agreement with Bata.
     Reebok- Entered into an arrangement with Bata under which
    Bata purchased shoes from Reebok as per its requirement and
    earned a gross margin of 36% of the retail price.
    MAJOR COMPETITORS

     LIBERTY-350 exclusive showrooms and 6000 multi-brand


    outlets in 25 countries.
     KHADIMS – Made entry into the market in 1993 with 625 stores
    across the country.
     WOODLAND - 350 exclusive stores worldwide and 3000 multi-
    brand outlets in a number of countries.
    MYOPIA IMPACT TURNED TO MAKEOVER

     Bata maintained monopoly till 1980’s considered as “Family-


    Brand”.
     Mass production without knowing the demand.
     Not changing with dynamic consumer environment.
     Competitors seep in and pinched market share.
    CHANGEOVER
     BATA ON THE RAMP-In 2004 started to rejuvenate its brand
     Repositioning themselves as market driven , fashion conscious
    lifestyle brand.
     Invested to improve their logistics ,distribution system and
    information system.
     BATA DIRECT-In end of the year 2008, Bata launched the direct
    distribution channels.
     Bata offered a wide range of stylish & trendy footwear for
    everyone.
     Bata polishes its image- in 2009 it opened 69 new stores
     Renovated 40 of its existing stores
     Closed 73 cash-drain stores
    SWOT ANALYSIS
    STRENGTH WEAKNESS
    *DISTRIBUTION *INADEQUATE
    NETWORK PROMOTION
    *QUALITY *LESS CUSTOMER
    MANUFACTURING ORIENTATION
    *BRAND VALUE
    *COST EFFECTIVE

    OPPORTUNITIES THREAT
    *ONLINE SECTOR *COMPETITION FROM
    AND E-COMMERCE DOMESTIC AND
    *UNORGANISED FOREIGN BRANDS.
    SECTOR
    4 P’S ANALYSIS

     PRODUCT- BATA has a wide range of footwear for all the class
     PRICE – Footwear are available at affordable price the price of
    Bata has been very nominal and user friendly.
     PLACE – BATA stores exist in almost all cities of India
     PROMOTION – BATA doesn’t promote much by advertising and
    gives seasonal offers and discounts .
    Has BATA’s efforts for the makeover failed ?

     The net sales of the company grews by 26.8%.


     Bata India was selected as the Powerbrand in the Powerbrands
    2010by the Indian council for Marketing Research.
     Bata reported a growth in net income from operation at 9%growth
    rate on 408.01 crores.
     Online sales growing at 200%.
     However, due to inadequate promotions, dilemma exists in the
    consumer’s mind.
    Is BATA right in its efforts to appeal to the youth and
    the restless ?

     Yes , up to certain extent,as they have products in all segments


    and collaborated with brands like Adidas,Nike etc. But it should
    have concentrated more on customer connect and promotions in
    uncovered segments
     Their promotion is restricted seasonal offers and the
    advertisement part is missing
    Is the brand Bata preferred by the “bold and the
    bountiful” today? Or is it still perceived as a brand that
    sells Hawai slippers?

     Gone are the days, when people considered Bata as a brand that
    only sold Hawai slippers and canvas shoes.
     Today ,Bata has wide variety of footwears and it caters needs of
    every sectors of the society.
     Apart from their owns product, Bata sells brands like Marie
    Claire and Hush Puppies in their stores and also provides wide
    variety of footwear in the Men’s segment .
    HOW WILL YOU CHANGE THE PERCEPTION OF
    LOW IMAGE BRAND?

     Bata has to increase its promotion so that customers get to know


    the new products .
     Focusing on the brand ambassadors to reinvigorate the brand for a
    new generation.
     Recreating the logo.
    Bata’s perception
    Bata’s pricing strategy fitting well with its brand
    image and positioning?

     Bata has created a unique brand value as a footwear producer by


    providing a wide range of products for all income groups.
     Yes ,they have positioned their products differently for every
    class, and as per the sales ,it is clear that it is well accepted by the
    market. It has positioned itself as a one stop family store for all
    footwear and related products.
    Which segments should it focus and why?

     Bata should focus on the mass segmentation and the unorganised


    sector.
     Women footwear segment in which market is largely untapped
    and hence a big opportunity for growth.
     They should also focus on sports segment and invest on R&D for
    the same.
    THANK YOU

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