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    Marketing Marketing Presentation Transcript

    • 1
    • CONTENTS: 1. (A) Market size of the Foot Wear industry in India. (B) Coverage by Volume and Value 2. Organized and Unorganized Foot Wear Companies 3. Two Major companies(BATA and LIBERTY) 4. Description of both by Value and Volume 5. Sales and Profit/Loss of both the companies 6. STP and Marketing Mix of both the companies 7. Comparing both 8. Conclusion- which one is best and why2
    • 1. (A) MARKET SIZE OF FOOT WEAR INDUSTRY IN INDIA: • Estimated size stands at 16000 crores • About 55 per cent of the countrys overall footwear industry • About 70 per cent of the labour-intensive footwear industry in Unorganized • Accounts for 15% global share3
    • TOTAL MARKET BY VALUE (2010-11) :• Rs. 193.2 Billion market by value• 10.1% Growth rate of market• Increased 62.1% since last five years4
    • TOTAL MARKET BY VOLUME (2010-2011): • Rs. 3.2 Billion Pairs Market by volume • 9.7% of growth rate • Increased 59.2% since last five years5
    • ORGANIZED SECTOR VS UNORGANIZED SECTOR The footwear market is estimated to be worth Rs.13,750 Crore Indian Footwear Market 37.80% 62.20% Organised Market Unorganised Market6
    • MAJOR BRANDS IN FOOTWEAR MARKET :7
    • 8
    •  Bata India is the largest retailer and leading manufacturer ofootwear Incorporated as Bata Shoe Company Private Limited in1931, the company was set up initially as a small operation inKonnagar (near Calcutta) in 1932 Its retail network of over 1200 stores gives it a reach /coverage stores are present in good locations and can be found in allthe metros, mini-metros and towns also operates a large non retail distribution networkthrough its urban wholesale division caters to millions of customers through over 30,000 dealers 9
    • BATA’S MARKET SHARE : BY VOLUME – 2455110
    • BY VALUE :  It commands over 35 percent of market share in India  98 percent revenue comes from domestic operation.11
    • Bata India reports excellent growth for second quarter of 2012 Quarter Ended Quarter Ended Increase % 30th June 2012 30th June 2011 Sales 51084.7 43450.9 18(Rs. in lacs )Net Profit(Rs. in lacs ) 5265.2 4098.9 2912
    • SEGMENTATION:  Density  Demographic  Gender  Income  Occupation  Generation  Race  Psycho-graphic13
    • Targeting: 1. STATUS/CLASS WISE : RICH CLASS Adidas , Reeb ok UPPER CLASS Liberty, Reebok Bata,Liberty,Reebok, LOWER MIDDLE Relaxo CLASS LOWER INCOME Bata, Relaxo CLASS14
    • MAIN TARGETS IN THE MARKET :  Has already targeted the footwear for entire family  Position itself in Price and Quality  Target market to the RICH CLASS and UPPER CLASS15
    • POSITIONING :  To introduce FLAGSHIP stores and unique shopping experience.  New retail concept “FOOTING”  High brand recall for consumer lead to higher footfalls16
    • MARKETING MIX OF BATA : PRODUCT (BRANDS):17
    • PRICE :All Over The Footwear’s : Minimum Rs. 199 – MaximumRs. 7500PLACE :BATA Flagship Store – Block D Cannaught PlaceAround 5000 Distributors across the countryPROMOTION : Sales Promotion :  Display of new Products at cash Counters Promotion of Brand Equity :  Gift coupons  “ Discover New” Campaign Online Processes :  Purchased from various shopping websites18  free delivery promise
    • 19
    • liberty20
    • BY VOLUME : Footwear market is estimated at 550 million pairs, of which 450million pairs are in the form of casual footwear, such India’s total ethnic footwear BY VALUE : A market share of 36% in the leather footwear segment and  22 % in the non-leather sole segment.21
    • Liberty India reports excellent growth for second quarter of 2012 : ` 30th June 2012 30th June 2011 Sales 332.54 297.32 (Rs. in lacs ) Net Profit 7.63 10.29 (Rs. in lacs )22
    • SEGMENTATION :  Area Targeted  Age Wise  Professionals  Generation  Social Class23
    • TARGETING : Already moved to Middle and Upper classsegment Aimed at positioning as a Complete FamilyFootwear Focused on the Upper Class as Core TargetMarket Shifted attention towards the middle and uppermiddle class24
    • POSITIONING :  Attempt to take its offerings closer to the consumer.  Large format retail outlets, each offering unique experiences to fashion-conscious shoppers  Exclusive Stores to offer the entire Liberty Collection range under a single roof  Factory Price Stores should offer affordable products.25
    • MARKETING MIX : PRODUCT (BRANDS) :26
    • PRICE : Lowest Range : 250 Highest Range :7999 (According to the survey) PLACE(DISTRIBUTION): Main store is at Rajori garden (Delhi) distribution network comprises 150 distributors, 350 exclusive showrooms and more than 6,000 multi-brand outlets. PROMOTION :  The Pan-India initiative  The On-ground initiative  Marketing initiative27
    • 28
    • CONCLUSION : BATA and LIBERTY :  Price Range  Capturing Market  Product Variety  Promotion Technique  Quality and Durability29