the 4ps of Bata (market mix) by Malik Waseem

1. Marketing
The 4Ps of Marketing

2. The 4Ps of Marketing
 The Four Ps (product, price, promotion and place) are four considerations known
as a marketing mix.
Marketing mix:
The marketing mix has been defined as the "set of marketing tools that the firm
uses to pursue its marketing objectives in the target market".

3. The 4Ps of Marketing
Product
Price
Place
Promotions

5. The 4Ps of Bata
CompanyBATA
 The company was founded in 24 August 1894.
 The Company was incorporated in Pakistan as Bata Shoe Company
(Pakistan) Limited in 1951 and become Bata Pakistan Limited in the year
1979.
 The company has more than 400 retail outlets, 467 registered wholesale
dealers, 13 wholesale depots, 28 wholesale distributors and 41 DSP
wholesale franchises in Pakistan.
 The company is organized into three business units: Bata, Bata Industrials
(safety shoes) and AW Lab (sports style).
 In 1914, with the outbreak of World War I, the company had a significant
development due to military orders.
 From 1914 to 1918 the number of Bata's employees increased ten times.
 Bata also supports a large number of local manufacturers by buying raw
materials from them.

6. Product
 Bata has a huge product portfolio in terms of the large variety of
shoes, sandals and accessories.

7. Product (continue)
Brands under Bata:
Hush puppies
Sparx
Sandak
Power
North Star
Mocassino
Weinbrenner
Bubble Gummers
Marie
Claire
Comfit

8. Price/pricing strategy
Pricing strategy:
 Price is the strongest “P” in the marketing mix.
 A business can use a variety of pricing strategies when
selling a product or service.
 There are number of pricing strategies which companies
use for attracting their customers.

9. Bata Price/ Bata pricing
strategy Bata has fantastic response from the market due to
its affordable prices.
 Bata uses psychological pricing as its pricing strategy.
 Bata generally prices a product to nearest lower
“9”digit figure of the actual price.

10. What is psychological
pricing ? Psychological Pricing is the marketing strategy
where prices are expressed in a way that appeals
more to consumers.
 In other words, playing with the emotional side of
your customers.
For example:
 Any commodity to be prices PRs.1000 is priced at
PRs.999 to attract more customers.

11. Prices of Bata

12. PLACE
 Place and location is the important and prominent factor in
any retail store.
 The placement of franchises of Bata was done after an
extensive market research.
 The company has positioned itself as a brand which provides
reliability at a budget friendly price.

13. PLACE
 It completely relies on its distribution network.
 There are 400-450 outlets of Bata shoes, but most of them are in urban area and
big cities of Pakistan, in so many outlets there is issue of availability of different
products.

14.  Bata provides a place where you can find all kinds of
footwear at just one stop.

15.  Company do not offer their products to local market.
 Company has their own franchise which are under the
control of company’s employee.
 Franchise ownership concept is not founded in Bata.

16. Promotions & Advertising
As the Corporate social responsibility is an integral part of
every business and Bata Pakistan fulfills its CSR by patronizing various
charitable organizations and also takes part in rehabilitation of society
during the natural disasters.
Only major promotions it offers is
during
 Seasonal sales
 Religious Events
 National Events
 Traditional Days
 Gift with purchase

17. Advertising Strategy
 Tag-Line
 Print Ads
 TV Ads
 Road Side Advertising
 Celebrity Endorser
 Specialized Shows
 New Stores
 Retail Shops