A SHOE MAKER – WHO
COMES TO YOUR MIND ?
PRESENTED BY –
JINESH C JAIN – 13129
PRANJAL – 13162
MOORCHANA - 13157
SAAD ABDUL WAJID - 13167
SIBY JOSE - 13172
SURYA SIKHA - 13177
OVERVIEW OF INDIAN FOOTWEAR
• The footwear industry is collection of smaller and segmented
• Few large firms dominate the industry, while other players have
less than 5% market share.
• International brands dominate the higher end of the market,
home grown and unorganised players dominate the lower end of
• The Indian footwear market as the demand for Indian footwear
will continue to grow.
ORGANIZED SECTOR VS. UNORGANIZED
The average growth in the domestic industry has been estimated at 12%
and is estimated to touch Rs. 47,000 crores by 2025.
The present size of the domestic footwear market as of Jan 2011 is about
Rs. 13,750 crores, out of which the organized segment makes up for 37 per
Men's footwear requirements are met more by organized sector as
compared to women.
• Incorporated as Bata Shoe Company Private Limited in 1931, the
company was set up initially as a small operation in Konnagar (near
Calcutta) in 1932.
Bata India is the largest company for the Bata Shoe Organization in
terms of sales pairs and the second largest in terms of revenues.
• It has more than 1200 stores across the Country.
• First manufacturing facility in Indian shoe industry to ISO :
Company went public in 1973 and change its name to BATA INDIA
Annual turnover of Rs. 795 corers.
Made entry into the market in 1993 with 625
across the country
• WOODLAND - Owned by Aero Group it began its operations in
the 1960s and now has an asset base of over Rs. 530 crores.
COMPANIES TARGETING THE
CONSUMER BASED ON INCOME PER
BATA, ACTION, LIBERTY,
NIKE, ADIDAS, RELAXO
BATA, ACTION, RELAXO
BATA ON THE RAMP
• Company started to rejuvenate its brand ,repositioning themselves as
market driven, fashion conscious, lifestyle brand.
• Bata polished its image with 69 stores and renovated 40 of its existing
• The company expanded and added 200 new stores.
• These stores operated in a four-tiered retail format under a new retail
model Up-market Flagship Stores, Smart and Trendy City Stores,
Super Stores and Traditional Family Stores.
• In 2008, ventured into direct marketing with the launch of
direct distribution channels.
• It offered vast range of stylish and trendy footwear for men,
women and children in its catalogue.
• The consultant would purchase products from Bata direct at
the consultant price and sell it at MRP.
• This channel supplemented 1250 Bata stores and multibrand outlets
• For its premium products tied up with other retail
companies such as Lifestyle.
• Decided to introduce four designs every day, open
70-100 stores of at least 5000 sq. ft. every year and
push online sales.
• 270 large format stores at prime locations have been
• Online sales are growing at 200 %.
Layout of BATA Store In India
Has Bata's efforts for makeover failed?
Bata India reported excellent growth in PBT in third quarter of 2011 at 46.2% growth rate
QoQ at Rs.4503.3 lac as against Rs.3080.3 lac in the same period last year.
The net sales of the company grew by 26.8%
Bata India was selected as the Powerbrand in the Powerbrands 2010 by the Indian
council for Marketing Research.
Bata reported a growth in net income from operations at 9% growth rate QoQ at
Rs.408.01 Crores as against Rs.453.87 Crores.
ANALYSIS USING 4 P’S IN THE MARKET:
PRODUCT: Bata sells all the range of footwear from shoes, canvas, belly, leather
shoes, sandals, school shoes, flip-flops etc.
PRICE: The price is considered as the most dominant “P” in the product mix. The
pricing of Bata has been very nominal and user friendly for the customer which Bata
PLACE: Place and location is the important and prominent in any retail store. Bata has
provided as a place where you can find all kinds of footwear at just one stop. In all
metro cities Bata is located in all the prime areas of the city and also exists in almost all
the cities of India. People look for Bata as a reliable place for their footwear
PROMOTION: Bata does not promote much by advertising. Bata mainly promotes by
providing “sale” in their existing product lines .it also promotes itself by keeping
international/premium brands like hush puppies ,Marie Claire etc..
Is Bata right in its efforts to appeal to the “youth
and the restless?”
• Overt the years Bata has changed its appeal from a shop that sells
Hawai slippers and Canvas Shoes to a shop that flaunts brands like
Reebok, Nike and Marie Claire that always has a special charm
with young adults and students.
• But, Bata does very little promotional activities. Although Bata has
done a lot to revamp the brand, these efforts are not well
communicated. Their promotion is restricted to seasonal offers in
the form of “Sale”, but the advertisement part is missing. There are
rare ads of Bata seen by the customer both in print and electronic
Is the brand Bata preferred by the “bold and the bountiful" today? Or
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 caters to the footwear needs of almost every strata of society.
• Bata Macho offers a wide variety of footwear options in the Men’s segment. From Sparx and
Power to high end brand like Reebok, Nike and Hush Puppies.
• Whereas, Bata Damsel tries to ensure that women who turn to Bata for their footwear needs
are completely satisfied. Apart from their own products, Bata sells brands like Marie Claire
and Hush Puppie through their stores.
Is Bata’s pricing strategy fitting well with its brand image and positioning?
Bata has created unique image in consumer mind as footwear producer. Consumer easily
connects Bata as Shoe Company. It has positioned itself as, “one Bata, one world”.
We can also see that the 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. The
sale of Bata is increasing and it is doing well.
Which segment should it focus and why ?
• 14%, includes high disposable
• 50%, includes people middle class
and middle class group.
• 36%, lower income class group.