Bata India is the largest footwear retailer and manufacturer in India. It was established in 1932 and now has over 1200 stores across the country. Bata focuses on offering quality products at affordable prices. It aims to provide superior customer service and shopping experiences. The company has a wide selection of shoes, accessories and brands to cater to customers of all ages in various price points. Bata follows a strategic approach to retail operations, supply chain, human resources and customer relationship management.

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2. INTRODUCTION
• Bata India is the largest retailer and leading manufacturer of
footwear in India and is a part of the Bata Shoe
Organization.
• Bata Shoe Company was incorporated in1931, the company
was set up initially as a small operation in Konnagar (near
Calcutta) in 1932.
• In January 1934, the foundation stone for the first building
of Bata’s operation - now called the Bata.
• In the years that followed, the overall site was doubled in
area. This township is popularly known as Batanagar.
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3. • It was also the first manufacturing facility in the Indian shoe
industry to receive the ISO: 9001 certification.
• The Company went public in 1973 when it changed its
name to Bata India Limited.
• Today, Bata India has established itself as India’s largest
footwear retailer.
• Its retail network of over 1200 stores gives it a reach /
coverage that no other footwear company can match.
• Bata’s smart looking new stores supported by a range of
better quality products are aimed at offering a superior
shopping experience to its customers.
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4. BATA’S VALUES
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5. • Constant innovation in design and product
development
• Superior customer service
• Excellence in operational and commercial
execution
• Entrepreneurial spirit and passion to win
• Teamwork in international environment
• Trust and respect for our employees
• Adding value to the community
• Delivering on our commitment to shareholders
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6. MERCHANDISE SUITABILITY
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7. • No. Of Brands :
– Bata ,
– Hushpuppies,
– Marie Claire,
– Power,
– North Star ,
– Weinbrenner,
– Ambassador,
– Scholl,
– Comfit
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8. MERCHANDISE MANAGEMENT
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9. • Competitors : Kadhims & Metro
• Target Customer : Middle Class – Cater
to price conscious masses
• Planning : Sales plan by period
• Merchandise Mix : Speciality,3000 Sq.Ft
• Merchandising Method: Stock to sales
• Method locational Convenience :
– Easily Accessible,
– Less travelling time,
– Parking availability
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10. MANAGEMENT STRATEGY &
STORE OPERATION STRATEGY
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11. • Organisation Structure : Managing Directer-
>Vice President->Retail Manager->District
Manager->Manager->Sales Person
• Nature Of Ownership : Public Ltd Company
• Operational Structure :
– Chain Store ( Within India),
– Franchising (Abroad)
• Nature Of Service : Providing Service
• Location :
– Business Associated , Planned
• Customer Interaction : Store Retailers
• Layout : Free Flow
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12. • Feature Area –
– Point Of Sale,
– walls,
– Point Of Purchase – Special Fittings
• Suppliers : Manufacturer
• SKU : Scanner ( Article No.,Size,modal No.)
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13. HR DEPARTMENT
• Recruitment :
– Advt In Paper , words Of Mouth
• Qualification : +2
• Training : On The Job
• Compensation Plan : Straight Salary
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14. RETAIL MIX
• Product
• Price
• Place
• Promotion
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15. a) Range Of Products
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16. Width Of Assortments
• Shoes : Formal, Informal, Sports.
• Varieties : For Men, Women and Children
• Polish Variety: Wax, Spray, Liquid.
• Used for : Sports wear, Leather and Canvas.
• Kerchief : Sold branded as Ambassador.
• Socks : Sports socks, Formal socks (For
Men, Ladies, Children), Health Socks (For
diabetics patients.), Ankle Socks.
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17. Breadth Of Assortments
• Gents, Ladies, Children (Formal Shoes)
• Ladies Footwear
• Children’s Footwear
• Socks
• Polishes
• Brush
• School Bags
• Hand Bags
• Belts
• Lace
• Shiner
• Kerchief
• Rough Skin Remover
• Foot Spray
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18. b) Price
Pricing Strategy : Odd Pricing
Setting Retail Price : Demand Oriented
TYPES SIZE AGE PRICE
For Infants 1-5 Infants Rs. 249-1000
For Children 9-13 4-9yrs Rs. 249 onwards
1-5 10-14yrs Ends at Rs. 1399
Leather Shoes 6-11 Above 15yrs Rs. 899-5500
Sports Shoes 6-11 Above 15yrs Rs. 1100-2500
Ladies 3-8 Above 15yrs Rs. 249-1799
Cut Shoes 3-8 Above 15yrs Rs. 249-399
(Normal)
Cut Shoes 3-8 Above 15yrs Rs. 1499
(Leather) 18

19. c) Promotion
• Magazine,
• Children Channel (Tv),
• Banner,
• Pamplets.
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20. d) Place
• Place :
– 1200 stores , found in all the metros, mini-metros
and towns
– Time:10-10(all Days Working)
• Facilities:
– Car Parking,
– Space,
– Credit Card
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21. SPACE MANAGEMENT
STRATEGY
• Retail Store Entrance :Shutter Covered
• Visibility Of Retail Unit : Marquee
• Parking Facility
– Spacious
– Cost
– Security
– Basement Parking
• Lighting : Brightly Lighted
• Signage: Differentiating Brands
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22. • Display Method:
– Slatwall (Shoes)
– Gridwall Panels & Accessories(socks,polish)
– Face-out(socks,cutshoes)
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23. • Wall Colour : Monochromatic
• Flooring Material : One Colour Carpet
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24. CRM STRATEGY
• Mkt : mentioned above
• Sales :
– End Of Season – Jul & Aug – 30 To 50% Discount
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25. • Support :
– Payment :Credit Card Facility(ing Vysia To
American Express)
– After Sales Service : Within 5 Months Free Service
& After That Payable
– Home Delivery ( Online Purchase)
– Personalisation (Treated With Respect)
– Retaining Customers ( After Sales Service,stock
Availability With The Help Of” IT”)
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26. DISTRIBUTION STRATEGY
• Intensive Distribution
– Gurgoan - Automatic Stock
– Chennai Distribution Center – Periyapalayam
– Transport Service : In Mini Lorry
• Expenses : Rent & Others
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27. in
• BY : ( MBA – A Sec )
– J.Subhashine
– S.Uthra
– Abinaya
– Divya Dharshini
– Deepika Bindhu
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