The document provides information about a group project on Bata India Ltd. It includes the group members, company guide, and brief histories of Bata India and its business segments. It describes Bata India as the largest footwear retailer and manufacturer in India, incorporated in 1931. It initially operated as a small unit and has since expanded its retail and wholesale networks across the country.

2. GROUP MEMBERS: ROLL NO.
UMAIR KHULLI 30
ZAID BUBERE 06
ZAID KHAN 28
GUIDED BY.
CAJETAN DSOUZA

3. COMPANY HISTORY
• BATA INDIA IS THE LARGEST RETAILER AND LEADING
MANUFACTURER OF FOOTWEAR AND IS A PART OF THE
BATA SHOE ORGANIZATION. INCORPORATED AS BATA SHOE
COMPANY PVT . LTD. IN 1931,THE COMPANY WAS SET UP
INITIALLY AS A SMALL OPERATION IN KONNAGAR (NEAR
KOLKATA) IN 1932. THE COMPANY WENT PUBLIC IN 1973
WHEN IT CHANGE ITS NAME TO BATA INDIA LTD. TODAY
,BATA INDIA HAS ESTABLISHED ITSELF AS INDIA LARGEST
FOOTWEAR RETAILER. THE COMPANY ALSO OPERATE A
LARGE NON-RETAIL DISTRIBUTION NETWORK THROUGH
ITS URBAN WHOLESALE DIVISION AND CATERS TO
MILLIONS OF CUSTOMERS THROUGH OVER 30,000
DEALERS.
COMPANY PROFILE
• BATA INDIA LTD. IS ENGAGED IN THE BUSINESS OF
MANUFACTURING AND ACCESSORIES THROUGH ITS
RETAIL AND WHOLESALE NETWORK. THE COMPANY
OPERATES IN TWO SEGMENTS -1.FOOTWEAR & 2.
ACCESSORIES AND INVESTMENT IN JOINT VENTURE FOR
SURPLUS PROPERTY DEVELOPMENT. ITS PRODUCT
INCLUDE LEATHER FOOTWEAR ,RUBBER/CANVAS
FOOTWEAR & PLASTIC FOOTWEAR.

4. INTRODUCTION
• BATA INDIA IS THE LEADING AND LARGEST MANUFACTURERS OF FOOTWEAR IN INDIA, WHICH IS A PART OF BATA
SHOE ORGANISATION (BSO). INITIALLY FOOTWEAR WAS PRODUCED IN HANDICRAFTS AND SMALL SEGMENTS BEFORE
THE ENTRY OF BATA IN INDIAN MARKET. BATA SHOE COMPANY PRIVATE LIMITED WAS INCORPORATED AS A SMALL
OPERATION UNIT IN 1931 IN KONNAGAR, INDIA. IT BUILT ITS FIRST MANUFACTURING UNIT IN THE START OF 1934. THE
COMPANY EXPANDED IN THE YEARS FOLLOWED IN ITS SIZE AND THE TOWNSHIP WAS KNOWN AS BATANAGAR. IT WAS
THE FIRST COMPANY TO RECEIVE ISO: 9001 CERTIFICATION FOR ITS MANUFACTURING UNIT IN THE INDIAN SHOE
INDUSTRY. THE COMPANY WENT PUBLIC IN 1973 AND CHANGED ITS NAME TO BATA INDIA LIMITED. IT HAS ITS
MANUFACTURING UNITS AND TANNERY IN FIVE SPECIALISED LOCATION ACROSS THE COUNTRY. THE COMPANY HAS
MORE THAN 1200 STORES IN ITS RETAIL NETWORK IN THE METROS, MINI-METROS AND TOWNS. THE RETAIL CONCEPT
INCLUDES FOUR TYPES OF STORES ACROSS THE COUNTRY. THEY ARE CITY STORE, LARGE STORE FORMAT, AND
FAMILY STORE AND FACTORY STORE. THESE FOUR TYPES WERE INTRODUCED BY COMPANY IN-ORDER TO REACH ALL
SEGMENTS OF CUSTOMERS FROM TIER1 TO TIER3 LOCATIONS. IT ALSO OPERATES IN NON-RETAIL DISTRIBUTION WITH
12 DEPOTS ACROSS THE COUNTRY, WHICH SELLS ITS PRODUCTS THROUGH MORE THAN 160 DISTRIBUTORS AND 20,000
INDEPENDENT SHOE DEALERS.
• THE COLLABORATION IS DONE IN ORDER STAY IN-LINE WITH LATEST TECHNOLOGY AND INDUSTRY SPECIFICATION TO
MEET THE CUSTOMER REQUIREMENTS. IT ALSO FOCUSES ON ARMY, POLICE FORCES AND MINING INDUSTRIES WITH
CANVAS SHOES, HUNTER SHOES AND MINER'S SHOES. IT CURRENTLY EMPLOYS MORE THAN 6800 PEOPLE. THE
COMPANY SELLS MORE THAN 45 MILLION PAIRS OF SHOES EVERY YEAR AND ALSO SERVES 120,000 CUSTOMERS EVERY
DAY

5. MARKET ANALYSIS OF BATA FOOTWEAR
• MACRO ANALYSIS:
• IT IS VERY IMPORTANT FOR AN ORGANISATION TO CONSIDER ITS ENVIRONMENT BEFORE INITIATING A MARKETING
PROCESS. THIS MUST BE A CONTINUOUS PROCESS AND SHOULD HELP IN THE POSITIONING THE ORGANISATION IN
THE MARKET. THE FACTORS THAT ARE CONSIDERED ARE POLITICAL, ECONOMICAL, SOCIALAND TECHNOLOGY
1. POLITICAL FACTORS:
1. RULES AND REGULATIONS FOR TANNERY WASTES.
2. GOVERNMENT STABILITY.
3. FEWER SPORTS EVENTS APART FROM CRICKET TO ATTRACT THE CUSTOMERS.
4. MERGING OF ADIDAS AND REEBOK
5. MARKET PRESSURE ON SALES.

6. 2. ECONOMICAL FACTORS:
1. Seasonal Issues: Sports is more encouraged in summer.
2. Increasing buyer power makes the customers to look at branded shoes
3. Lack in targeting the women and kid segments.
4. Huge consumer market.
3. SOCIAL FACTORS:
1. Change in the lifestyle of the people (buyer).
2. Increasing fashion trends.
3. Advertising, publicity and media.
4. Change in buyer behaviour.

7. 4. TECHNOLGICAL FACTORS:
1. Increase in competing technology development.
2. Up-ward shift in innovation and manufacturing maturity.

8. • MICRO ANALYSIS:
1. Customers - The products of Bata targets a wide range of customers which also includes Army, Police
Force and Mining industries in all locations. This is mainly due to the wide range of products made
available in market by the company. The company has two types of customers they are the final users and
the It offers good quality products with best price in market, which means that the price-quality ratio is
excellent for the Bata products.
2. Competitors - The competitors for Bata India in the market are Puma, Nike, Reebok, Adidas, Woodlands,
Liberty and Action. The arrival of local and international brands in the Indian market has created a highly
competitive environment in the footwear industry market. The products from the competitors serve as
substitutes to the customers.
3. Suppliers - The raw materials for the company is PVC soles and the animal skin, the people or
organization which supplies these raw material are known as the suppliers. Bata's suppliers are Chinese
raw material holders and the local cottage industries that supplies raw materials to the company.

9. CUSTOMER ANALYSIS OF BATA FOOTWEAR
• INDIA IS THE SECOND LARGEST GLOBAL PRODUCER OF FOOTWEAR AFTER CHINA, ACCOUNTING FOR
13 % OF GLOBAL FOOTWEAR PRODUCTION OF 16 BILLION PAIRS DURING 2012–2013 BUT MAINLY TO
MEET DOMESTIC NEEDS. BATA INDIA IS NOT ONLY ONE OF THE LEADING MANUFACTURERS OF
FOOTWEAR IN INDIA BUT A HOUSEHOLD NAME. THIS PAPER PRESENTS THE ANALYSIS OF PERCEPTION
OF CONSUMERS ABOUT BATA PRODUCTS, RELATIONSHIP OF PERCEPTION WITH EXPENDITURE PER
YEAR ON BATA PRODUCTS, FREQUENCY OF BUYING BATA PRODUCTS, REPEAT PURCHASES, AND
RECOMMENDATION OF BATA PRODUCTS TO OTHERS. IN ADDITION RESEARCH PAPER PRESENTS THE
ANALYSIS OF DIFFERENCES IN PERCEPTIONS WITH RESPECT TO VARIOUS CATEGORIES OF
DEMOGRAPHICS. PERCEPTION DATA WAS SUBJECTED TO RELIABILITY ANALYSIS, EXPLORATORY DATA
ANALYSIS, FACTOR ANALYSIS, DEPENDENCYANALYSIS, AND REGRESSION ANALYSIS. IT IS
CONCLUDED THAT BATA PRODUCTS ARE ACCEPTED BY ALL SEGMENTS OF THE RESPONDS WITH
ALMOST SAME PERCEPTION AND BATA NEEDS TO IMPROVE COLLECTION FOR LADIES.

10. COMPETITOR ANALYSIS

11. SITUATION ANALYSIS:

12. ENVIRONMENT ANALYSIS:
• MARKETING IS THE PROCESS BY WHICH COMPANIES ADVERTISE PRODUCTS OR SERVICES TO
POTENTIAL CUSTOMERS. IT IS AN INTEGRATED PROCESS THROUGH WHICH COMPANIES CREATES
VALUE FOR CUSTOMER AND BUILD STORY VALUE FROM CUSTOMER INTO RETURN.

13. SWOT ANALYSIS
STRENGTH:
1. WORLDWIDE PRESENCE IN OVER 70 COUNTRIES AND PRODUCTION FACILITIES IN 27
COUNTRIES
2. BENEFIT RECEIVED FROM LINK TO THE INTERNATIONAL ORGANIZATION FOR BACK-
OFFICE SYSTEMS, PRODUCT INNOVATIONS AND SOURCING.
3. FOUND IN ALL THE METROS, MINI-METROS AND TOWNS
4. SELLS THROUGH OVER 1200 RETAIL STORES IN INDIAAND 5000 STORES WORLDWIDE
5. EMPLOYS MORE THAN 6800 PEOPLE IN INDIAAND 40000 PEOPLE WORLD OVER AND
OVER 30,000 DEALERS
6. EXCELLENT ADVERTISING AND BRAND PRESENCE

14. WEAKNESS:
1. HIGH COST FOR BRAND PROTECTION
2. INTENSE COMPETITION IN THE FOOTWEAR SEGMENT MEANS LIMITED SCOPE TO
OVERHAUL MARKET SHARE
OPPORTUNITIES:
1. PEOPLE NOW LOOK TOWARDS BUYING FOOTWEAR AS A BLEND OF FASHION AND
COMFORT, SO NOW HAS AN INCREASING MARKET SIZE
2. BATA HAS AN OPPORTUNITY TO CREATE A SEPARATE DIVISION FOR TACKLING THE
RURAL MARKETS IN EMERGING NATIONS
3. GLOBAL EXPANSION IN THE PREMIUM FOOTWEAR SECTION

15. THREATS:
1. INTENSE COMPETITION FROM OTHER LEADING FOOTWEAR BRANDS
2. COMMODITIZATION IF FASHION FOOTWEAR NOT DIFFERENTIATED WELL

16. INDUSTRY ANALYSIS
(porter 5 forces model)

17. PORTER FIVE FORCES MODEL

18. BARRIERS TO ENTRY
• ACCESS TO INPUTS - ACCESS TO INPUTS IS EASY
• ACCESS TO DISTRIBUTION OPPORTUNITIES IS LIMITED BECAUSE OF THE TOP
BRANDS WHICH HAVE ALREADY RECOGNIZED IN MARKET
• SWITCHING COSTS ARE LOW
• GOVERNMENT POLICIES –PERMITTING
• AND LICENSES ARE NOT THAT STRICT.

19. BUYER POWER
• BRAND IDENTITY-HIGH END BRANDS AND LARGE COMPANIES IN THE INDUSTRY
SET PRICE POINTS FOR THEIR PRODUCTS.
• SUBSTITUTES AVAILABLE- EXCEPT ATHLETIC,ORTHOPEDIC,DANCING SHOES
ALL OTHER TYPES CAN BE
SUBSTITUTED BY NORMAL SANDALS.
• PRODUCT DIFFERENTIATION –LOW

20. SUPPLIER POWER
• MAJOR FIRMS CAN SWITCH SUPPLIERS QUICKLY WITHOUT WORRY OF A
SIGNIFICANT DECREASE IN QUALITY.
• THREAT OF FORWARD INTEGRATION –LOW DUE TO HIGH ENTRY BARRIERS
• SUPPLIER CONCENTRATION- FRAGMENTED
• ANY SUPPLIER THAT MEETS QUALITY STANDARDS FOR THE COMPANY WILL BE
ABLE TO SUPPLY THESE COMMODITY GOODS.

21. THREAT OF SUBSTITITES
 Can be substituted except
for athletic shoes by normal
sandals
 Switching costs are low

22. RIVALRY WITHIN INDUSTRY
• MORE OF AN EMPHASIS ON NON-PRICE COMPETITION.
• FIRMS INSTEAD TRY TO INCREASE THEIR RANGE OF PRODUCTS TO CAPTURE
MORE OF THE MARKET.
• BRAND IMAGE AND CUSTOMER LOYALTY IS HUGE IN THIS INDUSTRY, WHICH
LEADS TO THE BRANDS COMPETING IN ADVERTISING.

23. VISION AND MISSION
• VISION:- VISION IS THAT IGNITING SPARK THAT CAN INSPIRE AND ENERGIES
PEOPLE TO DO BETTER. THE FOCUS OF VISION IS TO REACH OUT HUNGRILY FOR THE
FUTURE AND DRAG IT INTO THE PRESENT.
• BATA INDIA TODAY WISHES TO REPOSITION ITSELF AS A MARKET DRIVEN, FASHION
CONSCIOUS LIFESTYLE. FOCUS ON A VARIETY OF CUSTOMER GROUPS.
• MISSION:-A MISSION STATEMENT EXPRESS THE PHILOSOPHY OF THE COMPANY
WITH RESPECT TO THE BUSINESS IN SPECIFIC AND SOCIETY IN GENERAL. ONCE THE
MISSION STATEMENT OF THE COMPANY IS FINALIZED AND ADAPTED, IT PROVIDES A
READYMADE GUIDELINE TO EMPLOYEES OF THE ORGANIZATION ABOUT ITS
PRINCIPLES, POLICIES AND PRACTICES.
• BATA WILL PROVIDE ITS PRODUCTS AND SERVICES TO ALL THE AGE GROUPS IN THE
COMMUNITY. WILLALSO PROVIDE THE FINEST QUALITY THROUGH CUSTOMER
INVOLVEMENT.

24. ORGANIZATION STRUCTURE
• EMPLOYEES OF THE COMPANYARE CATEGORIZED ALONG THE FOLLOWING GRADES, IN
DESCENDING HIERARCHICAL ORDER:
• DIRECTORS
• SENIOR MANAGERS (SENIOR VICE PRESIDENT, VICE PRESIDENT, GENERAL MANAGER)
• MIDDLE MANAGERS
• JUNIOR MANAGERS
• SELLING PERSONNEL
• SHOP MANAGERS
• SHOP EMPLOYEES
• ADDITIONALLY, THE COMPANY EMPLOYS DIRECT AND INDIRECT WORKMEN ON ITS FACTORY
SITES. THE NUMBER OF PERMANENT EMPLOYEES CURRENTLY ON THE PAYROLL OF THE
COMPANY IS 9,969 AS ON JANUARY 31, 2015.

25. PRODUCTS OF BATA INDIA LIMITED
• LEATHER FOOTWEAR
• RUBBER / CANVAS FOOTWEAR
• PLASTIC FOOTWEAR
• ACCESSORIES, GARMENT & OTHERS
• BAGS AND LUGGAGE'S
• BELT

26. BRAND AUDIT

27. LARGEST FOOTWEAR RETAILER
• 10% OF FOOTWEAR MARKET
• 1400 STORES ACROSS THE COUNTRY
• SELLS 45 MILLION+ PAIRS ANNUALLY
• SERVE 1,20,000+ CUSTOMER DAILY
• 5 PRODUCTION FACILITIES @ WEST BENGAL, HARYANA,
• TAMIL NADU, BIHAR AND KARNATAKA
• IN-HOUSE TANNERIES
• HEAD OFFICE IN GURGAON, WEST OFFICE IN THANE

28. HOW IT WORKS
• POS SOFTWARE
• SALES RECORDED
• CONSTANT REMINDERS
• INFORMATION CIRCULARS
• DESIGNS
• 60% MADE IN-HOUSE
• 40% BOUGHT FROM OVERSEAS
• VISUAL MERCHANDISING

30. BUSINESS MODEL
• RETAIL STORES
FAMILY
FLAGSHIP
• SHOP IN SHOP
• SHOPPING MALLS
• E-BUSINESS MODEL
• DISTRIBUTOR / WHOLESALERS

31. RETAIL REVOLUTION
• INTERNATIONAL LAYOUT (3000 SQ. FT.) FOR 146 NEW STORES.
• RENOVATION OF 30 EXISTING RETAIL STORES.
• 2,000 SQ. FT. STORES FOR TIER-II AND III CITIES.
• 11 HUSH PUPPIES STORES

32. WHAT’S NEW
• BRAND: FOOT IN
• STAGE: TRIAL
• PLAN : TO OPEN 100 STORES BY 2015
• PRICE POINTS : 399 AND 599
• TARGET GROUP : AGE GROUP OF 15-25
• SET UP : OVER 1,000 SQUARE FEET, WITH A YOUTHFUL LOOK

33. RECOMMENDATIONS
• NICHE TARGET SEGMENT FOR EACH OF THEIR BRANDS
• EXPAND THE PRODUCT DESIGNS
• MAKE STORE FORMATS CONTEMPORARY
• CREATE AWARENESS ABOUT ACCESSORIES

34. BRAND ANALYSIS

35. PRODUCT & SERVICES
• PRODUCT

36. SERVICES:
PERSONALISED SERVICES
• Qualified and enthusiastic sales associates who take customers’ satisfaction to
heart.

37. PRODUCT ASSORTMENT
• Bata Collections target a wide range of customers and offer an excellent
price-quality ratio

38. GUARNTEED CUSTOMER SATISFACTION
Accept any defective item for repair, refund or exchange at any retail
location within the country of original purchase. Requests for refund or
exchange should be made within 30 days of purchase

39. PRODUCT MIX

40. MARKETING MIX
1. PRODUCT
THE PRODUCTS THAT ARE MADE BY BATA ARE BUBBLE GUMMERS FOR CHILDREN, HUSH PUPPIES,
POWER INCLUDES ATHLETIC SHOES, MARIE CLAIRE FOR WOMEN, BATA INDUSTRIAL INCLUDES
SAFETY FOOTWEAR ETC.[SKY]
2. PRICE
PRICES OF THE GOODS PRODUCED BY BATA ARE NOT FIXED; IN FACT THESE ARE MAINTAINED
STRATEGICALLY. SOMETIMES BECAUSE OF TOUGH COMPETITION PRICES ARE DECLINED TO
MAINTAIN THE STABILITY IN THE MARKET.
3. PLACE
TRADE PRESENCE OF THE BRAND BATA IS IN ALMOST OVER 50 COUNTRIES AND IN 26 COUNTRIES
THE COMPANY IS PERFORMING AND ATTAINING THE FACILITIES OF PRODUCTION.
4. PROMOTION
PROMOTION STRATEGY OF BATA BRAND INCLUDES PLANNING, IMPLEMENTATION AND
COMMUNICATING WITH THE CUSTOMERS. THE COMPANY IS FOCUSED ON THE INCREASE IN THE
OUTLETS AND WITH DOING LIMITED ADVERTISEMENT. LIMITED ADVERTISEMENT INCLUDES
PROMOTIONAL ACTIVITIES WITH SOME DEVELOPED BRANDS, POSTERS AND NEWSPAPER.

41. power
HawaiiW I N B R E N N E R, N O R T HS T A R,
B A T A C OM F I T,
HUSH
PUPPIES

42. CONCLUSION

43. • ON THE BASIS OF FINDINGS MADE THROUGH ANALYSIS, WE CAN CONCLUDE THE
FOLLOWING FACTORS- THE PERCENTAGE OF PEOPLE USING BRANDED FOOTWEAR IS VERY
HIGH IN PUNE CITY.65% OF THE PEOPLE PREFER BOTH TYPES OF SHOES THAT IS FORMAL
LEATHER SHOE & SPORTS SHOES. THE AWARENESS OF BATA BRAND IN FORMAL LEATHER
SHOES CATEGORY IS BETTER THAN OTHER BRANDS AS LIKE AS LIBERTY, WOODLAND, E.T.C
.BATA IS ON 1ST POSITION, LIBERTY AND REEBOK IN 2ND & 3RD PLACE. IN FORMAL
LEATHER SHOES CATEGORY BATA IS HAVING HIGHEST MARKET SHARE. IN SPORTS SHOES
CATEGORY REEBOK, WOULD BE THE PREFERRED BRAND FOLLOWED BY NIKE, OR
WOODLAND OR ANY OTHER SHOES. IN THIS COMPARATIVE STUDY’S SURVEY MORE THAN
80% RESPONDENTS ARE BUSINESSMAN. SOME RESPONDENTS ARE CHILD, THEY ARE
WEARING DIFFERENT TYPES OF KID’S SHOES, HOUSEWIVES ARE ALSO USING BATAS
LEATHER SANDALS ETC.