Marketing Strategies of BATA Pakistan

2. Presented by:
Attaullah Junejo 2K18/MBAH/20
Ayaz Ali Suhag 2K18/MBAH/21
Assigned by: Dr. Vishnu Parmar
Subject: Strategic Marketing Management
IBA, UNIVERSITY OF SINDH, JAMSHORO.
PRESENTATION ON BATA PAKISTAN

3. INTRODUCTION:
• BATA LIMITED also known as the BATA SHOE ORGANIZATION is a
Canadian owned multinational footwear and fashion accessory manufacturer and
retailer based in Lausanne, Switzerland.
• Founded in 1894, Bata is the world’s leading shoemaker by volume, designing
stylish and comfortable footwear at surprisingly affordable prices.
• Bata is family-owned business. Bata is organized into three business units; Bata,
Bata industries and AW Lab and serving more than 1 million consumers a day in
5300 stores, and producing locally in 23 Bata-owned manufacturing facilities
across five continents.
• Bata’s employees are around 90,000 overall the globe.

4. BATA PAKISTAN
• Since 1942 Bata Pakistan has been rendering its services to its valued customers
by offering quality products. It was incorporated in Pakistan as Bata Shoe
Company (Pakistan) Limited in 1951 and went public to become Bata Pakistan
Limited in the year 1979. Since its inception, the company has not only
maintained a good reputation of manufacturing high quality footwear for all
segments but has also been designing shoes in accordance with the changing
fashions and trends. Bata Pakistan is serving its valued customers through a
strong retail network comprising of more than 431 retail outlets, 544 registered
wholesale dealers and 136 DSP franchise served by 12 wholesale depots across
the country.
• It has introduced sophisticated technology and business skills to the country and
provided direct and indirect employment to about 10,000 people. Along with its
own manufacturing capacity Bata Pakistan is also outsourcing its products
nationally and internationally to meet the demands of its valued customers.
• With CSR, BATA takes part in rehabilitation of society during the natural
disasters and Bata Children program; where underprivileged children are
provided shoes, donations and also arranging different healthy activities for them
which add values in their lives.

5. PRODUCT:
• Bata is one of the most popular brands in the shoe industry having a wide variety
of footwear for all age groups. The main products in its marketing mix are
general category of casual shoes, formal shoes, sandals, kids’ shoes, men and
women collection, sports shoes etc. The product line gets upgraded with time and
new fashion in market. Bata has specially known for its brand value and quality
product.
Bata Brands:
• Bata (Baťa in the Czech Republic and Slovakia)
• North Star (urban shoes)
• Weinbrenner (premium outdoor shoes)
• Bubblegummers (children's shoes)
• Power (athletic shoes)
• Bata Industrials (work & safety)

6. BATA LABELS:
• Ambassador (classic men's shoes) Atletico (urban shoes)
• Bata Comfit (comfort shoes) Bata Flexible (comfort
shoes)
• Insollia (comfort/women's shoes) Marie
Claire (women's shoes)
• SunDrops (women's shoes) Baby Bubbles (children's
shoes)
• Patapata (flip flops) Toughees (school
shoes)
• Verlon (school shoes) Teener (school shoes)
• B-First (school shoes) Footin (trendy shoes)
• Urbano (men shoes) Tomy Takkies (urban
shoes)
• Red Label collection

7. • Bubblegummers ‘is kids taking footwear that has
developed extensively in Pakistan. It carries a broad scope
of accoutrements including school bags, insouciant bags,
letter paper and other points.
• Comfort is an of import characteristic in design and
collection of all the ‘Bata Comfit ‘places. “Get comfy
today” is a tagline normally associated with these places.
• ‘Marie Claire ‘places are for adult females with an active
life style, who seek modern-day modern designs. This
trade name is really successful in Pakistan.
• ‘Power ‘embodies diverseness with scopes in running,
hoops, football and outdoor, that combines map with
creativeness.

8. PRICE
• Price is the strongest P in the marketing mix of Bata because BATA has had
fantastic response from the market due its affordable and mass market pricing.
Anyone can purchase Bata products easily. Bata uses psychological pricing as its
pricing strategy. Bata generally prices a product to the nearest lower “9” digit
figure of the actual price. For example, any commodity to be prices $10 is priced
at $9.99 to lure and attract more customers. Bata started this strategy in terms of
pricing its products long back, but it is still being implemented in Bata
Showrooms.
• Mass Marketing pricing is main strategy of Bata brand to maintain its low prices
for all its brand products. Production of mass products leads to lower operating
costs resulting in less product costs. Hence, BATA Pakistan has managed to
maintain lower prices.
• In general Bata prices its shoes very moderately, and keeps them easily
affordable, which is one of the key reasons for its growth.

9. PLACE
• Bata Pakistan is serving its valued customers through a strong retail
network comprising of more than 431 retail outlets, 544 registered
wholesale dealers and 136 DSP franchise served by 12 wholesale
depots across the country.
• The placement of products of Bata was done after an extensive
market research. The company has positioned itself as a Pakistani
brand which provides reliability at a budget friendly price. It
completely relies on its distribution network. All the national markets
were studied for their cultures, needs, economic conditions and
responsiveness. After that a substantial distribution network was
established.
• The strength of Bata lies in the Capital cities, big cities and small
towns of Pakistan. They accepted the tag of being the quality brand in
footwear so they positioned themselves in these areas very strongly.
Even, they targeted small towns and big villages to have outlets of
Bata and this availability has become a great source of promotion of
the brand.

10. PROMOTION
• Bata, since the very beginning has not believed in extensive media or public
related promotion, so much so that one seldom comes across a television
commercial or print advertisements by Bata. It highly relies on its century long
legacy, for which it has all the loyalty of customer base that it aims and targets.
By showing more promotions, Bata would be increasing its cost. And this cost
will then increase the overall price of the product, which is a negative point for
Bata considering that it is targeting the mass market.
• Thus, almost an undifferentiated marketing strategy exists for Bata. Only major
promotions it offers is during seasonal sales and discount days, and the same is
automatically communicated within the market sphere through word of mouth by
customers, which ultimately allows it to save on promotion campaigns and in the
end benefits customers only, with low price shoes.
• From time to time, Bata does introduce new product through TV commercials,
but in general it relies on its pull strategy and brand equity to bring more
customers to the showroom.