The document provides an analysis of Bata's digital landscape in Pakistan including its social media presence, competitors, target audiences, and potential digital objectives and strategies. It outlines ideas for leveraging trends like augmented reality, gamification, and dual screens to enhance Bata's online and in-store experiences through applications, games, and interactive digital content. A proposed yearly calendar schedules rolling out these concepts between July and June.

2. Pakistan Digital Landscape
Bata Communication Scan
Digital Competitor Analysis
Target Audience Analysis
Possible Digital Objectives
Platform Strategy
Digital Trends to leverage
Digital ideas
Contents Yearly Calendar Template

3. Contents
Pakistan Digital Landscape

4. Digital
Pakistan Internet Users
29 million
Cell-phone subscribers
Over 124 million
Facebook Users
Over 8 million

5. Over 3 Million Total Users
Ufone
Telenor Pakistan
Zong
9 % Penetration 60
15 million
internet
users
37% increase
in GPRS usage
by Pakistanis.
56%
8%

6. Contents
Bata Communication Scan

7. Bata Regional Search Analysis

8. Bata Global Social Media Presence
Likes: 15,239
People Talking About This: 952
Engagement Rate: 6.24%
Positives:
• Frequency of Posts
• Prompt Response to Customer
Complaints & Queries
• Engaging posts (pairing shoes with
appropriate clothing)
• Comprehensive Timeline
Negatives:
• Small Community
• Less Community-based activities

9. Bata Global
A museum of Shoes from
ALL times and regions!
KEY TAKEAWAY: A physical
engagement platform
connected with an
informative digital presence!

10. Bata India Social Media Presence
Likes: 42, 961
People Talking About This: 193
Engagement Rate: 0.45%
Positives:
• Frequency of Posts
• Relatively Better Design of Posts
• Frequency of Competitions
• Weekend competitions
Negatives:
• Negative Feedback about Products
is not being responded to.

11. Bata Search Analysis

12. Bata Pakistan Social Media Presence
Likes: 20,991
People Talking About This: 636
Engagement Rate: 3.029%
Positives:
• Frequency of Branded Posts
• Regularity of Posts
• Smaller/ Easy Competitions
Negatives:
• Lack of variety in posts
• The branded posts are just about
shoes – should be diversified.
• Lack of bigger engagement ideas on
the community.

13. Contents
Digital Competitor Analysis

14. Servis Social Media Presence

15. Servis Social Media Presence
Likes: 360,078
People Talking About This: 19,549
Engagement Rate:5.49%
Positives:
• Frequency of Branded Posts
• Regularity of Posts
• Frequent activities on the page to
engage with fans.
• Powerful ATL presence/ collaborations
• Responsiveness to customer queries
Negatives:
• Appearance of page is a bit dull.

16. Bata Pakistan Social Media Presence
BATA VS. SERVIS SEARCH ANALYSIS
Local Monthly Searches Bata Shoes: 8,100 Servis Shoes: 2,900
Global Monthly Searches Bata Shoes : 90,500 Servis Shoes: 4,900
The most searched keywords Bata Shoes for Men:
Global – 1,900
Local – 260
Bata Shoes Sports:
Global – 1,600
Local - 58
Servis Shoes Pakistan:
Global – 5,400
Local – 4,400

17. International
Presence/ Repute
Local
Disengagement/
High-Involvement of
Competitor
KEY
TAKEAWAY
STRENGTH/ OPPORTUNITY
WEAKNESS/ THREAT

18. Contents
Target Audience Analysis

19. CATERS TO A WIDE RANGE OF AUDIENCE FROM ALL WALKS OF LIFE

20. THE TG, ALTHOUGH PROGRESSIVE, STILL LIKES THE STORE BUYING
EXPERIENCE OVER ONLINE SHOE PURCHASE

21. BUYING SHOES IS MORE OF A FAMILY ACTIVITY AND MORE
STRONGLY RESONATES WITH OCCASIONS E.G. START OF THE
SCHOOL YEAR, EID, WEDDINGS, ETC.

22. Contents
Possible Digital Objectives

23. Leverage Bata's Corporate Brand:
Associate and Manage the Bata brand with contemporary topics that are prevailing amongst the
digital audience
Project individual brand personalities beyond short-term campaigns:
Bata needs to engage with the audience on ground where you have the customer’s full attention!
Digital Activation always has a stronger and a more long lasting impact.
Create a Community/database of Consumers for individual brands:
Bring together groups of users on an online platform where we can engage with them in
conversations that each brand owns: Bubble Gummers can stand for fun, Marie Claire can stand for
opulence, Wien Brenner can stand for class, etc.
Align the brand with latest trends/topics platforms:
Fitness, Fashion, Personal Care, Entertainment, Glamour, etc.

24. Contents
Platform Strategy

25. STEP 1:
Building Isolated Digital Presences:
Pick out key brands who’s TG is prevalent on the digital space and build digital platforms for their target
consumers.
A separate platform for Bubble Gummers, and a separate page for North Star, etc.
Brand A Brand B
Brand D Brand E
Brand C

26. STEP 2:
Building a Central Digital Presence:
Make a Bata platform and infuse all sub-brands within this platform.
Brand
A
Brand
B
Brand
D
Brand
E
Brand
C

27. STEP 3:
Building a Central Platform with isolated Social Media Presences:
Make a Bata platform and infuse all sub-brands within this platform.
Simultaneously, run social executions of each brand in isolation. For example, Wien Brenner will
be WITHIN the Bata website (in a separate tab or microsite for activities), however, it will have a
Separate Facebook Page.
Brand
A
Brand
B
Brand
D
Brand
E
Brand
C
Brand
A
Brand
B
Brand
D
Brand
E
Brand
C

28. Contents
Digital Trends to leverage

29. Trend 1: Gamification
• Merging Gameplay mechanics to real life activities in order to make them more interesting
• Adopted by brands operating within the digital sphere in order to make their communication
more engaging and receptive
• Within digital, the use of technologies such as location based services and social networking
elements provide a breeding ground for branded gamification
• Local Example: A brand that gives out physical cards which can be converted to virtual
objects/cards, traded on online forums, and redeemed at the online store.

30. Gamification Example

31. Trend 2: Social Mash Ups
• A Mash-up is taking two previously known concepts together and mashing them up to
create a new concept.
• A Social/Digital Mash-up creatives derivative work out of existing digital
concepts/pictures/animations/videos
• Social Mash-ups make the brand more relevant to everyday activities of the audience.
• Local Example: Walls Share Happy Vending Machine

32. Social Mashup Examples

33. Trend 3: Two Screens
• The concept of watching two screens at one time.
• The concept of reporting events on social networks are gathering a lot of momentum.
Facebook status updates while watching the news, Tweeting while at a live event (PTI Rally
for example), Checking-in when at a local restaurant, etc.
• Local Example 1: FAL Asia Cup Prediction Application: The Cricket matches were
complemented by the Live chat on the FAL brand platform.

34. Two Screens Example –
A JWT Campaign

35. Contents
Digital ideas

36. Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker

37. Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker

38. The foundation of augmented reality lies in adding a layer to the real world
Step 1: Put Codes on BATA shoes
Step 2: Users will log on to Bata’s site and
hold up their shoe, which has a code
embedded in its tongue, in front of their
computer webcam.
RESULT: A virtual world then pops out in
front of them!

39. The “World of Bata”
will appear on the
shoe with 3 games
that users can
choose to play!
The games will be
selected by using the
shoe as the
controller!
When the user selects
the game that they want
to play, it opens up in the
user’s dashboard on the
website.

40. Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker

41. Step 1: Create a Limited edition
interactive Bata Look Book for the
latest collection that the brand
launches
Step 2: When users view the Look Book
from their mobile phones, they’ll see
additional campaign content with
augmented reality and image-recognition
technology.
Bonus: When users scan shoes they
will be eligible to get discount
coupons and unlock instant prizes!
This look book
will have
mobile touch
points

42. When users view the products from their mobile screens, they will see:
jhdsafgjkhdsg
Ways of wearing the
shoe being scanned!
With various outfits
& accessories to
complete the attire.
A complete
description of the
shoes with speech
bubbles to highlight
features.
Related products tab.
“If you’re viewing this
product, you might also
like”

43. Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker

44. Objective: To create the most engaging store front!
Step 1: Create a game which is
projected on to Bata’s store front
Step 3: Once the user accepts a
challenge, they can be part of
the game, using their phone
keys as a controller!
Multiplayer
gaming
options!
Step 2: Users will just have to register
themselves inside the store to be a part of
the game. Upon registering they’ll get a
message on their phone to accept the
challenge.

45. The user who lasts the
longest in a particular
session and collects the
most power-ups, will
win instant prizes/
discounts!.
A simple, multi-player
car racing game, where
the user’s cars are
running all over the Bata
store fronts!
Directly related to sale of
products!

46. Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker

47. To be Launched as part of the Back To School Campaign!
Step 1: Create a game that will be
played by wearing Bata shoes that
will have motion sensors.
Step 2: Users will just have to wear Bata
shoes to play a game being projected on
the floor.
Step 3: The player with the highest
points in a particular time slot/ day
will win Bata shoes or Bumper
Discounts!
Multiplayer
gaming
options!

48. Game Reference

49. Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker

50. Step 1: Create an application that
acts as a motion sensor, by
utilizing your web cam.
Step 2: Users makes their profile on the
Bata website and enter their current
height, weight, gender and age, according
to which the application sets goal weight
targets for you.
Step 3: User has to exercise in front
of the camera for the application to
judge the targets achieved.
Multiplayer
gaming
options!
Bata connects fitness with Shoes!

51. Users can see their daily
performance and
compare their fitness
overtime.
The application will
compare your current
measurements to the
goal measurements it
has set for you.
Users will also be able to
set the duration in which
they want to reach to
their goal
measurements/ weight

52. Contents Yearly Calendar Template

53. JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
Bata Display
Challenge
Bata Fitness Tracker
Play to Wear
Bata Look Book Live
Bata AR Shoes

55. OBJECTIVE
• Creating an In-Store
brand’s Digital Experience
through Branded Content
• Increase the pool of the
user base on digital
platform
• Enhance the user
engagement with Brand

56. MECHANICS
 Branded Digital Kiosk
will be install in the
BATA MEGA STORES
with internet facility
 User will attach its
device with the kiosk
via Bluetooth
(wireless medium)
 User can download
the content in his/her
device using the
Kiosk’s internet
Content
 Bata Branded Apps
 Free Games
 Bata Branded Lucky
Draws
 Engagement Activities

57. QR – Lucky draw
QR – LookBook
Application
Bata Feature
Campaign on
Shoes
Social Media
Campaign
Bluetooth
Campaigns
In store
promotional
campaigns

59. Bata Rush Ralley
Step 1:
Create an motion sensor application, utilizing HD
Camera

60. Step 2:
User Engagement Activation will be
conducted on Bata Mega Store
Media Campaign
Outdoor Digital Campaign
Online Digital Campaign
In Store Activation
Brand Engagement
Digital
Media
User
Engagement
On-Ground

61. Projection Screen
Game Play Area
{• Media Wall
• Digital Live Streaming
• Additional Digital
Screen for live coverage
of the event