1. Footwear Brand : Bata India Ltd.
Presented By-
•Sana Khopatkar
•Aishwarya Bhavsar
•Tina Mathias
•Shria Koul
Marketing Div 1

2. Largest Footwear Retailer
• 10% of footwear market.
• 1400 stores across the country
• Sells 45 million+ pairs annually.
• Serves 120,000+ customers daily.
• 5 production facilities @ West Bengal, Haryana, Tamil
Nadu,
Bihar & Karnataka
• In-house tanneries
• Head office in Gurgaon, West Office in Thane

3. How it works!
• POS software
o Sales recorded
o Constant reminders
o Information circulars
• Designs
o 60% made in-house
o 40% bought from overseas
• Visual Merchandising

4. The Umbrella

5. Business Model
• Retail Stores
o Family
o Flagship
• Shop in Shop
• Shopping Malls
• E-Business Model
• Distributors / Wholesalers

6. Being Bata
Formula -99 Hanging rack Home Delivery
: Bata Home

7. 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

8. What’s new ?
• Brand: Footin
• 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 sq ft, with a youthful look

9. SWOT Analysis

10. Strengths
• Faith in brand
• Worldwide presence
• Economies of scale
• Spoilt for choice
• Caters to all age groups
• Customer service oriented
• Backward integration
• Excellent supply chain
• Customer service oriented

11. Weaknesses
• Minimal promotions
• Limited visual merchandising
• Extensive reliance on WOM
• Economical brand
• No brand ambassador

12. Opportunities
• Global sourcing for raw materials
• Investment in large format stores
• Concept stores initiative
• Third-party manufacturing units in Assam and J&K
• Cater to a niche segment
• Promotion of luxury brands
• Popularization of accessories

13. Threats
• Competition from specialist brands
• Attractive visual merchandising
• Attention grabbing promotions
• Dilution of loyalty

14. Recommendations
• Niche target segment for each of their brands
• Expand the product designs
• Make store formats contemporary
• Create awareness about accessories

15. Thank You !

16. Sources of Data
• First hand information
• http://www.bata.in/cms_in_img/File/in/PressRele
ase-Bata79thAGM.pdf
• http://economictimes.indiatimes.com/news/news
-by-industry//Bata-to-launch-Footin.cms
• http://mcrcontherecord/2010/11/batas-new-retail-
strategy.html
• http://lite.epaper.timesofindia.com/mobile.aspx?
article=yes&pageid=9&edlabel=ETKM&mydateH
id=31-05-
2010&pubname=&edname=&articleid=Ar00902