INTRODUCTION

1931- Shoe Production Plant in Konnagar, West Bengal

1934 - Manufacturing City named Batanagar

Later factories in Digha near Patna

BATA CURRENTLY

Over 1250 retail stores in 500 cities

38 new stores in 3rd quarter of 2012

Largest store of 10,000 sq.ft is in Borivili

BRANDS OF BATA

SEGMENTATION

Segmentation – Basic Segementation

-Ambassador-Mocassino-Weinbrenner

-Marie Claire-Naturalizer

-Bubblegummers

Low Medium High(Rs 299 – 799) (Rs 800 – 1499) (Rs 1500 onwards)

Bata & I North Star Ambassador Comfit Power Hush PuppiesBubblegummers Footin Naturalizer Weinbrenner Scholl

Demographics – Income

Behavioural - (Occasions To Use)

Formal Casual

Sports Outdoor

TARGETING

SINGLE SEGMENT

SELECTIVE SPECIALISATION

MARKET SPECIALISATION

PRODUCT SPECIALISATION

MASS COVERAGE

Industrial Shoes Miner Shoes Hunter Shoes

POSITIONING

Footwear and accessories for entire family

Performance

Affordable price

Comfortable

VALUE PROPOSITIONBrand Target customer Benefit Value proposition

Bata Price conscious middle class

Affordable & durable

Comfort at affordable price

Ambassador

Lifestyle oriented consumers

Comfortable finishing & better material

Shoes looking elegance & class

Comfit Working executives Comfortable fitting Extra sturdy & more stylish

Style & comfort at affordable price

Footin Style oriented youngsters

Bold & bright fashion

Comfort & fashion at affordable price

Hushpuppies

Working executives Light weight, soft & comfortable

360° comfort

VALUE PROPOSITIONBrand Target customer Benefit Value proposition

Moccassino Price conscious working executives

Style & comfort Comfort at affordable price

Northstar Price conscious youngsters

Attractive and fashionable

Style & fashion at affordable price

Power Youngsters who use sports shoes for style rather than sports

Style, durable General purpose sport utility

Dr Scholl Health conscious consumers

legendary cushioning, and advanced technology

Expert in making feet feel good

weinbrenner

People engaging in outdoor activities

Ruggedness & style

Durable, stylish & comfortable outdoor shoes

scholl

weinbrenner

Hush puppies

Upscale precisio

n

Durable

Comfort

Affordable

NorthstarMoccasino

Ambassador

Comfit

Footin

Bata

Power

Repositioning Manufacturing company

Marketing oriented company

Repositioning

Competitive Frame of Reference

Target segment Health conscious peopleFeet problem patients

Consumer behaviorPrefer comfort over stylePrice insensitive

Scholl’s

comfort

Ultra-Soft

Waterproof lather

Lightweight

Durable

Flexible Sole Design

Cusioning

DIFFERENTIATION

Performance Weinbrenner Power Bata and I

Quality Hush Puppies Marie Claire Scholl

Rate Bata Foot in Bubblegummers Mocassino Power

Service Warranty

Utility

Bata & I Power Weinbrenner Value and

People Bata Hush puppies Bubblegummers Bata & I North star Marie Claire

Design Hush Puppies Marie Claire North Star Foot in Deligh

t Foot in Bata & I Bubblegummers Hush puppies

Durabiliity Bata Weinbrenner Power Bata & I