Bata

India is the second largest global producer of footwear after China, accounting more than 14% of the global footwear production as said by the India Footwear Market Forecast 2014. •

In the total market demand about 42% are brand driven… and BATA covers about 12% of the organized footwear segment. •

When we think of BATA, the first thing that strikes us is its INDIANNESS. It is the Mass appeal that drives a customer to a BATA Store. This is largely because, BATA offers the masses products and gifts in every possible price range that they can think of. The Brand identity and position of BATA has been carefully crafted and painstakingly embedded as a value proposition in the minds of consumers for generations. It certainly promises a lot of value by virtue of consistent quality and positive word-of-mouth. Infact most of the people don’t even know that BATA is not an indian brand. An example of mass appeal is also seen in the fact that the school shoes category is synonymous with BATA. Also a fact that remains to be observed is that we always find a BATA store without fail to always remind us that it is the people’s brand after all.

Strengths• Faith in brand• Worldwide presence• Caters to all age groups• Customer service oriented• Backward integration• Excellent supply chain

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

Opportunities • Global sourcing for raw materials• Investment in large format stores• Concept stores initiative• Cater to a niche segment• Promotion of luxury brands• Popularization of accessories

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

The Total revamp that BATA got as a brand in 2007 aimed at targeting audiences in every income group. And hence, the Brand came up with products targeting the youth, corporate executives, working women, sports enthusiasts and children. ADVERTISING: BATA was considered to be the Parle G of the footwear industry, mass producing shoes and sandals of the same type and features for all kinds of target audiences. Hence the new strategy was a huge development from its previously rigid and old fashioned brand image.

As a part of their new strategy, the new brands that came about were: North Star (youth), Marie Claire (Women), Bubblegummers (Kids), Weinbrenner (Men). Etc. However one fundamental strategy that BATA did not execute was the effective promotion of these brands in terms of advertising. Therefore these brands never achieved a different identity of their own and hence did not succeed.

Public Relation: This is one area where BATA is comparatively well. They always create a buzz through newspaper snippets or Social Media which they are using through their facebook page of BATA, which was started in September 2010. Newspaper articles showing College kids flaunting Bata’s fashionable footwear in HT City, Campus Fashionista pages etc. are also a part of the PR Strategy. Sales Promotion: Like any other retail brand in the business, bata too holds sales promotion at specific time periods in the year. The sales promotions are advertised through their specific website or through print media. Online processed: As a part of their new strategy they have started selling the Brand over the internet only through their website.

Online Portals: Entering the Online Ecommerce portals is the most interesting way to gain immediate Brand Registration. Brand Ambassador: We have seen brands like prestige coming in vision with Abhishek and Aishwarya and Sunfeast turning an overnight brand with Shahrukh Khan. The celebrities do hold a retentive role in a common man’s life. Visual Store: We have heard of a visual store for groceries and toiletries at the airport. But have we thought about owing a Visual Footwear store? Airport is the place of transit.. People seek comfort.. People might also seek change in the footwear. So, Visual Store at the airports could turn out in their favour. Ad Campaigns: BATA is a very old Brand and that again for the advantage… the ad campaigns of BATA should be such that it shows the growth and the changes of brand over the years. It would highlight the fact that the brand has been there for ages and yet ceases to stop its success story by re-inventing itself over and over again. The ad campaign should highlight the online facilities which have not been highlighted as yet.

Rewards Program: Starting of a rewards program could be a part of a direct marketing initiative for Bata. The customers would be awarded points for every purchase they make. This could help build a comprehensive database for the brand. The customers should be emails new collection catalogues and informed about new schemes and sales. Healthcare Brand: The brand could also associate itself with the major orthopaedics across India for the promotion Dr. Scholl’s as a health care brand under BATA. Social Media: The role of Digital Media and Social Media is not hidden. Holding frequent contests with the followers of the Brand on twitter and facebook and servicing the winners with the products of BATA, should definitely favour the brand.