Marketing Report

TOPIC :
Marketing Analysis of BATA
Submitted to:
Madam Shumaila Tahir
Submitted By:
Sawera Imran (BB-22-16)
Hamna Shahbaz (BB-22-14)
Sadia Saleem (BB-22-20)
Jannat Shakil (BB-22-46)
Aena Asif (BB-22-01)
Meerub Khan (BB-22-26)
Introduction to BATA
 Bata i a global footwear and fashion acessory manufacture and retailer
with headquaters in Lausanne , Switzerland.
 The company was founded in 1894 in Zlin , Czech republic by Thomas
Bata.
 Bata operates in more than 70 countries with over 5000 rertail stores
and has a global workforce of more than 40,000 employees
 In addition to manufacturing and selling footwear , Bata is also involved in
developing and marketing acessories like bags , sunglasses and shoe care
products.
 There are 400 stores in Pakistan.
 Bata has a strong presence in country and its product are popular among
consumer for their quality and affordibilty .
 The tag line of BATA is where you comes first
STP’s of Bata

Segmentation :
Identification of Need :
BATA, as a prominent shoe brand, has employed various strategies to
identify the needs and behaviors of consumers to better satisfy their
requirements. The company likely utilizes market research, consumer
feedback,Social Media Monitoring, Retail Analytics, Competitor
Analysis and trend analysis to gain insights into consumer preferences .

Geographic segmentation:
Bata has a wide spread geographic segment and is operating in
almost all continents.
Considering the diverse climate conditions in different regions,
BATA might tailor its product lines to suit the footwear needs
arising from varying weather conditions.
For Example: manufacturing sandals as a preference in areas
having high temprature on average while manufacturing canvas
shoes , joggers etc in areas of low temprature on Average.
Demographic segmentation:
 Geographic areas often exhibit distinct demographic profiles.
BATA target
 specific age groups
 school shoes for kids , boots and joggers for mens sandals ,
heels for the females and also advertise them in a different way

income levels, or gender preferences

based on the demographics of different states or cities.
Having different prices on the basis of reigon or states on the
basis of economic developement .
 Different states or cities may have distinct cultural preferences
and fashion sensibilities. BATA m customize its product offerings
to align with the local cultural context.
 : Considering the diverse climate conditionsor the occasions in
different regions, BATA tailor its product lines to suit the
footwear needs arising from varying weather conditions.
 Example : more heels and sandals manufacturing near Eid or
wedding season.
Behavioral Segmentation:
 Benefit and occasionally segmentation are the part of behavioral
segmentation
 Benefits sought
There has been a market war between Bata and Apex . To
target the people who are Diabetics patient launching by
medicated shoes.
Similarly, there are other brands which are targeted towards
comfort during wearing.

Occasion

 Consumption patterns can be changed by targeting occasion.

  Research shows that during festival seasons consumers became
less-price sensitive and purchase more premium priced products.
Therefore, new design shoes for will sell out on different
occasions like Eid.
 More over offering discount on the occasions also hrlp to empty
the shelves

Why they did above segmentations?

 To understand diverse customer needs, allowing tailored product

and marketing strategies
 Facilitates targeted marketing campaigns, increasing
effectiveness
 Aids in efficient resource allocation, focusing efforts on high-
potential segments
 Strategy provides a competitive advantage by differentiating
Bata’s offerings and building stronger customer loyalty.

Is there any difference in treatment of certain

segment as compared to others?
Bata might offer different styles, pricing, or marketing messages to
appeal to distinct segments. For example, the treatment of a segment
of young, fashion-conscious consumers might differ from that of a
segment focused on practical and comfortable footwear
Targeting
Targeting involves identifying specific market segments to focus
marketing efforts, enabling efficient resource allocation and tailored
messaging. BATA has differentiated targeted strategy

Product-based:
Offers a range
catering to
various tastes
Seasonal: and needs
Adjusts Demographic:
marketing and Considers age,
products gender,
based on income, and
seasonal occupation.
demands. BATA’s
Targeting
Channel:
Strategy Geographic:
Adapts Tailors
strategies for offerings to
different retail regions with
channels and different
platforms. Lifestyle: preferences.
specific
interests and
values.
Coverage strategy:
BATA employs a segmented market coverage strategy. The company
caters to a diverse range of consumer segments by offering a wide
variety of footwear products. BATA recognizes that different consumer
groups have distinct needs, preferences, and purchasing behaviors. As
a result, the brand tailors its products and marketing strategies to
address the specific characteristics of these segments.

Do bata do local and individual marketing?

Bata often engages in both local and individualized marketing
strategies. local marketing helps tailor their approach to specific
markets, considering cultural nuances and preferences

 individualized marketing may involve personalized

promotions or loyalty programs to connect with customers on a
more personal level.

indiviualized
marketing

targeted personalized
loyalty programs
promotion recommendation
Socially responsible marketing
Bata has been known to engage in socially responsible marketing by
incorporating ethical and sustainable practices into its business operations.
This may include initiatives related to

Transparent
Fair labor practices sourcing

Environmental
Sustainability

Bata is also dedicated to Social Responsibility and Sustainability.The company

has implemented various environmental and social initiatives

supporting local reducing waste &

communities carbon emissions,

Positioning
 Bata, positions its products by emphasizing factors like quality,
affordability, and diverse styles.
 They often focus on a balance between comfort and fashion,
appealing to a wide consumer base.
  Marketing campaigns, endorsements, and store displays play a
role in reinforcing these positioning elements, shaping the
perception of Bata as a reliable and accessible footwear brand.
 Bata’s global presence may contribute to the perception of being
an internationally recognized and trusted brand.

Things that make their different from other

Innovative
Collaborati Heritage Afordabilit Diversity
ons y

Focus on
Longevity Versatility
Comfort Presence

competitive advantage:
Bata’s competitive advantage lies in its extensive global presence,
established brand reputation, and diverse product range. The company has a
widespread retail network, allowing it to reach a broad customer base.
Additionally, Bata’s focus on quality and innovation in footwear design
contributes to its competitive edge. Effective supply chain management and
cost-efficient production processes further enhance Bata’s competitiveness
in the global footwear market

Major competitive advantage:

One major competitive advantage for Bata is its ability to offer a wide range
of affordable and comfortable footwear for diverse customer segments. This
inclusivity in product offerings enables Bata to cater to various market needs
and preferences, giving it a broader appeal compared to competitors that
may focus on specific niches. This strategic positioning enhances Bata’s
market share and customer loyalty

Difference that they promote

Bata promotes inclusivity and accessibility in society by offering affordable
and comfortable footwear for people of diverse backgrounds. Through its
commitment to providing quality shoes at various price points, Bata
contributes to making footwear accessible to a wide range of consumers.
This aligns with a social mission of ensuring that individuals from different
economic backgrounds can access reliable and comfortable footwear, thus
fostering inclusiveness in fashion and everyday life
Their criteria to establish a difference through Product Quality ,Market
Presence, Innovation, Affordability, Brand Image, Customer
Satisfaction, Sustainability

Overall positioning strategy

involves being a globally recognized brand with a wide market presence. Bata
positions itself as a reliable and accessible choice for consumers seeking
stylish and durable footwear at different price points. By combining
affordability, quality, and a diverse product range, Bata aims to maintain a
strong competitive position in the global footwear market.

How does positioning strategy align with needs?

Bata’s positioning strategy aligns with consumer needs by offering a diverse
range of footwear products catering to different segments of the market.
They focus on quality, comfort, and style to meet the varying preferences
and requirements of their customers. Bata’s strategic positioning often
involves a combination of affordable and trendy footwear, ensuring
accessibility for a broad consumer base. This alignment helps address the
diverse needs and preferences within the footwear market

Maerketing Mix Of Bata

Product:
Bata offers a wide range of footwear for men, women, and children,
catering to various styles and preferences
Features: Bata products are known for their diverse styles and designs.
The brand offers a wide range of footwear with features tailored to
comfort, durability, and fashion trends.
Warranty: Bata typically provides a warranty against manufacturing
defects, ensuring customers receive products that meet quality
standards. Specific warranty periods may vary based on the type of
footwear and local regulations
After Sale Service: Bata emphasizes customer satisfaction and usually
provides after-sale services to address any issues or concerns. This may
include assistance with returns, exchanges, or addressing queries
related to the purchased products.
Product Support: Bata offers product support through customer
service channels, helping customers with information about their
products, sizing, and care instructions. Support may also extend to
addressing any concerns or inquiries customers may have.
Bata has a reputation for producing shoes of reliable quality. The
brand’s commitment to craftsmanship and use of quality materials
contributes to the durability and comfort of it’s footwear. The specific
quality level can vary across product lines and product points.

Type of Product:
1) Casual Shoes: Comfortable and stylish shoes for everyday wear.
2) Formal Shoes: Elegant footwear suitable for business and formal
occasions.
3) Sports Shoes: Athletic footwear designed for various sports and
physical activities.
4) Sandals and Slippers: Comfortable options for casual and warm-
weather wear.
5) Boots: Fashionable and functional boots for different seasons and
styles.
6) Fashion Footwear: Trendy and stylish shoes reflecting current
fashion trends.
7) Children’s Footwear: A variety of shoes designed for kids, balancing
comfort and durability.
8) Accessories: Bata also offers accessories like bags, wallets, and shoe
care products

TQM OR ROQ approach

Bata, like many companies, likely employs Total Quality
Management(TQM) to ensure product quality. TQM is a
comprehensive approach that involves continuous improvement,
employee involvement, and a focus on customer satisfaction. It
emphasizes the entire organizational culture in maintaining and
enhancing product quality.
On the other hand, the ROQ(Reception, Operations, Quality) approach
is more specific to supply chain and production. It concentrates on
ensuring quality at each stage of the manufacturing process, starting
from raw material reception to final product quality control

In case of Bata
TQM Approach:
. Focuses on a culture of quality throughout the organization.
. Involves all employees in quality improvement processes.
. Prioritizes customer satisfaction and feedback.
ROQ Approach:
. Emphasizes quality control measures at different stages of
production.
. Monitors raw material quality upon reception.
. Ensures quality throughout the manufacturing process.

Quality Level or Consistency of Bata:

Bata is generally recognized for maintaining a reasonable level of
quality and consistency across it’s product lines. However, it’s
important to note that the quality of specific products can vary based
on factors such as the product range, manufacturing location, and
price point.
The brand places emphasis on durability, comfort, and style, but
individual experiences with Bata products may vary. Customer reviews
and feedback can provide insights into the performance and
satisfaction levels associated with specific products.
 Theme and Idea behind current product style
and design

Consumer Information and Product Brand Image and

Differentiation
Experience: Communication: Protection: Recognition:

Theme and Idea of Packaging

Packaging for footwear brands often reflects the brands identity, values, and
may incorporate elements related to the products style. It’s common for
brands to aim for visually appealing and functional packaging that aligns
with their overall brand image.

Customer Service Support:

The customer service support provided by Bata typically includes :

Feedback Returns and Queries and Product Order

Handling: Exchange: Concerns: Information: Assistance:
 Product Portfolio:
Product Line:
Bata’s product line encompass different categories of footwear and
related accessories. This may include casual Shoes, formal Shoes,
sports shoes, Sandals, slippers, boots, and fashion Footwear. Each of
these product lines caters to specific consumer needs and preferences.
Product Width:
The width of the product portfolio refers to the number of different
product lines that a company offers. Bata, being a global footwear
brand, likely has a broad product Width by offering a variety of
footwear types for men, women, and children.
Product Depth:
Product depth refers to the variety within a specific product line. For
instance, within the “ sports shoes” product line, there may be various
styles, colors, and models. Bata likely maintains a considerable product
depth to cater diverse customer preferences within each category.
Consistency:
Consistency in a product portfolio implies a cohesive brand Identity and
quality level across different product lines. Bata, with it’s long-standing
reputation, is likely to maintain a consistent level of quality and design
aesthetics throughout it’s various product offerings.

PRICING
Bata employs a multifaceted pricing strategy that skillfully lowers
prices and balances affordability with brand perception, catering to a
diverse consumer base. Here’s an analysis of their approach:

Market Penetration Pricing:

 Bata adopts a market penetration pricing strategy in many regions,
especially emerging markets. By offering quality footwear at affordable
prices, Bata effectively attracts a broad customer base, establishing a
solid market presence and brand loyalty.
Competitive Pricing:
Bata keenly observes the pricing of competitors in various markets.
This competitive pricing ensures that Bata remains an attractive choice
for consumers comparing similar products across different brands.
Value-Based Pricing:
For its more premium collections, such as designer collaborations or
advanced-technology sports shoes, Bata employs value-based pricing.
These products are priced higher, reflecting their unique value
proposition regarding style, innovation, and quality.
Psychological Pricing:
Bata often uses psychological pricing tactics, pricing products at 49.99
instead of 50. This strategy effectively makes products appear more
affordable and appealing to cost-conscious consumers.
Segmented Pricing Strategy:
Recognizing the diverse needs of its global customer base, Bata adopts
segmented pricing. This means adjusting prices based on geographic,
demographic, and psychographic factors, ensuring relevance and
affordability in different markets.
Promotional and Seasonal Pricing:
Bata frequently employs promotional pricing strategies, such as
discounts, seasonal sales, and special offers. These promotions are
particularly effective in driving sales, clearing inventory, and attracting
price-sensitive customers.

Place:
Place and promotion is important and prominent factor in any retail
store. It completely relies on its distribution network. There are 400-
450 outlets of Bata shoes. Most of them are in urban area and big
cities of Pakistan

Places for Product:

Bata determines the placement of it’s products through a strategic
process that involves:
1) Market Research:
Bata conducts through market research to understand consumer
preferences, trends, and demands in specific countries.
2) Demographic Analysis:
They consider demographic factors such as age, gender, income
levels, and lifestyle to tailor their product offerings to the needs of
target audience.
3) Economic Factors:
Economic condition in different regions influence pricing and
product positioning, guiding Bata in determining suitable markets.
4) Cultural Sensitivity:
Understanding cultural nuances is crucial. Bata adapts it’s product
designs and marketing strategies to align with the cultural
preferences of the local population.
5) Competitor Analysis:
Bata assesses the competitive landscape to identify gaps in the
market and opportunities to differentiate it’s products.

Factors:
 Bata, as a global footwear company, must consider several factors
while placing it’s products:

Local Climate and

Supply Chain Retail
Preferences Demographics Seasonal
Efficiency Partnership:
and Culture: Variations:

Ro
le of Distributors Retailers Market
In the context of Bata, distributors and retailers play crucial roles in the
company’s supply chain and sales network . Distributors act as
intermediaries between Bata and retailers, helping ensure that products
reach various retail outlets efficiently. They handle logistics, storage, and
distribution of Bata footwear to retailers.
Retailers, on the other hand, are the final link connecting Bata with
consumers. They showcase and sell Bata products directly to
customers through brick-and-mortar stores or online platforms.
Retailers contribute to brand visibility, customer engagement, and
ultimately, sales growth for Bata.

Promotion
Overview:
As the Corporate social responsibility is an integral part of every
business and Bata Pakistan fulfills it’s CSR by patronizing various
charitable organizations and also takes part in rehabilitation of society
during the natural disasters. Bata , a global Footwear and fashion
accessory brand, employs a diverse range of promotional strategies to
enhance brand visibility and drive sales
These strategies include:
1. Advertising
2. Social media Presence
3. In-store promotions
4. Public relations
5. Online retail promotions (E-commerce)

Role of advertising:
Advertising plays a pivotal role in the promotion mix of a company.
Here are key aspects of it’s role:

1. Building Awareness:
Advertising is instrumental in creating awareness about the
product, services, or brands through various media channels.
2. Informing and Educating:
Beyond awareness advertising informs and educates consumers
about the features, benefits and unique Selling proposition of the
product.
3. Creating Brand Image:
Advertising contributes significantly to shaping the brand image.
Consistent and well-crafted advertisements help establish the
 brand identity, convey brand Values and differentiate the product
or services from competitors.

In summary, advertising is a strategic element of the promotion

mix that serves to inform, persuade and remind consumers about
brand or product, contributing significantly to it’s market success.

Role of public relations:

Public relations play a crucial role in promotion mix by focusing on
managing and enhancing the overall image and reputation of the
company and brand. Here are the key aspects of it’s role.

1. Building credibility and trust:

PR activities aim to build credibility and trust with the target
audience. Though media relations, community involvement and
other pr strategies companies can establish themselves as
trustworthy and reliable entities.
2. Media Relations:
PR professionals work with the media to. Secure positive coverage
for the company or it’s products and services. This include press
releases, interviews and feature stories contributes to the positive
public perception.
3. Crisis Management:
In times of crisis or negative publicity, PR becomes critical. PR
professionals help manage and mitigate the impact of crises,
working to protect the brands reputation and minimize damage.
4. Community Engagement:
 PR involves engaging with the community though various
initiatives, sponsorships, and events.

In summary, public relations in the promotion mix is about

shaping a positive public perception, managing communication both
internally and externally and responding effectively to challenges or
opportunities that may arise.

Outsourcing
Bata footwear outsource a significant portion of its production.
Although the company has manufacturing facilities in various parts of
the world but also outsource the production of some of its footwear to
the third party

Outsourced products:
Leather: fullgrain leather, suedues, nubuck from tanneries around
the world

Rubber: to create rubbersole

Fabric:canvas & mesh from textile to use in sneakers and casual
shoes
Machinery and other hardwares may also be outsourced

SWOT Analysis
SWOT Analysis refers to the strength weaknesses opportunities and
threats of the comapany.
Here is the SWOT Analysis of BATA

SWOT ANALYSIS
opportunity:
Strength: weakness: people now look
worldwide to buy footwear threats:
presence, as blend of
highcost for fashion and commoditization
product if not
brand comfort so it is a
innovation & differentiated
protectionfor chance to
sourcing, wide well--> duplicacy
bata products increase
range, easy
acess, excelent limited scope to marketshare intense
advertising overhual tackling rural competition
system marketshare societies