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

Demographics Income
Low
(Rs 299 799)
onwards)

Medium

High

(Rs 800 1499)

Bata & I
Ambassador
Comfit
Power
Bubblegummers
Weinbrenner
Scholl

(Rs 1500

North Star
Hush Puppies
Footin
Naturalizer

Behavioural - (Occasions To
Use)
Formal

Sports

Casual

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 PROPOSITION
Brand

Target customer

Benefit

Value proposition

Bata

Price conscious
middle class

Affordable &
durable

Comfort at affordable
price

Ambassado Lifestyle oriented

r
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

Hushpuppi
es

Working executives

Light weight, soft

& comfortable

360 comfort

VALUE PROPOSITION
Brand

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

Ruggedness &
style

Durable, stylish &

comfortable outdoor
shoes

weinbrenne People engaging in

r
outdoor activities

Upscale
precisio
n
Hush
puppies

Ambassado
r

Durabl
e

Comfo
rt
schol
l

Powe
r

weinbrenn
er

Comfit

Moccasino

Northstar

Footin
Bata

Affordabl
e

Repositioning
Manufacturing company

Repositioni
ng

Marketing oriented company

Competitive Frame of
Reference

Target segment
Health conscious people
Feet problem patients

Consumer behavior
Prefer comfort over style
Price insensitive
Flexible Sole

UltraSoft

Cusioning

comfort

Scholls
Waterproof
lather

Design

Durable

Lightweigh
t

DIFFERENTIATION

Performan
ce
Weinbrenner

Power
Bata and I

Qualit
yHush Puppies

Marie Claire
Scholl

Rat
e

Bata
Foot in
Bubblegummers
Mocassino
Power

Servic
eWarranty

Utilit
yBata & I
Power
Weinbrenner

Value and
People
Bata

Hush puppies
Bubblegummers
Bata & I
North star
Marie Claire

Desig
nHush Puppies

Marie Claire
North Star
Foot in

Deligh
tFoot in

Bata & I
Bubblegummers
Hush puppies

Durabiliity

Bata
Weinbrenner
Power
Bata & I