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-1-
INDEX
CH #
PARTICULARS
1
INTRODUCTION
Introduction
Signifi cance & Scope Of Study
Objectives
Research Methodology
2
MARKETING
Introduction
Meaning & Defi nition
Features Of Marketing.
Importance Of Marketing
Functions Of Marketing
3
FOOTWEAR INDUSTRY
Customer Wallet Allocation
Indian Footwear - Overview
4
COMPANY PROFILE
Bata Profi le
Market Share
Branch Profi le
Branch Details.
5
ANALYZATION & INTERPRETATIONS
Product Details
Marketing Setup Of Bata.
Market Competition
6
FINDINGS & RECOMMENDATIONS
Observations & Findings
Suggestions & Recommendations
Customer Feedbacks.
Questionnaires & Bibliography.
Introduction
PG #
4
4
5
6
8
8
9
9
10
11
12
13
15
17
18
19
24
37
40
41
43
44
-2-
Scope Of Study:
Scope means the fi eld of study. In this project work I
have studied various marketing strategies with reference to
Bata India Ltd. I have also covered in my research product
study, competition evaluation, customer response gathering
etc.
-3-
Objectives
1.
2.
3.
4.
5.
6.
7.
-4-
Methodology
The approach I adopted towards
completion of project is outlined below.
1.
beginning
and
TOPIC SELECTION:
OBJECTIVES:
SOURCES OF INFORMATION:
DATA GATHERING:
Primary Data Was Gathered:
Through Printed Questionnaires.
Personal Interviews Of Authorities.
Through Customer Feedbacks.
Secondary Data Was Gathered:
From Various Books.
From Various Websites.
From Product Catalogues.
-5-
COMPILATION OF DATA:
data
is
-6-
Introduction To Marketing
MEANING:
Before moving to the main topic, the term marketing
should be understood formerly. Today marketing is the
pivotal function of any business. Whether small or large,
simple or complex, public or private the real test of every
business is in the market.
WILLIAM STANTON DEFINES:
Marketing is a total system of interacting business
activities design to plan promote & distribute want
satisfying products and serve as to present and potential
customers.
FEATURES:
Marketing creates time, place & possessions utility.
Includes
all
consumption.
activities
from
manufacturing
to
-7-
IMPORTANCE OF MARKETING:
Marketing raises standard of living.
Marketing creates employment.
Marketing acts as a source of new ideas.
Marketing acts as a source of income.
Marketing helps in development of economy.
-8-
-9-
Fig: Courtesy:
Consumer Outlook Survey
- 10 -
among
the
footwear
producing
Footwear Production:
The total footwear production in India was estimated at
186 million pairs in 2006-07, which was at Rs 10,000 crore
in value terms in 2007, is estimated to have grown at the
rate of 11-12 per cent in 2007-08 to over Rs 11,000 crore.
Export:
Indias export of footwear touched Rs. 26,073 million in
2006-07, recording an increase of over 30% as compared to
the preceding year.
2004-05
2005-06
2006-07
COMPANY
- 11 -
PROFILE
Establishment:
* 1894, August 24: The Bata Shoe Organisation was
founded by Tomas J. Bata, a ninth generation shoe maker.
* 1931, December 23: The Company was incorporated
as Bata Shoe Company Limited.
* 1956, April 6: The Company changed its name to
Bata Shoe Company Private Limited
* 1993: Batanagar factory became the fi rst Indian shoemanufacturing unit to receive the ISO 9001 certifi cation.
* 2007: At Present, 51% of the shares are with Thomas
G. Bata, 49% are with market shareholders.
Business of the Company:
Bata India Limited manufactures and markets all types
of footwear, footwear components and leather. In addition,
the Company markets products related to footwear,
accessories, garments and sport goods.
- 12 -
- 13 -
- 14 -
Serves 1
million
day.
- 15 -
BRANCH
- 16 -
PROFILE
Branch Address:
Bata Shoe Store, Suyojit Modern Point, Sharanpur Road,
Opp. Police Ground. Nashik 422002.
: 0253 2314318 : +91 9970275599
Email: shekharmanita@yahoo.co.in
- 17 -
External View
* ACCESSORIES:
Shoe Polish, Shoe Lace, Brushes, Shoe Souls.
Sport Socks, Bags, Bottles.etc.
Iinternal View
About The Branch:
The branch commenced in 2004.
It constitutes of workforce of 3 employees.
It has an annual turnover of Rs. 60,00,000.
It has the growth rate of 15%.
It observes a daily walk in of 100-110 customers.
- 18 -
PRODUCT
Introduction:
Bata India Ltd. Deals with a variety of products. From
footwear to accessories it has its hands invested in many of
the products. It caters the needs of almost all age groups
and satisfi es the customers of all income groups.
Product Development:
Raw Material: The major raw materials used by the
Company are raw hides, rubber, textiles, packaging material
and chemicals polyurethane resin, polychloroprene rubber,
polyamide resin.
Product Design: International designers conduct advanced
product research. The focus is on introducing new and
exciting products which are competitively priced and give
value for money. India invests substantial amounts in
developing new concepts and designs
- 19 -
PRODUCT VARIETY:
MENS SECTION
Formal Shoes:
(499-1599)
Sports Shoes:
(699-2299)
Casual Wear:
(129-559)
Party Wear:
(699-1599)
Sandals:
(229-559)
Slippers:
(79-229)
Bata
Products
Are Known
For:
*Exclusive
Style
*Consistent
Quality
- 20 -
PRODUCT VARIETY:
LADIES SECTION
Shoes:
(299-599)
Sandals:
(399-999)
Kolhapuris:
(179-229)
Slippers:
(119-259)
Heel Sandals:
(559-999)
- 21 -
PRODUCT VARIETY:
CHILDRENS & ACCESSORIES SECTION
Party Shoes:
(299-599)
School Shoes:
(199-399)
Sandals:
(219-359)
Slippers:
(699-1599)
School Bags:
(499-799)
Other Accs:
(39-129)
- 22 -
- 23 -
RETAIL
Bata India Ltd. has special division which looks after the
retail sector. This segment primarily looks after the
marketing eff orts of the Company operated outlets.
Bata specially targets the individual customer world
wide. Bata gathers 98% of its revenue collection from such
retail outlets..
For greater effi ciency andcoordinated marketing eff orts
this group is further divided in two sub groups.
FLAGSHIP CITY:
This group caters to the higher end products and to
premier dealer outlets.
- 24 -
- 25 -
NON RETAIL
This segment caters primarily to the non exclusive
dealer outlets which market the Bata range of products.
EXPORTS:
The company operates in both the national as well as
international markets. The main focus of the company is the
domestic market but it also pays it attention to the world
market which makes it a global brand.
The share of exports in total revenue of the company
is only 2%. The company is not totally export oriented.
WHOLESALE:
This group looks after sales carried out through non
exclusive dealers across the country. The company allows
some of the dealers to stock the companys product in their
own private shops. The dealers sell the goods from their own
private retail shops. Company appoints them on the
commission basis on the volume of the sales.
- 26 -
- 27 -
Footwear Advertisers:
- 28 -
- 29 -
CATALOUGES:
Bata Catalogues contain essential information
regarding the product off ered by the company. Well designed
catalogue provide complete information regarding products,
their pictures, size, specifi cations, colors, packing, uses and
prices. The products are properly listed and indexed in order
to facilitate order book and processing.
- 30 -
- 31 -
- 32 -
DISTRIBUTION CHANNELS
Introduction:
Marketing aims at satisfying the ultimate needs of the
customers. It acts as a channel of distribution to deliver the
goods to the ultimate consumer. Dispersing function
includes Selling, Transportation, Storing, Grading, Financing,
Risk bearingetc.
Batas Distribution Channel:
Bata markets its products through 3 distinct channels .
Dealers Network:
The Company also uses the dealer network of the
footwear industry to market its products. Through this
channel, the Company supplies its products to nonexclusive wholesale distributors who in turn distribute the
Companys products to independent dealers across the
country. The dealers covered under this channel are nonexclusive Bata dealers and hence sell footwear and related
products of other companies also.
Market Extension Programme:
Under this programme, the Company appoints
authorised dealers, subject to certain selection criteria
who run outlets which exclusively market the Companys
- 33 -
- 34 -
North
South
Rai Market - Ambala
Hyderabad - JNTU Amritsar Mall - Amritsar
Hyderabad
Ranjeet Avenue - Amritsar
Thillai Nagar - Tirichi
Civil Line - Agra
Trans Tower - Trivandrum
Ghaziabad - Delhi
Ameerpet Market Rani Bagh - Delhi
Hyderabad
M.G Rd Allahabad South End Circle - Banglore
Allahabad
Narayanguda - Hyderabad
Gumar Mandi - Ludhina
Palarivottam - Ernakulam
Chandanagar - Hyderabad
East
Siliguri Sevoke - Siliguri
Hill Cart Road - II - Siliguri
City Centre Salt Lake Koltata
West
Amraoti II - Amraoti
Ghodbunder Road - Thane
Margao II - Goa
- 35 -
- 36 -
Bata Shoe Store, College Road, Nr. BYK College Nashik 422005.
Bata Shoe Store, Suyojit Modern Point, Sharanpur Road, Opp. Police Ground. Nas
Bata Shoe Store, Kanchwala Apt., College Road, Opp. BYK Coll. Nashik 42
- 37 -
Competition In
The Market
The footwear industry is a very competitive market.
The major share in this market is of the unorganized sector.
The Indian consumer generally prefers the non- branded
goods which comes with a reasonable quality and at much
cheaper rates as compared to the branded goods.
- 38 -
COMPETITORS
IN NASIK
footwear
retailing
- 39 -
- 40 -
2)
3)
4)
5)
6)
- 41 -
Suggestions &
Recommendations
It is well said, Nothing Is Permanent Except Change
Here, I recommend some steps.
1)
2)
3)
4)
5)
6)
7)
- 42 -
Customer Satisfaction
The prime aim of any business organization is to create a life
long customer. The product should satisfy the needs of the
customer and give them utmost satisfaction so they are attracted
towards other brands.
Bata holds the honor of being THE MOST PREFERRED
BRAND (FOOTWEAR) Images Magazine 2006.
During the field work, I collected some of the responses from
the customers using this brand.
I present some of the comments of the valued customers.
1)
- 43 -
Conclusion
The marketing strategies of Bata are well designed,
but with the passing time they are required to be amended
as per the current competitive demand.
The Bata Company should concentrate on increasing
its sale through agents and dealers instead of increasing its
outlets which ultimately increases overheads.
Bata, because of superior quality and customer
preference is the leader of the industry. Slight modifi cations
in current strategies will assure that it remains on the top.
- 44 -
Annexure Questionnaire
- 45 -
COLLECT
Annexure
Customers
Feedback
Certificate From Organization , Product Catalogue , Business Card , Picture .
Form
Name Of Customer: ________________________________ Product:___________________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Name Of Customer: ________________________________ Product:___________________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Name Of Customer: ________________________________ Product:___________________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Name Of Customer: ________________________________ Product:___________________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Name Of Customer: ________________________________ Product:___________________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Name Of Customer: ________________________________ Product:___________________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
- 46 -
Bibliography
Books Referred:
Name Of Book
Marketing
Management
Research &
Methodology
Bata Profile
Books
Author
P.C. Pardeshi
Edition Publications
2010
Nirali
P.C. Pardeshi
2010
Nirali
Bata Co.
Websites Visited:
Name Of Website
www.bata.in
www.khadims.com
www.wikepedia.org
Data Derived
Company Profile
Company Profile
Marketing Theoretical Aspect