BATA

 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 Segmentation
 -Ambassador -Marie Claire -Bubblegumers
-Mocassino -Naturalize
-Weinbrenner
Demographics – Income:

Behavioral - (Occasions To Use):

Formal: Mocassino
Casual: North Star
Sports: Power
Outdoor: Weinbrenner
Footin – affordable fashion and trendy style
 Ambassador and Moccasino – Men
North star – Youth centric
Bubblegummers – Kids
Bata Industrials received Directorate General Mines
Safety Certification for its PU Sole Safety Footwear
range.
Positioning:
 Footwear and accessories for entire
family
 Performance
 Affordable price
 Comfortable
VALUE PROPOSITION
Brand Target customer Benefit Value proposition

Bata Price conscious middle Affordable & durable Comfort at affordable price
class

Ambassador Lifestyle oriented Comfortable finishing Shoes looking elegance &

consumers & better material class

Comfit Working executives Comfortable fitting Style & comfort at

Extra sturdy & more affordable price
stylish

Footin Style oriented youngsters Bold & bright fashion Comfort & fashion at
affordable price

Hushpuppies Working executives Light weight, soft & 360° comfort

comfortable
 VALUE PROPOSITION
Brand Target customer Benefit Value proposition

Moccassino Price conscious working Style & comfort Comfort at affordable price
executives

Northstar Price conscious youngsters Attractive and Style & fashion at

fashionable affordable price

Power Youngsters who use sports Style, durable General purpose sport utility
shoes for style rather than
sports

Dr Scholl Health conscious legendary cushioning, Expert in making feet feel

consumers and advanced good
technology

weinbrenner People engaging in Ruggedness & style Durable, stylish &

outdoor activities comfortable outdoor shoes

REPOSITIONING:
Manufacturing company

Marketing oriented company

 Upscale
precision

Hush puppies

Ambassador

Durable Comfort

scholl

Comfit
weinbrenner Moccasino
Power Northstar
Footin

Bata Affordable