Bata India Marketing Strategies

Marketing Strategies Of Bata India Ltd.
-1-
INDEX
CH # PARTICULARS PG #
1 INTRODUCTION
 Introduction 4
 Significance & Scope Of Study 4
 Objectives 5
 Research Methodology 6
2 MARKETING
 Introduction 8
 Meaning & Definition 8
 Features Of Marketing. 9
 Importance Of Marketing 9
 Functions Of Marketing 10
3 FOOTWEAR INDUSTRY
 Customer Wallet Allocation 11
 Indian Footwear - Overview 12
4 COMPANY PROFILE
 Bata Profile 13
 Market Share 15
 Branch Profile 17
 Branch Details. 18
5 ANALYZATION & INTERPRETATIONS
 Product Details 19
 Marketing Setup Of Bata. 24
 Market Competition 37
6 FINDINGS & RECOMMENDATIONS
 Observations & Findings 40
 Suggestions & Recommendations 41
 Customer Feedbacks. 43
 Questionnaires & Bibliography. 44
Marketing Strategies Of Bata India Ltd. -2-
Introduction
In today’s dynamic world with the entrance of more &
more rivalry the competition is getting intense. In this
competition, Marketing is a key differentiator between
corporate success and failure. Hence, I chose to study the vital
aspect of Bata i.e. Marketing
Significance Of The Study

This project work will prove very significant to Bata
Organization. Various gathered customer feedbacks will
highlight the customer satisfaction of the brand. The study of
the marketing strategies and their effectiveness will help Bata
to take corrective measures and formulate better policies if
necessary.
Scope Of Study:
Scope means the field 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.
Objectives
1. To Study The Marketing Concept.
2. To Evaluate Khadim’s Share In Footwear Market.
3. To Study The Marketing Strategies Of Khadim’s
4. To Understand The Effect Of Marketing On Brand
5. To Study The Competition In Footwear Industry.
6. To Compare Various Brands.
7. To Collect Consumer Feedbacks.

Methodology
The approach I adopted towards beginning and completion
of project is outlined below.
1. TOPIC SELECTION:
Selection of the topic is the most important and difficult

thing. Footwear Industry comprises of organized as well un
organized sector. It is a prime necessity, hence, we find
number of brands in this sector. So, I decided to study the
Leader Of Footwear Industry – BATA INDIA LTD.
2. OBJECTIVES:
“A Man Without Goal Is Like A Bird Without Wings."

After selection of the topic, field of study was finalized and
objectives which are mentioned later were determined.
3. SOURCES OF INFORMATION:
After understanding the data requirement, the sources of

information were identified.
4. 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.
 From Company Reports.
5. COMPILATION OF DATA:
After a hard field work a lot of relevant data was gathered.

The next prime task was to systematically compil e the
available data in different heads. This was done with a great
care.
6. ANALYZATION & INTERPRETATION OF DATA:
After compiling the data, it was further analyzed in order

to derive certain findings and conclusions.
7. PRESENTATION OF FINAL REPORT:
Presentation skill is very essential. The data is

systematically presented in the project report.
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 activities from manufacturing to

consumption.
 Aims at satisfying human wants.
 Marketing creates customer.

 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.
 CONSUMER ORIENTED MARKETING:
Modern concept of marketing is more than the physical

activity. The modern concept is consumer oriented. Marketing
is the function of the business which is concerned with the
creation of the customers.
According to Modern Concept:

“A firm makes continuous & organized efforts to find out
what the members of the community needs and how it can
provide maximum satisfaction.”
CLASSIFICATION OF MARKETING FUNCTION

INDIAN CONSUMER’S WALLET ALLOCATION
Fig: Courtesy:
Consumer Outlook Survey
The above mentioned chart shows the distribution of

disposable income of an Indian consumer. The above chart
clearly shows that an indian consumer allocates only 1.8% of
his income to the footwear needs.
1.8% income of 100million customers makes the footwear

industry one of the biggest market players. A cut throat
competition is observed. Basically it is divided in organized
and unorganized sector – of which the unorganized rule.
In the organized sector there are national as wel l

multinational brands which are competing for they larger
share of pie i.e. bigger indian market share.
Marketing Strategies Of Bata India Ltd. - 10 -
INDIAN FOOTWEAR INDUSTRY: AN OVERVIEW
India it the second among the footwear producing

countries next to China.
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:
India’s 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
Source: “ Industry Marketing Size & Shares.” Economic Intelligence Service

COMPANY 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 first Indian shoe -

manufacturing unit to receive the ISO 9001 certification.
* 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.
Registered Office:
Bata India Limited, 6A, S. N. Banerjee Road,
Kolata 700 013, West Bengal
Tel: (033) 2244 3416-18 Fax: (033) 2227 7418
E-mail: batacal@bataindia.com
Bata Production Centres:

1) Bata Nagar - Kolkata, 2) Batagunj - Patna
3) Faridabad - Haryana 4) Hosur - Tamilnadu
Current Delegations:
Chairman: Mr. P. M. Sinha.
Managing Director: Mr. Marcelo Villagran.
District Manager Nashik: Mr. Arora.
Manager Sharanpur Branch: Mr. Shekhar Raut.
Current Turnover:
The Company currently is operating all over the world The
Average Annual Sales are: 45 million pairs i.e. more than
Rs.8000 million ( USD 178 million).
The 98% of the above mentioned is from domestic
markets while 2% are from exports
Achievements :
 “RETAILER OF THE YEAR” – 2006 (Footwear).
 “FMCG Consumer Reaction Award” (Shoes).
 “Amongst 10 most trusted brands” – Economic Times.
 “Top Preferred Footwear Brand.” – Images Magazine.
 “Most Admired Brand.” - 4 th IFA Awards (Footwear).
BATA’S SHARE IN FOOTWEAR INDUSTRY :
80
70
60
Unorgn
50
Lakhani
40
BATA
30
Liberty
20 Khadims
10 Others
0
Unorgn BATA Khadims
Chart: 1 MARKET SHARE OF BATA INDIA LTD.
The Indian footwear industry is mainly dominated by the

unorganized sector. The non branded items are more popular
and economical to the Indian crowd.
As the income of the Indian customer is considerably low
as compared to other developing nations, the consumers prefer
cheaper goods which are sold by the street hawkers and road
sellers. Hence, the unorganized sector eats the major share of
the pie.
Bata has the major share amongst the organized brands in
the market. It accounts for near about 9%
Bata World Today:
 Serves 1 million customers per day.

 Employs more than 40,000 people.
 Operates 4,600 retail stores.
 Manages a retail presence in over 50 countries.
 Runs 40 production facilities across 26 countries .
Bata India today:

 Serves 1 Lakh customers per day.
 Employs more than 8000 people.
 Operates 950 retail stores.
 Runs 5 production facilities across
India.
Bata Nasik today:

 Serves 600 customers per day.
 It has 7 retail stores in nasik at present.
 Employs more than 25 people.
BRANCH 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
External View
Iinternal View
Nature Of The Branch:

Sharanpur Road Branch is the retail outlet of the Bata
India Limited in Nasik. It is the most busy outlet of Nasik.
Business Of The Branch:

The Sharanpur branch deals in many products. It has
* FOOTWEAR :
Men ( Formal shoes, Slippers, Moccasins ),
Ladies ( Party wear , Sandals, Slippers),
Children (Sports, Canvas, Slippers ).
* ACCESSORIES:
Shoe Polish, Shoe Lace, Brushes, Shoe Souls.
Sport Socks, Bags, Bottles….etc.
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.
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
satisfies 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
Bata Products
Are Known For:
*Exclusive Style
*Consistent Quality
*Complete Comfort
*Value For Money
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)
PRODUCT VARIETY:
LADIES SECTION
Shoes:
(299-599)
Sandals:
(399-999)
Kolhapuris:
(179-229)
Slippers:
(119-259)
Heel Sandals:
(559-999)
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)
MARKETING SETUP OF BATA

Introduction:
Marketing is an integral an the vital component of todays

business unit. Marketing is a channel by which the needed
product travels from the manufacturers to the market
customers.
Bata Marketing:
The marketing division of Bata employs around 4,400
persons directly. In addition to selling footwear manufactured
in its factories, the Company also markets footwear,
accessories and other merchandise purchased by it from
contract manufacturers.
RETAIL
Bata India Ltd. has special division which looks after the
retail sector. This segment primarily looks after the marketing
efforts 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 efficiency andcoordinated marketing efforts
this group is further divided in two sub groups.
 FLAGSHIP CITY:
This group caters to the higher end products and to
premier dealer outlets.
 FAMILY & BAZAAR

Bata mainly aims at satisfying the needs of the individual
customers. It tries to reach the maximum customers with as
many outlets are possible. For e.g. in Nasik it self we have 8
company retail outlets. This family & bazaar outlets are
generally designed by keeping in mind the average income
groups of the indian consumers. The indian consumers are
generally of middle class nature. Hence family & bazaar furni sh
with the economical products.
These groups caters to economy products and are more
dependent on sales volumes. This group accounts for over
80% of the Company’s sales in volume terms.
 NON RETAIL
This segment caters primarily to the non exclusive de aler

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 reven ue 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 company’s 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.
 ADVERTISEMENT & PROMOTION
Introduction:
The main aim of today’s business organizations is to

create a customer. The customer has a wide range of products
to choose from. The customer has to be informed about
positives of the company’s product. Advertisement is now a
days an integral function of every organization. The company’s
have to fight in the market arena hence they continuously
induce the customer to buy their product.
Companies expend a lot of their amount in

advertisement. They adopt new and innovative means to reach
the customer. In order to survive in this market competition
they put continuous effort in this field.
Modern Trends:
In modern times, the company advertises on, T.V.

commercials, Radios, SMS, Internet. Companies advertise their
product through hoardings and boards which are placed on the
signals, buildings, on buses & trains. To reach the individual
customer directly distribution of leaflets, broachers,
salesmanship are commonly observed practices. To attract
customers the company organizes various sales and introduces
some interesting festival schemes.
Footwear Advertisers:
Bata has an advertising and sales promotion department to

look after sales promotions, brand management and other
marketing tools engaged by the Company to aid its product
marketing efforts. This department works closely with both the
Retail and well as Non Retail segments of the marketing
division of the Company.
 HOARDINGS & BOARDS:
Hanging the boards on the roadside is one of the

common practices. It creates the awareness amongst the
residents and the pathwalkers about the branch and its
availability. The Boards are economical, flexible, and feasible
in nature. Boards even acts as a permanent asset .
The Bata company retail outlets advertise their branch

through hoardings and boards. At a nearby distance of every
retail outlet a board directing towards Bata shoe store is
observed.
In Nashik, at all retail the sign boards are common .

Some Pictures are attached below.
 CATALOUGES:
Bata Catalogues contain essential information regarding

the product offered by the company. Well designed catalogue
provide complete information regarding products, their
pictures, size, specifications, colors, packing, uses and prices.
The products are properly listed and indexed in order to
facilitate order book and processing.
 SALES & SCHEMES:
The business organizations try to attract the customers

by various promotional offers, sales, festive sales & schemes,
stock clearance sales. The company provides huge discounts
and concessions to induce the customer to buy their products.
The Indian consumers are in general we can say

“Discount Oriented”. As we see no. of sales & offers
throughout. The main success mantra of Big Bazaar
departmental stores is the ‘Sell at Discount’.
In Nashik Bata Outlets we observe schemes like: -

* Autumn Sale * Stock Clearance Sale * Heavy Discount .
 DISCOUNTS COUPONS & CONCESSIONS:
The company offers small chits or certificates which offe r

price reductions to consumers for certain items. They are
distributed through newspapers, magazines, package of the
merchandise or even by direct mail. They offer special
functions like they enthuse the consumers to exploit the
bargain and serve as an inducement to the channel to stock the
merchandise through introducing coupons. They are useful in
introducing a new product and strengthening the sale of an
existing product.
Bata Offers the special discount round the year to the

shareholders of Bata India Ltd. A coupon is attached…

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
bearing…etc.
Bata’s 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 non -exclusive
wholesale distributors who in turn distribute the Company’s
products to independent dealers across the country. The
dealers covered under this channel are non -exclusive 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 Company’s
products and adhere to rules and regulations of the
Company. As on date, there are 470 such outlets in the
country. The dealer outlets are not manned by Bata
employees but are manned by the employees of the private
dealer.
 Company Operated Retail Outlets:
The company operates its own channel of distribution

network. It establishes is own retail outlets across the globe. It
sells its own produced products and others merchandise
products.
The company operates: 4600 retail stores across the

globe. 950 retail stores across India. 8 retail stores in
Nashik.
Company is constantly increasing its retail outlets across

the nation. Some newly opened are mentioned below
North South
Rai Market - Ambala Hyderabad - JNTU - Hyderabad
Amritsar Mall - Amritsar Thillai Nagar - Tirichi
Ranjeet Avenue - Amritsar Trans Tower - Trivandrum
Civil Line - Agra Ameerpet Market - Hyderabad
Ghaziabad - Delhi South End Circle - Banglore
Rani Bagh - Delhi Narayanguda - Hyderabad
M.G Rd Allahabad - Allahabad Palarivottam - Ernakulam
Gumar Mandi - Ludhina Chandanagar - Hyderabad
East West
Siliguri Sevoke - Siliguri Amraoti II - Amraoti
Hill Cart Road - II - Siliguri Ghodbunder Road - Thane
City Centre Salt Lake - Koltata Margao II - Goa
Table: Newly Opened Centres

RETAIL OUTLETS IN NASHIK:
Bata Shoe Store,

College Road, Nr.
BYK College
Nashik 422005.
Bata Shoe Store,

Suyojit Modern
Point, Sharanpur
Road, Opp. Police
Ground. Nashik
422002.
Bata Shoe Store,

Kanchwala Apt.,
College Road,
Opp. BYK Coll.
Nashik 422005.
Some Other Outlets In Nasik: M.G. Road, Bhadrakali,

R.K. Nasik Road, Nr. Vishal Mega Mart
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.
At present unorganized sector holds the biggest piece of the

pie i.e. 74%, Bata holds 6%, Lakhani 1.5%, Khadims 1%.
COMPETITORS
IN NASIK
Competitor: KHADIMS
With its foray in footwear retailing in 1993 Khadim’s has

scripted one of the biggest success storie s in the footwear
industry. With the birth of independent India began a journey
that was to set an example for others to follow. Growing from
strength to strength, Khadims have converted every obstacle
they encountered into a stepping -stone towards success.
Khadim’s is among the top three national players in

terms of organised footwear retailing. It has more than 250
exclusive retail outlets accross the country. Khadims also has
a retail outlet in College Rd. – Nasik.
Competitor: UNORGANISED SECTOR
In the Indian Market, The biggest competitor is the

unorganized sector. It attracts a large quantity of consumers
because of its reasonable rates and affordable quality.
The unorganized sector holds the major share of

74% in the Indian footwear industry.
In Nasik, we find such shops on a large scale. In

Shalimar, M.G. Road, College Rd., RK, Panchvati we find such
shops. Majority of the customers purchase non branded it ems.
Where in showrooms we find Daily Customer Walk in of 40 -45
persons, it is 110-115 for street sellers. The advertisement is
basically done by mouth to mouth publicity & shouting on
streets.
Observations & Findings

After intensive field work and anla ysitation, the
marketing strategies are well designed but they seem to prove
in efficient to tackle the cut throat competition of this footwear
industry.
Here, I present some of my observations.
1) Bata’s shoe designs are outdated and not as per the

current fashion statement.
2) Due to import of inferior quality goods the product

quality has decreased over a period.
3) The frontline sales forces have been curtailed by 70%

which affects the customer service. Company has fired
300 employees last year.
4) The company does not expend enough much on store

renovation as required.
5) The reach of the brand is not wide. The rural areas are
covered under the spectrum.
6) The leaves and off days are many as compared to other

competitive firms.
Suggestions &
Recommendations
It is well said, “Nothing Is Permanent Except Change”
Here, I recommend some steps.
1) Bata should carry on research to study the current

design demands. The designs can be imported from
China, Malaysia, Indonesia.
2) The production cost of those products which are high

can be imported from other countries.
3) The human resource should be appointed as required.

Curtailment affects customer satisfaction.
4) The Bata Shoe Stores, should be renovated as per

market requirements.
5) Instead of opening retail outlets, it should provide

agencies with good profit margin to private
shopkeepers.
6) Company should provide agency in rural areas to

increase their sales. Bata should enter the Malls.
7) The outlets should operate 365 days with extended

working hours.
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)
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 modifications in
current strategies will assure that it remains on the top.
Annexure – Questionnaire
Name Of the Company: ________________________________________________________
Company Profile:____________________________________________________________
(Reg. Off., Total Branches, History & Delegations)
Principle of company:____________Brand Specialty: _______________________________
Local Branch Add:____________________________________________________________
Branch Commencement:___________ No. of employees:_________ Salary Struc.________
Customer Prefrences:__________________________________________________________
(Age Groups, Income Groups, Daily Customer Walkin)
Annual Turnover:____________ Profit:_____________ Growth Rate: __________________
Marketing Stratergies:__________________________________________________________
(Cr. Facility, Distr Channel, )
___________________________________________________________________________
Advertising:_________________ ________________________________________________
(Means, Budget, Effect, Reach, Focus, Discounts.)
Product:_____________________________________________________________________
(Variety, Price Range,)
____________________________________________________________________________
Competitors:_________________________________________________________________
Problems: ___________________________________________________________________
Suggestions:_________________________________________________________________
COLLECT
Certificate From Organization , Product Catalogue , Business Card , Picture .
Annexure – Customers Feedback

Form
Name Of Customer: ________________________________ Product:___________________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________

Feedback: ___________________________________________________________________
_________________________________________________________ Sign:______________
Bibliography
Books Referred:
Name Of Book Author Edition Publications

Marketing P.C. Pardeshi 2010 Nirali
Management
Research & P.C. Pardeshi 2010 Nirali
Methodology
Bata Profile Books Bata Co. - -
Websites Visited:
Name Of Website Data Derived

www.bata.in Company Profile
www.khadims.com Company Profile
www.wikepedia.org Marketing Theoretical Aspect

Bata India Marketing Strategies

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Marketing Strategies Of Bata India Ltd.

Significance Of The Study

2. To Evaluate Khadim’s Share In Footwear Market.

3. To Study The Marketing Strategies Of Khadim’s

4. To Understand The Effect Of Marketing On Brand

5. To Study The Competition In Footwear Industry.

6. To Compare Various Brands.

7. To Collect Consumer Feedbacks.

Selection of the topic is the most important and difficult

“A Man Without Goal Is Like A Bird Without Wings."

After understanding the data requirement, the sources of

Primary Data Was Gathered:

 From Various Books.

After a hard field work a lot of relevant data was gathered.

6. ANALYZATION & INTERPRETATION OF DATA:

After compiling the data, it was further analyzed in order

7. PRESENTATION OF FINAL REPORT:

Presentation skill is very essential. The data is

 WILLIAM STANTON DEFINES:

 Marketing creates time, place & possessions utility.

 Includes all activities from manufacturing to

 Aims at satisfying human wants.

 Marketing creates customer.

 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.

 CONSUMER ORIENTED MARKETING:

Modern concept of marketing is more than the physical

According to Modern Concept:

CLASSIFICATION OF MARKETING FUNCTION

INDIAN CONSUMER’S WALLET ALLOCATION

The above mentioned chart shows the distribution of

1.8% income of 100million customers makes the footwear

In the organized sector there are national as wel l

INDIAN FOOTWEAR INDUSTRY: AN OVERVIEW

India it the second among the footwear producing

2004-05 2005-06 2006-07

Source: “ Industry Marketing Size & Shares.” Economic Intelligence Service

* 1931, December 23: The Company was incorporated as

* 1956, April 6: The Company changed its name to “Bata

* 1993: Batanagar factory became the first Indian shoe -

* 2007: At Present, 51% of the shares are with Thomas G.

Business of the Company:

Bata Production Centres:

BATA’S SHARE IN FOOTWEAR INDUSTRY :

The Indian footwear industry is mainly dominated by the

Bata World Today:

 Serves 1 million customers per day.

Bata India today:

Bata Nasik today:

Nature Of The Branch:

Business Of The Branch:

About The Branch:

Bata India Ltd. Deals with a variety of products. From

 Raw Material: The major raw materials used by the

 Product Design: International designers conduct

CHILDRENS & ACCESSORIES SECTION

MARKETING SETUP OF BATA

Marketing is an integral an the vital component of todays

 FAMILY & BAZAAR

Principle of company:Brand Specialty: ___________________

Branch Commencement:_______ No. of employees:_ Salary Struc.____

Annual Turnover:______ Profit:_ Growth Rate: ____________

Name Of Customer: ______________ Product:_

Name Of Customer: ______________ Product:_

Name Of Customer: ______________ Product:_

Name Of Customer: ______________ Product:_

Name Of Customer: ______________ Product:_