MBA136- Foundation of Marketing Management

CIA III – STP Analysis

Under the Guidance of

Dr. Kavita Gowda

Submitted by
Tanvi Kamani 1927048
Ruhi Chandel 1927044
Amal Mohan 1927003
Aswathy Mohanan 1927032
Rajat Rastogi 1927018
Udipta Dash 1927049
Varsha Hulamani 1927050
Kashish Khurana 1927011
Uthraa D 1927058
Peram Venkatreddy 1927016

1MBAA
Group Number 6

Institute of Management
CHRIST (DEEMED TO BE UNIVERSITY), Bengaluru

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 Table of Contents
SL No Particulars Pg No.
1. Introduction 3
2. Children 6
3. Youth 7
4. Adult Women 8
5. Adult Men 10
6. Senior Citizen Women 10
7. Senior Citizen Men 12
8. Conclusion 14
9. References 15

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 INTRODUCTION
Bata Limited
Bata Limited (also known as the Bata Shoe Organization) is a multinational footwear and fashion
accessory manufacturer and retailer based in Switzerland. Bata serves more than 1 million customers per
day, employing over 30,000 people, operates more than 5,300 shops, manages 23 production facilities and
a retail presence in over 70 countries across the five continents. Bata has a strong presence in countries
including India where it has been present since 1931. Bata India has five factories and two tanneries. The
Mokameh Ghat tannery in Bihar (1952) is the second largest in Asia.

The business is organised in five regions: Africa (with regional office based in Nairobi), Asia Pacific (with
regional office based in Singapore), LatAm (with regional office based in Santiago de Chile), South Asia
(with regional office based in New Delhi) and Europe/Developed Markets (with regional office based in
Padova, Italy).

Bata labels
Bata operates in with different names/labels for different target customers in terms of age, preference,
lifestyle work etc such as:

 Ambassador (classic men's shoes)

 Atletico (urban shoes)
 Bata Comfit and Flexible (comfort shoes)
 Insollia (comfort/women's shoes)
 Marie Claire and SunDrops (women's shoes)
 Baby Bubbles (children's shoes)
 Patapata (flip flops)
 Toughees , Verlon , Teener, B-First (school shoes)
 Footin (trendy shoes)
 Urbano (men shoes)
 Tomy Takkies (urban shoes)
 Red Label collection

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SEGMENTATION

Bata operates in a wide variety of markets, climates and buying power. Two important ones are product
concept development and constant improvement of business processes in order to offer customers great
value and the best possible service. Bata has divided their market into different segments. There four
major variables for segmentation.

1. Geographical segmentation:
Bata has divided their market into different geographical units such as nation, regions, states, countries,
cities or even neighbourhoods. As Bata has a huge international market, geographical segmentation helps
it to serve different markets of different countries effectively. Some variables of geographical
segmentation of Bata are:
 World region
 Country region
 Density
2. Demographic Segmentation:
Bata also has Demographic segmentation because consumer needs, wants and usage rates often vary
closely with demographical variables. Demographic segmentation variables of Bata are:
 Age
 Gender
 Income
 Occupation
 Generation
3. Psychographic segmentation:
Bata divides their buyers into different groups based on social class, lifestyle and personality:
 Social class
 Lifestyle
 Personality
4. Behavioural Segmentation:
Bata also divides buyers into groups based on their occasion, benefits, and uses rates:
 Occasion
 Benefits
 User rates

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TARGET MARKET OF BATA

Bata has multi-segmented market. So, it is using Differentiated target marketing strategy. Bata Shoe
Company has covered the whole shoe market with its different types of segments, offers and services.
Whatever the demand of shoes is, Bata is there to serve. It has every kind of shoes. If high class, high
income people want to have a luxurious shoe Bata can fulfil their demand. If a lower class, low income
people want a shoe just to cover their feet Bata has something to serve them also. By offering product and
market variations to segments, Bata get high sales and a stronger position within each market segment.
Developing a stronger position within several segments creates more total sales than undifferentiated
marketing across all segments. By using this strategy Bata is also making huge amount of profit
worldwide.

POSITIONING

A product’s position is the way the product is defined by consumer on important attribute – the place the
product occupies in consumers’ minds relative to competing products. Bata is positioned as superior
quality, soft, attractive and fashionable. Bata says “No one in the world knows shoes like we do”. To
simplify the buying process, consumers organize products, services and companies into categories and
position them in their mind. Tag line of Bata- “Surprising Bata” can be easily positioned in peoples’
mind that Bata produces superior quality of shoes better than anyone. To have a better position in peoples
mind Bata has differentiated them is some points so that consumer can easily differentiate them from
other competitors. Differentiations of Bata are:

 Product differentiation
 Service differentiation
 Channel differentiation
 People differentiation
 Image differentiation

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CHILDREN
With fashion trends moving faster than ever, Bata didn’t want to let the tender feet leave an indelible
mark in the hearts around. As shoes for kids are not just an outfit or an accessory for them, Bata found
this market for children and came up with the sub brand Bubblegummers.
Keeping in mind the gentle and soft kids’ feet, Bubblegummers incorporated new technologies which is
specialised in children’s footwear.

SEGMENTATION

Bubblegummers segmented demographically by age. They have specifically divided them into:
 For the newbies: This brand designs for the infants to put on their first shoes incorporating all the best
features for their soft legs. They come up with different colourful colours matching to their clothes
with style.
 For the Toddlers and Pre-schoolers: For this age group, more structure composure based shoes are
prepared. It is designed to obtain balance and safety in the activities typical for this age.
 For the Grade-Schoolers: By the time the child reaches 5 years of his/her age, more choices are made
while choosing a footwear. Major features of the shoes specific to this age will come up with quality
customised characteristics incorporating the best design, fashion and resistance.

TARGETING

The Bubblegummers shoes ensure safety in each step, comfort, great fit, flexibility, prestige and
versatility. Major chunk of kids who use the Bubblegummers are students who use them on a everyday
basis. They want the shoes to be comfortable enough along with the design and colour combination. They
participate in games and sports which should not affect the design and quality of the shoes. They have
used the opportunity to include slightly more solid soles, without losing the properties of flexibility,
weight, and safety. They come up with wide variety of soles, flexible toe caps in soft material and solid
backstay in the toe heel for support. For kids the major concern should be durability, softness as well as
comfort. Light weight is another quality Bubblegummers brand has.

POSITIONING

Bata India reported a 16% net growth in net sales for the third quarter. Bata added multiple new red-
concept stores and many stores were renovated to give customer better shopping experience. Bata
refreshed many products in various categories including Power Walking Collection with Memory Foam,
new styles in the fashionable Red Label Collection, contemporary marriage collection by Hush Puppies,

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which in turn gave a boost to festive season sales. Bata launched Bubblegummers in Bengaluru. The
interiors of the shops were colourful with special 3D elements. Disney merchandise were also
accommodated in the shops. The price ranges from Rs 150 to Rs 1999. Lots of discounts are running in
the website which makes the people go for the brand easily.

YOUTH

BATA divides the category of its customers on the basis of their income, age, location, region
wise, personality and so on. Based on trend forecasts by Bata’s buying and merchandising team,
the objective of Bata is to broaden the customer experience and extend the catalogue by adding
trendy and quality products targeted at all levels of customers who belong to the teen and youth
category. Usually this category covers both boys and girls & men and women. If durability was
the main factor to be considered while purchasing shoes during olden days, nowadays it has become style
and design matters a lot for this category of consumers.

SEGMENTATION

 Lower income group (Rs.149-Rs.499): Under this category BATA covers ans concentrates more on
girls of the age group between 15-20. Usually it sells sandals that are affordable and of medium
quality. These are available to the customers with great offers when they purchase it online bata site.
 Middle income groups (Rs.499-Rs.2000) (North Star): The North Star collection is contemporary,
stylish, trendy, comfortable and durable which is the core DNA of the brand. This brand has a
selective specialization and mainly focuses on the price conscious teen and youth of age groups
ranging from 15-25. In order to have such shoes people need to pay above Rs.2000 to get a branded
one. North Star concentrates on medium income groups and the price ranges from Rs.800- Rs.1499.
 High income groups (Rs.2000- Rs.8000) (Naturalizer, Mocassino, Power): This category of footwear
is available at variety of designs and which also includes the shoes for sporty people. It is of superior
quality and is highly durable.

TARGETING

Both the category of Girls and boys of age group between 15-19 & men and women of age
group 20-25 falls under this category. Usually these category of people gives much priority to the
trend and fashion than durability.

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POSITIONING

Bata had initially positioned itself as a family store for all footwear and related products. Bata became a
need brand as it positioned itself as providing products catering to the needs of the middle-class sections
of the society. Apart from its vast offline presence, Bata is present online
through its website bata.in and has its own delivery channel ‘Bata Home’. It has various
categories ranging from women’s section to men’s, section for kids and different brands such as
Angry Birds, Hush Puppies, Marie Claire, Sunshine and many more. The company has tie-ups
with e-commerce sites such as Snapdeal, Jabong, Junglee and Rediff. Positioning is done in
order to locate the brand in the minds of the customers. The positioning is done with respect to
the brand and product portfolio. Bata positions itself as a brand that offers comfortable footwear
& stylish accessories for the entire family at an affordable price.

ADULT WOMEN
Today’s women play wide range of roles in personal and professional life. To suit these needs, Bata has
come up with various choices of footwear for Adult women.
Considering the professional lives of women, Bata offers formal styles of footwear. While the same might
not be the for Homemakers.

SEGMENTATION

1. Segmentation on the basis of income: The company produces high quality products for high income
groups. When Bata develops pricing strategies for its products, they consider the income levels of
their target markets. Salary, is an example of a demographic segmentation which businesses use when
they are about to initiate a sale.
 High income groups: Sundrops targets women from higher income groups. Footwear maker Bata
India launched Sundrops, an international shoe brand for women. Priced between Rs 2,000 and
Rs 4,000, these are designed with stitch and turn construction to provide maximum flexibility and
extra comfort. The shoes have fully padded sock lining, stretchable uppers, flexible soles and are
available in trendy ballerinas and sleek loafers.
Another example is Insolia. With the tagline of “If diamonds are woman’s best friend, shoes are
no less!”, the brand offers health benefits. This brand targets women who look for comfort along
with style quotient. This category promises to fix posture of the back while retaining the trend.
 Lower income groups: Bata Comfits targets women from lower income groups. Priced between
Rs 299 and Rs 599, people from Blue Collared profession with manual jobs.

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2. Segmentation on the basis of Occupation: Bata offers shoes to individuals and businesses in specific
professions or industries and uses their demographic data to segment their market by profession.
 Homemakers: Homemakers these days would look for comfort and affordability when it comes to
shoes. With the tedious job of handling household and maintaining a budget, these women might
look forward to rough and tough and cheaper options. Bata Comfit comes with these kinds
options as discussed above. Family size of a homemaker also contributes to the affordability. A
married person with 2 school going kids will think twice before buying an official Marie Claire.
 Professional women: Considering style quotient and professionalism, working class women
might go for a higher ranger of prices when it comes to shoes. Hush Puppies targets White
collared people with high income which can be afforded by working class women. Similarly, Red
Label Collection made sure that the high-end boring shoes do not remain boring anymore.
3. Segmentation on the basis of Geography:
 Location/Country: Bata being an international company, the stores are available across the globe.
However, the collection in stores of South Asia might not be available in South African stores.
 Region: Due to the difference in economic conditions, choice, lifestyle of Urban, Semi Urban and
Rural areas, the collection in the stores of these places might be different.
 Climate: Bata pays close attention to the preferences with respect to climate. For example, there are
places in North Eastern India where it rains for 10 months in a year, so synthetic/Rubber based shoes
are more convenient for daily usage than Leather ones.

TARGETING

Women falling under the age group of 19-49 years, are usually more inclined towards fashion and styles.
They look for both the aspects, comfort as well as the trends. Right from the category of working-class
women, where they look for comfy heels to stylish flats and the category of homemakers where they look
for sober colours and styles, Bata has something for everyone.

POSITIONING

 Viewed as a family store which looks after all the aspects of a particular household.
 Bata came up with trendy brands like Marie Claire, Hush Puppies and Insolia which changed the
company’s image from manufacturing company to marketing company.
 It placed itself in the market as a fashion conscious and lifestyle brand.
 Became more visible in modern marketplace like supermarkets and malls where most
 of the customers are found these days.

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 Created a shop-in-shop experience in multi-branded stores.
 Started e-commerce platform to make its brand more visible to the audience.
 Integrated manufacturing, supply chain and distribution network.

ADULT MEN
Ambassador shoe, the iconic and most celebrated shoe from the house of Bata. Combining Italian design
with handcrafted detail and highest quality leather. This premium brand is a sheer winner when it comes
to both, design and comfort. This shoe is must for those who have an eye for detail and a taste of
everything classy.

SEGMENTATION

Market segmentation consist of Gender, age, marital status, social class, culture and occupation.
Ambassador shoe is generally meant for men involving adult, senior as well as super senior. Ambassador
is designed for people looking for charm and delicacy. This brand only manufactures formal leather
shoes.

TARGETING

Targeting is the selection of potential customers to whom a business wishes to sell products or services.
Ambassador target men segment who love to have class and elegance. The price of this particular
segment starts from 1699 and goes on to 6999. Thus, it is meant for middle- and upper-class people.

POSITIONING

After Facing losses for 3 consecutive years, Bata finally outsourced production in line with its
specifications and now ambassador provides with variety of options to the customers symbolizing quality,
design and comfort.

SENIOR CITIZEN WOMEN

Bata strives to create products that are easy to buy, exciting to wear, and exceptional value. Delighting the
diverse needs and preferences of the customers is Bata’s lifelong mission.

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SEGMENTATION

Bata has shoes for upper class, middle class and lower-class people. So that people from every class can
purchase their products. The Bata Shoe Organization is working towards empowerment and equality for
women, so that they can benefit from education and employment opportunities.

1. Income-Lower Income group (BATA, SANDAK) Price ranges between 185 to 499: Rural
communities often do not have easy access to basic products such as shoes. It has generated
considerable response both from women entrepreneurs as well as customers, for whom Bata
shoes are more than footwear but represent opportunities for greater mobility, protection against
disease and increased safety at work. After women receive training, they purchase Bata shoes in
bulk at wholesale prices at the nearest Hub or depot. They receive a Bata carry bags, and an
umbrella to protect from sun and rain shoe catalogues as well as basic measurement tools (to
measure customer shoe size, etc.). They work in the designated communities and receive a
commission on sales. This way Bata is reaching out to the lower rural areas for people who don’t
access to shoes
2. Middle Income group (Bata lite, SUNSHINE, POWER) 700-1500: These shoes are durable and
comfortable. They are light-weight and can be used for daily wear. At the same time these are
stylish and comfortable.
3. Upper income group (Hush puppies, Marie Claire, Scholl, Insollia) 3000-7000:
Premium Collection for Women, products are aimed at offering a superior shopping experience to
its customers which is durable and is designed according to the body structure to keep it balance.

TARGETING

Women falling under the age group of 50 and above, Making Orthopaedic shoes that are specifically
designed to support or accommodate the structure of the foot, ankle and leg and they have a number of
medically beneficial features and functions that separate them from everyday footwear.

POSITIONING

1- For elderly women who wants to feel the connection to the ground.
2- Holds the weight of the body when they stand.
3- To maintain safe and balanced feet
4- Connecting with elderly women who wants not to give pressure on to the knees.
5- Providing protection and providing comfort.
6- Connecting with their minds

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 7- Relief from the back pains
8- Enough cushioning to protect from sharp objects
9- Non-slip sole
10- Flat or low heel. Heels should be less than one inch tall. If they’re any taller you could end up
twisting your ankle.
11- Shoe material should be breathable
12- Increased safety at work

SENIOR CITIZEN MEN

Bata has shoes for each income group, so that no matter from which income group people come from, they
always get products of their choice. Bata strives to be the most responsible and efficient in all they do, in
order to deliver best value to their customers. Keeping in mind the needs of senior citizen, Bata has come
up Scholl, Weinbrenner like brands which suits the needs of senior citizen in terms of comfort, style and
price range.

Bata has shoes for each income group, so that no matter from which income group people
come from, they always get products of their choice. Bata strives to be the most responsible
and efficient in all they do, in order to deliver best value to their customers. Keeping in mind
the needs of senior citizen, Bata has come up Scholl, Weinbrenner like brands which suits the needs of
senior citizen in terms of comfort, style and price range.

SEGMENTATION

 Lower Income Group (Bata, I, Comfit) (Rs 299-799): People residing in rural areas or labour class often
do not have access to basic products such as shoes. For labour class, Bata shoes provide opportunities
for greater mobility, increased safety at work and protection against unwanted obstacles.
 Middle Income Group (Power, North Star) (Rs 800-1499): Bata mainly focuses on providing
comfortable and durable shoes for citizens falling under middle age group. Stylish and light weight
shoes are also preferred by middle income group.
 Upper Income Group (Scholl, Weinbrenner) (Rs 1500 onwards): Premium collection for men above 50
mainly focuses on providing superior quality products which are durable as well as comfortable in
addition to style & grace of the shoes.

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TARGETING

Men falling under the age group of 50 and above are interested in buying comfortable shoes. For example
-Orthopaedic shoes that are specifically designed to support the structure of the foot, ankle and leg in
addition to numerous medical benefits provided by these shoes which makes them different from everyday
footwear.

POSITIONING

To make the consumer feel comfortable at their feet both physically and emotionally. Bata has come up
with unique features in their shoes for elder men in order to position them in the market different from
others. Some of the features of the shoes specifically designed for men above 50 includes: -Appropriate
cushioning of the inner shoe in order to make it comfortable, soft and non-slippery sole, Shoe material
should be airy & breathable, shoes specifically designed for relief from back pain.

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 CONCLUSION
Bata Limited is the market leader in the foot wear industry since 1934. The name Bata has achieved such a
position in the customer’s mind that whenever they hear the name of Bata, a high-quality footwear comes
to their mind. Bata has been serving its customers with wide assortment of products for about eight decades
and doing it successfully.

Different brands of Bata like North Star, Ambassador, Bubblegummers, Weinbrenner, etc are analysed here
which show how their products are segmented according to various factors such as income, age, gender,
occupation, and geography. The target segments are classified into three categories namely Display Buyers,
Knowledge Buyers and Fashion/Stylish Buyers. The customers who come under these buyer categories are
children, students, adults, elderly people and sports people.

The motto of Bata “No one in the world knows shoes like we do” clearly expresses that they are the best in
producing high quality, durable, affordable and stylish shoes. They understand the consumers’ demand and
serve them with their quality product.

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 REFERENCES
1. https://www.bata.in/bataindia/c-264_cl-2/women.html
2. https://en.wikipedia.org/wiki/Bata_(company)
3. http://blog.bata.in/index.php/bubblegummers-treat-for-your-little-ones-feet/
4. http://www.retail4growth.com/news/bata-launches-its-exclusive-kids-store-format-3989
5. http://docshare.tips/bata-marketing-segmentation-targeting-positioning-
differentiation_58920f57b6d87f7a088b47cf.html
6. https://newyorkessays.com/essay-stp-analysis-of-bata/
7. https://www.slideshare.net/gakarerakesh/bata-12510490
8. https://www.essaysforstudent.com/term-paper/Bata-Segmentation/95797.html
9. https://newyorkessays.com/essay-bata-analysis-of-markets-and-segments/
10. https://www.bata.in/bataindia/br-14/ambassador.html
11. https://www.bata.in/bataindia/a-120_s-207_c-19/technology.html
12. https://www.slideshare.net/ahmedmurad9110/market-segmentation-of-bata-shoe-company-ltd
13. https://www.scribd.com/doc/126616573/BATA-Marketing-Segmentation-Targeting-Positioning-
Differentiation

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