Ques1. Take a look at shoes market.

Do you think that Bata, Liberty,

Woodland, Reebok, Lakhani and Carona are engaged in targeting the same
customer groups? Do they have distinct segments to satisfy different
needs?

INDIAN SHOE MARKET

The Footwear Industry is a significant segment of the Leather Industry in India.
India ranks second among the footwear producing countries next to China. The
industry is labour intensive and is concentrated in the small and cottage industry
sectors. While leather shoes and uppers are concentrated in large scale units,
the sandals and Chappals are produced in the household and cottage sector.
India produces more of gents’ footwear while the world’s major production is in
ladies footwear. In the case of Chappals and sandals, use of non-leather material
is prevalent in the domestic market.
India in itself has a huge domestic market, which is largely untapped. The
availability of abundant raw material base, large domestic market and the
opportunity to cater to world markets makes India an attractive destination for
technology and investments.

Some Footwear brands in India are:

• BATA
• LIBERTY
• WOODLANDS
• REEBOK
• LAKHANI
• CARONA
 BATA

Bata Industrials Worldwide

• Bata Industrials is a specialized division of the World’s largest Shoe
manufacturer: the Bata Shoe Organization (BSO).
• Today, Bata Industrials is one of world’s largest manufacturers & marketer
of Safety footwear the company headquarters is located in Best, the
Netherlands.
• Bata Industrials has operations and production facilities in most of the
Countries
• worldwide.

Bata India Limited

• Incorporated as Bata Shoe Company Private Limited in1931, the company
was set up initially as a small operation in Konnagar (near Calcutta)
in1932.
• Bata India is the largest company for the Bata Shoe Organization in terms
of sales pairs and the second largest in terms of revenues.
• Bata India Limited is the largest footwear retailer in India.

Current Market Scenario

The Indian footwear market is estimated to be over 10,000 Crores in value terms
and is growing at the rate of 810% over the years. In this Men’s footwear account
to be 50%, whereas, women’s share constitutes to be 40% and the remainder
are covered by kid’s segment. In this total market demand, about 42% are brand-
driven. And bata is covering about 12% of the organized footwear segment.

Segmentation, Targeting and Positioning of Bata’s Product lines

Kids Wear

Bata deals with two brands to serve the kids footwear market. Both cater the
same segment whereas the target & way it is positioned differs based on
• The need
• Economic status.

Segment Type of Target Positioning

Footwear
Kids up to 14 Casual: Kids of middle Superior
years of age. Bubble & upper class quality
Gummer families Soft
Attractive
Fashionable
 School going School Shoes: Children of Long lasting,
children up to 14 North Star & lower middle Comfortable,
years of age Tiger class to upper Low
class families. maintenance,
Affordable
price

Men’s Footwear

Bata’s footwear for men’s have both own brand and tie up brand products. They
cater to different social class. It’s own brand “Bata” has variants in all the
economic segments whereas it’s tie up brands are specific to a particular
economic segment.

Segment Type of Target Positioning

Footwear
Men above 14 Formal Wear Its main target Comfortable Durable
years of age. is high school
students to
working
executives.
Casual Wear Students and For middle & lower middle
working class - comfortable,
executives durable and good looking
For upper middle and
upper - fashionable and
stylish way.
Sports Young adults For upper middle and
and students above - stylish, powerful,
comfortable
For middle class - modern,
comfortable, durable and
affordable.
 Ladies footwear

Apart from its own brand, Bata has tie up with Mari Clair for its women range of
formal and casual shoes. Both are in the price range suitable for middle class
and above.

Segment Type of Target Positioning

Footwear
Women above 14 Formal Wear adult students Comfortable, durable,
years of age and working trendy and modern.
belonging to the women.
social class
“middle class and
above
Casual Wear Targeted at High quality, trendy,
women of all comfortable and durable
age belonging footwear
to the social
class “upper
middle and
above”.
Sports For both For upper middle and
sports and above - stylish, powerful,
style purpose comfortable
and hence For middle class - modern,
targeted at comfortable, durable and
young women affordable.
of age group
16 to 35

Slippers (For both men and women):

Bata has its own slipper range namely Sandak & Bata hawai which is made for
both men and women in all range.

Segment Type of Target Positioning

Footwear
People of all class, Formal Wear Meant for all - Can be used both indoor
ranging from lower quality & outdoor
middle to upper conscious - For all seasons
and of all age individuals of - Long lasting
groups all age groups - Affordable
and class - Women‘s slippers as
trendy while men’s as
 good looking.

LIBERTY

Liberty Group started its operations in 1944 and today has an annual turnover of
Rs. 400 crore. Beginning from a single store in Karnal, Haryana, manufacturing 4
pair of shoes a day in 1944, to over 375 exclusive stores, 150 distributors & a
retail base of over 6000 multi-brand outlets and production of over 60,000 pairs a
day in 6 factories at Karnal, Liberty puram, Gharaunda, Roorke, Ponta sahib &
Dehradun today, Liberty has indeed come a long way.

LIBERTY BRANDS
Liberty has created a repertoire of 11 well developed brands, each one of which
has been painstakingly nurtured to cater to its specified target group. Care has
been taken to create a specific identity for each brand and to provide the latest
international and most fashionable designs in the latest colours and materials in
each category.

Name of Type of Footwear Target Age Positioning

Footwear Group

GLIDERS Informal, semi- 2- 45 years

formal footwear as
well as beachwear

FOOTFUN Exclusive brand 1 to 12 years

for children

FORCE 10 Fashion sports

shoes

FORTUNE Men’s formal and Students and

casual shoes in executives in the
Leather age group of 18-
45
WINDSOR Casual and formal Young executives Combines the
shoes in the age group latest trends in
of 21 to 40 years formal wear
abroad in to the
most formal
footwear

COOLERS men’s sandals These sandals Stylish and

and slip-ons cater to the age comfortable
group of 21-45 accompaniment to
years any apparel
SENORITA For young women Age group of 14- Comfortable as
26 well as look the
most delicately
and beautifully
shoed.

TIPTOPP Women slip-ons comfortable and

and sandals. fashionable

WARRIOR For institution

sales and workers
of the age group
21-45 years

WOODLAND

What does woodland stands for? The answer is simple the spirit of adventure, of
course. The advertising has been created specifically to communicate this spirit
to everyone.
And to encourage them to keep exploring and keep discovering. Woodland not
only believes in making the best quality products but also creating outstanding
communication ideas. It’s no wonder then that Woodland advertisement have
been widely recognized in India and abroad. Woodland is an Indian Brand and
they have done it with Indian Footwear. In a market dominated by sports and
leather shoes Woodland created a category for itself.
Woodland targets the up market segment and is positioning itself as a rugged
high quality premium casual shoe. It can be called as SUV of Indian shoes. The
ads are catchy and tempting. The logo of Woodland was a status symbol during
the nineties.

FEATURES OF THE PRODUCT

• Quality worth the money spent on: Price of woodland shoes starts from
Rs 1000 onwards. These shoes are very beautifully designed and
fashionable. These shoes are available for around Rs 1450 and the
purchase is worth of quality.
• Very trendy and fashionable: If you are ready to spend around Rs
2,000/- or above Woodland offers you a wide variety of trendy and
fashionable shoes. You could be sure to acquire stone & pearl worked
sandals best suited to your occasion and kid’s shoes are also available in
 different colures like red, velvety-brown, white, blue etc. but they are
priced high.
• Long and durable: Woodland shoes are really meant for longevity. They
are classically manufactured for the toughest meanders. Due to its
longevity and durability woodland shoes are preferred by those who don’t
believe in frequent changing of shoes.
• Padded Layers to provide comfort: Woodland shoes also provide the
customers with padded layers in the shoes in order to provide much more
comfort than other shoes.
• Fabric lined for soothing experience: In some of there models
woodland shoes also provide fabric linings for soothing experience to
there customers. This is a unique feature of there shoes.
• Incredible range: Woodland shoes also provide incredible range of shoes
to there customers so, that they can have a variety of choice.

TYPES AND PRICE OF THE PRODUCT

• Formal shoes - Woodland has a wide variety of formal shoes starting

from Rs.1445 onwards. These shoes are light in weight, comfortable and
attractive.
• Casual shoes - Woodlands casual shoes are more in demand among the
youths. They provide good quality, comfort and classic look to their
customers. These shoes are available for Rs.1145 onwards. Shoes are
available in full size from 1 to 13.
• Athletic shoes - These shoes are beautifully designed and they provide
ankle coverage, lightweight and durability to their customers. Shoes are
available for Rs.1545 onwards.
• Velvette shoes - These shoes are more in demand by the ladies as these
shoes are beautifully designed with Velcro closure and elastic back. These
shoes are available for Rs.1645 onwards.
• Trekking shoes - Trekking shoes are the most known shoes in the
market. These shoes have excellent foot grip. They also provide good
cushioning and deep treaded sole for all terrains, dust, mud, ice, water.
These shoes are available for Rs1595 onwards.
• Narrow edge shoes - Narrow edge shoes are very in now days. These
are easy pointy shoes made out of swed leather, which looks accurate at
normal distance. They are not as difficult to walk in as it looks. These
shoes are available for Rs.1945 onwards.
• Sandals - These sandals are stylish in design with fantastic colours
option, well padded soles and great grip. The company uses smooth and
exotic leather for making of this shoe. They are available for Rs. 1495
onwards.
• Baby shoes - Woodland also has a good variety of baby shoes. They
provide Multi colored kid’s shoes with attractive looks. These shoes are
 very comfortable with a soft fabric lining sole. These shoes are available
for Rs. 995 onwards.

REEBOK

Reebok’s Vision
Reebok is dedicated to providing each and every athlete - from professional
athletes to recreational runners to kids on the playground - with the opportunity,
the products, and the inspiration to achieve what they are capable of. We all
have the potential to do great things. As a brand, Reebok has the unique
opportunity to help consumers, athletes and artists, partners and employees fulfill
their true potential and reach heights they may have thought un-reachable.

Market Segmentation Targeting

Ever since it established a presence in India in 1995, Reebok has dominated the
Indian sportswear market. As a consumer-driven brand, Reebok commits to offer
consumers products that provide maximum fit and comfort. For Reebok this
means designing and developing products with materials, styles and
technologies that enhance fit and comfort for consumers.
The Reebok segment is comprised of the Reebok brand, Reebok-CCM Hockey
and Rockport. Reebok developed a clear roadmap for its key businesses going
forward: Own Women’s Fitness, Challenge Men’s Sport and Revive Classics.
Unlike many other brands, Reebok is committed to make fitness fun again –
challenging men and women to fulfill their potential in sport and in life by
providing them with the opportunity, the products and the inspiration to have fun
staying in shape.
Reebok has segmented its market on the basis of the needs of the consumer
groups like runners, Aerobic/fitness exercisers, Tennis players, Basket Ball
players, Golfers, Adventure seekers, Walkers, Children, Comfort/Style conscious
group. For each particular segment of group they offer unique range of shoes
(products) and continuously come up with new line of shoes. The shoes they
offer are like running shoes, Aerobic shoes, Tennis shoes, Basket Ball shoes,
Kids shoes, Walking shoes, Training shoes, Golf shoes. With technologies such
as Smooth Fit, Kinetic Fit and The Pump, Reebok has already provided
consumers with innovative fit elements in its apparel and footwear.
Reebok target customers are kids, youth, women and men.

Research pointed that Reebok’s target age 15-24 were early adopters/sneaker
influencers. The price point was too large a barrier for the brand target and they
were not influencing other groups. If they went after a sub-target group more
interested in, and willing to pay for custom, they could not only achieve their
goals, but likely surpass them by tapping into the influencer capabilities of this
group.
 Reebok for Men
Footwear
Reebok offers a wide variety of footwear for the Men. It constantly upgrades its
shoes with new comfort levels and offers in various designs, colors, sizes and
prices. The various footwear from Reebok are: Reebok swing, Reebok cover
point, Reebok sweep, Reebok Verona, Valde fg, Dhoni Trainer, Smooth fit select
ride, Hex ride radiate sf, Reebok supreme.

Apparel
Reebok offers singlet, T-shirts, Shirts, Sweatshirts, Leather Jackets in Men’s
Apparel.
Reebok offers in Tee: Graphic tee, Play tee, Race tee flash, Chase tee,
Revolution tee, Campus tee, Guitar tee, Class strip shirts, Short sleeves tee, and
Campus logo tee.

Reebok for Women

Footwear
Reebok offers a wide range of women footwear.
Reebok offers: Premier kfg, Premier road plus, Verona, Hexride ready, Jungle
low, Rang deBasanti, Rangela, Swades, Black, Satyam Shivam Sundaram,
Cirque du soleil boot, Easytoneflips, Easytone go outside, Premier sf cushion II

Apparel
Reebok offers in apparel: College strip tank, Disney polo, Graphic tee, Retro tee,
Jacquard waist coat, Stripper.

Reebok for Children

Reebok offers its apparels for children as well. It offers cargo pants, tees, force
shirt, jackets, polo t-shirts, sweat shirts, pullovers and Shaimak Davar apparel.

Reebok Equipment
Portable: Reebok sunglasses, Soft dumbbell, Reebok fitness mat, Fitness belt,
Fitness gloves.
Non-Portable: Reebok Treadmill, Reebok Cross Trainer
Reebok Shamik Merchandixe: Jazz tops, Hooded sweat shirts, Three fourth
pants, Shiamak tees, skirts. Reebok Mickey Apparel Endorsed by Yuvraj: Disney
Mickey tees both for male and females.
Reebok Cricket Equipments: Bats endorsed by Dhoni and also providing cricket
kit to IPL teams like Kings XI Punjab, Chennai Super Kings, Knight Riders,
Bangalore Royal Challengers.

LAKHANI

Lakhani Armaan group is the largest producer of Sports Shoes, PU Injected

Sports Shoes, PVC Injected Sports Shoes and Leather Shoes with a total
capacity of 5.4 million pairs per year. It also manufactures high fashion ladies
and gents leather shoes for the European Union Market.
The eminence of the company, in the International Footwear Industry, is
apparent from the fact that it has been manufacturing sports shoes for the global
sports apparel manufacturing giant, adidas.
Lakhani Armann group has been manufacturing sports shoes for adidas for the
last 10 years and it is the only suppliers in India.

Products
• Jogging Shoes
• Canvas Shoes
• Sports Shoes
• Leather Shoes
• School Shoes
• Ladies Collection
• Sandals & Slippers
• Classic
• Hawai
 CONCLUSION

The Footwear Industry is a significant chunk of the Leather industry in India. India ranks
second among the footwear producing countries next to China. The industry is labor
intensive and is concentrated in the small and cottage industry sectors.
Almost all brands are targeting the same target groups.

Common segmentation done by brands for their footwear range is:

• For age groups 15-45 years
• For men, women and kids
• For sports purposes like running, jogging, basketball etc.
• For all segments like middle class, upper and lower class people

Segmentation of market has been done on the basis of the need and income of the
consumer. Brands like Reebok also have their own line of clothing and sports equipment
for their customers.

Hence, brands like Bata, Liberty, Woodland, Reebok, Lakhani and Carona are all
engaged in targeting the same consumer needs.