Bata Shoe Organization

Bata Industrials Worldwide

Bata Industrials is a specialized division of the Worlds largest shoe manufacturer: the Bata Shoe Organization (BSO) Today, Bata Industrials is one of worlds largest manufacturer & 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 Industrials Footwear incorporates more than 100 years of experience.

Bata India Limited

Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially as a small operation in Konnagar (near Calcutta) in 1932. 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 footwear retailer in India. the largest

Bata India has more than 1250 stores across the Country.

BATA- WRONG TARGET

In the early 1990s, Bata decided to embrace the high-end segments of the Indian shoe market as a part of its target market. The segment constituted a mere 5 to 10 per cent of the footwear market in India. This segment was not sizable for a company like Bata and the segment did not gel with Batas distinctive competence. The top end of the market suddenly became the main focus of the company and it forgot its bread-and-butter shoes that had given the company its identity. The year 1995 saw the company running a loss of Rs. 42 crores. After learning the lesson the hard way, Bata did an about-turn from its adventure with high-end segment and returned to the mass segment.

Marketing Strategy
Bata is reinventing itself and has introduced the concept of flagship stores to provide complete and unique shopping experience at par with their stores abroad. International trends, relaxed ambience, great products, and courteous staff at the new-look Flagship store are all a part of Batas new marketing strategy. Reposition brand 'Bata' - High brand recall for consumer lead to higher footfalls and better conversions Target new market (ladies and kids) Filling the missing 45% pie of footwear market Improving shoe line - Launching international brands, focus on style will attract new young customer class

95 Paise Price Tags

It was a strategy to begin sales talk with buyers curious about price like Rs 299.95. It would automatically create interest in the product. And from there salesmen can start their talk. The Bata price also had a psychological impact on the prospective buyers as it fell short of an amount that might have looked like a high price. The price tag was devised to communicate to customers that Bata values even their five paise.

Bata Overview
Market segment low to medium priced footwear for the common person across the globe Bata runs semi-autonomous companies targeted at the low to medium end of the scale. Bata clusters countries geographically into groups; the expatriate would build regional specialization & training activities would be more relevant on a regional basis for similar counties Bata follows a multi domestic strategy. It stands for low integration across country units & high local responsiveness Local Strategy

Marketing Approach

International strategy

Batas Offerings

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