Brand Description
Bata is one of the world leading footwear retailer and
manufacturer with operations across 5 continents
managed by 4 regional meaningful business units.
With 1250 stores across the country, it also has the
widest retail network..
Bata, over the decades, used the ‘current knowledge‘.
Brand History
Bata Shoe Company is registered in Zlin. Innovative
from the beginning it departs from century old traditions
of the one-man cobblers’ workshop.
The company was set up in Konnagar (near Calcutta) in
1932 which is known as Batanagar. It was also the first
manufacturing facility in the Indian shoe industry to
receive the ISO: 9001 certification.
It operates 63 companies in various industries but
footwear remains the core business with 60 million
pairs sold per year in more than 30 countries.
PRODUCT/SERVICE AND CORPORATE
INFORMATION
Shoes from which the brand known, market-oriented
collection that is in line with fashion trends and offers a
good quality to price ratio.
Incorporated as Bata Shoe Company Ltd on 1913.
The company name was changed to Bata India Ltd on
April 23, 1973.
Corporate office: Gurgaon
CEO: Mr. Thomas G Bata
Bata: Improving Market Share
25
20
15 17.6 15 15
15.4 15.2
In Organised Retail
10 Overall Market Share
5
6.7 6.5 6.8 7.2 7.6
0
2006 2007 2008 2009E 2010E
Bata today…
Serves 1 million customers per day
Employs more than 40,000 people
Operates 5000 retail stores
Manages a retail presence in over 50 countries
Runs 40 production facilities across 26 countries
Social Factor
Thinking Green... it has been Bata India's endeavour to
preserve the environment.
Bata Australia has donated footwear through the Red
Cross appeal.
Technological Factor
Tunnel System
Anti Slip Sole
Technological factor cont……
Easy RollingSystem
Climate Management
Competiton Factor
Liberty shoes
New retail strategy in order to face the competition.
shopping malls
franchisee model
shop-in-shop
source:www.fibre2fashion.com
Environment Factor
Bata India is to build a real estate-cum-industrial park in
Batanagar, near Kolkata.
Bata keep the wearer fit, healthy and safe.
Company is planning to expand its retail network in rural
areas .
source:www.fibre2fashion.com
Format of Bata
Retail format location Space/layout merchandise
Speciality store strategic Medium sized Focused single category
Bubblegummers is the leading children's footwear brand for
the 0 to 9 olds that assure the healthy growth of a child's foot.
Power embodies diversity with ranges in running, training,
court,basketball, football and Outdoor that combines function
with creativity
Marie Claire shoes are for women with an active lifestyle
who seek contemporary modern styles.
The Weinbrenner line is made up of leather shoes and boots,
low, mid and high cut
characteristics such as double stitching, massage insole,
latex foam insole, soft textile are used to emphasize
the brand image both for comfort and style.
DR.SCHOLL
The ribbed surface of the insole gently massages
your feet while walking. This boosts the circulation
And keeps you active all the day. The soft sole absorbs
all the shocks while walking.
NORTH STAR
It's a casual yet fashionable street-style shoes that caters
to the young at heart.
Hush Puppies emerged world's first casual shoe
It is soft, breathable and very comfortable shoe.
Known for technology.
The product life cycle
POWER
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(Sau paolo Alparagatas)
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Marketing channels of Bata
Company operated retail outlet
Dealer network
Direct marketing to the customers
Major retail outlet of Bata
India's first exclusive Hush Puppies
outlet at Hyderabad
10,000 sq ft Mega Store at
Vadodara
Bata India limited Behrampur
SWOT analysis
Strength:
Worldwide presence
Offers customer best value and great
possible service
Manages retail presence in 50 countries
High demand in foreign market
Weakness:
Losing competition because of the other
big players like adidas, nike, woodland etc.
Not too much stylist so it is losing the
attraction of the customer, specially in the
youth segment.
They don’t have any powerful brand
ambassador to promote their brand.
They haven’t promoted themselves
thoroughly, invested very less in their add
campaign.
Opportunity:
Bata India Limited has undertaken initiatives to
improve the company's cost structure and margins.
The company has initiated a financial restructuring
exercise to down its interest cost.
Financial re-engineering.
The company has tightened controls on costs in all
areas of and is looking at global sourcing for raw
materials and other inputs.
Bata India is also exploring third-party
manufacturing units in Assam and Jammu & Kashmir
as these enjoy tax holidays.
Bata Shoe Organization (BSO) has decided to give a
breather to its 51 per cent subsidiary.
: Threat
•Introduction of new brands in the market.
•Lagging behind in terms of technological factors.
•Young generation is attracted to the other
branded shoes like adidas, nike, woodland etc.
