competitive analysis of
marketing strategy of
Presented by:-
Sudipta Dutta(10DR006)
Avishek Kumar(10DR007)
Samiran Goswami(10DR017)
Under the marketing function audit, the auditor is uses marketing mix
elements to analyze company functions such as product, price, distribution
sales promotion & advertising, direct marketing and sales force. Here
marketing auditor evaluates marketing performance by asking questions
under the marketing mix elements such as :-
What are the company's product-line objectives?
Which products should be phased out?
Which products should be added to?
What are the company's pricing objectives, policies, strategies and
procedures?
To what extent are the prices set on cost, demand and competitive
criteria?
Do the customers see the company's prices as being in line with the
value of its offer?
What are the organization's advertising objectives?
Should the company consider changing its distribution channels?
Is the right amount being spent on advertising?
What do customers and the public think about the advertising?
BATA INDIA LIMITED
• One of the worlds leading footwear retailer and
manufacturer with operations
Across 5 continent
Managed by 3 regional MBU’s
• Largest retailer and leading manufacturer of footwear in
India
market share 32% of total
Foundation stone for 1st building of BATA operation called
BATA with industry certification of ISO:9001
Having more than 3200 retail outlets across India
Khadim’s India ltd.
• With its foray in footwear retailing in 1993 Khadim’s has
scripted one of the biggest success stories in the footwear
industry.
• Khadim’s is the 3rd largest footwear retailer in India in
term of organized footwear retailing.
• The leading shoe retailer in the East.
PRODUCTS OF BATA
• Women Footwear
• Men Footwear
• Accessories
Women Footwear
• CATEGORY : Casual
SUB-CATAGORY PRICE-RANGE
Contemporary Rs.499 – Rs.699
Flats Rs.399 – Rs.699
Heels Rs.499 – Rs.1099
Platforms Rs.499 – Rs.899
Lifestyle Rs.299 – Rs.699
Cont…
• CATEGORY : Comfort
SUB-CATAGORY PRICE-RANGE
Casual Rs.3199 – Rs.3499
Sporty Rs.3199 – Rs.3499
Contemporary Rs.499 – Rs.1599
Dress Rs.1699 – Rs.4699
Sporty Rs.2999 – Rs.3499
Cont…
• CATEGORY : Dress
SUB-CATAGORY PRICE-RANGE
Flats Rs.599 – Rs.1299
Heels Rs.899 – Rs.999
Cont…
• CATEGORY : Fashion
SUB-CATAGORY PRICE-RANGE
Contemporary Rs.399 – Rs.1299
Fashion Rs.499 – Rs.1299
Party Rs.599 – Rs.1299
Men's Footwear
• CATEGORY : Dress
SUB-CATAGORY PRICE-RANGE
Basic Rs.599 – Rs.1699
Contemporary Rs.299 – Rs.1299
Fashion Rs.1199 – Rs.1499
Cont…
• CATEGORY : Comfort
SUB-CATAGORY PRICE-RANGE
Basic Rs.1699 – Rs.1899
Casual Rs. 1299
Cont…
• CATEGORY : Casual
SUB-CATAGORY PRICE-RANGE
Basic Rs.599 – Rs.1699
Contemporary Rs.249 – Rs.3699
Dress Rs.699 – Rs.1499
Lifestyle Rs.699 – Rs.1899
Outdoor Rs.699 – Rs.1999
Sporty Rs.499 – Rs.749
Cont…
• CATAGORY : Sports
SUB-CATAGORY PRICE-RANGE
Adventure Rs.899 – Rs.1499
Basic Rs.499 – Rs.1099
Court Rs.1399 – Rs.1499
Jaggar Rs.999 – Rs.1299
Kids Footwear
• CATEGORY : Boy
SUB-CATAGORY PRICE-RANGE
Casual Rs.399 – Rs.699
City Rs.599 – Rs.749
Dress Rs.119 – Rs.599
Sports Rs.169 - Rs.699
Cont…
• CATEGORY : Girl
SUB-CATAGORY PRICE-RANGE
Basic Rs.499 – Rs.699
Casual Rs.599
Dress Rs.119 – Rs.699
Fashion Rs.499 – Rs.599
Sports Rs.599 – Rs.699
Cont…
• CATEGORY : Infant
SUB-CATAGORY PRICE-RANGE
Casual Rs.499
ACCESSORIES
CATEGORY
• Ladies Bag
Price Range : Rs.999 – Rs.1099
• Men : Belts
Price Range : Rs.299 – Rs.599
Products
• Gents Footwear.
• Ladies Footwear.
• Children Footwear.
• Accessories.
GENTS : Shoes
BRANDS PRICE RANGE
Khadim’s Less than Rs.500
Rs.500 – Rs.750
Rs.750 – Rs.1000
More than Rs.1000
Soft-touch More than
Rs.1000
Lazard More than
Rs.1000
Turk Rs.750 – Rs.1000
More than Rs.1000
continue
British Walkers More than Rs.1000
Pro Less than Rs.500
Rs.500 – Rs.750
Rs.750 – Rs.1000
Canvas Less than
Rs.500
GENTS : Sandals/Chappals
Khadim’s less than Rs.100
Less than Rs.500
Soft-Touch More than
Rs.500
Lazard More than
Rs.500
British Walkers More than
Rs.500
Pro Rs.100 – Rs.250
Rs.250 – Rs.500
continue
Pedro Rs.100 - Rs.250
Rs.250 – Rs.500
Wash N Wear Rs.100 – Rs.250
Waves Rs.100 – Rs.250
Hawai Less than Rs.100
LADIES FOOTWEAR
BRANDS PRICE RANGE
Khadim’s Less than Rs.500
Soft-touch Less than Rs.500
Rs.500 – Rs.750
Rs.750 – Rs.1000
Sharon Less than Rs.500
Rs.500 – Rs.750
Cleo Less than Rs.500
Rs.500 – Rs.750
continue
Pro Less than Rs.500
Rs.500 – Rs.750
Wash N Wear Less than Rs.500
Canvas Less than Rs.500
CHILDREN FOOTWEAR
BRANDS PRICE RANGE
Khadim’s Boys Rs.100 – Rs.250
Khadim’s Kids Rs.250 – Rs.500
Khadim’s Girls
School Days Rs.100 – Rs.250
Rs.250 – Rs.500
Pro Rs.100 – Rs.250
Rs.250 – Rs.500
Bonito Rs.100 – Rs.250
Accessories
♦ Portfolio & Laptop Bag (More than Rs.1000)
♦ Ladies Bag (Rs.200 – Rs.700)
♦ Office Bag (More than Rs.500)
♦ Travellers Bag (More than Rs.500)
♦ Belts (Rs.150 – Rs.800)
♦ Wallet (Rs.150 – Rs.250)
♦ Polish & Brush (Less than Rs.100)
♦ School Bag (Rs.170 – Rs.400)
♦ College Bag (Rs.350 – Rs.550)
PRODUCT LIFE CYCLE :
BATA
power
hawai
North star, bata
comfit, marie
claire,
bubblegummers
Hush
puppies
PRODUCT LIFE CYCLE
:KHADIMS
HAWAI, KHADIM
WASH N WEAR
BRISTISH WALKERS, waves
SOFT-TOUCH, PRO
CLEO
SHARON
Comparative Analysis of BATA &
KHADIMS
BATA PRICE KHADIMS PRICE
BRAND RANGE BRAND RANGE
MORE THAN
POWER Rs.499 – Rs.749 BRITISH Rs.1000
Rs.499 – Rs.1699 WALKERS MORE THAN
Rs.500
LESS THAN
MARIE Rs.699 – Rs.1899 CLEO Rs.500
CLAIRE Rs.500 – Rs. 750
BUBBLEGUMMERS Rs.499 – Rs.599 BONITO Rs.250 – Rs.500
PROMOTION :
KHADIMS
Advertisement :
television
print media
sales promotion :-
Publicity :
word of mouth
newspaper (business standard)
Event :
PUBLICITY : NEWSPAPER
PROMOTION : BATA
Advertisement :
print media
Sales promotion
dealer sales promotion
customers
publicity :
word of mouth
DISTRIBUTION
BATA
NORTH EAST WEST SOUTH
KOLKATA(BATA-NAGAR)
CUTTACK BHUBANESWAR
(WHOLE-SALE) (RETAIL- OUTLETS)
128, KALPANA SQUARE, LEWIS ROAD
128,ASHOK BATA WORLD UNIT-III STATION IRC VILL
NAGAR BARAMUNDA SQUARE GANDHI
DISTRIBUTION : KHADIMS
KHADIMS
NORTH EAST WEST SOUTH
KOLKATA
BHUBANESWAR
ASHOK NAGAR JANPAT(UNIT-III) PAL HEIGHTS
CUSTOMERS
Sales force
• Khadims
pal height - 6
ashok nagar - 8
• Bata
ashok nagar – 7
baramunda -8
unit iii - 9
kalpana -8
