1. About the Company:
Bata Shoe Private Limited was incorporated in Calcutta. India in 1931. Bata was originally promoted as Bata Shoe Co Pvt Ltd by Leader AG. Switzerland. a member of the Toronto-based multinational. Bata Shoe Organization ( BSO ) . The company had ab initio setup a little operation installation in Konnagar ( near Calcutta ) in 1932. In January 1934. the foundation rock for the first edifice of Bata’s operation now called the Bata was laid. By 1936 this works commenced the fabrication of places. In the old ages that followed. the overall site country proliferated.

This township is today popularly known as Batanagar. It is besides the first fabrication installation in the Indian shoe industry to have the ISO: 9001 enfranchisement. This company went public in 1973 and it was so that the company was rechristened as Bata India
Limited. This company operates as a subordinate of Bata ( BN ) B. V. . Amsterdam. Netherlands. With a bridgehead in Batanagar. the company thereon expanded into many other provinces.

Presently it has five mills located at Batanagar. ( West Bengal ) ; Bataganj. ( Bihar ) ; Faridabad ( Haryana ) . Peenya ( Karnataka ) and Hosur ( Tamil Nadu ) . Today. Bata India is the largest retail merchant and taking maker of footwear in India. Bata India is chiefly engaged in the concern of fabrication and trading of footwear & A ; accoutrements through its retail and sweeping web. Its shops offer a scope of footwear for work forces. adult females. and childs. every bit good as school and athleticss places. The company besides offers assorted accoutrements. such as socks. glosss and coppices. belts. school bags. and ladies pocketbooks ; and pick attention merchandises. It has about 275 distributers and 1250 retail mercantile establishments across 500 metropoliss in India which is a formidable lucifer for any other footwear company in India. The Company besides operates a big non retail distribution web through its urban whole sale division and caters to 1000000s of clients through over 30. 000 traders.

Bata India manufactures places of assorted qualities like leather. gum elastic. canvas and PVC. It operates assorted trade names like Mocassino. NorthStar. MarieClaire. Bubblegummers. Ambassador. HushPuppies. Scholl. Comfit. Power. Sparx. Weinbrenner. Naturalizer and Wind India under its umbrella. Its fabrication unit at Batanagar ( West Bengal ) has late commenced fabrication of places for industrial utilizations. Bata India intends to sell these places straight to industrial houses and non via retail shops. Bata India presently sells over 50 million braces of footwear every twelvemonth. More than 95 % of company’s gross comes from domestic operations. Bata India commands about 13 % market portion in the footwear industry consisting both organized and unorganised sector and about 35 % market portion in the organized sector entirely.

2. PEST Analysis:
2. 1 Political:
100 % FDI in leather and footwear sector since 2002.
However. India has non been able to pull important FDIs in this sector owing to labour Torahs. rigorous import and export policies. fewer tanneries bring forthing leather required for fabricating athleticss places. The freedom bound available to non-leather footwear is being increased to MRP Rs. 500.
For footwear transcending Rs. 500. the applicable responsibility would be 12 % . Central Excise responsibility freedom for non-leather footwear of Rs 500 per brace is likely to profit the leather sector. The addition in excise responsibility and service revenue enhancement might take to increase in the monetary values of leather merchandises like footwear. bags etc. on the dorsum of go throughing the monetary values to the terminal users. Tax holidays for period of 10 old ages on full excise responsibility and income revenue enhancement and a subsidy on gross revenues revenue enhancement. land/building and plant/machinery was given by province authorities of Himachal Pradesh. Uttaranchal. Jammu & A ; Kashmir and Assam to advance domestic fabrication of footwear. 2. 2 Economic:

India is the 2nd largest manufacturer of footwear in the universe with 2. 06 million production capacity and accounting for 13 % of planetary footwear production. Exports account for 115 million braces and staying 1991 million braces account for domestic ingestion. With the deprecating rupee. makers in India are bound to profit through increasing exports. Exports excessively constitute 5 % of Bata India’s net incomes and with the current economic instability in the European states which happens to be Indian footwear industries’ and Bata India’s major trading spouses. export might endure. Low cost labor. low tanning costs and handiness of natural stuff are few of the strengths conducive to Bata India and the footwear industry as a whole in India.

2. 3 Social:
India’s economic growing in the last few old ages has augmented the buying power of the people. Therefore. the demand for choice footwear at premium monetary values has besides proliferated. With 50 % of India’s population falling under the age group of 25 old ages. the footwear industry has a singular potency to turn. for it is this demographic section whose wants and desires fuels a important per centum of the footwear industry’s growing. Besides. the turning fiscal independency of adult females has besides expanded the consumer base of adult females presenting a farther stimulation to the footwear industry. 2. 4 Technological:

In conformity with an understanding. Bata India was engaged with Bata Ltd. Toronto. Canada for absorbing the proficient know-how of the footwear industry. the merchandise design and development. trade name development. information systems etc. for a period of 10 old ages from 2001. Thus Bata India is technically good equipped. It besides has an sole R & A ; D flying which is perpetually engaged in utilizing its proficient expertness to leave better characteristics and comfort into its merchandise. It besides has a fluidized bed burning boiler at its Batanagar mill to assist conserve energy. 3. Current Market Analysis:

Bata India is a well-established footwear trade name in India. Let us analyse this trade name based on the undermentioned parametric quantities. 3. 1 Market Share:
The company enjoys the highest market portion of 35 % in India. This is apparent from the fact that the entire retail presence of the company presently is more than thrice that of its closest rival. Around 98 % of the grosss come from the domestic operations. 3. 2 Market Size:

It retails through over 1300 Bata Shoe Stores located in over 500 metropoliss across India. It besides operates a non-retail distribution web through its urban sweeping division and caters to clients through over 30. 000 traders. 3. 3 Market Segmentation and Target:

INDIA A ( 14 % . includes high disposable income group )
INDIA B ( 50 % . includes people in-between category and in-between category group ) INDIA C ( 36 % . lower income category group )

Fig. 3. 1 Market Segmentation 3. 3. 1 Demographic Cleavage:
The mark market for Bata is all the category of the society i. e. lowers. center and the upper. Though. Bata is minimising itself in selling footwear to take down section. as Chinese merchandises have taken over the market wholly. The in-house trade names make it possible for Bata to provide to its upper and in-between category section. Bata cater to the demands of male. female and kids in equal proportion. The school places which Bata sells are most outstanding and sell the most. All Bata shops reflect the new political orientation like selling premium trade names like stillness puppies and Marie Clarie etc. As for now. ladies’ places is the chief gross earner. lending 30 % to the company’s gross. followed by men’s places. children’s places. school places and athleticss places. The shops offer fresh aggregations and are visually exciting. Thus we can state soon their mark client base is the full market section. 3. 3. 2 Geographic Cleavage:

Bata merchandises are made maintaining in head people & A ; their picks from different parts of India as it has positioned itself as a truly Indian footwear trade name which caters the demands of all Indians all across the state. Bata is present across the state through more than 1200 shops. It has successfully placed itself as an Indian merchandise. Shops are good available throughout the state. It sells footwear harmonizing to the season every bit good. They have specialized places for monsoon. summer. winter etc. Bata shops are spread throughout the state. This means Bata is a merchandise for all Indian. 3. 3. 3 Psychographic Cleavage:

Bata’s mark group includes all the three subdivisions of the society. They like the trade name because it’s competently priced and has got a assortment of merchandises under its name. Bata offers quality merchandises at sensible rate which makes it a clear favourite among the mass. Places for all seasons. age groups and gender.

3. 4 Competition:
Bata has a 13. 7 per cent market portion. It besides has to confront tough competition from many organized and unorganised sectors. Bata has overcome all the rivals and good sustained with a good market portion. it has to watch the other makers and do a counter move to fit the rivals move.

Fig. 3. 2: Rivals of BATA
Leading rivals are Lakhani Shoes. Liberty Shoes. Action Shoes. Woodland. Paragon and Relaxo in organized sectors.

Unorganized Sectors: it has to confront a major competition from Chinese footwear market which is imported from China. because Chinese footwear entered Indian market. Bata has to alter its policy and besides had to confront major fiscal loss. Which besides led to fall of Bata’s market portion to 10 % . which was a major reverse for Bata India. Bata so stopped concentrating on lower section ( in which Chinese had an border: low monetary value ) which led Bata to concentrate on other sections like on premium trade names besides. Bata faces the most competition from the ladies footwear division and that excessively from the local unorganised shoe makers and Chinese shoe shapers.

3. 5. 1 Financial comparing with equals:
Fiscal public presentation in the twelvemonth 2012:

We see that though Bata India’s Quarter on one-fourth net incomes are increasing. its year- on- twelvemonth net incomes have decreased well. Besides from the fiscal public presentation we can see that Bata India and Relaxo are the taking trade names of footwear in the lower and upper in-between category section. 4. Current Consumer Analysis:

Consumer Buying Behaviour refers to the purchasing behaviour of the ultimate consumer. A house needs to analyze purchasing behavior for: Buyers’ reactions to a houses marketing scheme has a great impact on the firm’s success. The selling construct stresses that a house should make a Marketing Mix that satisfies clients. hence need to analyse the what. where. when and how consumers buy. Sellers can break foretell how consumers will react to marketing schemes. Though the influencers might change. the consumer arrives at the purchase determination after traveling through the undermentioned process which is common for all the merchandises:

Fig. 4. 1: Consumer Buying Behaviour In footings of the behavioural facets Bata’s mark clients could be rather monetary value sensitive. demanding value for money. looking for useful demands to be met. and non overly witting about the shoe enduring for ages and being really sturdy. yet at the same clip demanding equal quality footwear which they can swear to last for a season or two. Bata may besides be categorized as a shop where normally full households visit together because of the assorted offerings that Bata has to offer to them. 4. 1 Value Proposition:

The client value proposition is significant as Bata offers value for money along with the trust which its clients have because of the established Bata trade name. In footings of entree. functionality and choice options it ever fulfils its promises of being a household mercantile establishment where each member of the household can purchase something. The service criterions is purely monitored and therefore an experience tantrum will be provided to the clients and these clients for this will be willing to pay a spot of premium because of Bata’s trade name. If analyzed for the value that Bata was supplying to its clients their value proposition may be categorized as follows: Reasonable quality at low or sensible monetary value

Footwear for the full household
Footwear providing to assorted functional demands e. g. athleticss. insouciant footwear. formal-semi formal Conveniently accessible mercantile establishments in assorted parts of the state Prior to entry of local participants and the Chinese imports. some kind of societal visibleness could besides be associated with Bata. as it was one of the two major trade names in the state so. 4. 2 Consumer Features:

The undermentioned chart describes the features of the consumers who are catered by the footwear industry in India. These are organized harmonizing to the pricing schemes of the places in the industry.

Fig. 6. 1: Consumer Features for Footwear Industry
As Bata caters to middle and lower in-between category section of the society we can state that Bata falls under Economy section. Thus. people purchasing Bata places will look for feel of the merchandise.
These people are less trade name witting. Besides they look for best quality at low-cost monetary value.
Fig. 4. 2: Influencing Factors Therefore. as we can see. Bata is more popular in insouciant places section wherein comfort and length of service influence the consumer’s purchasing determination. 5. Bata India’s Aims:

Vision:
To turn towards dynamic. advanced and market goaded maker and distributer. with footwear industry while keeping committedness to the state. civilization and environment in which the company operates. Mission:

To be successful as the most dynamic. flexible and market antiphonal organisation. with footwear as its nucleus concern. Introduction of a strong shoe line targeted to assorted market sections to keep leading through increased market portion. Corporate Aims:

Bata India. today. wants to shift itself market driven. manner witting lifestyle trade name. Providing to a broad assortment of client groups. Bata will supply its merchandises and services to all the groups in the community.

Besides. it aims to supply the finest quality through client engagement. Fiscal Aims:
1. Accomplishment of 100 % estimated concern in each class.
2. Keep a shoe line with 700 lines of which 200. 300. 150 & A ; 50 lines for Men. Women Children & A ; Plastic severally. 3. Achieve an mean 55 % border in each class Innovate thoughts or system for better direction of ware distribution by keeping 4 times stock bend.

Gross saless Aims:
1. Harmonizing to a survey by Assocham. the Indian footwear market is estimated to be around Rs. 22000 crore. The survey besides says that this market is estimated to turn by around a astonishing 75 % to Rs. 38500 crore. 2. Therefore Bata India has a colossal chance to earn a greater market portion by non merely increasing the gross revenues of its current line of merchandises but by besides presenting a new scope or merchandise line.

Merchandise Aims:
1. With the increasing buying power and the proliferation of the premium category. the demand for voguish. stylish and choice footwear is drastically booming. 2. About 50 % of India’s population is below 25 old ages of age. this demographic statistic consolidates the appraisal that the demand for footwear encompassing ( fashionable. trendy. stylish ) features contributing to this immature coevals will burgeon in the old ages to come. 3. This engenders the demand to spread out this line of footwear and perforate more into sectors like athleticss places to provide to the aspirations of this turning category. 4. The ladies section of footwear has non been tapped to its full potency by the Indian footwear industry as a whole and besides by Bata India in peculiar. 5. Almost 80-90 % of the demand of ladies footwear is met by the unorganised sector.

Therefore spread outing the ladies line of footwear to tap this colossal uncatered section should be one of the premier aims of Bata India.

6. Summary of Situational Analysis:
6. 1 SWOT Analysis:

6. 2 BCG Matrix of Footwear Industry:
BATA. Liberty. Khadims. Paragon. Relaxo cater to the multitudes whereas Woodland. Adidas are the premium trade names providing to high income category and hence are aiming niche market. BATA is right now in Question Marks sector in BCG where it has chances with the footwear market on its growing but lacks market portion and demands to understand altering demands to tap the chances. Though it caters to middle category households. their gustatory sensations have changed over the period and so has their purchasing capacity and hence these alterations have to be leveraged on. Adidas and Woodland are selling fewer places at premium monetary values and have captured a immense market portion in this high class niche market and are besides tapping the market growing chances and hence are in the STAR place presently. Fig. 8. 1: Bata BCG Matrix

6. 3 Bata Product Life Cycle ( PLC ) :

Fig. 8. 3: Bata PLC
BATA has reached Maturity phase and hence it needs to revamp its schemes to last in the of all time competitory market. It does hold a strong client base because of the value it offers at sensible monetary values but the ever-changing demands of the market have to be coped up with. BATA had traditionally positioned itself as a trade name for middle-class households and a one halt solution for the full household. It was successful in positioning itself as a trade name holding shops with merchandises to run into the demands of about all members of the household since it had merchandise scope for kids. work forces and adult females etc. BATA enjoyed monopolistic place boulder clay 1980’s in organized footwear industry. Its brown-leather sandals and bluish-white gum elastic slippers were immediately recognizable. It was a pick for everyone in household kid.
elderly. parents and for different purposes- monsoon. school places. and formal. informal. Leveraging on this competence and popularity of BATA it should heighten its services and offerings. Main concerns about the trade name are as follows:

1. BATA should lodge and is right in lodging to its USP of Best Quality at Low-cost monetary values but at the same clip it should seek and increase its visibleness in the market and analyse the manner trends every bit good as the altering affordability degrees of the populace. 2. People trust BATA as a trade name but comparable to females males have more disposition to BATA. The chief ground being adult females now-a-days prefer stylish places even for regular wear. They need more assortment and lastingness is non the lone concern. Peoples change places more frequently than earlier. So assortment and manner is need for the hr. 3. Now-a-days premium trade names are considered to be a position symbol and to be offering higher value and hence presumed to transport a higher monetary value. Premium trade names like Nike. Woodland. Adidas aiming niche high income people have become a competition for BATA as they are traveling beyond the niche market and even the center and upper in-between category households can now afford to purchase these trade names. 4. Shoping today has become an experience and hence the

1. Physical grounds
2. Atmosphere
3. Aid
4. Service Provided
5. Customer Care
All play a major function in act uponing the purchasing determination of a client. BATA has been at that place for long and has to seek to provide to all these demands and alteration with the altering outlooks of clients. 5. BATA is a really popular trade name and about all can associate to BATA – as Good Quality Footwear but it is necessary to increase its visibleness by pass oning to its mark audience what precisely alone value they have to offer. Promotions and advertizements are a cardinal to drag people to your shops 6. BATA is viewed as an “Out Of Fashion” trade name and a company that focuses on selling what it manufactures instead that fabricating what sells. It’s necessary to alter
this perceptual experience and image about it. They need to concentrate on “products that client wants instead than merchandises that they produce” .

It is necessary for BATA to take up REPOSITIONING on Priority.

6. 4 New Segmentation Targeting and Positioning for BATA:
6. 4. 1 Cleavage:
Market:
14 % of Indian Population – High Income Group
15 % of Indian Population – Upper Middle Class
35 % Of Indian Population – Middle Class Group
36 % of Indian Population – Low Income Group

BATA has been aiming in-between category and lower category population and should now go a trade name for upper in-between category every bit good. The lower category section is wholly taken over by Chinese markets and hence BATA has to stretch its range upwards. TARGETING: BATA has to aim male. female and kids and concentrate more on female and young person footwear in order to recover its market portion. Women spend batch of clip purchasing footwear as they seek quality. lastingness along with manner. They besides buy more frequently than work forces. kids or aged people. Hence it’s necessary to win their trueness. Youth comprises of bulk of the population today and therefore it’s non low-cost for any company to allow travel of this client base.

At the same clip it needs to aim Sportsmen as they are besides form a major ball of footwear client base. Placement: It has to alter its image of production oriented old fashioned company to value for money. manner witting. market driven. lifestyle trade name for all members of the household every bit good as a trusty athletic wear. It should shift its image from a fabricating company to a selling company. Repositioned Product’s Attributes:

1. Versatile merchandises to accommodate each juncture
2. High Quality at low-cost monetary values
3. Contemporary Styles with International Know-How
4. Easy to Keep
5. Comfortable and Trendy Footwear

Fig. 8. 4: New STP for Bata

Fig. 8. 5: Placement of Bata
In order to aim and perforate in in-between and upper in-between category BATA should present more assortment in the scope of merchandises. It should advance itself sharply to do itself more seeable. A proper selling mix is required for beef uping its place in the market.

7. Merchandise Mix for Bata:

Footwear for kids of age group 0-9 that assure healthy growing of kids pes

For running. hoops. cricket and other outdoor activities

Leather places and boots of low. mid. high cut designed for out-of-doorss and known for huskiness.

Footwear for adult females who like modern-day shoe manners

Casual shoe – really breathable. comfy shoe known for engineering

Very comfy. fashionable. dual stitched. massage soled places.

Comfortable. flexible. visible radiation and attractively designed places made merely for adult female

Bold and bright manner footwear for work forces and adult females

Scope of places with lace-up and somersault on for formal occasions. A gentleman’s pick. Light comfy and hardy

Places with ribbed innersole for rub downing the pess. Recommended for diabetic patients. Improves blood circulation and promotes god wellness.

Street manner places to provide to immature at bosom.

Bridging the spread between balls and casuals. Extra comfort for after work errands.

8. Selling Schemes:

8. 1 Merchandise:

A complete line of quality accoutrements runing from pocketbook. bags. belts and more for both work forces and adult females.

BATA presently has these 12 trade names of places under it providing to adult females. work forces. kids. young person. and patients for different occasions like formal. informal. and insouciant but its visibleness is really low. BATA has worked on making new merchandises but it has to be communicated good to the mark audience. Female footwear is a turning market and of all time germinating. Women buy footwear frequently and love to roll up good places. It’s necessary to acquire such adult females audience to the shops. BATA has Neutralizer and Marie Claire to provide to female footwear but the scope and assortment offered is rather limited. They have really few options for aged places and the North Star catering to the young person should be funky and voguish and should be promoted good to acquire the young person to purchase them. Though BATA has scope of merchandises providing to assorted clients it has to increase the merchandise base to increase gross revenues and incursion.

BATA has to get down fabrication more voguish & A ; stylish places to link to today’s clients who are going really trade name witting. Adopting and presenting international manners to Indian concern can assist pull more clients. BATA holding a world-wide range is cognizant of tendencies and manners in markets all over the universe. By presenting a different engineering and get downing off a new tendency picked from some international market or their ain invention can assist increasing gross revenues of the Company. BATA should follow Product-Positioning Strategy:

Aims:
Position merchandise in market so that it stands apart from viing trade names. To
place the merchandise so that it communicates good to the clients about 1. What BATA stands for
2. What it has to offer
3. Which clients is it aiming
To alter the public perceptual experience of BATA being “Out of Fashion” footwear To seek growing by offering varied merchandises in differing sections of the market. BATA should travel for Product Development and introduce footwear run intoing the current demands of the clients and fiting up with their manner quotient. In order to be the preferable trade name it should understand the altering manner of the market and cater to the demands sagely. People now-a-days have become really trade name witting. They don’t see footwear merely as a agency to cover their legs but as an accoutrement that suits their personality. So it’s necessary to understand the mind of the client. From the current place of BATA it’s clear that it needs to travel for merchandise development & A ; sweetening to go the most preferable trade name. ANSOFF Matrix for Bata:

Fig. 10. 1: ANSOFF Matrix
Changes that they can come up with in the footwear scope

1. BATA can get down a new scope – A gay scope that would offer cultural footwear for work forces & A ; adult females for assorted occasions like nuptialss. parties. festivals. These places need to be colourful. vibrant. elaborately made. They can be priced at a premium rate. The focal point on such places should be on beauty instead than lastingness and huskiness. 2. BATA should come up with places for Industrials for sectors like cars. crude oil. building. agribusiness. metal etc. The workers working in mines. Fieldss. near furnaces. power Stationss. building sites. airdromes require particular sort of places. BATA has its industrial web site to provide to some of the sectors like automotive. chemicals. building. electricity. conveyance etc.

BATA should leverage on this chance and seek to get bulk orders for the same. BATA should put more in engineering for doing such customized places and should lasso in an effectual gross revenues squad to further the B2B concern. It’s necessary to publicise their attempts. 3. Making Defense – Army places: The entire market size for footwear used by the defence force is about 12 million braces a twelvemonth. “The state has approximately three million defence and paramilitary forces and each buys four brace of places per twelvemonth. numbering 12 million braces a twelvemonth which is a large market. Defense governments presently beginning most of its footwear demand from unorganised participants.

So it is necessary to set up contacts with them and offer good value for money to them 4. BATA can come up with a premium athleticss places class with customized places for different athletics activities. Every athletics has different demands. Mountaineering. running. hoops. cricket. football. tennis. skating all require specific sort of places. BATA can put in analysing the athleticss market and offering the necessary demands of each athletics. It should bind up with assorted athleticss nines. schools. colleges. squads and managers for geting bulk orders. 5. BATA can tie-up with a celebrated interior decorator like Manish Malhotra or Neena Lulla for sole and specially customized designs for selective high income group clients.

They can hold an online portal where clients can take from the size. colour. cloth and form given on the site and order for the same. BATA can so in coaction with the interior decorator arrange for the fabrication of such customized places. 6. BATA can get down a new scope of Bathroom and Home slippers – Now-a –days many people prefer have oning slippers at place. Initially harmonizing to Indian tradition the footwear were placed outside the house but now many Indians prefer have oning comfy and cosy slippers at place to protect their legs from roseolas and soil. BATA can present new scope of flexible. comfy. bouncing colored slippers for work forces. adult female and kids. 7. BATA should convey in some of their international trade names like PATAPATA slippers. Sundrops. Safari. Toughees to India. Leveraging on its successful trade names in other states they can be introduced in India. 8. Catalogs of places should be printed. The catalogue should be attractive and should include all the assortments and scopes.

The clients should be given catalogues at the entryway and they can take their manner & A ; scope and there is less chance that they would lose on sing something. The sales representative so can do it available. 9. Bata can present the new line for Dance places. Now that dance being considered as one of the calling options. a batch of dance academies are get downing up. If Bata can capture this new market. they can pass over out their old image and can so be recognized as the company which provides places with manner every bit good. 10. BATA should popularise the accoutrements provided by it. BATA bags & A ; belts are of good quality but are non that popular due to miss of consciousness. It should come up with more accoutrements like 1. Pouchs for work forces and adult female

2. Mobile holders
3. Cases
4. Wallets
8. 2 Monetary value:

“It doesn’t affair at all that you make the best places in the universe if there is no 1 about to afford them” – TOMAS BATA BATA is competently priced and has got a assortment of merchandises under its name. Bata offers quality merchandises at sensible rate which has been its USP for old ages together. It has ever believed in fabrication quality places that about all can afford. The Company has ever endeavored to interrupt the myth of the monetary value factor. by presenting an economic system scope of merchandises that will embrace both manner and quality. The monetary value is considered as the most dominant “P” in the merchandise mix.

The pricing of Bata has been really nominal and user friendly for the client which Bata targeted. As Bata has merchandise for all section of the market. they came up with the scheme called “ 95 paisa monetary value tag” It was a scheme to get down gross revenues speak with purchasers funny about monetary value like Rs 299. 95. the ground behind it was it fell abruptly of an sum that might hold looked like a high monetary value. There is a sale traveling on Bata about throughout the twelvemonth if non about ( few merchandises are ever on sale ) .

With regard to pricing BATA should lodge to its USP of “Good Quality at low-cost prices” but it should work on the altering affordability degrees of the center and lower income economic groups. It should concentrate on Value for money and Perceived value scheme instead than merely offering merchandises at lower or cheaper monetary values. Peoples today have a perceptual experience that branded high cost premium goods are better in quality and are a position symbol.

They differentiate you from the crowd so low cost and mass incursion trade name like BATA may be seen as common and non category apart. Hence it is necessary to alter this image by offering premium merchandises at premium monetary values providing to trade name and category witting clients while offering good stylish footwear for price-sensitive clients excessively to retain them. BATA should follow competitory pricing. Currently it has assorted merchandises in assorted scopes. Sport & A ; Outdoor places – Rs 500 – Rs 2000

Formal places – Up to 3600
Casuals — Rs 1000 to Rs 2500
Kids — Rs 200 to Rs 800
Womans Footwear: Marie Claire. Neutralizer Rs 500 to Rs 1800
Hush Puppies premium trade name of BATA ranges up to Rs 5000
Recommendations for Pricing:
1. For the interior decorator aggregations suggested above in merchandises subdivision it can hold premium pricing. 2. Places customized as per athleticss have to be of best quality and at competitory monetary values with regard to other outstanding athleticss trade names like Adidas. Nike etc. 3. Industrial merchandises have to be discounted in order to acquire bulk orders and keep long-run relationships. 4. Perceived value pricing should be adopted for work forces. adult females and kids formal. informal footwear. 5. 62 % of the footwear market is unorganised sector particularly ladies footwear which has to be tapped by moneymaking offers and price reductions 6. Seasonal gross revenues and effectual communicating of the same to the mark audience. 7. Discount vouchers to regular members

8. Membership card to regular clients in order to have price reductions and information on the same. 9. Business Gifting. Gift Vouchers on particular occasions to regular clients and stock clearance gross revenues help pulling clients. 10. Positioning accoutrements at low-cost and low rates in order to derive clients. 11. Bata has a ample trade name advantage and a presence across monetary value points because of economic systems of graduated table and international exposure in footings of manner. manner and engineering that it should do most of. 12. Outsourcing non-core activities can assist in cost decrease and therefore more net incomes to the company.

BATA should see increasing efficiency by using advanced engineering and minimising wastage. Bata is brooding on its international presence which is its competitory border and importing its best patterns from abroad to be able to manage the fabrication demands for somewhat trendier lines with lesser volumes. It is besides using its regional expertness e. g. in Malaysia for gum elastic based places and in China for unreal leather places. Backward integrating has besides helped BATA in cut downing costs.

8. 3 Topographic point:
BATA has more than 1250 shops across the state. The Company besides operates a big non retail distribution web through its urban sweeping division and caters to 1000000s of clients through over 30. 000 traders. They have been working on supplying a better shopping experience to the clients. 1. Presence of 10. 000 sq ft Mega Store at Vadodara.

2. Renovation of 30 bing retail shops.
3. 2. 000 sq foot shops for tier-II and III metropoliss.
4. 11 Hush Puppies Stores

5. Bata shops are now broad with over 3. 000 sq. ft. of retail infinite ; some are even larger than 10. 000 sq. foot BATA has made itself accessible in metropoliss by puting up shops in premier locations but enlargement is necessary. Measures that can be adopted are as follows: 1. New shops should be opened in a four-tiered retail format under a new retail theoretical account – Up-market Flagship Stores. Smart and Trendy City Stores. Super Stores and Traditional Family Stores. Malls. This will assist the company service better in topographic points where presently it does non hold presence. 2. RETAIL Shop: These are the topographic points where bulk of the buying determinations are made. Making BATA seeable there is of import. 3. BATA should spread out its retail footmarks in major tube and other large metropoliss to increase visibleness and handiness 4. Closing unviable shops: Low net income giving shops must be closed down

5. Reaching out rural markets through trader web – Though footwear purchases are more in urban countries. 70 % of India’s population lives in rural countries and hence it is necessary to make out those people by puting BATA ware shops at that place. All rural occupants are non needfully hapless. There is a big footwear market potency that exists at that place excessively. The merchandises may change like formal places might non hold a large market in rural countries but sandals. chappals. ladies footwear markets can be explored. 6. Franchisees at premier strategic locations should be encouraged to heighten gross revenues. 7. Easy handiness and Visibility is the key

8. 4 Promotion:
Bata does non advance much by advertisement. Bata chiefly promotes by supplying “sale” in their existing merchandise lines. It besides promotes itself by maintaining international/premium trade names like stillness puppies. Marie Claire etc. Though BATA has taken stairss to heighten merchandise design. strategically place monetary values and better shopping experience by better layout and designing of stores the message has non been communicated to the mark audience good. There is a demand to make more awareness amongst the public sing BATA merchandises and their offers.

Merely so can they alter their image of being an Out of Fashion – common trade name. Companies spend crore on promotional activities as deficiency of consciousness makes all the other attempts futile. In the past 10 old ages. Bata has non come up with any effectual promotional runs. They haven’t advertised for any of their merchandises for a long clip now. But sing the lifting competition and altering demographics and behavioural forms of people. it is necessary for Bata to acquire into advertisement which is more focussed on exposure and edifice acquaintance with the trade name.

Such trade name saliency or top-of-mind consciousness does non merely acquire new clients. but is besides highly helpful in chief existing clients buy a peculiar trade name even more often. For illustration. even if a individual is a usual Bata client. he might desire to seek a Relaxo slipper merely because of the manner it is shown in advertizements or the models/actors used to expose it. To change such purchase behaviour. Bata needs to set in more on perennial exposure ; it can take advantage of assorted mediums to make the same Promotional run has to be designed merely for the original and authoritative trade name “Bata” . which is about happening STYLE – that agrees with the consumers’ gustatory sensations. run into their diverse demands. run into their budget. and fulfills their well-being. Stairss that can be taken are as follows for ATL:

1. Gross saless Promotion- TAG-LINE: Bata taglines meant for single merchandises are the cardinal constituents of advertisement. These tag-lines must be modified harmonizing to demographic profile of consumers. These should look on billboards at every crucial & A ; congested portion of the metropoliss in which Bata retail shops are runing. Everybody should understand and be able to link easy with the taglines.

2. PRINT ADS: Bata should follow aggressive advertisement of its merchandises merely before launch of any new strategy. offer or merchandise. This helps in puting up a platform for the new merchandises trade name in the heads of clients. The ads should be displayed on a full page in the taking newspapers which once more is based on the penchant of the people. They should attach booklets of their ads along with catalogues for
their merchandises along with the newspaper. 3. TV-ADS- Television is one of the best platforms to publicize one’s merchandise. Bata being a household trade name. the ads should be shown during the premier clip slot so the full household can see it together.

The advertizements should be able to link to the mark audience. Trade names positioning and Value offering should be clear through the advertizement. Bata Shoes lies in the class of High Involvement. Feeling Product where clients normally follows the form of FEEL-LEARN-DO. i. e. foremost they feel about the merchandise or trade name. so learn about it features and benefits and so take action ( purchase/no purchase ) . For doing the client “FEEL” the brand/product. we need to do and put to death the advertizement in a manner that the consumer is able to tie in positive feelings to the trade name and an individuality is created around the trade name 4. CELEBRITY ENDORSER: BATA should make up one’s mind on a Brand Ambassador for their trade name who would accommodate the personality of the trade name and would assist in lassoing in more clients.

5. ROAD SIDE Ad: Bata bill- boards should be displayed on premier locations in assorted metropoliss as a trade name edifice exercising. 6. BATA has an on-line web site with an on-line purchasing option but the assortments of merchandises on show on the site are really few. They should upgrade their sites with more scope and assortment. 7. Educating clients about the good quality of BATA merchandises through assorted runs such as Contests held in Malls. Exchanging old places for Bata places. etc. 8. In – shop advertisement is besides of significance. The shop should hold advertizements of assorted in house trade names on the walls. New Arrivals and popular places exposures can be displayed. 9. Public Relations through CSR activities. imperativeness releases. forming or patronizing some athleticss event or manner shows that would assist advance BATA will assist in achieving more visibleness. 10. Bata can believe of patronizing Sport Marathons which will hike up their image amongst the consumers.

Peoples can associate the places to the clean expression and good quality. Thus this would assist Bata to shift them. BTL activities like price reduction pricing. offers. gross revenues. presenting strategies. lucky voucher can assist advance the trade name. SOCIAL MEDIA Selling: BATA should hold an on-line presence at major networking sites in order to link straight to its clients as besides to acquire feedback on the merchandises and to cognize the demands and outlooks of clients. In this Internet epoch it is of import to do its presence felt online. Being active on facebook and chirrup like sites is bimportant to acquire a deep penetration on what the clients feel. Customers should be involved in competitions and other games to acquire them to cognize the trade name better and therefore increase the Brand Recall. Campaigns like “BATA Moments” where full household got what they wanted at BATA. sharing experiences and honoring victors would increase client engagement and chance of purchase. 8. 5 Peoples:

The Human Resources is the driving force of any organisation or Company. BATA has had a strong leading which has driven the company to give a good and consistent public presentation but in cut-throat competitory market more of an aggression is required. BATA ruled the footwear market in 1980’s but its inability to graduated table and alteration with altering demands and demands lead to decrease in its market portion and losingss. BATA has realized this and is be aftering its hereafter moves strategically. BATA has ever given intensive preparation to BATA employees to present first-class public presentation but changeless up step of preparation faculties is indispensable. Stairss that should be taken are as follows:

1. The sales representative should be trained to manage all client questions. They should be adept with all the merchandises offered by BATA and should cognize approximately BATA as an organisation. They should be groomed in etiquettes. presentation accomplishments. vocabulary and talking accomplishments. They should be available to function the clients whenever required but should non move pushful and should allow the purchaser decide on his bargain. 2. Management should engage immature and energetic persons with set of invention at senior places. They would convey in a watercourse of fresh & A ; modern-day thoughts to work on. 3. Good client service during and after the bargain helps go forth a good feeling on the heads of the clients. 4. Redressal of client grudges should be immediate. Repairs of faulty merchandises should be prompt. 5. Exchange policy can be extended to 15 yearss

8. 6 Physical Evidence:
The expression of the shop has become a premier factor in pulling clients. Along with premier location the expression and feel of a topographic point. its vivacious colourss. illuming. postings. attractive insides makes a client wants to step in
and look into the offerings. BATA has decidedly made an attempt to breakthrough from its old traditional simplistic expression to well-lit colorful and elegant salesrooms.

It can follow the undermentioned stairss

1. Revamping cardinal shops: More shop infinite. better atmosphere. attractive lighting. regular cleansing of shops and puting more mirrors should be incorporated to do shopping an experience. 2. Ocular Selling: Ocular selling is the activity and profession of developing the floor programs and 3-dimensional shows in order to maximise gross revenues. It’s the key to pull clients. BATA has to concentrate on strategically puting its merchandises in order to drag clients to the shops. Merchandises should be displayed to foreground their characteristics and benefits. The intent of such ocular selling is to pull. engage and actuate the client towards doing a purchase. Adopt Effective ocular selling in order to: Make it easier for the client to turn up the coveted class and ware. Make it easier for the client to self-select.

Make it possible for the shopper to coordinate and accessorize. Recommend. high spot and show peculiar merchandises at strategic locations. Educate the client about the merchandise in an effectual & A ; originative manner. Make proper agreements in such a manner to increase the sale of undesired goods.

3. Subject Based Interior Designing should be focused on.
4. The Products of the shop should be seeable from outside the shop. Posters of assorted trade names should be highlighted utilizing neon visible radiations. 8. 7 Procedure:
The procedure followed by BATA is systematic. good organized and in topographic point since old ages together. They have a strong distribution web and a strong concatenation of traders. BATA has maintained good relationship with its providers. traders and purchasers. Their current distribution scheme of Bata is that it has two sections Retailer and Wholesaler. Retail section topographic point the merchandises in nationwide company owned mercantile establishments.

On the other manus sweeping section give the merchandises in local markets who has the franchise from the company. Bata used the extended distribution scheme for their merchandises. Their intent is to maximal market coverage. In shop procedures besides need to be handled good with efficiency. BATA has ever ensured smooth running of activities and procedures within the shop right from taking the merchandise from the shelf. test Sessionss. helping with different trade names and eventually make up one’s minding on the merchandise. Bata has launched direct distribution channel – Bata Direct. It has been set up to supply branded footwear at the doorsill of consumers. A minimal start-up cost with no stock list outgo. direct selling is a concern relationship that enables Bata to give the consumers the benefit of quality merchandises with the Bata guarantee and trust.

Stairss that BATA can take:
1. Bata can improvize by binding up with more jobbers and retail merchants to advance the merchandise. 2. Concentrate on Bata-Direct every bit good to cut costs. increase contact base. 3. BATA should besides work on supplying assorted options in catalogue for BATA-Direct 4. E-commerce development will besides heighten the procedure by doing it convenient and easy to shop. All merchandises should be displayed really consistently and website should be easy to shop through. 5. The overall procedure of shoping —? Choice —?Payment should be easy and without any fusss in order to retain clients. 9. Fiscal Budget:

9. 1 Industrial safety places:
In the old twelvemonth about 1. 5 crore units of industrial safety places were sold in India. In India this sector is mostly dominated by local participants. Assuming that the mean monetary value of the industrial safety places of Bata India is Rs. 1750 and this with a 10 % border we arrive at a cost monetary value of Rs 1600 per unit. Besides presuming that ab initio around 10 % of the market demand in footings of volumes is produced by Bata India. we arrive at a cost of about Rs. 200-240 crores per twelvemonth. 9. 2 Cultural footwear:

Cultural footwear is handcrafted and hence its fabrication requires skilled laborers. Since the figure of such skilled laborers is non abundant. hiring of such workers will non merely be a tall order but will be expensive excessively. Hence. fabrication of cultural footwear must either be outsourced or
Bata India must bind up with local makers like Maco. Catwalk. Elina. Senorita etc. Through these affiliations Bata India can sell the cultural footwear of these local companies under its trade name. 9. 3 Places for Defense forces:

In the defence forces. orders for places are given to makers on contractual footing. Therefore. if Bata India has its ain fabrication installation for such places. it might incur losingss if it fails to bag the contract. Therefore. outsourcing the fabrication as per the order would turn out financially feasible than puting up its ain installation for the same.

9. 4 Sports Places:
Bata India manufactures canvas and leather places and sells the athleticss places of different trade names like Power. Weinbrenner etc. under its umbrella. So. if Bata India wants to present its ain line of athleticss places it will hold to put up a fabrication installation for it. Bata India already has a leather tanning mill at Mokameghat. Bihar. Besides. let’s assume that Bata India ab initio starts with places for common and popular athleticss like cricket. football and hockey. In add-on to this the running places line can besides be introduced. Later it can bit by bit upgrade to fabrication places for other athleticss like hoops. tennis etc. The budget appraisal is under the undermentioned premises:

The machines are estimated to run at an efficiency of 60 % in the first twelvemonth. From this appraisal. the undermentioned volumes ( per annum ) of the above mentioned assortments can be produced. Cricket places: 30. 000 units

Football places: 20. 000 units
Hockey places: 7500 units
Runing places: 15. 000 units
Leather which is the premier natural stuff is expensive therefore the high costs of natural stuff. Machinery constitutes one unit each of Upper snaping swing-arm hydraulic imperativeness. leather rending machine. leather skiving machine. toe enduring cum side enduring m/c. Thermo-plastic upper cementing and turn uping m/c ; two each of cylinder-bed individual needle m/c. post-bed individual needle m/c. Seat permanent m/c and 4 units of Air-cementing press-4 bed.