BATA Marketing( Segmentation, Targeting, Positioning, Differentiation)

INTRODUCTION

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1931- Shoe Production Plant in Konnagar, West Bengal

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1934 - Manufacturing City named Batanagar

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Later factories in Digha near Patna

BATA CURRENTLY

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Over 1250 retail stores in 500 cities

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38 new stores in 3rd quarter of 2012

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Largest store of 10,000 sq.ft is in Borivili

BRANDS OF BATA

SEGMENTATION

Segmentation – Basic Segementation Bata Footwear Men

-Ambassador -Mocassino -Weinbrenner

Women

-Marie Claire -Naturalizer

Kids

-Bubblegummers

Demographics – Income Low (Rs 299 – 799)

Medium

High

(Rs 800 – 1499)

(Rs 1500 onwards)

Bata & I North Star Comfit Power Bubblegummers Footin Naturalizer

Ambassador Hush Puppies

Weinbrenner Scholl

Behavioural - (Occasions To Use) Formal

Sports

Casual

Outdoor

TARGETING

SINGLE SEGMENT

SELECTIVE SPECIALISATION

MARKET SPECIALISATION

PRODUCT SPECIALISATION

MASS COVERAGE

Industrial Shoes Miner Shoes

Hunter Shoes

POSITIONING



Footwear and accessories for entire family

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Performance



Affordable price



Comfortable

VALUE PROPOSITION Brand

Target customer

Bata

Price conscious middle Affordable & class durable

Comfort at affordable price

Ambassador

Lifestyle oriented consumers

Comfortable finishing & better material

Shoes looking elegance & class

Comfit

Working executives

Comfortable fitting Style & comfort at Extra sturdy & more affordable price stylish

Footin

Style oriented youngsters

Bold & bright fashion

Comfort & fashion at affordable price

Light weight, soft & comfortable

360° comfort

Hushpuppies Working executives

Benefit

Value proposition

VALUE PROPOSITION Brand

Target customer

Benefit

Value proposition

Moccassino

Price conscious working executives

Style & comfort

Comfort at affordable price

Northstar

Price conscious youngsters

Attractive and fashionable

Style & fashion at affordable price

Power

Youngsters who use sports shoes for style rather than sports

Style, durable

General purpose sport utility

Dr Scholl

Health conscious consumers

legendary cushioning, and advanced technology

Expert in making feet feel good

weinbrenner

People engaging in outdoor activities

Ruggedness & style Durable, stylish & comfortable outdoor shoes

Upscale precision

Hush puppies Ambassador

Durable

Comfort scholl Comfit

Powe r

weinbrenner

Moccasino Northstar

Footin Bata

Affordable

Repositioning Manufacturing company

Repositionin g

Marketing oriented company

Competitive Frame of Reference 

Target segment Health conscious people Feet problem patients



Consumer behavior Prefer comfort over style Price insensitive Flexible Sole

UltraSoft

Cusioning

comfort

Scholl’s

Waterproof lather

Design

Durable

Lightweight

DIFFERENTIATION

Performanc e  



Weinbrenner Power Bata and I

Quality   

Hush Puppies Marie Claire Scholl

Rat e     

Bata Foot in Bubblegummers Mocassino Power

Service 

Warranty

Utility   

Bata & I Power Weinbrenner

Value and People      

Bata Hush puppies Bubblegummers Bata & I North star Marie Claire

Desig n   



Hush Puppies Marie Claire North Star Foot in

Delight    

Foot in Bata & I Bubblegummers Hush puppies

Durabiliity 

  

Bata Weinbrenner Power Bata & I