4Ps of Bata STP of Bata

1. Marketing Management Project
Section – A, PGDM(19-21)
Abhinandan Singla 19DM007
Aditya Malik 19DM017
Altamash Hassan 19DM027
Ansuman Panda 19DM037
Archika Singh 19DM047
Bhagyashri Sathe 19DM058

2. Bata Limited (also known as the Bata Shoe Organization) is a multinational
footwear and fashion accessory manufacturer and retailer based in Lausanne
Switzerland. A family-owned business, the company is organized into three
business units: Bata, Bata Industrials and AW Lab. The company has a retail
presence of over 5,300 shops in more than 70 countries and production facilities in
18 countries.
Tagline/
Slogan
India’s favorite footwear brand; Shoes for all; I love
my shoes
USP Bata brand offers innovation and trust

3. According to reports the global footwear market was valued
at approximately USD 246.07 billion in 2017 and is expected
to generate revenue of around US 320.44 billion by the end
of 2023, growing at a CAGR of around 4.5%.
Footwear Industry in India produce 22 billion pairs annually
accounting for approximately 9.6% of total global footwear
output per year.
The footwear industry in India employs over 1.1 million
workers making it one of the top employment sources in the
country.

4. Market Share
BATA has a market share of 21.48 percent

5. Product Price
Place Promotion
Marketing
Mix

6. STRENGTHS
WEAKNESSES
OPPORTUNITIE
S
THREATS
SWOT
ANALYSIS

7. STRENGTHS
WEAKNESSES
OPPORTUNITIE
S
THREATS
• Bata has a worldwide Presence in over
70 countries and production facilities in
27 countries
• Benefit received from link to the
international organization for back-office
systems, product innovations and
sourcing.
• Bata showrooms are found in all the
major cities, mini-metros and towns
• Sells through over 1200 retail stores in
India and 5000 stores worldwide
• Excellent advertising and brand presence
• Wide range of footwear including ladies
sandals, heels, sports shoes, men formal
shoes, trek shoes, accessories etc

8. STRENGTHS
WEAKNESSES
OPPORTUNITIE
S
THREATS
• High cost for brand protection for Bata
products
• Intense competition in the footwear
segment means limited scope to overhaul
market share

9. STRENGTHS
WEAKNESSES
OPPORTUNITIE
S
THREATS • People now look towards
buying footwear as a blend
of fashion and comfort, so
now has an increasing
market size
• Bata has an opportunity to
create a separate division
for tackling the rural
markets in emerging nations
• Global expansion in the
premium footwear section

10. STRENGTHS
WEAKNESSES
OPPORTUNITIE
S
THREATS
• Intense competition from
other leading footwear brands
can affect Bata's margins
• Commoditization if fashion
footwear not differentiated
well
• Duplicacy

11. Porter’s 5 Forces of
Competition

12. Brands of BATA

13. VALUE PROPOSITION

15. SEGMENTATION

16. Low Medium High
DEMOGRAPHIC - INCOME
• Bata
• Comfit
• Bubblegummer
• Naturalizer
• North Star
• Power
• Footin
• Ambassador
• Hush Puppies
• Scholl
• Weinbrenner

17. BEHAVIOURAL – OCCASION TO USE
Formal Casual Sports Outdoor
Bata

18. TARGETING
People who prefer fashionable footwear

22. • Footwear and accessories for entire family
• Performance
• Affordable price
• Comfortable
POSITIONING- BATA is positioned
as the best footwear brand

23. Recommendations
• Change their manufacturing oriented style to marketing oriented
style.
• More visibility in shopping malls
• Introduce international styles and trends for men, women, and kids
• Better shopping experience to customers by employing skilled
salesperson.