INTRODUCTION OF BATA COMPANY

THOMAS BATA
Bata India is the largest retailer and leading manufacturer of footwear in India
and is a part of the Bata Shoe Organization.

Incorporated as Bata Shoe Company Private Limited in 1931, the company was
set up initially as a small operation in Konnagar (near Calcutta) in 1932. In
January 1934, the foundation stone for the first building of Bata’s operation -
now called the Bata. In the years that followed, the overall site was doubled in
area. This township is popularly known as Batanagar. It was also the first
manufacturing facility in the Indian shoe industry to receive the ISO: 9001
certification.

The Company went public in 1973 when it changed its name to Bata India
Limited. Today, Bata India has established itself as India’s largest footwear
retailer. Its retail network of over 1375 stores gives it a reach / coverage that
no other footwear company can match. The stores are present in good
locations and can be found in all the metros, mini-metros and towns.

HISTORY
1931

Bata India Limited the Company was incorporated at Calcutta. The

Company Manufacture and market of all types of footwear, footwear
components, leather and products allied to footwear trade.

1937

Tanning was introduced at the new factory at Batanagar, along with the
introduction of leather products towards the end of the year.

1942

In addition to the footwear manufacturing plant, a machinery

department was set up which produced the first Indian-made major
shoe machine. A leather footwear factory was established at Patna,
Bihar, which is known today as Bataganj.

1979

7,50,000 bonus shares issued in prop. 1:4.

1984

15,00,000 bonus shares issued in prop. 2:5 in April.

1989

The Company sucessfully launched `Adidas' collection of hi-tech sports

footwear.

As a result of the R&D activities, special leather board was developed as

a substitute for insole leather.

1996
The Company has received a notice in writing from a member of the
Company under Section 257 of the Companies Act, 1956 signifying his
intention to propose the appointment of Mr Thakur as a Director of the
Company.

2000

Bata India (Bata) is the largest footwear manufacturer and produces a

wide range of footwear such as canvas, rubber, leather, plastic and so on.

2005

Bata India Ltd Issues Rights in the Ratio of 1:4.

2006

Bata India Ltd has informed that Mr. J Carbajal has been appointed as an
Additional Director on the Board of Bata India Limited.

2015

Bata India has splits its face value form Rs. 10 to Rs. 5 .

2018 to till know

 Sell over 45 million pairs of footwear every year.

 Serves over 1,20,000 customers every year .
 Sells through over 1250 retail stores over 500 cities.
 Operates 5 manufacturing units and a tannery.
 Employs more than 6800 people.

MISSION AND VISION STATEMENT

MISSION STATEMENT :

“To be successful as the most dynamic , flexible , and market responsive

worldwide organisation wish footwear as its core business .”

Vision statement :

“ BATA delivers safe , high qualities , efficient and reliable transportation

services in its region that links people , jobs , and communities . “

ORGANISATIONAL STRUCTURE OF THE

COMPANY

 Mr. uday khanna is the chairman and independent director of the

company.
 Mr. Rajeev gopalakrishan is the managing director and CEO .
 Mr. ram kumar gupta is the director finance .
 Shaibal sinha is the non executive director .

PRODUCT LINE OF THE COMPANY

 Leather footwear
 Rubber / canvas footwear
  Plastic footwear
 Bags
 Belts
 Wallets

Companies brands image 1

Advertising
Vintage BATA Ads

In 1929, Bata ads were simple and straight forward. It contained little more
than two shoes with their price mentioned along with the name of the
company. By 1935, not much was changed with the ads being simple and
direct connecting with the consumers. Some changes were made which were
socially acceptable like the depiction of more personal moments, such as a
woman in her bedroom sleeping on a comfortable pair of Bata slippers. These
ads appeared in ladies magazines at times. After the Second World War,
advertising undergone major changes and Bata kept up with it. In 1948, Bata
came up with a Swiss ad featuring a kitten popping out of the top of a boot. In
1960, Bata exploded the global market, adding many sales outlets and
factories all over the world. In the 1960s the ad industry shifted its focus to
more youthful markets. Bata incorporated photography into its ads to attract
the younger generations.

During 1970s, Bata was at the forefront of fashion both in terms of product
styles and presentation of its ads of chunky, platform shoes and psychedelic
colours. In 1980s, Bata’s focus was to promote lifestyle branded products and
came up with a series of campaigns like the almost futuristic, high-tech look of
Marie Claire and Power Athletics ads appealing to aerobics fans of the era.

For a few years, Bata did not come up with any effective promotional
campaigns. They did not advertise for a long time. Considering the rising
competition and behaviour of customers it was necessary for Bata to get into
advertising. Advertising was needed to create top of the mind awareness not
only to attract new customers, but also to retain their old customers. For
example, a Bata customer might want to buy Relaxo slipper because of the
advertisements or the models used to display it. Bata had to put in more on
repeated exposure and take advantage of various mediums to do the same.

Marketing Campaigns
“Where Life Meets Style”- Spring-Summer 2014 Marketing Campaign
Bata India launched its new marketing campaign “Where Life Meets Style” in
March 2014 for its entire range of footwear, bags, glasses and accessories. The
campaign featured a 360-degree multimedia integration of TV commercials,
cinema, print, radio, and innovative outdoor, promotions, events and digital
platforms. The T.V commercial aired across channels had been shot to capture
a slice-of-life situation in the lives of people through the focus on footwear. It
used a unique technique of depicting real life moments by showing the actions
only from the knee down. It included a group of students eagerly looking at
their exam results, colleagues watching a cricket match and young girls
enjoying their ‘day out’. The film showcases the leading brands in their latest
styles. The new campaign emphasizes fashion and comfort of Bata shoes. It is a
remarkable milestone in Bata’s journey.

“Have we met”- Campaign for shoe-lovers

Bata tied up with Digital agency Section to launch a digital campaign ‘Have we
met’ around the theme of nostalgia. It includes a microsite to extend online
dedicated engagement and reach to reconnect with younger customers. It also
has a short film that enacts the reunion of two lost friends through a pair of
shoes. Section developed a digital platform for users to share a personal
message to a friend and select a pair of their preferred Bata shoe. It helps
individuals relive memories and reconnect with one another.

Bata Club
Bata Club is a loyalty program which offers great rewards and privileges.
Customers need to register their names & phone numbers to become a
member. With every purchase at Bata stores, points equal to bill amount get
added to the account which you can redeem at next purchase with Bata. Few
other benefits include new registration bonus, Birthday bonus, Member’s sale
day & Special products in store at exclusive prices for members. The Bata club
has approx. 6.7 million members & is growing rapidly.

Positioning
Bata had initially positioned itself as a family store for all footwear and related
products. Bata became a need brand as it positioned itself as providing
products catering to the needs of the middle class sections of the society. Bata
was loved by everyone in the family. The brand had something for every
member of the household.

It came up with new brands like Marie Claire, Hush Puppies and North Star.
Bata was known as a manufacturing company which produced footwear and
sold them. It wanted to change its image from a manufacturing company to a
marketing company. It wanted to be placed in the market as a fashion
conscious and lifestyle brand. It decided to become more visible in shopping
malls and create a shop-in-shop experience in multi-branded stores. The
company also introduced international brands like Scholl, Marie Claire, Bubble
gummers, POWER, and North Star.

During the last few years, Bata has focused on the modernisation of factories &
manufacturing processes. Bata stores are being renovated to provide world
class store ambience & delightful shopping experience. Bata plans to open 30
new retail stores, 30 new franchise stores & 5 destination stores with kid’s
playing area, food court etc. every year.

To leverage the exponential growth of e-commerce Bata started with e-

commerce division. Along with online business, e-commerce division focuses
on tie-ups with reputed companies & banks like HDFC, Samsung, Spice Jet,
State Bank of India etc. to increase the brand awareness & customer database.
The launch of new Bata mobile application has strengthened its e-commerce
business. Bata blog is a style inspiration for the young audience & a channel for
online surveys & feedbacks.

Online Presence

Apart from its vast offline presence, Bata is present online through its
website bata.in and has its own delivery channel ‘Bata Home’. It has various
categories ranging from women’s section to men’s, section for kids and
different brands such as Angry Birds, Hush Puppies, marie claire, Sunshine and
many more. The company has tie-ups with e-commerce sites such as Snapdeal,
Jabong, Junglee and Rediff. In 2014-2015, its multi-channel business has
performed very well and is expected to continue the same with its products
and service. To facilitate the shopping ease, M-wallet service has been
launched. The company website http://www.bata.in has been re-launched
where customers can now their favourite products on social media. The
company also came with ‘Click and Collect’ where customers can shop online
and get their products delivered to the local Bata shops, this would also help
bring more customers to their shops.

Competitors of the company image 2

DIFFERENTIATE BETWEEN BATA V/S NIKE,
ADIDAS& OTHERS

IMAGE NO. 3

STP Analysis
Segmentation:
Segmentation involves finding out what kinds of consumers with different
needs exist.

Based on Demographics

The demographic factors are age, Income, gender & occupation. Bata offers
products mainly to men & woman above the age of 14, with limited products
for school kids.

Based on psychographic factors

Personal Activities like hobbies, social events (marathon), sports, shopping and
Personal interests like fashion, styles are considered in psychographic factors.
Bata being the mother brand covers all these segments in their portfolio.

Target:
Target customer of Bata includes Price conscious middle-class families, youth
looking for affordable & trendy products. It targets all the age groups & has
something for every member of the family, i.e. men, women & kids.

Position:
Positioning is done in order to locate the brand in the minds of the customers.
The positioning is done with respect to the brand and product portfolio. Bata
positions itself as a brand that offers comfortable footwear & stylish
accessories for the entire family at an affordable price.
SWOT Analysis

Strength

Global Presence: Bata is present in more than 70 countries, with production

facilities in 27 countries. This makes Bata a global player and hence not
dependent on a single market.

Market Penetration: Bata has penetrated the market really well. Bata is

present in large cities to small towns. This helps in maintaining its customer
base and also capturing the new demand created in the market.

Strong Distribution Network: Bata has a very strong distribution network

throughout the world with about 5000 retail stores worldwide out of which
more than 1200 are located in India.

Excellent positioning: Bata has positioned itself really well as a fashionable yet

affordable footwear brand.

Cost Advantage: Its quite clear that bata has the cost advantage and is able to
manufacture a huge range of footwears at a very affordable price.

Weakness
Limited market share due to competition: Bata has been subjected to high
competition which doesn’t allow Bata to have a high market share. Bata’s market
share has been reduced to 6 per cent.

Falling Sales: Bata India’s year on year sales has been on a downturn. Although
the company’s profits have been increasing.
Low quality image: Because of the low pricing of Bata shoes, most consumers
think the quality of the shoes will be low as well. This is a typical price quality
approach of positioning.

Opportunity
Footwear as a Fashion statement: Footwears are now considered fashion
statement and hence sales are bound to increase. This creates
an opportunity for Bata to enhance its revenues.

Growing Rural Market: Bata has a strong presence in the emerging nations.

Rural market in the emerging nations is growing at a high rate. Bata needs to
take advantage of the demand created in the rural market. This will help in
improving its bottom-line.

Growing demand in the premium footwear category: There is a growing

demand in the premium footwear industry, especially in the emerging nations
where the standard of living is growing.

Threat
Intense competition: Bata is facing intense competition from other leading
footwear brands in all the categories and hence enlarging its customer base
and market share is becoming difficult.

Duplicity in the market: The Footwear industry is also subjected to duplicity in

the market, which not only decreases sales but also weakens the brand name.

The government of India has now allowed 100% Foreign Direct Investment
(FDI) in the footwear manufacturing industry, the proposed reduction in excise
duty on rubber sheets for soles & heels from 12.5& to 6%. Such steps by the
government are beneficial for sector growth. Rapid change in lifestyle creates
huge potential for footwear industry & Bata India with its relentless efforts
continues to be the market leader.

Product Mix
Product mix : Set of all peroducts offered by company for sale

Product line : a group of related products constitute a product line

Width of product mix : no of product lines in the product mix ( e.g10 lines of
HUL’s product mix

Length of the product mix is the total no. of items in the mix( in example ,it is
46

Avg. length of a line – total lengh

GL-BAJAJ INSTITUDE OF MANAGEMENT AND RESEARCH

Company name – BATA

Team presentation

Batch – 2019-2021

Submited To – Radhika malhotra

RESEARCH REPORT ON BATA

BY-

1- SOURA BIJOY ROY

2- AMAN SIDDIQUI
3- VIKRANT KUMAR
4- DEEKSHA GUPTA
5- ANSHIKA DEV
6- MOHIT GUPTA
7- SHRISTI KESHARI