Santo 04 10 2020

An Evaluation of the Digital Marketing
Activities of Bata Bangladesh
Preprated By
Hasibul Hossain Santo
ID: 171-11-417
Major in Marketing
Program:BBA
Department of Business Administration
Faculty of Business & Entrepreneurship
Daffodil International University
An Evaluation of the Digital Marketing
Activities of Bata Bangladesh
Submitted To
Professor Mohammad Masum Iqbal
Submitted By
ID: 171-11-417
Major in Marketing
Program: BBA
Submission Date: 26-09-2020

Letter of Transmittal
September 26, 2020
Professor Dr. Mohammed Masum Iqbal

Subject:Submission of Internship Report on‘‘An Evaluation of the Digital Marketing

Activities of Bata Bangladesh’’.
Dear Sir,
I am very pleased to have submitted your working report on "Bata Company digital
Marketing business." As I had to lead the class to get pragmatic work on the ground. It is a
pleasure to prepare this report as your guide since it provides an opportunity for a better
understanding of the work of knowledge of my experience, challenges and progress through
my job is in digital market Bangladesh. As a student of Business Administration I have
always known the importance of having some knowledge of what to do. I have learned in
theory. During my internship I had this need more than I encountered the long-term reality of
the real business. I am grateful that you have supported me and guided me needed in this
course.
I sincerely believe you will find it informative and useful. I earnestly hope this guide meets
your needs and expectations.
Yours Faithfully
.......................

ID: 171-11-417 Program: BBA
Major in Marketing
29
@daffodil International University

Certificate of Approval
This is to certify that Mr.Hasibul Hossain Santo, ID: 171-11-417, is a regular student of BBA
program, Department of Business Administration, Faculty of Business & Entrepreneurship,
Daffodil International University. He has successfully completed the internship
reporttitledAn Evaluation of the Digital Marketing Activities of Bata Bangladesh as a
requirement of BBA program.
The report is recommended for submission.
...................................
Professor Dr. Mohammed Masum Iqbal

29

Acknowledgement
All praise to ALLAH, the King, and the Merciful in general. Without his blessing and
approval, this report would not have been valid. I am grateful for the courage of the Almighty
of Heaven knowledge and without His blessing I could not have made it far.
First of all I would like to thank my mentor Professor Dr. Mohammed Masum Iqbal for
helping me completed in my internship report. I have calculated and completed this report in
a good behavior due to the guidance, support, and advice he provided me over this time. I
have tried my best to make this great tutorial while making my recipe. I am grateful to him
for always being there when I need advice or being frustrated throughout the confusion
throughout my career. During the internship I was with developing skills and knowledge of
the advertising industry. So I thought to myself as a very lucky person as I have been
provided with ways to be a part of it. I am also very happy for the opportunity to meet many
good people and experts who have led me through this practice working notices.
In addition to that, I congratulate Mr.RazibJahanFerdous (Advertising and Operations

Manager) of Bata Company Bangladesh Limited. I will always thank you for the faith you
have given me. You let me know for sure that, at Bata, customer satisfaction is paramount.
Holding a large group of clients and interacting with them has established good
communication within me and I thank you and only your guidance for that.
Finally I would like to thank Mr.AnikSaha (CEO, E-Commerce). Thank you for your
guidance and the daily advice you have given me. Your introduction made me embrace Bata
culture really well. You have always looked after me as a team, not just as an Intern. You
have taught me about the different brands and types of shoes that Bata designed. It would be
hard for me to work BataBd.com without you assistance.
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Executive Summary
Bata is a multinational footwear retail company. They started working in Bangladesh in 1962
by opening their own office. Previously they were only used to sell their product by own
shops but nowadays where the whole world being online so Bata also opens a digital platform
to sell a product.
Bata planned an executive digital marketing process to enrich their customer so easily and in
a fast way. Bata built the most easily usable website to share product pictures and brand
activities to consumers. Bata start collecting customer details like phone number, social
media account so that they can connect with customers by showing them Bata’s offer,
collection, new arrivals, shoe models, etc. They hire the best models from young aged to the
old citizens in various countries to establish trust in their customers of products. They invest
more online for showing their ad on different online platforms. To attain all types of
customers and all aged Bata fabricated different ways and different media. Because of ancient
companies and their previous faith they successfully construct a familiar path with customers
on the digital platforms so easily and very fast. Consumers are happy getting Bata’s original
quality products without visiting shops. Also, the transaction process is too easy for
customers because Bata signed with most common banks, cards, even they approved online
banking for customers. So the process of digital and marketing for the product in a digital
way met the pick point. They excel in the footwear industry. I have talked here about the
ideas and their digital business as a whole in Bangladesh..
The main purpose of this paper is to examine the digital marketing of Bata company
businesses in Bangladesh. The report also discusses getting to know Bata products in the
digital market and analyze their current market. Finally, identify their business ventures with
their competitors and monitor their business plans in digital platforms.
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Table of Contents
S.N Contents Page
Letter of Transmital i
Certificate of Approval ii
Acknowledgement iii
Executive Summary iv
Chapter: 01 Introduction
1.1 Introduction 01
1.2 Objective of the Report 01
1.3 Limitation of this study 01-02
1.4 Scope of the Study 02
1.5 Origin of the Report 02-03
Chapter: 02 Company Overview
2.1 History of Bata Bangladesh 04
2.2 Bata Business 04-05
2.3 Bata Bangladesh Overview 05
2.4 Bata Bangladesh 05-06
2.5 Customer Service 06-07
2.6 Sources of Production 07
2.7 Mission & Vision 08
2.8 SWOT Analysis 08-09
Chapter: 03 Research Project
3.1 Bata Bangladesh Basic Facts 10
3.2 Channel of Sales 10
3.3 Internal Analysis 11-13
3.4 Market Analysis 13-14
3.5 Environmental Analysis 14-15
3.6 Industry Analysis 15
3.7 Market Position 15-16
3.8 Account Development 16
3.9 Degree of Rivalry in the Industry 16
Chapter: 04 Digital Marketing of Bata Bangladesh
4.1 Digital Marketing 17
4.2 Traditional Marketing Versus Digital Marketing 17-19
4.3 Digital Marketing of Bata Bangladesh 20-23
4.4 Intensity of Competition other Industry 23-24
4.5 Analysis of Digital Competitor 24-26
4.6 Independent High 26
4.7 Independent Medium 26
4.8 Ethical Conduct and Corporate Responsibility 26
4.9 The Bata Environmental Mission Statement is 27
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Chapter:05
5.1 Finding 29-30
5.2 Recommendation based on problems Identified 31
5.3 Conclusion 32
Reference 33
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CHAPTER: 01
INTRODUCTION
1.1 Introduction:
Bata is a multinational company in Bangladesh. Bata fast established in Bermuda but now
headquartered in Lausanne, Switzerland, and operate 4 types of work unit into the whole
world such as Bata Europe, Bata Emerging Markets, Bata Branded Business and Bata North
America.It maintains retail shop in 52 countries and make production in 28 countries in
whole world. It’s a biggest company that has sold more than 14 billion pairs of shoes, belt,
wallet etc. Bata Company listed in Dhaka Stock Exchange in 1985. At this moment, its shares
are traded in our two stock exchanges that is amazing.
1.2 Objectives of the Study:

The study has been carried out with the following objectives.
 To explain digital marketing;

 To describe the digital marketing activities of Bata Corporation;
 To identify the problems related to the digital marketing activities of Bata
Corporation;
 To make recommendations to solve the problems;
1.3 Limitations of thisStudy:

According to the corona pandemic, every shop of Bata was close inti the time of my project
time. But because this project consume time and high cost, because of lockdown I can’t
gather more information about wholeBangladesh. It its possible this project might be more
accurate.
The type of study required a detailed interview with consumers in the market. Therefore, they
faced an extraordinary difficulty in accessing them because att the stuff are at home. I try to
get information through the social media and contract with them personally to get the
information.Respondents often found each other after answering a few questions, leaving the
interview, leading to discontinuity in the interview and wasted time and effort. Furthermore,

the interview was conducted only with shoe clients in Dhaka city for the time limits of the
internships.
Lack of understanding on the part of the respondents regarding the purpose of the study was a
major limitation in completing the questionnaire. He had to explain the nature of the study
and the purpose of various questions to various clients several times.
Despite the previous sincerity, some mistakes can occur. Responsibilities are allowed for
those unintentional mistakes, if any. Adequate efforts were also made to carry out the project
in accordance with the objectives.
1.4 Scope of Study:

In order to achieve this goal, it is necessary to collect data from consumers in the country.
But for the treatment of serious illnesses, expenditures and other restrictions, only from the
city of Dhaka and its nearest areas is considered to collect data. In order to achieve these
goals, the study will focus on the quality, price, comfort and other design of Bata, in addition
to professional competition with Apex, Jennys, Bay and others competition. In doing so, it
will also identify the limitations and disadvantages of the problem. The project will focus on
the level of consumer interest in Bata Companies (to the extent that they are satisfied) by
focusing on the city of Dhaka.
1.5 Origin of the Study:

Bangladesh has a wide range of products that can generate large amounts of foreign
exchange, if only the necessary support of foreign buyers can be provided through the use of
bags. Money from remittance countries and thus reach a certain level, stable for countries'
trade. For entrepreneurs, the task is to create business processes and to integrate all the
functions to create, communicate, and deliver value to customers. Businesses Come into
Their All Books McCarthy has put this task into a business mix of four broad categories,
which he calls the four Ps of the industry.
Products, prices, promotions, locations are the special market changes below every p that is
presented in the market. Recently, a new era has opened up to continue to diversify

Bangladesh's export market from including footwear and other leather goods in the export
list, especially to the European Union (EU) market.

Chapter -02
Overview of Bata Bangladesh
2.1 History of Bata Bangladesh

The BataCompany was established by the famous businessman Mr. Tomas Bata, who
drove the footwear trade in 1894. The company was founded in Zlin, Czechoslovakia,
now known as the Czech Republic. Since then, Bata Companies has become one of the
largest companies in the world and a manufacturer of footwear. Bata's global market
includes footwear, washing machines, woodworking machines, quality inspection
laboratories, manufacturing facilities and research facilities.
Bata has built up successful shipping centers around the world by building approximately
6,300 sales outlets, 10,000 franchises and thousands of Chinese customers and dealers.
More than 50,000 people are directly involved in designing and selling more than 300
million pairs of shoes every year. The Bata footwear company manages sales in 55
countries, and operates 40 manufacturers in 26 countries. The world's largest
headquarters is in Switzerland, formerly based in Toronto, Canada.
2.2 Bata Business

The footwear industry companies are involved in all aspects of the footwear industry.
Across the globe, Bata serves customers from storefronts to office floors.
 Manufacturermethod
Tomas Bata's business strategy was modified to improve the woodworking process that
day. This kind of thinking has been the driving force behind the success of the Bata
Organization. The Bata Partnership has been innovating in the field of footwear for many
years. Bata employees have played a key role in the DVP (Direct Investment
Vulcanization Process), PVC, athletic footwear and low heel shoes for the industry.
 Retailer method
Bata Sports Associations has developed value-added marketing strategies to meet
changing consumer tastes and needs. Each store has a product line to bring it to the

forefront of people and people. The business sells shoes to clothing and accessories along
with shoe donations. The understanding and satisfaction of the consumers want and need
has allowed Bata Organization (BSO) to become a global leader in footwear.
 Wholesaler method
The Bata Company enjoys a unique position in the wholesale market. The global market
of scale enables BSO plant to have high quality products at a cost-effective price, with a
wide range of products working on the ISO standard. Bata manufacturers are world-
renowned for their dedication to quality products and customers, and have enjoyed
manufacturing contracts from a wide range of footwear worldwide.
 Product Development & Brands
All over the world, the Bata ® brand sees the difference in quality and quality sneakers.
Many key components for Bata packaging have been developed in manufacturing
facilities in Italy, Far East and Canada. Designers and entrepreneurs in Bata Association
of Companies venture companies expand the collection by creating different designs to
reflect the tastes, budgets and atmosphere in them the store. Strict quality control
controls the selection of equipment and all stages of operation.
2.3 Bata Bangladesh overview

Bata business policy is very strong. Its maintain quality every types of product which is
maintain with urope, America and other development country. Owner of Bata company
Tomas believe and always focus on people and local service that policy make Bata different
from others.it always maintain employee satisfaction to deliver there house, quality food, and
hospital in Zlin. Bata always check their rail service, construction, insurance and other
facility. This policy makes Bata into a multination company because of its honesty and also
itmakingleather product and footwearmore then 30 countries. Bata also produce there product
according to customer choice, lifestyle.
2.4 Bata Bangladesh

Bata Company (Bangladesh) Ltd started their starting in East Pakistan (Now Bangladesh) in
1962. At present Bata Company operates from two manufacturers. Goods, one is in Tongi

and the other is in Dhamrai beside Dhaka. Bata shoes have been in demand by the customers
since the beginning of their business and they have achieved it only because they have
studied and researched a lot about the needs, requirements and the same time they are always
trying to make a difference in people’s finances. Which is cheap? According to Bata
(Bangladesh), about 30 million shoes are sold each year. And not only Bata's production
capacity is 1, 60,000 pairs of shoes per day. Bata publish their shop that was more then 3000.
In europe area total of 500 store where bata sell food ware,leather and baby shoe and etc.
inAmericaBata has 450 store and for Canada 250. Bata has more then 400000 customer in the
whole world.
 Best product of Bata:

BasicallyBata always focus on freshfood ware, leather accessories in the local
area.Itmaintain genuine quality everywhere.
 Best service of Bata:
Bata provide best service in India and Italy. Indian Bata community take the well train
person for there service this why the service of Indian Bata policy is up to the mark.
 Best quality and value:
Bata shop product is fashionable and up to the mark.and always value for money.
2.5 Customer Service

 Customer service Centers: Bata Company (Bangladesh) Ltd has a many service
provider and service point, Batas contact information is: Phone: +8802 980501-5
Ext: 309
 Bata Gift Vouchers: Bata gives coupon offer for all customers which have a bata
card this card facility is money supplementary. Gift Credits are available in our
distribution section - Tk. 500.00, Tk. 1,000.00 and Tk. 2,000.00
 Guaranteed Customer Satisfaction: Bata store has a repair, exchange or return
facility which has manufacture problems. They also do not exchange or return
items for sale if one changes an idea. Proof of purchase is required for a refund.
 Personalized Service: Professionals and enthusiastic sales people join hands
with people who bring customers satisfaction. In many countries customer service

goes through the store with home delivery, orders can be passed through the
website, website or even call Centers.
2.6 Sources of Production

Bata company Bangladesh product their product into two sources:
Own:
Bata has two manufacturer companiesone is Dhamrai and other in Tongi.

Dhamraimanufactures leather products such as shoes; belt and ladies leather product and
Tongi factory make all kind of rubber related products. It also makes the ing for the shoe.
Almost more then 90% of product into this two company.
Satellite:
Bata has satellite factory. Which product only gets Bata main shop in the batafactory? This
type of product steps up by Bata Bangladesh. Only 5% of Bata product comes from satellite
source of Bata Bangladesh.
Outsourcing:
Bata Bangladesh also has outsorceingfacility with different types FO baby shoes industry
from the Dhaka. The quality of these types of product ismaintained from bata marketing
officer and other stuff for maintain its quality. Bata has 8% of outsorceing company business.
Import:
Bata import too many complete product from outer country, all product need to up to the
mark for making the best selling environment which is around 2%. Quality of this tupe of
product is very nice and very high in price.
2.7 Mission and vision

 Vision: To grow as a force for design, innovation and driving industry in the
manufacturer and supplier, with footwear is our main business, while maintaining
commitment to the country, culture policies and the environment in which we
operate.
 Mission: Every company has a mission, to grow a fastest company in the world
Bata has same mission. All kind of people can bye its product and become a
customer best choice.
2.8 SWOT Analysis
Strengths:
 Modern production machine.

 Genuine product.
 Differentiated line of products.
 Up to mark of price range.
 Modern distribution centre.
 Maintain company reputation.
 High rated employee training
Weaknesses:
 Low rate of product promotions

 Need to improve marketing policy.
 Consider all types of bayes.
 VAT & tax barrier
Opportunities:
 Increase the market place and ads activity of Bata Company such as social
media.
 Need to increase design and product need up to the mark for fashion.
 More competition leads to more plans for the product.
 Need to increase customer service centre.

 Need to increase customer satisfactions.
 Franchise time with world brands like Nike, Reebok, and Hush Puppy.
 Market detail in the fashion & price range for footwear industry for all kinds
of footwear by Retail & WCSM.
Threat:
 Need to get the good quality of low materials.

 Some of Bata products design is not up to the mark.
 Need to things about competitors such as apex, reebok,Nike, Adidas. Because
the also provide good quality product.
 Thing about seller point. Not need to same type of shop in one area.
 Don’t need to copy others company business polic

Chapter -03
Research project
3.1 BATA BD. – Basic Facts
YEAR OF ESTABLISH AS BRANCH OFFICE: 1962
YEAR OF INCORPORATION AS FULL FILDGED COMPANY: 1972
TOTAL MAN POWER: 5000
NUMBER OF BOARD CATEGORIES OD SHOES: 5
TOTAL NUMBER OF CATEGORIES OF SHOES: 40
BATA ANNUAL SALE PAIRS (2009): 35M PAIRS
BATA ANNUAL TURNOVER IN (2009): 120M USD

DOLLER
AVERAGE RETAIL PRICES 10 USD DOLLER
NO OF BOARD: 20
3.2 CHANNELS OF SALES
TOTAL RETAIL AREAS: 50
NUMBER OF RETAIL OUTLETS: 420
WHOLESALE DEPOYS: 20
TOTAL NUMBER IF DEALERS: 1200

3.3 Internal Analysis:
Target Market: FOR ALL TOYES FOR SELLER NEED TO BE TERGET.
Basis of Segmentation:All the paper work Political social and other work need clear. Any
kind of paper work for a company need to check.There paper need to be clean. Two types of
policy they maintain always one is geographically and other is product types.
Retail marketing manager: Retail marketing manager face any kind of problems for a
company. Political social and other problems need to solve retailmarketingmanager.Any kind
of paper work for a Company need to check retail marketing manager. Not only complete
there all paper clean but also tie up with government rules and regulation.
Wholesale marketing manager: Whole sale department maintain whole sell document and
how many products sell in one day and in the months and from year. How manyproducts are
new and which product is old.
Merchandising manager: Merchandising manager maintain total of product number and

how many product less for to produce. How price need for a product. Design strategy and
other work need too maintain by merchandising manager. And also distributer seller and
other work need to maintain merchandising officer.
Production Department:
 To produce leather product in Dhamrai.

 To produce plastic product in Tongi
 To develop product quality
 To reduce production time
 To reduce cost for product.

Finance Department:
 To minimize product cost

 To maintain and collect the finance strategy
 To maintain shareholder in Bata company.
 To ensure conductive financial climate of the company.
 To all stuff and selection grade employees.
Company Secretariat
 To select best product, best place, and selling product of the well knowledge
stuff with in a company.
 To select best weather for stuff, menual coordinator, better communication
between stuff.
 To maintain better training facility for the stuff, and skill development of the
stuff.
 In order to have good management in the financial process of choosing the
level of management equipment.
Accounts Department:
 To maintain a good financial position in the company.

 To select financial plans to meet the investment needs and in order to increase
the interest of the investors.
 To prepare the Annual Financial Plan of the company in terms of completion
and distribution of funds.
 To prepare the Company's Annual Financial Report for completion and
distribution of funds.
 To manage the assets of the company.
 To provide financial information and inform top executives for goal setting.
Internal Audit Department

 Confirm acceptance in all related areas.
 Preliminary Assessment: to complete all assessments.

 Subsequent examination: Conduct an internal inspection, evidence on a variety
of observations.
 Preparation of procedure manuals.
 Assessment: Conducts an assessment of each of a particular set of assessments
in accordance with the requirements of the law of examination inquiries.
MIS Department
 Coordinate and supervise data entry for the accounting and payroll package.
 Update product cost and product profitability from time to time.
 Organize repair and maintenance of computer hardware.
 Provide the necessary support and help to the team in their daily function.
 To prepare the monthly subscription of "Pre-Sales"
Costing Department
Directed by the cost and efficiency manager.The department is responsible for
all kinds of shoe cost issues and makes maximum use of manpower. The
department is also responsible for maximizing the use of material consumption
and calculates the costs of shoes effectively and efficiently.
Human Resource Department
 In order to have a clear section of the staff.
 Help employees grow and develop.
 Monitoring employee records.
 Maintain friendly and peaceful labor management relationships.
 To ensure discipline among employees.
3.4 Market Analysis:

In a given environment, the marketing strategy deals with the interaction of three forces
known as three C strategies: the customer, the competition and the corporation. Based on the
interaction of the three strategic C's, the formation of the marketing strategy requires the
following three decisions:
 Where to compete: Requires a market definition (for example, competition in an

entire market or in one or more segments).

 How to compete: Requires a means of competition (e.g., introducing a new product
to meet a customer's needs or establishing a new position for an existing product).
 When to compete:Requires time to enter the market (for example, be the first on the
market or wait until the primary demand is established)
Thus, the marketing strategy, in terms of these three key elements, is defined as an effort of a
corporation to differentiate itself positively from its competitors, using its relative strengths to
better meet customer needs in a given environment.
Quality Assurance
 To ensure that end-users receive medicines, they are safe, effective and of a quality
compatible with the leading position in the health sector across the country.
 Maintain the quality standard to protect patients, prevent errors and optimize the value
provided to the consumer and the company.
 Apply customer-centric principles of quality, services and excellence in all processes
and systems, from product design, development to production, distribution and
marketing.
3.5Environmental Analysis:
Social and Culture Factors:
People's lifestyles change with the increase of disposable income and more and more people
become better and more fashionable models. Since more and more travelers know what other
Bata stores have to offer elsewhere. So, Bata Bangladesh needs to go out of their old design
and design to match the new fashion now. Explaining culture and cultural attitudes is a good
symbol for future business.
Technological Factors:
Due to the huge improvements in information technology systems, the "Internet" has been
proposed as a new media support to reach consumers. Realizing the need and opportunity,
Bata Bangladesh has already established a state-of-the-art facility in Dhamrai. All the leather
products they made here in Bangladesh are made there. They offer new forms of
technological improvement in which the MIS department monitors its entire operation. The

POS system in the wholesale warehouse is also a positive step towards a good use of
technology in survival and competition in current business.
Political and Legal Factors:
In Bangladesh, political unrest such as hartal, strikes etc. are a serious barrier to the proper
functioning of a company. However, Bata Bangladesh is able to get some positive results
from political factors. Because they are 100% taxpayers in the government of Bangladesh,
they need to be able to understand the importance of FDI in the country. Therefore, Bata
Bangladesh can also get some benefits from the political factor.
Economic Factors:
 Per capita income is rising.

 The footwear industry is growing with the increase of the urban population and the
level of income.
 Exchange rates are fluctuating, which influences the cost of procuring raw materials
from external sources.
3.6 Industry Analysis

Products tend to go through different stages, each stage being affected by different
competitive conditions. These stages require different marketing strategies at different times
in order for sales and profits to be realized effectively. The life cycle of a product is by no
means a fixed period of time. It can last from weeks to years, depending on the type of
product. In the case of the footwear industry in Bangladesh, it is currently going through
stages of growth, which are characterized by the entry of many new consumers into the
market, by the decrease in price as experience and economies of scale have been achieved, by
the developed distribution channel and through the increasing intensity of competition.
3.7Market Position
Bata Bangladesh is the largest player in the footwear industry, with a volume share of about
9-10% and a market share of 60% in the organized segment. BB (Bata Bangladesh) has a
70% market share in the canvas shoes segment, while it has a 60% market share in the leather
shoes segment. BB produces about 10% of all Hawaii sales in the country. BB competes in

the manufacture of Hawaii at low prices with the unorganized sector, with its price ranging
from Taka35-Taka110 to the prices of the unorganized sector in the Taka25-Taka50 range.
Main competitor in the popular segment of the organized market Apex. Other players in the
organized sector are Liberty shoes, Baly Shoes, Woodland, and Pagasus. Most of the world
players like Adidas India, Reebok, Nike etc. operates through subsidiaries in Bangladesh,
focusing mainly on the premium sports footwear segment, which has an insignificant volume
share. Competition is fierce in the domestic market due to popular brands such as Gaitonde,
Red Tape, and LotusBawa in the illegality and smuggling of these shoes. These brands are
gaining market share especially in the premium segment.
3.8 Account Development

 To ensure the favorable financial trend of the company.
 Ensuring a sound financial plan for raising and allocating funds and thus
maximizing shareholder interest.
 To prepare the company's annual financial plan both in terms of acquisition
and allocation of funds.
 To keep the company's books of account, costs and financial accounts in
accordance with the requirements of the law and the group's headquarters.
 To manage the company's assets.
 Provide financial information and report to senior management for decision
making.
3.9 Degree of Rivalry in the Industry

Although Bata enjoys a fairly good market share and has known the market for a long time,
competition in the market is intensifying day by day. For decades, the only concern for Bata
has been independent sellers, who have minimal set-up costs and, in many cases, sell high-
quality, low-cost shoes or low-quality shoes. But the situation has changed a lot because now
not only independent sellers but also regional and world-renowned brands are now in
Bangladesh. So the competition is much more intense now. Bata Bangladesh needs to think
about both their old threats and their new competitors, who have a much more organized
structure than their old competitors.

CHAPTER: 04
DIGITAL MARKETING OF BATA
BANGLADESH
4.1 Digital Marketing

Practically, digital marketing refers to any online marketing effort or asset. Email marketing,
pay-per-click advertising, social media marketing and even blogging are great examples of
digital marketing - they help introduce people to your business and persuade them to buy.
Digital marketing is like any other type of marketing - it is a way to connect and influence
your potential customers. The real difference is that you connect and influence those
customers online.
Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web
marketing'. The term digital marketing has grown in popularity over time. In the USA online
marketing is still a popular term. In Italy, digital marketing is referred to
as webmarketing. Worldwide digital marketing has become the most common term,
especially after the year 2013.
Bata Bangladesh started the new sales channel by signing a contract of selling its products
through a 3rd party E-Commerce website named Daraz.com. Later it launched its own
platform-www.batabd.com on the 26th of February, 2016. Alongside Bata’s own E-
commerce site (Batabd.Com) it is conducting business with four other E-Commerce Vendors
named Kiksha.Com, Ajkerdeal, Daraz.com and Bagdoom. The main objective of the
introduction of E-Commerce sales channel is to establish Bata shoe Company (Bangladesh)
limited as an Omni-channel brand and to offer multiple shopping channel for the customers.
4.2 Traditional Marketing versus Digital Marketing

The difference between traditional marketing and digital marketing can be made on the basis
of 5 points below:

Reaching vsAttracting
One of the main differences between Digital and Traditional is in the perception of what you
need to do to be successful. It is a matter of going after your leads vs. inviting them to come
to you.
Tradtional strategies put the brand out there in instigating ways to quickly capture the
audience’s attention. They need to impact and leave a mark every time an ad is displayed.
Then we have online channels that rely on relationships and connections, a two-way street
inviting the public to be part of the brand’s life.
Instead of only reaching, Digital Marketing uses meaningful content to lay a path that attracts
new leads and guide them straight to you.
Interaction Opportunities
A big difference between both methods is how Traditional Marketing is way more distant
than Digital when we analyze brand-client relationships.
Telemarketing is a traditional way of opening a straight conversation with a lead, but it

usually works for sales, not advertising. Events are a thing too, but you can’t do them every
day.
In Digital Marketing, interactions are vital. You build a closer, more direct and controlled
connection with leads.
Also, you know how your strategy is impacting them and you can quickly build up from that.
Results tracking:
Seeing the audience’s reaction in real-time is what really sets both ways apart. Think about a
TV ad.
How can you know exactly how many people watched it? What they did after watching?
How did they perceive your brand and your product?

An impact like that can take time and a lot of effort to measure in traditional advertising. But
that kind of data, as we said before, is the core of Digital Marketing.
With a well-structured campaign and good Key Performance Indicators (KPIs) you can test
various approaches at the same time, monitor multiple channels and understand which of
those works better for your company.
You can also follow trends and do numerous benchmarks to identify new opportunities to
attract leads and sell more.
Costs:
A Digital Marketing campaign can cost the same as a traditional one, but the main reason
businesses are migrating to online advertising rests on an imperative word optimization.
The difference here is tightly connected to the last point we discussed. With more data and
more tools to analyze them, a company can focus its investment on the channels that give the
best results.
Before online marketing, most campaigns demanded for big investments in reach but with
lower engagement and conversion rates.
Now, it is possible to bet on a campaign with a smaller bugdet that connects with your buyer
persona, attracting a lot more leads. You can spend less overall or use the saved money to
improve even more your strategy.
Return over Investment (ROI):
Optimized campaigns generate better results, both in brand awareness and sales. That
equation is important for success when investing in marketing.
Traditional Marketing still has its place and may generate a satisfactory ROI. The difference
is how Digital opens up more possibilities.
Online channels have various price points and demands that can fit any goal or budget.

It is great for assessing opportunities and testing different results over the investment made
another chance to optimize and sell more while spending less.
4.3 Digital Marketing of Bata Bangladesh

PRODUCT:
Bata has a wide range of products line on their website as well as their shops for consumers
in the existing market, Bata has an international team of diverse creative ideas to develop new
wear, wear , sneakers, etc. , sandals, sneakers, shock, women's shoes, children's shoes and
many other shoe line products industry has been marketed in the market. About half the line
of products that the company exports and sells under franchise.Bata also sells ten types of
shoes worldwide at their retail store.
 PRODUCT PRICE WITH SIZE:
BATA PRICE RANGE(TAKA)
Men’s 999-1699
Women’s 350-1500
School 500-700
Children 400-1000
Sport 1500-3500
Non Shoes 250-500
Dominating Color
Men’s Black
Women’s Black , Chocolate

School Black , White
Children Multicolor
Sport White, Gray
Non Shoes Black, Chocolate
Best Selling Sizes
Men’s 41,42
Women’s 4,5
School 4,5
Children 11,12
Sport 7,8
Non Shoes Depends on Product
Opening Days 6 Days
Opening Hours(am-pm) 9.00 am to 8.00 pm
Implementation of new designs Weekly
Effective sales campaigns 15-20% Discount
 DIGITAL PROMOTION
Bata has been working less hard to promote their products. They think 242 stores
across the country are helping Bata become an important commodity. Besides them
are the typical clothes of the Cricket Bangladesh team. However in Bangladesh, Bata
has made a lot of announcements as well:
 Online social media advertising

 Tv competition
 Web based e-flyer, sms
 Ads via newspaper or popular website.

 Some web promotion along with other established brands website.
 Bata offers exclusive offers only based on digital platform shopping.
 DISTRIBUTION:
Distribution begins when the raw materials are sent to the factory and the process is
started in the Tongi and Dhamrai factories. Since then, the final products have been
shipped to CDC (CentralDistributionCenter) by Tongi factory. After receiving the
final products, packaging has been developed and according to the needs of various
retailers, agencies, distributors and distributors, and store for website based selling the
products have been delivered directly to the suppliers. goods from the vehicle owned.
There is a separate process for its organizations and retailers from wholesalers and
retailers. Goods for offices and stores directly to the grocery store and delivery to
third parties are shipped to 13 warehouses in the country where they collect the goods.
In retail, BB operates through its own chain of specialized retailers. BB stores are
available in authorized areas across the country. 70% of Bata sales are from its own
retail stores. In addition, there are more than 500 professionals providing
approximately 300 retailers across the country. Bata has warehouses, wholesale and
retail outlets throughout the country.
BB's main strength is in the middle class and above. The concept of ‘financial stores’
has been taken to dispel the stereotypes in the minds of consumers who see Bata
electricity as expensive. The company focuses on rural markets for the growth of
packaging in the footwear industry.
 DIGITAL PROMOTION:
Bata promote their products in various ways. Search engine optimization, Search
engine marketing, Email marketing, social media marketing, Content marketing,
online ad, Smartphone marketing as examples. People of different ages can get
differently attracted by Bata promotion. Initially, Bata offers free delivery so that
customers can get used to online shopping without the headache of the delivery
charge.

 FUTURE PLANS:
The products seem to go to different stages; each stage is affected by different

challenges. These stages require different trades at different times to sell and benefit
from the focus.The service life of the product in the absence of stability of time. It can
vary from week to year, depending on the type of product. The footwear industry in
Bangladesh, has now reached the stage of development, which is characterized by the
entry of many new consumers into the market, by of falling prices as knowledge and
marketing of scale have been achieved, by developing distribution channels and by
increasing competition.
4.4 Intensity of Competition in the Shoe Industry

Porter provided a strategic plan for market analysis. He developed five models for industry
analysis, as seen in the proof material. The model finds five characteristics of a character that
determine the strength of a competitive force a sector and therefore the profitability of the
sector. The analysis of the Bangladeshi footwear industry compared to Bata shoes with
Porters' industrial competence model is summarized below.
 Threat of new Entrants:

The threat of new entrants is high in Bangladesh, as Apex has already entered the
market as a reliable and controllable footwear industry in the country. Beyond that,
foreign competitors such as Liberty of India, which are already gathering in the
footwear industry, especially in the women's segment.There are also other imported
shoes, such as Nike, Reebok, Addidas and Woodland. There are also other domestic
trading companies such as Baly, Pagasus and the Netherlands, among others. Bata has
to bet on a lot of things and can be long, which I have known for a long time.
 Bargaining Power of Suppliers

The controversy over the strength of the shippers is modest. The number of suppliers
is huge. And new companies and other orders of footwear will be in the quantity that
suppliers should meet, even if they increase the quality and reduce the price. The

threat of future integration by suppliers is huge, as the brand is not a major problem in
the footwear industry in many cases.
 Bargaining Power of Buyers:

Consumer hearings are getting bigger day by day, as shoe companies grow day by
day, with good future plans and updates and insights. People need durable shoes and
new designs. Thus, in order to satisfy customers, companies need to adhere to the
latest developments. The entry of foreign brands such as Nike, Reebok is not easy for
the problem to arise. Thus, it must be said that competition is heat in the footwear
industry. No one can afford even a brand like Bata, which has over 35 years of
experience in the Bangladesh market. Therefore, they need to be aware of the
situation and work and take appropriate action.
4.5 Analysis of Digital Competitors
APEX:
Most of their shoes are expensive. No shoes for school. The sneakers I bring to the store are
usually the "Addidas" brand and are very expensive. Among the male color segments, the
most common color is black, in the female section black and chocolate. They offer colorful
shoes for the little ones. The largest sizes of men, women and children are the average sizes
sold in each Bata store. They are also open every day of the week, except government
holidays. The program is 9:00 AM-10:00 PM. They usually use the new model every 6
months, according to their staff. The best-selling competition is a 60% discount on the special
design. Their market share is estimated at 1.50% in Bangladesh.
LIBERTY:
Here in shoe stores, the average price of shoes is also expensive. Their average selling price
is more than 600. They also have the same position in their segregation positions. In general,
natural colors and sizes that are sold elsewhere are also sold here. They are still open every
day, except on public holidays. They are open at 10 a.m. and remain open until 10 p.m. After
3-6 months they brought new shoes to market. The best selling price is 40-60% discount on

designer shoes. Market share of Liberty shoes is about 1%. I have been in the industry for
about 13 years as a franchisee, I am from India.
REEBOK:
They only sell athletic shoes and some children's sneakers that were available when they were
young. The price of each shoe is high 1200+. The colors and designs of their shoes are good
characteristics. Reebok wears a wide range of T-shirts, tracksuits and non-slip shoes, which
are inexpensive. After every 1-2 months new designs of shoes come in their store. 20-25%
discount on special designs is their best selling plan. About .10% market share Reebok
quickly went to the ground and took care of the brand tax segment of the country.
NIKE:
Like Reebok, Nike only has sneakers and children's shoes. Their shoes are also expensive
sports shoes from 2000-5000, which are mostly sold. The best-selling items, such as T-shirts,
ribbons range from 750 to 2250 taka. They open their store every day of the week. They
brought a new standard to the market every 3 months. So far they have no ads for sale. Like
Reebok, but their market share is lower than their international competition as they enter the
Bangladesh market for 6 or 7 years.
PAGASUS:
They have made their name as a sports shoe manufacturer. After that, shoes will appear on
both men and women. The best selling shoes are 800-1200 for men, 550-750 for women and
300-500 taka shoes for kids. Their best athletic shoes are about 700-900 taka. They open their
shop daily from 9am to 10pm. After 2 months, they released at least some of the new designs
in one of their series. Best sales promotion with up to 20% discount. Their product has been
on the market in the country for more than 25 years, but it did not go well. The trade-off is
only 0.50%, mostly the quality of the shoes is moderate.
BASED ON SOCIAL MEDIA:

Social media is completely free for general users in Bangladesh. As a result some of the little
business companies establishing their business through social media. Like bata taking
advantage of social media on the other hand those companies are also making their business.
Day by day those competitors are growing and they are establishing themselves as strong
competitors in the digital marketplace of the shoe brand of Bata.
4.6 Independent High
It is the most popular among buyers. They are the type of sellers who usually sell discounted
discount imported shoes. Men's best selling price is 1400-1750 taka, women's 600-750 taka,
no shoes for school but have kids shoes 320-400 taka. They are open daily 10: 30-10: 00PM
at night. They do not sell the business at all, because everyone is a non-essential retailer.
They are named as the elephant footwear industry. They have a product quality of over 15%
and hold the impression in people's minds. Although sometimes they bring some new models
but that is slow and the quality of the shoes is also moderate.
4.7 Independent Medium

These types of stores are plentiful in the elephant area. They always do best for men's shoes
are 500 -600taka, 200-400 taka for women, and 100-250 taka shoes for children. They have
no shoes for school and no shoes. Dominant colors and sizes are the same as Independent
High. Their opening hours were the same as his heart. Implementation of the new model
occurs after 3-4 months. They hold large commercial products.The cheap price of their
favorite people. The quality of their shoes does not follow the standard in many situations.
Low cost construction, no promotion makes them sell shoes at very low prices.
4.8 Ethical conduct and Corporate Responsibility
Bata companies have a tradition of being good entrepreneurs and looking to participate in the
health of the country and the communities in which they left. Bata companies behave as a
good and supportive member of every community in which they work and seek to provide
employees with a safe and healthy work environment. . Bata companies are committed to
ensuring that operations operate properly and to complying with local laws and regulations.

Bata Bangladesh is also concerned about environmental safety issues. So he developed his
own medical effluent plant (ETP) in his organization with a large market.
4.9 The Bata Environmental Mission Statement is
“To protect our people, customers and communities and to protect our natural environment in
order to help sustain human development globally”
In implementing this mission, international guidelines in the fields of environment, health and
safety have been developed. The efforts and achievements of Bata companies have been
recognized in many countries, both by local and international bodies. Contributing to
environmental conservation includes a role in prevention and education. Bata companies have
long-standing relationships with groups that have helped several generations of young people
become more aware of the need to protect the natural environment.
03. Majority of the respondents wants more detailed product information at our website.
However many of the respondents believes the E-Vendor site should be bit more user-
friendly. It is also need to be ensured that all the products that are available at the retail
outlets of Bata must be available at the website as well. Many of the customers could not
trace their preferred shoe at BataBd.Com, whereas many did not understand the offered flat
discount concept.
04. Majority of the respondent said the reason behind purchase failure is short time frame that
was allocated to enjoy the discount Boucher. Whereas many believe that since the products
are intangible and they cannot go for a trial while purchasing it they did not go for purchase
online. A good number of respondents were such that till date they did not purchased online.
CHAPTTER-05
Finding, Recommendations and Conclusion

FINDING
01. Majority of the respondents prefers unique design and stylish range of products. However
a large number of respondents are satisfied with our current collections at BataBd.Com.
There is a group of price sensitive customer as well and they want Bata Bags in an affordable
price range.
02. Regarding browsing experience most of the customers are satisfied with their browsing
experience at BataBd.Com. Many respondents are expecting a new category in our website
where all the popular (Bestseller) shoes will be there. A good number of respondents have
asked for a BataBd mobile app as that would be more convenient for them.
03. Majority of the respondents wants more detailed product information at our website.
However many of the respondents believes the E-Vendor site should be bit more user-
friendly. It is also need to be ensured that all the products that are available at the retail
outlets of Bata must be available at the website as well. Many of the customers could not
trace their preferred shoe at BataBd.Com, whereas many did not understand the offered flat
discount concept.
04. Majority of the respondent said the reason behind purchase failure is short time frame that
was allocated to enjoy the discount Boucher. Whereas many believe that since the products
are intangible and they cannot go for a trial while purchasing it they did not go for purchase
online. A good number of respondents were such that till date they did not purchased online.
Recommendations
In this point, I would like to point out some my observations in the form of commendation. If
action is taken against these issues, it will definitely assist Bata Bangladesh to uphold its
brand value.

1. Appoint more customer care representative; though at Bata it is believed that
customer is at their core, very few people are directly responsible for the customer
care department.
2. Increase the acceptance of E-Commerce Department within the Organization;
E-Commerce is the latest edition to Bata. A multinational company that has such a
strong brand value for its excellent retail operation might taking bit long too long to
realize the potential of E-Commerce.
3. Highlight the potentials of E-Commerce; E-Commerce is the economic way to do
business. Starting from minimal occupancy rate to workforce, it saves lot money!
Therefore Bata as an organization needs to get acknowledged regarding this and
support it more in financial terms.
4. Focus on the official E-platform of Bata alongside the third parties; it is true that
right now majority of the E-Commerce revenue is generated from Third party
vendors. However we cannot ignore the potentials of its official site which is
BataBd.Com. Introducing trendy shoes lines at BataBd.com and conducting heavy
marketing promotion can assure good earrings from BataBd.com as well.
CONCLUSION
Through a review of Bata Shoe Companies Bangladesh Ltd and the footwear industry, we see
that the footwear industry is growing and identifying their performance as a failure, with no

improvement.Rapid change in market demand, inability to sustain business and lower prices
in performance. On the other hand, the distribution and vertical integration are the strengths
of Bata From an industry point of view; we see that Bata is fixing this in almost every way. In
many small places, Bata does not come. Based on these points, the recommendations will
lead to an increase in the market share of Bata Bangladesh Ltd. of strong future competition
in the footwear industry.
After working for all 3 months I learned how to behave with our colleagues, with our seniors
and also with our supervisor. And apart from the people in the office I have also learned how
to deal with customers and how they can be happy. And I am sure that all these kits will help
me out in my future work and for all this I will be able to cope with any situation and illness.
All the education, knowledge, continuous practice of office, and the skills that I have
mastered, the knowledge that I have gathered will pay off in my entire life . The most
important thing I learned in those 3 months was how to be safe and secure, the 3 months of
work made me more disciplined and motivated.
Reference

1. https://www.assignmentpoint.com/business/marketing-business/report-on-
marketing-strategies-of-bata-shoe-limited.html
2. https://www.batabd.com/pages/about-us
3. https://www.facebook.com/batabangladesh/
4. https://en.wikipedia.org/wiki/Bata_Corporation
5. https://www.othoba.com/bata-shoe-company-bangladesh-ltd
6. https://pdfslide.net/documents/bata-shoe-company-bangladesh-ltd-report.html

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An Evaluation of the Digital Marketing

Activities of Bata Bangladesh

Submission Date: 26-09-2020

Professor Dr. Mohammed Masum Iqbal

Subject:Submission of Internship Report on‘‘An Evaluation of the Digital Marketing

Hasibul Hossain Santo

@daffodil International University

The report is recommended for submission.

Professor Dr. Mohammed Masum Iqbal

@daffodil International University

In addition to that, I congratulate Mr.RazibJahanFerdous (Advertising and Operations

@daffodil International University

@daffodil International University

@daffodil International University

@daffodil International University

1.2 Objectives of the Study:

 To explain digital marketing;

 To make recommendations to solve the problems;

1.3 Limitations of thisStudy:

@daffodil International University

1.4 Scope of Study:

1.5 Origin of the Study:

@daffodil International University

@daffodil International University

2.1 History of Bata Bangladesh

2.2 Bata Business

@daffodil International University

2.3 Bata Bangladesh overview

2.4 Bata Bangladesh

@daffodil International University

 Best product of Bata:

2.5 Customer Service

@daffodil International University

2.6 Sources of Production

Bata has two manufacturer companiesone is Dhamrai and other in Tongi.

2.7 Mission and vision

@daffodil International University

2.8 SWOT Analysis

 Modern production machine.

 Low rate of product promotions

@daffodil International University

 Need to get the good quality of low materials.

@daffodil International University

YEAR OF ESTABLISH AS BRANCH OFFICE: 1962

YEAR OF INCORPORATION AS FULL FILDGED COMPANY: 1972

TOTAL MAN POWER: 5000

NUMBER OF BOARD CATEGORIES OD SHOES: 5

TOTAL NUMBER OF CATEGORIES OF SHOES: 40

BATA ANNUAL SALE PAIRS (2009): 35M PAIRS

BATA ANNUAL TURNOVER IN (2009): 120M USD

AVERAGE RETAIL PRICES 10 USD DOLLER

3.2 CHANNELS OF SALES

TOTAL RETAIL AREAS: 50

NUMBER OF RETAIL OUTLETS: 420

TOTAL NUMBER IF DEALERS: 1200

@daffodil International University

Target Market: FOR ALL TOYES FOR SELLER NEED TO BE TERGET.

Merchandising manager: Merchandising manager maintain total of product number and

 To produce leather product in Dhamrai.