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Here how bata has targeted different market segments can be seen. Different Bata Brands cater to different market segments.
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INTRODUCTION
1931- Shoe Production Plant in Konnagar, West Bengal
1934 - Manufacturing City named Batanagar
Later factories in Digha near Patna
BATA CURRENTLY
Over 1250 retail stores in 500 cities
38 new stores in 3rd quarter of 2012
Largest store of 10,000 sq.ft is in Borivili
BRANDS OF BATA
SEGMENTATION
Segmentation – Basic Segementation
-Ambassador-Mocassino-Weinbrenner
-Marie Claire-Naturalizer
-Bubblegummers
Low Medium High(Rs 299 – 799) (Rs 800 – 1499) (Rs 1500 onwards)
Bata & I North Star Ambassador Comfit Power Hush PuppiesBubblegummers Footin Naturalizer Weinbrenner Scholl
Demographics – Income
Behavioural - (Occasions To Use)
Formal Casual
Sports 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
Performance
Affordable price
Comfortable
VALUE PROPOSITIONBrand Target customer Benefit Value proposition
Bata Price conscious middle class
Affordable & durable
Comfort at affordable price
Ambassador
Lifestyle oriented consumers
Comfortable finishing & better material
Shoes looking elegance & class
Comfit Working executives Comfortable fitting Extra sturdy & more stylish
Style & comfort at affordable price
Footin Style oriented youngsters
Bold & bright fashion
Comfort & fashion at affordable price
Hushpuppies
Working executives Light weight, soft & comfortable
360° comfort
VALUE PROPOSITIONBrand 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
scholl
weinbrenner
Hush puppies
Upscale precisio
n
Durable
Comfort
Affordable
NorthstarMoccasino
Ambassador
Comfit
Footin
Bata
Power
Repositioning Manufacturing company
Marketing oriented company
Repositioning
Competitive Frame of Reference
Target segment Health conscious peopleFeet problem patients
Consumer behaviorPrefer comfort over stylePrice insensitive
Scholl’s
comfort
Ultra-Soft
Waterproof lather
Lightweight
Durable
Flexible Sole Design
Cusioning
DIFFERENTIATION
Performance Weinbrenner Power Bata and I
Quality Hush Puppies Marie Claire Scholl
Rate 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
Design Hush Puppies Marie Claire North Star Foot in Deligh
t Foot in Bata & I Bubblegummers Hush puppies
Durabiliity Bata Weinbrenner Power Bata & I
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