CREATIVE BRIEF PROJECT/DATE:

6-01-2020
1. Overview:

Bata is a Shoe Company (Pakistan) Limited started in 1951 and went public to become Bata Pakistan Limited in the
year 1979. Since its inception, the company has not only maintained a good reputation of manufacturing high quality
footwear for all segments but has also been designing shoes in accordance with the changing fashions and trends. If
you encounter any problem with our product, please refer to the store of purchase with the original cash memo. The
store manager would be able to assist you. Bata Pakistan is serving its valued customers through a strong retail
network comprising of more than 431 retail outlets, 544 registered wholesale dealers and 136 DSP franchise served by
12 wholesale depots across the country. Being a multinational company Bata Pakistan has played a vital role in the
economic progress of Pakistan. It has introduced sophisticated technology and business skills to the country and
provided direct and indirect employment to about 10,000 people. Along with its own manufacturing capacity Bata
Pakistan is also outsourcing its products nationally and internationally to meet the demands of its valued customers.
Bata has always been the market leader and in order to maintain its leadership it has invested millions of rupees in
updating its systems and equipment during the last few years. This will enable the company to expand, modernize and
develop its operations and in the process provide additional employment opportunities.

2. About Product
Bata provides Sandak Slippers which are more comfortable for the women to use in the home, garden,
outside and made to prevent communicable foot disease such as fungal foot infection. Thus, wearing slippers
will not only provide you extreme comfort but also will keep you healthy.

3. Core Values:
 IMPROVING LIVES. Respecting and understanding local culture and needs.
 Be Bold. Driving innovation and creativity at all levels.
 Serve With Passion. Listening and understanding.

4. Brand Essence & Brand Attribute:

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 CREATIVE BRIEF PROJECT/DATE:
6-01-2020
The brand essence is Bata – Shoes for all and attributes are following:

 Presence Over 70 countries

 1100 brands stores
 5 manufacturing plants across each country.
 Supply chain and distribution network.

5. Target Audience:
Geographic Segmentation: Bata is an international brand and it has more than 11000 stores
across countries. Bta keeps in mind the prefrences due to climate. Cold, hot, rainy, desert,
beaches and mountain.
Demographic Segmentation: 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.
Psychographic Segmentation: People have different lifestyle patterns, wants and needs. Bata
change based upon those patterns. Occasions to use: Formal, Casual, Sport, Outdoor, Sandal
(Sandak).
Behavioral Segmentation: Consumption patterns specifically targeted based upon different
occasions. Research shows that during festival seasons consumer become less-price sensitive and
purchase more premium priced products.
Socio-economic class: Lower, upper, middle class.

6. Tone

Masculine, (tough), rational (Comfort)

7. Communication Channels

Radio (Local FM station)

TV spots
Bill boards
Social media (Blogs, Face book etc)
8. Creative Considerations

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 CREATIVE BRIEF PROJECT/DATE:
6-01-2020
Communication medium consider in English medium and should tailored a medium-literature audience and
there will no political consideration.

NOTE: All creative Briefs instruction must be follow and accompanied.

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