Bata Project

Marketing Strategies Of Bata India Ltd.
-1-
INDEX
CH # PA RT I C U L A R S PG #
1 INTRODUCTION
 Introduction "
 Signifcance & Scope O Study "
 Objectives #
 Research ethodo!og y $
% MARKETING
 Introduction *
 eaning & Defnition *
 eatures O ar'eting( +
 I)portance O ar'eting +
 unctions O ar'eting 1,
- FOOTWEAR INDUSTRY
 .usto)er /a!!et 0!!ocation 11
 Indian ootear 2 Overvie 1%
" COMPANY
COMPANY P ROFILE
 3ata 4rof!e 1-
 ar'et Share 1#
 3ranch 4rof!e 15
 3ranch Detai!s( 1*
# ANALYZATION & INTERPRETATIONS
 4roduct
4roduct Detai!s 1+
 ar'eting
ar'eting Setup O 3ata( %"
 ar'et
ar'et .o)pet ition -5
$ FINDINGS & RECOMMENDATIONS
 Observations & indings ",
 Suggestions & Reco))endations "1
 .usto)er eedbac's( "-
 6uestionnaires & 3ib!iography( ""
Introduction
Marketing Strategies Of Bata India Ltd. -2-
In today7s dyna)ic or!d ith the entrance o )ore &

) or
or e r iv
iv a!
a! r y t he
he c o)o) p et
et it
it io
io n i s g et
et ti
ti ng
ng i nt
nt en
en se
se ( I n t hi
hi s
c o)
o) pe
pe t it
it io
io n8
n8  ar ar 'e
'e t in
in g i s a 'e y d i9 i9 e re
re nt
nt ia
ia to
to r b et
et e
e e n
corporate success and ai!ure( :ence8 I chose to study the
vita! aspect o 3ata i(e( ar'eting
Signif
Signi f cance O ;he Study
;h
; h i s p ro j e c t  o r '  i ! ! p ro
rovv e very sign if cant t o 3 at a
Organ
Or gani<ai<ation
tion(( =arious
arious gathergathered
ed custo)e
custo)err eedbac
eedbac's 's i!!
i!!
high!ight the custo)er satisaction o the brand( ;he study
o the )ar'eting strategies and their e9ectiveness i!! he!p
3 at
at a t o t a' a'e c or or r e ct
ct iv
iv e ) ea
ea s ur
ur e s a nd
nd  or
or ) u!
u! a te
te b et
et te
te r
po!icies i necessary(
Scope O Study
St udy>>
Scope )eans the f e!d o study(
study( In this project or' I
have studied various
various )ar'eting
)ar'eting strategies ith reere
reerence
nce to
3ata India
India ?td( I have a!so
a!so covered
covered in )y resea
research
rch product
product
study8 co)petition eva!uation8 custo)er response gathering
etc(
In today7s dyna)ic or!d ith the entrance o )ore &

) or
or e r iv
iv a!
a! r y t he
he c o)o) p et
et it
it io
io n i s g et
et ti
ti ng
ng i nt
nt en
en se
se ( I n t hi
hi s
c o)
o) pe
pe t it
it io
io n8
n8  ar ar 'e
'e t in
in g i s a 'e y d i9 i9 e re
re nt
nt ia
ia to
to r b et
et e
e e n
corporate success and ai!ure( :ence8 I chose to study the
vita! aspect o 3ata i(e( ar'eting
Signif
Signi f cance O ;he Study
;h
; h i s p ro j e c t  o r '  i ! ! p ro
rovv e very sign if cant t o 3 at a
Organ
Or gani<ai<ation
tion(( =arious
arious gathergathered
ed custo)e
custo)err eedbac
eedbac's 's i!!
i!!
high!ight the custo)er satisaction o the brand( ;he study
o the )ar'eting strategies and their e9ectiveness i!! he!p
3 at
at a t o t a' a'e c or or r e ct
ct iv
iv e ) ea
ea s ur
ur e s a nd
nd  or
or ) u!
u! a te
te b et
et te
te r
po!icies i necessary(
Scope O Study
St udy>>
Scope )eans the f e!d o study(
study( In this project or' I
have studied various
various )ar'eting
)ar'eting strategies ith reere
reerence
nce to
3ata India
India ?td( I have a!so
a!so covered
covered in )y resea
research
rch product
product
study8 co)petition eva!uation8 custo)er response gathering
etc(
Objectives
1( ;o Stu
Study
dy ;he
;h e ar
ar''etin
etingg .on
.once
cept
pt((
%( ;o Eva!
Eva!uat
uate
e @hadi)
@hadi)7s
7s Share
Share In ootear
ootear ar'
ar'et(
-( ;o Stud
St udy
y ;he
;he ar'
ar'et
etin
ing
g Stra
Strate
tegi
gies
es O
O @had
@hadi)
i)7s
7s
"( ;o And
A nder
erst
stan
andd ;he
; he E9ect
E9ec t O a
ar'
r'et
etin
ing
g On 3ran
3r and
d
#( ;o Study
Study ;he .o)peti
.o)petitio
tion
n In ootear
ootear Indust
Industry
ry((
$( ;o .o)
.o)pa
parr e =ar
ario
ious
us 3ran
3rands
ds((
5( ;o .o!
. o!!e
!ect
ct .o
.ons
nsu)
u)er
er ee
eedb
dbac
ac's
's((
ethodo!ogy
;h
; h e a p p ro
roaa c h I a d o p t e d t o  a rd s begi nn ing and
co)p!etion o project is out!ined be!o(be!o(
1. T O P I C SE
SELECTION:
Se!ection o the topic is the )ost i)portant and diBcu!t

thing( ootear Industry co)prises o organi<ed as e!! un
orga
or gani
ni<e
<ed
d sect
sector
or(( It is a pri)
pri)ee nece
necess ssit
ity8
y8 henc
hence8
e8 e fnd
nu)ber o brands in this sector(
sector( So8 I d ecided to study t he
Leader O F!!"ear I$d%"r' ( )ATA INDIA LTD (
*. O)+ECTI,ES:
C0 an /ithout oa! Is ?i'e 0 3ird /ithout /ings(

0ter se!ection o the topic8 fe!d o study as fna!i<ed and
objectives hich are )entioned !ater ere deter)ined(
-. S O U RC
RC ES
ES OF
OF IN
IN F
FOO R M AT I O
ONN:
0ter understanding the data reFuire)ent8 the sources

o inor)ation ere
ere identif ed(
. D ATA G AT H E R I NG
NG :
4ri)ary Data /as athered>

 ;h
; h ro
rouu g h 4ri
4r i n t e d 6 u e s t i o n n a i re
ress(
 4ersona! Intervies O 0uthorities(
 ;h
; h ro
rouu g h . u s t o ) e r e
ee ed bac's(
Secondary Data /as athered>
 ro) =arious 3o o's(
 ro) =arious /ebsite s(
 ro) 4roduct .ata!ogues(
 ro) .o)pany Reports(
/. CO MP IL ATI ON OF DATA :
0ter a hard f e!d or' a !ot o re!evant data as

gathered( ;he neGt pri)e tas' as to syste)atica!!y co)pi!e
the avai!ab!e data in di9erent heads( ;his as done ith a
great care(
0. ANALYZATION & INTERPRETATION OF DATA:
0ter co)pi!ing the data8 it as urther ana!y<ed in order

to derive certain fndings and conc!usions(
. PRESENTATION OF FINAL REPORT:
4resentation s'i!! is very essentia!( ;he data is

syste)atica!!y presented in the project report(
Introduction ;o ar'eting
MEANING:
3eore )oving to the )ain topic8 the ter) )ar'eting
shou!d be understood or)er!y( ;oday )ar'eting is the
pivota! unction o any business( /hether s)a!! or !arge8
si)p!e or co)p!eG8 pub!ic or private H the rea! test o every
business is in the )ar'et(
WILLIAM STANTON DEFINES:

Car'eting is a tota! syste) o interacting business
activities design to p!an pro)ote & distribute ant
satisying products and serve as to present and potentia!
custo)ers(
 FEATURES >
 ar'eting creates ti)e8 p!ace & possessions uti!ity(
 Inc!udes a!! activities ro) )anuacturing to

consu)ption(
 0i)s at satisying hu)an ants(
 ar'eting creates custo)er(

IMPORTANCE OF MARKETING:
 ar'eting raises standard o !iving(
 ar'eting creates e)p!oy)ent (
 ar'eting acts as a source o ne ideas(
 ar'eting acts as a source o inco)e(
 ar'eting he!ps in deve!op)ent o econo)y(
CONSUMER ORIENTED MARKETING:
odern concept o )ar'eting is )ore than the physica!

activity( ;he )odern concept is consu)er oriented(
ar'eting is the unction o the business hich is concerned
ith the creation o the custo)ers(
A22!rd3$4 "! M!der$ C!$2e5":

C0 f r) )a'es continuous & organi<ed e9 orts to fnd out
hat the )e)bers o the co))unity needs and ho it can
provide )aGi)u) satisaction(
.?0SSII.0;ION O 0R@E;IN AN.;ION

INDI0N .ONSAER7S /0??E; 0??O.0;ION
Fig: !"rtes#:
!ns"$er O"t%!!k S"r&e#
;he above )entioned chart shos the distribution o

disposab!e inco)e o an Indian consu)er( ;he above chart
c!ear!y shos that an indian consu)er a!!ocates on!y 1(*J
o his inco)e to the oot ear needs(
1(*J inco)e o 1,,)i!!ion custo)ers )a'es the

ootear industry one o the biggest )ar'et p!ayers( 0 cut
throat co)petition is observed( 3asica!!y it is divided in
organi<ed and unorgani<ed sector H o hich the
unorgani<ed ru!e(
In the organi<ed sec to r t he re are nat iona! as e!!

)u!tinationa! brands hich are co)peting or they !arger
share o pie i(e( bigger indian )ar'et share(
INDI0N OO;/E0R INDAS;RK> 0N O=ER=IE/

Marketing Strategies Of Bata India Ltd. - 1' -
India it the second a)o ng t he oo tear p roduc ing

countries neGt to .hina(
F!!"ear Pr!d%2"3!$:
;he tota! ootear pro duction in India as esti)ated at
1*$ )i!!ion pairs in %,,$2,58 hich as at Rs 1,8,,, crore
in va!ue ter)s in %,,58 is esti)ated to have gron at the
rate o 1121% per cent in %,,5 2,* to over Rs 118,,, crore(
E65!r":
India7s eGport o ootear touched Rs( %$8,5- )i!!ion in
%,,$2,58 recording an increase o over -,J as co)pared to
the preceding year(
2004-05 2005-06 2006-07
Source: ( Ind"str# Marketing Si)e * S+ares., !n!$i Inte%%igene Ser&ie

Marketing Strategies Of Bata India Ltd. - 11 -
.O40NK 4ROI?E
E"a7839e$":
; 1<=> A%4%" *: ;he 3ata Shoe Organisation as
ounded by ;o)as L( 3ata8 a ninth generation shoe )a'er(
; 1=-1> De2e7er *-: ;he .o)pany as incorporated

as C3ata Shoe .o)pany ?i)ited(
; 1=/0> A5r38 0: ;he .o)pany changed its na)e to

C3ata Shoe .o)pany 4rivate ?i)ited
; 1==-: 3atanagar actory beca)e the frst Indian shoe2

)anuacturing unit to receive the ISO +,,1 certifcation(
; *??: 0t 4resent8 #1J o the shares are ith ;ho)as

( 3ata8 "+J are ith )ar'et shareho!ders(
)%3$e ! "9e C!5a$':

3ata India ?i)ited )anuactures and )ar'ets a!! types
o ootear8 ootear co)ponents and !eather( In addition8
the .o)pany )ar'ets products re!ated to ootear8
accessories8 gar)ents and sport goods(
Re43"ered O@ 2e:
3ata India ?i)ited8 $ 08 S( N( 3anerjee Road8
@o!ata 5,, ,1-8 /est 3enga!
;e!> M,-- %%"" -"1$21* aG> M,-- %%%5 5"1*
E2)ai!> bataca!bataindia(co)
)a"a Pr!d%2"3!$ Ce$"re:

1 3ata Nagar 2 @o!'ata8 % 3atagunj 2 4atna
- aridab ad 2 :aryana " :osur 2 ;a)i!nad u
C%rre$" De8e4a"3!$:
.hair)an> r( 4( ( Sinha(
anaging Director> r( arce!o =i!!agran(
District anager Nashi'> r( 0rora(
anager Sharanpur 3ranch> r( She'har Raut(
C%rre$" T%r$!er:
;he .o)pany current!y is operating a!! over the or!d
;he 0verage 0nnua! Sa!es are> "# )i!!ion pairs i(e( )ore
than Rs(*,,, )i!!ion M ASD 15* )i!!ion(
; he + *J o  t he ab ov e ) ent io ned i s  ro ) d o) est ic
)ar'ets hi!e %J are ro) eGports
A293eee$" >
 CRE;0I?ER O ;:E KE0R H %,,$ Mootear(
 C. .onsu)er Reaction 0ard MShoes(
 C0)ongst 1, )ost trusted brands H Eco no)ic ;i)es(
 C;op 4reerred ootear 3rand( H I)ages aga<ine(
 Cost 0d)ired 3rand( 2 " t h I0 0ards Mootea r(
)ATABS SHARE IN FOOTWEAR INDUSTRY >

C9ar": 1 MARKET SHARE OF )ATA INDIA LTD (
;he Indian ootear industry is )ain!y do)inated by the

unorgani<ed sector( ;he non branded ite)s are )ore popu!ar
and econo)ica! to the Indian crod(
0s the inco)e o the Indian custo)er is considerab!y !o
as co)pared to other deve!oping nations8 the consu)ers
preer cheaper goods hich are so!d by the street ha'ers
and road se!!ers( :ence8 the unorgani<ed sector eats the
)ajor share o the pie(
3ata has the )ajor share a)ongst the organi<ed brands
in the )ar'et( It accounts or near about +J
)a"a W!r8d T!da':
 Serves 1
)i!!ion
custo )ers pe r day(
 E)p!oys )ore than ",8,,, peop!e(
 Operates "8$,, retai! stores(
 anages a retai! presence in over #, countries(
 Runs ", production aci!ities across %$ countries (
)a"a I$d3a "!da':

 Serves 1 ?a'h custo)ers per day(
 E)p!oys )ore than *,,,

peop!e(
 Operates +#, retai! stores(
 Runs # production aci!ities

across India(
)a"a Na3 "!da':

 Serves $,, custo)ers per day(
 It has 5 retai! stores in nasi' at present(
 E)p!oys )ore than %# peop!e(

3R0N.: 4ROI?E
)ra$29 Addre:
3ata Shoe Store8 Suyojit odern 4oint8 Sharanpur Road8
Opp( 4o!ice round( Nashi' H "%%,,%(
 > ,%#- H %-1"-1*  > P+1 ++5,%5##++
E)ai!> she'har)anitayahoo(co(in
Na"%re O T9e )ra$29:

Sharanpur Road 3ranch is the retai! out!et o the 3ata
India ?i)ited in Nasi'( It is the )ost busy o ut!et o Nasi'(
)%3$e O T9e )ra$29:

;he Sharanpur branch dea!s in )any products( It has
Q OO;/E0R > /terna% 0ie

en M or)a! shoes8 S!ippers8 occasins 8
?adies M 4arty ear 8 Sanda!s8 S!ippers8
.hi!dren MSports8 .anvas8 S!ippers (
Q 0..ESSORIES>
Shoe 4o!ish8 Shoe ?ace8 3rushes8 Shoe Sou!s(
Sport Soc's8 3ags8 3ott!es(etc(
A7!%" T9e )ra$29: Iinterna% 0ie

;he branch co))enced in %,,"(
It constitutes o or'orce o - e)p!oyees(
It has an annua! turnover o Rs( $,8,,8,,,(
It has the groth rate o 1#J(
It observes a dai!y a!' in o 1,,211, custo )ers(
4RODA.;
I$"r!d%2"3!$:
3ata India ?td( Dea!s ith a variety o products( ro)

ootear to accessories it has its hands invested in )any o
the products( It caters the needs o a!)ost a!! age groups
and satisfes the custo)ers o a!! inco)e groups(
Pr!d%2" Dee8!5e$":
Ra Ma"er3a8: ;he )ajor ra )ateria!s used by the

.o)pany are ra hides8 rubber8 teGti!es8 pac'aging )ateria!
and che)ica!s po!yurethane resin8 po!ych!oroprene rubber8
po!ya)ide resin(
Pr!d%2" De34$: Internationa! designers conduct advanced

p ro du ct res ea rc h( ; he o cu s i s o n i nt ro du cin g n e an d
eGciting products hich are co)petitive!y priced and give
v a! ue o r ) on ey( I nd ia i nv est s s ub st an tia ! a) ou nt s i n
deve!oping ne concepts and designs
PRODUCT ,ARIETY:
)a"a
Pr!d%2"
MENS SECTION Are K$!$
F!r:
QEGc!usive
Sty!e
Q.onsistent
or)a! Shoes> ua!it
M"++21#++
Sports Shoes>
M$++2%%++
.asua! /ear>
M1%+2##+
4arty /ear>
M$++21#++
Sanda!s>
M%%+2##+
S!ippers>
M5+2%%+
PRODUCT ,ARIETY:
LADIES SECTION
Shoes>
M%++2#++
Sanda!s>
M-++2+++
@o!hapuris>
M15+2%%+
S!ippers>
M11+2%#+
:ee! Sanda!s>
M##+2+++
PRODUCT ,ARIETY:
CHILDRENS & ACCESSORIES SECTION
4arty Shoes>
M%++2#++
Schoo! Shoes>
M1++2-++
Sanda!s>
M%1+2-#+
S!ippers>
M$++21#++
Schoo! 3ags>
M"++25++
Other 0ccs>
M-+21%+
0R@E;IN SE;A4 O 30;0

I$"r!d%2"3!$:
ar'et ing is an integra! an t he vita! co )p onent o 

todays business unit( ar'eting is a channe! by hich the
n eed ed p ro duc t t rav e! s ro ) t he ) an u ac tu re rs t o t he
)ar'et custo)ers(
)a"a Mare"3$4:
;he )ar'eting division o 3ata e)p!oys around "8",,
persons direct!y( In addition to se!!ing ootear
)anuactured in its actories8 the .o)pany a!so )ar'ets
ootear8 accessories and other )erchandise purchased by
it ro) contract )anuacturers(
RETAIL
3ata India ?td( has specia! division hich !oo's ater the
retai! sector( ;his seg)ent pri)ari!y !oo's ater the
)ar'eting e9 orts o the .o)pany operated out!ets(
3ata specia!!y targets the individua! custo)er or!d
ide( 3ata gathers +*J o its revenue co!!ection ro) such
retai! out!ets((
or greater eBciency andcoordinated )ar'eting e9orts
this group is urther divided in to sub groups(
FLAGSHIP CITY:
;his gro up caters to the higher end products and to
pre)ier dea!er out!ets(
FAMILY & )AZAAR

3ata )ain!y ai)s at satisying the needs o the
individua! custo)ers( It tries to reach the )aGi)u)
custo)ers ith as )any out!ets are possib!e( or e(g( in
Nasi' it se! e have * co)pany retai! out!ets( ;his a)i!y &
ba<aar out!ets are genera!!y designed by 'eeping in )ind
the average inco)e groups o the indian consu)ers( ;he
indian consu)ers are genera!!y o )idd!e c!ass nature(
:ence a)i!y & ba<aar urnish ith the econo)ica! products(
;hese groups caters to econo)y pro ducts and are )ore
dependent on sa!es vo!u)es( ;his group accounts or over
*,J o the .o)pany7s sa!es in vo!u)e ter)s(
NON RETAIL
;his seg)ent caters pri)ari!y to the non eGc!usive

dea!er out!ets hich )ar'et the 3ata range o  products(
 EPORTS:
;he co)pany operates in both the nationa! as e!! as

internationa! )ar'ets( ;he )ain ocus o the co)pany is the
do)estic )ar'et but it a!so pays it attention to the or!d
)ar'et hich )a'es it a g!oba! brand(
;he share o eGports in tota! revenue o the co)pany
is on!y %J( ;he co)pany is not t ota!!y eGport oriented(
 WHOLESALE:
;his group !oo's ater sa!es carried out through non

eGc!usive dea!ers across the country( ;he co)pany a!!os
so)e o the dea!ers to stoc' the co)pany7s product in their
on private shops( ;he dea!ers se!! the goods ro) their on
private retai! shops( .o)pany appoints the) on the
co))ission basis on the vo!u)e o the sa!es(
AD,ERTISEMENT & PROMOTION
I$"r!d%2"3!$:
;he )ain ai) o today7s business org ani<ations is to

creat e a cust o)er( ; he c usto )er has a id e range o 
products to choose ro)( ;he custo)er has to be inor)ed
about positives o the co)pany7s product( 0dvertise)ent is
no a days an integra! unction o every organi<ation( ;he
co)pany7s have to fght in the )ar'et arena hence they
continuous!y induce the custo)er to buy their product(
.o)panies eGpend a !ot o their a)ount in

advertise)ent( ;hey adopt ne and innovative )eans to
rea ch t he c ust o) er( I n o rd er t o s urv iv e i n t hi s ) ar 'e t
co)petition they put continuous e9ort in this fe!d(
M!der$ Tre$d:
In )odern ti)es8 the co)pany advertises on8 ;(=(

co))ercia!s8 Radios8 SS8 Internet( .o)panies advertise
their product through hoardings and boards hich are p!aced
on the signa!s8 bui!dings8 on buses & trains( ;o reach the
individua! custo)er direct!y distribution o !ea ets8
broachers8 sa!es)anship are co))on!y observed practices(
;o attract custo)ers the co)pany org ani<es var ious sa!es
and introduces so)e interesting estiva! sche)es(
F!!"ear Ader"3er:
3ata has an advertising and sa!es pro)otion depart)ent to

!oo' ater sa!es pro)otions8 brand )anage)ent and other
)ar'eting too!s engaged by the .o)pany to aid its product
)ar'eting e9orts( ;his depart)ent or's c!ose!y ith both
the Retai! and e!! as Non Retai! seg)ents o the )ar'eting
division o the .o)pany(
 HOARDINGS & )OARDS:
:a ng in g t he b oa rd s o n t he ro ad si de i s o ne o  t he
co))on practices( It creates the aareness a)ongst the
residents and the patha!'ers about the branch and its
avai!abi!ity( ;he 3oards are econo)ica!8 eGib!e8 and
 ea si b! e i n na tu re( 3 oa rd s e ve n a ct s a s a p er) an en t
asset (
;he 3ata co)pany retai! out!ets advertise their branch

through hoardings and boards( 0t a nearby distance o
every retai! out!et a board directing toards 3ata shoe
store is observed(
In Nashi'8 at a!! retai! the sign boards are co))on(

So)e 4ictures are attached be!o(
 CATALOUGES:
3ata .ata!ogues contain essentia! inor)ation

regarding the product o9ered by the co)pany( /e!! designed
cata!ogue provide co)p!ete inor)ation regarding products8
their pictures8 si<e8 specifcations8 co!ors8 pac'ing8 uses and
prices( ;he products are proper!y !isted and indeGed in order
to aci!itate order boo' and processing(
 SALES & SCHEMES:
;he business org ani<ations try to attract the

custo)ers by various pro)otiona! o9ers8 sa!es8 estive
sa !e s & sc he) es8 st oc ' c !ea ra nc e sa !es ( ; he c o) pan y
provides huge discounts and concessions to induce the
custo)er to buy their products(
;he Indian consu)ers are in genera! e can say

CDiscount Oriented( 0s e see no( o sa!es & o9 ers
throughout( ;he )ain success )antra o 3ig 3a<aar
depart)enta! stores is the TSe!! at Discount7(
In Nashi' 3ata Out!ets e observe sche)es !i'e>2

Q 0utu)n Sa!e Q Stoc' .!earance Sa!e Q :eavy Discount (
 DISCOUNTS COUPONS & CONCESSIONS:
;he co)pany o9ers s)a!! chits or certifcates hich

o9er price reductions to consu)ers or certain ite)s( ;hey
are distributed through nespapers8 )aga<ines8 pac'age o
the )erchandise or even by direct )ai!( ;hey o9er specia!
unctions !i'e they enthuse the consu)ers to eGp!oit the
bargain and serve as an induce)ent to the channe! to stoc'
the )erchandise through introducing coupons( ;hey are
useu! in introducing a ne product and strengthening the
sa!e o an eGisting product(
3ata O9ers the specia! discount round the year to the

shareho!ders o 3ata India ?td( 0 coupon is attached
DISTRI)UTION CHANNELS
I$"r!d%2"3!$:
ar'eting ai)s at satisying the u!ti)ate needs o the
custo)ers( It acts as a channe! o distribution to de!iver the
go od s t o the u!ti)at e co nsu)er( Di spersi ng unct io n
inc!udes Se!!ing8 ;ransportation8 Storing8 rading8 inancing8
Ris' bearingetc(
)a"aB D3"r37%"3!$ C9a$$e8:

3ata )ar'ets its products through - distinct channe!s (
 Dea8er Ne"!r:
;he .o)pany a!so uses the dea!er netor' o the
ootear industry to )ar'et its products( ;hrough this
chann e!8 t he .o )pany supp!ies its p rod uc ts t o no n2
eGc!usive ho!esa!e distributors ho in turn distribute the
.o)pany7s products to independent dea!ers across the
country( ;he dea!ers covered under this channe! are non2
eGc!usive 3ata dea!ers and hence se!! ootear and re!ated
products o other co)panies a!so(
 Mare" E6"e$3!$ Pr!4rae:

Ander this progra))e8 the .o)pany appoints
authorised dea!ers8 subject to certain se!ection criteria
ho run out!ets hich eGc!usive!y )ar'et the .o)pany7s
p rod uct s and adhere to ru!es and regu !at io ns o t he

.o)pany( 0s on date8 there are "5, such out!ets in the
co unt ry( ; he dea!er o ut !et s are no t )ann ed by 3at a
e)p!o yee s but are )ann ed by t he e)p !oyees o  t he
private dea!er(
 C!5a$' O5era"ed Re"a38 O%"8e":
;he co)pany operates its on channe! o distribution

netor'( It estab!ishes is on retai! out!ets across the g!obe(
It se!!s its on produced products and others )erchandise
products(
;he N!r"9 S!%"9

Rai ar'et 2 0)ba!a :yderabad 2 LN;A 2
0)ritsar a!! 2 0)ritsar :yderabad
Ranjeet 0venue 2 0)ritsar ;hi!!ai Nagar 2 ;irichi
.ivi! ?ine 2 0gra ;rans ;oer 2 ;rivandru)
ha<iabad 2 De!hi 0)eerpet ar'et 2
Rani 3agh 2 De!hi :yderabad
( Rd 0!!ahabad 2 South End .irc!e 2 3ang!ore
0!!ahabad Narayanguda 2 :yderabad
u)ar andi 2 ?udhina 4a!arivotta) 2 Erna'u!a)
.handanagar 2 :yderabad
Ea" We"
Si!iguri Sevo'e 2 Si!iguri 0)raoti II 2 0)raoti
:i!! .art Road 2 II 2 Si!iguri hodbunder Road 2 ;hane
.ity .entre Sa!t ?a'e 2 argao II 2 oa
@o!tata
co)pany operates> 0?? retai! stores across the g!obe( =/?

retai! stores across India( < retai! stores in Nashi'(
.o)pany is constant!y increasing its retai! out!ets
across the nation( So)e ne!y opened are )entioned be!o
;ab!e> Ne !y Opened .entre s RETAIL OUTLETS IN NASHIK:
Bata S+!e St!re !%%ege !ad r. B !%%ege as+ik 422''5.
Bata S+!e St!re S"#!it M!dern !int S+ar an"r !ad O. !%ie r!"nd. a
Bata S+!e St!re an+a%a ;t. !%%ege !ad O. B !%%. as+ik 4
SomeOt
herOut
let
sIn Nasi
k:
M.G.Road,Bhadrakal
i,
R.
K.Nasi
kRoad,Nr
.Vi
shalMegaMart
.o)petition In
;he ar'et
;he ootear industry is a very co)petitive )ar'et(
;he )ajor share in this )ar'et is o the unorg ani<ed sector(
;he Indian consu)er genera!!y preers the non2 branded
goods hich co)es ith a reasonab!e Fua!ity and at )uch
cheaper rates as co)pared to the branded goods(
0t present unorgani<ed sector ho!ds the biggest piece o the

pie i(e( 5"J8 3ata ho!ds $J8 ?a'hani 1(#J8 @hadi)s
1J( C!5e"3"!r: KHADIMS
OM<I<OS
/ith its oray in I ;SI
ootear retai!ing
in 1++- @hadi)7s has
scripted one o the biggest success stories in the ootear
indust ry( /ith th e b irth o independent India began a
journ ey that as to set an eG a)p!e or others to o!!o(
roing ro) strength to strength8 @hadi)s have converted
ev er y o bs ta c! e t he y e nc ou nt ere d i nt o a st ep pi ng 2st on e
toards success(
@hadi)7s is a)ong the top three nationa! p!ayers

in ter)s o organised ootear retai!ing( It has )ore than
%#, eGc!usive retai! out!ets accross the country( @hadi)s
a!so has a retai! out!et in .o!!ege Rd( H Nasi'(
C!5e"3"!r: UNORGANISED SECTOR
In the Indian ar'et8 ;he biggest co)petitor is the

unorgani<ed sector( It attracts a !arge Fuantity o consu)ers
because o its reasonab!e rates and a9 ordab!e Fua!ity(
;he unorg ani<ed sector ho!ds the )ajor share o

5"J in the Indian ootear industry(
In Nasi'8 e fnd such shops on a !arge sca!e( In

Sha!i)ar8 (( Road8 .o!!ege Rd(8 R@8 4anchvati e f nd such
shops( ajority o the custo)ers purchase non branded
ite)s( /here in shoroo)s e fnd Dai!y .usto)er /a!' in
o ",2"# perso ns8 it is 11 ,211 # o r st reet s e!!ers( ;he
advertise)ent is basica!!y done by )outh to )outh pub!icity
& shouting on streets(
Observations & indings

0t er i nt en si ve f e !d  or ' a nd an !ay sit at io n8 t he
)ar'eting strategies are e!! designed but they see) to
prove in eB cient to tac'!e the cut throat co)petition o this
oot ear ind ustry(
:ere8 I present so)e o )y observations(
1 3ata7s shoe designs are outdated and not as per the

current ashion state)ent(
% Due t o i)port o  inerior F ua!ity g oods t he p roduct

Fua!ity has decreased over a period(
- ;he ront!ine sa!es orces have been curtai!ed by 5,J

hich a9ects the custo)er service( .o)pany has
f red -,, e)p!oyees !ast year(
" ;he co)pany does not eGpend enough )uch on store

renovation as reFuired(
# ;he reach o the brand is not ide( ;he rura! areas

are covered under the spectru)(
$ ;he !eaves and o9 days are )any as co)pared to

other co)petitive fr)s(
Suggestions &
Reco))endations
I" 3 e88 a3d> N!"93$4 I Pera$e$" E62e5" C9a$4e
:ere8 I reco))end so)e steps(
1 3ata shou!d c arry o n research t o study t he c urrent

design de)ands( ;he designs can be i)ported ro)
.hina8 a!aysia8 Indonesia(
% ;he production cost o those products hich are high

can be i)ported ro) other countries(
- ;he hu)an resource shou!d be appointed as reFuired(

.urtai!)ent a9ects custo)er satisaction(
" ;he 3ata S hoe S tores8 shou!d be renovated as p er

)ar'et reFuire)ents(
# Instead o opening retai! out!ets8 it shou!d provide

agencies ith good prof t )argin to private
shop'eepers(
$ .o)pany shou!d provide agency in rura! areas to

increase their sa!es( 3ata shou!d enter the a!!s(
5 ;he o ut!ets shou!d o perate - $# d ays ith eGtended

or'ing hours(
.usto)er Satisaction
;he pri)e ai) o any business organi<ation is to create a !ie
!ong custo)er( ;he product shou!d satisy the needs o the
custo)er and give the) ut)ost satisaction so they are attracted
toards other brands(
3ata ho!ds the honor o being  THE MOST PREFERRED

)RAND FOOTWEAR ( Ia4e Ma4a3$e *??0.
During the fe!d or'8 I co!!ected so)e o the responses ro)

the custo)ers using this brand(
I present so)e o the co))ents o the va!ued custo)ers(
1
.onc!usion
;he )ar'eting strategies o 3ata are e!! designed8
but ith the passing ti)e they are reFuired to be a)ended
as per the current co)petitive de)and(
;he 3ata .o)pany shou!d concentrate on increasing

its sa!e through agents and dea!ers instead o increasing its
out!ets hich u!ti)ate!y increases overheads(
3ata8 because o superio r F ua! it y and cu st o)er

preerence is the !eader o the industry( S!ight )odifcations
in current strategies i!! assure that it re)ains on the top(
0nneGure H 6uestionnaire
Na)e O the .o)pany> UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
.o)pany 4rof!e>UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
MReg( O9(8 ;ota! 3ranches8 :istory & De!egations
4rincip!e o co)pany>UUUUUUUUUUUU3rand Specia!ty> UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
?oca! 3ranch 0dd>UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
3ranch .o))ence)ent>UUUUUUUUUUU No( o e)p!oyees>UUUUUUUUU Sa!ary

Struc(UUUUUUUU
.usto)er 4rerences>UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
M0ge roups8 Inco)e roups8 Dai!y .usto)er /a!'in
0nnua! ;urnover>UUUUUUUUUUUU 4roft>UUUUUUUUUUUUU roth Rate> UUUUUUUUUUUUUUUUUU
ar'eting Stratergies>UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
M.r( aci!ity8 Distr .hanne!8 
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
0dvertising>UUUUUUUUUUUUUUUUU UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
Means8 3udget8 E9ect8 Reach8 ocus8 Discounts(
4roduct>UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
M=ariety8 4rice Range8
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
.o)petitors>UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
4rob!e)s> UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
Suggestions>UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
0nneGure H .usto)ers eedbac' 

COLLECT
ertifiate Fr!$ Organi)ati!n  r!d"t ata%!g"e  B"siness ard  it"re .
  
or)
Na)e O .usto)er> UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU 4roduct>UUUUUUUUUUUUUUUUUUU
eedbac'> UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU Sign>UUUUUUUUUUUUUU

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Marketing Strategies Of Bata India Ltd.

In today7s dyna)ic or!d ith the entrance o )ore &

In today7s dyna)ic or!d ith the entrance o )ore &

Se!ection o the topic is the )ost i)portant and diBcu!t

C0 an /ithout oa! Is ?i'e 0 3ird /ithout /ings(

0ter understanding the data reFuire)ent8 the sources

4ri)ary Data /as athered>

 ro) .o)pany Reports(

0ter a hard f e!d or' a !ot o re!evant data as

0. ANALYZATION & INTERPRETATION OF DATA:

0ter co)pi!ing the data8 it as urther ana!y<ed in order

. PRESENTATION OF FINAL REPORT:

4resentation s'i!! is very essentia!( ;he data is

WILLIAM STANTON DEFINES:

 ar'eting creates ti)e8 p!ace & possessions uti!ity(

 Inc!udes a!! activities ro) )anuacturing to

 0i)s at satisying hu)an ants(

 ar'eting creates custo)er(

 ar'eting raises standard o !iving(

 ar'eting creates e)p!oy)ent (

 ar'eting acts as a source o ne ideas(

 ar'eting acts as a source o inco)e(

 ar'eting he!ps in deve!op)ent o econo)y(

CONSUMER ORIENTED MARKETING:

odern concept o )ar'eting is )ore than the physica!

A22!rd3$4 "! M!der$ C!$2e5":

.?0SSII.0;ION O 0R@E;IN AN.;ION

INDI0N .ONSAER7S /0??E; 0??O.0;ION

;he above )entioned chart shos the distribution o

1(*J inco)e o 1,,)i!!ion custo)ers )a'es the

In the organi<ed sec to r t he re are nat iona! as e!!

INDI0N OO;/E0R INDAS;RK> 0N O=ER=IE/

India it the second a)o ng t he oo tear p roduc ing

2004-05 2005-06 2006-07

Source: ( Ind"str# Marketing Si)e * S+ares., !n!$i Inte%%igene Ser&ie

; 1=-1> De2e7er *-: ;he .o)pany as incorporated

; 1=/0> A5r38 0: ;he .o)pany changed its na)e to

; 1==-: 3atanagar actory beca)e the frst Indian shoe2

; *??: 0t 4resent8 #1J o the shares are ith ;ho)as

)%3$e ! "9e C!5a$':

)a"a Pr!d%2"3!$ Ce$"re:

)ATABS SHARE IN FOOTWEAR INDUSTRY >

;he Indian ootear industry is )ain!y do)inated by the

)a"a W!r8d T!da':

)a"a I$d3a "!da':

 E)p!oys )ore than *,,,

 Operates +#, retai! stores(

 Runs # production aci!ities

)a"a Na3 "!da':

 E)p!oys )ore than %# peop!e(

Na"%re O T9e )ra$29:

)%3$e O T9e )ra$29:

Q OO;/E0R > /terna% 0ie

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