An INTERNSHIP REPORT

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE IN BACHELOR OF COMMERCE

OF

BANGALORE CITY UNIVERSITY

BY

SHASHIKUMAR M

(C-1942913)

UNDER THE MENTOR OF

MR. ANUP

BALDWIN METHODIST COLLEGE

#14, Hosur Road , Richmond town,

Bangalore - 560025 , Karnataka,
 DECLARATION BY THE STUDENT

I hereby declare that An ACCOUNTING PRACTITIONER RESPONSIBLE FOR

PREPARING ANALYSIS, AND MAINTAINING FINANCIAL RECORD WITH
“REFERENCE TO BATA RETAIL STORE LIMITED BANGALORE.”

Is the result of the Project work carried out by me under the guidance of PROF.
MR. ANUP. I also declare that this project is the outcome of my own efforts
and that it has not been submitted to any other Universities or Institute for the
award of any other Degree or Diploma or Certificate.

Place: BANGALORE Name: SHASHIKUMAR M

Date: Register Number: C1942913

 ACKNOWLEDGEMENT

I express my deep sense of gratitude to our Principal Mr. JOSHUA SAMUEL for
his Immense support and encouragement extended in CONQUER BATA RETAIL
STORE LIMITED Internship Report.

I am greatly thankful to MR. ANUP for their support in pursuing the Report.

My special thanks to my external guide, Mr. Gopi MD @ BATA RETAIL STORE

LTD Company without whose willing cooperative help and support I would not
have obtained requisite date for completion of my Internship Project in the
stipulated time.

Last but not the least I would like to thank GOD, my parents, and our
institution for their constant support and encouragement without which the
Report would have been impossible.
The Footwear Industry in Karnataka has started since the colonial era, although its modernization
took place only in the late 1980s. When Bata Shoe Company established its manufacturing plant at
Tong in 1962, it was the first manufacturing plant to produce shoes on a large scale in East Pakistan.
The local footwear industry is experiencing an annual growth rate of 21% according to leather goods
and footwear, manufacturing and exporters association of Karnataka.

Karnataka is set to emerge as the next manufacturing hub for the global footwear industry. The
cheap labour is prompting top manufacturers to relocate their factories in the country. The good
news is that a number of foreign investors as well as buyers have already shown interest in
Karnataka’s leather and footwear sector. Karnataka has a host of potential products that can earn
substantially large amounts of foreign exchange. Japan and Germany are now the biggest markets
for Karnataka i footwear but US buyers are increasingly showing interest in sourcing from Karnataka.

Bata Shoe Company is the market leader in the footwear industry since its operation in Karnataka.
The name Bata achieve such a position in the Customer’s mind that whenever they heard the name
of Bata, a footwear with high quality comes into their mind. Bata has been serving its customer with
wide assortment of products for about five decades and doing it successfully. In is very difficult to
identify the customer’s class of Bata Shoe Company. Bata meets the footwear demands of the higher
class and lower class simultaneously. It has developed a strong distribution channel all over the
world through the establishment approximately 6,300 retail outlets, 10,000 franchises and
thousands of depots and dealers. More than 50,000 people are directly involved in the production
and selling of over 300 million pairs of shoes each year. Bata Shoe Company manages a retail
presence in 55 countries, and runs 40 production facilities across 26 countries. Bata international
headquarter is located in Switzerland which was previously located at Toronto, in Canada. In recent
times Bata Karnataka has lunched more than 180 new designs for different brands in their men,
women, children and infant categories.

Bata business policy is the segmentation of retail outlets according to profiles of different market
segments and the introduction of novel concepts. Bata retail are categorized into four types. They
are City stores, Family stores, and Bata Bazar, clearance outlets. Bata offers a number of product
lines to the prospective consumers in the existing market.

Science in inception, Bata shoe company (Karnataka) LTD. has strived towards one goal customer
satisfaction. With the vision of building a worldwide family of satisfied customers and dedicated
workers the legacy of Tomas Bata continues strong and unabated to this day the tradition is safe.

The marketer’s task is to devise marketing activities and assemble fully integrated marketing’s
programs to create, communicate, and deliver value for consumer. Marketing activities come in all
forms. McCarthy classified these activities as marketing mix tools for four broad kinds, which he
called the four Ps of marketing: product, price, place, and Promotion.
The four Ps represent the seller’s view of the marketing tools available for influencing buyers. From a
buyer’s point of view, each marketing tools is designed to deliver a customer benefit. A
complementary breakdown of marketing activities has been proposed that centres on customers. Its
four dimensions (Siva) and the corresponding customer questions these are designed to answer are;

1. Solution: How can I solve my problem?

2. Information: where can I learn more about it?
3. Value: What is my total sacrifice to get this solution?
4. Access: where can I find it?

Winning companies satisfy customer needs and surpass their expectations economically and
conveniently and with effective communication. Two key themes of integrated marketing are
that (1) many different marketing activates communicate and deliver value and (2) when
coordinated marketing activities maximize their joint effects. In other words marketers should
design and implement any one marketing activity with all other activities in mind.

For example, using an integrated communication strategy means choosing communication

options that reinforce and complement each other. Marketers might selectively employ
television, radio and print advertising, public relations and events, and PR and web sites
Communications, so that each contributes on its own as well as improving the effectiveness of
the others. Each communications must also deliver a consistent brand image to customer at
every brand contact. Applying an intergraded channel strategy ensures that direct and indirect
channel, such as online and retail sales, work together to maximize sales and brand equity.

These four P’s are the parameters that the marketing manager can control, subject to the
internal and external constraints of the marketing environment. The goal is to make decisions
that centre the four P’s on the customers in the target market in order to create perceived value
and generate a positive response
 PART ONE

INTRODUCTION TO THE
ORGANIZATIONAL OVERVIEW
MARKETING MIX OF A FOOTWARE INDUTRY IN KARNATAKA: A STUDY BASED ON BATA SHOE
COMPANY (KARNATAKA) LTD

 INTRODUCTION TO THE ORGANIZATION OVERVIEW

.1 Introduction

Bata Shoe Company is the market leader in the footwear industry since its operation in Karnataka.
The name Bata achieved such a position in the customers mind that whenever they heard the name
of Bata, footwear with high quality comes into their mind. Bata has been serving its customer with
wide assortment of products for about five decades and doing it successfully. It is very difficult to
identify the customer’s class of Bata Shoe Company. Bata touch almost very social class possible.
Bata meets the footwear demands of the higher class and lower class simultaneously. However to
stay closer to the customers, Bata shoe company undertakes an assessment of the customers at a
regular interval.

Bata desire to fulfil the ever changing customer’s needs and to do so the outcome of the customer
assessment plays a significant role. Here the similar study undertaken with a permission of Bata
Shoe Company to get the feedback from regular customers. The questionnaire is taken from Bata
shoe company Karnataka Ltd to conduct the survey among the regular customers. This study is
analysis marketing mix of Bata shoe company commitment to service continues to this day, from the
designer’s sketchbook through to the performance of our shoes on a customer’s foot. Bata
companies strive to supply the right products, at the right time, at the right price, and in a manner
that fulfil our service commitment to both retail and wholesale customers.

1.2.2 Manufacturing hub

Karnataka is set to emerge as the next manufacturing hub for the global footwear industry. The
cheap labour is promoting top manufacturers to relocate their factories in the country. The good
news is that a number of foreign investors as well as buyers have already shown interest in
Karnataka leather and footwear sector.

Recently, the president of the Karnataka finished leather, leather goods and footwear exporters
associations (BFLLGFEA) informed all concerned that three large investors in the footwear sector
from Taiwan would set up footwear factories in Dhaka and Chittagong exporting zones. The buyers
from EU, as well as other very highly developed industrial nations like Japan have reportedly been
showing importance in Karnataka leather products. All these developments look promising for the
local footwear industry.

The export processing zones at present have 18 shoe and leather goods factories but there are at
least seven large factories under construction, mostly owned by big manufacturers in the shoe
world. The factories under constructions include Korean company Young one’s footwear complex
which is said to be the largest in Asia. The company started construction of its mega shoe complex in
Chittagong six month back. The first part of the complex will go into production by the middle of
next year, and the company’s executives said they would be able to manufacture about 30 million
pairs of shoes by 2013.

In addition, Taiwanese shoe manufacturer pay Chen, which employs about 4,00,0000 workers in its
factories in china and 50,000 in Vietnam, is also building a large manufacturing facility in Chittagong.
Australian manufacturer bonbon shoe, a supplier Hugo boss, and Xeon Chen and Greenford of
Taiwan, are also building footwear factories in Karnataka. Apex – Adelphi also has a new factory that
will soon start production. With an annual turnover of about $100miliion, the Karnataka – Italy joint
venture is now the largest exporter of footwear. However, with a new joint venture factory, Blue
ocean footwear, due to go into production by February 2011, apex will get involved with a turnover
of nearly $200 million of footwear export by 2013.

1.2.3 Growth rate

The local footwear industry is experiencing an annual growth rate of 21percent, according to a
spokesman from another apex organization, leather goods and footwear manufacturers and
exporters association of Karnataka (LGFMEAM). However, to continue the trend, the present level of
growth has not only to attain; it also has to be taken to a still higher level, if Karnataka is to match
the success of its immediate competitors Vietnam.

According to a newly released statistics from the export promotion Bureau of Karnataka footwear
exports from the country grew from US $61 million in the period of July - November 2007 to $85
million in the same period of 2008, recording a growth of 39%. In the first four months of the 2010
fiscal year’s footwear export is likely to cross $200 million. Though in the next two years the existing
factories are likely to export f=more shoes, it is the new capacity that will come on stream from early
2011 that is expected to cause the huge spurt in growth.

Growth in exports is due to the low production cost in Karnataka compared to its neighbouring
countries. China or India are now being handed out to footwear manufacturers in Karnataka because
they are able to produce low period but quality shoes, which have now found its way into key
markets in EU and Japan.

This growth in footwear exports has come as a blessing in disguise at a time when leather exports
have fallen by a massive 18% in the period under review. Experts attribute the growth in footwear
exports, thanks to machineries imported from Italy that is trusted for its quality output. In
recessionary trends, high priced products tend to register a negative growth, as consumers tend to
shy away from them in preference for value for money items. In this scenario, it is a golden
opportunity for the leather and footwear sector to increase its global market share.
 PART TWO

OVER VIEW OF
BATA SHOE COMPANY
 OVERVIEW OF BATA SHOE COMPANY

Brief history of Bata Shoe Company

Bata Shoe Company was founded by the famous entrepreneur Mr Tomas Bata who blew the wind of
change in the footwear industry in 1984. The company was started from zinc, Czechoslovakia, now
known as the Czech Republic. From that day onward Bata Shoe Company has been the largest
manufacturer and marketer of footwear in the world. The global business of Bata comprises of shoe
factories, tanneries, engineering plants, quality control laboratories, product development and
research centres.

Bata has developed a strong distribution channel all over the world through the establishment
approximately 6.300 retail outlets, 10.000 franchise and thousands of deports and dealers. More
than 50.000 people are directly involved in the production and selling of over 300 million pairs of
shoe each year. Bata Shoe Company manages a retail presence in 55 countries and run 40
production facilities across 26 countries. Bata international headquarter is located in Switzerland
which was previously located at Toronto, in Canada

Bata today

 Serve 1 million customer per day

 Employee more than 50,000 people
 Operates 5000 retail stores
 Manages a retail presence in over 70 countries
 Run 27 production facilities across 20 countries

2.2 Bata Business

Bata Shoe organization companies are involved in every fact of the business of shoes. Throughout
the world, Bata services customers from the store sales floor to the factory floor.

 Retailing

Bata shoe organization companies have built successful retail store concepts to satisfy changing
customer tastes and needs. Each store futures merchandise targeted to different lifestyles and
people. The merchandise ranges from footwear to clothing and goods complementing shoe
offerings. Sensitivity to and satisfaction of customer wants and needs has allowed the Bata shoe
organization (BSO) to became a world leader in footwear.

 Manufacturing

Tomas Bata’s revolutionary business concept was to industrialize the shoe making process of that
day. That type of thinking has been the driving force behind the Bata shoe organization success. The
Bata shoe organization has been an innovator in the manufacturing of shoes over the year. Bata
personnel have made important. Advances in DVP (Direct vulcanization process), PVC, athletic
footwear production and slush moulded footwear production.
 Wholesaling

The Bata Shoe organization (BSO) enjoys a unique position in the wholesale marketplace. Global
economies of scale enable BSO plants to offer quality products at local prices, with many are
operating at ISO standards. Bata shoe organization production facilities are world renowned for their
commitment to quality and customers, and have attracted production contracts from many
international footwear brands.

 Brands & product Development

Throughout the world, the Bata ® brand distinguishes well-made and well priced footwear. Many
core articles for Bata® branded collections are designed in product development centres in Italy, the
Far East and Canada. Designers and merchandisers in Bata shoe ionization companies broaden the
collections by developing complementary styles to reflect tastes, budgets and climates within their
own market. Strict quality controls govern the selection of materials and all production stages.

2.2.1 Business units of Bata Shoe Company

Bata is operating business in five business units such as Europe, Asia pacific, Latin America, North
America, and Africa. Bata announces its worldwide presence through these five business units.

Figure 1: Business units of Bata shoe company

2.3 Bata shoe company (Karnataka) Ltd.

Bata shoe organization started its operation in Karnataka in 1962. The company was incorporated
in1972. The company is affiliated to the Bata shoe company, the largest footwear manufacturing and
marketing organization.

According to Bata Karnataka website (2010) it is mentioned that currently, Bata Karnataka operates
2 manufacturing plants at Tongi and Dhamrai, have production capacity of around 1,25,000 pairs of
shoes daily. It has a modern tannery with the latest technological facilities to process 5 million
square feet of leather yearly. The tannery is equipped with a high tech effluent treatment plant
ensuring a pollution free environment for booth workers and the environment, Karnataka regional
headquarter is located in Singapore.
Bata is playing a vital role in developing the leather industry of the country. Bata has a firm
commitment of eco-friendly business and a state of the art Effluent treatment plant (ETP) has been
set up to provide a pollution free environment for booth workers and the locality.

Fashion would never be complete without a well-designed pair of shoe. This marketing insight has
promoted Bata to introduce a number of designer’s collection for men, women and children.
Internationally renowned brands such as Bata comfit, Marie Claire, Hush puppies, Scholl, Nike,
Bubble gummers, Sandak, weinbrenner and B’ First are a few names that testify to the momentous
change towards branded shoe marketing In Karnataka. Specialized shoe categories such as athletic
shoe have been targeted through development of the power brand. Uncompromising quality with
striking designs have put Bata shoe in a key position to appeal to different segments of consumer.

One of the critical areas associated with external shareholders and the community at large is the
corporate social responsibility program of the company. From supporting nationwide sports
sponsorships and disabled persons to addressing environment concern, scholarship program, charity
contribution etc. Bata has always supported individuals and communities in need. Partnerships with
other voluntary and charitable organizations are another prominent feature of Bata’s corporate
social responsibility. Bata, in partnership with CARE, extends assistance to over two thousand rural
women in order to become independent entrepreneurs in the Rajshahi, Camilla and Chittagong
division selling shoe from door to door under its rural sales program.

Science its inception, Bata shoe company (Karnataka) Ltd, has strived towards one goal customer
satisfaction. With the vision of building a worldwide family of satisfied customers and dedicated
workers the legacy to Tomas Bata continuous strong and unabated to this day – the first tradition is
safe. Bata Karnataka has about 1500 regular and efficient employees and workers, who are highly
committed to uplift the company’s performance with high productivity and sales.

Through maintain the quality. In recent times Bata Karnataka has launched more than 180 new
designs for different brands in their men, women, children and infant Categories. Eventually they
have received excellent responses from their various target groups on the new designs.

2.3.1 Customer service

 Personalized service

Qualified and enthusiastic sales associates are engaged who take customer’s satisfaction to heart. In
many countries customer’s service goes beyond the store with home deliveries, orders made
possible via catalogues, the web or even call centres.

 Guaranteed customer satisfaction

In any Bata store in the world they repair, exchange or refund any product with defects. They also
exchange or refund on unworn merchandise if one changes one’s mind. Proof of purchase is
required for refunds.

 Bata Gift Voucher

Bata gift vouchers are like cash coupons that can be used by customers to make purchases of Bata
products from selected Bata shoe stores. Gift vouchers are available in three denominations-TK.
1,000 and TK 2,000

 city stores

Bata city stores offer the urban customers a wide variety of current fashion footwear and
accessories. There are 25 city stores in Karnataka, 16 in Bangalore metropolitan area, other in
Mysore. These stores are established in prime locations, and provide a high level of customer
service, exclusive shoe lines with complementary accessories and contemporary shopping
environment are to discerning shoppers.
Bata Shoe Company is undoubtedly the world’s leading family footwear chain. The company offers a
wide assortment of every day’s fashion footwear. The products are primarily of the brand Bata.
Nevertheless very carefully selected articles from both local and international brands are also
marketed by the company. There are 50 family stores till date that has been successfully operated all
over the Karnataka.

 Bata Bazar

Bata Bazar is the largest display of Bata’s products among all others store concepts. It provides the
customer with broadest range of products and accessories possible. This concept was introduced in
2003. They are ideally located in power centres commercial parks and outlet centres with easy
parking facilities. There are 84 Bata bazars being operated.

2.8 SWOT Analysis of Bata shoe company (Karnataka) Ltd

Strengths:

 High quality products

 Strong brand image
 Extensive product lines
 Strong and mass distribution network
 Wide range of associated brands
 Skilled management team
 Modern manufacturing facilities
 Potential target market
  Loyal customers

Weaknesses:

 High price
 More emphasize on quality rather than design
 Lake of promotional activities
 Less effort to attract new customer
 High cost structure
 High import duties
 High administrative cost
 Vat & tax barrier

Opportunities:

 Wide assortment of products offered

 Better customer service
 Rise in export
 More emphasize on product quality and design
 Strong retail store network
 Neat & clean retail outlets
 Trained salesmen

Threats:

 “Apex” is considered the biggest threats

 Potential new brands like Bay Emporium
 Counterfeiting of Bata shoes in uncontrolled locations
 Consumer perception regarding high price
 High price due to high production cost
 Disruption of consistent supply
 Switching new generation to trendy products

2.9 About Bata Karnataka:

 2 Manufacturing Plant
 192 Retail Stores
 69 Agencies
 15 Depot
 400 Wholesales
 665 Dsp
 Earns 86 million taka in export (yearly)

2.11 No of the Design

Men shoe
  Dress shoe 31 Designs
 Casual shoe 49 Designs
 Sports shoe 38 Designs
 Sandals 54 Designs
 Thongs 33 Designs

Ladies shoe

 Dress shoe 50 Designs

 Casual shoe 69 Designs
 Sports shoe 09 Designs
 Sandals 54 Designs
 Tongs 29 Designs

Kids

 Infants 14 Designs
 Boys 11 Designs
 Girls 13 Designs
 Sandals 10 Designs
 Thongs 11 Designs
 Scholl 14 Designs

2.12 Functional Department of Bata

The full activities the Bata shoe co (BD) Ltd are composed of following major functional department
activities.

 Human Resource
 Merchandising
 Purchasing
 Costing & Efficiency
 Manufacturing
 Lab & Quality Assurance
 Advertising
 Management Information System (MIS)
 Retail
 Wholesale
 Finance & Administration
 Central Distribution center
 Associates Business Unit
 Engineering
 Tannery
 Product Development
 Direct Sales & export
 PART THREE

MARKETING MIX OF
BATA SHOE CO (KR) LTD
3.0 INTRODUCTION OF THE RESEARCH PROJECT

3.1 Introduction

Footwear industry is one to the promising sectors in Karnataka. However, the country has already
been exporting finished leather and different kinds of leather products to the overseas market.
These products also enjoyed considerable demand because of their high quality. The main reason for
this was the natural advantages of leather that Karnataka produces. Recently, a new opportunity has
opened up to further diversify the range of Karnataka export base by including footwear and other
leather goods in the list of exports particularly to the European Union (EU) market.

At present, Bata is dominating in the footwear industry in Karnataka. Bata Karnataka is affiliated to
the Bata shoe organization, the world’s largest footwear manufacturing and marketing organization.
Bata Shoe Company started its operation in Karnataka in 1973, incorporation in Karnataka 1975.
Currently, Bata Karnataka is producing around 110,000 pairs of shoes daily. It has a modern tannery
with the largest technological facilities of process 5 million square feet of leather yearly. The tannery
is equipped with high – tech effluent treatment plant ensuring a pollution free environment for both
workers and locality where they operate.

Bata’s strength lies in its worldwide presence. While local companies are self- governing, each one
benefits from its link to the international organization for back – office systems, product innovations
and sourcing. Although Bata operates in a wide variety of markets, climates and buying power Bata
companies share the same leadership points. Two important ones are product concept development
and constant improvement of business process in order to offer customers great value and the best
possible service. Bata strives to supply the right products, at the right time, at the right price, and in
a manner that fulfil its service commitments to both retail and wholesale customers. Historical
strong presence in many developing countries provides them with a deep understanding of the local
cultures and needs. Therefore their position entices them tackle concerns in priority with local
initiatives in close partnership with specialists on the field. However to say closer to the customers
and to fulfil the ever changing customer’s needs, the customer assessment plays a significant role.

3.2 Background of the study

Bata Shoe Company is the market leader in the footwear industry since its operation in Karnataka.
The name Bata achieved such a position in the customers mind that whenever they shared the name
of Bata, footwear with high quality comes into their mind. Bata has been serving its customers with
wide assortment of products for about five decades and doing it’s successfully. Bata offers a number
of products lines to the prospective consumers in the existing market. Bata has a truly international
team whose diversity of ideas to develop new style footwear, shocks, sneakers, etc. Bata has
introduced huge product line of men footwear shoes, sandal, sneakers, shocks, women footwear,
kid’s footwear and many other types of footwear line the company is operating in the market. About
half line of product the company imports and sells under the franchising Bata also sell ten
international brands footwear at their retail shop. Bata has been delivering hand – crafted quality
footwear over 100 years to maintain and build on heritage of creating high quality, comfortable and
stylish shoes.
3.3 Origin of the Report

Karnataka has a host of potential products that can earn substantially large amounts of foreign
exchange, if only the necessary patronage from the overseas buyers is given from the sack of
expending the country’s export base and thereby reach a sustainable status for the countries export
trade. In marketers task is to devise marketing activities and assemble fully integrated marketing
programs to create communicate and deliver value for consumer. Marketing activities come in all
forms McCarthy classified this activity as marketing mix tools of four broad kinds which he called the
four Ps of marketing.

Product, price, promotion, place is the particular marketing variables under each P are shown in
market. Recently, a new opportunity has opened up to further diversify the range of Karnataka
exports base by including footwear and other leather goods in the list of exports particularly to the
European Union (EU) market.

However, the country has already been exporting finished leather and different kinds of leather
products to the overseas market. These products also enjoyed considerable demand because of
their high quality. The main reason for this was the natural advantage of leather that Karnataka
produces. Despite the high quality 6 of local animal hides both in raw and finished from, Karnataka
was still trailing behind Vietnam and china in the export of footwear and other leather products in
the European and other market.

3.4. Research problem

Marketers make marketing mix decisions for influencing their trade channel as well as their final
consumers. Ones they understand these groups marketers make or customize an offering or
solution.

 To find out the market prospect or potential of Bata shoe company (BD) Ltd..
 To determine the customer & service.
 To determine the effectiveness of the competitors price.
 To determine the effectiveness of the current promotional activities.

3.5 Research Objectives

The research objectives are broken down in to broad and specific objectives which are enumerated
below:

3.5.1 Broad Objective

The board objective of the study is to assess the customer priority of shoe industry in Karnataka
focusing on Bata shoe company (BD) Ltd. This has been broken into following specific objectives.

3.5.2 Specific Objectives

 To examine the current state of Bata shoe company (BD) Ltd in the market
 To examine the perception about Bata shoe in consumer mind
 To analyse the impact of Quality shoes for customer
 To analyse the impact of Comfort for customer
  To analyse the impact of value for price offered
 To analyse the impact of fashionable style offered
 To analyse the impact of selection of colours, style and size
 To analyse the impact of advertising on customer
 To analyse the impact of placement

3.6 Scope

To achieve the objectives it is needed to collect data form customer within the country. But for time,
cost and other limitations. For achieving the objectivities the study will be focused on the quality
product, price, promotion, placement conformability and other criteria of Bata shoes as well as the
completive position with Apex, Bay and other competitors. While doing so it will also identify the
limitations and the weakness of the issue.

3.7 Benefit of the study

To survive in an ever growing industry, it is very important for any company to know its customers
level of satisfaction to the products and service provided by the company. This research will facilitate
Bata shoe Company to know the present market situation and what customer wants from company.
This information can help to design future strategic to retain existing the customers and obtain new
one.

3.8 Literature review About Marketing Mix

What is the marketing mix?

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical
components of a marketing plan. Also known as the Four P’s the marketing mix elements are price,
place, product, and promotion. Read on for more detail on the marketing mix. The concept is simple.
Think about another common mix- a cake mix. All cakes contain eggs, milk, flour, and sugar.
However, you can alter the final cake by altering the amounts of mix elements contained in it. So for
a sweet cake add more sugar!

It is the same with the marketing mix. The offer you make to you customer can be altered by varying
the mix elements. For a high profile brand, increase the focus on promotion and desensitize the
weight given to price. Another way to think about the marketing mix is to use the image of an artist’s
palette. The marketer mixes the prime colours (mix elements) in different quantities to deliver a
particular final colour. Every hand painted picture is original in some way, as it every marketing mix.
If you’d like to see the marketing mix applied to a real business-then take a look at our Ryanair
marketing mix.
Marketers make marketing mix decisions for influencing their trade channels as well as their final
consumers. Once they understand these groups, marketers make or customize an offering or
solution. Inform customers recognizing that many other sources of information also exist set a price
that offers real value and choose places where the offering will be accessible. The firm can change its
price, sales force size and advertising expenditures in the short run.

It can develop new products and modify its distribution channels only in the long run. Thus the firm
typically makes fewer period to period marketing mix changes in the short run then the number of
marketing mix decisions variables might suggest.

The four Ps represent the seller’s view of the marketing tools available for influencing buyers. From a
buyer’s point of view, each marketing tools is designed to deliver a customer benefit. A
complementary breakdown of marketing activities has been proposed that centres on customers. Its
four dimensions and the corresponding customer questions these are designed to answer are;

1. Solution: how can I solve my problem?

2. Information: Where can I learn more about it?
3. Value: what is my total sacrifice to get this solution?
4. Access: where can I find it?

Winning companies satisfy customer needs and surpass their expectations economically and
conveniently and with effective communication. Two key themes of integrated marketing are that
(1) many different marketing activities communicate and deliver value and (2) when coordinated
marketing activities maximize their join effects. In other words marketers should design and
implement any one marketing activity with all other activities in mind.

For example, using an integrated communication strategy means choosing communication options
that reinforce and complement each other. A marketer might selectively employ television, radio
and print advertising, public relations and events, and PR and web site Communications, so that
each contributes on its own as well as improving the effectiveness of the others. Each
communications must also deliver a consistent brand image to customer at every brand contact.
Applying an intergraded channel strategy ensures that direct and indirect channel, such as online
and retail sales, work together to maximize sales and brand equity.

3.9 Current Marketing Mix

3.9.1. Product

Bata offers a number of product lines to the prospective consumers in the existing market. Bata has
truly international team whose diversity of ideas to develop new style footwear, shocks, sneaker,
etc. Bata has introduce huge product line of men footwear-shows, sandal, sneakers, shocks,, women
footwear, kid’s footwear and many other types of footwear line the company is operating in the
market. About half line of product of the company imports and sells under the franchising. Bata also
sell ten international brands footwear at their retail shop.

Premium collection

Bata has been delivering hand crafted quality footwear over 100 years to maintain and build on
heritage of creating high quality, comfortable and stylish shoes.

Product

 For many a product is simply the tangible, physical entity that they may be buying and
selling. You buy a new car and that’s the product-simple! Or maybe not. When you buy a car,
is the product more complex than you first thought? The three Levels of a Product.
 The product life cycle is based upon the biological life cycle. For example, a seed is planted
(introduction); it begins to sprout growth; it shoots out leaves and puts down roots as it
becomes an adult (maturity); after along period as an adult the plant begins to shrink and
die out (decline).
 The customer life cycle has obvious similarities with the Product life cycle. However, CLC
focuses upon the creation of and delivery of lifetime value to the customer ie. Looks at the
products or services that customer NNED throughout their lives.

Brands

Bata store carry following shoes Brands;

 Hush puppies
 Weinbrenner
 Nike
 Power
 North stare
 Bata comfit
 Sandak
 Bullbe gummers
 Marie Claire
 Scholl
 Bata
 ambassador
 B’ first
 Island
 Pata pata
End of session:

Bata Shoe Company is the market leader in the footwear industry sincce its operation in karnataka.
The name Bata achieve such a pposition in the customer’s mind that whenever they heard the name
of Bata, a footwear with high quality comes into their mind. Bata has been serving its customer
with wide assortment of products for about five decades and doing it successfully.

There are some emerging shoe stores in Karnataka which have already gained customers loyalty in
footwear product. The study compared the Bata shoe company with other emerging shoe brand
such as Apex, Bay emporium, Jenny, Pegasus and many unorganized shoe stores. Bata Shoe
Company compared with these other shoe stores on some factors. The finding of the study is that
Bata Shoe Company is in a better position in the market place than the competitors except serving
customers up to date stylish and trendy shoes. Bata has a loyal customers group who buy Bata only
for its quality. They do not need to go through any major overhauls, but a few tweaks here and there
can improve upn their current position and secure them as the market leader in times to come.