BATA

Marketing Mix (4Ps)

Bata: Marketing Mix

Product Price Place Promotio n

Junaid-ur-Rehman M O

BRIEF INTRODUCTION OF BATA

Bata is one of the world's leading footwear retailers and manufacturerswith operations across 5 continents. Bata today Serves 1 million customers per day Employs more than 50,000 people Operates 5000 retail stores Manages a retail presence in over 50 countries Runs 40 production facilities across 25 countries

PRODUCT
Bata is the Worlds largest shoe manufacturer. Bata has production facilities located throughout the world. Bata Footwear incorporates more than 100 years of experience. Bata goal is: To guarantee the wearers of our shoes optimum Safety, Health and Comfort. This philosophy has won Bata an outstanding reputation in the better class of Safety Footwear.

PRODUCT DESIGN
International designers and technicians conduct advanced product research and establish strict quality control procedures. The focus is on introducing new and exciting products which are competitively priced and give value for money. To remain at the Top, Bata invests substantial amounts in developing new concepts and designs which set standard for the industry. Its recent break through products under its Bata Tech brand is the result of untiring efforts of its Product Development Dept.

POPULAR BRAND
Bata is the undisputed leader in footwear technology. It manufactures and markets footwear for every walk of life. Among its newest collection of technogy in Mens shoes are Wind with in-built air-circulation technology, & Antishox with shock absorbing technology and & Flexible the most bendable shoe with in-built comfort feature and Comfort for women have become breakthrough products in footwear industry.

OTHER BRANDS
Bubble gummers is the leading children's footwear brand for the 0 to 9 olds that assure the healthy growth of a child's foot. Power embodies diversity with ranges in running, training, court, basketball, football and Outdoor that combines function with creativity. Marie Claire shoes are for women with an active lifestyle who seek contemporary modern styles. The Weinbrenner line is made up of leather shoes and boots, low, mid and high cut. characteristics such as double stitching, massage insole, latex foam insole, soft textile are used to emphasize the brand image both for comfort and style.

DR.SCHOLL The ribbed surface of the insole gently massages your feet while walking. This boosts the circulation And keeps you active all the day. The soft sole absorb all the shocks while walking. NORTH STAR It's a casual yet fashionable street-style shoes that caters to the young at heart. Hush Puppies emerged world's first casual shoe It is soft, breathable and very comfortable shoe. Known for technology.

CATEGORIES
MEN COMFIT HUSHPUPPIES POWER SCHOLL Weinbrenner Women Marie Claire POWER COMFIT HUSHPUPPIES Children Bubble gummers SCHOOL SPARX

PRODUCT LIFE CYCLE

TH OR N R , IT , NE OMF RS N RE TAC E, MME NB A R U WI B CLAI LEG E BB RI U MA B

A ST

R,

Power

IES PP L PU L SH HO HU .SC DR

PLACEMENT
Batas strength lies in its worldwide presence. Bata today Serves 1 million customers per day Employs more than 50,000 people, Operates 5000 retail stores Manages a retail presence in over 50 countries, Runs 40 production facilities across 25 countries. Batas 4 Business Units
o o o o Bata Bata Bata Bata Europe, Lausanne Asia Pacific-Africa , Singapore Latin America , Mexico North America , Toronto

PLACEMENT
Bata markets its products through three distinct channels. 1. Company operated retail outlets The Company operates its own retail network of over 5000 retail stores spread across the world. The process flow begins with the transportation of the finished products from the Companys manufacturing units and contract manufacturers plants to the distribution centres through the services of third party carrying and forwarding agents. The distribution centres in turn transport these products to the Company operated retail outlets based on specific demand requirements. These retail outlets are mannaged by the Companys employees and exclusively market the Companys footwear brands.

PLACEMENT
2. Dealer Network The Company also uses the dealer network of the footwear industry to market its products. Through this channel, the Company supplies its products to nonexclusive wholesale distributors who in turn distribute the Companys products to independent dealers across the country. The dealers covered under this channel are non-exclusive Bata dealers and hence sell footwear and related products of other companies also.

PLACEMENT
3. Market Extension Programe The Company is undertaking steps to generate volume business in semi-urban markets and markets which are unrepresented and underrepresented footwear markets, pursuant to its Market Extension Programe, through authorized Bata dealerships. Under this programe, the Company appoints authorized dealers, subject to certain selection criteria who run outlets which exclusively market the Companys products and adhere to rules and regulations of the Company.

PLACEMENT
Bata exports around 3 million pairs of shoes and other footwear annually, primarily to Western Europe, Middle-East and Far-East markets. Mens leather shoes are sold to established retailers in Europe , Middle-East and Far-East.

BATA RETAILERS FEATURE

Clear product merchandising Easy-to-shop store layout with clear product display by category and by style. Guaranteed customer satisfaction In any Bata in the world. Repair, exchange or refund any products with defects. *Proof of purchase is required for refunds.

PRICE
Bata Collections target a wide range of customers and offer an excellent price-quality ratio.

PRICING STRATEGIES
BATA usually use Non-price competition they compete on the basis of non-price elements like quality and Value. For special products BATA uses market penetration strategy, usually the products under BATA Tech Brands.

PRICING STRATEGIES
BATA also provide Discounts and allowances, like in Pakistan they provide discounts For Special events like Eid days, Fall season Discounts etc.

PROMOTION
The main sources of promotion of BATA products are BATA Official Website Bill boards TV Commercials BATA also promotes its products through Sales promotion like, Canton Fair China, Store Manager Sales Conference, TSM Meet at Bhurban Murree, etc.