RETAIL MARKETING GROUP EVALUATION

OBJECTIVE: TO IDENTIFY THE RETAIL MIX OF BATA

 ABOUT THE COMPANY

BATA INDIA LTD. THE UNIVERSE IN NUMBERS

❖ Bata India is the largest retailer and leading manufacturer of footwear in India and is part of the
Bata Shoe Organisation
4 Strategically located manufacturing units

❖ It was incorporated as Bata Shoe Company Private Ltd in 1931 and was set up initially as a small
operation in Konnagar (near Kolkata) in 1932 3.01 Mn. Sq. ft. of retail space across India

❖ It was the first manufacturing facility in the Indian shoe industry to receive the ISO:9001
certification
26363 Mn. Turnover in FY 2017-18

❖ Today, Bata India has established itself as India's largest footwear retailer with a retail network of
over 1,200 stores across the country

❖ The stores are present in prime locations and can be found in all the metros, mini-metros and
21 Mn. Footwear pairs production capacity
per annum
towns

❖ The company also operates a large non-retail distribution network through its urban wholesale 8477 Employees across functions and locations

division and caters to millions of customers through over 30,000 dealers

1375 Retail stores across India

VISION
To make great shoes accessible to everyone and remain the most respected Footwear Company 47 Mn. Footwear pairs sold in FY 2017-18
 MERCHANDISE ASSORTMENT
Merchandise Management

10 ❖Competitors: Khadims, Relaxo, Liberty and Metro Shoes

❖Target Customers: Middle Class Households (i.e., caters to Price Conscious Customers)
No. of brands ❖Merchandising Method: Stock to Sales

Assortment Range
➢ Bzees ❖Shoes: Formal, Informal, Sports
❖Polish Variety: Wax, Spray, Liquid
➢ HushPuppies ❖Handkerchief: sold branded as ‘Ambassador’
❖Socks: Sports, Formal, Health socks, Ankle socks
➢ Marie Claire ❖Shoe Laces
❖School Bags
➢ Power ❖Hand Bags
❖Foot Scrubber: Narrow and Wide
➢ North Star ❖Belts

➢ Weinbrenner The varieties are available for all- men, women and children

➢ Ambassador

➢ Scholl Bata Collections

❖Red Label Collection: ‘no compromise with style and comfort’
➢ Comfit ❖Insolia Collection: ‘most comfortable high-heeled shoes ever, so women can walk further’
❖9 to 9 Collection: ‘all day wear, stylish and comfortable shoes for all occasions’
 LOCATION
Observations at a Macro View
❖It is noticed from the google maps view that Bata Stores are
usually located in urban settings and in regions usually
populated
❖It was noticed that circles where Bata is located usually have
another Bata Store within a proximity of 3-5 kms
❖Since Bata has a variety of brands under its umbrella, it can
serve the customers for different price ranges, Bata by itself is
seen mostly serves the middle class category of population
and hence is located in locations populated by the middle
class.
❖Hush Puppies on the other hand serves a more elite class and
is found relatively Porsche locations.
Observations at a Micro View
❖The place selected was located in Baner
❖Bata Stores are usually located at the main roads
❖This store is 7-8 years old and were present here before
competition entered
❖The Foot fall of the store is of 200-300 on a usual day and the
conversion is usually of 50%
❖There are 35 Stores in Pune out of and is the leader in the no.
of footwear stores in Pune
❖The close proximity of stores offers Bata the opportunity to
retain a customer during an incident of Stock out