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    STP of Shoe Company

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    durraizali
    Bata began shoe production in India in 1931 and established manufacturing facilities across the country. Currently, Bata operates over 1250 retail stores across 500 cities in India. The company produces shoes for men, women, and children across several brands that are targeted towards different market segments based on demographics, price points, occasions, and locations. Bata positions itself as offering footwear and accessories for the entire family at affordable prices with an emphasis on performance, comfort, and durability.

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    STP of Shoe Company

    Uploaded by

    durraizali
    985 views31 pages
    Bata began shoe production in India in 1931 and established manufacturing facilities across the country. Currently, Bata operates over 1250 retail stores across 500 cities in India. The company produces shoes for men, women, and children across several brands that are targeted towards different market segments based on demographics, price points, occasions, and locations. Bata positions itself as offering footwear and accessories for the entire family at affordable prices with an emphasis on performance, comfort, and durability.

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    STP of Shoe Company

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    Bata began shoe production in India in 1931 and established manufacturing facilities across the country. Currently, Bata operates over 1250 retail stores across 500 cities in India. The company produces shoes for men, women, and children across several brands that are targeted towards different market segments based on demographics, price points, occasions, and locations. Bata positions itself as offering footwear and accessories for the entire family at affordable prices with an emphasis on performance, comfort, and durability.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    985 views31 pages

    STP of Shoe Company

    Uploaded by

    durraizali
    Bata began shoe production in India in 1931 and established manufacturing facilities across the country. Currently, Bata operates over 1250 retail stores across 500 cities in India. The company produces shoes for men, women, and children across several brands that are targeted towards different market segments based on demographics, price points, occasions, and locations. Bata positions itself as offering footwear and accessories for the entire family at affordable prices with an emphasis on performance, comfort, and durability.

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    INTRODUCTION

    1931- Shoe Production Plant in


    Konnagar, West Bengal

    1934 - Manufacturing City named


    Batanagar

    Later factories in Digha near Patna

    BATA CURRENTLY

    Over 1250 retail stores in 500 cities

    38 new stores in 3rd quarter of 2012

    Largest store of 10,000 sq.ft is in Borivili

    BRANDS OF BATA

    SEGMENTATION

    Segmentation Basic
    Segementation

    -Ambassador
    -Mocassino
    -Weinbrenner

    -Marie Claire
    -Naturalizer

    -Bubblegummers

    Demographics Income
    Low
    (Rs 299 799)
    onwards)

    Medium

    High

    (Rs 800 1499)

    Bata & I
    Ambassador
    Comfit
    Power
    Bubblegummers
    Weinbrenner
    Scholl

    (Rs 1500

    North Star
    Hush Puppies
    Footin
    Naturalizer

    Behavioural - (Occasions To
    Use)
    Formal

    Sports

    Casual

    Outdoor

    TARGETING

    SINGLE SEGMENT

    SELECTIVE
    SPECIALISATION

    MARKET
    SPECIALISATION

    PRODUCT
    SPECIALISATION

    MASS COVERAGE

    Industrial Shoes
    Miner Shoes

    Hunter Shoes

    POSITIONING

    Footwear and accessories for entire family

    Performance

    Affordable price

    Comfortable

    VALUE PROPOSITION
    Brand

    Target customer

    Benefit

    Value proposition

    Bata

    Price conscious
    middle class

    Affordable &
    durable

    Comfort at affordable
    price

    Ambassado Lifestyle oriented


    r
    consumers

    Comfortable
    finishing & better
    material

    Shoes looking
    elegance & class

    Comfit

    Working executives

    Comfortable
    fitting Extra
    sturdy & more
    stylish

    Style & comfort at


    affordable price

    Footin

    Style oriented
    youngsters

    Bold & bright


    fashion

    Comfort & fashion at


    affordable price

    Hushpuppi
    es

    Working executives

    Light weight, soft


    & comfortable

    360 comfort

    VALUE PROPOSITION
    Brand

    Target customer

    Benefit

    Value proposition

    Moccassino Price conscious


    working executives

    Style & comfort

    Comfort at affordable
    price

    Northstar

    Price conscious
    youngsters

    Attractive and
    fashionable

    Style & fashion at


    affordable price

    Power

    Youngsters who use


    sports shoes for
    style rather than
    sports

    Style, durable

    General purpose sport


    utility

    Dr Scholl

    Health conscious
    consumers

    legendary
    cushioning, and
    advanced
    technology

    Expert in making feet


    feel good

    Ruggedness &
    style

    Durable, stylish &


    comfortable outdoor
    shoes

    weinbrenne People engaging in


    r
    outdoor activities

    Upscale
    precisio
    n
    Hush
    puppies

    Ambassado
    r

    Durabl
    e

    Comfo
    rt
    schol
    l

    Powe
    r

    weinbrenn
    er

    Comfit

    Moccasino

    Northstar

    Footin
    Bata

    Affordabl
    e

    Repositioning
    Manufacturing company

    Repositioni
    ng

    Marketing oriented company

    Competitive Frame of
    Reference

    Target segment
    Health conscious people
    Feet problem patients

    Consumer behavior
    Prefer comfort over style
    Price insensitive
    Flexible Sole

    UltraSoft

    Cusioning

    comfort

    Scholls
    Waterproof
    lather

    Design

    Durable

    Lightweigh
    t

    DIFFERENTIATION

    Performan
    ce
    Weinbrenner

    Power
    Bata and I

    Qualit
    yHush Puppies

    Marie Claire
    Scholl

    Rat
    e

    Bata
    Foot in
    Bubblegummers
    Mocassino
    Power

    Servic
    eWarranty

    Utilit
    yBata & I
    Power
    Weinbrenner

    Value and
    People
    Bata

    Hush puppies
    Bubblegummers
    Bata & I
    North star
    Marie Claire

    Desig
    nHush Puppies

    Marie Claire
    North Star
    Foot in

    Deligh
    tFoot in

    Bata & I
    Bubblegummers
    Hush puppies

    Durabiliity

    Bata
    Weinbrenner
    Power
    Bata & I

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