MEASUREMENT OF BRAND AWARENESS AND BRAND LOYALTY OF BATA INDIA LIMITED, BANGALORE

A PROJECT REPORT Submitted to the SRM SCHOOL OF MANAGEMENT

In partial fulfillment of the requirement For the award of the degree Of MASTER OF BUSINESS ADMINASTRATION By MOUSUMI DAS Reg. No. 35080332 Under The Guidance Of Mr. J. DINESH, (Asst. Professor)

SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY KATTANKULATHUR- 603203 MAY- 2010

S CHOOL OF M ANAGEMENT SR M UNIVERSIT Y

S.R.M. Nagar, Ka ttankulathu r 603203 GST Ro ad Near C hennai Phone: 044-2745390 1, 2745591 9- Fax: 044-27453903 E -mail: info @srmuniv. ac.in Inte rnet: www. srmuniv.ac.in

BO NAFID E CER TIFICATE

C ertified that this project titled MEASUR EMENT OF BRAN D AWAR ENESS AND B RAND LO YALTY O F BATA INDIA LI MITED, B ANGALO RE is the bonafide work o f Ms. MOU SUMI DA S who carr ied out the research under my supervision. Certified further, to the best of knowl edge the w ork reported herein do es not fro m part of a ny other project report or desertion on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

SIGNA TURE OF THE HO D

SIGNAT URE OF

SUPERVISOR

DECLARATION

I hereby declare that the project wok entitled MEASUREMENT OF BRAND AWARENESS AND BRAND LOYALTY OF BATA INDIA LIMITED, BANGALORE, submitted to the School of Management, SRM University in partial fulfilment of the requirement for the award of the degree of Masters of Business Administration is a record bonafide research carried out by me under the guidance of Mr. J. Dinesh, Asst. Prof. School of Management, SRM University, Chennai and this project work has not formed the basis for the award of any Degree/Diploma/Fellowship or similar title to any candidate of any university.

DATE

MOUSUMI DAS

CHENNAI:

ACKNOWLEDGEMENT

I gratefully, acknowledge to all those persons who have supported me for the successful completion of this project internship work. I thank Dr. Jayashree Suresh, Dean, School of Management, and SRM University for providing me an opportunity to undertake this internship. I thank Mr. J. Dinesh, Asst. Prof. School of Management, SRM University, and Chennai, who allowed me to carry out the internship work successfully under his guidance and allowed me to get aware of the industry. I sincerely express my gratitude to Mr. AMIT MAJUMDER, GENERAL MANAGER BATA INDIA LIMITED, BANGALORE, who really helped me as the project guide like a mentor during the internship from his branch.
I would also like to thank all the faculty members of School of Management, SRM University and also the staff members of BATA INDIA LIMITED, BANGALORE.

Finally, I thank to all those kind enough respondents who provided their valuable time to me for responding my questionnaire that was mandatory for my internship work I had done.

ABSTRACT
This project is mainly about the Brand Awareness and Brand Loyalty of Bata India Limited. By measuring the Bata Brand Awareness will be able to find out how many potential customers are there for Bata brand. This will show that customers ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. This helps to identify and understanding their target customer. Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviours such as word of mouth advocacy. By measuring the Brand loyalty, will be able to find out loyal customers for their brand and will able to know what they want more from Bata brand. Favourable brand attitudes are the determinants of brand loyalty consumers must like the product in order to develop loyalty to it. In order to convert occasional purchasers into brand loyalists, habits must be reinforced. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour. Measurement of Brand Awareness and Brand loyalty helps us to know how much Bata brand is popular in the market, and also their performance level in the market. Bata is one of the trusted footwear all over the world, so this survey will show how much consumers are satisfied with their advertisements and features on different shoe products.

CHAPTER-1

INTRODUCTION

INTRODUCTION CHAPTER CONTAINS

1.1 INTRODUCTION ABOUT THE STUDY 1.2 OBJECTIVES OF THE STUDY 1.3 IMPORTANCE AND RELEVANCE OF THE STUDY 1.4 SCOPE OF THE STUDY 1.5 LIMITATIONS OF THE STUDY

1.1 INTRODUCTION:
The main purpose of this project is to provide an approach for analysing market structure in terms of brand loyalty and brand awareness for the purchase of Bata products. Ideally, your brand should be the first one that comes to your mind within specific product categories and associated with key consumer benefits. Consumers should be able to identify which products and services Bata brand offers. They should also be able to identify which benefits are associated with the brand. It is also useful to segment the market, based on brand loyalty and brand awareness and to understand the needs of loyal customers and potential awareness, as well as their attitude towards key brand attributes. The goal of this project is to create awareness among the consumers that there are different brands in the product categories in which the brand operates, and also to measure the consumer's behaviour of repeatedly purchasing a specific brand over a certain period of time. It is also useful to segment the market, based on brand loyalty and brand awareness and to understand the needs of loyal customers and potential awareness, as well as their attitude towards key brand attributes. A person's attitude toward a brand is relevant to the degree of their brand loyalty. Brand awareness is linked to consumers brand preferences, that salient brands are high in both intentions to buy the brand and brand loyalty. It is a well known fact that a distinctive brand identity is one of the most influential factors in determining how consumers differentiate between similar products and services. Both tools are separate in practice, but also used in combination with each other. It is the also the key to attracting new customers and retaining existing customers. The intent of this study is to provide insights of the needs of two groups of customers, repeat buyers and operations of the brand, in order to help corporations develop appropriate marketing strategies. This study was carried out in two stages: (1) segmenting the market into the two consumer groups; and (2) analysing the differences of the two groups based on the key factors that affect consumption behaviours.

1.2 OBJECTIVES OF THE STUDY:

Primary objectives- To measure the Brand awareness and Brand loyalty of Bata India Limited, Bangalore.

Secondary objectives To find out the companys position in the footwear industry in the market. To find how much Bata brands are aware in the market among the consumers. To find out the loyal customers of Bata. To determine the factors which is affecting Batas promotional activities? To find out drawbacks of Bata brand.

1.3 IMPORTANCE AND RELEVANCE OF THE PROJECT:

The two month project Training is very important for a student of MBA. This type of study gives some practical knowledge to MBA students and practical knowledge is more useful than theoretical knowledge for any one. There is no certain formula for any particular problem but the aim of this study is to develop the ability of decision making. A right decision at the right time itself helps an organization to run smoothly. The training in any organization gives us an idea of different marketing activities and many emphases is given on Promotional Activities Aspect and also it is seen how business is taken tactfully when any problem comes to an executive. The way of problem solving, right decision making and knowledge of different types of marketing activities gives much importance to this study. Though only in 2 months, it was not possible to understand it so deeply but overall ideas would be developed. The survey was conducted to Measure the Brand Awareness and Brand Loyalty of Bata India Limited, Bangalore. This study is done to find out how much Bata brand is aware in the market and also to find loyal customers of Bata. Bata operates in many different economic and cultural environments around the world, dictating very different types of operations. Although Bata does not sell the same shoes nor does it have identical stores in each country, customers will recognize common elements to the Bata experience everywhere in the world. The survey covers a wide range of activities and factors, which influence the many customers to express their feelings about Bata brand. The samples of 60 respondents were taken to represent Bata brand, and the result was not in the favour of Bata.

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1.4 SCOPE OF THE STUDY:

This project is done to provide an approach for analysing market structure in terms of brand loyalty and brand awareness for the purchase of Bata products. Ideally, your brand should be the first one that comes to the minds within specific product categories and associated with key consumer benefits. Consumers should be able to identify which products and services Bata brand offers. They should also be able to identify which benefits are associated with the Bata brand. The intent of this study is to provide insights of the needs of two groups of customers, repeat buyers and operations of the brand, in order to help corporations develop appropriate marketing strategies. This study was carried out in two stages: (1) segmenting the market into the two consumer groups; and (2) analysing the differences of the two groups based on the key factors that affect consumption behaviours. The result of this study will help the Bata company to rectify their mistakes and to come out with new plan and promotional activity which helps them to create a good position in footwear industry again.

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1.5 LIMITATIONS OF THE STUDY:

Although all efforts have been made to study all types of population as compared to the topic of study, universe size and sample size, findings of the study will be considered and will be applied in Bangalore, only because perception of the customers varies in other place due to socio-economic and educational background. At last but not the least the study will try to find out real depth of the actual position of the brand. A project is a work that an executive or the personnel does by their efforts in research. There are many advantages that we can easily find and recommend in the company but like all projects this project also have some limitations, such as:Personal interview: - It consists of few questions and answer session, so most of the people avoid it and thats why we get little wrong response in the questionnaire. Field survey:- This method is also a key factor, but generally to that place where it has been done, because the result varies when we change the area. Questionnaire: - Because of the busy schedule and fast life of the respondents, most of them do not give that is needed, so that affects the result as well as analysis. Secondary sources:- Such as company data makes in favour of the company, so problem occurs. Personal visit to the other footwear stores:- This is also a good technique, but most of them dont discloses their sale unit and turn over because of the privacy.

It is very difficult to influence and get right answer from old mentality customers. Therefore the result is applicable to Bangalore region only. These findings may not have much relevance in other regions of different from rest of the country. All the conclusions suggestions & recommendations will be made in the feedback obtained from the survey on the basis of responses given by the respondents.

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CHAPTER-2

PROFILE OF COMPANY

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PROFILE OF COMPANY CHAPTER CONTAINS

2.1 INDUSTRY INTRODUCTION 2.2 HISTORY OF BATA 2.3 COMPANY PROFILE 2.3.1 OVERVIEW 2.3.2 GOAL OF BATA 2.4 PRODUCT PROFILE 2.5 REVIEW OF LITERATURE 2.6 MARKETING STRATEGIES

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2.1 INDUSTRY INTRODUCTION:

Indian leather industry is the core strength of the Indian footwear industry. It is the engine of growth for the entire Indian leather industry and India is the second largest global producer of footwear after China. Reputed global brands like Florsheim, Nunn Bush, Stacy Adams, Gabor, Clarks, Nike, Reebok, Ecco, Deichmann, Elefanten, St Michaels, Hasley, Salamander and Colehaan are manufactured under license in India. Besides, many global retail chains seeking quality products at competitive prices are actively sourcing footwear from India. While leather shoes and uppers are produced in medium to large-scale units, the sandals and chappals are produced in the household and cottage sector. The industry is poised for adopting the modern and state-of-the-art technology to suit the exacting international requirements and standards. India produces more of gents footwear while the worlds major production is in ladies footwear. In the case of chapels and sandals, use of nonleather material is prevalent in the domestic market. Leather footwear exported from India are dress shoes, casuals, moccasins, sport shoes, horrachies, sandals, ballerinas, boots. Non-leather footwear exported from India is Shoes, Sandals and Chappals made of rubber, plastic, P.V.C. and other materials. With changing lifestyles and increasing affluence, domestic demand for footwear is projected to grow at a faster rate than has been seen. There are already many new domestic brands of footwear and many foreign brands such as Nike, Adidas, Puma, Reebok, Florsheim, Rockport, etc. have also been able to enter the market. The footwear sector has matured from the level of manual footwear manufacturing methods to automated footwear manufacturing systems. Many units are equipped with In-house Design Studios incorporating state-of-the-art CAD systems having 3D Shoe Design packages that are intuitive and easy to use. Many Indian footwear factories have also acquired the ISO 9000, ISO 14000 as well as the SA 8000 certifications. Excellent facilities for Physical and Chemical testing exist with the laboratories having tie-ups with leading international agencies like SATRA, UK and PFI, Germany.

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One of the major factors for success in niche international fashion markets is the ability to cater them with the latest designs, and in accordance with the latest trends. India, has gained international prominence in the area of Colours & Leather Texture forecasting through its outstanding success in MODEUROP. Design and Retail information is regularly made available to footwear manufacturers to help them suitably address the season's requirement. The Indian Footwear Industry is gearing up to leverage its strengths towards maximizing benefits. Strength of India in the footwear sector originates from its command on reliable supply of resources in the form of raw hides and skins, quality finished leather, large installed capacities for production of finished leather & footwear, large human capital with expertise and technology base, skilled manpower and relatively low cost labour, proven strength to produce footwear for global brand leaders and acquired technology competence, particularly for mid and high priced footwear segments. Resource strength of India in the form of materials and skilled manpower is a comparative advantage for the country.

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2.2 HISTORY OF BATA:

1894-The T.& A. Bata Shoe Company is registered in Zelin, Czechoslovakia by the siblings Thomas, Anna and Antonio Bata - the eighth generation of shoe-making Batas. 1895-Antonio leaves the Company to join the army, his sister Anna follows shortly after to get married. Thomas Bata takes over the company leadership alone. 1897-Thomas introduces the Batavia, the first fabric shoe and with it production mechanization. 1905-Production reaches 2,200 pairs per day, produced by 250 employees. Constant innovation of footwear to meet customers needs. Thomas Batas motto is Our customer is our Master. 1909-First export sales and first sales agencies in Germany, in the Balkans and in the Middle East. Bata shoes are of excellent quality and are available in more styles than had ever been offered before. Demand grows rapidly. 1917-Sales reach 2 million pairs per year produced by 5000 employees. Advanced production equipment is imported. As the Company prospers so do the communities where it operates. Bata creates stores, builds housing, schools and hospitals near factories. 1922-Following the First World War currencies are devalued and consumer purchasing power is at an all time low. Bata cuts shoe prices by 50%; stores are flooded with customers forcing the industry to follow the lead. 1925-The Bata system organizes operations in autonomous workshops with employee profit sharing introduced since 1923. Each one in the company is an entrepreneur. The Bata School of Work founded. It provides rigorous education and practical training to future Bata managers. 1929-Introduction of customs tariffs. Bata responds by building factories in Swiss, Germany, England, France, Yugoslavia, Poland, Holland, the USA and India By the early 1930s, Bata is the worlds leading footwear exporter. 1932-Thomas Bata is killed in a plane crash on the way to visit a factory under construction in Switzerland. Under the leadership of Thomas Bata's uncle, Jan Bata, the company intensifies diversification into the production of tires, aircrafts, bicycles,

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machineries. Thomas J. Bata, the young son of Thomas Bata, convenes the 1st international congress of young Bata people. 1939-Bata operates 63 companies in various industries but footwear remains the core business with 60 million pairs sold per year in more than 30 countries. 1940-Part of the Company management under the leadership of Thomas J. Bata starts to operate from Bata, near Toronto, Canada. 1945-All Bata companies in Eastern European countries are nationalized by communist governments. The Company starts rebuilding itself from the remaining entities located outside Eastern Europe. 1960-The Companys headquarters are officially relocated in Toronto under the leadership of Thomas J. Bata. 1989-With the fall of Communism, Thomas Bata is invited by the new president, Vaclav Havel, to return to the Czech Republic and receives a hero's welcome. A chain of shoe stores is opened with the headquarters in Zelin, and a small shoemaking factory begins operations in Dolman Nancy. 1990-Creativity, product innovation and research for higher quality levels is the core of Batas product development policy. The results are the international high standard, Bata premium collection. 1995-Partnership develops in Eastern Europe. Bata stores reopen in Russia, Poland, Croatia and Slovenia. 1999-To adjust to the market evolution Bata undertakes a major reorientation from manufacturing to designing, marketing and distribution. 2001-Thomas G. Bata, the founders grandson becomes the Groups Chairman. A new international structure is implemented around 4 meaningful business units (MBUs) to give more focus to the business and gain synergies within each region, especially in sourcing and product development. 2002-As a part of re-inventing its core competencies, Bata shoe innovation Centres open around the world to focus on the development of shoes with exclusive comfort technology features and design. 2004-New steps into China with the opening of the Bata procurement centre in Guangzhou and a distribution partnership for the opening of Bata retail stores. 2006-Start of the 262 acre, Riverbank Township construction project to modernize the Batanagar factory complex near Kolkata. It is expected to be completed by 2011 with
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2500 modern houses for employees, a large hospital, a school, and IT Park, a hostel and residential along the riverside. Launch of the branded business division to consolidate our existing worldwide branded business activities into a leading industrial and professional footwear company. 2008-The Bata emerging markets unit was created in order to maximize the synergies of all operations in Latin America, Africa, Asia and India. 2009-The European shoe innovation centre (SICE) in Padova, Italy launched this year. As well as conducting research into new innovations, materials and design for our shoe technologies, SICE design and sources top quality products from the best worldwide suppliers for all our European stores.

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2.3 COMPANY PROFILE:

The company that evolved into BATA SHOE ORGANIZATION was first registered in the town of Zelin, Czheclovakia on August 24 1894. It was found by THOMAS BATA who was the grandfather of present president T.G.BATA. Although the Bata name had been a part of that tradition for 8 generations, spanning three hundred years Thomas Antonius and Anna Bata wanted to improve conditions for themselves and for shoemakers of the future. The credo Our Customer Our Master served as the guiding principle for Bata Shoemaker and employers. The young company overcomes many difficulties. In order to meet growing demands during the early years, new production machinery was found in other countries and innovative shoe making techniques were devised skilful and successful Bata employees. Batas reputation as innovative industry leader has been maintained eve r since. In every 1920s Bata established new companies in Poland, Denmark, Yugoslavia, Holland, UK and USA. Bata is one of the worlds widest reaching companies, with operations in 68 different countries. Bata companies strive to listen to the customers in their local markets and clearly identify their footwear needs, and then to provide products that exceed their customers expectations in terms of quality, style and value. Bata operating companies are grouped into four business units based on similarities in markets and business issues. Each group benefits from synergies specific to their requirements, such as product development, sourcing and marketing support. Each business unit is entrepreneurial in nature, and can quickly adapt to changes in the marketplace and seize potential growth opportunities.
th

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2.3.1 OVERVIEWServes one million customers per day. Employs more than 40000 people.

Operates 4600 retail stores. Manages a presence in over 50 countries. Runs 40 production facilities across 26 countries. Serves 1lakh customers per day. Employs more than 8900 people. Operates 1100 retail stores. Runs 5 production facilities across India. Network of 1600 retail stores. Bata International serves customers in much of Asia, the Pacific and Africa through its 3,000 stores and many dealers. It is supervised from Singapore. Bata International operates shoe innovation centres in several countries as well as 30 factories to serve individual markets. Bata Europe is based in Paris and operates 500 stores offering fashionable footwear. The world-class shoe innovation centre just outside of Venice supplies many of the exclusive lines found in Bata stores throughout Europe. Bata Latin America is based in Mexico City. Bata is the leading retailer of shoes in Latin America and the leading marketer of children's branded footwear. Bata Canada is based in Toronto from where 250 stores serve the Canadian market. Its chain of Athletes Worlds and Nike Shops is the leadin g fashion source in Canada for young urban customers. Bata Shoe organization (B.S.O.) is the largest manufacturer and marketer of footwear in the world. Its global business comprises of shoe factories, tanneries, engineering plants, quality control laboratories, product development and research
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centers. Bata distributes its products through approximately 6,300 retail outlets, 10,000 franchises and thousands of wholesale depots and dealers. More than 50,000 people are employed in producing and selling over 300 million pairs of shoes each year, primarily for the domestic markets in which B.S.O companies operate.

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2.3.2 GOAL OF BATAVISION- To provide good quality shoes at an affordable price. By keeping in mind the comfort that needs to be there and providing new designs with it. MISSION- Introduction of a strong shoe line targeted to various market segments to maintain leadership through increased market share. QUALITY POLICY- All products produced at the companys manufacturing unit are checked for quality adherence before they leave the factory premises. The techniques used for quality checks include sampling and physical test. The merchandise is again physically tested for quality adherence by the stores manager at each retail outlet. OBJECTIVES Achievement of 100% estimated business in each category. Maintain a shoe line with 700 lines of which 200, 300, 150 & 50 lines for Men, Women Children & Plastic respectively. Introduction of a shoe line as per life style as well as fashion trend. Achieve an average 55% margin in each category Innovative ideas or system for better management of merchandise distribution by maintaining 4 times stock turn. STRATEGIES Penetration to new & targeted market segments through introduction of shoe lines as per life styles with supportive promotion activities Defined number of lines, assortment & quantity for each store according to merchandise classification & store profile in order to increase efficiency in distribution. Identification of loopholes in cost structure to increase production efficiency. Detail analysis of price points of entire shoe line in order to achieve maximum margin. Detail analysis of departmental work flow & bringing necessary changes for efficiency better coordination with other departments.
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2.4 PRODUCT PROFILE:

(a)BATA HAWAII- Bata Hawaii is a well-known brand with a complete range of things for men, women and children. Bata Hawaii is synonymous of comfort and durability at a very affordable price.

(b)BATA ALL SEASONS- Bata all seasons brand is functional, fashionable footwear, primarily offering men and womens sandal and chappals. The brand caters to men and women looking for trendy footwear with a lot of style at a little price. Bata all seasons is convenient product for all those who are looking for an affordable and fashionable shoe to wear throughout the year.

(c)SANDAL BY BATA WATER PROOF-The brand caters to men and women looking for affordable, comfortable footwear at little price. Sold in larger volume during the rainy season. Sandal is a convenient product for durable water proof shoe to wear in summer and during the monsoon seasons.

(d)POWER ATHLETIC FOOTWEAR-Power international is athletic shoe brands owned by the Bata shoe organization and are currently offered in over 40 countries around the World. Power brand offers a range of priced contemporary athletic footwear.

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(e)BUBBLE GUMMERS-Fashionable footwear for children. Bubble gummers footwear responds to the needs of both parents and childrens and has consistently offered the younger customer quality, fashionable footwear with a focus on comfort, durability and an element of fun, ail for excellent value. Bubble gummer represents a wide range of childrens footwear that includes pre-walker, dress outdoor, casual, fashion, athletic, sandals and boots. Bubble gummers shoe are sold in over 40 countries as leading childrens footwear brand.

(f)NORTH STAR-Fashionable casual leather and textile footwear North Star bean as comfortable and affordable leisure footwear and has recently strengthened its fashion offering with the current trend towards retro sneakers. North Star American leisure style influences, typically demonstrated be people aged 16 to 30. It has become a fashionable comfortab leisure brand.

(g)HUSH PUPPIES-Comfort shoes technologically designed for men and women. Hush puppies are distributed in over 80 countries around the world. Hush puppies are truly comfortable shoe that provides long lasting shock absorbing comfort and excellent fit by conforming to foot. Bounce technology makes walking easier by storing and releasing energy, propelling.

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(h)MARIE CLAIRE-Marie Claire is a well-established brand of womens elegant evening and fashion footwear, made with high quality materials and manufacturing. The brand offers footwear for the fashion conscious and up to date trends blend with the promise of comfort and affords ability. The brands cater to primarily urban women providing high fashion dress shoe and sandals.

(i)WEIN BRENNER-Wien Brenner brand provides outdoor footwear for young men and women. Wien Brenner is casual style, comfortable and durable. The characteristics of the brand embody the outdoors. The brands construction, materials, rugged character and durability allow customers to enjoy the outdoors in comfort and style, all at high quality and value. Shoes compose the product line and boots designed for outdoors lifestyle and Casual Street fashions.

Thus Bata's well known brands include Power, Bubble-Gummers, MarieClaire, Hawaii, Naughty boy, Sandal, North-Star etc. International brands such as Hush Puppies, Nike, Lotto, and Dr Scholl are sold under manufacturing and licensing agreements. The company has more than 1000 shoe designs and caters to all the segments. Over 60% of sales come from the men's range, while children's and womens range account for about 20% each. In women's segment the Sun-drop range of casual ladies wear in the popular range has done well in the market and registered a strong growth of 500% in F12/2000. The brand is
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being endorsed by film star Rani Mukherjee. Bata also markets sportswear, readymade garments, hosiery, and other footwear accessories like socks, shoe polish, etc. The company also exports its products to countries like Germany, Australia, USA, UK, Holland, Denmark, New Zealand, France and Canada. It exports about 4mn pairs of shoes in a year.

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2.5 REVIEW OF LITERATURE:

Literature Review is the documentation of a comprehensive review of the published and unpublished work from secondary sources of data in the areas of specific interest to the researcher. The main aim is to find out problems that are already investigated and those that need further investigation It is an extensive survey of all available past studies relevant to the field of investigation. It gives us knowledge about what others have found out in the related field of study and how they have done so. A successful brand is an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition. Successful brands deliver benefits to satisfy customer needs. These needs include rational needs (such as features, packages or the price of a brand) and emotional needs (such as prestige, distinctiveness, style or the social reassurance of a brand). Brand loyalty measurement has not flourished in the marketing literature. A person's attitude toward a brand is relevant to the degree of their brand loyalty. Brand awareness is linked to consumers brand preferences, that salient brands are high in both intentions to buy the brand and brand loyalty. It is a well known fact that a distinctive brand identity is one of the most influential factors in determining how consumers differentiate between similar products and services.

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2.6 MARKETING STRATEGIES:

Market-scope strategy choices1. Single-Market Strategy 2. Multi-market Strategy 3. Total-market Strategy Among the three choices Bata has chosen and uses Total-Market strategys they serve all classes of people with their shoes ranging from 30/--2195/-. The specifics of the strategy is provided belowDefinition: Serving the overall market with one or some other kind of offerings. Objective: To diversify the risk of serving only one market. Requirements: Carefully selecting all the segments and providing offerings to all. Avoid confrontation with companies serving the entire market.

Expected Results: Higher Sales. Higher Market Share.

Market-Geography Strategy choices1. Local-Market Strategy 2. Regional Market Strategy 3. National Market Strategy 4. International Market Strategy

Among the market-Geography Strategies Bata follows the 'NationalMarket Strategy as they distribute their product to the whole of world using their own and Danish's distribution channel. Definition: Operating nationally.
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Objective: To seek growth. Requirements: Top management commitment. Capital Resources. Willingness to take risks.

Expected Results: Increased growth. Increased market share. Keep up with competitors

Market-Entry Strategy choices: 1. First-In Strategy 2. Early-Entry Strategy 3. Laggard-Entry Strategy

Among the Market-Entry choices, Bata Bangladesh uses First-In strategy which is characterized by the following: Definition: Entering market during the introduction stage. Two modes of entry are feasible: Conventional marketing strategy Initiator- Entering market with unconventional marketing strategies

Objectives: To understand the market first and reap the profit at the beginning and waiting for the competitors and strike them with good lowering price and improved quality. At the same time it offers variety of products. Requirements: Market research ability.
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Production capability.

Expected results: Putting market on a new growth path. Increased profits. Some growth opportunities.

Product Strategy choices: 1. Product-Positioning Strategy 2. Product Repositioning Strategy 3. Product-Overlap Strategy 4. Product-Scope Strategy 5. Product-Design Strategy 6. Product-Elimination Strategy 7. New-Product Strategy 8. Diversification Strategy

Among the product strategies Bata has used 'Product-Positioning Strategy' and 'Diversification Strategy' which is characterized by the following: Product-Positioning Strategy: Definition: Placing a brand in that part of the market where it will have a favourable reception compared with competing brands. Objectives: Position product in market so that it stands apart from competing brands. To position the product so that it tells customers what you stand for, what you are, how you would like customers to evaluate you. Requirements: Use of marketing mix variables (design and communication efforts).
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Successful management of a single brand requires positioning the brand in the market so that it can stand competition from the toughest rivals and maintaining its unique position by creating the aura of a distinctive product. Successful management of multiple brands requires careful positioning in the market so that multiple brands do not compete with nor cannibalize each other. Thus it is important to be careful in segmenting the market and to position an individual product as uniquely suited to a particular segment through design and promotion.

Expected Results: Meet as much as possible the needs of specific segments of the market. Limit sudden change in sales. Make customers faithful to the brands.

Distribution Strategy:

Definition: Developing unfamiliar products and markets throughConcentric diversification (products introduced are related to existing ones in term of marketing or technology), Horizontal diversification (new products are unrelated to existing ones but are sold to the same customers), and Conglomerate diversification (products are entirely new).

Objectives: Diversification strategies response to the desire forGrowth when current products/markets have reached maturity, Stability by spreading the risks of fluctuations in earnings, Security when the company may fear backward integration from its major customers, and Credibility to have more weight in capital markets.

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Requirements: In order to reduce the risk inherent in a diversification strategy, a business unit shouldDiversify activities only if current product/market opportunities are limited, Have good knowledge of the area in which it diversifies, Provide the products introduced with adequate support, and Forecast the effects of diversification on existing lines of products. Expected results: Increase in sales. Greater profitability and flexibility. Pricing Strategy choices For new products: (1)Skimming Pricing (2)Penetration Pricing At times Bata Shoe Company used 'Penetration Strategy' which is characterized by the following: Definition: Setting a relatively low price during the initial stages of a products life. Objectives: To discourage competition from entering market by quickly taking large market share and by gaining cost advantage by realizing economies of scale. Requirements: Products must appeal to a market large enough to support the cost advantages. Demand must be highly elastic in order for firm to guard its cost advantage.

Expected Results: High sales volume and large market share. Low margin on sales. Lower unit costs relative to competition due to economies of scale.

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CHAPTER-3

ROLE OF BRAND AWARENESS AND BRAND LOYALTY

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ROLE OF BRAND AWARENESS AND BRAND LOYALTY CHAPTER CONTAINS

3.1 BRAND AWARENESS 3.1.1BRAND AWARENESS PLAN 3.1.2 BRAND AWARENESS IMPORATANCE 3.1.3 BRAND AWARENESS OF BATA 3.1.4 BRAND AWARENESS STRATEGY OF BATA 3.2 BRAND LOYALTY 3.2.1 IMPORTANCE OF BRAND LOYALTY 3.2.2 CREATING BRAND LOYALTY 3.2.3 BRAND LOYALTY TOWARDS BATA 3.2.4 BRAND LOYALTY STRATEGY OF BATA

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3.1 BRAND AWARENESS:

Brand Awareness, it is an extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. It is expressed usually as a percentage of target market; brand awareness is the primary goal of advertising in the early months or years of a product's introduction. Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. Keller, 'Brand love', or love of a brand, is an emerging term encompassing the perceived value of the brand image. Brand love levels are measured through social media posts about a brand, or tweets of a brand on sites such as Twitter.

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3.1.1 BRAND AWARENESS PLANThe major components of a plan to develop brand awareness are: Identifying and understanding your target customers Creating a company name, logo, and slogans Adding value through packaging, location, service, special events, etc. Advertising After-sale follow-up and customer relations management

Targeting the right audience is crucial to your success. Of similar importance understands that you need a plan along with specific actions that increase awareness of your brand amongst your consumers. Throughout the entire process of creating a brand, it is of utmost importance to consider how what you do will increase brand awareness.

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3.1.2 BRAND AWARENESS IMPORTANCEYou may be asking yourself, is brand awareness really all that important? You may be saying to yourself, I have plenty of customers and sales are decent, why bother? The answer is: There are few things more worthwhile than investing time in your brands awareness.

BRAND AWARENESS CYCLE

It can play a major role in purchasing decisions. The reality is, the more aware consumers are of your product and your brand, and the more likely they are to buy from you. Among the challenges faced in selling pure maple products are: Do potential customers know you exist? Why pay more for Pure Maple vs. artificial syrup? Isnt Vermont maple syrup better? Why pay more for your products rather than from a less expensive alternative?

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3.1.3 BRAND AWARENESS OF BATABata is the most trusted name in branded footwear. Bata India Ltd. helps the genuine customers to claim against the quality issue of the shoe. Types of footwear Bata offered includes Rubber, Canvas, Leather and Plastic footwear. Bata offers new products in the market so that they can gain attraction of customers. Low-income consumers are often unaware of the products companies wish to sell and are typically beyond the reach of standard advertising and marketing strategies. Few consumers have consistent access to technology such as radios, television and computers, and most travel infrequently to urban centres. These limitations mean that information about new products of Bata is generally acquired through informal; non-market channels and those social networks are often the most powerful influences on a purchasing decision. In order to create awareness for Bata shoes, the company is planning to focus on fun events, promotions, contests, in-store merchandising. Global brands like Adidas, Nike, Reebok, Puma and Lotto have also stepped up their retail expansion activities in right earnest for their brand awareness. Indian majors like Bata, Liberty and Khadim have also responded positively to the new challengers in a bid to retain market leadership. They have significantly transformed their retail formats to become more lifestyle-oriented and are positioning themselves as vibrant and contemporary Indian brands. Bata doubled the number of preparing the collection, cut costs by outsourcing a lot of operations, and refreshed the collection with chic designs without increasing the price, so that Bata continued to remain very affordable. Batas strength lies in their family stores which have shoes for everyone . Bata positioning their stores as the most knowledgeable in India. But Bata to make aware of their newly arrived products in market they should come up with some good advertisements that convince customers to buy their products and also put some attracted banners in busy areas.

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3.1.4 BRAND AWARENESS STRATEGY OF BATABata draw up a brand awareness strategy that can continue to update throughout the development of their brand. To begin, they preliminary did research to determine how aware the consumers are about Bata brand. Then, decide what they think and perhaps what others suggest that might do to increase awareness and public recognition. Next, they compose a strategy how they would like to go about this. For example, perhaps your focus may be on your name, or perhaps the colours people associate with your brand, or even the way in which you promote and sell your products. Finally, they decide upon how they would like to execute these changes and increase brand awareness of Bata. Ultimately, they are able to see a change in how consumers perceive Bata brand and the level of recognition of their brand has acquired. For example, perhaps your consumer base expands to include of nearby towns or attract a different core consumer. Truly successful brand awareness often takes time to develop. First there is the time required to develop an effective awareness effort. Then there is the time required for your message to reach potential customers. A few customers will respond early, but most will take time to hear about your products, make a decision to try them, and even later return for more. Establishing customer loyalty takes the most time, as it requires extended experience with your business and products. As a result of specific actions, positive brand awareness is promoted. Brand awareness is essentially the impression people have of your brand. Do they know your brand as reliable high quality? As well established and distinctive? As a bargain? How is it that they have formed these perceptions? Perhaps from your logo? Or maybe from the way your products are displayed or priced? These opportunities to make a good impression are what are influencing your consumers awareness of your brand.

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3.2 BRAND LOYALTY:

Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviours such as word of mouth advocacy. It is an extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. A loyalty program should have a long enough timeframe to ensure its success. When a brand launches a loyalty program, it is making a statement to its customers that the relationship is valuable and that the brand appreciates it. Pulling back can be seen as the brand telling its customers, Nah, youre not as important as we thought. Or even worse: Hey we didnt make enough money out of this so were ditching you. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm.

BRAND LOYALTY
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3.2.1 IMPORTANCE OF BRAND LOYALTYThere are three main reasons why brand loyalty is important: Higher Sales Volume The average United States Company loses half of its customers every five years, equating to a 13% annual loss of customers. This statistic illustrates the challenges companies face when trying to grow in competitive environments. Achieving even 1% annual growth requires increasing sales to customers, both existing and new, by 14%. Reducing customer loss can dramatically improve business growth and brand loyalty, which leads to consistent and even greater sales since the same brand is purchased repeatedly. Premium Pricing Ability Studies show that as brand loyalty increases, consumers are less sensitive to price changes. Generally, they are willing to pay more for their preferred brand because they perceive some unique value in the brand that other alternatives do not provide. Additionally, brand loyalists buy less frequently on centsoff deals these promotions only subsidize planned purchases. Retain Rather than Seek Brand loyalists are willing to search for their favourite brand and are less sensitive to competitive promotions. The result is lower costs for advertising, marketing and distribution. Specifically, it costs four to six times as much to attract a new customer as it does to retain an old one.

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3.2.2 CREATING BRAND LOYALTYFavourable brand attitudes are the determinants of brand loyalty consumers must like the product in order to develop loyalty to it. In order to convert occasional purchasers into brand loyalists, habits must be reinforced. Consumers must be reminded of the value of their purchase and encouraged to continue purchasing the product in the future. To encourage repeat purchases, advertisement before and after the sale is critical. In addition to creating awareness and promoting initial purchases, advertising shapes and reinforces consumer attitudes so these attitudes mature into beliefs, which need to be reinforced until they develop into loyalty. For example, the most avid readers of a travel ad are those who just returned from the destination. Ads reinforce a travellers perception and behaviour. Remember, it is easier to reinforce behaviours than to change them and the sale is just the beginning of an opportunity to turn the purchaser into a loyalist. A few more points to keep in mind Develop an unbeatable product - if you want to keep customers, make sure they can get what they want from your product. Give customers an incentive to repeat purchase- chance to win a prize, gift with a certain number of proofs of purchase, in-pack discount coupon, etc. Stand behind your product if customers dont trust the product, they wont purchase it again. Know your trophy customers and treat them best of all remember the rule that 80% of sales will come from the top 20% of customers. Make it easier to buy your brand than competing brands availability and simplicity are keys in todays high-speed world. Customers appreciate convenience more than ever. Go to your customers - bring the product to customers when possible. Becomes a customer service champion seek to serve the customer and they will repeat purchase again and again!

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3.2.3 BRAND LOYALTY TOWARDS BATABata, as a trusted footwear brand try to satisfy their customers by providing best quality of products and services. There are many customers who are loyal to Bata products and services because they always prefer Bata, and repurchase footwear from them. The image of Bata in the Indian footwear industry is very high, so many customers they dont look after the price in case of Bata footwear as they have a belief about their service quality. Bata delivers what they promise to their customers so many customers they recommend their friends and relatives about Bata products and services. This shows the loyalty of customers towards Bata brand. Bata believe that the cost of acquiring customers is six times that of retaining them and, therefore, ensuring loyalty is commercially important. Loyal customers are also important because they provide the consistency of volume critical for mass production not to mention the consistency of revenue required to run a business. As a result Bata brands look toward loyalty programs to reward loyal customers and encourage retention.

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3.2.4 BRAND LOYALTY STRATEGY OF BATABata has taken three forms: Creating customer satisfaction- Delivering superior quality products and services. Building brand equity- The sum of the intangible assets of a brand. Factors that contribute to this are: name awareness, perceived quality, brand loyalty, the associations consumers have towards the brand, trademarks, packaging, and marketing channel presence. Creating and maintaining relationships- Success with any of these strategies will result in high levels of repeat purchase, insulation from price increases and improved responsiveness to marketing communications by customers. There has been an evolution of marketing thought and activity over this last decade. Initially, the quality movement placed customer satisfaction as the ultimate goal of marketing programs. However, as satisfied customers were shown to defect to other brands or providers at relatively high rates, strategists looked to creating a greater commitment with the customer. Two ways to achieve this were to build brand equity (primarily for consumer products) and to build relationships (primarily for industrial products.) Brand equity used mass media advertising, corporate citizenship and public events sponsorship to build a brand image. Relationship marketing sought to build interdependence between partners and relied on one-to-one communications, historically delivered through the sales force. With the growth of marketing databases and the Internet, the ability to reach customers individually became a viable strategy for a wide range of firms including consumer products companies.

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CHAPTER-4 RESEARCH METHODOLOGY

46

RESEARCH METHODOLOGY CHAPTER CONTAINS

4.1 INTRODUCTION 4.2 RESEARCH DESIGN 4.3 LIMITATIONS 4.4 DATA COLLECTION 4.5 SAMPLE DESIGN

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4.1 INTRODUCTION:
Research is an endeavour to discover answers to intellectual and practical problems through the application of scientific method. Research is the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested. It is an extensive survey of all available past studies relevant to the field of investigation. It gives us knowledge about what others have found out in the related field of study and how they have done so. A research methodology is the specification of methods and procedures for acquiring the information needed to structure or to solve problems. It is the overall operational pattern or frame work of the project that stipulates what information is to be collected from which sources, and by what procedures. If it is a good design it will ensure that the information obtained is relevant to the research problem and that it was collected by objective and economical procedures. A research design might be described as a series of advance decisions that, taken together, from a specific master plan of model for the conduct of the investigation. Although research designs may be classified by many criteria, the most useful one concerns the major purpose of the investigation. Type of research- Exploratory research or Formulative research. The research has been conducted within the data and information available to gain familiarity with the problem, to generate new ideas or to make a precise formulation of the problem. The current scenario is observed and an attempt has been done to relate the various variables. The major purposes of exploratory studies are the identification of problems, the more precise formulation of problems (Including the identification of relevant variables), and the formulation of new alternative courses of action. An exploratory study is often the first in the series of projects that culminate in one concerned with the drawing of inferences that are used as the basis of management action. That is, an exploratory study is often used as an introductory phase of a larger study and results are used in developing specific techniques for the larger study. Secondary sources of information, as used in the section, are the rough equivalent of the Literature on the subject.

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4.2 RESEARCH DESIGN:

The research design states that the conceptual structure within which the study should be conducted is descriptive in nature. The researcher used descriptive study to describe the awareness of Bata among the consumers in market and to find loyal customers of Bata and also to find out its demand, efficiency, brand image and its features. Sampling Unit- The sampling unit selected as respondents who are the customers in the market buy footwear of Bata brand from different stores of Bangalore. Sampling Size- The sample has taken as 80 for collecting accurate information but received only 60 samples from the respondents, so 60 is the sample size taken for measuring the awareness and loyalty of Bata brand.

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4.3 LIMITATIONS:
Brand awareness dimension was not found significant in the tested model. Brand loyalty help the marketing researchers and marketing managers to understand the market. These measures also help out to segment the market. The measures help to know the consumption frequency. Brand awareness measures the accessibility of the brand in memory. These measures help the Consumers rely only a few piece of information with which they feel confident to help them decide how the brand might perform. It is a well known fact that a distinctive brand identity is one of the most influential factors in determining how consumers differentiate between similar products and services.

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4.4 DATA COLLECTION:

The data collected are primary data among the various customers to find out the level of awareness and loyalty of Bata among different footwear, and its demand based on prescription and its features in various angles. Secondary data was collected using internet and books. METHOD OF DATA COLLECTION: As survey is best suited for descriptive research so the research conducted directly for individual respondents through questionnaire methods. The interview is structured where the questions asked in a sequence and prescribed manner. Therefore the received data is about the respondents awareness of Bata and loyalty towards Bata and there is lesser degree of inaccuracy in survey method.

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4.5 SAMPLING DESIGN:

The below given questions about brand awareness and brand loyalty contains samplingWhich single company comes to mind first in the shoe market? Which other companies come to mind? Which company do you view as the leader in the shoe market? Are you aware of BATAs offerings in the shoe market? If so, to what extent? Please list the types of services that you know BATA to offer in the shoe market. What three words best describe BATAS position in the shoe market? Overall, how satisfied are you with BATA shoes? How likely are you to continue to choose/repurchase BATA shoes? How likely are you to recommend BATA shoes to a friend/associate?

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CHAPTER-5 DATA INTERPRETATION

53

DATA INTERPRETATION CHAPTER CONTAINS

5.1 ANALYSIS AND INTERPRETATION 5.2 ANNOVA TEST 5.2.1 ANNOVA CALCULATION 5.3 CHI-SQUARE TEST 5.3.1 CHI-SQUARE CALCULATION

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5.1 ANALYSIS AND INTERPRETATION: Question2- Familiarity with Bata shoes FAMILIARITY
NEVER HEARD HEARD,NEVER BUY BUY OCCASIONALY BUY ON REGULAR BASIS

RESPONSES
5 8 26 21

TABLE 1: Familiarity with Bata shoe

8% 13% 35% NEVER HEARD HEARD,NEVER BUY BUY OCCASIONALY

BUY ON REGULAR BASIS

43%

Figure 1: Familiarity of Bata Brand

Interpretation- 43% of the customers buy Bata products occasionally, 35% customers buy on regular basis, and 13% customers have but never buy, 8% never heard.
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Question3- Attributes asso ciates Bata shoes

AT TRIBUT ES
STYLE DU RABILIT Y C OMFORT PRICE OTHERS

RESPON SES
9 28 17 10 6

Table 2: Attri butes associates Bata sh oes

Figure 2: Attributes as sociates Bata

Interpr etation- 40% custom ers associ ates dura bility for B ata products, 24% as sociates comfort, and 14% associates price and 13% associates style, 9 % associates others.

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Question4- Loy alty of cust omers

LOYA L CUST OMERS

MORE THAN 20 YEARS BETW EEN 10-2 0YEARS BET WEEN 1-10YEARS N EVER USED

RES PONSES
13 19 22 6

Table 3: Loyalty of c ustomers

10% 22% MOR E THAN 20 YEARS 37% 32% BETW EEN 1020YEARS BETW EEN 110YEARS NEVER USED

Figure 3: Loyalty of customers

Interpr etation- 37% of the customers are using Bata products for 10 years, 32% of the customers are usin g for 20 ye ars and 22 % of the customers ar e using for more than 20 years and 10 % customers they hav e never use d Bata products.

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Question5- Suit able Shoe brand

SUITABLE SHO E BRAN D

BATA REEBOK ADDIDAS NIKE KHADIM S

RESPONSES
21 19 12 6 2

Table 4: Suitable shoe brand

Figure 4 : Suitable sh oe brand

Interpe rtation- 35% of the customers are suitabl e with Bata , 32% customers are suitable with Reebok and 20% of t he custome rs are suitable with Addidas, 1 0% custo mers are suitable with Nike, 3% custo mers are suitable with Khadims.

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Ques tion6- Sati sfaction le vel for sports wear

SATISFA CTION L EVEL FOR SPO RTS WE AR

FU LLY SATIS FIED SATISFIED N OT SATISF IED

RESPONSES
19 14 27

Table 5: Satisfaction level

32% 45%
FULLY SATISFIED SATISFIED

23%

NOT SATIS FIED

Figure 5: Satisfact ion level

Interpr etation- 45% custom ers are n ot satisfied with Bata sports w ear, 32% a re fully satisfie d and 23% are not at al l satisfied with Bata s ports wear.

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Question8- Variety of items and services while shopping in Bata stores

VARIETY OF ITEMS & SERVICES

FULLY SATISFIED SATISFIED NOT SATISFIED

RESPONSES
29 17 14

Table 6: Variety in Bata stores

23%

FULLY SATISFIED 48% SATISFIED NOT SATISFIED

28%

Figure 6: Variety in Bata stores

Interpretation- 48% customers are fully satisfied with the variety of items and services in Bata stores, 28% are satisfied and 23% are not satisfied.

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Question9- Cost of Bata shoes affect purchasing c hoices

COST AFFE CT
MO RE EXPENSIVE LES S EXPEN SIVE PAY ABLE RANGE

RESPON SES
19 7 34

Table 7: Cost affect of Bata shoes

32% 57% 12% MORE EXPEN SIVE LESS EXPENSIVE PAYABLE RA NGE

Figure 7: C ost affect of Bata shoes

Interpr etation- 5 7% custome rs are satisfied with the cost of B ata product s, 32% customers feel they are more expensive and 12% feel the Bata products are less expe nsive.

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Question10- Advertisements capture the best qualities of Bata products and services

QUALITY OF ADVERTISEMENTS
VERY GOOD QUALITY GOOD QUALITY POOR QUALITY
Table 8: Advertisements quality

RESPONSES
7 17 36

12%

VERY GOOD QUALITY GOOD QUALITY 60% 28% POOR QUALITY

Figure 8: Advertisements quality

Interpretation- 60% customers think the quality of advertisements for Bata products and services are poor, 28% think they are good, and 12% think they are very good.

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Question11- Chances of re commendin g Bata sho es to friend s and relati ves

RECOMME ND BAT A SHOES

EX CELLENT VE RY GOOD GOOD FAIR POOR

RE SPONSE S
6 6 32 13 3

Table 9: Recommending Bata shoes

Figure 9: Re commendin g Bata sho es

Interpr etation- 5 3% custome rs will reco mmend tha t Bata shoe s are good, 22% will recomm end as the y are fair, and 10% will recomme nd very goo d and excellent, 5% will recomm end as poo r.

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Question12- Repurchase of Bata prod ucts from Bata stores

REP URCHAS E OF BA TA SHO ES

M ORE THAN ONCE I N A YEAR OC ASSIONAL Y VERY OFTE N RARELY

R ESPONS ES
25 16 11 8

Table10: Rep urchase of Bata products

13% 18% MORE THA N ONCE IN A YEAR 42% OCASSIONALY 27% VERY OFTEN RARELY

Fi gure 10: Repurchase of Bata produ cts

Interpr etation- 4 2% of the c ustomers will repurchase more tha n once in a year, 27% will repurchase occasio nally, and 18% repurchase very often, 13% repurchase rarely.
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Question13- Advertisements convince to buy Bata products

AD VERTISE MENT OF BATA

ATTRACTIVE NOT ATTRAC TIVE

RESPONSES
28 32

Table 11: Convince to buy Bata prod ucts

53%

47%
ATTRACTIVE NOT ATTRAC TIVE

Figure 11: Con vince to buy Bata products

Interpr etation- 5 3% custome rs are not c onvinced w ith their ad vertisements to buy their product s and 47% of the custo mers get at tracted tow ards their p roducts.

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Question16- Nature in Bata showroom

N ATURE IN BATA SHOWR OOM C OURTESY NATURE FRIENDLY SALES EXECUTIVE CON GENIAL EN VIRONM ENT DIS COUNT AND OFFE R HIGHLY SATISFIED 14 29 SA TISFIED DISSATISFIED

35 15

11 16

25 33

22 19

13 8

Table 12: Nature in Bata show room

35 30 25 20 15 10 5 0 COURT ESY NATU RE FRIE NDLY SALES CONGENIAL EX ECUTIVE ENVIRONMENT DISCOU NT AND OFF ER HIGHLY SATISFIED SATISFI ED DISSATISFIED

F igure 12: N ature in Bata showroo m

Interpr etation- M any of the respondent s are satisfi ed with courtesy natur e in Bata showroom, some are highly s atisfied wit h discounts and offer given by Ba ta, and many of them think the sale s executive are not fri endly.

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Ques tion17- Im pact on Bata Brand

IMPA CT ON BATA

HIG HLY SATIS FIED

SATISFIED

DISSATISFIED

PUBLIC RELATIONS ADV ERTISEM ENTS SALES PROMOTION

33 13 19

21 23 29

6 24 12

Table 13: Impact on Bata brand

35 30 25 20
15

PUBLIC R ELATIONS ADVERTIS EMENTS SALES PR OMOTION

10 5 0 HIGHLY SATISFIED SATISFIE D

DISSATISFIED

Figure 13: Impact on Bata brand

Interpr etation- M any of the respondent s are satisfi ed with the public relat ions of Bata, some of the respondents are satisfied with sale s promotion and the customers are dissatisfied with the advertisements of Bata.

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5.2 ONE-WAYANNOVA TEST:

Analysis of variance (ANOVA) is a collection of statistical models, and their associated procedures, in which the observed variance is partitioned into components due to different explanatory variables. In its simplest form ANOVA provides a statistical test of whether or not the means of several groups are all equal, and therefore generalizes Student's two-sample t-test to more than two groups. ANOVAs are helpful because they possess a certain advantage over a two-sample t-test. Total sum of all the items = X1+X2+X3 Correction factor = (T)/ N Total sum of squares = [(X1)+(X2)+(X3)]-C.F Sum of square between factors of communication= [(X1)/N+(X2)/N+(X3)/N]-C.F

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5.2.1 ANNOVA CALCULATIONQUESTION 17-

Factors
PUBLIC RELATIONS

Very Good 33 13 19

Good 21 23 29

Poor 6 24 12

ADVERTISEMENTS SALES PROMOTION

H0- Communication methods are independent of various attributes. H1- Communication methods are dependent of various attributes.

X1 33 13 19 X1=65

(X1) 1089 169 361 (X1)=1619

X2 21 23 29 X2=73

(X2) 441 529 841 (X2)=1811

X3 6 24 12 X3=42

(X3) 36 576 144 (X3)=756

Here, N = Total number of observations. N=9 Total sum of all the items = X1+X2+X3 = 65+73+42 T is total of all observations = 180 Correction factor = (T)/ N = (180)/9 = 3600
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Total sum of squares = [(X1)+(X2)+(X3)]-C.F = (1619+1811+756)-3600 = 586 Sum of square between factors of communication = [(X1)/N+(X2)/N+(X3)/N]-C.F = (65/3+73/3+42/3)-3600 = (1408.3+1776.3+588)-3600 = 172.6 No. of square within the methods of communication = (Total sum of square)-(Sum of the square between factors of communication) = 586-172.6 = 4.134

Analysis of variance Sources of variance Between communication factors Within communication factors Sum of squares 172.6 Degree of freedom 3-1=2 variance 172.6/2=86.3

4.134

9-3=6

4.134/6=0.689

From the above table, F = Variance between communication factors / Variance within communication factors =86.3 / 0.689 Calculated value, F = 125.25 Tabulated value F for 2, 6 degree of freedom at 5% level significant is 5.14 (from ANOVAs table).

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INFERENCE:
The calculated value of F is 125.25 which is greater than the table value 5.14. Hence we reject the null hypothesis H0 at 5% level of significant and conclude that communication methods are independent of various attributes.

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5.3 CHI-SQUARE TEST:

In probability theory and statistics, the chi-square distribution (also chisquared or -distribution) with k degrees of freedom is the distribution of a sum of the squares of k independent standard normal random variables. It is one of the most widely used probability distributions in inferential statistics, e.g. in hypothesis testing, or in construction of confidence intervals. The best-known situations in which the chi-square distribution is used are the common chi-square tests for goodness of fit of an observed distribution to a theoretical one, and of the independence of two criteria of classification of qualitative data.
Test statistics that is commonly we use in research works. for the given variable if there are k categories are 01, 02, 03..k or (Ei such that i = 1, 2 k), then,

Oi Ei

Where, O = Observed frequency and E = Expected frequency Degree of freedom = (c-1) (r-1) Hence, Chi square,
OE

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5.3.1 CHI-SQUARE CALCULATIONSQUESTION-16

NATURE IN BATA SHOWROOM COURTESY NATURE FRIENDLY SALES EXECUTIVE CONGENIAL ENVIRONMENT DISCOUNT AND OFFER TOTAL

HIGHLY SATISFIED

SATISFIED

DISSATISFIED

TOTAL

14

35

11

60

29

15

16

60

25

22

13

60

33

19

60

101

91

48

240

H0 There is no relation between ambience and nature in Bata showroom H1 There is relation between ambience and nature in Bata showroom.

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O 14 29 25 33 35 15 22 19 11 16 13 8

E 25.25 22.75 12 25.25 22.75 12 25.25 22.75 12 25.25 22.75 12 126.56 39.06 169 60.06 150.06 9 10.56 14.06 1 85.56 95.06 16 5.012 1.717 14.083 2.378 6.596 0.75 0.418 0.618 0.083 3.388 4.178 1.333

Total

/ =40.554

Degree of freedom

= (c-1) (r-1) = (4-1) (4-1) =33 =9

Tabulated value for 9 degree of freedom at 5% level significant is 16.9 (from Chi-square table).

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INFERENCE:
The calculated value of is 40.554 which is less than the table value 16.9. Hence we reject the null hypothesis H0 at 5% level of significant and conclude that there is relation between ambience and nature in Bata Showroom.

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CHAPTER-6 FINDINGS AND SUGGESTIONS

76

FINDINGS AND SUGGESTION CHAPTER CONTAINS

6.1 FINDINGS 6.2 SUGGESTIONS 6.3 CONCLUSION

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6.1 FINDINGS:
43% of the customers buy Bata products occasionally, 35% customers buy on regular basis, and 13% customers have but never buy, 8% never heard. 40% customers associates durability for Bata products, 24% associates comfort, and 14% associates price and 13% associates style, 9% associates others. 37% of the customers are using Bata products for 10 years, 32% of the customers are using for 20 years and 22% of the customers are using for more than 20 years and 10% customers they have never used Bata products. 35% of the customers are suitable with Bata, 32% customers are suitable with Reebok and 20% of the customers are suitable with Addidas, 10% customers are suitable with Nike, 3% customers are suitable with Khadims. 45% customers are not satisfied with Bata sports wear, 32% are fully satisfied and 23% are not at all satisfied with Bata sports wear. 48% customers are fully satisfied with the variety of items and services in Bata stores, 28% are satisfied and 23% are not satisfied. 57% customers are satisfied with the cost of Bata products, 32% customers feel they are more expensive and 12% feel the Bata products are less expensive. 60% customers think the quality of advertisements for Bata products and services are poor, 28% think they are good, and 12% think they are very good. 53% customers will recommend that Bata shoes are good, 22% will recommend as they are fair, and 10% will recommend very good and excellent, 5% will recommend as poor. 42% of the customers will repurchase more than once in a year, 27% will repurchase occasionally, and 18% repurchase very often, 13% repurchase rarely. 53% customers are not convinced with their advertisements to buy their products and 47% of the customers get attracted towards their products. 38% feel there is discounts and offer in Bata showroom, 23% feel there is a courtesy nature, and 20% feel the sales executives are friendly, 18% feel there is a congenial environment. 62% believe in public relations of Bata, 25% believe in sales promotion, and 13% believe in advertisements of Bata Brand.

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Null hypothesis is rejected in case of chi-square test, it shows there is relation between ambience and nature in Bata showroom. Null hypothesis is rejected in case of one-way annova, it shows that the communication is not dependent on the various attributes like advertisements, sales promotion etc.

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6.2 SUGGESTIONS:
Give sales discount and free samples to influence more sales in the growing shoe market. Reduce the price level. More advertisements should be aired. Should build awareness among the potential customers. Bring more design, colour, and design combination to be competitive. To merge with the local companies and to expand more segmentation. Should come up with trendy, stylish footwear which can attract young generation. Should concentrate on sportswear. Bata should also look after their footwear durability and comfort to maintain good relations with their loyal customers.

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6.3 CONCLUSION:
From the analysis of Bata Shoe Company India Ltd and the shoe industry we have identified that the shoe industry is growing and identified their main weakness is insufficient lack of development with the rapid changing market needs, insufficient promotional activities, and downward trend of quality. On the other hand, distribution system and vertical integration are the strengths of Bata From strategic marketing viewpoint; we see that Bata is taking corrective steps in almost all the way. In very few sides Bata has lacking. Based upon these facts recommended strategies would assist in more growth of Bata shoe company India Ltd. in among the upcoming fierce competition in the shoe industry.

Before I conclude my project on a highly esteemed organization, I would like to submit public opinion in this favour. The pattern of job performance and the quality of Bata product is not highly appreciated by the consumers. I would like to give my view to entire Bata India Limited, Bangalore for improving their quality of footwear and also should come with some good sports wear as customers are not satisfied with Bata sports shoe. They should mainly concentrate on youngsters as now a day they want stylish and designable shoes and chappals. My survey reveals the facts which determine the mile stone achievement of organization.

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APPENDICES

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BATA INDIA LTD.

NAME: Email ADRESS: CONTACT NO.:

1) What is the first company that comes to mind when you think of brand shoes? NIKE BATA REEBOK ADDIDAS KHADIMS

2) How familiar are you with BATA shoes? Ive never heard of them Ive heard of them, but never buy their products I buy their products occasionally I buy their products on a regular basis 3) Which of the following attributes do you associate with BATA shoes? STYLE DURABILITY COMFORT PRICE OTHERS

4) How long have been using BATA shoes?

5) Which shoe brand do you feel is most suited to your needs?

6) Do you think BATA serves the purpose of being a good brand, for Sports wear?

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7) Will you prefer BATA launching a new range which can serve the purpose of service class?

8) Do you think you find a variety of items and services in the BATA stores when shopping?

9) Does the cost of BATA shoes affect your purchasing choices?

10) Do you think our advertisements capture the best qualities of BATA products and services? If yes, please specify

11) How likely are you to recommend BATA shoes to a friend or relative? Would you say the chances are ------ ? EXCELLENT VERY GOOD GOOD FAIR POOR

12) How likely are you to repurchase products or services from BATA stores?

13) If you were new to our BATA products, would our advertisements be able to convince you to buy them? YES NO

14) List any other features that you would like to see in our services or products?

15) What recommendations and improvements would you suggest for BATA products and services?

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16) Which nature would you prefer in BATA showroom?

NATURE IN BATA SHOWROOM

HIGHLY SATISFIED

SATISFIED

DISSATISFIED

COURTESY NATURE FRIENDLY EXECUTIVE SALES

CONGENIAL ENVIRONMENT DISCOUNT OFFER AND

17) What is your impact on BATA Brand?

IMPACT ON BATA BRAND

HIGHLY SATISFIED

SATISFIED

DISSATISFIED

PUBLIC RELATIONS ADVERTISEMENTS SALES PROMOTION

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BIBLIOGRAPHY

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BOOKS AND AUTHORBRAND MANAGEMENT BY KELVIN KLIEN PAGES-67 TO 77

JOURNAL AND MAGAZINESTHE ECONOMICS TIMES COMPANY JOURNALS THE HINDU THE TIMES OF INDIA

WEBSITESwww.bataindia.com www.google.co.in www.hindubusinessline.com www.wikipedia.org

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