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  • BATA Marketing Segmentation Targeting Positioning Differentiation

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    Sandal Abbas
    389 Ansichten31 Seiten
    Bata is a footwear company that began in India in 1931. It now operates over 1250 stores across 500 cities. Bata segments its customers based on gender, age, income level, and shoe usage occasions. It targets different segments with specialized brands that offer affordable prices, comfort, style, and performance. Bata positions itself as offering footwear and accessories for the whole family at affordable prices with an emphasis on comfort. It differentiates its brands based on attributes like quality, style, price, utility, design, durability, and customer delight.

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    bata

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    126616573 BATA Marketing Segmentation Targeting Positioning Differentiation

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    Bata is a footwear company that began in India in 1931. It now operates over 1250 stores across 500 cities. Bata segments its customers based on gender, age, income level, and shoe usage occasions. It targets different segments with specialized brands that offer affordable prices, comfort, style, and performance. Bata positions itself as offering footwear and accessories for the whole family at affordable prices with an emphasis on comfort. It differentiates its brands based on attributes like quality, style, price, utility, design, durability, and customer delight.

    Copyright:

    © All Rights Reserved
    Als PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    389 Ansichten31 Seiten

    BATA Marketing Segmentation Targeting Positioning Differentiation

    Hochgeladen von

    Sandal Abbas
    Bata is a footwear company that began in India in 1931. It now operates over 1250 stores across 500 cities. Bata segments its customers based on gender, age, income level, and shoe usage occasions. It targets different segments with specialized brands that offer affordable prices, comfort, style, and performance. Bata positions itself as offering footwear and accessories for the whole family at affordable prices with an emphasis on comfort. It differentiates its brands based on attributes like quality, style, price, utility, design, durability, and customer delight.

    Copyright:

    © All Rights Reserved
    Als PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 31

    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
    Bata
    Footwear

    Men Women Kids

    -Ambassador -Marie Claire -Bubblegummers


    -Mocassino -Naturalizer
    -Weinbrenner
    Demographics – Income
    Low Medium High
    (Rs 299 – 799) (Rs 800 – 1499) (Rs 1500 onwards)

    Bata & I North Star Ambassador


    Comfit Power Hush Puppies
    Bubblegummers Footin
    Naturalizer
    Weinbrenner
    Scholl
    Behavioural - (Occasions To
    Use)
    Formal Casual

    Sports 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 Affordable & Comfort at affordable


    class durable price

    Ambassador Lifestyle oriented Comfortable Shoes looking elegance &


    consumers finishing & better class
    material

    Comfit Working executives Comfortable fitting Style & comfort at


    Extra sturdy & more affordable price
    stylish

    Footin Style oriented Bold & bright Comfort & fashion at


    youngsters fashion affordable price

    Hushpuppies Working executives Light weight, soft & 360° comfort


    comfortable
    VALUE PROPOSITION
    Brand Target customer Benefit Value proposition

    Moccassino Price conscious Style & comfort Comfort at affordable


    working executives price

    Northstar Price conscious Attractive and Style & fashion at


    youngsters fashionable affordable price

    Power Youngsters who use Style, durable General purpose sport


    sports shoes for style utility
    rather than sports

    Dr Scholl Health conscious legendary Expert in making feet feel


    consumers cushioning, and good
    advanced
    technology

    weinbrenner People engaging in Ruggedness & style Durable, stylish &


    outdoor activities comfortable outdoor
    shoes
    Upscale
    precision

    Hush puppies

    Ambassador

    Durable Comfort

    scholl

    Comfit
    weinbrenner Moccasino
    Powe
    r Northstar
    Footin

    Bata Affordable
    Repositioning

    Manufacturing company

    Repositionin
    g

    Marketing oriented company


    Competitive Frame of
    Reference
     Target segment
    Health conscious people
    Feet problem patients
     Consumer behavior
    Prefer comfort over style
    Price insensitive
    comfort Design
    Flexible Sole

    Ultra- Durable
    Soft Scholl’s

    Cusioning Waterproof Lightweight


    lather
    DIFFERENTIATION
    Performanc
    e
     Weinbrenner
     Power
     Bata and I

    Quality
     Hush Puppies
     Marie Claire
     Scholl
    Rat
    e
     Bata
     Foot in
     Bubblegummers
     Mocassino
     Power

    Service
     Warranty
    Utility
     Bata & I
     Power
     Weinbrenner Value and
    People
     Bata
     Hush puppies
     Bubblegummers
     Bata & I
     North star
     Marie Claire
    Desig
    n
     Hush Puppies
     Marie Claire
     North Star
     Foot in

    Delight
     Foot in
     Bata & I
     Bubblegummers
     Hush puppies
    Durabiliity
     Bata
     Weinbrenner
     Power
     Bata & I

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