Every step ,

everywhere
 Rida khan F12BB103
 Shahrukh Hussain F12BB110
 Aqdas Saeed F12BB106
 Anila Aslam F12BB121
 Raza Mustafa F12BB132
 Safa Ali F12BB151
 Amat-as-samat F12BB153
 Tabindha khan F12BB155
 Batashoe is a large, family owned shoe
company founded by Thomas Bata in 1894
based in global footwear and fashion
accessory manufacturer and retailer with
acting headquartered in Switzerland.

 Thecompany is operating 3 business units

world wide.
1- Bata metro market
2- Bata emerging market
3- Bata branded business
Mission

“To be successful as the most dynamic, flexible

and market responsive organization, with
footwear as its core business”

Vision

“To grow as a dynamic, innovative and market

driven domestic manufacturer and distributor,
with footwear as our core business, while
maintaining a commitment to the country,
culture and environment in which we operate”
 Serves 1 million customers per day

 Employs more than 40,000 people

 Operates 5000 retail stores

 Manages a Retail presence in over 50

countries

 Runs40 production facilities across 26

countries
 Bata Pakistan was established in 1942 when
Pakistan came into being , it was ready to
serve the nation. It was incorporated in
Pakistan as Bata shoe Company (Pakistan)
limited in 1951 and went public to become
Bata Pakistan Limited in 1979. Bata Pakistan
is serving its valued customers through a
strong retail network comprising of more
than 400 plus retail outlets, 467 registered
wholesale dealers, 13 wholesale depots, and
70 plus DSP wholesale franchises across the
country.
 Beinga multinational company Bata Pakistan
has played a vital role in the economic
progress of Pakistan. It has introduced
sophisticated technology and business skills
to the country and provided direct and
indirect employment to about 10,000 people.
 Bata passes through following stages:

1- Introduction
2- Growth
3- Maturity
4- Decline
 Bata’s story begins in 1894.
 It was founded by three siblings in the town of Zlin
Czechoslovakia on August 24, 1894.
 Thomas Bata was the founder of Bata shoes.
 Bata serves 1 million customers per day.
 Employees more than 40,000 people.
 Operates 5000 retail stores.
 Manages a Retail presence in over 50 countries.
 Runs 40 production facilities across 26 countries.
 It was incorporated in Pakistan as Bata Shoe
Company (Pakistan) Limited in 1951 and went public
to become Bata Pakistan Limited in the year 1979.
 In Pakistan more than 400 plus retail outlets, 467
registered wholesale dealers
 1894 Bata registered in Zlin. By Thomas Anna and Antonin
Bata
 1895 Thomas Bata takes the Co. leadership alone.
 1897 Thomas introduced the BATOVKA.
 1909 First export sale and first sales agencies in Germany.
 1925 the Bata school of work founded.
 1929 1931 factories in Germany, Swiss, England, France,
Poland, Holland, USA and India.
 1940 Bata starts to operate from Batawa, near Toronto,
Canada.
 2001 Thomas Bata founder’s grandson becomes the
Group’s chairman.
 2008 The Bata emerging markets unit was created in order
to maximize the synergy so fall operations in Latin
America, Africa, Asia and India.
 Quality worth the money spent on Bata
shoes.
 Very trendy and fashionable.
 Long and durable.
 Padded layers to provide comfort.
 Country’s leading shoe-making firms, Bata has
seen its prospects on the decline because the
beginning of this year.
 The organization reported a gain of Rs509
million, a loss of 16 percent in year-on-year
evaluation.
 It was the second consecutive decline in gains
for Bata in 2015
 The business had found a 19 percent fall in its
profits during the first-quarter 2015.
 The footwear industry is facing stiff competition
both from casual market that has put pressure
on its sale increase and imports.
 RETAIL STRATEGIES are to set up 60 large format stores, closing its
non profiting stores and by increasing its sales to institutional
businesses.
 Bata has recently opened 32 retail stores in a minimum area of
3,000 sq. ft each, defying the trend in the retail industry of
putting expansion plans on hold.
 The stores operate in a four-tier retail format under a new model
1) Flagship stores
Flagship stores are core stores for brand name retailers, larger
than their standard outlets and stocking greater inventory.
2) Smart and trendy city stores
The general direction in which something tends to move.
3) Super stores
A very large retail store that stocks highly diversified
merchandise
4) Traditional family stores
The benefits of family run convenience stores is that they give
importance to:
•Personal touch •Facilities of credit •Quick home delivery
Bata is a Traditional store as it provide:
1) Location
2) Prices
3) Atmosphere and Services
4) Merchandise
5) Promotion
 Demographic segmentation: the target
market for Bata is all class of society i.e.
lower, middle and upper class.
 Geographic segmentation: Bata has
positioned itself as a truly footwear brand
globally. As it sells footwear according to
season as well for moon soon, summer
,winter etc.
 Psychographic segmentation: Bata offers
quality product at a reasonable rate which
makes it favorite among all. Shoes for all
seasons ,age group and gender.
 Personalized service:
In our hurried modern world, personalized service is
often sacrificed. Not at Bata. Our sales associates are take
customers’ satisfaction to heart, often developing customer
relationships that transcend generations.
 Shoe variety:
Bata collections offer a wide range of products to suit
every family member, and every mood.
 Effortless shopping: Bata believes shopping should be enjoyable
and effortless. With that information in hand we designed easy-
to-navigate store layouts with clear product displays organized by
category and by style.
 Guaranteed satisfaction:
Bata understands the shopping confidence
afforded by a satisfaction guarantee. That’s why we guarantee
our merchandise to be free of manufacturing defects.
 Inany Bata store in the world, they
guarantee customer satisfaction.
They provide satisfaction to their customer
through these strategies.
 Guaranteed purchase
 Wide collection
 Assured quality
 Personalized attention
 Product detail
 Bata has launched its loyalty program to
manage its loyal customers and engage with
them through digital and social media
platforms.
 According to the Bata loyalty program, they
provide their customers with different offers
like sale in every season on their every stock.
 M’loyal also ensures engagement with the
existing customers too by sending targeted
offers to all their loyal customers. They also
track customer’s redemption behavior, which
in turn, helps increase repeat purchase by
the customers.
• PRODUCT
• PRICE
• PLACE
• PROMOTION
• Shoes: Formal, Informal, Sports

• Varieties: for Men, Women and Children

• Polish Variety: Wax, Spray, Liquid

• Used for: Sportswear, Leather and Canvas

• Kerchief: Sold branded as Ambassador

• Socks: Sports socks, Formal socks (For Men,

Ladies, Children), Health Socks (For
diabetics patients.), Ankle Socks
• Gents, Ladies, Children (Formal Shoes)
• Ladies Footwear
• Children’s Footwear
• Socks
• Polishes
• Brush
• School Bags
• Handbags
• Belts
• Lace
• Shiner
• Kerchief
• Rough Skin Remover
• Foot Spray
• Place:
– 1200 stores, found in all the metros,
mini-metros and towns
 – Time:10-10(all Days Working)

Facilities:
– Car Parking
 – Space
 – Credit Card
• Magazine

• Children Channel (TV)

• Banner

• Pamphlets
 1. Market Penetration
Bata has well penetrated the national local markets as
well as international markets emphasizing Europe, North
Africa, and Asia in specific. The company has gained a
reputable brands name in Singapore, Indonesia, India,
Pakistan etc. The main strategy of the company towards
national and international marketing is the price
arrangements that are comparatively low for the newly
introduces brands while, the established brands are
reserved for company’s earning and profits.

 2. Market Development
The market development of Bata is managed at three
basic points that includes insurance of excellent user
experience to the product user, the advancement in
technical sector including research and development
maintaining the product quality as well as the securing
the hygiene perspective and excellence in product
performance on the whole.
 3. Diversification Strategy
The diversification strategy of the company is
very simple that includes a strategic flow of
three points that Stability, Growth and Maturity.
The product when accepted by the market and
gets the desired stability is enhanced through
productivity maximizing its growth and
ultimately getting it to maturity, which follows
the knockout of these matured brands
 Bata has recently opened 32 retail stores in a
minimum area of 3,000 sq. ft each, defying the
trend in the retail industry of putting expansion
plans on hold.
• The company has also focused upon providing the customers
with a novel trendy collection and better shoe designs.
• The company is also depending on institutional business by
starting tailor-made shoes for hospitals, military forces,
factory workers and airlines.

The stores operate in a four-tier retail format under a new

model.
 -up market flagship stores
 -smart and trendy city stores
 -super stores
• -traditional family stores

• TRADITIONAL FAMILY STORES:

 The benefits of family run convenience stores is that
they give importance to
 -Personal touch
-Facilities of credit
-Quick home delivery
• FLAGSHIP STORES:
 Flagship stores are core stores for
brand name retailers, larger than their
standard outlets and stocking greater
inventory.
TREND MEANS:
 The general direction in which
something tends to move.
SUPER STORES:
 A very large retail store that stocks
highly diversified merchandise, such as
groceries, toys, and camera equipment, or a
wide variety of merchandise in a specific
product line, such as computers or sporting
goods.
 Positioning is customers' perception of a product in relation
to alternatives on the market.
Customers' attitudes towards Bata's shoe brands and
accessories is regularly observed and measured.

• It helps Bata identify the scope for new brands and also
reposition the current brands.

• An edge that Bata Pakistan has got on other footwear

manufacturing and selling companies in the market is that
Bata has a large number of retail outlets throughout the
country; it is footwear giant in the country, so it has a much
bigger space for impressive and appealing positioning.

• Supported with good customer service and direct customers

contact, Bata has come out with successful positioning.
 In the wheel of retailing BATA is using
MEDIUM STRATEGY which includes:

• Moderate prices.
• Improved facilities.
• Broader base of value and service conscious
consumers.
 Bata does not contain any merchandise
unrelated to shoes. Although shoes are
divided into few categories.

 Itoccurs when retailer adds goods and

services unrelated to each other.
 Bata has standardize procedures, store layouts,
store size and product offering.

 In
short BATA is totally focusing on centralized
buying.
• Mass Marketing
• Bata have shoes for everyone.
• They have complete range of shoes from
economical to luxury and from casual to
formal for both ladies and gents.
 Cultural Factors
 Social Class
 Personal Factors
 Reference Groups
Bata engage its potential customers by
offering new designs on social media like
facebook , twitter etc.

Bata does not involve any third party it

directly conveys the message by tv ads ,print
media etc.
Bata facilitates its potential customers at
any time by a single click order at their
door step.

Bata also shares few tips regarding the life of

shoes.
 general
Bata offers full line of product from shoes to
some accessories like
belts,bags,wallets,socks.

Bata sometimes also offers specialized shoes

for running ,athlete shoes , badminton and
cricket shoes.
Bata maintains its customer databases for
future marketing.

Bata keeps in touch with potential customers

for any queries
Decision according to
 Target Market of Bata
 Positioning(Value in customer mind)
 Cost (price) according to customers
 Competitors
 Product Market trends (Moschino etc)
 Value chain of Bata (from its own factory to
retail store)
 i) Seasonal Planning
(What should be on shelves in coming season
and what is on sale)
 ii) 8 Weeks Forecast
 (what will be more trending in coming
weeks)
 iii) 4 Weeks Forecast
 iv) 1 Week Freeze
 (when placing order to production
department and will not change)
It carries Breadth, width and depth of assortment
and variety
within each category
Assortment Strategy
 Narrow and deep (Few product lines large
variety in each)
Brands
 No Manufacture brands in BATA (but in some
countries)
 Carries Private brands (Bata own brands)
 Northstar, Weinbrenner, power, tommy takkers,
b.firts, comfit, lena, mocassino, ambassador, hush
Puppies
 No generic brands
Fashion merchandise
 Trending shoe
 Introducing New design, style
 Pricing
Seasonal merchandise
 Winters (Displaying warm shoe and sale on
summer collection)
 summer (displaying sandals and slippers,
discount on winter colletion)
 Pricing and sale promotion
Steps of plan
Gathering information
(About trend, fashion through
competition, customers)
Merchandizing source
(company own manufacturing some
raw material vendors)
Evaluation
(Sample of product and inspection)
 Negotiation
 Concluding purchases
 Receiving and stocking Merchandise
 (Receiving, Storing , checking and paying
invoices, pricing, inventory marking, setting
up displays )
 Recording (inventory turn over, inventory vs
order cost)
 Re- evaluation (helping in future decision
making)