With the Indian market coloured in hues of brands coming from all the shades of the world, indigenous ones sure are in the face of competition. With attractive designs and fabrication, foreign brands might be ruling the footwear industry, but Bata is for sure giving them a run for their money. Here is a peek into what goes into the making of a robust marketing strategy for one of the most widely shopped-in footwear store of India:
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Bata(also known as Bata Shoe Organization) is a family-owned global footwear and fashion accessory manufacturer and retailer. Bata headquarters is located in Lausanne, Switzerland.
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The T. & A. Baťa ShoeCompany was founded on the 24th of August 1894 in Zlín (Moravia, today’s Czech Republic) by Tomáš Baťa, his brother Antonín and his sister Anna.
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The organization has a retail presence of over 5200 retail stores in more than 70 countries and production facilities in 18 countries.
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Bata Shoe Organization divides the market “geographically” as well as on the basis of “product type”.
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Almost all the classes of customers are targeted by Bata as the company maintains a very strategic price-quality management.
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Bata uses undifferentiated marketing strategy for its products. They rely on pull strategy and brand equity to attract customers.
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They make use of social media and run different campaigns through facebook, Twitter, Google+ etc. to promote their existing as well as new products. For every quarter Bata designs and runs a different social media campaign.
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The diversity of its products and processes have gained the name for company’s brands, for kids, men and women at par.
Source: http://bit.do/dnLxr
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