Case presentation as part of a National Level Inter College B School competition. Time given 2 days. Brief to choose a brand for repositioning and answering questions like Why, How and What? Team Members : Ankit Ahuja, Anupam Gode, Rahil Mukesh

1. Round 2 Submission
GuruMantra – SIBM Pune
Ankit Ahuja – Anupam Gode – Rahil Mukesh

2. Brand Selection
Brand Dimension
• Narrowing Brand
Awareness
• Long History associated
with Bata in India
• Poor brand association
Price Dimension
• Low to moderate priced
• Under advertised
Sales Dimension
• Increasing sales and
declining Sales Velocity
• More than 3000 Retail
stores in India
• Y-o-Y increase in profit
• Loosing loyal Customer
Base
Technology &
Investment Dimension
• Product quality is
compromised
• Use of technology in creating
a good website but with poor
awareness level
Symptoms of a Mature Brand
As per Keller, mature brands are ideal candidates that have been out in the market for a number of years (at least 5 or 10) and have a
certain level of awareness and image with its target market. Bata is one of those brands in the country that is getting lost in its own heritage
and thus is an ideal candidate for Brand Revitalization. Bata fails to capture mind-share and heart share resulting in loosing traction in youth
segment even after quality product line
Swiss based Brand set up shop in India in late 1930’s
Poor Brand Association & Resonance
13% Market share in spite of being the oldest player
Lost identity – Still considered Indian and local in spite of being an
international player
Facing stiff competition in Indian markets by local and international
players
Have quality products but has failed to communicate and connect
Brand Architecture has multiple under advertised sub-brands
Why ?

3. Footwear Major Players in India
Points of Parity & Points of Differentiation
• Multiple sub brands
and third party
brands such as Hush
Puppies
• Product width
across Men,
Women, Kids as well
as product line has
Formals, Semi
Formals, Sports and
slippers
• Multiple sub brands
and brands such as
Force 10 and Gliders
• Product width
across Men,
Women, Kids as well
as product line has
Formals, Semi
Formals, Sports and
slippers offerings
• Product Line
across 3
segments with
focus on Slippers
and sports
footwear
• Old household
name in India
• Product Line across
Men, Women, Kids
as well as
Formals, Semi
Formals, Sports
slippers
• Multiple brands from
various companies
under one roof
• All products sold
under one umbrella
brand
• Product width also
includes apparel
and other sports
accessories
Differentiation
• Oldest Shoe
Brand in the
country
• Parent company
is International
(Swiss Based)
• Value for Money
• Positions itself as
– Stylish Looks at
very reasonable
Price
• Heavy focus on
Brand
Ambassadors –
Salman
Khan, Katrina
Kaif and Akshay
Kumar for 3
product
• Latest entrant in
the market, tie
ups with multiple
brands in both
fashion as well
as formal
footwear
• Pedigree
focuses on sports
brands
• Sponsors of
various sports
teams across
the globe

4. Brand Analysis
One of the oldest shoe brands in
India
•Wide reach
•Strong retail network
•Trust and Loyalty factor
•‘Value for money’ perception
•Footwear for the entire family
•Financially strong
Brand has lost connect with the
youth
•Lack of a loyalty program
•Sub-branding has not been
effective
•Absence of definite plan
regarding advertisements and
promotion
Huge consumer base in India
•Rise in disposable income
•Consumer wants to buy multiple
footwear as accessories and not
just a necessity
•Partnership with multi-brand and
e-commerce players
•New medium for advertisements
•New market segments
Changing consumer preferences
•Entry of mass and niche foreign
players
•High level of awareness and
expectations among consumers
•Price wars
•Online Players
S
W
O
T
Analysis on the basis of GfK‟s Brand Potential
Index
Rational Facets - Good
•Quality – Consumers don‟t doubt the quality
•Brand Popularity – Brand Recall is very high
•Acceptance of Premium Pricing – May be an issue as people associate
Bata with value for money
Emotional Facets – Below Average
•Identification with Brand – Youth finds it difficult to connect
•Empathy with Brand - Remains popular due to its rich legacy
•Confidence in Brand – Missing, as the youth has not seen the brand at its
peak
•Brand Bonding – Missing, due to lack of visual imagery and advertising
•Uniqueness – Has not tried to communicate any uniqueness
Action-Oriented Facets - Average
•Buying Interest – Varies on factors like value-for-money, good design,
emotional connect
•Willingness to Recommend – The average youth does not connect with
the brand enough to recommend it
8
16
10
33
0
10
20
30
40
A fashion savvy
brand that adopts
latest trends with
changing times
My brand of
slippers
A one stop shop
for my families
footwear needs
A footwear
company that has
traditional designs
Bata to me is
Known for
traditional
designs and not
for one stop shop
concept

5. Brand Analysis & Primary Research
Attachment 17%
Awareness 83%
Trial 48%
Recent Use 33%
GfK Brand Engagement
Funnel for Bata
%
%
%
Attraction
Conversion
(Acquisition)
Loyalty
(Retention)
%of people knowing the
brand and could consider it
%of people
considering the
brand
who use it
%of people
preferring the
brand
among those
who use it
67(45 males & 22 females) respondents were surveyed in Delhi, Mumbai, Pune & Nagpur. 83% of this
belonged to 18-33 age group.
45
33
15 17 18
0
10
20
30
40
50
To buy
Ladies
footwear
To buy Kids To buy
School Shoes
To buy
Formal Mens
shoes
To Men's
Sandals and
Slippers
Reasons to go to Bata Store
34
3 7
33
0
50
Price Variety TrustLong Lasting
Reasons to buy Bata
49
18
0
100
Yes No
Is Bata an Indian
Brand?
Considered
Indian
Looses out to competitors on
leveraging International touch
Price
& Long
Lasting
Not chosen for fashion. Not
considered trendy at all
Ladies is the
key segment.
Dr. Scholl is a
popular
category
Though major
revenues
come from
male segment
but perception
is for ladies.
Hush Puppies
Louis Philippe
Franca Leone
& Metro
Lee Cooper &
Red Tape
Not a preferred
brand when
buying Men
formal shoes
As per the GfK
Brand
Engagement
Funnel Only
17% of the
consumers are
attached to
the Brand. This
has lead us to
believe that
Brand Salience
needs to be
looked after.
Appeal and
connect is not
with the
consumers.
Also missing is
the a good
loyalty
program.
Of the people surveyed 45% go to purchase footwear when their old
shoes wears out and 53% go on account of a occasion/usage
requirements. Bata Stores are looses out on store layout. There is a lack
of in-store branding.

6. Insights
• Customer Speak – ” I was not aware that Bata has such trendy shoes, I would
reconsider Bata if only they advertised their products” – Vivek Singh, Module Lead at a
leading IT firm in Pune
• Company Speak – “ We don‟t believe in promotions in mass media, our network of
stores act as billboards everywhere and people will come when they see an
installation outside our store” – Store Manager, Bata Showroom at Aundh, Pune
Key Observations
• Planogram : In Store display of various shoes in a cluttered format. 3 pairs of shoes on
display per shelf
• In displaying there is no differentiation between sub-brands apart from the use of
Brand logo
• There is no customer experience that is offered in store
• What is the one thing that you would like to change as a Store Manager – “Even if
Aundh store sells more of Marie Claire and less of Rubber footwear for women, the
company expects us to not to focus on Marie Claire and dumps more stocks”
Primary Research
25
12
7
23
0
10
20
30
Bata is not
fashionable
There is no
Brand Image
Quality is
substandard
Too many
products
Why is Bata not your first choice
4
37 40
28
0
20
40
60
Fashionable
Brand
Tradition and
Trust
Value For
Money
Quality
When I see Bata I Think of
Primary Research shows that BATA is perceived to be VFM & a non-
fashionable brand.

7. Masterbrand Positioning Tool For Bata
Brand Promise
To provide footwear
for every member
of the family for
every phase of life
Personality
• Your personal
footwear guru
• Every Sale is a
relationship
• Versatility
• Trust
• Value for
Money
• International
Pedigree
Values
Rallying Call
A Shoe for every
Occasion!
Benefits
• Wide Variety
• Better Customer
Experience
• Quality
footwear
Brand Truths
• To leverage on the core
competency of extensive length of
the product mix
• To position Bata as a A shoe for
every occasion
• Differentiation factor from all
competition is a one stop shop for
all footwear needs
• A fashionable value for money
brand with prices that suit a range
of customers
Versatility
Trust
Value for
Money
Internatio
nal
Pedigree
• Comfortable
• Value for
Money
• Wide Variety
• Oldest brand
in India
Core Insight
A trusted leader in footwear that strives to
evolve itself with changing times to offer a
wide range of variety to customers
Consumer Target
• Young Working Professionals
• Married couples that are
influencers and opinion
leaders
Market Definition
• Core: Footwear across
categories
• Stretch: Leather and Shoe
accessories
HumansideofBrand
JobofBrand
New Brand Positioning
• Focus on a relationship
of trust and versatility.
• Every product line to be
targeted towards a
particular demographic
of consumers
• Bubblegummers and
Angry Birds Range for
children
• Power for the atheletes
• Moccasino for young
working professionals
• Marie Claire for the
confident woman of
21st Century
• Hush Puppies for the
executive
• Dr. Scholl for those who
have foot problems

8. Go to Market Strategy
What
to Sell
How
to Sell
Where
to Sell
Marketing
Strategy
Markets
MarketSegments
To provide footwear
for every member
of the family for
each phase of life
Power for the sports
oriented
Weinbrenner for the
outdoor oriented
Need Based
Segmentation to be
done on Lifestyle
Every Sub Brand
has a target
Demographic of it’s
own
Bata to target Low
to Middle Income
groups and play on
aspirational value
Dr. Scholl for
orthopedic problems
Marie Claire for
young women
Channels
• Exclusive & Franchisee Bata Showroom - 1250
• Sells in multi-brand retail stores
• Look for partnership with Foreign multi brand retail stores
such as Tesco leveraging the Swiss connect
• Online on both Bata and other ecommerce websites such
as Jabong and Flipkart
• Give preference to hot-selling sub brands depending on
the area
Use of signage and
hoardings outside
store to draw
customer inside
Promote sub-brands
in-store
Create visual
imagery
associations for sub-
brands
Make effective use
of shelf-space.
Currently, a pair of
shoes is displayed
Remove the clutter
Use Back-To-School
like merchandising
strategy
Focus on occasions like beginning of school season in March, office
joining season in June, wedding season in November
HowtoSell
ProductPortfolio
Men’s Brands Women’s Brands Kid’s Brands

9. 5 Year plan

10. Proposed Revitalization Plan
Expanding Brand Awareness &
Usage
Capture consumer mind share by positioning as one brand that takes care of
all the footwear needs
Improving Brand Image &
Uniqueness of Brand
Capturing lost customers by targeting youth that have lost with Bata as youth
brand
Identifying neglected segment of fast moving fashion segment
Changing Brand Imagery by focus on new TVC, Brand
Ambassadors, Digital, OOH
Managing how existing users
choose Bata
Availability : Entering in Tier III
Placements in Multi-brand shopping outlets, Airport Premium stores
Focus on Online sales to reach out Tier III
Brand Associations – Sports, Performance, Fashion, Comfort, Classy
need to be established as compared to competition
Communication of Trust and VFM
Managing how consumers use Bata
Sub Brands – Effective campaigns to promote sub-brands
Trendy Usage – Coupled with wearable devices like Calorie Burner devices
Product Offering
New And Trendy designs – Zara approach of least possible time from design to shelf
Imagery needs immediate attention
as brand connect is dismal
Promote Online Sales platform &
focus on omni-channel retailing
Sub-Brands needs separate
campaigns
Loyalty Program shall be
incorporated on the lines of Tommy
Hilfiger Loyalty Card and Shopper’s
Stop First Citizen

11. IMC Strategy
TVC
Digital
•Mobile
•Website
•Social
•Newsletter
OOH
Print
PR
Promotion
s & Events
Loyalty
Program
In-Store
IMC
Media Mix
“To provide footwear for each member of the
family in every phase of life”
• Social CRM to integrate all marketing efforts
• Aim is to get more wallet share of the customers
• Sub Brands needs better communications
• Focus on linking lifestyle & phase of life with each sub-brand
Level 1: Tactical Coordination and Marketing
Communications
Focus on Digital, TVC & OOH
Level 2: Redefining the Scope of
Marketing Communication
Bringing the franchises, sales
staff, suppliers in internal marketing
Level 3: Application of Information
Technology
SCRM to focus on data driven
performance marketing
Level 4: Financial and Strategic
Integration
Realignment of corporate strategy
basis the consequences of first three
levels
Schultz and Schultz IMC model

12. Farhan Akhtar
•Suave, versatile, talented man who comes
from a reputed and loved family. Trust
association can be formed
•Has done a variety of roles – young
rockstar, athlete, average guy. Appeals to
people of all ages. Also fits in with Bata‟s
multiple footwear lines
•Successful and critically acclaimed
actor, director, musician – Achiever
Priyanka Chopra
•Successful Bollywood actress and now singer.
Has done all kinds of roles – Fits in with Bata‟s
multiple lines of footwear
• Style icon – Appeal to the youth
•Her close relationship with her father is often
talked about – Family, Trust association
Bata India FB Page
•152k fans, 0.7% interacting fans, 93% service
level, 2 posts a day, 4 hour response time
•Good content is posted regularly and the fans are
respected and replied to
•More apps and contests should be run to
increase interaction
Bata India Twitter Page
•Does not exist!
•Competition has already forayed and is
interacting heavily on Twitter
•Bata Bangladesh has close to 1500 followers and
posts regularly
Bata.in Online Store
•Bata has a chic online store
•Lacks a virtual size selector
Bata India Instagram Account
•Promote sub-brands through this channel
•Post pictures and discuss fashion
•Model on the lines of the MensFashion Instagram
account
The TV commercial should convey the pedigree of Bata – that it is a
pioneer, trusted, multinational brand that has evolved with time to take
care of the consumer‟s every need. As of today TVC is missing.
Placements of ads during daily soaps and primetime shows like Big Boss &
KBC
Digital StrategyMedia Strategy
Brand Ambassadors
Loyalty Program
Bata India should start a Loyalty program and will maintain CRM which shall not
only act as a incentive program for new customers but will help Bata to retain the
existing customers . Loyalty program shall help Bata to cross selling and gain bigger
share of the wallet of the customer
TV Advertising
• Celebrate
occasions online
• Campaigns like
First Day at
Office & Back to
School to
Wedding
Season
• Fashion Mantra
of the season
• Have a Search
Engine friendly
Website
• Invite people
through Social
Media for
preview sales
• Plan a free
makeover
sessions for
Social
Influencers

13. Media Strategy OOH
Fashion Shows: Yearly
Fashion shows on the
lines of Blackberry
Fashion Show to
highlight the trendiness
in the design and
reconnect with the
youth.
Targeting inside
branding space in
Delhi Metro, Mumbai
Locals, Kolkata Metro
and Bangalore Volvo
bus service.
Delhi Metro & Mumbai
Locals to be covered
with Bata Branding.
Advertisements in Ola
cabs etc. In cab
screens to target
business travelers
In-screens
advertisements in
Mumbai local buses. To
connect with masses
and to advertise sub-
brands specially
related to women
In-screen OOH in cafes
such as CCD and
major mall foodcourts
Airports OOH & Airport
outlets specially at
T3, T2 and Bangalore
Airports
Bata to place shoe
shiners at all strategic
locations like aisle of
major office
buildings, malls and
five stars
All escalators at major
malls to bear Bata
branding to remind
the customers what
they are wearing at all
times.

14. Marketing ROI & Budgeting
Emphasizes on TVC
•75% including brand ambassadors
OOH to deliver reachability
•To include digital billboards, Airport placements
Digital Media spends to increase yoy with spends getting diverted
from TVC to Digital
•To include website changes
•To include mobile solution charges
Loyalty Program & Spend on CRM IT to be 1% of the marketing Budget
11.9
1.02 2.04
0.51 0.34 0.340
2
4
6
8
10
12
14
TV ADS SOCIAL
MEDIA &
DIGITAL
OOH MEDIA LOYALTY
PROGRAM
PUBLIC
RELATIONS
MARKET
RESEARCH
Total Budget per Year (in Cr) - 17 Cr
TV Ads Social Media & Digital OOH Media
Loyalty Program Public Relations Market Research
17 crores based on last year marketing budget of 15.6 crores – Annual Report Bata 2012
• Celebrity Endorsement cost of 7 Cr per year
• Industry Average of T3 Delhi Airport eyeballs capture
for 200 sqft is 3million eyeballs per month @ 12L pm
• Current Ad to Sales Ratio of Bata India is 0.8%
• Global Industry Average of Shoe Stores is 3% -
http://www.rab.com/secure/AdtoSales/2013AdtoSalesRatios.pdf
• Advertising Elasticity for Shoes
(Reebok, Nike, Skechers is .08-.1)
http://pegasus.cc.ucf.edu/~amjoshi/JM%20Adval%20Paper.pdf
• Taking the global benchmark ideally the Bata Ad
spent should be 57 cr taking 2012 Sales
• Taking the elasticity factor of 0.1 we get a 10% of ad
budgets increase in sales

15. Thank You

16. Research Methodology & Design
Research Methodology &
Design
In-Store Insights
Missing Customer
Education
•No information
communication
to customer how
sub brands differ
•No information
on marquee
designs
Lack of Sensory
Branding
•Lights are not
product focused
•No Imagery in
the store near
the shelves
•Foul leather
smell in the aisle
•No music in the
store to simulate
any purchase
activity
Low Customer
Service
•Less sales staff in
big stores
•Sales staff is
reactive not
proactive
In Store
Communication
•No information
regarding store
layout, required
because of
large & multi-
level store size
•Low on
customer
connect
Unsatisfactory
Designs
•Imitation of
latest fashion
trends

17. Research Methodology & Design
Research Methodology &
Design
In-Store Insights
• „Online shoes in India‟ Avg Monthly Searches – 2.8L
• „Bata India‟ Avg Monthly Searches – 19,290
• „Liberty India‟ Avg Monthly Searches – 14,800
Bata India is
spending
heavily on
Facebook to
connect
with youth
but because
of its
positioning
and product
line is
loosing
connect on
the shop
floor