RETAIL MANAGEMENT

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2. INTRODUCTION
• Bata India is the largest retailer and leading manufacturer of
footwear in India and is a part of the Bata Shoe
Organization.
• Bata Shoe Company was incorporated in1931, the company
was set up initially as a small operation in Konnagar (near
Calcutta) in 1932.
• In January 1934, the foundation stone for the first building
of Bata’s operation - now called the Bata.
• In the years that followed, the overall site was doubled in
area. This township is popularly known as Batanagar.
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3. • It was also the first manufacturing facility in the Indian shoe
industry to receive the ISO: 9001 certification.
• The Company went public in 1973 when it changed its
name to Bata India Limited.
• Today, Bata India has established itself as India’s largest
footwear retailer.
• Its retail network of over 1200 stores gives it a reach /
coverage that no other footwear company can match.
• Bata’s smart looking new stores supported by a range of
better quality products are aimed at offering a superior
shopping experience to its customers.
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4. BATA’S VALUES
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5. • Constant innovation in design and product
development
• Superior customer service
• Excellence in operational and commercial
execution
• Entrepreneurial spirit and passion to win
• Teamwork in international environment
• Trust and respect for our employees
• Adding value to the community
• Delivering on our commitment to shareholders
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6. MERCHANDISE SUITABILITY
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7. • No. Of Brands :
– Bata ,
– Hushpuppies,
– Marie Claire,
– Power,
– North Star ,
– Weinbrenner,
– Ambassador,
– Scholl,
– Comfit
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8. MERCHANDISE MANAGEMENT
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9. • Competitors : Kadhims & Metro
• Target Customer : Middle Class – Cater
to price conscious masses
• Planning : Sales plan by period
• Merchandise Mix : Speciality,3000 Sq.Ft
• Merchandising Method: Stock to sales
• Method locational Convenience :
– Easily Accessible,
– Less travelling time,
– Parking availability
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10. MANAGEMENT STRATEGY &
STORE OPERATION STRATEGY
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11. • Organisation Structure : Managing Directer-
>Vice President->Retail Manager->District
Manager->Manager->Sales Person
• Nature Of Ownership : Public Ltd Company
• Operational Structure :
– Chain Store ( Within India),
– Franchising (Abroad)
• Nature Of Service : Providing Service
• Location :
– Business Associated , Planned
• Customer Interaction : Store Retailers
• Layout : Free Flow
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12. • Feature Area –
– Point Of Sale,
– walls,
– Point Of Purchase – Special Fittings
• Suppliers : Manufacturer
• SKU : Scanner ( Article No.,Size,modal No.)
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13. HR DEPARTMENT
• Recruitment :
– Advt In Paper , words Of Mouth
• Qualification : +2
• Training : On The Job
• Compensation Plan : Straight Salary
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14. RETAIL MIX
• Product
• Price
• Place
• Promotion
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15. a) Range Of Products
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16. Width Of Assortments
• Shoes : Formal, Informal, Sports.
• Varieties : For Men, Women and Children
• Polish Variety: Wax, Spray, Liquid.
• Used for : Sports wear, Leather and Canvas.
• Kerchief : Sold branded as Ambassador.
• Socks : Sports socks, Formal socks (For
Men, Ladies, Children), Health Socks (For
diabetics patients.), Ankle Socks.
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17. Breadth Of Assortments
• Gents, Ladies, Children (Formal Shoes)
• Ladies Footwear
• Children’s Footwear
• Socks
• Polishes
• Brush
• School Bags
• Hand Bags
• Belts
• Lace
• Shiner
• Kerchief
• Rough Skin Remover
• Foot Spray
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18. b) Price
Pricing Strategy : Odd Pricing
Setting Retail Price : Demand Oriented
TYPES SIZE AGE PRICE
For Infants 1-5 Infants Rs. 249-1000
For Children 9-13 4-9yrs Rs. 249 onwards
1-5 10-14yrs Ends at Rs. 1399
Leather Shoes 6-11 Above 15yrs Rs. 899-5500
Sports Shoes 6-11 Above 15yrs Rs. 1100-2500
Ladies 3-8 Above 15yrs Rs. 249-1799
Cut Shoes 3-8 Above 15yrs Rs. 249-399
(Normal)
Cut Shoes 3-8 Above 15yrs Rs. 1499
(Leather) 18

19. c) Promotion
• Magazine,
• Children Channel (Tv),
• Banner,
• Pamplets.
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20. d) Place
• Place :
– 1200 stores , found in all the metros, mini-metros
and towns
– Time:10-10(all Days Working)
• Facilities:
– Car Parking,
– Space,
– Credit Card
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21. SPACE MANAGEMENT
STRATEGY
• Retail Store Entrance :Shutter Covered
• Visibility Of Retail Unit : Marquee
• Parking Facility
– Spacious
– Cost
– Security
– Basement Parking
• Lighting : Brightly Lighted
• Signage: Differentiating Brands
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22. • Display Method:
– Slatwall (Shoes)
– Gridwall Panels & Accessories(socks,polish)
– Face-out(socks,cutshoes)
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23. • Wall Colour : Monochromatic
• Flooring Material : One Colour Carpet
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24. CRM STRATEGY
• Mkt : mentioned above
• Sales :
– End Of Season – Jul & Aug – 30 To 50% Discount
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25. • Support :
– Payment :Credit Card Facility(ing Vysia To
American Express)
– After Sales Service : Within 5 Months Free Service
& After That Payable
– Home Delivery ( Online Purchase)
– Personalisation (Treated With Respect)
– Retaining Customers ( After Sales Service,stock
Availability With The Help Of” IT”)
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26. DISTRIBUTION STRATEGY
• Intensive Distribution
– Gurgoan - Automatic Stock
– Chennai Distribution Center – Periyapalayam
– Transport Service : In Mini Lorry
• Expenses : Rent & Others
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27. in
• BY : ( MBA – A Sec )
– J.Subhashine
– S.Uthra
– Abinaya
– Divya Dharshini
– Deepika Bindhu
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