PowerPoint Presentation

Vaibhav BelwariarBATA & Relaxo Brand Management

History of Bata Bata was founded by three siblings with a small inheritance in the town of Zlin, Czechoslovakia on August 24, 1894. It is one of the worlds first shoe manufacturers.Bata came to India in 1931 , opening its first store in West Bengal.Bata today is listed on Kolkata & Mumbai Stock Exchanges.Bata today serves 1 million customers per day, employ more than 40,000 people operates 4,600 retail presence in over 50 countries.Batas 4 Business Units Europe Asia Pacific Africa Latin America North America

Marketing mix of Bata

ProductPricePlacePromotionBata has had a hugeproduct portfolio in terms of the large variety of shoes, sandals and accessories.BATA has had fantastic response from the market due its affordable and mass market pricing. Bata uses psychological pricing as its pricing strategy.Placement of Bata and all its subsidiaries has been widely effective in fact, maintaining the low cost of product is possible for BATA only if has widespread distribution and economies of scale work for the brand. From time to time, Bata does introduce new product through TV commercials, but in general it relies on its pull strategy and brand equity to bring more customers to the showroom.Owing to its reputation of supplying good quality shoes people expect the same durability from BataBata has some premium products like Hush puppies to drive margins, whereas other products are mainly present to drive turnover and quantities.The strength of Bata in India is rural distribution showrooms and dealerships of Bata are found to be available which has helped promote the brand even further.Only major promotions it offers is during seasonal sales and discount days, and the same is automatically communicated within the market sphere through word of mouth by customers, which ultimately allows it to save on promotion campaigns.Main products of Bata Casual shoes, formal shoes, sandals, Men and women collection, sports shoes, accessories

Brands under Bata Hush puppies, Sparx, Sandak, Power, North Star, Mocassino, Marie claire, Comfit, Bata.Bata prices its shoes very moderately, and keeps them easily affordable, which is one of the key reasons for its growth. Bata cannot target the premium customers who think of Bata as a mass market brand and not justifiable totheir statusBATA has strategically placed its manufacturing units across 27 locations, which serve their respective regions swiftly and without hassles thereby making expansion highly economical, and at the same time promoting further expansion. Bata believes in extensive media or public related promotion, so much so that one seldom comes across a television commercial or print advertisements by Bata.

It highly relies on its century long legacy, for which it has all the loyalty of customer base that it aims and targets. By showing more promotions, Bata would be increasing its cost.

Print Ad of Bata

TVC of Bata

History of RelaxoThe company began as a small enterprise in the year 1976 and was officially incorporated in 1984 and further went into public listing in 1995.Relaxo Footwear Limited commenced its journey with the manufacture of Hawaii slippers. It has now grown into a large-scale entrepreneurship catering to the basic needs of the Indian citizenToday, the company manufactures over 3 lakh pairs of footwear per day, which approximately adds up to over 10 million pairs per year.

Marketing Mix - RelaxoProductPromotionPricePlace

Colors black & brownPosters of Brand ambassador Salman Khan with the sandals to be put at easily visible areasRural market is very price sensitive marketUsing its strong supply chain network of hawaii chappals for supplying sandals

Design will cover most of the feetTV and Radio commercialsThe price should be maintained under Rs.250Training and motivating channel members

Available in standard sizesSpecial promotional events during festivalsDue to large scale of production and good distribution system these prices can be easily targetedAvoiding channel conflict

Warranty period of 3-6 months Active promotion during school events harvesting season Make them available at all major footwear stores in this areas

Print Ad of Relaxo

TVC of Relaxo

LAWS OF BRANDING

Bata positioned itself as a one stop family store for all footwear and related products for the middle class segment

Relaxo focus on daily footwear. Majorly slipper ,sandal and running shoes

Bata : Red in colourA quick reference of meaning of the color Red showed its association with energy, strength, power, and passionRelaxo : Yellow and whiteThe colour scheme shows cheerful, happiness ,calm and joy

BATA: Organized into three business units: Bata Europe, based in Italy; Bata Emerging Market (Asia, Pacific, Africa and Latin America. The organization has aretailpresence of over 5000 retail stores in over 70 countries and production facilities in 26 countriesRelaxo covers only in India

Bata was established in 1931 .Over the year ,Bata has established leadership position in the footwear industry. Relaxo Foot Wear(RFW), a part of Relaxo Group which has major interest in Footwear production, was incorporated in Sep 13, 1984 as a private limited company to market the products of group concerns such as hawai slippers, light weight slippers, canvas shoes, PVC footwear etc.

Relaxo RepositioningRelaxo is known to portray its brand as casual footware.Relaxo has also related itself as a colorful brand. For the change and also to tap the niche market of premium customers, Relaxo shall reposition it-self to be a premium foot-ware which has its offering in bold and solid colors as black, maroon, red, green etc. This shall indulge corporate and business class segment of Indian as well as International market. This will also open its gate towards international business and hence prolongate brand target audience.

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