Case summary

For the first time Bata India's turnover exceeded INR 20,000 million in 2013.This

milestone was achieved under the leadership of managing director Mr. Rajeev n

Gopala Krishnan who had taken the reins of the company in October 2011.

Mr. Rajeev had joined bata in 2020 over the following 22 years he took on variety

of executive roles at different levels which allowed him to gain in depth knowledge

and experience of the whole sale and retail businesses he had driven successful

business results as the MD of Bata Bangladesh in 2010 to 2011 and as MD of Bata

Thailand from 2007 to 2010.

 One of the biggest challenges at present for us is contemporising.

 They failed to understand simple principles of marketing — positioning and
Because of the low pricing of Bata shoes, most consumers think
the quality of the shoes will be low as well. This is a typical price
quality approach of positioning.
brands positioning themselves in a fancy manner but not having content and so they fall flat,"

 Key challenges is that shoes do not apple the younger generation.

Major trends
 Demand for infant shoes

 Rise in need of sports shoes

 Growing demand for branded shoes

 Stylisation in women’s footwear

Improved /enhanced product offerings – Despite being a strong brand with sturdy quality image,
Bata remained largely a non stylish and a fuddy duddy brand in the Indian context. The
aspirational quotient both on the product and the brand image was lacking, Over the last 24- 36
months , lot of effort has undergone to change this image and make the brand more trendy ,
stylish and palatable to the younger and the millennial audience The complete revamp of
offerings in each category (Men, Women, Kids and sports) is done to woo the consumers along
with keeping the pricing equation intact.
It has refreshed its products in various categories – In power it has launched power walking
collection with memory foam, trendy power shoes for women. It introduced new stylish range of
ladies footwear under the new collection naming the same as the Red label collection Under the
Hush puppies brand, further premiumization and range is being added towards higher price
points New launches in the youth oriented spaces under its brands like Power, Weinbrenner,
Footin etc

 They failed to understand simple principles of marketing — positioning and

Because of the low pricing of Bata shoes, most consumers think
the quality of the shoes will be low as well. This is a typical price
quality approach of positioning.
brands positioning themselves in a fancy manner but not having content and so they fall flat,"