Marketing Strategy of Bata India: Largest Footwear Brand

What’s new with Bata:

• Sharekhan by BNP Paribas has a buy call on Bata India with a target price of Rs 1780. The current market price of Bata India is Rs 1673.05. Sharekhan by BNP Paribas recommended keeping a stop loss at Rs 1660.
>Stocks to buy today: ITC and Bata are among the top 9 trading ideas for 13 September.
• Bata News bata India profit rises 72% to Rs 119.37 crore; net sales up at Rs 943 crore in April-June PTI / Aug 12, 2022, 12:30 (IST) bata India on Thursday reported a 71.82 percent rise in consolidated net profit at Rs 119.37 crore for the first quarter of FY23 as the shoemaker achieved the “highest ever quarterly sales”.
• Bata, India key Products/Revenue Segments include Footwear and Other Operating Revenue for the year ending.
• Bata India’s total income in the fourth quarter of FY23 stood at Rs 788.52 crore as compared to Rs 683.99 crore in the corresponding quarter in FY22.

Targeting Audience

Bata engages in customer marketing strategies for each region, ensuring relevant effectiveness across all diverse markets.. Bata is ready to meet any footwear need through its wide range and collection.If upper-class, high-income individuals desire a luxurious shoes, Bata can meet their needs. If a lower-class, low-income person only needs a shoe to cover their feet, Bata provides a solution for them as well.

Marketing Campaigns

BATA has many successful marketing campaigns and here are the 3 most notable ones:

‘9 to 9’ campaign:-

In Bata’s 9 to 9 campaigns TVC. It shows Kriti Sanon, the face of Bata’s women’s range solving her friend’s problem of not being able to find stylish and comfortable footwear by surprising her with Bata’s latest 9 to 9 range of footwear. The film’s purpose was to let working women know about Bata’s new comfortable and surprisingly stylish footwear for women. And the campaign does fulfill its objective.

Relaxed workwear:-

Bata has launched a campaign featuring Kartik Aryan promoting its new relaxed workwear collection. In its TVC campaign, Kartik Aryan surprises his friend who needed a replacement for his black formal shoes with Bata’s new relaxed workwear. The TVC aimed to target the working population who were going back to the office from home after the pandemic and needed something relaxed but formal for work.

Unlimited Sneakers at Bata:-

The “unlimited sneakers at Bata” campaign by the footwear company aims at letting the audience know about its 300+ styles of sneakers by Bata’s 9 brands. The digital film portrays people wearing Bata sneakers at various events in their lives. From the fashionable North Star shoes for college to the Power sneakers for workouts, Hush Puppies sneakers for workplace meetings, and Bata Red Label sneakers for date evenings, Bata has a sneaker for every occasion.

Every walk is a Ramp Walk:-

Bata took steps to resonate with the younger generation gen-z and Millenials through this ad campaign featuring social media influencers Vishaka Fulsungle (rider), Aakash Malhotra(traveler), Janhavi Dasetty(content creator), and Raghavendra Mahat (actor). The campaign is promoting two different shoe collections: City Casual Collection and Celebration Collection. The target demographic for this collection is the younger generation from metro cities as well as tier 2 and tier 3 cities.

Digital Marketing Strategies of Bata

On social media, Bata is in fierce competition with other companies in its sector. Bata has a social media presence on Facebook, Twitter, Instagram, LinkedIn, etc. in addition to its website.

Facebook:- Bata has 8.2 million likes on Facebook.
Instagram:- Bata has 164k followers on Instagram.
LinkedIn:- Bata has 64.1k followers on LinkedIn.
Twitter:- Bata has 14.3k followers on Twitter.

Bata’s most-followed social media account is Facebook with 8.2 million followers. But they are equally active on all four social media platforms mentioned above. They also have a YouTube channel and a Pinterest page where they have put up all their ads. All of their posts either information about something new happening with the brand or promote a single uniform message i.e. comfort to perfection, formals to casual, modern to premium, Bata has a range of footwear for your every/any style.

SEO Strategies

SEO strategy is “The thing” when it comes to bringing in organic traffic to your site. And Bata does well in it since it has 82,000 organic keywords. And its site also has monthly organic traffic of 3,20,000 visitors. Which is way more than any of its competitors and shows how much importance Bata gives to its SEO strategy.

Influencer Marketing

Let’s have a look at Bata’s new influencer marketing strategy of Bata India which is based on changing the brand image.

Recently Bata has associated its brand with many young Bollywood stars such as Kartik Aryan and Kriti Sanon both of them have appeared on various TVCs of Bata promoting its new 9 to 9 and relaxed workwear collections, all in a bid to appeal to younger shoppers and position itself as a fashion-forward brand.

In February 2022 Disha Patani was signed as brand ambassador for Bata. The footwear brand said Patani will be seen promoting several well-known labels under the Bata banner.

E-commerce Strategies

Bata has realized the importance of e-commerce platforms to reach out to as many customers as it can.

“Now we are using all three mediums – Bata retail stores, Bata franchise stores, and multi-brand outlets. And we will also be using e-commerce channels, whether through Bata or other E-commerce platforms” said former Bata India CEO Sandeep Kataria.

The brand’s official site is Bata. It is the online selling portal of Bata India. It has all the Bata products available on it and provides free shipping on all orders from the site. It has separate sections for women, men, kids, sales, sneakers, and new products. This way it helps them reach untapped markets and overcome geographical boundaries and expand their presence.

Mobile Apps

Bata Me is a mobile app by Bata available on the Play Store it is an E-commerce app and an information portal for Bata employees, customers, and other businesses who like to read stories and know what are new happenings about the brand.

However, this app is not at all popular among its target audience because of its poor performance and bugs. If you want proof just have a look at the review section of their app. From payment errors to products not being delivered, Bata seriously needs to fix all the errors in its mobile application.

So when it comes to mobile apps Bata is way behind its competitors like Nike and Puma. And with such things, Bata is not doing justice with its brand name.

Content Marketing Strategies

When it comes to the content marketing strategy of Bata. It does give attention to this part of marketing too. They have a newsletter, a press releases section on the website, social media handles, and a YouTube channel.

On their YouTube channel & social media handles, they post content where they collaborate with the designers of various Bata products and portray them by explaining the Nitty-gritty of the footwear designs. A bulk of their social media posts are just about their latest collection, shoe trends & topical posts utilizing trending and relatable topics.

Bata India’s website doesn’t have a blog section but they do have newspaper articles and blogs talking about its marketing strategy and communicating the brand’s message and its approach going forward. This way Bata also generates a lot of backlinks for its website.

This ends our elaborative marketing strategy of Bata India. Let us conclude our learning below from the marketing strategy of Bata India.

Top 5 Competitors Bata company

• Nike: It is the iconic athletic brand, that revolutionizes sports apparel and footwear. With cutting-edge designs, innovation, and global popularity, Nike empowers athletes and inspires people worldwide to “Just Do It.”
• Woodland: It is a renowned outdoor lifestyle brand, that crafts rugged and stylish footwear, apparel, and accessories. Embracing nature’s spirit, it caters to adventurers with durable products designed for exploration and adventure.
• Adidas: It is a renowned sportswear brand, that embodies style and functionality. From trendy streetwear to cutting-edge performance gear, it caters to athletes and fashion enthusiasts alike, inspiring them to excel and express their unique flair.
• Moochi: It is a chic and contemporary fashion brand, that epitomizes modern sophistication. With its stylish clothing and accessories, Moochi empowers women to embrace their individuality and express their unique sense of fashion.
• Sreeleathers: It is a trusted leather goods brand, that exudes craftsmanship and elegance. With a wide selection of high-quality leather products, it caters to individuals seeking timeless style and durability in their accessories and footwear.
• Metro Brands: Metro Brands, previously known as Metro Shoes, is an Indian footwear brand based in Mumbai. Metro Shoes is also the first footwear company in India to have successfully started and implemented its e-commerce model. Metro Brands has stores all over India, offering a wide variety of shoes for men, women, and kids.

Failed Campaign Of Bata company

• The complacency started to cost Bata when the competition entered. In the mid-80s, when partial liberalization lifted restrictions on the footwear industry, small, local competition chipped away at Bata with their lower prices. They try hard to compete with opponent brands to ensure their place in this worldwide market. It shows improvements in their product quality, making their price low. 
• In 2017, Bata faced criticism for its Holi campaign, which featured an image of a pair of shoes being splashed with colored water. The ad was deemed to be in bad taste and offensive and disrespectful to the festival’s cultural significance.Bata quickly apologized admitting the ad that they put out was insensitive and not at all the message they intended to deliver.
  Bata stopped showing the ad and communicated with the audience about what went wrong with it. The company made sure to look into the ad to find out the cause of it and promised to show a commitment to respecting diverse cultures by incorporating cultural considerations into future marketing campaigns.

FAQs

Who is the target audience for BATA?
The company targets conscious middle-class families and young people looking for affordable and fashionable products. It targets people from different walks of life i.e. men, women, children, etc.

Why is BATA unique?
The brand offers inexpensive and elegant footwear that caters to the diverse needs of all kinds of people.  BATA produced footwear designs that catered to the preferences and tastes of the local people without compromising on the standards set internationally.

What is the business model of BATA?
As the world’s largest footwear manufacturing company, BATA believes in being flexible and responsive to the needs of its customers worldwide. The company targets growth by maximizing the availability of its products not just across stores but also in the e-commerce channels as well.

What are the key marketing strategies of BATA?
BATA puts confidence in providing high-quality products at the most appropriate prices to different age groups from various parts of the community. It also utilizes various digital marketing platforms to further the progress of its venture.

What is the market size of Bata in India?
 According to companiesmarketcap.com currently, Bata India has a market cap of 2.13 billion dollars becoming the 3999th most valuable company in the world. 

Conclusion

Today’s marketing strategy of Bata is focused on changing its brand image from reliable school shoes to an affordable yet fashion-forward brand. Their “surprisingly Bata” & unlimited sneakers at Bata campaign have helped them achieve the brand image makeover and what makes Bata unique is that they have something to offer to every section of society. From kids to older generations, Bata has it all.

Bata uses digital marketing to the fullest; they run ad campaigns on all major social media platforms. By the time we are writing this blog Bata has multiple ad campaigns active on Facebook, Instagram, Twitter, LinkedIn, etc, and google ads too. 

Brands like Bata put great emphasis on digital marketing and they need skilled digital marketers. With the increasing importance of digital marketing, learning about the growing field is an important step.

If you are someone interested in this field then you can check out IIDE’s Online Digital Marketing Course to learn more. We hope this blog on the marketing strategy of Bata India has given you a good insight into the company’s marketing strategies.

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