In-depth Marketing Strategy of Bata India – India’s Largest Footwear Company

Updated on: May 15, 2024

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In this article, we will learn about the marketing strategy of Bata India, the largest footwear retailer and manufacturer in the Indian market. It is a subsidiary of the international brand The Bata Corporation, yes you heard that right, Bata is an international brand with its headquarters situated in Lausanne, Switzerland
This blog will cover the entire marketing strategy, STP analysis, marketing campaign, social media marketing, and SEO strategies of BATA India. So before we jump into it, let’s start by giving you a brief overview of the company.

This blog will fully cover Bata India’s marketing strategy, STP, marketing campaign, social media marketing, and SEO strategies. So before we delve in let’s start by giving you a brief overview of the company. 

Digital Marketing Academic Challenge 2024 - DMAC

About Bata India

Marketing Strategy of Bata India

The largest footwear brand in India – Bata was founded by Tomas Bata on 24 August 1894 in the Moravian town of Zlin, Austria-Hungary (today in the Czech Republic). He along with his brother Antonin and sister Anna, came from a family of cobblers from generation. Initially, the company employed only 10 full-time employees but after some time, Tomas started having financial problems so to overcome these setbacks, he decided to sew shoes from canvas instead of leather.

The foundation stone for Bata India’s first building was laid in January 1934. The whole facility was increased in size in the years that followed. Batanagar is the name given to this township. It was also the first production plant in the Indian shoe business to be certified according to ISO: 9001.

The company was incorporated as Bata Shoe Company Private Limited in 1931, They initially set up a small operation in Konnagar close to Calcutta in 1932. Since then Bata has come a long way, today it sells over 17 million pairs of shoes in more than 82 countries around the world with the help of its 30,000 dealers’ strong retail distribution network. Its production facilities in 18 countries and 1375 stores in India alone give it an edge over other footwear companies.

75% of Bata’s India business is generated from their brick-and-mortar stores while the remaining 25% of sales come through distribution channels and online platforms.

 

Quick Stats on Bata India
CEO Gunjan Shah
CMO Anand Narang
Area Served Worldwide
Industry Shoemaking
Market Share/ Revenue It commands around 35% of the market share in India. With a total net worth of 1,893.92 Crores.
Vision To grow as a dynamic, innovative, and market-driven domestic manufacturer and distributor, with footwear as their core business, while maintaining a commitment to the country, culture, and environment in which we operate.
Tagline Must have shoes. Everyday comfort.

 

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.

Buyer’s Persona

Name:

Mohit Chauhan

Place:

Mumbai, India

Age:

29

Profession:

Brand Manager

Motivation

  • Quick and easy ordering process.
  • Wide variety of footwear options.
  • Attention to quality and durability.

Interest & Hobbies

  • Shopping
  • Gyming
  • Playing cricket
  • Trekking

Pain Points

  • Inconsistent information on social media channels.
  • Slow website and checkout process.
  • Poor UI/UX of the website.
  • Limited availability of preferred products.

Social Media Presence

  • Instagram
  • Facebook
  • Pinterest
  • Youtube
  • Twitter
  • LinkedIn


Marketing Strategy Of Bata, India

Bata’s adaptation strategy is close to none Despite being an international brand it provides Indians with affordable footwear while keeping the local taste in mind and that is what helped it become the leading brand in terms of sales revenue in the footwear industry.

Let’s start analyzing the marketing strategy of Bata India.

Segmentation, Targeting, and Positioning (STP) Analysis


Segmentation

Bata has divided its customer base into different segments based on the following variables – geographics, demographics, and psychographics. 

Targeting

Bata employs a targeted marketing strategy that is differentiated. With its many sorts of sectors, offerings, and services, Bata Shoe Company has covered the whole shoe market. Bata is ready to meet any footwear need through its wide range of collections. If the upper-class, high-income individuals desire luxurious shoes, Bata can meet their needs. Similarly if the lower-class or a low-income earner only needs shoes to cover their feet, Bata provides a solution for them too.

Positioning

Bata has firmly positioned itself as a provider of affordable, superior-quality footwear brand which is not only fashionable but also easily available to the masses.


Marketing Campaigns

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

‘9 to 9’ campaign:-

Marketing Strategy of Bata India - Campaign 1

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:-

Marketing Strategy of Bata India - Campaign 2

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:-

Marketing Strategy of Bata India - Campaign 3

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:-

marketing strategy of bata - every walk is ramp walk campaign

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

Marketing Strategy of Bata India - 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.

Marketing Strategy of Bata India - Influencer Marketing

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.

Marketing Strategy of Bata India - e-commerce

“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

Marketing Strategy of Bata India - Bata Me

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.

Some suggestions for campaigns

  • Footwear fashion show: Hosting a fashion show showcasing the latest shoe designs and trends, using influencers to create buzz around.
  • Bata can launch a social media campaign encouraging people to share their inspiring stories of how they use their inspiring stories of who they use their footwear to make a positive impact on their communities. 
  • A sustainable footwear campaign can be launched by Bata for promoting eco-friendly and sustainable footwear options highlighting the use of recycled materials and reducing carbon footprint.
  • Bata can develop an app that allows customers to virtually try on different shoe styles, for enhancing the online shopping experience.
Digital Marketing Academic Challenge 2024 - DMAC

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.

If you like such in-depth analysis of companies just like the marketing strategy of Bata India, check out our IIDE Knowledge portal for more fascinating case studies. Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of Bata India in the comments section below.

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

2 Comments

  1. Raman Neupane

    Interesting read! Bata’s digital marketing approach is impressive. I had no idea about their extensive social media presence. Looking forward to more insights like this.

    Reply
  2. Manjyot

    No doubt why Bata is one of the Largest Footwear company in India. I got some interesting insights after reading your blog on marketing strategies of Bata India.

    Reply

Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts

Q