Group members :
Kashfia Rahman 061 667 030
Dara Al Mashuk Khan 061 470 030
M Saad Hussain 061795 030
Rafi Ahmed 062 551 030
• Years:
• 1894
• 1962
• Mission:• Fashionable• Accessible brand• Superior• Customer service
– Shoes for Everyone– B First, – Bata, –
Bubblegummers, – Dr Scholls, – Hawaianas, – Marie
Claire, – North Star, – Power, – Sandak and –
Weinbrenner.
• Brand inventory
• Brand equity• The best product• The best service• The best value and quality• The best locations
– Brand element:
– Brand name – Logo and symbol– URL
•
• Value
Proposition
for the
Customers
– Marketing mix
–
Product– Quality level– Manufacturing– Features– Packaging– Design
•
• Awareness
• Image
Point Of
Difference
Point Of
Purchase
MARKETING
AND
DISTRIBUTION
OF
BATA
Reinforcing the brand
• Maintaining brand consistency
• • Protecting source of
brand equity•
• Fortifying Vs leveraging
• •
Bata’s product strategy
Perceived quality and value
Relationship marketing
Price strategy
Consumer price
perception
Channel strategy
• Direct channels
Bata a global
Brand
Standardization vs. Customization
Centralization vs. Decentralization
Global brand
positioning
Adjustment to Bata’s brand portfolio
• Acquiring new customer
• Migration
Key
findings
&
Brand
strategy
Conclusion