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