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BRAND AUDIT

Presented By:-Vaibhav Kakkar (09/2013)

Amandeep Singh Mehta(20/2013)

Pardeep Sharma(32/2013)

Deepank Palliwal(43/2013)

Avinash Agrawal(59/2013)

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Main Products of BATA

Casual shoes

Formal shoes

Sandals

Sports shoes

 Accessories

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Brands under BATA

Bata

Hush puppies

Sparx

Sandak Power

North Star

Mocassino Marie Claire

Comfit

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Sources of Brand Equity

Good presence all over India

Century long legacy

Deep routed trust of customers

Eight decades of operation in India

Complete coverage of the market-Footwear for

all

Strong Association with the brand

Enjoys 16% market share in Organised

Footwear industry

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Brand Logo over the years

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Brand Knowledge Structure

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Customer Based Brand Equity

Pyramid

Salience

Resonance

Judgement

ImageryPerformance

Feeling

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Salience-High Brand

 Awareness

Depth of Brand Awareness

High recognition with the brand BATA.

Mostly known for its footwear category.

Breadth of Brand Awareness

Low because brand is mostly known for its

formal shoes and sandals

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High performance

products Moderate Price

Reliable and

Durable Products Serviceability

Perceived as IndianBrand

Footwear for theentire family

Oldest shoe brand

Cater to different

income groups of thesociety

 Availability

Performance Imagery

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Well known global

brand Good quality

products

Highly crediblebrand

Value for money

Product Variety

Comfortable

Social Approval Warmth

Judgement Feeling

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Resonance

Loyal followers

Customer relationships that transcend

generations

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Future Plans

Large format stores and closing some of its small formatstore- high rental rates

Product rejig by introducing more women’s shoes- Sundropsand concept stores

Footin stores-unique in ambience focussing on trendy yet

affordable shoes  Attempting to increase brand breadth by diversifying into

sunglasses and scarves

Hush puppies which is their licensed exclusive brand is goingto increase number of stores despite not achieving a success

in the past Extend its reach in rural India through dealers and

showrooms

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Thank You