Marketing Mix of Bata and 4Ps (Updated 2023)

The Marketing mix of Bata analyses the 4Ps of Bata’s marketing strategy, which includes the Product, Price, Place, and Promotion of Bata. Bata is a widely known and acknowledged “People’s brand” in the worldwide shoe industry. Most of the population extensively likes Bata, undoubtedly one of the most common and well-known shoemakers and shoe Companies of modern times. The legacy of Bata dates back a century, although the family, which started the company in 1894, had a strong history of being shoemakers several years before that date. It was established by siblings of the then Bata family in the erstwhile Austro-Hungarian empire in the city of Zlin, and ever since its inception, it has been known for durability and affordability, which has been the reason for its growth.

Bata received a lot of propulsion during the First World War when the whole region where Bata operations were set up became the Focus of the war. There was a massive increase in demand for military boots and related items. Bata seized this opportunity, became the biggest supplier of shoes to military services, and rose to fame. In the two years after World War, when there was a massive slump in the market, and there was a prevalent economic depression in a general sense, Bata made another crucial decision of decreasing costs of production and wage, thereby providing shoes in the market at rock bottom prices. This whole function turned the table in Bata’s favor, and within the next couple of years, it became one of the most popular brands and spread its wings worldwide.

Today, it still has a massive outreach. It appeals to the masses with an active marketing presence in almost half of the world’s countries due to its highly effective and adaptable operations model, employee satisfaction and welfare, and image of being the commoner’s shoemaker. It has impressive sales and profit figures and claims to serve almost one million customers daily across territories. Today, it is still being managed by the original Bata family. It has headquarters in Switzerland, which handles operations across 27 manufacturing facilities worldwide, with an employee base of almost thirty thousand and more than five thousand retail outlets.

About Bata

• Type: Footwear company
• Industry: Footwear
• Founded: 1894
• Founders: Tomáš Bata
• Headquarters: Lausanne, Switzerland
• Area served: Over 70 countries
• Current CEO: Sandeep Kataria
• Number of employees: 32,000
• Major products: Shoes, apparel, and accessories

The impressive story of Bata and its everlasting legacy is the outcome of adopting and implementing an intricate marketing strategy, which became a worldwide phenomenon. It has inspired several other digital marketing models and is valid and widely adopted due to its practical and logical approach. Discussed below is the marketing mix of Bata across four P’s:

BATA Product Strategy

Since its very inception, Bata has had a vast product portfolio in terms of its large variety of shoes, sandals, and accessories and the consistency they promise. Millions who look for no-nonsense products heavily rely upon Bata and the no-frills attached to Bata shoes, which can be obtained at affordable prices. Owing to its reputation of supplying good quality shoes (and its history of providing shoes to the military in the First World War), people expect the same durability from Bata. Over the years, Bata has offered well-designed products with a focus on durability and price.

This marketing strategy hit India, where rural areas are much larger than urban areas, and the rural population looks for cheaper alternatives. Due to its constant penetrative price and the maintenance of good quality at that price, Bata showed consistent growth and expansion, especially in medium-scale markets. Bata has also recently partnered with Hush Puppies to offer a premium range of women’s shoes from Hush Puppies, thereby giving a refreshing air to the brand value. In fact, after price, the product is the most muscular P in Bata’s marketing mix.

Bata offers a diverse range of products catering to various customer needs. The new Product Mix of Bata in 2023 is as follows (Source).

1. Casual Shoes: Bata offers a wide selection of casual shoes for both men and women. These include sneakers, loafers, and sandals for comfort and everyday wear.
2. Formal Shoes: The brand is well-known for its range of proper shoes. This includes leather shoes, dress shoes, and other styles suitable for professional and formal occasions.
3. Sports Shoes: Bata has a line of sports and athletic footwear, including running shoes, trainers, and sports sandals, catering to active and fitness-oriented consumers.
4. Children’s Shoes: Catering to younger customers, Bata provides a variety of children’s shoes. These are designed for comfort, durability, and style, suitable for different age groups and activities.
5. Fashion Footwear: Bata also offers fashion-forward footwear, including trendy designs, seasonal collections, and collaboration pieces with designers or brands.
6. School Shoes: A significant part of Bata’s product line includes school shoes. These are designed to be durable, comfortable, and conform to uniform standards for school-going children.
7. Accessories and Shoe Care Products: Apart from footwear, Bata sells accessories like bags, belts, and socks, as well as shoe care products like polishes and brushes.
8. Specialized Footwear: In some markets, Bata offers specialized footwear, such as occupational and safety shoes, catering to specific workplace requirements.

BATA Pricing Strategy

As discussed above, price is the most muscular P in Bata’s marketing mix because BATA has had a fantastic response from the market due to its affordable and mass-market pricing. Anyone can purchase Bata products easily. Bata uses psychological pricing as its pricing and social media marketing strategy. Bata generally prices a product to the nearest lower “9” digit figure of the actual price. For example, any commodity priced at $10 is priced at $9.99 to lure and attract more customers. Bata started this strategy by pricing its products long back, but it is still being implemented in Bata Showrooms.

Apart from this phenomenon, Bata generally prices its main shoe products moderately and keeps them easily affordable, which is one of the key reasons for its growth. Of course, the pricing then affects the premium customers. Bata cannot target excellent customers who think of Bata as a mass market brand and are not justifiable to their status. However, this is a conscious call by Bata because it has some premium products like Hush Puppies to drive margins. In contrast, other products are mainly present to force turnover and quantities.

Bata employs a multifaceted pricing strategy that skillfully lowers prices and balances affordability with brand perception, catering to a diverse consumer base. Here’s an analysis of their approach:

1. Market Penetration Pricing: Bata adopts a market penetration pricing strategy in many regions, especially emerging markets. By offering quality footwear at affordable prices, Bata effectively attracts a broad customer base, establishing a solid market presence and brand loyalty.
2. Competitive Pricing: Bata keenly observes the pricing of competitors in various markets. This competitive pricing ensures that Bata remains an attractive choice for consumers comparing similar products across different brands.
3. Value-Based Pricing: For its more premium collections, such as designer collaborations or advanced-technology sports shoes, Bata employs value-based pricing. These products are priced higher, reflecting their unique value proposition regarding style, innovation, and quality.
4. Psychological Pricing: Bata often uses psychological pricing tactics, pricing products at $49.99 instead of $50. This strategy effectively makes products appear more affordable and appealing to cost-conscious consumers.
5. Segmented Pricing Strategy: Recognizing the diverse needs of its global customer base, Bata adopts segmented pricing. This means adjusting prices based on geographic, demographic, and psychographic factors, ensuring relevance and affordability in different markets.
6. Promotional and Seasonal Pricing: Bata frequently employs promotional pricing strategies, such as discounts, seasonal sales, and special offers. These promotions are particularly effective in driving sales, clearing inventory, and attracting price-sensitive customers.

BATA Place Strategy

The placement of Bata and all its subsidiaries has been widely effective because it was done after regular and extensive market research studies. Maintaining the low cost of the product is possible for Bata only if it has widespread distribution and economies of scale work for the brand. Otherwise, breakeven would be difficult for Bata if it did not rely on its distribution prowess. Distribution of Bata products has been based on thorough research and forecasting of market conditions.

All the international markets were first studied for segments, cultures, economic conditions, and overall responsiveness and then entered. It has strategically placed its manufacturing units across 27 locations, which serve their respective regions swiftly and without hassles, thereby making expansion highly economical and, at the same time, promoting further expansion. The strength of Bata in India is its rural distribution network. Even in rural India, showrooms and dealerships of Bata are available, which has helped promote the brand even further.

Here’s the Place Strategy of Bata:

1. Global Store Network: Bata operates a vast network of retail stores worldwide, ensuring a solid physical presence in numerous countries. These stores are strategically located in urban centers, shopping malls, and high-traffic areas to maximize customer accessibility.
2. Online Sales Platforms: Understanding the importance of digital commerce, Bata has embraced e-commerce by selling its products through its own online store and third-party e-commerce platforms. This approach caters to the growing segment of consumers who prefer shopping online.
3. Franchise Model: Bata employs a franchise model in some regions, partnering with local entrepreneurs. This strategy helps expand its global footprint while adapting to local market dynamics and consumer preferences.
4. Localized Product Offerings: Bata tailors its product offerings to suit the tastes and needs of local markets. This localization strategy ensures that the product mix in each store resonates with the regional consumer base.
5. Partnerships and Collaborations: Bata often collaborates with local designers and brands to create unique collections. These partnerships enrich its product offerings and strengthen its connection with local communities and markets.

BATA Promotion Strategy

Since the beginning, Bata has not believed in extensive media or public-related promotion, so much so that one seldom comes across a television commercial or print advertisement by Bata. It highly relies on its century-long legacy, for which it has all the loyalty of the customer base that it aims to target. By showing more promotions, Bata would be increasing its cost. This cost will then increase the overall price of the product, which is a negative point for companies such as Bata, considering that it is targeting the mass market.

Thus, almost an undifferentiated marketing strategy exists for Bata. The only significant promotions it offers are during seasonal sales and discount days, and the same is automatically communicated within the same market share sphere through word of mouth by customers, which ultimately allows it to save on promotion campaigns and, in the end, benefits customers only, with low price shoes.

From time to time, the Bata shoe company introduces new products through TV commercials. Still, it relies on its pull strategy and brand equity to bring more customers to the showroom. Bata was present throughout the country when there was no Adidas or Reebok. Thus, it has fantastic brand equity; hence, Bata is still a leading shoe brand. However, whether this brand equity stays with the company or withers away due to increased competition is yet to be seen.

Some Recent Video ads and Print ads of Bata are:

Sneaker Studio at Bata – Unlimited Sneakers

Bata City Casual Collection – Every Walk is a Ramp Walk – YouTube

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