Description
This is a presentation on Integrated Marketing Communications at BATA.
Integrated Marketing Communication
Indian Footwear Industry
? Second largest global producer of footwear after China ? Reputed global brands like Florsheim, Nunn Bush, Stacy Adams and many more are manufactured under license in India. ? Global retail chains are sourcing footwear from India for competitive prices ? The footwear industry exist both in the traditional and modern sector. ? Traditional sector: Throughout the country ? Modern sector: Concentration in Metros and Urban region.
Indian footwear industry
• The Indian footwear retail market is expected to grow at a CAGR of over 20% for the period spanning from 2008 to 2011. • Men's footwear market that accounts for nearly 58% of the total Indian footwear retail market. • Casual footwear market makes up for nearly two-third of the total footwear retail market.
Indian Footwear Industry
Pros: • Low cost of production • Abundant raw material • Huge consumption market. • Enormous opportunity for growth Cons: • No organized retailing having national presence in women and kid section
Major players
• Founded in Czechoslovakia in 1894 by Tomas Bata, Bata was one of the world’s first global manufacturers • Bata first established itself in India in 1931 and commenced manufacturing shoes in Batanagar in 1936. • Incorporated as Bata Shoe Company Private Limited in 1931, the company went public in 1973 when it changed its name to Bata India Ltd. • Batanagar factory is the first Indian shoe manufacturing unit to receive the ISO 9001 certification in 1993.
India
• USP : strong commitment to research and development • Its expanding fast through large-format stores which are most franchise-run and increasing its focus on institutional business. • Its not only updating its classic and traditional footwear collections, but also introducing a new, contemporary footwear range every week.
Bata’s Product Mix
Bata
Kids
Casuals
Men’s footwear
Ladies Footwear
Formals
Formals
School
Casuals
Sandals
Sports
Sports
Slippers
Slippers
Segmenting
Demographics
Kids Men’s footwear Women’s footwear
• Middle Class • All Age groups • Kids up to 14 years of age
• Men above 14 years of age
• Women above 14 years of age
Targeting
Kids
• Casuals: Kids of middle & upper class families • School: School going children up to 14 years of age, lower and upper middle class
Men’s footwear
• Formals: High school students to working executives • Casuals: Students and working executives • Sports: Young adults and students • Footcare: health conscious foot wear users.
Women’s footwear
• Formals: Adult students and working women • Casuals: Women of all age belonging to the social class “upper middle and above” • Sports: Young women of age group 16 to 35. • Footcare: Health conscious foot wear users.
Positioning
One Bata, One world Production oriented company ? affordable and market driven brand Now concentrating on “products that the customer wants rather than products that they produce”. Image/ personality positioning: Lifesyle brands
Differentiation
• Product differentiation • Product innovations • Bata Shoe innovation Centres
• Distribution characteristics • Popular brands like Hush Puppies, Marie Claire & Dr. Scholls • Increases the Footfall in Bata stores • Margin of 35 to 45 % on each sale.
Existing Campaign
•In 2007, a revamp operation driven by a strategy of focussed marketing and segmentation •Target: customer in every income group •Innovative product development as well as fine-tuned distribution •Recent campaign in International locations is
Campaign to Address Target Segment: Kids
First to Bata, then to School
Sales Promotions
Gap: Their promotion is restricted to seasonal offers in the form of “Sale”
Need for a New IMC Campaign
To communicate new Brand Positioning of Bata Value pricing coupled with customer service Communicate it as a fashionable lifestyle brand Improve communication of health shoes
Expanding Target Group Realigning communciation with International Communication Strategy Its synonyms to school shoes but the target market can be expanded by proper communication Changing the positioning startegy on “products that the customer wants rather than products that they produce”.
Advertising strategy
• Project comfort, style and luxury • Create a buzz to increase brand recall & re-haul
• Presence in every phase of life • For feet that smile • Gripping stories, Tie-ups, Element of emotions • Social Media, Public Relations
Big idea
Creative execution
Campaign Timelines
Print Media – Bata Ad
Message Execution Published Target Audience Frequency
• Products are available for all target groups • Designed by us, Defined by you • Ad shows different types of shoes and different features and qualities of the range from Bata
• Run in Newspapers and Magazines
• Men and women of all ages • Newspapers for 1 and half month once a week • Magazines for 2 issues
Print media – Ladies of All Ages
Message Execution Published Target Audience Frequency
• Products are available for women of all ages and all needs • Ad shows ladies from different age groups with different footwear needs and preferences • Run in Newspapers and Magazines like Woman’s Era, Griha Shobha • women of all ages
• Newspapers for 1 month once a week
Each woman in Unique and so are her Footwear needs…..
For Diferent women, Different Needs
Print Media – Young and Trendy Women
Message Execution Target Audience Published Frequency
• Bata now has a new and trendy collection for young women • Why choose between fashion and comfort
• Young, Hip and Fashion Forward women • Will be run in Magazines like Cosmopolitan, Femina etc • One ad in 2 magazines with highest circulation one month
Print Media – Corporate Men
Message Execution Published Target Audience Frequency
• Formal Shoes for office
• Shoes speak of your power
• Business Newspapers and Business magazines
• Professionals and corporate executives
• Business magazines – Forbes, Business world – 1 ad for 1 issue • Will be Run in Business Newspapers – 1 per week for 1 month
MEDIA PLANNING CHART
For two months : • Television
– Mass Hindi - Star Plus, Zee TV, Sony – Lifestyle - Zoom Lifestyle – News channel – Zee News, Times Now
• Hoarding Outdoor
– – – – Mumbai – Lower Parel Pheonix mills Bandra (west) Marine Drive Andheri
MEDIA PLANNING CHART
• Newspaper
– Hindustan times supplement - Last page – Quarter size – Times of India supplement – Last page – Quarter size – Navbharat Times Hindi
Outdoor
• Road Dividers – Ads for Brands – Red Tape, Lee-Cooper, Hush Puppies, Marie Clair, Lotto, Bata. – Different Areas in select cities with high footfall – Creative and Eye-catching execution – Increases footfall in outlets by attracting customers for other brands too.
Loyalty Program
• BATA Miles and Smiles Club • Card issued on purchase of Rs. 1000 • 1 point per purchase of Rs. 50 • Helps in building Database of consumer’s email to mail catalogues • Advertising in wallet
Direct Marketing
Email catalogues consumers when a new collection is launched
Email customers when there is a Sale
Sales Promotion
• Promotions during the beginning of every new academic year • Giving out free name tag stickers in schools • Giving out free notebooks with purchase oh ever school shoe
Tie-ups
• With the upcoming movie “We are family” – Showcases how Bata serves footwear needs of all people in a family from young to old • With major ortho-pediatricians across major cities for Dr. Scholl’s – The health related brand grabs attention thereby directing consumer to Bata store
Health shoes-ads at orthopedics
Public Relations
• A kids fashion show showcasing the new line of shoes • Auctioning the shoes later and shelling a part of revenues for charity • Media coverage will result in creating a favorable image for the brand
“Caught in the Spotlight” Campaign
• Campaign where Bata “eyes” look for people wearing Bata shoes and rewarding them • Spotting areas: Malls, shopping markets, movie theatres • To be launched six months after the initial revamping of the brand
Website
• Drive to make brand’s website buzzing with activity • Graphical, colorful, flash-enabled front page • Activities like videos of charity work, Pictures of stores
Social Media Marketing
• A picture game of finding hidden objects • People will be asked to spot 16 hidden shoes in the picture
• Promotes brand through social media like Facebook, • Orkut Twitter
• Viral marketing – The picture puzzle spreads through email
doc_385651972.pptx
This is a presentation on Integrated Marketing Communications at BATA.
Integrated Marketing Communication
Indian Footwear Industry
? Second largest global producer of footwear after China ? Reputed global brands like Florsheim, Nunn Bush, Stacy Adams and many more are manufactured under license in India. ? Global retail chains are sourcing footwear from India for competitive prices ? The footwear industry exist both in the traditional and modern sector. ? Traditional sector: Throughout the country ? Modern sector: Concentration in Metros and Urban region.
Indian footwear industry
• The Indian footwear retail market is expected to grow at a CAGR of over 20% for the period spanning from 2008 to 2011. • Men's footwear market that accounts for nearly 58% of the total Indian footwear retail market. • Casual footwear market makes up for nearly two-third of the total footwear retail market.
Indian Footwear Industry
Pros: • Low cost of production • Abundant raw material • Huge consumption market. • Enormous opportunity for growth Cons: • No organized retailing having national presence in women and kid section
Major players
• Founded in Czechoslovakia in 1894 by Tomas Bata, Bata was one of the world’s first global manufacturers • Bata first established itself in India in 1931 and commenced manufacturing shoes in Batanagar in 1936. • Incorporated as Bata Shoe Company Private Limited in 1931, the company went public in 1973 when it changed its name to Bata India Ltd. • Batanagar factory is the first Indian shoe manufacturing unit to receive the ISO 9001 certification in 1993.
India
• USP : strong commitment to research and development • Its expanding fast through large-format stores which are most franchise-run and increasing its focus on institutional business. • Its not only updating its classic and traditional footwear collections, but also introducing a new, contemporary footwear range every week.
Bata’s Product Mix
Bata
Kids
Casuals
Men’s footwear
Ladies Footwear
Formals
Formals
School
Casuals
Sandals
Sports
Sports
Slippers
Slippers
Segmenting
Demographics
Kids Men’s footwear Women’s footwear
• Middle Class • All Age groups • Kids up to 14 years of age
• Men above 14 years of age
• Women above 14 years of age
Targeting
Kids
• Casuals: Kids of middle & upper class families • School: School going children up to 14 years of age, lower and upper middle class
Men’s footwear
• Formals: High school students to working executives • Casuals: Students and working executives • Sports: Young adults and students • Footcare: health conscious foot wear users.
Women’s footwear
• Formals: Adult students and working women • Casuals: Women of all age belonging to the social class “upper middle and above” • Sports: Young women of age group 16 to 35. • Footcare: Health conscious foot wear users.
Positioning
One Bata, One world Production oriented company ? affordable and market driven brand Now concentrating on “products that the customer wants rather than products that they produce”. Image/ personality positioning: Lifesyle brands
Differentiation
• Product differentiation • Product innovations • Bata Shoe innovation Centres
• Distribution characteristics • Popular brands like Hush Puppies, Marie Claire & Dr. Scholls • Increases the Footfall in Bata stores • Margin of 35 to 45 % on each sale.
Existing Campaign
•In 2007, a revamp operation driven by a strategy of focussed marketing and segmentation •Target: customer in every income group •Innovative product development as well as fine-tuned distribution •Recent campaign in International locations is
Campaign to Address Target Segment: Kids
First to Bata, then to School
Sales Promotions
Gap: Their promotion is restricted to seasonal offers in the form of “Sale”
Need for a New IMC Campaign
To communicate new Brand Positioning of Bata Value pricing coupled with customer service Communicate it as a fashionable lifestyle brand Improve communication of health shoes
Expanding Target Group Realigning communciation with International Communication Strategy Its synonyms to school shoes but the target market can be expanded by proper communication Changing the positioning startegy on “products that the customer wants rather than products that they produce”.
Advertising strategy
• Project comfort, style and luxury • Create a buzz to increase brand recall & re-haul
• Presence in every phase of life • For feet that smile • Gripping stories, Tie-ups, Element of emotions • Social Media, Public Relations
Big idea
Creative execution
Campaign Timelines
Print Media – Bata Ad
Message Execution Published Target Audience Frequency
• Products are available for all target groups • Designed by us, Defined by you • Ad shows different types of shoes and different features and qualities of the range from Bata
• Run in Newspapers and Magazines
• Men and women of all ages • Newspapers for 1 and half month once a week • Magazines for 2 issues
Print media – Ladies of All Ages
Message Execution Published Target Audience Frequency
• Products are available for women of all ages and all needs • Ad shows ladies from different age groups with different footwear needs and preferences • Run in Newspapers and Magazines like Woman’s Era, Griha Shobha • women of all ages
• Newspapers for 1 month once a week
Each woman in Unique and so are her Footwear needs…..
For Diferent women, Different Needs
Print Media – Young and Trendy Women
Message Execution Target Audience Published Frequency
• Bata now has a new and trendy collection for young women • Why choose between fashion and comfort
• Young, Hip and Fashion Forward women • Will be run in Magazines like Cosmopolitan, Femina etc • One ad in 2 magazines with highest circulation one month
Print Media – Corporate Men
Message Execution Published Target Audience Frequency
• Formal Shoes for office
• Shoes speak of your power
• Business Newspapers and Business magazines
• Professionals and corporate executives
• Business magazines – Forbes, Business world – 1 ad for 1 issue • Will be Run in Business Newspapers – 1 per week for 1 month
MEDIA PLANNING CHART
For two months : • Television
– Mass Hindi - Star Plus, Zee TV, Sony – Lifestyle - Zoom Lifestyle – News channel – Zee News, Times Now
• Hoarding Outdoor
– – – – Mumbai – Lower Parel Pheonix mills Bandra (west) Marine Drive Andheri
MEDIA PLANNING CHART
• Newspaper
– Hindustan times supplement - Last page – Quarter size – Times of India supplement – Last page – Quarter size – Navbharat Times Hindi
Outdoor
• Road Dividers – Ads for Brands – Red Tape, Lee-Cooper, Hush Puppies, Marie Clair, Lotto, Bata. – Different Areas in select cities with high footfall – Creative and Eye-catching execution – Increases footfall in outlets by attracting customers for other brands too.
Loyalty Program
• BATA Miles and Smiles Club • Card issued on purchase of Rs. 1000 • 1 point per purchase of Rs. 50 • Helps in building Database of consumer’s email to mail catalogues • Advertising in wallet
Direct Marketing
Email catalogues consumers when a new collection is launched
Email customers when there is a Sale
Sales Promotion
• Promotions during the beginning of every new academic year • Giving out free name tag stickers in schools • Giving out free notebooks with purchase oh ever school shoe
Tie-ups
• With the upcoming movie “We are family” – Showcases how Bata serves footwear needs of all people in a family from young to old • With major ortho-pediatricians across major cities for Dr. Scholl’s – The health related brand grabs attention thereby directing consumer to Bata store
Health shoes-ads at orthopedics
Public Relations
• A kids fashion show showcasing the new line of shoes • Auctioning the shoes later and shelling a part of revenues for charity • Media coverage will result in creating a favorable image for the brand
“Caught in the Spotlight” Campaign
• Campaign where Bata “eyes” look for people wearing Bata shoes and rewarding them • Spotting areas: Malls, shopping markets, movie theatres • To be launched six months after the initial revamping of the brand
Website
• Drive to make brand’s website buzzing with activity • Graphical, colorful, flash-enabled front page • Activities like videos of charity work, Pictures of stores
Social Media Marketing
• A picture game of finding hidden objects • People will be asked to spot 16 hidden shoes in the picture
• Promotes brand through social media like Facebook, • Orkut Twitter
• Viral marketing – The picture puzzle spreads through email
doc_385651972.pptx