ITV

Category: Bata

  • Bata launches a new range in the ‘Power’category

    NEW DELHI: Buoyed by the success of the ‘Power’ brand, which is witnessing an increase of 15 per cent quarter on quarter, India’s largest manufacturer and marketer of footwear products Bata India Limited today announced the launch of a new range in the ‘Power’ category and that it would move its headquarters to Gurgaon, on the outskirts of Delhi from Kolkata.
     
     

    The company has also introduced, for the first time, what it calls a
    `revolutionary product’ in the field of comfort footwear: Reverso.

    According to Bata India Ltd MD Stephen J Davies, “The launch of the new range is part of our overall strategy to be future ready and face competition head on. The emphasis is also on presenting a contemporary and trendy brand image, which translates to both its product and corporate culture.”

    Though recognised as a household name in India, a financially beleaguered Bata has managed to capture 24 per cent market share in the organised footwear market. The company is now looking at a turnover of Rs.8,400 million by the end of next year.

    As a step towards rejuvenating the Bata brand, the company is repositioning itself as a market driven, fashion conscious lifestyle brand with an emphasis on service and production.

    The company recently introduced international styles and trends for women, men and kids, which have gone a long way in providing a trendy and contemporary image to the company.

    Revamping its marketing operations, Bata India has introduced the concepts Flagship, City, Family and Bazaar stores that cater to different segments of the market. Further, to capture the retail boom prevailing in the country, the company has decided to move its headquarters to Gurgaon this year.

    The company’s conscious decision to cleanse its wholesale business by building relationships with credit-worthy buyers and converting three of its wholesale depots to ‘cash-n-carry’ on a trial basis has started to show positive result.
     
     

    In a bid to improve its logistics and distribution system, Bata has made investments to the tune of Rs.20 million in the current year. Large investments have also been made in the area of IT to integrate approximately 150 stores on a real-time basis.

    Pointing out that a recent restructuring of the company’s retail division is expected to add a fresh impetus to the vision of continuing to be a truly global retailer, Davies said that offering products to today’s fashion conscious youth as well as people from all walks of life is a challenge.
     
     

    Today, Bata today sells over 60 million pairs of shoes annually throughout India and in overseas markets such as the USA, UK, Europe, Middle East and Far East.

    The company also markets international brands like Weinbrenner, Hush Puppies, Dr Scholls, Reebok, Adidas, and Azaleia. The other most popular Bata brands include Power, Marie Claire, Bata School Shoes, Sandak, Bubblegummers, Bata Hawai and Bata Industrial.

     

  • Bata: back in action with new retail strategy

    MUMBAI: If you were to ask an Indian customer about the best footwear in the eighties, the name that first popped in his mind was Bata. But that was before private Indian and international brands came in. And made the Canadian shoe maker look fuddy-duddy and worn out, so much that it was almost kicked out of the market.

    The new comers invested in snazzy retail outlets, with great displays and interiors and also sold products, which were seen to be hip and with it. But no more. Bata is making a comeback and with a vengeance. With a range of stores that it promises will help draw in customers like before.

    The first of these new generation flagship stores at Nirmal Lifestyle Shopping Complex, Mulund, Mumbai was inaugurated by Bata India managing director Stephen Davies on 23 January.
     
     
    The new store, conceptualized by Bata and designed by renowned architect-designer Sanjiv Verma, reflecting international trends, is totally different from any other existing Bata stores in the country. Be it in terms of colour, interior and product placements.

    “Bata, reinventing itself as an international retailer and offering customers the best in footwear in terms of fashion, quality and price has introduced the concept of flagship stores to provide complete and unique shopping experience at par with their stores abroad. International trends, relaxed ambience, great products, and courteous staff at the new-look Flagship store are all a part of Bata’s new marketing strategy” says Davies.

    Bata’s brand new collection of highly fashionable international range of ladies footwear under the Marie Claire brand will be one of the major attractions at this flagship store The store will also showcase top-of-the-line brands including the latest international collection from Weinbrenner, Hush Puppies, Bubble Gummer, Dr Scholls and Bata Tech shoes. Brands like Nike, Reebok and Adidas will also be available. The store will additionally offer trendy accessories like caps, T-shirts and other lifestyle products – making it a complete one-stop shopping experience for its customers.

    Says Bata India senior vice-president Enrico Tonolli, in charge of the flagship stores: “We plan to have around 10 Bata Flagship stores in the major cities in the country like Mumbai, Kolkata, New Delhi, Chennai, Bangalore and Hyderabad by the end of 2004. All the flagship stores will be abuzz with round-the-year activities and will see introduction of Bata’s global range of high-fashion footwear at regular intervals”.

    A statement issued by the company says that “it will continue to remain a household name for the people of India – marketing footwear for the family through a chain of modern large format retail outlets and bringing in new trends and brands to suit the needs of both the traditional and the trendy.”