Research Methodology
A Marketing Plan
On
Department Of:- MMS- B (First Year) SIES College of Management Studies
ACKNOWLEDGEMENT
Our deepest thanks to Professor Vatsla Bose for providing us insight on Marketing. We are grateful for providing us important inputs which were needed for the completion of the marketing plan.
We would like to express our gratitude towards our library head and staff that provided us with timely essential information in the form of books.
We are very thankful to our institution without which this project would not have been possible.
Table of Contents
1.About the Company 5
2. PEST Analysis 6
2.1 Political 6
2.2 Economical 6
2.3 Social 6
2.4 Technological 7
3. Current Market Analysis 7
3.1 Market Share 7
3.2 Market Size 7
3.3 Market Segmentation and Target 7
3.4 Competition 8
4. Current Consumer Analysis 10
4.1 Value Proposition 10
4.1 Consumer Characteristics 10
5. Bata India’s Objectives 12
6. Summary of Situational Analysis 14
6.1 SWOT Analysis 14
6.2 BCG Matrix of Footwear Industry 15
6.3 Bata Product Life Cycle 16 6.4 New Segmentation Targeting and Positioning for BATA 18
7. Product Mix for Bata 20
8. Marketing Strategies 21
8.1 Product 21
8.2 Price 24
8.3 Place 26
8.4 Promotion 27
8.5 People 29
8.6 Physical Evidence 29
8.7 Process 30
9. Financial Budget 31
9.1 Industrial Safety Shoes 31
9.2 Ethnic Footwear 31
9.3 Shoes for Defense Forces 31
9.4 Sports Shoes 32
9.1 Approximate Budget Estimation 33
Bibliography 34
1. About the Company:
Bata Shoe Private Limited was incorporated in Calcutta, India in 1931. Bata was originally promoted as Bata Shoe Co Pvt Ltd by Leader AG, Switzerland, a member of the Toronto-based multinational, Bata Shoe Organization (BSO).
The company
On
Department Of:- MMS- B (First Year) SIES College of Management Studies
ACKNOWLEDGEMENT
Our deepest thanks to Professor Vatsla Bose for providing us insight on Marketing. We are grateful for providing us important inputs which were needed for the completion of the marketing plan.
We would like to express our gratitude towards our library head and staff that provided us with timely essential information in the form of books.
We are very thankful to our institution without which this project would not have been possible.
Table of Contents
1.About the Company 5
2. PEST Analysis 6
2.1 Political 6
2.2 Economical 6
2.3 Social 6
2.4 Technological 7
3. Current Market Analysis 7
3.1 Market Share 7
3.2 Market Size 7
3.3 Market Segmentation and Target 7
3.4 Competition 8
4. Current Consumer Analysis 10
4.1 Value Proposition 10
4.1 Consumer Characteristics 10
5. Bata India’s Objectives 12
6. Summary of Situational Analysis 14
6.1 SWOT Analysis 14
6.2 BCG Matrix of Footwear Industry 15
6.3 Bata Product Life Cycle 16 6.4 New Segmentation Targeting and Positioning for BATA 18
7. Product Mix for Bata 20
8. Marketing Strategies 21
8.1 Product 21
8.2 Price 24
8.3 Place 26
8.4 Promotion 27
8.5 People 29
8.6 Physical Evidence 29
8.7 Process 30
9. Financial Budget 31
9.1 Industrial Safety Shoes 31
9.2 Ethnic Footwear 31
9.3 Shoes for Defense Forces 31
9.4 Sports Shoes 32
9.1 Approximate Budget Estimation 33
Bibliography 34
1. About the Company:
Bata Shoe Private Limited was incorporated in Calcutta, India in 1931. Bata was originally promoted as Bata Shoe Co Pvt Ltd by Leader AG, Switzerland, a member of the Toronto-based multinational, Bata Shoe Organization (BSO).
The company
Bibliography: