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Competitive Analysis of Marketing Strategy of

The document provides a comparative analysis of the marketing strategies of Bata India Limited and Khadim's India Ltd, two major footwear retailers in India. It analyzes their product lines, pricing, distribution, promotion, and sales force. Bata and Khadim's offer a wide range of footwear for men, women, and kids at various price points. While Bata advertises through print media, Khadim's uses television, print media, and events for promotion. Both companies rely on a network of retail outlets as well as distributors for distribution across major cities in India.

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Samiran Goswami
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100 views

Competitive Analysis of Marketing Strategy of

The document provides a comparative analysis of the marketing strategies of Bata India Limited and Khadim's India Ltd, two major footwear retailers in India. It analyzes their product lines, pricing, distribution, promotion, and sales force. Bata and Khadim's offer a wide range of footwear for men, women, and kids at various price points. While Bata advertises through print media, Khadim's uses television, print media, and events for promotion. Both companies rely on a network of retail outlets as well as distributors for distribution across major cities in India.

Uploaded by

Samiran Goswami
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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competitive analysis of

marketing strategy of

Presented by:-
Sudipta Dutta(10DR006)
Avishek Kumar(10DR007)
Samiran Goswami(10DR017)
Under the marketing function audit, the auditor is uses marketing mix
elements to analyze company functions such as product, price, distribution
sales promotion & advertising, direct marketing and sales force. Here
marketing auditor evaluates marketing performance by asking questions
under the marketing mix elements such as :-

What are the company's product-line objectives?


Which products should be phased out?
Which products should be added to?
What are the company's pricing objectives, policies, strategies and
procedures?
To what extent are the prices set on cost, demand and competitive
criteria?
Do the customers see the company's prices as being in line with the
value of its offer?
What are the organization's advertising objectives?
Should the company consider changing its distribution channels?
Is the right amount being spent on advertising?
What do customers and the public think about the advertising?
BATA INDIA LIMITED
• One of the worlds leading footwear retailer and
manufacturer with operations
 Across 5 continent
 Managed by 3 regional MBU’s
• Largest retailer and leading manufacturer of footwear in
India
 market share 32% of total
 Foundation stone for 1st building of BATA operation called
BATA with industry certification of ISO:9001
 Having more than 3200 retail outlets across India
Khadim’s India ltd.

• With its foray in footwear retailing in 1993 Khadim’s has


scripted one of the biggest success stories in the footwear
industry.

• Khadim’s is the 3rd largest footwear retailer in India in


term of organized footwear retailing.

• The leading shoe retailer in the East.


PRODUCTS OF BATA
• Women Footwear
• Men Footwear
• Accessories
Women Footwear
• CATEGORY : Casual

SUB-CATAGORY PRICE-RANGE
Contemporary Rs.499 – Rs.699

Flats Rs.399 – Rs.699

Heels Rs.499 – Rs.1099

Platforms Rs.499 – Rs.899

Lifestyle Rs.299 – Rs.699


Cont…
• CATEGORY : Comfort

SUB-CATAGORY PRICE-RANGE
Casual Rs.3199 – Rs.3499

Sporty Rs.3199 – Rs.3499

Contemporary Rs.499 – Rs.1599

Dress Rs.1699 – Rs.4699

Sporty Rs.2999 – Rs.3499


Cont…
• CATEGORY : Dress

SUB-CATAGORY PRICE-RANGE

Flats Rs.599 – Rs.1299

Heels Rs.899 – Rs.999


Cont…
• CATEGORY : Fashion

SUB-CATAGORY PRICE-RANGE

Contemporary Rs.399 – Rs.1299

Fashion Rs.499 – Rs.1299

Party Rs.599 – Rs.1299


Men's Footwear
• CATEGORY : Dress

SUB-CATAGORY PRICE-RANGE

Basic Rs.599 – Rs.1699

Contemporary Rs.299 – Rs.1299

Fashion Rs.1199 – Rs.1499


Cont…
• CATEGORY : Comfort

SUB-CATAGORY PRICE-RANGE

Basic Rs.1699 – Rs.1899

Casual Rs. 1299


Cont…
• CATEGORY : Casual

SUB-CATAGORY PRICE-RANGE
Basic Rs.599 – Rs.1699
Contemporary Rs.249 – Rs.3699
Dress Rs.699 – Rs.1499
Lifestyle Rs.699 – Rs.1899
Outdoor Rs.699 – Rs.1999
Sporty Rs.499 – Rs.749
Cont…

• CATAGORY : Sports

SUB-CATAGORY PRICE-RANGE
Adventure Rs.899 – Rs.1499

Basic Rs.499 – Rs.1099

Court Rs.1399 – Rs.1499

Jaggar Rs.999 – Rs.1299


Kids Footwear
• CATEGORY : Boy

SUB-CATAGORY PRICE-RANGE

Casual Rs.399 – Rs.699

City Rs.599 – Rs.749

Dress Rs.119 – Rs.599

Sports Rs.169 - Rs.699


Cont…
• CATEGORY : Girl

SUB-CATAGORY PRICE-RANGE
Basic Rs.499 – Rs.699

Casual Rs.599

Dress Rs.119 – Rs.699

Fashion Rs.499 – Rs.599

Sports Rs.599 – Rs.699


Cont…
• CATEGORY : Infant

SUB-CATAGORY PRICE-RANGE

Casual Rs.499
ACCESSORIES

CATEGORY
• Ladies Bag
 Price Range : Rs.999 – Rs.1099

• Men : Belts
 Price Range : Rs.299 – Rs.599
Products

• Gents Footwear.
• Ladies Footwear.
• Children Footwear.
• Accessories.
GENTS : Shoes

BRANDS PRICE RANGE


 Khadim’s Less than Rs.500
Rs.500 – Rs.750
Rs.750 – Rs.1000
More than Rs.1000
 Soft-touch More than
Rs.1000
 Lazard More than
Rs.1000
 Turk Rs.750 – Rs.1000
More than Rs.1000
continue

 British Walkers More than Rs.1000

 Pro Less than Rs.500


Rs.500 – Rs.750
Rs.750 – Rs.1000
 Canvas Less than
Rs.500
GENTS : Sandals/Chappals

 Khadim’s less than Rs.100


Less than Rs.500
 Soft-Touch More than
Rs.500
 Lazard More than
Rs.500
 British Walkers More than
Rs.500
 Pro Rs.100 – Rs.250
Rs.250 – Rs.500
continue

 Pedro Rs.100 - Rs.250


Rs.250 – Rs.500
 Wash N Wear Rs.100 – Rs.250

 Waves Rs.100 – Rs.250

 Hawai Less than Rs.100


LADIES FOOTWEAR

BRANDS PRICE RANGE

 Khadim’s Less than Rs.500

 Soft-touch Less than Rs.500


Rs.500 – Rs.750
Rs.750 – Rs.1000
 Sharon Less than Rs.500
Rs.500 – Rs.750
 Cleo Less than Rs.500
Rs.500 – Rs.750
continue

 Pro Less than Rs.500


Rs.500 – Rs.750
 Wash N Wear Less than Rs.500
 Canvas Less than Rs.500
CHILDREN FOOTWEAR

BRANDS PRICE RANGE

Khadim’s Boys Rs.100 – Rs.250


Khadim’s Kids Rs.250 – Rs.500
Khadim’s Girls
 School Days Rs.100 – Rs.250
Rs.250 – Rs.500
 Pro Rs.100 – Rs.250
Rs.250 – Rs.500
 Bonito Rs.100 – Rs.250
Accessories

♦ Portfolio & Laptop Bag (More than Rs.1000)


♦ Ladies Bag (Rs.200 – Rs.700)
♦ Office Bag (More than Rs.500)
♦ Travellers Bag (More than Rs.500)
♦ Belts (Rs.150 – Rs.800)
♦ Wallet (Rs.150 – Rs.250)
♦ Polish & Brush (Less than Rs.100)
♦ School Bag (Rs.170 – Rs.400)
♦ College Bag (Rs.350 – Rs.550)
PRODUCT LIFE CYCLE :
BATA
power
hawai
North star, bata
comfit, marie
claire,
bubblegummers

Hush
puppies
PRODUCT LIFE CYCLE
:KHADIMS
HAWAI, KHADIM
WASH N WEAR
BRISTISH WALKERS, waves
SOFT-TOUCH, PRO

CLEO
SHARON
Comparative Analysis of BATA &
KHADIMS

BATA PRICE KHADIMS PRICE


BRAND RANGE BRAND RANGE
MORE THAN
POWER  Rs.499 – Rs.749 BRITISH Rs.1000
 Rs.499 – Rs.1699 WALKERS MORE THAN
Rs.500
 LESS THAN
MARIE Rs.699 – Rs.1899 CLEO Rs.500
CLAIRE  Rs.500 – Rs. 750

BUBBLEGUMMERS Rs.499 – Rs.599 BONITO Rs.250 – Rs.500


PROMOTION :
KHADIMS
 Advertisement :
 television
 print media
 sales promotion :-

 Publicity :
 word of mouth
 newspaper (business standard)

 Event :
PUBLICITY : NEWSPAPER
PROMOTION : BATA
 Advertisement :
 print media

 Sales promotion
 dealer sales promotion
 customers

 publicity :
 word of mouth
DISTRIBUTION
BATA

NORTH EAST WEST SOUTH

KOLKATA(BATA-NAGAR)

CUTTACK BHUBANESWAR
(WHOLE-SALE) (RETAIL- OUTLETS)

128, KALPANA SQUARE, LEWIS ROAD

128,ASHOK BATA WORLD UNIT-III STATION IRC VILL


NAGAR BARAMUNDA SQUARE GANDHI
DISTRIBUTION : KHADIMS
KHADIMS

NORTH EAST WEST SOUTH

KOLKATA

BHUBANESWAR

ASHOK NAGAR JANPAT(UNIT-III) PAL HEIGHTS

CUSTOMERS
Sales force

• Khadims
pal height - 6
ashok nagar - 8
• Bata
ashok nagar – 7
baramunda -8
unit iii - 9
kalpana -8

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