“MARKETING PLAN OF BATA SHOES

FOR ARTHRITIS PATIENTS”

SUBMITTED BY:

GROUP 5

WAJIHA SAJID (04)

SYEDA NAYAB (09)

BUSHRA ZAFAR (27)

ALEENA AHMED (30)

MUQADAS NAWAZ (41)

OMAMA ARIF (43)

DEPARTMENT:

BBA (5 - A)

RAWALPINDI WOMEN UNVERSITY

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 EXECUTIVE SUMMARY:

This report is all about showing a Marketing plan for Bata shoes for arthritis patients offerings
the plan that how we offer new products in the market. Concerning this, the report contains a
comprehensive marketing plan including components like introduction and current market
situation that we will target customers who are suffering from any kind of injury & arthritis.
Marketing strategy in terms of by which channels we will sell our shoes, the type of product we
will offer, we will promote our brand name through several advertisements & the price will be
affordable, & objectives the way we will achieve our sales and introduce shoes as per fashion
trend, try to match competitor’s employee recognition.

Action plan which shows that we will precede our business from January to July. Measurement
review & control and an Alternative marketing plan in case of our plan fail we will move toward
plan B that is if the company doesn`t get targeted sales or profits, then we add changes to the
product development policy if the product doesn`t get many sales, then we should change our
pricing strategy to avoid the loss.

The company can also consider the customer feedback and surveys more carefully to determine
the places where the demand for these types of shoes is more and then open outlets at those
places.

Bata can offer and increase its product range by offering more products to its customers and
setting a value-based pricing strategy accordingly, and for new, it focus more on social media
advertisements to promote its new products. We will solve the problems of our customers, meet
the needs and demands of customers and also make long-term relationships with them.
Customers can also purchase through our website they will receive their parcel at the doorstep.

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TABLE OF CONTENTS:

1. INTRODUCTION 1

2. CURRENT MARKET SITUATION 2

2.1 SWOT analysis ………………………………………………………… 3

3. MARKETING STRATEGY 5

3.1 Marketing mix (4P’s) …………………………………………………... 6

3.2 Marketing selling and objectives ………………………………………. 7

3.3 Segmentation target positioning (STP) ………………………………… 8

3.4 Action plan …………………………………………………………….. 10

4. MEASUREMENT REVIEW AND CONTROL 11

5. ALTERNATE MARKETING PLAN 11

References 13

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 1. INTRODUCTION:

It was incorporated in Pakistan as Bata Shoe Company (Pakistan) Limited in 1951 and went
public to become Bata Pakistan Limited in the year 1979. Its parent company is Bafin B. V.
(Netherlands) while the ultimate parent company is Compass Limited, Bermuda. Since 1942
Bata Pakistan has been rendering its services to its valued customers by offering quality
products.

Since its inception, the company has not only maintained a good reputation for manufacturing
high-quality footwear for all segments but has also been designing shoes following the changing
fashions and trends.

Besides catering local market, Bata Pakistan also shows its presence in the international footwear
market through its export department which is constantly exploring the new potential market to
earn foreign exchange.

Being a multinational company Bata Pakistan has played a vital role in the economic progress of
Pakistan. It has introduced sophisticated technology and business skills to the country and
provided direct and indirect employment to about 10,000 people. Along with its manufacturing
capacity, Bata Pakistan is also outsourcing its products nationally and internationally to meet the
demands of its valued customers.

As Corporate social responsibility is an integral part of every business and Bata Pakistan fulfills
its CSR by patronizing various charitable organizations and also takes part in the rehabilitation of
society during natural disasters.

The company has 7,56,0000 shares Over 75 percent of shares are held under the associated
companies, undertakings, and related parties. This category solely includes the parent company
Bafin (Netherlands) B.V. About 15 percent of shares are held under NIT & ICP followed by
close to 5 percent of shares owned by the local general public. The remaining roughly 5 percent
shares are with the rest of the shareholder categories.

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 2. CURRENT MARKET SITUATION:

Market Description:

Bata is one of the most well-known shoe brands, offering a wide range of footwear for people of
all ages. According to studies, the worldwide footwear market value was 538.07 billion in 2022
and is predicted to increase to 661.44 billion by the end of 2023. The Pakistani footwear industry
produces 22 billion pairs each year and employs over 1.1 million people, making it one of the top
employment sources in the country. The global medical footwear industry is expanding steadily,
with global sales expected to increase by 4.6% year on year in 2021. Over the next ten years,
global sales of medical footwear are expected to more than double their current value of US$ 9.7
billion.

Target customers:

Our target customers for individuals possessing one of several foot disorders, medical conditions,
or diseases. These types of shoes are designed for patients who are suffering from issues such as
plantar fasciitis, hammer toes, blisters, bunions, foot injuries, heel spurs, alignment issues of the
musculoskeletal system, unequal leg length, diabetes, etc. Moreover, orthopedic shoes are best
for those who are suffering from foot-related disorders such as wider toe boxes, or need orthotics
or insoles for arch support and are worn by people of all ages who suffer from poor foot
mechanics as they are specifically designed to support the structure and mechanics of the foot,
ankle, and leg.

Competitive review:

N dure, Borjan, Star let, Stylo, Metro, and Addidas. They offer a large variety of different shoes,
including a line of medicated shoes as well. Their target customers are consumers of all groups,
ranging from children to elderly persons of both genders.

Product review:

In Pakistan, Bata are offering heels, sandals, softy, joggers, and sneakers further, we made shoes
for RA.

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We surely produce high quality and at a reasonable price, the RA shoes are very comfortable and
also fancy.

Channel of selling:

Bata retail stores, Bata franchise stores, multi-brand outlets, and an online website

2.1 SWOT ANALYSIS:

Swot analysis of Bata is a method that helps an enterprise examine its current business
operations' strengths, weaknesses, opportunities, and threats. The organization may utilize
SWOT analysis to identify any weaknesses in its business model to improve sales and visibility.

Strengths:

Strengths in Bata SWOT analysis identify Bata’s strengths from all aspects. These are the key
points and internal factors that made Bata a recognizable brand.

 International Presence:

Bata operates in around 70 countries. Its large worldwide market is a key strength for the brand,
assisting the corporation in growing sales and profit. It has been manufactured in around 18
countries, making Bata a global company that is not dependent on one market.

 Market Penetration:

Bata has penetrated well into the market and is available in many large cities to small towns. Due
to its strong presence, Bata maintains its customer base along with taking care of the new
demand created in the market.

 Strong Distribution Network:

Bata has an extensive global distribution network. It has about 5000 retail stores worldwide, with
approximately 1200 stores in India. Its strong network is a key strength of the brand as the firm
acquires clients from all over the world.

 Strong Positioning:

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Bata has a strong position in fashion trends and its footwear products are affordable. This feature
is a key strength of the brand as more and more people can purchase their products.

 Online Marketing Initiatives:

Bata is introducing multiple online marketing activities and marketing its products through
various online channels such as Instagram, Google Ads, Facebook, and other social media. If
Bata's marketing and promotion are good, it is the brand's key strength and encourages more
people to buy its products.

 Fashion and Style:

Bata shoes and equipment are both stylish and long-lasting. Bata items are also reasonably
priced. Many Bata customers have full trust in the brand.

Weaknesses:

Weaknesses in Bata's SWOT analysis identify various weak areas of the brand that they should
rectify to increase sales and customer satisfaction.

 Less Market Share due to Competitors:

Bata is at risk of high competition and due to this; it is tough for Bata to have a high market
share. This is a weakness for the brand as Bata’s market share has decreased to about 6 percent.

 Falling Sales:

Bata India’s sales are seen to have a dip every year, even though the company’s profits are
increasing. This weakness of the brand is a major concern and can eventually hit its profit in the
long run.

Opportunities:

Opportunities in Bata SWOT analysis identify various growth opportunities so that the company
can increase its sales and profit. Opportunities are external factors.

 Growing Rural Market:

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Bata is known to possess a big presence in many developing countries. The rural market in many
developing countries is quickly growing. As a result, Bata may take advantage of this chance to
grow its production and sales.

 Growing Demand in the Premium Footwear Industry:

There is a growing demand in the footwear industry, mostly in emerging nations. This is because
the standard of living is increasing.

Threats:

Threats in Bata SWOT analysis identify various factors that directly or indirectly have a threat to
the company and that interfere with its growth.

 Intense Competition:

Bata faced strong competition from its competitors in all areas, as well as from other top
footwear brands. As a result, growing Bata's client base and market share are difficult. Bata faces
a danger in this sector and must find a strategy to gain more clients.

 Product Duplication:

There is also a risk of product copying in the market, which lowers Bata's sales. Many local
vendors replicate the Bata shoe model and market it, giving clients the idea that it is Bata. After
they purchase, they may not receive the feel of Bata, and the consumers will leave a lasting
image, that lowers sales.

 Government Rules:

Various government rules and regulations are a threat to the brand. There are various rules for
foreign companies working in the footwear sector that keeps changing the economic factors.

3. MARKETING STRATEGY:

3.1 Marketing Mix (Four Ps):

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1. Product:

There are many types of arthritis, and symptoms can differ for each arthritic patient. With so
many variations, it is nearly impossible to provide a listing of footwear options that work for
every individual dealing with arthritic pain. But Healthy Feet Store is here to help with an
outstanding selection of the best shoes for arthritic feet. Whether you are looking for the best
shoes for arthritic toes, sandals for arthritic feet, or something else, we carry a huge lineup of
good-looking women's arthritis footwear that can make you feel better while looking stylish.

Our arthritis shoes can relieve discomfort. Your best option is to check out the list of features of
the arthritic shoes in a style and brand that fits your taste and make sure they match your unique
symptoms. We carry more than 100 styles of women's arthritis shoes, boots, sandals, and other
footwear, so there is something for everyone here. Our best-selling brands come in a complete
range of sizes and widths and include Acorn, Apex, Brooks, Comfort rite, and many more.

For people with rheumatoid arthritis, tying shoes can be difficult, so an adjustable-strap shoe
may be preferable. Rheumatoid arthritis shoes also should provide a roomy fit, especially in the
toe box, as pressure points in a shoe's fit can be excruciating for already tender arthritic feet. It
has a protective interior, Stretchable knit Fabric, wide toe box, Heel cushioning, Anatomical
Arch support, ergonomic sole, and premium orthotics insole.

2. Price:

 Acorn women's MOC slippers, 21+ color = Rs: 3500

 Acorn women’s Spa wrap, 6+ colors = Rs: 3500
 Long Bay women's Furry memory foam, 7+ colors = Rs: 3700
 Comfort Meadow- women's loafer = Rs: 3800
 Comfort Grace - Women's Athletic shoe = Rs: 3500
 Sketchers women's Go joy waking shoe sneakers, 10+ colors = Rs: 4000
 Clark women's cloud stepper sillian = Rs: 3000
 Easy Spirit women's travel time mule = Rs: 3600
 Propet women's stability walker = Rs: 3500
 Clark women's Ashland Bubble Loafer = Rs: 3800

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3. Place:

They will also be available in Rawalpindi, Islamabad, Karachi, Faisalabad, Lahore, Multan,
Peshawar, and Quetta. Our Shoes will available in online stores like on our website.

 So we place our products at the following locations

 In Rawalpindi / Islamabad: Saddar, commercial market, centaurs’ mall, giga mall.
 In Lahore: Service road, emporium mall, and commercial area.
 In Karachi: Atrium mall, Lucky one mall, the ocean mall.
 In Faisalabad: Gulberg Faisalabad.
 In Peshawar: Dean Plaza, G.T road.
 In Multan: Gulshan market road, New Multan colony.
 In Quetta: Swiss plaza.

4. Promotion:

We will promote our product through advertisements on social media like Instagram, Facebook,
and YouTube. On Instagram we will make a page for shoes then we upload a picture of every
shoe with the price and detail of the shoe like color etc. On Facebook Same like Instagram; we
will upload a picture of shoes with the price and detail of shoes. On YouTube, We will make a
small Video and upload it to YouTube as add. Also, we will send a PR package of shoes to social
media influencers who will promote our product through Facebook or Instagram Also we will
make some banners of our product.

3.2 MARKETING SELLING AND OBJECTIVES:

 Try to match or beat competitors to become the best-medicated shoes.

 Try to influence people to have a different set of medicated shoes for each purpose rather
than a single pair for all occasions.
 Focus on selling good quality shoes at affordable prices.
 Increase sales through better variety and design of products.
 Introduction of the shoe as per lifestyle and fashion trends.

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 Strive to provide an environment where employees will be rewarded and provided with
opportunities.
 Ensure product innovation.
 To gain maximum profit for 6 months, one must sell approximately 5000 medicated shoes

3.3 SEGMENTATION TARGET POSITIONING (STP):

STP marketing (Segmentation Targeting and Positioning) is a three-step marketing framework.

With the STP process, you segment your market, target your customers, and position your
offering to each segment.

Segmentation:

There are many different ways to segment target markets:

 Demographics segmentation:

In Pakistan, we will target any age or gender that has an autoimmune disease of RA.

 Geographic segmentation:

In Pakistan, we will open our outlets in different provinces and cities like Punjab, Sindh, KPK,
and Baluchistan

 Psychographic segmentation:

Our potential customers are RA, We will meet the needs and demands of our customers and give
more features and designs For the kids who have RA we will make cartoons on the medicated
shoes so they can choose their favorite cartoon shoes and for the youngers, the medicated shoes
are fancier and in dark colors and for the old one’s we will give light colors. So are shoes will
meet everyone's customer demands.

 Behavioral segmentation:

We make a long-term relationship with our customers and listen to their issues and update our
product. So they are loyal to our product.

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Targeting:

Step two of the STP marketing model is targeting. Your main goal here is to look at the segments
you have created before and determine which of those segments are most likely to generate
desired conversions. The ideal segment is actively growing, has high profitability, and has a low
cost of acquisition.

 Size:

Only those people who have a RA will purchase our medicated shoes. We should make
reasonable prices so, each people who have RA easily affordable the shoes.

 Profitability:

It’s generating profit for us because those who have RA will easily affordable our prices and they
feel more comfortable with our medicated shoes and each the demands of customers and our
product easily run in a market.

 Differentiated:

We make different shoes for RA people for kids we make a cartoon on their medicated so their
favorite cartoon shoes. For younger, we make fancy and dark-colored shoes for old ones, we
make light colors.

 Accessible:

RA they are facing many issues and pain, we give them free home delivery, so they cannot face
any issues to come and purchase the product.

Positioning:

Step three in the STP marketing model is positioning, Positioning in marketing is a strategic
process that involves creating an identity/ image of the brand or product within the target
customer’s mind.

 Symbolic positioning:

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For the promotion of shoes for RA, we do advertisements also promote on different social media
platforms and we display our shoes for RA to feel very comfortable for the starting customers we
give a 20% discount

 Functional positioning:

RA people who face problems, We should solve the problems and add more features, and
uniqueness to our product and sell at a reasonable price so that person who has RA will buy our
shoes and update our product to meet the needs and demands of customers.

 Experimental positioning:

We reach the needs and demands of customers and make long-term relationships with customers.

3.4 ACTION PLAN:

The company’s action plan is very significant to align the business's success and its objectives.
During the first month, of Jan 2023, the Bata Company organizes trade shows to promote their
high-quality product that is for Rheumatoid arthritis people particularly by inviting those people
who are suffered from this disease. As it is the era of social media, we have to set up a website
on the internet and social media accounts on different social networking sites to build our online
presence and attract targeted customers.

During February, the Bata will offer a small gift for purchasing their medicated shoes. This
strategy would help in encouraging more customers to come and try our new and comfortable
shoes.

In March, we try to beat our competitors by offering fewer prices on medicated shoes to increase
our sales. As our targeted customers are price-orientated, initially we keep our profit margin less
to offer reasonable prices to attract the customers. Our target is to reach about 2000 sales of
shoes in the first 3 months.

In April, we announce involvement in CSR activities by building bus stop shelters, using
environment-friendly manufacturing processes, and recyclable shoes and paper bags, etc.

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In May, the company seek feedback from target customers about new shoes and make proper
research on them to get market insights to get knowledge about whether the customers are
satisfied or not. This becomes very helpful in determining customer demands and provides a new
way for innovation.

In June, the company should focus on gaining customers' Loyalty. Based on research and
observation, the company should determine the demand for the shoes and increase the price of
the shoe pair if demand is high.

4. MEASUREMENT REVIEW AND CONTROL:

People are not concerned about purchasing arthritic shoes because they believe that regular shoes
or slippers are sufficient for them, and they do not wish to acquire them.

Measurements:

Due to the nature of Pakistani people, they rarely accept new comfort products.

Control:

We will fix this problem by creating an informative video on Facebook and convincing people to
buy it because it is excellent for your feet and helps with arthritis.

5. ALTERNATIVE MARKETING PLAN:

The best company does not rely on just one plan; instead, they have alternative plans also.
Businesses become successful when they proactively made solutions to every problem and crisis.

Product Modification:

If the company doesn’t get targeted sales or profits, then we add changes to the product
development policy. We bring more variety and features to shoes that suit the need of traditional
and trendy, both types of customers.

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Also, make them more comfortable by inserting high-quality soles in them. So people with the
problem of arthritis have more options to wear.

Price Modification:

If the product doesn’t get many sales, then we should change our pricing strategy to avoid the
loss. We should decrease the price of our medicated shoes by decreasing cost effectively and also
offer discounts on particular events such as Independence Day, blessed Friday, Eid offers, etc.

Change in Market Share:

We can open our outlet at more places other than Rawalpindi, Islamabad, Karachi, Lahore
Multan, Peshawar, and Quetta. The company can also consider the customer feedback and
surveys more carefully to determine the places where the demand for these types of shoes is
more and then open outlets at those places.

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