Stp Analysis of Bata free essay sample

While local companies are self-governing, each one benefits from its link to the international organization for back-office systems, product innovations and sourcing. Although Bata operates in a wide variety of markets, climates and buying power Bata companies share the same leadership points. Two important ones are product concept development and constant improvement of business processes in order to offer customers great value and the best possible service. Segmentation of Bata Shoes To grab the whole market of shoes Bata has divided their market into different segments. There four major variable for segmentation. Such as: * Geographic segmentation * Demographic segmentation * Psychographic segmentation * Behavioral segmentation * Geographical segmentation: Bata has divided their market into different geographical units such as nation, regions, states, countries, cities or even neighborhoods. As Bata has a huge international market, geographical segmentation helps it to serve different markets of different countries effectively. Some variables of geographical segmentation of Bata are: * World region: As an international brand Bata divided their market into 5 continents: Europe, Asia-pacific, Latin America, North America and Africa. We will write a custom essay sample on Stp Analysis of Bata or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page They offer different types and quality of products according to the taste of one continent. * Country region: Bata Shoe Company serves almost 82 countries of the world. They have different strategy for different countries, like it does not produce shoes of same quality and design for Bangladesh and America. * Density: Bata even sometimes divide their market into different territory, urban, suburban, exurban or rural area of cities where targeted customers are dense. Such as a Bata showroom of Moghbazar area may defers from a showroom of Bashundhara City Mall. 1 * Demographic Segmentation: Bata also has Demographic segmentation because consumer needs, wants and usage rates often vary closely with demographical variables. Demographic segmentation variables of Bata are: * Age: All category aged people are targeting customers. As Bata is a shoe brand it must divide its market in the basis of age. People of different age need different shoes. Bata provides â€Å"Bubble gummers† brand for children, â€Å"Hush Puppies† for older,†north star† for young. * Gender: Segmentation in gender is must for shoe company. Bata provides different brands and shoes for both male and female. Such as, â€Å"Marie Claire† for female. * Income: Bata divides their products according to consumer’s income also. It produces high quality products for High income people and low quality products for low income people. * Occupation: Different types of occupation needs different types of shoes. Bata produce formal, casual, sports shoes etc. So it becomes easy for the consumer to select shoes of their respective occupation. * Generation: It has generation segmentation for baby, young, older. Like: Island, Bubble gummers, Marie Claire, Hush puppies. etc. 2 * Psychographic segmentation: Bata divides their buyers into different groups based on social class, lifestyle and personality: * Social class: Bata has shoes for upper class, middle class and lower class people. So that people from every class can purchase their products. * Lifestyle: Bata has products for people of different lifestyle. Like some people love colorful shoes, Bata makes funky shoes for them. Some people are always very formal; Bata makes formal shoes for them. Formal shoe Funky shoe * Personality: Bata has shoes for Compulsive, gregarious, authoritarian, ambitious personality also. 3 * Behavioral Segmentation: Bata also divides buyers into groups based on their occasion, benefits, and uses rates: * Occasion: During different types of occasions or festivals Bata brings new designed product with new services and price to attract consumer very fast. * Benefits: Different consumers want different benefits from one type of product. Bata has all the variation for them. Some want comfort and some want durability and some people want style more than comfort shoe. This shoe is not comfortable to wear This shoe is not that much stylish but so many But can be liked by few ladies for its ladies will love this for comfort. Elegant look. * User rates: Some shoes are used heavily and some are used lightly. Bata has shoes for light user, medium user and heavy user. Such as for heavy use it produces sandals and other durable shoes. 4 TARGET MARKET OF BATA (Differentiated target market) Bata has multi-segmented market. So it is using Differentiated target marketing strategy. Bata Shoe Company has covered the whole shoe market with its different types of segments, offers and services. Whatever the demand of shoes is, Bata is there to serve. It has every kind of shoes. If high class, high income people want to have a luxurious shoe Bata can fulfill their demand. If a lower class, low income people want a shoe just to cover their feet Bata has something to serve them also. By offering product and market variations to segments, Bata get high sales and a stronger position within each market segment. Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments. By using this strategy Bata is also making huge amount of profit worldwide 5 POSITIONING A product’s position is the way the product is defined by consumer on important attribute – the place the product occupies in consumers’ minds relative to competing products. Bata is positioned as superior quality, soft, attractive and fashionable. Bata says â€Å"No one in the world knows shoes like we do†. Sometimes consumers are overloaded with information about products and services. They cannot reevaluate products every time they make a purchase decision. To simplify the buying process, consumers organize products, services and companies into categories and position them in their mind. Tag line of Bata can be easily positioned in peoples’ mind that Bata produces or serves superior quality of shoes better than anyone. To have a better position in peoples mind Bata has differentiated them is some points so that consumer can easily differentiate them from other competitors. Differentiations of Bata are: Product differentiation: Bata differentiates their product on the basis of Features, performance etc. Their product quality differentiates them from other competitors easily. People believe that they will find best product there without any doubt. Service differentiation: Bata gains service differentiation though speedy, convenient and careful delivery. It has high quality customer care which makes consumer happy. Bata is one of the most convenient shoe companies. Whenever people need to buy shoes they can find in easily in their local area or in nearest possible distance. Channel Differentiation: Bata has gained channel differentiation through the way they design their channel’s coverage, expertise and performance. People differentiation: Hiring and training better people help Bata to get People differentiation. They have trained salesman who help people to buy right product and convince them to buy their product in a polite way. Image differentiation: Bata has created a very strong and distinctive brand image in peoples’ mind. They have a unique logo and people can ea sily differentiate them through their logo. Image differentiation cannot be created overnight; some advertisement is must for it. Bata has also advertised their product to create Image differentiation. 7 WINNING VALUE PROPOSISION The full positioning of a brand is called the brand’s value proposition the full mix of benefits upon which the brand is differentiated and positioned. There are five winning value propositions. Bata Shoe Company has differentiated and positioned them in four value propositions and those are: More for More: More for more means – the more the benefits the more the price. Bata has some shoes which are of very high quality and the price is also too high. These types of shoes can be considered as luxury product or shoe. These types of shoes are for very high class and high income people. More for more shoes of Bata More for same: Bata also provides more benefits than the competitors at the same price. They do this to attack the competitor and grab their market. 8 The same for less: Bata sometimes provides the same product or benefits that the competitors do at a less price. This is a way to attract consumer to give them good quality product in a less price. Less for much less: Bata also provides some shoes which are less in quality and thus the price is also less. This kind of products are to attract those consumer who are not ready to pay much for a shoe or who don’t have the affordability to buy good quality shoe. Low for much less priced shoe of Bata 9 Moto of BATA â€Å"No one in the world knows shoes like we do† The Moto of Bata clearly express that they are the best in producing high quality, durable, affordable, stylish shoes. They can understand what the consumers’ demand is and how to serve them with their quality product. Positioning statement of Bata The positioning statement of Bata can be defined as – To all the civilized, modern and smart people who want to wear shoe as a part of their lifestyle and personality and to reach the goal, our footwear brand Bata will help you to find your destiny with comfort, quality and affordability than other existing just a footwear brands. 10