Bata Segmentation
Bata Segmentation
Segmentation, Targeting and Positioning of Batas Product lines:
Kids wear:
Bata deals with two brands to serve the kids footwear market. Both cater the same segment whereas the target & way it is positioned differs based on the need & economic status.
Segment:
Kids up to 14 years of age.
Casual: Bubble Gummer
Target:
Kids of middle & upper class families.
Positioning:
Superior quality
Soft
Attractive
Fashionable
School Shoes: North Star & Tiger
Target:
School going children up to 14 years of age
Children of lower middle class to upper class families.
Positioning:
Long lasting
Comfortable
Low maintenance
Affordable price
Mens Footwear
Batas footwear for mens have both own brand and tie up brand products. They cater to different social class. Its own brand “Bata” has variants in all the economic segments whereas its tie up brands are specific to a particular economic segment.
Segment:
Men above 14 years of age.
Formal Wear:
Target:
Its main target is high school students to working executives.
Economic Status
Brand/s
Upper
Bata, Hush puppies, Lee cooper
Upper Middle
Bata, I D
Middle
Bata, North Star
Positioning:
All brands are positioned as comfortable and durable.
Brands for Upper middle class and above are positioned as shoes looking elegance & class, having new technology, more comfortable finishing and better material.
Casual Wear:
Target:
Students and working executives.
Economic Status
Brand/s
Upper
Bata, Hush puppies, Lee cooper, Wein brenner
Upper Middle
Bata, I D
Middle and lower middle
Bata, North Star
Positioning:
Brands for middle & lower middle class are promoted as comfortable, durable and good looking.
Brands for upper middle and upper are positioned in a fashionable and stylish way.
Sports:
Bata doesnt have a brand in its own name, whereas it manufactures the brand “Power”.
Target:
Sports shoe variants doesnt have a separate target. They are used by men for both sports & style. They are targeted mainly for young adults and students who use this more for style rather than for sports. Bata doesnt