Bata Segmentation

Segmentation, Targeting and Positioning of Bata's 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

Men's Footwear

Bata's footwear for men's have both own brand and tie up brand products. They cater to different social class. It's own brand "Bata" has variants in all the economic segments whereas it's 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:

1. All brands are positioned as comfortable and durable.

2. 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:

1. Brands for middle & lower middle class are promoted as comfortable, durable and good looking.

2. Brands for upper middle and upper are positioned in a fashionable and stylish way.

Sports:

Bata doesn't have a brand in its own name, whereas it manufactures the brand "Power".

Target:

Sports shoe variants doesn't 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 doesn't