FOOTWEAR

CONTENTS:
1. (A) Market size of the Foot Wear industry in India. (B) Coverage by Value, Volume and Per Capita Income

2. Organized and Unorganized Foot Wear Companies

3. Major company and its Market Share 4. Two players in Foot Wear Industry: BATA and LIBERTY

5. Financial data of these two competating companies

1. (A) MARKET SIZE OF FOOT WEAR INDUSTRY IN INDIA:

Estimated size stands at 16000 crores

about 55 per cent of the country's overall footwear industry About 70 per cent of the labour-intensive footwear industry in India Accounts for 15% global share

TOTAL MARKET BY VALUE (2010-11) :

Rs. 193.2 Billion market by value 10.1% Growth rate of market Increased 62.1% since last five years

TOTAL MARKET BY VOLUME (2010-2011): Rs. 3.2 Billion Pairs Market by volume 9.7% of growth rate Increased 59.2% since last five years

ORGANIZED SECTOR VS UNORGANIZED SECTOR

The Indian footwear market is estimated to be worth Rs.13,750 Crore and constitutes just about one percent of Indian retail. The ladies footwear segment still remains the most untapped as nearly 80-90 percent purchases happen in the unorganized market

Indian Footwear Market

37.80% 62.20%

Organised Market Unorganised Market

6

MAJOR PLAYERS IN THE FOOTWEAR INDUSTRY :

1. ADIDAS : largest sportswear manufacturer

2. REEBOK : D,M & D of sports and

Fitness products

3. BATA : worlds largest shoe manufacturer

4. RELAXO : casuals, joggers, slippers, etc.

5. LIBERTY : leading leather shoe brand

7

MARKET SHARE OF MAJOR PLAYERS :

BY VALUE AND BY VOLUME :

10

VIDEO

11

 Bata India is the largest retailer and leading manufacturer of footwear Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially as a small operation in Konnagar (near Calcutta) in 1932

Its retail network of over 1200 stores gives it a reach / coverage

stores are present in good locations and can be found in all the metros, minimetros and towns also operates a large non retail distribution network through its urban wholesale division caters to millions of customers through over 30,000 dealers
12

BATAS MARKET SHARE : BY VOLUME

13

Bata India reports excellent growth for second quarter of 2012

Quarter Ended Quarter Ended Increase % 30th June 2012 30th June 2011
Sales (Rs. in lacs ) Net Profit (Rs. in lacs ) 51084.7 43450.9 18

5265.2

4098.9

29

14

SEGMENTATION:
CUSTOMERS WISE :

MENS CATEGORY: segmented with 48% WOMENS CATEGORY : segmented with 41%

CHILDRENS CATEGORY : segmented with 11%

15

targeting:
1. STATUS/CLASS WISE :

RICH CLASS

Adidas, Reebok Liberty, Reebok

UPPER CLASS

LOWER MIDDLE CLASS

Bata,Liberty,Reebok, Relaxo

LOWER INCOME CLASS

Bata, Relaxo
16

MAIN TARGETS IN THE MARKET :

Has already targeted the footwear for entire family

Position itself in Price and Quality

Target market to the RICH CLASS and UPPER CLASS

17

POSITIONING :
To introduce FLAGSHIP stores and unique shopping experience. International trends Batas new marketing strategy High brand recall for consumer lead to higher footfalls

18

MARKETING MIX OF FOOTWEAR :

PRODUCT OFFERINGS

19

PRICE : All Over The Footwears : Minimum Rs. 199 Maximum Rs. 7500

PLACE : BATA Flagship Store Block D Cannaught Place

PROMOTION : Sales Promotion : Display of new Products at cash Counters

Promotion of Brand Equity : Gift coupons Discover New Campaign Online Processes : Purchased from various shopping websites free delivery promise
20

liberty

21

22

Liberty India reports excellent growth for second quarter of 2012

Quarter Ended Quarter Ended 30th June 2012 30th June 2011
Sales (Rs. in lacs ) Net Profit (Rs. in lacs ) 332.54 297.32

7.63

10.29

23

SEGMENTATION :
Supreme Premium Usage Premium Segment Middle Segment Lower Segment Sports Shoes Party Wear Professional Casual
24

TARGETING :
Already moved to Middle and Upper class segment Aimed at positioning as a Complete Family Footwear Focused on the Upper Class as Core Target Market Shifted attention towards the middle and upper middle class

25

POSITIONING :

Attempt to take its offerings closer to the consumer.

Large format retail outlets, each offering unique experiences to fashion-conscious shoppers
Exclusive Stores to offer the entire Liberty Collection range under a single roof Factory Price Stores should offer affordable products.

26

MARKETING MIX :

PRODUCT (BRANDS) :

27

PRICE :

Price range 250-7999 Middle Class

PLACE(DISTRIBUTION): Main store is at Rajori Garden PROMOTION : distribution network comprises 150 distributors, 350 exclusive showrooms and more than 6,000 multi-brand outlets.

28