BRAND AUDIT

Presented By:Vaibhav Kakkar (09/2013)

Amandeep Singh Mehta(20/2013)
Pardeep Sharma(32/2013)
Deepank Palliwal(43/2013)
Avinash Agrawal(59/2013)

Main Products of BATA

Casual shoes
Formal shoes
Sandals
Sports shoes
Accessories

Brands under BATA

Bata
Hush puppies
Sparx
Sandak
Power
North Star
Mocassino
Marie Claire
Comfit

Sources of Brand Equity

Good presence all over India

Century long legacy
Deep routed trust of customers
Eight decades of operation in India
Complete coverage of the market-Footwear for
all
Strong Association with the brand
Enjoys 16% market share in Organised
Footwear industry

Brand Logo over the years

Brand Knowledge Structure

Customer Based Brand Equity

Pyramid

Resonance

Judgement

Performance

Feeling

Imagery

Salience

Salience-High Brand
Awareness

Depth of Brand Awareness

High recognition with the brand BATA.
Mostly known for its footwear category.
Breadth of Brand Awareness
Low because brand is mostly known for its
formal shoes and sandals

Performance

High performance
products
Moderate Price
Reliable and
Durable Products
Serviceability

Imagery

Perceived as Indian
Brand
Footwear for the
entire family
Oldest shoe brand
Cater to different
income groups of the
society
Availability

Judgement

Well known global

brand
Good quality
products
Highly credible
brand
Value for money
Product Variety

Feeling

Comfortable
Social Approval
Warmth

Resonance

Loyal followers
Customer relationships that transcend
generations

Future Plans

Large format stores and closing some of its small format

store- high rental rates
Product rejig by introducing more womens shoes- Sundrops
and concept stores
Footin stores-unique in ambience focussing on trendy yet
affordable shoes
Attempting to increase brand breadth by diversifying into
sunglasses and scarves
Hush puppies which is their licensed exclusive brand is going
to increase number of stores despite not achieving a success
in the past
Extend its reach in rural India through dealers and
showrooms

Thank You