Marketing plan

Bata Corporation

Presented to: Dr. Mushira Gamil

Name Academic number

Ahmed Ahmed Mohamed Ahmed Moussa 22231035046

Walid Hanafy Abdelbaky Mohamed 22231036006

Hagar Ibrahim Mohamed Elsaghir 22231035005

Hadeer Ashraf Ahmed 22231037004

Nesreen Mamdouh Salah 22231038017

April 2023

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 Table of Contents

1.Industry & Company Background ………………………………………………………………………..………. 3

Sport light on the industry & its marketing trends ………………………………………………………………….. 3
1.1.1 Spot light on the industry ……………………………………………………………………………………………… 3
1.1.2 Marketing trends for Bata Company ............................................................................ 4
Description of the chosen company ………………………………………………………………………………………. 4
Company history …………………………………………………………………………………………………………………. 5
Mission Statement ............................................................................................................. 6
Products/Services offered (Annex).............................................................................................. 7

2.The Product Description ............................................................................................... 8

Description of the product .................................................................................................. 8
Why do we think this product could be a success ……………………………………………………………………. 8

3.SWOT analysis …………………………………………………………………………………………………………....… 9

Product strengths ……………………………………………………………………………………………………………………. 9
Product weaknesses ....................................................................................................................... 9
Opportunities……………………………………………………….………………………………………………………………… 9
Threats……………………………………………………………………………………………………………………………………. 9

4.The Product Description…………………………………………………………….……….. 8

Description of the product ……………………………………………………………………………………………………….. 8
Why do we think this product could be a success ………………………………………………………………..…… 8

5.Marketing objectives .................................................................................................... 10

5) Marketing strategy …………………………………………………………………………………………………………. 10

5.1 Segmentation ……………………………………………………………………………………………………………….. 10

5.1.1 Demographic segmentation ...................................................................................... 10
5.1.Geographic Segmentation ……………………………………………………………………………………………… 10
5.1.3 Psychographic Segmentation …………………………………………………………………………………………. 11
5.1.4 Behavioral Segmentation ........................................................................................... 11

5.2 Targeting .................................................................................................................... 12

5.2.1 Needs-based segmentation ……………………………………………………………………………………………. 12
5.2.2 Segment identification …………………………………………………………………………………………………… 13
5.2.2.1Primary target segment .......................................................................................... 13
5.2.2.2 Secondary target segment........................................................................................ 13
5.2.3 The main targeting strategy; the four main targeting strategies ………………………………………. 14
5.2.3.1Undifferentiated Marketing ..................................................................................... 14
5.23.2 Differentiated Marketing ……………………………………………………………………………………………… 14
5.2.3.3 Niche Marketing …………………………………………………………………………………………………………. 14

5.3 Positioning .................................................................................................................. 15

5.3.1 Determine the frame of reference and identify the relevant competition ……………………….. 15
5.3.2 Describe the products’ competitive advantage and how you differentiate yourself from 16
your competitors; Identify the PODs & the POPs ………………………………………………………………………
5.3.3 Create a Brand Mantra ............................................................................................... 17
5.3.4 Craft the brand positioning statement ………………………………………………………………………. 18

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6.Marketing mix ……………………………………………………………………………... 18
6.1 Product .................................................................................................................................. 18
6.1.1 Identify the 5 Product levels………………………………………………………………. 18
6.1.2 Identify the product classification 2 types………………………………………………... 18
6.1.3 Identify the key product differentiators ............................................................................... 19
6.1.4 Identify the service differentiators ……………………………………………………….. 19
6.1.5 Specify the product system .................................................................................................. 19
6.1.6 Specify the product mix …………………………………………………………………... 20
6.1.7 Specify packaging opportunities ………………………………………………………….. 20

6.2 Price ………………………………………………………………………………………... 20

6.2.1 Select the price objective …………………………………………………………………. 20
6.2.2 Determine demand ……………………………………………………………………….. 20
6.2.3 Estimate costs ……………………………………………………………………………... 21
6.2.4 Analyze competitor price mix …………………………………………………………….. 21
6.2.5 Select pricing method ……………………………………………………………………. 21
6.2.6 Select final price …………………………………………………………………………. 22

6.3 Place ……………………………………………………………………………………….. 22

6.3.1 Specify the type of distribution channel(s) (push/ pull) ………………………………….. 22
6.3.2 Analyze consumer needs…………………………………………………………………... 23
6.3.3 Establish the channel objectives .......................................................................................... 24
6.3.4 Specify the type of intermediaries (retailer, wholesaler, distributors, agents) ……………. 26
6.3.5 Specify the number of intermediaries relevant to the marketing strategy ………………... 26
6.3.6 Plot the hybrid grid .............................................................................................................. 27

6.4 Promotion …………………………………………………………………………………. 27

6.4.1 Verify the target audience ………………………………………………………………... 27
6.4.2 Determine the communication objectives ………………………………………………... 28
6.4.3 Design communications …………………………………………………………………... 28
6.4.4 Set the promotion mix to use …………………………………………………………… 28
6.4.5 Establish the communication budget …………………………………………………….. 29

7) References ………………………………………………………………………………….. 30
8) Project team and tasks distribution ………………………………………….........………. 32

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1) Industry & Company Background
1.1 Spot light on the industry & its marketing trends

1.1.1 Spot light on the industry

Shoes have been used for millennia to protect the feet and more recently as an item of
decoration or fashion. The earliest forms of footwear were fabricated from bark, twine, and
other nature-made materials. Leather shoes originated over 5000 years ago and were made
from a single piece of cowhide, then fastened with a leather cord. Many modern-day shoes are
still made from leather, but we also have a vast variety of other materials to choose from, and
the methods for shoemaking have changed along the way
The earliest known shoes are sandals made from sagebrush bark and date back to 7000 or
8000 BCE. This morsel of shoe history was found in a cave in Oregon in 1938 and remains
the oldest known footwear specimen. The oldest leather shoes were also found in a cave, in
this case in Armenia in 2008 and are believed to date back to 3500 BCE.
It is thought that crude shoes and sandals of this style had been used for centuries, but as the
construction materials were highly perishable, finding specimens is difficult millennia later.
We know thong sandals were commonplace in Egypt from their presence in murals. The
ancient Romans viewed clothing, including footwear, as a sign of power and status; slaves
were perpetually barefoot whereas soldiers were issued various styles of footwear depending
on their rank

During the Middle Ages, the turn shoe method became commonplace for shoe manufacturing.
Named for the literal method of construction, turn shoes were assembled inside-out and then
turned once finished bringing the seams to the interior of the shoe. This method improved
shoe manufacturing in several ways:
1. the life of the shoe and water permeability were improved by turning the seams inside;
2. toggled flaps and drawstrings were fashioned to improve fit; and
3. later on, closer to the 16th century, doubled soles were added for increased comfort and
durability.

The turn shoe method is still used today for some specialty dance shoes and, of course, for
historical re-enactments.
Around 1500, the turn shoe method was largely replaced by the welted rand method, where
the upper, insole, and outsole are stitched together. Welting is one of the oldest, most labor
intensive, and most durable methods of shoe manufacturing still used to this day.
Until around 1800, most leather shoes were made without differentiation for the left and right
foot. Despite having been used by the Romans, differentiation was not commonplace in shoe
manufacturing until the industrial era.
Shoemaking became more industrialized in the mid-18th century, though most of the work
was still being done by hand. With the introduction of the sewing machine in 1846, the
mechanization of shoemaking began to advance. Other developments throughout the mid to
late 18th century helped shift shoemaking into a factory setting.

The process for manufacturing a stitch less shoe was developed in 1910. Since then, various
advances in materials, adhesives, and manufacturing processes have allowed manufacturers
to move to what is now a very different process from where it started. Soles, which were once
laboriously stitched on by hand, are now mass-manufactured and glued on by machine

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Shoes have come a long way from their origins of grass and bark. With modern-day
manufacturing and materials, the shoe industry has evolved from a traditional craft into a
multibillion-dollar market with a myriad of materials, styles, and purposes. For a quick
overview of the modern shoemaking process, check out this video from the Victoria & Albert
Museum in London.
1.1.2 Market trends for Bata Company
Bata has been exposed to the Egyptian market for more than seventy years, as it was famous
for its light, low-priced and high quality shoes, suitable for all ages, and suitable for all
occasions, formal and casual.
During this period, Bata reached its highest peak in the Egyptian market and occupied the
fashion and trend of the market at that time.
In the year 1926, the Bata Shoe Company opened its first store in Egypt. The import
of Bata footwear reached 215,000 pairs as early as 1928; in the following years
this trend continued and in 1931 the company imported 289,000 pairs and in 1937 this
number reached 237,000 pairs.
1.2 Description of the chosen company
 Bata, founded in 1894, A family-owned business
for over 125 years, the company is organized into
three business units: Bata, Bata Industrials (safety
shoes) and AW Lab (sports style).
 Bata is a portfolio company with more than 20
brands and labels, such as Bata, North Star,
Power, Bubble gummers, Weinbrenner, Sendak,
and Toughees.
 The company holds the Guinness World Record
in the shoe manufacturer category. As it is one of the world's leading shoemakers by volume
with 150 million pairs of shoes sold annually.
 It has a retail presence of over 5,300 shops in more than 70 countries across five continents
and 21 production facilities in 18 countries. Bata is an employer to over 32,000 people
globally. The company has about 6,000 retail stores and more than 100,000 dealers and
franchisees in more than 70 countries.
 The company is serving more than 1 million customers every day through these stores and
franchises. Besides, there are a total of 27 production facilities for Bata in 20 countries of
the world.
Headquarters Lausanne, Switzerland
Sector Retail, Footwear, leather, and apparel manufacturing
Type Private
Area served Worldwide
Founder Antonín Baťa, Tomáš Baťa, Anna Baťová
Founded 1894
Parent Organization Bata Family
Website www.bata.in / thebatacompany.com

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1.3 Company history

 Bata’s founder, Tomáš áš Baťa, was born in 1876 in the city of Zlín, Czech Republic, in
a family of shoemakers. In 1891, at the age of 15, he started making shoes in Vienna-
Döbling, but Tomáš failed.

 On August 24, 1894, T. & A. Baťa Shoe Company was established in Zlín, Czech
Republic, with Tomáš and his two siblings, Antonín and Anna, with a joint capital of 600
Guldens.

 Although it did not have much commercial success for a few years since its establishment,
in 1895 Tomáš áš took over the management and the company began to turn around again.

 When the company started production of Baťovka (canvas shoes) in 1897, it started
witnessing success. In 1900, the T. & A. Bata Company was commercially registered
with Tomáš áš Bata at the helm of the company, leading it onwards. During that time, the
number of employees of the company stood at 120.

 Five years later, Tomáš visited the US, UK, and Germany for a short time and visited the
shoe factories there. From there, he returned to the country with an idea and set up a 3-
story modern shoe-making factory.

 From 1906 to 1910, shoes were manufactured in five factories in Bata. The Employee
House was built for the workers in 1912, keeping in mind that it would be easier for the
workers to concentrate on their work if they resided near the factory. By that time, the
company had more than 600 employees. In 1913, Bata started exporting its shoes to
Germany.

 When the First World War broke out in 1914, orders for military boots began to grow.
By 1918, the number of Bata workers had increased tenfold, and Bata opened its own
stores in several other areas, including Zlín, Prague, Liberec, Vienna, and Pilsen. By this
year, the Bata Company had grown to 4,000 employees. In the year of 1919, Bata’s first
foreign factory named Bata Shoe and Leather Co. was established in Lynn, USA. Thomas
went to India in 1925 to visit the new market.

 At the end of World War II, the governments of Czechoslovakia, East Germany, Poland,
and Yugoslavia nationalized Bata. In 1945, Bata Development Limited, located in Great
Britain, was declared the service headquarters of the Bata Shoe Organization. Since then,
Bata has regained its growth and has begun expanding its business in Asia, the Middle
East, Africa, and Latin America.

 From 1946 to 1960, Bata established 25 new factories worldwide and opened 1,700 Bata
stores. By 1962, Bata had started production and active sales in 79 countries around the
world. By 1964, Bata’s headquarters had moved to Toronto, Ontario, Canada. In 1965
Bata made the Bata International canter in North York their new headquarters. The Bata
family founded the Bata Shoe Museum Foundation in 1979 with the aim of establishing
an international canter for footwear research under the supervision of Thomas Bata’s wife,
Sonja Bata. Bata was also the official sponsor of the 1986 FIFA World Cup in Mexico
and the 2014 Electronic Sports World Cup.

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 The company currently has 6,000 retail stores worldwide and 1 million dealers and
franchisees. Bata also has an International Shoe Innovation canter in Padova, Italy, which
serves 83 Bata and non-Bata companies around the world through personal training in
the basic design and creative skills.
1.4 Mission Statement

Vision
To grow as a dynamic, innovative and market driven domestic manufacturer and distributor,
with footwear as our core business, while maintaining a commitment to the country, culture
and environment in which we operate.
Mission
To be successful as the most dynamic, flexible and market responsive organization, with
Foot wear as its core business.
To be successful as the most dynamic, flexible and market responsive organization, with
footwear as its core business.
Mission Statement
We will provide products and services of superior quality which improves and protects the
health of the feet of our customers. We are the innovator and driving the industry. We are the
preferred business partner for our customers.
Characteristics of mission statement:
1. Customers—Who are the firm’s customers?
anyone who needs a pair of footwear
2. Customers—Who are the firm’s customers?
anyone who needs a pair of footwear

3. Products or services—what are the firm’s major products or services?

Firm’s major products are shoes, wallets, belts, insole

4. Markets—geographically, where does the firm compete?

Bata Pakistan also shows its presence in an international footwear market
through its export department

5. Technology—is the firm technologically current?

To keep abreast with modern technology and designs to optimize production
and enhance brand image to attain international recognition for the
Company’s product.

6. Survival, growth and profitability?

For survival and growth Bata invest millions of rupees
7. Philosophy—what are the basic beliefs, values, aspirations, and ethical priorities of the
firm?
Bata also work as charitable and work for education and also work on their ethical
priorities
8. Self-concept (distinctive competence)—What is the firm’s major competitive
advantage?

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 Bata has positioned itself really well as a fashionable yet affordable footwear brand.
Cost Advantage: Its quite clear that Bata has the cost advantage and is able to
manufacture a huge range of footwear at a very affordable price.

1.5 Products/Services offered (Annex)

Bata offers a variety of products for all age groups. The main products in its marketing mix
are general category of casual shoes, formal shoes, sandals, kids’ shoes, men and women
collection, sports shoes etc. Also, there other products such as Belt, Bag, Sunglass, Scarf and
socks.

Shoes Sandals Boot

Wallets Belt Bag

Sunglass Scarf Socks

2) The Product Description

2.1 Description of the product

 Bata manufactures a portfolio of huge product in terms of the large variety of shoes,
sandals and accessories that it offers and the consistency they promise. Those who look
for no nonsense products can rely on Bata. Bata shoes can be obtained in affordable prices
and is loved for its quality.
 Owing its reputation of supplying good quality shoes, Bata has provided well-designed
products over the years and focus on its durability and price. This marketing strategy of
Bata is a hit in Egypt, where rural population looks for cheaper alternatives. The main
products of Bata are casual shoes, formal shoes, sandals, men, women and kids’ collection,
sport shoes and accessories.
 Bata manufactures and sells a wide range of footwear and accessories made from leather,
canvas, plastic and rubber. Bata offers a wide range of product lines to cater the various
needs of men, women and kids. The company has more than 1000 shoe designs and caters
to all the segments. Over 60% of sales come from the men‟s range, while children’s and

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 women’s range account for about 20% each. Bata also produce markets sportswear,
hosiery, and other footwear accessories like socks, shoe polish, etc. Bata has been
maintaining its over 100 years heritage which is based upon quality, comfort and stylish
shoes.

2.2 Why do we think this product could be a success

 Bata Company stands out to be a market leader across over seventy countries.
 The uniqueness of the Bata shoe company is that it is the only company which
manufactures shoes made to fit all the different categories of consumers under one brand.
 For the past two decades, the industry of shoes in Kenya have experienced tremendous
growth as it has been experienced by increased number of shoe outlets across the country
and especially within Nairobi County. Several firms that have been established within the
industry of shoes includes: Acumen, C & P Shoe Industries, Afrolite Industries, Macquin
Shoes, Easy Shoes, Tex Palace, Shoe Wind Industries, Umoja Rubber as well as the Tiger
Shoes (Okello, 2013).
 The Bata Company in Kenya had stores of a hundred and nineteen across the whole
country (Kamuri& Odhiambo, 2019).
 The company has various innovative products offered to their consumers which have seen
the company boosting its sales. In addition, the company offers discount of its products at
a rate of 15% at its factory shop in Limuru which have attracted customers and thus thereby
increasing its customer base as well as loyalty.
3) SWOT analysis
3.1 Product strengths
 Strong brand recognition in Egypt.
 Wide range of products including various styles and sizes, catering to different customer
preferences and needs.
 Established distribution channels and retail presence in Egypt.
 Trustworthy quality products at affordable prices.
 Reliance to the government

3.2 Product weaknesses

 Dependence on a limited number of suppliers and manufacturers for raw materials and
production.
 Limited online presence and e-commerce capabilities compared to competitors.
 Limited product innovation compared to competitors.
 Limited marketing efforts and brand awareness campaigns.
 Unattractive presentation of products in branches with insufficient employees
 Weak management staff and unclear strategy in addition to the absence of a CRM
system

3.3 Opportunities
 The government's tendency to increase exports in order to save foreign currency, which
makes the government pay attention to industries and exports.
 Availability of free online and e-commerce capabilities to reach a wider customer.
 Diversifying the product by creating exclusive collections and introducing new designs
to achieve changing customer needs and preferences.
 Expanding the retail footprint in Egypt by opening new stores in key locations and
participate in global events.
 An available latent demand in diabetic foot patients and patients with foot fractures at
reasonable prices.

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3.4 Threats
 Intense competition from local and international brands in Egypt's shoe market.
 Fluctuations in raw material costs and currency exchange rates, which could impact
profitability.
 Changes in consumer behavior and preferences, which could affect demand for certain
types of shoes.
 Economic instability and political unrest, which could affect consumer confidence and
purchasing power.

4) Marketing objectives
 Bata corporation was one of the top in the Egyptian market at some time due to customer
awareness of the product so the plan to refresh awareness of the brand in most of the
governorates urban and rural and increasing the supplied quantity from 30% to 60% in
year 1.
 The first campaign targets the mid-social level in all governorates so it will extend reach
of communication to 100% to reach to everyone prefer suitable quality with appropriate
price in urbans and good and fair quality with low prices in rural
 By the first half of quarter one, the market will be satisfied by the normal good quality
comfortable shoes and by the first of the fourth quarter Bata will launch new designed
with different styles like the comfortable formal shoes, first step shoes for kids, casual
and formal sandals, crocs and slippers and by the end of the fourth quarter the market
will be completely satisfied with all different products
 Bata depends mainly on mass production so we target to sell over 100000 units per week
 We seek to achieve a very high level of customer satisfaction for whom seek fair and
good quality and low and appropriate price to be 100% of our targeted customers

5) Marketing strategy
5.1 Segmentation
Market segmentation is a marketing term that refers to aggregating prospective buyers into
groups or segments with common needs and who respond similarly to a marketing action.
Market segmentation enables companies to target different categories of consumers who
perceive the full value of certain products and services differently from one another.

5.1.1 Demographic segmentation

Demographic segmentation divides the consumer market into smaller categories based on
common demographic factors. These smaller segments help companies understand their
prospective markets better, allowing them to utilize their resources and time more efficiently.
 Age and life cycle: Bata produce their products to fit all ages from children to old people
at every life cycle and life stage.
 Gender: our products fits both different gender with different styles fits their taste.
 Income and social class: below medium and low income our main targeted customers
and few of our selected and high quality products VIP or unique ones for few from middle
and high income.

5.1.2 Geographic segmentation

segmentation strategy in which the market is divided into different groups on the basis of
regions or geographies. Geographic segmentation can be classified by parameters like
countries, states, cities, villages, urban / rural, climatic conditions, density of population.
 We target governorates both urban and rural.
 Also, most of popular regions in greatest Cairo and Alexandria.

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  Few stores in partitions in some high-class regions to present our unique and special
products.

5.1.3 Psychographic segmentation

Often the most difficult market segmentation approach, psychographic segmentation strives
to classify consumers based on their lifestyle, personality, opinions, and interests. This may
be more difficult to achieve, as these traits may change easily and may not have readily
available objective data. However, this approach may yield strongest market segment results
as it groups individuals based on intrinsic motivators as opposed to external data points.
We mainly target achievers and survivors who prefer practical shoes with both and fair
prices and quality.

Lifestyle customer segment

Lifestyle segmentation is a type of psychographic segmentation that involves gathering
insights about potential customers' habits and preferences (through surveys or past sales or
loyalty program data) and then partitioning a market into segments based on how they spend
their time, the items in their surroundings, and what's important to them.
Major lifestyle profiles by which to segment your market include:
 Innovators: unique production for those who seek niche products which will be very low
quantities produced may be less than 100 units a year with very high quality and unique
design and high cost.
 Thinkers: we will provide every detailed information about the product on the company
website to satisfy the need of thinkers segment like (material used in production, sizes,
available colors, prices)
 Achievers: these group of customers consider one of the targeted customer we produce
large amount with good quality with affordable prices from practical shoes.
 Experiencers: These enthusiastic and even impulsive consumers are driven by self-
expression and find an outlet for it in sports and social activities. As such, they're big
spenders on outdoor recreation products, fashion, and entertainment.
 Producing modern designs with practical nature which will presented in Bata sports shoes
 Believers: due to their tradition believe we may try to produce unique shoes fits their desire
in foreign brand will produced with special design related to specific custom and tradition
with high quality and special design very near to foreign brand they prefer with affordable
price only less than 100 units produce a year.
 Strivers: as they active shoppers new design with very good quality formal or casual will
fir their need with keeping the very good quality with the fit price and this less than 20%
of total production.
 Makers: we will target them the normal productive shoed the practical one with fair price
and quality and we will avoid offer any commentary product beside the main one.
 Survivors: those customers are the targeted one which prefer our main product fair quality
and fair prices with normal designs and these segments will be over 70% of our production.

5.1.4 Behavioral segmentation

Behavioral segmentation is a type of marketing Strategy that filters and groups potential
customers based on shared behavioral patterns. This strategy can offer valuable insights and
help organizations develop effective ways to increase customer engagement, satisfaction and
sales.

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Heavy consumers in all occasions and interesting in change all over the year with every
loyalty who interested in the comfortable and practical shoes who have positive
impression and trust our products one day.
Occasion-based customers: Bata will increase production in specific occasion like (the begin
of school /feasts/..) we will depend on offering prices to attract those segment with special
designs fits every occasion.
Attitudes: based on each customer attitude we will improve our products.
 Positive attitude customers: we will improve quality, offer pricing or offering
complementary products as a gift like (sock s, lacquer).
 Negative attitude customers: we will offer free vouchers, improve customer services to
solve their problems.
 User rate: for customers who regularly use shoes like (sports men, workers,..) the
practical and sporty design one with very good quality will be available all the year with
the affordable prices
Also, practical shoes like boots, hard shoes will be available in stores near the industrial
areas with very good quality and fair design and prices.
 User status: our customer who knows Bata well will find our products with quality and
prices available at every store and online channels.
The customer who do not Bata we will make large campaigns to reach to him and ones
not register on our database from stores we will message them with special offers fron
nearest stores.

5.2 Targeting

Once the firm has identified its market-segment opportunities, it must decide how many and
which ones to target.

Defining our target audience gives us that initial understanding of our ideal customer, their
expectations, and what they like and do not like. It also gives us insight into how to market
your product.

5.2.1 Needs-based segmentation

 Needs-based segmentation involves segmenting customers into groups based on their

problems and needs.
 Adopting a needs-based segmentation approach leads to a clearer understanding of the
market and better-tailored messages for customer segments.
 Priori segmentation uses data that the company have on their target customers.

 Accordingly, Bata Company producing products based on the customer needs such as
 Sport shoes for who are concerns in practice sport and active people.
 Safari shoes for who are concerns in travel and off- road activities.
 Classic shoes for who are desire about Classic style to attend wedding or business
meeting.

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o Demographics: Who are our customer
 Sex: Both gender
 Income level: between C to B class
 Social and educational level: between C and B class
 Age: School, Transition to adulthood and Adulthood age
 Marital status: Single
o Geographic:
 Lower Egypt governorates
 Upper Egypt governorates
o Psychographic: psychographics attempts to understand the values and emotions that
persuade a potential customer to purchase a certain good or service.
 Life style: Believers and makers
 Interests: listen to music
 Personality: extrovert
 Values:
 Attitudes, beliefs and opinions
o Behavioral
 Heavy users
 Hard core
 Low price loyal
 Positive

 Value-based segmentation involves grouping customers by their economic value.

 Needs-based segmentation involves segmenting customers based on

o Their pain points,

o Problems,
o Needs
o Motivation.

5.2.2 Segment identification

5.2.2.1Primary target segment

 Social status, income level and life styles are the primary target segment

5.2.2.2 Secondary target segment

 The secondary target segment identified the need based on lifestyle as follows:

Bata Comfit (‫)أحذية مريحة‬ Marie Claire (‫)أحذية نسائية‬ Patapata (‫)أحذية خفيفة‬
Ambassador (‫)أحذية رجالية رسمية‬ SunDrops (‫)أحذية نسائية‬ Toughees (‫)أحذية مدرسية‬
North Star (‫)أحذية للمدينة‬ Bubblegummers (‫)أحذية لألطفال‬ Verlon (‫)أحذية مدرسية‬
Weinbrenner ( ‫أحذية شبابية مقاومة‬
Baby Bubbles (‫)أحذية لألطفال‬ Teener (‫)أحذية مدرسية‬
‫)للعوامل الجوية‬
Bata Industrials ( ‫أحذية‬
Power (‫)أحذية رياضية‬ Safari (‫)أحذية لألسفار‬
‫)األمان للعمال‬

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5.2.3 The main targeting strategy; the four main targeting strategies
5.2.3.1 Undifferentiated Marketing: go after several market segments with offers tailored to each
The ability of Bata to attract new customers while maintaining the existing ones better than its
competitors is said to be having a competitive edge. Create different marketing mixes for each segment
 Producing specific product for each segment
 Comfortable sport shoes for athletic seekers
 Practical shoes for hard user
 Formal shoes for specific occasions seekers
 Normal shoes suits all normal occasions

5.2.3.2 Differentiated Marketing

Go after several market segments with offers tailored to each
The ability of Bata to attract new customers while maintaining the existing ones better than its
competitors is said to be having a competitive edge. Create different marketing mixes for each segment

5.2.3.3 Customized Marketing: go after Micro marketing with complete segmentation

Bata offers a customized tailored shoes for consumer based on request on website entering the
characteristic such as Size, color, shape and name.

5.2.3.4 Niche Marketing

In this stage Bata targeting Classy lifestyle consumer, called "Ambassador" and the privilege is the
product more comfortable finishing & Better material shoes looking elegance & Class.

5.3 Positioning
5.3.1 Determine the frame of reference and identify the relevant competition

 Identifying positioning
Is the act of designing the company’s offering and image to occupy a distinctive place in the
mind of the target market.
 Determine the frame of reference
Bata shoes brand belongs to Footwear category
Bata Company consider a shoemaker belong to shoe and leather industry and the target
customer is the customer who seeks practical and comfortable shoes with fair quality and
prices.
Competitors:
5. oxford 9. crocs mary Ghan
1. Remini
6. lovers 11. Thomas
2. fashion sneakers
7. Avia fashion 12. Converse
3. Rood walker
8. kweer Balarina 13. Scippy balarina
4. Auto fashion
14. sports

13 | P a g e
 Long
Durable
history of Availabi
and Targeting
providing lity in Seeking
Wide comfortable both
good- major best Competiti
Competitor range of shoes gender
quality cities service for ve pricing
footwear suitable for (Male /
and across customers
all female)
affordable Egypt
occasions
footwear

Remini No No No No Yes Yes Yes

Fashion
No No No No Yes Yes Yes
sneakers
Rood
No No No No Yes Yes Yes
Walker
Oxford No No No No Yes Yes Yes

Lovers No No No No Yes Yes Yes

Avia
No No No No Yes Yes Yes
Fashion
Queer
No No No No Yes Yes Yes
balarina
Crocs
No No No No Yes Yes Yes
mary ghan
Thomas No No No No Yes Yes Yes

Converse No No No No Yes Yes Yes

Scippy
No No No No Yes Yes Yes
balarina
Sports No No No No Yes Yes Yes
Auto
No No No No Yes Yes Yes
fashion
Rood
No No No No Yes Yes Yes
walker

5.3.2 Describe the products’ competitive advantage and how you differentiate yourself
from your competitors; Identify the PODs & the POPs

Bata Shoes' competitive advantage lies in its long history of providing good-quality and
affordable footwear that meets the needs of customers. Bata Shoes is known for its durable and
comfortable shoes that are suitable for all occasions. Bata Shoes differentiates itself from its
competitors by offering a wide range of footwear options for men, women, and children, with
a focus on quality and affordability.
Bata Shoes' Points of Difference (PODs) are:
- Long history of providing good-quality and affordable footwear
- Wide range of footwear options for men, women, and children:
 starting from new born, toddler, babies, kids and children

14 | P a g e
  Teenager
 adult
 And elder
- Durable and comfortable shoes suitable for all occasions:
For Example: Classic – Casual – Semi formal- stars- a Diabetic footwear – broken footwear
for medical staff – sportive - Sneakers-Boats-Half boats-Soiree-Sandals-Slippers
- Availability in major cities across Egypt:
Bata has 100 Branches across Egypt
- Bata Shoes' Points of Parity (POPs) are:
• Seeking best service for customers (providing comfortable shoes)
• Targeting both gender (Male / female)
• Competitive pricing (Economic price)

5.3.3 Create a Brand Mantra

"Every fit for every step."

It means that Bata with you from your born and take your first step until your death.
Bata with you when you go to school, college, club, playing score ,playing any sports
Bata with you in your interview , marriage and your special events
Bata with you if your leg is broken or have a Diabetic foot or any issues related of your foot
It is for all of people for all occasion so bata will be with you for every step in your life

5.3.4 Craft the brand positioning statement

For consumers who seek good-quality and affordable footwear options for all occasions, Bata
Shoes is the trusted brand that offers a wide range of options for men, women, and children.
Unlike other brands, Bata Shoes has a long history of providing durable and comfortable
shoes that meet the needs of customers in all of Egypt. With a wide range of options available
in major cities across Egypt.

6) Marketing mix
6.1 Product
A product is anything that can be can be offered to a market to satisfy a want or need, including
physical goods, services, experiences, events, persons, places, properties, organizations,
information, and ideas.
Our product is a physical good

15 | P a g e
Bata has a good offering
o Product features and quality: It has a variety of good quality shoes
o Servicing mix and quality: It provides a good service to the customer, as it provides
him with a suitable place; as well he can choose the appropriate style and size.
o Value based prices: Prices of all products are affordable.

6.1.1 Identify the 5 Product levels

o Core benefit: To protect the foot from external factors
o Basic product: Shoes made of durable leather or reinforced canvas
o Expected product: Comfortable and long lasting at an affordable price
o Augmented product: Manufactured from raw materials that do not cause bacteria for
the feet. Also, selling online.
o Potential product: Manufacture of shoes for people with flat feet, as well as the
manufacture of medical shoes.

6.1.2 Identify the product classification (2 types)

6.1.2.1 Classification based on customer type
 Consumer products B2C
 Convenience product: High frequently, buy routinely like sugar and tea
 Shopping product: Low frequently like clothing
 Specialty products: Very Low frequently like car, flat and gold
 Unsought products: like insurance
 Organizational products B2B
 Capital products
 Components parts
 Accessory products
 Raw materials
 Services
Our product can be classified as a B2C shopping product
6.1.2.2 Classification based on product attributes
 Tangible
 Durable
 Non-Durable
 Non-Tangible
 Services
Our product can provide benefits to the user over a long period, so it can classify as durable product
6.1.3 Identify the key product differentiators
Products can be differentiated in many ways include
 Form: classic shoes, casual shoes, and soiree shoes
 Features: well designed ( medical – sport )
 Customization: Shoes can be customized for a non-standard sized customer
 Performance quality
 Conformance quality
 Durability: Guarantee
 Reliability: Approved leather
 Reparability: It can be repaired for free if it has a problem
 Style: there are different styles

16 | P a g e
6.1.4 Identify the service differentiators
Service differentiators include
 Ordering ease: Ease of ordering and available from various channels ( online – stores –
hypermarket )
 Delivery: It can be delivered in good condition and can be returned, just pay the delivery
fee
 Customer training: Tell the customer the appropriate polish and how to use it
 Customer consulting: Customer service, ease of contact to ask any questions
 Returns: The company accepts to return it if the customer does not like it after use

6.1.5 Specify the product system

Product system is a group of diverse but related items that function in a compatible manner
Create something that will make customers not give up on your product so easily. For our
product, the customer is given the appropriate polish according to the material of the shoe, as
well as a shoe storage box.

6.1.6 Specify the product mix

Product mix is consists of various product lines
Company product mix has a certain
 Width: how many different product lines the company carries, there are classic shoes, sport
shoes, casual shoes and Soiree shoes…first step shoes for kids
 Depth: how many variants are offered of each product in the line, there are different styles
for classic shoes high-heeled and short-heeled shoes as well as with rope and without
 Length: there are many variables in our product in terms of models, materials, colors, sizes,
continuous development and innovation, and therefore there are hundreds of products and
cannot be specifically limited.
 Consistency: how closely related the various product lines are in end use, production
requirements, distribution channels, or some other way.
 End user: same end user
 Production requirement: same production line
 Distribution lines: Stores and different channel

6.1.7 Specify packaging opportunities

Packing, sometimes called the 5th P, is all the activities of designing and producing the
container for a product.
We add the following to our product box
 Hand: easy to carry
 Sliding: Easy to open
 Small window: to see the product without opening the box

17 | P a g e
6.2 Price

6.2.1 Select the price objective

Bata now consider a survival as price objective hardly to get cost of production but the new
targeted pricing objective is to have maximum market share as spread is our vision to reach
to customers.

6.2.2 Determine demand

Bata Determining price sensitivity for our targeted customers:
 Our products consider distinctive by fair quality and price for our target segment.
 Due to the previous competitor analysis our target segment has less awareness about
competitors.
 The products fit their needs in quality and prices
Demand is Elastic for our products as every decrease by 1 % in price QD will increase. In
addition, this is the price of products that attract customers to buy
6.2.3 Estimate cost
After analyzing market production, the estimate cost for our products:
1. We consider fixed cost is 40 EGP per unit for each product.
2. Variable cost depends on the quality of material for different product level
Normal shoes=10-60EGP
Middle shoes= 70-150 EGP
Up middle shoes=160-260EGP
Unique shoes=260-460 EGP
3. Total cost for each type:
Normal shoes=50-100EGP
Middle shoes= 110-190 EGP
Up middle shoes=200-300EGP
Unique shoes=300-400 EGP
Each product type contains features of comfortable shoes and all shoes types like sport/
formal/ soiree/ safety) differs in quality depends on price in the same targeted segment.

18 | P a g e
6.2.4 Analyze competitor price mix
Due to the market research for the expected competitors, we find that this the analysis
of their prices:

Due to Souq website:

Competitor Product type Prices EGP
Normal male shoes 140
Remini
Sport shoes 200
Fashion sneakers Normal shoes 145
Rood Walker Normal shoes 200
Oxford Normal shoes 270
Lovers Normal shoes 300
Avia Fashion Sport shoes 499
Queer balarina Balarina shoes 100
Crocs mary ghan crocs 500
Thomas Normal 1553
Converse Converse/sneakers 230
Scippy balarina Balarina shoes 80
Sports Sport shoes 250
Auto fashion Casual /sport 499

6.2.5 Select pricing method

After analyzing competitors and due to our segmented customer and the estimated costs:
 The floor price for our products is 55
 The ceiling price is 550
We will depend value pricing for the first 3 types of our products and markup pricing for
unique products.

6.2.6 Select final price

After putting into consideration, every factors and additional factors like:
 Impact of other marketing activities
 Company pricing policies
 Gain-and-risk sharing pricing
 Impact of price on other parties
We finalize that our products prices will be as follows:
 Normal shoes=55-110EGP
 Middle shoes= 120-200 EGP
 Up middle shoes=250-350EGP
 Unique shoes=350-550 EGP
Bata does not targeting making large profits in the first year, it just wants to
 Gain customer credibility
 Largest market share
 Keep current customers
 Obtain new customers
 Widely spread all over Egypt
 Customer connect her name with comfortability and affordable prices.

19 | P a g e
 6.3 Place
6.3.1 Specify the type of distribution channel(s) (push/ pull)
We adopted an integrated channel of distribution including a pull strategy and a push
strategy.
6.3.1.1 Push strategies
As a shoe manufacturer and retailer, Bata Shoe Company can use push strategies to
increase product distribution, promote its brand, and build strong relationships with
retailers, which can ultimately lead to increased sales and revenue in Egypt, by following
some strategies including…

1. Offering incentives to retailers as0

- provide free merchandise or credit to retailers who order and sell a certain quantity of
shoes.
- provide training to retailers to help them sell the products effectively, which include
training on product features, pricing, merchandising, and sales techniques.
1. Establish partnerships with wholesalers in Egypt to distribute products to different retailers
across the country and offering volume discounts to them.

2. Hire sales representatives to promote Bata’s products to retailers and persuade them to
stock Bata shoes.

3. participate in trade shows and exhibitions in Egypt to showcase products.

6.3.1.2 Pull strategies

As a shoe manufacturer and retailer, Bata Shoe Company can also use pull strategies to create
demand for its products, build a loyal customer base, and increase sales revenue by

1. Running advertising campaigns in Egypt through various media channels such as

television, radio, and digital to create brand awareness and promote its products to
consumers.

2. Leverage social media platforms such as Facebook, Instagram, and Twitter to engage with
consumers, showcase its products, and run targeted advertising campaigns.

3. Collaborate with local influencers in Egypt to promote products to the followers

4. Offering discounts, coupons, and other promotions to incentivize consumers to purchase

its products.

5. Create attractive displays and use in-store merchandising to showcase its products and
attract consumers.

6. Engage with local media outlets and journalists to generate positive publicity and increase
brand awareness.

By following, these strategies will help Bata differentiate itself from its competitors and
establish a strong brand image in the Egyptian market.

20 | P a g e
6.3.2 Analyze consumer needs
According to consumer needs, we know that comfort, quality and equivalent price are a
significant factor for our targeted Egyptian consumers in rural and urban (Cairo and
Alexandria). As they are price-sensitive and look for affordable options when it comes to shoes
so they prefer for the product to be at a suitable price with good quality, and that is especially
the combination that we follow in Bata’s product in accordance with the majority preferences in
Our different marketing mixes for each segment which including:

 Comfortable Sport shoes for who are concerns in practice sport and active people.
 Safari shoes for who are concerns in travel, hard user and off- road activities.
 Classic shoes for who are desire about Classic style to attend wedding or business
meeting.
 Formal shoes for specific occasions seekers.
Affordable
 Normal shoes suit all normal occasions. Comfort Quality
Prices

6.3.3 Establish the channel objectives

In order to determine the Channel objectives for Bata footwear products in Egypt, we
focused on 3 main objectives
1. Spread awareness and Distribution channels
2. Widen Bata’s Geographical coverage and presence in Egypt
3. Ensuring Batra’s products' availability

1) Establish a strong online presence by using (Amazon, Noon, and Jumia

platforms), as those platforms are popular e-commerce websites in
Egypt, and they can help Bata reach a wider audience, and increase its
sales.
o create an online store on these platforms and offer a wide range of
products at competitive prices, with offering discounts and promotions to
For attract customers.
Spreading
awareness o Use chatbots powered by generative AI tools to provide customer support
and and answer queries.
Distribution 2) Expand Bata's shoe presence in Egypt, using social media platforms as
channels of (Facebook, Instagram, Pinterest, LinkedIn, WhatsApp, Telegram,
Bata shoes in YouTube, etc…) by creating accounts on those platforms.
Egypt in o using Facebook, Instagram and Pinterest to post high-quality images
Accordance and videos of products and share customer reviews and testimonials.
with our
Targeted Example: Bata can organize a photo contest as on Facebook and
Geographic Instagram.
segmentation The contest could encourage
we will take customers to post pictures of
the following themselves wearing Bata shoes in
steps. unique and creative ways, with the
hashtag #BataShoesEgypt.
The winner could be rewarded with
a prize such as a free pair of shoes
or a discount on their next purchase
as this would increase brand
awareness and engage current
customers to create brand loyalty.

21 | P a g e
 o Use LinkedIn to connect with potential customers and promote their
products to businesses and professionals.

o Build their channel on Telegram or group in WhatsApp to provide

customer support and answer queries.

o create product demos and tutorials short

videos on YouTube and TikTok
featuring the products and share them
with followers.

o share news and updates with Twitter

about their products and promotions.

o Use social media advertising tools to

target potential customers and increase
their reach.

o partner with popular fashion influencers in Egypt who have a large

following on social media. These influencers can create content that
showcases Bata shoes in a creative and unique way, which can generate
interest and buzz around the brand.

Bata has a presence in Egypt, with multiple stores and agencies located
throughout the country, as it has about 18 branches in Egypt distributed as
followed…
 7 branches in Cairo  2 branches in
 3 branches in Elsharkeya
Alexandria  2 branches in Sohag
 3 branches in Giza  1 branch in Elmenia
 2 branches in  1 branch in
Benisuef Kaliobeya
According to our Targeted geographic segmentation we are focusing on
widening Bata's shoe presence in Egypt by governorates in both urban and rural
In areas, for this target Bata can adopt several strategies…
Accordance
with our *To widen Bata's shoe presence in Egypt’s rural area by using pull
object of strategies…
widen Bata’s
Geographical o Bata can distribute its products in new
coverage and rural areas by partner with local retailers
presence in and distributors to expand its reach in
Egypt. rural areas where it may not be feasible
to open new stores.

o Bata can use targeted advertising by

using mobile vans to reach customers in
rural areas at specific regions and offer
them a convenient shopping experience
with promotions and discounts to attract
them to their stores.

*To widen Bata's shoe presence in Egypt’s Urban area by using push
strategies…

22 | P a g e
 o Bata can open new more stores in specifically Greater Cairo metropolitan
area, which has over 20 million inhabitants, as they are an attractive area of
consumption, and more in Alexandria, as it is known of being the second-
largest city in Egypt after Cairo and is a popular tourist destination.

o Participate in local events and exhibitions to showcase Bata's shoe

collections, which can help to build brand recognition and attract new
customers. Collaborating with other local brands and designers can also help
to establish a strong presence in the Egyptian market.
Example: Bata can organize a shoe exhibition that showcases the history of
footwear in Egypt, including ancient
Egyptian footwear, and how Bata shoes
have evolved over time. This exhibition
could be held in collaboration with the
Bata Shoe Museum, which holds one of
the world's largest collections of shoes
and footwear-related artifacts. The shoe
exhibition could be held in a unique
location such as the Pyramids of Giza or
the Sphinx, which will create a
memorable experience.

o Bata can partner with hypermarkets in

Egypt like (Hyper1, and Almorshidy,
etc…) to open new stores within their
premises. This will help Bata reach a
wider audience and cater the needs of
customers who prefer to shop in
hypermarkets.
Example: Bata can use in-store displays
and promotions to attract customers and
increase its visibility within
hypermarkets and also using and email marketing to reach customers who
have shown an interest in shopping in hypermarkets.

o Implement a robust inventory management

system that tracks the stock levels of its products
in each branch. This will help Bata identify which
products are in high demand and ensure that they
Possible are restocked in a timely manner.
solutions for
achieving the o Conduct regular audits of its branches to ensure
objective of that its products are displayed prominently and
ensuring are easily accessible to customers, as it can also
Batra’s use data analytics to analyse sales data and
products' identify trends in customer demand.
availability.
o Use technology like YB04 vehicle tracker to
track the movement of its products within its
supply chain and ensure that they are delivered
to the right branches.

23 | P a g e
6.3.4 Specify the type of intermediaries (retailer, wholesaler, distributors, and agents)
As a shoe manufacturer and retailer, Bata Shoes Company will use several types of
intermediaries to help distribute and sell its products as we explained in details at the push
and pull strategies and at the channel objectives. Here are the intermediaries that will be used
by Bata Shoes
 Wholesalers: as they will purchase large quantities of Bata’s products and then sell them
to retailers or other businesses.
 Retailers: Bata will partner with retailers in Egypt to sell its products in their stores
especially in rural areas. This can include department stores and shoe stores.
 Online marketplaces: Bata will use online marketplaces like Amazon, and Jumia to sell
its products to customers in Egypt.
 Distributors: Bata will partner with distributors in Egypt who help distribute its products
to various retail outlets.

6.3.5 Specify the number of intermediaries relevant to the marketing strategy

According to the number of intermediaries relevant to the marketing strategy of Bata’s
products we chosen to use 2 types of intermediaries (Intensive distribution and Selective
distribution), each one for a different type of product according to our targeted customers as
we have 4 types of products …
1. Normal shoes
2. Middle shoes Intensive distribution
3. Up middle shoes
Selective distribution
4. Unique shoes
Intensive distribution: Bata will intensive distribution, which involves partnering with as
many intermediaries as possible to distribute its normal shoes and middle shoes products in
rural and urban areas. Which will allow Bata to reach a wide range of customers in different
geographic areas and market segments, thus the number of intermediaries would be high
Selective distribution: Bata will use selective distribution, which involves partnering with
a limited number of intermediaries who meet certain criteria as from 3 - 4 level of experiences
in sailing up middle shoes and unique shoes products for the targeted consumers in urban
areas. This strategy would allow Bata to have some control over its distribution channels as
the number of intermediaries would be moderate. While also reaching a wider customer base.

24 | P a g e
6.3.6 Plot the hybrid grid

communicati

communicati
Disseminate

Place orders
Reach price
information

inventories

movement
agreement

ownership
storage &
Facilitate

Facilitate
funds for

payment

Oversee
Acquire

Assume

product
Better

terms
risks
on
on
Internet
National
account
managem
ent
Direct
sales
Telemar

Customer
Vendor

keting
Direct
mail
Retail
stores
Distribu
tors
Dealers
and
value-
added
resellers
6.4 Promotion
6.4.1 Verify the target audience
Demographic segmentation:
Age and life cycle: Bata produce their products to fit all ages from children to old people at
every life cycle and life stage.
Gender: our products fits both different gender with different styles fits their taste.

Income and social class: ((D) represents middle class consumers with moderate incomes
while segment (E) includes lower middle- and low-income) that is our main target customers
and few of our selected and high quality products VIP or unique ones for few from middle
and high income.

Geographic segmentation:
o We target governorates both urban and rural.
o Also, most of popular regions in greatest Cairo and Alexandria.
o Few stores in partitions in some high class regions to present our unique and special
products.
Psychographic segmentation:
We mainly target achievers and survivors who prefer practical shoes with both affordable
prices and suitable quality.

25 | P a g e
Few people of thinkers whom prefer unique products.

Behavioral segmentation:
Heavy consumers in all occasions and interesting in change all over the year with every
loyalty who interested in the comfortable and practical shoes who have positive impression
and trust our products one day.

6.4.2 Determine the communication objectives

 To increase brand awareness among our target audience for Segmentation D & E.
 To highlight the unique features and benefits of our products. (Comfortable & affordable)
 To drive sales and increase revenue for Segmentation

6.4.3 Design communications

 Message strategy: appeal to product - Quality & Economy ( Comfortable & Affordable)
 Creative strategy: Information appeals , problem solution
 Message source: Celebrities (Mohamed Salah)

6.4.4 Set the promotion mix to use

Our promotion mix ( personal & nonpersonal) for our Segmentation will include a
combination of the below -mentioned marketing channels, including:
 Advertising (Billboards & Posters)
 Sales promotion (Buy 1 get 50% on the second one) – Premium (set which is contained
of Shoes, Socks & Polish)
 Public relation (Company magazine)
 Direct marketing (Website)
 Digital marketing (SEO, Websites, social media)
 Word of Mouth (influencer & Celebrities) (Mohamed Salah)

6.4.5 Establish the communication budget

The Objective and task
 Sales promotion 25%
 Advertising 20%
 Word of Mouth 20%
 Digital marketing 20%
 Direct marketing 10%
 Public relation 5%

26 | P a g e
 Budget

Sales promotion 2 Advertising Word of Mouth

Digital marketing Direct marketing Public relation

Summary
Bata company is a big name in the shoe industry in the Egyptian market who targets the
majority of the population from the below medium and low income people.
Bata popular with its familiar prices suits the quality it presents which fits the targeted
customers in our segmentation circle. Bata offers its different product with the different
materials which suits all needs with all types(sports , formal, classic and casual shoes ) for
both genders from children to old people. Bata plans to widely spread their distributions
channels all over Egypt Either online or physical stores in the targeted geographic
segment in the governorates Even urban or Rural regions and the popular places in the
greatest Cairo and Alexandria. Bata will promote their products heavily with all possible
means and mainly will depend on the word of mouth from popular people like Mohamed
Salah.
Finally, Bata marketing plan targets to make bata one of the biggest brand people desire
to own for its brand mantra comfortability with suitable quality and prices at every step
they take.

7) References

1. The History of Shoemaking | SoleScience

2. Egypt – Bata's World — World of Bata (tomasbata.org)
3. History & Marketing Strategies of Bata Brand - brandyuva.in
4. SWOT Analysis of BATA - Bata company SWOT analysis (marketing91.com)
5. ‫( جميع مصانع االحذية و مستلزمات االحذية في مصر‬yakotonline.com)
6. ‫ التطوير يعيد باتا للمنافسة في السوق المصري‬.. ‫ عاما‬94 ‫( تأسست منذ‬elbalad.news)
7. ‫ أسعار اليوم‬- 2023 ‫( أسعار الجزم في مصر‬prices-today.net)
8. https://www.bataindustrials.com/mission-vision/
9. https://www.studocu.com/pt/document/universidade-de-coimbra/marketing/bata-mission-
and-vision/20193228

27 | P a g e
10. http://erepository.uonbi.ac.ke/bitstream/handle/11295/107780/Ishmael_Generic%20Strate
gies%20And%20Competitive%20Advantage%20Of%20Bata%20Shoe%20Company.pdf
?sequence=1
11. https://digiaide.com/swot-analysis-of-bata/
12. https://businessinspection.com.bd/history-of-bata-shoe-company-bangladesh-limited/
13. https://startuptalky.com/bata-success-story/
14. https://businessinspection.com.bd/history-of-bata-shoe-company-bangladesh-limited/
15. https://startuptalky.com/bata-success-story/
16. https://startuptalky.com/bata-success-story/
17. https://www.marketing91.com/swot-analysis-bata/
18. https://www.bata-eg.com/
19. https://www.mbaskool.com/marketing-mix/products/17404-bata.html
20. https://www.studocu.com/row/document/daffodil-international-university/mis/strategic-
analysis-of-bata-shoe-banglade/10961317
21. https://studybay.com/blog/bata-company-analysis/
22. https://www.studocu.com/row/document/daffodil-international-university/mis/strategic-
analysis-of-bata-shoe-banglade/10961317
23. https://www.indeed.com/career-advice/career-development/marketing-objectives
24. https://www.cyberclick.net/numericalblogen/marketing-objectives-definition-10-
examples#e
25. https://userpilot.com/blog/needs-based-
segmentation/#:~:text=Needs%2Dbased%20segmentation%20involves%20segmenting,ta
ilored%20messages%20for%20customer%20segments
26. https://cxl.com/blog/product-marketing-strategy/
27. https://www.indeed.com/career-advice/career-development/psychographics-examples
28. https://www.hotjar.com/blog/psychographics-in-marketing/
29. https://hbr.org/2021/07/how-to-design-an-ai-marketing-strategy
30. https://sanketbhujbal.com/social-media-marketing-strategy/
31. https://www.indeed.com/career-advice/career-development/creative-marketing-ideas
32. https://www.forbes.com/sites/forbescommunicationscouncil/2021/07/13/eight-tips-for-
creating-a-more-effective-advertising-strategy/?sh=4e2bf2005d07
33. https://asana.com/resources/creative-strategy
34. https://nilescribes.org/2018/06/02/egyptian-footwear-bata-shoe-museum/
35. https://yellowpages.com.eg/en/profile/bata-_-the-egyptian-co.-for-
shoes/133714?position=1&key=BATA&mod=brand&categoryId=8220#branches
36. https://www.oracle.com/corporate/pressrelease/nrf2019-bata-retail-010819.html
37. https://www.hzbooksir.com/gps-tracker/super-mini-gps-tracker/

8) Project team and tasks distribution

Industry & company background

Presenter: Ahmed
Ser. Point Executor Remark
1 Spot light on the industry & its marketing trends Hagar
Description of the chosen company: local,
2 Hadeer
multinational, type, nature, size
3 Company history Nesreen
4 Mission Statement Walid

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 5 Products/Services offered (Annex) Ahmed
The product description
Presenter: Ahmed
Ser. Point Executor Remark
1 Description of the product Hadeer & Hagar
2 Why do you think this product could be a success Walid
Presenter: Hadeer
Ser. Point Executor Remark
1 Product strengths Nesreen/Waleed
2 Product weaknesses Hadeer
3 Opportunities Ahmed
4 Threats Hadeer
Marketing Objective
Presenter: Hadeer
Ser. Point Executor Remark
1 All Points Hagar
Segmentation
Presenter: Hagar
Ser. Point Executor Remark
Demographic segmentation: Age, gender, family, &
1 Hagar
income…etc
Geographic Segmentation: segmenting customers
2 Hagar
based on geographic area (city, country, etc.)
Psychographic Segmentation: segmenting customers
3 Hagar
based on lifestyle and personality
Behavioral Segmentation: segmenting customers
4 Hagar
based on their attitudes, uses and product use…etc

Targeting
Presenter: Waleed
Ser. Point Executor Remark
1 Needs-based segmentation Ahmed
Segment identification (Primary target segment &
2 Ahmed
Secondary target segment)
The main targeting strategy; the four main targeting
3 Waleed
strategies
Positioning
Presenter: Nesreen

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Ser. Point Executor Remark
Determine the frame of reference and identify the
1 Nesreen
relevant competition.
Describe the products’ competitive advantage and
2 how you differentiate yourself from your competitors; Nesreen
Identify the PODs & the POPs
3 Create a Brand Mantra Hadeer
4 Craft the brand positioning statement Nesreen
Product
Presenter: Ahmed & Waleed
Ser. Point Executor Remark
1 Identify the 5 Product levels Ahmed
2 Identify the product classification (2 types) Ahmed
3 Identify the key product differentiators Ahmed
4 Identify the service differentiators Ahmed
5 Specify the product system Waleed
6 Specify the product mix Waleed
7 Specify packaging opportunities Waleed
Price
Presenter: Hagar
Ser. Point Executor Remark
1 Select the price objective Hagar
2 Determine demand Hagar
3 Estimate costs Hagar
4 Analyze competitor price mix Hagar
5 Select pricing method Hagar
6 Select final price Hagar
Place
Presenter: Hadeer
Ser. Point Executor Remark
Specify the type of distribution channel(s) (push/
1 Hadeer
pull)
2 Analyze consumer needs Hadeer
3 Establish the channel objectives Hadeer
Specify the type of intermediaries (retailer,
4 Hadeer
wholesaler, distributors, agents)

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 Specify the number of intermediaries relevant to the
5 marketing strategy (e.g. exclusive distribution, Hadeer
penetrate the whole market, selective distribution)
6 Plot the hybrid grid Hadeer
Promotion
Presenter: Nesreen
Ser. Point Executor Remark
1 Verify the target audience Nesreen
2 Determine the communication objectives Nesreen
3 Design communications Nesreen
4 Set the promotion mix to use Nesreen
5 Establish the communication budget Nesreen

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