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Group Profile
Group 11 Section B, BBA 19th batch Syeda Rizwana Zafri 61 Muhammad Saeedul Alam 81 Kazi Hirok Al-Arafat 92 Moshfeq Ur Rahman 108 Naseef Us-Sakib 110
27 December 2011 Syed Munir Khasru Professor Institute of Business Administration University of Dhaka Subject: Letter of Transmittal Dear Sir, We are pleased to present our report on Bata Shoe Bangladesh: A Business Review after a long and rigorous team work. We have tried to integrate the knowledge that you have imparted upon us regarding business communication into various topics in the report. We have explored different aspects of the footwear market and Batas market overview and related them with the topics. We hope that you would be kind enough to look into our report .We will be glad to answer any of your queries regarding the study and report. Sincerely Yours Group 11, Section B BBA 19th batch, IBA, DU
Moshfeq Ur Rahman
Naseef Us-Sakib
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Acknowledgement
Thanks to Allah. Writing this report has been a great experience to us. It has added a lot to our practical knowledge while we were working on this report. In writing this report, we benefited from the inputs of many talented and dedicated people. First of all, we owe profound gratitude to our course teacher Mr. Syed Munir Khasru for his guidelines on how to accomplish the various aspects of this report which actually proved substantial. Then, we sincerely thank Mr. Iraz H. Siddiqui, the Merchandising Manager of Bata for giving us so much time and helping us in writing the report with information. And, last but definitely not the least; it was our group effort that made the report writing possible. Whatever we have learned while making this report; has made indelible impression on our minds. It is our conviction that this learning experience will always be a source of help in our educational life. Thanks to all.
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Executive Summary
The report on Bata Shoe Bangladesh: A Business Review explores the footwear market and the overall market situation of Bata along with various aspects of its market strategies. The Bata Shoe Organization was founded in 1894 by Czech businessman Tomas Bata in the city of Zlin, of then Czechoslovakia. It is now the worlds largest manufacturer and marketer of footwear operating across the globe. In Bangladesh, Bata started its operation in 1962. It is one of the largest taxpaying corporate bodies of Bangladesh at present contributing around 1.2 billion approximately. Currently Bata Shoe Company (Bangladesh) Limited operates two manufacturing facilities one in Tongi and the other in Dhamrai. With a production capacity of 110,000 pairs of shoes daily, Batas Annual shoe sales currently stands at slightly more than 30 million pairs with a turnover of Tk 5 billion (approx) per year. From the very beginning Bata has focused on Quality of its products and services which has led to customer satisfaction. Bata uses multiple segmentation bases and targets a wide range of customers with their broad product line. They use good-value pricing strategy and make sure they have something to offer for every member in the family. Bata has always been at the top in the footwear market possessing 30-35 % market share in the overall footwear market and 60-65 % market shares in the branded footwear market of Bangladesh. By introducing internationally renowned brands such as Bata Comfit, Marie Claire, Hush Puppies, Scholl, Nike, Bubblegummers, Weinbrenner etc, Bata has caused momentous change in branded shoe marketing in Bangladesh. Its brand image and product quality have given it a competitive advantage over all other footwear manufacturers in the market. Bata implements quite an effective marketing strategy for advertisements and promotion of its products using major mediums. Still, the amount of media exposure for advertisements and promotional activities is insufficient in comparison to its business span. Moreover, Bata has not exploited the new mediums of advertisements like internet. Bata has been changing its business policy to meet the changing needs of time, for instance, the segmentation of retail outlets according to consumer profiles and the introduction of novel concepts such as Bata City Stores. Supporting nationwide sports sponsorships, helping disabled persons, addressing environmental concerns, scholarship programs, charity contributions etc have been part of Corporate Social Responsibility of Bata. These activities have been profitable for Bata and further participation is thought to have a good effect on sales growth. Increase in variety and designs of products, extensive campaigning can do better for Bata as research reveals. Bata has been quite successful in implementing its marketing strategies. Its brand image along with
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uncompromising quality and reasonable pricing have put Bata shoes in a key position to appeal to different segments of consumer.
Table of Contents
1. Introduction 1.1 Origin of Report 1.2 Goal 1.3 Objectives 1.4 Scope 1.5 Methodology 1.6 Limitations 2. Footwear Market Background 2.1 Overview of Footwear Market in Bangladesh 2.2 Competitive Review of Footwear Market 3. Bata Product Background 3.1 Origin of Bata 3.2 Position of Bata in Footwear Market 3.2.1 Market Mapping 3.2.2 Batas Sales and Growth 3.3 SWOT analysis 4. Bata- Marketing Strategy 4.1 Product Positioning and Differentiation 4.2 Segmentation, Target Market and Product Line 4.3 Pricing Strategy 4.4 Distribution Strategy 4.4.1 Retailer Stores and their placing 5. Bata- Promotion Mix 5.1 Advertising and Promotional Activities 5.2 Advertising and Promotional Strategies 5.3 Corporate Social Responsibility
01 01 01 01 01 01 02
02 02
03 04 05 05 07
08 08 12 12 13
14 15 15
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16
6. Effectiveness of Batas Marketing Strategy 6.1 Effectiveness of Batas strategy 6.2 Effectiveness of Advertising and Promotional Activities 7. Prospect of Bata 8. Conclusion 9. Appendix
16 18 19 21 22
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1. Introduction
1.1 Origin of Report:
This report on Bata Shoe Bangladesh has been assigned to us by our C 501 Business Communication course instructor Professor Syed Munir Khasru of the Institute of Business Administration, University of Dhaka. In this report, we have tried to integrate our theoretical knowledge gained from the class lectures and textbooks into the various aspects of market strategies of the footwear market and Batas overall marketing strategies. The applications of different theoretical concepts in this report have enriched our knowledge and triggered our interest for the topic.
1.2 Goal:
To analyze the overall market situation and marketing strategies of Bata.
1.3 Objectives:
Analyze the market situation and market strategies of Bata Synchronization and analysis of data and information on the basis of theoretical knowledge Evaluate and Remark
1.4 Scope:
Bata has been a successful brand name in footwear market of Bangladesh for years. We thought that by analyzing its market position and marketing strategies we will be able to reach some conclusion and remark on its strategies.
1.5 Methodology:
We have conducted both primary and secondary research for collecting the data and information used in this report. Primary Data Source: primary data used in the report have been collected through direct interviews and discussions with officials of Bata Shoe Bangladesh and field visits. A survey has also been conducted for consumer reviews of the products and services. Secondary Data Source: secondary data for the report have been collected from websites, annual reports of Bata, websites and reports of other footwear manufacturers and books of business communication and marketing.
1.6 Limitations:
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In spite of having some limitations, we have tried our level best to live up to your expectations in formulating this report. The main limitation was the time constraint. There were a lot of things that could have been done, but remained undone due to unavailability of enough time. Unavailability of information due to its confidential nature is one of the limitations. As information like raw-material price, wholesale price are confidential, the concerned authority did not want to reveal them. We have been made a formal group for working on the report. Due to difference in opinions and perspective, we had some conflicts. But, afterwards, we went for cohesion and worked together for formulating the report.
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leather sector of Bangladesh and is also involved in the local footwear retail business with the second largest shoe retail network in the country. AAFL currently employs 8000 persons. Jennys Shoes Jennys Shoes is not very mature and does not hold a notable part of the market share. The company lacks in product variety and class. Bay Emporium Bay is relatively a new name in the footwear industry of Bangladesh. With outlets in some of the premium locations of Dhaka and other major cities, Bay Emporium has the potential to become one of the big competitors in the market. Bay Footwear Ltd has a production quantity of 5000 pairs from the companys 2 production facilities. Turnover is USD $10 million. Fortuna Shoes Ltd Fortuna is a new state of the art footwear manufacturing plant with a capacity to produce 2500 pairs of shoes per day. The 40,000-sqft factory is located in Fortuna Park, Kunia, Gazipur Bangladesh. The company also produces leather bags, sandals, and other accessories. Fortuna is opening in retail outlets to sell shoes, leather bags and accessories under its own brand Fortuna. The company is open to joint ventures and strategic partnerships. Illegal imports/Non brand/street sellers market This segment of the market captures most of the market share. Unbelievable it may be, but this segment holds a whopping 50%+ market share (Based on the interview with Batas merchandise mgr.). This is possible because shoes provided by this kind of suppliers are way too cheap. It is true that these are not as comfortable or not as durable as the brand shoes are, but when a mans income is low, necessity comes first, comfort last.
Tongi and the other in Dhamrai with a production capacity of 110,000 pairs of shoes daily. The company also has a modern tannery facility with an output of 5 million square feet of leather annually. Annual shoe sales currently stand at slightly more than 30 million pairs with a turnover for the year 2009 of Tk 5 billion. Bata is playing a pivotal role in developing the leather industry of the country. Bata has introduced internationally renowned brands like Bata Comfit, Marie Claire, Hush Puppies, Scholl, Nike, Bubblegummers, Sandak, Weinbrenneretc in Bangladesh and added a new dimension in branded shoe market of the country. At present, Bata operates 242 retail outlets and 13 Wholesale depots all over Bangladesh.
3.2.1 Mapping
Market
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Here in the current market scenario, Bata is accompanied by a few other branded entities to occupy the total footwear market of Bangladesh alongside the local unbranded market. It can be illustrated as follows: The illustration is of a market mapping done on the footwear industry of Bangladesh. The basic criteria taken for the map were PRICE and QUALITY. On the basis of secondary research and assistance from Figure 1 : Market random interviews, it was figured out that much of the Mapping market is still taken by the local brands that provide low priced moderate and low quality footwear for the mass section of the population. They are able to do so due to our income structure of the population. However, among the rest, Bata holds a strong position in the market taking up the segment with good quality and moderate price. This has been possible due its marketing policy.
Of the following years it made the certain margins which are shown as below: 2005 Gross Profit Margin 37 % 2006 40 % 2007 33 % 2008 34 %
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11 % 7%
11 % 7%
13 % 8%
14 % 10 %
Strengths
Weaknesses
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n t e r n a l
Brand Image Quality of Products and Services Good-value Pricing Conveniently Accessible Outlets Targeting consumers of all income segments Footwear for every member of the family Training employees for better service Strong Distribution Channel
Lack of design variety Unavailability Failed to of exploit some new shoes in all the stores mediums of advertisements like online marketing.
E x t e r n a l
Opportunities
New mediums of advertisements Introduction of innovative products with advance of new technology E-commerce Introduction of more internationally renowned brands utilizing its brand image
Threats
Rapid market expansion programs by organized competitors like Apex, Fortuna Footwear Changing consumer preferences Political Instability affecting supply of raw materials and distribution of finished products Lack of implementation of laws has caused growth of illegal shoe
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market in some areas which are occupying a significant percent of share in the market.
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The Market Segments Geographic Segmentation Both urban and rural areas of Bangladesh, but main expansion in urban areas
Demographic/ Socio- All ages : 1-8 years, 5-15 years, 15-35 years, 5-65 years economic Segemntation Both male and female Low middle income to high income range, middle income range and high income range Psychographic Segmentation Behavioral Segmentation Lower middle class to upper class, middle class to upper class, upper class Regular occasion, special occasion
Bata uses differentiated segmentation strategy and has more or less uniform concentration for all the segments, although some segments like urban expansion are prioritized. Bata has a broad product line which caters to the needs of people of all age and different income level. Bata launches new products on special occasions along with time-to-time product line expansion. Bata targets consumers of all ages who want fashionable footwear that meets their demand for quality and value. Mainly low medium class to medium high class families who fall under the urban influence is their customer base. They have specified footwear segments for different consumers of different income groups and age. The product line for different consumer groups is given.
Kids Footwear
Category Infants Casual and School shoes Brands Bubble Gummers B. First Age 1-8 years 4-16 years Status Medium to High Low to High Lifestyle Urban fashion conscious Urban, sub urban and rural school-going youngsters Urban and rural fashionable For basic and fashionable footwear
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Mens Footwear
Category Formal Brands Weinbrenner Hush Puppies Bata Men Outdoor and Casual Scholl Bata Men Hush Puppies Weinbrenner Sandals Bata Comfit Age group 19-30 years 15-30 years 15-30 years 19-35 years 15-30 years 17-35 years 19-30 years 10-35 years Income Medium to high Higher medium to high Lower Medium to High Higher Medium to High Lower Medium to High Higher Medium to High Medium to High Medium to Lifestyle City lifestyle Urban fashionable Urban lifestyle Urban lifestyle with outdoor influence Urban lifestyle Urban fashion-conscious City trendy lifestyle Urban and rural fashionable
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and Slippers
medium high
(Males of all ages who require fashionable sandals and slippers for domestic and social use) Consumers who require basic footwear for everyday use More affluent group seeking stylish footwear to fit new fashion trends Rural and city fashionable
Sandak
5-65 years
Low to medium
Medium to High
PataPata
5-65 years
Athletic
Power
15-35 years
Medium to High
Active athletic minded consumers who value performance, comfort and style at affordable price Urban fashionable with athletic interests Urban fashionable with athletic interests
Womens Footwear
Category Casual and Comfort Brands Bata Comfit Age 10-35 years Income group Medium to medium high Lifestyle Urban and rural fashionable (Females of all ages who require fashionable footwears for domestic and social use) Urban fashionconscious Lifestyle urban
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footwears Bata Women Sandals and Thongs Sandak 15-50 years 5-65 years lower Low to medium
Consumers who require basic footwear for everyday use More affluent group seeking stylish footwear to fit new fashion trends Rural and city fashionable
Medium to High
Pata Pata
5-65 years
Urban and rural fashionable Active athletic minded consumers who value performance, comfort and style at affordable price Urban fashionable with athletic interests
North Star
10-30 years
Medium
Besides shoes, Bata also has belts, shoe laces, shoe polish.socks and ladies hand bags in their stores.
Bata Bangladesh uses this type of pricing policy in the form of keeping the price lower by tk. 10 to tk. 30 on every nearest tk 100 or tk.1000. For example you will see price tags with prices like tk. 1990, 1390, 790, 570 and etc. Bata also uses promotional pricing strategy in their clearance outlets and during the end of their season for discount and sale. At present, a sale is running in Bata stores which offer upto 60% discount in all shoes.
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of the inverted pyramid sits the Flagship tier. These stores are placed in premium locations and usually have a large floor area. The flagship stores do not only provide products; they provide what BATA defines as an Experience. Flagship stores showcase a huge variety of products for a market segment which is Figure 3 : Placing of Retail highly educated & well informed. Outlets Flagship stores like the one in Bashundhara city shopping mall or the BATA store in Dhanmondi are BATAs pride and joy; just like what a city is to an empire. 2. Family (Fort): Family stores are the biggest of BATA stores. They can occupy around 3000 square feet of floor space. Family stores are placed in densely populated or busy areas. These stores also provide different varieties of BATA products. As these stores are places in business centers like Elephant road, Motijheel or Gulshan, they attract a lot of people. 3. Street (Protector): The street shops are like numerous soldiers of an empire. BATA stores in suburban and even village levels fall under this category. These stores normally do not showcase premium brands like Marie Claire or Nike. They focus on providing the customer with Value for money. As urbanization is a continuous process, as a suburban area evolves into a City, a street store in that area also has a possibility of becoming a Family store and move up to the second tier. 4. Clearance outlets: Clearance outlets are normally placed in densely populated and heavy commute areas like Motijheel or Farmgate. These stores can be placed alongside a Family store or a street shop.
28.11.2011 | Big Sale (Upto 60%) To attract additional customers to their outlets and to clear the aged merchandise, Bata Bangladesh organized 'Big Sale (Upto 60%)' promotion in all retail outlets & selected DSP stores highlighting the price decrease articles for all the customers. The promotion started from 1st of December, 2011. 18.10.2011 | Bata Fashion Show at Bashundhara Mall An exclusive footwear fashion show was organized on 18.10.2011 by Bata Bangladesh in front of the store at Bashundhara Mall Shopping Complex, Dhaka to highlight the new arrivals of different brands & to create hype among the target segments. 9.10.2011 | Bata organized Puja promotion - 2011 Bata Shoe Company (Bangladesh) Ltd. organizes Puja promotion in selected outlets every year. This year Bata Bangladesh participated in this grand festival for Hindu community in our country sponsoring Puja Mandap (Place) at Uttara& preparation of Gate on Dhaka - Mymensingh Main road incorporating Bata logo. 4.8.2011 | Bata unveiled 400 new designs for Eid A Meet the Press on new collection of Eid-ul-Fitr 2011 was organized by Bata Bangladesh in Hotel Ruposhi Bangla, Dhaka. Bata Bangladesh unveiled more than 400 new designs of shoes for the target customer groups in this event. Eid-ul-Fitr is the largest festival of Bangladesh. During Eid time every one prefers wearing new pair of shoes with their new clothing. So,Bata always dedicates its effort in the development of new shoes according to tastes of men, women, and children throughout the country especially during the time of Eid. 23.06.2011 | Meet the Press" on Launching of "Light & Easy" collection Bata Shoe Company (Bangladesh) Ltd. organized "Meet the Press" to introduce "Light & Easy" collection in front of several invited guests and media personnel at Hotel Sheraton, Dhaka.
19.06.2011 | International Fathers Day Bata dedicated its advertisement to International Fathers Day this year in this picture they published nationwide. 02.05.2011 | Bata Bangladesh organized "Spring Summer (New Arrival)" promotion - 2011 To grab the increasing demand of the target customer groups and to attract additional customers in the outlets, Bata Bangladesh organized 'Spring Summer (New Arrival)' promotion in all retail outlets and selected DSP stores highlighting the new collection for all the customers. 18.04.2011 | Bata Bangladesh organized Bengali New Year "Boishakhi" promotion - 2011 Bengali New Year starts from 14 April. On this grand occasion, Bata Bangladesh organizes 'Bengali New Year (Boishakhi)' promotion in all retail outlets & DSP stores highlighting the new 'Boishakhi' collections for all the customer segments.
Bata follows Organization marketing strategy for their promotional activities. They usually undertake the following activities: Preparing banner, X-banner, dangler & show card (as per category) to create a big impact in their outlets. Going for Press Ads, Radio Commercials, Television commercials and E-flyer for mass communication. Sponsorship:Bata was the Official Clothing Sponsor of Bangladesh National Cricket Team during the World Cup Cricket 2011. They are the Official Sponsors from January 2009 to December 2011.
Technical preparation Team work Constant drive for the results Organizational and managerial capacity Bata provides scopes for personal development in their employees by : Running local courses for training and improving skills Organizing several national and international courses at all levels on a regular basis for teaching new technologies and systems Encouraging life-long learning Bata strives to attain customer satisfaction by giving them good professional sales assistance.
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A survey made on people of different age, income reveals that 66 % people are happy with the service of Bata, 25 % gave responded negatively and 9 % had other things to say. So, Bata has more or less been successful in catering to the needs of its consumer groups. In the survey, some people mentioned that Bata should increase their design and variety for shoes. So, Batas product line and designs have been disappointing for some people. Remarks For development and expansion, Bata needs to capture the remaining 25 % people who had negative response for Batas service before they opt for some other footwear manufacturer. Since Bata has multiple segmentation bases, with increasing competition they should focus more on the main factors of their products Quality, Price, Design and Variety. As some people have complained, Bata should increase their design and variety of the products and make sure the availability of the demanded products according to customer segments in their stores.
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Among that 41%, half of them saw the advertisements in billboards and banners outside their outlets. Newspaper advertisement contributed to 21% and word of mouth informed 21%. The rest are from radio, flyers or other sources. Now, the effectiveness of promotional activity can be judged from two points of view. One ischange in sales due to promotional activities and the other is the change of consumer behaviour due to promotional activities. Change of sales: Bata is constantly maintaining around 12% sales growth every year. Discounts and sales have a positive effect on their sales, and this is largely contributed by the promotional activities undertaken by them. Figure 4 : Sales condition in A graph is given which reflects the change of sales during Eid. Change of consumer behaviour: From the survey provided by us online, it was found that 60% of the people are inclined to respond to sales positively. They would intend to buy shoes when there is a sale going on in Bata. Remarks Bata is not spending enough to capture the total market. If they to try inform the rest 59% of the people about their present sale, they should undertake some more different strategies: Internet has become a very important source of advertisement at the present and a huge part of the consumer group of Bata have access to and are quite regular users of internet. So, Bata should arrange for advertising and promoting their products and services in the internet in their own websites and sites like facebook, twitter. Teenagers at present are less inclined to newspaper and billboard advertisements. So, Bata can do campaign programmes for the teenagers to attract them. Recently, they have organized a Bata Fashion Show. If this event generates attractiveness, Bata can undertake such events more often. For maintaining its consumer base and making loyal consumers, Bata can offer voucher or some kind of incentives to regular customers.
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Bata can run surveys or interviews on random people and its consumers time to time, so that they can change strategies with the changing demands o people and get to know about their complains. Since Bata is primarily dedicated to expansion of market size, their promotional activities are comparatively low in amount. But with the present market share of Chinese shoes or Black market shoes, Bata needs extensive amount of campaigning if they undertake plans to capture the rest of the market.
7. Prospect of Bata
The socio-economic condition of Bangladesh has changed vastly. Buying power of the average Bangladeshi has increased, and the middle-class has expanded with an increased percentage of the population falling under it. This class yields reasonable buying power, and is fashion and price conscious at the same time. And this class is forecasted to grow strongly as the country develops. Bata excels at providing reasonably priced quality footwear, exactly what this class of buyers need. Hence, Bata has good scopes ahead. The 20,000sq ft Bashundhara shopping mall outlet is a great initiative towards capturing the larger portion of the higher and middle class people of Bangladesh. Through it, they are not just selling shoes, but providing the customers with an 'experience' in buying shoes, which they'll get nowhere else. And, their USD 1.2M a month sales revenue from that particular megastore proves its worth. Interview with the Merchandising Manager of Bata reveals that Bata plans to increase penetration by setting up more retail outlets across the country, by taking up shopping mall venues in the cities, and placing wholesale and discount sale depots in semi-urban areas alongside retail shops. This is feasible as Bata already operates a strong distribution channel, and on top of that, Batas long operating experience in Bangladesh gives it an edge in terms of geographical knowledge. So, launching some more mega stores like the one in Bashundhara mall can certainly have a very positive effect on Batas expansion and sales growth. Discussion with the officials of Bata tells us that Bata claims it's 'real estate department' to be the best in the market. They have been constantly coming up with excellent locations for new stores in the less developed but densely-populated parts of the country. This is their one strategy to capture and expand the market more effectively. As mentioned earlier, launching new retail outlets with proper planning is to reflect on their sales positively most possibly. Bata is planning to bring Adidas' under their franchise .They already are the distributors of Nike. To add to that, they are planning to revive one of their athletics SBU called 'Spark'. So, it is comprehended that they will have very good chance to compete and excel in the sports shoes sector. But, Batas promotional and advertisements strategy still need a lot more attention from its concerned authority. Moreover, some local brands are emerging with their own line of sports shoes. Bata needs
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to utilize its brand image and position its products properly for giving a good competition to the emerging competitors. In a cricket crazy nation, being an official sponsor of the national team gave Bata much advertisements and promotion. They were also economically benefitted as indicated by their turn over. They can continue and be a part of such large-scale promotions and sponsorships for strengthening their brand image and advertisement policies. Competitors like Apex, Fortuna, Bay, Jennys footwear are continuously striving for development. Bata has still maintained its position quite successfully due to its brand image, age-long experience and quality. But, in the near future if Bata does not hold on to it quality, fail to expand and implement its plans, and overcome the disappointments of its consumers, Bata might be in trouble. Moreover, the growing number of local illegal street markets of shoes is already posing a threat occupying a good number of shares of the market taking advantage of the basic income of the maximum people of the country. Bata needs to develop all of its aspects with the changing needs of time for a prosperous future. With proper implementation of plans, development of products, new marketing strategies and better advertisement and promotional plans, Bata is expected to maintain and make its position even more firm in the footwear market.
8. Conclusion
At present, Bata rests in a firm position in the footwear market occupying almost 35 % share in the footwear market of Bangladesh and is planning for market expansion. Batas age-long experience and brand image have given it a competitive advantage over all other brands. People prefer and know Bata as a Quality Footwear Manufacturer that provide shoes at a reasonable price. Although Bata has been quite successful with its marketing strategies, it is time for them to get more involved with advertisement and promotional activities and focus more on their products and services as competitors are emerging in the footwear market. Bata sponsors national sports events, organizes charity programs, seminars etc for Corporate Social Responsibility and involvement in such events has proved to be profitable and are encouraged. With advanced planning and proper implementation of the plans, Bata is expected to maintain its position in the footwear market, giving a good competition to all other footwear manufacturers of the country.
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9. Appendix
TOTAL SAMPLE SIZE 155 Q.1. What is your gender? Ans: Male Female Q.2. What is your age group? Ans: Age (10-17) Age (18-25) Age (26-35)
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Age (35+) Q.3. What is your monthly income? Ans: 3000-9000 9000-15000 (Income range) (Income range)
Q.4. When buying shoes, what is your order of preference?* Ans : Brand Price Comfort and Quality Design and Variety Q.8. Which BATA retail outlet do you visit the most?* Ans: Bashundhara City Elephant Road Dhanmondi Others
Q.9. Do you know about the 60% sale BATA is providing at present? Ans: Yes No Q.10. If yes, then from where did you get to know about the sale?* Ans: Newspaper Billboard Word of mouth Others Q.11. Does discount affect you on purchase of shoes? Ans: Yes No
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Q.12. Why would you prefer BATA?* Ans: Brand Quality and Comfort Price Design and Variety Q.13. Are you happy with the service of BATA? Ans: Yes No Other (Includes specific answers)
*percentages may not add up to 100% or may be the more than 100%, due to the option of selecting more than one checkbox.
Survey Results
In buying shoes, order of preference of buyers :
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Bata giving shoes to Shishu Polli school students Official Clothing Sponsor of Bangladesh Cricket Team
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References
1. http://www.batabd.com/ 2. https://www.facebook.com/pages/Bata-Shoe-Company-BangladeshLtd/192517564101600 3. http://www.scribd.com/ 4. http://www.oppapers.com/ 5. http://www.bata.com/ 6. http://tutor2u.net/marketing/default.html 7. http://en.wikipedia.org/wiki/Bata_Shoes 8. Principles of Marketing Philip Kotler and Gary Armstrong 9. Business Communication William C. Himstreet and Wayne Murlin Baty
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