SUMMER INTERNSHIP PROJECT

ON

INCREASING SALES

OF LADIES HANDBAGS

ALLOTTED STORE – BATA, CONNAUGHT PLACE(20th June 2011-20th August 2011)

GUIDED BY:Mr. Anil Malhotra (District Manager, Bata, DELHI)

MBA-RETAIL

SUBMITTED BY:

ALAN MILLERRoll Number – 105273038Future Innoversity, DELHI

ACKNOWLEDGEMENT

Concentration, dedication, hard work and application are essential but not the only factor to achieve the desired goal. Those must be supplemented by the guidance assistance and cooperation of experts to make it success.

At the outset, it is my duty to acknowledge with gratitude the generous help that I have received from BATA Team. A project of this magnitude is a great learning and self-development opportunity. I find myself very lucky and honored to be a part of this, and to have so many great people guide me through to the completion of this project.

With profound pleasure, I extend my sincere sense of gratitude and indebtedness towards my mentor – Mr Anil Malhotra (District Manager of Bata,CP (DELHI) for extensive and valuable guidance that was always available to me ungrudgingly and instantly, which help me complete my project without difficulty.

I would also like to thank Mr. Inderpreet Singh (Retail Manager – North),Mr S.K. Banga, (Store Manager-CP2) and his team, for extending their support, for providing me firsthand knowledge and sharing their experiences by taking out time out to hear, guide, and keep me on the correct path constantly.

And finally I would like to thank Future Innoversity for providing such a great opportunity and my parents & friends for their constant encouragement and support.

Alan Miller

DECLARATION

I , ALAN MILLER , hereby declare that the project title - “INCREASING SALES OF LADIES HANDBAGS” prepared and submitted by me , under the guidance of Mr. Anil Malhotra (District Manager) , is my original work and has not been submitted to any other organization or/and university before.

ALAN MILLER Roll No.105273038

MBA- RETAIL

INDEX

Chapter 1

Introduction

Situation Analysis (current situation)

Key Management Profile (management structure)

Chapter 2

Profiling of the Store Manager

Store Analysis

Chapter 3

Objectives of the study

Scope of the study

Methodology (Methods of collecting data)

Survey

Observation

Chapter 4: Analysis of Data

Chapter 5: Recommendations and Suggestions Chapter 6: Bibliography/References

ANNEXURE(S) Questionnaire

CHAPTER 1

I. Introduction II. Situation Analysis

III. Key Management Profile

Introduction Bata - India’s favorite footwear brand

Bata India is the largest retailer and leading manufacturer of footwear in India and is a part of the Bata Shoe Organization.

Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially as a small operation in Konnagar (near Calcutta) in 1932. In January 1934, the foundation stone for the first building of Bata’s operation - now called the Bata. In the years that followed, the overall site was doubled in area. This township is popularly known as Batanagar. It was also the first manufacturing facility in the Indian shoe industry to receive the ISO: 9001 certification.

The Company went public in 1973 when it changed its name to Bata India Limited. Today, Bata India has established itself as India’s largest footwear retailer. Its retail network of over 1200 stores gives it a reach / coverage that no other footwear company can match. The stores are present in good locations and can be found in all the metros, mini-metros and towns

Bata’s smart looking new stores supported by a range of better quality products are aimed at offering a superior shopping experience to its customers.

The Company also operates a large non retail distribution network through its urban wholesale division and caters to millions of customers through over 30,000 dealers.

SITUATION ANALYSIS

The situation analysis is concentrated on the current scenario/situation of the BATA, Connaught Place.

• Store has grown in customer services, now every member is taking care for their customers by their good behaviour and good service.

• At present store fixture has been changed of the sections:-ladies, mens, kids, etc.• Team members are going for various trainings programmes for their development• No of new recruitments has been done in store for team members

Dec '10 Dec '09 Dec '08 Dec '07 Dec '06

12 months

12 months

12 months

12 months

12 months

Income

Sales Turnover

1,277.58 1,112.85 1,012.82 891.34 795.38

Excise Duty 19.5 16.64 22.86 23.58 24.45

Net Sales 1,258.08 1,096.21 989.96 867.76 770.93

Other Income 12.55 0.92 1.63 12.45 14.68

Stock Adjustments

22.77 -11.76 -10.69 29.28 1.56

Total Income 1,293.40 1,085.37 980.9 909.49 787.17

Expenditure

Raw Materials 598.57 485.43 458.74 441.63 370.96

Power & Fuel Cost

32.75 28.82 28.22 25.74 24.03

Employee Cost

176.83 168.31 173.22 184.06 184.86

Other Manufacturing Expenses

23.21 25.51 21.46 20.96 24.82

Selling and Admin Expenses

234.9 199.06 170.98 137.55 107.92

Miscellaneous Expenses

32.79 30.02 24.17 14.85 2.53

Preoperative Exp Capitalised

0 0 0 0 0

Total Expenses

1,099.05 937.15 876.79 824.79 715.12

Dec '10 Dec '09 Dec '08 Dec '07 Dec '06

12 months

12 months

12 months

12 months

12 months

Operating Profit

181.8 147.3 102.48 72.25 57.37

PBDIT 194.35 148.22 104.11 84.7 72.05

Interest 19.22 20.88 17.3 13.54 10.57

PBDT 175.13 127.34 86.81 71.16 61.48

Depreciation 32.51 27.92 18.91 15.92 13.62

Other Written Off

0 0 0.09 0.09 0.01

Profit Before Tax

142.62 99.42 67.81 55.15 47.85

Extra-ordinary items

0.37 1.49 4.03 -3.64 0.52

PBT (Post Extra-ord Items)

142.99 100.91 71.84 51.51 48.37

Tax 47.65 33.71 11.1 4.06 8.21

Reported Net Profit

95.35 67.23 60.74 47.44 40.15

Total Value Addition

500.47 451.71 418.05 383.16 344.17

Preference Dividend

0 0 0 0 0

Equity Dividend

25.71 19.28 16.07 12.85 0

Corporate Dividend Tax

4.19 3.28 2.73 2.18 0

Per share data (annualised)

Shares in issue (lakhs)

642.64 642.64 642.64 642.64 642.64

Earning Per Share (Rs)

14.84 10.46 9.45 7.38 6.25

Equity Dividend (%)

40 30 25 20 0

Book Value (Rs)

56.57 46.39 39.44 32.91 28.55

Source : Dion Global Solutions Limited

Bata IndiaRaw Materials ------------------- in Rs. Cr. ------------------- Dec 2010

Product Name Unit Quantity Value

Other Materials Not Reported NA 59.57

Chemicals Thousands Kgs 4,224 48.01

Leather Thousands KVT 6,293 41.33

Rubber Thousands Kgs 1,833 24.01

Textiles Thousands Sq Metres 4,964 15.8

Raw Hides Thousands Kgs 1,279 4.27

Total 192.99

Bata IndiaFinished Products ---------------------- in Rs. Cr. --------------------- Dec 2010

Product Name Unit Installed Production Sales Sales

Capacity Quantity Quantity Value

Leather Footwear

Thousands Pairs

20,256 14,384.00 23,695.00 893.34

Rubber / Canvas Footwear

Thousands Pairs

42,500 8,040.00 15,771.00 240.56

Plastic Footwear

- NA NA 8,797.00 102.29

Accessories, Garment & Others

- NA NA NA 39.33

Scrap - NA NA NA 1.34

Other Fiscal Benefits

- NA NA NA 0.5

Other Services - NA NA NA 0.24

Finished Leather From Hides

Thousands Pieces

1,596 129 NA 0

Total 1277.6

MANAGEMENT STRUCTURE

STORE MANAGER

ASSISTANT STORE MANAGER

TEAM LEADERS

TEAM MEMBERS

CHAPTER 2

I. Profiling of the Store Manager

II. Store Analysis

Store Manager Profile

The store manager is responsible for managing the store or 'trading area' and its employees.

The Store Manager manages all phases of store operations to ensure maximum sales and profitability. He focuses on key business initiatives, store presentation, marketing execution, inventory management, loss prevention, payroll management, risk management, and daily operational cost control

He is responsible for activities such as Customer service, merchandising, stock availability, profit protection; maintaining and exceeding store targets, account analysis, forecasting and general day-to-day management of the store.

The store manager coordinates with Buyers and merchandisers on issues such as strategy.

Skills:

The ability to lead and motivate a team Excellent communication and 'people' skills A strong commitment to customer service The ability to work under pressure and handle challenging situations Confidence, drive and enthusiasm Decision-making ability and a sense of responsibility The ability to understand and analyze sales figures Sound business sense An understanding of retail laws, security and health and safety.

DAILY ACTIVITES PERFORMED BY STORE MANAGER

1. BRIEFING – Store Manger should give proper briefing to his team every day and discuss

sales report with the team members .During the meeting the store manager discusses the various points related to sales, stock etc. Briefing also defines a day plan for all the team members and team leaders

2. REPORTING- Store Manager should take proper reporting from his team member and team

leaders every day.

3. TARGET PLAN-- Store Manager makes target plan and give target to the team members on

daily basis and weekly basis.

5. MERCHANDISE GAP FINDING-- Store Manager checks merchandise gap on regular basis and send mail for availability to category or HO.

6. STOCK AVAILABILITY-- Store Manager has a responsibility to check the replenishment of stock on daily basis. Team Leaders report to the Store Manager for stock unavailability.

OTHER IMPORTANT WORK

1. Store Manager should be active on mails because offers, updates and other store related official information come through mail only..

2. Store Manager should have good knowledge of MS OFFICE for making presentations etc.

3. Store Manager Conducts store meetings and store briefings for better management.

4. Store Manager should maintain a healthy relation with his team for better sales and to motivate them.

5. Store Manager decide week off for team members.

STORE ANALYSISBATA CP-IIStore manager – Mr. S.K. Banga

Address: B 15-16, Connaught Place, New Delhi-110001Phone / Mobile: 011-23322822, 23324475

Category- Shoes, Sandals, Belts, Bags, Accessories.

Area – 4000 sq. ft.

Asia‘s #1 Bata store.

Store Timings: 10.30 AM- 9 PM

Peak business timings: 6.00 PM – 8.00 PM (summers)

1.00PM – 5.00PM (winters)

Staff: 20-25 people

Range : Accessories as low as Rs 10 to shoes Rs 5499

Brands Available: Bata Retail sells not only its own products, but also other international brands like Hush Puppies, Weinbrenner , Naturalizer, Marie Claire, North Star, Scholl and Reebok

Some of these are imported while others are manufactures under license by Bata .

Bata has its plant at Kolkatta. It is situated at Batanagar.

Connaught place is the commercial hub for all activity and experiences all kinds of customers

Offers are very attractive & competitive at each of the stores.

The Store Analysis is sub-divided into following parts:

1. Measurement of the Data2. Analysis and Interpretation of the Data

Measurement of the Data

The measurement of the data basically consists of the following:

The method of data collection is basically through Observation method by considering random sampling method. The sample size is denoted by ‘n’and the population size is denoted by ‘N’ in the sampling method thus adopted.

The mathematical calculations require the definition of its basis that is the formulae and their relation with the store analysis is provided below.

The basis for calculation has been the following formulae and their interpretations:

Margin = SP−CPSP

∗100

Interpretation:

The margin is the profit as a percentage of Selling Price (SP). It is normally used in percentage terms only. Here CP is the Cost Price.

Conversion = Number of billCustomer entry

Interpretation:

It is used to know how many customers in the store have actually shopped. In other words, it’s a measure to identify how many of the customers who have walked into the store has purchased something from the store. Conversion is a result of effective selling skills a sales staff possesses, good collection and availability of merchandise and good price offered.

Ticket Size = Total sales

Number of bills

Interpretation:

It is also called the average bill amount or basket size that a customer buys on an average. In other words, it is the average number of money each buyer has spent inside the store in one visit. More variety of merchandise, right choice of merchandise, and availability of sizes will

increase the ticket size of the store. Selling higher valued products by the sales staff will also help increase the ticket size.

Average Piece per bill = Totalquantity soldNumber of bills

Interpretation:

It is defined as how many pieces are sold, if one bill is taken into consideration. In other words, it indicates the number of pieces a customer is buying from a store. The more the number of pieces sold the more the sale. Hence it becomes very important for a sales staff to display more impulse products, and sell more add-ons to a product. It also indicates the more time spent by a customer inside a store.

Average Value per piece = Total sales valueTotalquantity sold

Interpretation:

It is an indicator of the type of merchandise available in the store. If the average value per piece in a store is falling it indicates either the store is selling lower priced products only or higher value product is not selling, or there is no stocks of higher value products on the floor. Hence sales staffs need to convert higher value products into sale and increase the overall sale of the store.

COMPETITORS ANALYSIS

INTERPRETATION FOR THE ABOVE DIAGRAM:

The above diagram is for Bata Store the area of which is about 4000 sq. feet. The store is sub-divided into 3 parts which are shown above – Ladies ware, Men wear, Kids wear.

. The star product for:

Ladies section is TAPLO Men’s section is SADIDA,ROMANO,ABBA,ALBA Kids section is BUBBLEGUMMERS

WOMEN

CasualComfortEveryday StyleFashionHandbagsShoes Sports

MEN

BeltsCasualFormalsOutdoorSports

KIDSBoysGirlsInfants

ACCESSORIES

CHAPTER 3

I. Objectives of the studyII. Scope of the study

III. Methodology of collecting dataIV. SurveyV. Observation

INTRODUCTION

1.1 ABOUT THE PROJECT

The project is all about how the customer’s decisions affect the sales of the Bata Store, CP2. What are the basic decision drivers i.e. what are the reasons that affect the most in their buying behaviour . Also what is the pattern observed in customer buying behavior given a particular income level. Various types of customers depending upon their location, culture, demographics etc.. are taken into account for exploring the diversity in the purchasing pattern and thus affecting the sales of the store.

1.2 NEED FOR THE STUDY

The study thus undertaken is a part of the curriculum of the MBA program in Retail. This study is needed to see how the organization practically runs its operations as compared to the theoretical part. The industry exposure thus would provide the facts about the real corporate policies and the work culture thus prevailing. This study is also necessary for knowing why customers behave in a certain manner during the peak times and off-peak times.

1.3 OBJECTIVES OF THE STUDY

o To suggest how to increase sales of the ladies handbags which ultimately aims at increasing the overall sales of the store.

o To study about customer preferences and frequency of shopping.

o To understand the customer’s expectation from retail service provider.

o To analyze how the customer visiting the store from different places affect the sale i.e. how the changes in footfall affects the store.

o To determine the decision drivers upon which buying is based.o To measure the data to know the common products bought by the customers falling in

a particular (given) income group.

1.4 SCOPE OF THE STUDY

With the help of primary data given by the respondent during survey and secondary data, study

is done to suggest ways and measures to increase sales of ladies handbags at Bata. CP , also to

understand the customer preferences and, potential customers and current market position of

Bata in that area.

o The study is limited to the Customers of the BATA ,Connaught Place-2, DELHI.o Targeted Customer includes those who enter the store.o Assumptions included are :1. Customers behave rationally2. Offers are the main criteria for increasing the sales3. Innovative ideas thus can lead to positive response from the customers.

1.5 RESEARCH METHODOLOGY

The study is relied on primary as well as secondary data.

The primary data is collected through personal interviews using structured Questionnaire.

The Secondary is collected from management of the Bata Retail Ltd, various books, journals

and Internet.

Sampling Methods:

Probability sampling method or simple random sampling

Sample Size: -

Sample size was 200.

Research Instrument: -

For this study, for the collection of various data requirement, structured questionnaire is used.

This questionnaire contains qualitative and quantitative information of the customers. The

questionnaire contains of both open-ended and close ended questions, which would help to

know the situation prevailing in the market.

Statistical Tools Used

For the purpose of data analysis, Percentage Method is used for calculation and result was

interpreted.

No. of Respondents

Percentage = ---------------------------×100

Total Respondents

1.6 TIMELINE

The project duration – 20th June 2011-20th August 2011.

The main focus is made to increase sales during no sales promotion (from 20 June 2011 till 19 August 2011 excluding sales promotion days as mentioned ) and during sales promotions (1-8 July 2011 & 10-15 August 2011 , all and weekends included from 20 June 2011 to 20 August 2011)

MEASUREMENT OF THE DATA

The measurement of the data is basically done by following a particular which are as follows:

Here the sample size of 200 customers( in total) were approached by using the Direct Personal Investigation technique and the Questionnaire method.

By using the Direct Personal Investigation technique, the investigator is able to extract the proper information from the respondents by talking to them regaring the promotional offers available benefits, store envirnment, customer satisfaction etc.

The Questionnaire method was basically used to know where the customer come from i.e. their location, their taste & preferences, affect of the schemes on their buying decision etc. The specimen copy of the questionnaire has been provided in ANNEXURE (S) at the end.

An idea about the precision aimed at is extremely helpful in deciding about the method of the data collection and the size of the sampleas the enquiry is based on sampling method.Although errors do erupt due to human errors, non availability of accurate & exact figures in the collection of the data through the method thus adopted etc. but a reasonable degree of precision is enough to draw valid conclusions.

“The necessary degree of accuracy in counting or measuring depends upon the practical value of accuracy in relation to its cost.”

- Riggleman and Frisbee

The enquiry here is done in two months from 20th June 2011 to 20th August 2011 by applying the DIRECT ENQUIRY. An enquiry is termed as direct if the phenomenon under the study is capable of quantitative measurement such as quantities purchased, total expenditure made, number of quantities bought, number of customer entry, total number of bills, average price per bill etc.

CHAPTER 4

ANALYSIS OF DATA

ANALYSIS OF THE DATA

3.1 BASIS OF THE STUDY - LITERATURE

The basic drivers of customer behavior are divided in 3 circles –

1. the decision process as represented by the inner-most circle, 2. the individual determinants on the middle Circle and 3. the external environment which is represented by the outer circle1

1UNIT 1 CONSUMER BEHAVIOUR-NATURE, SCOPE AND APPLICATIONS , IGNOU Study material

The following are the ANALYSIS done on the basis of information collected:

Most of the customers hail from the following locations:

- Paharganj- Gole Market- Minto Road- Tilak Marg

Societies in the Primary Catchment:

- Laxmi Nagar- Mayur Vihar- Patel Nagar- Dhaula Kuan- Barakhamba Road- Karol Bagh- Gole Market

Types Of Catchment Areas:

The Primary Catchment can be defined as the main customers coming from near about areas like within 5-6 kilometers.

The Secondary Catchment is the customers who quite often pass through this area may be because their offices are on this way and are than visiting the store.

The Tertiary Consumers who rarely visit the store.

11%

25%

30%

27%

7%

Age group

18-2526-3536-4546-55Above 56

Inference:

From the Pie chart depicted above,

Out of 200 respondents who answerd the questionnaire, 11% people fall in the age group 18-

25 years, 25% people fall in the age group 26-35 years,30% people fall in the age group 36-45

years, 27% people fall in the age group 46-55 years and 7% people fall in the age group 56+

years.

From the above analysis, it is observed that majority of the residents fall in the age group 18-25

and 26-35

7%

15%

29%

38%

11%

Education Level

SSCInterGraduatePost graduateOthers

Inference:

From the pie chart depicted above,

Out of 200 respondents who answered the questionnaire, 7% people belong to S.S.C. category

education level, 15% people belong to Inter category education level, 29% people to Graduate

category education level, 38% people belong to Post Graduate category education level and

11% people belong to others category education level.

From the above analysis, it is observed that majority of the respondents are post graduates.

10%

28%

42%

12%8%

Occupation

StudentHousewifeServiceBusinessOthers

Inference:

From the pie chart depicted above,

On this basis of 200 respondents who answered the questionnaire, 42% people belong to

Service category, 12% people belong to Business category, 10% belong to Student category,

28% people belong to House Wife category and 10% people belong to Others category.

From the above analysis, it is observed that majority of the respondents are into Service.

Weekends

Several times a week

Several times a month

Every month

First Visit

0% 10% 20% 30% 40% 50% 60% 70%

60%

32%

40%

50%

18%

Frequency of Visit

Inference:

From the bar graph depicted above

On this basis of 200 respondents who answered the questionnaire, 60% people visit the store

on weekends, 32% visit several times a week, 40% visit the store several times a month, 50%

visit once every month, and 18% of persons visited the store for the first time.

From the above analysis, it is observed that majority of the respondents like to visit on

weekends.

Rs 0-500

Rs501-1000

Rs1001-1500

Rs 1501-2000

More th

an Rs 2

0000%

10%

20%

30%33%

21%25%

12% 9%

Ticket Size

Ticket Size

Inference:

From the bar graph depicted above

On this basis of 200 respondents who answered the questionnaire, 33% people spend between

Rs 0-500 , 21% spend between Rs 501-1000, 25% people spend between Rs 1001-1500 , 12%

spend between Rs 1501-2000, 9% spend more than Rs 2000.

From the above analysis, it is observed that majority of the respondents spent between Rs 0-

500.

59%

41%

Awareness of Non Footwear

YesNo

Inference:

From the pie chart depicted above,

On this basis of 200 respondents who answered the questionnaire, 41% people are not aware

of non-footwear being available at Bata. 59% of people are aware of non-footwear being

available at Bata.

From the above analysis, it is observed that majority of the respondents are aware of non-

footwear being available at Bata.

Very Dis s

atisfi

ed

Dissati

sfied

Averag

e

Satisfi

ed

Very Sa

tisfied

0%

10%

20%

30%

40%

7%13%

34% 33%

13%

Visual Merchandise

Inference:

From the bar graph depicted above,

On this basis of 200 respondents who answered the questionnaire, 7% people are very dis-

satisfied with visual merchandise 13% are dis-satisfied with visual merchandise, 34% feel that it

is average, 33% are satisfied while 13% are very satisfied.

From the above analysis, it is observed that majority of the respondents feel that the visual

merchandise is average.

Very Dis s

atisfi

ed

Dissati

sfied

Averag

e

Satisfi

ed

Very Sa

tisfied

0%5%

10%15%20%25%30%

7%12%

21%27%

23%

Sales Staff

Inference:

From the bar graph depicted above,

On this basis of 200 respondents who answered the questionnaire, 7% people are very dis-

satisfied with the sales staff 12% are dis-satisfied with the sales staff, 21% feel that it is average,

27% are satisfied while 23% are very satisfied.

From the above analysis, it is observed that majority of the respondents are satisfied with the

sales staff.

Very Dis s

atisfi

ed

Dissati

sfied

Averag

e

Satisfi

ed

Very Sa

tisfied

0%5%

10%15%20%25%30%

23%

Store Ambience

Inference:

From the bar graph depicted above,

On this basis of 200 respondents who answered the questionnaire, 23% people are very dis-

satisfied with the store ambience, 19% are dis-satisfied with the store ambience, 27% feel that

it is average, 19% are satisfied while 12% are very satisfied.

From the above analysis, it is observed that majority of the respondents feel that the store

ambience is average.

Very Dis s

atisfi

ed

Dissati

sfied

Averag

e

Satisfi

ed

Very Sa

tisfied

0%10%20%30%40%50%

3% 7% 10%

43%37%

Store Location

Inference:

From the bar graph depicted above,

On this basis of 200 respondents who answered the questionnaire, only 3% people are very dis-

satisfied with the store ambience, 7% are dis-satisfied with the store ambience, 10% feel that it

is average, 43% are satisfied while 37% are very satisfied.

From the above analysis, it is observed that majority of the respondents are satisfied with the

store location.

48%

24%

28%

Purchase Decision

On the arrival of fresh stockDuring SaleDoesn't make a difference

Inference:

On this basis of 200 respondents who answered the questionnaire, 48% people purchase on

the arrival of fresh stock., 24% people purchase when there is a discount sale going on. For the

rest 28% it doesn’t make any difference.

From the above analysis, it is observed that majority of the respondents purchase goods on the

arrival of fresh stock.

Advt. on TV/R

adio

Friends/R

elative

s

Company/C

olleag

ues

Walk

In

Family

Brand

0%5%

10%15%20%25%30%

6%

25%20% 21%

28%Store Awareness

Inference:

On this basis of 200 respondents who answered the questionnaire, 6% persons got to know

about the store through advertisement on TV/Radio, 25% through friends/Relatives, 20%

through their Company/Colleagues while 21% are casual walk-ins and 28% consider it a family

brand.

From the above analysis, it is observed that majority of the respondents got to know about

Bata as a Family brand.

15%

17%

31%

21%

Bata Home

Aware and satis-fiedAware and not satisfiedNot aware, will-ing to tryNot aware, not willing to try

Inference:

On this basis of 200 respondents who answered the questionnaire,15% are Aware about Bata

Home and are satisfied with it. 17% are aware but not satisfied with it. 31% are not aware and

not willing to try while 21% are neither aware nor willing to try it out.

From the above analysis, it is observed that majority of the respondents do not to know about

Bata Home delivery.

CUSTOMER INITIATIVES

Dates: 18th July onwardsOffer: Upto 50% on all merchandise

Generations have gone to school and grown up on Bata. Now the footwear major is reinventing itself to appeal to a younger generation..

 A new-look Bata store in Delhi.

Swetha Kannan Anjali Prayag

CHAPTER 5 : RECOMENDATIONS

& SUGGESTIONS

KEY FACTS1. Bata is on a front foot. Seventy-nine years old and still running

strong, the age-old footwear brand has marched a long way from its early ‘Back-to-School’ shoe days to now.

2. Bata Serves over 120,000 customers every day, sells over 45 million pairs of footwear every year through over 1200 retail stores

3. Bata 2011 2Q net sales up 22 % to Rs. 429 crores4. Bata has opened 68 new stores until June 30 this year. These are

based on its new large format and all are above 3000 sq ft.5. Marie Claire, Hush Puppies, Comfit, Scholl, North Star, Weinbrenner,

Reebok and Power are amongst the various brands that are sold in Bata showroom

6. Though Bata did not exactly go in for rebranding, it decided to relaunch its image as the ‘most trusted footwear brand’ and enhance it with a contemporary look – be it in the product offerings or at the stores.

7. Opened a new store in South Delhi at DLF Place Mall, Saket. Spread over 3,000 sq. ft

8. Bata also has options ranging from the formal to the casual to the funky and fashionable, not to mention the sturdy

9. Bata is considered a value-for-money footwear brand. Bata is committed to providing quality footwear at great prices to its customers and we have shoes for every foot and every social class to suit every member of the family. Brand building exercises should be initiated so that customers are aware and accept the premium offerings such as Marie Claire, Naturaliser and Hush Puppies.

Date Total SalesHandbags amount No of articles

% of sales = C/B*100

Average article price

22/06/11 256118 7495 52.92638549

4 149923/06/11 242599 12291 9 5.06638527 1365.666667

24/06/11 258838 6095 52.35475471

1 1219

25/06/11 424641 17387 134.09451748

7 1337.461538

26/06/11 385062 15888 124.12608878

6 1324

TOTAL 1567258 59156 443.77449022

4 1344.454545

The bags have not been highlighted by Bata as the main stream of business. There are many deficiencies.

1. No articles made of jute, cloth ,etc2. Preference of Display to Shoes3. Costly items4. Less promotional strategy for bags5. No clutches/ hand purses.6. Less Variety in designs

SUGGESTIONS1. Proper Visual Merchandise for Bags like shift display of bags to the window, putting

attractive signage’s 2. Promotional Offers and Discount like BOGO, Flat 50% off, etc3. Introduction of Cheaper cloth bags to attract college students4. Increase promotional activities of bags5. Play soft music ,to help set in a unique shopping experience for the customers6. Increase advertising expenses

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CHAPTER 6 :

BIBLIOGRAPHY /

REFERENCES

Bibliography

Books:-

Marketing Management (13th Edition) - By Philip Kotler, Keller, Koshy and Jha

Principles of Marketing (11th Edition) – By Philip Kotler and Gary Armstrong

Research Methodology -- C.R. Kothari

The Art of Retailing - A.J. Lamba

Reference:-

http://www.bata.in/

http://en.wikipedia.org/wiki/

www.indiaretailing.com

www.retailindustry.com

www.ibef.org

www.thebrandreporter.com

www.fiber2fashion.com

ANNEXURES

QUESTIONNAIRE1) What is your age group?

i) 18-25 ii) 26-35 iii) 36-45 iv) 46-55 v) 56+

2) How many Members’ do have in your family including with you

3) Your Education Level

1. S.S.C 2. Inter 3. Graduate 4. Post Graduate 5. Others

4) Your Occupation

1. Student 2.House Wife 3. Service 4.Business 5. Others

5) What is your monthly income?

1. < 5000 2. 5000-10,000 3. 10,000 - 20,000 4. >20,000

6) How often do you visit our store?a) Every dayb) Several times a weekc) Several times a monthd) Every monthe) First visit

7) Did you find what you were looking for?a) Yes, I found exactly what I was looking forb) Yes, but not the exact brand /size/color, etc.c) Found a related product, but not what I was looking ford) No, I did not find what I was looking for

8) How much did you spend today?a) Rs 0-500b) Rs 501-1000

c) Rs 1001-1500d) Rs 1501-2000e) More that Rs 2001

9) Are you aware of the non-footwear products being available at Bata?a) Yesb) No

10) If you did not buy this time, why not?a) Will buy elsewhereb) Not enough timec) No Variety /desired size/colord) Poor servicee) Will buy laterf) Others

11) How much satisfied are you with the

Very Dissatisfied

Dissatisfied Average Satisfied

Very Satisfied

Visual Merchandise A b c d eSales Staff A b c d eAmbience A b c d eStore location A b c d e

12) Thinking of all the retail stores in the area, where are you most likely to shop for

Bata Liberty Adidas NikeBig Bazaar

Men formal A B c d eMen casual A B c d eChildren A B c d eLadies formal A B c d eLadies casual A B c d eHandbags A B c d eAccessories a B c d e

13) How did u get to know about our store?a) Advt. on TV/Heard on radiob) Friends/Relativesc) Company/Colleaguesd) Passing by and saw randomly

14) When are you most likely to make a purchase?a) On the arrival of fresh stock

b) During salec) Doesn’t not make a difference

15) Are you aware of Bata Homea)Yes, I have tried it & am satisfiedb) Yes, I have tried it but not satisfiedc) No , I am not aware , but willing to try itd) No , I am not aware & not willing to try