1. 1

2. CONTENTS:
1. (A) Market size of the Foot Wear industry in India.
(B) Coverage by Volume and Value
2. Organized and Unorganized Foot Wear Companies
3. Two Major companies(BATA and LIBERTY)
4. Description of both by Value and Volume
5. Sales and Profit/Loss of both the companies
6. STP and Marketing Mix of both the companies
7. Comparing both
8. Conclusion- which one is best and why
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3. 1. (A) MARKET SIZE OF FOOT
WEAR INDUSTRY IN INDIA:
• Estimated size stands at 16000 crores
• About 55 per cent of the country's overall footwear
industry
• About 70 per cent of the labour-intensive footwear
industry in Unorganized
• Accounts for 15% global share
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4. TOTAL MARKET BY VALUE (2010-11) :
• Rs. 193.2 Billion market by value
• 10.1% Growth rate of market
• Increased 62.1% since last five years
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5. TOTAL MARKET BY VOLUME (2010-2011):
• Rs. 3.2 Billion Pairs Market by volume
• 9.7% of growth rate
• Increased 59.2% since last five years
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6. ORGANIZED SECTOR VS UNORGANIZED SECTOR
The footwear market is estimated to be worth Rs.13,750
Crore
Indian Footwear Market
37.80% 62.20%
Organised Market
Unorganised Market
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7. MAJOR BRANDS IN FOOTWEAR
MARKET :
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8. 8

9.  Bata India is the largest retailer and leading manufacturer o
footwear
 Incorporated as Bata Shoe Company Private Limited in
1931, the company was set up initially as a small operation in
Konnagar (near Calcutta) in 1932
 Its retail network of over 1200 stores gives it a reach /
coverage
 stores are present in good locations and can be found in all
the metros, mini-metros and towns
 also operates a large non retail distribution network
through its urban wholesale division
 caters to millions of customers through over 30,000 dealers
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10. BATA’S MARKET SHARE : BY VOLUME – 24551
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11. BY VALUE :
 It commands over 35 percent of market share in
India
 98 percent revenue comes from domestic
operation.
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12. Bata India reports excellent growth for
second quarter of 2012
Quarter Ended Quarter Ended Increase %
30th June 2012 30th June 2011
Sales 51084.7 43450.9 18
(Rs. in lacs )
Net Profit
(Rs. in lacs ) 5265.2 4098.9 29
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13. SEGMENTATION:
 Density
 Demographic
 Gender
 Income
 Occupation
 Generation
 Race
 Psycho-graphic
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14. Targeting:
1. STATUS/CLASS WISE :
RICH CLASS
Adidas
, Reeb
ok
UPPER CLASS Liberty,
Reebok
Bata,Liberty,Reebok,
LOWER MIDDLE
Relaxo
CLASS
LOWER INCOME
Bata, Relaxo
CLASS
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15. MAIN TARGETS IN THE MARKET :
 Has already targeted the footwear for entire
family
 Position itself in Price and Quality
 Target market to the RICH CLASS and UPPER
CLASS
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16. POSITIONING :
 To introduce FLAGSHIP stores and unique shopping
experience.
 New retail concept “FOOTING”
 High brand recall for consumer lead to higher footfalls
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17. MARKETING MIX OF BATA :
PRODUCT (BRANDS):
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18. PRICE :
All Over The Footwear’s : Minimum Rs. 199 – Maximum
Rs. 7500
PLACE :
BATA Flagship Store – Block D Cannaught Place
Around 5000 Distributors across the country
PROMOTION :
Sales Promotion :
 Display of new Products at cash Counters
Promotion of Brand Equity :
 Gift coupons
 “ Discover New” Campaign
Online Processes :
 Purchased from various shopping websites
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 free delivery promise

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20. liberty
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21. BY VOLUME :
Footwear market is estimated at 550 million pairs, of
which 450million pairs are in the form of casual
footwear, such India’s total ethnic footwear
BY VALUE :
A market share of 36% in the leather footwear
segment and
 22 % in the non-leather sole segment.
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22. Liberty India reports excellent growth for
second quarter of 2012 :
`
30th June 2012 30th June 2011
Sales 332.54 297.32
(Rs. in lacs )
Net Profit 7.63 10.29
(Rs. in lacs )
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23. SEGMENTATION :
 Area Targeted
 Age Wise
 Professionals
 Generation
 Social Class
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24. TARGETING :
 Already moved to Middle and Upper class
segment
 Aimed at positioning as a Complete Family
Footwear
 Focused on the Upper Class as Core Target
Market
 Shifted attention towards the middle and upper
middle class
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25. POSITIONING :
 Attempt
to take its offerings closer to the
consumer.
 Large format retail outlets, each offering unique
experiences to fashion-conscious shoppers
 Exclusive Stores to offer the entire Liberty
Collection range under a single roof
 Factory Price Stores should offer affordable
products.
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26. MARKETING MIX :
PRODUCT (BRANDS) :
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27. PRICE :
Lowest Range : 250
Highest Range :7999
(According to the survey)
PLACE(DISTRIBUTION):
Main store is at Rajori garden (Delhi)
distribution network comprises 150
distributors, 350 exclusive showrooms and
more than 6,000 multi-brand outlets.
PROMOTION :
 The Pan-India initiative
 The On-ground initiative
 Marketing initiative
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29. CONCLUSION :
BATA and LIBERTY :
 Price Range
 Capturing Market
 Product Variety
 Promotion Technique
 Quality and Durability
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