Sumit Kumar, Vice President, Marketing & Customer Services, Bata India, talks about the heritage brand’s contemporary and aspirational product range addition, insights behind the ‘Where Life meets Style’ marketing campaign and taking on competition from both international and home-grown players
By Simran Sabherwal
Q] What is the insight behind your new ‘Where Life Meets Style’ marketing campaign?
The ‘Where Life Meets Style!’ campaign is designed to emphasize fashion and comfort – the two most appealing characteristics of Bata shoes – and celebrates free spiritedness, spontaneity and vibrancy of the youth. It attempts to capture everyday life and show that we are going beyond the marketing campaign and the external environment to create a positive experience for our customers – with a fabulous in-store environment as well.
Q] How does your digital campaign, particularly your latest ‘Stories Shoes Tell’, complement your mainline advertising?
The TVC film – shot in a contemporary manner and stitched together using fast-paced music – showcases the stylish and aspirational products from Bata, and reiterates the brand’s presence in people’s lives. The campaign is being amplified through presence on Facebook, online music sites and Flash ads to complement its mainline advertising. The TVC music has had a ripple effect via the radio jingles.
Q] With increased competition from both international and home-grown players, how does Bata hold its own?
Bata has always enjoyed a strong heritage and is the country’s largest footwear manufacturer and retailer. The new campaign is just another layer to our already strong positioning and is an addition of a contemporary and aspirational product range. With the arising needs of a well-travelled customer, it is important to highlight the trend and stylish products to reach out to our audience. We are continuing to retain our core credentials of comfort and durability, which the brand is synonymous with.
Q] You have come up with a global concept store at the DLF Place Saket Mall in Delhi, how different is it from your other stores? What are the plans to take this across the country?
The new Bata store has been designed as per the brand’s global store format. The furniture, attractive product display, aesthetically designed ambience and multimedia features enhance the layout, making it more inviting, inspiring and easier to shop in. We are planning to open 100 more stores in this financial year.
Q] Is the focus now on large format stores?
We are aiming at opening 100 Global Stores this financial year; the property team conducts extensive research on the catchment and location of the store to decide size of the store.
Q] Price-consciousness is synonymous with Bata. Now with higher-priced products and premium ranges, how do you relate to that proposition?
Bata has been operating in India for the past 83 years. During this span we have been able to deliver on our brand promise, and hence established a good connect with Indian consumers. The brand has a strong standing in the value segment, which attracts a wide range of Indian customers. We have added an aspirational layer to the brand to serve to the needs of customers. Bata is known for its legendary quality, trend-setting styles and a tradition of innovation with a wide range of offerings. The price range starts from Rs 350 up to Rs 10,000, and the brand has something to offer for every individual, and hence, is identified as a family shopping destination.
Q] Bata is the undisputed leader in the school shoes segment; does this position lead to complacency in this category? What are the innovations that you have done in this space?
We at Bata offer a wide range of products for school kids, and the category has evolved over the years. We have added more variety, colour and types to the range of our school shoe category.
Q] From being a brick-and-mortar firm, you also have presence online. Is there any price differential if Bata products are purchased online?
From the brand’s perspective, we always maintain the same pricing online and our retail outlets. There is no differentiation when it comes to online and offline channels of selling.
Q] What challenges do the brand and the sector face in the Indian market?
Every challenge is perceived as an opportunity and we believe in making the most out of it at all possible times.
Q] What are the new trends you are seeing in the footwear segment? Do you see any difference in consumer trends across the country, particularly in the urban and rural space?
The Indian footwear industry has transformed from being an unorganized market to an emerging organized retail industry, on account of the many international brands entering the market. The trend has completely changed today with the increase in urban population, changing lifestyle, rising brand-consciousness and transformation in the buying potential of customers.
Q] Which category / brand provides the biggest traction? Which brands are you betting on for the future?
While I will not be able to comment on any particular competitor brand, I can definitely tell you that reviewing other brands is always healthy, serves as a learning experience and helps you grow, garner and develop.
Q] Looking ahead, what more can we expect from Bata? Are you looking at introducing new product offerings across your entire range and bringing more international brands into India?
We will continue to add new products to the extended categories of shoes, accessories, bags and scarves. Beyond products, we are also looking at new global retail formats. We recently inaugurated our first global concept store in Delhi, which makes for a differentiated consumer experience. Additionally, all our new stores are now being constructed as per our global guidelines.
Q] How many stores are you looking at opening this fiscal? How is the spread divided across urban, semi-urban and rural sectors?
With over 1,100 stores in India currently, we have a strong platform in place to accelerate our growth in the market and plan to open 100 new stores by the end of this financial year.
Q] What is your market-share in the organized sector? How big is the size of the industry?
We will not be able to comment on the competition, but can tell you that Bata India is the largest footwear retailer in India, enjoying a large market-share in the organized sector. It retails through over 1,100 Bata Shoe Stores located in over 500 cities across India.
Q] Can you recount an anecdote/tell us a story around your experience while marketing Bata in India?
It has been an experiential and enjoyable journey to create and deliver the latest campaign. From the TVC shoot to the radio jingle, to the shooting of our new product portfolio, everything seemed like a great build-up to launch the brand as aspirational and contemporary. Adding this style quotient to our existent self is a great anecdote and tale in itself to share.
CMO FILE
Sumit Kumar was appointed Vice President, Marketing & Customer Services, Bata India in September 2013, and is responsible for driving the brand’s growth and expansion in the country. He was the former Marketing Head at Marks & Spencer India, and has over 16 years of experience in retail, food and hospitality sectors. He holds an MBA degree.
MARKETING TIP
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Feedback: simran.sabherwal@exchange4media.com
