1. FOOTWEAR
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2. CONTENTS:
1. (A) Market size of the Foot Wear industry in India.
(B) Coverage by Value, Volume and Per Capita Income
2. Organized and Unorganized Foot Wear Companies
3. Major company and its Market Share
4. Two players in Foot Wear Industry: BATA and LIBERTY
5. Financial data of these two competating companies
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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
India
• 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 Indian footwear market is estimated to be worth Rs.13,750 Crore
and constitutes just about one percent of Indian retail.
 The ladies footwear segment still remains the most untapped as nearly
80-90 percent purchases happen in the unorganized market
Indian Footwear Market
37.80% 62.20%
Organised Market
Unorganised Market 6

7. MAJOR PLAYERS IN THE FOOTWEAR INDUSTRY :
1. ADIDAS : largest sportswear manufacturer
2. REEBOK : D,M & D of sports and
Fitness products
3. BATA : worlds largest shoe manufacturer
4. RELAXO : casuals, joggers, slippers, etc.
5. LIBERTY : leading leather shoe brand
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8. MARKET SHARE OF MAJOR PLAYERS :
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9. BY VALUE AND BY VOLUME :
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11. VIDEO
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12.  Bata India is the largest retailer and leading manufacturer of 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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13. BATA’S MARKET SHARE : BY VOLUME
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14. 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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15. SEGMENTATION:
CUSTOMERS WISE :
MEN’S CATEGORY: segmented with 48%
WOMEN’S CATEGORY : segmented with 41%
CHILDREN’S CATEGORY : segmented with 11%
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16. targeting:
1. STATUS/CLASS WISE :
RICH CLASS
Adidas, Reeb
ok
Liberty, Reeb
UPPER CLASS ok
LOWER MIDDLE Bata,Liberty,Reebok,
CLASS Relaxo
LOWER INCOME
CLASS Bata, Relaxo
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17. 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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18. POSITIONING :
 To introduce FLAGSHIP stores and unique shopping experience.
 International trends – Bata’s new marketing strategy
 High brand recall for consumer lead to higher footfalls
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19. MARKETING MIX OF FOOTWEAR :
PRODUCT OFFERINGS
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20. PRICE :
All Over The Footwear’s : Minimum Rs. 199 – Maximum Rs. 7500
PLACE :
BATA Flagship Store – Block D
Cannaught Place
PROMOTION :
Sales Promotion :
 Display of new Products at cash Counters
Promotion of Brand Equity :
 Gift coupons
 “ Discover New” Campaign
Online Processes :
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 Purchased from various shopping websites
 free delivery promise

21. liberty
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23. Liberty India reports excellent growth for
second quarter of 2012
`
Quarter Ended Quarter Ended
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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24. SEGMENTATION :
 Supreme Premium Usage
 Premium Segment
 Middle Segment
 Lower Segment
 Sports Shoes
 Party Wear
 Professional
 Casual
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25. 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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26. 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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27. MARKETING MIX :
PRODUCT (BRANDS) :
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28. PRICE :
Price range 250-7999
Middle Class
PLACE(DISTRIBUTION):
Main store is at Rajori Garden
PROMOTION :
distribution network comprises 150
distributors, 350 exclusive showrooms and
more than 6,000 multi-brand outlets.
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