Bata (also known as Bata Shoe Organization) is a global company that manufactures and retails in footwear and fashion accessories. In the beginning, the company was significantly smaller and was founded by siblings; Tomáš, Antonín and Anna Baťa in 1894 in Zlin, Czechoslovakia. However today, it has expanded all over the world and now operates 40 production companies in 26 countries, running 4,600 stores which serves about 1 million customers a day and employs over 40,000 people internationally. Due to this expansion, Thomas G Bata, the current chairman of the group, has implemented four MBUs (Meaningful Business Units) consisting of Bata Europe in Lausanne, Bata Asia Pacific-Africa in Singapore, Bata Latin America in Mexico and Bata North
…show more content…
Targeting. Targeting is the process whereby a market is divided into segments of consumers who has different requirements, characteristics and behaviors. The marketer or company then chooses which segments to target by evaluating which would they benefit from most. (Kotler & Armstrong, 2014)
Marketing Communications Mix. Marketing communications mix consists of promotional tools such as advertising, sales promotion, public relation, personal selling and direct marketing. The marketer or company then creates a mixture of these tools in order to communicate and persuade the consumer which also builds a relationship with the customer. (Kotler & Armstrong, 2014)
Thereby the process of utilizing these theories would be dividing a market into segments, targeting a segment to concentrate on and lastly, using one of the promotional tools to communicate to the …show more content…
The rationale for targeting this group of consumers is that youths and young adults are associated with being 'trendy', 'hip' and 'cool'. Hence, the image of the company will also be regarded as such if the youths and young adults like the brand or product of the company. They are also mostly like to impact the purchasing behavior of their friends and families. Therefore, this creates the side benefit of increasing the brand awareness and thereby creates a loyalty to the brand as well.
Since Bata is targeting youths and young adults, the marketing communications mix must be specifically customized to effectively attract them. As youths and young adults are the main users of technology such as smartphones, computers and tablets, most of whom use these devices to browse social media, Bata is taking advantage of this by utilizing the promotional tool of advertising as well as direct marketing. The advertising of this campaign is done through social media websites such as Facebook, which is also where the video advertisement created for the campaign was also posted on. The direct marketing is done through the creation and use of the campaign’s website which is where the consumers will create their message and make their purchase of the
Targeting. Targeting is the process whereby a market is divided into segments of consumers who has different requirements, characteristics and behaviors. The marketer or company then chooses which segments to target by evaluating which would they benefit from most. (Kotler & Armstrong, 2014)
Marketing Communications Mix. Marketing communications mix consists of promotional tools such as advertising, sales promotion, public relation, personal selling and direct marketing. The marketer or company then creates a mixture of these tools in order to communicate and persuade the consumer which also builds a relationship with the customer. (Kotler & Armstrong, 2014)
Thereby the process of utilizing these theories would be dividing a market into segments, targeting a segment to concentrate on and lastly, using one of the promotional tools to communicate to the …show more content…
The rationale for targeting this group of consumers is that youths and young adults are associated with being 'trendy', 'hip' and 'cool'. Hence, the image of the company will also be regarded as such if the youths and young adults like the brand or product of the company. They are also mostly like to impact the purchasing behavior of their friends and families. Therefore, this creates the side benefit of increasing the brand awareness and thereby creates a loyalty to the brand as well.
Since Bata is targeting youths and young adults, the marketing communications mix must be specifically customized to effectively attract them. As youths and young adults are the main users of technology such as smartphones, computers and tablets, most of whom use these devices to browse social media, Bata is taking advantage of this by utilizing the promotional tool of advertising as well as direct marketing. The advertising of this campaign is done through social media websites such as Facebook, which is also where the video advertisement created for the campaign was also posted on. The direct marketing is done through the creation and use of the campaign’s website which is where the consumers will create their message and make their purchase of the