Market Segmentation Case Study: Bata Shoes
The market segmentation is an indispensable concept in marketing world. It refers to the process of dividing or bifurcation of the target market into smaller sub-markets consisting of people who prefer products that are alike in nature and respond similarly to the changes in the market. In this case, the marketer supplies his different products in different markets based on the segmentation. This is called market segmentation. The segmentation can be made on the basis of sex, age, life style, income, family size, geographic and demographic factor, psychographic factors etc. There is another scenario where the marketer introduces a new product in the market without any bifurcation or division, such products are said to have non-segmented …show more content…
for different types of customers. So, the marketer has differentiated his products for the customers on the basis of gender and age group like for Men, Women and Kids.
MEN AMBASSADOR, MOCASSINO,
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whether they prefer the brand for formal wears, sportswear, casuals or outdoors.
FORMALS SPORTS CASUALS OUTDOORS
MOCASSINO, AMBASSADOR POWER NORTHSTAR WEINBRENNER
In the targeting market, the company targeted the women market by providing specialized products under the brand Marie Claire like Formal shoes, Casuals and Bags for women.
Bata is very attractive and highly preferred by the market for their school shoes. This is an example of product specialization where it is only produced and designed for school children.
Bata is also making a mass market coverage by producing foot wear like sandals, slippers, daily use chappals, etc. for all types of customer. Hence, in the case of Bata we can see that the company has segmented the market into different smaller sub-markets where it can easily identify and satisfy the needs of the customers. It makes easy for customers also by not searching for the products in a market where he product might not be available by directly looking for the product at n the right market. Since Bata is a successful brand in the market for foot wears, we can say that proper market segmentation can be a factor for having higher market
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