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Expanding the product Range of Leena by Bata

Rabya Tauheed
14-259

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

2018
Running Head: EXPANDING THE PRODUCT RANGE OF LEENA BY BATA i

Expanding the Product Range of Leena by Bata

Rabya Tauheed

14-259

Submitted in partial fulfillment of the requirement for the degree of BS.at the

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

Ms. Khadija Hassan Ms. Asma Khan

Ms. Huma Saeed Ms. Sufia Sultana

Ms.Amna Mubeen Ms. Hira Khan

Mr. Faizan Khalid Mr.Uzair Farooq

Mr.Ammar Bangash Mr.Agha Hussain


2018
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA ii

Forwarding Sheet

The thesis entitled ‘Expanding the Product Range of Leena by Bata’ by Ms.

Rabya Tauheed, student of B.S Fashion Marketing and Merchandising, Registration

No. 14-259 has been completed under our guidance and we are satisfied with the

quality of student’s research work.

Supervisor

Ms. Khadija Hassan ________________________ Date: ________________

Coordinator

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

Lahore

Mentors

Ms. Asma Khan _____________________________ Date: _______________

Lecturer

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

Lahore

Ms. Huma Saeed ____________________________ Date: _______________


EXPANDING THE PROJECT RANGE OF LEENA BY BATA iii

Lecturer

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

Lahore

Mr. Faizan Khalid ___________________________ Date: ________________

Lecturer

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

Lahore

Mr. Uzair Farooq ____________________________ Date: ________________

Lecturer

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

Lahore

Mr. Hira Khan __________________________ Date: _________________

Lecturer

Department of Fashion Marketing and Merchandising

Pakistan Institute of Fashion and Design

Lahore
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA iv

Approval Certificate

The thesis entitled “Expanding the Product Range of Leena by Bata” submitted by

Rabya Tauheed student of BS. Fashion Marketing and Merchandising, Registration No.

14-259, Batch 2014-2018 has been accepted by the Department of Fashion Marketing

and Merchandising, Pakistan Institute of Fashion and Design, Lahore, in partial

Fulfillment of the requirement for the degree.

__________________________________

Chairman

___________________________________

External Examiner

___________________________________

Internal Examiner
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA v

Attestation of Authority

I hereby declare that this submission is my own work, and it contains no material

Previously published or written by another person, except where due acknowledgement

has been made in the text.

Rabya Tauheed

Signature: _____________________

Reg. no: 14-259

Session: 2014-2018

Date: ______________________
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA vi

Acknowledgements

I would like to thank Allah Almighty for giving me the strength and opportunity for my thesis

journey. I am grateful to my parents for believing in and supporting me through thick and

thin. Moreover, I would like to extend my thanks to all the faculty of Fashion Marketing and

Merchandising Department for their constant support and guidance during this thesis project.

I would also take the chance to thank my siblings and friends for their assistance to complete

the continuous task of research. Last but not the least my institute PIFD for providing us a

platform to get a professional Degree which would help us make our own place in this society.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA vii

Table of Contents

Chapter 1 ........................................................................................................................... vii

Project Proposal ...................................................................................................................1

1.1 Project Introduction ...................................................................................................1

1.1.1. Company Profile. market share........................................................................1

1.2 Marketing Mix ...........................................................................................................1

1.2.1. Product. .............................................................................................................1

1.2.2. Place. ..................................................................................................................1

1.2.3. Price. ..................................................................................................................1

1.2.4. Promotion...........................................................................................................2

1.3 SWOT Analysis .........................................................................................................2

1.3.1. Strengths. ...............................................................................................................2

1.3.2. Weaknesses. .......................................................................................................2

1.3.3. Opportunities......................................................................................................3

1.3.4. Threats....................................................................................................................3

1.4 Project Rationale ........................................................................................................4

1.5 Project Terms of Reference .......................................................................................4

1.5.1. Project Aim .................................................................................................4

1.5.2. Project objectives. .........................................................................................4

Chapter 2 ..............................................................................................................................6
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA viii

Market Research ..................................................................................................................6

2.1 Research Terms of Reference ....................................................................................6

2.1.1. Research Aim. ................................................................................................6

2.12. Research Objectives. Following are the research objectives: .............................6

2.2 Literature Review.......................................................................................................6

2.21. Customer demand. .............................................................................................6

2.2.2. Product Assortment. . ......................................................................................8

2.2.3. Product Portfolio. .................................................................................................9

2.3 Theoretical Framework ..............................................................................................9

2.4 Research Methodology ................................................................................................10

2.4.1 Population. .........................................................................................................10

2.4.2 Research Design.................................................................................................10

2.5 Findings and Analysis ........................................................................................15

2.5.1 Observations .....................................................................................................15

2.52 Interview Findings .............................................................................................22

2.5.3 Focus Group Findings ....................................................................................29

2.5.4 Questionnaire Analysis ..................................................................................31

Chapter 3 ............................................................................................................................34

Operational Analysis ..........................................................................................................34

3.1 Strategic Mix ............................................................................................................34


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA ix

3.1.1 Customers .........................................................................................................34

3.1.2 Competition.......................................................................................................35

3.1.3 Competitive Advantage ....................................................................................37

3.1.4 Product ..............................................................................................................37

3.1.5 Price ..................................................................................................................38

3.1.6 Promotions ........................................................................................................38

3.1.7 Placement… .. ...................................................................................................38

3.2 Operational Plan.......................................................................................................39

3.2.1 Product Development........................................................................................39

3.2.2 Placing Order ....................................................................................................39

3.2.3 Quality Check ...................................................................................................39

3.3 Budget Allocation and Range Plan ..........................................................................39

3.3.1 Budget Breakdown............................................................................................40

3.3.2 Range Planning .................................................................................................41

........................................................................................................................................43

........................................................................................................................................43

3.4 Phasing Plan .............................................................................................................43

........................................................................................................................................43

........................................................................................................................................44

........................................................................................................................................44
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA x

3.41 Store and Size Allocation.......................................................................................44

3.5 Promotional Plan......................................................................................................45

3.5.1 Introduction .......................................................................................................45

3.5.2 Target Audience ................................................................................................45

3.5.3 Historical Analysis. . ........................................................................................45

3.5.4 Comparative Analysis. ......................................................................................47

3.5.5 Promotion Aim..................................................................................................49

3.5.6 Objectives of Promotion ...................................................................................49

3.5.7 Promotional Need .............................................................................................50

3.5.8 Suggested Mediums of Promotions ..................................................................52

CHAPTER 4 ......................................................................................................................63

Financial Analysis ..............................................................................................................63

4.1 Sales Forecast...........................................................................................................63

........................................................................................................................................63

4.2 Return on Investment ..................................................................................................63

CHAPTER 5 ......................................................................................................................65

Conclusion .........................................................................................................................65

5.1 Recommendations ....................................................................................................65

5.2 Limitations ...............................................................................................................65


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 1

Chapter 1

Project Proposal

1.1 Project Introduction

1.1.1. Company Profile. The project is about Expanding the Product Range of

Leena by Bata. Leena by Bata caters to the females from 15 to 25 years of age. The

footwear range that they currently offers contains open flats and flat sandals, the range

has potential in itself to expand into the existing market. The growth rate for this category

is high but market share is not competitive. Seasonally it offers eight to ten designs in the

stores which is limited within the range of Leena for the described target market as it has

more potential in terms of target audience as well as brand to extend its ongoing range

and add more merchandize to it in order to extend the profit margin in terms of female

footwear. It could be done if Leena strategize its expansion in accordance with the

increasing demand. In this way it has been suggested to the Leena by Bata to expand and

improvise its entire range by adding more merchandize to it in order to become a

complete footwear collection and to gain more market share.

1.2 Marketing Mix

1.2.1. Product. The products in Leena by Bata include the footwear

merchandise such as open flats and sandals for the range only in summers.

1.2.2. Place. Bata is located in almost every city of Pakistan. The category

Leena by Bata is available on all the A and B category stores.

1.2.3. Price. The price range for the range Leena by Bata starts from PKR

399 and ranging up to PKR 2999.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 2

1.2.4. Promotion. The promotions for the range Leena by Bata is through

social media such as Facebook and Instagram.

1.3 SWOT Analysis

1.3.1. Strengths.

• Heavy customer footfall within the store because Bata is considered as a

family store. It has wide variety of footwear merchandize for men, women

and kids.

• The stores are categorized as family and city store according to the demographics

of the locality. In this way the merchandize is separate according to the

segmentation of the stores.

• Bata stores are located in every city of Pakistan.

• The merchandize of Leena follows trends with respect to every

season and the competitors.

5. It offers its footwear merchandize on affordable prices.

1.3.2. Weaknesses.

• Leena by Bata has very limited number of stock as 8 to 10 designs

seasonally.

• The advertisement for Leena by Bata is low in comparison to their

other sub-brands.

• Leena does not appear as an identity which could be known among

its target market.

• The brand image within the female category of Bata is only

preserved to the ‘slippers’ and granny shoes.

• The variation within the styles is less implemented in whole merchandize.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 3

1.3.3. Opportunities.

• Bata has strong brand image in terms of quality and accessibility.

• Potential to extend into the required segment (Leena) extensively.

• Strong competitive advantage in terms of value addition within the

category.

• Creating innovation into its products and services.

• The brand captures wider target market due to its wider variety of stores.

1.3.4. Threats.

• Competitors are more focused on the product aesthetics and the promotion

than the sub-brand Leena by Bata.

• The competitors have strong definition of variation and extensive

merchandize within the product category.

• The preference of consumers to other competitor brands in terms

of Leena by Bata is big threat as in terms of female footwear consumers

have more opportunities.

• The brand Bata has wider product Portfolio so they cannot

emphasize on single category for more profit margin.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 4

1.4 Project Rationale

Leena by Bata has the potential to extend into the existing market. Bata has the

huge market share through its other footwear categories in the market and the brand has

also the edge of presence in wider cities of Pakistan over other competitor brands. It has

strong competitive advantage in terms of value addition within the category as the brand

has streamlined process of merchandize in its every category so it has room to extend in

the product category Leena by Bata. Wider target audience is stepping into the store

every day to purchase from any category so they have this unique selling point in

comparison to its competitors. The price points for Leena by Bata are competitive in

terms of the competitor brands as ranging from 399PKR to 2999PKR. Other categories

are performing better and generating higher profits in this way Bata has the potential to

extend into the existing category Leena by Bata to gain wider market share.

1.5 Project Terms of Reference

1.5.1. Project Aim. The aim of the study is to improve the product assortment

within the existing range of Leena by Bata through developing a complete range for the

category.

1.5.2. Project objectives. To provide extensive merchandize of female

footwear for target customers with wider variety of styles and designs with in the

specific range of Leena by Bata

• To analyze the performance of competitors and their target positioning with respect to

their same existing range as of Leena by Bata has in order to develop the expanded

range
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 5

• To analyze the total budget required for the range to expand in order to maintain

inventory at allotted budget

• To increase the market share of Bata in female footwear specifically for Leena.

• To lookup for the sales data of competitors and analyzing it thoroughly

• To rectify the product assortment options for Leena by Bata and develop a complete

merchandize for the range by adding more footwear to expand the collection

• To devise a suitable promotional campaign for the range Leena by Bata


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 6
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 6

Chapter 2

Market Research

2.1 Research Terms of Reference

2.1.1. Research Aim. To Research for the feasible options in terms of product

assortment in order to improve and extend the existing product range of Leena by

Bata.

2.12. Research Objectives. Following are the research objectives:

• To study client for devising improved and extended range

• To analyze the performance of competitors and their target position

• To look up for consumer preferences in order to provide extensive

merchandize

• To study assortment options for merchandize in order to develop a

complete range

• To devise a suitable promotional campaign for the range

2.2 Literature Review

2.21. Customer demand. The products that client would purchase in the way

that they were accessible. Leena by Bata caters to the customers belongs to the

mass market. There are other competitors brands provide the same merchandize

with extended portfolio which Leena by Bata provides at very affordable price

range but the product portfolio is contracted. Hence there is a need to focus on

customer demand for the brand Leena by Bata.

The article customer demand focus on the substitution of demand for

customers which explains the behavior of customers observed when there is


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 7

diversity in options for a particular product category. To start with, it is

advantageous to recognize the two principle kinds of substitution about the

product assortment issue that is client driven request substitution, where the

clients settle on substitution choices independent from anyone else, and firm-

determined substitution, where the maker settles on choices for clients on picking

substitutes.

As depicted in the accompanying, the imaginative commitment of this

work is to incorporate client driven request substitution issues into generation

planning choices so as to decrease delay purchases or lost deals in those segments

portrayed by long creation lead times and obliged limits and assets. The

assembling condition of intrigue is a make-to-stock condition where the creation

procedure depends on request gauges and it is a client's decision regardless of

whether to substitute when the principal decision isn't accessible. Diverse

alternatives of a similar item class can be created keeping in mind the end goal to

offer a huge item portfolio, as per the previously mentioned high-assortment

procedures. The entire item portfolio should be characterized by clients' desires

that have been beforehand assessed about the total client conduct.

(Dipartimento di Scienze e Metodidell’Ingegneria, 2016)


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 8

2.2.2. Product Assortment. In Product Assortment retailer offers are available

to be purchased. Product assortment is comprised of two characteristics which

include length means number of products and breadth means number of product lines

a company produces or a retailer carries. Currently the brand Bata focuses on the

breadth of the products instead of length.

The length of the products has studied by focusing on the product

assortment for length for the brand Leena by Bata by focusing on the Stock

Keeping Units SKU’S.

When retailers create assortment inside product categories they include or erase

particular SKUs inside an assortment of brands. It analyzes how brand and SKU

groupings influence products. It investigates store run records and deals

information from a retailer who principally included or erased sub-brands in a

single outlet and essentially included or erased SKUs inside brands overall.

(Cadeaux)
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 9

2.2.3. Product Portfolio. The product portfolio is the accumulation of the

considerable products and services offered by an organization. Product portfolio analyzes

the stock type, profit margin, company growth prospects, market leadership, income

contributions and operational risk. The article of product portfolio has been studied for

the sub-brand Leena by Bata.

The competition between heterogeneous firms by concentrating on segment of

product assortment. Basic request models create predictable appraisals of value

versatilities given the products that organizations have offered. Firms alter their product

portfolios. The supposition of settled item varieties may risky in this manner.

( Draganska)

It involves numerous basic procedures, for example, creating plans

for outline alternatives for assortment, setting estimating system,

characterizing secluded outline layouts, picking materials, characterizing

pattern portray and estimations, recognizing key providers and settling on

material advancement. (Rinaldi)

2.3 Theoretical Framework

Theoretical Framework describes the research problem that why it

exists. The described theoretical framework identifies all the components

relating to the research process which supports the topic Expanding the

Product Range of Leena by Bata.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 10

Client Research

Visual Competotors
Merchandize Research
Promotional Consumer
Plan Research
Expanding the
Product Range of
Placement
Leena by Bata Trend
Research
Alllocation
Vendors
Research
Costing
Operational Plan
Collection Development
Development

2.4 Research Methodology

2.4.1 Population. The population of the research has been constrained to the

locality within Lahore. Females from the age group of 16 up to 30 years were

selected for the study. The population was being studied according to the

demographics, psychographics and buying patterns. The population was lagging

in middle class yet fashion followers.

2.4.2 Research Design.

2.4.2.1 Data Collection Instruments. Data collection instruments helps

researcher to collect and analyze the data. It includes

• Observations
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 11

• Interviews

• Focus Groups

• Questionnaire

Observations were conducted while gathering the secondary information

regarding the research in order to explore in relation to the study. Interviews will

be conducted with the experts of the field as well as the consumers in order to

analyze the segment which has been targeted. The data was also collected

according to the research. The sample of 200 questionnaires will be conducted in

order to describe the target market properly. The questions will be structured into

the various segments including demographics, affordability, aesthetic preference

and the current scenario in the minds of consumers about the category. The Focus

group will be conducted between 8-10 people who are target customers for Leena

by Bata in order to know their preferences about the range. The questions which

will be structured in the focus group will be divided into the categories for the

particular range such as open ended questions about the consumer preferences and

the perception of consumer about the brand. The research process was conducted

in order to gather the complete information about the range Leena by Bata in

order to suggest the improvisation to the brand.

The two research methods were used to conduct the in-depth research that would

be:

• Exploratory Research

• Descriptive Research
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 12

2.4.2.2 Descriptive Research. Descriptive research is the type of research

question, design, and data analysis that will be applied to the field of search. It

will also include the detailed observations at the store of Leena by Bata to ensure

that how consumers are reacting towards the footwear merchandize that is being

offered at the brand Leena by Bata. Further the Questionnaire were developed

based on the areas related to the sub-brand Leena by Bata.

2.4.2.3 Exploratory Research. The exploratory research would be conducted in order to

explore the market and the industry. Interviews and focus groups were conducted to

collect this information.

2.4.2.3.1 Observations. In-depth observations were conducted on the stores of Bata for

the sub-brand leena by Bata. The category was observed article wise for detailed analysis.

The observations should be done on the competitor stores for the same category. The

behavior of target customers was also observed for the brand and the competitor brand.

The collected data from the observations will further help to figure out the current

scenario for the range which will be developed for Leena by Bata.

2.4.2.3.2 Focus groups. The Focus group was conducted between 8-10 people who were

target customers for Leena by Bata in order to know their preferences about the range.

The questions which were structured in the focus group were divided into the categories

for the particular range such as open ended questions about the consumer preferences and

the perception of consumer about the brand.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 13

2.4.2.3.3 Interviews. The interviews will be conducted from Client Company,

Competitors and consumers about the sub-category which includes sandals and open

slippers.

• Client Interviews

The client interview will be conducted from the client company about the

merchandize of sub-category Leena, the allocation matrix and the revenues

which are generated from the particular category. The product assortment and

the budget allocation will also be asked for the interviews. Within the client

interviews the interview will be conducted from the executive person,

merchandize managers and the store managers for the particular category.

• Competitor/ Expert Interviews

The Competitors/ expert interviews will be conducted from the competitors

brand and the people which are related to the prior category. The elements

which will be more focused in the competitor’s questions will include product

assortment, aesthetics and quality of products and the allocation matrix of the

brand. The competitors/ executive interviews will be conducted from

competitor brand store managers and merchandize managers about the

category.

• Consumer Interviews

The consumer interviews will be done with the current consumers of Leena by

Bata and the ones who do not shop from the sub-brand Leena. The questions

which will be asked includes the prices which they prefers, demographics of

the consumers, preferences of the consumers for the various footwear choices
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 14

such as accessories of footwear, upcoming silhouettes for the merchandize,

consumer needs and wants in terms of aesthetics and trends for the footwear

merchandize, the effective mediums by which consumer of Leena by Bata will

acquire the information and their feedback and suggestion for the sub-brand

Leena by Bata. The consumer interviews will be conducted from the potential

customers of Leena by Bata and the customers which prefers competitors

brand.

2.4.2.4 Questionnaire. The sample of 200 questionnaires will be conducted

in order to describe the target market properly. The questions will be

structured into the various segments including demographics, affordability,

aesthetic preference and the current scenario in the minds of consumers about

the category.

The technique which was be used to examine the sample was random

sampling. The stratified sampling partition the population into groups based on a

factor that may influence the variable that is being measured. These groups are

then called strata. An individual group is called a stratum.

2.4.2.4.1 Sample size. The sample size consists of girls who shops from Leena

by Bata or the other competitors brands for casual flats, sandals and

semiformal and formals is of 200 people.

2.4.2.4.2 Research Population. Research population is a sample of

people through which questionnaire will be conducted. The 200 people would

be the ample through which the research will be conducted.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 15

Figure2.1

2.5 Findings and Analysis

2.5.1 Observations.

2.5.1.1 Client Observations. Observations day 1 (Bata store Emporium mall)

Friday 7:00. pm

On the day 1 of the observations Bata store at emporium mall was visited. The

Bata store at Emporium mall is considered as a city store. 2.5 hours were spent at

the store. The category Leena by Bata was specifically analyzed at the store.

Within the span of 2.5 hours the customers were observed who specifically shops

from Leena by Bata. One lady entered accompanying a girl whose age maybe 14

to 16 years older. She looked for sandals in that category but did not purchased

due to its color.

Another girl was observed who also looked into the same section and did not

shop. She looked then for Mare Claire section.

Except those two girls no one was observed at the store for the section leena by

bata. Otherwise many customers stepped into the store and did shopped from the

other sub-brands of Bata.

The factors which were observed during the observations includes


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 16

• Product

The product range includes the T-strap flats, flip flops, cross strap sandals and

formal range in golden color. The casual and semi-formal range was in basic

colors such as white, black, blue colors were common in the whole range. Besides

this pastel colors were also available within the range. The styles were according

to the upcoming trends for the open flat shoes. Only 2 styles for the girlish sandals

were present in the whole range. There was one style in the sandals whose threads

were flipping outside the stitching whose price range was 1299. The overall

merchandize was too limited within the category.

• Merchandizing

The products includes the footwear merchandize as for Leena by Bata it was

ranging from open flat slippers and sandals as the category in total had 10 to 12

designs in total.

Where for the formal range it includes 2 designs for formal open flats and 2

designs for the flat sandals whereas three designs for the formal sandals in heels.

The sizes present in category were ranging from size 3 to size 10. The sizes 3,4

and 10 were only available for the limited pairs.

• Sales Staff

At Emporium branch the sales staff was more handling the bubble gummers

section other than the Leena by Bata section. One girl selected the shoe then she

called the sales person for the appropriate size then he said that she has to wait

five minutes for it.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 17

• Visual Merchandizing

The Visual Merchandizing section for the category Leena by Bata was arranged

poorly as shoe pairs were stacked over the display board. The arrangement of

shoe merchandize was poor. In comparison to this category the other category

Comfit was much improved and displayed better.

• Customer Complaint

None of the customer’s complaint at the store but one of the customer was

looking for more designs which she did not find out.

Observations day 2 Leena by Bata (Bata store Link Road branch) Saturday 4:00

pm

Three hours were spent at the store.A family came in which two girls shopped

from Leena by Bata as they looked for the formal shoes within the affordable

price range as they didn’t find the appropriate shoe size for the style.Then she

purchased casual slippers whose price was 399 from Leena by Bata.

Another girl came with her mother and purchased single strap sandals in rust

color as she also enquired for the other colors like peach or blue but only rust and

beige shades were available in the sandals.

Three more girls came but none of them purchased from Leena by Bata.

• Product

The casual and semi-formal range was in basic colors such as white, black, blue

colors were common in the whole range. The product range includes the T-strap

flats, flip flops, cross strap sandals and formal range in golden color. Moreover
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 18

pastel colors were also available within the range. The styles were according to

the upcoming trends for the open flat shoes. The styles which were enormously

present includes the open flats whose price range was upto 1299-1499.

3-4 styles were same as observed at the competitor’s store.

• Merchandizing

Formal range includes 2 designs for formal open flats and 2 designs for the flat

sandals whereas three designs for the formal sandals in heels. The sizes present in

category were ranging from size 3 to size 10. The sizes 3,4 and 10 were only

available for the limited pairs. The products includes the footwear merchandize

as for Leena by Bata it was ranging from open flat slippers and sandals as the

category in total had 10 to 12 designs in total.

• Sales Staff

The sales staff was cooperating and asked customers for their queries according to

the particular category for the product.

Visual Merchandizing

Within the visual Merchandizing the shoes were stacked within gondola display

which was not giving an appropriate image for the complete range.

• Customer Complaint

None of the customer’s complaint at the store but customers had difficulty to find

out the right product from the gondola display.

Day 2 G1 market 7:30 PM


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 19

One hour was spent at the brand. 5 customers had observed the category as most

of the customers were girls but none of them shop for it.

• Product

The product range includes the T-strap flats, flip flops, cross strap sandals and

formal range in golden color. The casual and semi-formal range was in basic

colors such as white, black, blue colors were common in the whole range. The

styles which were enormously present includes the open flats.

• Merchandizing

The products includes the footwear merchandize as for Leena by Bata it was

ranging from open flat slippers and sandals as the category in total had 10 to 12

designs in total.

Formal range includes 2 designs for formal open flats and 2 designs for the flat

sandals whereas three designs for the formal sandals in heels. The sizes present in

category were ranging from size 3 to size 10. The sizes 3,4 and 10 were only

available for the limited pairs.

• Sales Staff

The sales staff was cooperating and asked customers for their queries according to

the particular category for the product.

• Visual Merchandizing

Within the visual Merchandizing the shoes were stacked within gondola display

which was not giving an appropriate image for the complete range.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 20

• Customer Complaint

No customer was there so there was no complaint in this way.

2.5.1.2 Competitors Observations

Day 3 Stylo (Emporium Mall) Sunday 11:00 am

At stylo the customers were observed for the category of sandals and open flats as

2 hours were spent in which 8 to 9 customers were observed for the category. The

price range in which the customers purchased the footwear was ranging from 600

to 2000 for the sandals and semi-formals.

• Product

The product range for the merchandize in stylo contains includes the open single

strap flats and cross-strap sandals. The casual and semi-formal range was in bold

colors within the whole range.

• Merchandizing

Within stylo the product range includes the sandals, flip flops, traditional khusas

and sandals. The other range includes the formals whose price range was started

from 1200 and was ranging up to 6000 PKR. The product range includes high

heels and platform within the category.

• Sales Staff

The sales staff was cooperating and helped the customers to shop from the store.

• Visual Merchandizing

The VM outside the store was appealing for the target customers.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 21

• Customer Complaint

No complaint was observed for the entire range within the store.

Day 3 ECS (Emporium Mall) Sunday 1:30 Pm

At ECS the customers were observed for the category of sandals and open flats as

1.5 hours were spent in which 10 to 12 customers were observed for the category.

The price range in which the customers purchased the footwear was ranging from

500 to 2200 for the sandals and semi-formals.

• Product

The product range for the merchandize in ECS includes the open single strap flats

and cross-strap sandals. The casual and semi-formal range was in bold colors

within the whole range. The formal range was ranging from 2000 and ranging up

to the 8000 PKR.

• Merchandizing

Within ECS the product range includes the sandals, flip flops and sandals. The

other range includes the formals whose price range was started from 2000 and

was ranging up to 8000 PKR. The product range includes high heels and platform

within the category.

• Sales Staff

The sales staff was cooperating and helped the customers to shop from the store.

• Visual Merchandizing

There was shelf display for the footwear merchandize.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 22

• Customer Complaint

No complaint was observed for the entire range within the store.

2.52 Interview Findings.

2.5.2.1 Client Interviews. Interview with Raja Naumanullah Khan (Chief

Collection Manager)

• 60% own production, 30% local vendors, 20% import

• 16-24

• Liza by Servis, Stylo, Metro, Borjan, ECS,

• We look forward to expand

• Less than 10% is allocated to Leena glam

• Comprised of summer range only

• Because winters have very less time period

• Leena can be further categorized

• The price range starts from 399 and ranges upto 2999

• Includes the collection of casual, formal and semi-formal footwear

• It is providing 15% of the overall potential

• Caters to the middle, upper-middle class

• The design philosophy which has been followed within the whole category

comprised of pastel colors, spring season etc.

• More demand for customers can be created if product assortment within the

category is expanded.

• The pairs which have more sales in the start are mostly repeated so in this way

they become best sellers


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 23

• The company produce basic sandals and casual slippers within the category

• Leena glam is procured from vendors so in this way that category owns very little

percentage.

• We are looking forward to procure Leena glam in inhouse production.

• 12- 14 SKU’s are allotted to Leena seasonally.

• 4-5 SKUS are allotted to Leena by Bata seasonally.

• The predictions for the designs which have to come seasonally is done on the

basis of trend forecast packs of footwear design in summers

• The range can be expanded further if more product assortment options are to be

looked for.

Analysis:

The executive interview was conducted with the Chief Collection Manager at

Bata Raja NaumanUllah Khan. The questions which were responded includes the

age group for the category which was 16-24. He said that they are looking

forward to expand the range Leena by Bata. The sub-brand is also looking

towards the expanding the product range in the summers. The winter stock is not

under the brand Leena due to shorter span of winters in Pakistan. The SKU’S

which are allotted to the category seasonally includes 10-12 designs. Their 60%

of the merchandize is procured in house where as 30% of the merchandize is

procured from local vendors where as 10% of the merchandize is procured

internationally. 60% own production, 30% local vendors, 20% import


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 24

The design philosophy which has been followed within the whole category

comprised of pastel colors, spring season etc. More demand for customers can be

created if product assortment within the category is expanded. The pairs which

have more sales in the start are mostly repeated so in this way they become best

sellers. The company produce basic sandals and casual slippers within the

category. Leena glam is procured from vendors so in this way that category owns

very little percentage. They are looking forward to procure Leena glam in in-

house production.12- 14 SKU’s are allotted to Leena seasonally. 4-5 SKUS are

allotted to Leena by Bata seasonally.The predictions for the designs which have to

come seasonally is done on the basis of trend forecast packs of footwear design in

summers. The range can be expanded further if more product assortment options

are to be looked for.

Interview with Syed Sarfraz Ahmed (store manager at Bata store Emporium Mall

Lahore)

• The product range in comprising of 10-12 designs seasonally.

• 253 pairs were sold within two weeks at Emporium branch back in September

when there was Eid season.

• The best sellers within the casual open flat slippers were the cross strap flats.

• Most of the customers tends to look for the Marie Claire in the female range

which has slight higher prices.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 25

• The competitors for the same category includes ECS, stylo, Metro and Liza by

Servis.

• In customers there is less awareness for the brand Leena glam by Bata as the

people seldomly buy formal footwear from LeenaGlam.

• Leena by Bata is comprised of summer range only.

• In comparison to the other categories such as bubble gummers this category has

comparatively less sales.

• Customers are more looking towards the aesthetical appeal and colors within the

footwear.

• The sales for the category are higher in peak summers.

Analysis:

The expert interview was conducted with Syed Sarfraz Ahmed at Emporium Mall

Lahore. According to him the best sellers are the flat slippers whose price range is

from 399 to 1499. The category has less contribution in comparison to the other

within the store. The formal category which is Leena by Bata has 3 to 4 designs

seasonally. The designs within the Leena by Bata contains 10 to 12 designs

seasonally. According to him customers are more focused towards the aesthetical

appeal. The product range is only limited to the summer season.

Interview with Umama Rahim (Merchandize Manager at Bata)

• Comprised of summer range only

• Because winters have very less time period


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 26

• Leena can be further categorized

• The price range starts from 399 and ranges upto 2999

• Includes the collection of casual, formal and semi-formal footwear

• It is providing 15% of the overall potential

• Caters to the middle, upper-middle class

• The design philosophy which has been followed within the whole category

comprised of pastel colors, spring season etc.

• More demand for customers can be created if product assortment within the

category is expanded.

• The pairs which have more sales in the start are mostly repeated so in this way

they become best sellers

• The company produce basic sandals and casual slippers within the category

• Leena glam is procured from vendors so in this way that category owns very

little percentage.

• We are looking forward to procure Leena glam in in-house production.

• 12- 14 SKU’s are allotted to Leena seasonally.

• 60% own production, 30% local vendors, 20% import

• 16-24

• Liza by Servis, Stylo, Metro, Borjan, ECS,

• Less than 10% is allocated to Leena glam

Analysis
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 27

The questions which were asked majorly includes the questions related to the

questions related to the product, Visual Merchandizing, Sales staff, footwear

merchandize and customer complaints.

The expert interview was conducted with the category merchandizer Umama

Rahim at Bata Pakistan. The questions which were asked her involves sku’s,

competitors and vendors information. She said that 50% of the merchandize is

procured in-house. It is providing 15% of the overall potential. It caters to the

middle, upper-middle class. The design philosophy which has been followed

within the whole category comprised of pastel colors, spring season etc. More

demand for customers can be created if product assortment within the category is

expanded. The pairs which have more sales in the start are mostly repeated so in

this way they become best sellers.

Interview with Rizwan Hussain (Store manager at Bata)

• The points of difference are in the price point which brand is providing.

• The buying pattern of customers is basically dependent on the choices and

the upcoming trends for the season.

• Consumers mostly expect quality within the product with good aesthetical

appeal that will be different from the competitors in terms of the cost

effectiveness.

• The categories which have been sold includes the open flats and sandals

which also includes wedges as these categories are sold every year and the
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 28

merchandize is comprised of summer range. Basically categories consists

of Open flats, sandals and formal footwear with slight heels.

• At Bata huge frame posters are used to display the whole category as

different styles for display have also been allocated to the each category

• The in store promotions play an important role as they made customer

aware of the category

• The girls in early 20’s and late teens are the consumer for Leena by Bata

Analysis

The expert interview was conducted with Rizwan Hussain as the questions which were

asked were related product assortment and the display of the category within the sub-

brand. The consumers were looking for aesthetical appeal within the category. The

buying pattern of customers is basically dependent on the choices and the upcoming

trends for the season. Consumers mostly expect quality within the product with good

aesthetical appeal that will be different from the competitors in terms of the cost

effectiveness. The categories which have been sold include the open flats and sandals

which also include wedges as these categories are sold every year and the merchandize is

comprised of summer range. Basically categories consist of Open flats, sandals and

formal footwear with slight heels. At Bata huge frame posters are used to display the

whole category as different styles for display have also been allocated to the each

category.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 29

2.5.3 Focus Group Findings. Focus Group was conducted between 9 potential

customers for female footwear whose age-group was from 17-29. Those customers shop

from Liza by servis, stylo, Almas and Leena by Bata as well along with other brands

2.5.3.1 Focus Group 1. In 9 respondents first respondent said that she shop from

ecs, Stylo, Almas and borjan for formal and semi-formal and casual shoes for

summers and winters

Satisfaction depends on quality that what you buys from the store.

When it comes to footwear the factors that matters includes cost effectiveness in

terms of price that the footwear be available at its worth price range. The other

factor that matters is the durability of the footwear. In terms of the aesthetics the

style and color for the footwear matters the most.

The footwear is available most of the times at very affordable price but sometimes

the quality of the footwear has an issue such as issue in sole stitching. The

maximum price bracket at which I prefer to buy casual and semi-formal shoes is

400 to 1500 and formals it is from 1200 to 2500 both for summers and winters. In

terms of variety the brands which are performing better are borjan, ecs, Almas has

also a lot of variety but the brand but management of inventory is also an issue for

them. Yes I had once bought a summer shoe from Leena by Bata which costs

1200 rupees. As it was flat open slippers in black color which was cost effective

and durable as well for daily use. Within the extensive range the footwear range

that is expected includes the sandals with more designs, block heels, and trendy

silhouettes. The preference for the sources includes the social media, billboards

and word of mouth also matters when it comes to trendy footwear. Every brand
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 30

has some flaws in terms of variety and cost effectiveness. The footwear at least

must go for at least one year for the price range of 1200PKR. I had bought a

female footwear at Leena glam for the price range of 1599 which has a slight heel.

It was comfortable as well as durable to wear. Sometimes styles are available but

sometimes there is no variety for the products available at the store. The variety is

mainly available at the store in summers as only 8 designs are available for the

collection. But mainly it is not easy to find the accessible collection. In Lahore I

usually buy the female footwear from Johar Town or the link road branch when it

comes to Leena by Bata. There is lack of aesthetics in the footwear when it comes

to colors and trendy silhouettes within the complete range. The preferences to see

footwear at affordable range includes sandals, flats, wedges and slight heels

within the merchandize. According to me borjan, Almas and Shoe planet are

performing better in terms of aesthetics and the required demand. Every footwear

brand tries to achieve its goal when it comes to the quality and aesthetics. In

aesthetics Liza by Servis is not fashion forward. The factors that matters when it

comes to customer behavior includes the merchandize display, colors, and how

the sales man deals with customers.

2.5.3.2Focus group 2 . The focus group was conducted with existing and

potential customers.

Quality depends on the type of footwear and its cost. Aesthetics, comfort, cost

effectiveness, durability and brand image matters. The problem which I have to

encounter is that most of the brands do not have trendy silhouettes for footwear

when it comes to the aesthetics and quality. According to variety every footwear
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 31

brand is performing as what they can expect their range to be. When it comes to

the purchase ability of shoes I use to prefer the open flats within the price range of

400 and ranging up-to 1000 for casual shoes in summers but when it comes to

winters then from 600 to 2000 is the maximum price range. For the formals it

should be from 1100 to3000 in maximum. The preference for the footwear brands

includes the Almas, ECS, Metro, shoe Planet and seldom from Leena by Bata.

Every footwear brand tries to achieve its goal when it comes to the quality and

aesthetics. In aesthetics Liza by Servis is not fashion forward. The factors that

matters when it comes to customer behavior includes the merchandize display,

colors, and how the sales man deals with customers. Every footwear brand tries to

achieve its goal when it comes to the quality and aesthetics.

2.5.4 Questionnaire Analysis. The random sampling technique has been used to get

the unbiased results. The sample for the research has been chosen randomly but the group

of population must represent the sample as it is for Leena by Bata. As the girls are the

target sample but the qualities for the sample are not specified.

Within 200 hundred responses 38.7% responded that they have purchased from

from the sub-brand Leena by Bata. 35.7 % said that they have not purchased from

the brand Leena by Bata and 25.6 % said that maybe they have purchased. So it

can be said that most of the people are aware by the brand Leena by Bata. Most of

the people are those who have no idea about the brand and some people are not

sure that whether they have purchased or not from the brand Leena by Bata.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 32

2.5.4.1. When it comes to the purchase intensions then 57% people prefer stylo

for casual and semi-formal shoes where 45.5% people purchase from Almas. 43

% people prefer ECS and 25% buys from Liza by servis where less than 18%

people buy from Leena by Bata. The other footwear brands also include less than

5 %.

When it was asked about the purchase ability of shoes to the respondents in which

35% answered that they shop quarterly for the shoes. 33% of the respondents

shops after 2 months. 16.5 % of the respondents said that 16.5% people shop

season wise.

2.5.4.2. The affordability for the casual and semi-formal shoes was 1000-2000

for maximum. Where 23% people answered that they can afford 2100-2500 for

the semi-formal open flat shoes and sandals. It can be said that maximum people

who can afford within the range of 1000-2000 are 69.5.

2.5.4.3 . Within the factors such as comfort, quality, cost effectiveness,

Aesthetics and durability different people have different preferences regarding

their buying behavior for the shoes where many people choose the option of

extremely important when buying for the shoes after each of the factor.

2.5.4.4. In this question the question was asked about the fashion ability and

quality/aesthetics for the brand Leena by Bata in which most of the respondents

answered average and satisfied for the brand.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 33

2.5.4.5 . In this question the preferences about the different styles of shoes were

asked in which preferences for different styles were asked. The major responses

about the sandals were collected which were 55% then 46.5% responses about the

sandals were responded by the questionnaires.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 34

Chapter 3

Operational Analysis

3.1 Strategic Mix

3.1.1 Customers. The target consumer that falls within the target market

of Leena by Bata belongs to the middle class of strata. This target market

is not very trend savvy but follows trends and fashion. The target market is

also price sensitive that needs trendy footwear at very affordable prices.

The age-group to which consumer belongs is from 16-32 years of the age.

The consumer is a student or working lady. She likes to shop from the

brands like ego and limelight. She is conscious about what she wear but

prefer products at economic price range.

Below given figure describes the life style of the consumer. The

consumer is divided into the two age-groups. One age-group is from

16-23 yerars of age. In this age-group the consumer is a student and

prefers what suits her. The other is from 24-32 years of age. In this

age-group the consumer is working, as she likes to hangout, she likes

to read mag and she magazine. Overall both the described consumers

belongs to the middle class of the age-group.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 35

Figure 3.1

3.1.2 Competition.

ECS

ECS is included as an industry player in comparison to the Leena by Bata.

As it also offer a complete range in terms of the price, product, place and

promotion. Throughout the summer the inventory is more than the range of

leena by bata as they also do the product promotions for their brand.

The promotional tools which the brand use includes social Media

promotions and in store promotions. The post on the left describes the product

scenario as footwear has been paired up with the supporting props and the

accessories. The product with in the advertisement has been clearly focused

along with the use of colors in the background.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 36

The other image on the right describes the product with catchy tagline which give essence

to the whole image. The image describes the consumer preferences within the chosen

target market.

Stylo

Stylo is included as an industry player in comparison to the Leena by Bata. As

it also offer a complete range in terms of the price, product, place and

promotion. Within the promotions of stylo the colors which have been used

are catchy. The footwear with the following collection is also prominent with

its prevailing elements within the theme as described. The theme also focused

on the colors and attractiveness to the target consumers.

Metro

Metro is included an industry player in comparison to the Leena by Bata. As it also offer

a complete range in terms of the price, product, place and promotion. Throughout the

summer the inventory is more than the range of leena by bata as they also do the product

promotions for their brand.

The promotional tools which the brand use includes social Media promotions and in store

promotions. The post on the left describes the product scenario as footwear has been

paired up with the supporting props and the accessories. The product with in the

advertisement has been clearly focused along with the use of colors in the background.

The other image on the right describes the product with catchy tagline which give essence

to the whole image. The image describes the consumer preferences within the chosen

target market.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 37

Figure 3.2

3.1.3 Competitive Advantage. The competitive advantage for the brand Leena

by Bata is that it is mass market brand and present in all the cities of Pakistan. Bata

Pakistan has unique position in the market. Their products are affordable as well as easily

accessible. The client company already operates for the category Leena by Bata. In this

way it would be advantage for the company to expand its existing range Leena by Bata.

3.1.4 Product. The product portfolio for the sub-brand Leena by Bata will

include the complete range of casual, semi-formal and formal footwear line for both

summers and winters for the brand Leena by Bata. The product category will include

number of other sub-categories.

Within casual for summers the product portfolio includes Casual slides and casual

sandals, semiformal for summer will include slides, sandals, slight heels and wedges.

Formal it includes slight heels, wedges, block heels, sandals, slides and high Heels. For

winters the category casual include casual ballet flats, casual basic pumps, slip-ons and

casual canvas shoes. For semi-formal it includes ankle-strap flats, pointed-toe flats, gauze

pumps and jaquiline flats. For formal category it includes platforms, court shoes and
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 38

embellished pumps. It can be said that product assortment strategy has been implied in

terms of length on the sub-brand Leena by Bata.

3.1.5 Price. The price range has been categorized for casual, semiformal which

comes under Leena by Bata and formal which comes under Leena Glam by Bata. For

casual and semi-formal the price range is from PKR 499 to PKR 2299 where for formal it

ranges from PKR 999 and ranges up to PKR 2999. Price range is in accordance with the

demographics and psychographics of the mass- market consumer. The cost based price

strategy is also used in which 2X to 2.5X markup has been charged on each pair. The

comparative analysis has also been done in order to charge the suitable price.

3.1.6 Promotions. The promotions have been done by considering the current

promotional strategies of Bata and by analyzing the promotional campaigns used by

competitors such as Stylo, Metro and ECS. Furthermore the promotions were suggested

through conventional and non-conventional promotional mediums appropriate for the

brand and it target audience. It includes instore buntings, billboards, magazine ads,

Youtube advertisement, social media posts and other promotional activities which

directly target its consumers i.e launch programs and give a ways in order to persuade the

current and potential consumer for the category Leena by Bata.

3.1.7 Placement. The merchandize for the brand Leena by Bata is currently

available on all the outlets within Pakistan. The range which has been developed

with complete product assortment along with the categories casual, semiformal and

formal will be available first on all the A category stores across Pakistan. The

merchandize will be displayed category wise on the allotted 2-3 racks as per

category.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 39

3.2 Operational Plan

3.2.1 Product Development. The Product Development at Leena by Bata starts

from the sample development of shoe. The sample development process includes

approval of shoe silhouette, colors, trims and sizes. The process of product development

occurs by the mutual decision of merchandize team along with research and development

team.

The planning of merchandise will done by analyzing the market research findings

and competitor’s sales data. The merchandize planning has to be done six months in

advance before the production starts so the material would be procured in time.

3.2.2 Placing Order. The merchandize will be produced through local and

international vendors along with the in-house production. The Minimum order

quantity would be fixed while outsourcing, in order to meet the demand of

customers. For local vendors the MOQ would be 200-300 while for international

vendors the MOQ would be 2000.

3.2.3 Quality Check. Quality check department is responsible for maintaining

desired level of quality within products. The quality will be assured at every stage by the

quality control team. The quality control team will also assure the minimum wastage of

products. The team will also be responsible for quantity of products, labeling and

packaging before dispatch to the store.

3.3 Budget Allocation and Range Plan

The merchandize for Leena by Bata is planned after analyzing the sales data of

competitor brands as well as Leena by Bata. The product categories which has highest
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 40

sell through were analyzed in sales data. The consumer preferences have been analyzed

from market research in order to develop a complete range for Leena by Bata.

3.3.1 Budget Breakdown. For the budget break-down the entire range has split

into casual, semiformal and formal range for summers and winters categorically. The

total budget for the entire range was 200 millions in which 125 million is allocated to

summers and 74 million is allocated to winters. Within summers 35% is allocated to

casual, 40% to semi-formal and 25% is allocated to formal category. The same

percentage is allocated to the winter stock. The budget has been allotted by considering

all 428 outlets of Bata, Pakistan.

Figure 3.3
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 41

3.3.2 Range Planning. The range planning has been done according to both

seasons. An efficient merchandize Plan has been suggested to the brand categorically, by

analyzing the results from market research, keeping in mind the preferences of the target

market such as colors, silhouettes, price range and other preference.

The casual range for summers has been allotted the percentage of 35% in which

Casual slides has the percentage of 55% with seven number of styles. Sandals have 05

number of styles with the percentage of 45% .Semiformal for summer has allotted 40% in

which slight heels have allotted 30% with four number of styles, sandals have been

allocated with 25% with 05 number of styles. Slides have been allocated 20% with 06

number of styles and wedges have been allocated 25% with four number of styles.

Formal includes slight heels with 30% along with four number of styles, wedges includes

5% with one number of style, block heels includes 5% with one number of style, flats has

allocated 30% with four number of styles and high heels have allotted 20% with 06

number of styles.

For winters the category casual include casual ballet flats with the percentage of

20% and three number of styles, casual basic pumps has allocated 30% with five number

of styles, slip-ons have allocated 20% of the budget with 03 number of styles and casual

canvas has been allocated 25% with four number of styles. Semi formal winters includes

ankle-strap flats with 25% and three number of styles, pointed-toe flats has allocated 20%

with 03 number of styles, gauze pumps have allotted 30% with four number of styles and

jaquiline flats has allocated 30% with 03 number of styles. Winters for formal category

include platforms which has allocated 25% with 03 number of styles. Court shoes has
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 42

been allocated 35% with 02 number of styles and embellished pumps has allocated 40%

with 06 number of styles. The direction for silhouettes has been taken from consumer

preferences and directional brands which are Hobo by Hub, Insignia and Marie Claire.

Figure 3.4

Figure 3.5
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 43

Figure 3.6

3.4 Phasing Plan

The Phasing plan of merchandise is divided into phases according to the stock.

The first phase will start from March and end in May. This is the first summer phase

which will have more number of styles in comparison with other summer phase because

Spring / Summer collection and Eid/ Festive collection will launch in this phase Likewise

second phase will start from June and end in August. This is the phase in which summer

sale would start at the end of august. Third phase will start from September and ends in

November. In this phase winter collection will launch. The last phase will starts from

December and end in February. This phase is also known as sale phase as winters sale

will start in this phase.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 44

Figure 3.7

3.41 Store and Size Allocation. The store allocation has been done according to retail

stores of Bata all over Pakistan which are 428 in number. The allocation is according to

the A and B category stores all over Pakistan. 65% stock is allocated to A category stores

which are 224 in number while 35% stock is allocated to B category stores which are 204

in number.

Size Allocation has been done according to the standard sizes sold at Leena by

Bata and preferences of consumers for the sizes. The total sizes are 4 to 10 which have

been allotted the percentages.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 45

3.5 Promotional Plan

3.5.1 Introduction. Promotional plan has been suggested to the brand by

foreseeing the budget given by the company. The company’s and competitor’s current

promotional campaigns were analyzed through secondary research. The preferences of

consumers for promotions were analyzed through market research findings and

promotional campaigns of directional brands were also studied.

3.5.2 Target Audience.

The current and potential market for the category Leena by Bata lags between

the age group of 16-32 years of the age. The target consumers which falls

within the target market of Leena by Bata belongs to the middle class of

strata. This target market is not trend savvy but follows trends and fashion.

The target market is also price sensitive that iis in need of trendy footwear at

very affordable prices.

3.5.3 Historical Analysis. The brand’s current and old promotional strategies

were studied in a way to devise new promotional strategy to the brand which

will help it to improve the brand image in terms of promotional

activities.According to the market research findings it was analyzed that

people are unaware or less aware of Leena by Bata due to their less or weak

promotions as the same parent brand do promotions for the other sub brands

such as power for sports. The brand spends more on other female categories.

They responded that promotions for stylo and metro influence them more to

shop from the brand. People also responded that they also look for social
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 46

media promotions most of the time as Metro and stylo update every week

regarding the promotions.

The range consists of open flats, sandals and formal footwear as well. The sub-brand was

launched in 2013 as at that time only they had promoted their brand by using facebook

and instagram promotions which were 3 to 5 posts. As in the year 2014, 2015, 2016 and

the year 2017 the brand had used 2 to 3 posts a year to promote their range.

In the current promotional campaign for leena by bata only posts for shoe styles were

uploaded on Facebook and Instagram for their current summer collection in june 2017

on 5th and 6th June for their collection of sandals. The type of promotions which

Leena do includes the product promotions specifically for their products such as

sandals and open flats. Bata as a whole currently promotes through radio, In store

promotions, TVC, billboards, newspaper and social media promotions. It can be said

that Leena by Bata has less promotions in comparison to the other categories for Bata

such as Power and other sub-brands in the brand. . The theme described is about

springs, floral, colors and their depiction with the product.

Figure 3.8
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 47

Figure 3.9

3.5.4 Comparative Analysis. The promotional mediums of the comparative brands

have been studied and direction has taken from their effective strategies. The

comparative brands include Stylo, Metro and ECS.

3.5.4.1 Stylo. Within the promotions of stylo the colors which have been used are catchy.

The footwear with the following collection is also prominent with its prevailing elements

within the theme as described. The theme also focused on the colors and attractiveness to

the target consumers.

Figure 3.10

Figure 3.11
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 48

3.5.4.2 Metro. Within the promotions of Metro very bold colors have been used with the

catchy taglines as colors within the post are attractive and catchy. The footwear with the

following collection is also prominent with its prevailing elements within the theme as

described. The theme also focused on the colors and attractiveness to the target

consumers.

Figure 3.12

Figure 3.13

3.5.4.3 ECS. The promotional tools which the brand use includes social Media

promotions and in store promotions. The post on the left describes the product scenario as

footwear has been paired up with the supporting props and the accessories. The product
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 49

with in the advertisement has been clearly focused along with the use of colors in the

background.

The other image on the right describes the product with catchy tagline which gives

essence to the whole image. The image describes the consumer preferences within the

chosen target market.

Figure 3.14

3.5.5 Promotion Aim. To build identity and strong brand image among consumers for

the brand Leena by Bata.

3.5.6 Objectives of Promotion. Following are the objectives of promotions described

below.

• To increase the footfall of consumers for Leena by Bata

• To develop distinct themes for promotions in relation to Leena by Bata

• To study the mediums suitable for promotions in order to boost up the sales

• To create the awareness among consumers about the sub-brand Leena by Bata

• To develop a separate identity for the sub-brand Leena by Bata through different

effective promotional campaigns

• To analyze competitors and directional brands promotional campaigns


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 50

3.5.7 Promotional Need. The promotional plan suggests the effective

promotional strategies and mediums to create awareness in terms of consumers

that will help brand to improve their business strategies. Following are the points

which describe what needs to be improved in the promotional campaigns of Leena

by Bata.

• Clearer product image

It was analyzed from the product promotions of Leena by Bata that the target

consumers are not satisfied with the product image which has been portrayed by

Leena by Bata.

• Focus on single campaign

It was the response of customers that they likely see the promotional campaigns

of Leena by Bata unlike other brands.

• Potray Leena by Bata specifically

Current and potential customers for the category Leena by Bata are looking for

the separate promotions for the category in order to get updated about it.

• In store Promotions

In store promotions such as buntings is also the thing for which customer looks

for in the campaign.

• Use of appropriate colors

The potential customers are also looking for the colors in order to get attracted to

the campaigns such as the brands stylo, Insignia, Hobo, Borjan uses it in their

campaigns.

• SMS marketing
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 51

SMS marketing is also the tool by which consumers get attracted to the

campaigns

• Use of attractive, creative and catchy taglines

The brands such as stylo, Hobo and insignia uses the catchy taglines in order to

attract the consumers to which they attracts in usual.

• Recall campaign

Brand recall is also an important factor when it comes to consumers.

• BTL activities

The campus drive is also done by other footwear brands to which customers get

attracted.

• Attractive product shoots

Blingy shoots, attractive props is also the key to which consumers get attracted as

which is also used by the other brands.

It can be concluded from the above given points that target market for Leena by

Bata is got attracted to the mainstream mediums. That target market uses social

media as the purchase decisions for this target market are actually based on the

things by which they easily get attracted.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 52

3.5.8 Suggested Mediums of Promotions. The target market for Leena by Bata

is got attracted to the mainstream mediums because that target market is not

fashion savvy yet fashion follower. That target market uses social media as the

purchase decisions for this target market are actually based on the things by which

they easily get attracted.

As that target market is only looking for the products which worth their price.

The strategies which will be used by the brand includes the facebook and

Instagram promotions as these are the mediums to which the target market is more

interactive. As Facebook and Instagram posts will be 4 to 5 per month in the initial

weeks.

The magazine advertisement will also be given for the brand Leena by

Bata in She magazine and the Mag. These are the magazines which are

preferred by the people belongs to the middle class within the age group of

18-28 years of the age of females.

BTL activities can also be the part of the promotional campaign as these

activities may include the campus ambassador and the campus activity

programs to create the awareness about the sub-brand Leena by Bata.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 53

3.5.8.1 Big Idea.

Figure 3.15

The big idea has been based on the theme Untold glamour. The idea behind the theme is

based on the demographics, psychographics and behavioral factors of the target consumer

as their likings, disliking, color preferences, customs, and silhouette preference in

footwear within the price range of 399 to 2999 for Leena by Bata and Leena Glam by

Bata.

The look untold glamour is for the casual and semi-formal look as the theme depicts that

footwear is comfortable, elegant and classy as well. The theme also tells about the

preferences of colors and silhouettes for the footwear. The consumer is also price savvy
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 54

and fashion follower. The range includes the sandals and open flats. The message within

the theme reflects that consumer is fashion follower as the colors within the theme have

been picked from the preferences of the consumers for the range.

The theme described is according to the demographics, psychographics and the purchase

intentions of the consumers with respect to the range Leena by Bata. The aim of the

themes has been taken from what the consumer thinks.

3.5.9 Promotion calendar. The promotion calendar is divided into four phases according

to the allocated dates to each of the phase. The total budget for the promotion calendar is

PKR 20 million. Phase one of promotion will start on 1st March 2019 and end on 15th

May 2019. PKR 7 million is allocated to this phase and 35% of the budget is allocated to

this phase. Phase two will start on 16th May and ends on 31st august. 30% of the budget is

allocated to this phase. Phase 3 will start on 1st September and will end on 31st

November. Simultaneously phase 4 will start on 1st January and will end on 28th

February.

3.5.9.1 Phase 1 (Promotions).

Launch Phase:

Figure 3.16
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 55

Figure 3.17

Figure 3.18

Figure 3.19
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 56

The aim of the Phasing plan is to split the range of Leena by Bata into the several ranges.

The launching phase will start from 1st March 2019 and ends on 15th May 2019 as this

phase will include Eid-ulfitr. The strategy which will be used in this phase include the list

of followings

• Social Media marketing

• SMS Marketing

• In store promotions

• Magazine Advertizement

• Arrival of new Collection Leena by Bata

• Photoshoot and VM

• She magazine (half page)

• Billboard

• The total budget for the range is PKR 7 million.

The BTL promotions will not be included in it as the through the line promotions are the

part of it.

3.5.9.2 Phase 2.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 57

Figure 3.20

Figure 3.21
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 58

Figure 3.22

The second phase will start from 16th May and will end on 31st august.

• Social Media posts

• SMS Marketing

• Magazines and Instore Promotions

• Collection update of Leena by Bata,

• She magazine (half page), Mag (1 page)

• Store buntings/ Instore display.

• The total budget for the range is 342,000

• The ATL promotions can also include TVC which will includes the chunk of

Leena as while advertisement will not be comprised of the Leena’s advertisement

as it will consist of the small chunk from the advertisement.

• The BTL promotions will include the in store promotions such as mehndi stall for

Eid. As this kind of activity will be termed as engagement activity.

• This phase will also include the eid sale for eid-ul-azha.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 59

The budget allocated to this phase is PKR 6 Million.

3.5.9.3. Phase 3.

Figure 3.23

Figure 3.24
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 60

Figure 3.25

The 3rd phase will start from 16th September and will end on 31st November. As this is

the season in which the winter category will be launched. The 3rd phase will also include

the launch of winter season.

• Social Media posts

• SMS Marketing

• Magazines and In-store Promotions

• Collection update of Leena by Bata,

• She magazine (half page), Mag (1 page)

• Store buntings/ In-store display.

• The ATL activity for this phase will be Advertisements in magazine and on the

social media.

The budget allocated to this phase is PKR 4 million.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 61

3.5.9.4. Phase 4.

Figure 3.26

Figure 3.27
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 62

Figure 3.28

The Phase 4 will start on 1st January and end on 28th February. The total budget

which is allocated to the phase is PKR 3 Million which is 15% of the total budget

of promotion. Following are the activities which are included in this phase of

promotion.

• Social Media Posts

• In-store promotion

• Discount coupon at hyper star

• Photo shoot and VM

• Magazine advertisements

• Social Media Marketing


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 63

CHAPTER 4

Financial Analysis

4.1 Sales Forecast

Figure 4.1

The sales forecasting was done in comparison to the comparative and directional

brands in which the sales revenue was PKR 339 million. The cost of goods sold was PKR

97 million. The gross profit was calculated to be PKR 242 million. The operating

expenses were 30 million. The net profit was calculated to be PKR 212 million for both

the categories summers as well as winters.

4.2 Return on Investment

The profit margin for the whole category is calculated to be 68%. In this way the return

on investment is calculated as 116% for the whole category.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 64

Figure 4.2
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 65

Chapter 5

Conclusion

5.1 Recommendations

Bata is the multi-national footwear brand, it has retained large number of

customer base by providing them quality footwear at affordable price range. The brand

should expand the existing product range of Leena by Bata.

The brand should broaden the outsourcing options by exploring more vendors for

the range Leena by Bata. The recommendation which is suggested to the brand is to look

for more effective vendors for the range Leena by Bata and the brand can also emphasize

on the in-house production of casual footwear range.

The brand has also to emphasize on the promotional campaigns for the category

Leena by Bata.

5.2 Limitations

Following are the risks explained below which are the limitations for the project.

• Risk for the project will be due to the vendor’s delay in the shipment. The risk

will vary in terms of vendor.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 66

• The risk can also occur when there are not enough people for the task

handling.

• The project risk can be due to the failure to meet the quality of the footwear

which the other brands are incorporating.

• The other critical risk can occur when the costs of merchandize will be

exceeding than the mentioned price range.

• The project risk can also occur when all the events are not forecasted

properly.

Action plan for these risks.

• The action plan is needed for vendor’s delay as sample approval must be done

so quickly in order to send those for production. The merchandize should be

split into the various batches in order to procure at time.

• The extra people should be added within the team for the category.

• The materials should be selected by the team itself in order to maintain the

good quality for the product.

• The cost of merchandize should be calculated within the time.

• The organogram of the company should be expanded.


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 67

References

Bata. (n.d.). Retrieved from Bata Pakistan: http://www.bata.com

Borjan. (n.d.). Retrieved from Borjan.com.pk: www.borjan.com.pk

Metro. (n.d.). Retrieved from www.metro.com.pk: http://www.metro.com.pk

stylo. (n.d.). Retrieved from stylo: http://www.stylo.com.pk

sage pub. (n.d.).http://methods.sagepub.com/reference/encyclopedia-of-survey-research-

methods/n440.xml

tandfoline (n.d.).http://www.tandfonline.com/doi/full/10.1080/00223131.2015.1126541

https://search.proquest.com/pqdtglobal/docview/304015980/abstract/1FBF61227

A524B97PQ/1?accountid=135034
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 68

Appendices

Questionnaire Design

A questionnaire is designed to be filled by the selected segment of 200 respondents will

be chosen with in the segment. The aim of the questionnaire is to collect information

based on their

Demographics, Purchase Intentions, Satisfaction Level and Preference Analysis.

Demographics

1. What is your Occupation?

• Employee

• Student

• House wife

2. Your age group?

• 14-19

• 20-25

• 26-30

3. What is your income bracket?

• Less than 20000


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 69

• 20000-25000

• 25000-50000

• Above than 50000

Purchase Intentions

4. How much you can afford for casual and semi-formal open flat shoes and

sandals?

• 500-900

• 1000-2000

• 2100-2500

5. How much you can afford for formal open flat shoes and sandals?

• 900-1400

• 1500-2000

• 2100-2500

• 2600-3000

• 31-3500

6. From where do you purchase your casual shoes including open flat shoes and

sandals?

• Leena by Bata

• Liza by Servis

• Borjan

• ECS

• Stylo

• Others please mention ---------------------------------


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 70

7. From where do you purchase your formal and semi-formal shoes including open

flat shoes and sandals?

• Leena Glam by Bata

• Liza by Servis

• Borjan

• ECS

• Stylo

• Almas

• Others please mention ---------------------------------

8. How much do you normally spend on casual shoes?

• 300-600

• 700-1000

• 1100-1500

• More than 1500

9. How much do you spend on formal and semi-formal shoes?

• 1000-1500

• 1600-2000

• 2100-2500

• 2600-3000

10. How often do you purchase shoes?


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 71

• Monthly

• After 2 months

• Quarterly

• Season wise

11. What is most important to you while buying shoes?

• Comfort

• Quality

• Cost

• Aesthetics

12. What kind of casual, formal and semi-formal shoes you usually buy?

• Open flats ( casual, formal and semi-formal)

• Sandals ( casual, formal and semi-formal)

• Wedges ( casual, formal and semi-formal)

• Slight heels (casual, formal and semi-formal)

• Heels (for formals)

Satisfaction Level

13. Are you satisfied with the quality of footwear brand you are currently preferring?

• Yes

• No

14. Rate the quality of brand or footwear merchandize you prefer? 1(low) 5 (highest)

• 1

• 2
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 72

• 3

• 4

• 5

Preference Analysis

15. What colors will you prefer in casual open slippers and sandals?

• Pastels

• Bold colors

• Mixed colors

16. What colors will you prefer in formal and semi-formal flats and sandals?

• Golden, silver and copper

• Pastels

• Others please mention………………………..

17. What do you prefer more when it comes to buy the shoes

• Quantity and aesthetics

• Quality and aesthetics

18. From which means you get the updates about the new arrival of the footwear ?

• Billboards

• Social media

• Word of Mouth

• Magazines

20. Rank Leena by bata casual, formal and semi-formal footwear range for women

on the satisfaction scale?


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 73

Dissatisfied Average Satisfied Highly

1 2 3 satisfied

Fashion ability

Quality/comfort

21. What is the most convenient way of shopping?

• Online

• Malls

• Standalone stores

22. How often do you shop from Leena by Bata?

• Once a month

• After three months

• After six months

• After a year

• Never

23. Which style you prefer most for wearing in summers? Please rate it in accordance

with a following scale from 1 to 4?


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 74

Product styles Most Preferred Average Least Not

preferred Preferred preferred

Pseudo
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 75

Interview Questions

Client Research

1. How to provide extensive merchandize of female footwear for target customers with

wider variety of styles and designs with in the specific range of Leena by Bata?

2. How the company analyze the performance of competitors and their target positioning

with respect to their same existing range as of Leena by Bata has in order to develop the

expanded range?

3. How the company analyze the total budget required for the range to expand in order to

maintain inventory at allotted budget?

4. How to increase the market share of Bata in female footwear specifically for Leena?

5. How to lookup for the sales data and analyzing it thoroughly?

6. How to rectify the product assortment options for Leena by Bata?

7. How to develop a complete merchandize for the range by adding more footwear to

expand the collection?

8. How to devise a suitable promotional campaign for the range?

9. How to create more demand for the customers by its affordable and extensive range of

footwear?

10. How to determine Bata higher share in women footwear by the expanded range of Leena

as it will gain more traffic inside the store for their specific range?

11. How to improvise aesthetics and quality within the footwear?

12. How much budget do you allocate to the sub category Leena by Bata?

13. How much number of pairs do you allocate to the specific category?

14. How much revenue do you generate from the specific category?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 76

15. How do you manage for the trend forecast for the particular category

16. What is design philosophy for the category Leena by Bata

17. What are the overall best sold items in all categories

18. What are the poor sold items in all the categories

19. What are the best sold items in Leena by Bata

20. Would brand like to expand the existing product portfolio for Leena by Bata

21. What is the target market for the category Leena by Bata

22. Would the merchandize will be procured from vendors or it will be produced inhouse

23. What do you think about the prices for the styles in category

24. What are the SKU’S for the particular range Leena by Bata

25. What type of styles for sandals and slippers company has ability to manufacture

26. What type of fabrics, resins do you prefer for slippers and on what price ranges

27. What are the competitors for the category Leena by Bata

28. What are the directional brands for which the brand takes direction from

29. What would be your estimated budget for the complete range

30. What is the markup that you set per style in the category?

31. How many phases do you have in a year

32. What will be the strategy you use to retain your customers

33. Through what mediums do you promote your product

34. What are the price points at which you are deciding to sell your product for the expanded

range

35. What would be the points of differentiation for the range

36. What is the buying pattern of your consumers?


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 77

37. What do consumers expect when they shop from Leena by Bata?

38. What are the priorities on which you decide for the product?

39. Will the business model of Bata will go with the Leena by Bata?

40. How many categories for Leena by Bata do you sold per year?

41. How instore display plays its role for the enhancement of product and how much you

have emphasized on it?

42. Which age group usually shops from Leena by Bata?

43. What are the preferences for which they look for?

44. What is the basic design philosophy behind Leena by Bata?

45. What sort of promotional tools do your company use to boost up the sales?

46. What things distinguish the company from other competitors brands?

47. Does your company looks for the product assortment options?

48. Do your company take direction for the effective promotions of the brand?

49. How your company determines the power of the buyer?

50. Does your company determine the threats of new entrants in the market as in terms of

technology, cost effectiveness and specialist’s knowledge for the female footwear?

Industry’s Research

1. How the particular range of the company is performing?

2. How you determine the direction for brand in order to make profit from the merchandize?

3. How your company looks for sourcing which is more cost effective?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 78

4. Does your company take direction on the product assortment ways from international

brands?

5. Do your company has better product assortment options?

6. Do your company take direction for the effective promotions of the brand?

7. To look at the competitive strength of the competitors as competitors in the industry?

8. Do your company looks for the effective suppliers/ vendors which provides the materials

at cost effective prices?

9. What is the design philosophy for your company?

10. How the company analyze the total budget required for the range to expand in order to

maintain inventory at allotted budget?

11. How the company increase the market share of in female footwear?

12. How the lookup for the sales data and analyzing it thoroughly?

13. How company rectify the product assortment options?

14. How company develop a complete merchandize for the range by adding more footwear to

expand the collection?

15. How company devise a suitable promotional campaign for the range?

16. How the company creates more demand for the customers by its affordable and extensive

range of footwear?

17. How to determine Bata higher share in women footwear by the expanded range of Leena

as it will gain more traffic inside the store for their specific range?

18. How the company improvise aesthetics and quality within the footwear?

19. How much budget do your company allocate to the category of sandals and slippers?

20. How much number of pairs do your company allocate to the specific category?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 79

21. How much revenue do you generate from the specific category?

22. How do you manage for the trend forecast for the category?

23. What is design philosophy for the category?

24. What are the overall best sold items in all categories?

25. What are the poor sold items in all the categories?

26. What are the best sold items in the category?

27. What are the competitors for the category ?

28. What are the directional brands for which the brand takes direction from?

29. What would be your estimated budget for the complete range?

30. What is the markup that you set per style in the category?

31. How many phases do you have in a year?

32. What will be the strategy you use to retain your customers?

33. Through what mediums do you promote your product?

34. What are the price points at which you are deciding to sell your product for the expanded

range?

35. What would be the points of differentiation for the range?

36. What is the buying pattern of your consumers?

37. What do consumers expect when they shop from your brand?

38. What are the priorities on which you decide for the product?

39. What is the business model for your brand ?

40. How many categories for the particular category for the brand do you sold per year?

41. How instore display plays its role for the enhancement of product and how much you

have emphasized on it?


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 80

42. Which age group usually shops from your brand?

43. What are the preferences for which they look for?

44. What is the basic design philosophy behind the brand?

45. What sort of promotional tools do your company use to boost up the sales?

46. What things distinguish the company from other competitors brands?

47. Does your company looks for the product assortment options?

48. Do your company take direction for the effective promotions of the brand?

49. How your company determines the power of the buyer?

50. Does your company determine the threats of new entrants in the market as in terms of

technology, cost effectiveness and specialist’s knowledge for the female footwear?

Consumer Research

What kind of key factors influence you for their brand image in relation to the merchandize they

offers?

From where you purchase merchandize at cost effective prices?

Do you shop according to the localities from the stores of Bata for Leena by Bata?

For what preferences do you look for the brand?

What brand would you prefer according to the design aesthetics?

On what factors do you look for the aesthetic appeal in the footwear merchandize?

What age bracket do you belong?

According to the demographic segmentation from which area do you belong?

Which promotional mediums do you mostly look for while shop from female footwear brand?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 81

What is your perception about the brand Leena by Bata?

On what particular timings and seasons do you shop for the female footwear merchandize?

Have you ever observed the promotional medium for the brand Leena by Bata?

What comes to your mind when you shop from Leena by Bata?

How often do you purchase from Leena by Bata?

Are you brand conscious while purchasing for footwear?

Do you find it difficult to find good quality and aesthetics for female footwear at affordable

prices?

Do you shop from Leena by Bata?

Which product category do you usually shop while purchase from female footwear brand?

What designs and aesthetics are mostly preferred by you in female footwear?

At what price points would be you agree to purchase for Leena by Bata?

What colors would you prefer when you shop for female footwear merchandize or specifically

from Leena by Bata?

What materials do you prefer when you shop for female footwear merchandize?

Where do you currently shop for the female footwear?

What mediums help you get information about the footwear you purchase?

How much do you agree to pay for the footwear?

Do you have any recommendations about the category Leena by Bata?

What is your occupation?

How much you can afford for the female footwear?

What range do you recommend to the brand at which they can arrange their price range?

How often do you shop from Leena by Bata?


EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 82

How often do you shop from the other brands for the category of sandals and slippers?

On which other brands do you prefer to buy for the footwear merchandize?

From which means do you get update about the new collection?

What is your income bracket?

What is the most convenient way for shopping footwear?

How often do you shop from Bata?

What are the styles for which you look for when you shop from Leena by Bata?

How much do you afford to buy a sandal?

What are your aesthetical appeal regarding the merchandize for the category Leena by Bata?

For which season you will prefer to buy slippers or sandals from Leena by Bata?

What sort of silhouettes or embellishments will you prefer for sandals or slippers?

Do you have an idea about international brands to prefer for the same category?

What kind of display influences you to shop from footwear brand?

Detail of Interviewees
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 83

Sr Name Designation Phone E-mail id

no. number

1. Muhammad HR manager 03477773329 shadyamin@bata.com

Shad (Bata

Yamin Pakistan)

(former

Area

Manager at

Bata)

2. Muhammad Category 03454082122 muhammadnauman@bata.com

Nauman Manager at

Bata

3. Umama Merchandize 0302245466 umamarahim@bata.com

Rahim Manager at

Bata

4. Raja Chief 03009477257 rajanauman.khan@bata.com

Nauman Collection

Ullah Khan Manager

5. Rizwan Store 03431568167 rizwan.hussain@bata.com

Hussain manager at

Bata
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 84

6. Syed Store 03366844833 sarfrazahmed@bata.com

Sarfraz Manager at

Ahmed Bata

7. Syed lal Store syedshahbaz@bata.com

Shahahbaz Manager at

Bata

8. Mujtaba Store Mujtaba.shah@bata.com

Shah Manager at

Bata
Count

EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 85


VAR00014

Have you

ever

purchased

female

footwear

from the sub-

brand of Bata

which is

Leena by

Bata? Maybe No Yes Total

VAR0002 0 0 0 2 0 2

6
Rate Leena by 0 1 0 0 0 1

bata casual, formal

and semi-formal

footwear range for

women on the

satisfaction scale?

[Fashionability]

Average 2 1 0 23 28 19 71

Dissatisfied 1 0 0 6 5 5 16

Highly Satisfied 4 0 0 2 10 13 25
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 86

Satisfied 3 0 0 20 26 40 86

Total 1 1 51 71 77 201

To look for the consumers which wants to purchase merchandize at cost effective prices.

Analysis: It can be said that the questions which were cross tabulated includes that how much a

consumer can afford for sandals and what pocket money or income they get monthly for their

expenses. It can be said that 5000-10000 pocket money is get by various of the responses and

they can afford 2100-2500 for the formal shoes.


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VAR00006 * VAR00008 Crosstabulation

Count

VAR00008

How
much you
can afford
for formal
open flat
shoes and 1500- 2100- 2600- 3100- 900- Tota
sandals? 2000 2500 3000 3500 1400 l

VAR 1000 0 0 0 0 0 1 1
0000
6 10000-20000 0 19 25 12 17 3 76

150000 0 0 0 1 0 0 1

20000-30000 0 0 1 0 0 0 1

30000 0 1 0 0 1 0 2

50,000 0 0 0 0 1 0 1

5000-10000 0 41 29 4 4 18 96

70000 0 0 0 0 1 0 1

Depends 0 0 0 0 1 0 1

Less than 5000 0 7 4 2 1 5 19

More than 100000 0 0 0 0 1 0 1

What is your 1 0 0 0 0 0 1
personal income or
pocket money for
self expense
monthly?

Total 1 68 59 19 27 27 201
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 88

Discussion Guide for Focus Groups

Information of Respondents:

Name Location within Age Designation

Lahore city

Hafsa Afzal Defence 21 Student at UMT

Zenaira Gillan Bahria Town 29 Doctor at Begum

Akhtar Syed

Hospital

Hafsa Shahid Sukh Chayn garden 25 works in Askari

bank

Hajra Gillan Sukh Chayn garden 22 Student at Home

Economics

College

Rimsha Malik Johar Town 21 Student at

Pakistan Institute

of Fashion and

design

Rimsha Qaisar Eden Canal Villas 24 Works at Farooq

hospital as

Medical Imaging

Consultant
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 89

Anum Ahmed Gulberg 25 Works at Mohkam

Furnitures

Zoya Hassan Valencia Society 20 Student at

University of

Lahore

Eman Zahid Johar Town 17 Student at LGS

Questions for Focus Group

1. From which brands in Pakistan do you shop for casual footwear in summers?

2. From which brands in Pakistan do you shop for formal and semi-formal footwear in summers?

3. From which brands in Pakistan do you shop for casual, formal and semi-formal footwear in

winters?

4. Are you satisfied with the quality of footwear you purchase from those brands?

5. What kind of factors influences you while shop for footwear such as price, quality, aesthetics

etc?

6. Have you ever been through any difficulty while buying a female footwear at affordable range?

7. What is the maximum price bracket at which you usually buy casual summer shoes?

8. What is the maximum price bracket at which you usually buy semi-formal and formal summer

shoes?
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9. What is the maximum price bracket at which you usually buy casual, semi-formal and formal

winter shoes?

10. On which Pakistani footwear brands have you seen the best product assortment options in

terms of variety?

11. According to you which footwear brands in Pakistan are complete package of aesthetics,

quality and cost effectiveness?

12. What are the sources which updates you on the trends in female footwear?

13. What are the elements that you tends to see in the affordable female footwear?

14. How much time you prefer to wear a pair which you got at very affordable price?

15. Have you ever buy a female casual footwear for summers from Leena by Bata? If yes then how

was your experience?

16. Have you ever buy a female semi-formal and formal footwear for summers from Leena by

Bata? If yes then how was your experience?

17. Have you ever buy a casual, female semi-formal and formal footwear for winters from Leena

by Bata? If yes then how was your experience?

18. If the extended range is provided at Leena by Bata then what kind of footwear would you tend

to see at the store?

19. Is it accessible for you to find the girly range at Leena by Bata?

20. In Lahore from which Bata store do you usually purchase for Leena by Bata footwear?

21. Do you see any lack of aesthetics or lack of variety in the footwear range of Leena by Bata?
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22. What are your preferences when you think of female footwear at affordable range?

23. Do you think that Leena by Bata has affordable price range in comparison to the other footwear

brands out in market?

24. According to you what should be the suggestions that you will give to Leena by Bata as a

customer to improve their product range?

25. What kind of trends in accordance to merchandize you want to see in footwear?

26. Are you satisfied with the behavior of the sales person if you have shop from Leena by Bata?

27. What kind of trends in accordance to merchandize you want to see in footwear?

28. Are you satisfied with the behavior of the sales person if you have shop from Leena by Bata?

29. Are you looking forward to purchase more from Leena by Bata?

30. What are the factors do you look for whenever you purchase from Leena by Bata?

31. Are you satisfied with the Visual display for the category Leena by Bata?

32. What brands are your favorite brands when you look for formal and semiformal along with the

casual shoes?

33. What brands do you think that Leena will take direction from?

35. What are the most affordable footwear brands according to you in Pakistan which offers quality

footwear?

36. According to you which brands in Pakistan have expanded category of footwear with various

designs?
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37. Which Pakistani brands offers quality footwear according to you in desired price?

38. Which brands have overcome their weaknesses according to you in terms of the footwear?

39. What are the footwear brands for females which you think that they need to improve?

40. Do you think that footwear brands in Pakistan follows forecast or trends?

41. Which footwear brands in Pakistan are ore fashion forward according to you?

42. Which footwear brands have worst collection according to you??

43. The females in Pakistan looks for aesthetics or the quality when it comes to shoes according

to you?

44. What is more important to you when it comes to price, aesthetics or quality?

45. Does the customer service at any shoe store is helpful for you?

46. What factors influences the customer behavior when it comes to footwear for females?

47. What factors influences you when you purchase for female footwear?