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Rabya Tauheed
14-259
2018
Running Head: EXPANDING THE PRODUCT RANGE OF LEENA BY BATA i
Rabya Tauheed
14-259
Submitted in partial fulfillment of the requirement for the degree of BS.at the
Forwarding Sheet
The thesis entitled ‘Expanding the Product Range of Leena by Bata’ by Ms.
No. 14-259 has been completed under our guidance and we are satisfied with the
Supervisor
Coordinator
Lahore
Mentors
Lecturer
Lahore
Lecturer
Lahore
Lecturer
Lahore
Lecturer
Lahore
Lecturer
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
__________________________________
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
Rabya Tauheed
Signature: _____________________
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
1.2.4. Promotion...........................................................................................................2
1.3.3. Opportunities......................................................................................................3
1.3.4. Threats....................................................................................................................3
Chapter 2 ..............................................................................................................................6
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA viii
Chapter 3 ............................................................................................................................34
3.1.2 Competition.......................................................................................................35
........................................................................................................................................43
........................................................................................................................................43
........................................................................................................................................43
........................................................................................................................................44
........................................................................................................................................44
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA x
CHAPTER 4 ......................................................................................................................63
........................................................................................................................................63
CHAPTER 5 ......................................................................................................................65
Conclusion .........................................................................................................................65
Chapter 1
Project Proposal
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
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
1.2.3. Price. The price range for the range Leena by Bata starts from PKR
1.2.4. Promotion. The promotions for the range Leena by Bata is through
1.3.1. Strengths.
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
1.3.2. Weaknesses.
seasonally.
other sub-brands.
1.3.3. Opportunities.
category.
• 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
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.
1.5.1. 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.
footwear for target customers with wider variety of styles and designs with in the
• 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
• To increase the market share of Bata in female footwear specifically for Leena.
• 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
Chapter 2
Market Research
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.
merchandize
complete range
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
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.
portrayed by long creation lead times and obliged limits and assets. The
alternatives of a similar item class can be created keeping in mind the end goal to
that have been beforehand assessed about the total client conduct.
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
assortment for length for the brand Leena by Bata by focusing on the Stock
When retailers create assortment inside product categories they include or erase
particular SKUs inside an assortment of brands. It analyzes how brand and SKU
single outlet and essentially included or erased SKUs inside brands overall.
(Cadeaux)
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 9
the stock type, profit margin, company growth prospects, market leadership, income
contributions and operational risk. The article of product portfolio has been studied for
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)
relating to the research process which supports the topic Expanding the
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
2.4.1 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
• Observations
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 11
• Interviews
• Focus Groups
• Questionnaire
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
order to describe the target market properly. The questions will be structured into
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
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
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
explore the market and the industry. Interviews and focus groups were conducted to
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
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
which are generated from the particular category. The product assortment and
the budget allocation will also be asked for the interviews. Within the client
merchandize managers and the store managers for the particular category.
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
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
consumer needs and wants in terms of aesthetics and trends for the footwear
acquire the information and their feedback and suggestion for the sub-brand
Leena by Bata. The consumer interviews will be conducted from the potential
brand.
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
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
people through which questionnaire will be conducted. The 200 people would
Figure2.1
2.5.1 Observations.
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
Another girl was observed who also looked into the same section and did not
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
• 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
• 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
• 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
• 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
• 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
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.
• 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
• Sales Staff
The sales staff was cooperating and asked customers for their queries according to
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
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
• 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
• Sales Staff
The sales staff was cooperating and asked customers for their queries according to
• 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
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
• 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
• 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
• 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.
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
• 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
• 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
• Sales Staff
The sales staff was cooperating and helped the customers to shop from the store.
• Visual Merchandizing
• Customer Complaint
No complaint was observed for the entire range within the store.
Collection Manager)
• 16-24
• The price range starts from 399 and ranges upto 2999
• The design philosophy which has been followed within the whole category
• 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
• 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.
• The predictions for the designs which have to come seasonally is done on the
• 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%
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
Interview with Syed Sarfraz Ahmed (store manager at Bata store Emporium Mall
Lahore)
• 253 pairs were sold within two weeks at Emporium branch back in September
• 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
• 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
• In comparison to the other categories such as bubble gummers this category has
• Customers are more looking towards the aesthetical appeal and colors within the
footwear.
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. According to him customers are more focused towards the aesthetical
• The price range starts from 399 and ranges upto 2999
• The design philosophy which has been followed within the whole category
• 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
• 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.
• 16-24
Analysis
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 27
The questions which were asked majorly includes the questions related to the
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
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
• The points of difference are in the price point which brand is providing.
• 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
• 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 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
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
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
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
colors, and how the sales man deals with customers. Every footwear brand tries to
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
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
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
Chapter 3
Operational Analysis
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
Below given figure describes the life style of the consumer. The
prefers what suits her. The other is from 24-32 years of age. In this
to read mag and she magazine. Overall both the described consumers
Figure 3.1
3.1.2 Competition.
ECS
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
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
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
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
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
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
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
competitors such as Stylo, Metro and ECS. Furthermore the promotions were suggested
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
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
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
customers. For local vendors the MOQ would be 200-300 while for international
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
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
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
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
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
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
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
foreseeing the budget given by the company. The company’s and competitor’s current
consumers for promotions were analyzed through market research findings and
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
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
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
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
Figure 3.8
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 47
Figure 3.9
have been studied and direction has taken from their effective strategies. The
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
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
Figure 3.14
3.5.5 Promotion Aim. To build identity and strong brand image among consumers for
below.
• 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
that will help brand to improve their business strategies. Following are the points
by Bata.
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.
It was the response of customers that they likely see the promotional campaigns
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
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
The brands such as stylo, Hobo and insignia uses the catchy taglines in order to
• Recall campaign
• BTL activities
The campus drive is also done by other footwear brands to which customers get
attracted.
Blingy shoots, attractive props is also the key to which consumers get attracted as
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
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
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
BTL activities can also be the part of the promotional campaign as these
activities may include the campus ambassador and the campus activity
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
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
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.
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
• SMS Marketing
• In store promotions
• Magazine Advertizement
• Photoshoot and VM
• Billboard
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.
• SMS Marketing
• The ATL promotions can also include TVC which will includes the chunk of
• The BTL promotions will include the in store promotions such as mehndi stall for
• This phase will also include the eid sale for eid-ul-azha.
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 59
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
• SMS Marketing
• The ATL activity for this phase will be Advertisements in magazine and on the
social media.
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.
• In-store promotion
• Magazine advertisements
CHAPTER 4
Financial Analysis
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 profit margin for the whole category is calculated to be 68%. In this way the return
Figure 4.2
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 65
Chapter 5
Conclusion
5.1 Recommendations
customer base by providing them quality footwear at affordable price range. The brand
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
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
• 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
• The other critical risk can occur when the costs of merchandize will be
• The project risk can also occur when all the events are not forecasted
properly.
• The action plan is needed for vendor’s delay as sample approval must be done
• 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
References
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
be chosen with in the segment. The aim of the questionnaire is to collect information
based on their
Demographics
• Employee
• Student
• House wife
• 14-19
• 20-25
• 26-30
• 20000-25000
• 25000-50000
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
7. From where do you purchase your formal and semi-formal shoes including open
• Liza by Servis
• Borjan
• ECS
• Stylo
• Almas
• 300-600
• 700-1000
• 1100-1500
• 1000-1500
• 1600-2000
• 2100-2500
• 2600-3000
• Monthly
• After 2 months
• Quarterly
• Season wise
• Comfort
• Quality
• Cost
• Aesthetics
12. What kind of casual, formal and semi-formal shoes you usually buy?
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?
• Pastels
17. What do you prefer more when it comes to buy the shoes
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
1 2 3 satisfied
Fashion ability
Quality/comfort
• Online
• Malls
• Standalone stores
• Once a month
• After a year
• Never
23. Which style you prefer most for wearing in summers? Please rate it in accordance
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
4. How to increase the market share of Bata in female footwear specifically for Leena?
7. How to develop a complete merchandize for the range by adding more footwear to
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?
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
17. What are the overall best sold items in all categories
18. What are the poor sold items in all the categories
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?
32. What will be the strategy you use to retain your customers
34. What are the price points at which you are deciding to sell your product for the expanded
range
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
43. What are the preferences for which they look for?
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?
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
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?
6. Do your company take direction for the effective promotions of the brand?
8. Do your company looks for the effective suppliers/ vendors which provides the materials
10. How the company analyze the total budget required for the range to expand in order to
11. How the company increase the market share of in female footwear?
12. How the lookup for the sales data and analyzing it thoroughly?
14. How company develop a complete merchandize for the range by adding more footwear to
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?
24. What are the overall best sold items in all categories?
25. What are the poor sold items in all the categories?
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?
32. What will be the strategy you use to retain your customers?
34. What are the price points at which you are deciding to sell your product for the expanded
range?
37. What do consumers expect when they shop from your brand?
38. What are the priorities on which you decide for the product?
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
43. What are the preferences for which they look for?
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?
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?
Do you shop according to the localities from the stores of Bata for Leena by Bata?
On what factors do you look for the aesthetic appeal in the footwear merchandize?
Which promotional mediums do you mostly look for while shop from female footwear brand?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 81
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?
Do you find it difficult to find good quality and aesthetics for female footwear at affordable
prices?
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
What materials do you prefer when you shop for female footwear merchandize?
What mediums help you get information about the footwear you purchase?
What range do you recommend to the brand at which they can arrange their price range?
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 are the styles for which you look for when you shop from Leena by Bata?
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?
Detail of Interviewees
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 83
no. number
Shad (Bata
Yamin Pakistan)
(former
Area
Manager at
Bata)
Nauman Manager at
Bata
Rahim Manager at
Bata
Nauman Collection
Hussain manager at
Bata
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 84
Sarfraz Manager at
Ahmed Bata
Shahahbaz Manager at
Bata
Shah Manager at
Bata
Count
Have you
ever
purchased
female
footwear
brand of Bata
which is
Leena by
VAR0002 0 0 0 2 0 2
6
Rate Leena by 0 1 0 0 0 1
and semi-formal
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
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
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
Information of Respondents:
Lahore city
Akhtar Syed
Hospital
bank
Economics
College
Pakistan Institute
of Fashion and
design
hospital as
Medical Imaging
Consultant
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 89
Furnitures
University of
Lahore
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?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 90
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,
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
16. Have you ever buy a female semi-formal and formal footwear for summers from Leena by
17. Have you ever buy a casual, female semi-formal and formal footwear for winters from Leena
18. If the extended range is provided at Leena by Bata then what kind of footwear would you tend
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?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 91
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
24. According to you what should be the suggestions that you will give to Leena by Bata as a
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?
EXPANDING THE PRODUCT RANGE OF LEENA BY BATA 92
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?
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?