With its decision to relocate to Delhi, the Kolkata-based 110-year-old shoemaker, Bata India, initiated a review of its advertising business. The account was being handled exclusively by JWT's Kolkata office until last year, when O&M got a foot in the door by creating a specific piece of communication during the festival period of Durga Puja. So when Bata decided to put its creative duties on the block, it invited both O&M and JWT to a competitive pitch.
Confirming the news of the win, Jagdip Bakshi, senior vice-president and general manager, JWT, said, "JWT retained the business on the back of a strategy-cum-creative presentation." While the size of the business could not be ascertained, informal conversations with JWT officials indicate the business would be "no less than Rs 11 crore". The ad spends in 2003 were to the tune of Rs 10.7 crore and keeping in mind the aggressive expansion plans of Bata, the spends this year are likely to go up. For the record, the media business continues to be with GroupM.
For JWT, the biggest task is to revitalise the brand. "Bata is perceived as a fuddy-duddy brand," explains Bakshi, "The idea is to make the brand young, youthful and contemporary. The strategy will be to bring the brand centrestage by focusing on young people and on women."
In fact, the process of lending a contemporary look to the brand began last month, when Bata launched its new store in Mumbai. Designed by famous architect-designer Sanjiv Verma, the store stands apart from the existing Bata stores in terms of the colour scheme used, the décor and product placements. The attempt clearly is to take the retail experience at Bata on par with international standards. In a report on a media website, Stephen Davies, managing director, Bata India, was quoted saying, "International trends, relaxed ambience, great products, and courteous staff at the new-look flagship store are all part of Bata's new marketing strategy."
Besides the international range of ladies footwear under the Marie Claire brand, Bata stores will now showcase a range of brands including Weinbrenner, Hush Puppies, Bubble Gummer, Dr Scholls and Bata Tech shoes. Competitive brands, such as Nike, Reebok and adidas, now share space with Bata products at the various company outlets. The company would also put on display accessories such as caps, T-shirts and lifestyle products.
Bata plans to extend this experience to many other parts of the country. The company will launch about 10 Bata flagship stores in cities such as Mumbai, New Delhi, Chennai, Bangalore, Kolkata and Hyderabad by the end of 2004. Â© 2004 agencyfaqs!