Bata sneakers pitch for youth age group and customer journey map

BATA sneakers idea pitch

1.     BUSINESS PROBLEM Identify consumer attitude, reasons, critical push factors and barriers for the purchase of Bata sneakers offering for youth Identify the major drivers and value propositions for Bata sneakers to Indian youth of NCCS A student category in 16-21 age group to get more eyeballs and footfalls onto digital & physical Bata stores Drivers of Consumer Behaviour for Bata Sneakers in Indian Youth Segment Group 3 SCOPE AND RESOURCES The scope of the project is restricted to study of major drivers for sneakers purchase in Indian youth segment | The research, data collection & analysis will be done on existing/prospective consumers in 16-21 age group | Primary and Secondary data collection Bata’s Offerings in casual & fashion portfolio for NCCS A students (16-21 age group) segment | Recommendations and Action Plan LIKELY DELIVERABLES 1.  Analysis of Consumer Awareness Generate insights on consumer touchpoints Identify current awareness level of Bata sneakers vis-a-vis competitor brands Evaluate present consumer buying pattern and their consideration set for sneakers Generate and share insights based on research and survey 2.  Analysis of Consumer Preference  Identify segment traits and lifestyle of TG Plot customer journey map Identify critical drivers and barriers for the purchase of Bata sneakers by TG 3.  Marketing Strategy Formulation Competitor analysis and benchmarking Formulate design and pricing strategy Distribution strategy (physical and digital) Formulate branding strategy for Bata sneakers to capture attention of TG Analyze brand imagery and  effectiveness of current BTL, ATL and Digital campaigns Need for buying sneakers by youth | Awareness about availability of sneaker brands in Indian market Higher consideration for brands used in the past, strongly recommended by key influencers, brand recognition, WOM influence In-store attractive display, promotional offers, availability | F requency of use, comfort, occasion Re-buying brands based on place of purchase and use, experience, variant type, recommendation Touch Points CUSTOMER JOURNEY MAP BACKGROUND Sneakers Brands - India Indian Sneakers Market 2019             Major Influencing factors Range & design strategy Price-points, buyer demographics Store experience Discovery, awareness and consumer journey Channel-wise product availability, digital presence Price based valuation, previous experiences, availability, range and design, etc. Converse Reebok Nike Puma Adidas Asics Company  Annual Sales Total (162 companies) 349,548.60 Data Source: CMIE Industry Outlook Woodland Hush Puppies Fila OBJECTIVE Expected Outcome

2. RESEARCH PROBLEMS RESEARCH QUESTIONS Consumer perception and brand awareness of Bata A1. What are the attributes that people of various age groups associate with Bata A2. Are they aware of Bata brands such as Power, North Star and Weinbrenner? A3. For what kind of footwear is Bata preferred? (Lifestyle, Fitness || Shoes, accessories, socks, etc.) B. Identification of channel preference for the category B1. People prefer online or offline channels for footwear and why? B2. How frequently do they purchase footwear? C. Identification of adoption process among consumer group C1. What factors do they look for while making a purchase? C2. Do they prefer to try the product/ Do consumers need any help (guidance) from the brand while product selection? C3. What do consumers like/dislike about Bata stores? D. Identification of triggers for purchasing footwear D1. What triggers consumers into making a purchase(Variety, comfort, fashion) D2. What triggers consumers into selecting a brand over the other? D3. What occasion triggers people into buying footwear (festivities, etc.) E. Identifying the preferred price range for various categories E1.  What is the consumer willingness to pay for each category? (lifestyle/fashion/fitness, etc) E2. What is customers perception of quality/What factors depict quality? F. Benchmarking and competition F1. What is the preferred brand for each of the categories for the consumers? F2. What is the reason behind the above brand preference? G. Identification of influencing factors G1. What influences customers to purchase a product? (Ex. Store layout, customer services, exchange policies, price, etc. ) G2. What impact do influencers have on customers? G3. Influencer personality association with the brand H. Identification of the best possible brand reformation methods H1. Differences in customer perception for Bata, Power, North Star and Weinbrenner? H2. What are the barriers for the customers at each touchpoint? H3. What are customer expectations from Bata at each touchpoint? METHODOLOGY AND TIMELINE Preliminary Market Research & Secondary Research (Competitor Analysis & Benchmarking) Timelines (Time in Weeks) 1 2 3 4 5 6 7 8 Market Study & Secondary Research   Primary Research &  Hypothesis preparation Mid Review Data Analysis and Interpretation Recommendations, Action Plan Final Presentation Primary Research ( Questionnaire Survey, In-Depth Interviews, FGDs and Telephonic Interviews ) and Hypothesis development Data Analysis using SPSS and Interpretation Recommendation & Action Plan Live Project Mid Review Live Project Final Presentation Drivers of Consumer Behaviour for Bata Sneakers in Indian Youth Segment Group 3