Bata to focus on young customers, introduce new products at critical price pointsBATAINDIA - 1618 Change: 0.25 (0.02 %)
As per media reports, Bata India is aiming to bring down the average age of customers to 25-26 years from the current 39 years by engaging young actors for advertising, introducing products for that age group and changing the layout of stores. Also, it is looking to add products at price points that were vacated due to increase in input costs. Further, it is planning to increase sourcing from India for other regions.
Bata India has been focusing on reducing the average age of its customers. Through its recent campaign, it has been able to bring it down by three years. It has also recently launched a pilot in Gurgaon ‘ Red Label’ by Bata, which is aimed at attracting youngsters and bringing down the average customer age further. The company has consolidated all it seven brands of sneakers in India into a single place in its stores and is adding sneaker studios in most of it new stores to cater to the increasing demand. Also, the company is planning to increase sourcing from India for other regions and make India its regional sourcing hub, which should aid in increasing the exports share in total revenues. The recent initiatives taken by the company would align the company’s product portfolio with the demand trends and enable the company to garner higher wallet share of the customer.