Bata is more than just another brand name for many of us. In pre-liberalisation era in India, when a child used to leave home for kindergarten...his Mama and Papa would invariably rely on Bata. Despite over a decade of liberalisation and a plethora of options available in the market, Bata commands an enviable lead.
The Brand:
The brand identity and position of Bata has been carefully crafted and painstakingly embedded as a value proposition in the minds of consumers for generations. It certainly promises a lot of value by virtue of consistent quality and positive word-of-mouth.
The Product:
Bata products especially Hush Puppies and Ambassador offer the greatest VFM. Moreover, it still offers some of the best Sandals and Moulded Chappals, again considering the price and quality offered. Bata has the best price-range in the footwear market...it offers something for everyone, from masses to the so-called ’classes’.
There isn’t much to complain about the quality of Bata products. However, there is often a very limited choice available at the showrooms. It wouldn’t be surprising to find a man turning away from a showroom without making a purchase because his uncle, neighbour, boss and brother-in-law wear the same shoes! I hope that Bata works of increasing the variety of products in each price-range and if possible introducing new products at shorter intervals.
The Bata Showroom Experience:
I agree with the comments of fellow reviewers that the Bata Showroom experience is not very desirable or pleasant. The showroom staff lacks enthusiasm and, at times, charisma which is quintessential in all salesmen. They come across more as frustrated government employees rather than customer service executives. Probably they miss out on many opportunities of making a sale due to their attitude. Moreover, the after-sale service of Bata promises more than it can or does deliver.
Apart from the salesmen, the showroom design and layout is very customer friendly. Their showrooms are usually found in all major areas in big cities which is again a plus.
The Verdict:
Bata continues to be a strong brand, despite some poor advertising. Let us hope that the decision makers at Bata keep come across this site someday and take pointers from our suggestions.