Bata, the 75-year-old footwear chain, has launched a direct marketing network — Bata Direct — to further extend its reach. The channel is expected to help the company spread its presence beyond the 400 cities it is present now through its retail outlets.
Starting with National Capital Region, Bata Direct will spread out to other cities in a span of few months. The first branch has opened in Faridabad and recruitment of sales co-ordinators and consultants for the same has started.
Bata has tasted success with the direct marketing model in countries such as Columbia and Bolivia. “We want to bring the same powerful concept and efficiently market quality products to consumers here in India”, said Marcelo Villagran, managing director, Bata India Ltd.
Bata Direct will rope in marketing consultants who in turn will sell products with the help of regular catalogues offered by the company.
The brands that it will sell through the direct marketing mode are Bata, Hush Puppies, Ambassador and Weinbrenner for men, Marie Clair, Scholl and Comfit for ladies, Power and North Star for sporty casuals and Bubblegummers for children.
Bata India’s net profit for the second quarter ended September 2008 at Rs 12.4 crore grew by 29.8 per cent over the net profit made in the corresponding period last year.