Kolkata, June 06: Bata India, the Rs 694 crore shoe major, has said it is repositioning its image from a manufacturing company to a marketing company. "Brand managers are working on this new corporate brand building exercise that will be a departure from the past and visualizes to combat competition," says Bata India in its annual report.
"The path breaking exercise is to align the position and stress on corporate brand building with more emphasis on marketing of quality services and products."
The existing high powered brand image with deep penetration level would support the present exercise.
Bata was also focusing on 'quality sales' with stress on consumer satisfaction as it found that quantity sales could increase the turnover, but quantity without quality would only destabilise the consumer confidence that had taken ages to build up. Bureau Report