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SERVICES
BATA
BRAND AUDIT
Bata is a multinational footwear, apparel and accessories manufacturer. It's mission is to be the most dynamic and market responsive worldwide organization within the world, with an emphasis on affordability.
BRAND ARCHETYPE
Bata's current brand persona was "The Everyman" - a brand just known for its price point and short lifespan. In order to tap into Bata's rich heritage as a shoe-making family business and as a "back-to-school" shoe brand that many generations grew up with, I decided to shift the brand persona to "The Caregiver" - a brand that nurtures and is focused on the needs of every member in a family, irrespective of their age.
BRAND DIAGNOSTICS
Bata tried to revamp itself as a fresh and hip brand to cater to Gen-Zs. The campaign was not that impactful as proven by the slump in profits over recent years. Singapore also knowns Bata as a "Buy and Throw Away" brand. Clearly, using price as a differentiation factor would not continue to work in Bata's favor. Trends also showed that retail experiences and customization were extremely popular amongst shoe-shoppers people wanted to be a part of the brand narrative.
BRIEF
As part of my individual assignment for an SMU branding module, I was tasked with choosing a brand that had low brand equity and needed a revamp to connect with the target audience. I decided to go with BATA.
SERVICES
EXECUTION
BRAND COMMS
To facilitate this shift, I decided to change the tagline by boldly addressing the negative acronym used to refer to Bata in Singapore and changing it to BATA - "Bringing Ages Together Again". This tagline showcases that Bata has been and will continue to be a constant for every member of the family at different walks of life, as currently it has product choices for almost every age group. For a Baby-Boomer grandpa who values comfort, to a Gen-X parent who has grown up using Bata for school and work, and a Gen-Z who wants the choicest of aesthetic and fashionable picks.
From the Bata family to another: A promise of quality craftsmanship that brings members together.
BRAND TOUCHPOINTS
Introducing "The Bata for Family Club", a loyalty programme for families that shop at Bata. Functioning on a point pooling system, families would earn bonus points for attending Bata-sponsored family events like Bata Family Fun Day, the Bata Family Shoeprint Momento, or every time they came to Bata to shop as a family. This feature would entitle families to discounts by helping them redeem the collected points, while helping them develop unforgettable memories. Most importantly, creating a brand experience unlike any other.
SO WHAT NOW?
The project was acknowledged by the professor as the "most daring and convincing" BATA project that he had seen out of a gazillion BATA projects he had graded over the years. His words, not mine. I might just pitch it BATA Singapore one day.
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