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Credit goes to its strong branding strategy. The brand has been a firm believer of in-store branding as the consumer makes the purchase decision once he is in the store. While narrating the strategy, Gopalakrishnan stated, "We operate รองเท้าผ้าใบผู้ชาย in the retail space where the point of truth remains our store, and a good customer experience turns a casual customer into a loyal one. We are investing in breath-taking store windows where we are communicating our latest flagship collections, trained stylists to recommend collections, in-store music and other measures that appeals to all senses of our customer." Further, elaborating the latest ad campaign focusing women, he stated, "We have developed communication across touch points and we are also doubling our advertising budget for 2017. We have included all major GECs as well as other popular genres like Movies, English Entertainment watched by women as the primary audience and youth as a secondary audience. The TVC will be on air for 5-6 weeks with the master edit of 45 seconds and shorter edits of 30, 15 and 10 seconds. We have also covered popular GECs in regional languages especially in the south region to boost GRPs and drive the required perception change." Also, mediums like social media, DIY videos on colouring and maintaining shoes on digital platforms, fun contests curation post play equally important role, he added further. Bata, with the launch of its new collection, is aiming to endorse its younger look. As Bata targets younger consumers for its latest collection, it aims to give the brand a makeover to make it look younger.
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