Zmet Analysis

BROAD CATEGORIZATION

According to the pictures sent by the respondents, the below categorization came into existence.
The categories show the views of the respondents and similarity in thoughts when exposed to the
phrase “BATA – Forever with you.”

Such categorization has led to the establishment of the existing brand association with customers.

The categories evolved during the “storytelling method.” After the pictures collected, individual
respondents contacted to understand their connection of pictures with the phrase. Interestingly
every respondent connected to “BATA” to their childhood memories of going to school because the
brand has successfully created its strong presence in school footwear. Other similar thoughts
generated about its affordability and comfort, which is believed to be the essence of the brand
strongly communicated among its customers through its product categories.
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Dark9%color
&smell 1,38%

Communism 2.77%

Trust 3.47%

Monotony 4.86%

Patriotism 5.55%

Accessibility & Old design 8.33%

Durability 11.80%

Comfort 13.19%

Affordability 13.88%

Nostalgia 24.30%
FEATURES OF THE CATEGORIES

Nostalgia – The most common similarity among respondents, with 24% of pictures by the
respondents indicated such an Idea. Nostalgia in its purest meaning is connecting to a memory
which is a prized possession of an Individual. In this case, respondents connected the brand with
childhood precious memory of school, occasions and few with family as the brand was preferred
footwear during that time. Most of them recalled shoe polishes, the advertisement “best naughty
boy of the school.”

Respondent 3: I remember shopping from the bata showroom with my parents.

Respondent 5: I bought blue leather shoes for 12 th farewell.

Affordability – A major deciding factor when it comes to quality and price match. Most respondents
believed that the price offered is genuine to the quality offered. Bata seems to excel in this particular
area as proclaimed to be a good value for money.

Respondent 8: They are not stupidly expensive like other brands when they provide the same
leather quality.

Respondent 7: They are good value for money.

Durability - Many respondents strongly believed the Bata footwear’s to be rugged, durable, and very
strong.

Respondent 3: I remember my dad had this black sandal that my mother had to hide it after a few
years because he used to wear it everywhere.

Respondent 1: Our school shoes never tore off when we used to play with it in the break time.

Comfort – This category was mostly associated with age. The respondents strongly recommended
the product for the older generation because it is found to be very comfortable.

Respondent 2: I went to buy shoes for my father, especially from Bata, because of its sponge
footrest, which is not hard and makes it less painful while walking.

Respondent 6: I wear the Bata shoes to college because I have to climb stairs, and bata shoes don’t
make my feet hurt.

Accessibility- This is an important category as it determines the brand visibility and its easy
availability due to multiple store locations.

Respondent 11: It has a typical type of store that is recognizable even from a distance.

Respondent 4: It is everywhere, small shops to even in big malls. In small cities to even large metro
cities.

Old design – This is one of the most important establishments through the Zmet analysis. The
respondents sent pictures of old footwear photographs to represent the brand’s footwear.

Respondent 9: BATA footwear’s are very old fashioned

Respondent 10: BATA is not for the current generation who likes more colours and not the simple
leather shades.
Patriotism – Many respondents sent pictures of independence in which people considered Bata to
be an Indian brand. Such that it creates a sense of nationalism, independence, and arouses “make in
India” beliefs that is wrongly associated with the brand.

Respondent 12: We should encourage Indian brands more.

Respondent 2: I saw a Facebook post about old India, and I saw pictures of independence, old
Kolkata, old Mumbai, and I also remember seeing old Bata showroom in the compilation.

Monotony – Most of the respondents considered the brand’s shoes boring, outdated, and not very
innovative.

Respondent 8: I went three times to Bata, and all three times, the collection was the same.

Respondent 12: Everything looks orthodox and conservative, for formals shoes I can buy from Bata,
but for sports and other occasions, I would prefer other brands like Nike and reebok.

Trust – The heritage and durability features create a strong trust in the brand, thereby creating
brand loyalty.

Respondent 6: My whole family is a big fan.

Respondent 11: They are very reliable, don’t break in long walks.

Communism – The respondent considered the stores unattractive and old styled. The staffs were not
friendly.

Respondent 1: the staffs are like government office staff not dynamic.

Respondent 5: The reebok and Nike stores are classy and give the ambiance of luxury shopping.

Dark Colour and smell – The respondents could only imagine a palette of shades that are associated
with the types of footwear. They also could recall the brand smell which has a great impact on the
sensory classification.

Respondent 7: You don’t find bright colours in the store, makes the store look dull.

Respondent 10: The shoes smell like silica gel. The typical smell when you enter a shoe house.

Leather – The respondents could only relate the footwear with leather types and not any other
material.

Respondent 9: When I think of Bata its brown leather shoes.

Respondent 4: They are only into formal shoe categories.

Participants are invited to create a mental map using the above constructs. We can clearly observe
the interconnection between constructs which been evolved during the storytelling method.

 BATA footwears are affordable by everyone which made them recognize the durability and
also created a patriotism feeling towards the brand.
 Participants connected BATA shoes with their school days created a nostalgia feeling.
 Participants related to BATA with leather , leather shoes are comfortable,durable, have its
own shades and smells differently.
 Old Designs created a construct of monotony , participants also told maybe

Mental Map

Durability Patrotism

Affordability

Leather Feelings

Dark colour
old design
and smell

Comfort Nostalgia Monotony

Through the above analysis, it could be observed that the respondents have a strong opinion about
the brand and their perspective on the brand which has a high contribution to the brand image built
and further assisting in the creation of the brand identity among the customers. Sometimes the
brand creates a certain image and identity but the end customers perceive the brand very differently
than what the brand wants its customers to think of them.

Brand Identity includes every one of those techniques that are expected to make a brand
discernable from other brands. The Zmet analysis reflects how an organization needs to extend itself
in the brains of clients.

Brand Identity comprises of three perspectives: Personality, Positioning and Brand Communication.
The result of the Brand situating is Brand Image which shows how a brand is seen by clients in their
brains. Each Individual perspectives a brand distinctively and creates various pictures based on their
background and some particular highlights.

Through the analysis process a positive brand image of Bata shows a remarkable association with a
brand. The brand does have the capacity to impact the client's buy related choices. The brand is a
post-buy differentiator and helps the client in making simple and quick choices.

However a distinction between Brand Identity and Brand Image found that is the Brand Gap. Brand
Gap decides how effective a brand is in mirroring its character in the psyches of client’s .The bigger
the hole is, the more the brand is lingering behind in conveying its character to the clients. Through
the analysis it was found that the brand has shifted its identity from old Bata to a new segment
through positioning and repositioning but the brand image in the customer’s perspective has not
changed over the period, which requires immediate attention.