There are several but I’m thinking about Bata today. Here’s why:
- From being the only shoe brand in India, Bata has been repositioned completely, where I am pretty sure it does not figure in the consideration set of most young people
- Yet, they own prime real estate in cities like Delhi and most important, actually have upgraded their designs significantly. I was pleasantly surprised to see some rather nice stuff in their window.
What they haven’t done is communicate any change. They haven’t said that they are not just the store for standard school shoes. They could do this by quickly by presenting a whole new face to the market and that would mean a new logo.