BATA: FINAL

Week 15: Bata Final

Advertising: Project 4 (40%) Bata (Power: men's and women's shoes)

With the completion of Project 1, 2 & 3 you have gained empirical knowledge of Bernbach’s principles in advertising and the role and functions of an advertising art director. In the process, you have developed a basic understanding of advertising strategy, which you will further develop as you embark on Project 4.

Bata shoes first store opened in the Capitol Building, Singapore in 1930. In July the same year, Tomas Bata had established Bata Shoe Company Limited to carry on the business as manufacturers, distributors and marketers of footwear, as well as dealers in leather and rubber goods. Five years later, a factory was built in Klang, Selangor to produce PVC injected footwear for both domestic and overseas markets.

Bata is synonymous with affordable shoes of good quality, and seems to be a popular choice amongst the working class Malaysians. In order to cater to a wider market segment Bata has created different branded products e.g.: Marie Claire, North Star, Weinbrenner, Power, school shoes and others.

For the purpose of this project, your focus will be limited to Bata's Power brand of shoes (sports sneakers) for women and men. Your task is to identify the market segment, research competitor strategies, develop a distinct strategy upon which the visual and copy direction will be based on. As part of Project 4's requirement, the advertisement created must be copy heavy and typographically intensive. Visuals can be used to enhance and support the copy. (Examples have been furnished in the Facebook Group). 

The type of print media used must be determined based on sound reasoning; research, strategy and target segment. Upon completion of the print media, the ad needs to be translated into a TVC (Television or Online Commercial). The TVC ad must be based on the same strategy and consist of the same Ad/Campaign message. 

.

Resource in Bata:

https://www.behance.net/gallery/16208835/Bata-Shoe-Museum-rebranding

http://www.bata.com

Deadline: Week 15 (28th April 2016)

Assessment Plan

Project 04 (40% Summative)

20% STRATEGY

10% Strategy: Research Strategy (Client strategy, Market Segment Study/Identification, Competitor Strategies)

10% Strategy: Direction & Communication Strategy (Copy/Visual Message & Media)

20% CAMPAIGN

10% Communication

10% Art Direction

Marking Criteria 

STRATEGY 20% 

Research strategy (10%)

There must be evidence of research on the client and competitors current marketing and advertising strategies. The targeted consumer must be clearly identified and described (using behavioral, demographic, psychographic and geographic segmentation would be an advantage). The journey from start to finish must be methodically documented and dated. Oral or written Feedback must be documented on a week by week basis. The written reflections must be clear, concise, revealing and insightful.

Direction & Communication Strategy (10%)

There must be visible evidence of exploration of a number of different strategies using mind maps, sketches, thoughts and epiphanies on the basis of the outcome of the research strategy. The exploration should result in a distinctive strategy that relates to the targeted consumer segment. The developed strategy needs to set the brand apart from its competitors within that market segment.

CAMPAIGN 20%

Communication (10%)

The message needs to be creative, clear and concise. The message has to be truthful and not gimmicky. The message must be unique in order to stand out from the rest of the competitors. The message must have a sense of personality that relates to, or reflects the target audience.

Art Direction (10%)

Art direction here refers to the visual and copy "style" for the overall design. The crafting of the visual and copy must reflect good composition, appropriate choice of typeface & visual, hierarchy in communication, appropriate choice of colour and a synergy of style between visual and copy. Good art direction (visual & copy style) will reflect strong proficiency in the use of relevant software to realize the style sought after. Good art direction (layout, visual & copy style) must consist of the detailing that is involved in the creation of the advertisement.

Strategies & Ideas

Copy:

• It's my OUCH first Sports Day. I'm so excited i can barely OUCH still. There's mum and dad cheering OUCH there. I hope I can beat OUCH the others. Oh no, we're about OUCH start! Time to do the ready-set-GO! Wheee... I'm OUCH in front. Uh oh, she's catching up! Is OUCH Mum screaming my name? Wow, I'm so close. Just a OUCH more... YAY, I WON! I turn and see Daddy taking a picture OUCH me at the finish line. I'm so excited, this is OUCH best day ever!

WEEK 14: BATA

Week 14: Bata

Advertising: Project 4 (40%) Bata (Power: men's and women's shoes)

With the completion of Project 1, 2 & 3 you have gained empirical knowledge of Bernbach’s principles in advertising and the role and functions of an advertising art director. In the process, you have developed a basic understanding of advertising strategy, which you will further develop as you embark on Project 4.

Bata shoes first store opened in the Capitol Building, Singapore in 1930. In July the same year, Tomas Bata had established Bata Shoe Company Limited to carry on the business as manufacturers, distributors and marketers of footwear, as well as dealers in leather and rubber goods. Five years later, a factory was built in Klang, Selangor to produce PVC injected footwear for both domestic and overseas markets.

Bata is synonymous with affordable shoes of good quality, and seems to be a popular choice amongst the working class Malaysians. In order to cater to a wider market segment Bata has created different branded products e.g.: Marie Claire, North Star, Weinbrenner, Power, school shoes and others.

For the purpose of this project, your focus will be limited to Bata's Power brand of shoes (sports sneakers) for women and men. Your task is to identify the market segment, research competitor strategies, develop a distinct strategy upon which the visual and copy direction will be based on. As part of Project 4's requirement, the advertisement created must be copy heavy and typographically intensive. Visuals can be used to enhance and support the copy. (Examples have been furnished in the Facebook Group). 

The type of print media used must be determined based on sound reasoning; research, strategy and target segment. Upon completion of the print media, the ad needs to be translated into a TVC (Television or Online Commercial). The TVC ad must be based on the same strategy and consist of the same Ad/Campaign message. 

.

Resource in Bata:

https://www.behance.net/gallery/16208835/Bata-Shoe-Museum-rebranding

http://www.bata.com

Deadline: Week 15 (28th April 2016)

Assessment Plan

Project 04 (40% Summative)

20% STRATEGY

10% Strategy: Research Strategy (Client strategy, Market Segment Study/Identification, Competitor Strategies)

10% Strategy: Direction & Communication Strategy (Copy/Visual Message & Media)

20% CAMPAIGN

10% Communication

10% Art Direction

Marking Criteria 

STRATEGY 20% 

Research strategy (10%)

There must be evidence of research on the client and competitors current marketing and advertising strategies. The targeted consumer must be clearly identified and described (using behavioral, demographic, psychographic and geographic segmentation would be an advantage). The journey from start to finish must be methodically documented and dated. Oral or written Feedback must be documented on a week by week basis. The written reflections must be clear, concise, revealing and insightful.

Direction & Communication Strategy (10%)

There must be visible evidence of exploration of a number of different strategies using mind maps, sketches, thoughts and epiphanies on the basis of the outcome of the research strategy. The exploration should result in a distinctive strategy that relates to the targeted consumer segment. The developed strategy needs to set the brand apart from its competitors within that market segment.

CAMPAIGN 20%

Communication (10%)

The message needs to be creative, clear and concise. The message has to be truthful and not gimmicky. The message must be unique in order to stand out from the rest of the competitors. The message must have a sense of personality that relates to, or reflects the target audience.

Art Direction (10%)

Art direction here refers to the visual and copy "style" for the overall design. The crafting of the visual and copy must reflect good composition, appropriate choice of typeface & visual, hierarchy in communication, appropriate choice of colour and a synergy of style between visual and copy. Good art direction (visual & copy style) will reflect strong proficiency in the use of relevant software to realize the style sought after. Good art direction (layout, visual & copy style) must consist of the detailing that is involved in the creation of the advertisement.

Strategies & Ideas

Copy:

1. The Joy of Foot Massages. Soothing the ache from day long pressure. The kind of bliss that can only be achieved after putting feet through seemingly endless torture. Torture by almost every single thing done in a day. Every stubbed toe. Every dropped weight. Brisk walking with the soundtrack of the ticking clock. Footwear that gnaw and bite. Stepping on stray objects. Just any kind of sports. So yeah, basically torture from having a life. But then again, there's no need for foot massages with the right shoes, is there?
2. It's my OUCH first Sports Day. I'm so excited i can barely OUCH still. There's mum and dad cheering OUCH there. I hope I can beat OUCH the others. Oh no, we're about OUCH start! Time to do the ready-set-GO! Wheee... I'm OUCH in front. Uh oh, she's catching up! Is OUCH Mum screaming my name? Wow, I'm so close. Just a OUCH more... YAY, I WON! I turn and see Daddy taking a picture OUCH me at the finish line. I'm so excited, this is OUCH best day ever!

WEEK 13: BATA

Week 13: Bata

Advertising: Project 4 (40%) Bata (Power: men's and women's shoes)

With the completion of Project 1, 2 & 3 you have gained empirical knowledge of Bernbach’s principles in advertising and the role and functions of an advertising art director. In the process, you have developed a basic understanding of advertising strategy, which you will further develop as you embark on Project 4.

Bata shoes first store opened in the Capitol Building, Singapore in 1930. In July the same year, Tomas Bata had established Bata Shoe Company Limited to carry on the business as manufacturers, distributors and marketers of footwear, as well as dealers in leather and rubber goods. Five years later, a factory was built in Klang, Selangor to produce PVC injected footwear for both domestic and overseas markets.

Bata is synonymous with affordable shoes of good quality, and seems to be a popular choice amongst the working class Malaysians. In order to cater to a wider market segment Bata has created different branded products e.g.: Marie Claire, North Star, Weinbrenner, Power, school shoes and others.

For the purpose of this project, your focus will be limited to Bata's Power brand of shoes (sports sneakers) for women and men. Your task is to identify the market segment, research competitor strategies, develop a distinct strategy upon which the visual and copy direction will be based on. As part of Project 4's requirement, the advertisement created must be copy heavy and typographically intensive. Visuals can be used to enhance and support the copy. (Examples have been furnished in the Facebook Group). 

The type of print media used must be determined based on sound reasoning; research, strategy and target segment. Upon completion of the print media, the ad needs to be translated into a TVC (Television or Online Commercial). The TVC ad must be based on the same strategy and consist of the same Ad/Campaign message. 

.

Resource in Bata:

https://www.behance.net/gallery/16208835/Bata-Shoe-Museum-rebranding

http://www.bata.com

Deadline: Week 15 (28th April 2016)

Assessment Plan

Project 04 (40% Summative)

20% STRATEGY

10% Strategy: Research Strategy (Client strategy, Market Segment Study/Identification, Competitor Strategies)

10% Strategy: Direction & Communication Strategy (Copy/Visual Message & Media)

20% CAMPAIGN

10% Communication

10% Art Direction

Marking Criteria 

STRATEGY 20% 

Research strategy (10%)

There must be evidence of research on the client and competitors current marketing and advertising strategies. The targeted consumer must be clearly identified and described (using behavioral, demographic, psychographic and geographic segmentation would be an advantage). The journey from start to finish must be methodically documented and dated. Oral or written Feedback must be documented on a week by week basis. The written reflections must be clear, concise, revealing and insightful.

Direction & Communication Strategy (10%)

There must be visible evidence of exploration of a number of different strategies using mind maps, sketches, thoughts and epiphanies on the basis of the outcome of the research strategy. The exploration should result in a distinctive strategy that relates to the targeted consumer segment. The developed strategy needs to set the brand apart from its competitors within that market segment.

CAMPAIGN 20%

Communication (10%)

The message needs to be creative, clear and concise. The message has to be truthful and not gimmicky. The message must be unique in order to stand out from the rest of the competitors. The message must have a sense of personality that relates to, or reflects the target audience.

Art Direction (10%)

Art direction here refers to the visual and copy "style" for the overall design. The crafting of the visual and copy must reflect good composition, appropriate choice of typeface & visual, hierarchy in communication, appropriate choice of colour and a synergy of style between visual and copy. Good art direction (visual & copy style) will reflect strong proficiency in the use of relevant software to realize the style sought after. Good art direction (layout, visual & copy style) must consist of the detailing that is involved in the creation of the advertisement.

Research

In order to get an idea of my direction with this project, I decided to first look up the characteristics of Bata Power shoes. I wanted to find out what were the details Bata used when marketing the product. Here's what I got:

• Made of canvas upper this pair of sport shoes is breathable and easy to clean
• The EVA made sole offers ideal grip on every surface and adds on to the durability.
• Its sole is engineered using EVA which makes it comfortable for long running session and with upper synthetic material, you don't need to worry about the sweating. 
• Light as feather, these shoes are specially built to enhance your physical workout.
• Engineered with P-Grip technology this footwear is designed to give smooth ride and grip to enhance your performance
• Featured with P-Zone cushion for wide variety of sports activity and P-Vent 3 in 1 ventilation concept these shoes are made to give supreme comfort to your feet.
• With extra cushioning these sports shoes will support your every step
• The sole made with EVA features Dura-Pad & P-Grip technology to enhance your traction while running and minimize stress on your running muscles.
• Made of synthetic upper material and EVA sole, these shoes are not just trendy but also highly durable.
•  Adding more comfort is the P-zone cushion technology which makes these running shoes ideal to run on any track.
• The sturdy EVA sole makes this pair light in weight to offers perfect balance and traction on any surface. 
• Extremely light in weight and designed for stability, these shoes in leather material come loaded with features like shock absorbability and sufficient air ventilation.
• Made with leather upper material this lightweight shoe will be gentle to your skin and give you a different zone of comfort.

These are the features available in the Power line:

• Cushioning Features

       
• Motion Control Features

     
• Traction Features

     
• Moisture Management Features

      
• Abrasion Resistance Features

  
• Ball Control Features

  

In preventing what occured in my previous project, I also researched into the type of font that Bata uses and found it to be Sans Serif : Raleway font.

Strategies & Ideas

I'm looking to use one of the above in generating the theme for the advert. What I did was to visualize what the details brought to mind.
Image:

• feathers
• rough terrain
• clouds
• clear sky
• running track from view of sprinter
• feet
• 
  

Copy:

• It's been very hard to come up with a long copy thus far. The only idea I have is to collage words in various fonts, colours, sizes, and directions. 

Feedback

Mr. Vinod:

I have viewed your post for week 13, your continuous research on Bata's POWER brand of shoes is good and I hope it has contributed to your objective of coming put with a copy heavy Ad. You will need to come up approximately 50-60 words for your Ad. This is challenge No. 1. Challenge No. 2 will require you to Art Direct/Design a Copy heavy Ad and with/without a visual in support. As a rule of thumb, people generally connect with visuals, unless the Typography is elaborate and visually attractive.

As your deadline is on the 28th you need to be working on your copy and finalizing it right about now. So that you may spend the following week to create/art direct/design the ad. As the brief indicated you need to suggest the type of media you plan to use and back it up with sound reasoning.

Please re-read some of the feedback given (towards the end) in the last week.

Focus on finalizing the copy and designing your ad typographically with the support of a visual.

Reflection:

Experience

When I started out, I had absolutely no idea where to go with this project. But looking at the specifics of the product helped immensely in forming direction for the advertisement.

Observation

I've noticed that most Bata advertisements have an almost vintage/all-american vibe about them. I'm not sure if its prudent to replicate that or to have a new twist on it.

Findings

I'm starting to see the importance of thorough research into the client and the product before doing anything else in assignments like these. 

WEEK 12: BATA

Week 12: Bata

Advertising: Project 4 (40%) Bata (Power: men's and women's shoes)

With the completion of Project 1, 2 & 3 you have gained empirical knowledge of Bernbach’s principles in advertising and the role and functions of an advertising art director. In the process, you have developed a basic understanding of advertising strategy, which you will further develop as you embark on Project 4.

Bata shoes first store opened in the Capitol Building, Singapore in 1930. In July the same year, Tomas Bata had established Bata Shoe Company Limited to carry on the business as manufacturers, distributors and marketers of footwear, as well as dealers in leather and rubber goods. Five years later, a factory was built in Klang, Selangor to produce PVC injected footwear for both domestic and overseas markets.

Bata is synonymous with affordable shoes of good quality, and seems to be a popular choice amongst the working class Malaysians. In order to cater to a wider market segment Bata has created different branded products e.g.: Marie Claire, North Star, Weinbrenner, Power, school shoes and others.

For the purpose of this project, your focus will be limited to Bata's Power brand of shoes (sports sneakers) for women and men. Your task is to identify the market segment, research competitor strategies, develop a distinct strategy upon which the visual and copy direction will be based on. As part of Project 4's requirement, the advertisement created must be copy heavy and typographically intensive. Visuals can be used to enhance and support the copy. (Examples have been furnished in the Facebook Group). 

The type of print media used must be determined based on sound reasoning; research, strategy and target segment. Upon completion of the print media, the ad needs to be translated into a TVC (Television or Online Commercial). The TVC ad must be based on the same strategy and consist of the same Ad/Campaign message. 

.

Resource in Bata:

https://www.behance.net/gallery/16208835/Bata-Shoe-Museum-rebranding

http://www.bata.com

Deadline: Week 15 (28th April 2016)

Assessment Plan

Project 04 (40% Summative)

20% STRATEGY

10% Strategy: Research Strategy (Client strategy, Market Segment Study/Identification, Competitor Strategies)

10% Strategy: Direction & Communication Strategy (Copy/Visual Message & Media)

20% CAMPAIGN

10% Communication

10% Art Direction

Marking Criteria 

STRATEGY 20% 

Research strategy (10%)

There must be evidence of research on the client and competitors current marketing and advertising strategies. The targeted consumer must be clearly identified and described (using behavioral, demographic, psychographic and geographic segmentation would be an advantage). The journey from start to finish must be methodically documented and dated. Oral or written Feedback must be documented on a week by week basis. The written reflections must be clear, concise, revealing and insightful.

Direction & Communication Strategy (10%)

There must be visible evidence of exploration of a number of different strategies using mind maps, sketches, thoughts and epiphanies on the basis of the outcome of the research strategy. The exploration should result in a distinctive strategy that relates to the targeted consumer segment. The developed strategy needs to set the brand apart from its competitors within that market segment.

CAMPAIGN 20%

Communication (10%)

The message needs to be creative, clear and concise. The message has to be truthful and not gimmicky. The message must be unique in order to stand out from the rest of the competitors. The message must have a sense of personality that relates to, or reflects the target audience.

Art Direction (10%)

Art direction here refers to the visual and copy "style" for the overall design. The crafting of the visual and copy must reflect good composition, appropriate choice of typeface & visual, hierarchy in communication, appropriate choice of colour and a synergy of style between visual and copy. Good art direction (visual & copy style) will reflect strong proficiency in the use of relevant software to realize the style sought after. Good art direction (layout, visual & copy style) must consist of the detailing that is involved in the creation of the advertisement.

Research

Examples of copy heavy advertisements:

Research on Bata and its market:

Example of Bata advertisements:

Bata stores:

Strategies & Ideas

I am yet to have any ideas on how I will go through with this project this far.
Image:

• 
  

Copy:

• 
  

Feedback

Mr. Vinod:

I viewed your post for week 12 and your secondary research is good, you have done your research on copy heavy ads, which now give you a rough idea as to what they entail, you have done your research on Bata, the company, and it's advertising. All in all, it is a goo start. 

You have left out your reflection writing and your attempt at formulating a strategy and an idea. I hope you complete that before the weekend. 

My suggestion when attempting this kind of ad is to immerse yourself in the values of the company, it's current marketing strategy and an understanding of its consumers. One thing is clear about the consumer (target audience) they are your average individual, most likely middle/lower middle-class. This is not a brand that seeks to be NIKE. It is a brand for the average joe. But yet it provides a vital option for the average joe who isn't able to afford a NIKE/Adidas or any of the other premium brands. As, such in your strategy do not attempt to make it a premium brand in the tone/approach of your copy when you do attempt to write one. 

You can write a headline and then build a copy around it. Or you can write the copy and extract a headline from it (the latter is what I usually do).

This ad will need you to communicate (value) persuade (to buy) and inspire (that they are part of something? What that is, is up to you).

Use the above as a guide, but feel free to chart your own course if your research and thinking suggest something different. 

Remember the ad is a copy heavy ad, and the image plays a secondary role (if at all).

Reflection:

Experience

With there being a Bata in Zimbabwe, I was actually able to  visit the store and get a better feel of its 'personality'. I found this to aid in getting an idea of the client and it's image. Looking at the products and the store outlook was illuminating as well. 

Observation

This was actually my first time experiencing Bata in this way. Previously, in Malaysia, I was of the perception that Bata was expensive. I will try look into why I was of this impression and if I wasn't the only one who thought so. 

Findings

In fully experiencing Bata, I purchased two pairs of canvas shoes. I liked how down-to-earth they were, and they only cost $7.90 a pair. Looking forward to engaging conversations with others regarding them while wearing it.