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Q.25 Bata India is the oldest and the largest shoe retailer in India with a very strong brand equity. The company has about 1,400 stores with pan India presence. The company is planning to add about 500 stores more in the semi-urban and rural markets. The company is also trying to carve out a niche like a youth brand because it has traditionally been associated with an adult, elderly image. Now, the company want to sharpe it more towards a youth brand. The rising disposable income in India and the working population should be some macro indicator which should be helping the overall demand for the company. The company has been enjoying extremely good profile margins in the range of 13-15 percent due to mass advertising and regular promotional offers to capture maximum market share. The another reason for growing profitability is the pricing advantage enjoyed by the company. The above para describes the combination of variables used by Bata India to prepare its market offering.
 
(i) Name and state of concept of marketing used by the marketing manager for creating its market offering. 

(ii) Identify and explain briefly the various elements of this concept.