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PREFACE
Practical training is an important part of the theoretical
studies. It bears immense
important in the field of Business Management. It offers the
student to explore
the valuable treasure of experience and an exposure to real work
culture
followed by the industries and there by helping the students to
bridge gap
between the theories explained in the book and their practical
implementations.
Training plays an important role in future building of an
individual o that
he / she can understand the real world in which he has to work
in future. The
theories greatly enhance our knowledge and provide opportunities
to blend
theoretical with the practical knowledge where trainees get
familiar with certain
aspect of industries relation. I feel proud to get my self
trained at WOODLAND
SHOES at Jodhpur that is one of the top most organizations in
India and whose
customer base is increasing rapidly with every passing day. For
research work, I
have assigned the topic A Study On Consumer Preference For
Branded Shoes. which will help in analyzing the preference strength
for Woodland Shoes.
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Acknowledgement
The research on A Study On Consumer Preference For Branded Shoes
has been given to me as part of the curriculum in 2-Years Masters
Degree in
Business Administration.
I have tried my best to present this information as clearly as
possible using basic
terms that I hope will be comprehended by the widest spectrum of
researchers,
analysts and students for further studies.
I have completed this study under the able guidance and
supervision of Ms. I will
be failed in my duty if I do not acknowledge the esteemed
scholarly guidance,
assistance and knowledge. I have received from them towards
fruitful and timely
completion of this work.
Mere acknowledgement may not redeem the debt I owe to my parents
for their direct/indirect support during the entire course of this
project.
I also thankful to my friend who helped me a lot in the
completion of this project.
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EXECUTIVE SUMMARY
This project takes a look in various kinds of Merchandising
activities,
Market Share of different sports shoes and various Sales
Promotion schemes, which are followed in the Sports shoes
industry. The three major global players i.e. Reebok, Nike,
and
Adidas dominate the sports shoes industry in India. India is
one
of few battlegrounds in the world where there is
neck-to-neck
competition between the three. The companies claim to be in
number one sport coating the data produced by two different
marketing research companies.
In the 1980s, Adidas sneakers became popular amongst teenagers
and young
men. The Adidas sneaker was popularized by the Run DMC song "My
Adidas"
and became a huge fashion trend. The Tapie affair the history of
the company as
presented by its official web site is incomplete, perhaps
because it is indirectly
linked to financial scandals. After a period of serious
trouble.The death of Adolf
Dassler's son Horst Dassler in 1987, the company was bought in
1990 by
Bernard Tapie, for 1.6 billion French francs ($320 million),
which Tapie borrowed.
Tapie was at the time a famous specialist of rescuing bankrupt
companies, a
business on which he built his fortune.
Nike is the world's #1 manufacturer and marketer of athletic
footwear and
apparel. Almost out of the blue, the company established itself
as one of the
world's most familiar brands during the 1980s and 1990s.
As familiar as a Coke bottle or Big Mac, the Nike "swoosh" logo
came to
symbolize not just sports culture, but street culture, as the
appeal of the star
players who endorsed the brand was carried onto city streets.
The approach of
the new century set Nike new problems.
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Trainers went (briefly) out of fashion; economic slowdown and
labor problems hit
Asian performance. But the group has bounced back, retaining its
iron grip on the
sporting apparel sector and still undisputed leader in
sports-oriented street wear.
Reebok is the world's third-largest maker of sneakers, athletic
shoes and sports
apparel. Goods are sold under the brands Reebok, Rockport and
Greg Norman
Collection. Reebok is also the official outfitter of the NFL and
has an exclusive
deal to supply NBA jerseys beginning this season.
Reebok announced in July it would merge with German sporting
apparel
company adidas-Salomon in a deal valued at $3.8 billion. The
merger is
expected to be completed by the first half of 2008 and will
create the second-
largest sporting goods company behind Nike with $11 billion in
revenues.
Adidas will maintain its corporate headquarters in Germany and
its North
American headquarters in Portland, OR. Paul Fireman will remain
as Chief
Executive Officer of Reebok International Ltd. and will continue
to lead the
Reebok team. Reebok will continue to operate under its name and
will retain its
headquarters in Canton, MA.
In fiscal 2008, Reebok had net income of $192.4 million and
sales of $3.7 billion.
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TABLE OF CONTENTSS.no. Topic Name Page No.1. Acknowledgement 32.
Executive Summary 43. Company Profile
CONTENT PAGE NO Certificate 1
Declaration 3
4
Research Objectives 6
Research Methodology 7-10
Limitations 11
12-28
Data Analysis & Interpretation 29-42
Suggestions & Recommendations 43-44
Annexure 44-48
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Bibliography 49-50
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INDUSTRY
PROFILE
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ABOUT SHOES?
Sole
The bottom of a shoe is named the sole.
Insole
The insole is the interior bottom of a shoe, which sits directly
beneath the foot.
Many shoes have removable and replaceable insoles, and extra
insoles are often
added for comfort or health reasons (to control the shape,
moisture, or smell of
the shoe).
Outsole
The outsole is the layer in direct contact with the ground. The
material of the
outsole depends on the function, dressiness, and quality of the
shoe, but is
generally very durable material, since it experiences the most
stress. Dress
shoes have leather outsoles; casual or work-oriented shoes have
outsoles made
of natural rubber or a synthetic imitation. The outsole may
comprise a single
piece, or may comprise separate pieces of different materials.
Often the heel of
the sole is rubber for durability and traction, while the front
is leather for style.
Specialized shoes will often have modifications on this design:
athletic cleats
have spikes embedded in the outsole to grip the ground; many
kinds of dancing
shoes have much softer or harder soles. These soles can be as
hard as
concrete, and very sturdy.
Heel
The bottom rear part of a shoe is the heel. These come in a
variety of sizes and
are usually made to support the large stresses applied to the
heel of the foot.
They are often made of the same material as the sole of the
shoe. This part can
be high to make the person look taller, or flat.
Vamp, or upper
Any shoe has an upper part that helps hold the shoe onto the
foot. In the
simplest cases, such as sandals or flip-flops, this may be
nothing more than a
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http://en.wikipedia.org/wiki/Flip_flophttp://en.wikipedia.org/wiki/Sandal_(footwear)http://en.wikipedia.org/wiki/Dancinghttp://en.wikipedia.org/wiki/Cleat_(shoe)http://en.wikipedia.org/wiki/Rubberhttp://en.wikipedia.org/wiki/Leather
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few straps for holding the sole in place. Closed footwear, such
as boots,
sneakers and most men's shoes, will usually have a more complex
upper. This
part is normally decorated or is made in a certain style to look
fashionable and
attractive for the buyer.
Accessories to shoes
Shoe horn - can be used to insert a foot into a shoe by keeping
the shoe
open and providing a smooth surface for the foot to slide
upon
Shoe tree - placed inside the shoe when user is not wearing it,
to help
maintain the shoe's shape
Shoe polishing equipment:
Shoe polish - a waxy material spread on shoes to improve
appearance, glossiness, and provide protection
Shoe brush and polishing cloth - used to apply polish to
shoes
Overshoes or galoshes - a rubber covering placed over shoes for
rain and
snow protection
(Orthopedic) shoe insert - insert of various materials for
cushioning,
improved fit, or reduced abrasion. These include padding and
inner
linings. Inserts may also be used to correct foot problems
Shoe bag - a bag that protects shoes against damage when they
are not
being worn
Shoe stretcher - a tool for making a shoe longer or wider or for
reducing
discomfort in areas of a shoe
Snow shoe - a wooden or leather piece which increases the area
of
ground covered by the shoe
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http://en.wikipedia.org/wiki/Shoe_inserthttp://en.wikipedia.org/wiki/Galosheshttp://en.wikipedia.org/wiki/Shoe_treehttp://en.wikipedia.org/wiki/Foothttp://en.wikipedia.org/wiki/Shoe_horn
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Types of shoes
Dress and casual shoes
Dress shoes are categorized by smooth and supple leather uppers,
leather soles,
and narrow sleek shape. Sturdy leather uppers, non-leather
outsoles, and wide
profile characterize casual shoes.
Some designs of dress shoes can be worn by either gender. The
majority of
dress shoes have an upper covering, commonly made of leather,
enclosing most
of the lower foot, but not covering the ankles. This upper part
of the shoe is often
made without apertures or openings, but may also be made with
openings or
even itself consist of a series of straps, e.g. an open toe
featured in women's
shoes. Shoes with uppers made high to cover the ankles are also
available; a
shoe with the upper rising above the ankle is usually considered
a boot but
certain styles may be referred to as high-topped shoes or
high-tops. Usually,
laces or zippers secure a high-topped shoe, although some styles
have elastic
inserts to ease slipping the shoe on.
Shoes made from real crocodile skin, in a conservation exhibit
at Bristol Zoo,
England
Men's shoes
Men's shoes can be categorized by how they are closed:
Balmorals - the vamp has a V-shaped slit to which the laces are
attached;
also known as "closed lacing." In England, the balmoral is known
as the
Oxford. American clothing companies to market shoes that are
not
Oxfords, such as rubber-sole bluchers, use the word Oxford.
Blchers - the laces are tied to two pieces of leather
independently
attached to the vamp; also known as "open lacing." In England,
the
Blucher is known as the Derby shoe.
Monk-straps - a buckle and strap instead of lacing
Various other closings exist but are less popular such as
side-elastic closings.
Men's shoes can also be decorated in various ways:
10
http://en.wikipedia.org/wiki/Bl%C3%BCcherhttp://en.wikipedia.org/wiki/Balmoral_(shoe)http://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Bristol_Zoohttp://en.wikipedia.org/wiki/Crocodilehttp://en.wikipedia.org/wiki/Boothttp://en.wikipedia.org/wiki/Dress_shoe
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Plain-toes - have a sleek appearance and no extra decorations on
the
vamp.
Cap-toes - has an extra layer of leather that 'caps' the toe.
This is possibly
the most popular decoration
Wing tips - The toe of the shoe is covered with a perforated
panel, the
wing tip, which extends down either side of the shoe. Wing tips
can be
found in both balmoral and blucher styles. In England this is
called a
brogue.
Women's shoes
There are a large variety of shoes available for women. Some
broad categories
are:
Pumps, known in the US as ballerinas or skimmers, are shoes with
a very low heel and a relatively short vamp, exposing much of the
instep. They are popular
for warm-weather wear, and may be seen as more comfortable than
shoes with a
higher heel.
High heels may be shoes with heels 2 inches (5 cm) or higher.
They are often seen as having more sex appeal than low heels (see
article for discussion) and
are thus commonly worn by women for formal occasions or social
outings.
Sneaker boot and sneaker pump - a shoe that looks like an
athletic shoe,
but is equipped with a heel, making it a kind of novelty dress
shoe
Boots - Long shoes (covering the ankle) frequently made of
leather. Some
are designed to be used in times of bad weather, or simply as an
alternate
style of casual or dress wear. Styles include rubber boots and
snow boots,
as well as work boots and hiking boots.
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http://en.wikipedia.org/wiki/Bootshttp://en.wikipedia.org/wiki/Sneaker_boothttp://en.wikipedia.org/wiki/High_heels
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Slippers - Usually for night use, commonly worn with pajamas
Athletic shoes
Men's and women's athletic shoes and special function shoes
often have less
difference between the sexes than in dress shoes. In many cases
these shoes
can be worn by either sex. Emphasis tends to be more on function
than style.
Sneakers /trainers (also called gym shoes or tennis shoes) -
general
purpose athletic shoes; made out of rubber, cloth, and/or
plastic to be
lightweight, flexible, and have good traction. Special varieties
available for
basketball or tennis.
Running shoes - very similar to above, with additional emphasis
on
cushioning.
Track shoes - lightweight; often with plastic or metal
cleats
Cleats - a type of shoe featuring molded or removable studs.
Usually worn
while playing sports such as rugby, football, American football,
or baseball
Golf shoes - with "spikes" for better grip in grass and wet
ground.
Originally the spikes or "cleats" were made of metal but
replacable "soft
spikes" made of synthetic plastic-like materials with prongs
distributed
radially around the edge of each spike are much more common
today
(and are required on many golf courses since they cause less
damage to
the greens)
Bowling shoes - intermediate style between ordinary dress shoes
and
athletic shoes. They have harder rubber soles/heels so as not to
damage
bowling alley floors. They are often rented or loaned at bowling
alleys.
Climbing shoes , also known as hiking shoes or boots - usually
have a high
somewhat stiff upper with many lace eyelets, to provide ankle
support on
uneven terrain, with extra large traction on the sole.
Walking shoes - have a more flexible sole than the running shoe,
lighter in
weight than the hiking boot, may have air holes, may not be
water proof.
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http://en.wikipedia.org/wiki/Climbing_shoehttp://en.wikipedia.org/wiki/Bowlinghttp://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Baseballhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Football_(soccer)http://en.wikipedia.org/wiki/Rugby_footballhttp://en.wikipedia.org/wiki/Cleatshttp://en.wikipedia.org/wiki/Cleathttp://en.wikipedia.org/wiki/Track_shoehttp://en.wikipedia.org/wiki/Sneaker_(footwear)http://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Pajamashttp://en.wikipedia.org/wiki/Slipper
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Skating shoes - typically called skates. They have various
attachments for
skating on the bottom of the shoe portion.
o Ice skates
o Roller skates
o Inline skates
Ski boot - a large, thick plastic boot specially designed for
attachment to
the ski.
Skateboarding shoes have flat soles for a better grip on a
skateboard.
They are very wide and have extra layers of padding to protect
the
skateboarders feet. Many young people wear them for comfort.
Cycling shoes are equipped with a metal cleat to interface with
clip less
pedals, as well as a stiff sole to maximize power transfer and
support the
foot.
Snowshoes are special shoes for walking in thick snow. In
temperate
climates, snowshoes are used for mostly recreational purposes in
winter.
Orthopedic shoes
Orthopedic or "comfort" shoes are made with pedorthic and
anatomically-correct
comfort qualities, such as padded removable foot beds, wide toe
boxes and arch
support are made especially for those with problematic feet.
Dance shoes
Pointe shoes - shoes designed for ballet dancing, which have the
toe box
stiffened with glue and a hardened sole so the dancer can rise
on the tips
of her (or his) toes
Ballet slipper - heel-less slippers made of canvas or leather,
with usually a
leather sole that may be continuous or in two parts (split-sole)
- stiffer
leather sole over the ball of the foot and over the heel, with
the part of the
shoe under the arch made of the softer material of the upper, so
as the
foot can be pointed to its utmost. Elastic straps usually secure
ballet
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http://en.wikipedia.org/wiki/Pointe_shoeshttp://en.wikipedia.org/wiki/Pedorthichttp://en.wikipedia.org/wiki/Snowshoeshttp://en.wikipedia.org/wiki/Bicycle_pedal#Clipless_pedalshttp://en.wikipedia.org/wiki/Bicycle_pedal#Clipless_pedalshttp://en.wikipedia.org/wiki/Cycling_shoehttp://en.wikipedia.org/wiki/Ski_boothttp://en.wikipedia.org/wiki/Skatinghttp://en.wikipedia.org/wiki/Skates
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slippers. They are most commonly pink, white, black, or pale
tan, although
they may be made in specialty colors such as red or blue.
Jazz shoe - similar in basic structure to a split-sole ballet
slipper, jazz
shoes usually have a longer vamp, securing the foot by laces or
elastic
inserts. Unlike ballet slippers, jazz shoes usually have a low
(1" or under)
heel.
Tango/flamenco dance shoes
Dance sneakers (or dansneakers)- a combination of a sneaker and
a
dance shoe, with a block toe like a ballet slipper
Character shoes - shoes with a 1"-3" heel, which are usually
made of
leather, and often have one or more straps across the instep to
secure the
foot during dance. They may come in soft-soled (suede) or
hard-soled
varieties. They may be adapted into tap shoes by attaching
taps.
Work shoes
Work shoes are designed to stand heavy wear, to protect the
wearer, and
provide high traction. They are generally made from sturdy
leather uppers and
non-leather outsoles. Sometimes they are used for uniforms or
comfort by
nurses, waitresses, police, military personnel, etc. They are
commonly used for
protection in industrial settings, construction, mining, and
other workplaces.
Protective features may include steel-tipped toes and soles or
ankle guards.
Historical shoes
Footwear has been worn for tens of thousands of years. Shoes of
the past
include:
Espadrilles : these sandals, which are still worn today, are
found as early
as the 14th century.
Patten : a European wooden overshoe used to keep a persons feet
dries
outdoors. First worn in the middle ages, they continued in use
even into
the early 20th century.
Poulaine : a shoe with a long-pointed toe, popular in Europe in
the 1400s.
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http://en.wikipedia.org/wiki/Poulainehttp://en.wikipedia.org/wiki/Middle_ageshttp://en.wikipedia.org/wiki/Patten_(shoe)http://en.wikipedia.org/wiki/Espadrilleshttp://en.wikipedia.org/wiki/Anklehttp://en.wikipedia.org/wiki/Steel-toe_bootshttp://en.wikipedia.org/wiki/Mininghttp://en.wikipedia.org/wiki/Constructionhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Policehttp://en.wikipedia.org/wiki/Waitresshttp://en.wikipedia.org/wiki/Nursehttp://en.wikipedia.org/wiki/Uniformhttp://en.wikipedia.org/wiki/Tap_dance
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Maintenance
Breaking-in - Some shoes are made of hard but deformable
material. After
a person wears them multiple times, the material reforms to fit
the
wearer's feet. The person is said to have broken in the
shoes.
Polishing - for protection, water resistance (to some extent)
and
appearance, especially for leather shoes and boots.
Heel replacement - heels periodically wear out. Not all shoes
are designed
to enable this.
Sole replacement - soles also wear out. Not all shoes can have
their soles
replaced.
Shoelace replacement.
When unfit for use, shoes can be treated as trash or municipal
solid waste
and disposed of. The exception can be with most athletic
sneakers which
can be recycled and turned into other raw materials. See Nike
Grind as an
example.
Someone who makes or repairs shoes in a shop is called a
cobbler.
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http://en.wikipedia.org/wiki/Nike_Grindhttp://en.wikipedia.org/wiki/Municipal_solid_wastehttp://en.wikipedia.org/wiki/Boot
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MARKETING MIX
PRODUCT
FUNCTIONALITY
FEATURES
Pores in the pads, so that the fragrance can move upward
Liquid with different fragrances (mild & strong)
Acupressure in built in the pad
Magnetic pads- to control the blood pressure
Different color schemes & designs
Refilling of the fragrance in the pads
Range for male, female, children (above 15 years)
Light weight
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BRAND
WOODLAND
WARRANTY
For 1 year
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PRICE
Price of shoes is totally based on the relative prices of the
other available brands
in the market
Lakhani
Action
Liberty
Bata
M & B
Nike
Reebok
Addidas
Red tape
Lomani
Wood land
Puma
Austin, etc.
Out pricing polices will be based on value based pricing and
competitive
based pricing,
We wont be using price skimming technique as it is only for the
technical
products.
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Since our quality of product is good and we have number of
different features
provided there in the price ranges from 1500 to 5000.
PLACE
WHERE WE ARE LOCATED
Headquaters in delhi supportedby multiple manufacturing and
development units in states like-
Rajisthan.
Uttar Pradesh
Daman etc
No. of executives are customer geographies with the purpose of
creating
and nurturing channel partners as well as customer
relationship.
MARKET COVERAGE
Targeting 70%of total customers
Mainly outlets in urban and sub urban areas
LOCATIONS ( for distribution)- trying to cover major urban and
sub urban areas
of:-
Delhi
U.P
Maharastra
Bihar
West Bengal
Andhra Pradesh
Tamil nadu
Madhya Pradesh
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Rajasthan
Karnataka
Gujarat
Orrisa
Kerala
Punjab
Harana
Chhattisgarh
Uttaranchal
Goa
Arunachal Pradesh
Mizoram
Pondicherry
Jodhpur
PROMOTION
ADVERTISING
Posters and Hoardings
Visual media
Printed ( Newspapers, magazines )
Radios(All FM radio channels.)
PUBLIC RELATIONS
follow CRM ( customer relation management ) techniques
corporate social responsibility.
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PEOPLE
segmentation / target marketing
PHYSICAL DISTRIBUTION
CHANNELS OF DISTRIBUTION
Factory
C & F
Retailers
Customers
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hiring carriage from independent carriers
PACKAGING
Black box in the shape of shoe made up of hard board
Logo is printed on the top leaf of the box with red color
Using paper and jute bags for final distribution
No usage of poly bags either inside for packing and for
disposing off to the
customers
Fitting tips
The right socks
When trying on shoes, make sure you are wearing the appropriate
socks. For
instance, if you are trying on boots that you would wear with
heavy socks, don't
try them on with thin nylons.
The right time
The best time to try on shoes is usually at the end of the day,
when your feet are
most swollen. The point of waiting until the end of the day is
to make sure that
the footwear can fit you at your widest-- kind of a "worst case
scenario" check.
The right foot
The first shoe you try on should be for your larger foot. For
most people, their
larger foot is the opposite from the hand they write with. For
example, if you're
right handed, your left foot might be bigger. Always fit the
pair of shoes to this
foot.
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The first step
Stand up with your shoes on. Walk around. You should be able to
wiggle your
toes in the front of the shoe. For most footwear, your toes will
be able to touch
the top of the shoe, but there should be 3/8" to 1/2" of space
between your
longest toe and the end of the shoe. Different styles can
sometimes dictate a
different amount of space at the end of the shoe for example "
pointed toe" style.
The right shoe
Don't buy shoes that are too tight. If you're at the point where
you're hoping they
will stretch to be comfortable, they probably won't. It's true
that soft leather and
suede give slightly, moulding to your foot, but they will not
dramatically increase
in width or length. There's a difference between a "snug",
comfortable fit and a
"tight", uncomfortable fit. A few laps in the store should help
you decide how you
feel.
Materials
A wide range of materials and combinations are used to produce
footwear
nowadays. Leather, rubber, synthetic materials and fabrics are
all mainly used for
the uppers.
Each material has its own specific features, not only in
appearance but also in
properties, performance and treatment. The type of material used
has an
important influence on how long the item lasts and, often,
dictates the
recommended use.
However, the natural material that is most widely used for
footwear is LEATHER. Leather breathes, it is soft, it has good
impact resistance, it adapts perfectly to
your feet. There are various main types:
Smooth leather has a soft surface with tiny pores, it can be
shiny or matt.
Drummed leather has a very soft and lined surface.
Patent leather has a very smooth and shiny surface; it is easily
damaged, due to chemical substances, to frost.
23
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Nubuck is similar to suede and is easily marked even if you
touch it lightly with your fingers, but they brush off easily.
Leather a type used for the soles on formal footwear.
Crust a section of the skin, under the surface.
In India, synthetic materials and fabrics are used for the
uppers and insole or
lining of a shoe.
2 most frequent used synthetic material used besides
textile:
PVC
Polyvinyl chloride is flexible material that is chemically
non-reactive. PVC accepts
paints and performs well under most silk-screening processes
have high
strength. It's weather resistance, and odorless.
PU
Polyurethane is a flexible and soft material that sometimes
looks like leather.
Very light but does not have a long lasting shelve life. Will
tends to bio-degrade
itself after 2-3 years into small molecular powder.
Symbols on shoes
A wide range of materials and combinations are used to produce
footwear
nowadays. Leather, rubber, synthetic materials and fabrics are
all mainly used for
the uppers. Each material has its own specific features, not
only in appearance
but also in properties, performance and treatment. The type of
material used has
an important influence on how long the item lasts and, often,
dictates the
recommended use. However, the natural material that is most
widely used for
footwear is LEATHER. Leather breathes, it is soft, it has good
impact resistance,
it adapts perfectly to your feet. There are various main
types:
Smooth leather has a soft surface with tiny pores, it can be
shiny or matt. Drummed leather has a very soft and lined surface.
Patent leather has a very smooth and shiny surface; it is easily
damaged, due to chemical substances, to frost.
Nubuck is similar to suede and is easily marked even if you
touch it lightly
24
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with your fingers, but they brush off easily.
Leather a type used for the soles on formal footwear. Crust a
section of the skin, under the surface.
Structures
Upper Sole Lining
Materials
Leather Smooth leather Textile Other materials
Customer promise .
A very personal serviceOur professional specialised staff is
there to help you make the best choice.
Don't hesitate to ask them for help or advice.
Product presentationAll the items are clearly marked with the
price, size and description of the
materials used to make the product, thus saving you time and
making your
choice easier.
Your purchase is guaranteedYou have the guarantee to replace the
purchased item if it is still intact and
accompanied by the till receipt.
25
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SPECIAL ATTRACTIONS
Alternative and Complementary Remedies for Hypertension
Acupressure for Hypertension
Acupressure is useful as a Complementary therapy in managing
hypertension.
In traditional Oriental medicine, hypertension is said to be
intimately connected
with blockages in the Liver meridian. The following points are
useful for
managing acupressure:
Gb 20, Li 11, Ht 3, St 36, Lv 3, and Kd 1
Caution: If blood pressure exceeds 200/100, do not do
acupressure at all.
(St 36, Three Mile Foot)
St 36 is the most effective point to rejuvenate the body and
blood. The
combination of Li 11 and St 36 is used extensively to treat
hypertension.
How To Locate St 36: This point is located four finger widths
below the lower
border of the kneecap and one finger width off the shin bone to
the outside. Flex
your foot up and down; you will feel the muscle move under your
fingers if you
are on St 36.
26
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Applying Pressure: Apply moderate to firm pressure on St 36.
Hold the pressure
for one minute. This point can also be stimulated either with
the heel of your
opposite foot, or with your fingers.
4. (Lv 3, Bigger Rushing)
Traditional Oriental medicine practitioners believe that
hypertension is intimately
connected with blockages in the liver meridian. Lv 3 exerts a
powerful, beneficial
influence on all aspects of the body associated with the liver
meridian.
How To Locate Lv 3: This point is located on the top of your
foot, between the big
toe and second toe.
Start at the web margin of skin between the two toes. Now slide
your index finger
up between the bones until you feel a depression about 1/2 inch
up.
Applying Pressure: Using your index finger, press between the
bones. Start with
light pressure. Increase the pressure gradually as much as you
can tolerate or
until you are using moderate to firm pressure. Press for about 1
minute.
5. (Kd 1, Bubbling Spring)
How to Locate Point: Kd 1 is on the sole of the foot between the
second and third
toe bone, two thirds of the distance from the heel to the base
of the second toe.
It's just below the ball of the foot.
Applying Pressure: Press firmly on the point for about a
minute.
27
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SEGMENTATION PROCEDURE
SEGMENT A market segment consists of a group of customers who
share a
similar set wants.
The marketer does not create the segments; the marketers task is
to identify the
segments and decide which one(s) to target. Segment marketing
offers several
benefits over mass marketing. We at Woodland shoes believe that
we can create
a more fine-tuned product or service offering and price it
appropriately for the
target segment.
BASIS OF SEGMENTATION
SEGMENTATION FOR WOODLAND
1) GEOGRAPHIC SEGMENTATION: Calls for dividing the market
into
different geographical units, such as, nations, states, regions,
cities or
neighborhoods. We will be operating basically in the Urban and
Suburban
areas and tend to slowly and steadily expand business.
2) DEMOGRAPHIC SEGMENTATION: In this the market is divided
into
groups on the basis of variables such as age, family size,
family life cycle,
gender, income , occupation, religion, generation, nationality
and social
class. We are basically catering to children above 15years of
age and
adults.
3) PSYCHOGRAPHIC SEGMENTATION: In psychographic
segmentation,
buyers are divided on the basis of lifestyle or personality or
values. People
within the same demographic group can exhibit very different
psychographic profiles. Keeping the aforesaid in view we have
laid special
28
-
emphasis on the attitudes, interests and activities. Moreover we
have tried
to analyze the different personality traits of the individuals
surveyed. For
instance youngsters wish to go in for more abstract designs and
peculiar
fragrances. They believe in the notion to be DIFFERENT!!!!
Office going
ladies want something smart and comfortable because they have to
do all
the chores (of the house as well as of the office ). Office
going males want
something very comfortable and a very strong fragrance because
they
have to wear the same footwear all day long.
4) BEHAVIORAL SEGMENTATION: Here the buyers are divided into
groups
on the basis of their knowledge of, attitude toward, use of, or
response to
a product. Like many marketers we also believe that behavioral
variables
occasions, benefits, user status, usage rate, loyalty, buyer-
readiness
stage, and attitude are the best starting points for
constructing market
segments. We have designed our questionnaire keeping in mind
the
above parameters.
29
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PRICING STRATEGY
PRICING OF WOODLAND SHOES
Out pricing polices will be based on value based pricing and
competitive
based pricing,
We wont be using price skimming technique as it is only for the
technical
products.
Since our quality of product is good and we have number of
different features
provided
FORMAL SHOES INFORMAL
SHOES
Men from Rs. 999 from Rs. 1599
Women from Rs. 799 from Rs. 1399
Kids from Rs. 599 from Rs. 1199
30
-
Competitive 5 Forces modal:
The five forces modal of Porter is an outside-in business unit
strategy tool that is
used to make an analysis of the attractiveness (value) of an
industry structure.
The Competitive Forces analysis is made by the identification of
5 fundamental
competitive forces:
The entry of competitors -It basically deals with figuring out
how easy or
difficult is it for new entrants to starts to compete, what kind
of barriers do
exist, etc.
The threat of substitutes It deals with analyzing how easily can
our
product or service be substituted, especially by cheaper
versions.
The bargaining power of buyers- how strong is the financial
position of the
buyers.
31
-
The rivalry among the existing players-Is there a strong
competition
between the existing players or not.
Value Chains
Michael Porter first developed the concept of value chains in
his work on
competitive advantage. Since then, there has been a considerable
amount of
work to expand on Mr. Porters original concepts. Value chain
analysis, along
with supply and demand chain analysis, are staples of modern
business
management.
Value chain and value coalition analysis is a business design
approach that
defines processes based on economic value to a customer. To
illustrate the
value of the approach, we can briefly compare it to two other
widely used
business process design approaches, 1) work activity and, 2)
functional
organization:
Work Activity Based
A work activity based approach is a process design based purely
on some set of
activities supporting a workflow. An activity is defined as some
effort that
transforms or creates an object.
For example: A work activity based process design on a
purchasing workflow
would include the creation of a purchase order. This approach is
useful in
determining the efficiency or effectiveness of a workflow
process, but is not
always useful in determining whether the activity should have
been performed in
the first place.
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-
Functional Organization
This approach involves the top down organization of functions
based on types
of activities, e.g., finance, marketing, and engineering. This
approach is
generally the least effective as it tends to result in
disconnects across the
enterprise as well as sub-optimized processes, but it is very
popular due to its
simplicity. As illustrated below, you can map a functional
hierarchy to a process
map, but one does not flow out of the other. The theory is that
the process-
based activities, especially in the case of a value chain based
process design,
will better align your enterprise to its customers.
Using the value chain approach, processes that provide direct
value to the
customer are modeled first. Derivative processes that support
the value chain
processes are modeled to support the value chain. The general
concept is that
by defining your enterprise around the revenue producing value
chain processes,
the enterprise will be more effectively aligned with its
customers needs.
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Michael Porters Value chain
Porter distinguishes between primary activities and support
activities. Primary
activities are directly concerned with the creation or delivery
of a product or
service. They can be grouped into five main areas: inbound
logistics, operations,
outbound logistics, marketing and sales, and service. Each of
these primary
activities is linked to support activities which help to improve
their effectiveness
or efficiency.
There are four main areas of support activities: procurement,
technology
development (including R&D), human resource management, and
infrastructure
(systems for planning, finance, quality, information management
etc.).
The basic model of Porters Value Chain is as follows:
The term Margin implies that organizations realize a profit
margin that depends
on their ability to manage the linkages between all activities
in the value chain. In
other words, the organization is able to deliver a product /
service for which the
34
Suppliers/Vendors
Provide Quotes
Process Orders Manage Funding &Contracting
Procure Products orServices
Manage Vendors &Provide Sourcing
Provide AggregatePricing
Provide Oper. &Maint. Services
Manage Projects
Provide Logistics
Process Payments
Channels Sales
Force Call
Center G2G
ExchangeCustomer
B2GExchange
Acct Reps Support
Staff
Track/Adjust Orders
Phase 1 Value Chain Analysis Focus
Phase 1 Value Chain Alignment Areas
Out of scope in Phase 1Key:
Dispose of Gov.Assets
Purchasers
Provide Planning &Req. Definition
Support
Develop SourcingStrategies
-
customer is willing to pay more than the sum of the costs of all
activities in the
value chain.
The value chain method has been extended to include the value
coalitions, which recognizes that some processes need to allow
greater flexibility. The value
coalition model recognizes that value is often created by the
simultaneous
interaction of several units:
35
-
In the above illustration, R&D, Marketing, Production and
Customers all are
viewed as working together to add value. Problems arising in the
value coalition
model thus involve several units and requires their simultaneous
participation to
find solutions.
36
Marketing Production
R&D CUSTOMERS
-
Performance management measures are ordained by the
organizations strategic
direction and the tactics required to achieve the strategy.
The figure below illustrates that effective performance grows in
complexity as it
moves from the individual to the team, and to the values chain
and coalition level.
This is because the number of different people, specialties, and
types of
information tends to increase at higher levels of the
hierarchy.
37
15
Values Chain & Coalition Performance
Team Performance
Individual Performance
COMPLEXITY
Hierarchy of Performance
-
CONSUMER BEHAVIOUR
Effective marketing requires insight into consumers mind. It
ensures that the
right product are conceived, produced & offered to the right
consumer in the right
way.
What influence consumer behavior: - There are 3 factors that
influence consumer
behavior:
1. Cultural factors : - Culture: It is the fundamental
determinant of a persons want & behavior. Ex. - American child
> Material comfort, achieve & success,
freedom, activity, external comfort, individualism, youthfulness
AND Indian
middle class child > Respect & care the elders, Honesty,
integrity, hard work,
achievements & success, sacrifice etc.
Sub-culture: Each culture consists of smaller sub-culture that
provides more specific identification & socialization for their
members. Subcultures include
nationalities, religious, racial group and demographic region.
Multicultural
marketing came from this concept.
38
1. Cultural factor- Culture- Sub culture- Social life
2. Social factors-Reference group-Family-Roles &
Statuses
3. Personal factors-Age & stage in the life cycle-Occupation
& Economic circumstances-Personality & self
concept-Lifestyle & values
-
Social life: All of the human societies have any social life.
Social classes have several characteristics. First one social
classes differ in dress, speech
pattern, and many other characteristics. Second one, persons are
perceived as
occupying inferior or superior positions according to social
classes. Third, social
classes indicated by a cluster of variable for example,
occupation, income,
wealth, education & value system etc. And fourth one
individual can move up and
down the social-class ladder during the lifetime.
Social classes show distinct product & brand preferences in
many areas
including clothing, home furnishing, leisure activities and
automobiles. For
example
KELLOGG INDIA : Kellogg cornflakes : Indian consumer use hot
milk {Firstly failed.}
GE FINANCIAL : Hispanic community (from Spain) : 2 years
research, Spanish language call centre, launch web-site, tapped
bilingual agents in key cities to sell
GE product.
2. Social factors : - Reference group: A persons reference
consists of all the group that have a direct (face to face) or
indirect influence on his/her attitude
and behavior. There are 3 type of Reference group (a.)
Membership group: Groups having a direct influence on person. Some
membership groups are
primary group such as family, friend, neighbors, colleagues,
etc. People also belongs to secondary group like religious,
professional and trade unions etc. (b.) Aspirational groups: People
are also influence by groups they do not belong & hopes to
belong. (c.) Dissociative group: These are those whose values or
behavior an individual rejects.
Family: The family is the imp. consumer buying orgn. in society
and family members constitute the most influential primary
reference group. Family
members influence buying decisions. In the traditional joint
family grand
parents. Nuclear family husband & wife both. Children &
teenagers are
targeted by internet.
39
-
The Porvogue Website is targeted at the youth market.
A person participates in many groups Family, clubs, orgn. etc.
The
persons position in each group can be defined in terms pf roles
& status.
ROLES: A role consists of the activities a person is expected to
perform.
STATUS: Each role carries a status.
People choose product that reflect & communicate their roles
& actual status in
the society. For ex.-
Mercedes, BMW etc.
3. Personal factors : - A buyers decision also influence by
personal
characteristics, following:
Age & stage in life cycle: People buy different goods and
services over a life time. Marketers should also consider life
events like marriage, childbirth, illness,
divorce, widowhood etc. as giving rise to new needs. Ex.-
BANK OF AMERICA (BOA) : Client manager : for help the persons
help
Occupation & economic circumstances: Blue caller workers :
Work clothe, work shoes, lunchboxes. President : Dress suit, air
travel, country club membership.
Economic circumstances : Spendable income (level, stability,
time pattern) , saving, assets, debts, borrowing power etc.
Personality & self-concept: Each person has personality
characteristics that influence his or her buying behavior.
Personality : Self confidence, dominance, sociability, autonomy,
adaptability etc. Personality is a useful variable to analyzing
customer brand & choice. Self-concept: 1. Actual
self-concept: - How one views oneself ? 2. Ideal self-concept: -
How one would like to view oneself ? 3. Others self-concept: - How
one thinks other see one?
40
-
Lifestyle & values: - Lifestyle : It is a persons pattern of
living in the world as expressed in activities, interests &
opinions.
People from the same subculture, social class & occupation
may lead quite
different life style. Consumer decisions are also influenced by
core values, the belief systems that underlie consumer attitudes
& behaviors.
Key psychological process: -
Motivation: A motive is a need that is sufficient pressing to
drive the person to act.
Three of the best known theories of human motivation: -
FREUDS Theory : - Sigmund Freud assumed that the psychological
shaping
peoples behavior is largely unconscious and that a person cant
fully understand
his or her own motivation. A technique is called laddering can
be used to trace a
persons motivation from the stated instrumental ones to the more
terminal ones.
Then the marketer can decide at what level to develop the
message & appeal.
MASLOWS Theory : - Abraham Maslow sought to explain why people
are
driven by particular need at particular time. Why does one
person spend
considerable time & energy on personal safety? This theory
helps marketers
understand how various products fit into the plans, goals &
lives of consumers.
HERZBERGS Theory : - Fredrick Herzberg develop a two factor
theory that tell between Dissatisfiers (factor that cause
dissatisfaction) & Satisfier (factor that
cause satisfaction). The absence of Dissatisfiers is not enough;
Satisfier must be present to motivate a purchase. Ex.-
A Computer without warranty is dissatisfier and with warranty is
satisfier or
motivator.
41
-
This theory has two implications. First, seller should do their
best to avoid
dissatisfiers & Second, the sellers should identify the
major satisfier or motivator of
purchase in the market & supply them.
Perception: A motivated person is ready to act. Perception is
the process by which individual selects, organizes & interprets
information inputs to create a
meaningful picture of the world. Perception not only depends on
the physical
stimuli but also on the stimulis relation to the surrounding
field and on conditions
within the individuals.
In marketing, perceptions are more imp. than the reality. It
will affect
consumers actual behavior. It has three process :
Selective attention : It means that marketer have to work hard
to attract the consumers notice. People like following types of
stimuli :
1. That relate to a current need (Which thing want to buy that
ads attract
consumer.)
2. That they anticipate (Radios in the computer stores.)
3. Whose deviation are large in the relation to the normal size
of stimuli (5
Rs. off or 100 Rs. off)
Selective distortion : It is the tendency to interpret inf. in a
way that will fit our preconceptions. It can work to the advantage
of marketers with strong brand
when consumers distort neutral brand inf. to the it more
positive.
Selective retention : People will fail to register much inf. to
which they are exposed in memory but will tend to retain inf. that
supports their attitudes &
beliefs Because of selective retention. It means we are like to
remember
goods points about a product which we like & forgot good
points about the
competitors.
42
-
43
Marketing stimuli -Product & services- Price -Distribution
&Communicati-on
Other stimuli
-Economic-Tech.-Political- Cultural
Consumer Psychology
-Motivation-Perception-Learning-Memory
Consumer Characteristics
-Cultural-Social- Personal
Buying decision process-Problem recognition- Inf.
search-Evaluation of alternatives-Purchase decision-Post purchase
behavior
Purchase decision
-Product choice-Brand choice -Dealer choice-Purchase
amt.-Purchase timing-Payment method
-
MODEL OF CONSUMER BEHAVIOR
Learning : Learning involves change in an individual behavior
arising from experience. Learning is produce through the interplay
of drives, cues &
reinforcement.
A drive is a strong internal stimulus impelling action. Cues are
minor stimuli that determine when, where & how a person
responds. For Ex.-
*Dell computers : computer good : printer also good
(Hypothetical thinking)
Learning theory teaches marketer that they can build demand for
a product
by using motivating cues & providing +ve reinforcement.
Memory : Long term memory & Short term memory.
Memory process : 1. Encoding : It refers to that how & where
inf. gets into memory Form contents and situations of the market or
consumer. 2. Retrieval : It refers to how inf. gets out from the
mind.
Buying decision process : It is a five stage model :
Five stage model of consumer buying process
44
ProblemRecognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase behavior
-
Problem recognition : The buying process starts from the problem
recognition. The can be triggered by the internal or external
stimuli. For ex.
A Londons Restaurant : HOT NOW : Sign that hot food
everytime.
Marketers need to identify the circumstances that trigger a
particular need by
gathering inf. from a no. of consumer.
Inf. search : - We can search the inf. from various path :
Personal : Family, Friends, neighbor etc.
Commercial : Advertising, Web-sites, Salesperson, Dealers,
Display.
Public : Mass media, Consumer rating orgn.
Experimental : Handling, examining, using the product.
Evaluation of alternatives : No single process is used by all
consumers or by one consumer in all buying situation.
Some basic concepts will help us understand consumer evaluation
process :
First, the consumer is trying to satisfy need. Second, the
consumer is looking for
certain benefits from the product solution & third one
consumer sees each
product like a need satisfier.
Now the question is that what things reflect evaluation.
Beliefs & attitudes : Through experience & learning,
people acquire beliefs & attitudes. These influence buying
behavior. A belief is a thought that a
person hold about something. And an attitude is persons enduring
favorable
45
-
or nonfavorable evaluation, emotion feeling, Action tendency
towards some
action & idea.
Expectancy value model : Which brand consumer like he expect
that the satisfaction of that particular brand which he/she like.
for ex.
SONY Computer (like) : Purchase : Satisfy : again buy SONY
product.
Purchase decision : In the decision making to purchase a product
from market the consumer has five sub-decision : Brand. Dealer,
Quantity, Timing & payment
method.
46
Evaluation of alternatives
Purchase intention
Attitudes of others
Unanticipated situational factor
Purchase decision
-
Steps between evaluation of alternatives and a purchase
decision
A consumers decision to modify, postpone, or avoid a purchase
decision is
heavily influenced by risks, they are following :
Functional risk : The product does not perform up to
expectation.
Physical Risk : The products negative affect on the consumers or
others health.
Financial risk : The product is not worth the price which
paid.
Social risk : The product results in embarrassment from
others.
Psychological risk : The product affects the mental well-being
of the user.
Time risk : The failure of the product in an opportunity cost of
finding another satisfactory product. (The TATAs Lakhtakia car.
)
Postpurchase behavior : After the purchase the consumer might
experience about the marketing strategies. Marketing communication
should supply beliefs
& evaluations that support the consumers choice & help
him or her feel good
about the brand.
Postpurchase satisfaction : Satisfaction is a function of the
closeness between expectation & the product performance.
Postpurchase action : It depends on the consumers satisfaction.
If he/she
Postpurchase use & disposal : marketers should also monitor
how buyers use & dispose of the product.
47
-
Hypothetical dole mental map
48
Colou-rful
Singles
Nutriti-on
Healthy
Fresh-ness
Pinea-pple
Escape Refres-hing
Useful
Innov-ative
Contem-porary
Female
Fruits
FunSunshi
-ne
Upbeat
DOLE
-
COMPANY PROFILE
49
-
Woodland Enterprises is a 2-in-one business that began as a
home-based
catalog in 1985. At the time, Dawna gave up her elementary
teaching career so
she could be home with her young son and new daughter.
Today the kids are finishing college and the business continues
to grow, with
Dawn as the day-to-day manager and husband Jim handling catalog
production
and web site design.
50
-
In Woodland Catalog we strive to feature the full range of items
with the Smokey
Bear and Woodsy Owl emblems that can be bought and sold. Some
items, called
"campaign materials" by the USDA Forest Service, are considered
as "give-
aways" only and we are not allowed to sell those. They are
available from ranger
stations and state forest offices.
Our catalog has grown from 8 pages and one color in 1985 to its
current 56
pages in full color. We mail it nationally twice a year.
Eventually the business
outgrew our house so we purchased a building on Main Street in
Moscow in
1996. To take advantage of the building's storefront and
off-street parking, a
small forest fire museum was created for visitors in 1997.
Walter, Dawn and Julianna. Husband Jim likes to be
behind instead of in front of the camera!
In 2002, we purchased an existing downtown business called
Northwest
Showcase and moved it from its former location to our
storefront. Northwest
Showcase features the work of about 70 of the finest local and
regional artists
who are carefully selected based on the quality of their work
and their
dependability as a supplier. We also carry some pertinent books
and an
assortment of Moscow and idaho memorabilia.
Our customers appreciate the opportunity to buy high quality
artist's products
year-round and many vacationers go out of their way to visit the
home of the
world's largest assemblage of Smokey Bear items. We're open six
days a week
and our friendly staff will be happy to see you! We even
maintain a large supply
of local tourism information and Jim is our resident expert on
Lewis and Clark
who passed this way in 1805 and 1806. Check out his book, Across
the Snowy
Ranges - The Lewis & Clark Expedition in Idaho and Western
Montana in our
shopping pages. And by all means, plan to stop in when in the
Moscow area.
51
-
Woodland Enterprises
310 N Main St.
Moscow, ID 83843
Contact: Dawna Fazio, Manager [email protected]
Telephone: 208/882-4767
Facsimile: 208/882-0373
HISTORY OF THE COMPANY
1960: Aero club started as a small manufacturing unit in Delhi.
They were among the first to export shoes to the U.S.S.R
1962: They ventured into retailing with an outlet at a prime
location in Delhi.
1972: They set up the first fully mechanized modern shoe factory
in India (with German Machinery) to augment existing capacities, in
view of the
growing export demand.
1992: The Company launched Woodland brand and acquired winter
boot factory in Quebec, Canada to cater to the Canadian and U.S.
Markets.
1994: Commissioned manufacturing plant for Reebok for export to
U.S.A.
1997: Commissioned manufacturing unit for apparels, adding to
the range of Woodland products.
2002: Woodland becomes a national leader in premium category
shoes, apparels and accessories. Started sourcing operations from
South East
52
-
Asian Countries. Opened offices in China and Hong Kong,
facilitating the
heavy domestic demand for new products and development.
2007: Total No. of exclusive showrooms targeted to touch the two
hundred mark.
Indian shoe market is one of the most dynamic markets in the
world. Although
there are different valuations about the Indian Shoe Market. It
is estimated to be
worth around Rs 11000 crores. The market is traditionally price
driven and
dominated by the unorganized sector.
What does woodland stands for?
The answer is simple the spirit of adventure, of course. The
advertising has been
created specifically to communicate this spirit to everyone. And
to encourage
them to keep exploring and keep discovering. Woodland not only
believes in
making the best quality products but also creating outstanding
communication
ideas. Its no wonder then that Woodland advertisement have been
widely
recognized in India and abroad. Woodland is an Indian Brand and
they have
done it with Indian Footwear. In a market dominated by sports
and leather shoes
Woodland created a category for itself. Woodland never wanted to
be an ordinary
shoe so till now this brand is concentrating on the premium end
(above Rs 1500
shoes) of 2000 crore casual shoe segment. Woodland targets the
up market
segment and is positioning itself as a rugged high quality
premium casual shoe. It
can be called as SUV of Indian shoes. The ads are catchy and
tempting.
The logo of Woodland was a status symbol during the nineties.
The brand is
excellent in quality and styling. The brand carefully presented
itself as an outdoor
trekking kind of shoe which captured the imagination of Indian
youth True to its
price, the brand delivered its promise on quality which ensured
that the brand is
perceived as a value for money brand. Woodland has extended
itself to
accessories and apparels. Earlier Woodland tried its hand in the
formal shoe
category with the brand Woods but it did not make much impact in
that market.
The careful branding has helped the brand to garner about 40% of
the premium
casual shoe market. But this market is witnessing lots of
competition with global
53
-
brands flexing its muscle in India. Woodland is a household
brand with over 200
exclusive stores across the Indian Sub-continent in addition to
a distribution
network covering over a thousand stores across the country.
FEATURES OF THE PRODUCT
Quality worth the money spent on :
Price of woodland shoes starts from Rs 1000 onwards. These shoes
are very
beautifully designed and fashionable. These shoes are available
for around Rs
1450 and the purchase is worth of quality.
Very trendy and fashionable:
If you are ready to spend around Rs 2,000/- or above Woodland
offers
you a wide variety of trendy and fashionable shoes. You could be
sure to acquire
stone & pearl worked sandals best suited to your occasion
and kids shoes are
also available in different colures like red, velvety-brown,
white, blue etc. but they
are priced high.
Long and durable:
54
-
Woodland shoes are really meant for longevity. They are
classically
manufactured for the toughest meanders. Due to its longevity and
durability
woodland shoes are preferred by those who dont believe in
frequent changing of
shoes.
Padded Layers to provide comfort:
Woodland shoes also provide the customers with padded layers in
the shoes in
order to provide much more comfort than other shoes.
Fabric lined for soothing experience:
In some of there models woodland shoes also provide fabric
linings for soothing
experience to there customers. This is a unique feature of there
shoes.
Incredible range:
Woodland shoes also provide incredible range of shoes to there
customers so,
that they can have a variety of choice.
55
-
56
-
TYPES AND PRICE OF THE PRODUCT
Formal shoes:-
Woodland has a wide variety of formal shoes starting from Rs.
1445 onwards.
These shoes are light in weight, comfortable and attractive.
Price : 2495.00
Casual shoes:-
Woodlands casual shoes are more in demand among the youths. They
provide
good quality, comfort and classic look to their customers. These
shoes are
available for Rs.1145 onwards. Shoes are available in full size
from 1 to 13.
ShopID :2742
Rs.2395
57
http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=
-
Athletic shoes:-
These shoes are beautifully designed and they provide ankle
coverage,
lightweight and durability to their customers. Shoes are
available for Rs.1545
onwards.
ShopID :7738
Rs.2795
Velvette shoes:-
These shoes are more in demand by the ladies as these shoes are
beautifully
designed with Velcro closure and elastic back. These shoes are
available for Rs.
1645 onwards.
Price : 2850.00
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Trekking shoes:-
Trekking shoes are the most known shoes in the market. These
shoes have
excellent foot grip. They also provide good cushioning and deep
treaded sole for
all terrains, dust, mud, ice, water. These shoes are available
for Rs 1595
onwards
ShopID :3647
Rs.2695
Narrow edge shoes:-
Narrow edge shoes are very in now days. These are easy pointy
shoes made out
of swed leather, which looks accurate at normal distance. They
are not as difficult
to walk in as it looks. These shoes are available for Rs. 1945
onwards.
ShopID :7736 Rs.2795
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Sandals:-
These sandals are stylish in design with fantastic colours
option, well padded
soles and great grip. The company uses smooth and exotic leather
for making of
this shoe. They are available for Rs. 1495 onwards.
ShopID :6667
Rs.2195
Baby shoes:-
Woodland also has a good variety of baby shoes. They provide
Multi coloured kids shoes with attractive looks. These shoes are
very
comfortable with a soft fabric lining sole. These shoes are
available for Rs. 995
onwards.
RS: 1195.00
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FUTURE PLAN OF THE COMPANY
WOODLAND SPENDING BIG TO EXPAND IN INDIA
They are planning to invest about Rs 10 crore (Rs 100 million)
to set up three
new plants and to double there production capacity to 20000
shoes per day
in Rajasthan to cater to the increased demand,"
The company currently has a production capacity of 9000 pairs of
shoes per day.
The new units, likely to be ready by 2008-end, would take its
capacity to
10,000-12,000 pairs.
"They are well-placed to achieve a turnover of Rs 200 crore (Rs
2 billion) in the
current fiscal and are anticipating a top line of Rs 350 crore
(Rs 3.5 billion)
in the next two years,"
The company plans to open 60 to 70 new retail stores by 2008 to
strengthen its
presence in the country. The new stores would come up in metros
and Tier-
I cities and would take the total number of exclusive Woodland
stores to
195.
"About 50 per cent of the stores are owned by the company and 50
per cent are
based on the franchise model. They would follow the same model
for there
new stores, where around 50 per cent of the stores would be
owned by the
company,
The company is now planning to invest up to Rs 200 crore in the
next 12 months
on their expansion plans.
They are aiming to open 75 more stores in the country. The plan
is to also
enhance the manufacturing capacity to cash in on the ongoing
retail boom.
They are also planning to import the latest technology in a big
way to set up 100
percent robotics based automated plant.
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The company is also considering strategic tie-ups and
outsourcing work to some
partners in the southern states.
SERVICES PROVIDED TO THE CUSTOMERS
Warranty period:-
The Showrooms also offer warranty for the footwear ranging from
6
months to almost 1 years depending upon the shoes price.
After sales services:-
Woodland showroom also provides their customers with a
satisfactory
after sales services. They give complementary gifts to the
customers on a
specified purchase made by them. It includes shoe polish, shoe
shiner,
belts and other accessories too.
Special discount offer:-
Woodland generally provides special discount offers to the
customers
which mostly includes 12% discount on the purchase made. They
also
give discounts on special occasions such as ganpati, diwali,
dusshera.
Shoe mela:-
Woodland also conducts shoe mela at various cities where they
sell there
shoes at discounted rate. They have conducted shoe mela at
Hyderabad,
Chennai, Bangalore and many more.
Online purchase:-
Woodland also provides a very convenient facility of online
purchasing to
their customers. Under this facility customers can purchase and
pay online
through internet.
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INTERNATIONAL PERFORMANCE OF THE PRODUCT
The desire to explore does not have any boundaries. Adventure
does not come
with any limits. Discovery does not have an end. These are as
vast as the
greatness of the outdoors. And it is this belief that has been
continuously driving.
Woodland forward in all its endeavors. It is this belief that
has taken Woodland
beyond Indias borders and into the forefront of global outdoor
products. And it is
these beliefs that will help Woodland push the frontiers of the
style and quality to
bring you only the best. With a number of showrooms already
opened and
opening in cities around the world, Woodland is truly becoming a
global brand.
Now, without losing focus on its Indian customer, the company
has once again
set its eyes back on the international market, this time through
its powerful retail
brand Woodland. In the very near future, consumers around the
world will be
able to buy Woodland products available in cities beyond the
Indian Sub-
continent.
Following are the countries in which woodland brand have
established their
market:-
Canada
Large winter boots factory in Quebec
Lasting / finishing in Quebec uses American lasts/ sole/ fitting
marketing
in Canada.
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Specialty in winter boots and Woodland type casual shoes.
China & Hong Kong Sourcing operations from South East
Asia
Europe Servicing the German, French, Italian markets and
prominent brands and
wholesalers by the export wing of the group.
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AdidasIntroduction
Adidas is a German sports apparel manufacturer, part of the
Adidas-Salomon Corporation. Adidas was named after its founder,
Adolph ( Adi ) Das sler , who started producing shoes in the 1920s
in Herzogenaurach near Nuremberg with
the help of his fellow friend Cody. It registered as Adidas AG
on 18 August 1949. The company's clothing and shoe designs
typically include three parallel stripes
of the same color, and the same motive is incorporated into
Adidas' official logos.
Competitors
Rudolf Dassler, Adies brother, founded a rival company, PUMA the
chief
competitors of Adidas are Puma and Nike. In August 2005, the
company
announced that it had made a deal to acquire rival Reebok for
$3.8 billion. The
acquisition would increase its market share in North America and
allow it to
further compete with Nike. This will propel Adidas to the number
two spot in the
foot apparel market behind Nike. Adidas' trademark saying is
'impossible is
nothing'.
Enhancement
In the 1980s, Adidas sneakers became popular amongst teenagers
and young
men. The Adidas sneaker was popularized by the Run DMC song "My
Adidas"
and became a huge fashion trend.
The Tapie affair the history of the company as presented by its
official web site is
incomplete, perhaps because it is indirectly linked to financial
scandals. After a
period of serious trouble following the death of Adolf Dassler's
son Horst Dassler
in 1987, the company was bought in 1990 by Bernard Tapie, for
1.6 billion
French francs ($320 million), which Tapie borrowed. Tapie was at
the time a
famous specialist of rescuing bankrupt companies, a business on
which he built
his fortune.
Tapie decided to move production offshore to Asia. He also hired
Madonna for
promotion.
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In 1992, Tapie was unable to pay the interest from his loan. He
mandated the
Credit Lyonnais bank to sell Adidas, and the bank subsequently
converted the
outstanding debt owed into equity of the enterprise, which was
unusual for then-
current French banking practice. Apparently, the state-owned
bank had tried to
get Tapie out of dire financial straits as a personal favor to
Tapie, reportedly
because Tapie was a minister of Urban Affairs (ministre de la
Ville) in the French
government at the time.
In February 1993, Credit Lyonnais sold Adidas to Robert
Louis-Dreyfus, a friend
of Bernard Tapie (and cousin of Julia Louis-Dreyfus from the
Seinfeld TV series),
for a much higher amount of money than what Tapie owed, 4.485
billion francs
rather than 2.85 billion. Forgetting why the bank actually
bought Adidas, Tapie
later sued the bank, because he felt spoiled by the indirect
sale.
Robert Louis-Dreyfus became the new CEO of the company. He is
also the
president of the Olympique de Marseille football team, to which
Tapie is closely
linked.
Tapie went bankrupt himself in 1994. He was the object of
several lawsuits,
notably related to match fixing at the football club. He spent 6
months in La Sant
prison in Paris in 1997 after being sentenced to 18.
In 2005, French courts awarded Tapie a 135 million euro
compensation (about
886 million francs).
Post-Tapie era
In 1997, Adidas AG acquired the Salomon Group, and its corporate
name was
changed to Adidas-Salomon AG.
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A HAWK EYE VIEW
In 1998, Adidas sued the NCAA over their rules limiting the size
and number of
commercial logos on team uniforms and apparel. Adidas withdrew
the suit, and
the two groups established guidelines as to what three-stripe
designs would be
considered uses of theAdidas AG
ADIDAS
Type Public
Founded 1949
Location Herzogenaurach, Germany
Key people Adolph Dassler, founderHerbert Hainer, CEORobin
Stalker, CFOAndreas Gellner, Managing Director, India
Industry Textile
Products FootwearAccessories
Revenue $7.866 billion USD (2003)
Website www.adidas-group.com
In 2003, Adidas filed a lawsuit in British court challenging
Fitness World Tracings
use of a two-stripe motif similar to Adidas's three stripes. The
court ruled that
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despite the simplicity of the mark, Fitness World's use was
infringing because the
public could establish a link between that use and Adidas's
mark.
In 2005, Adidas introduced the Adidas 1, the first ever
production shoe to utilize a
microprocessor. Dubbed by the company "The World's First
Intelligent Shoe" it
features a microprocessor capable of performing 5 million
calculations per
second that automatically adjusts the shoe's level of cushioning
to suit its
environment. The shoe requires a small, user replaceable battery
that lasts for
approximately 100 hours of running. It currently retails for
$250 (USD). The latest
edition adidas 1.1 has been selling since Nov 2005. This is
considered an
upgrade of the version 1, claiming to be better, faster and
stronger.
Also in 2005, on May 2, Adidas told the public that they sold
their partner
company Salomon Group for 485 mn Euros to Amer Sports of
Finland.
In August 2005, Adidas declared its intention to buy
Anglo-American rival
Reebok for US$ 3.8 billion. This takeover was completed in
August 2005 and
meant that the company will now have closer business sales as
those of Nike in
Northern America. The acquisition of Reebok will also allow
Adidas to compete
with Nike worldwide. World Cup 1954When West Germany
miraculously won the
soccer 1954 World Cup, their footwear was supplied by Adidas.
These shoes
introduced a technological breakthrough: studs with screws. When
the weather
was good and the pitch was hard, the shoes were equipped with
short studs;
when it rained; longer studs were screwed on the bottom of the
shoes. As the
final game against the highly-favored team from Hungary was
played in heavy
rain, this gave the German players a firmer hold on the slippery
pitch.
This anecdote was a plot device used in the successful German
film, Das Wunder von Bern, which was a movie version of the 1954
World Cup.
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Official World Cup supplier Since the 1970 FIFA World Cup with
the football
Telstar, Adidas has been the FIFA official match ball supplier
for every FIFA
World Cup and designs the official match ball for every edition
of the event.
Adidas factory outlet in Herzogenaurach , Germany Teams
sponsored by adidas
Adidas sponsors major teams in a number of sports, especially
football, rugby
and tennis. American college sports teams are also sponsored.
(1993-2001):
Robert Louis-Dreyfus. He has been highly successful with
managing the
company until 2001. His self-admitted secret was simply copying
what Nike and
Reebok did.
"Adidas" is simply a combination of the founder's nickname (Adi)
and the first
three letters of his last name (Dassler). This dispels the rumor
that the letters are
an acronym for "all day I dream about sports," "all day I dream
about soccer," or
more crudely "all day I dream about sex."
REEBOK
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Introduction:
Reebok is the world's third-largest maker of sneakers, athletic
shoes and sports apparel. Goods are sold under the brands Reebok,
Rockport and Greg
Norman Collection. Reebok is also the official outfitter of the
NFL and has an
exclusive deal to supply NBA jerseys beginning this season.
Reebok announced in July it will merge with German sporting
apparel company
adidas-Salomon in a deal valued at $3.8 billion. The merger is
expected to be
completed by the first half of 2006 and will create the
second-largest sporting
goods company behind Nike with $11 billion in revenues.
Adidas will maintain its corporate headquarters in Germany and
its North
American headquarters in Portland, OR. Paul Fireman will remain
as Chief
Executive Officer of Reebok International Ltd. and will continue
to lead the
Reebok team. Reebok will continue to operate under its name and
will retain its
headquarters in Canton, MA.
In fiscal 2004, Reebok had net income of $192.4 million and
sales of $3.7 billion
Brief history:
Reebok's origins go back to 1895 when Joseph William Foster made
running
shoes with spikes in them. He formed a company called J.W.
Foster and Sons
which made shoes for top runners. The family-owned business made
the shoes
for athletes in the 1924 Summer Olympics.
In 1958, two of the founder's grandsons started a companion
company that came
to be known as Reebok, named for an African gazelle.
In 1979, Paul Fireman, a partner in an outdoor sporting goods
distributorship,
spotted Reebok shoes at an international trade show. He
negotiated for the
North American distribution license and introduced three running
shoes in the
U.S. that year. At $60, they were the most expensive running
shoes on the
market.
By 1981, Reebok's sales exceeded $1.5 million, but a dramatic
move was
planned for the next year. In 1982, Reebok introduced the first
athletic shoe
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designed especially for women; a shoe for a hot new fitness
exercise called
aerobic dance. The shoe was called the Freestyle, and with it
Reebok anticipated
and encouraged three major trends that transformed the athletic
footwear
industry: the aerobic exercise movement, the influx of women
into sports and
exercise and the acceptance of well-designed athletic footwear
by adults for
street and casual wear
Reebok went public in 1985.
Benefits:
MEDICAL INSURANCE Employees who work at least 20 hours per week
are
eligible to join our group medical plans after one month of
employment. We
currently offer three health plans (depending on your
geographical location) so
that you may choose the plan that best suits your needs. All of
our plans have
prescription drug coverage.
DENTAL INSURANCE (For both New England and Non New England:
Delta
Dental)
Employees who work at least 20 hours per week are eligible to
join our group
dental plan after one month of employment. We currently offer
two dental options
so that employees may choose the plan that best suits their
needs.
GROUP LIFE INSURANCE & AD&D (Prudential)
Full-time employees. We currently offer $10,000, one times an
employee's base
pay or two times an employee's base pay; supplemental life up to
$300,000. The
maximum coverage for Life and AD&D are $500,000 each.
LONG-TERM DISABILITY (Prudential)
Full-time employees. Coverage begins on the 91st day of
disability. We offer
three different levels of coverage - 50%, 60% and 70% of base
earnings.
SHORT-TERM DISABILITY
Full-time employees. Coverage equals 100% of base earnings for
up to 90 days.
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TRAVEL ACCIDENTAL DEATH & DISMEMBERMENT (American
International
Group) Five times your annual salary to a maximum of $1,000,000.
Coverage is
free.
REEBOK EMPLOYEE STOCK PURCHASE PLAN
All Employees with six months of service may elect to
participate in the Reebok
Stock Purchase Plan. Employees may contribute between 2% and 10%
of their
weekly earnings on an after-tax basis to buy stock at a special
discount at the
end of an option period. Option periods begin on January 1 and
July 1.
REEBOK SAVINGS AND PROFIT-SHARING RETIREMENT PLAN
All employees with one year of service (and over age 21) are
eligible to
participate in the 401(k) plan. Under this plan, employees may
contribute
between 1% and 80% o