Woodland Final

8/10/2019 Woodland Final

1/34


2/34

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 rice driven and dominated by the unorgani!ed sector.

"hat does woodland stands for#

The answer is sim le the s irit of adventure$ of course. The

advertising has been created s ecifically to communicate this s irit to

everyone. And to encourage them to kee e% loring and keediscovering. "oodland not only believes in making the best &uality

roducts but also creating outstanding communication ideas. It's no

wonder then that "oodland advertisement have been widely

recogni!ed in India and abroad. "oodland is an Indian (rand and

they have done it with Indian )ootwear. In a market dominated by

s orts and leather shoes "oodland created a category for itself.

"oodland never wanted to be an ordinary shoe so till now this brand

is concentrating on the remium end *above Rs 1+00 shoes, of -000

crore casual shoe segment. "oodland targets the u market segment

and is ositioning itself as a rugged high &uality remium casual shoe.

It can be called as S / of Indian shoes. The ads are catchy andtem ting.

The logo of "oodland was a status symbol during the nineties.

The brand is e%cellent in &uality and styling. The brand carefully

resented itself as an outdoor trekking kind of shoe which ca tured

the imagination of Indian youth True to its rice$ the brand delivered


3/34

its romise on &uality which ensured that the brand is erceived as a

value for money brand. "oodland has e%tended itself to accessories

and a arels. arlier "oodland tried its hand in the formal shoe

category with the brand "oods but it did not make much im act in

that market.

The careful branding has hel ed the brand to garner about 02

of the remium casual shoe market. (ut this market is witnessing lots

of com etition with global brands fle%ing its muscle in India.

"oodland is a household brand with over -00 e%clusive stores across

the Indian Sub3continent in addition to a distribution network

covering over a thousand stores across the country.


4/34

HISTORY OF THE COMPANY

1960: Aero club started as a small manufacturing unit in 4elhi.

They were among the first to e% ort shoes to the .S.S.R

1962: They ventured into retailing with an outlet at a rime

location in 4elhi.

1972: They set u the first fully mechani!ed modern shoe

factory in India *with 5erman Machinery, to augment e%isting

ca acities$ in view of the growing e% ort demand.

1992: The 6om any launched "oodland brand and ac&uired

winter boot factory in 7uebec$ 6anada to cater to the 6anadian

and .S. Markets.

1994: 6ommissioned manufacturing lant for Reebok for e% ort

to .S.A.

1997: 6ommissioned manufacturing unit for a arels$ adding to

the range of "oodland roducts.


5/34

2002: "oodland becomes a national leader in remium category

shoes$ a arels and accessories. Started sourcing o erations

from South ast Asian 6ountries. 8 ened offices in 6hina and

9ong :ong$ facilitating the heavy domestic demand for new

roducts and develo ment.

2007: Total ;o. of e%clusive showrooms targeted to touch the

two hundred mark.


6/34

FEATURES OF THE PRODUCT

Quality worth the money spent on :


7/34

added Layers to pro!ide "omfort:

"oodland shoes also rovide the customers with added

layers in the shoes in order to rovide much more comfort

than other shoes.

#abri" lined for soothing e$perien"e:

In some of there models woodland shoes also rovide

fabric linings for soothing e% erience to there customers.

This is a uni&ue feature of there shoes.

%n"redible range:

"oodland shoes also rovide incredible range of

shoes to there customers so$ that they can have a

variety of choice.


8/34

TYPES AND PRICE OF THE PRODUCT

)ormal shoes@3"oodland has a wide variety of formal shoes starting from

Rs. 1 + onwards. These shoes are light in weight$

comfortable and attractive.


9/34

Athletic shoes@3

These shoes are beautifully designed and they rovide

ankle coverage$ lightweight and durability to their

customers. Shoes are available for Rs.1+ + onwards.

ShopID :7738

Rs.2795

/elvette shoes@3These shoes are more in demand by the ladies as these

shoes are beautifully designed with /elcro closure and

elastic back. These shoes are available for Rs. 1C +

onwards.


10/34

Trekking shoes@3

Trekking shoes are the most known shoes in the market.

These shoes have e%cellent foot gri . They also rovide

good cushioning and dee treaded sole for all terrains$

dust$ mud$ ice$ water. These shoes are available for Rs

1+ + onwards

ShopID :3647

Rs.2695

;arrow edge shoes@3

;arrow edge shoes are very in now days. These are easy

ointy 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. 1 +

onwards.
http://www.bigshoebazaar.com/showprod.php?prcd=3647&sp=


11/34

ShopID :7736 Rs.2795

Sandals@3

These sandals are stylish in design with fantastic colours

o tion$ well added soles and great gri . The com any

uses smooth and e%otic leather for making of this shoe.

They are available for Rs. 1 + onwards.

ShopID :6667

Rs.2195
http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=


12/34

(aby shoes@3

"oodland also has a good variety of baby shoes. They rovide

Multi coloured kid's shoes with attractive looks. These

shoes are very comfortable with a soft fabric lining sole.

These shoes are available for Rs. + onwards.

RS: 1195.00


13/34

FUTURE PLAN OF THE COMPANY

"884EA;4 S< ;4I;5 (I5 T8 F


14/34

same model for there new stores$ where around +0 er cent of the

stores would be owned by the com any$

The com any is now lanning to invest u to Rs -00 crore in the

ne%t 1- months on their e% ansion lans.

They are aiming to o en H+ more stores in the country. The lan is

to also enhance the manufacturing ca acity to cash in on the

ongoing retail boom.

They are also lanning to im ort the latest technology in a big way

to set u 100 ercent robotics based automated lant.

The com any is also considering strategic tie3u s and outsourcing

work to some artners in the southern states.


15/34

TECHNOLOGY USED

The key raw material for shoes$ leather$ and a good art of

"oodland's soles are all made in3house.

9and3 icked Italian hides are tanned and finished on Italian

machinery.

It is s ecially im orted to the 5rou 's own tanneries to allow it

to roduce the same roducts available in the best design houses

across the globe.

The uni&ue rugged$ tough rubber soles are also roduced using

5erman Technology at its own manufacturing facilities in India.

;ew ro ects on the anvil include high3class footwear with

directly in ected dual density soles with high3tech machines and

robots from the 5ermany.


16/34

RESEARCH METHODOLOGY

According to 5reen and Tall JA research design is the s ecification of the

methods and rocedures for ac&uiring the information needed. It is the

overall o erational attern or framework of the ro ect that sti ulates

which information is to be collected$ from where it is to be collected and

by what roceduresK

This research rocess based on rimary data analysis and secondary data

analysis will be clearly defined to meet the ob ectives of the study.

I chose the rimary sources to get the data. A &uestionnaire was

designed in accordance with our mentor in Shirts. I chose a sam leof about 100 cor orate customers

I collected some data from the secondary sources like ublished

6om any documents$ internet etc.

&esear"h 'esign

JA research design is the arrangement of conditions for collections and

analysis of data in a manner that aims to combine relevance to the research


17/34

ur ose with economy in roceduresK. It is a descri tive cross sectional

design .It is the conce tual structure with in which research is conductedL

it constitutes the blue rint for the collection$ measurement and analysis of

data.

It is needed because it facilitates the smooth sailing of the various research

o erations$ thereby making research as efficient as ossible yielding

ma%imal information with minimal e% enditure of effort$ time and money.

In the reliminary stage$ my research stage constituted of e% loratory

study by which it is clear that the e%istence of the roblem is obvious .So$

I can directly head for the conclusive research.

(ampling lan

JSam ling lanK is a distinct hase of research rocess. In this stage I

have to determine who is to be sam led$ how large should be the needed

sam le and how sam ling unit is to be selected.

opulationIn my research$ I have defined my o ulation as a com lete set of

customers of Sagar 6ity.

(ample (ur!ey

As com ared to census study$ a sam le study has been conducted by us

because of@

"ide range of o ulation$ it was im ossible to cover the whole

o ulation

Time and money constraints.

(ample )nit

In this survey I took the list of customers from the dealers of Shirts

(ampling *e"hni+ue


18/34

Sam ling techni&ue im lies the method of choosing the sam le items$ the

two methods of selecting sam le are@


19/34

"oodland generally rovides s ecial discount offers to the

customers which mostly includes 1-2 discount on the urchase

made. They also give discounts on s ecial occasions such as

gan ati$ diwali$ dusshera.

Shoe mela:-

"oodland also conducts shoe mela at various cities where they

sell there shoes at discounted rate. They have conducted shoe

mela at 9yderabad$ 6hennai$ (angalore and many more.

Online purchase:-

"oodland also rovides a very convenient facility of online

urchasing to their customers. nder this facility customers can

urchase and ay online through internet.


20/34

INTERNATIONAL PERFORMANCE OF THE

PRODUCT

The desire to e% lore does not have any boundaries. Adventure does

not come with any limits. 4iscovery 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.

"oodland forward in all its endeavors. It is this belief that has taken

"oodland beyond India's borders and into the forefront of global

outdoor roducts. And it is these beliefs that will hel "oodland ush

the frontiers of the style and &uality to bring you only the best. "ith a

number of showrooms already o ened and o ening in cities around

the world$ "oodland is truly becoming a global brand.

;ow$ without losing focus on its Indian customer$ the com any has

once again set its eyes back on the international market$ this time

through its owerful retail brand N "oodland. In the very near future$

consumers around the world will be able to buy "oodland roducts

available in cities beyond the Indian Sub3continent.


21/34

)ollowing are the countries in which woodland brand have

established their market@3

,anada

Earge winter boots factory in 7uebec

Easting = finishing in 7uebec uses American lasts= sole= fitting N

marketing in 6anada.

S ecialty in winter boots and "oodland ty e casual shoes.

,hina - .ong /ong

Sourcing o erations from South ast Asia

urope

Servicing the 5erman$ )rench$ Italian markets and rominent

brands and wholesalers by the e% ort wing of the grou .


22/34

SWOT ANALYSIS

(*& *.(:3

The strength of the com any's roduction with in its

ca tive facilities allows "oodland to roduce

aesthetically designed$ sturdy and durable shoes.

5/ (( (:3

"oodland is certainly not for eo le who desire to

kee on changing their footwear fre&uently having

been fed u with the same design.

The athletic and leather shoes do start getting dented

within a year.

The rice offered by woodland shoes is &uite

e% ensive.


23/34

As they are more into formal shoes so youngsters are

less attracted.

"oodland has limited number of outlets.

L% %*5*%

They can e% and their market more by covering and focusing on

develo ing areas such as ;avi Mumbai.

They also have a great sco e to e% and their market in s orts

footwear.

They can also target higher middle class eo le by launching

new range of shoes between Rs. H+0 to Rs. 1000.

As they mainly deal in leather shoes so$ they can also enter into

manufacturing of all seasons shoes es ecially water roof shoes.

They should increase the number of roduction units to earn

more rofits.

*.& 5*(:3

"oodland shoes face a big threat from organi!ed as

well as unorgani!ed sector.

In organi!ed sector following are the brands@3


24/34

Metro (ata Red ta e

Eiberty Eee coo er.

In unorgani!ed sector following are the brands@3 Trekking

;icholas

& &* 5&/ * 5 5L8(%(

A survey was conducted to find out the demand ? su ly

analysis$ roduction analysis ? market share ca tured by woodland

shoes.

CONDUCTED A EA:

Mumbai @ Einking Road and 6olaba.

;avi Mumbai @ (ela ur$ 4.>.


25/34

anuaryto ar"h

"t to 'e"uly to (ept5pril toune

'emand

(upply

The retailer's &uestions are based on availability$

durability$ roduction$ demand$ su ly$ rofits margin ?their

suggestions regarding roduct.

The customer's &uestions are based on availability$ references$

rices$ variety$ durability ? their suggestions regarding roduct.

'5*5 5 5L8(%( 5 ' % * & *5*%

The rices of the woodland shoes are high ? it is a lu%urious

roduct so the analysis gought from a survey is it has a seasonal

demand. So the su ly from the com any is more in the festival

seasons.

'emand - (upply of 200730


26/34

(5L ( & *. # 'L5 ' (. ( "oodland is an Indian com any and is taking great efforts

for their sales by ado ting technologies from various countries like

Oa an$ uro e$ 5ermany.)ollowing are the sales of woodland shoes from last five

years which shows the same ;


27/34

& *5%L &( ()&V 8 & ()L*(

The area selected for woodland shoes survey is Sagar . The

results we gought from a survey is the demand for woodland shoes ishigh in A class areas like Andheri ? colaba while it is low in

develo ing areas like navi mumbai . As woodland is taking great efforts to enhance their

shares in market they have also entered into the ladies ? kids

footwear recently.

This can be seen with the following diagrams@

&etailers sur!ey result of (agar

&etailerssur!ey result of (agar


28/34

,ustomer satisfa"tion as per sur!ey results The customer's survey was conducted in 4.>.


29/34

,ustomer preferen"es as per sur!ey result

the results found in a survey regarding customers

choice of brands are among 0 eo les 1 customers are withwoodland$ with metro$ +with (ata$ with lee coo er$ ? D with other

brands. These are the brands with high rices who considered as

ma or com etitors in organi!ed sector. This can be seen with the

following diagram.


30/34

SUGGESTIONS

They should start manufacturing s orts shoes as they can easily

sustain in that market. S orts shoes have a good demand now days.

They should increase the number of their outlets. At resent they

have only -00 outlets in the country

They should the rice of the roduct. The e%isting rice of the

roduct is very high and thus the middle class eo le can't afford

that roduct.

They should come u with more variety of woman footwear as

the revailing designs are not u to the mark.

They should work more u on their romotional efforts.


31/34

CONCLUSION

"oodland has slowly but steadily carved it's lace in the world of

shoes.

They are well3known brand in men's footwear.

(ecause of many other big brands in the market woodland shoes

should come u with new marketing strategy.

They should o t for roduct develo ment to sustain in the global

market.


32/34

< ,*%V

To find out market strategy regarding roduct and service.

:nowledge about the com etitive market.

To know the goodwill as demand of the roduct in world

Information related to consumer satisfaction and his use.


33/34

QUESTIONAIRE

Researcher's Name : Name of Person :

C!ass : "#"#A# II Sem A$e :

Gen%er : Occ& a()on :

1. 4o you ever visited woodland outlet#

a, >es b, ;o-. Is the ambience of the outlet is u to the mark# a, >es b, ;oB. 4o you feel woodland shoes are easily available in the

market# a, >es b, ;o

. 4o you feel the rices offered by woodland shoes isaccording to their worth#

a, >es b, ;o+. 4o you feel the rices are high# a, >es b, ;oC. 4o you feel it has good durability# a, >es b, ;oH. 4o you the advertising done by woodland is sufficient# a, >es b, ;oD. 4o you feel the variety offered by woodland is

sufficient# a, >es b, ;o. If the choice given to you which brand you like to refer#

a, woodland b, Eee coo er c, (atad, Metro e, M?( footwear f, local brands.

10. "hat suggestions would you like to give forwoodland#


34/34

Woodland Final

Documents