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1. Introduction
2. Brand Positioning
5. Brand Exploratory
6. Recommendations
1).Introduction
1). History:
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.
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 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.
2). Overview:
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. 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. In a market
dominated by sports and leather shoes Woodland created a category for itself. Now after
making a glorious history in the market of shoes, Woodland has started designing, producing &
manufacturing the contemporary, futuristic, quality apparels, and accessories.
Brand positioning consists of three basic elements they are Market Analysis, Target Market &
Brand elements now these elements can be better understood through a flow chart:
A survey was conducted to find out the demand & supply analysis, production analysis & market
share captured by woodland shoes:
The survey was conducted in a woodland outlets, small retailers, big bazaar mall,
students, and relatives & amongst peer group
To conduct a survey two questionnaires prepared by group one for retailers & one for
customers
The retailer’s questions are based on availability, durability, production, demand, supply,
profits margin &their suggestions regarding product
The customer’s questions are based on availability, preferences, prices, variety,
durability & their suggestions regarding product
Area selected for survey was Navi Mumbai
A). DEMAND & SUPPLY ANALYSIS:
The prices of the woodland shoes are high & it is a luxurious product so the analysis got from a
survey is, it has a seasonal demand. So the supply from the company is more in the festival
seasons.
Demand & Supply of analysis 2007-08
B). SALES GROWTH OF WOODLAND SHOES:
1992
1994
2002
2009
“The picture of dense tree with the name of woodland”, this logo has positioned itself as the
brand image in the mindset of the consumers. Logo itself describes the meaning and objective
of the company as well as product i.e. toughness. Woodland literally means, “Land which is
covered with trees and shrubs” and which gives an immense sense that they are especially
made for the peoples like “Safari”, “adventurer”, for “trekking”. And second brand element is its
tag line “Shoes for the true adventurer”. So alongwith its logo and tag line, brand has positioned
itself as follows
1). Reebok:
2). Adidas:
A).Product:
Smart choice in categories like “Apparel”, “Footwear”, “Accessories”
Well known products like “Trekking shoes”, “Wallet”, “Trousers”
B). Price:
High Price/High quality
Sales – acquires 40% of the premium casual shoe market and 30% of the company
revenue generated by the “Apparels” division
C). Place:
130 + exclusive retail stores in India & 70 + in Canada, Europe, and China
1000 distributors showrooms across India
D). Promotion:
TV, Print & Internet advertising
After sales services which includes complementary gifts in exclusive showrooms
Special discount offers hoardings
Organizing various programmes such as “Shoe Mela” in various cities like Hyderabad,
Chennai, Bangalore
2). Competitors:
A). Bata -
B). Liberty -
C). Khadims’s -
C). Nicholas -
D). Nike -
1). Strength:
The strength of the company’s production with in its captive facilities allows Woodland to
produce aesthetically designed, sturdy and durable shoes.
2). Weakness:
It is certainly not for people who desire to keep on changing their footwear frequently
having been fed up with the same design
The athletic and leather shoes do start getting dented within a year
The price offered by woodland shoes is quite expensive
Woodland has limited number of outlets
Internet Presence:
Exclusive e-store www.woodlandretail.com, other e-stores www.tolmol.com
3). Leveraging brand equity:
Build Resonance:
Increasing shopper (loyalty) rewards programs, “Outsourcing = Outreach” (more distributor
outlets)
Customer Engagement:
Designing more interactive advertisements (understood by common people), slogan and store
theme contests, Increase in brand awareness
Image makeover:
Organize store layout, managing shopping carts, emphasizing more on “need” & “want” of
consumers
6). Recommendation:
They should start manufacturing sports shoes as they can easily sustain in that market.
Sports shoes have a good demand now days
They should increase the number of their outlets. At present they have only 200 outlets
in the country
They should the price of the product. The existing price of the product is very high and
thus the middle class people can’t afford that product
They should come up with more variety of woman footwear as the prevailing designs are
not up to the mark
They should work more upon their promotional efforts
Assignment
Woodland Brand Audit