woodland brand study and analysis

2. 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.

3. • 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.

4. What does woodland stands for?
• The spirit of adventure.
• Woodland not only believes in making the best quality products but also creating
outstanding communication ideas.
• Woodland is an Indian Brand and they have done it with Indian Footwear.
• 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.
• The logo of Woodland was a status symbol during the nineties.
• 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.

5. 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.
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 to13
.

6. 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.
Rs.2795
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
Rs.2695

7. 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.
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.

8. USP
FEATURES OF THE PRODUCT
 Quality worth the money spent on :
o Price of woodland shoes starts from Rs 1000 onwards.
o These shoes are very beautifully designed and fashionable.
o 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 kid’s shoes are also available
in different colures like red, velvety-brown, white, blue etc. but they are priced high.
 Long and durable:
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 don’t believe in frequent changing
of shoes.

9.  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.

10. TECHNOLOGY USED
 The key raw material for shoes, leather, and a good part of
Woodlands soles are all made in-house.
 Hand-picked Italian hides are tanned and finished on Italian
machinery.
 It is specially imported to the Groups own tanneries to allow it
to produce the same products available in the best design houses
across the globe.
 The unique rugged, tough rubber soles are also produced using
German Technology at its own manufacturing facilities in India.
 New projects on the list include high-class footwear with
directly injected dual density soles with high-tech machines and
robots from the Germany.

11. CURRENT STATUS AND FUTURE PLAN 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 Uttaranchal to cater to the increased
demand,“
 The company currently has a production capacity of 9000 pairs of
shoes per day. The new units, 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 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.

12.  "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.
The company is also considering strategic tie-ups and outsourcing
work to some partners in the southern states.

13. SERVICES PROVIDED TO THE CUSTOMERS
 Warranty period:-
The Showrooms also offer warranty for the footwear ranging
from 6 months to almost 1 ½ 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.

14.  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.

15. SWOT ANALYSIS
STRENGTHS:-
 The strength of the company’s production with in its
captive facilities allows Woodland to produce
aesthetically designed, sturdy and durable shoes.
WEAKNESSES:-
 Woodland 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.
 As they are more into formal shoes so youngsters are
less attracted.

16. OPPORTUNITIES:-
 They can expand their market more by covering and
focusing on developing in different areas.
 They also have a great scope to expand their market
in sports footwear.
 They can also target higher middle class people by
launching new range of shoes between Rs. 750 to Rs.
1000.
 As they mainly deal in leather shoes so, they can also
enter into manufacturing of all seasons shoes
especially water proof shoes.
 They should increase the number of production units
to earn more profits.

17. THREATS:-
 Woodland shoes face a big threat from organized as
well as unorganized sector.
 In organized sector following are the brands:-
· Metro
· Bata
· Red tape
· Liberty
· Lee cooper.
 In unorganized sector following are the brands:-
· Trekking
· Nicholas

18. CONCLUSION
 Woodland has slowly but steadily carved it’s place in the world of
shoes.
 They are well-known brand in men’s footwear.
 Because of many other big brands in the market woodland shoes
should come up with new marketing strategy.
 They should opt for product development to sustain in the global
market.

19. THANK YOU
By:
Krishna gupta