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Woodland

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Profile & Personality of Target Consumers of Woodland Shoes

Submitted to: Ms. Harleen Sahni

submitted by:Jasleen Sardar Richa Raghavan Rutu patel

Table of contents
Sr.no. 1 2 3 4 5 6 7 8 Contents Introduction of woodland shoes History of the company Current status of the company Products of the company Profile of target market Personality of target market Communication tools Intiatives Pg no.

Introduction:The brand Woodland is owned by Aero Group; the Flagship Company which began its operations in 1960’s and now has an asset base of over US$100 Million. Woodland was started in Quebec, Canada for making winter boots and entered India in 1992. Woodland was one of the brands that we launched in India from the vast portfolio of Aero Group. When they entered India, the footwear market was largely unorganized. Woodland created a new category of specialized ‘outdoor adventure sports’ sho es. The product positioning was different and was known as a rugged, outdoor leather shoe brand, the kind usually preferred by adventurists. That was in the beginning and it gradually developed a product line especially for India. It has always been an outdoor brand and very much in tune with nature. Whatever they do, it will never be against the environment but rather in consonance with it. It’s this connect that has been the soul of the brand. They not only build this association through our promotions, but also through our processes and practices. Woodland plans to leverage this association more strongly to further strengthen the brand by changing over its entire range of shoes and apparel to quality eco‐friendly products — made with materials and chemicals that don’t harm the nature; by making the manufacturing process less harmful to the environment; and by communicating and promoting the brand on the same lines. The intent is to make eco‐friendliness its brand recall. Woodland has always been an outdoor and adventure brand with close association with nature and environment. As part of their growth graph, they currently have 300+ company owned exclusive Woodland stores across various cities in India and are growing at the rate of 25 to 30%. The brand also has a presence in more than 3000 plus multi‐brand outlets in a number of countries.

History:Birth of Woodland: Woodland today standsforaniconicbrandforshoes,clothesandaccessories.Butthebrandwasinitiallylaun chedtotargetonlyasetofnichecustomerssegmentoftheshoemarket,customerthatwerel ookingshoestosupporttheirlongingforadventure.Let‘sexploreabitmoreoftheAerogro upbeforewenarrowdowntoWoodland.JourneyofAeroShoeCompany 1950-60: Aero Shoe Company started as a small manufacturing unit in Delhi. They were among the first to export shoes to the U.S.S.R. 1962: Aero Shoe Company ventured into retailing with an outlet at a prime location in Delhi. 1965-70: Aero Shoe Company manufacturing base expands to Lucknow, Agra and other parts of north India. 1972: They setup the first fully mechanized modern shoe factory in India (with German Machinery) to augment existing capacities, in view of the growing export demand. In1992,AeroGrouplaunchedWoodland[4]anditimmediatelycaughttheattentionofout doorenthusiasts.Itbroughtwithitaninnovativecollectiondesignedtoproviderockclimb ers,backpackers,hikers,trailrunners,andoutdoorloverswiththeperfecttoolstomeetnatu re‘schallenges.SoonenoughtheWoodlandtreelogobecamesynonymouswithadventur e.Andasthecalendarturnedtowardsthenewmillennium,Woodlandkeptexpandingitslin eofoutdoorshoes,performanceapparel,andequipmenttocatertotheneedsofthosealway sreachingforthehorizon. 1992:AerogroupacquiredwinterbootfactoryinQuebec,CanadatocatertotheCanadiana ndU.S.Markets.1994:AerogroupcommissionedmanufacturingplantforReebokforexp orttoU.S.A.1997:Aerogroupcommissionedmanufacturingunitforapparels,addingtot herangeofWoodlandproducts.Thisisthepointoffirstdiversificationinthehistoryofwoo dlandandaerogroup.Theyenteredintotheapparelsthataddedtothesynergiesofthebrand andhencecreatedagameteofproducts.2002:Woodlandbecomesanationalleaderinprem

iumcategoryshoes,apparelsandaccessories.ItalsostartedsourcingoperationsfromSout hEastAsianCountries.WoodlandopenedofficesinChinaandHongKong,facilitatingthe heavydomesticdemandfornewproductsanddevelopment.2007:Totalnumberofexclusi veshowroomsWoodlandtotouched200thmark.ItwasbythistimethatWoodlandhasalm ostpulleditselfoutofthenichemarketthatitwasserving.Itsshoesexpandedfromcasualfo otweartoformalandcanvasfootwear.Itsapparelsdiversifiedtocatertoagelimitofteenage rsandmiddleagedpeoplealsothoughthecorevaluepropositionofservingactivemenand womenwasstillthere

Current status of the company:Woodland, the global adventure wear brand entered India in 1992. The major marketplace of woodland shoes is India. The brand offers a wide range product line that includes footwear, apparels and accessories for men, women as well as kids. In the year 2002, Woodland becomes a leader in premium category shoes, apparels and accessories nationwide. The company has its training and production units in India, China, Macau, Sri Lanka, Vietnam, Bangladesh, Malaysia, Indonesia, Philippines, as well as Canada. Without compromising the Indian shoe market, woodland also established their market in Canada, China, Hong Kong and Europe. The brand has premium adventure collection designed for travelers, trail runners, trekkers, rock climbers, hikers, and other outdoor adventure enthusiasts.

Woodland shoes are one of the most popular and premium brand in India. The primary elegance inside the Woodland Footwear will be the reality that they generally produced within the extremely tuff and hefty leather-based and sole solely produced from difficult rubber. The outer element inside the footwear is produced from hand with stitched manually. The 1 element we're inside a position to say will most likely be the woodland Footwear for Guy (See the Woodland Males Footwear cost in India) is last long for all period and ideal for Indian climate. These that are utilizing the brand title, we're inside a position to say they're obsessive regarding the superb element about this item throughout which you're in a position to fill individual as your footwear is particularly produced from hand also as possess a human get in touch with make the item truly appealing with roughness’ In it. But an extra element is its cost (see woodland footwear cost in India right correct right here) which draws inside the followers of woodlands footwear. There are lots of variations in woodland footwear but right correct right here we'll talk about an item that is higher in need and supplied seriously is G which indicates Gents. The Footwear is accessible in 5 many colors which consists of khaki, camel, black, olive, together having a mixed color mixing all of these colors.

You will uncover numerous producers competing with Woodland Footwear with regards to cost, effectiveness, style and lots of much more element but woodland secure the location and executing batter. The Producers competing woodland consists of Reebok, puma, Bata, Relaxo and so forth. Woodland also executing truly superb in monitoring and informal footwear which are a great deal well-liked 1 within the youth inside the day. These days, Woodland like a brand title has produced up totally; it's 250 retailers all via India. Woodland very pleased to turn out to become the No.1 option within the quantity of world's most proficient climbers, severe skiers, mountaineers, snowboarders, explorers and endurance runners. Anyplace you'll be, Woodland guarantees you to supply out the spirit of journey in you.

Products of the company:WoodlandonlaunchwasRuggedness&outdoorsy.Woodlandstillhighlightsitsproducta ndruggedandoutdoorshoeswhichismainlyusedbyadventurists.Itassuresqualityandlon glastingproducts.Thisisthevaluepropositionoftheinitialbrandwoodland.

Target market of the company:TARGET CUSTOMERS

The target market for the Woodland shoes is the up market segment. They have products for both male and female and they cater to kids as well. But it mainly focuses on teenagers and youngsters. Since it mainly targets the youth, the awareness, advertising and promotional strategies have to be dynamic and appealing. Woodland differentiated itself early on being a rugged, outdoor leather shoe brand, the kind usually preferred by adventurists. Being a new category, it picked up as a fashion trend among the youth. Woodland grew; it also entered the apparel category; and in the next couple of years it became a well-known brand, first in North India and then across the country. The major USP of the brand is its close association with environment. By changing over its entire range of shoes and apparel to quality eco-friendly products - made with materials and chemicals that don't harm the nature; by making the manufacturing process less harmful to the environment; and by communicating and promoting the brand on the same lines.

Profile of the target market : In this section, an overall view of the target market based on demographic, psychographic and socio economic factors will be discussed. From this discussion it would be easy to find the sum of all target customers age, sex and the income. The discussion in this section has been made, based on the result of the survey that we have conducted among sample size of sixty. As we have some limitations, we did most of our survey among our friends, relatives and student of East West University. Demographic factors: Demography is the study of the human population in term of size, density, location, age, gender, race, occupation and other statistics. The demographic environment is of major interest to marketers because it would involve people and people who make the market. From the survey, we found the results of demographic factors which are discussed below:

Gender: We made our survey based on sixty people‟s opinion. Among these people Age: We have surveyed among people of different age group. Among the surveyed people,_________According to our finding it is clear that _________age group people are the majority in numbers. Education: According to our survey result_________From the column chart, we can see that ____. So we can say that ________ Occupation: Among our surveyed people, the larger portion of the sample size was student. It can be clearly seen from the column chart that _________. Social Factor: Social factor denotes the social status of the target market by considering social class and other factors. Social class: Family income is highly influential in determining social class. To identify the respondent’s social class we asked them about their family income to find their actual position in society. The survey represents that most of the participants are in the income range of BDT 20001-35000. Other Factors:Types of shoes people like most: Based on our survey we found that most of the people _______ prefer _________.

Target Market: 1). Market segment:It focuses on upmarket segment 2). Age:Products available for every age group but mainly focusing on teen agers and youngsters(20-35yrs), recently for infants 3). Gender:Products available for both male and female 4). Exclusiveness: Mainly focusing urban areas Gives an feeling of royalty Minimum cost ranging between 1000-2000 Rs 5). Having single geographic orientation for future prospective

Communication tools:Asthechoiceofcommunicationmediumplaysanimportantroleinbuildingabrand,acom panyhastobeverycarefulinchoosingthecommunicationmedium,forthewronguseofan ycommunicationmediumwillnotonlywastethepromotionalmoney,itwillalsomightdil utetheexistingbrandequity.ThecommunicationplatformsusedbyWoodlandandthecon tentofthecommunicationalwayshasanexclusivelookandfeeltoit.Tounderstandthecom municationstrategyofWoodland,weneedtounderstandthetargetcustomersoftheWood land.TargetcustomerforWoodlandisadventuresandoutdoorsyyouth.HencetheWoodl andcommunicationhappensmostlyontelevision.TheselectionofTVchannelfor forcommunicationalsoplaysanimportantrole.MostoftheWoodlandcommunicationvi aTVoccursonTVchannelsthatcatertoviewersseekingknowledgeregardingadventures portslikehiking,riverrafting,trekking.).Collegepromotions,eventsindiscos,tieupswithsportsevents,cosponsorshipoftheMissWorldEvent,allgotthebranddesiredmileage.Someoftheotherm ediumsusedforcommunicationareoutdoorhoardings,adventureclubsandinternet.The hoardingportraythetoughandruggednessofthebrand. Woodlanditselfownsfouradventureclubs.Italsohasassociationswithotherclubsthroug hwhichitpromotesitsbrandandcreatesequityforitself[3].Oneofthemostimpactfulmedi umthatthisdecadehasbroughtupistheinternet.Woodlandalsousesthismedium,althoug hnotthateffectively.ThecompanyisdevelopingagamingapplicationonthelinesofFarm ville(anengaginggamingapplication)whereapersonwouldbefindingroutethroughatrai landlocateaWoodlandshoe.Itistoconnectbrandandentertainingconsumersaswell.Butt hestrategyisnotworkingatallasthepagehasonlyaround112,000followers.Thisisfarless ascomparedtoanyinternationalbrand. Oneofthepeculiaritiesthatthisgroupobservesaboutthecompanyisthatmostpeopleconc eiveWoodlandasanonIndianbrand.Thisperceptioncanbeattributedtouseofforeignmodelsandlocationsinallt heiradvertisements.Overaperiodoftimethecontentofcommunicationalsoevolves.This evolutionisratherdisturbingwhenreferredtoWoodland.Themessageofcommunication haschangedfrom―allterrain‖shoeto―tougherthannature‖shoe.Butthebrandofferingh aschangedfromshoeforanadventuristtolifestylebrand.Thischangeinbrandofferingisn otcommunicatedthroughanymedia.Henceitcanbeconcludedthatthebrandwoodlandha snotbeingutilizingcommunicationchannelatitsdisposalappropriatelyandoptimally.

The brand Woodland was introduced to the Indian market in 1992 through two exclusive outlets in New Delhi, to resounding success. •Today, 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. •The unique rugged, tough rubbers are produced using German Technology at its own manufacturing facilities in India. Woodlands Store is the largest Apparel store in India. They provide menswear, women’s wear, footwear, socks, bag, cap & Shoes. •Cost effective bags Brand: There are various varieties of bags provided by woodland for both men and women like Woodland leather bags, wallets, woodland megan handbag etc. They Provide all qualified bags with wholesale rate and reasonable low rate bags for Schools as well as for college n office purposes.

FOR CUSTOMER RETENTION Top brand and Low price. Environmental friendly product. Imbibed spirit in each and every product. Woodland discovers the meaning of true quality and durability. They offer 30 day money back guarantee and friendly customer support. With the purchase worth rs.2000,a customer gets a membership card free of cost and discount of 20% on the next purchase. BRAND COMMUNICATION Warranty period:-The Showrooms also offer warranty for the footwear rangingfrom 6 months to almost 1 ½ years depending upon the shoes price. After sales services:-Woodland showroom also provides their customers with asatisfactory after sales services. They give complementary giftsto the customers

on a specified purchase made by them. Itincludes shoe polish, shoe shiner, belts and other accessories too. Special discount offer:-Woodland generally provides special discount offers to thecustomers which mostly includes 12% discount on the purchasemade. They also give discounts on special occasions such asganpati, diwali, dusshera. Shoe mela:-Woodland also conducts shoe mela at various cities where theysell there shoes at discounted rate. They have conducted shoemela 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.

Some advertisement campaigns by promoting some sports activities:-

INITIATIVES Woodland invested close Rs 30 crore (Rs 300 million) in an initiative called ProPlanet To position itself as an environment-friendly brand and communicate the message across to its target group - the youth. The intent is to make ecofriendliness the brand recall. Woodland has always been an outdoor and adventure brand with close association with nature and environment. Woodland also has Woodland Adventure Club for which they have tied up with some of the leading adventure tour providers in the country and the world. They indulge in various adventure activities.

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