1 INTRODUCTION • INTRODUCTION • OBJECTIVES • SCOPE OF THE STUDY • METHODOLOGY • PROFILE OF THE STUDY AREA • UMITATION 2. WOODLAND CO.LTD-A PROFILE • HISTORY OF THE COMPANY • CENTRAL SERVICE • OVERSEAS OPERATION • DOMESTIC OPERATAIONS • WOODLAND DISTRIBUTION • COMPANY PROFILE-AEROCLUB SHOES. NEW DELHI • BALANCE SHEET OF AERO CLUB GROUP OF COMPANIES. 3. BLACK showroom-A PROFILE 4. MARKETING MIX STRATEGY • MARKETING MIX STRATEGY OF WOODLAND SHOES • PRODUCT STRATAEGY • PRICE STRATAEGY • PROMOTION STRATEGY
5. PRODUCT MIX STRATEGY • PRODUCT PROFILE • ABOUT THE PRODUCT • SIZE REFERENCE OHART FOR MEN • 6. SURVEY ANALYSIS • ANALYSIS AND INTERPRETATION OF DATA. • CONSUMER SURVEY ANALYSIS
7. SUGGESTIONS AND CONCLUSION • FINDINGS • SUGGESTION • CONCLUSION CX APENDIX: • BIBILOGRAPGY • QUESTIONNAIRE
• INTRODUCTION • OBIECTIVES • SCOPE OF THE STUDY • METHODOLOGY • PROFILE OF THE STUDY AREA • LIMITATION
Today, footwear has become a part of our life. From Kids to old ones everyone wears footwear. Footwear is the protective wears of foot of men and women. Usually make out of leather with a stiff or thick sole & generally reaching no higher than the ankle. In olden day’s footwear were prepared of wood & leather. Although sandals were the most common footwear in most early civilization, shoes were also born during 1600-1200 BC in Mesopotamia. For example, soft shoes were introduced by mountain people on the border of Iran who ruled Babylonia during that time. This first type of shoe was a simple wrap around leather, with the basic constructions of a moccasin held together on the foot with rawhide lacing. Gradually this design was improved upon and assumed many variations. Moccasins sandals and simple boots were prevailing types of footwear almost until the middle ages. In earlier days people were using footwear as a protection for foot. But now a day with respect to changes in culture, living standards, taste, westernization the buying habits in case of footwear is fast changing and consumers also buy footwear to express their life style, status etc rather than protection. Earlier India footwear industry ;was a seller’s market, but now it has become buyers market. with the invention of new designs and innumerable
competitors entering the market, the Woodland shoes Ltd, is also facing some problems.
At this juncture it will be vital to know what kind of marketing mix strategy Woodland shoes Ltd... is following for its products. Identification of problems and then finding solutions to the problem is the first step in research As a result three is a need to study the problem and also to give ;suggestions to improve further sales. OBJECTIVES:1 To study the present status/role of the company in the Indian Market. 2 To know the consumer, tastes and preferences while purchasing footwear. 3 To study the factors which influence on consumers in making the choice for a particular brand of footwear. 4 To analyze about the promotional aspects. 5 To assess the Market share. 6 To study the marketing activities of Woodland shoes Ltd. 7 To learn about the Impact of Pricing. 8 To make suggestions to Woodland shoes Ltd... to improve their sales. SCOPE OF THE STUDY:The present study covers covers the marketing of woodland shoes in shimogha city. It covers marketing strategy adopted by the company and also consumer attitude towards product, pricing and performance of the product. METHODOLOGY:The required date are collected from primary sources regarding the products, distribution channels, promotional techniques and the pricing adopted
was obtained through discussion with marketing persons and through field survey by administering Questionnaire to the selected samples. Secondary sources have been collected from published sources like Magazines, Newspaper, and Company brochures, Annual reports and information get by having an informal talk. PROFILE OF THE STUDY: shimogha is a commercial city, which constitutes total population of about 3 lakhs. It is a big business center with well established educational institutions. Majority of target customer is businessman and students. Hence the study was conducted in different locations of shimogha to know the consumer response toward footwear.
• Because of time constraint, the study is limited to 50 consumers only. • Lack of consumer’s awareness about different varieties of products. • Fast changing taste and life style of consumers.
CHAPTER - 2
WOODLAND CO. LTD. –A PROFILE • HISTORY OF THE COMPANY • CENTRAL SERVICE • OVERSEAS OPERATIONS • DOMESTIC OPERATION • WOODLAND DISTRIBUTION • company profile-aero cwB shoes. new DELHI • BALANCE SHEET OF AERO CLUB GROUP OF COMPANIES. WOOD LAND
HISTORY OF THE COMPANY:-
1960- Started as a small shoe manufacturing company. 1960- Acquired first retail outlet in Prime Location in 1965- First export of complete shoes from INDIA 1968- First fully mechanized (GERMAN) Shoe plant 1970-Beginning of RUSSIAN export on Regular Basis NEW DELHI
1972- First Leather Tannery in MADRAS 1978- Huge expansion in shoe upper manufacturing capacities to Cater to Growing RUSSIAN market. 1980-Second Leather tannery JALANDHAR 1984- First Indian COMPANY to set up trading officer in U.S.S.R 1986- Expanded retail shoe stores in DELHI 1988- First Protocol with the Government of U.S.S.R. Large scale Expansion in Leather Industry ;in former U.S.S.R 1990- First Turn – key contract for USI 78 million signed with U.S.S.R Government for setting up leather Industry simplex in KHAZAKISTAN, has to he abandoned due to force- Majored conditions: collapse of U.S.SR. 1992- LAUNCHED (Own Production) shoes for INDIAN domestic Market for the first time. 1993- Launched “WOODLAND” Brand and finalized distribution Network . Setup a subsidiary company in CANADA and acquired a shoe manufacturing factory in Quebec to serve NORTH AMERICAN MARKET. 1994- REEBOK manufacturing plant commissioned for export to U.S.A. 1995- Developed concept for “ WOODLAND” concept stored with U.K. based Design Company 1996- Expanded complete shoe manufacturing facilities to meet Growing demand of “Woodland shoes”. 1997- Introduced “WOODLAND” Apparels set up manufacturing Facilities. 1998- Continuous expansion of “WOODLAND” concept stores.
2000- Robust present in the premium retail market, with 100 Exclusive stores, 50 Distributors and 3500 retailers Operating in the domestic market worth Rs. 100 crores, with Exports division contributing additionally to the tune of RS. 20 crores. 2002- WOODLAND becomes a National Leader in premium Category shoes, apparels and Accessories. Started sourcing operations from South East Asian Countries. Opened office In CHINA & HONGKONG facilitating the heavy domestic demand for new product & development. 2004- Pony’s exclusive stores increase to 150 globally
WOODLAND: Introduced concept of country stores and enters home furnishing sector also. Plans Ahead to International Franchise operations. Annual turnover registered to USD 50 AERO:
“FROM RAW HIDES TO RETAIL” Aero club shoe manufacturing activities are fully integrated with in house facilities. • Tanneries • Clicking dies manufacturing. • Shoe upper manufacturing • Unit sole in Leather, Rubber. • Fully mechanized Italian, Korean, Taiwanese, and plants for complete shoes. • Packing, Manufacturing. • Distribution & Marketing • Retailing shoes & Apparels through woodland concept stores.
AERO : CENTRAL SERVICE
CENTRAL SERVICES: • Corporate strategies
• Finance & Banking • Audits & Accounting • Taxation , Excise (VAT) • Personnel ,staff Welfare, • Technical ,Electrical ,Mechanical ,Machinery , • Maintenance spares etc. • Product development – shoes and Apparels • Public relations & Government Liaison • Stores (components , Materials) • Shipping (Export & imports) • Real estate’s management.
OVERSEAS OPEATIONS: CANADA: large winter Boots factory in Quebec quality. • • High quality uppers from AERO , New DELHI Lasting / Finishing in Quebec using American Lasts / Soles / FittingMarketing in USA? CANADA (Specialty in winter boots and Woodland typ[e casual shoes) Volume 2000-100 K Pairs.
CHINA & HONKKONG: Sourcing Operation from South-East Asia. Representation: To serve European exports; Germany , France, Italy.
WOODLAND (Advertising & sales Promotion) • Oil Pull up Leather , TRP soles & In-Built comfort Engineering Introduced to Indian market for the first time Target Audience Young Average Low High 14-26 Years 40 25 60
Well Knit Distribution , system , own concept stores FRANCISE , Independent retailers (Shop-N-shop)type.
Full advertising and promotional support in print and audio media , national / metro channel , star TV, MTV , BBC , SAHARA TV , Sony TV, Zee TV .
• Point of sales merchandise & standardized , window display system.
• Training & education of floor level sales personnel.
APPLE: TANNERIES: Two captive Tanneries at MADRAS & JALLANDHAR specialty heavy (Bovine) Leathers , Oil Pull – UPS , NUBUC , Glazed cow , what Leather for REEBOK sport shoes. ACLB ASS: RETAILING: Woodland concept retail shoe & Apparel stores.
ML: TEXITILES: Captive plane to manufacture fine synthetic Fur fabric for shoe lining , stuffed toys and other applications. High Technical Japanese and Italian Plan. Manufacturing up market knitted Garments in Cotton, Acrylic & Wool. OEM Supplier to Woodland, Benetton , BATA & Other Prestigious brands / stores. Woodland Apparels Manufacturing facilities.
WOODLAND DISTRIBUTION:Started in 1992 Woodland Shoes Have created ka niche for itself with the up-market discerning clientele. In a recent study of India’s top brands in the consumers & service Industry , “Woodland” shoes have been rated number two next to Bata , who by their sheer size & Longevity had a first recall valve. Woodland shoes with a small turn a over of Rs. 7.7 million in 1992 have crossed Rs-1000 million during the fiscal year 1999-2000 and is poised for steady
growth of nearly 20% every year. On the marketing strategy WOODLAND has been segmented in two brood categories. • Wholesale distribution.
• Retailing through Woodland concept stores. Woodland was introduced to the Indian market in 1992 primarily via wholesale distribution network and couple of Aero Club owned shoe retail stores. Today the wholesale distribution is service by a network of 50 distributors covering the entire country. Practically every good shoe store in all metropolitan major towns are retailing WOODLAND shoes. Wholesale distribution accounts are nearly 20% of the Woodland’s turnover of US / 50 Million. Aero Club with on initial success of WOODLAND shoe relating through couple of stores in DELHI decided to develop the WOODLAND concept stores and engaged a V.K. based firm of retail stores designers who after studying the various locations and Indian retail scene developed concept stores. Today , Aero Club have WOODLAND Stores in every major city of the country started with two stores in 1992-93, accounting for less that 3% of garnering 60% of the turnover of US 50 million. Fiver new stores are planned for 2005, which will be major stores of 2000 sq feet selling concept woodland lifestyles. Wholesale distribution and retailing of WOODLAND shoes and apparels are regularly supplemented by other marketing supports in the print and audiovisual media, event sponsorship and specific schemes to maintain the brand furnishing, adventured trekking gear and
Woodland’s creative advertising has been appreciated by all
segments of the markets.
COMPANY PROFILE AERO CLUB SHOE’S NEW DELHI:Aero Club shoes’ is part of the closely held Aero Club group of companies’, which are into the business of lifestyle products for over forty years. The group with about 2000 employees located at its various offices all over India. Every manufacturing units is well equipped and mechanized plant, having very good infrastructure, top of the line machines like CERIM, CHENG FUNG, FALAN, etc., and each facility has its own speciality e.g. one of over factory is solely engaged for making BOAT SHOES ( winter as well as summer). Another one lug unit is devoted for producing rubber and EVA jogger (Men and Women) shoes. This unit has own rubber molding plant, which gives the frequent supply of different kind of soles. There is one unit , which is producing high fashion ladies shoes/sandals/hoots (M/c made and handmade both). Two units are engaged for stuck on ladies and gents shoes. One unit is exclusively producing shoes for children. The company has ka tannery each at Jalandhar and Madras which meet most of the requirement of upper leather that is not manufactured by them which is procured from outside sources including overseas. The company has current consolidated annual production capacity of 1.5 million pair shoes. Full facilities for TRP/leather sole manufacturing exist in-
house. Although, a good number of soles are sourced from European companies to keep us with the seasonal/specific market trends. The footwear is
manufactured for ladies, gents and children range in all age groups. In addition to exports to Europe and children range in all age groups. In addition of our “WOODLAND” brand footwear are through 150 exclusive show rooms and over 2000 other prestigious stores all over India. The total annual sales amount to 50 million US Dollars. We are regular supplier to some of the leading brands in Europe/USA like JELA SCHOH, BAUR-VERSANO, KARSTADT Germany, GROUPE ANDRE, CARRE
FOUR, AUCHAN, SIPLEC France, GAP, TODD WELSH –USA, combined trading (Bruit) U.K, HUSH Pulppies-Singapore, etc. Our Address is: ; AERO CLUB SHOES Gurdwara fRoad, Karol Bagh NEW DELHI – 110 005 (INDIA). Tel No: 0091-11-51546474/25782900 Fex No: 0091-11-25755200 Email: [email protected]
Contact Person: Mr. HANKIRAT SINGH/ Mr. AMOL
AERO CLUB SHOES
Gurdwara Road, Karaol Bah, New Delhi – 110 005, INDIA. Established (Yea): 1956 Management: Partnership Firm (Mr. Autar Singh And Mr. Hartirat Singh)
Turnover per annum : US $ 50 Million Export percentage : 20% Product Line : Footwear for exports Footwear for the domestic maarket.
Setup: UNIT NAME Aero Club Aero ClubII Good Luck Casuals NO. OF FACTORY PRODUCTION EMPLOYEE SIZE CAPACITY 131 10.000 30000 P.M Sqft 150 50.000 30000 PM Sqft 125 10.000 25000 Sqft 135 12.000 30000 PM sqft PRODUCTION STRENGTH Ladies shoes and hoots Jogger and sports shoe Children shoes/sandals Casual shoes MACHINVERY Imported Imported Imported Imported
SOCIAL AUDIT BY: Carrefour, France/GAP,USA. Countries and Approx Business: MAIN BUYER’S NAME Andre, Quelle, Casio and Auchan Gap, Todd Welsh Baur – Versand JDWilliam’s Wrangler COUNTRY France USA Germany UK APPROX 20,00,000 15,00,000 10,50,000 20,00,000
BRAND OWNED: Karol Bagh, southeast Sasrojini Nagar, Kamal Nagar, Gurgoan. Visit at: www.woodlandworld wide. Com
NAME OF MACHINERIES Counter Molding M/c joe lasting M/c Seatg lasting M/c Heat Setter Souring and roughing M/c Sole press – I Sole press –II Sole stitching M/c Chiller Hell forming M/c Single needle flat bed M/c Double needle post bed M/c Single needle post bed M/c Zig zab M/c Binding M/c Rubbing and Tapping Glue application M/c Flat Bed 3/M/c High beam clicking M/c Heal Traucler
MANUFACTURES NAME Jorielli Cheng fung Jorielli Cheng fung Jorielli Sigma Cheng fung Falan Jorielli Jorielli plaff Plaff Plaff Plaff Zuki Zuki Zuki Forielli Forielli
Fully Mechanized imported conveyer in each factory:
black showroom-A PROFILE
• • • • • • PROFILE OF THE BLACK SHOWROOM ORGANISATION STRUCTURE AND STAFF PATERN PRICE DETERMINATION COMPETITORS STOCK MAINTENANCE ADVERTISING
PROFILE OF BLACK SHOWROOM :PROFILE OF BLACK Showroom :Due to brand consciousness amongst the citizens of towns such as shimogha new store of foot wear was opened by the name “ BLACK SHOWROOM ”i.e,pooja footware pvt.ltd. sitiuated in Nehru road,shimogha. The proprietors of this firm are Director Mr. Raj Lalwani and Mrs.Vandana Lalwani. , Who have started this firm with the intension of giving the people of the town major brands such as WOODLAND, FILLA, LOTTO, BATA and many other domestic and international brands Keeping an eye on both economical segments of the response of WOOD LAND shoes which is mainly use for hiking, trucking, and adventures purposes in everywhere. As shimogha is a hill station area the customer’s response towards WOODLAND foot wear is very astonishing. ORGANISATION STRUCTURE AND STAFF PATTERN: At present black showroom show mart is having centralized organizational structure as it is having a very small workforce. The main job of the workforce is to sell the product to customers. PRICING: As company fixes the price for their products and retailers while selling it cannot change. The price of the woodland shoes is uniform throughout the country but retailers can offer discount from 10%-50% to customers depending upon the demand for the products when discount sale is offered every year to clear the stock.
COMPETITORS: The main competitors of the BLACK SHOWROOM IS NEW DELUX AGENCIES, is situated near by the BLACK SHOWROOM. STOCK MAINTENANCE: black showroom normally maintains the stock for 4 weeks so that customers should not feel the should not feel the shortage of footwear design in the shop. black showroom maintains the stock properly and places the order with distributor according to their requirements. ADVERTISING: In today’s market Advertising plays an important role in influencing the customer’s decision to buy the products. Today customers are very selective and advertisement create the awareness about the product to the product to the targeted customers.
CHAPTER - 4
MARKETING MIX STRATEGY MARKETING MIX STRATEGY OF WOODLAND SHOES • PRODUCT STRATEGY • PRICE STRATEGY • PLACE STRATEGY • PROMOTION STRATEGY
MARKETING – STRATEGY MEANING AND DEFINITION OF “MARKETING STRATEGY”: Meaning: Goods and services do not move automatically from the makers to the users. There is a definite mechanism that brings about exchange of goods and services against money or money’s worth for the mutual benefit-namely, satisfaction to the consumers and surplus to the producers as manufacturers. Marketing is the belt that connects the two major which of any economy namely producers and consumers. Marketing is the creation of utilities as goods and services get value added by the time they reach the consumers. That is why in economic jargon “Marketing” refers to “all the activities involved in the creation of place, time, possession and awareness utilities”. Marketing strategy is the heart of marketing plan. The concept of strategy usually comes from two planes. We have a grand strategy or corporate strategy leading with company mission and company mission and company objectives. Grand strategy is the integrating map that
charts the development and use of resources to meet the challenges or goods as goods as well as functional objectives. Marketing strategy is the functional strategy it is related to marketing as one functional real of business the corporate strategy plan is the master’s company plan that provides guidance to all managers about the direction in which the firm wants to go and the position it wants to active. The strategic plan sets the boundaries for all other functional planning. Functional objectives are developed from company objectives. So, marketing strategy is a consistent appropriate and feasible (possible) set of principles though which a particular company hopes to achieve its longterm customer satisfaction and profitability objectives in a particular competitive environment. Definition: According to “Philip Kottler” the ideal marketing strategy would achieve optimum utilization of all the resources of the firm. According to American Marketing Association (Committee on Definitions) “Marketing includes all those activities having to do with effecting changes in ownership and possessions of goods and services. It is that part of economics which deals with the creation of time place and possession utilities and that phase of business activity through which human wants are satisfied by the exchange of goods and service for some valuable considerations”. Objectives of the marketing: Though the end of all marketing activities is the satisfaction of human wants, and to derive profits there from the following are the most significant objectives of modern marketing. These are: • To Apply Effective and Intelligent Modern Marketing Policies, • To Develop the Market Field.
• To Develop and Implement Guiding Policies for Better Results. • To suggest solutions by Studying the Problems Relating to Marketing. • To Find Sources for Further Information Concerning the Market Problems MARKETING MIX STRATEGY OF WOODLAND SHOES: Marketing mix strategy has four components: • • • • Product strategy Price strategy ; Promotion strategy Place strategy.
All four elements of marketing mix are essential to the overall success of the firm. 1.Product Strategy: Product is the core of marketing. It is the sum total of the physical and psychological satisfaction it provides to the buyers. It is the first and most important variable in marketing mix of the firm. 2.A product mix is a combination of attributes such as color, size design, appearance, material, quality, performance, utility etc. These combinations of attributes attract the customers. Therefore, a product is a bundle of all kinds of satisfaction of both material and non-material kinds ranging from economic utilities to satisfaction of a social psychological nature. The product mix of ;a firm has 3 main characteristics namely width, depth and consistency. • Width of the product mix refers to the number of items in each product line. • Depth of the product mix refers to the each product line. • Consistency of the product mix means how closely related to various product lines are in the use. Production requirements, distribution channels or some other way.
PACKAGING: According to Professor Philip Kotler, “Packaging is an activity which is concerned with the protection, economy convenience and promotional considered”. It is the general group of activities in designing the containers or wrapper for the product. Packaging policy of the firm is to fill the footwear wrapped in a attractive polythene cover, where every pair will be again packed in small boxes made out of thin cardboard, then the boxes will be dispatched in big cardboard boxes. The company is famous ;for the boxes in which shoes are kept, as they are very attractive and good-looking. BRANDING: According to American Management as Association. “Brand is a name symbol or a design or a combination of them which is intended to identify and to differentiate from those of the competitors”. The company believes handing of products is of strategic and increasing importance. It is a means of identification, which also provides trade and legal protection. The company considers it as massive asset. The company products are branded under company brand name “woodland”, which is original and which is short and sweet satisfying all the requisites of a good brand name. 2.PRICING STRATEGY: Pricing is an art of translating into qualitative terms (currency) the value of the product or a unit of service to customers at point of time. Pricing is a managerial task that involves establishing pricing objectives, identifying the factors governing the price, ascertaining their relevance and significance, determine the product value in monetary terms, formulations of price policies and the strategies, implementing them and controlling them.
Pricing is an element of uncertainty to only a certain extent, in concerning to the product of woodland enterprise, because their will not frequent change in the cost price of leathers and non-leather. Woodland Company still believes in value of money to customers, which means a lot of different income groups of society. PRICING STRATEGY INVOLVES THE FOLLOWING ISSUES: A.Discounts: Regular discounts is not allowed, because not much profit margin is involved in selling price, and discount allowing creates as assumption for customer’s that selling price involves, high percentage of profit. The discount allowed is of 4% on above Rs. 1000 worth of metal products, sold by woodland enterprises.
A.Credit terms: The model of payment which woodland shoes allows is either payment in cash or in terms of credit only to the known customers. Credit is allowed to the customer for a period of one or two some times it is for there to four weeks i.e., one month, depending on the customers reputation and regularity. This credit facility is also given to those customers who have purchased in bulk. 3.PLACE STRATEGFY: Place or the location plays an important role in marketing strategy adopted by any businessmen. LOCATIONAL ADVANTAGE:
shimogha is a medium sized city with all types of people engaged in various activities. It is also called Distribution mix it is an important marketing mix strategy as it undertakes to make the product available to target customers. Distribution is an important function of marketing between the producer and consumers. It stands for making arrangements for the smooth flow of goods and services from the producers to the consumers. It covers the channel of distribution and the physical distribution including transportation, warehousing and storage, financing and handling of the product. 4.PROMOTION STRATEGY: The strategy, which is undertaken to increase or efforts made to improve demand and sales of products of a firm are known as promotional strategies. Advertising is one of the major promotional tools. The promotional tool which the firm or a shop adopted is the mouth. The proprietor himself explains the uniqueness, features and advantage of the product to the customers. He makes an effort to convince the customers about the product offered, so as to give them maximum satisfaction. Because satisfied customer is permanent asset and advertisement. Woodland Company offers good packing box and covers tissue papers for the customers when they purchase the shoes. Creates a ‘black showroom’ good environment to the customers so that the customers feel relaxed and comfortably to explain their needs. Also celebrates customer ‘black showroom’ customer’s days on ugadi pooja gifts are given to the customers to express gratitude. It is ‘Thanks-giving’ day to the customers. Enterprises put lots of efforts to maintain the good and mutual relationship with customers.
`CHAPTER - 5
PRODUCT MIX STRATEGY • PRODUCT PROFILE • ABOUT THE PRODUCT • SIZE REFERENCE CHART FOR MEN
PRODUCT – PROFILE The product is the most important element of the marketing mix. In fact the product is the starting point of all marketing services. The other marketing efforts will become useless the nature of the product intended for sole is determined and the policies pertaining to the product are properly decide.
The term ‘product’ covers the shape, design, packaging, banding, the product range, and the size, the utility of the product and the guarantee and service accompanying the product.
Footwear has been classified into three types viz., leather footwear, partly leather footwear and non-leather footwear. The leather footwear has been defined as one which has an upper, made fully out of leather irrespective of sole leather or otherwise; partly leather irrespective of sole leather or otherwise; partly leather footwear as one which has pieces of leather on its upper irrespective of sole leather or otherwise and non leather footw3ear is the one which is totally made out of non leather material. Footwear is often classified by its intended use. Street shoe, for example tend to foot good support to have a heel designed for extensive walking and to be conservative in style. ABOUT THE PRODUCT: India’s largest online shoe store brings its exclusive collection of footwear to Rediff, (Bigshoebazaar). These Top quality Woodland shoes are made of premium. Leather developed by woodland for high resistance and durability. The sturdy sole adds life to this excellent , product, making it durable even in toughest conditions. These handstiched shoes are bonded with the toughest threads that stand by woodland’s high quality standards. Extremely sturdy, long lasting and comfortable truly the mark of a Woodland
Each shoe is available in sizes 6 to 10, packed in Woodland boxes.
TO KNOW YOUR SHOES SIZE PLESE REFER TO THE TABLE BELOW: Size reference chart for Men
Size 6 7 8 9 10
Centimeters 25.1 25.7 26.0 26.7 27.9
Shipping details: The seller will ship this product usually ships in 4 working days. payment methods accepted by the company: 5 monthly installments (available on CITI bank credit carad only)
Credit card: VISA/Master card/American express/Citibank diner. Cheque: (Net banking) ICICI band. com/HDFC bank direct pay/Federal bank – Fed net/IDBI Bank, net banking / Centurion bank epay /ITZ cash / UTI bank /Bill junction.
CHAPTER – 6
• ANALYSIS AND INTERPRETATION OF DATA. • CONSUMER SURVEY ANALYSIS.
ANALYSIS AND INTERPRETATION OF DATA
The main objective of consumer survey is to understand the attitude of consumer towards woodland shoes. Consumer opinion is very essential and valuable in each and every market is just like an umpire, customer satisfaction or non-satisfaction should take into consideration in customer survey. 100 respondents were selected or satisfied random sampling basis for conducting the survey. This type of survey analysis is helpful to understand the customer preferences, their income group, occupation, range, brand etc. The survey and interpretation of data collected from consumer is presented as follows. Appropriate tables and charts were used to present the reaction of the respondents.
CONSUMER SURVEY ANALYSIS: TABLE-1 CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX: SEX Male Female TOTAL NO. RESPONDENTS 88 12 100 OF PERCENTAGE 88 12 100
From the above table it is clear that 88% of the respondents are male and 12% of the respondents are female.
TABLE-2 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF ANNUAL INCOME: INCOME Below 20,000 20000-50000 50000-70000 70000 7 above NO. RESPONDENTS 34 18 10 38 OF PERCENTAGE 34 18 10 38
From the above tale it is clear that 34% of the respondents are in the annual income of below 20,000, 18% of the respondents are in the annual income of 20000-50000, 10% of the respondents are in the annual income of 50000-70000 and 38% of the respondents are from the annual income of above 75,000.
TABLE-3 PERCENTAGE OF RESPONDENTS WHO HAVE USED WOODLAND SHOES: RESPONSE Yes No TOTAL NO. RESPONDENTS 92 8 100 OF PERCENTAGE 92 8 100
From the above table it is clear that 92% of the respondents who have used woodland shoes and 8% of the respondents haven’t used woodland shoes.
TABLE-4 FACTORS MOTIVATED TO BUY WOODLAND SHOES: FACTORS No. Of RESPONDENTS 58 20 8 2 8 2 PERCENTAGE 58 20 8 2 8 2 2 100
Price Good quality Outlook and design Advertisement Brand image Quality/outlook/brand image Quality/outlook/brand/price 2 Good quality/ brand image 100
From the above table it is clear that 58% of the respondents are motivated by the quality of the 20% of the respondents y the outlook and design, 8% by the advertisement, 2% by the brand image, 8% by the quality, design and brand image.
TABLE-5 MEDIA OF AWARENESS ABOUT WOODLAND SHOES : OPINION No. PERCENTAGE
Durable Comfort Moderate Prestigious Durable/comfort Durable/comfort/prestigious TOTAL
OF RESPONDENTS 22 52 2 10 2 2 100
22 52 2 10 2 2 100
TABLE-6 OPINION ABOUT WOODLAND SHOES: OPINION Durable Comfort Moderate Prestigious Durable/comfort Durable/comfort/prestigious TOTAL No. OF RESPONDENTS 22 52 2 10 2 2 100 PERCENTAGE 22 52 2 10 2 2 100
From the above table it is clear that 22% of the respondents are having the opinion woodland shoes are durable,52% of the respondents are having the
feeling that woodland shoes are comfortable, 2% feel that woodland shoes are moderate, 10% feel very prestige to wear woodland shoes, 2% feel they are durable and comfortable, 2% feel they are durable, comfortable, and prestigious.
TABLE-7 PERIOD OF USING WOODLAND SHOES: PERIOD 6 months – 1 year 1-2 years 3& above Not used TOTAL No. RESPONDENTS 18 20 10 44 8 100 Of PERCENTAGE 18 20 10 44 8 100
From the above table it is clear that the period of using woodland shoes i.e. 18% of the respondents using from 6 months- 1 year and 20% of the respondents using from 1-2 years, 10% of the respondents using from 2-3 years, 44% of respondents using from above 3 years and 8% of the respondents haven’t used to woodland shoes.
‘ TABLE-8 OPINION ABOUT THE PRICE OF WOODLAND SHOES:
OPINION High Low Moderate TOTAL
No. RESPONDENTS 56 44 100
PERCENTAGE 56 44 100
From the above table it is clear that 56% of the respondents are having the opinion that the price of woodland shoes is high and 44% of he respondents having the opinion that the price is moderate.
TABLE-9 SHOWROOM PREFERED BY THE CUSTOMERS TO BUY FOOTWEAR: SHOWROOMS BLACK SHOWROOM NEW DELUX AGENCIES Others TOTAL No. RESPONDENTS 82 16 2 100 Of PERCENTAGE 82 16 2 100
From the above table it is clear that 82% of the respondents prefer to be BLACK SHOWROOM Buy the footwear and 16% of the respondents prefer R K foot wear and 2% of the respondents prefer other showrooms.
TABLE-10 OPINION ABOUT THE PRICE OF: BLACK SHOWROOM OPINION High Low Moderate TOTAL No. RESPONDENTS 26 16 58 100 Of PERCENTAGE 26 16 58 100
From the above table it is clear that 26% of the respondents are having the opinion about the price of BLACK SHOWROOM is high, 16% of the respondents having the opinion about price of is low, 58% of the respondents is having the opinion about the price of is moderate.
TABLE-11 OPINION REGARDING THE SERVICE SATISFACTION ON WOODLAND DESIGN: OPINION Good Bad Better Excellent TOTAL No. RESPONDENTS 46 2 22 30 100 OF PERCENTAGE 46 2 22 30 100
From the above table it is clear that the 46% of the respondents are having the opinion regarding the service satisfaction on Woodland design, is good 2% is bad and 30% of the respondents opinion is excellent.
TABLE-12 OPINION ABOUT THE WOODLAND SHOE BRAND: FACTOR Price Quality OPINION Satisfied Not satisfied Satisfied NO. OF PERCENTAGE RESPONDENTS 48 48.98 50 51.02 48 96.55
Not satisfied Satisfied Not satisfied Satisfied Not satisfied
2 54 6 52 6
3.45 90 10 89.66 10.34
From the above table it is clear that customers 97% satisfied by the quality of the woodland shoes brand and 3% not satisfied 90% of the customers are satisfied by the design of the product and 10% are not satisfied 48.98% of the respondents are satisfied by the price and 51.02% are not satisfied 89.66% of the respondents are satisfied by the durability of the product and 10.34% are not satisfied
CHAPTER – 7
SUGGESTIONS AND CONCLUSION
• FINDINGS • SUGGESTION
MAJOR FINDINGS :• Out of the total respondents surveyed, majority of the respondents are male.
• During the survey it is found that, majority of the respondents are belonging to income group of 70,000 and above. • Out of 50 respondents, 92% of respondents have agreed that they use Woodland shoes • Out of total respondents surveyed, 58% of the respondents are motivated by outlook, 8% by advertisement and 2% by brand image of the product. • Out of total respondents surveyed, majority of respondent’s i.e. 40% opined that they become aware of the product through friends and relatives. • 52% of respondent’s i.e. 44% have opined that they are using woodland shoes for above 3 years and 8% have opined that they are not using wood shoes. • Majority of the respondent’s i.e. 56% are having the opinion that the price of woodland shoes is high. • Out of the total respondent’s i.e. 46% have opined that woodland design is good, 2% is bad and 30% of the 30% of the respondent’s opinion is excellent. • Majority of the respondent’s i.e. 97% are satisfied by the quality of woodland shoes brand.
Almost all the consumers complain that the prices of woodland shoes are very high not reaching the mark of customer’s expectation. So, the price should reduced so as to increase the sales and profit of the company. 2.Quality: Although the footwear of woodland shoes is generally ranked high as to their quality, it is necessary to maintain and even improve the quality of the product. 3.Design: Though consumers are satisfied with the durability of the product they need more designed and colours. There should be increase in tech verities of the products so that a good number of customers are attached both male and female. Because majority of the population in the region is relatively young and are in the high consumption stages of life. 4.Advertisement: Though advertisement is the only media through which majority of the customers became aware of the product but from the survey it was found out that advertisement is not sok effective and informative and also it doesn’t reach more number of people. So, more and more advertisement must be given in television by increasing the frequency of advertisement and the colour advertisement should be used for newspapers so that the customers will be aware of all the products, which exist in the market, and the new product, which will be produced by the company. 5.After sales services: Almost all of the respondents are satisfied with the services rendered by the dealers.
1.Still the dealers should improve their marketing as well as after sales services to meet the needs and taste of consumer demands. 2.Periodical survey of market from the company is necessary to know the changes in. 3.Attitudes of consumers and reason for dissatisfaction if any.
CONCLUSION:With the help of the survey conducted, the following conclusion can be made: • There exists enough potential market for woodland shoes in shimogha city. • Most of the respondents have the opinion that woodland shoes Ltd., Supplies quality products. So, the quality is good. • Most of the customers are of the opinion the prices of woodland shoes are high so prices should be brought down. The majority of shoe occupied by woodland shoes Ltd. in the market depicts that woodland enjoys higher reputation than the other manufactures in the market.
QUESTIONNAIRE Dear Sir/Madam,
I am a students of N.E.S.-Institutue Of Advanced Studies, studying in final year BBM for the academic year 2011-2012. For the partial fulfillment of my course, I am conducting the survey on the “WOOD LAND FOOT WEAR”, to prepare project report. I request you to spend few minutes for me and fill in the below mentioned questions in the questioner. The information provided by you will be used only for academic purpose. I hope you will co-operate for this. • Name: ________________ • Address: _______________ contact No:• Age: ___________ • Sex: ___________ • Male • Female • Occupation: __________ • Annual Income (Rs) • • • • Below 20,000 20,000-50,000 50,000-70,000 70,000 & Above
• Which company foot wear do you prefer? • BATA • WOOD LAND • PARAGON • LIBERTY • Are you a woodland buyer? YES/NO If yes state reason: _____________________ If no state reason: _____________________ • What do you think of woodlands range of products? • High • low • Moderate • What motivated you to purchase woodland products? a)Good quality b)Price c)outlook & design d)Advertisement e)Brand image 11. How did you come to know about woodland shoes? a)Friends/Relatives b)Advertisement c)Showrooms d)Other specify 12. What factors do consider while purchasing woodland shoes? a)Image b)quality c)price d)Guarantee e)All 13. What is your opinion about Woodland shoes? a)Durable b)Comfort c)Moderate
d)Prestigious 14. For how many years you have been using woodland shoes? a)6 months-1 years b)1-2 years c) 2-3 years d) above 3 years 15. In which shop you wish to buy the footwear? a)BLACK showroom b)NEW DELUX agencies c)Other Specify 16. What is your opinion about the price “BLACK showroom” a) High b)Low c)Moderate 17. Are you satisfied with the service provided by the dealers. a)Satisfied b) Not satisfied 18. What is your opinion on woodland designs? a)Good b)Bad c)Better d)Excellent 19. Are you satisfied with the following woodland shoes. Price Quality Design Durability Satisfied Not satisfied 20. Any suggestion: Date: Place: Thank you for you kind co-operation
YPUR’S SINCERELY • UDAY C.
• BIBLIOGRAPHY MARKETING MANAGEMENT – PHILIP KOTTLER MARKETING MANAGEMENT – SHERLEKAR BUSINESS STUDIES – B. S. RMAN WEBSITE: www.woodlandworldwide.com www.google.com www.wodlandshoe.com www.bigshoebazar.com COMPANY ANNUAL REPORTS COMPANY BOOKLET COMPANY BROUCHERS