CONTENTS 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-AEROCLU PROFILE-AEROCLUB B 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
CHAPTER-1
• INTRODUCTION • OBIECTIVES • SCOPE OF THE STUDY • METHODOLOGY
• PROFILE OF THE STUDY AREA • LIMITATION
INTRODUCTION: Today, footwear footwear has b become ecome a pa part rt 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 leat leather her with a stiff or thick sole & generally reaching 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 people were usin using g footwear as a p protection rotection for foot. 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 buyers market. with the invention of new des designs igns 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 shoes Ltd... is following for its prod products. ucts. Identificatio Identification n 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 marketin marketing g strategy adopted adopted by the comp company any 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 busin business ess cen center ter with well establishe established d educa educational tional ins institutions. titutions. Majority of target customer customer is businessm businessman an and studen students. ts. Hence the stud studyy was conducted in different locations of shimogha to know the consumer response toward footwear.
LIMITATIONS:
• Because of time constraint, constraint, the stud studyy 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 ccwB wB 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 expansi expansion on in sho shoe e upper m manufacturing anufacturing capacities to Cater to Growing RUSSIAN market. 1980-Second Leather tannery JALANDHAR 1984- First Indian Indian COMPANY to set up trading office officerr 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 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 a and nd ac acquired quired a shoe manufactu manufacturing ring fa factory ctory in
Quebec to serve NORTH AMERICAN MARKET. 1994- REEBOK manufacturing plant commissioned 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” “W OODLAND” concept stores.
2000- Robust present in the premium retail market, with 100 Exclusive stores, 50 Distributors and and 3500 retailers Ope Operating rating in the domestic domestic market worth Rs. 100 crores, with Exports division contributing additionally additionally to the tune of RS. 20 crores. 2002- WOODLAND becomes a National Leader in premium Category shoes, apparels and and Accessories Accessories.. Started sourcing sourcing operati operations ons from SSouth outh 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 Internationa Internationall Franchise operations.
registered to USD 50 AERO:
Annual turnover
“FROM RAW HIDES TO RETAIL”
Aero club shoe manufactu manufacturing ring activities are fully integrated with in house facilities. • Tanneries • Clicking dies manufacturin manufacturing. g. • 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
DOMESTIC
EXPORTS
OVEREAS OPERATIONS
CENTRAL SERVICES: • Corporate strategies • Finance & Banking • Audits & Accounting • Taxation , Excise (VAT) • Personnel ,staff Welfare, • Technica Technicall ,Electrical ,Mechanical ,Machinery , • Maintenan Maintenance ce spares etc. • Product development – shoes and Apparels • Public relations & Governm Government ent Liai Liaison son • 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 / Fitting-
Marketing in USA? CANADA (Specialty in winter boots and Woodland typ[e casual shoes) Volume 2000-100 K Pairs.
CHINA & HONKKONG: Sourcing Operation Operation from South-Eas South-Eastt Asia. Representation: To serve European European exports exports;; Germany , Fran France, ce, 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
Price Premium
Young
14-26 Years
Average
40
Low
25
High
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 , st star ar TV, MTV , BBC , SAH SAHARA ARA TV , Sony TV, Zee TV .
• Point of sales merchandise & standardized , window display system.
• Training & education of floor level sales personnel.
DOMESTIC OPERATION:
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 manufacture ffine ine sy synthetic nthetic Fur fabric for shoe lining , stuffed toys and other applications. High Technical Technical Japanese and Italian Plan. Manufact Manufacturing uring up ma market rket knitted Garments in Cotton, Acrylic & Wool. OEM Supplier to Woodland Woodland,, Benetton , B BATA ATA & 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 o off India’s top bra brands nds in the consumers & service Industry , “Woodland” shoes have been rated number two next to Bata , who by their sheer size & Longevit Longevityy had a first recall valve. Woodland shoes shoes with a sma smallll turn a over of Rs. 7.7 millio million n 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 introduc introduced ed to th the e Indian market in 1 1992 992 primarily via wholesale distribution distribution network and co couple uple of Aero Club owned shoe reta retailil stores. Today
the wholes wholesale ale distrib distribution ution is service by a network of 50 d distributors istributors
covering the entire entire country. Practically every good sh shoe oe store in all m metropolitan etropolitan 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 and Indian retail scene devel developed oped concep conceptt 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 plann planned ed for 2005, which will be major sto stores res of 2000 sq feet selling concept
furnishing furnishing,, adventured trekking gear and
woodland lifestyles. Wholesale distribution and retailing of WOODLAND shoes and apparels are regularly supplemen supplemented ted by ot other her marketing supports in the print print and audiovisual media, event
sponsors sponsorship hip and specific schemes to maintain the brand
positioning.
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 business of lifestyl lifestyle e products for over fforty orty 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. on one e of over factory factory is solely engaged for for making BOAT SHO SHOES ES ( winter as well as sum summer). mer). 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 shoes/sanda ls/hoots (M/c mad made e and handmade both). both). Two units are engaged for stuck on ladies and gents shoes. One unit is exclusivel exclusivelyy 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 procured from outside sou sources rces including overseas. The company has current consolidated annual production capacity of 1.5 million pair shoes. Full facilitie facilitiess for TR TRP/leather P/leather sole man manufacturing ufacturing exist in-
house. Although, a good n number umber of soles are sourced from European co companies mpanies to keep keep u uss with the seasonal/spe seasonal/specific cific market trends.
The footwear is
manufactured manufactu red for ladies, gents an and d children range in all age group groups. s. 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 prestigious stores all over IIndia. ndia. The total annua annuall sales amount to 50 million US Dollars. We are regular supplier to some of the leading brands in Europe/USA like JELA SCHOH, BAUR-VERSAN BAUR-VERSANO, O, KARSTADT
Germany, GROUPE ANDRE, CARRE
FOUR, AUCHAN, SIPLEC France, GAP, TODD WELSH –USA, combined trading (Bruit) U.K, HUSH Pulppies-S Pulppies-Singapore, ingapore, 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] Email:
[email protected] Contact Person: Mr.
HANKIRAT SINGH/ Mr. AMOL
Supplier :
AERO CLUB SHOES
Gurdwara Road, Karaol Bah, New Delhi – 110 005, INDIA. Established (Yea): 1956 Management: Managemen t: 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
NO. OF
NAME
EMPLOYEE SIZE
CAPACITY
STRENGTH
Aero
131
30000 P.M
Ladies shoes
Club Aero
150 125
50.000
30000 PM
Imported
Jogger and
Imported
sports shoe
10.000
25000
Sqft 135
MACHINVERY
and hoots
Sqft
Luck Casuals
10.000 Sqft
ClubII Good
FACTORY PRODUCTION PRODUCTION
Children
Imported
shoes/sandals
12.000
30000 PM
Casual shoes
sqft
SOCIAL AUDIT BY: Carrefour, France/GAP,USA. Countries and Approx Business: MAIN BUYER’S NAME
COUNTRY
APPROX
Andre, Quelle, Casio and
France
20,00,000
Gap, Todd Welsh
USA
15,00,000
Baur – Versand
Germany
10,50,000
JDWilliam’s Wrangler
UK
20,00,000
Auchan
BRAND OWNED:
Karol Bagh, southeast Sasrojini Nagar, Kamal Nagar, Gurgoan. Visit at: www.woodlandworld wide. Com
Imported
NAME OF MACHINERIES
MANUFACTURES NAME
Counter Molding M/c
Jorielli
joe lasting M/c
Cheng fu fung ng
Seatg lasting M/c
Jorielli
Heat Setter
Cheng fung
Souring and roughing M/c Sole press – I
Jorielli Sigma
Sole press –II
Cheng fung
Sole stitching M/c
Falan
Chiller
Jorielli
Hell forming M/c
Jorielli
Single needle flat bed M/c
plaff
Double needle post bed M/c
Plaff
Single needle post bed M/c
Plaff
Zig zab M/c
Plaff
Binding M/c
Zuki
Rubbing and Tapping
Zuki
Glue application M/c Flat Bed 3/M/c High beam clicking M/c
Zuki Forielli
Heal Traucler
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 footware p pvt.ltd. vt.ltd. sitiuat sitiuated ed in Nehru road,shimog road,shimogha. ha. 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 astonishin astonishing. g. ORGANISATION STRUCTURE AND STAFF PATTERN:
At present black showroom show mart is having centralized organizational structure as it is having having a very small workforce. workforce. The main job o off 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 requiremen requirements. ts. ADVERTISING: In today’s market Advertising plays an important role in influencing the customer’s decision to buy the p products. roducts. 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 and consumers. Marketing is th the e creation of utilities as goods goods and services get value added added by the time th they ey reach the consu consumers. mers. 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 concept of strategy us usually ually comes from two planes. We have a grand strategy or corporate strategy leading with company mission and company mission and and company objectives. Grand stra strategy tegy is the integrating m map ap that
charts the development and use of resources to meet the challenges or goods as goods as well as functional objectives. 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 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: Strategy: Produc Productt is the core o off marketing. It is the sum total of 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, perf appearance performance, ormance, ut utility ility etc. These comb combinations inations of attributes attract attract the customers. Therefore, a p product roduct is a bundle of all kin kinds ds of satisfaction of both material and non-material kinds ranging from economic utilities to satisfaction satisfaction of a social psychological nature. nature. The produc productt mix of ;a firm has 3 main characteristic characteristicss 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 u use. se. channels or some other way.
Production requiremen requirements, ts, d distribution istribution
PACKAGING: According to Professor Philip Kotler, “Packaging is an activity which is
concerned with the protection, economy convenience and promotional considered”. It is the ge general neral group of a activities ctivities 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 the boxes will be dispatched in big ca cardboard rdboard boxes. The company is famous ;for the boxes in which shoes are kept, as they are very attractive and good-looking. BRANDING: According to America American n Manage Management ment 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 compan companyy considers it as massive asset 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 product or a un unit it 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-leath non-leather. er. Woodland Company still b believes elieves 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 th the e known customers. 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 depending on the cu customers stomers reputation reputation and regularity. 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 Dist Distribution ribution mix it is an important m marketing arketing 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 from the producers to the consumers.
It covers the ch channel annel o of f
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 promotiona promotionall 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 the customers. He makes an effort to co convince nvince the cus customers tomers about the product offered, offered, so as to give them maximum satisfac satisfaction. tion. Because satisfied satisfied customer is permanent asset and advertisement. Woodland Company offers good packing box and covers tissue papers for the customers when they purchase purchase the shoes. Creates a ‘bla ‘black ck 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 gratitude. It is ‘Thanks-giving’ day to gifts are given to the customers to express gratitude.
the customers. Enterprises Enterprise s 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 product is the starting poin pointt of all marketing sservices. ervices. 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 an and d non-le non-leather ather footw footwear. ear.
The lea leather ther footwe footwear ar 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 often classified by its intende intended d use. Street shoe, for e example xample 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
Centimeters
6
25.1
7
25.7
8
26.0
9
26.7
10
27.9
Shipping details:
The seller will ship this product product usually ship shipss 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/Federa pay/Federall bank –
Fed net/IDBI Bank, net banking / Centurion bank epay /ITZ cash / UTI bank /Bill junction.
CHAPTER – 6
SURVEY ANALYSIS
• 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-satisfacti non-satisfaction on 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 ta tables bles and charts charts were used to p present resent the re reaction action of the respondents.
CONSUMER SURVEY ANALYSIS: TABLE-1 CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX: SEX
NO.
OF PERCENTAGE
RESPONDENTS
Male
88
88
Female
12
12
TOTAL
100
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
NO.
OF PERCENTAGE
RESPONDENTS
Below 20,000
34
34
20000-50000
18
18
50000-70000
10
10
70000 7 above
38
38
TOTAL
100
100
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
NO.
OF
PERCENTAGE
RESPONDENTS
Yes
92
92
No
8
8
TOTAL
100
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
PERCENTAGE
RESPONDENTS
Price
58
58
Good quality
20
20
Outlook and design
8
8
Advertisement Brand image
2 8
2 8
Quality/outlook/brand
2
2
Quality/outlook/brand/price 2
2
Good quality/ brand image
100
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
OF RESPONDENTS
Durable
22
22
Comfort
52
52
Moderate
2
2
Prestigious Durable/comfort
10 2
10 2
Durable/comfort/prestigious 2
2
TOTAL
100
100
TABLE-6 OPINION ABOUT WOODLAND SHOES: OPINION
No.
PERCENTAGE
OF RESPONDENTS
Durable Comfort
22 52
22 52
Moderate
2
2
Prestigious
10
10
Durable/comfort
2
2
Durable/comfort/prestigious 2
2
TOTAL
100
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
No.
Of
PERCENTAGE
RESPONDENTS
6 months – 1 year
18
18
1-2 years
20
20
3& above Not used
10 44
10 44
TOTAL
8
8
100
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 responde nts haven’t used to woodland shoes.
‘
TABLE-8 OPINION ABOUT THE PRICE OF WOODLAND SHOES:
OPINION
No.
Of
PERCENTAGE
RESPONDENTS
High
56
56
Low
-
-
Moderate
44
44
TOTAL
100
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
No.
Of PERCENTAGE
RESPONDENTS BLACK SHOWROOM
82
82
NEW DELUX AGENCIES
16
16
Others
2
2
TOTAL
100
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
No.
Of
PERCENTAGE
RESPONDENTS High
26
26
Low
16
16
Moderate
58
58
TOTAL
100
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
No.
OF
PERCENTAGE
RESPONDENTS Good
46
46
Bad
2
2
Better
22
22
Excellent
30
30
TOTAL
100
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
OPINION
NO.
OF PERCENTAGE
RESPONDENTS Price Quality
Satisfied
48
48.98
Not satisfied
50
51.02
Satisfied
48
96.55
Design
Durability
Not satisfied
2
3.45
Satisfied
54
90
Not satisfied
6
10
Satisfied
52
89.66
Not satisfied
6
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
• CONCLUSION
MAJOR FINDINGS :• Out of the total resp respondents ondents ssurveyed, urveyed, majority of the respon respondents dents 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 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.
SUGGESTION:1.Price:
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 pop population ulation in the region is relatively 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 inc increasing reasing the
frequency of ad advertisement vertisement and the ccolour olour
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 dissatisfa dissatisfaction ction 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 responden respondents ts 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 manufactu res in the market.
QUESTIONNAIRE Dear Sir/Madam,
I am a students students of N.E.S.-Institu N.E.S.-Institutue tue Of Advan Advanced ced Studies Studies,, studying in final year BBM for the academic academic year 2011-20 2011-2012. 12. For the partial fulfillme fulfillment nt 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 provided by you will be used only only for academic purpose. 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 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 Satisfied Not satisfied 20. Any suggestion: Date: Place: Thank you for you kind co-operation
Durability
YPUR’S SINCERELY • UDAY C.
• BIBLIOGRAPHY
MARKETING MANAGEMENT – PHILIP KOTTLER MARKETING MANAGEMENT – SHERLEKAR BUSINESS STUDIES – B. S. RMAN WEBSITE: www.woodlandworldwide.com www.woodlandworldwide.com www.google.com www.google.com www.wodlandshoe.com www.wodlandshoe.com www.bigshoebazar.com www.bigshoebazar.com COMPANY ANNUAL REPORTS COMPANY BOOKLET COMPANY BROUCHERS