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  • 1. WOODLAND Abstract Brand Management This report is a study made by the above team of five Project report that aims at understanding how goods as common as Submitted by shoe can also be branded. It also studies the Debashish Bagg evolution of brand Woodland in context of Indian Sankarshan Joshi market scenario. It would then concentrate to SaketRathi evolution of the brand in Indian since its launch till SaritaChowdary date and hence its path ahead. The report would Upasana Mishra culminate in what strategies would the team suggest meet up to present customer perception and hence Submitted To: making and sustaining present growth.Prof. Rajeev Kamble
  • 2. Brand Management Project Report Group – 6 Sec – D2ETable of ContentsTable of Figures .................................................................................................................... 2Table of Tables ..................................................................................................................... 3Introduction: ......................................................................................................................... 4Birth of Woodland: ............................................................................................................... 4 Journey of Aero Shoe Company ........................................................................................ 4 Mission of the brand: ......................................................................................................... 5 Woodlands growth and expansion since its birth: ............................................................... 5Brand Woodland: .................................................................................................................. 6 Woodland product portfolio: .............................................................................................. 7 Change in the core value and brand personality: ................................................................ 8 Communication and platform of communication: .............................................................. 9 CSR activities to create a distinction ................................................................................ 10Winning Strategies: ............................................................................................................. 11 No to mass market brand: ................................................................................................ 11 Woodland weaves new strategy around apparel ............................................................... 11 Going Green: ................................................................................................................... 12 Woodland to revive ―Woods‖ .......................................................................................... 12 Woodland to go international: .......................................................................................... 13Few not so successful strategies: ......................................................................................... 13 Initial launch ofsub-brand Woods: ................................................................................... 13 Channel for consumer communications: .......................................................................... 13 International vs. Indian customer segment: ...................................................................... 14 Communication from Woodland platform: ...................................................................... 14Road ahead as per the Managing director: ........................................................................... 14Team‘s suggestions to Woodland strategy ........................................................................... 15References .......................................................................................................................... 17Table of FiguresFigure 1: Current Product portfolio of Woodland [3] ............................................................... 7Figure 2: Billboard of Woodland shoes [9] ........................................................................... 10 2 [15]Figure 3: WOODLAND and UNICEF Partner for Safe Drinking Water ......................... 11 Page
  • 3. Brand Management Project Report Group – 6 Sec – D2EFigure 4 Woodland - "Inspired by Nature" .......................................................................... 12Figure 5 Altered Point of Purchase ...................................................................................... 17Figure 6 Conventional point of Purchase ............................................................................. 17Table of TablesTable 1: Change in brand logo over years and product offerings ............................................ 8 3 Page
  • 4. Brand Management Project Report Group – 6 Sec – D2EIntroduction: [1] Indian shoe market is one of the most dynamic markets in the world . Indiasproduction capacityis second only to China. There are different valuations about the presentIndian Shoe Market. Indian shoe market is estimated to beof Rs 11000 crores approximately. Woodland clocked revenue of Rs600 crores in 2010 and is targeting 25% increase [2]in the revenue by the end of this fiscal. They are also looking to expand globally. Indian shoemarket is traditionally price driven and is dominated by unorganised sector, which makesentrance and exit barriers high and also making market more volatile and unattractive. Theorganised shoe market is dominated by Bata with a market share of 35-40%. Woodland‘sparent company, Aero Shoe Company was operational asasmallmanufacturing unit in Delhi as early as early 1950-60. Woodland‘s plant as on date is stillscattered across the geographic of India. Woodland today has over 300 company ownscompany operated stores across 50 cities in India and covers a total retail space of around sixlakh sq.ft. The average size of a Woodland store is 1,500-2,000 sq.ft. Woodland is one of thehome grown Indian brands that haveexperienced rapid growth over the last two decades.Birth of Woodland: Woodland today stands for an iconic brand for shoes, clothes and accessories. But thebrand was initially launched to target only a set of niche customers segment of the shoemarket, customer that were looking shoes to support their longing for adventure. Let‘sexplore a bit more of the Aero group before we narrow down to Woodland.Journey of Aero Shoe Company1950-60: Aero Shoe Company started as a small manufacturing unit in Delhi. They wereamong the first to export shoes to the U.S.S.R1962: 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 partsof north India.1972: They set up the first fully mechanized modern shoe factory in India (with GermanMachinery) to augment existing capacities, in view of the growing export demand. 4 Page
  • 5. Brand Management Project Report Group – 6 Sec – D2E In 1992, Aero Group launched Woodland[4] and it immediately caught the attention ofoutdoor enthusiasts. It brought with it an innovative collection designed to provide rockclimbers, backpackers, hikers, trail runners, and outdoor lovers with the perfect tools to meetnature‘s challenges. Soon enough the Woodland tree logo became synonymous withadventure. And as the calendar turned towards the new millennium, Woodland keptexpanding its line of outdoor shoes, performance apparel, and equipment to cater to the needsof those always reaching for the horizon.Mission of the brand: Woodland‘s definition of quality demands that any footwear and garment madeshould be long-lasting and strong. It should also be as light as possible, supple, feel dry andcomfortable against the skin, and be easy to care for. It should be versatile and shouldperfectly fit an active man, woman or kid. Environmental harm from manufacturing orgrowing practices or from dyes and finishes should be minimal [4].Woodlands growth and expansion since its birth:1992: Aero group acquired winter boot factory in Quebec, Canada to cater to the Canadianand U.S. Markets.1994: Aero group commissioned manufacturing plant for Reebok for export to U.S.A.1997: Aero group commissioned manufacturing unit for apparels, adding to the range ofWoodland products. This is the point of first diversification in the history of woodland andaero group. They entered into the apparels that added to the synergies of the brand and hencecreated a gamete of products.2002: Woodland becomes a national leader in premium category shoes, apparels andaccessories. It also started sourcing operations from South East Asian Countries. Woodlandopened offices in China and Hong Kong, facilitating the heavy domestic demand for newproducts and development.2007: Total number of exclusive showrooms Woodland to touched200th mark. It was by this time that Woodland has almost pulled itself out of the niche market thatit was serving. Its shoes expanded from casual footwear to formal and canvas footwear. Itsapparels diversified to cater to age limit of teenagers and middle aged people also though the 5 Pagecore value proposition of serving active men and women was still there.
  • 6. Brand Management Project Report Group – 6 Sec – D2E2011: Woodland today has more than 300 exclusive outlets in India. It also sells at 3000retail shops and multi brand outlets. Woodland plans to open around 60 stores this year. Ofthese, half of the stores will be opened in tier 2 and 3 cities. Woodland also launches kidswear and Yoga collection in India this year. Woodland has also been aligning its businessvalues to make it a green company.Brand Woodland: Woodland started off as rugged high quality premium casual shoe demanding apremium cost above Rs 1500. This segment remains its main focus from last 25 years.Thebrand carefully presented itself as an outdoor trekking kind of shoe which captured theimagination of Indian youth. True to its price, the brand delivered its promise on qualitywhich ensured that the brand is perceived as a value for money brand. The careful brandinghas helped the brand to garner about 40% of the premium casual shoe market. By 2007,Woodland is a household brand with over 300 exclusive stores across the Indian. In 1992 at the time of launch of Woodland Indian shoe market was already occupiedby players like Bata, Metro, Liberty and Khadims. Bata catered to formal shoes, Liberty hada mix of both formal and informal shoes and sandals. Other two players were mostly in thedomain of sandals. The customer segment of rock climbers, backpackers, hikers, trailrunners, outdoor lovers and others seeking adventures were not well catered to, this is whereWoodland pitched itself in. At the time of launch Indian economy was in the process ofliberalization. The period was marked with increasing disposable income. Consumer‘s styleaspirations were influenced and amplified thanks to the satellite television boom. People hadenough money but were not able to find appropriate product to satisfy their needs. Woodland was positioned as an everlasting shoe which can endure extreme conditionsand yet will be as comfortable as new thus establishing reliability with sophistication andruggedness aspects of the brand personality. The early success of woodland in the opinion of AnupamBansal, then ExecutiveDirector, Liberty Shoes Ltd, ``what led to Woodlands success was that they came up withdifferent styles and managed to make fashion statements. Woodland has now entered in the domain like apparels and other accessories but not 6alike other shoe makers into sports footwear and sports accessories. Page
  • 7. Brand Management Project Report Group – 6 Sec – D2EWoodland product portfolio: Woodland on launch was Ruggedness &outdoorsy. Woodland still highlights itsproduct and rugged and outdoor shoes which is mainly used by adventurists. It assuresquality and long lasting products. This is the value proposition of the initial brand woodland. At the time of launch woodland offered only rugged quality premium casual footwearfor men. The initial advertisement which is still available on YouTube channel that ismaintained by woodland portrays the brand to be a shoe brand and is fit to be used for roughterrain survival. Woodland‘s current product portfolio consists of: Woodland Products Mens segment Womens segment Kids Wear Footwear Apparels Accessories Footwear Apparels Causaul Shirts Belts Sandals Jackets footwear T-shirts Caps Slip-ons Trousers Formal footwear Trousers Bags Shoes Pullovers Semiformal footwear Denim trousers Walets etc. Shirts Jackets Fleece Pullovers Fleece Tracksuits Figure 1: Current Product portfolio of Woodland[3] There has been a distinctive change in the portfolio of the product hence then. Latestlaunch of woodland brand was targeted to kids section[7]. It also catered to yoga in Indianculture by its new product line called Woodland Yoga[8]. It is unique in terms of the style,utility and functionality of the product. We have started planning major events aroundYoga.It was launched its apparel category in 1998, which is again a successful move and 7 Pagecurrently adding 50% of their revenues.The great outdoor apparel and footwear brand
  • 8. Brand Management Project Report Group – 6 Sec – D2EWoodland has just launched its autumn/winter 2010 collection. The new collection is livingup to the expectation of style and adventure that is now synonymous with the brand. The starof the winter collection is the jacket line. A comprehensive range of jackets from sleevelessto reversible jackets, detachable jackets, seam-sealed water repellent, jackets et al, made ofcotton and synthetic material. To complement the winter look, Woodland offers its stylishand comfortable shoes. The range comes in casual styles with light-weight leather uppers. The next stellar line in this collection is the trendy front open hoodies and sweat shirtswith kangaroo pockets. They are made out of brushed and sued fleece fabric for the warmand soft hand feel. Special wash effects have been created giving a casual yet youthful lookto the garment in-line with the brand lineage. Sweaters have been knitted from a variety ofimported yarns extending a rich appealing look and warmth to the exhaustive range. Thestyling constitutes basic plain to ribbed and cable structures. The entire collection comes incolourful and vibrant range like white, pink, red, blue, brown, black, navy, olive, khaki, armygreen. Accessories include trendy caps, wallets and belts.Change in the core value and brand personality: Logo of Woodland was a status symbol during the nineties. This brand has changed from timeto time: Table 1: Change in brand logo over years and product offerings 1992 1994 2002 2009 Young explorer Summer collection Women Apparel Winter Wear ( Women) Woodland logo has been modified from time to time and from product offering to other.The only thing that remains same till today is the woodland tree. It can be see above thatwomen apparel and young explorer had much different logo when compared to the tough andruggedness of the original logo. The women apparel colour also matches to the taste andpreferences of that customer group. Though this has changed over the period of time but it 8always focus to describe the meaning and objective of the company as well as product i.e. Page
  • 9. Brand Management Project Report Group – 6 Sec – D2Etoughness. Some of the recent offerings from this brand only carry the woodland tree ratherthan carrying the whole logo of the brand. Tag line of woodland has been changing from ―Shoes for the true adventurer‖ to―Leather that Weather‖ to ―Tougher than Nature‖ and ―Inspired by Nature‖. But again thepositioning was same rugged high quality premium casual shoes for the segment which isstyle conscious. Woodland is positioned as a shoe delivering an integrated adrenaline rushingadventure and not simply sports. It hit the cord with the adventure seeking consumers. It atthe same time is focuses on comfort and long life. Woodland product positioning has beenchanging from rugged, outdoor shoe and apparel brand, the kind usually preferred by‗adventurists‘ to more all-encompassing brand that targets from kids to women and allcustomer who look to have an all-terrain and all weather shoes and apparel.Communication and platform of communication: As the choice of communication medium plays an important role in building a brand,a company has to be very careful in choosing the communication medium, for the wrong useof any communication medium will not only waste the promotional money, it will also mightdilute the existing brand equity. The communication platforms used by Woodland and the content of thecommunication always has an exclusive look and feel to it. To understand the communicationstrategy of Woodland, we need to understand the target customers of the Woodland.Targetcustomer for Woodland is adventures and outdoorsy youth. Hence the Woodlandcommunication happens mostly on television. The selection of TV channel forcommunication also plays an important role. Most of the Woodland communication via TVoccurs on TV channels that cater to viewers seeking knowledge regarding adventure sportslike hiking, river rafting, trekking.). College promotions, events in discos, tie-ups with sportsevents, co-sponsorship of the Miss World Event, all got the brand desired mileage.Some ofthe other mediums used for communication are outdoor hoardings, adventure clubs andinternet. The hoarding portray the tough and ruggedness of the brand. 9 Page
  • 10. Brand Management Project Report Group – 6 Sec – D2E Woodland itself ownsfour adventure clubs. It also has associations with other clubsthrough which it promotes its brand and creates equity for itself[3]. One of the most impactful mediumFigure 2: Billboard of Woodland shoes [9] that this decade has brought up is the internet.Woodland also uses this medium, although not that effectively.The company is developing agaming application on the lines of Farmville (an engaging gaming application) where aperson would be finding route through a trail and locate a Woodland shoe. It is to connectbrand and entertaining consumers as well. But the strategy is not working at all as the pagehas only around 112,000 followers. This is far less as compared to any international brand. One of the peculiarities that this group observes about the company is that mostpeople conceive Woodland as a non-Indian brand. This perception can be attributed to use offoreign models and locations in all their advertisements.Over a period of time the content ofcommunication also evolves. This evolution is rather disturbing when referred to Woodland.The message of communication has changed from ―all terrain‖ shoe to ―tougher than nature‖shoe. But the brand offering has changed from shoe for an adventurist to lifestyle brand. Thischange in brand offering is not communicated through any media. Hence it can be concludedthat the brand woodland has not being utilizing communication channel at its disposalappropriately and optimally.CSR activities to create a distinction One of the major TV channels where Woodland would find the above mentionedtarget audience is MTV. Woodland started MTV start green campaign- Woodland, as aleading manufacturer and retailer of outdoor wear and footwear with a focus on preservingthe environment has tied up with MTV to bring about an innovative concept called -- Eco- 10Lution. This one-of-its kind virtual campaign aims to point out the importance of a green Pageclean environment and encourage the youth to plant trees and preserve nature. Eco-Lution is
  • 11. Brand Management Project Report Group – 6 Sec – D2EWoodland and MTV‘s strong campaign towards the preservation of natural greenery throughan innovative, user friendly internet destination site and the use of popular social networkingsites such as Facebook. Woodland has joined handswith UNICEF to support UNICEFswater and sanitation program inChandrapur district, easternMaharashtra. The partnership offers aplatform for Woodlands customers todonate to UNICEF every time theymake a purchase at a Woodland store.Funds raised through the program willbe used for water quality and sanitation Figure 3: WOODLAND and UNICEF Partner for Safe Drinking Water [15]in 10 schools of the district. Woodland‘s eco-friendly movesare to establish the brand asglobal apparel andfootwear brand. It has launched a series of biodegradable shoes and sandals that are sturdy,durable and aesthetically designed. The materials used are free of harmful substances. In fact,the Footwear Design & Development Institute, Ministry of Commerce and Industry,government of India has certified the shoes as biodegradable and eco-friendly[3].Winning Strategies:No to mass market brand: In a market dominated by sports and leather shoes, Woodland created a category foritself. Woodland never wanted to be an ordinary shoe. According to Mr Harkirat Singh MD,he never wanted this brand to be a mass market brand. So till now this brand is concentratingon the premium end casual shoe segment.Woodland targets the upmarket segment and ispositioning itself as a rugged high quality premium casual shoe. This strategy helped it to stayfocus towards its segment.Woodland weaves new strategy around apparel 11 Woodland entered into completely different business and has extended itself toaccessories and apparels. It was a successful move. The company was able to generate Page
  • 12. Brand Management Project Report Group – 6 Sec – D2Eprofitably and able to leverage their brand equity to fullest extent. Now, the company is moreserious about promoting its apparel business widely because itconstitutes about 50% to thecompany revenues. But this business is not well communicated to the target customer as theshoe business. Apparels are sold basically depending on footfall that the shoe marketgenerates.Going Green: When Woodland thought of ―it‘s time to go green‖, it was a well-planned and good strategy. The brand is striving to be as environment friendly as possible by following eco-friendly practices, from manufacturing to end consumer activities. Woodland is actually riding on the nature friendly wave andFigure 4 Woodland - "Inspired by Nature" concentrating upon thosecustomers who are looking for nature friendly products and are ready to pay premium forsuch products. Also it emphasizes its products as ―nature friendly‖, ―as good as nature‖ and―gives natural feeling‖ in its communication.In 2010, Woodland partnered with MTV for a tree planting initiative named ‗Eco-lution‘.Soon Woodland and MTV in association with NGO Give India will initiate the on-the-groundtree planting initiative across the winning cities. ―Pro Planet‖ concept is helping the brand toplace itself as consumer‘s brand. Harkirat Singh, managing director, Woodland, says doingthinks like GO GREEN can go a long way in building rapport with the customer by showingthat the brand really cares for the environment. That is the reasons they also spend Rs 30crore to showcase a green look. It‘s a long journey over the years – from ‗Leather thatWeathers‘ to being ‗Pro-Planet‘.Woodland to revive “Woods” [5] A sub-brand of Woodland is ‗Woods‘ that was introduced in 1998-99 . Woods then 12catered to category of semiformal and formal shoes. This brand was called off in a year as it Pagewas not creating a market for itself but rather cannibalizing the mother brand. Company
  • 13. Brand Management Project Report Group – 6 Sec – D2Eseems to have worked out a different strategy for Woods. While currently Woods shoes, bagsand accessories are being sold at Woodland stores, the company plans to open separateWoods stores selling only products under the brand to give it a distinct identity. ―Woods willhave high-end men‘s and women‘s footwear, bags and accessories, priced much higher thanthe Woodland range. It will be targeting a niche market with small boutique stores in upmarket locations limited to the metros. Woodland is opening five such stores this year — twoin Delhi and one each in Mumbai, Bangalore and Chennai.‖Woodland Managing DirectorHarkirat Singh[5] hopes that now slowly but gradually Woods is able to attract the segment itmade for.Woodland to go international: Woodland is about to go franchise internationally was news come to many withsurprise as company never believed in franchise model. But it seems to be history. Companystarted building brand and profitably from it and in 2010, the international markets contributearound 25 per cent to the total revenue. Now Aero Groups footwear brand Woodland isplanning to increase the share of its international markets to its overall revenue pie.Few not so successful strategies:Initial launch ofsub-brand Woods: Initial launch of sub-brand Woods[5] was not well planned and hence it startedcannibalizing into mother brand ‗Woodland‘. Target customer segment was never reached orconveyed what probably Woods stood for as a brand. Wood depended on the footwallgenerated by Woodland and rather than generating its own customer base when the target setof customers were completely different.Channel for consumer communications: Indian consumer complaint forum[10] has recorded many complaints launched bydissatisfied customer base of Woodland. Probably it also explains why the number ofcustomer that have been on Woodland‘s Facebook page and have liked it is far less whencompared to other international brands. Most of the Indian community consists of people whohave to work hard to earn their living. This brand is targeted at the leisure time footwearwhich is probably used on a holiday rather than at office. 13 Page
  • 14. Brand Management Project Report Group – 6 Sec – D2E Most corporate professional who comes into target customer of woodland have 6 daysweek and are not allowed informal shoes till late 2009. This could have also hampered salesof woodland brand.International vs. Indian customer segment: The group agrees that Woodland as a brand is more aligned to international customersand also being perceived as a non-Indian brand by Indian customer though the brand hasgrown out of India. Thus Woodland should have been more popular elsewhere rather than inIndia. The brand owner seems to have been acting in contrary to the same they have looked toexpand first in Indian and then started going abroad.Communication from Woodland platform: Communication from this platform has rather been disturbing, rather than portrayingthe brand that has already evolved it still communicates its shoes and the ruggedness of theshoes. Sub-brands like Wood have never reached the platform so did the brand extension likeapparels and accessories. This communication is still focussed on the ruggedness of informalshoes where the brand has also diversified to formal and semi-formal footwear.Road ahead as per the Managing director: The company aspires to be one of the best adventure brands worldwide, whilesimultaneously taking care of nature and people. The biggest hitch that they foresee as a heatfor the brand is variety of the product being offered by MNC‘s that are entering the Indianmarket. Company and the brand owners seem to have finally recognised that the consumersare not aware of all the offering from the brand this might result in a significant change in thebrand communication strategy. Managing director of the company foresee a significant change in the retail format inIndia, this may trigger more retail chain of franchisee from Woodland brand. It also sees thatthe potential of Tier 2 and Tier 3 cities have been increased. But the first time Woodlandexpanded to these cities they failed to generate the footfalls that they intended to generate,hence they need to be more sceptical about their move this time. The price tag attached towoodland is also seems to increase by Rs1000. This move might or might not pay off inrespective to the Indian market scenario and Indian perception of spending. 14 Page
  • 15. Brand Management Project Report Group – 6 Sec – D2ETeam’s suggestions to Woodland strategy Woodland, from being a simply a shoe brand, has evolved into a lifestyle brand. Itsfirst product offering was shoe. The brand communications channel used at that time wereconsistent and had a non-Indian look and feel to it. The communication channels were highlysuccessful and effective initially. The communication strategy was able to build a brand thatthe customer could relate to. In later part of the 1990‘s, Woodland moved away from its core product and started tooffer other products like apparels and sports accessories. These new product lines hadinherent quality that is expected of Woodland but failed to catch the eye of the final customerdue to lack of proper communication strategy. Woods one of the sub brand that was createdfor the product category of shoes was intended to target a different customer base. But due toimproper communication regarding the sub brand there was an expectation mismatch. Thussub brand Wood diluted brand equity of mother brand. The biggest flaw in the evolution process was that, the evolution of brand into alifestyle brand was not communicated to the final customer. Hence, the product line otherthan shoes, were not a great success and their sale was dependent on the footfall created bythe shoe market. Currently, the communication still talks about only shoes. Woodland has to revamp itscommunication strategy and make its target customer understand that there is more toWoodland than just shoes. Woodland has created a tough and outdoorsy brand image throughits shoe market. Woodland can leverage its brand equity to make customer aware of its otherproducts. As far as our research goes, Woodland doesn‘t currently have any brand ambassador.Now, the brand ambassador plays an important role in the creation of brand identity. Wesuggest Woodland to rope in likes of Akshay Kumar. He is one of the Indian celebrities thatwill go well with the brand image of the company and will help in increase the brand equity.Although this will be an aberration from its existing policy of using only foreign models andlocation, our group has every reason to believe that the association of this particularambassador will help the brand image of the Woodland immensely. By associating a 15personality Woodland can start communicating its new brand strategy of being a lifestyle Page
  • 16. Brand Management Project Report Group – 6 Sec – D2Ebrand for the tough and outdoorsy customer. This brand ambassador will give the credibilitythat is required to undergo a transformation. For us, Woodland has a massive potential but has been undermining itself by onlyfocusing on its shoes segment. While researching we found out that it takes almost 15mins togo through entire product line of Woodland. A company that has such massive variety, stilldoesn‘t use it to build a brand around it baffles our group. The entire product line has beenmentioned prior to this. Woodland need to use its entire product range (that is of highestquality), and need to build a brand around the entire product variety. One of the important medium in today‘s world for any lifestyle brand is the internet.Woodland has its presence on the internet but it seems that the company has been seriouslyundermining this medium. Average sales of Woodland amount to 3lakhs per year, thatamounts to approximate 40 – 60 customer over its lifetime. Number of likes that appear on itsFacebook says a different story. The company organizes adventure clubs that are aligned toits brand image but are not well communicated and circulated on internet. We could start upby uploading videos of adventures performed by the adventure clubs. Secondly the Facebookand twitter pages needs to carry communication about the complete brand offering rather thansticking around with the toughness of its shoes. We were of view of launching a full fledge customer forum that would allowcustomer to add on to the brand product innovation and also allow strategies of woodland bepretested before its implemented on ground. This also might pool in customer involvementand hence help in faster growth of brand while also increasing customer brand loyalty. Woodland has been promoting various events that are in sync with its brand strategy.But now that the brand is evolving, it needs to look into sponsoring other various events likeAXN‘s amazing race, National Geographic‘s Man vs. Wild, National Geographic‘s UltimateAdventures, and National Geographic‘s Survival Man etc. Current expansion strategy of Woodland includes expanding to tier 2 and tier3 citieswhile simultaneously increase the price brand to Rs. 2500 from Rs. 1500. To cater to theabove strategic move we need to extend Woodland brand vertically (both upward anddownward simultaneously). It would be preferable to have a sub brand that would cater to 16Tier - 2 and Tier - 3 cities (downward extension) and do a vertical upward brand extension by Pagere-launching ‗Woods‘ that cater to the high end formal customers.
  • 17. Brand Management Project Report Group – 6 Sec – D2E Conventional point of purchase for woodland is similar to that of any other shoe brand thus not conveying brand personality in exact. Rather than having a conventional point of Figure 5 Altered Point of PurchaseFigure 6 Conventional point of Purchase purchase as shown in the left side figure below wewould like to change the point of purchase looks and feel in synchronization to the brandpersonality.References 1. Indian FootwearIndustry, http://www.indianshoebazaar.com/ind_india.asp 2. Woodland pins high hopes on International Markets, http://www.indiaretailing.com/news.aspx?topic=1&Id=4971 3. WoodlandWorldwide, http://www.woodlandworldwide.com/ 4. Facebook page of woodland original, http://www.facebook.com/woodlandadventure 5. Woodlands strategy of success: http://www.rediff.com/business/special/spec-woodlands-strategy-for- success/20101018.htm 6. Aero group plan to revive Woods brand: http://www.financialexpress.com/news/repositioning-aero-group-plans-to-revive- woods-brand/78630/0 7. Woodland steps into kids‘ shoes: http://www.fashionunited.in/news/apparel/woodland-steps-into-kids-shoes- 120320100305 8. Yoga in style the Woodland way: http://www.fashionunited.in/news/fashion/yoga-in-style-the-woodland-way- 240620100705 9. Outdoor hoarding of Woodland shoes: http://adarena.blogspot.com/2006/03/outdoor- woodland-shoes.html 10. Consumer complaints, Indian consumer complaints forum, http://www.consumercomplaints.in 11. Woodland on firm footing: 17 http://www.thehindubusinessline.in/2000/05/25/stories/112502c4.htm 12. WOODLAND. A leading shoe brand in India Page
  • 18. Brand Management Project Report Group – 6 Sec – D2E http://triptikakkar.blogspot.com/2010/04/woodland-leading-shoe-brand-in-india.html 13. The Adventure with shoes: http://www.thfdigital.com/interview/show/slug/the-adventure-with-shoes 14. Eyeing youth, shoe brands put e-foot forward: http://www.technologyreview.in/business/32317/ 15. WOODLAND and UNICEF Partner for Safe Drinking Water: http://www.unicef.org/india/media_7035.htm http://www.unicef.org/india/partners_7149.htm 18 Page

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