Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

8

Share

Download to read offline

Wood land brand study

Download to read offline

woodland brand study and analysis

Wood land brand study

  1. 1. HISTORY OF THE COMPANY • 1960: Aero club started as a small manufacturing unit in Delhi. They were among the first to export shoes to the U.S.S.R • 1962: They ventured into retailing with an outlet at a prime location in Delhi. • 1972: They set up the first fully mechanized modern shoe factory in India (with German Machinery) to augment existing capacities, in view of the growing export demand. • 1992: The Company launched Woodland brand and acquired winter boot factory in Quebec, Canada to cater to the Canadian and U.S. Markets. • 1994: Commissioned manufacturing plant for Reebok for export to U.S.A.
  2. 2. • 1997: Commissioned manufacturing unit for apparels, adding to the range of Woodland products. • 2002: Woodland becomes a national leader in premium category shoes, apparels and accessories. Started sourcing operations from South East Asian Countries. Opened offices in China and Hong Kong, facilitating the heavy domestic demand for new products and development. • 2007: Total No. of exclusive showrooms targeted to touch the two hundred mark.
  3. 3. What does woodland stands for? • The spirit of adventure. • Woodland not only believes in making the best quality products but also creating outstanding communication ideas. • Woodland is an Indian Brand and they have done it with Indian Footwear. • Woodland never wanted to be an ordinary shoe so till now this brand is concentrating on the premium end (above Rs 1500 shoes) of 2000 crore casual shoe segment. • Woodland targets the up market segment and is positioning itself as a rugged high quality premium casual shoe. • The logo of Woodland was a status symbol during the nineties. • The brand carefully presented itself as an outdoor trekking kind of shoe which captured the imagination of Indian youth True to its price, the brand delivered its promise on quality which ensured that the brand is perceived as a value for money brand.
  4. 4. TYPES AND PRICE OF THE PRODUCT Formal shoes:- Woodland has a wide variety of formal shoes starting from Rs. 1445 onwards. These shoes are light in weight, comfortable and attractive. Casual shoes:- Woodlands casual shoes are more in demand among the youths. They provide good quality, comfort and classic look to their customers. These shoes are available for Rs.1145 onwards. Shoes are available in full size from 1 to13 .
  5. 5. Athletic shoes:- These shoes are beautifully designed and they provide ankle coverage, lightweight and durability to their customers. Shoes are available for Rs.1545 onwards. Rs.2795 shoes:- Trekking shoes are the most known shoes in the market. These shoes have excellent foot grip. They also provide good cushioning and deep treaded sole for all terrains, dust, mud, ice, water. These shoes are available for Rs 1595 onwards Rs.2695
  6. 6. Narrow edge shoes:- Narrow edge shoes are very in now days. These are easy pointy shoes made out of swed leather, which looks accurate at normal distance. They are not as difficult to walk in as it looks. These shoes are available for Rs. 1945 onwards. Sandals:- These sandals are stylish in design with fantastic colours option, well padded soles and great grip. The company uses smooth and exotic leather for making of this shoe. They are available for Rs. 1495 onwards.
  7. 7. USP FEATURES OF THE PRODUCT  Quality worth the money spent on : o Price of woodland shoes starts from Rs 1000 onwards. o These shoes are very beautifully designed and fashionable. o These shoes are available for around Rs 1450 and the purchase is worth of quality.  Very trendy and fashionable: If you are ready to spend around Rs 2,000/- or above Woodland offers you a wide variety of trendy and fashionable shoes. You could be sure to acquire stone & pearl worked sandals best suited to your occasion and kid’s shoes are also available in different colures like red, velvety-brown, white, blue etc. but they are priced high.  Long and durable: Woodland shoes are really meant for longevity. They are classically manufactured for the toughest meanders. Due to its longevity and durability woodland shoes are preferred by those who don’t believe in frequent changing of shoes.
  8. 8.  Padded Layers to provide comfort: Woodland shoes also provide the customers with padded layers in the shoes in order to provide much more comfort than other shoes.  Fabric lined for soothing experience: In some of there models woodland shoes also provide fabric linings for soothing experience to there customers. This is a unique feature of there shoes.  Incredible range: Woodland shoes also provide incredible range of shoes to there customers so, that they can have a variety of choice.
  9. 9. TECHNOLOGY USED  The key raw material for shoes, leather, and a good part of Woodlands soles are all made in-house.  Hand-picked Italian hides are tanned and finished on Italian machinery.  It is specially imported to the Groups own tanneries to allow it to produce the same products available in the best design houses across the globe.  The unique rugged, tough rubber soles are also produced using German Technology at its own manufacturing facilities in India.  New projects on the list include high-class footwear with directly injected dual density soles with high-tech machines and robots from the Germany.
  10. 10. CURRENT STATUS AND FUTURE PLAN IN INDIA  They are planning to invest about Rs 10 crore (Rs 100 million) to set up three new plants and to double there production capacity to 20000 shoes per day in Uttaranchal to cater to the increased demand,“  The company currently has a production capacity of 9000 pairs of shoes per day. The new units, would take its capacity to 10,000-12,000 pairs.  "They are well-placed to achieve a turnover of Rs 200 crore (Rs 2 billion) in the current fiscal and are anticipating a top line of Rs 350 crore (Rs 3.5 billion) in the next two years,“  The company plans to open 60 to 70 new retail stores to strengthen its presence in the country. The new stores would come up in metros and Tier-I cities and would take the total number of exclusive Woodland stores to 195.
  11. 11.  "About 50 per cent of the stores are owned by the company and 50 per cent are based on the franchise model. They would follow the same model for there new stores, where around 50 per cent of the stores would be owned by the company  The company is now planning to invest up to Rs 200 crore in the next 12 months on their expansion plans.  They are aiming to open 75 more stores in the country. The plan is to also enhance the manufacturing capacity to cash in on the ongoing retail boom.  They are also planning to import the latest technology in a big way to set up 100 percent robotics based automated plant. The company is also considering strategic tie-ups and outsourcing work to some partners in the southern states.
  12. 12. SERVICES PROVIDED TO THE CUSTOMERS  Warranty period:- The Showrooms also offer warranty for the footwear ranging from 6 months to almost 1 ½ years depending upon the shoes price.  After sales services:- Woodland showroom also provides their customers with a satisfactory after sales services. They give complementary gifts to the customers on a specified purchase made by them. It includes shoe polish, shoe shiner, belts and other accessories too.  Special discount offer:- Woodland generally provides special discount offers to the customers which mostly includes 12% discount on the purchase made. They also give discounts on special occasions such as ganpati, diwali, dusshera.
  13. 13.  Shoe mela:- Woodland also conducts shoe mela at various cities where they sell there shoes at discounted rate. They have conducted shoe mela at Hyderabad, Chennai, Bangalore and many more.  Online purchase:- Woodland also provides a very convenient facility of online purchasing to their customers. Under this facility customers can purchase and pay online through internet.
  14. 14. SWOT ANALYSIS STRENGTHS:-  The strength of the company’s production with in its captive facilities allows Woodland to produce aesthetically designed, sturdy and durable shoes. WEAKNESSES:-  Woodland is certainly not for people who desire to keep on changing their footwear frequently having been fed up with the same design.  The athletic and leather shoes do start getting dented within a year.  The price offered by woodland shoes is quite expensive.  As they are more into formal shoes so youngsters are less attracted.
  15. 15. OPPORTUNITIES:-  They can expand their market more by covering and focusing on developing in different areas.  They also have a great scope to expand their market in sports footwear.  They can also target higher middle class people by launching new range of shoes between Rs. 750 to Rs. 1000.  As they mainly deal in leather shoes so, they can also enter into manufacturing of all seasons shoes especially water proof shoes.  They should increase the number of production units to earn more profits.
  16. 16. THREATS:-  Woodland shoes face a big threat from organized as well as unorganized sector.  In organized sector following are the brands:- · Metro · Bata · Red tape · Liberty · Lee cooper.  In unorganized sector following are the brands:- · Trekking · Nicholas
  17. 17. CONCLUSION  Woodland has slowly but steadily carved it’s place in the world of shoes.  They are well-known brand in men’s footwear.  Because of many other big brands in the market woodland shoes should come up with new marketing strategy.  They should opt for product development to sustain in the global market.
  18. 18. THANK YOU By: Krishna gupta
  • JyotikusumAcharya

    Sep. 30, 2020
  • VishwanathUllagaddi1

    Sep. 29, 2020
  • subhashnikhil

    Aug. 21, 2020
  • 143786143

    Mar. 10, 2020
  • AshutoshSingh1055

    Dec. 14, 2019
  • DJSonia

    Jul. 6, 2019
  • RavikumarGupta6

    Mar. 8, 2016
  • rihanvegabond

    Aug. 26, 2015

woodland brand study and analysis

Views

Total views

9,603

On Slideshare

0

From embeds

0

Number of embeds

3

Actions

Downloads

289

Shares

0

Comments

0

Likes

8

×