Its a project On Woodland Shoes, Explain 7 P's, Product Life Cycle and SWOT.

1. Project on:
Woodland(Shoes)
By Dalbir Singh
Roll No. 50.

2. INTRODUCTION TO WOODLAND
• Aero club launched Woodland shoes in 1992.
• Woodland stands for spirit of adventure. These shoes have been advertised to
communicate this spirit.
• Woodland has successfully brought together the power of the human will and the
rewards of the discovery.
• Woodland product push the boundaries of innovation so that the customer can explore
new product , style and innovative design. It has mainly focused on trekking shoes.
• inspired by nature, woodland design helps its customer to face the challenges thrown up
by mother nature . Therefore Ad’s made the Woodland be called as the SUV of Indian
shoes.
• The woodland tree logo defines the spirit of adventure and its commitment of
environment. woodland itself is very unique in its category. woodland product is
available through 300plus exclusive stores 3000 plus multi brand outlet across the globe.

3. PRODUCT LIFE CYCLE
• Establishment
• 1960:Aero club started as a small manufacturing unit in Delhi.
• 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.

4. PRODUCT LIFE CYCLE (CONTD.)
• Growth
• Later in 1992 the company launched Woodland brand and acquired winter boot
factory in Quebec , Canada to cater to the Canadian and U.S markets.
• In 1994 commissioned manufacturing plant for Reebok for export to U.S.A.
• In 1997 commissioned manufacturing unit for apparels , adding to the range of
Woodland product.
• In 2002 Woodland become a national leader in premium category shoes, apparels
and accessories.
• Later in 2007 total no. of exclusive showrooms targeted to touch the 200 marks.

5. PRODUCT LIFE CYCLE (CONTD.)
• Maturity
• Quality worth the money spent on Woodland shoe.
• Very trendy and fashionable.
• Long and durable.
• Padded layers to provided comfort.
• Decline
• Few years a back Woodland decided to open their store in Tier 1 and Tier 2 cities.
It opened a store each in the retail high streets of Jaipur and Udaipur, both well
known, well to do cities, but the store flopped. There just weren't enough buyer
and had to shut so Woodland decided to stay far away from smaller cities for few
couple of years.

6. Product Life Cycle Curve

7. 7 P’S OF WOODLAND SHOE
• Product: Woodland as a company finds out what customer need or want and
then develop the right product, with the right level of quality to meet those
needs now and in the future.
• Woodland shoe provide value to the customer. Woodland shoe gives their
customer what they want and not what the company thinks they want.
• Price: Woodland shoe is worth what customer are prepared to pay for it.
Woodland thinking of price as ‘cost’ to the customer helps to underscore why it is
so important.
• Pricing positions of woodland shoe in market place is the more they charge, the
more value or quality customer is expecting for their money.

8. 7 P’S OF WOODLAND SHOE
• Place: Woodland shoe outlet where customers buy a product, and the means of
distributing their product at that place, is very appropriate and convenient for the
customer. Woodland shoes are available in the right place, at the right time and in
the quantity, while keeping storage, inventory and distribution costs to an
acceptance level.
• Promotion: Woodlands shoe promotion is the way in which company
communicates what is dose and what in can offer customer. It includes the
activities such as branding, advertising, PR, corporate identify, sales management,
special offer and exhibitions. Promotion must gain attention, be appealing, tell a
consistent message gives customer a reason to choose your product rather than
someone’s else.

9. Promotion

10. 7 P’S OF WOODLAND SHOE
• People: The people in this context are the management, employees of the shop
who have to be well trained so that the customer feels friendly to come again for
shopping, and also the customers are people.
• Process: The process of giving a service, and the behavior of those who delivers
are crucial to customer satisfaction. Customers are not interested in the details
how your business runs. What matter to them is that the system works.

11. Marketing information system
• Marketing research : It helped to solve the specific marketing problem of the
woodland company i.e. 1 Tier and 2 Tier did not accept the product when it was
launched.
• Marketing decision support system : Woodland has always been an outdoor and
adventures brand with close association with nature and environment . By
changing over its entire range of shoes and apparel quality eco-friendly product.
• Marketing intelligence : Woodland is planning to invest about Rs.10 Crore to set
up three new plant and to double there production capacity to 20000 shoes per
day..

12. 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.

13. SWOT ANALYSIS
• 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 marker 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.

14. SWOT ANALYSIS
• 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

15. Ad about quality