This document provides an overview of Woodland Co. Ltd., including its history, operations, and products. It was established in 1960 and has since expanded to include leather tanneries, shoe manufacturing facilities, retail stores, and exports. Woodland launched its own shoe brand in 1992 and has grown significantly, reaching annual sales of $50 million through a network of stores and retailers across India. The document also profiles Aero Club Shoes, the manufacturing arm of Woodland, outlining its facilities, production capacity, and clientele.

1. 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-AEROCLUB SHOES. NEW DELHI
• BALANCE SHEET OF AERO CLUB GROUP OF COMPANIES.
3. BLACK showroom-A PROFILE
4. MARKETING MIX STRATEGY
• MARKETING MIX STRATEGY OF WOODLAND SHOES
• PRODUCT STRATAEGY
• PRICE STRATAEGY
• PROMOTION STRATEGY

2. 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

3. CHAPTER-1
• INTRODUCTION
• OBIECTIVES
• SCOPE OF THE STUDY
• METHODOLOGY
• PROFILE OF THE STUDY AREA
• LIMITATION

4. INTRODUCTION:
Today, footwear has become a part of our life. From Kids to old ones
everyone wears footwear. Footwear is the protective wears of foot of men and
women. Usually make out of leather with a stiff or thick sole & generally reaching
no higher than the ankle.
In olden day’s footwear were prepared of wood & leather. Although
sandals were the most common footwear in most early civilization, shoes were
also born during 1600-1200 BC in Mesopotamia.
For example, soft shoes were introduced by mountain people on the border
of Iran who ruled Babylonia during that time. This first type of shoe was a simple
wrap around leather, with the basic constructions of a moccasin held together on
the foot with rawhide lacing. Gradually this design was improved upon and
assumed many variations. Moccasins sandals and simple boots were prevailing
types of footwear almost until the middle ages.
In earlier days people were using footwear as a protection for foot. But
now a day with respect to changes in culture, living standards, taste,
westernization the buying habits in case of footwear is fast changing and
consumers also buy footwear to express their life style, status etc rather than
protection.
Earlier India footwear industry ;was a seller’s market, but now it has
become buyers market. with the invention of new designs and innumerable

5. competitors entering the market, the Woodland shoes Ltd, is also facing some
problems.
At this juncture it will be vital to know what kind of marketing mix strategy
Woodland shoes Ltd... is following for its products. Identification of problems and
then finding solutions to the problem is the first step in research As a result three
is a need to study the problem and also to give ;suggestions to improve further
sales.
OBJECTIVES:-
1 To study the present status/role of the company in the Indian Market.
2 To know the consumer, tastes and preferences while purchasing
footwear.
3 To study the factors which influence on consumers in making the choice
for a particular brand of footwear.
4 To analyze about the promotional aspects.
5 To assess the Market share.
6 To study the marketing activities of Woodland shoes Ltd.
7 To learn about the Impact of Pricing.
8 To make suggestions to Woodland shoes Ltd... to improve their sales.
SCOPE OF THE STUDY:-
The present study covers covers the marketing of woodland shoes in
shimogha city. It covers marketing strategy adopted by the company and also
consumer attitude towards product, pricing and performance of the product.
METHODOLOGY:-
The required date are collected from primary sources regarding the
products, distribution channels, promotional techniques and the pricing adopted

6. was obtained through discussion with marketing persons and through field survey
by administering Questionnaire to the selected samples.
Secondary sources have been collected from published sources like
Magazines, Newspaper, and Company brochures, Annual reports and information
get by having an informal talk.
PROFILE OF THE STUDY:
shimogha is a commercial city, which constitutes total population of about
3 lakhs. It is a big business center with well established educational institutions.
Majority of target customer is businessman and students. Hence the study was
conducted in different locations of shimogha to know the consumer response
toward footwear.
LIMITATIONS:
• Because of time constraint, the study is limited to 50 consumers only.
• Lack of consumer’s awareness about different varieties of products.
• Fast changing taste and life style of consumers.

7. CHAPTER - 2
WOODLAND CO. LTD. –A PROFILE
• HISTORY OF THE COMPANY
• CENTRAL SERVICE
• OVERSEAS OPERATIONS
• DOMESTIC OPERATION
• WOODLAND DISTRIBUTION
• company profile-aero cwB shoes. new DELHI
• BALANCE SHEET OF AERO CLUB GROUP OF COMPANIES. WOOD LAND

8. HISTORY OF THE COMPANY:-
1960- Started as a small shoe manufacturing company.
1960- Acquired first retail outlet in Prime Location in NEW DELHI
1965- First export of complete shoes from INDIA
1968- First fully mechanized (GERMAN) Shoe plant
1970-Beginning of RUSSIAN export on Regular Basis

9. 1972- First Leather Tannery in MADRAS
1978- Huge expansion in shoe upper manufacturing capacities to Cater to
Growing RUSSIAN market.
1980-Second Leather tannery JALANDHAR
1984- First Indian COMPANY to set up trading officer in U.S.S.R
1986- Expanded retail shoe stores in DELHI
1988- First Protocol with the Government of U.S.S.R. Large scale Expansion in
Leather Industry ;in former U.S.S.R
1990- First Turn – key contract for USI 78 million signed with U.S.S.R Government
for setting up leather Industry simplex in KHAZAKISTAN, has to he abandoned
due to force- Majored conditions: collapse of U.S.SR.
1992- LAUNCHED (Own Production) shoes for INDIAN domestic Market for the
first time.
1993- Launched “WOODLAND” Brand and finalized distribution Network . Setup a
subsidiary company in CANADA and acquired a shoe manufacturing factory in
Quebec to serve NORTH AMERICAN MARKET.
1994- REEBOK manufacturing plant commissioned for export to U.S.A.
1995- Developed concept for “ WOODLAND” concept stored with U.K. based
Design Company
1996- Expanded complete shoe manufacturing facilities to meet Growing demand
of “Woodland shoes”.
1997- Introduced “WOODLAND” Apparels set up manufacturing Facilities.
1998- Continuous expansion of “WOODLAND” concept stores.

10. 2000- Robust present in the premium retail market, with 100 Exclusive stores, 50
Distributors and 3500 retailers Operating in the domestic market worth Rs. 100
crores, with Exports division contributing additionally to the tune of RS. 20 crores.
2002- WOODLAND becomes a National Leader in premium Category shoes,
apparels and Accessories. Started sourcing operations from South East Asian
Countries. Opened office In CHINA & HONGKONG facilitating the heavy domestic
demand for new product & development.
2004- Pony’s exclusive stores increase to 150 globally
WOODLAND:
Introduced concept of country stores and enters home furnishing sector
also. Plans Ahead to International Franchise operations. Annual turnover
registered to USD 50
AERO:

11. “FROM RAW HIDES TO RETAIL”
Aero club shoe manufacturing activities are fully integrated with in house
facilities.
• Tanneries
• Clicking dies manufacturing.
• Shoe upper manufacturing
• Unit sole in Leather, Rubber.
• Fully mechanized Italian, Korean, Taiwanese, and plants for complete
shoes.
• Packing, Manufacturing.
• Distribution & Marketing
• Retailing shoes & Apparels through woodland concept stores.
AERO :
CENTRAL SERVICE
DOMESTIC EXPORTS OVEREAS
OPERATIONS

12. CENTRAL SERVICES:
• Corporate strategies
• Finance & Banking
• Audits & Accounting
• Taxation , Excise (VAT)
• Personnel ,staff Welfare,
• Technical ,Electrical ,Mechanical ,Machinery ,
• Maintenance spares etc.
• Product development – shoes and Apparels
• Public relations & Government Liaison
• Stores (components , Materials)
• Shipping (Export & imports)
• Real estate’s management.
OVERSEAS OPEATIONS:
CANADA: large winter Boots factory in Quebec quality.
• High quality uppers from AERO , New DELHI
• Lasting / Finishing in Quebec using American Lasts / Soles / Fitting-
Marketing in USA? CANADA
(Specialty in winter boots and Woodland typ[e casual shoes)
Volume 2000-100 K Pairs.

13. CHINA & HONKKONG: Sourcing Operation from South-East Asia.
Representation: To serve European exports; Germany , France, Italy.
WOODLAND (Advertising & sales Promotion)
• Oil Pull up Leather , TRP soles & In-Built comfort Engineering
Introduced to Indian market for the first time
• Target Audience Young 14-26 Years
Price Premium 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 , star TV, MTV , BBC , SAHARA TV , Sony TV,
Zee TV .
• Point of sales merchandise & standardized , window display system.

14. • 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 fine synthetic Fur fabric for
shoe lining , stuffed toys and other applications.
High Technical Japanese and Italian Plan. Manufacturing up market knitted
Garments in Cotton, Acrylic & Wool.
OEM Supplier to Woodland, Benetton , BATA & Other Prestigious brands /
stores.
Woodland Apparels Manufacturing facilities.
WOODLAND DISTRIBUTION:-
Started in 1992 Woodland Shoes Have created ka niche for itself with the
up-market discerning clientele. In a recent study of India’s top brands in the
consumers & service Industry , “Woodland” shoes have been rated number two
next to Bata , who by their sheer size & Longevity had a first recall valve.
Woodland shoes with a small turn a over of Rs. 7.7 million in 1992 have
crossed Rs-1000 million during the fiscal year 1999-2000 and is poised for steady

15. growth of nearly 20% every year. On the marketing strategy WOODLAND has
been segmented in two brood categories.
• Wholesale distribution.
• Retailing through Woodland concept stores.
Woodland was introduced to the Indian market in 1992 primarily via
wholesale distribution network and couple of Aero Club owned shoe retail stores.
Today the wholesale distribution is service by a network of 50 distributors
covering the entire country. Practically every good shoe store in all metropolitan
major towns are retailing WOODLAND shoes. Wholesale distribution accounts
are nearly 20% of the Woodland’s turnover of US / 50 Million.
Aero Club with on initial success of WOODLAND shoe relating through
couple of stores in DELHI decided to develop the WOODLAND concept stores
and engaged a V.K. based firm of retail stores designers who after studying the
various locations and Indian retail scene developed concept stores. Today , Aero
Club have WOODLAND Stores in every major city of the country started with two
stores in 1992-93, accounting for less that 3% of garnering 60% of the turnover of
US 50 million. Fiver new stores are planned for 2005, which will be major stores
of 2000 sq feet selling concept furnishing, adventured trekking gear and
woodland lifestyles.
Wholesale distribution and retailing of WOODLAND shoes and apparels are
regularly supplemented by other marketing supports in the print and audiovisual
media, event sponsorship and specific schemes to maintain the brand

16. 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 of lifestyle products for over forty years. The group
with about 2000 employees located at its various offices all over India.
Every manufacturing units is well equipped and mechanized plant, having
very good infrastructure, top of the line machines like CERIM, CHENG FUNG,
FALAN, etc., and each facility has its own speciality e.g. one of over factory is
solely engaged for making BOAT SHOES ( winter as well as summer). Another one
lug unit is devoted for producing rubber and EVA jogger (Men and Women) shoes.
This unit has own rubber molding plant, which gives the frequent supply of
different kind of soles. There is one unit , which is producing high fashion ladies
shoes/sandals/hoots (M/c made and handmade both). Two units are engaged for
stuck on ladies and gents shoes. One unit is exclusively producing shoes for
children.
The company has ka tannery each at Jalandhar and Madras which meet
most of the requirement of upper leather that is not manufactured by them
which is procured from outside sources including overseas.
The company has current consolidated annual production capacity of 1.5
million pair shoes. Full facilities for TRP/leather sole manufacturing exist in-

17. house. Although, a good number of soles are sourced from European companies
to keep us with the seasonal/specific market trends. The footwear is
manufactured for ladies, gents and children range in all age groups. In addition to
exports to Europe and children range in all age groups. In addition of our
“WOODLAND” brand footwear are through 150 exclusive show rooms and over
2000 other prestigious stores all over India. The total annual sales amount to 50
million US Dollars.
We are regular supplier to some of the leading brands in Europe/USA like
JELA SCHOH, BAUR-VERSANO, KARSTADT Germany, GROUPE ANDRE, CARRE
FOUR, AUCHAN, SIPLEC France, GAP, TODD WELSH –USA, combined trading
(Bruit) U.K, HUSH Pulppies-Singapore, etc.
Our Address is: ;
AERO CLUB SHOES
Gurdwara fRoad,
Karol Bagh
NEW DELHI – 110 005 (INDIA).
Tel No: 0091-11-51546474/25782900
Fex No: 0091-11-25755200
Email: aeroshoe@de13.vsnl.net.in
Contact Person: Mr. HANKIRAT SINGH/ Mr. AMOL

18. Supplier : AERO CLUB SHOES
Gurdwara Road, Karaol Bah,
New Delhi – 110 005, INDIA.
Established (Yea): 1956
Management: Partnership Firm (Mr. Autar
Singh And Mr. Hartirat Singh)
Turnover per annum : US $ 50 Million
Export percentage : 20%
Product Line : Footwear for exports
Footwear for the domestic maarket.

19. Setup:
UNIT
NAME
NO. OF
EMPLOYEE
FACTORY
SIZE
PRODUCTION
CAPACITY
PRODUCTION
STRENGTH
MACHINVERY
Aero
Club
131 10.000
Sqft
30000 P.M Ladies shoes
and hoots
Imported
Aero
ClubII
150 50.000
Sqft
30000 PM Jogger and
sports shoe
Imported
Good
Luck
125 10.000
Sqft
25000 Children
shoes/sandals
Imported
Casuals 135 12.000
sqft
30000 PM Casual shoes Imported
SOCIAL AUDIT BY:
Carrefour, France/GAP,USA.
Countries and Approx Business:
MAIN BUYER’S NAME COUNTRY APPROX
Andre, Quelle, Casio and
Auchan
France 20,00,000
Gap, Todd Welsh USA 15,00,000
Baur – Versand Germany 10,50,000
JDWilliam’s Wrangler UK 20,00,000
BRAND OWNED:
Karol Bagh, southeast Sasrojini Nagar, Kamal Nagar, Gurgoan.
Visit at: www.woodlandworld wide. Com

20. NAME OF MACHINERIES MANUFACTURES NAME
Counter Molding M/c Jorielli
joe lasting M/c Cheng fung
Seatg lasting M/c Jorielli
Heat Setter Cheng fung
Souring and roughing M/c Jorielli
Sole press – I 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
Zuki
High beam clicking M/c Forielli
Heal Traucler Forielli

21. 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

22. PROFILE OF BLACK SHOWROOM :-
PROFILE OF BLACK Showroom :-
Due to brand consciousness amongst the citizens of towns such as
shimogha new store of foot wear was opened by the name “ BLACK SHOWROOM
”i.e,pooja footware pvt.ltd. sitiuated in Nehru road,shimogha. The proprietors of
this firm are Director Mr. Raj Lalwani and Mrs.Vandana Lalwani. , Who have
started this firm with the intension of giving the people of the town major brands
such as WOODLAND, FILLA, LOTTO, BATA and many other domestic and
international brands Keeping an eye on both economical segments of the
response of WOOD LAND shoes which is mainly use for hiking, trucking, and
adventures purposes in everywhere.
As shimogha is a hill station area the customer’s response towards
WOODLAND foot wear is very astonishing.
ORGANISATION STRUCTURE AND STAFF PATTERN:
At present black showroom show mart is having centralized organizational
structure as it is having a very small workforce. The main job of the workforce is
to sell the product to customers.
PRICING:
As company fixes the price for their products and retailers while selling it
cannot change. The price of the woodland shoes is uniform throughout the
country but retailers can offer discount from 10%-50% to customers depending
upon the demand for the products when discount sale is offered every year to
clear the stock.

23. COMPETITORS:
The main competitors of the BLACK SHOWROOM IS NEW DELUX AGENCIES,
is situated near by the BLACK SHOWROOM.
STOCK MAINTENANCE:
black showroom normally maintains the stock for 4 weeks so that
customers should not feel the should not feel the shortage of footwear design in
the shop. black showroom maintains the stock properly and places the order
with distributor according to their requirements.
ADVERTISING:
In today’s market Advertising plays an important role in influencing the
customer’s decision to buy the products. Today customers are very selective and
advertisement create the awareness about the product to the product to the
targeted customers.

24. CHAPTER - 4
MARKETING MIX STRATEGY
MARKETING MIX STRATEGY OF WOODLAND SHOES
• PRODUCT STRATEGY
• PRICE STRATEGY
• PLACE STRATEGY
• PROMOTION STRATEGY

25. MARKETING – STRATEGY
MEANING AND DEFINITION OF “MARKETING STRATEGY”:
Meaning:
Goods and services do not move automatically from the makers to the
users. There is a definite mechanism that brings about exchange of goods and
services against money or money’s worth for the mutual benefit-namely,
satisfaction to the consumers and surplus to the producers as manufacturers.
Marketing is the belt that connects the two major which of any economy namely
producers and consumers. Marketing is the creation of utilities as goods and
services get value added by the time they reach the consumers. That is why in
economic jargon “Marketing” refers to “all the activities involved in the creation
of place, time, possession and awareness utilities”.
Marketing strategy is the heart of marketing plan.
The concept of strategy usually comes from two planes. We have a grand
strategy or corporate strategy leading with company mission and company
mission and company objectives. Grand strategy is the integrating map that

26. charts the development and use of resources to meet the challenges or goods as
goods as well as functional objectives.
Marketing strategy is the functional strategy it is related to marketing as
one functional real of business the corporate strategy plan is the master’s
company plan that provides guidance to all managers about the direction in which
the firm wants to go and the position it wants to active.
The strategic plan sets the boundaries for all other functional planning.
Functional objectives are developed from company objectives.
So, marketing strategy is a consistent appropriate and feasible (possible)
set of principles though which a particular company hopes to achieve its long-
term customer satisfaction and profitability objectives in a particular competitive
environment.
Definition:
According to “Philip Kottler” the ideal marketing strategy would achieve
optimum utilization of all the resources of the firm.
According to American Marketing Association (Committee on Definitions)
“Marketing includes all those activities having to do with effecting changes in
ownership and possessions of goods and services. It is that part of economics
which deals with the creation of time place and possession utilities and that phase
of business activity through which human wants are satisfied by the exchange of
goods and service for some valuable considerations”.
Objectives of the marketing:
Though the end of all marketing activities is the satisfaction of human
wants, and to derive profits there from the following are the most significant
objectives of modern marketing. These
are:
• To Apply Effective and Intelligent Modern Marketing Policies,
• To Develop the Market Field.

27. • To Develop and Implement Guiding Policies for Better Results.
• To suggest solutions by Studying the Problems Relating to Marketing.
• To Find Sources for Further Information Concerning the Market
Problems
MARKETING MIX STRATEGY OF WOODLAND SHOES:
Marketing mix strategy has four components:
• Product strategy
• Price strategy ;
• Promotion strategy
• Place strategy.
All four elements of marketing mix are essential to the overall success of
the firm.
1.Product Strategy: Product is the core of marketing. It is the sum total of the
physical and psychological satisfaction it provides to the buyers. It is the first and
most important variable in marketing mix of the firm.
2.A product mix is a combination of attributes such as color, size design,
appearance, material, quality, performance, utility etc. These combinations of
attributes attract the customers. Therefore, a product is a bundle of all kinds of
satisfaction of both material and non-material kinds ranging from economic
utilities to satisfaction of a social psychological nature. The product mix of ;a firm
has 3 main characteristics namely width, depth and consistency.
• Width of the product mix refers to the number of items in each product
line.
• Depth of the product mix refers to the each product line.
• Consistency of the product mix means how closely related to various
product lines are in the use. Production requirements, distribution
channels or some other way.

28. PACKAGING:
According to Professor Philip Kotler, “Packaging is an activity which is
concerned with the protection, economy convenience and promotional
considered”. It is the general group of activities in designing the containers or
wrapper for the product.
Packaging policy of the firm is to fill the footwear wrapped in a attractive
polythene cover, where every pair will be again packed in small boxes made out
of thin cardboard, then the boxes will be dispatched in big cardboard boxes. The
company is famous ;for the boxes in which shoes are kept, as they are very
attractive and good-looking.
BRANDING:
According to American Management as Association. “Brand is a name
symbol or a design or a combination of them which is intended to identify and to
differentiate from those of the competitors”.
The company believes handing of products is of strategic and increasing
importance. It is a means of identification, which also provides trade and legal
protection. The company considers it as massive asset.
The company products are branded under company brand name
“woodland”, which is original and which is short and sweet satisfying all the
requisites of a good brand name.
2.PRICING STRATEGY:
Pricing is an art of translating into qualitative terms (currency) the value of
the product or a unit of service to customers at point of time. Pricing is a
managerial task that involves establishing pricing objectives, identifying the
factors governing the price, ascertaining their relevance and significance,
determine the product value in monetary terms, formulations of price policies
and the strategies, implementing them and controlling them.

29. Pricing is an element of uncertainty to only a certain extent, in concerning
to the product of woodland enterprise, because their will not frequent change in
the cost price of leathers and non-leather. Woodland Company still believes in
value of money to customers, which means a lot of different income groups of
society.
PRICING STRATEGY INVOLVES THE FOLLOWING ISSUES:
A.Discounts:
Regular discounts is not allowed, because not much profit margin is
involved in selling price, and discount allowing creates as assumption for
customer’s that selling price involves, high percentage of profit. The discount
allowed is of 4% on above Rs. 1000 worth of metal products, sold by woodland
enterprises.
A.Credit terms:
The model of payment which woodland shoes allows is either payment in
cash or in terms of credit only to the known customers. Credit is allowed to the
customer for a period of one or two some times it is for there to four weeks i.e.,
one month, depending on the customers reputation and regularity. This credit
facility is also given to those customers who have purchased in bulk.
3.PLACE STRATEGFY:
Place or the location plays an important role in marketing strategy adopted
by any businessmen.
LOCATIONAL ADVANTAGE:

30. shimogha is a medium sized city with all types of people engaged in various
activities. It is also called Distribution mix it is an important marketing mix
strategy as it undertakes to make the product available to target customers.
Distribution is an important function of marketing between the producer and
consumers.
It stands for making arrangements for the smooth flow of goods and
services from the producers to the consumers. It covers the channel of
distribution and the physical distribution including transportation, warehousing
and storage, financing and handling of the product.
4.PROMOTION STRATEGY:
The strategy, which is undertaken to increase or efforts made to improve
demand and sales of products of a firm are known as promotional strategies.
Advertising is one of the major promotional tools.
The promotional tool which the firm or a shop adopted is the mouth. The
proprietor himself explains the uniqueness, features and advantage of the
product to the customers. He makes an effort to convince the customers about
the product offered, so as to give them maximum satisfaction. Because satisfied
customer is permanent asset and advertisement.
Woodland Company offers good packing box and covers tissue papers for
the customers when they purchase the shoes. Creates a ‘black showroom’ good
environment to the customers so that the customers feel relaxed and comfortably
to explain their needs.
Also celebrates customer ‘black showroom’ customer’s days on ugadi pooja
gifts are given to the customers to express gratitude. It is ‘Thanks-giving’ day to
the customers. Enterprises put lots of efforts to maintain the good and mutual
relationship with customers.

31. `CHAPTER - 5
PRODUCT MIX STRATEGY
• PRODUCT PROFILE
• ABOUT THE PRODUCT
• SIZE REFERENCE CHART FOR MEN

32. PRODUCT – PROFILE
The product is the most important element of the marketing mix. In fact
the product is the starting point of all marketing services. The other marketing
efforts will become useless the nature of the product intended for sole is
determined and the policies pertaining to the product are properly decide.

33. The term ‘product’ covers the shape, design, packaging, banding, the
product range, and the size, the utility of the product and the guarantee and
service accompanying the product.
Footwear has been classified into three types viz., leather footwear, partly
leather footwear and non-leather footwear. The leather footwear has been
defined as one which has an upper, made fully out of leather irrespective of sole
leather or otherwise; partly leather irrespective of sole leather or otherwise;
partly leather footwear as one which has pieces of leather on its upper
irrespective of sole leather or otherwise and non leather footw3ear is the one
which is totally made out of non leather material.
Footwear is often classified by its intended use. Street shoe, for example
tend to foot good support to have a heel designed for extensive walking and to be
conservative in style.
ABOUT THE PRODUCT:
India’s largest online shoe store brings its exclusive collection of footwear
to Rediff, (Bigshoebazaar).
These Top quality Woodland shoes are made of premium. Leather
developed by woodland for high resistance and durability. The sturdy sole adds
life to this excellent , product, making it durable even in toughest conditions.
These handstiched shoes are bonded with the toughest threads that stand by
woodland’s high quality standards.
Extremely sturdy, long lasting and comfortable truly the mark of a
Woodland
Each shoe is available in sizes 6 to 10, packed in Woodland boxes.

34. 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 usually ships in 4 working days.
payment methods accepted by the company:
5 monthly installments (available on CITI bank credit carad only)
Credit card: VISA/Master card/American express/Citibank diner.
Cheque: (Net banking) ICICI band. com/HDFC bank direct pay/Federal bank –
Fed net/IDBI Bank, net banking / Centurion bank epay /ITZ cash / UTI bank /Bill
junction.
CHAPTER – 6
SURVEY ANALYSIS

35. • ANALYSIS AND INTERPRETATION OF DATA.
• CONSUMER SURVEY ANALYSIS.
ANALYSIS AND INTERPRETATION OF DATA

36. The main objective of consumer survey is to understand the attitude of
consumer towards woodland shoes.
Consumer opinion is very essential and valuable in each and every market is
just like an umpire, customer satisfaction or non-satisfaction should take into
consideration in customer survey.
100 respondents were selected or satisfied random sampling basis for
conducting the survey. This type of survey analysis is helpful to understand the
customer preferences, their income group, occupation, range, brand etc.
The survey and interpretation of data collected from consumer is presented
as follows. Appropriate tables and charts were used to present the reaction of
the respondents.

37. CONSUMER SURVEY ANALYSIS:
TABLE-1
CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX:
SEX NO. OF
RESPONDENTS
PERCENTAGE
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
RESPONDENTS
PERCENTAGE
Below 20,000 34 34
20000-50000 18 18
50000-70000 10 10
70000 7 above 38 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
RESPONDENTS
PERCENTAGE
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.

39. TABLE-4
FACTORS MOTIVATED TO BUY WOODLAND SHOES:
FACTORS No. Of
RESPONDENTS
PERCENTAGE
Price 58 58
Good quality 20 20
Outlook and design 8 8
Advertisement 2 2
Brand image 8 8
Quality/outlook/brand
image
2 2
Quality/outlook/brand/price 2 2
Good quality/ brand image 100 100
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

40. OF RESPONDENTS
Durable 22 22
Comfort 52 52
Moderate 2 2
Prestigious 10 10
Durable/comfort 2 2
Durable/comfort/prestigious 2 2
TOTAL 100 100
TABLE-6
OPINION ABOUT WOODLAND SHOES:
OPINION No.
OF RESPONDENTS
PERCENTAGE
Durable 22 22
Comfort 52 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

41. 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
RESPONDENTS
PERCENTAGE
6 months – 1 year 18 18
1-2 years 20 20
3& above 10 10
Not used 44 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 respondents haven’t used to
woodland shoes.
‘
TABLE-8
OPINION ABOUT THE PRICE OF WOODLAND SHOES:

42. OPINION No. Of
RESPONDENTS
PERCENTAGE
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
RESPONDENTS
PERCENTAGE
BLACK SHOWROOM 82 82
NEW DELUX AGENCIES 16 16
Others 2 2
TOTAL 100 100

43. 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
RESPONDENTS
PERCENTAGE
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.

44. TABLE-11
OPINION REGARDING THE SERVICE SATISFACTION ON WOODLAND DESIGN:
OPINION No. OF
RESPONDENTS
PERCENTAGE
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
RESPONDENTS
PERCENTAGE
Price Satisfied
Not satisfied
48
50
48.98
51.02
Quality Satisfied 48 96.55

45. Not satisfied 2 3.45
Design Satisfied
Not satisfied
54
6
90
10
Durability Satisfied
Not satisfied
52
6
89.66
10.34
From the above table it is clear that customers 97% satisfied by the quality of the
woodland shoes brand and 3% not satisfied 90% of the customers are satisfied by
the design of the product and 10% are not satisfied 48.98% of the respondents
are satisfied by the price and 51.02% are not satisfied 89.66% of the respondents
are satisfied by the durability of the product and 10.34% are not satisfied
CHAPTER – 7
SUGGESTIONS AND CONCLUSION
• FINDINGS
• SUGGESTION

46. • CONCLUSION
MAJOR FINDINGS :-
• Out of the total respondents surveyed, majority of the respondents are
male.

47. • During the survey it is found that, majority of the respondents are
belonging to income group of 70,000 and above.
• Out of 50 respondents, 92% of respondents have agreed that they use
Woodland shoes
• Out of total respondents surveyed, 58% of the respondents are motivated
by outlook, 8% by advertisement and 2% by brand image of the product.
• Out of total respondents surveyed, majority of respondent’s i.e. 40%
opined that they become aware of the product through friends and
relatives.
• 52% of respondent’s i.e. 44% have opined that they are using woodland
shoes for above 3 years and 8% have opined that they are not using wood
shoes.
• Majority of the respondent’s i.e. 56% are having the opinion that the price
of woodland shoes is high.
• Out of the total respondent’s i.e. 46% have opined that woodland design is
good, 2% is bad and 30% of the 30% of the respondent’s opinion is
excellent.
• Majority of the respondent’s i.e. 97% are satisfied by the quality of
woodland shoes brand.
SUGGESTION:-
1.Price:

48. Almost all the consumers complain that the prices of woodland shoes are
very high not reaching the mark of customer’s expectation. So, the price should
reduced so as to increase the sales and profit of the company.
2.Quality:
Although the footwear of woodland shoes is generally ranked high as to
their quality, it is necessary to maintain and even improve the quality of the
product.
3.Design:
Though consumers are satisfied with the durability of the product they
need more designed and colours. There should be increase in tech verities of the
products so that a good number of customers are attached both male and female.
Because majority of the population in the region is relatively young and are in the
high consumption stages of life.
4.Advertisement:
Though advertisement is the only media through which majority of the
customers became aware of the product but from the survey it was found out
that advertisement is not sok effective and informative and also it doesn’t reach
more number of people. So, more and more advertisement must be given in
television by increasing the frequency of advertisement and the colour
advertisement should be used for newspapers so that the customers will be
aware of all the products, which exist in the market, and the new product, which
will be produced by the company.
5.After sales services:
Almost all of the respondents are satisfied with the services rendered by
the dealers.

49. 1.Still the dealers should improve their marketing as well as after sales services to
meet the needs and taste of consumer demands.
2.Periodical survey of market from the company is necessary to know the
changes in.
3.Attitudes of consumers and reason for dissatisfaction if any.

50. CONCLUSION:-
With the help of the survey conducted, the following conclusion can
be made:
• There exists enough potential market for woodland shoes in
shimogha city.
• Most of the respondents have the opinion that woodland shoes Ltd.,
Supplies quality products. So, the quality is good.
• Most of the customers are of the opinion the prices of woodland
shoes are high so prices should be brought down.
• The majority of shoe occupied by woodland shoes Ltd. in the market
depicts that woodland enjoys higher reputation than the other
manufactures in the market.

51. QUESTIONNAIRE
Dear Sir/Madam,
I am a students of N.E.S.-Institutue Of Advanced Studies, studying in
final year BBM for the academic year 2011-2012. For the partial fulfillment of my
course, I am conducting the survey on the “WOOD LAND FOOT WEAR”, to prepare
project report. I request you to spend few minutes for me and fill in the below
mentioned questions in the questioner.
The information provided by you will be used only for academic purpose. I hope
you will co-operate for this.
• Name: ________________
• Address: _______________
contact No:-
• Age: ___________
• Sex: ___________
• Male
• Female
• Occupation: __________
• Annual Income (Rs)
• Below 20,000
• 20,000-50,000
• 50,000-70,000
• 70,000 & Above

52. • Which company foot wear do you prefer?
• BATA
• WOOD LAND
• PARAGON
• LIBERTY
• Are you a woodland buyer? YES/NO
If yes state reason: _____________________
If no state reason: _____________________
• What do you think of woodlands range of products?
• High
• low
• Moderate
• What motivated you to purchase woodland products?
a)Good quality
b)Price
c)outlook & design
d)Advertisement
e)Brand image
11. How did you come to know about woodland shoes?
a)Friends/Relatives
b)Advertisement
c)Showrooms
d)Other specify
12. What factors do consider while purchasing woodland shoes?
a)Image
b)quality
c)price
d)Guarantee
e)All
13. What is your opinion about Woodland shoes?
a)Durable
b)Comfort
c)Moderate

53. d)Prestigious
14. For how many years you have been using woodland shoes?
a)6 months-1 years
b)1-2 years
c) 2-3 years
d) above 3 years
15. In which shop you wish to buy the footwear?
a)BLACK showroom
b)NEW DELUX agencies
c)Other Specify
16. What is your opinion about the price “BLACK showroom”
a) High
b)Low
c)Moderate
17. Are you satisfied with the service provided by the dealers.
a)Satisfied
b) Not satisfied
18. What is your opinion on woodland designs?
a)Good
b)Bad
c)Better
d)Excellent
19. Are you satisfied with the following woodland shoes.
Price Quality Design Durability
Satisfied
Not satisfied
20. Any suggestion:
Date:
Place:
Thank you for you kind co-operation

54. YPUR’S SINCERELY
• UDAY C.
• BIBLIOGRAPHY
MARKETING MANAGEMENT – PHILIP KOTTLER
MARKETING MANAGEMENT – SHERLEKAR
BUSINESS STUDIES – B. S. RMAN
WEBSITE: -
www.woodlandworldwide.com
www.google.com
www.wodlandshoe.com
www.bigshoebazar.com
COMPANY ANNUAL REPORTS
COMPANY BOOKLET
COMPANY BROUCHERS