Brand group

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

Brand Management Project Report Group – 6 Sec – D2E

Table of Contents
Table of Figures .................................................................................................................... 2
Table of Tables ..................................................................................................................... 3
Introduction: ......................................................................................................................... 4
Birth of Woodland: ............................................................................................................... 4
Journey of Aero Shoe Company ........................................................................................ 4
Mission of the brand: ......................................................................................................... 5
Woodlands growth and expansion since its birth: ............................................................... 5
Brand 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 ................................................................................ 10
Winning 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: .......................................................................................... 13
Few 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: ...................................................................... 14
Road ahead as per the Managing director: ........................................................................... 14
Team‘s suggestions to Woodland strategy ........................................................................... 15
References .......................................................................................................................... 17

Table of Figures
Figure 1: Current Product portfolio of Woodland [3] ............................................................... 7
Figure 2: Billboard of Woodland shoes [9] ........................................................................... 10
2

[15]
Figure 3: WOODLAND and UNICEF Partner for Safe Drinking Water ......................... 11
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Figure 4 Woodland - "Inspired by Nature" .......................................................................... 12
Figure 5 Altered Point of Purchase ...................................................................................... 17
Figure 6 Conventional point of Purchase ............................................................................. 17

Table of Tables
Table 1: Change in brand logo over years and product offerings ............................................ 8

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Introduction:
[1]
Indian shoe market is one of the most dynamic markets in the world . India's
production capacityis second only to China. There are different valuations about the present
Indian 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 shoe
market is traditionally price driven and is dominated by unorganised sector, which makes
entrance and exit barriers high and also making market more volatile and unattractive. The
organised shoe market is dominated by Bata with a market share of 35-40%.

Woodland‘sparent company, Aero Shoe Company was operational asasmall
manufacturing unit in Delhi as early as early 1950-60. Woodland‘s plant as on date is still
scattered across the geographic of India. Woodland today has over 300 company owns
company operated stores across 50 cities in India and covers a total retail space of around six
lakh sq.ft. The average size of a Woodland store is 1,500-2,000 sq.ft. Woodland is one of the
home 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 the
brand was initially launched to target only a set of niche customers segment of the shoe
market, customer that were looking shoes to support their longing for adventure. Let‘s
explore a bit more of the Aero group before we narrow down to Woodland.

Journey of Aero Shoe Company
1950-60: Aero Shoe Company started as a small manufacturing unit in Delhi. They were
among the first to export shoes to the U.S.S.R

1962: 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 parts
of north India.

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.
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In 1992, Aero Group launched Woodland[4] and it immediately caught the attention of
outdoor enthusiasts. It brought with it an innovative collection designed to provide rock
climbers, backpackers, hikers, trail runners, and outdoor lovers with the perfect tools to meet
nature‘s challenges. Soon enough the Woodland tree logo became synonymous with
adventure. And as the calendar turned towards the new millennium, Woodland kept
expanding its line of outdoor shoes, performance apparel, and equipment to cater to the needs
of those always reaching for the horizon.

Mission of the brand:
Woodland‘s definition of quality demands that any footwear and garment made
should be long-lasting and strong. It should also be as light as possible, supple, feel dry and
comfortable against the skin, and be easy to care for. It should be versatile and should
perfectly fit an active man, woman or kid. Environmental harm from manufacturing or
growing 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 Canadian
and 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 of
Woodland products. This is the point of first diversification in the history of woodland and
aero group. They entered into the apparels that added to the synergies of the brand and hence
created a gamete of products.

2002: Woodland becomes a national leader in premium category shoes, apparels and
accessories. It also started sourcing operations from South East Asian Countries. Woodland
opened offices in China and Hong Kong, facilitating the heavy domestic demand for new
products 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 that
it was serving. Its shoes expanded from casual footwear to formal and canvas footwear. Its
apparels diversified to cater to age limit of teenagers and middle aged people also though the
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core value proposition of serving active men and women was still there.


2011: Woodland today has more than 300 exclusive outlets in India. It also sells at 3000
retail shops and multi brand outlets. Woodland plans to open around 60 stores this year. Of
these, half of the stores will be opened in tier 2 and 3 cities. Woodland also launches kids
wear and Yoga collection in India this year. Woodland has also been aligning its business
values to make it a green company.

Brand Woodland:
Woodland started off as rugged high quality premium casual shoe demanding a
premium cost above Rs 1500. This segment remains its main focus from last 25 years.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. The careful branding
has 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 occupied
by players like Bata, Metro, Liberty and Khadims. Bata catered to formal shoes, Liberty had
a mix of both formal and informal shoes and sandals. Other two players were mostly in the
domain of sandals. The customer segment of rock climbers, backpackers, hikers, trail
runners, outdoor lovers and others seeking adventures were not well catered to, this is where
Woodland pitched itself in. At the time of launch Indian economy was in the process of
liberalization. The period was marked with increasing disposable income. Consumer‘s style
aspirations were influenced and amplified thanks to the satellite television boom. People had
enough money but were not able to find appropriate product to satisfy their needs.

Woodland was positioned as an everlasting shoe which can endure extreme conditions
and yet will be as comfortable as new thus establishing reliability with sophistication and
ruggedness aspects of the brand personality.

The early success of woodland in the opinion of AnupamBansal, then Executive
Director, Liberty Shoes Ltd, ``what led to Woodland's success was that they came up with
different styles and managed to make fashion statements.''

Woodland has now entered in the domain like apparels and other accessories but not
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alike other shoe makers into sports footwear and sports accessories.
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Woodland product portfolio:
Woodland on launch was Ruggedness &outdoorsy. Woodland still highlights its
product and rugged and outdoor shoes which is mainly used by adventurists. It assures
quality 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 footwear
for men. The initial advertisement which is still available on YouTube channel that is
maintained by woodland portrays the brand to be a shoe brand and is fit to be used for rough
terrain 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. Latest
launch of woodland brand was targeted to kids section[7]. It also catered to yoga in Indian
culture 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 around
Yoga.It was launched its apparel category in 1998, which is again a successful move and
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currently adding 50% of their revenues.The great outdoor apparel and footwear brand


Woodland has just launched its autumn/winter 2010 collection. The new collection is living
up to the expectation of style and adventure that is now synonymous with the brand. The star
of the winter collection is the jacket line. A comprehensive range of jackets from sleeveless
to reversible jackets, detachable jackets, seam-sealed water repellent, jackets et al, made of
cotton and synthetic material. To complement the winter look, Woodland offers its stylish
and 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 shirts
with kangaroo pockets. They are made out of brushed and sued fleece fabric for the warm
and soft hand feel. Special wash effects have been created giving a casual yet youthful look
to the garment in-line with the brand lineage. Sweaters have been knitted from a variety of
imported yarns extending a rich appealing look and warmth to the exhaustive range. The
styling constitutes basic plain to ribbed and cable structures. The entire collection comes in
colourful and vibrant range like white, pink, red, blue, brown, black, navy, olive, khaki, army
green. 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 time
to 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 that
women apparel and young explorer had much different logo when compared to the tough and
ruggedness of the original logo. The women apparel colour also matches to the taste and
preferences of that customer group. Though this has changed over the period of time but it
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always focus to describe the meaning and objective of the company as well as product i.e.
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toughness. Some of the recent offerings from this brand only carry the woodland tree rather
than 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 the
positioning was same rugged high quality premium casual shoes for the segment which is
style conscious. Woodland is positioned as a shoe delivering an integrated adrenaline rushing
adventure and not simply sports. It hit the cord with the adventure seeking consumers. It at
the same time is focuses on comfort and long life. Woodland product positioning has been
changing 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 all
customer 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 use
of any communication medium will not only waste the promotional money, it will also might
dilute the existing brand equity.

The communication platforms used by Woodland and the content of the
communication always has an exclusive look and feel to it. To understand the communication
strategy of Woodland, we need to understand the target customers of the Woodland.
Targetcustomer for Woodland is adventures and outdoorsy youth. Hence the Woodland
communication happens mostly on television. The selection of TV channel for
communication also plays an important role. Most of the Woodland communication via TV
occurs on TV channels that cater to viewers seeking knowledge regarding adventure sports
like hiking, river rafting, trekking.). College promotions, events in discos, tie-ups with sports
events, co-sponsorship of the Miss World Event, all got the brand desired mileage.Some of
the other mediums used for communication are outdoor hoardings, adventure clubs and
internet. The hoarding portray the tough and ruggedness of the brand.
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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 medium

Figure 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 a
gaming application on the lines of Farmville (an engaging gaming application) where a
person would be finding route through a trail and locate a Woodland shoe. It is to connect
brand and entertaining consumers as well. But the strategy is not working at all as the page
has 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 most
people conceive Woodland as a non-Indian brand. This perception can be attributed to use of
foreign models and locations in all their advertisements.Over a period of time the content of
communication 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. This
change in brand offering is not communicated through any media. Hence it can be concluded
that the brand woodland has not being utilizing communication channel at its disposal
appropriately and optimally.

CSR activities to create a distinction
One of the major TV channels where Woodland would find the above mentioned
target audience is MTV. Woodland started MTV start green campaign- Woodland, as a
leading manufacturer and retailer of outdoor wear and footwear with a focus on preserving
the environment has tied up with MTV to bring about an innovative concept called -- Eco-
10

Lution. This one-of-its kind virtual campaign aims to point out the importance of a green
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clean environment and encourage the youth to plant trees and preserve nature. Eco-Lution is


Woodland and MTV‘s strong campaign towards the preservation of natural greenery through
an innovative, user friendly internet destination site and the use of popular social networking
sites such as Facebook.

Woodland has joined hands
with UNICEF to support UNICEF's
water and sanitation program in
Chandrapur district, eastern
Maharashtra. The partnership offers a
platform for Woodland's customers to
donate to UNICEF every time they
make a purchase at a Woodland store.
Funds raised through the program will
be 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 and
footwear 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 for
itself. 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 concentrating
on the premium end casual shoe segment.Woodland targets the upmarket segment and is
positioning itself as a rugged high quality premium casual shoe. This strategy helped it to stay
focus towards its segment.

Woodland weaves new strategy around apparel
11

Woodland entered into completely different business and has extended itself to
accessories and apparels. It was a successful move. The company was able to generate
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profitably and able to leverage their brand equity to fullest extent. Now, the company is more
serious about promoting its apparel business widely because itconstitutes about 50% to the
company revenues. But this business is not well communicated to the target customer as the
shoe business. Apparels are sold basically depending on footfall that the shoe market
generates.

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 and
Figure 4 Woodland - "Inspired by Nature"
concentrating upon those
customers who are looking for nature friendly products and are ready to pay premium for
such 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-ground
tree planting initiative across the winning cities. ―Pro Planet‖ concept is helping the brand to
place itself as consumer‘s brand. Harkirat Singh, managing director, Woodland, says doing
thinks like GO GREEN can go a long way in building rapport with the customer by showing
that the brand really cares for the environment. That is the reasons they also spend Rs 30
crore to showcase a 'green' look. It‘s a long journey over the years – from ‗Leather that
Weathers‘ to being ‗Pro-Planet‘.

Woodland to revive “Woods”
[5]
A sub-brand of Woodland is ‗Woods‘ that was introduced in 1998-99 . Woods then
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catered to category of semiformal and formal shoes. This brand was called off in a year as it
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was not creating a market for itself but rather cannibalizing the mother brand. Company


seems to have worked out a different strategy for Woods. While currently Woods shoes, bags
and accessories are being sold at Woodland stores, the company plans to open separate
Woods stores selling only products under the brand to give it a distinct identity. ―Woods will
have high-end men‘s and women‘s footwear, bags and accessories, priced much higher than
the Woodland range. It will be targeting a niche market with small boutique stores in up
market locations limited to the metros. Woodland is opening five such stores this year — two
in Delhi and one each in Mumbai, Bangalore and Chennai.‖Woodland Managing Director
Harkirat Singh[5] hopes that now slowly but gradually Woods is able to attract the segment it
made for.

Woodland to go international:
Woodland is about to go franchise internationally was news come to many with
surprise as company never believed in franchise model. But it seems to be history. Company
started building brand and profitably from it and in 2010, the international markets contribute
around 25 per cent to the total revenue. Now Aero Group's footwear brand Woodland is
planning 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 started
cannibalizing into mother brand ‗Woodland‘. Target customer segment was never reached or
conveyed what probably Woods stood for as a brand. Wood depended on the footwall
generated by Woodland and rather than generating its own customer base when the target set
of customers were completely different.

Channel for consumer communications:
Indian consumer complaint forum[10] has recorded many complaints launched by
dissatisfied customer base of Woodland. Probably it also explains why the number of
customer that have been on Woodland‘s Facebook page and have liked it is far less when
compared to other international brands. Most of the Indian community consists of people who
have to work hard to earn their living. This brand is targeted at the leisure time footwear
which is probably used on a holiday rather than at office.
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Most corporate professional who comes into target customer of woodland have 6 days
week and are not allowed informal shoes till late 2009. This could have also hampered sales
of woodland brand.

International vs. Indian customer segment:
The group agrees that Woodland as a brand is more aligned to international customers
and also being perceived as a non-Indian brand by Indian customer though the brand has
grown out of India. Thus Woodland should have been more popular elsewhere rather than in
India. The brand owner seems to have been acting in contrary to the same they have looked to
expand first in Indian and then started going abroad.

Communication from Woodland platform:
Communication from this platform has rather been disturbing, rather than portraying
the brand that has already evolved it still communicates its shoes and the ruggedness of the
shoes. Sub-brands like Wood have never reached the platform so did the brand extension like
apparels and accessories. This communication is still focussed on the ruggedness of informal
shoes 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, while
simultaneously taking care of nature and people. The biggest hitch that they foresee as a heat
for the brand is variety of the product being offered by MNC‘s that are entering the Indian
market. Company and the brand owners seem to have finally recognised that the consumers
are not aware of all the offering from the brand this might result in a significant change in the
brand communication strategy.

Managing director of the company foresee a significant change in the retail format in
India, this may trigger more retail chain of franchisee from Woodland brand. It also sees that
the potential of Tier 2 and Tier 3 cities have been increased. But the first time Woodland
expanded 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 to
woodland is also seems to increase by Rs1000. This move might or might not pay off in
respective to the Indian market scenario and Indian perception of spending.
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Team’s suggestions to Woodland strategy
Woodland, from being a simply a shoe brand, has evolved into a lifestyle brand. Its
first product offering was shoe. The brand communications channel used at that time were
consistent and had a non-Indian look and feel to it. The communication channels were highly
successful and effective initially. The communication strategy was able to build a brand that
the customer could relate to.

In later part of the 1990‘s, Woodland moved away from its core product and started to
offer other products like apparels and sports accessories. These new product lines had
inherent quality that is expected of Woodland but failed to catch the eye of the final customer
due to lack of proper communication strategy. Woods one of the sub brand that was created
for the product category of shoes was intended to target a different customer base. But due to
improper communication regarding the sub brand there was an expectation mismatch. Thus
sub brand Wood diluted brand equity of mother brand.

The biggest flaw in the evolution process was that, the evolution of brand into a
lifestyle brand was not communicated to the final customer. Hence, the product line other
than shoes, were not a great success and their sale was dependent on the footfall created by
the shoe market.

Currently, the communication still talks about only shoes. Woodland has to revamp its
communication strategy and make its target customer understand that there is more to
Woodland than just shoes. Woodland has created a tough and outdoorsy brand image through
its shoe market. Woodland can leverage its brand equity to make customer aware of its other
products.

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. We
suggest Woodland to rope in likes of Akshay Kumar. He is one of the Indian celebrities that
will 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 and
location, our group has every reason to believe that the association of this particular
ambassador will help the brand image of the Woodland immensely. By associating a
15

personality Woodland can start communicating its new brand strategy of being a lifestyle
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brand for the tough and outdoorsy customer. This brand ambassador will give the credibility
that is required to undergo a transformation.

For us, Woodland has a massive potential but has been undermining itself by only
focusing on its shoes segment. While researching we found out that it takes almost 15mins to
go through entire product line of Woodland. A company that has such massive variety, still
doesn‘t use it to build a brand around it baffles our group. The entire product line has been
mentioned prior to this. Woodland need to use its entire product range (that is of highest
quality), 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 seriously
undermining this medium. Average sales of Woodland amount to 3lakhs per year, that
amounts to approximate 40 – 60 customer over its lifetime. Number of likes that appear on its
Facebook says a different story. The company organizes adventure clubs that are aligned to
its brand image but are not well communicated and circulated on internet. We could start up
by uploading videos of adventures performed by the adventure clubs. Secondly the Facebook
and twitter pages needs to carry communication about the complete brand offering rather than
sticking around with the toughness of its shoes.

We were of view of launching a full fledge customer forum that would allow
customer to add on to the brand product innovation and also allow strategies of woodland be
pretested before its implemented on ground. This also might pool in customer involvement
and 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 like
AXN‘s amazing race, National Geographic‘s Man vs. Wild, National Geographic‘s Ultimate
Adventures, and National Geographic‘s Survival Man etc.

Current expansion strategy of Woodland includes expanding to tier 2 and tier3 cities
while simultaneously increase the price brand to Rs. 2500 from Rs. 1500. To cater to the
above strategic move we need to extend Woodland brand vertically (both upward and
downward simultaneously). It would be preferable to have a sub brand that would cater to
16

Tier - 2 and Tier - 3 cities (downward extension) and do a vertical upward brand extension by
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re-launching ‗Woods‘ that cater to the high end formal customers.


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 Purchase
Figure 6 Conventional point of Purchase
purchase as shown in the left side figure below we
would like to change the point of purchase looks and feel in synchronization to the brand
personality.

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:
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http://www.thehindubusinessline.in/2000/05/25/stories/112502c4.htm
12. WOODLAND. A leading shoe brand in India
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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

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