This document provides information about Woodland shoes brand. Some key points: - Woodland was launched in 1992 and stands for the spirit of adventure. It focuses on trekking shoes and pushing innovation. - The target market is youth and adventure lovers. Woodland aims to provide rugged, outdoor shoes. - Woodland differentiates itself by being an adventure brand closely associated with nature. It promotes this through advertisements showing adventure and nature.

1. SUBMITTED BY:
LOKESH YADAV
NIFTKGRFC120485

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. Mi ssi on of t he brand
• Woodland’s defination of quality demands that
any footwear should br long lasting and strong.
• It should be as light as possible, supple, feel dry
and comfortable against the skin and be easy to
care for.

4. Target market
• The target market of the Woodland shoes is
Youth
or the adventure loving people.
•Woodland brought with, an innovative collection
designed to provide rock climbers, backpackers,
hikers, trail runners and outdoor lovers.
• Woodland stands for the spirit of adventure. It
gives the toughness to the customers

5. Woodland’s Strategy for Success
•Woodland differentiated itself early on being a
rugged, outdoor leather shoe brand, the kind
usually preferred by adventurists.
•Being a new category, it picked up as a fashion trend among
the youth.
•Woodland has always been an outdoor and adventure brand
with close association with nature and environment.
•Woodland wants to drives the brand through promotions but
also through their processes and practices.

6. Advertisement
• The type of advertisement is shown by Woodland
is full of adventure or having association with
Nature.
•In their advertisement they only targets the youth.
•But to co relate with the indian market they
picked up the new category the older age people.

7. Making and Packaging
• The raw material used for making shoes will
be eco-friendly and recyclable. The leather
used for making the shoes is mostly vegetable
–tanned. It uses harmless natural chemicals.
• Sustainability, is not a goal, it’s a journey and
at Woodland it’s a part of our brand heritage.
The packaging of Woodland is very unique.

8. About BATA
• Incorporated as Bata Shoe Company Private Limited
in 1931, the company was set up initially as a small
operation in Konnagar (near Calcutta) in 1932.
• Bata India is the largest company for the Bata Shoe
Organization in terms of sales pairs and the second
largest in terms of revenues.
• It has more than 1200 stores across the Country.
• First manufacturing facility in Indian shoe industry to
ISO : 9001certification.
• Company went public in 1973 and change its name to
BATA INDIA limited.

9. VISION :
• Grow as dynamic , innovative and
market driven manufacturer and
distributor, with footwear industry
while maintaining a commitment to
the country, culture, and
environment in which the company
operate.

10. MISION :
• To be successful as the most
dynamic, flexible and market
responsive organization, with
footwear as its core business.

11. POSITIONING OR TARGET MARKET
• Bata has positioned itself as a one stop family
store for all footwear and related products. It
has traditionally positioned itself as providing
product lines catering to the middle class
segment of the society.
• It has also tried targeting the high class
customers. Bata had become a need brand .In
terms of the needs.
• Bata wanted to change this image of production
oriented
company to affordable, market driven, fashion
conscious, lifestyle
brand

12. ADVERTISEMENTS :
• To get the new image in the mind of the
people and targetting the youth, Bata
launches new scheme of advertisement
i.e. Print Ads, Tv Ads, Road side
advertisement, celebrity endorser,
specialised.
• They tergetted their customers by
different methods like retail shops, sales
promotion, price promotion, discount,
gift with purchase, exchange policy,
stock clearance sale etc

13. Strategy for success
• Now, Bata company is able to fulfill
the demand of every class of society.
BRAND VALUE
• Bata has created unique image in consumer
mind as a footwear producer. It has
positioned itself as , one Bata , one world.