Woodland is an Indian shoe brand known for its trekking and outdoor shoes. It was launched in 1992 by Aero Club to communicate a spirit of adventure. Woodland pushes the boundaries of innovation with new product designs focused on performance and style. Inspired by nature, Woodland aims to help customers face challenges in the outdoors. It has over 300 exclusive stores and 3,000 multi-brand outlets globally. After an initial growth period, Woodland reached maturity with loyal customers but now faces declining interest and more competition.

1. BY
JAISON MICHAEL

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. 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.
PRODUCT LIFE CYCLE

4. 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.
PRODUCT LIFE
CYCLE

5. 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.
PRODUCT LIFE CYCLE

6. INTRODUCTION GROWTH MATURITY DECLINE
DEVELOPMENT
LAUNCH
GROWTH(E.G.SALES,VOLUMES)
TIME
Product Life Cycle Curve

7. Product Life Cycle Curve
INTRODUCTION
GROWTH
MATURITY
DECLINE
DEVELOPMENT
LAUNCH
GROWTH(E.G.SALES,VOLUMES)
TIME
1. Costs are very high
2. New designs of shoes are
launched
3. Little or no competition
4. Demand has to be created
5. Customers have to be prompted
to try the product
6. Makes no money at this stage
1. Costs are very high
2. New designs of shoes are
launched
3. Little or no competition
4. Demand has to be created
5. Customers have to be prompted
to try the product
6. Makes no money at this stage
1. Costs reduced due to
economies of scale
2. Sales volume increases
significantly
3. Profitability begins to
rise
4. Public awareness
increases
5. Competition begins to
increase with a few
new players in
establishing market
6. Increased competition
leads to price
decreases
1. Costs reduced due to
economies of scale
2. Sales volume increases
significantly
3. Profitability begins to
rise
4. Public awareness
increases
5. Competition begins to
increase with a few
new players in
establishing market
6. Increased competition
leads to price
decreases
1. T.G becomes loyal to the
brand
2. Sales volume peaks and
market saturation is
reached
3. Increase in competitors
entering the market
4. Prices tend to drop due to
the proliferation of
competing products
5. Brand differentiation and
feature diversification is
emphasized to maintain or
increase market share
1. T.G becomes loyal to the
brand
2. Sales volume peaks and
market saturation is
reached
3. Increase in competitors
entering the market
4. Prices tend to drop due to
the proliferation of
competing products
5. Brand differentiation and
feature diversification is
emphasized to maintain or
increase market share
1. In this stage consumer loses
interest in the brand.
1. In this stage consumer loses
interest in the brand.
Sources:

8. 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.

9. 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.
7 P’S OF WOODLAND SHOE

10. 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.
Pace: It’s a speed of the product how the market adopts the Woodland Shoes.
The demand of the woodland shoe in metro cities and followed by Tier 1
and Tier 2 cities. The distribution level of the Woodland shoe is also very
high .
7 P’S OF WOODLAND SHOE

11. PRODUCTPRODUCT
PLACEPLACE
PRICEPRICE
PROMOTIONPROMOTION
PEOPLEPEOPLE
PROCESSPROCESS
PACEPACE
The quality of the Woodland shoes, the design the
physical aspects are the features that talks about the
product
The various places where the product is available,
such as the retailer, the whole seller, the internet,
multi- channel, etc.
The amount or price at which the product is available
to own it. The price should be not too high nor too
low, it should be valuable to the customer who will
purchase it.
The advertisement of the brand on various mediums,
such as TV, radio, internet, offers, discounts,
endorsements, free gifts. Etc.
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
The entire process in which the product is being
manufactured, the way it is being displayed in the
retail outlets, etc. are the major components .
Speed of the market introduction and acceptance of
a product.
The seven p’sThe seven p’s