study on woodland

8/3/2019 Study on Woodland

1/14

ASSIGNMENT ONGARMENT

PROCESSING

TOPIC- STUDY OF WOODLAND BRAND


2/14

CONTENTS

History of the companyIntroductionProduct typesFeatures of the productTypes and price of productTechnology usedservices provided to the customersCompetitors of the productSWOT analysisShoe sizes


3/14

HISTORY OF THE COMPANY

1960:

Aero club started as a small manufacturing unit in Delhi. They wereamong the first to export shoes to the U.S.S.R

1962:

They ventured into retailing with an outlet at a prime location in

Delhi.

1972:

T

hey set up the first fully mechanized modern shoe factory inI

ndia(with German Machinery) to augment existing capacities, in view of

the growing export demand.

1992:

TheCompany launchedWoodland brand and acquired winter boot factory

in Quebec, Canada to cater to the Canadian and U.S. Markets.

1994:

Commissioned manufacturing plant for Reebok for export to U.S.A.

1997:

Commissioned manufacturing unit for apparels, adding to the range

ofWoodland products.

2002:

Woodland becomes a national leader in premium category shoes, apparels

and accessories. Started sourcing operations from South East AsianCountries. Opened offices in China and Hong Kong, facilitating the

heavy domestic demand for new products and development.

2007: Total No. of exclusive showrooms targeted to touch the two

hundred mark.


4/14

INTRODUCTION

Indian shoe market is one of the most dynamic markets in

the world. Although there are different valuations about the IndianShoe Market. I t is est imated to be worth around Rs 11000

crores . The market is traditionally price driven and dominated

by the unorganized sector.

What does WOODLAND stands for???

The answer is simple the spirit of adventure, of course.

T

h e advertising has been created specifically to communicate thisspirit to e v e r y o n e . A n d t o e n c o u r a g e t h e m t o

k e e p e x p l o r i n g a n d k e e p d i s c o v e r i n g . Woodland not

only believes in making the best quality products but also

creating outstanding communication ideas. Its no w o n d e r

t h e n t h a t W o o d l a n d a d v e r t i s e m e n t h a v e

b e e n w i d e l y recognized in India and abroad. Woodland is an

Indian Brand and they have done it with Indian Footwear. In a

market dominated by sports and leather shoes Woodland

created a category for itself. Woodland n e v e r w a n t e d

t o b e a n o r d i n a r y s h o e s o t i l l n o w t h i s

b r a n d i s c on ce nt ra ti ng o n t he p re mi um e nd ( ab ov e

Rs 1500 shoes) of 2000crore casual shoe segment.

Woodland targets the up market segment and is positioning

itself as a rugged high quality premium casual shoe. I t c a n b e

c a l l e d a s SU V o f I n d i a n s h o e s . T h e a d s a r e c a t c h y

a n d tempting. The logo of Woodland was a status symbol

during the nineties. The brand is excel lent in qual i ty andstyl ing . The br an d ca re fu ll y 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. Woodland has


5/14

extended itself to accessories and apparels . Earlier

Wo o d l a n d t r i e d i t s h a n d i n t h e f o r m a l s h o e

category with the brand Woods but it did not make much

impact in that market.

The careful branding has helped the brand to garner about 40% of

the premium casual shoe market. But this market is

wi tne ss i ng lots o f competition with global brands flexing its

muscle in India.

Woodland is a household brand with over 200 exclusive stores across

the Indian Sub-continent in addition to a distribution network

covering over a thousand stores across the country.


6/14

PRODUCT TYPE

footweary men- shoes ,sandals and slippersy women -shoes, sandals and slippersutilityy casualy comforty formaly lifestyley sportsclothingy men t-shirts and accessoriesy men belts and socksy women socks

Main product ofWOODLAND is footwears which has been discussed

below.


7/14

FEATURES OF THE PRODUCT

Quality worth the money spent on:Price of woodland shoes starts from Rs 1000 onwards. These shoes

are very beautifully designed and fashionable. These shoes are

available for around Rs 1450 and the purchase is worth of quality.

Very trendy and fashionable:If you are ready to spend around Rs 2,000/- or above Woodland offers

you a wide variety of trendy and fashionable shoes. You could be sure to

acquire stone & pearl worked sandals best suited to your occasion andkids shoes are also available in different colures like red, velvety-

brown, white, blue etc. but they are priced high.

Long and durable:Woodland shoes are really meant for longevity.They are classically

manufactured for the toughest meanders. Due to its longevity and

durability woodland shoes are preferred by those who dont believe

in frequent changing of shoes.

Padded Layers to provide comfort:Woodland shoes also provide the customers with paddedlayers in

the shoes in order to provide much more comfortthan other shoes.

Fabric lined for soothing experience:In some of their models woodland shoes also provide fabric linings

for soothing experience to their customers. This is a unique featureof their shoes.

Incredible range:Woodland shoes also provide incredible range of shoes to their

customers so, that they can have a variety of choice.


8/14

TYPES AND PRICE OF THE PRODUCT

Formal shoes:-Woodland has a wide variety of formal shoes starting from Rs.1445 onwards. These shoes are light in weight, comfortable and

attractive.

Price :2495.00

Casual shoes:-Woodlands casual shoes are more in demand amongst the youth. They

provide good quality, comfort and classic look to their customers.

These shoes are available for Rs.1145 onwards. Shoes are

available in full size from 1 to13.


9/14

Athletic walking shoes:-These shoes are beautifully designed and they provide ankle

coverage, lightweight and durability to their customers. Shoes are

available for Rs.1545 onwards.

Velvet belly:-This product is very beautifully designed with Velvet closure and highheels. This is available for Rs. 1645 onwards.

Trekking shoes:-Trekking shoes are the most known shoes in the market. Theseshoes have excellent foot grip. They also provide good cushioning

and deep treaded sole for all terrains ,dust, mud, ice, water. These

shoes are available for Rs1595 onwards.


10/14

Sandals:-These sandals are stylish in design with fantastic coloursoption, well

padded soles and great grip. The companyuses smooth and exotic

leather for making of this shoe.They are available for Rs. 1495

onwards.

Baby shoes:-Woodland also has a good variety of baby shoes. They provide Multi-

coloured kids shoes with attractive looks. These shoes are very

comfortable with a soft fabric lining sole. These shoes are available

for Rs. 995 onwards.


11/14

TECHNOLOGY USED

The key raw material for shoes, leather, and a good partofWoodlands soles are all made in-house.

Hand-picked Italian hides are tanned and finished on Italianmachinery.

It is specially imported to the Groups own tanneries to allow itto produce the same products available in the best designhouses across the globe.

The unique rugged, tough rubber soles are also produced usingGerman Technology at its own manufacturing facilities in India.

New projects on the anvil include high-class footwear withdirectly injected dual density soles with high-tech machines

and robots from the Germany.


12/14

SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:-The Showrooms also offer warranty for the footwear rangingfrom 6 months to almost 1 years depending upon the

shoes price.

After sales services:-Woodland showroom also provides their customers with a

satisfactory after sales services. They give complementary

gifts to the customers on a specified purchase made by them.

It includes shoe polish, shoe shiner, belts and otheraccessories too.

Special discount offer:-Woodland generally provides special discount offers to the

customers which mostly includes 12% discount on the

purchase made. They also give discounts on special occasions

such as ganpati, diwali, dusshera.

Shoe mela:-Woodland also conducts shoe mela at variouscities where they sell their shoes at discounted rate. They

have conducted shoe mela at Hyderabad, Chennai, Bangalore

and many more.

Online purchase:-Woodland also provides a very convenient facility of

online purchasing to their customers. Under this facilitycustomers can purchase and pay online through internet


13/14

SWOT ANALYSIS:

STRENGTHS:-The strength of the companys production with in its captive facilities

allowsWoodland 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.

Woodland has limited number of outlets.

OPPORTUNITIES:-They can expand their market more by covering and focusing ondeveloping areas such as Navi Mumbai.

They also have a great scope to expand their marketing 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.

THREATS:-Woodland shoes face a big threat from organized as well as unorganized

sector.

In organized sector following are the brands:-


14/14

Metro

Bata

Red tape

Liberty

Lee cooper.In unorganized sector following are the brands:-

TrekkingNicholas

Shoe Sizes

INDIA EURO US

6 39 7

7 41 8

8 42 9

9 44 10.5

10 45 11.5

study on woodland

Documents