wood land -retail project
TRANSCRIPT
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P r e s e n t ao n
W o o d l a n d
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CONTENTS
History of the company
Introduction
Features of the product
Types and price of product
Questionnaire
Market survey
Demand and supply analysis
Future plan of the company
Technology used and services provided to the customers
International performance of the product
Competitors of the product
SWOT analysis.
Suggestions
Conclusion
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HISTORY OF THE COMPANY
1960:Aero club started as a small manufacturing unit in Delhi.
They were among 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: 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.
1992: The Company launched Woodland 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.
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1997: Commissioned manufacturing unit for apparels, adding to
the range of Woodland products.
2002: Woodland becomes a national leader in premium category
shoes, apparels and accessories. Started sourcing operations from
South East Asian Countries. 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.
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INTRODUCTION
Indian shoe market is one of the most dynamic markets in the world.
Although there are different valuations about the Indian Shoe Market. It
is estimated 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. The advertising
has been created specifically to communicate this spirit to everyone.
And to encourage them to keep exploring and keep discovering.
Woodland not only believes in making the best quality products but
also creating outstanding communication ideas. Its no wonder then that
Woodland advertisement have been widely 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 never wanted to be an ordinary
shoe so till now this brand is concentrating on the premium end (above
Rs 1500 shoes) of 2000 crore casual shoe segment. Woodland targets
the up market segment and is positioning itself as a rugged high quality
premium casual shoe. It can be called as SUV of Indian shoes. The ads
are catchy and tempting.
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The logo of Woodland was a status symbol during the nineties. The
brand is excellent in quality and styling. 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. Woodland has extended itself to accessories and
apparels. Earlier Woodland tried its hand in the formal shoe 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 witnessing lots of
competition with global brands flexing its muscle in India.Woodland isa 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.
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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 and kids
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.
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Padded Layers to provide comfort:
Woodland shoes also provide the customers with padded
layers in the shoes in order to provide much more comfortthan other shoes.
In some of these models woodland shoes also provide fabric
linings for soothing experience to these customers. This is a
unique feature of these shoes.
Fabric lined for soothing experience:
In some of there models woodland shoes also provide fabric
linings for soothing experience to there customers. This is a
unique feature of these shoes.
Incredible range:
Woodland shoes also provide incredible range of shoes to
there customers so, that they can have a variety of choice.
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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 among the
youths. 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 to 13.
Rs.2395
http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp= -
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Athletic shoes:-
These shoes are beautifully designed and they provide ankle
coverage, lightweight and durability to their customers.
Shoes are available for Rs.1545 onwards.
ShopID: 7738 Rs.2795
Velvette shoes:-
These shoes are more in demand by the ladies as these shoes are
beautifully designed with Velcro closure and elastic back. These
shoes are available for Rs. 1645 onwards.
Price : 2850.00
http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://images.google.co.in/imgres?imgurl=http://foreveramber.typepad.com/photos/uncategorized/2008/02/08/shoes.jpg&imgrefurl=http://www.thefashionpolice.net/2008/02/&h=336&w=331&sz=13&hl=en&start=78&um=1&usg=__zL7l6Q9Lsdix_4fNBBgIkZEaxF8=&tbnid=U8mjBB3lxiQqDM:&tbnh=119&tbnw=117&prev=/images%3Fq%3DIMAGES%2BOF%2BWOODLAND%2BSHOES%26start%3D60%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DNhttp://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp= -
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Trekking shoes:-
Trekking shoes are the most known shoes in the market.
These shoes 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 Rs 1595
onwards
ShopID :3647
Rs.2695
Narrow edge shoes:-
http://www.bigshoebazaar.com/showprod.php?prcd=3647&sp= -
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Narrow edge shoes are very in now days. These are easy
pointy shoes made out of swed leather, which looks accurate
at normal distance. They are not as difficult to walk in as it
looks. These shoes are available for Rs. 1945 onwards.
ShopID :7736 Rs.2795
Sandals:-
These sandals are stylish in design with fantastic colours
option, well padded soles and great grip. The company uses
smooth and exotic leather for making of this shoe. They are
available for Rs. 1495 onwards.
http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp= -
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ShopID :6661Rs.2195
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.
RS: 1195.00
Women's Champion Lace Up:
http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp= -
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The original Champion sneaker provides the perfect blank canvas to design your
true expression. Style and comfort make the Champion canvas sneaker an
undisputable wardrobe essential for every woman.
Women's Champion Mini Slip On:
The Champion mini slip on
sneaker provides the perfect
blank canvas to design your true
expression. Style and comfort
make the Champion canvas sneaker an undisputable wardrobe essential for
every woman.
Women's Champion Slip On
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The Champion slip on sneaker provides the perfect blank canvas to design your
true expression. Style and comfort make the Champion canvas sneaker an
undisputable wardrobe essential for every woman.
Women's Champion Lace Up
The original Champion sneaker provides the perfect blank canvas to design your
true expression. Style and comfort make the Champion canvas sneaker an
undisputable wardrobe essential for every woman.
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Women's Champion Slip On:
The Champion slip on sneaker provides the perfect blank canvas to design your
true expression. Style and comfort make the Champion canvas sneaker an
undisputable wardrobe essential for every woman.
Women's Champion Mini Slip On:
The Champion mini slip on sneaker provides the perfect blank canvas to design
your true expression. Style and comfort make the Champion canvas sneaker an
undisputable wardrobe essential for every woman.
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Buckle Wooden Pumps at Forever 21 near the Woodlands Mall
Shopping Area, The Woodlands, TX $18.80
Faux leather buckle pumps featuring a brushed wooden platform and heel.Features include antique metal hardware, round studded side accents, and a
cross strap front structure. 2.5" heel breast (4.0" back heel height) 100%
synthetic Imported
Fearless Beaded Suede Pumps at Forever 21 near the Woodlands
Mall Shopping Area, The Woodlands, TX $26.8
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Wrap your feet in pure style with our faux suede pumps featuring assorted
faceted beading along the criss-cross straps, a back heel zipper placket, a faux
wooden heel and platform accent, and a ribbed bottom sole. Antique and
polished metal hardware/beading. 8.0" total length x 3.1" heel breast (4.0"
back heel height) x 0.8" platform 100% synthetic Imported
FUTURE PLAN OF THE COMPANY
WOODLAND SPENDING BIG TO EXPAND IN INDIA
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They are planning to invest about Rs 10 crore (Rs 100 million) to set up
three new plants and to double there production capacity to 20000
shoes per day in Uttaranchal to cater to the increased demand,"
The company currently has a production capacity of 9000 pairs of shoes
per day. The new units, likely to be ready by 2008-end, would take
its capacity to 10,000-12,000 pairs.
"They are well-placed to achieve a turnover of Rs 200 crore (Rs 2
billion) in the current fiscal and are anticipating a top line of Rs 350
crore (Rs 3.5 billion) in the next two years,"
The company plans to open 60 to 70 new retail stores by 2008 to
strengthen its presence in the country. The new stores would come
up in metros and Tier-I cities and would take the total number of
exclusive Woodland stores to 195.
"About 50 per cent of the stores are owned by the company and 50 per
cent are based on the franchise model. They would follow the same
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model for there new stores, where around 50 per cent of the stores
would be owned by the company,
The company is now planning to invest up to Rs 200 crore in the next 12
months on their expansion plans.
They are aiming to open 75 more stores in the country. The plan is to also
enhance the manufacturing capacity to cash in on the ongoing retail
boom.
They are also planning to import the latest technology in a big way to
set up 100 percent robotics based automated plant.
The company is also considering strategic tie-ups and outsourcing work
to some partners in the southern states.
TECHNOLOGY USED
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The key raw material for shoes, leather, and a good part of
Woodlands soles are all made in-house.
Hand-picked Italian hides are tanned and finished on Italian
machinery.
It is specially imported to the Groups own tanneries to allow it to
produce the same products available in the best design houses
across the globe.
The unique rugged, tough rubber soles are also produced using
German Technology at its own manufacturing facilities in India.
New projects on the anvil include high-class footwear with
directly injected dual density soles with high-tech machines and
robots from the Germany.
SERVICES PROVIDED TO THE CUSTOMERS
Warranty period:-
The Showrooms also offer warranty for the footwear ranging from
6 months to almost 1 years depending upon the shoes price.
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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 other accessories 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 various cities where they
sell there 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 facility customers can
purchase and pay online through internet.
INTERNATIONAL PERFORMANCE OF THE PRODUCT
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The desire to explore does not have any boundaries. Adventure does not
come with any limits. Discovery does not have an end. These are as
vast as the greatness of the outdoors. And it is this belief that has been
continuously driving.
Woodland forward in all its endeavors. It is this belief that has taken
Woodland beyond Indias borders and into the forefront of global
outdoor products. And it is these beliefs that will help Woodland push
the frontiers of the style and quality to bring you only the best. With a
number of showrooms already opened and opening in cities around the
world, Woodland is truly becoming a global brand.
Now, without losing focus on its Indian customer, the company has
once again set its eyes back on the international market, this time
through its powerful retail brand Woodland. In the very near future,
consumers around the world will be able to buy Woodland products
available in cities beyond the Indian Sub-continent.
Following are the countries in which woodland brand have established
their market:-
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Canada
Large winter boots factory in Quebec
Lasting / finishing in Quebec uses American lasts/ sole/ fitting
marketing in Canada.
Specialty in winter boots and Woodland type casual shoes.
China & Hong Kong
Sourcing operations from South East Asia
Europe
Servicing the German, French, Italian markets and prominent
brands and wholesalers by the export wing of the group.
SWOT ANALYSIS
STRENGTHS:-
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The strength of the companys production with in its
captive facilities allows Woodland 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 on developing areas such as Navi Mumbai. They also have a great scope to expand their market in
sports footwear.
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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:-
Metro
Bata
Red tape
Liberty
Lee cooper.
In unorganized sector following are the brands:-
Trekking
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Nicholas
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REPORT ON MARKET ANALYSIS
A survey was conducted to find out the demand & supply analysis,
production analysis & market share captured by woodland shoes.
CONDUCTED AREA:
Mumbai : Linking Road and Colaba.
Navi Mumbai : Belapur, D.Y.Patil institute, Vashi and
Panvel.
Sample Size : 15 Retailers.
: 40 Customers.
The survey was conducted in a woodland outlets, small retailers, big
bazaar mall, students, relatives & amongst peer group.
To conduct a survey two questionnaires prepared by group one for
retailers & one for customers.
The retailers questions are based on availability, durability, production,
demand, supply, profits margin &their suggestions regarding product.
The customers questions are based on availability, preferences, prices,variety, durability & their suggestions regarding product.
QUESTIONNAIRE FOR RETAILERS
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1. HOW MANY CUSTOMERS YOU HAVE IN A DAY?
2. WHAT TYPES OF SHOES DO THEY PREFER?
3. WHAT IS THE PRICE RANGE OF YOUR PRODUCTS?
4. DO THEY ASK FOR OTHER BRANDS?
5. HOW MUCH UNITS YOU PURCHASE IN A MONTH?
6. HOW MUCH UNITS GET SOLD FROM THEM?
7. IS THE DEMAND FOR SHOES INCREASING,
CONSTANT, OR FLUCTUATES?
8. WHAT ROLE DO YOU PLAY IN AFTER SALES?
9. ACCORDING TO YOU WHO IS THE MAIN
COMPETITOR OF WOODLAND?
A) ORGANIZED MARKET B) UNORGANIZED
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10. WHAT SUGGESTIONS WOULD YOU LIKE TO GIVE
FOR WOODLAND?
QUESTIONNAIRE FOR CUSTOMERS
1. DOYOUEVERVISITEDWOODLANDOUTLET?
A) YES B) NO
2. ISTHEAMBIENCEOFTHEOUTLETISUPTOTHEMARK?
A) YES B) NO
3. DOYOUFEEL WOODLAND SHOESAREEASILY AVAILABLE INTHE
MARKET?
A) YES B) NO
4. DO YOU FEEL THE PRICES OFFERED BY WOODLAND SHOES IS
ACCORDINGTOTHEIRWORTH?
A) YES B) NO
5. DOYOUFEELTHEPRICESAREHIGH?
A) YES B) NO
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6. DOYOUFEELITHASGOODDURABILITY?
A) YES B) NO
7. DOYOUTHEADVERTISINGDONEBYWOODLANDISSUFFICIENT?
A) YES B) NO
8. DO YOU FEEL THE VARIETY OFFERED BY WOODLAND IS
SUFFICIENT?
A) YES B) NO
9. IFTHECHOICEGIVENTOYOUWHICHBRANDYOULIKETOPREFER?
a) WOODLAND B) LEECOOPER C) BATA
D) METROE) M&B FOOTWEAR
F) LOCALBRANDS.
10. WHAT SUGGESTIONS WOULD YOU LIKE TO GIVE FOR
WOODLAND?
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0
200
400
600
800
1000
1200
1 2 3 4
January
to MarchOct to DecJuly to Sept
April to
June
Demand
Supply
DEMAND & SUPPLY ANALYSIS
The prices of the woodland shoes are high & it is a luxurious
product so the analysis gought from a survey is it has a seasonal
demand. So the supply from the company is more in the festival
seasons.
Demand & Supply of 2007-08
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SALES GROWTH OF WOODLAND SHOES
Woodland is an Indian company and is taking great efforts for their
sales by adopting technologies from various countries like Japan,
Europe, Germany.
Following are the sales of woodland shoes from last five years which
shows the same.
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RETAILERS SURVEY RESULTS
The area selected for woodland shoes survey is Navi mumbai, western
mumbai & central mumbai. The results we gought from a survey is the
demand for woodland shoes is high in A class areas like Andheri &
colaba while it is low in developing areas like navi mumbai .
As woodland is taking great efforts to enhance their shares in market
they have also entered into the ladies & kids footwear recently.
This can be seen with the following diagrams:
Retailers survey result of Navi Mumbai
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Retailers survey result of Mumbai
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Customer satisfaction as per survey results
The customers survey was conducted in D.Y.Patil institute, relatives,
& peer group. The sample size of the survey was 40 peoples.
According to customers woodland shoes are easily available in the
market and they are satisfied with the quality & durability of the shoes.
Although the customers are unhappy with the higher prices of
woodland shoes. It is also found that the advertising done by woodland
shoes is not sufficient according to the customers. This can be seen with
the following diagram.
Customer satisfaction survey chart
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No.Of
People
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Customer preferences as per survey result
The results found in a survey regarding customers choice of brands are
among 40 peoples 14 customers are with woodland, 9 with metro, 5with
Bata, 4 with lee cooper, & 8 with other brands. These are the brands
with high prices who considered as major competitors in organized
sector. This can be seen with the following diagram.
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SUGGESTIONS
They should start manufacturing sports shoes as they
can easily sustain in that market. Sports shoes have agood demand now days.
They should increase the number of their outlets. At
present they have only 200 outlets in the country
They should the price of the product. The existing
price of the product is very high and thus the middle
class people cant afford that product.
They should come up with more variety of woman
footwear as the prevailing designs are not up to the
mark.
They should work more upon their promotional
efforts.
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CONCLUSION
Woodland has slowly but steadily carved its place in the world of
shoes.
They are well-known brand in mens footwear.
Because of many other big brands in the market woodland shoes
should come up with new marketing strategy.
They should opt for product development to sustain in the global
market.