woodland repositiong
TRANSCRIPT
WOODLAND REPOSITIONING
Ashish Asopa (88)Ruchika Singh (179)
Spec: AdBatch: 2010
Introduction
It is this spirit of adventure that defines Woodland. Ever since the beginning Woodland has successfully brought together the power of the human will and the rewards of discovery.
Woodland promises that to bring out the spirit of adventure in everyone.
Target audience
Accomplished climbers, mountaineers, extreme skiers, snowboarders, endurance runners and explorers.
People looking for stylish tough shoes which just goes on and on
People looking for an amalgamation of toughness and sporty look
Contd..
Operates in a niche segment which is for the upper class and the upper middle class, and is not for the mass market
The brand has a very upmarket image associated with it, which makes a perceived image of being a foreign brand
The problem
There is no variety in designs. Same old designs still continue
The trademark Woodland look has now been copied by its competitors leaving a dearth of any differentiation for the Woodland brand
Apart from shoes the accessories and apparels are not given importance
There are only 4-5 options in each segment like shirts, trousers, shoes, accessories (wallets, caps, belts, etc)
Objective
To introduce a new range of designs for all segments of Woodland
To reposition woodland as a brand of fashionable people who are tough and adventurous in life
To make the target audience feel as if they are on an adventure in their routine life also through new designs of apparels and accessories
To refurbish a point of differentiation for the brand Woodland which it has lost over the period of time
What determines loyalty in the category?
Brand Experience Brand differentiation; as Woodland got
into people’s mind basically due to its unique design and look
The fact that the brand makes them feel stronger and more adventurous
Competitive advantage
An already established name and high brand equity which it has achieved
Woodland always enjoyed an edge for the competitors due to its innovative look and its toughness quotient
But as innovation died out, and as the competitors started picking up the feel and look of Woodland brand to come up with their own similar designs; Woodland lost its competitive advantage
Competition
Major direct competitors include - Lee cooper ID Red Tape Red Chief Major chunk is the unorganised
local/unrecognised brands which bring out a gamut of new designs
Contd..
Indirect Competition includes - Bata Metro
Ads of some of the competitors Red Tape -
Contd..
Contd..
ID -
Contd..
Strategy
To launch a new campaign for woodland with Rannvijay as brand ambassador.
A new PR and advertising strategy. Launch wallpapers and mobile themes on adventure like windy
dessert, heavy snowfall, heavy rains, mountains. Website that gives all information about all adventurous activities
where can they be done in India like bungee jumping, river rafting, camping, rock climbing, scuba diving etc. And also carrying crazy ideas about a 1200 km bike ride etc.
The website would also have a section telling them how to dress smart with woodland and also thing to carry while on such an adventurous trip.
Tie up with various hotels and travel agencies. Ads in in-flight magazines, fashion magazines, sports magazines etc. Outdoor hoardings on highways. Tie up with shows like roadies and splitsvilla.
Some ads of Woodland