SUBMITTED BY:

LOKESH YADAVNIFTKGRFC120485

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.

Mission of the 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.

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

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.

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.

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.

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.

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.

MISION :

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

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 orientedcompany to affordable, market driven, fashion conscious, lifestylebrand

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

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.