wood land -retail project

8/2/2019 Wood Land -Retail Project

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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



Women's Champion Lace Up

The original Champion sneaker provides the perfect blank canvas to design your




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Women's Champion Slip On:

The Champion slip on sneaker provides the perfect blank canvas to design your



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



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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.

wood land -retail project

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