Presentation

on
Woodland Shoes
 PROJECT REPORT ON

Woodland Shoes

SUBMITTED TO
PROF. KAVITA SHETTY

SUBMITTED BY

Sr. No Name MBA ROLL NO.

1. Deepak Barve Retail 08
2. Paresh Jadhav Retail 23
3. Teertha Kajeva Retail 38
4. Mansi Nautiyal Retail 40
5. Vicky Upadhye Core 166

AS PER DEPARTMENT OF BUSINESS MANAGEMENT

DR. D.Y. PATIL INSTITUTE OF MANAGEMENT STUDIES
C.B.D. BELAPUR SECTOR 4, NAVI MUMBAI
 CERTIFICATE

This is to certify that the requirement for the project synopsis

entitled “Woodland Shoes” successfully completed during the
academic year 2008-09 by the following students (FY.MBA: 4C)

Sr. No Name MBA ROLL NO.

1. Deepak Barve Retail 08
2. Paresh Jadhav Retail 23
3. Teertha Kajeva Retail 38
4. Mansi Nautiyal Retail 40
5. Vicky Upadhye Core 166

Head of Department Internal guide

(PROF. KRISHNA SHETTY) (PROF. KAVITA SHETTY)

 ACKNOWLEDGEMENT

It gives us a great pleasure while submitting this project on the

topic “WOODLAND SHOES”

We thank Prof. KAVITA SHETTY for guiding us throughout this

project work. And we also thank her for motivating us in different
ways and enabling us. She has been the tremendous helping
hand in completing this difficult task had an easy or any time
access to such knowledgeable and guiding spirit.

We feel there is ample scope of improvement upon the work of

this nature and shall be thankful if any suggestion is offered for
its improvement.

We express our deep gratitude towards our family members, who

helped us in giving a final shape and structure to this project
work.

We are also thankful to all those seen and unseen hands, which
have been of direct or indirect help in completion of this project
work.
Last but not the least we are also thankful to our colleagues who
has helped us a lot to complete our project successfully, without
their support and helping hand this project wouldn’t have been so
fruitful.
 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
 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.

 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.
 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. It’s 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.

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
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.
 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 kid’s
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 don’t believe in frequent changing
of shoes.

 Padded Layers to provide comfort:

Woodland shoes also provide the customers with padded
layers in the shoes in order to provide much more comfort
than other 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 there shoes.
 Incredible range:
Woodland shoes also provide incredible range of
shoes to there customers so, that they can have a
variety of choice.
 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.

ShopID :2742
Rs.2395
 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
 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:-

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.

ShopID :6667
Rs.2195

 Baby shoes:-
Woodland also has a good variety of baby shoes. They
provide
Multi coloured kid’s 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
 FUTURE PLAN OF THE COMPANY

WOODLAND SPENDING BIG TO EXPAND IN INDIA

 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 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

 The key raw material for shoes, leather, and a good part of
Woodland’s soles are all made in-house.
 Hand-picked Italian hides are tanned and finished on Italian
machinery.
 It is specially imported to the Group’s 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 ½ 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 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

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 India’s 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:-

 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:-

 The strength of the company’s 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.
 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
• Nicholas
 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 retailer’s questions are based on availability,

durability, production, demand, supply, profits margin &their
suggestions regarding product.

The customer’s questions are based on availability, preferences,

prices, variety, durability & their suggestions regarding product.
QUESTIONNAIRE FOR RETAILERS

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
10. What suggestions would you like to give for
woodland?

QUESTIONNAIRE FOR CUSTOMERS

1. Do you ever visited woodland outlet?

a) Yes b) No
2. Is the ambience of the outlet is up to the mark?
a) Yes b) No
3. Do you feel woodland shoes are easily available in the
market?
a) Yes b) No
4. Do you feel the prices offered by woodland shoes is
according to their worth?
a) Yes b) No
5. Do you feel the prices are high?
a) Yes b) No
 6. Do you feel it has good durability?
a) Yes b) No
7. Do you the advertising done by woodland is sufficient?
a) Yes b) No
8. Do you feel the variety offered by woodland is
sufficient?
a) Yes b) No
9. If the choice given to you which brand you like to
prefer?
a) woodland b) Lee cooper c) Bata
d) Metro e) M&B footwear f) local brands.
10. What suggestions would you like to give for
woodland?
 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

1200

1000

800
Demand
600

400

200

0
1 2 3 4 Supply

April to January
July to Sept Oct to Dec
June to March
 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.
 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

Retailers survey result of Mumbai
 Customer satisfaction as per survey results
The customer’s 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
No.
Of
People
 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.
 SUGGESTIONS

 They should start manufacturing sports shoes as

they can easily sustain in that market. Sports shoes
have a good 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 can’t 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.
CONCLUSION

 Woodland has slowly but steadily carved it’s place in the world of
shoes.

 They are well-known brand in men’s 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.

Elasticity of demand

As woodland shoes are expensive people take it as luxurious

goods, so the demand is relatively elastic.

It can be predicted that an increase in income of the people can

make the demand relatively inelastic.