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.
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.

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.

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.

 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 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

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
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.

RESEARCH METHODOLOGY

According to Green and Tall A research design is the specification of the

methods and procedures for acquiring the information needed. It is the
overall operational pattern or framework of the project that stipulates
which information is to be collected, from where it is to be collected and
by what procedures
This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was
designed in accordance with our mentor in Shirts. I chose a sample
of about 100 corporate customers
I collected some data from the secondary sources like published
Company documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and
analysis of data in a manner that aims to combine relevance to the research

purpose with economy in procedures. It is a descriptive cross sectional

design .It is the conceptual structure with in which research is conducted;
it constitutes the blueprint for the collection, measurement and analysis of
data.
It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding
maximal information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory
study by which it is clear that the existence of the problem is obvious .So,
I can directly head for the conclusive research.
Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I
have to determine who is to be sampled, how large should be the needed
sample and how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of
customers of Sagar City.
Sample Survey
As compared to census study, a sample study has been conducted by us
because of:
Wide range of population, it was impossible to cover the whole
population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Shirts
Sampling Technique

Sampling technique implies the method of choosing the sample items, the
two methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an
equal chance of the inclusion in the sample. Non-probability methods
are those that do not provide every item in the universe with known cause
of being included in the sample.

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.
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 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: 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 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.

LIMITATION
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 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.

DATA ANALYSIS AND INTERPETATION

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

Demand

Supply

April to
June

July to Sept

Oct to Dec

January
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 Sagar . 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 Sagar

Retailers
survey result of Sagar

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

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 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.

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.

OBJECTIVE
To find out market strategy regarding product and service.
Knowledge about the competitive market.
To know the goodwill as demand of the product in world
Information related to consumer satisfaction and his use.

QUESTIONAIRE
Researcher's Name :

Name of Person : ___________________

Class : B.B.A. II Sem

Age : _____________________________

Gender :
________________________

Occupation :

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?

BIBLIOGRAPHY

Marketing Management

By: Sherleker

Marketing Management

By: Philep Kottler

Marketing and Salesmanship

By: B.S Raman

News papers

Business Line
Times of India

www.google.com
www.accindia.com