Professional Documents
Culture Documents
INTRODUCTION
WOODLAND CO.LTD-A PROFILE
BLACK SHOWROOM-A PROFILE
MARKETING MIX STRATEGY
PRODUCT MIX STRATEGY
SURVEY ANALYSIS
SUGGESTIONS AND CONCLUSION
FINDINGS
SUGGESTION & CONCLUSION
APENDIX:
BIBILOGRAPGY
QUESTIONNAIRE
CHAPTER-1
INTRODUCTION
OBIECTIVES
METHODOLOGY
LIMITATION
INTRODUCTION:
2
Today, footwear has become a part of our life. From Kids to old ones
everyone wears footwear. Footwear is the protective wears of foot of men
and women. Usually make out of leather with a stiff or thick sole &
generally reaching no higher than the ankle.
In olden days footwear were prepared of wood & leather. Although
sandals were the most common footwear in most early civilization, shoes
were also born during 1600-1200 BC in Mesopotamia.
For example, soft shoes were introduced by mountain people on the
border of Iran who ruled Babylonia during that time. This first type of shoe
was a simple wrap around leather, with the basic constructions of a moccasin
held together on the foot with rawhide lacing. Gradually this design was
improved upon and assumed many variations. Moccasins sandals and simple
boots were prevailing types of footwear almost until the middle ages.
In earlier days people were using footwear as a protection for foot.
But now a day with respect to changes in culture, living standards, taste,
westernization the buying habits in case of footwear is fast changing and
consumers also buy footwear to express their life style, status etc rather than
protection.
Earlier India footwear industry ;was a sellers market, but now it has
become buyers market. with the invention of new designs and innumerable
competitors entering the market, the Woodland shoes Ltd, is also facing
some problems.
At this juncture it will be vital to know what kind of marketing mix
strategy Woodland shoes Ltd... is following for its products. Identification
of problems and then finding solutions to the problem is the first step in
research As a result three is a need to study the problem and also to give
;suggestions to improve further sales.
OBJECTIVES:1 To study the present status/role of the company in the Indian
Market.
2 To know the consumer, tastes and preferences while purchasing
footwear.
3 To study the factors which influence on consumers in making the
choice for a particular brand of footwear.
3
LIMITATIONS:
CHAPTER - 2
CENTRAL SERVICE
OVERSEAS OPERATIONS
DOMESTIC OPERATION
WOODLAND DISTRIBUTION
1960-
NEW DELHI
INDIA
JALANDHAR
2000- Robust present in the premium retail market, with 100 Exclusive
stores, 50 Distributors and 3500 retailers Operating in the domestic market
worth Rs. 100 crores, with Exports division contributing additionally to the
tune of RS. 20 crores.
2002WOODLAND becomes a National Leader in premium
Category shoes, apparels and Accessories. Started sourcing operations from
South East Asian Countries. Opened office In CHINA & HONGKONG
facilitating the heavy domestic demand for new product & development.
2004- Ponys exclusive stores increase to 150 globally
WOODLAND:
Introduced concept of country stores and enters home furnishing
sector also. Plans Ahead to International Franchise operations. Annual
turnover registered to USD 50
AERO:
FROM RAW HIDES TO RETAIL
Tanneries
Packing, Manufacturing.
CENTRAL SERVICES:
Corporate strategies
OVERSEAS OPEATIONS:
Lasting /
Finishing in Quebec using American Lasts / Soles /
Fitting-Marketing in USA? CANADA
(Specialty in winter boots and Woodland typ[e casual shoes)
Volume 2000-100 K Pairs.
Target Audience
Price Premium
Young
14-26 Years
Average
40
Low
25
High
60
system.
Training & education of floor level sales personnel.
DOMESTIC OPERATION:
APPLE:
TANNERIES: Two captive Tanneries at MADRAS &
JALLANDHAR specialty heavy (Bovine) Leathers , Oil Pull UPS ,
NUBUC , Glazed cow , what Leather for
REEBOK sport shoes.
ACLB ASS:
Apparel stores.
Wholesale distribution.
lifestyles.
Wholesale distribution and retailing of WOODLAND shoes and
apparels are regularly supplemented by other marketing supports in the print
and audiovisual media, event sponsorship and specific schemes to maintain
the brand positioning. Woodlands creative advertising has been appreciated
by all segments of the markets.
12
COMPANY PROFILE AERO CLUB SHOES NEW DELHI:Aero Club shoes is part of the closely held Aero Club group of
companies, which are into the business of lifestyle products for over forty
years. The group with about 2000 employees located at its various offices
all over India.
Every manufacturing units is well equipped and mechanized plant,
having very good infrastructure, top of the line machines like CERIM,
CHENG FUNG, FALAN, etc., and each facility has its own speciality e.g.
one of over factory is solely engaged for making BOAT SHOES ( winter as
well as summer). Another one lug unit is devoted for producing rubber and
EVA jogger (Men and Women) shoes. This unit has own rubber molding
plant, which gives the frequent supply of different kind of soles. There is
one unit , which is producing high fashion ladies shoes/sandals/hoots (M/c
made and handmade both). Two units are engaged for stuck on ladies and
gents shoes. One unit is exclusively producing shoes for children.
The company has ka tannery each at Jalandhar and Madras which
meet most of the requirement of upper leather that is not manufactured by
them which is procured from outside sources including overseas.
The company has current consolidated annual production capacity of
1.5 million pair shoes. Full facilities for TRP/leather sole manufacturing
exist in-house.
13
exclusive show rooms and over 2000 other prestigious stores all over India.
The total annual sales amount to 50 million US Dollars.
We are regular supplier to some of the leading brands in Europe/USA
like JELA SCHOH, BAUR-VERSANO, KARSTADT Germany, GROUPE
ANDRE, CARRE FOUR, AUCHAN, SIPLEC France, GAP, TODD
WELSH USA, combined trading (Bruit) U.K, HUSH Pulppies-Singapore,
etc.
Our Address is: ;
AERO CLUB SHOES
Gurdwara fRoad,
Karol Bagh
NEW DELHI 110 005 (INDIA).
Tel No: 0091-11-51546474/25782900
Fex No: 0091-11-25755200
Email: aeroshoe@de13.vsnl.net.in
Contact Person: Mr.
Supplier :
Singh
Setup:
UNIT
NAME
NO. OF
EMPLOYEE
FACTORY
SIZE
PRODUCTION
CAPACITY
PRODUCTION
STRENGTH
MACHINVERY
Aero
Club
131
10.000 Sqft
30000 P.M
Imported
Aero
ClubII
150
50.000 Sqft
30000 PM
Good
Luck
125
10.000 Sqft
25000
Children
shoes/sandals
Imported
Casuals
135
12.000 sqft
30000 PM
Casual shoes
Imported
COUNTRY
APPROX
20,00,000
USA
15,00,000
Baur Versand
Germany
10,50,000
JDWilliams Wrangler
UK
20,00,000
15
BRAND OWNED:
Karol Bagh, southeast Sasrojini Nagar, Kamal Nagar, Gurgoan.
Visit at: www.woodlandworld wide. Com
NAME OF MACHINERIES
MANUFACTURES NAME
Jorielli
Cheng fung
Jorielli
Heat Setter
Cheng fung
Jorielli
Sole press I
Sigma
Sole press II
Cheng fung
Falan
Chiller
Jorielli
Jorielli
plaff
Plaff
Plaff
Plaff
16
Binding M/c
Zuki
Zuki
Zuki
Forielli
Heal Traucler
Forielli
PRICE DETERMINATION
COMPETITORS
STOCK MAINTENANCE
ADVERTISING
PROFILE OF BLACK SHOWROOM :-
PROFILE OF BLACK SHOWROOM :Due to brand consciousness amongst the citizens of towns such as
Koppa new store of foot wear was opened by the name BLACK
17
STOCK MAINTENANCE:
black showroom normally maintains the stock for 4 weeks so that
customers should not feel the should not feel the shortage of footwear design
in the shop. black showroom maintains the stock properly and places the
order with distributor according to their requirements.
ADVERTISING:
18
CHAPTER - 4
MARKETING MIX STRATEGY
MARKETING MIX STRATEGY OF WOODLAND SHOES
PRODUCT STRATEGY
19
PRICE STRATEGY
PLACE STRATEGY
PROMOTION STRATEGY
MARKETING STRATEGY
MEANING AND DEFINITION OF MARKETING STRATEGY:
Meaning:
Goods and services do not move automatically from the makers to the
users. There is a definite mechanism that brings about exchange of goods
and services against money or moneys worth for the mutual benefit-namely,
20
All four elements of marketing mix are essential to the overall success
of the firm.
1.Product Strategy: Product is the core of marketing. It is the sum total of
the physical and psychological satisfaction it provides to the buyers. It is the
first and most important variable in marketing mix of the firm.
2.A product mix is a combination of attributes such as color, size design,
appearance, material, quality, performance, utility etc. These combinations
of attributes attract the customers. Therefore, a product is a bundle of all
kinds of satisfaction of both material and non-material kinds ranging from
economic utilities to satisfaction of a social psychological nature. The
product mix of ;a firm has 3 main characteristics namely width, depth and
consistency.
PACKAGING:
According to Professor Philip Kotler, Packaging is an activity which
is concerned with the protection, economy convenience and promotional
considered. It is the general group of activities in designing the containers
or wrapper for the product.
Packaging policy of the firm is to fill the footwear wrapped in a
attractive polythene cover, where every pair will be again packed in small
boxes made out of thin cardboard, then the boxes will be dispatched in big
cardboard boxes. The company is famous ;for the boxes in which shoes are
kept, as they are very attractive and good-looking.
BRANDING:
According to American Management as Association. Brand is a
name symbol or a design or a combination of them which is intended to
identify and to differentiate from those of the competitors.
The company believes handing of products is of strategic and
increasing importance. It is a means of identification, which also provides
trade and legal protection. The company considers it as massive asset.
The company products are branded under company brand name
woodland, which is original and which is short and sweet satisfying all the
requisites of a good brand name.
2.PRICING STRATEGY:
Pricing is an art of translating into qualitative terms (currency) the
value of the product or a unit of service to customers at point of time.
Pricing is a managerial task that involves establishing pricing objectives,
identifying the factors governing the price, ascertaining their relevance and
significance, determine the product value in monetary terms, formulations of
price policies and the strategies, implementing them and controlling them.
23
CHAPTER - 5
PRODUCT MIX STRATEGY
PRODUCT PROFILE
25
PRODUCT PROFILE
The product is the most important element of the marketing mix. In
fact the product is the starting point of all marketing services. The other
marketing efforts will become useless the nature of the product intended for
sole is determined and the policies pertaining to the product are properly
decide.
The term product covers the shape, design, packaging, banding, the
product range, and the size, the utility of the product and the guarantee and
service accompanying the product.
Footwear has been classified into three types viz., leather footwear,
partly leather footwear and non-leather footwear. The leather footwear has
been defined as one which has an upper, made fully out of leather
irrespective of sole leather or otherwise; partly leather irrespective of sole
leather or otherwise; partly leather footwear as one which has pieces of
leather on its upper irrespective of sole leather or otherwise and non leather
footw3ear is the one which is totally made out of non leather material.
26
Size
Centimeters
25.1
25.7
26.0
26.7
10
27.9
Shipping details:
The seller will ship this product usually ships in 4 working days.
27
bank Fed net/IDBI Bank, net banking / Centurion bank epay /ITZ cash /
UTI bank /Bill junction.
CHAPTER 6
SURVEY ANALYSIS
ANALYSIS AND INTERPRETATION OF DATA.
CONSUMER SURVEY ANALYSIS.
28
TABLE-1
CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX:
SEX
NO.
RESPONDENTS
OF PERCENTAGE
Male
88
88
Female
12
12
TOTAL
100
100
From the above table it is clear that 88% of the respondents are male and
12% of the respondents are female.
TABLE-2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
ANNUAL INCOME:
Income
No.of
respondents
Percentage
Below 20,000
34
34
20000-50000
18
18
50000-70000
10
10
70000 7 above
38
38
TOTAL
100
100
From the above tale it is clear that 34% of the respondents are in the annual
income of below 20,000, 18% of the respondents are in the annual income of
20000-50000, 10% of the respondents are in the annual income of 5000070000 and 38% of the respondents are from the annual income of above
75,000.
30
TABLE-3
PERCENTAGE OF
WOODLAND SHOES:
RESPONDENTS
WHO
HAVE
USED
92
92
No
TOTAL
100
100
From the above table it is clear that 92% of the respondents who have used
woodland shoes and 8% of the respondents havent used woodland shoes.
TABLE-4
FACTORS MOTIVATED TO BUY WOODLAND SHOES:
FACTORS
No. Of
PERCENTAGE
RESPONDENTS
Price
58
58
Good quality
20
20
Advertisement
Brand image
Quality/outlook/brand image
Quality/outlook/brand/price
100
100
31
From the above table it is clear that 58% of the respondents are motivated by
the quality of the 20% of the respondents y the outlook and design, 8% by
the advertisement, 2% by the brand image, 8% by the quality, design and
brand image.
TABLE-5
MEDIA OF AWARENESS ABOUT WOODLAND SHOES :
OPINION
No.
OF
RESPONDENTS
PERCENTAGE
Durable
22
22
Comfort
52
52
Moderate
Prestigious
10
10
Durable/comfort
Durable/comfort/prestigious
100
100
TOTAL
TABLE-6
OPINION ABOUT WOODLAND SHOES:
OPINION
No.
PERCENTAGE
OF
RESPONDENTS
Durable
22
22
Comfort
52
52
Moderate
Prestigious
10
10
Durable/comfort
2
32
Durable/comfort/prestigious
TOTAL
100
100
From the above table it is clear that 22% of the respondents are having
the opinion woodland shoes are durable,52% of the respondents are having
the feeling that woodland shoes are comfortable, 2% feel that woodland
shoes are moderate, 10% feel very prestige to wear woodland shoes, 2% feel
they are durable and comfortable, 2% feel they are durable, comfortable, and
prestigious.
TABLE-7
PERIOD OF USING WOODLAND SHOES:
PERIOD
No.
Of
RESPONDENTS
PERCENTAGE
6 months 1 year
18
18
1-2 years
20
20
3& above
10
10
Not used
44
44
TOTAL
100
100
From the above table it is clear that the period of using woodland shoes i.e.
18% of the respondents using from 6 months- 1 year and 20% of the
respondents using from 1-2 years, 10% of the respondents using from 2-3
years, 44% of respondents using from above 3 years and 8% of the
respondents havent used to woodland shoes.
TABLE-8
OPINION ABOUT THE PRICE OF WOODLAND SHOES:
OPINION
No.
PERCENTAGE
33
Of
RESPONDENTS
High
56
56
Low
Moderate
44
44
TOTAL
100
100
From the above table it is clear that 56% of the respondents are having the
opinion that the price of woodland shoes is high and 44% of he respondents
having the opinion that the price is moderate.
TABLE-9
SHOWROOM PREFERED BY THE CUSTOMERS TO BUY
FOOTWEAR:
SHOWROOMS
No.
Of
RESPONDENTS
PERCENTAGE
BLACK SHOWROOM 82
82
NEW
AGENCIES
16
DELUX 16
Others
TOTAL
100
100
From the above table it is clear that 82% of the respondents prefer to be
BLACK SHOWROOM Buy the footwear and 16% of the respondents prefer
R K foot wear and 2% of the respondents prefer other showrooms.
TABLE-10
OPINION ABOUT THE PRICE OF: BLACK SHOWROOM
OPINION
No.
PERCENTAGE
34
Of
RESPONDENTS
High
26
26
Low
16
16
Moderate
58
58
TOTAL
100
100
From the above table it is clear that 26% of the respondents are having the
opinion about the price of BLACK SHOWROOM is high, 16% of the
respondents having the opinion about price of is low, 58% of the respondents
is having the opinion about the price of is moderate.
TABLE-11
OPINION REGARDING THE SERVICE SATISFACTION ON
WOODLAND DESIGN:
OPINION
No.
OF
RESPONDENTS
PERCENTAGE
Good
46
46
Bad
Better
22
22
Excellent
30
30
TOTAL
100
100
From the above table it is clear that the 46% of the respondents are having
the opinion regarding the service satisfaction on Woodland design, is good
2% is bad and 30% of the respondents opinion is excellent.
TABLE-12
OPINION ABOUT THE WOODLAND SHOE BRAND:
35
FACTOR
OPINION
NO.
OF PERCENTAGE
RESPONDENTS
Price
Satisfied
Not satisfied
48
50
48.98
51.02
Quality
Satisfied
Not satisfied
48
2
96.55
3.45
Design
Satisfied
Not satisfied
54
6
90
10
Durability
Satisfied
Not satisfied
52
6
89.66
10.34
From the above table it is clear that customers 97% satisfied by the quality
of the woodland shoes brand and 3% not satisfied 90% of the customers are
satisfied by the design of the product and 10% are not satisfied 48.98% of
the respondents are satisfied by the price and 51.02% are not satisfied
89.66% of the respondents are satisfied by the durability of the product and
10.34% are not satisfied
CHAPTER 7
FINDINGS
SUGGESTION
CONCLUSION
MAJOR FINDINGS:
52% of respondents i.e. 44% have opined that they are using
woodland shoes for above 3 years and 8% have opined that they are
not using wood shoes.
Majority of the respondents i.e. 56% are having the opinion that the
price of woodland shoes is high.
Out of the total respondents i.e. 46% have opined that woodland
design is good, 2% is bad and 30% of the 30% of the respondents
opinion is excellent.
Majority of the respondents i.e. 97% are satisfied by the quality of
woodland shoes brand.
SUGGESTION:1.Price:
Almost all the consumers complain that the prices of woodland shoes
are very high not reaching the mark of customers expectation. So, the price
should reduced so as to increase the sales and profit of the company.
2.Quality:
Although the footwear of woodland shoes is generally ranked high as
to their quality, it is necessary to maintain and even improve the quality of
the product.
3.Design:
Though consumers are satisfied with the durability of the product
they need more designed and colours. There should be increase in tech
verities of the products so that a good number of customers are attached both
male and female. Because majority of the population in the region is
relatively young and are in the high consumption stages of life.
4.Advertisement:
Though advertisement is the only media through which majority of
the customers became aware of the product but from the survey it was found
out that advertisement is not sok effective and informative and also it doesnt
reach more number of people. So, more and more advertisement must be
given in television by increasing the frequency of advertisement and the
colour advertisement should be used for newspapers so that the customers
will be aware of all the products, which exist in the market, and the new
product, which will be produced by the company.
38
QUESTIONNAIRE
Dear Sir/Madam,
I am a student of Govt First Grade College in final year BBM
for the academic year 2012-2013. For the partial fulfillment of my course, I
am conducting the survey on the WOOD LAND FOOT WEAR, to prepare
project report. I request you to spend few minutes for me and fill in the
below mentioned questions in the questioner.
The information provided by you will be used only for academic purpose. I
hope you will co-operate for this.
Name: ________________
Address: _______________
40
Below 20,000
20,000-50,000
50,000-70,000
70,000 & Above
Which company foot wear do you prefer?
BATA
WOOD LAND
PARAGON
LIBERTY
Are you a woodland buyer?
YES/NO
If yes state reason: _____________________
If no state reason: _____________________
What do you think of woodlands range of products?
High
low
Moderate
What motivated you to purchase woodland products?
a)Good quality
b)Price
c)outlook & design
d)Advertisement
e)Brand image
11. How did you come to know about woodland shoes?
a)Friends/Relatives
b)Advertisement
c)Showrooms
d)Other specify
12. What factors do consider while purchasing woodland shoes?
a)Image
b)quality
41
c)price
d)Guarantee
e)All
13. What is your opinion about Woodland shoes?
a)Durable
b)Comfort
c)Moderate
d)Prestigious
14. For how many years you have been using woodland shoes?
a)6 months-1 years
b)1-2 years
c) 2-3 years
d) above 3 years
15. In which shop you wish to buy the footwear?
a)BLACK showroom
b)NEW DELUX agencies
c)Other Specify
16. What is your opinion about the price BLACK showroom
a) High
b)Low
c)Moderate
17. Are you satisfied with the service provided by the dealers.
a)Satisfied
b) Not satisfied
18. What is your opinion on woodland designs?
a)Good
b)Bad
c)Better
d)Excellent
19. Are you satisfied with the following woodland shoes.
Price
Quality
Satisfied
Not satisfied
20. Any suggestion:
Date:
Place:
Thank you for you kind co-operation
YPURS SINCERELY
42
Design
Durability
UDAY C.
BIBLIOGRAPHY
MARKETING MANAGEMENT PHILIP KOTTLER
MARKETING MANAGEMENT SHERLEKAR
BUSINESS STUDIES B. S. RMAN
WEBSITE: www.woodlandworldwide.com
www.google.com
www.wodlandshoe.com
www.bigshoebazar.com
COMPANY ANNUAL REPORTS
COMPANY BOOKLET
COMPANY BROUCHERS
CONTENTS
1 INTRODUCTION
INTRODUCTION
OBJECTIVES
METHODOLOGY
UMITATION
CENTRAL SERVICE
OVERSEAS OPERATION
DOMESTIC OPERATAIONS
WOODLAND DISTRIBUTION
PRODUCT STRATAEGY
PRICE STRATAEGY
PROMOTION STRATEGY
PRODUCT PROFILE
6. SURVEY ANALYSIS
FINDINGS
SUGGESTION
CONCLUSION CX
APENDIX:
BIBILOGRAPGY
QUESTIONNAIRE
44
45