Profile & Personality of Target Consumers of

Woodland Shoes

Submitted to: - submitted by:-

Ms. Harleen Sahni Jasleen Sardar
Richa Raghavan
Rutu patel
 Table of contents

Sr.no. Contents Pg no.

1 Introduction of woodland shoes

2 History of the company
3 Current status of the company
4 Products of the company
5 Profile of target market
6 Personality of target market
7 Communication tools
8 Intiatives
Introduction:-

The brand Woodland is owned by Aero Group; the Flagship Company which
began its operations in 1960’s and now has an asset base of over US$100 Million.

Woodland was started in Quebec, Canada for making winter boots and entered
India in 1992. Woodland was one of the brands that we launched in India from the
vast portfolio of Aero Group.

When they entered India, the footwear market was largely unorganized. Woodland
created a new category of specialized ‘outdoor adventure sports’ shoes. The
product positioning was different and was known as a rugged, outdoor leather shoe
brand, the kind usually preferred by adventurists. That was in the beginning and it
gradually developed a product line especially for India.

It has always been an outdoor brand and very much in tune with nature. Whatever
they do, it will never be against the environment but rather in consonance with it.
It’s this connect that has been the soul of the brand. They not only build this
association through our promotions, but also through our processes and practices.

Woodland plans to leverage this association more strongly to further strengthen the
brand by changing over its entire range of shoes and apparel to quality eco‐friendly
products — made with materials and chemicals that don’t harm the nature; by
making the manufacturing process less harmful to the environment; and by
communicating and promoting the brand on the same lines.

The intent is to make eco‐friendliness its brand recall. Woodland has always been
an outdoor and adventure brand with close association with nature and
environment.

As part of their growth graph, they currently have 300+ company owned exclusive
Woodland stores across various cities in India and are growing at the rate of 25 to
30%. The brand also has a presence in more than 3000 plus multi‐brand outlets in a
number of countries.
History:-

Birth of Woodland: Woodland today

standsforaniconicbrandforshoes,clothesandaccessories.Butthebrandwasinitiallylaun
chedtotargetonlyasetofnichecustomerssegmentoftheshoemarket,customerthatwerel
ookingshoestosupporttheirlongingforadventure.Let‘sexploreabitmoreoftheAerogro
upbeforewenarrowdowntoWoodland.JourneyofAeroShoeCompany

1950-60: Aero Shoe Company started as a small manufacturing unit in Delhi. They
were among the first to export shoes to the U.S.S.R.

1962: Aero Shoe Company ventured into retailing with an outlet at a prime
location in Delhi.

1965-70: Aero Shoe Company manufacturing base expands to Lucknow, Agra and
other parts of north India.

1972: They setup the first fully mechanized modern shoe factory in India (with
German Machinery) to augment existing capacities, in view of the growing export
demand.

In1992,AeroGrouplaunchedWoodland[4]anditimmediatelycaughttheattentionofout
doorenthusiasts.Itbroughtwithitaninnovativecollectiondesignedtoproviderockclimb
ers,backpackers,hikers,trailrunners,andoutdoorloverswiththeperfecttoolstomeetnatu
re‘schallenges.SoonenoughtheWoodlandtreelogobecamesynonymouswithadventur
e.Andasthecalendarturnedtowardsthenewmillennium,Woodlandkeptexpandingitslin
eofoutdoorshoes,performanceapparel,andequipmenttocatertotheneedsofthosealway
sreachingforthehorizon.
1992:AerogroupacquiredwinterbootfactoryinQuebec,CanadatocatertotheCanadiana
ndU.S.Markets.1994:AerogroupcommissionedmanufacturingplantforReebokforexp
orttoU.S.A.1997:Aerogroupcommissionedmanufacturingunitforapparels,addingtot
herangeofWoodlandproducts.Thisisthepointoffirstdiversificationinthehistoryofwoo
dlandandaerogroup.Theyenteredintotheapparelsthataddedtothesynergiesofthebrand
andhencecreatedagameteofproducts.2002:Woodlandbecomesanationalleaderinprem
iumcategoryshoes,apparelsandaccessories.ItalsostartedsourcingoperationsfromSout
hEastAsianCountries.WoodlandopenedofficesinChinaandHongKong,facilitatingthe
heavydomesticdemandfornewproductsanddevelopment.2007:Totalnumberofexclusi
veshowroomsWoodlandtotouched200thmark.ItwasbythistimethatWoodlandhasalm
ostpulleditselfoutofthenichemarketthatitwasserving.Itsshoesexpandedfromcasualfo
otweartoformalandcanvasfootwear.Itsapparelsdiversifiedtocatertoagelimitofteenage
rsandmiddleagedpeoplealsothoughthecorevaluepropositionofservingactivemenand
womenwasstillthere
Current status of the company:-

Woodland, the global adventure wear brand entered India in 1992. The major
marketplace of woodland shoes is India. The brand offers a wide range product
line that includes footwear, apparels and accessories for men, women as well as
kids. In the year 2002, Woodland becomes a leader in premium category shoes,
apparels and accessories nationwide. The company has its training and production
units in India, China, Macau, Sri Lanka, Vietnam, Bangladesh, Malaysia,
Indonesia, Philippines, as well as Canada. Without compromising the Indian shoe
market, woodland also established their market in Canada, China, Hong Kong and
Europe. The brand has premium adventure collection designed for travelers, trail
runners, trekkers, rock climbers, hikers, and other outdoor adventure enthusiasts.

Woodland shoes are one of the most popular and premium brand in India. The
primary elegance inside the Woodland Footwear will be the reality that they
generally produced within the extremely tuff and hefty leather-based and sole
solely produced from difficult rubber. The outer element inside the footwear is
produced from hand with stitched manually. The 1 element we're inside a position
to say will most likely be the woodland Footwear for Guy (See the Woodland
Males Footwear cost in India) is last long for all period and ideal for Indian
climate.

These that are utilizing the brand title, we're inside a position to say they're
obsessive regarding the superb element about this item throughout which you're in
a position to fill individual as your footwear is particularly produced from hand
also as possess a human get in touch with make the item truly appealing with
roughness’ In it.

But an extra element is its cost (see woodland footwear cost in India right correct
right here) which draws inside the followers of woodlands footwear. There are lots
of variations in woodland footwear but right correct right here we'll talk about an
item that is higher in need and supplied seriously is G which indicates Gents. The
Footwear is accessible in 5 many colors which consists of khaki, camel, black,
olive, together having a mixed color mixing all of these colors.
You will uncover numerous producers competing with Woodland Footwear with
regards to cost, effectiveness, style and lots of much more element but woodland
secure the location and executing batter. The Producers competing woodland
consists of Reebok, puma, Bata, Relaxo and so forth. Woodland also executing
truly superb in monitoring and informal footwear which are a great deal well-liked
1 within the youth inside the day. These days, Woodland like a brand title has
produced up totally; it's 250 retailers all via India.

Woodland very pleased to turn out to become the No.1 option within the quantity
of world's most proficient climbers, severe skiers, mountaineers, snowboarders,
explorers and endurance runners. Anyplace you'll be, Woodland guarantees you to
supply out the spirit of journey in you.
Products of the company:-

WoodlandonlaunchwasRuggedness&outdoorsy.Woodlandstillhighlightsitsproducta
ndruggedandoutdoorshoeswhichismainlyusedbyadventurists.Itassuresqualityandlon
glastingproducts.Thisisthevaluepropositionoftheinitialbrandwoodland.
Target market of the company:-
TARGET CUSTOMERS

The target market for the Woodland shoes is the up market segment. They have
products for both male and female and they cater to kids as well. But it mainly
focuses on teenagers and youngsters. Since it mainly targets the youth,
the awareness, advertising and promotional strategies have to be dynamic and
appealing.

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 grew; it also entered the apparel
category; and in the next couple of years it became a well-known brand, first in
North India and then across the country.

The major USP of the brand is its close association with environment. By changing
over its entire range of shoes and apparel to quality eco-friendly products - made
with materials and chemicals that don't harm the nature; by making the
manufacturing process less harmful to the environment; and by communicating
and promoting the brand on the same lines.

Profile of the target market : In this section, an overall view of the target market
based on demographic, psychographic and socio economic factors will be
discussed. From this discussion it would be easy to find the sum of all target
customers age, sex and the income. The discussion in this section has been made,
based on the result of the survey that we have conducted among sample size of
sixty. As we have some limitations, we did most of our survey among our friends,
relatives and student of East West University. Demographic factors: Demography
is the study of the human population in term of size, density, location, age, gender,
race, occupation and other statistics. The demographic environment is of major
interest to marketers because it would involve people and people who make the
market. From the survey, we found the results of demographic factors which are
discussed below:
Gender: We made our survey based on sixty people‟s opinion. Among these
people

Age: We have surveyed among people of different age group. Among the surveyed
people,_________According to our finding it is clear that _________age group
people are the majority in numbers.

Education: According to our survey result_________From the column chart, we

can see that ____. So we can say that ________
Occupation:
Among our surveyed people, the larger portion of the sample size was student. It
can be clearly seen from the column chart that _________.
Social Factor:
Social factor denotes the social status of the target market by considering social
class and other factors.
Social class: Family income is highly influential in determining social class. To
identify the respondent’s social class we asked them about their family income to
find their actual position in society. The survey represents that most of the
participants are in the income range of BDT 20001-35000.

Other Factors:Types of shoes people like most:

Based on our survey we found that most of the people _______ prefer _________.

Target Market:
1). Market segment:It focuses on upmarket segment
2). Age:Products available for every age group but mainly focusing on teen
agers and youngsters(20-35yrs), recently for infants
3). Gender:Products available for both male and female
4). Exclusiveness:

Mainly focusing urban areas

Gives an feeling of royalty

Minimum cost ranging between 1000-2000 Rs

5). Having single geographic orientation for future prospective
Communication tools:-

Asthechoiceofcommunicationmediumplaysanimportantroleinbuildingabrand,acom
panyhastobeverycarefulinchoosingthecommunicationmedium,forthewronguseofan
ycommunicationmediumwillnotonlywastethepromotionalmoney,itwillalsomightdil
utetheexistingbrandequity.ThecommunicationplatformsusedbyWoodlandandthecon
tentofthecommunicationalwayshasanexclusivelookandfeeltoit.Tounderstandthecom
municationstrategyofWoodland,weneedtounderstandthetargetcustomersoftheWood
land.TargetcustomerforWoodlandisadventuresandoutdoorsyyouth.HencetheWoodl
andcommunicationhappensmostlyontelevision.TheselectionofTVchannelfor
forcommunicationalsoplaysanimportantrole.MostoftheWoodlandcommunicationvi
aTVoccursonTVchannelsthatcatertoviewersseekingknowledgeregardingadventures
portslikehiking,riverrafting,trekking.).Collegepromotions,eventsindiscos,tie-
upswithsportsevents,co-
sponsorshipoftheMissWorldEvent,allgotthebranddesiredmileage.Someoftheotherm
ediumsusedforcommunicationareoutdoorhoardings,adventureclubsandinternet.The
hoardingportraythetoughandruggednessofthebrand.

Woodlanditselfownsfouradventureclubs.Italsohasassociationswithotherclubsthroug
hwhichitpromotesitsbrandandcreatesequityforitself[3].Oneofthemostimpactfulmedi
umthatthisdecadehasbroughtupistheinternet.Woodlandalsousesthismedium,althoug
hnotthateffectively.ThecompanyisdevelopingagamingapplicationonthelinesofFarm
ville(anengaginggamingapplication)whereapersonwouldbefindingroutethroughatrai
landlocateaWoodlandshoe.Itistoconnectbrandandentertainingconsumersaswell.Butt
hestrategyisnotworkingatallasthepagehasonlyaround112,000followers.Thisisfarless
ascomparedtoanyinternationalbrand.

Oneofthepeculiaritiesthatthisgroupobservesaboutthecompanyisthatmostpeopleconc
eiveWoodlandasanon-
Indianbrand.Thisperceptioncanbeattributedtouseofforeignmodelsandlocationsinallt
heiradvertisements.Overaperiodoftimethecontentofcommunicationalsoevolves.This
evolutionisratherdisturbingwhenreferredtoWoodland.Themessageofcommunication
haschangedfrom―allterrain‖shoeto―tougherthannature‖shoe.Butthebrandofferingh
aschangedfromshoeforanadventuristtolifestylebrand.Thischangeinbrandofferingisn
otcommunicatedthroughanymedia.Henceitcanbeconcludedthatthebrandwoodlandha
snotbeingutilizingcommunicationchannelatitsdisposalappropriatelyandoptimally.
The brand Woodland was introduced to the Indian market in 1992 through two
exclusive outlets in New Delhi, to resounding success.

•Today, 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.

•The unique rugged, tough rubbers are produced using German Technology at its
own manufacturing facilities in India. Woodlands Store is the largest Apparel store
in India. They provide menswear, women’s wear, footwear, socks, bag, cap &
Shoes.

•Cost effective bags Brand: There are various varieties of bags provided by
woodland for both men and women like Woodland leather bags, wallets, woodland
megan handbag etc. They Provide all qualified bags with wholesale rate and
reasonable low rate bags for Schools as well as for college n office purposes.

FOR CUSTOMER RETENTION

Top brand and Low price.

Environmental friendly product.

Imbibed spirit in each and every product.

Woodland discovers the meaning of true quality and durability.

They offer 30 day money back guarantee and friendly customer support.

With the purchase worth rs.2000,a customer gets a membership card free of cost
and discount of 20% on the next purchase.

BRAND COMMUNICATION

Warranty period:-The Showrooms also offer warranty for the footwear

rangingfrom 6 months to almost 1 ½ years depending upon the shoes price.

After sales services:-Woodland showroom also provides their customers with

asatisfactory after sales services. They give complementary giftsto the customers
on a specified purchase made by them. Itincludes shoe polish, shoe shiner, belts
and other accessories too.

Special discount offer:-Woodland generally provides special discount offers to

thecustomers which mostly includes 12% discount on the purchasemade. They also
give discounts on special occasions such asganpati, diwali, dusshera.

Shoe mela:-Woodland also conducts shoe mela at various cities where theysell
there shoes at discounted rate. They have conducted shoemela 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.
Some advertisement campaigns by promoting some sports
activities:-
INITIATIVES

Woodland invested close Rs 30 crore (Rs 300 million) in an initiative called Pro-
Planet To position itself as an environment-friendly brand and communicate the
message across to its target group - the youth. The intent is to make eco-
friendliness the brand recall. Woodland has always been an outdoor and adventure
brand with close association with nature and environment. Woodland also has
Woodland Adventure Club for which they have tied up with some of the leading
adventure tour providers in the country and the world. They indulge in various
adventure activities.
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