ASSIGNMENT ON GARMENT PROCESSING

TOPIC- STUDY OF WOODLAND BRAND

CONTENTS
 History of the company  Introduction  Product types  Features of the product  Types and price of product  Technology used  services provided to the customers  Competitors of the product  SWOT analysis  Shoe sizes

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. I t i s e st i ma te d to b e wo rt h ar o u nd R s 1 1 0 0 0 c r or e s. T he m a r ke t i s traditionally price driven and dominated by the unorganized sector. What does WOODLAND stands for??? The answer is simple the spirit of adventure, of course. T h e advertising has been created specifically to communicate this spirit to e v e r y o n e . A n d t o e n c o u r a g e t h e m t o k e e p e x p l o r i n g a n d k e e p discovering. Woodland not only believes in making the best quality products but also creating outstanding communication ideas. It s no w o n d e r then that Woodland advertisement have b e e n w i d e l y 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 n e v e r w a n t e d to be an ordinary shoe so till now this b r a n d i s co nce nt r at i ng on t h e p r e m i um e nd ( a bo v e R s 1 5 0 0 s ho e s) o f 2 0 0 0crore casual shoe segment. Woodland targets the up market segment and is positioning itself as a rugged high quality premium casual shoe. I t c a n b e called as SUV of Indian shoes. The ads are catchy a n d tempting. The logo of Woodland was a status symbol during the nineties. T h e br a nd i s e xc e l l e nt i n q u a l it y a nd s t y l i ng . T h e b r a nd ca re f u l l y 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 a n d a p p a r e l s . E a r l i e r 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 pr e mi u m ca s u a l s h oe ma rk e t . B ut th i s m ar k e t i s w i t ne ss i ng l ot s o f 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.

PRODUCT TYPE
 footwear y men- shoes ,sandals and slippers y women -shoes, sandals and slippers  y y y y y  y y y utility casual comfort formal lifestyle sports clothing men t-shirts and accessories men belts and socks women socks

Main product of WOODLAND is footwears which has been discussed below.

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, velvetybrown, 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 paddedlayers in the shoes in order to provide much more comfortthan other shoes.

 Fabric lined for soothing experience:

In some of their models woodland shoes also provide fabric linings for soothing experience to their customers. This is a unique feature of their shoes.

 Incredible range:
Woodland shoes also provide incredible range of shoes to their 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 amongst the youth. 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 to13.

 Athletic walking shoes:These shoes are beautifully designed and they provide ankle coverage, lightweight and durability to their customers. Shoes are available for Rs.1545 onwards.

 Velvet belly:This product is very beautifully designed with Velvet closure and high heels. This is available for Rs. 1645 onwards.

 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 Rs1595 onwards.

 Sandals:These sandals are stylish in design with fantastic coloursoption, well padded soles and great grip. The companyuses smooth and exotic leather for making of this shoe.They are available for Rs. 1495 onwards.

 Baby shoes:Woodland also has a good variety of baby shoes. They provide Multicoloured 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.

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 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 their 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

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 marketing 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

Shoe Sizes
INDIA EURO US

6 7 8 9 10

39 41 42 44 45

7 8 9 10.5 11.5