BASED ON RETAIL TRADE MANAGEMENT

SUBMITTED BY: ACHINT MASIH

JUNIAD SHAIHK
AYUSHI SAINI
VISHAL MALHOTRA
ALLWYN THOMAS

Introduction of the store:

Aero club launched woodland shoes in 1992

1972: They setup the first fully mechanized modern shoe factory in India
to augment capacities

1960: Aero club started as a small manufacturing unit in Delhi

It stands for spirit of adventure. These shoes have been advertised to

communicate this spirit

Inspired by nature, woodland design help its customer to face the

challenges. Therefore it is called SUV of Indian shoes

The woodland tree logo defines the spirit of adventures & its commitment
of environment. It is available through 300plus exclusive store 3,000 plus
multi-brand outlets across the globe

Managing the store atmosphere:

Implementing new types of decorations, store infrastructure according

each festival season or specific days

Keeping the store, neat, cleaned, creating feasible atmosphere with

refreshments to the customers

Much comfortable ,furniture or sitting arrangements to the customer

during the purchasing their products

Procurement strategy :

How much to order : lead time ,length of time between order placement/
receipt of goods

Implementing management oriented procurement & integrated

procurement system

Detailed documentation setting out the requirement of the key

stakeholders

Procurement cycle:
Opportunity
identification &
analysis

Implement &
monitor

Negotiation

Strategy
Development

Sourcing
exercise

Managing salesmen recruitment to

selection & training :

Implementation of medium class educated salesmen

implementing internal sources of recruitment like, lent services &

absorption of trainees

From external sources, like employment exchange, recommendation of

present employees & consultancy agencies

Providing E-Recruitment ,like (world wide web) , www.monsters.com.

Selection process:
Intelligence
Test

Ink blot
Test

Selection

Personality
Test

Interest
Test

Training to salesmen:

Task
Anal
ysis

Hum
an
Relat
ion
Train
ing

Traini
ng
Demo
nstrati
on

Lean
ers
Train
ing

Partic
ular
Skill
Traini
ng

Probl
em
Solvi
ng
Train
ing

Managing the marketing mix:

Product: smart choice in categories like, apparel, footwear, accessories

Price : high price/ quality ,sales-acquires 40% of the premium casual shoe
market and 30% of the company revenue generated by the apparels division

Place: 130+ exclusive retail stores in India and 1000 distributors

showrooms across India

Promotion: TV, print and internet advertising. After sales services, which
includes complementary gifts in exclusive showrooms, special discount
offers hoardings, organizing various programmes such as "shoe mela in
various cities like Bangalore, Chennai, Delhi, Mumbai etc.

Public Relation initiatives: Organizing shoe mela and internet presence like
,woodlandretail.com,other e-stores, and www.tolmol.com

Moving up the retail caste system- logo & slogan change, prime time TV
endorsement

Conclusion:

Most of the customers are of the opinion the prices of woodland shoes are
high so prices should be brought down

The majority of shoe occupied by woodland shoes limited in the market

depicts that woodland enjoys higher reputation than the other
manufacturing in the market

Recommendation:

They should work more upon their promotional efforts

They should start manufacturing sport shoes as they can easily sustain in
that market sport 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 their the middle class people cant afford that product

They should come up with more variety of women footwear as the

prevailing designs are not up to the mark

Acknowledgement:

It gives us a great pleasure while submitting this assignment on the topic

woodland shoes

We thank Prof.Sanjay Kher for guiding us throughout this project work

and we also thanks for motivating us in different ways & enabling us

We feel there is ample scope of improvement upon the work of this nature
& shall be thankful, if any suggestion is offered for its improvement

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