4. Woodland

PREFACE

PREFACE

 Prep

 Preparin

aring

g a

a proj

project

ect of

of this

this natu

nature

re is

is an

an ardu

arduous

ous task

task and

and I 

I 

wa

was

s fo

fort

rtun

unat

ate

e en

enou

ough

gh to

to ge

get

t su

supp

ppor

ort

t fr

from

om a

a la

larg

rge

e n

num

umbe

ber

r o

o

 perso

 persons.

ns. I

I wish

wish to

to exp

express

ress my

my dee

deep

p sens

sense

e of

of grat

gratitud

itude

e to

to all

all tho

those

se

who generously helped in successful completion of this report by

who generously helped in successful completion of this report by

 shar

 sharing th

ing their in

eir invalu

valuabl

able tim

e time an

e and kn

d knowle

owledge

dge..

 It

 It is

is my proud and

my proud and prev

previled

iledge

ge to

to exp

express my

ress my dee

deep

p rega

regards

rds to

to

 Resp

 Respecte

ected

d

HO

HOD

D

 Hea

 Head

d

of 

of 

 Dep

 Departm

artmentD

entDepa

epartme

rtment

nt of

of Busi

Business

ness Man

Manage

agemen

ment

t ,,

VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR

for 

for 

allowing me to undertake this project.

allowing me to undertake this project.

 I

 I feel

feel extr

extreme

emely

ly exh

exhilara

ilarated

ted to

to hav

have

e com

complet

pleted

ed this

this proj

project 

ect 

under the able and inspiring guidance of 

under the able and inspiring guidance of 

 she re

 she rende

ndered m

red me all po

e all possibl

ssible help m

e help me gui

e guidanc

dance whil

e while revi

e reviewin

ewing the

g the

manusc

manuscript in

ript in finalising the report.

finalising the report.

 I

 I also

also exte

extend

nd my

my dee

deep

p rega

regards

rds to

to my

my teac

teachers

hers ,

, fam

family

ily

members , friends and all those whose encouragement has infused 

members , friends and all those whose encouragement has infused 

courage in me to complete to work successfully.

courage in me to complete to work successfully.

 SANJAY YADA  SANJAY YADAV V   B.B.A. IV SEM.  B.B.A. IV SEM.

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT

 Preparin

 Preparing a g a project of this project of this nature is nature is an arduous task an arduous task and I and I was fortunatewas fortunate enough to get support from a large number o persons. I

enough to get support from a large number o persons. I wish to express my deepwish to express my deep  sense of gratit

 sense of gratitude to all those who generousude to all those who generously helped in successfly helped in successful completioul completion of n of  this report by sharing their invaluable time and knowledge.

this report by sharing their invaluable time and knowledge.  It

 It is my is my proud and proud and previledgpreviledge to e to express my express my deep regards to deep regards to RespecteRespected d ,,  Head

 Head of of DepartmDepartment ent 

 Dr.Pr

 Dr.Prames

amesh

h Gaut

Gautam,

am,

 Management ment ,, SWSWAMAMI I VIVVIVEKEKANAANAND ND ININSTISTITUTTUTE E OF OF TECTECHNHNOLOOLOGY GY   SAGA

 SAGARR for allowing me to undertake this project.for allowing me to undertake this project.  I

 I feel extremely exhilarated to feel extremely exhilarated to have completed this have completed this project under the project under the ableable and

and inspiring inspiring guidance guidance of of He rendered He rendered me me all all possiblepossible help me guidance while reviewing the manuscript in finalising the report.

help me guidance while reviewing the manuscript in finalising the report.  I

 I also also extend my extend my deep deep regards regards to to my my teacherteachers s , , family members family members , , friendsfriends and all those whose encouragement has infused courage in me to complete to and all those whose encouragement has infused courage in me to complete to work successfully. work successfully.  SANJAY YADA  SANJAY YADAV V   B.B.A. IV SEM.  B.B.A. IV SEM.

DELCLARATION BY THE CANDIDATE

DELCLARATION BY THE CANDIDATE

 Date :  Date :

I declare that the project report titled 

I declare that the project report titled  " A STUDY ON MARKET SHARE OF " A STUDY ON MARKET SHARE OF  WOOD LAND "

WOOD LAND " on Market Segmentation is nay own work conducted under the supervision of on Market Segmentation is nay own work conducted under the supervision of   Departme

 Department nt of of Business Business ManagemManagement ent ,, SWA SWAMI MI VIVEVIVEKANAKANAND ND INSINSTITUTITUTE TE OF OF  TECHNOLOGY SAGAR

TECHNOLOGY SAGAR To the best of my knowledge the report does not contain anyTo the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

work , which has been submitted for the award of any degree , anywhere.

 SANJAY YADA  SANJAY YADAV V   B.B.A. IV SEM.  B.B.A. IV SEM.

CERTIFICATE

CERTIFICATE

The project report titled 

The project report titled  " A STUDY ON MARKET SHARE OF " A STUDY ON MARKET SHARE OF  WOOD LAND "

WOOD LAND " been prepared bybeen prepared by SAN SANJAY JAY YADYADAV AV BBA BBA IV IV  Semes Semester ter ,, under the guidance and supervision of 

under the guidance and supervision of   for the pa for the partial rtial   fulfillme

 fulfillment of nt of the Dethe Degree of gree of B.B.A.B.B.A.

 Signature of the

 Signature of the Signature of the Signature of the Signature of theSignature of the  Superv

 Supervisor isor Head of the DeHead of the Departmentpartment Examiner Examiner 

((AA)) PPrreeffaaccee

((BB)) AcAckknnoowwllededggeemmeenntt ((CC)) DDeeccllaarraattiioonn

((DD)) CCeerrttiiffiiccaattee

S

S..NNoo.. TTiittllee PPaaggee NNoo.. CHAPTER -1 CHAPTER -1 • • INTRODUCTIONINTRODUCTION • • HISTORYHISTORY CHAPTER -2 CHAPTER -2 •

• RESEARCH METHODOLOGYRESEARCH METHODOLOGY

CHAPTER -3 CHAPTER -3

•

• OBJECTIVEOBJECTIVE

CHAPTER -4 Market Share CHAPTER -4 Market Share

•

• TECHNOLOGY USEDTECHNOLOGY USED •

• INTERNATIONAL INTERNATIONAL PERFORMANCPERFORMANCE E OF THEOF THE PRODUCT

PRODUCT •

• FUTURE PLAN OF THE COMPANYFUTURE PLAN OF THE COMPANY •

• FEATUREFEATURES S OF THE PRODUCTOF THE PRODUCT •

• TYPES AND PRICE OF THE PRODUCTTYPES AND PRICE OF THE PRODUCT •

• SERVICES PROVIDED TO THE SERVICES PROVIDED TO THE CUSTOMECUSTOMERSRS

CHAPTER -5 CHAPTER -5

•

• DATA ANALYSIS AND INTERPRETATIONDATA ANALYSIS AND INTERPRETATION

CHAPTER -6  CHAPTER -6  • • SUGGESTIONSUGGESTION CHAPTER -7  CHAPTER -7  •

• SWOT ANALYSISSWOT ANALYSIS

CHAPTER -8 CHAPTER -8 • • LIMITATIONLIMITATION CHAPTER -9 CHAPTER -9 • • FINDINGSFINDINGS CHAPTER -10 CHAPTER -10 • • CONCLUSIONCONCLUSION  REFE

 REFERENCRENCE E 

• • BIBLIOGRAPHYBIBLIOGRAPHY • • QUESTIONNARIESQUESTIONNARIES INTRODUCTION INTRODUCTION

Indian shoe market is one of the most dynamic markets in the world. Indian shoe market is one of the most dynamic markets in the world. Although there are different valuations about the Indian Shoe Market. Although there are different valuations about the Indian Shoe Market. It is estimated to be worth around Rs 11000 crores. The market is It is estimated to be worth around Rs 11000 crores. The market is traditionally price driven and dominated by the unorganized sector.

traditionally price driven and dominated by the unorganized sector.

W

Whhaat t ddooees s wwooooddllaannd d ssttaanndds s ffoorr?? The answer is simple the spirit of adventure, of course. The advertising The answer is simple the spirit of adventure, of course. The advertising

has been created specifically to communicate this spirit to everyone. has been created specifically to communicate this spirit to everyone. An

And d to to encencouourarage ge ththem em to to kekeep ep exexplplororining g and and keekeep p disdiscocoveveriringng.. Woodland not only believes in making the best quality products but Woodland not only believes in making the best quality products but also creating outstanding communication ideas. It’s no wonder then also creating outstanding communication ideas. It’s no wonder then that Woodland advertisement have been widely recognized in India a that Woodland advertisement have been widely recognized in India andnd abroad. Woodland is an Indian Brand and they have done it with Indian abroad. Woodland is an Indian Brand and they have done it with Indian Footwear. In a market dominated by sports and leather shoes Woodland Footwear. In a market dominated by sports and leather shoes Woodland created a category for itself. Woodland never wanted to be an ordinary 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 shoe so till now this brand is concentrating on the premium end (above Rs 1500 shoes) of 2000 crore casual shoe segment. Woodland targets Rs 1500 shoes) of 2000 crore casual shoe segment. Woodland targets the up market segment and is positioning itself as a rugged high quality the up market segment and is positioning itself as a rugged high quality  premi

 premium casuaum casual shoe. It can be called as SUV of Inl shoe. It can be called as SUV of Indian shoedian shoes. The adss. The ads are catchy and tempting.

are catchy and tempting.

The logo of Woodland was a status symbol during the nineties. The The logo of Woodland was a status symbol during the nineties. The  brand is excellent in quality and styling. The brand carefu

 brand is excellent in quality and styling. The brand carefully presentlly presenteded it

itsesellf f as as an an ououtdtdooor or trtrekekkiking ng kikind nd oof f shshooe e whwhicich h cacaptptuurered d ththee imagination of Indian youth True to its price, the brand delivered its imagination of Indian youth True to its price, the brand delivered its  promi

 promise on quse on quality whality which ensich ensured thured that the branat the brand is perced is perceived as a valived as a valueue for money brand. Woodland has extended itself to accessories and for money brand. Woodland has extended itself to accessories and apparels. Earlier Woodland tried its hand in the formal shoe category 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. 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 careful branding has helped the brand to garner about 40% of  the premium casual shoe market. But this market is witnessing lots of  the premium casual shoe market. But this market is witnessing lots of  competition with global brands flexing its muscle in India.

competition with global brands flexing its muscle in India. Woodland isWoodland is a household brand with over 200 exclusive stores across the Indian a household brand with over 200 exclusive stores across the Indian

Sub-continent in addition to a distribution network covering over a Sub-continent in addition to a distribution network covering over a thousand stores across the country.

HISTORY OF THE COMPANY HISTORY OF THE COMPANY



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

They were

They were among the among the first to export first to export shoes to the shoes to the U.S.S.R U.S.S.R 



 1962:1962: They ventured into retailing with an outlet at a primeThey ventured into retailing with an outlet at a prime

location in Delhi. location in Delhi.



 1972:1972: They set up the first fully mechanized modern shoe factoryThey set up the first fully mechanized modern shoe factory

in India (with German Machinery) to augment existing capacities, in India (with German Machinery) to augment existing capacities, in view of the

in view of the growing export demand.growing export demand.



 1992:1992: The Company launched Woodland brand and aThe Company launched Woodland brand and acquiredcquired

winter boot factory in Quebec, Canada to cater to the Canadian winter boot factory in Quebec, Canada to cater to the Canadian and U.S. Markets.

and U.S. Markets.



 1994:1994: Commissioned manufacturing plant for Reebok for eCommissioned manufacturing plant for Reebok for exportxport

to U.S.A. to U.S.A.



 1997:1997: Commissioned manufactuCommissioned manufacturing unit for apparels, adding ring unit for apparels, adding toto

the range of Woodland products. the range of Woodland products.



 2002:2002: Woodland becomes a national leader in preWoodland becomes a national leader in premium categorymium category

shoes, apparels and a

shoes, apparels and accessories. Started sourcing operations fromccessories. Started sourcing operations from South East Asian Countries. Opened offices in China and Hong South East Asian Countries. Opened offices in China and Hong Kong, facilitating the heavy domestic demand for new products Kong, facilitating the heavy domestic demand for new products and development.

and development.



 2007:2007: Total No. of Total No. of exclusive showrooms targeted to touch theexclusive showrooms targeted to touch the

two hundred mark. two hundred mark.

FEATURES OF THE PRODUCT FEATURES OF THE PRODUCT



 Quality worth the money spent on :Quality worth the money spent on :

Price of woodland shoes starts

Price of woodland shoes starts from Rs 1000 onwards.from Rs 1000 onwards.

These shoes are very beautifully designed and fashionable. These shoes are very beautifully designed and fashionable. These shoes are available for around Rs 1450 and the

These shoes are available for around Rs 1450 and the  purch

 purchase is ase is worth worth of quaof quality.lity.



 Very trendy and fashionabVery trendy and fashionable:le:

If you are ready to spend around Rs 2,000/- or above If you are ready to spend around Rs 2,000/- or above Woodland offers you a wide variety of

Woodland offers you a wide variety of trendy andtrendy and

fashionable shoes. You could be sure to acquire stone & fashionable shoes. You could be sure to acquire stone &  pearl

 pearl workeworked sand sandals dals best suibest suited tted to your o your occasioccasion aon and kidnd kid’s’s shoes are also available in different colures like red,

shoes are also available in different colures like red, velvety-brown, white, blue etc. but they are priced high. velvety-brown, white, blue etc. but they are priced high.



 Long and durable:Long and durable:

Woodland shoes are really meant for longevity.

Woodland shoes are really meant for longevity. They areThey are classically manufactured for the toughest meanders. Due to classically manufactured for the toughest meanders. Due to its longevity and durability woodland shoes are preferred its longevity and durability woodland shoes are preferred  by tho

 by those whse who dono don’t bel’t believe ieve in frein frequent quent changichanging ong of shoesf shoes..



Woodland shoes also provide the customers with padded Woodland shoes also provide the customers with padded layers in the shoes in order to provide much more comfort layers in the shoes in order to provide much more comfort than other shoes.

than other shoes.



 Fabric lined for soothing experience:Fabric lined for soothing experience:

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

unique feature of there shoes.



 Incredible range:Incredible range:

Woodland shoes also provide incredible range of  Woodland shoes also provide incredible range of  shoes to there customers so, that they can have shoes to there customers so, that they can have aa variety of choice.

TYPES AND PRICE OF THE PRODUCT TYPES AND PRICE OF THE PRODUCT



 Formal shoes:-Formal

shoes:-Woodland has a wide variety of

Woodland has a wide variety of formal shoes starting fromformal shoes starting from Rs. 1445 onwards. These shoes are light in weight,

Rs. 1445 onwards. These shoes are light in weight, comfortable and attractive.

comfortable and attractive.

Price : 2495.00 Price : 2495.00



 Casual shoes:-Casual

shoes:-Woodlands casual shoes are more in

Woodlands casual shoes are more in demand among thedemand among the youths. They provide good quality, comfort and class

youths. They provide good quality, comfort and classic look ic look  to their customers. These shoes are available for Rs.1145 to their customers. These shoes are available for Rs.1145 onwards. Shoes are available in full size from 1 to 13. onwards. Shoes are available in full size from 1 to 13.

ShopID :2742

ShopID :2742

Rs.2395

Rs.2395



shoes:-These shoes are

These shoes are beautifully designed and they provide anklebeautifully designed and they provide ankle coverage, lightweight and durability to their cus

coverage, lightweight and durability to their customers.tomers. Shoes are available for Rs.1545 onwards.

Shoes are available for Rs.1545 onwards.

ShopID :7738

ShopID :7738

shoes:-These shoes are more in demand by the ladies as these These shoes are more in demand by the ladies as these shoes are beautifully designed with Velcro closure and shoes are beautifully designed with Velcro closure and elastic back. These shoes are available for Rs. 1645 elastic back. These shoes are available for Rs. 1645 onwards.

onwards.

Price : 2850.00

Price : 2850.00



shoes:-Trekking shoes are the most known shoes in the market. Trekking shoes are the most known shoes in the market. These shoes have excellent foot grip. They also provide These shoes have excellent foot grip. They also provide good cushioning and deep treaded sole for all terrains, dust, good cushioning and deep treaded sole for all terrains, dust, mud, ice, water. These shoes are available for Rs

mud, ice, water. These shoes are available for Rs 15951595 onwards onwards

ShopID :3647

ShopID :3647

Rs.2695

Rs.2695

  Narro Narrow edw edge shoge shoes:-

es:- Narro

 Narrow edw edge shoge shoes ares are very e very in now in now days. days. These These are eaare easysy  pointy

 pointy shoes shoes made made out of out of swed swed leatherleather, whi, which loch looksoks accurate at normal distance. They are not as difficult to accurate at normal distance. They are not as difficult to walk in as it looks

walk in as it looks. These shoes are available for Rs. 1945. These shoes are available for Rs. 1945 onwards.

ShopID :7736

ShopID :7736



 Sandals:-

Sandals:-These sandals are stylish in de

These sandals are stylish in design with fantastic colourssign with fantastic colours option, well padded soles and great grip. The company uses option, well padded soles and great grip. The company uses smooth and exotic leather for making of this shoe. They are smooth and exotic leather for making of this shoe. They are available for Rs. 1495 onwards.

available for Rs. 1495 onwards.

ShopID :6667

ShopID :6667

Rs.2195



 Baby shoes:-Baby

shoes:-Woodland also has a good variety of baby shoes. They Woodland also has a good variety of baby shoes. They  provi

 providede

Multi coloured kid’s shoes with attractive looks. These Multi coloured kid’s shoes with attractive looks. These shoes are very comfortable with a soft fabric lining sole. shoes are very comfortable with a soft fabric lining sole. These shoes are available for Rs. 995 onwards.

These shoes are available for Rs. 995 onwards.

RS: 1195.00 RS: 1195.00

FUTURE PLAN OF THE COMPANY FUTURE PLAN OF THE COMPANY

WOODLAND SPENDING BIG TO EXPAND IN INDIA WOODLAND SPENDING BIG TO EXPAND IN INDIA

They are planning to invest about Rs 10 crore (Rs 100 million) to set They are planning to invest about Rs 10 crore (Rs 100 million) to set upup

three new plants and to double there production capacity to 20000 three new plants and to double there production capacity to 20000 shoes per day in Uttaranchal to cater to the increased demand," shoes per day in Uttaranchal to cater to the increased demand," The company currently has a production capacity of

The company currently has a production capacity of 9000 pairs of 9000 pairs of  shoes per day. The new units, likely to be ready by 2008-end, shoes per day. The new units, likely to be ready by 2008-end, would take its capacity to 10,000-12,000 pairs.

would take its capacity to 10,000-12,000 pairs.

"They are well-placed to achieve a turnover of Rs 200 crore (Rs 2 "They are well-placed to achieve a turnover of Rs 200 crore (Rs 2  billion

 billion) in ) in the cuthe current rrent fiscal fiscal and aand are antire anticipatcipating ing a top a top line oline of Rsf Rs 350 crore (Rs 3.5 billion) in the next two years,"

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 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 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  up in metros and Tier-I cities and would take the total number of  exclusive Woodland stores to 195.

exclusive Woodland stores to 195.

"About 50 per cent of the stores are owned by the company and 50 per  "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 cent are based on the franchise model. They would follow the same model for there new stores, where around 50 per cent of the same model for there new stores, where around 50 per cent of the stores would be owned by

The company is now planning to invest up to Rs 200 crore in the next The company is now planning to invest up to Rs 200 crore in the next

12 months on their expansion plans. 12 months on their expansion plans.

They are aiming to open 75 more stores in the country. The plan is They are aiming to open 75 more stores in the country. The plan is toto

also enhance the manufacturing capacity to cash in on the ongoing also enhance the manufacturing capacity to cash in on the ongoing retail boom.

retail boom.

They are also planning to import the latest technology in a big way to They are also planning to import the latest technology in a big way to

set up 100 percent robotics based automated plant. set up 100 percent robotics based automated plant. The company is also consi

The company is also considering strategic tie-ups and outsourcing work dering strategic tie-ups and outsourcing work  to some partners in the southern states.

TECHNOLOGY USED TECHNOLOGY USED



The key raw material for shoes, leather, and a good part of The key raw material for shoes, leather, and a good part of  Woodland’s soles are all made in-house.

Woodland’s soles are all made in-house.



Hand-picked Italian hides are tanned and finished on ItalianHand-picked Italian hides are tanned and finished on Italian machinery.

machinery.



 It is specially imported to the Group’s own tanneries to allow it toIt is specially imported to the Group’s own tanneries to allow it to

 produ

 produce thce the same same proe productducts avails available able in the in the best debest design sign houseshouses across the globe.

across the globe.



The unique rugged, tough rubber soles are also produced usingThe unique rugged, tough rubber soles are also produced using German Technology at its own manufacturing facilities in India. German Technology at its own manufacturing facilities in India.



 New p New projecrojects on ts on the anthe anvil invil includclude highe high-cla-class fooss footwear twear withwith

directly injected

directly injected dual density dual density soles with high-soles with high-tech machines tech machines andand robots from the Germany.

SERVICES PROVIDED TO THE CUSTOMERS SERVICES PROVIDED TO THE CUSTOMERS

Warranty Warranty

period:-The Showrooms also offer warranty for the footwear ranging The Showrooms also offer warranty for the footwear ranging from 6 months to almost 1 ½ years depending upon the shoes from 6 months to almost 1 ½ years depending upon the shoes  price.

 price.

 After s

 After sales seales servicervices:-

s:-Woodland showroom also provides their customers with a Woodland showroom also provides their customers with a

satisfactory after sales services. They give complementary gifts to satisfactory after sales services. They give complementary gifts to the customers on a specified purchase made by them. It includes the customers on a specified purchase made by them. It includes shoe polish, shoe shiner, belts and other

shoe polish, shoe shiner, belts and other accessories too.accessories too.

 Specia

 Special discl discounount offer:-t

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

customers which mostly includes 12% discount on the purchase customers which mostly includes 12% discount on the purchase made. They also give discounts on special occasions such as made. They also give discounts on special occasions such as ganpati, diwali, dusshera.

ganpati, diwali, dusshera.

 Shoe m

 Shoe mela:-

ela:-Woodland also conducts shoe mela at various cities where they Woodland also conducts shoe mela at various cities where they sell there shoes at di

sell there shoes at discounted rate. They have conducted shoescounted rate. They have conducted shoe mela at Hyderabad, Chennai, Bangalore and many more.

Online Online

purchase:-Woodland also provides a very convenient facility of

Woodland also provides a very convenient facility of onlineonline  purch

 purchasing asing to theito their custr customeromers. Uns. Under tder this fahis facility cility customcustomers cers canan  purch

 purchase anase and pay d pay onlinonline throe through ugh interninternet.et.

INTERNATIONAL PERFORMANCE OF THE PRODUCT INTERNATIONAL PERFORMANCE OF THE PRODUCT

The desire to explore does not have any boundaries. Adventure does 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 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 vast as the greatness of the outdoors. And it is this belief that has been continuously driving.

continuously driving.

Woodland forward in all its endeavors. It is this belief that has taken Woodland forward in all its endeavors. It is this belief that has taken Woodland beyond India’s borders and into the forefront of global Woodland beyond India’s borders and into the forefront of global outdoor products. And it is these beliefs that will help Woodland push 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 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 number of showrooms already opened and opening in cities around the world, Woodland is truly becoming a global b

world, Woodland is truly becoming a global brand.rand.

 Now,

 Now, withowithout ut losing losing focus focus on on its its Indian Indian customcustomer, er, the the compacompany ny hashas once again set its eyes back on the international market, this time once again set its eyes back on the international market, this time through its powerful retail brand – Woodland. In the very near future, through its powerful retail brand – Woodland. In the very near future, consumers around the world will be able to buy Woodland products consumers around the world will be able to buy Woodland products available in cities

available in cities beyond the Indian Sub-continent.beyond the Indian Sub-continent.

Following are the countries in which

Following are the countries in which woodland brand have establishedwoodland brand have established their

their

market:-

 CanadaCanada

•

• Large winter boots factory in QuebecLarge winter boots factory in Quebec •

• Lasting / finishing in Quebec uses American lasts/ sole/ fitting – Lasting / finishing in Quebec uses American lasts/ sole/ fitting –  marketing in Canada.

marketing in Canada. •

• Specialty in winter boots and Woodland type casual shoes.Specialty in winter boots and Woodland type casual shoes. 

 China & Hong KongChina & Hong Kong

Sourcing operations from South East Asia Sourcing operations from South East Asia



 EuropeEurope

Servicing the German, French, Italian markets and prominent Servicing the German, French, Italian markets and prominent  brand

 brands and s and wholewholesalers salers by the by the exporexport wint wing of g of the grthe group.oup.

SWOT ANALYSIS SWOT ANALYSIS

STRENGTHS:-

 The strength of the company’s production with in itsThe strength of the company’s production with in its captive facilities allows Woodland to produce

captive facilities allows Woodland to produce aesthetically designed, sturdy and durable shoes. aesthetically designed, sturdy and durable shoes.

WEAKNESSES:-

 Woodland is certainly not for people who Woodland is certainly not for people who desire todesire to

keep on changing their footwear frequently having keep on changing their footwear frequently having  been

 been fed up fed up with with the sathe same deme design.sign.



 The athletic and leather shoes do start getting dentedThe athletic and leather shoes do start getting dented

within a year. within a year.



 The price offered by woodland shoes is quiteThe price offered by woodland shoes is quite expensive.

expensive.



 As they are more into formal shoes so youngsters areAs they are more into formal shoes so youngsters are

less attracted. less attracted.



 Woodland has limited number of outlets.Woodland has limited number of outlets.

LIMITATION LIMITATION



They can expand their market more by cThey can expand their market more by covering and focusing onovering and focusing on developing areas such as Navi Mumbai.



They also have a great scope to eThey also have a great scope to expand their market in sportsxpand their market in sports footwear.

footwear.



They can also target higher middle class people by launching newThey can also target higher middle class people by launching new range of shoes between Rs. 750 to Rs. 1000.

range of shoes between Rs. 750 to Rs. 1000.



As they mainly deal in leather shoes so, As they mainly deal in leather shoes so, they can also enter intothey can also enter into manufacturing of all seasons shoes especially water proof shoes. manufacturing of all seasons shoes especially water proof shoes.



They should increase the number of prThey should increase the number of production units to earn moreoduction units to earn more  profit

 profits.s.

THREATS:-

 Woodland shoes face a big Woodland shoes face a big threat from organized asthreat from organized as well as unorganized sector.

well as unorganized sector.



 In organized sector following are the brands:-In organized sector following are the

brands:-•

• MetroMetro •

• BataBata •

• Red tapeRed tape •

• LibertyLiberty •

• Lee cooper.Lee cooper.



 In unorganized sector following are the brands:-In unorganized sector following are the

brands:-•

• TrekkingTrekking •

•  Nicholas Nicholas

REPORT ON MARKET

A survey was conducted to find out the demand & supply A survey was conducted to find out the demand & supply analysis, production analysis & market share

analysis, production analysis & market share captured by woodlandcaptured by woodland shoes.

shoes.

CONDUCTED AREA: CONDUCTED AREA:

Mumbai

Mumbai : : Linking Linking Road Road and and Colaba.Colaba. Navi

Navi Mumbai Mumbai : : Belapur, Belapur, D.Y.Patil D.Y.Patil institute, institute, Vashi Vashi and and Panvel.Panvel.

S

Saammpplle e SSiizzee : 1: 15 5 RReettaaiilleerrss.. :

: 40 40 Customers.Customers.

The survey was conducted in a woodland outlets, small The survey was conducted in a woodland outlets, small retailers, big bazaar mall, students, relatives & amongst peer group. retailers, big bazaar mall, students, relatives & amongst peer group.

To conduct a s

To conduct a survey two questionnaires prepared byurvey two questionnaires prepared by group one for retailers & one for customers.

group one for retailers & one for customers.

The retailer’s questions are based on availability, The retailer’s questions are based on availability, durability, production, demand, supply, profits margin &their  durability, production, demand, supply, profits margin &their  suggestions regarding product.

suggestions regarding product.

The customer’s questions are based on availability, preferences, prices, The customer’s questions are based on availability, preferences, prices, variety, durability & their s

variety, durability & their suggestions regarding product.uggestions regarding product.

DATA ANALYSIS AND INTERPETATION

DATA ANALYSIS AND INTERPETATION

0  0  20 200 0  40 400 0  60 600 0  80 800 0  1000  1000  1200  1200  1 2 3 4 1 2 3 4 January January to March to March Oct to Dec Oct to Dec July to Sept July to Sept April to April to June June Demand Demand Supply Supply

The prices of the woodland shoes are high & it is

The prices of the woodland shoes are high & it is a luxuriousa luxurious  produ

 product so ct so the athe analysinalysis gougs gought fht from a rom a survey survey is it hais it has a seass a seasonalonal demand. So the supply from the company is more in the festival demand. So the supply from the company is more in the festival seasons.

seasons.

Deman

SALES GROWTH OF WOODLAND SHOES SALES GROWTH OF WOODLAND SHOES

Woodland is an Indian company and is

Woodland is an Indian company and is taking great efforts for taking great efforts for  their sales by adopting technologies from various countries like Japan, their sales by adopting technologies from various countries like Japan, Europe, Germany.

Europe, Germany.

Following are the sales of woodland shoes from last five Following are the sales of woodland shoes from last five years which shows the same

RETAILERS SURVEY

RETAILERS SURVEY RESULTSRESULTS

The area selected for woodland shoes survey is Sagar . The The area selected for woodland shoes survey is Sagar . The results we gought from a survey is the demand for woodland shoes is results we gought from a survey is the demand for woodland shoes is hi

high gh in in A A clclasass s arareaeas s lilike ke AnAndhdhereri i & & cocollababa a wwhihile le it it is is lolow w inin developing areas like navi mumbai .

developing areas like navi mumbai .

As woodland is taking great efforts to enhance their  As woodland is taking great efforts to enhance their  shares in market they have also entered into the ladies & kids footwear  shares in market they have also entered into the ladies & kids footwear  recently.

recently.

This can be seen with the following diagrams: This can be seen with the following diagrams:

Retailers survey result of

Retailers survey result of

Customer satisfaction as per survey results Customer satisfaction as per survey results

The customer’s survey was conducted in D.Y.Patil institute, The customer’s survey was conducted in D.Y.Patil institute, relatives, & peer group. The sample size of the

relatives, & peer group. The sample size of the survey was 40 peoples.survey was 40 peoples.

According to customers woodland shoes are easily According to customers woodland shoes are easily available in the market and they are satisfied with the quality & available in the market and they are satisfied with the quality & durability of the shoes

durability of the shoes. Although the customers are unhappy with the. Although the customers are unhappy with the higher prices of woodland shoes. It is also found that the advertising higher prices of woodland shoes. It is also found that the advertising done by woodland shoes is not sufficient according to the customers. done by woodland shoes is not sufficient according to the customers. This can be seen with the following diagram.

This can be seen with the following diagram.

Customer satisfaction survey chart Customer satisfaction survey chart

Customer preferen

Customer preferences ces as per survey resultas per survey result

the results found in a survey regarding customers choice the results found in a survey regarding customers choice of brands are among 40 peoples 14 customers are with woodland, 9 of brands are among 40 peoples 14 customers are with woodland, 9 with metro, 5with Bata, 4 with lee cooper, & 8 with other brands. with metro, 5with Bata, 4 with lee cooper, & 8 with other brands. Th

Thesese e arare e ththe e brbranands ds wiwith th hihigh gh prpricices es whwho o coconsnsididerered ed as as mamajojor r  compe

competitortitors in organizs in organized sectored sector. . This can be seen wiThis can be seen with the folloth the followingwing diagram.

SUGGESTIONS SUGGESTIONS



They should start manufacturing sports shoes as they can easilyThey should start manufacturing sports shoes as they can easily sustain in that market. Sports shoes have a good demand now days. sustain in that market. Sports shoes have a good demand now days.



They should increase the number of their outlets. At present theyThey should increase the number of their outlets. At present they have only 200 outlets in the country

have only 200 outlets in the country



They should the price of the product. The existing price of theThey should the price of the product. The existing price of the  produ

 product is ct is very very high high and tand thus thhus the midde middle clle class peoass people cple can’t afan’t affordford that product.

that product.



They should come up with more variety of They should come up with more variety of woman footwear aswoman footwear as the prevailing designs are not up to the mark.

the prevailing designs are not up to the mark.



CONCLUSION CONCLUSION



 Woodland has slowly but steadily carved it’s place in the world of Woodland has slowly but steadily carved it’s place in the world of  shoes.

shoes.



 They are well-known brand in men’s footwear.They are well-known brand in men’s footwear.



 Because of many other big brands Because of many other big brands in the market woodland shoesin the market woodland shoes should come up with new marketing strategy.

should come up with new marketing strategy.



 They should opt for product development to sustain in the globalThey should opt for product development to sustain in the global market.

OBJECTIVE

OBJECTIVE

•

• To find out market stTo find out market strategy regarding product and service.rategy regarding product and service.

•

• Knowledge about the competitive market.Knowledge about the competitive market.

•

• To know the goodwill as demand of the product in worldTo know the goodwill as demand of the product in world

•

FACULTY OF MANAGEMENT STUDY FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.) DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE QUESTIONAIRE Researcher's

Researcher's Name Name : : Name Name of of Person Person : : _____________________________________ _  C

Cllaasss s : : BB..BB..AA. . III I SSeem m AAgge e : : _________________________________________________________ _  Gender

Gender : : Occupation Occupation ::

 _________

 ________________________________ _______ 

1.

1. Do yDo you evou ever vier visited sited woodwoodland land outlet?outlet? a)

a) Yes Yes b) b) NoNo 2.

2. Is the amIs the ambiencbience of the of the outle outlet is up tet is up to the mo the mark?ark? a)

a) Yes Yes b) b) NoNo 3.

3. Do you fDo you feel wooeel woodland dland shoes arshoes are easily ave easily availablailable in thee in the market?

market? a)

a) Yes Yes b) b) NoNo 4.

4. Do you fDo you feel the preel the prices ofices offered fered by woodby woodland shland shoes isoes is according to their worth?

according to their worth? a)

a) Yes Yes b) b) NoNo 5.

5. Do yDo you fou feel theel the prie prices aces are hre high?igh? a)

a) Yes Yes b) b) NoNo 6.

6. Do yDo you fou feel it eel it has gohas good dod durabilurability?ity? a)

a) Yes Yes b) b) NoNo 7.

7. Do you thDo you the adverte advertising dising done by wone by woodlaoodland is suffnd is sufficienticient?? a)

8.

8. Do you fDo you feel the vaeel the variety oriety offered ffered by wooby woodland dland isis sufficient?

sufficient? a)

a) Yes Yes b) b) NoNo 9.

9. If the choIf the choice givice given to you en to you which which brand brand you like tyou like too  prefer

 prefer?? a)

a) woodlwoodland and b) b) Lee Lee cooper cooper c) c) BataBata d)

d) MetrMetro e) o e) M&B M&B foofootwetwear far f) loc) local bral brandands.s. 10. What suggestions would you like to give for 

10. What suggestions would you like to give for  woodland?

woodland?

BIBLIOGRAPHY BIBLIOGRAPHY

M

Maarrkkeettiinng g MMaannaaggeemmeenntt BByy: : SShheerrlleekkeerr

M

Maarrkkeettiinng g MMaannaaggeemmeenntt BByy: : PPhhiilleep p KKoottttlleerr

M

Maarrkkeettiinng g aannd d SSaalleessmmaannsshhiipp BByy: : BB..S S RRaammaann

N

Neewws s ppaappeerrss BBuussiinneesss s LLiinnee Times of India Times of India www.google.com www.google.com www.accindia.com www.accindia.com