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SAMPLING UNIT
Samples for the study consisted of randomly selected consumers at various Malls & High Street Market of Delhi and NCR. The data were collected using a structured questionnaire. Data were collected from the targeted customer while they were in malls or in Showrooms. Questionnaires were handed over to them with a request for filling at the spot. Due care has been taken to reduce possible biases in selecting the young customers for the purpose of data collection by way of asking few questions to them in relation with their Choice of footwear and demographic profile. In addition, a thorough analysis was done for each filled-in questionnaire to see the consistency of data provided by targeted customer specifically for customers who had filled the questionnaire when they were with their peers. In such cases many incomplete questionnaires were found by the authors. Such questionnaires were not considered worthy for analyses and were rejected. The questionnaire had the following dimensions: Demographics of the respondent such as age, qualification and SEC grid; Behaviour of Customers like kind of shoes they wear, how often they buy shoes etc. Factors affecting selection of Shoes like Quality, Design, Services, Durability etc.
SAMPLE SIZE
Since it is an exploratory study, a sample size of 80 to 100 thought to be an adequate one. Accordingly about 100 respondents from the target population were approached to fill in the Questionnaire. Out of that only 75 to 80 respondents data were valid.
STRENGTHS
Well known and well Reputed Company. Strong Distribution network. Give more emphasis on Customer satisfaction. Best in Delhi and NCR. Attractive latest Design Follows latest production techniques. Excellent image in Market Provides online purchase facility Performing various promotional activities.
WEAKNESS
Leather cost in high Lack of proper Human Resource Lack of inter departments co-operation Lack of contacts between distribution & Company High Advertising Cost Heavy Competition in Shoe Industry
OPPORTUNITIES
Advertisements are being noticed and hence can increase sales. Brand Promoters in malls can promote Brand name as well as sales. New Designs should be launched to customers to attract new customers. After sales benefits should be given to existing buyers to as to make healthy relationship. Special attention should be given to dissatisfied customers.
THREATS
Competition is Shoe Industry is increasing at very high pace. Companies are following new techniques, designs and procedures. Increase in the Cost of Leather. Increase in advertising rate. I.D., Lee-Cooper, Red Tape, Frank-leon are the rising Competitors.
LIMITATIONS
Data for the study are collected from National Capital Region (NCR) only that includes the capital of India with four surrounding cities well connected with the capital It is possible that some respondents have given the responses inaccurately due to lack of time. Due to time and money constraints it was difficult to visit each and every place. Some respondents may not have good knowledge about all the shoes.
At the time of data collection some respondents took the questions as fun or they have in time to explain.
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
shoes, apparels and accessories. Started sourcing operations from South East Asian Countries. Opened officer in China and Hong Kong, facilitating the heavy domestic demand for new products and development.
hundred mark.
INTRODUCTIN
Indian shoe market is one of the most dynamic markets in the world. Although there are different valuations about the Indian Shoe Market. It is estimated to be worth around Rs. 11000 crores. The market is traditionally price driven and dominated by the unorganized sector. What does woodland stands for? The answer is simple the spirit of adventure, of course. The advertising has been created specifically to communicate this spirit to everyone. And to encourage them to keep exploring and keep discovering. Woodland not only believes in making the best quality products but also creating outstanding communication ideas. Its no wonder then that Woodland advertisement have been widely 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 never wanted to be an ordinary shoe so till now this brand is concentrating on the premium end (above Rs. 1500 shoes) of 2000 crore casual shoe segment. Woodland targets the up market segment and is positioning itself as a regged high quality premium causal shoe. It can be called as SUV of Indian shoes. The ads are catchy and tempting. The logo of Woodland was a status symbol during the nineties. The brand is excellent in quality and styling. The brand carefully presented itself as an outdoor trekking kind of shoe which captured the imagination of UIndian 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 and 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.
The careful branding has helped the brand to garner about 40% of the premium casual shoe market. But this market is witnessing lots of 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.
Incredible range:
Woodland shoes also provide incredible range of shoes to there customers so, that they can have a variety of choice.
TYPES OF SHOES
Formal shoes:
Woodland has a wide variety of formal shoes starting from Rs. 1445 onwords. These shoes are light in weight, comfortable and attractive.
Casual shoes:
Woodlands casual shoes are more in demand among the youths. 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 to 13.
Athletic shoes:
These shoes are beautifully designed and they provide ankle coverage, lightweight and durability to their customers. Shoes are available for Rs. 1545 onwards.
Velvette shoes:
These shoes are more in demand by the ladies as these shoes are beautifully designed with Velcro closure and elastic back. These shoes are 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 Rs. 1595 onwards.
Sandals:
These sandals are stylish in design with fantastic colours option, well padded soles and great grip. The company uses 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 Multi coloured kids shoes with attractive looks. These shoes are very comfortable with a soft fabric lining sole. These shoes are available for Rs. 995 onwards.
Tier-I cities and would take the total number of exclusive Woodland stores to 195. 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 same model for these new stores, where around 50 per cent of the stores would be owned by the company, The company is now planning to invest up to Rs 200 crore in the next 12 months on their expansion plans.
They are aiming to open 75 more stores in the country. The plan is to also enhance the manufacturing capacity to cash in on the ongoing retail boom. They are also planning to import the latest technology in a big way to set up 100 percent robotics based automated plant. The company is also considering strategic tie-ups and outsourcing work to some partners in the southern states.
TECHNOLOGY USED
The key raw material for shoes, leather, and a good part of Woodlands soles are all made in-house. Hand-picked Italian hides are tanned and finished on Italian machinery. It is specially imported to the Groups 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.
Shoe mela:
Woodland also conducts shoe mela at various cities where they sell there 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.
Canada
Large winter boots factory in Quebec Lasting / finishing in Quebec uses American lasts/sole/fittingmarketing in Canada. Specialty in winter boots and Woodland type casual shoes
Europe
Servicing the German, French, Italian markets and prominent brands and wholesalers by the export wing of the group.
SWOT ANALYSIS
STRENGTHS: 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 ocusing on developing areas such as Navi Mumbai. They also have a great scope to expandtheir market in 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
3. Do you feel woodland shoes are easily available in the market? a) Yes b) No
4. Do you feel the prices offered by woodland shoes is according to their worth? a) Yes b) No
9. If the choice given to you which brand you like to prefer? a) Woodland d) Metro b) Lee cooper e) M&B footwear c) Bata f) local brands
SUGGESTIONS
They should start manufacturing sports shoes as they can easily sustain in that market. Sports 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 thus 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. They should work more upon their promotional efforts.
CONCLUSION
Woodland has slowly but steadily carved its place in the world of shoes. They are well-known brand in mens footwear. Because of many other big brands in the market woodland shoes should come up with new marketing strategy. They should opt for product development to sustain in the global market.
Elasticity of demand
As woodland shoes are expensive people take it as luxurious goods, so the demand is relatively elastic. It can be predicted that an increase in income of the people can make the demand relatively inelastic.