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METHODOLOGY

The entire research will be based on Primary research method.

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.

METHODS OF DATA ANALYSIS


Data were subject to statistical analysis such as descriptive statistical analysis and frequency distribution. This analysis was applicable to mainly categorized data. For scaled data, reliability analysis is applied before subjecting the data for testing mean difference using t-test, and carrying out factor analysis. Use of SPSS also has been done to find out the results.

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.

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 officer 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.

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.

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 offeres you a wide variety of trendy and fashionable shoes. You could be sure to acquire stone & pearl worked sandals best suited to your occasin and kids shoes are also available in different colures like red, velvety-brown, 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 dont believe in frequent changing of shoes.

Padded Layers to provide comfort:


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

Fabric lined for sooting experience:


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

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.

Narrow edge shoes:


Narrow edge shoes are vary in now days. These are easy pointy shoes made out of swed leather, which looks accurate at normal distance. They are not as difficult to walk in as it looks. These shoes are available for Rs. 1945 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.

FUTURE PLANOF THE COMPANY


WOODLAND SPENDING BIG TO EXPAND IN INDIA
They are planning to invest about Rs. 10 crore (Rs 100 million) to set up three new plants and to double there production capacity to 20000 shoes per day in Uttaranchal to cater to the increased demand The company currently has a production capacity of 9000 pairs of shoes per day. The new units, likely to be ready by 2008-end, would take its capacity to 10,000-12,000 pairs. They are well-placed to achieve a turnover of Rs. 200 crore (Rs.2 billion) in the current fiscal and are anticipating a top line of Rs. 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 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 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.

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 shoes 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 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.

INTERNATIONAL PERFORMANCE OF THE PRODUCT


The desire to explore does not have nay boundaries. Adventure does 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 continuously driving. Woodland forward in all its endeavours. It is this belief that has taken Woodland beyond Indias borders and into the forefront of global 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 number of showrooms already opened and opening in cities around the world, Woodland is truly becoming a global brand. Now, without losing focus on its Indian customer, the company has once again set its eyes back on the international market, this time through its powerful retail brand- Woodland. In the very near future, consumers around the world will be able to buy Woodland products available in cities beyond the Indian Sub-continent. Following are the countries in which woodland brand have established their market:

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

China & Hong Kong


Sourcing operations from South East Asia

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

QUESTIONNAIRE FOR CUSTOMERS


1. HOW MANY CUSTOMERS YOU HAVE IN A DAY? 2. WHAT TYPES OF SHOES DO THEY PREFER? 3. WHAT IS THE PRICE RANGE OF YOUR PRODUCTS? 4. DO THEY ASK FOR OTHER BRANDS? 5. HOW MUCH UNITS YOU PURCHASE IN A MONTH? 6. HOW MUCH UNITS GET WOLD FROM THEM? 7. IS THE DEMAND FOR SHOES INCREASING, CONSTANT, OR FLUCTUATES? 8. WHAT ROLE DO YOU PLAY IN AFTER SALES? 9. According to you who is the main competitor of woodland? a) Organized market b) Unorganized

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

QUESTIONNAIRE FOR CUSTOMERS


1. Do you ever visited woodland outlet? a) Yes b) No

2. Is the ambience of the outlet is up to the mark? a) Yes b) No

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

5. Do you feel the prices are high? a) Yes b) No

6. Do you feel it has good durability? a) Yes b) No

7. Do you the advertising done by woodland is sufficient? a) Yes b) No

8. Do you feel the variety offered by woodland is sufficient? 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

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

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.

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