BRAND AUDIT

(With Reference to Woodland)

1). Audit Methodology:
1. Introduction 2. Brand Positioning 3. Marketing Mix & Competition 4. Brand Strengths & Weaknesses 5. Brand Exploratory 6. Recommendations

1).Introduction

1). History: 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. 2). Overview: 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. 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. In a market dominated by sports and leather shoes Woodland created a category for itself. Now after making a glorious history in the market of shoes, Woodland has started designing, producing & manufacturing the contemporary, futuristic, quality apparels, and accessories.

3). Product Portfolio:

4). Product Attributes:  Pure leather (Suede & nubuck)  Comfortable (designed according to the anatomy of foot)  Toughness + style & design  Unique rugged, tough rubber soles (PU/PU, PU/TPU soles)  Use of Italian technology (high-tech machines and robots)

2). Brand Positioning:
Brand positioning consists of three basic elements they are Market Analysis, Target Market & Brand elements now these elements can be better understood through a flow chart:

1). Market Analysis: A survey was conducted to find out the demand & supply analysis, production analysis & market share captured by woodland shoes:  The survey was conducted in a woodland outlets, small retailers, big bazaar mall, students, and relatives & amongst peer group  To conduct a survey two questionnaires prepared by group one for retailers & one for customers  The retailer’s questions are based on availability, durability, production, demand, supply, profits margin &their suggestions regarding product  The customer’s questions are based on availability, preferences, prices, variety, durability & their suggestions regarding product  Area selected for survey was Navi Mumbai

A). DEMAND & SUPPLY ANALYSIS: The prices of the woodland shoes are high & it is a luxurious product so the analysis got from a survey is, it has a seasonal demand. So the supply from the company is more in the festival seasons.

Demand & Supply of analysis 2007-08

B). SALES GROWTH OF WOODLAND SHOES:

C).Retailers survey result of Navi Mumbai:

D). Retailers survey result of Mumbai:

E). Customer satisfaction survey chart:

F). Competitive Intelligence:

2). Target Market: 1). Market segment: It focuses on upmarket segment 2). Age: Products available for every age group but mainly focusing on teen agers and youngsters (20-35yrs), recently for infants 3). Gender: Products available for both male and female 4). Exclusiveness:  Mainly focusing urban areas  Gives an feeling of royalty  Minimum cost ranging between 1000-2000 Rs 5). Having single geographic orientation for future prospective

3). Brand element: 1). Brand element in case of woodland is its logo which has changed from time to time:

1992

1994

2002

2009
“The picture of dense tree with the name of woodland”, this logo has positioned itself as the brand image in the mindset of the consumers. Logo itself describes the meaning and objective of the company as well as product i.e. toughness. Woodland literally means, “Land which is covered with trees and shrubs” and which gives an immense sense that they are especially made for the peoples like “Safari”, “adventurer”, for “trekking”. And second brand element is its tag line “Shoes for the true adventurer”. So alongwith its logo and tag line, brand has positioned itself as follows 2). Current brand positioning: A). Current market positioning of woodland is as rugged high quality premium casual shoes, can be called as SUV of Indian shoes. B). Current brand positioning is: Woodland has created a niche for itself for casual and stylish shoes catering to the segment which is style conscious at affordable prices. Though data for quantitative comparison was not

available, the brand’s image and message has been received well in the market. Current brand ambassador is Virendra Sehwag

3). Strategic brand alliances:

1). Reebok:

2). Adidas:

3). Red Tape:

3). Marketing Mix:
The concept of marketing mix for the brand can be understood by the following chart:

1). Marketing P’s: A).Product:  Smart choice in categories like “Apparel”, “Footwear”, “Accessories”  Well known products like “Trekking shoes”, “Wallet”, “Trousers” B). Price:  High Price/High quality  Sales – acquires 40% of the premium casual shoe market and 30% of the company revenue generated by the “Apparels” division C). Place:  130 + exclusive retail stores in India & 70 + in Canada, Europe, and China  1000 distributors showrooms across India D). Promotion:  TV, Print & 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 Hyderabad, Chennai, Bangalore 2). Competitors: 1). Niche market:

A). Bata -

B). Liberty -

C). Khadims’s -

2). Globalized market:

A). Red tape:

B). Lee cooper -

C). Nicholas -

D). Nike -

4). Brand strength & weaknesses:
1). Strength:

The strength of the company’s production with in its captive facilities allows Woodland to produce aesthetically designed, sturdy and durable shoes. 2). Weakness:  It 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  Woodland has limited number of outlets

5). Brand Exploratory:
Brand exploratory can be understood better by the following flow chart:

Consumer Based Brand Equity Pyramid for Woodland

2). Brand equity renovation: Moving up the retail caste system: Logo and slogan change, prime time TV endorsements Renewed Employee Focus: Career development, expanded health insurance coverage Public Relations initiatives: “Organizing Shoe Mela” Internet Presence: Exclusive e-store www.woodlandretail.com, other e-stores www.tolmol.com

3). Leveraging brand equity:
Build Resonance: Increasing shopper (loyalty) rewards programs, “Outsourcing = Outreach” (more distributor outlets) Customer Engagement: Designing more interactive advertisements (understood by common people), slogan and store theme contests, Increase in brand awareness Image makeover: Organize store layout, managing shopping carts, emphasizing more on “need” & “want” of consumers Quality positioning of in-house & lesser known brands

6). Recommendation:
 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 can’t afford that product  They should come up with more variety of woman footwear as the prevailing designs are not up to the mark  They should work more upon their promotional efforts

Assignment
Woodland Brand Audit

Subject: Brand Management
Class: MBA (Pharmaceutical Management) 1st semester

Submitted By: Sushant Bharagava

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