Woodland

WOODLAND
CONTENTS
 INTRODUCTION
 WOODLAND CO.LTD-A PROFILE
 BLACK SHOWROOM-A PROFILE
 MARKETING MIX STRATEGY
 PRODUCT MIX STRATEGY
 SURVEY ANALYSIS
 SUGGESTIONS AND CONCLUSION
 FINDINGS
 SUGGESTION & CONCLUSION
APENDIX:
• BIBILOGRAPGY
• QUESTIONNAIRE
B.B.M. Government First Grade College Koppa 1

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CHAPTER-1
• INTRODUCTION
• OBIECTIVES
• SCOPE OF THE STUDY
• METHODOLOGY
• PROFILE OF THE STUDY AREA
• LIMITATION

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INTRODUCTION:
Today, footwear has become a part of our life. From Kids to old ones
everyone wears footwear. Footwear is the protective wears of foot of men
and women. Usually make out of leather with a stiff or thick sole &
generally reaching no higher than the ankle.
In olden day’s footwear were prepared of wood & leather. Although

sandals were the most common footwear in most early civilization, shoes
were also born during 1600-1200 BC in Mesopotamia.
For example, soft shoes were introduced by mountain people on the

border of Iran who ruled Babylonia during that time. This first type of shoe
was a simple wrap around leather, with the basic constructions of a moccasin
held together on the foot with rawhide lacing. Gradually this design was
improved upon and assumed many variations. Moccasins sandals and simple
boots were prevailing types of footwear almost until the middle ages.
In earlier days people were using footwear as a protection for foot.

But now a day with respect to changes in culture, living standards, taste,
westernization the buying habits in case of footwear is fast changing and
consumers also buy footwear to express their life style, status etc rather than
protection.
Earlier India footwear industry ;was a seller’s market, but now it has
become buyers market. with the invention of new designs and innumerable
competitors entering the market, the Woodland shoes Ltd, is also facing
some problems.
At this juncture it will be vital to know what kind of marketing mix

strategy Woodland shoes Ltd... is following for its products. Identification
of problems and then finding solutions to the problem is the first step in

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research As a result three is a need to study the problem and also to give
;suggestions to improve further sales.
OBJECTIVES:-
1 To study the present status/role of the company in the Indian

Market.
2 To know the consumer, tastes and preferences while purchasing
footwear.
3 To study the factors which influence on consumers in making the
choice for a particular brand of footwear.
4 To analyze about the promotional aspects.
5 To assess the Market share.
6 To study the marketing activities of Woodland shoes Ltd.
7 To learn about the Impact of Pricing.
8 To make suggestions to Woodland shoes Ltd... to improve their
sales.
SCOPE OF THE STUDY:-
The present study covers covers the marketing of woodland shoes in

Koppa city. It covers marketing strategy adopted by the company and also
consumer attitude towards product, pricing and performance of the product.
METHODOLOGY:-
The required date are collected from primary sources regarding the
products, distribution channels, promotional techniques and the pricing
adopted was obtained through discussion with marketing persons and
through field survey by administering Questionnaire to the selected samples.
Secondary sources have been collected from published sources like

Magazines, Newspaper, and Company brochures, Annual reports and
information get by having an informal talk.
PROFILE OF THE STUDY:
Koppa is a commercial city, which constitutes total population of

about 3 lakhs. It is a big business center with well established educational

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institutions. Majority of target customer is businessman and students.

Hence the study was conducted in different locations of Koppa to know the
consumer response toward footwear.
LIMITATIONS:
• Because of time constraint, the study is limited to 50

consumers only.
• Lack of consumer’s awareness about different varieties of

products.
• Fast changing taste and life style of consumers.

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CHAPTER - 2
WOODLAND CO. LTD. –A PROFILE
• HISTORY OF THE COMPANY
• CENTRAL SERVICE
• OVERSEAS OPERATIONS
• DOMESTIC OPERATION

WOODLAND
• WOODLAND DISTRIBUTION
• COMPANY PROFILE-AERO CWB SHOES. NEW DELHI
• BALANCE SHEET OF AERO CLUB GROUP OF

COMPANIES. WOOD LAND
HISTORY OF THE COMPANY:-
1960- Started as a small shoe manufacturing company.
1960- Acquired first retail outlet in Prime Location in NEW DELHI
1965- First export of complete shoes from INDIA
1968- First fully mechanized (GERMAN) Shoe plant
1970-Beginning of RUSSIAN export on Regular Basis
1972- First Leather Tannery in MADRAS
1978- Huge expansion in shoe upper manufacturing capacities to Cater to

Growing RUSSIAN market.
1980-Second Leather tannery JALANDHAR

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1984- First Indian COMPANY to set up trading officer in U.S.S.R
1986- Expanded retail shoe stores in DELHI
1988- First Protocol with the Government of U.S.S.R. Large scale

Expansion in Leather Industry ;in former U.S.S.R
1990- First Turn – key contract for USI 78 million signed with
U.S.S.R Government for setting up leather Industry simplex in
KHAZAKISTAN, has to he abandoned due to force- Majored
conditions: collapse of U.S.SR.
1992- LAUNCHED (Own Production) shoes for INDIAN domestic Market

for the first time.
1993- Launched “WOODLAND” Brand and finalized distribution Network .

Setup a subsidiary company in CANADA and acquired a shoe
manufacturing factory in Quebec to serve NORTH AMERICAN MARKET.
1994- REEBOK manufacturing plant commissioned for export to

U.S.A.
1995- Developed concept for “ WOODLAND” concept stored with

U.K. based Design Company
1996- Expanded complete shoe manufacturing facilities to meet Growing

demand of “Woodland shoes”.
1997- Introduced “WOODLAND” Apparels set up manufacturing Facilities.
1998- Continuous expansion of “WOODLAND” concept stores.
2000- Robust present in the premium retail market, with 100 Exclusive
stores, 50 Distributors and 3500 retailers Operating in the domestic market
worth Rs. 100 crores, with Exports division contributing additionally to the
tune of RS. 20 crores.
2002- WOODLAND becomes a National Leader in premium

Category shoes, apparels and Accessories. Started sourcing operations from
South East Asian Countries. Opened office In CHINA & HONGKONG
facilitating the heavy domestic demand for new product & development.

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2004- Pony’s exclusive stores increase to 150 globally
WOODLAND:
Introduced concept of country stores and enters home furnishing

sector also. Plans Ahead to International Franchise operations. Annual
turnover registered to USD 50
AERO:
“FROM RAW HIDES TO RETAIL”
Aero club shoe manufacturing activities are fully integrated with in

house facilities.
• Tanneries
• Clicking dies manufacturing.

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• Shoe upper manufacturing
• Unit sole in Leather, Rubber.
• Fully mechanized Italian, Korean, Taiwanese, and plants for

complete shoes.
• Packing, Manufacturing.
• Distribution & Marketing
• Retailing shoes & Apparels through woodland concept stores.
CENTRAL SERVICES:
• Corporate strategies
• Finance & Banking
• Audits & Accounting
• Taxation , Excise (VAT)
• Personnel ,staff Welfare,
• Technical ,Electrical ,Mechanical ,Machinery ,
• Maintenance spares etc.
• Product development – shoes and Apparels
• Public relations & Government Liaison
• Stores (components , Materials)
• Shipping (Export & imports)
• Real estate’s management.

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OVERSEAS OPEATIONS:
CANADA: large winter Boots factory in Quebec quality.
• High quality uppers from AERO , New DELHI
• Lasting / Finishing in Quebec using American Lasts /

Soles / Fitting-Marketing in USA? CANADA
(Specialty in winter boots and Woodland typ[e casual shoes)
Volume 2000-100 K Pairs.
CHINA & HONKKONG: Sourcing Operation from South-East Asia.
Representation: To serve European exports; Germany , France, Italy.
WOODLAND (Advertising & sales Promotion)
• Oil Pull up Leather , TRP soles & In-Built comfort

Engineering Introduced to Indian market for the first time
• Target Audience Young 14-26 Years
Price Premium Average 40
Low 25
High 60
• Well Knit Distribution , system , own concept stores

FRANCISE , Independent retailers (Shop-N-shop)type.

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Full advertising and promotional support in print and audio

media , national / metro channel , star TV, MTV , BBC ,
SAHARA TV , Sony TV, Zee TV .
• Point of sales merchandise & standardized , window display

system.
• Training & education of floor level sales personnel.
DOMESTIC OPERATION:
APPLE: TANNERIES: Two captive Tanneries at MADRAS &

JALLANDHAR specialty heavy (Bovine) Leathers , Oil Pull – UPS ,
NUBUC , Glazed cow , what Leather for REEBOK sport shoes.
ACLB ASS: RETAILING: Woodland concept retail shoe &

Apparel stores.
ML: TEXITILES: Captive plane to manufacture fine synthetic Fur

fabric for shoe lining , stuffed toys and other applications.
High Technical Japanese and Italian Plan. Manufacturing up market

knitted Garments in Cotton, Acrylic & Wool.
OEM Supplier to Woodland, Benetton , BATA & Other Prestigious brands

stores.
Woodland Apparels Manufacturing facilities.
WOODLAND DISTRIBUTION:-
Started in 1992 Woodland Shoes Have created ka niche for itself

with the up-market discerning clientele. In a recent study of India’s top
brands in the consumers & service Industry , “Woodland” shoes have been
rated number two next to Bata , who by their sheer size & Longevity had a
first recall valve.
Woodland shoes with a small turn a over of Rs. 7.7 million in 1992
have crossed Rs-1000 million during the fiscal year 1999-2000 and is poised

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for steady growth of nearly 20% every year. On the marketing strategy
WOODLAND has been segmented in two brood categories.
• Wholesale distribution.
• Retailing through Woodland concept stores.
Woodland was introduced to the Indian market in 1992 primarily via

wholesale distribution network and couple of Aero Club owned shoe retail
stores. Today the wholesale distribution is service by a network of 50
distributors covering the entire country. Practically every good shoe store in
all metropolitan major towns are retailing WOODLAND shoes. Wholesale
distribution accounts are nearly 20% of the Woodland’s turnover of US / 50
Million.
Aero Club with on initial success of WOODLAND shoe relating

through couple of stores in DELHI decided to develop the WOODLAND
concept stores and engaged a V.K. based firm of retail stores designers who
after studying the various locations and Indian retail scene developed
concept stores. Today , Aero Club have WOODLAND Stores in every
major city of the country started with two stores in 1992-93, accounting for
less that 3% of garnering 60% of the turnover of US 50 million. Fiver new
stores are planned for 2005, which will be major stores of 2000 sq feet
selling concept furnishing, adventured trekking gear and woodland
lifestyles.
Wholesale distribution and retailing of WOODLAND shoes and

apparels are regularly supplemented by other marketing supports in the print

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and audiovisual media, event sponsorship and specific schemes to maintain

the brand positioning. Woodland’s creative advertising has been appreciated
by all segments of the markets.
COMPANY PROFILE AERO CLUB SHOE’S NEW DELHI:-
Aero Club shoes’ is part of the closely held Aero Club group of
companies’, which are into the business of lifestyle products for over forty
years. The group with about 2000 employees located at its various offices
all over India.
Every manufacturing units is well equipped and mechanized plant,

having very good infrastructure, top of the line machines like CERIM,
CHENG FUNG, FALAN, etc., and each facility has its own speciality e.g.
one of over factory is solely engaged for making BOAT SHOES ( winter as
well as summer). Another one lug unit is devoted for producing rubber and
EVA jogger (Men and Women) shoes. This unit has own rubber molding
plant, which gives the frequent supply of different kind of soles. There is
one unit , which is producing high fashion ladies shoes/sandals/hoots (M/c
made and handmade both). Two units are engaged for stuck on ladies and
gents shoes. One unit is exclusively producing shoes for children.
The company has ka tannery each at Jalandhar and Madras which

meet most of the requirement of upper leather that is not manufactured by
them which is procured from outside sources including overseas.

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The company has current consolidated annual production capacity of

1.5 million pair shoes. Full facilities for TRP/leather sole manufacturing
exist in-house. Although, a good number of soles are sourced from
European companies to keep us with the seasonal/specific market trends.
The footwear is manufactured for ladies, gents and children range in all age
groups. In addition to exports to Europe and children range in all age
groups. In addition of our “WOODLAND” brand footwear are through 150
exclusive show rooms and over 2000 other prestigious stores all over India.
The total annual sales amount to 50 million US Dollars.
We are regular supplier to some of the leading brands in Europe/USA

like JELA SCHOH, BAUR-VERSANO, KARSTADT Germany, GROUPE
ANDRE, CARRE FOUR, AUCHAN, SIPLEC France, GAP, TODD
WELSH –USA, combined trading (Bruit) U.K, HUSH Pulppies-Singapore,
etc.
Our Address is: ;
AERO CLUB SHOES
Gurdwara fRoad,
Karol Bagh
NEW DELHI – 110 005 (INDIA).
Tel No: 0091-11-51546474/25782900
Fex No: 0091-11-25755200

WOODLAND
Email: aeroshoe@de13.vsnl.net.in
Contact Person: Mr. HANKIRAT SINGH/ Mr. AMOL
Supplier : AERO CLUB SHOES
Gurdwara Road, Karaol Bah,
New Delhi – 110 005, INDIA.
Established (Yea): 1956
Management: Partnership Firm (Mr. Autar
Singh And Mr. Hartirat Singh)
Turnover per annum : US $ 50 Million
Export percentage : 20%
Product Line : Footwear for exports
Footwear for the domestic maarket.
Setup:
UNIT NO. OF FACTORY PRODUCTION PRODUCTION MACHINVERY

NAME EMPLOYEE SIZE CAPACITY STRENGTH
Aero 131 10.000 Sqft 30000 P.M Ladies shoes and Imported
Club hoots
Aero 150 50.000 Sqft 30000 PM Jogger and Imported
ClubII sports shoe
Good 125 10.000 Sqft 25000 Children Imported
Luck shoes/sandals

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Casuals 135 12.000 sqft 30000 PM Casual shoes Imported
SOCIAL AUDIT BY:
Carrefour, France/GAP,USA.
Countries and Approx Business:
MAIN BUYER’S COUNTRY APPROX

NAME
Andre, Quelle, Casio France 20,00,000
and Auchan
Gap, Todd Welsh USA 15,00,000
Baur – Versand Germany 10,50,000
JDWilliam’s Wrangler UK 20,00,000
BRAND OWNED:
Karol Bagh, southeast Sasrojini Nagar, Kamal Nagar, Gurgoan.
Visit at: www.woodlandworld wide. Com
NAME OF MACHINERIES MANUFACTURES NAME
Counter Molding M/c Jorielli

joe lasting M/c Cheng fung
Seatg lasting M/c Jorielli
Heat Setter Cheng fung
Souring and roughing M/c Jorielli

Sole press – I Sigma
Sole press –II Cheng fung

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Sole stitching M/c Falan
Chiller Jorielli
Hell forming M/c Jorielli
Single needle flat bed M/c plaff
Double needle post bed M/c Plaff
Single needle post bed M/c Plaff
Zig zab M/c Plaff
Binding M/c Zuki
Rubbing and Tapping Zuki
Glue application M/c Zuki

Flat Bed 3/M/c
High beam clicking M/c Forielli
Heal Traucler Forielli
Fully Mechanized imported conveyer in each factory:
BLACK SHOWROOM-A PROFILE
• PROFILE OF THE BLACK SHOWROOM
• ORGANISATION STRUCTURE AND STAFF PATERN
• PRICE DETERMINATION

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• COMPETITORS
• STOCK MAINTENANCE
• ADVERTISING
PROFILE OF BLACK SHOWROOM :-
PROFILE OF BLACK SHOWROOM :-
Due to brand consciousness amongst the citizens of towns such as

Koppa new store of foot wear was opened by the name “ BLACK
SHOWROOM ”i.e,pooja footware pvt.ltd. sitiuated in Main road, Koppa.
The proprietors of this firm are Director Mr. Raj Lalwani and Mrs.Vandana
Lalwani. , Who have started this firm with the intension of giving the people
of the town major brands such as WOODLAND, FILLA, LOTTO, BATA
and many other domestic and international brands Keeping an eye on both
economical segments of the response of WOOD LAND shoes which is
mainly use for hiking, trucking, and adventures purposes in everywhere.
As Koppa is a hill station area the customer’s response towards

WOODLAND foot wear is very astonishing.
ORGANISATION STRUCTURE AND STAFF PATTERN:
At present black showroom show mart is having centralized

organizational structure as it is having a very small workforce. The main job
of the workforce is to sell the product to customers.
PRICING:
As company fixes the price for their products and retailers while
selling it cannot change. The price of the woodland shoes is uniform
throughout the country but retailers can offer discount from 10%-50% to

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customers depending upon the demand for the products when discount sale
is offered every year to clear the stock.
COMPETITORS:
The main competitors of the BLACK SHOWROOM IS NEW

DELUX AGENCIES, is situated near by the BLACK SHOWROOM.
STOCK MAINTENANCE:
black showroom normally maintains the stock for 4 weeks so that

customers should not feel the should not feel the shortage of footwear design
in the shop. black showroom maintains the stock properly and places the
order with distributor according to their requirements.
ADVERTISING:
In today’s market Advertising plays an important role in influencing

the customer’s decision to buy the products. Today customers are very
selective and advertisement create the awareness about the product to the
product to the targeted customers.

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CHAPTER - 4
MARKETING MIX STRATEGY
MARKETING MIX STRATEGY OF WOODLAND SHOES
• PRODUCT STRATEGY
• PRICE STRATEGY
• PLACE STRATEGY
• PROMOTION STRATEGY

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MARKETING – STRATEGY
MEANING AND DEFINITION OF “MARKETING STRATEGY”:
Meaning:
Goods and services do not move automatically from the makers to the
users. There is a definite mechanism that brings about exchange of goods
and services against money or money’s worth for the mutual benefit-namely,
satisfaction to the consumers and surplus to the producers as manufacturers.
Marketing is the belt that connects the two major which of any economy
namely producers and consumers. Marketing is the creation of utilities as
goods and services get value added by the time they reach the consumers.
That is why in economic jargon “Marketing” refers to “all the activities
involved in the creation of place, time, possession and awareness utilities”.
Marketing strategy is the heart of marketing plan.
The concept of strategy usually comes from two planes. We have a

grand strategy or corporate strategy leading with company mission and
company mission and company objectives. Grand strategy is the integrating

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map that charts the development and use of resources to meet the challenges
or goods as goods as well as functional objectives.
Marketing strategy is the functional strategy it is related to marketing

as one functional real of business the corporate strategy plan is the master’s
company plan that provides guidance to all managers about the direction in
which the firm wants to go and the position it wants to active.
The strategic plan sets the boundaries for all other functional
planning. Functional objectives are developed from company objectives.
So, marketing strategy is a consistent appropriate and feasible

(possible) set of principles though which a particular company hopes to
achieve its long-term customer satisfaction and profitability objectives in a
particular competitive environment.
Definition:
According to “Philip Kottler” the ideal marketing strategy would

achieve optimum utilization of all the resources of the firm.
According to American Marketing Association (Committee on

Definitions) “Marketing includes all those activities having to do with
effecting changes in ownership and possessions of goods and services. It is
that part of economics which deals with the creation of time place and
possession utilities and that phase of business activity through which human
wants are satisfied by the exchange of goods and service for some valuable
considerations”.
Objectives of the marketing:
Though the end of all marketing activities is the satisfaction of human

wants, and to derive profits there from the following are the most significant
objectives of modern marketing. These
are:

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• To Apply Effective and Intelligent Modern Marketing

Policies,
• To Develop the Market Field.
• To Develop and Implement Guiding Policies for Better
Results.
• To suggest solutions by Studying the Problems Relating
to Marketing.
• To Find Sources for Further Information Concerning the
Market Problems
MARKETING MIX STRATEGY OF WOODLAND SHOES:
Marketing mix strategy has four components:
• Product strategy
• Price strategy ;
• Promotion strategy
• Place strategy.
All four elements of marketing mix are essential to the overall success
of the firm.
1.Product Strategy: Product is the core of marketing. It is the sum total of
the physical and psychological satisfaction it provides to the buyers. It is the
first and most important variable in marketing mix of the firm.
2.A product mix is a combination of attributes such as color, size design,

appearance, material, quality, performance, utility etc. These combinations
of attributes attract the customers. Therefore, a product is a bundle of all
kinds of satisfaction of both material and non-material kinds ranging from
economic utilities to satisfaction of a social psychological nature. The
product mix of ;a firm has 3 main characteristics namely width, depth and
consistency.
• Width of the product mix refers to the number of items in each

product line.
• Depth of the product mix refers to the each product line.

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• Consistency of the product mix means how closely related to

various product lines are in the use. Production requirements,
distribution channels or some other way.
PACKAGING:
According to Professor Philip Kotler, “Packaging is an activity which

is concerned with the protection, economy convenience and promotional
considered”. It is the general group of activities in designing the containers
or wrapper for the product.
Packaging policy of the firm is to fill the footwear wrapped in a

attractive polythene cover, where every pair will be again packed in small
boxes made out of thin cardboard, then the boxes will be dispatched in big
cardboard boxes. The company is famous ;for the boxes in which shoes are
kept, as they are very attractive and good-looking.
BRANDING:
According to American Management as Association. “Brand is a

name symbol or a design or a combination of them which is intended to
identify and to differentiate from those of the competitors”.
The company believes handing of products is of strategic and
increasing importance. It is a means of identification, which also provides
trade and legal protection. The company considers it as massive asset.
The company products are branded under company brand name

“woodland”, which is original and which is short and sweet satisfying all the
requisites of a good brand name.
2.PRICING STRATEGY:
Pricing is an art of translating into qualitative terms (currency) the

value of the product or a unit of service to customers at point of time.
Pricing is a managerial task that involves establishing pricing objectives,
identifying the factors governing the price, ascertaining their relevance and
significance, determine the product value in monetary terms, formulations of
price policies and the strategies, implementing them and controlling them.

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Pricing is an element of uncertainty to only a certain extent, in

concerning to the product of woodland enterprise, because their will not
frequent change in the cost price of leathers and non-leather. Woodland
Company still believes in value of money to customers, which means a lot of
different income groups of society.
PRICING STRATEGY INVOLVES THE FOLLOWING ISSUES:
A.Discounts:
Regular discounts is not allowed, because not much profit margin is
involved in selling price, and discount allowing creates as assumption for
customer’s that selling price involves, high percentage of profit. The
discount allowed is of 4% on above Rs. 1000 worth of metal products, sold
by woodland enterprises.
A.Credit terms:
The model of payment which woodland shoes allows is either
payment in cash or in terms of credit only to the known customers. Credit is
allowed to the customer for a period of one or two some times it is for there
to four weeks i.e., one month, depending on the customers reputation and
regularity. This credit facility is also given to those customers who have
purchased in bulk.
3.PLACE STRATEGFY:
Place or the location plays an important role in marketing strategy

adopted by any businessmen.
LOCATIONAL ADVANTAGE:
Koppa is a medium sized city with all types of people engaged in

various activities. It is also called Distribution mix it is an important
marketing mix strategy as it undertakes to make the product available to
target customers. Distribution is an important function of marketing
between the producer and consumers.

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It stands for making arrangements for the smooth flow of goods and
services from the producers to the consumers. It covers the channel of
distribution and the physical distribution including transportation,
warehousing and storage, financing and handling of the product.
4.PROMOTION STRATEGY:
The strategy, which is undertaken to increase or efforts made to

improve demand and sales of products of a firm are known as promotional
strategies. Advertising is one of the major promotional tools.
The promotional tool which the firm or a shop adopted is the mouth.
The proprietor himself explains the uniqueness, features and advantage of
the product to the customers. He makes an effort to convince the customers
about the product offered, so as to give them maximum satisfaction.
Because satisfied customer is permanent asset and advertisement.
Woodland Company offers good packing box and covers tissue papers
for the customers when they purchase the shoes. Creates a ‘black
showroom’ good environment to the customers so that the customers feel
relaxed and comfortably to explain their needs.
Also celebrates customer ‘black showroom’ customer’s days on ugadi

pooja gifts are given to the customers to express gratitude. It is ‘Thanks-
giving’ day to the customers. Enterprises put lots of efforts to maintain the
good and mutual relationship with customers.
CHAPTER - 5
PRODUCT MIX STRATEGY

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• PRODUCT PROFILE
• ABOUT THE PRODUCT
• SIZE REFERENCE CHART FOR MEN
PRODUCT – PROFILE
The product is the most important element of the marketing mix. In

fact the product is the starting point of all marketing services. The other
marketing efforts will become useless the nature of the product intended for

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sole is determined and the policies pertaining to the product are properly
decide.
The term ‘product’ covers the shape, design, packaging, banding, the
product range, and the size, the utility of the product and the guarantee and
service accompanying the product.
Footwear has been classified into three types viz., leather footwear,
partly leather footwear and non-leather footwear. The leather footwear has
been defined as one which has an upper, made fully out of leather
irrespective of sole leather or otherwise; partly leather irrespective of sole
leather or otherwise; partly leather footwear as one which has pieces of
leather on its upper irrespective of sole leather or otherwise and non leather
footw3ear is the one which is totally made out of non leather material.
Footwear is often classified by its intended use. Street shoe, for

example tend to foot good support to have a heel designed for extensive
walking and to be conservative in style.
ABOUT THE PRODUCT:
India’s largest online shoe store brings its exclusive collection of

footwear to Rediff, (Bigshoebazaar).
These Top quality Woodland shoes are made of premium. Leather

developed by woodland for high resistance and durability. The sturdy sole
adds life to this excellent , product, making it durable even in toughest
conditions. These handstiched shoes are bonded with the toughest threads
that stand by woodland’s high quality standards.
Extremely sturdy, long lasting and comfortable truly the mark of a

Woodland
Each shoe is available in sizes 6 to 10, packed in Woodland boxes.

WOODLAND
TO KNOW YOUR SHOES SIZE PLESE REFER TO THE TABLE BELOW:

Size reference chart for Men
Size Centimeters
6 25.1
7 25.7
8 26.0
9 26.7
10 27.9
Shipping details:
The seller will ship this product usually ships in 4 working days.
payment methods accepted by the company:
5 monthly installments (available on CITI bank credit carad only)
Credit card: VISA/Master card/American express/Citibank diner.

Cheque: (Net banking) ICICI band. com/HDFC bank direct pay/Federal
bank – Fed net/IDBI Bank, net banking / Centurion bank epay /ITZ cash /
UTI bank /Bill junction.

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CHAPTER – 6
SURVEY ANALYSIS
 ANALYSIS AND INTERPRETATION OF DATA.

 CONSUMER SURVEY ANALYSIS.

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ANALYSIS AND INTERPRETATION OF DATA
The main objective of consumer survey is to understand the attitude of

consumer towards woodland shoes.
Consumer opinion is very essential and valuable in each and every

market is just like an umpire, customer satisfaction or non-satisfaction
should take into consideration in customer survey.
100 respondents were selected or satisfied random sampling basis for

conducting the survey. This type of survey analysis is helpful to understand
the customer preferences, their income group, occupation, range, brand etc.
The survey and interpretation of data collected from consumer is

presented as follows. Appropriate tables and charts were used to present the
reaction of the respondents.
CONSUMER SURVEY ANALYSIS:
TABLE-1
CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX:
SEX NO. OF PERCENTAGE

RESPONDENTS
Male 88 88
Female 12 12
TOTAL 100 100
From the above table it is clear that 88% of the respondents are male and
12% of the respondents are female.

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TABLE-2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
ANNUAL INCOME:
Income No.of respondents Percentage

Below 34 34
20,000
20000-50000 18 18
50000-70000 10 10
70000 7 38 38
above
TOTAL 100 100
From the above tale it is clear that 34% of the respondents are in the annual
income of below 20,000, 18% of the respondents are in the annual income of
20000-50000, 10% of the respondents are in the annual income of 50000-
70000 and 38% of the respondents are from the annual income of above
75,000.
TABLE-3
PERCENTAGE OF RESPONDENTS WHO HAVE USED
WOODLAND SHOES:
RESPONSE NO.OFRESPONDENTS PERCENTAGE

Yes 92 92
No 8 8
TOTAL 100 100

WOODLAND
From the above table it is clear that 92% of the respondents who have used
woodland shoes and 8% of the respondents haven’t used woodland shoes.
TABLE-4
FACTORS MOTIVATED TO BUY WOODLAND SHOES:
FACTORS No. Of PERCENTAGE

RESPONDENT
S
Price 58 58
Good quality 20 20
Outlook and design 8 8
Advertisement 2 2
Brand image 8 8
Quality/outlook/brand 2 2
image
Quality/outlook/brand/price 2 2
Good quality/ brand image 100 100
From the above table it is clear that 58% of the respondents are motivated by
the quality of the 20% of the respondents y the outlook and design, 8% by
the advertisement, 2% by the brand image, 8% by the quality, design and
brand image.
TABLE-5
MEDIA OF AWARENESS ABOUT WOODLAND SHOES :

WOODLAND
OPINION No. PERCENTAGE

OF
RESPONDENTS
Durable 22 22
Comfort 52 52
Moderate 2 2
Prestigious 10 10
Durable/comfort 2 2
Durable/comfort/prestigious 2 2
TOTAL 100 100
TABLE-6
OPINION ABOUT WOODLAND SHOES:

OF
RESPONDENTS
Durable 22 22
Comfort 52 52
Moderate 2 2
Prestigious 10 10
Durable/comfort 2 2
Durable/comfort/prestigious 2 2
TOTAL 100 100
From the above table it is clear that 22% of the respondents are having
the opinion woodland shoes are durable,52% of the respondents are having
the feeling that woodland shoes are comfortable, 2% feel that woodland
shoes are moderate, 10% feel very prestige to wear woodland shoes, 2% feel
they are durable and comfortable, 2% feel they are durable, comfortable, and
prestigious.

WOODLAND
TABLE-7
PERIOD OF USING WOODLAND SHOES:
PERIOD No. PERCENTAGE

Of
RESPONDENTS
6 months – 1 year 18 18
1-2 years 20 20
3& above 10 10
Not used 44 44
TOTAL 8 8
100 100
From the above table it is clear that the period of using woodland shoes i.e.
18% of the respondents using from 6 months- 1 year and 20% of the
respondents using from 1-2 years, 10% of the respondents using from 2-3
years, 44% of respondents using from above 3 years and 8% of the
respondents haven’t used to woodland shoes.
TABLE-8
OPINION ABOUT THE PRICE OF WOODLAND SHOES:

Of
RESPONDENTS
High 56 56
Low - -
Moderate 44 44
TOTAL 100 100

WOODLAND
From the above table it is clear that 56% of the respondents are having the
opinion that the price of woodland shoes is high and 44% of he respondents
having the opinion that the price is moderate.
TABLE-9
SHOWROOM PREFERED BY THE CUSTOMERS TO BUY

FOOTWEAR:
SHOWROOMS No. PERCENTAGE

Of
RESPONDENTS
BLACK SHOWROOM 82 82
NEW DELUX 16 16
AGENCIES
Others 2 2
TOTAL 100 100
From the above table it is clear that 82% of the respondents prefer to be
BLACK SHOWROOM Buy the footwear and 16% of the respondents prefer
R K foot wear and 2% of the respondents prefer other showrooms.
TABLE-10
OPINION ABOUT THE PRICE OF: BLACK SHOWROOM

Of
RESPONDENTS
High 26 26
Low 16 16
Moderate 58 58
TOTAL 100 100

WOODLAND
From the above table it is clear that 26% of the respondents are having the
opinion about the price of BLACK SHOWROOM is high, 16% of the
respondents having the opinion about price of is low, 58% of the respondents
is having the opinion about the price of is moderate.
TABLE-11
OPINION REGARDING THE SERVICE SATISFACTION ON

WOODLAND DESIGN:

OF
RESPONDENTS
Good 46 46
Bad 2 2
Better 22 22
Excellent 30 30
TOTAL 100 100
From the above table it is clear that the 46% of the respondents are having
the opinion regarding the service satisfaction on Woodland design, is good
2% is bad and 30% of the respondents opinion is excellent.
TABLE-12
OPINION ABOUT THE WOODLAND SHOE BRAND:
FACTOR OPINION NO. OF PERCENTAGE

RESPONDENTS
Price Satisfied 48 48.98
Not satisfied 50 51.02
Quality Satisfied 48 96.55

WOODLAND
Design Satisfied 54 90
Not satisfied 6 10
Durability Satisfied 52 89.66

From the above table it is clear that customers 97% satisfied by the quality
of the woodland shoes brand and 3% not satisfied 90% of the customers are
satisfied by the design of the product and 10% are not satisfied 48.98% of
the respondents are satisfied by the price and 51.02% are not satisfied
89.66% of the respondents are satisfied by the durability of the product and
10.34% are not satisfied
CHAPTER – 7
SUGGESTIONS AND CONCLUSION

WOODLAND
• FINDINGS
• SUGGESTION
• CONCLUSION
MAJOR FINDINGS:-
• Out of the total respondents surveyed, majority of the

respondents are male.
• During the survey it is found that, majority of the respondents
are belonging to income group of 70,000 and above.
• Out of 50 respondents, 92% of respondents have agreed that
they use Woodland shoes
• Out of total respondents surveyed, 58% of the respondents are
motivated by outlook, 8% by advertisement and 2% by brand image
of the product.
• Out of total respondents surveyed, majority of respondent’s i.e.
40% opined that they become aware of the product through friends
and relatives.

WOODLAND
• 52% of respondent’s i.e. 44% have opined that they are using
woodland shoes for above 3 years and 8% have opined that they are
not using wood shoes.
• Majority of the respondent’s i.e. 56% are having the opinion
that the price of woodland shoes is high.
• Out of the total respondent’s i.e. 46% have opined that
woodland design is good, 2% is bad and 30% of the 30% of the
respondent’s opinion is excellent.
• Majority of the respondent’s i.e. 97% are satisfied by the
quality of woodland shoes brand.
SUGGESTION:-
1.Price:
Almost all the consumers complain that the prices of woodland shoes
are very high not reaching the mark of customer’s expectation. So, the price
should reduced so as to increase the sales and profit of the company.
2.Quality:
Although the footwear of woodland shoes is generally ranked high as
to their quality, it is necessary to maintain and even improve the quality of
the product.
3.Design:
Though consumers are satisfied with the durability of the product
they need more designed and colours. There should be increase in tech
verities of the products so that a good number of customers are attached both
male and female. Because majority of the population in the region is
relatively young and are in the high consumption stages of life.
4.Advertisement:
Though advertisement is the only media through which majority of
the customers became aware of the product but from the survey it was found
out that advertisement is not sok effective and informative and also it doesn’t
reach more number of people. So, more and more advertisement must be
given in television by increasing the frequency of advertisement and the
colour advertisement should be used for newspapers so that the customers

WOODLAND
will be aware of all the products, which exist in the market, and the new
product, which will be produced by the company.
5.After sales services:
Almost all of the respondents are satisfied with the services rendered
by the dealers.
1.Still the dealers should improve their marketing as well as after sales
services to meet the needs and taste of consumer demands.
2.Periodical survey of market from the company is necessary to know the
changes in.
3.Attitudes of consumers and reason for dissatisfaction if any.
CONCLUSION:-
With the help of the survey conducted, the following conclusion

can be made:
• There exists enough potential market for woodland shoes in

Koppa city.
• Most of the respondents have the opinion that woodland
shoes Ltd., Supplies quality products. So, the quality is good.

WOODLAND
• 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 Ltd. in the

market depicts that woodland enjoys higher reputation than the
other manufactures in the market.
QUESTIONNAIRE
Dear Sir/Madam,
I am a student of Govt First Grade College in final year BBM

for the academic year 2012-2013. For the partial fulfillment of my course, I

WOODLAND
am conducting the survey on the “WOOD LAND FOOT WEAR”, to prepare

project report. I request you to spend few minutes for me and fill in the
below mentioned questions in the questioner.
The information provided by you will be used only for academic purpose. I
hope you will co-operate for this.
• Name: ________________
• Address: _______________
contact No:-
• Age: ___________
• Sex: ___________
• Male
• Female
• Occupation: __________
• Annual Income (Rs)
• Below 20,000
• 20,000-50,000
• 50,000-70,000
• 70,000 & Above
• Which company foot wear do you prefer?
• BATA
• WOOD LAND
• PARAGON
• LIBERTY
• Are you a woodland buyer? YES/NO
If yes state reason: _____________________
If no state reason: _____________________
• What do you think of woodlands range of products?
• High
• low
• Moderate

WOODLAND
• What motivated you to purchase woodland products?

a)Good quality
b)Price
c)outlook & design
d)Advertisement
e)Brand image
11. How did you come to know about woodland shoes?
a)Friends/Relatives
b)Advertisement
c)Showrooms
d)Other specify
12. What factors do consider while purchasing woodland shoes?
a)Image
b)quality
c)price
d)Guarantee
e)All
13. What is your opinion about Woodland shoes?
a)Durable
b)Comfort
c)Moderate
d)Prestigious
14. For how many years you have been using woodland shoes?
a)6 months-1 years
b)1-2 years
c) 2-3 years
d) above 3 years
15. In which shop you wish to buy the footwear?
a)BLACK showroom
b)NEW DELUX agencies
c)Other Specify
16. What is your opinion about the price “BLACK showroom”
a) High
b)Low
c)Moderate
17. Are you satisfied with the service provided by the dealers.
a)Satisfied
b) Not satisfied

WOODLAND
18. What is your opinion on woodland designs?

a)Good
b)Bad
c)Better
d)Excellent
19. Are you satisfied with the following woodland shoes.
Price Quality Design Durability
Satisfied
Not satisfied
20. Any suggestion:
Date:
Place:
Thank you for you kind co-operation

YPUR’S SINCERELY
• UDAY C.
• BIBLIOGRAPHY
MARKETING MANAGEMENT – PHILIP KOTTLER
MARKETING MANAGEMENT – SHERLEKAR
BUSINESS STUDIES – B. S. RMAN
WEBSITE: -
www.woodlandworldwide.com
www.google.com
www.wodlandshoe.com
www.bigshoebazar.com
 COMPANY ANNUAL REPORTS

 COMPANY BOOKLET
 COMPANY BROUCHERS
CONTENTS

WOODLAND
1 INTRODUCTION
• INTRODUCTION
• OBJECTIVES
• SCOPE OF THE STUDY
• METHODOLOGY
• PROFILE OF THE STUDY AREA
• UMITATION
2. WOODLAND CO.LTD-A PROFILE

• HISTORY OF THE COMPANY
• CENTRAL SERVICE
• OVERSEAS OPERATION
• DOMESTIC OPERATAIONS
• WOODLAND DISTRIBUTION
• COMPANY PROFILE-AEROCLUB SHOES. NEW
DELHI
• BALANCE SHEET OF AERO CLUB GROUP OF
COMPANIES.
3. BLACK showroom-A PROFILE
4. MARKETING MIX STRATEGY

• MARKETING MIX STRATEGY OF WOODLAND
SHOES
• PRODUCT STRATAEGY
• PRICE STRATAEGY
• PROMOTION STRATEGY

WOODLAND
5. PRODUCT MIX STRATEGY
• PRODUCT PROFILE
• ABOUT THE PRODUCT
• SIZE REFERENCE OHART FOR MEN
• 6. SURVEY ANALYSIS
• ANALYSIS AND INTERPRETATION OF DATA.
• CONSUMER SURVEY ANALYSIS
7. SUGGESTIONS AND CONCLUSION
• FINDINGS
• SUGGESTION
• CONCLUSION CX
APENDIX:
• BIBILOGRAPGY
• QUESTIONNAIRE

WOODLAND

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WOODLAND

 WOODLAND CO.LTD-A PROFILE

 BLACK SHOWROOM-A PROFILE

 MARKETING MIX STRATEGY

 PRODUCT MIX STRATEGY

B.B.M. Government First Grade College Koppa 1

• SCOPE OF THE STUDY

• PROFILE OF THE STUDY AREA

B.B.M. Government First Grade College Koppa 2

In olden day’s footwear were prepared of wood & leather. Although

For example, soft shoes were introduced by mountain people on the

In earlier days people were using footwear as a protection for foot.

At this juncture it will be vital to know what kind of marketing mix

B.B.M. Government First Grade College Koppa 3

1 To study the present status/role of the company in the Indian

SCOPE OF THE STUDY:-

The present study covers covers the marketing of woodland shoes in

Secondary sources have been collected from published sources like

PROFILE OF THE STUDY:

Koppa is a commercial city, which constitutes total population of

B.B.M. Government First Grade College Koppa 4

institutions. Majority of target customer is businessman and students.

• Because of time constraint, the study is limited to 50

• Lack of consumer’s awareness about different varieties of

• Fast changing taste and life style of consumers.

B.B.M. Government First Grade College Koppa 5

WOODLAND CO. LTD. –A PROFILE

• HISTORY OF THE COMPANY

B.B.M. Government First Grade College Koppa 6

• COMPANY PROFILE-AERO CWB SHOES. NEW DELHI

• BALANCE SHEET OF AERO CLUB GROUP OF

HISTORY OF THE COMPANY:-

1960- Started as a small shoe manufacturing company.

1960- Acquired first retail outlet in Prime Location in NEW DELHI

1965- First export of complete shoes from INDIA

1968- First fully mechanized (GERMAN) Shoe plant

1970-Beginning of RUSSIAN export on Regular Basis

1972- First Leather Tannery in MADRAS

1978- Huge expansion in shoe upper manufacturing capacities to Cater to

1980-Second Leather tannery JALANDHAR

B.B.M. Government First Grade College Koppa 7

1984- First Indian COMPANY to set up trading officer in U.S.S.R

1986- Expanded retail shoe stores in DELHI

1988- First Protocol with the Government of U.S.S.R. Large scale

1992- LAUNCHED (Own Production) shoes for INDIAN domestic Market

1993- Launched “WOODLAND” Brand and finalized distribution Network .

1994- REEBOK manufacturing plant commissioned for export to

1995- Developed concept for “ WOODLAND” concept stored with

1996- Expanded complete shoe manufacturing facilities to meet Growing

1997- Introduced “WOODLAND” Apparels set up manufacturing Facilities.

1998- Continuous expansion of “WOODLAND” concept stores.

2002- WOODLAND becomes a National Leader in premium

B.B.M. Government First Grade College Koppa 8

2004- Pony’s exclusive stores increase to 150 globally

Introduced concept of country stores and enters home furnishing

“FROM RAW HIDES TO RETAIL”

Aero club shoe manufacturing activities are fully integrated with in

• Clicking dies manufacturing.

B.B.M. Government First Grade College Koppa 9

• Shoe upper manufacturing

• Unit sole in Leather, Rubber.

• Fully mechanized Italian, Korean, Taiwanese, and plants for

• Distribution & Marketing