INTRODUCTION

• Aero club launched Woodland shoes in 1960.

• Woodland has successfully brought together the power of the human will and the rewards of the
discovery.
• Woodland product push the boundaries of innovation so that the customer can explore new product,
style and innovative design. It has mainly focused on trekking shoes.
• Inspired by nature, woodland design helps its customer to face the challenges thrown up by mother
nature . Therefore Ad’s made the Woodland be called as the SUV of Indian shoes.
• The woodland tree logo defines the spirit of adventure and its commitment of environment
.woodland itself is very unique in its category.
• woodland product available through 550 plus exclusive stores 3000 plus multi brand outlet across
the globe.
• Woodland has always been in sync with nature and thus uses recycled consumer and industrial
waste products for internal operations as well.
PRODUCT RANGE
I am
tough by
birth!!
 PRODUCT LIFE CYCLE
• Establishment (Introduction):
– 1962:Aero club started as a small
manufacturing unit in Delhi.

– 1964 : 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.
 PRODUCT LIFE CYCLE (Contd.)
• Growth
• Later in 1992 the company launched Woodland brand and acquired winter boot factory in
Quebec , Canada to cater to the Canadian and U.S markets.
• In 1994 commissioned manufacturing plant for Reebok for export to U.S.A.
• In 1997 commissioned manufacturing unit for apparels , adding to the range of Woodland
product.
• In 2002 Woodland become a national leader in premium category shoes , apparels and
accessories.
• Later in 2007 total no. of exclusive showrooms targeted to touch the 200 marks.
 PRODUCT LIFE CYCLE (Contd.)
• Maturity
– Quality worth the money spent on Woodland shoe.
– Very trendy and fashionable.
– Long and durable.
– Padded layers to provided comfort.
– Sales volume peaks and market saturation is reached.
– Increase in competitor
– Prices tend to drop

• Decline
– Few years a back Woodland decided to open their store in Tier 1 and Tier 2 cities.
It opened a store each in the retail high streets of Jaipur and Udaipur, both well
known, well to do cities, but the store flopped. There just weren't enough buyer
and had to shut so Woodland decided to stay far away from smaller cities for few
couple of years.
 PRODUCT LIFE CYCLE (Contd.)
MATURITY
1. T.G becomes loyal to the
brand
2. Sales volume peaks and
GROWTH market saturation is
reached
3. Increase in competitors
1. Costs reduced due to entering the market
economies of scale 4. Prices tend to drop due
2. Sales volume to the proliferation of
increases
significantly
competing products
5. Brand differentiation
DECLINE
3. Profitability begins to and feature 1. In this stage consumer
rise diversification is
INTRODUCTION 4. Public awareness
increases
emphasized to maintain
or increase market share
loses interest in the brand.
5. Competition begins
1. Costs are very high to increase with a few
2. New designs of shoes are new players in
establishing market
VOLUMES)

launched 6. Increased
3. Little or no competition competition leads to
4. Demand has to be created price decreases
5. Customers have to be
GROWTH (E.G. SALES,

prompted to try the product

6. Makes no money at this stage

LAUNCH

DEVELOPMENT
TIME
 7 P’s
• Product: Woodland as a company finds out what customer need or want and then
develop the right product, with the right level of quality to meet those needs now and in
the future. Woodland shoe provide value to the customer. Woodland shoe gives their
customer what they want and not what the company thinks they want.

• Price: Woodland shoe is worth what customer are prepared to pay for it. Woodland
thinking of price as ‘cost’ to the customer helps to underscore why it is so important.
Pricing positions of woodland shoe in market place is the more they charge, the more
value or quality customer is expecting for their money.
 7 P’s
• Place: Woodland shoe outlet where customers buy a product, and the means of
distributing their product at that place, is very appropriate and convenient for the
customer. Woodland shoes are available in the right place, at the right time and in the
quantity, while keeping storage, inventory and distribution costs to an acceptance
level.

• Promotion: Woodlands shoe promotion is the way in which company communicates

what is dose and what in can offer customer. It includes the activities such as
branding, advertising, PR, corporate identify, sales management, special offer and
exhibitions. Promotion must gain attention, be appealing, tell a consistent message
gives customer a reason to choose your product rather than someone’s else.
 7 P’s
• People: The people in this context are the management, employees of the shop who
have to be well trained so that the customer feels friendly to come again for shopping,
and also the customers are people.

• Process: The process of giving a service, and the behavior of those who delivers are
crucial to customer satisfaction. Customers are not interested in the details how your
business runs. What matter to them is that the system works.

• Pace: It’s a speed of the product how the market adopts the Woodland Shoes. The
demand of the woodland shoe in metro cities and followed by Tier 1 and Tier 2 cities.
The distribution level of the Woodland shoe is also very high .
 7 P’s
•The quality of the Woodland shoes, the design the
PRODUCT physical aspects are the features that talks about the
product
•The various places where the product is available, such as
PLACE the retailer, the whole seller, the internet, multi- channel,
etc.
•The amount or price at which the product is available to
PRICE own it. The price should be not too high nor too low, it
should be valuable to the customer who will purchase it.
•The advertisement of the brand on various mediums, such
PROMOTION as TV, radio, internet, offers, discounts, endorsements, free
gifts. Etc.
•The people in this context are the management,
PEOPLE employees of the shop who have to be well trained so that
the customer feels friendly to come again for shopping,
And also the customers are people
PROCESS •The entire process in which the product is being
manufactured, the way it is being displayed in the retail
outlets, etc. are the major components .
PACE •Speed of the market introduction and acceptance of a
product.
 STP

TARGET
SEGMENT POSITIONING
GROUP

Premium. People who want Eco-Friendly

the best for their Outdoor Brand.
adventurous
outdoor side.
 SWOT ANALYSIS
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
1. A strong differentiator 1. Limited penetration 1. More global 1. Established brands
of being an outdoor and globally and mainly penetration as an offering the outdoor
adventure brand. serves the urban market adventure footwear brand footwear
2. Focus on Innovation in South Asia 2. To be known as an 2. Cheaper substitutes for
with newer sturdier 2. Perceived Premium outdoor needs fashion the premium brand
products Pricing which daunts specialist 3. Threat from
3. Excellent advertising people from entering 3. Tie-ups with adventure fake/cheaper imitations
and brand building stores companies and fashion
through print ads and houses
TVCs
4. 350 exclusive stores
worldwide. Presence in
more than 3000 multi-
brand outlets in a number
of countries
5. Production facilities in
10 countries
COMPETETIVE ANALYSIS
 BCG MATRIX
STAGE 2 STAGE 1
-Leader of the CO. -Generates no profit.
-investment,Boost the -High demand 4 liquidity
product.
-Contribute to Profit LAUNCH new designs of
woodland SHOES
STP the Shoes & brand

STAGE 3
-Generate profit. STAGE 4
-out-dated products. -declining market
-highly competitive
Woodland shoe
price fall Woodland shoe tried to
because of open New stores but failed
competition
 REFFERENCES
• http://www.mbaskool.com/brandguide/lifestyle-and-retail/2435-woodland.html
• http://www.woodlandworldwide.com/wnew/faces/fe/jsps/aboutUs.jsp
• http://www.rediff.com/money/special/spec-woodlands-strategy-for-
success/20101018.htm
• http://www.woodlandworldwide.com/wnew/faces/fe/jsps/woodfaq.jsp