K.C.CMS 2013

INTRODUCTION TO WOODLAND

• Aero club launched Woodland shoes in 1992.

• Woodland stands for spirit of adventure. These shoes have been advertised to communicate this spirit.

• 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 is available through 300plus exclusive stores 3000 plus multi brand outlet across the globe.

Establishment

•1960:Aero club started as a small manufacturing unit in Delhi.

•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.

PRODUCT LIFE CYCLE

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.

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.)

INTRODUCTION GROWTH MATURITY DECLINE

DEVELOPMENT

LAUNCH

GRO

WTH

(E.G

. SAL

ES, V

OLU

MES

)

TIME

Product Life Cycle Curve

Product Life Cycle Curve

INTRODUCTION

GROWTH

MATURITY

DECLINE

DEVELOPMENT

LAUNCH

GRO

WTH

(E.G

. SAL

ES, V

OLU

MES

)

TIME

1. Costs are very high2. New designs of shoes are

launched3. Little or no competition4. Demand has to be created5. Customers have to be prompted

to try the product6. Makes no money at this stage

1. Costs are very high2. New designs of shoes are

launched3. Little or no competition4. Demand has to be created5. Customers have to be prompted

to try the product6. Makes no money at this stage

1. Costs reduced due to economies of scale

2. Sales volume increases significantly

3. Profitability begins to rise

4. Public awareness increases

5. Competition begins to increase with a few new players in establishing market

6. Increased competition leads to price decreases

1. Costs reduced due to economies of scale

2. Sales volume increases significantly

3. Profitability begins to rise

4. Public awareness increases

5. Competition begins to increase with a few new players in establishing market

6. Increased competition leads to price decreases

1. T.G becomes loyal to the brand

2. Sales volume peaks and market saturation is reached

3. Increase in competitors entering the market

4. Prices tend to drop due to the proliferation of competing products

5. Brand differentiation and feature diversification is emphasized to maintain or increase market share

1. T.G becomes loyal to the brand

2. Sales volume peaks and market saturation is reached

3. Increase in competitors entering the market

4. Prices tend to drop due to the proliferation of competing products

5. Brand differentiation and feature diversification is emphasized to maintain or increase market share

1. In this stage consumer loses interest in the brand.

1. In this stage consumer loses interest in the brand.

Sources:

7 P’S OF WOODLAND SHOE

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.

I am tough by birth!!

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 OF WOODLAND SHOE

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 OF WOODLAND SHOE

PRODUCTPRODUCT

PLACEPLACE

PRICEPRICE

PROMOTIONPROMOTION

PEOPLEPEOPLE

PROCESSPROCESS

PACEPACE

The quality of the Woodland shoes, the design the physical aspects are the features that talks about the product

The various places where the product is available, such as the retailer, the whole seller, the internet, multi- channel, etc.

The amount or price at which the product is available to 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 as TV, radio, internet, offers, discounts, endorsements, free gifts. Etc.

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

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 .

Speed of the market introduction and acceptance of a product.

The seven p’s The seven p’s

Marketing information system

• Marketing research : It helped to solve the specific marketing problem of the woodland company i.e. 1 Tier and 2 Tier did not accept the product when it was launched.

• Marketing decision support system : Woodland has always been an outdoor and adventures brand with close association with nature and environment . By changing over its entire range of shoes and apparel quality eco-friendly product.

• Marketing intelligence : Woodland is planning to invest about Rs. 10 Crore to set up three new plant and to double there production capacity to 20000 shoes per day..