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 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.

What does woodland stands for?

• The spirit of adventure.

• Woodland not only believes in making the best quality products but also creating outstanding communication ideas.

• Woodland is an Indian Brand and they have done it with Indian Footwear.

• 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 rugged high quality premium casual shoe.

• The logo of Woodland was a status symbol during the nineties.

• The brand carefully presented itself as an outdoor trekking kind of shoe which captured the imagination of Indian 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.

TYPES AND PRICE OF THE PRODUCT

Formal shoes:-Woodland has a wide variety of formal shoes starting fromRs. 1445 onwards. These shoes are light in weight,comfortable and attractive.

Casual shoes:-Woodlands casual shoes are more in demand among theyouths. They provide good quality, comfort and classiclook to their customers. These shoes are available forRs.1145 onwards. Shoes are available in full size from 1 to13

.

Athletic shoes:-These shoes are beautifully designed and they provideankle coverage, lightweight and durability to theircustomers. Shoes are available for Rs.1545 onwards.Rs.2795

shoes:-Trekking shoes are the most known shoes in the market.These shoes have excellent foot grip. They also providegood cushioning and deep treaded sole for all terrains,dust, mud, ice, water. These shoes are available for Rs1595 onwardsRs.2695

Narrow edge shoes:-Narrow edge shoes are very in now days. These are easypointy shoes made out of swed leather, which looksaccurate at normal distance. They are not as difficult towalk in as it looks. These shoes are available for Rs. 1945onwards.

Sandals:-These sandals are stylish in design with fantastic coloursoption, well padded soles and great grip. The companyuses smooth and exotic leather for making of this shoe.They are available for Rs. 1495 onwards.

USPFEATURES OF THE PRODUCT

Quality worth the money spent on :o Price of woodland shoes starts from Rs 1000 onwards.o These shoes are very beautifully designed and fashionable.o 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 offers you a wide variety of trendy and fashionable shoes. You could be sure to acquire stone &pearl worked sandals best suited to your occasion and kid’s 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 areclassically manufactured for the toughest meanders. Dueto its longevity and durability woodland shoes arepreferred by those who don’t believe in frequent changingof shoes.

Padded Layers to provide comfort:Woodland shoes also provide the customers with paddedlayers in the shoes in order to provide much more comfortthan other shoes.

Fabric lined for soothing experience:In some of there models woodland shoes also providefabric linings for soothing experience to there customers.This is a unique feature of there shoes.

Incredible range:Woodland shoes also provide incredible range ofshoes to there customers so, that they can have avariety of choice.

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 list include high-class footwear with directly injected dual density soles with high-tech machines and robots from the Germany.

CURRENT STATUS AND FUTURE PLAN IN INDIA

They are planning to invest about Rs 10 crore (Rs 100 million) toset up three new plants and to double there production capacity to20000 shoes per day in Uttaranchal to cater to the increaseddemand,“

The company currently has a production capacity of 9000 pairs ofshoes per day. The new units, would take its capacity to 10,000-12,000 pairs.

"They are well-placed to achieve a turnover of Rs 200 crore (Rs 2billion) in the current fiscal and are anticipating a top line of Rs 350crore (Rs 3.5 billion) in the next two years,“

The company plans to open 60 to 70 new retail stores tostrengthen its presence in the country. The new stores would comeup in metros and Tier-I cities and would take the total number ofexclusive Woodland stores to 195.

"About 50 per cent of the stores are owned by the company and 50per cent are based on the franchise model. They would follow thesame model for there new stores, where around 50 per cent of thestores would be owned by the company

The company is now planning to invest up to Rs 200 crore in thenext 12 months on their expansion plans.

They are aiming to open 75 more stores in the country. The plan isto also enhance the manufacturing capacity to cash in on theongoing retail boom.

They are also planning to import the latest technology in a big wayto set up 100 percent robotics based automated plant.The company is also considering strategic tie-ups and outsourcingwork to some partners in the southern states.

SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:-The Showrooms also offer warranty for the footwear rangingfrom 6 months to almost 1 ½ years depending upon the shoesprice.

After sales services:-Woodland showroom also provides their customers with asatisfactory after sales services. They give complementary giftsto the customers on a specified purchase made by them. Itincludes shoe polish, shoe shiner, belts and other accessories too.

Special discount offer:-Woodland generally provides special discount offers to thecustomers which mostly includes 12% discount on the purchasemade. They also give discounts on special occasions such asganpati, diwali, dusshera.

Shoe mela:-Woodland also conducts shoe mela at various cities where theysell there shoes at discounted rate. They have conducted shoemela at Hyderabad, Chennai, Bangalore and many more.

Online purchase:-Woodland also provides a very convenient facility of onlinepurchasing to their customers. Under this facility customers canpurchase and pay online through internet.

SWOT ANALYSIS

STRENGTHS:- The strength of the company’s production with in itscaptive facilities allows Woodland to produceaesthetically designed, sturdy and durable shoes.

WEAKNESSES:- Woodland is certainly not for people who desire tokeep on changing their footwear frequently havingbeen fed up with the same design. The athletic and leather shoes do start getting dentedwithin a year. The price offered by woodland shoes is quiteexpensive. As they are more into formal shoes so youngsters areless attracted.

OPPORTUNITIES:-

They can expand their market more by covering andfocusing on developing in different areas. They also have a great scope to expand their marketin sports footwear. They can also target higher middle class people bylaunching new range of shoes between Rs. 750 to Rs.1000. As they mainly deal in leather shoes so, they can alsoenter into manufacturing of all seasons shoesespecially water proof shoes. They should increase the number of production unitsto earn more profits.

THREATS:-

Woodland shoes face a big threat from organized aswell 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

CONCLUSION

Woodland has slowly but steadily carved it’s place in the world ofshoes.

They are well-known brand in men’s footwear.

Because of many other big brands in the market woodland shoesshould come up with new marketing strategy.

They should opt for product development to sustain in the globalmarket.

THANK YOU

By:Krishna gupta