4. Woodland

PREFACE

 Preparin  Preparing g a project project of this nature nature is an arduous arduous task and I  was was fort fortun unat atee enou enough gh to get get supp suppor ortt from from a larg largee numbe umberr o  persons.  persons. I wish to express express my deep deep sense sense of gratitud gratitudee to all those those who generously helped in successful completion of this report by  sharing  sharing their their invalu invaluabl ablee time time and and knowle knowledge dge..  It is my proud and previled previledge ge to express express my deep deep regards regards to  Respecte  Respected d

HOD HOD

 Dr.Pramesh  Dr.Pramesh

Gautam, Gautam,

 Head  Head

of 

 SWAMI   Departm  DepartmentD entDepa epartme rtment nt of Business Business Manage Managemen mentt ,  SWAMI  VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR for 

allowing me to undertake this project.  I feel extreme extremely ly exhilara exhilarated ted to have have complet completed ed this project  project  under the able and inspiring guidance of   she rende rendered red me me all possibl possiblee help me me guidanc guidancee while while reviewin reviewing g the manuscript manuscript in finalising the report.  I also extend extend my deep deep regards regards to my teachers teachers , family family members , friends and all those whose encouragement has infused  courage in me to complete to work successfully.  SANJAY YADAV  YADAV   B.B.A. IV SEM.

ACKNOWLEDGEMENT

 Preparing  Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep  sense of gratitude gratitude to all those who generously generously helped in successful successful completion completion of  this report by sharing their invaluable time and knowledge.  It is my proud and previledge previledge to express my deep regards to Respected Respected ,  Head of Department  Department  Dr.Prames  Dr.Pramesh h

Gautam, Gautam,

Depart Departmen mentt of Busines Businesss

SWAM AMII VIVEK VIVEKANA ANAND ND INSTI INSTITUT TUTE E OF TECHN TECHNOLO OLOGY  GY   Management  Management , SW  SAGAR  SAGAR for allowing me to undertake this project.

 I feel extremely exhilarated to have completed this project under the able and inspiring guidance of

He rendered me all possible

help me guidance while reviewing the manuscript in finalising the report.  I also extend my deep regards to my teachers teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

 SANJAY YADAV  YADAV   B.B.A. IV SEM.

DELCLARATION BY THE CANDIDATE  Date :

I declare that the project report titled  " A STUDY ON MARKET SHARE OF  WOOD LAND " on Market Segmentation is nay own work conducted under the supervision of 

 Department  Department of Business Management Management ,  SWAMI  SWAMI VIVEKANA VIVEKANAND ND INSTITU INSTITUTE TE OF 

TECHNOLOGY SAGAR To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

 SANJAY YADAV  YADAV   B.B.A. IV SEM.

CERTIFICATE

The project report titled  " A STUDY ON MARKET SHARE OF  WOOD LAND " been prepared by  SANJAY  SANJAY YADAV YADAV BBA IV  Semes IV  Semester  ter  ,

under the guidance and supervision of 

 for the partial  partial 

 fulfillment  fulfillment of the Degree Degree of B.B.A.

 Signature of the

Signature of the

Signature of the

 Supervisor  Supervisor

Head of the Department Department

Examiner 

(A) (B) (C) (D)

Preface Ack Acknowledg edgement Declaration Certificate

S.No. Ti Title CHAPTER -1 INTRODUCTION • HISTORY • CHAPTER -2 RESEARCH METHODOLOGY • CHAPTER -3 OBJECTIVE • CHAPTER -4 Market Share

Page No.

TECHNOLOGY USED INTERNATIONAL INTERNATIONAL PERFORMANCE PERFORMANCE OF THE • PRODUCT FUTURE PLAN OF THE COMPANY • FEATURES FEATURES OF THE PRODUCT • TYPES AND PRICE OF THE PRODUCT • SERVICES PROVIDED TO THE CUSTOMERS CUSTOMERS • CHAPTER -5 •

DATA ANALYSIS AND INTERPRETATION CHAPTER -6  SUGGESTION • CHAPTER -7  SWOT ANALYSIS • CHAPTER -8 LIMITATION • CHAPTER -9 FINDINGS • CHAPTER -10 CONCLUSION •  REFERENC  REFERENCE  E  BIBLIOGRAPHY • QUESTIONNARIES • •

INTRODUCTION

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. The advertising

has been created specifically to communicate this spirit to everyone. And And to encou encoura rage ge them them to keep keep expl explor orin ing g and keep keep disco discove veri ring ng.. Woodland not only believes in making the best quality products but also creating outstanding communication ideas. It’s no wonder then that Woodland advertisement have been widely recognized in India and a nd abroad. Woodland is an Indian Brand and they have done it with Indian Footwear. In a market dominated by sports and leather shoes Woodland created a category for itself. 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  premium casual casual shoe. It can be called as SUV of Indian Indian shoes. shoes. The ads are catchy and tempting. The logo of Woodland was a status symbol during the nineties. The  brand is excellent in quality and styling. The brand carefully carefully presented presented itse itsellf as an outd outdo oor trek trekki king ng kind kind of sho shoe whic which h capt captu ured red the the imagination of Indian youth True to its price, the brand delivered its  promise  promise on quality quality which which ensured ensured that that the brand brand is perceived perceived as a value value for money brand. Woodland has extended itself to accessories and apparels. Earlier Woodland tried its hand in the formal shoe category with the brand Woods but it did not make much impact in that market. The careful branding has helped the brand to garner about 40% of  the premium casual shoe market. But this market is witnessing lots of  competition with global brands flexing its muscle in India. Woodland is a household brand with over 200 exclusive stores across the Indian

Sub-continent in addition to a distribution network covering over a thousand stores across the country.

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 a cquired

winter boot factory in Quebec, Canada to cater to the Canadian and U.S. Markets. 

1994: Commissioned manufacturing plant for Reebok for export e xport

to U.S.A. 

1997: Commissioned manufacturing manufacturing unit for apparels, adding to

the range of Woodland products.



2002: Woodland becomes a national leader in premium pre mium category

shoes, apparels and accessories. a ccessories. 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.

FEATURES OF THE PRODUCT



Quality worth the money spent on :

Price of woodland shoes starts from Rs 1000 onwards. These shoes are very beautifully designed and fashionable. These shoes are available for around Rs 1450 and the  purchase  purchase is worth of quality. quality.



Very trendy and fashionable: 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 worked sandals sandals best suited suited to to your occasion occasion and and kid’s 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 are classically manufactured for the toughest meanders. Due to its longevity and durability woodland shoes are preferred  by those those who who don’t don’t believe believe in frequent frequent changing changing of of shoes. shoes.



Padded Layers to provide comfort:

Woodland shoes also provide the customers with padded layers in the shoes in order to provide much more comfort than other shoes.



Fabric lined for soothing experience:

In some of there models woodland shoes also provide fabric linings for soothing experience to there customers. This is a unique feature of there shoes.

 Incredible range:

Woodland shoes also provide incredible range of  shoes to there customers so, that they can have a variety of choice.

TYPES AND PRICE OF THE PRODUCT



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

Price : 2495.00



Casual shoes:Woodlands casual shoes are more in demand among the youths. They provide good quality, comfort and classic class ic look  to their customers. These shoes are available for Rs.1145 onwards. Shoes are available in full size from 1 to 13.

ShopID :2742 Rs.2395



Athletic shoes:-

These shoes are beautifully designed and they provide ankle coverage, lightweight and durability to their customers. cus tomers. Shoes are available for Rs.1545 onwards.

ShopID :7738 Rs.2795

Velvette shoes:These shoes are more in demand by the ladies as these shoes are beautifully designed with Velcro closure and elastic back. These shoes are available for Rs. 1645 onwards.

Price : 2850.00



Trekking shoes:-

Trekking shoes are the most known shoes in the market. These shoes have excellent foot grip. They also provide good cushioning and deep treaded sole for all terrains, dust, mud, ice, water. These shoes are available for Rs 1595 onwards

ShopID :3647 Rs.2695



 Narrow  Narrow edge edge shoes:shoes: Narrow  Narrow edge edge shoes shoes are are very in now days. These are easy easy  pointy shoes made out of swed leather, leather, which which looks looks accurate at normal distance. They are not as difficult to walk in as it looks. looks . These shoes are available for Rs. 1945 onwards.

ShopID :7736



Rs.2795

Sandals:These sandals are stylish in design de sign with fantastic colours option, well padded soles and great grip. The company uses smooth and exotic leather for making of this shoe. They are available for Rs. 1495 onwards.

ShopID :6667 Rs.2195



Baby shoes:Woodland also has a good variety of baby shoes. They  provide  provide Multi coloured kid’s shoes with attractive looks. These shoes are very comfortable with a soft fabric lining sole. These shoes are available for Rs. 995 onwards.

RS: 1195.00

FUTURE PLAN OF THE COMPANY

WOODLAND SPENDING BIG TO EXPAND IN INDIA They are planning to invest about Rs 10 crore (Rs 100 million) to set up three new plants and to double there production capacity to 20000 shoes per day in Uttaranchal to cater to the increased demand," The company currently has a production capacity of 9000 pairs of  shoes per day. The new units, likely to be ready by 2008-end, would take its capacity to 10,000-12,000 pairs. "They are well-placed to achieve a turnover of Rs 200 crore (Rs 2  billion)  billion) in the current current fiscal and are are anticipat anticipating ing a top line of of Rs 350 crore (Rs 3.5 billion) in the next two years,"

The company plans to open 60 to 70 new retail stores by 2008 to strengthen its presence in the country. The new stores would come up in metros and Tier-I cities and would take the total number of  exclusive Woodland stores to 195.

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

The company is now planning to invest up to Rs 200 crore in the next 12 months on their expansion plans. They are aiming to open 75 more stores in the country. The plan is to also enhance the manufacturing capacity to cash in on the ongoing retail boom. They are also planning to import the latest technology in a big way to set up 100 percent robotics based automated plant. The company is also considering consi dering strategic tie-ups and outsourcing work  to some partners in the southern states.

TECHNOLOGY USED

 The

key raw material for shoes, leather, and a good part of 

Woodland’s soles are all made in-house.  Hand-picked

Italian hides are tanned and finished on Italian

machinery. 

It is specially imported to the Group’s own tanneries to allow it to  produce  produce the the same same product productss available available in the best design 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 projec projects ts on the anvil anvil includ includee high-cla high-class ss footwear footwear with directly injected dual density soles with high-tech high-tech machines and robots from the Germany.

SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:-

The Showrooms also offer warranty for the footwear ranging from 6 months to almost 1 ½ years depending upon the shoes  price.  After sales sales service services:s:-

Woodland showroom also provides their customers with a satisfactory after sales services. They give complementary gifts to the customers on a specified purchase made by them. It includes shoe polish, shoe shiner, belts and other accessories too.  Special  Special discoun discountt offer:-

Woodland generally provides special discount offers to the customers which mostly includes 12% discount on the purchase made. They also give discounts on special occasions such as ganpati, diwali, dusshera.  Shoe mela:mela:-

Woodland also conducts shoe mela at various cities where they sell there shoes at discounted di scounted rate. They have conducted shoe mela at Hyderabad, Chennai, Bangalore and many more.

Online purchase:-

Woodland also provides a very convenient facility of online  purchasing  purchasing to their their customer customers. s. Under Under this this facility facility customers customers can can  purchase  purchase and and pay online online through through internet. internet.

INTERNATIONAL PERFORMANCE OF THE PRODUCT

The desire to explore does not have any boundaries. Adventure does not come with any limits. Discovery does not have an end. These are as

vast as the greatness of the outdoors. And it is this belief that has been continuously driving. Woodland forward in all its endeavors. It is this belief that has taken Woodland beyond India’s borders and into the forefront of global outdoor products. And it is these beliefs that will help Woodland push the frontiers of the style and quality to bring you only the best. With a number of showrooms already opened and opening in cities around the world, Woodland is truly becoming a global brand. b rand.  Now, without without losing focus on its Indian customer, customer, the company company has once again set its eyes back on the international market, this time through its powerful retail brand – Woodland. In the very near future, consumers around the world will be able to buy Woodland products available in cities beyond the Indian Sub-continent. Following are the countries in which woodland brand have established their market:

Canada

•

Large winter boots factory in Quebec

•

Lasting / finishing in Quebec uses American lasts/ sole/ fitting –  marketing in Canada.

•

Specialty in winter boots and Woodland type casual shoes.



China & Hong Kong

Sourcing operations from South East Asia



Europe

Servicing the German, French, Italian markets and prominent  brands  brands and wholesalers wholesalers by the export export wing wing of the group. group.

SWOT ANALYSIS

STRENGTHS:-

 The strength of the

company’s production with in its

captive facilities allows Woodland to produce aesthetically designed, sturdy and durable shoes.

WEAKNESSES:-



Woodland is certainly not for people who desire to keep on changing their footwear frequently having  been fed up with the same same design. design.



The athletic and leather shoes do start getting dented within a year.

 The

price offered by woodland shoes is quite

expensive. 

As they are more into formal shoes so youngsters are less attracted.

 Woodland has limited number of outlets.

LIMITATION

 They can expand their market more by covering c overing and focusing on

developing areas such as Navi Mumbai.

 They

also have a great scope to expand e xpand their market in sports

footwear.  They

can also target higher middle class people by launching new

range of shoes between Rs. 750 to Rs. 1000.  As

they mainly deal in leather shoes so, they can also enter into

manufacturing of all seasons shoes especially water proof shoes. pr oduction units to earn more  They should increase the number of production  profits.  profits.

THREATS:-

 Woodland shoes face a big

threat from organized as

well 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  Nicholas

REPORT ON MARKET ANALYSIS

A survey was conducted to find out the demand & supply analysis, production analysis & market share captured by woodland shoes.

CONDUCTED AREA:

Mumbai

: Linking Road and Colaba.

Navi Mumbai

: Belapur, D.Y.Patil institute, Vashi and Panvel.

Sample Size

: 15 15 Retailers. : 40 Customers. The survey was conducted in a woodland outlets, small

retailers, big bazaar mall, students, relatives & amongst peer group. To conduct a survey s urvey 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 s uggestions regarding product.

DATA ANALYSIS AND INTERPETATION

The prices of the woodland shoes are high & it is a luxurious  product  product so the analysi analysiss gought gought from from a survey is it has has a seasonal seasonal demand. So the supply from the company is more in the festival seasons.

Demand Demand & Supply of 2007-08

1200 

1000 

800  800 

Demand 600  600 

400  400 

200  200 

0  1

April to June

2

July to Sept

3

Oct to Dec

4

January to March

Supply

SALES GROWTH OF WOODLAND SHOES

Woodland is an Indian company and is taking great efforts for  their sales by adopting technologies from various countries like Japan, Europe, Germany. Following are the sales of woodland shoes from last five years which shows the same.

RETAILERS SURVEY RESULTS

The area selected for woodland shoes survey is Sagar . The results we gought from a survey is the demand for woodland shoes is high high in A clas classs area areass like like Andh Andher erii & col colaba aba while hile it is low low in developing areas like navi mumbai . As woodland is taking great efforts to enhance their  shares in market they have also entered into the ladies & kids footwear  recently. This can be seen with the following diagrams:

Retailers survey result of Sagar

Retailers survey result of Sagar

Customer satisfaction as per survey results

The customer’s survey was conducted in D.Y.Patil institute, relatives, & peer group. The sample size of the survey was 40 peoples. According to customers woodland shoes are easily available in the market and they are satisfied with the quality & durability of the shoes shoes.. Although the customers are unhappy with the higher prices of woodland shoes. It is also found that the advertising done by woodland shoes is not sufficient according to the customers. This can be seen with the following diagram. Customer satisfaction survey chart

Customer preferences preferences as per survey result

the results found in a survey regarding customers choice of brands are among 40 peoples 14 customers are with woodland, 9 with metro, 5with Bata, 4 with lee cooper, & 8 with other brands. Thes Thesee are are the the bran brands ds with with high high pric prices es who who cons consid ider ered ed as majo major  r  competitor competitorss in organized organized sector. sector. This can be seen with with the following following diagram.

SUGGESTIONS

 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  product is very high and thus thus the the middle middle class class people people can’t can’t afford 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.

CONCLUSION

 Woodland

has slowly but steadily carved it’s place in the world of 

shoes.

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

 Because of many other big brands

in the market woodland shoes

should come up with new marketing strategy.

 They

should opt for product development to sustain in the global

market.

OBJECTIVE •

To find out market strategy st rategy regarding product and service.

•

Knowledge about the competitive market.

•

To know the goodwill as demand of the product in world

•

Information related to consumer satisfaction and his use. use .

FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.) QUESTIONAIRE Researcher's Name :

Name of Person : __________________ _________ __________  _ 

Class : B.B.A. II Sem

Age : _____________________________ 

Gender :  _________________  _________ _______________  _______ 

Occupation :

1. Do you you ever ever visited visited woodland woodland outlet? a) Yes

b) No

2. Is the ambienc ambiencee of the the outlet outlet is up to to the mark? mark? a) Yes

b) No

3. Do you feel feel woodland woodland shoes are are easily availabl availablee in the market? a) Yes

b) No

4. Do you feel feel the prices prices offered offered by woodland woodland shoes shoes is according to their worth? a) Yes

b) No

5. Do you you feel feel the the prices prices are are high? high? a) Yes

b) No

6. Do you you feel feel it has good good durabil durability? ity? a) Yes

b) No

7. Do you the the advertising advertising done done by woodla woodland nd is sufficient sufficient?? a) Yes

b) No

8. Do you feel feel the variety variety offered offered by woodland woodland is sufficient? a) Yes

b) No

9. If the choice choice given given to you which brand you like to to  prefer?  prefer? a) woodland woodland b) Lee cooper c) Bata d) Metro Metro e) M&B footwe footwear ar f) f) local local brand brands. s. 10. What suggestions would you like to give for  woodland?

BIBLIOGRAPHY

Marketing Management

By: Sherleker

Marketing Management

By: Philep Kottler

Marketing and Salesmanship

By: B.S Raman

News papers

Business Line Times of India

www.google.com www.accindia.com