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PREFACE

Marketing should not be looked upon in a vacuum or in

isolation. It is an essence taking a view of the whole business

organization and its ultimate objective concern for marketing must

penetrate all areas of the enterprise. Market survey in todays

competitive world is a must for every organization.

This project is a study of market potential of Wood Land . The

rational behind this particular study is to find out the present marketscenario of various brands & to find out the corporate need and

perception. It was a pleasurable experience to conduct a research

on behalf of Wood Land pertaining to the study of the Automobile

Sector.

Conclusion and there by recommendation has been arrived at

by proper and justified interpretation of the result derived from the

above said analytical tools and techniques.

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ACKNOWLEDGEMENT

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 toall those who generously helped in successful completion of this report by sharing their

invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected , Head of

Department Prof. Y. S. Thakur , Miss. Priyanka Jharkariya Department of Business

Management , Dr. Hari Singh Gour University Sagar for allowing me to undertake this

project.

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

inspiring guidance of Miss. Priyanka Jharkariya 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 , family members , friends and all those

whose encouragement has infused courage in me to complete to work successfully.

(Vivek Sahu)

B.B.A IIndSemester

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DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " WOOD LAND " on Market Segmentation is

nay own work conducted under the supervision of Miss. Priyanka Jharkariya Department of

Business Management , Dr. Hari Singh Gour University Sagar (M.P.) To the best of my

knowledge the report does not contain any work , which has been submitted for the award of

any degree , anywhere.

(VIVEK SAHU)

B.B.A II Semester

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CERTIFICATEThe project report titled " WOOD LAND " been prepared by Vivek Sahu

BBA II Semester , under the guidance and supervision of Miss. Priyanka Jharkariya for the

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

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

History of the company

Introduction

Features of the product

Types and price of product

Questionnaire

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Market survey.

Demand and supply analysis

Future plan of the company

Technology used and services provided to the customers

International performance of the product

Competitors of the product

SWOT analysis.

Suggestions

Conclusion

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

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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.

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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.

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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 to encourage them to keep exploring and keep

discovering. Woodland not only believes in making the best quality

products but also creating outstanding communication ideas. Its no

wonder then that Woodland advertisement have been widely

recognized in India and 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 casual shoe.

It can be called as SUV of Indian shoes. The ads are catchy and

tempting.

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

The brand is excellent in quality and styling. 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. 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 networkcovering over a thousand stores across the country.

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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 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 kids

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 who dont believe in frequent changing

of shoes.

Padded Layers to provide comfort:

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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.

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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

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

http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=http://www.bigshoebazaar.com/showprod.php?prcd=2742&sp=

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Athletic shoes:-

These shoes are beautifully designed and they provide

ankle coverage, lightweight and durability to their

customers. 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

http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://images.google.co.in/imgres?imgurl=http://foreveramber.typepad.com/photos/uncategorized/2008/02/08/shoes.jpg&imgrefurl=http://www.thefashionpolice.net/2008/02/&h=336&w=331&sz=13&hl=en&start=78&um=1&usg=__zL7l6Q9Lsdix_4fNBBgIkZEaxF8=&tbnid=U8mjBB3lxiQqDM:&tbnh=119&tbnw=117&prev=/images%3Fq%3DIMAGES%2BOF%2BWOODLAND%2BSHOES%26start%3D60%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DNhttp://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7738&sp=

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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 edge shoes:-

Narrow edge shoes are very in now days. These are easy

pointy shoes made out of swed leather, which looks

accurate at normal distance. They are not as difficult to

walk in as it looks. These shoes are available for Rs. 1945

onwards.

http://www.bigshoebazaar.com/showprod.php?prcd=3647&sp=

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ShopID :7736 Rs.2795

Sandals:-

These sandals are stylish in design 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

http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=7736&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=http://www.bigshoebazaar.com/showprod.php?prcd=6667&sp=

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Baby shoes:-

Woodland also has a good variety of baby shoes. They

provide

Multi coloured kids 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

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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) in the current fiscal and are anticipating a top line 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,

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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 strategic tie-ups and outsourcing

work to some partners in the southern states.

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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 anvil include high-class footwear with

directly injected dual density soles with high-tech machines and

robots from the Germany.

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SERVICES PROVIDED TO THE CUSTOMERS

Warranty period:-

The Showrooms also offer warranty for the footwear ranging

from 6 months to almost 1 years depending upon the shoes

price.

After sales services:-

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 discount 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:-

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Woodland also conducts shoe mela at various cities where they

sell there shoes at discounted 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 to their customers. Under this facility customers can

purchase and pay online through internet.

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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 Indias 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.

Now, without losing focus on its Indian customer, the 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

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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 and wholesalers by the export wing of the group.

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SWOT ANALYSIS

STRENGTHS:-

The strength of the companys 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 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.

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limitations

They can expand their market more by covering and focusing on

developing areas such as Navi Mumbai.

They also have a great scope to expand 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.

They should increase the number of production units to earn

more 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

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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 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 two questionnaires prepared by

group one for retailers & one for customers.

The retailers questions are based on availability,

durability, production, demand, supply, profits margin &their

suggestions regarding product.

The customers questions are based on availability, preferences,

prices, variety, durability & their suggestions regarding product.

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QUESTIONNAIRE FOR RETAILERS

1. HOW MANY CUSTOMERS YOU HAVE IN A DAY?

2. WHAT TYPES OF SHOES DO THEY PREFER?

3. WHAT IS THE PRICE RANGE OF YOUR PRODUCTS?

4. DO THEY ASK FOR OTHER BRANDS?

5. HOW MUCH UNITS YOU PURCHASE IN A MONTH?

6. HOW MUCH UNITS GET SOLD FROM THEM?

7. IS THE DEMAND FOR SHOES INCREASING,

CONSTANT, OR FLUCTUATES?

8. WHAT ROLE DO YOU PLAY IN AFTER SALES?

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9. According to you who is the main competitor of woodland?

a) Organized market b) unorganized

10. What suggestions would you like to give for

woodland?

QUESTIONNAIRE FOR CUSTOMERS

1. Do you ever visited woodland outlet?

a) Yes b) No

2. Is the ambience of the outlet is up to the mark?

a) Yes b) No

3. Do you feel woodland shoes are easily available in the

market?

a) Yes b) No

4. Do you feel the prices offered by woodland shoes is

according to their worth?

a) Yes b) No

5. Do you feel the prices are high?

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a) Yes b) No

6. Do you feel it has good durability?

a) Yes b) No

7. Do you the advertising done by woodland is sufficient?

a) Yes b) No

8. Do you feel the variety offered by woodland is

sufficient?

a) Yes b) No

9. If the choice given to you which brand you like to

prefer?

a)

woodland b) Lee cooper c) Bata

d) Metro e) M&B footwear f) local brands.

10. What suggestions would you like to give for

woodland?

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0

200

400

600

800

1000

1200

1 2 3 4

January

to MarchOct to DecJuly to Sept

April to

June

Demand

Supply

DEMAND & SUPPLY ANALYSIS

The prices of the woodland shoes are high & it is a luxurious

product so the analysis gought from a survey is it has a seasonal

demand. So the supply from the company is more in the festival

seasons.

Demand & Supply of 2007-08

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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.

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RETAILERS SURVEY RESULTS

The area selected for woodland shoes survey is Navi

mumbai, western mumbai & central mumbai. The results we gought

from a survey is the demand for woodland shoes is high in A class

areas like Andheri & colaba while it is 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 Navi Mumbai

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Retailers survey result of Mumbai

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Customer satisfaction as per survey results

The customers 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. 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

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Customer 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. These are the brands with high prices who considered as

major competitors in organized sector. This can be seen with the

following diagram.

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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 is very high and thus the middle class people cant 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.

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CONCLUSION

Woodland has slowly but steadily carved its place in the world

of shoes.

They are well-known brand in mens 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.

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Elasticity of demand

As woodland shoes are expensive people take it as luxurious

goods, so the demand is relatively elastic.

It can be predicted that an increase in income of the people can

make the demand relatively inelastic.

April

To