To find market opportunities and to identify customer and retailer

satisfaction level at woodland

Submitted by:Manish

09101029

 SUMMER TRAINING PROJECT REPORT ON:

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.

1974:Become one of the first company to export shoes uppers to German democratic republic

HISTORY OF THE COMPANY

1992: The Company launched Woodland brand and acquired winter boot factory in Quebec, Canada to cater to the Canadian and U.S. Markets

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 domestic demand for new products and development

2007:total number exclusive showroom target to touch 200 mark .

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Quality worth the money spent on   Very trendy and fashionable

Durability

Padded Layers to provide comfort

Incredible range

FEATURES OF THE PRODUCT

“ MEN ’’

Formal shoes:-  Woodland has a wide variety of formal shoes starting

from Rs. 1445 onwards. These shoes are light in weight, comfortable and attractive

TYPE OF PRODUCTS:

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.

Athletic shoes:- 

These shoes are beautifully designed and they provide comfort and durability to their customers. Shoes are available for Rs.1995 onwards

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 .

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.

Sandals:-  These sandal soles and great grip. The

company uses smooth and exotic leather for making of this shoe. They are available for Rs. 1695 onwards.

 

Life style shoes:-  With the change of trend woodland comes

with lifestyle shoes for their youth customers. The range starts from 1395 onwards

WOMEN:- 

Velvets shoes & leather sleepers , sandals:- These shoes are more in demand by the ladies as

these shoes are beautifully designed with Velcro closure and elastic back along with that woodland has a range of leather sleepers and sandals . These shoes are available for Rs. 1645 onwards.

 

Warranty period

After sales services

Special discount offer

Shoe Mela

Online purchase

SERVICES PROVIDED TO THE CUSTOMERS

STRENGTHS:- The strength of the company lies within its product

differentiation with great durability.

WEAKNESSES:-  Don’t have sports shoes range for the athletes. Limited advertisements (awareness of the customers

about the new designs is very low) Availability (no availability of new designs) 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.

SWOT ANALYSIS

OPPORTUNITIES:-

Deeper penetration of market (by making product available in small towns depend on the)

They also have a great scope to expand their market in sports (athletic) footwear.

As they mainly deal in leather shoes so, they can also enter into manufacturing of all seasons shoes especially water proof shoes.

Ladies footwear market. Formal footwear market

 

THREATS:-

Woodland shoes face a big threat from organized sector like Bata , Metro, Liberty etc

  Brands with same Product line Trekking

Hi – Tec

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

CONDUCTED AREA:   Haryana   Sample Size : 38 Retailers. : 77 Customers.

REPORT ON MARKET ANALYSIS

To conduct a survey 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 The customer’s questions are based on availability, preferences, prices, variety, durability & their suggestions regarding product.

The customer’s questions are based on

availability, preferences, prices, variety, durability & their suggestions regarding product.

1 . Which is the most demanded brand among customers ?

SURVEY INTERPRETATION

2.what price range of shoes available in your stores?

Which age group people make the highest purchase?

Do you provide any discount at your stores?

 

How much discount you provide to their customers?

 

What is the average purchase of each customer?

 

Which season leads to the highest sales?

What unique quality do you find in the most selling brand at your showroom?

 

I. Price of the product Most of the retailers rank value for the money

as 3,4,5 so this shows that the price according to the product is little bit higher .

According to the dealers woodland shoes are the most comfortable shoes .

Most of the retailers ranked 5 .this shows that either the company is not coming with new designs or the distribution network not able to make it deliver to the dealers.

Analysis & Interpretation:-

Which large format store you prefer more & why?

Customer interpretation

Which brand comes to mind while thinking of branded shoes?

From where do you get information about Woodland ?

Which is the best brand of shoes available in the market?

What attributes you look for in shoes while purchasing it?

What customer think about woodland?

What is the appropriate price for purchasing shoes ?

Woodland should have control over the discounts which the dealers is providing to the customers (because due to 2 or 3 dealers in the same market to attract the customer they provide maximum possible discount hence the profit of the dealers decreases and may led the dealers shift to another brand.)

  Woodland should increase the advertisements as the

report tells that the customer prefer to buy shoes of that brand which comes to their mind.

  Woodland should go for deep penetration as

company should make the availability of shoes in small towns depend upon the income level(per capita income) of the people of that city

 

SUGGESTIONS & RECOMMENDATIONS:-

Woodland should increase the availability of women footwear along with some differentiation in the product

  Woodland don’t have formal range in the

market so should come up with the formal range and make it available on multi brand outlets (as customers prefer buying shoes from multi brand outlets).

  Should increase variety in sports range as there

are only one designs available in the market  New designs should reach the dealers as the

survey tells that the company is not coming with new designs

Advertisements to make customers aware about the new designs coming in the market

  Make the dealers aware about the schemes (by delivering

letters from head office directly to the dealers)so that they can make use of it as sometimes they come to know about the schemes when it is already over

  Meetings should be on Sunday as dealers demanded it should

be on holiday (the day when shops are closed).   There lots of complaints related to the manufacturing defects

so quality department must have knowledge about that and improvements are expected.

  The distributor should help the dealers to resolve out the

problems or complaints related to shoes (as distributor refused to take the shoe from the dealers if complaints are there )

   

CONCLUSION  Woodland is a well-known brand in men’s

footwear and has got a great opportunity to extend its business in women footwear, men formal footwear and sports footwear. The dealers are satisfied with the performance of the product but the service can be improved with the given recommendation .