profile & personality of target consumers of woodland 6 personality of target market 7 communication

Download Profile & Personality of Target Consumers of Woodland 6 Personality of target market 7 Communication

Post on 15-Mar-2020

0 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • Profile & Personality of Target Consumers of

    Woodland Shoes

    Submitted to: - submitted by:-

    Ms. Harleen Sahni Jasleen Sardar

    Richa Raghavan

    Rutu patel

  • Table of contents

    Sr.no. Contents Pg no.

    1 Introduction of woodland shoes

    2 History of the company

    3 Current status of the company

    4 Products of the company

    5 Profile of target market

    6 Personality of target market

    7 Communication tools

    8 Intiatives

  • Introduction:-

    The brand Woodland is owned by Aero Group; the Flagship Company which

    began its operations in 1960’s and now has an asset base of over US$100 Million.

    Woodland was started in Quebec, Canada for making winter boots and entered

    India in 1992. Woodland was one of the brands that we launched in India from the

    vast portfolio of Aero Group.

    When they entered India, the footwear market was largely unorganized. Woodland

    created a new category of specialized ‘outdoor adventure sports’ shoes. The

    product positioning was different and was known as a rugged, outdoor leather shoe

    brand, the kind usually preferred by adventurists. That was in the beginning and it

    gradually developed a product line especially for India.

    It has always been an outdoor brand and very much in tune with nature. Whatever

    they do, it will never be against the environment but rather in consonance with it.

    It’s this connect that has been the soul of the brand. They not only build this

    association through our promotions, but also through our processes and practices.

    Woodland plans to leverage this association more strongly to further strengthen the

    brand by changing over its entire range of shoes and apparel to quality eco‐friendly

    products — made with materials and chemicals that don’t harm the nature; by

    making the manufacturing process less harmful to the environment; and by

    communicating and promoting the brand on the same lines.

    The intent is to make eco‐friendliness its brand recall. Woodland has always been

    an outdoor and adventure brand with close association with nature and

    environment.

    As part of their growth graph, they currently have 300+ company owned exclusive

    Woodland stores across various cities in India and are growing at the rate of 25 to

    30%. The brand also has a presence in more than 3000 plus multi‐brand outlets in a

    number of countries.

  • History:-

    Birth of Woodland: Woodland today

    standsforaniconicbrandforshoes,clothesandaccessories.Butthebrandwasinitiallylaun

    chedtotargetonlyasetofnichecustomerssegmentoftheshoemarket,customerthatwerel

    ookingshoestosupporttheirlongingforadventure.Let‘sexploreabitmoreoftheAerogro

    upbeforewenarrowdowntoWoodland.JourneyofAeroShoeCompany

    1950-60: Aero Shoe Company started as a small manufacturing unit in Delhi. They

    were among the first to export shoes to the U.S.S.R.

    1962: Aero Shoe Company ventured into retailing with an outlet at a prime

    location in Delhi.

    1965-70: Aero Shoe Company manufacturing base expands to Lucknow, Agra and

    other parts of north India.

    1972: They setup the first fully mechanized modern shoe factory in India (with

    German Machinery) to augment existing capacities, in view of the growing export

    demand.

    In1992,AeroGrouplaunchedWoodland[4]anditimmediatelycaughttheattentionofout

    doorenthusiasts.Itbroughtwithitaninnovativecollectiondesignedtoproviderockclimb

    ers,backpackers,hikers,trailrunners,andoutdoorloverswiththeperfecttoolstomeetnatu

    re‘schallenges.SoonenoughtheWoodlandtreelogobecamesynonymouswithadventur

    e.Andasthecalendarturnedtowardsthenewmillennium,Woodlandkeptexpandingitslin

    eofoutdoorshoes,performanceapparel,andequipmenttocatertotheneedsofthosealway

    sreachingforthehorizon.

    1992:AerogroupacquiredwinterbootfactoryinQuebec,CanadatocatertotheCanadiana

    ndU.S.Markets.1994:AerogroupcommissionedmanufacturingplantforReebokforexp

    orttoU.S.A.1997:Aerogroupcommissionedmanufacturingunitforapparels,addingtot

    herangeofWoodlandproducts.Thisisthepointoffirstdiversificationinthehistoryofwoo

    dlandandaerogroup.Theyenteredintotheapparelsthataddedtothesynergiesofthebrand

    andhencecreatedagameteofproducts.2002:Woodlandbecomesanationalleaderinprem

  • iumcategoryshoes,apparelsandaccessories.ItalsostartedsourcingoperationsfromSout

    hEastAsianCountries.WoodlandopenedofficesinChinaandHongKong,facilitatingthe

    heavydomesticdemandfornewproductsanddevelopment.2007:Totalnumberofexclusi

    veshowroomsWoodlandtotouched200thmark.ItwasbythistimethatWoodlandhasalm

    ostpulleditselfoutofthenichemarketthatitwasserving.Itsshoesexpandedfromcasualfo

    otweartoformalandcanvasfootwear.Itsapparelsdiversifiedtocatertoagelimitofteenage

    rsandmiddleagedpeoplealsothoughthecorevaluepropositionofservingactivemenand

    womenwasstillthere

  • Current status of the company:-

    Woodland, the global adventure wear brand entered India in 1992. The major

    marketplace of woodland shoes is India. The brand offers a wide range product

    line that includes footwear, apparels and accessories for men, women as well as

    kids. In the year 2002, Woodland becomes a leader in premium category shoes,

    apparels and accessories nationwide. The company has its training and production

    units in India, China, Macau, Sri Lanka, Vietnam, Bangladesh, Malaysia,

    Indonesia, Philippines, as well as Canada. Without compromising the Indian shoe

    market, woodland also established their market in Canada, China, Hong Kong and

    Europe. The brand has premium adventure collection designed for travelers, trail

    runners, trekkers, rock climbers, hikers, and other outdoor adventure enthusiasts.

    Woodland shoes are one of the most popular and premium brand in India. The

    primary elegance inside the Woodland Footwear will be the reality that they

    generally produced within the extremely tuff and hefty leather-based and sole

    solely produced from difficult rubber. The outer element inside the footwear is

    produced from hand with stitched manually. The 1 element we're inside a position

    to say will most likely be the woodland Footwear for Guy (See the Woodland

    Males Footwear cost in India) is last long for all period and ideal for Indian

    climate.

    These that are utilizing the brand title, we're inside a position to say they're

    obsessive regarding the superb element about this item throughout which you're in

    a position to fill individual as your footwear is particularly produced from hand

    also as possess a human get in touch with make the item truly appealing with

    roughness’ In it.

    But an extra element is its cost (see woodland footwear cost in India right correct

    right here) which draws inside the followers of woodlands footwear. There are lots

    of variations in woodland footwear but right correct right here we'll talk about an

    item that is higher in need and supplied seriously is G which indicates Gents. The

    Footwear is accessible in 5 many colors which consists of khaki, camel, black,

    olive, together having a mixed color mixing all of these colors.

  • You will uncover numerous producers competing with Woodland Footwear with

    regards to cost, effectiveness, style and lots of much more element but woodland

    secure the location and executing batter. The Producers competing woodland

    consists of Reebok, puma, Bata, Relaxo and so forth. Woodland also executing

    truly superb in monitoring and informal footwear which are a great deal well-liked

    1 within the youth inside the day. These days, Woodland like a brand title has

    produced up totally; it's 250 retailers all via India.

    Woodland very pleased to turn out to become the No.1 option within the quantity

    of world's most proficient climbers, severe skiers, mountaineers, snowboarders,

    explorers and endurance runners. Anyplace you'll be, Woodland guarantees you to

    supply out the spirit of journey in you.

  • Products of the company:-

    WoodlandonlaunchwasRuggedness&outdoorsy.Woodlandstillhighlightsitsproducta

    ndruggedandoutdoorshoeswhichismainlyusedbyadventurists.Itassuresqualityandlon

    glastingproducts.Thisisthevaluepropositionoftheinitialbrandwoodland.

  • Target market of the company:-

    TARGET CUSTOMERS

    The target market for the Woodland shoes is the up market segment. They have

    products for both male and female and they cater to kids as well. But it mainly

    focuses on teenagers and youngsters. Since it mainly targets the youth,

    the awareness, advertising and promotional strategies have to be dynamic and

    appealing.

    Woodland differentiated itself early on being a rugged, outdoor leather shoe brand,

    the kind usually preferred by adventurists. Being a new category, it picked up as a

    fashion trend among the youth. Woodland grew; it also entered the apparel

    category; and in the n

Recommended

View more >