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

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