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Profile & Personality of Target Consumers of Woodland Shoes Submitted to: - submitted by:- Ms. Harleen Sahni Jasleen Sardar Richa Raghavan Rutu patel

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Page 1: Profile & Personality of Target Consumers of Woodland Shoesdocshare03.docshare.tips/files/13687/136874300.pdf · 6 Personality of target market 7 Communication tools 8 Intiatives

Profile & Personality of Target Consumers of

Woodland Shoes

Submitted to: - submitted by:-

Ms. Harleen Sahni Jasleen Sardar

Richa Raghavan

Rutu patel

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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

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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.

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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

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iumcategoryshoes,apparelsandaccessories.ItalsostartedsourcingoperationsfromSout

hEastAsianCountries.WoodlandopenedofficesinChinaandHongKong,facilitatingthe

heavydomesticdemandfornewproductsanddevelopment.2007:Totalnumberofexclusi

veshowroomsWoodlandtotouched200thmark.ItwasbythistimethatWoodlandhasalm

ostpulleditselfoutofthenichemarketthatitwasserving.Itsshoesexpandedfromcasualfo

otweartoformalandcanvasfootwear.Itsapparelsdiversifiedtocatertoagelimitofteenage

rsandmiddleagedpeoplealsothoughthecorevaluepropositionofservingactivemenand

womenwasstillthere

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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.

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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.

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Products of the company:-

WoodlandonlaunchwasRuggedness&outdoorsy.Woodlandstillhighlightsitsproducta

ndruggedandoutdoorshoeswhichismainlyusedbyadventurists.Itassuresqualityandlon

glastingproducts.Thisisthevaluepropositionoftheinitialbrandwoodland.

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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 next couple of years it became a well-known brand, first in

North India and then across the country.

The major USP of the brand is its close association with environment. 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.

Profile of the target market : In this section, an overall view of the target market

based on demographic, psychographic and socio economic factors will be

discussed. From this discussion it would be easy to find the sum of all target

customers age, sex and the income. The discussion in this section has been made,

based on the result of the survey that we have conducted among sample size of

sixty. As we have some limitations, we did most of our survey among our friends,

relatives and student of East West University. Demographic factors: Demography

is the study of the human population in term of size, density, location, age, gender,

race, occupation and other statistics. The demographic environment is of major

interest to marketers because it would involve people and people who make the

market. From the survey, we found the results of demographic factors which are

discussed below:

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Gender: We made our survey based on sixty people‟s opinion. Among these

people

Age: We have surveyed among people of different age group. Among the surveyed

people,_________According to our finding it is clear that _________age group

people are the majority in numbers.

Education: According to our survey result_________From the column chart, we

can see that ____. So we can say that ________

Occupation: Among our surveyed people, the larger portion of the sample size was student. It

can be clearly seen from the column chart that _________.

Social Factor: Social factor denotes the social status of the target market by considering social

class and other factors.

Social class: Family income is highly influential in determining social class. To

identify the respondent’s social class we asked them about their family income to

find their actual position in society. The survey represents that most of the

participants are in the income range of BDT 20001-35000.

Other Factors:Types of shoes people like most: Based on our survey we found that most of the people _______ prefer _________.

Target Market: 1). Market segment:It focuses on upmarket segment

2). Age:Products available for every age group but mainly focusing on teen

agers and youngsters(20-35yrs), recently for infants

3). Gender:Products available for both male and female

4). Exclusiveness:

Mainly focusing urban areas

Gives an feeling of royalty

Minimum cost ranging between 1000-2000 Rs

5). Having single geographic orientation for future prospective

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Communication tools:-

Asthechoiceofcommunicationmediumplaysanimportantroleinbuildingabrand,acom

panyhastobeverycarefulinchoosingthecommunicationmedium,forthewronguseofan

ycommunicationmediumwillnotonlywastethepromotionalmoney,itwillalsomightdil

utetheexistingbrandequity.ThecommunicationplatformsusedbyWoodlandandthecon

tentofthecommunicationalwayshasanexclusivelookandfeeltoit.Tounderstandthecom

municationstrategyofWoodland,weneedtounderstandthetargetcustomersoftheWood

land.TargetcustomerforWoodlandisadventuresandoutdoorsyyouth.HencetheWoodl

andcommunicationhappensmostlyontelevision.TheselectionofTVchannelfor

forcommunicationalsoplaysanimportantrole.MostoftheWoodlandcommunicationvi

aTVoccursonTVchannelsthatcatertoviewersseekingknowledgeregardingadventures

portslikehiking,riverrafting,trekking.).Collegepromotions,eventsindiscos,tie-

upswithsportsevents,co-

sponsorshipoftheMissWorldEvent,allgotthebranddesiredmileage.Someoftheotherm

ediumsusedforcommunicationareoutdoorhoardings,adventureclubsandinternet.The

hoardingportraythetoughandruggednessofthebrand.

Woodlanditselfownsfouradventureclubs.Italsohasassociationswithotherclubsthroug

hwhichitpromotesitsbrandandcreatesequityforitself[3].Oneofthemostimpactfulmedi

umthatthisdecadehasbroughtupistheinternet.Woodlandalsousesthismedium,althoug

hnotthateffectively.ThecompanyisdevelopingagamingapplicationonthelinesofFarm

ville(anengaginggamingapplication)whereapersonwouldbefindingroutethroughatrai

landlocateaWoodlandshoe.Itistoconnectbrandandentertainingconsumersaswell.Butt

hestrategyisnotworkingatallasthepagehasonlyaround112,000followers.Thisisfarless

ascomparedtoanyinternationalbrand.

Oneofthepeculiaritiesthatthisgroupobservesaboutthecompanyisthatmostpeopleconc

eiveWoodlandasanon-

Indianbrand.Thisperceptioncanbeattributedtouseofforeignmodelsandlocationsinallt

heiradvertisements.Overaperiodoftimethecontentofcommunicationalsoevolves.This

evolutionisratherdisturbingwhenreferredtoWoodland.Themessageofcommunication

haschangedfrom―allterrain‖shoeto―tougherthannature‖shoe.Butthebrandofferingh

aschangedfromshoeforanadventuristtolifestylebrand.Thischangeinbrandofferingisn

otcommunicatedthroughanymedia.Henceitcanbeconcludedthatthebrandwoodlandha

snotbeingutilizingcommunicationchannelatitsdisposalappropriatelyandoptimally.

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The brand Woodland was introduced to the Indian market in 1992 through two

exclusive outlets in New Delhi, to resounding success.

•Today, 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.

•The unique rugged, tough rubbers are produced using German Technology at its

own manufacturing facilities in India. Woodlands Store is the largest Apparel store

in India. They provide menswear, women’s wear, footwear, socks, bag, cap &

Shoes.

•Cost effective bags Brand: There are various varieties of bags provided by

woodland for both men and women like Woodland leather bags, wallets, woodland

megan handbag etc. They Provide all qualified bags with wholesale rate and

reasonable low rate bags for Schools as well as for college n office purposes.

FOR CUSTOMER RETENTION

Top brand and Low price.

Environmental friendly product.

Imbibed spirit in each and every product.

Woodland discovers the meaning of true quality and durability.

They offer 30 day money back guarantee and friendly customer support.

With the purchase worth rs.2000,a customer gets a membership card free of cost

and discount of 20% on the next purchase.

BRAND COMMUNICATION

Warranty period:-The Showrooms also offer warranty for the footwear

rangingfrom 6 months to almost 1 ½ years depending upon the shoes price.

After sales services:-Woodland showroom also provides their customers with

asatisfactory after sales services. They give complementary giftsto the customers

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on a specified purchase made by them. Itincludes shoe polish, shoe shiner, belts

and other accessories too.

Special discount offer:-Woodland generally provides special discount offers to

thecustomers which mostly includes 12% discount on the purchasemade. They also

give discounts on special occasions such asganpati, diwali, dusshera.

Shoe mela:-Woodland also conducts shoe mela at various cities where theysell

there shoes at discounted rate. They have conducted shoemela 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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Some advertisement campaigns by promoting some sports

activities:-

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INITIATIVES

Woodland invested close Rs 30 crore (Rs 300 million) in an initiative called Pro-

Planet To position itself as an environment-friendly brand and communicate the

message across to its target group - the youth. The intent is to make eco-

friendliness the brand recall. Woodland has always been an outdoor and adventure

brand with close association with nature and environment. Woodland also has

Woodland Adventure Club for which they have tied up with some of the leading

adventure tour providers in the country and the world. They indulge in various

adventure activities.

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