woodland repositiong

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WOODLAND REPOSITIONING Ashish Asopa (88) Ruchika Singh (179) Spec: Ad Batch: 2010

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Page 1: Woodland Repositiong

WOODLAND REPOSITIONING

Ashish Asopa (88)Ruchika Singh (179)

Spec: AdBatch: 2010

Page 2: Woodland Repositiong

Introduction

It is this spirit of adventure that defines Woodland. Ever since the beginning Woodland has successfully brought together the power of the human will and the rewards of discovery.

Woodland promises that to bring out the spirit of adventure in everyone.

Page 3: Woodland Repositiong

Target audience

Accomplished climbers, mountaineers, extreme skiers, snowboarders, endurance runners and explorers.

People looking for stylish tough shoes which just goes on and on

People looking for an amalgamation of toughness and sporty look

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Contd..

Operates in a niche segment which is for the upper class and the upper middle class, and is not for the mass market

The brand has a very upmarket image associated with it, which makes a perceived image of being a foreign brand

Page 5: Woodland Repositiong

The problem

There is no variety in designs. Same old designs still continue

The trademark Woodland look has now been copied by its competitors leaving a dearth of any differentiation for the Woodland brand

Apart from shoes the accessories and apparels are not given importance

There are only 4-5 options in each segment like shirts, trousers, shoes, accessories (wallets, caps, belts, etc)

Page 6: Woodland Repositiong

Objective

To introduce a new range of designs for all segments of Woodland

To reposition woodland as a brand of fashionable people who are tough and adventurous in life

To make the target audience feel as if they are on an adventure in their routine life also through new designs of apparels and accessories

To refurbish a point of differentiation for the brand Woodland which it has lost over the period of time

Page 7: Woodland Repositiong

What determines loyalty in the category?

Brand Experience Brand differentiation; as Woodland got

into people’s mind basically due to its unique design and look

The fact that the brand makes them feel stronger and more adventurous

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Competitive advantage

An already established name and high brand equity which it has achieved

Woodland always enjoyed an edge for the competitors due to its innovative look and its toughness quotient

But as innovation died out, and as the competitors started picking up the feel and look of Woodland brand to come up with their own similar designs; Woodland lost its competitive advantage

Page 9: Woodland Repositiong

Competition

Major direct competitors include - Lee cooper ID Red Tape Red Chief Major chunk is the unorganised

local/unrecognised brands which bring out a gamut of new designs

Page 10: Woodland Repositiong

Contd..

Indirect Competition includes - Bata Metro

Page 11: Woodland Repositiong

Ads of some of the competitors Red Tape -

Page 12: Woodland Repositiong

Contd..

Page 13: Woodland Repositiong

Contd..

ID -

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Contd..

Page 15: Woodland Repositiong

Strategy

To launch a new campaign for woodland with Rannvijay as brand ambassador.

A new PR and advertising strategy. Launch wallpapers and mobile themes on adventure like windy

dessert, heavy snowfall, heavy rains, mountains. Website that gives all information about all adventurous activities

where can they be done in India like bungee jumping, river rafting, camping, rock climbing, scuba diving etc. And also carrying crazy ideas about a 1200 km bike ride etc.

The website would also have a section telling them how to dress smart with woodland and also thing to carry while on such an adventurous trip.

Tie up with various hotels and travel agencies. Ads in in-flight magazines, fashion magazines, sports magazines etc. Outdoor hoardings on highways. Tie up with shows like roadies and splitsvilla.

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Some ads of Woodland

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