B r a n d M a n a g e m e n t

P r o j e c t r e p o r t

S u b m i t t e d b y

D e b a s h i s h B a g g

S a n k a r s h a n J o s h i

S a k e t R a t h i

S a r i t a C h o w d a r y

U p a s a n a M i s h r a

S u b m i t t e d T o :

P r o f . R a j e e v K a m b l e

Abstract

This report is a study made by the above team of five

that aims at understanding how goods as common as

shoe can also be branded. It also studies the

evolution of brand Woodland in context of Indian

market scenario. It would then concentrate to

evolution of the brand in Indian since its launch till

date and hence its path ahead. The report would

culminate in what strategies would the team suggest

meet up to present customer perception and hence

making and sustaining present growth.

WOODLAND

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Table of Contents

Table of Figures .................................................................................................................... 2

Table of Tables ..................................................................................................................... 3

Introduction: ......................................................................................................................... 4

Birth of Woodland: ............................................................................................................... 4

Journey of Aero Shoe Company ........................................................................................ 4

Mission of the brand: ......................................................................................................... 5

Woodlands growth and expansion since its birth: ............................................................... 5

Brand Woodland: .................................................................................................................. 6

Woodland product portfolio: .............................................................................................. 7

Change in the core value and brand personality: ................................................................ 8

Communication and platform of communication: .............................................................. 9

CSR activities to create a distinction ................................................................................ 10

Winning Strategies: ............................................................................................................. 11

No to mass market brand: ................................................................................................ 11

Woodland weaves new strategy around apparel ............................................................... 11

Going Green: ................................................................................................................... 12

Woodland to revive ―Woods‖ .......................................................................................... 12

Woodland to go international: .......................................................................................... 13

Few not so successful strategies: ......................................................................................... 13

Initial launch ofsub-brand Woods: ................................................................................... 13

Channel for consumer communications: .......................................................................... 13

International vs. Indian customer segment: ...................................................................... 14

Communication from Woodland platform: ...................................................................... 14

Road ahead as per the Managing director: ........................................................................... 14

Team‘s suggestions to Woodland strategy ........................................................................... 15

References .......................................................................................................................... 17

Table of Figures

Figure 1: Current Product portfolio of Woodland[3]

............................................................... 7

Figure 2: Billboard of Woodland shoes [9]

........................................................................... 10

Figure 3: WOODLAND and UNICEF Partner for Safe Drinking Water [15]

......................... 11

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Figure 4 Woodland - "Inspired by Nature" .......................................................................... 12

Figure 5 Altered Point of Purchase ...................................................................................... 17

Figure 6 Conventional point of Purchase ............................................................................. 17

Table of Tables

Table 1: Change in brand logo over years and product offerings ............................................ 8

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Introduction:

Indian shoe market is one of the most dynamic markets in the world [1]

. India's

production capacityis second only to China. There are different valuations about the present

Indian Shoe Market. Indian shoe market is estimated to beof Rs 11000 crores approximately.

Woodland clocked revenue of Rs600 crores in 2010 and is targeting 25% increase [2]

in the revenue by the end of this fiscal. They are also looking to expand globally. Indian shoe

market is traditionally price driven and is dominated by unorganised sector, which makes

entrance and exit barriers high and also making market more volatile and unattractive. The

organised shoe market is dominated by Bata with a market share of 35-40%.

Woodland‘sparent company, Aero Shoe Company was operational asasmall

manufacturing unit in Delhi as early as early 1950-60. Woodland‘s plant as on date is still

scattered across the geographic of India. Woodland today has over 300 company owns

company operated stores across 50 cities in India and covers a total retail space of around six

lakh sq.ft. The average size of a Woodland store is 1,500-2,000 sq.ft. Woodland is one of the

home grown Indian brands that haveexperienced rapid growth over the last two decades.

Birth of Woodland:

Woodland today stands for an iconic brand for shoes, clothes and accessories. But the

brand was initially launched to target only a set of niche customers segment of the shoe

market, customer that were looking shoes to support their longing for adventure. Let‘s

explore a bit more of the Aero group before we narrow down to Woodland.

Journey of Aero Shoe Company

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 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.

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In 1992, Aero Group launched Woodland[4]

and it immediately caught the attention of

outdoor enthusiasts. It brought with it an innovative collection designed to provide rock

climbers, backpackers, hikers, trail runners, and outdoor lovers with the perfect tools to meet

nature‘s challenges. Soon enough the Woodland tree logo became synonymous with

adventure. And as the calendar turned towards the new millennium, Woodland kept

expanding its line of outdoor shoes, performance apparel, and equipment to cater to the needs

of those always reaching for the horizon.

Mission of the brand:

Woodland‘s definition of quality demands that any footwear and garment made

should be long-lasting and strong. It should also be as light as possible, supple, feel dry and

comfortable against the skin, and be easy to care for. It should be versatile and should

perfectly fit an active man, woman or kid. Environmental harm from manufacturing or

growing practices or from dyes and finishes should be minimal [4]

.

Woodlands growth and expansion since its birth:

1992: Aero group acquired winter boot factory in Quebec, Canada to cater to the Canadian

and U.S. Markets.

1994: Aero group commissioned manufacturing plant for Reebok for export to U.S.A.

1997: Aero group commissioned manufacturing unit for apparels, adding to the range of

Woodland products. This is the point of first diversification in the history of woodland and

aero group. They entered into the apparels that added to the synergies of the brand and hence

created a gamete of products.

2002: Woodland becomes a national leader in premium category shoes, apparels and

accessories. It also started sourcing operations from South East Asian Countries. Woodland

opened offices in China and Hong Kong, facilitating the heavy domestic demand for new

products and development.

2007: Total number of exclusive showrooms Woodland to touched200th mark.

It was by this time that Woodland has almost pulled itself out of the niche market that

it was serving. Its shoes expanded from casual footwear to formal and canvas footwear. Its

apparels diversified to cater to age limit of teenagers and middle aged people also though the

core value proposition of serving active men and women was still there.

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2011: Woodland today has more than 300 exclusive outlets in India. It also sells at 3000

retail shops and multi brand outlets. Woodland plans to open around 60 stores this year. Of

these, half of the stores will be opened in tier 2 and 3 cities. Woodland also launches kids

wear and Yoga collection in India this year. Woodland has also been aligning its business

values to make it a green company.

Brand Woodland:

Woodland started off as rugged high quality premium casual shoe demanding a

premium cost above Rs 1500. This segment remains its main focus from last 25 years.The

brand carefully presented itself as an outdoor trekking kind of shoe which captured the

imagination of Indian youth. True to its price, the brand delivered its promise on quality

which ensured that the brand is perceived as a value for money brand. The careful branding

has helped the brand to garner about 40% of the premium casual shoe market. By 2007,

Woodland is a household brand with over 300 exclusive stores across the Indian.

In 1992 at the time of launch of Woodland Indian shoe market was already occupied

by players like Bata, Metro, Liberty and Khadims. Bata catered to formal shoes, Liberty had

a mix of both formal and informal shoes and sandals. Other two players were mostly in the

domain of sandals. The customer segment of rock climbers, backpackers, hikers, trail

runners, outdoor lovers and others seeking adventures were not well catered to, this is where

Woodland pitched itself in. At the time of launch Indian economy was in the process of

liberalization. The period was marked with increasing disposable income. Consumer‘s style

aspirations were influenced and amplified thanks to the satellite television boom. People had

enough money but were not able to find appropriate product to satisfy their needs.

Woodland was positioned as an everlasting shoe which can endure extreme conditions

and yet will be as comfortable as new thus establishing reliability with sophistication and

ruggedness aspects of the brand personality.

The early success of woodland in the opinion of AnupamBansal, then Executive

Director, Liberty Shoes Ltd, ``what led to Woodland's success was that they came up with

different styles and managed to make fashion statements.''

Woodland has now entered in the domain like apparels and other accessories but not

alike other shoe makers into sports footwear and sports accessories.

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Woodland product portfolio:

Woodland on launch was Ruggedness &outdoorsy. Woodland still highlights its

product and rugged and outdoor shoes which is mainly used by adventurists. It assures

quality and long lasting products. This is the value proposition of the initial brand woodland.

At the time of launch woodland offered only rugged quality premium casual footwear

for men. The initial advertisement which is still available on YouTube channel that is

maintained by woodland portrays the brand to be a shoe brand and is fit to be used for rough

terrain survival.

Woodland‘s current product portfolio consists of:

Figure 1: Current Product portfolio of Woodland[3]

There has been a distinctive change in the portfolio of the product hence then. Latest

launch of woodland brand was targeted to kids section[7]

. It also catered to yoga in Indian

culture by its new product line called Woodland Yoga[8]

. It is unique in terms of the style,

utility and functionality of the product. We have started planning major events around

Yoga.It was launched its apparel category in 1998, which is again a successful move and

currently adding 50% of their revenues.The great outdoor apparel and footwear brand

Woodland Products

Mens segment

Footwear

Causaul footwear

Formal footwear

Semiformal footwear

Apparels

Shirts

T-shirts

Trousers

Denim trousers

Jackets

Pullovers

Fleece

Tracksuits

Accessories

Belts

Caps

Bags

Walets etc.

Womens segment

Footwear

Sandals

Slip-ons

Shoes

Apparels

Jackets

Trousers

Pullovers

Shirts

Fleece

Kids Wear

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Woodland has just launched its autumn/winter 2010 collection. The new collection is living

up to the expectation of style and adventure that is now synonymous with the brand. The star

of the winter collection is the jacket line. A comprehensive range of jackets from sleeveless

to reversible jackets, detachable jackets, seam-sealed water repellent, jackets et al, made of

cotton and synthetic material. To complement the winter look, Woodland offers its stylish

and comfortable shoes. The range comes in casual styles with light-weight leather uppers.

The next stellar line in this collection is the trendy front open hoodies and sweat shirts

with kangaroo pockets. They are made out of brushed and sued fleece fabric for the warm

and soft hand feel. Special wash effects have been created giving a casual yet youthful look

to the garment in-line with the brand lineage. Sweaters have been knitted from a variety of

imported yarns extending a rich appealing look and warmth to the exhaustive range. The

styling constitutes basic plain to ribbed and cable structures. The entire collection comes in

colourful and vibrant range like white, pink, red, blue, brown, black, navy, olive, khaki, army

green. Accessories include trendy caps, wallets and belts.

Change in the core value and brand personality:

Logo of Woodland was a status symbol during the nineties. This brand has changed from time

to time:

Table 1: Change in brand logo over years and product offerings

1992 1994 2002 2009

Young explorer Summer collection Women Apparel Winter Wear ( Women)

Woodland logo has been modified from time to time and from product offering to other.

The only thing that remains same till today is the woodland tree. It can be see above that

women apparel and young explorer had much different logo when compared to the tough and

ruggedness of the original logo. The women apparel colour also matches to the taste and

preferences of that customer group. Though this has changed over the period of time but it

always focus to describe the meaning and objective of the company as well as product i.e.

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toughness. Some of the recent offerings from this brand only carry the woodland tree rather

than carrying the whole logo of the brand.

Tag line of woodland has been changing from ―Shoes for the true adventurer‖ to

―Leather that Weather‖ to ―Tougher than Nature‖ and ―Inspired by Nature‖. But again the

positioning was same rugged high quality premium casual shoes for the segment which is

style conscious. Woodland is positioned as a shoe delivering an integrated adrenaline rushing

adventure and not simply sports. It hit the cord with the adventure seeking consumers. It at

the same time is focuses on comfort and long life. Woodland product positioning has been

changing from rugged, outdoor shoe and apparel brand, the kind usually preferred by

‗adventurists‘ to more all-encompassing brand that targets from kids to women and all

customer who look to have an all-terrain and all weather shoes and apparel.

Communication and platform of communication:

As the choice of communication medium plays an important role in building a brand,

a company has to be very careful in choosing the communication medium, for the wrong use

of any communication medium will not only waste the promotional money, it will also might

dilute the existing brand equity.

The communication platforms used by Woodland and the content of the

communication always has an exclusive look and feel to it. To understand the communication

strategy of Woodland, we need to understand the target customers of the Woodland.

Targetcustomer for Woodland is adventures and outdoorsy youth. Hence the Woodland

communication happens mostly on television. The selection of TV channel for

communication also plays an important role. Most of the Woodland communication via TV

occurs on TV channels that cater to viewers seeking knowledge regarding adventure sports

like hiking, river rafting, trekking.). College promotions, events in discos, tie-ups with sports

events, co-sponsorship of the Miss World Event, all got the brand desired mileage.Some of

the other mediums used for communication are outdoor hoardings, adventure clubs and

internet. The hoarding portray the tough and ruggedness of the brand.

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Woodland itself

ownsfour adventure clubs.

It also has associations

with other clubsthrough

which it promotes its

brand and creates equity

for itself[3]

. One of the

most impactful medium

that this decade has

brought up is the internet.

Woodland also uses this medium, although not that effectively.The company is developing a

gaming application on the lines of Farmville (an engaging gaming application) where a

person would be finding route through a trail and locate a Woodland shoe. It is to connect

brand and entertaining consumers as well. But the strategy is not working at all as the page

has only around 112,000 followers. This is far less as compared to any international brand.

One of the peculiarities that this group observes about the company is that most

people conceive Woodland as a non-Indian brand. This perception can be attributed to use of

foreign models and locations in all their advertisements.Over a period of time the content of

communication also evolves. This evolution is rather disturbing when referred to Woodland.

The message of communication has changed from ―all terrain‖ shoe to ―tougher than nature‖

shoe. But the brand offering has changed from shoe for an adventurist to lifestyle brand. This

change in brand offering is not communicated through any media. Hence it can be concluded

that the brand woodland has not being utilizing communication channel at its disposal

appropriately and optimally.

CSR activities to create a distinction

One of the major TV channels where Woodland would find the above mentioned

target audience is MTV. Woodland started MTV start green campaign- Woodland, as a

leading manufacturer and retailer of outdoor wear and footwear with a focus on preserving

the environment has tied up with MTV to bring about an innovative concept called -- Eco-

Lution. This one-of-its kind virtual campaign aims to point out the importance of a green

clean environment and encourage the youth to plant trees and preserve nature. Eco-Lution is

Figure 2: Billboard of Woodland shoes [9]

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Woodland and MTV‘s strong campaign towards the preservation of natural greenery through

an innovative, user friendly internet destination site and the use of popular social networking

sites such as Facebook.

Woodland has joined hands

with UNICEF to support UNICEF's

water and sanitation program in

Chandrapur district, eastern

Maharashtra. The partnership offers a

platform for Woodland's customers to

donate to UNICEF every time they

make a purchase at a Woodland store.

Funds raised through the program will

be used for water quality and sanitation

in 10 schools of the district.

Woodland‘s eco-friendly movesare to establish the brand asglobal apparel and

footwear brand. It has launched a series of biodegradable shoes and sandals that are sturdy,

durable and aesthetically designed. The materials used are free of harmful substances. In fact,

the Footwear Design & Development Institute, Ministry of Commerce and Industry,

government of India has certified the shoes as biodegradable and eco-friendly[3]

.

Winning Strategies:

No to mass market brand:

In a market dominated by sports and leather shoes, Woodland created a category for

itself. Woodland never wanted to be an ordinary shoe. According to Mr Harkirat Singh MD,

he never wanted this brand to be a mass market brand. So till now this brand is concentrating

on the premium end casual shoe segment.Woodland targets the upmarket segment and is

positioning itself as a rugged high quality premium casual shoe. This strategy helped it to stay

focus towards its segment.

Woodland weaves new strategy around apparel

Woodland entered into completely different business and has extended itself to

accessories and apparels. It was a successful move. The company was able to generate

Figure 3: WOODLAND and UNICEF Partner for Safe Drinking Water [15]

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profitably and able to leverage their brand equity to fullest extent. Now, the company is more

serious about promoting its apparel business widely because itconstitutes about 50% to the

company revenues. But this business is not well communicated to the target customer as the

shoe business. Apparels are sold basically depending on footfall that the shoe market

generates.

Going Green:

When Woodland thought

of ―it‘s time to go green‖, it was a

well-planned and good strategy.

The brand is striving to be as

environment friendly as possible

by following eco-friendly

practices, from manufacturing to

end consumer activities.

Woodland is actually riding on

the nature friendly wave and

concentrating upon those

customers who are looking for nature friendly products and are ready to pay premium for

such products. Also it emphasizes its products as ―nature friendly‖, ―as good as nature‖ and

―gives natural feeling‖ in its communication.

In 2010, Woodland partnered with MTV for a tree planting initiative named ‗Eco-lution‘.

Soon Woodland and MTV in association with NGO Give India will initiate the on-the-ground

tree planting initiative across the winning cities. ―Pro Planet‖ concept is helping the brand to

place itself as consumer‘s brand. Harkirat Singh, managing director, Woodland, says doing

thinks like GO GREEN can go a long way in building rapport with the customer by showing

that the brand really cares for the environment. That is the reasons they also spend Rs 30

crore to showcase a 'green' look. It‘s a long journey over the years – from ‗Leather that

Weathers‘ to being ‗Pro-Planet‘.

Woodland to revive “Woods”

A sub-brand of Woodland is ‗Woods‘ that was introduced in 1998-99 [5]

. Woods then

catered to category of semiformal and formal shoes. This brand was called off in a year as it

was not creating a market for itself but rather cannibalizing the mother brand. Company

Figure 4 Woodland - "Inspired by Nature"

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seems to have worked out a different strategy for Woods. While currently Woods shoes, bags

and accessories are being sold at Woodland stores, the company plans to open separate

Woods stores selling only products under the brand to give it a distinct identity. ―Woods will

have high-end men‘s and women‘s footwear, bags and accessories, priced much higher than

the Woodland range. It will be targeting a niche market with small boutique stores in up

market locations limited to the metros. Woodland is opening five such stores this year — two

in Delhi and one each in Mumbai, Bangalore and Chennai.‖Woodland Managing Director

Harkirat Singh[5]

hopes that now slowly but gradually Woods is able to attract the segment it

made for.

Woodland to go international:

Woodland is about to go franchise internationally was news come to many with

surprise as company never believed in franchise model. But it seems to be history. Company

started building brand and profitably from it and in 2010, the international markets contribute

around 25 per cent to the total revenue. Now Aero Group's footwear brand Woodland is

planning to increase the share of its international markets to its overall revenue pie.

Few not so successful strategies:

Initial launch ofsub-brand Woods:

Initial launch of sub-brand Woods[5]

was not well planned and hence it started

cannibalizing into mother brand ‗Woodland‘. Target customer segment was never reached or

conveyed what probably Woods stood for as a brand. Wood depended on the footwall

generated by Woodland and rather than generating its own customer base when the target set

of customers were completely different.

Channel for consumer communications:

Indian consumer complaint forum[10]

has recorded many complaints launched by

dissatisfied customer base of Woodland. Probably it also explains why the number of

customer that have been on Woodland‘s Facebook page and have liked it is far less when

compared to other international brands. Most of the Indian community consists of people who

have to work hard to earn their living. This brand is targeted at the leisure time footwear

which is probably used on a holiday rather than at office.

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Most corporate professional who comes into target customer of woodland have 6 days

week and are not allowed informal shoes till late 2009. This could have also hampered sales

of woodland brand.

International vs. Indian customer segment:

The group agrees that Woodland as a brand is more aligned to international customers

and also being perceived as a non-Indian brand by Indian customer though the brand has

grown out of India. Thus Woodland should have been more popular elsewhere rather than in

India. The brand owner seems to have been acting in contrary to the same they have looked to

expand first in Indian and then started going abroad.

Communication from Woodland platform:

Communication from this platform has rather been disturbing, rather than portraying

the brand that has already evolved it still communicates its shoes and the ruggedness of the

shoes. Sub-brands like Wood have never reached the platform so did the brand extension like

apparels and accessories. This communication is still focussed on the ruggedness of informal

shoes where the brand has also diversified to formal and semi-formal footwear.

Road ahead as per the Managing director:

The company aspires to be one of the best adventure brands worldwide, while

simultaneously taking care of nature and people. The biggest hitch that they foresee as a heat

for the brand is variety of the product being offered by MNC‘s that are entering the Indian

market. Company and the brand owners seem to have finally recognised that the consumers

are not aware of all the offering from the brand this might result in a significant change in the

brand communication strategy.

Managing director of the company foresee a significant change in the retail format in

India, this may trigger more retail chain of franchisee from Woodland brand. It also sees that

the potential of Tier 2 and Tier 3 cities have been increased. But the first time Woodland

expanded to these cities they failed to generate the footfalls that they intended to generate,

hence they need to be more sceptical about their move this time. The price tag attached to

woodland is also seems to increase by Rs1000. This move might or might not pay off in

respective to the Indian market scenario and Indian perception of spending.

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Team’s suggestions to Woodland strategy

Woodland, from being a simply a shoe brand, has evolved into a lifestyle brand. Its

first product offering was shoe. The brand communications channel used at that time were

consistent and had a non-Indian look and feel to it. The communication channels were highly

successful and effective initially. The communication strategy was able to build a brand that

the customer could relate to.

In later part of the 1990‘s, Woodland moved away from its core product and started to

offer other products like apparels and sports accessories. These new product lines had

inherent quality that is expected of Woodland but failed to catch the eye of the final customer

due to lack of proper communication strategy. Woods one of the sub brand that was created

for the product category of shoes was intended to target a different customer base. But due to

improper communication regarding the sub brand there was an expectation mismatch. Thus

sub brand Wood diluted brand equity of mother brand.

The biggest flaw in the evolution process was that, the evolution of brand into a

lifestyle brand was not communicated to the final customer. Hence, the product line other

than shoes, were not a great success and their sale was dependent on the footfall created by

the shoe market.

Currently, the communication still talks about only shoes. Woodland has to revamp its

communication strategy and make its target customer understand that there is more to

Woodland than just shoes. Woodland has created a tough and outdoorsy brand image through

its shoe market. Woodland can leverage its brand equity to make customer aware of its other

products.

As far as our research goes, Woodland doesn‘t currently have any brand ambassador.

Now, the brand ambassador plays an important role in the creation of brand identity. We

suggest Woodland to rope in likes of Akshay Kumar. He is one of the Indian celebrities that

will go well with the brand image of the company and will help in increase the brand equity.

Although this will be an aberration from its existing policy of using only foreign models and

location, our group has every reason to believe that the association of this particular

ambassador will help the brand image of the Woodland immensely. By associating a

personality Woodland can start communicating its new brand strategy of being a lifestyle

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brand for the tough and outdoorsy customer. This brand ambassador will give the credibility

that is required to undergo a transformation.

For us, Woodland has a massive potential but has been undermining itself by only

focusing on its shoes segment. While researching we found out that it takes almost 15mins to

go through entire product line of Woodland. A company that has such massive variety, still

doesn‘t use it to build a brand around it baffles our group. The entire product line has been

mentioned prior to this. Woodland need to use its entire product range (that is of highest

quality), and need to build a brand around the entire product variety.

One of the important medium in today‘s world for any lifestyle brand is the internet.

Woodland has its presence on the internet but it seems that the company has been seriously

undermining this medium. Average sales of Woodland amount to 3lakhs per year, that

amounts to approximate 40 – 60 customer over its lifetime. Number of likes that appear on its

Facebook says a different story. The company organizes adventure clubs that are aligned to

its brand image but are not well communicated and circulated on internet. We could start up

by uploading videos of adventures performed by the adventure clubs. Secondly the Facebook

and twitter pages needs to carry communication about the complete brand offering rather than

sticking around with the toughness of its shoes.

We were of view of launching a full fledge customer forum that would allow

customer to add on to the brand product innovation and also allow strategies of woodland be

pretested before its implemented on ground. This also might pool in customer involvement

and hence help in faster growth of brand while also increasing customer brand loyalty.

Woodland has been promoting various events that are in sync with its brand strategy.

But now that the brand is evolving, it needs to look into sponsoring other various events like

AXN‘s amazing race, National Geographic‘s Man vs. Wild, National Geographic‘s Ultimate

Adventures, and National Geographic‘s Survival Man etc.

Current expansion strategy of Woodland includes expanding to tier 2 and tier3 cities

while simultaneously increase the price brand to Rs. 2500 from Rs. 1500. To cater to the

above strategic move we need to extend Woodland brand vertically (both upward and

downward simultaneously). It would be preferable to have a sub brand that would cater to

Tier - 2 and Tier - 3 cities (downward extension) and do a vertical upward brand extension by

re-launching ‗Woods‘ that cater to the high end formal customers.

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Conventional

point of purchase for

woodland is similar to

that of any other shoe

brand thus not conveying

brand personality in exact.

Rather than having a

conventional point of

purchase as shown in the left side figure below we

would like to change the point of purchase looks and feel in synchronization to the brand

personality.

References 1. Indian FootwearIndustry, http://www.indianshoebazaar.com/ind_india.asp

2. Woodland pins high hopes on International Markets,

http://www.indiaretailing.com/news.aspx?topic=1&Id=4971

3. WoodlandWorldwide, http://www.woodlandworldwide.com/

4. Facebook page of woodland original, http://www.facebook.com/woodlandadventure

5. Woodlands strategy of success:

http://www.rediff.com/business/special/spec-woodlands-strategy-for-

success/20101018.htm

6. Aero group plan to revive Woods brand:

http://www.financialexpress.com/news/repositioning-aero-group-plans-to-revive-

woods-brand/78630/0

7. Woodland steps into kids‘ shoes:

http://www.fashionunited.in/news/apparel/woodland-steps-into-kids-shoes-

120320100305

8. Yoga in style the Woodland way:

http://www.fashionunited.in/news/fashion/yoga-in-style-the-woodland-way-

240620100705

9. Outdoor hoarding of Woodland shoes: http://adarena.blogspot.com/2006/03/outdoor-

woodland-shoes.html

10. Consumer complaints, Indian consumer complaints forum,

http://www.consumercomplaints.in

11. Woodland on firm footing:

http://www.thehindubusinessline.in/2000/05/25/stories/112502c4.htm

12. WOODLAND. A leading shoe brand in India

Figure 6 Conventional point of Purchase Figure 5 Altered Point of Purchase

Brand Management Project Report Group – 6 Sec – D2E

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http://triptikakkar.blogspot.com/2010/04/woodland-leading-shoe-brand-in-india.html

13. The Adventure with shoes:

http://www.thfdigital.com/interview/show/slug/the-adventure-with-shoes

14. Eyeing youth, shoe brands put e-foot forward:

http://www.technologyreview.in/business/32317/

15. WOODLAND and UNICEF Partner for Safe Drinking Water:

http://www.unicef.org/india/media_7035.htm

http://www.unicef.org/india/partners_7149.htm