Retail Mktn Report

7/31/2019 Retail Mktn Report

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DR. CAMIL BULCKE PATH, RANCHI

--------------------------------------------------------------------------------------------------------------------------------------

A PROJECT REPORT

ON

The study of retail chain of woodland In Jharkhand

Submitted by

Akash Bara (04) Soumyajit Das (37)

Deepak Toppo (05) Subhash Chandra Manna (52)

Soumik Dutta (34) Pankaj Gupta (55)

Department of Marketing



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Contents

Particulars page no.Introduction

Objectives

Research Design

Representation of Information

Recommendation

Conclusion

Limitation



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We wish to express our sincere gratitude to Prof.A R Bodra, Head of the

Department of Marketing for providing us an opportunity and guidance to do

our project work on “.......................”.

We are highly indebted to the individuals of Woodland, Ranchi for theirguidance as well as for providing necessary information regarding the project &

also for their support, co-operation and encouragement which help us in

completing the project.

Finally, an honourable mention goes to our group members for theirunderstanding and support in completing this project. Without a collaborative

effort made by our group members this project would not have been completed

on time.



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Introduction to the company

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. . It quickly gained popularity due to its unwavering

commitment to quality and the introduction of the latest designs. Aero Group is

a highly integrated firm with its own leather tanning units and productionfacilities in India, Sri Lanka, Bangladesh, China, Vietnam, Indonesia, Malaysia,

Philippines, Macau and Canada. 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 300 plus exclusive stores

across the Indian Sub-continent in addition to a distribution network covering

over a thousand stores across the country. Moreover, the brand also has a

presence in more than 3000 plus multi‐brand outlets in a number of countries.

The Company has achieved this feat in a short span due to Aeros inherent focuson the quality of its products backed by a strong R&D and Fashion team, as

well as the Groups vision to make world-class products footwear and apparels

available to Indian consumers. Aero Group launched Woodland 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’schallenges. 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 apparels, and equipments to

cater to the needs of those always reaching for the horizon. It is this conviction

that has taken Woodland to the forefront of the global outdoor products industry



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Objectives

To understand the Retail market of Woodland in India and morespecifically in Ranchi.

To understand the logistics system of woodland.

To understand sales and profit of woodland( Ranchi)

To understand the strategies adopted towards the branding, promotion

and marketing and its impact in business sustainability.

To understand how Woodland handles its competitors and formulates

survival strategies when the market is trapped.

Retail Model:

Retail model of Woodland is not very alike value added retail chain. As

they are very much focused on high end lifestyle product they established

350 plus exclusive store in various cities in India.

Woodland targets the upmarket segment and is positioning itself as a

rugged high quality premium casual shoe.

Apart from they have tied up with lifestyle retail chains like Lifestyle,

Central, Shoppers stop, Reliance footprint who sell their products.

Franchisees are very few in number who sell Woodland at different part

of country.



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Logistic model:

Woodland has got its manufacturing unit in Noida and Himachal Pradesh. Thesetwo are the only manufacturing units of woodland in India. With respect to

Jharkhand state Woodland has got only 4 company owned retail outlets of

which 3 are in Ranchi, 1 in Dhanbad and 1 franchisee owned in Jamshedpur.

Mainly, Woodland is into manufacturing of casual and formal outdoor designed

pure leather shoes. Woodland has got 3 classifications namely men’s and

women’s shoes, apparels and accessories.

The logistics is wholly handled by GATI Limited in India. The products aremanufactured and thereafter the goods are carried by GATI to the company

owned retail outlets across India.

The manufacturing Unit is owned by Woodland itself in India. The company

has got mainly 3 types of retail formats namely

Company Owned Retail Outlets

Online retailing

Dealers and distributorship

There are no C&F agents of Woodland. The ordered products directly reach the

retail doorsteps without the involvement of any middlemen. The ordering of

products is done through telephonic conversation or through e mails. No ERP

software is been used as such for ordering of products.

Tax Structure

Sales /VAT tax is 14% for leather products i.e. shoes

Sales /VAT tax is 5% for apparel’s and other accessories

As GATI is the whole and sole logistics partner of woodland so the whole in-

transit movement of products from one place to another is insured by GATI. If

any lose or damage happens during movement of products then GATI is liable

to rectify or pay for the loss. Woodland has nothing to do with the logistics of

its products. After it reaches the final destination, Woodland becomes

responsible of any lose or damage occurred. Each of the Company owned retail

outlets are insured across India.



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Supply chain management

Raw Materials are supplied from tanneries of Agra and Kanpur for

trekking and formal shoes to the manufacturing unit.

The designer shoes and apparels are directly procured from China.

The manufacturing units are located in Dehradun and Noida.

All manufactured products then shifted to the Central Warehouse located

in Delhi (Including the products procured from China).

From Delhi the products are despatched to all the different states across

India.



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Distribution Process

For Company Outlets

The company outlets places its order as per its requirements to the

corporate office , located at Delhi.

Order is placed in a Order form given by the company

WOODLAND after receiving the order looks for its stocks and orders for

manufacturing if required

After the materials for the order are ready the company sends the goods

by contract agents (GATI)

THE GATI LOGISTICS will carry the following documents

o A copy of the order form

o Waybills

o An invoice for the order

o Insurance paper

The goods with these documents reach Company outlets.

Then corporate office sends online copy of invoice.

For Online Retailing

There are various online marketers who are linked with the Delhi office. They

directly place their order as per requirement and procure the products directly

from Centralised Warehouse. The prominent online marketers apart from

woodlandonline.com are myntra.com, bestylish.com, naaptol.com, yebhi.com, jabong.com etc.

For multi brand Retailing

They directly place the order in Delhi

Their representatives select the various models and accordingly place the

order.

Woodland sends the product through GATI to the retailers.



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The Prominent retailers for Tier 1 cities are Shoppers Stop, Life style etc. and

for Tier 2 and 3 cities Reliance Footprint caters woodland products.

Company outlet Policies:

The VAT in every state is included in the price of the product and so

Company outlets are spared from paying the VAT.

The company outlets send blank Waybill.

The warehouse sends back the Waybill with the details and total value of

the products along with products.

This Waybill acts as a state permit to enter into any state and do business.

Then Company owned retail outlet sends the waybill to sales tax office. The sales tax office calculates the sales tax based on the amount present

in the waybill.

All the outlets in the particular region have same sales tax number.

For the transfer of goods within the state, the company has to fill the 10D

form provided the sales tax number of the two company outlet is

different.

The promotional activity is carried out by the company outlet.



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Sales and revenue

*appox value (as per data)

Sales of Woodland are favourable in Ranchi. Above graph is showing that sales

of single brand or exclusive stores of Woodland are going down year by year.

Retailers claim that online shopping is the booming trend in recent times and

various benefits of the online shopping spilt the purchasing pattern and create

declining trend in traditional purchasing system. There is also presence of multi-

brand store (Reliance footprint) in Ranchi which is growing and cutting the

sales of Woodland. In Ranchi the annual sale in single brand is 1.80 crore

(Appox) and in multi brand 0.36 crore (Appox) in 2010-11.

Rest of the country it has also its niche market is adventurous shoe segment

and operating as leader in the market.

70% of revenue comes from shoe segment and 30% from apparel.

There are also favourable sales in online marketing. In Ranchi the literacy

rate has been increasing (63.5% as per 2011) so, it can be said that the online

purchasing is taking place of traditional purchase.

0

0.5

1

1.5

2

2.5

2011 2010 2009

SALES IN RANCHI

Single brand ( in Cr.)

Multi brand ( in Cr.)



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Branding and promotion:

Woodland is the market leader trekking shoe segment in India. So, the

brand equity is high in the market.

The centre administration block allocates budget for carrying out

promotional activities for company outlets in each city and categorize

these cities as tier 1 , 2, & 3 cities depending on total number of sales

and the total population in these cities.

The Outlets the select 3-4 Ad agencies according to the budget allocated

to them and sends the price quotations of these Ad agencies back to the

central administration block in New Delhi.

Karishma Advertising are the major ad agency of woodland.

The Central administration block then selects one of these agencies based

on the price quotations, who overlook all the promotional activities in the

city.

Promotional point of view it has prominent presence in all leading print

media and Tv commercials.

They have tie up with MTv, channel V, UTV bindaas which majorly

promote them in Tier-1 cities. For the BTL activities they periodically conduct road shows, game shows

to attract young prospects in tier-1 cities.

For the Tier- 2 & 3 cities only the brand name plays pivot role.

Two times in a year they conduct sale and offer upto 40% discount not

only maximise their sell but also increase the customer reach.

Woodland provides summer as well as winter discounts on apparels for

the purpose of stock clearance.

Recently they are using social network websites to promote their brand.



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Competitors:

Timberland

Red chief

In India they don’t have big competition because of limited presence of

Timberland (but have sound competition in international market) and Red chief

is operating in small scale.

In tier 2 & 3 cities they have monopoly for their own shoe segment.

Retail format-

Speciality store

Most of the cases the outlets are owned by company itself. There are 350

outlets in all over the India.

Store size is minimum 450 sq ft which goes up to 5000 sq ft in some

cases.

Woodland assumes that each sq ft will generate Rs 5000 revenue for

them.

Apart from that they have a sound distributor network (3000+) who

keeps the woodland movement intact.

There are very small franchisee network also exist.

In multi- brand retail they occupy 5-20% area depending on location.

Sustainability:

Woodland has changed the manufacturing process. Most of the shoes are made by eco-friendly materials

Over the year they have come with new range of semi- formal shoes

under the brand name of “Woods”.



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