CONTENTS

INTRODUCTION

WOODLAND CO.LTD-A PROFILE

MARKETING MIX STRATEGY

PRODUCT MIX STRATEGY

SURVEY ANALYSIS

SUGGESTIONS AND CONCLUSION

CONCLUSION

QUESTIONNAIRE

RESEARCH

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INTRODUCTION:

Today, footwear has become a part of our life. From Kids to old oneseveryone wears footwear. Footwear is the protective wears of foot of menand women. Usually make out of leather with a stiff or thick sole &generally reaching no higher than the ankle.

In olden day’s footwear were prepared of wood & leather. Althoughsandals were the most common footwear in most early civilization, shoeswere also born during 1600-1200 BC in Mesopotamia.

For example, soft shoes were introduced by mountain people on theborder of Iran who ruled Babylonia during that time. This first type of shoewas a simple wrap around leather, with the basic constructions of a moccasinheld together on the foot with rawhide lacing. Gradually this design wasimproved upon and assumed many variations. Moccasins sandals and simpleboots were prevailing types of footwear almost until the middle ages.

In earlier days people were using footwear as a protection for foot.But now a day with respect to changes in culture, living standards, taste,westernization the buying habits in case of footwear is fast changing andconsumers also buy footwear to express their life style, status etc rather thanprotection.

Earlier India footwear industry ;was a seller’s market, but now it hasbecome buyers market. with the invention of new designs and innumerablecompetitors entering the market, the Woodland shoes Ltd, is also facingsome problems.

At this juncture it will be vital to know what kind of marketing mixstrategy Woodland shoes Ltd... is following for its products. Identificationof problems and then finding solutions to the problem is the first step inresearch As a result three is a need to study the problem and also to give;suggestions to improve further sales.

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OBJECTIVES:-

1 To study the present status/role of the company in the Indian Market.

2 To know the consumer, tastes and preferences while purchasing footwear.3 To study the factors which influence on consumers in making the choice for a particular brand of footwear.4 To analyze about the promotional aspects.5 To assess the Market share.6 To study the marketing activities of Woodland shoes Ltd.7 To learn about the Impact of Pricing.8 To make suggestions to Woodland shoes Ltd... to improve their

sales.

SCOPE OF THE STUDY:-

The present study covers covers the marketing of woodland shoes inKoppa city. It covers marketing strategy adopted by the company and alsoconsumer attitude towards product, pricing and performance of the product.

METHODOLOGY:-

The required date are collected from primary sources regarding theproducts, distribution channels, promotional techniques and the pricingadopted was obtained through discussion with marketing persons andthrough field survey by administering Questionnaire to the selected samples.

Secondary sources have been collected from published sources likeMagazines, Newspaper, and Company brochures, Annual reports andinformation get by having an informal talk.

PROFILE OF THE STUDY:

Koppa is a commercial city, which constitutes total population ofabout 3 lakhs. It is a big business center with well established educationalinstitutions. Majority of target customer is businessman and students.Hence the study was conducted in different locations of Koppa to know theconsumer response toward footwear.

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LIMITATIONS:

• Because of time constraint, the study is limited to 50 consumers only.

• Lack of consumer’s awareness about different varieties of products.

• Fast changing taste and life style of consumers.

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MARKETING – STRATEGY

MEANING AND DEFINITION OF “MARKETING STRATEGY”:

Meaning:

Goods and services do not move automatically from the makers to theusers. There is a definite mechanism that brings about exchange of goodsand services against money or money’s worth for the mutual benefit-namely,satisfaction to the consumers and surplus to the producers as manufacturers.Marketing is the belt that connects the two major which of any economynamely producers and consumers. Marketing is the creation of utilities asgoods and services get value added by the time they reach the consumers.That is why in economic jargon “Marketing” refers to “all the activitiesinvolved in the creation of place, time, possession and awareness utilities”.

Marketing strategy is the heart of marketing plan.

The concept of strategy usually comes from two planes. We have agrand strategy or corporate strategy leading with company mission andcompany mission and company objectives. Grand strategy is the integratingmap that charts the development and use of resources to meet the challengesor goods as goods as well as functional objectives.

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Marketing strategy is the functional strategy it is related to marketingas one functional real of business the corporate strategy plan is the master’scompany plan that provides guidance to all managers about the direction inwhich the firm wants to go and the position it wants to active.

The strategic plan sets the boundaries for all other functionalplanning. Functional objectives are developed from company objectives.

So, marketing strategy is a consistent appropriate and feasible(possible) set of principles though which a particular company hopes toachieve its long-term customer satisfaction and profitability objectives in aparticular competitive environment.

Definition:

According to “Philip Kottler” the ideal marketing strategy wouldachieve optimum utilization of all the resources of the firm.

According to American Marketing Association (Committee onDefinitions) “Marketing includes all those activities having to do witheffecting changes in ownership and possessions of goods and services. It isthat part of economics which deals with the creation of time place andpossession utilities and that phase of business activity through which humanwants are satisfied by the exchange of goods and service for some valuableconsiderations”.

Objectives of the marketing:

Though the end of all marketing activities is the satisfaction of humanwants, and to derive profits there from the following are the most significantobjectives of modern marketing. These are:

• To Apply Effective and Intelligent Modern Marketing Policies, • To Develop the Market Field. • To Develop and Implement Guiding Policies for Better Results.

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• To suggest solutions by Studying the Problems Relating toMarketing.

• To Find Sources for Further Information Concerning the MarketProblems

MARKETING MIX STRATEGY OF WOODLAND SHOES:

Marketing mix strategy has four components:

• Product strategy • Price strategy ;• Promotion strategy • Place strategy.

All four elements of marketing mix are essential to the overall successof the firm.1.Product Strategy: Product is the core of marketing. It is the sum total ofthe physical and psychological satisfaction it provides to the buyers. It is thefirst and most important variable in marketing mix of the firm.

2.A product mix is a combination of attributes such as color, size design,appearance, material, quality, performance, utility etc. These combinationsof attributes attract the customers. Therefore, a product is a bundle of allkinds of satisfaction of both material and non-material kinds ranging fromeconomic utilities to satisfaction of a social psychological nature. Theproduct mix of ;a firm has 3 main characteristics namely width, depth andconsistency.

• Width of the product mix refers to the number of items in eachproduct line.

• Depth of the product mix refers to the each product line.• Consistency of the product mix means how closely related to various

product lines are in the use. Production requirements, distributionchannels or some other way.

PACKAGING:

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According to Professor Philip Kotler, “Packaging is an activity whichis concerned with the protection, economy convenience and promotionalconsidered”. It is the general group of activities in designing the containersor wrapper for the product.

Packaging policy of the firm is to fill the footwear wrapped in aattractive polythene cover, where every pair will be again packed in smallboxes made out of thin cardboard, then the boxes will be dispatched in bigcardboard boxes. The company is famous ;for the boxes in which shoes arekept, as they are very attractive and good-looking.

BRANDING:

According to American Management as Association. “Brand is aname symbol or a design or a combination of them which is intended toidentify and to differentiate from those of the competitors”.

The company believes handing of products is of strategic andincreasing importance. It is a means of identification, which also providestrade and legal protection. The company considers it as massive asset.

The company products are branded under company brand name“woodland”, which is original and which is short and sweet satisfying all therequisites of a good brand name.

2.PRICING STRATEGY:

Pricing is an art of translating into qualitative terms (currency) thevalue of the product or a unit of service to customers at point of time.Pricing is a managerial task that involves establishing pricing objectives,identifying the factors governing the price, ascertaining their relevance andsignificance, determine the product value in monetary terms, formulations ofprice policies and the strategies, implementing them and controlling them.

Pricing is an element of uncertainty to only a certain extent, inconcerning to the product of woodland enterprise, because their will notfrequent change in the cost price of leathers and non-leather. Woodland

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Company still believes in value of money to customers, which means a lot ofdifferent income groups of society.

PRICING STRATEGY INVOLVES THE FOLLOWING ISSUES:

A.Discounts:Regular discounts is not allowed, because not much profit margin is

involved in selling price, and discount allowing creates as assumption forcustomer’s that selling price involves, high percentage of profit. Thediscount allowed is of 4% on above Rs. 1000 worth of metal products, soldby woodland enterprises.

A.Credit terms:The model of payment which woodland shoes allows is either

payment in cash or in terms of credit only to the known customers. Credit isallowed to the customer for a period of one or two some times it is for thereto four weeks i.e., one month, depending on the customers reputation andregularity. This credit facility is also given to those customers who havepurchased in bulk.

3.PLACE STRATEGFY:

Place or the location plays an important role in marketing strategyadopted by any businessmen.

LOCATIONAL ADVANTAGE:

Koppa is a medium sized city with all types of people engaged invarious activities. It is also called Distribution mix it is an importantmarketing mix strategy as it undertakes to make the product available totarget customers. Distribution is an important function of marketingbetween the producer and consumers.

It stands for making arrangements for the smooth flow of goods andservices from the producers to the consumers. It covers the channel ofdistribution and the physical distribution including transportation,warehousing and storage, financing and handling of the product.

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4.PROMOTION STRATEGY:

The strategy, which is undertaken to increase or efforts made toimprove demand and sales of products of a firm are known as promotionalstrategies. Advertising is one of the major promotional tools.

The promotional tool which the firm or a shop adopted is the mouth.The proprietor himself explains the uniqueness, features and advantage ofthe product to the customers. He makes an effort to convince the customersabout the product offered, so as to give them maximum satisfaction.Because satisfied customer is permanent asset and advertisement.

Woodland Company offers good packing box and covers tissue papersfor the customers when they purchase the shoes. Creates a ‘blackshowroom’ good environment to the customers so that the customers feelrelaxed and comfortably to explain their needs.

Also celebrates customer ‘black showroom’ customer’s days on ugadipooja gifts are given to the customers to express gratitude. It is ‘Thanks-giving’ day to the customers. Enterprises put lots of efforts to maintain thegood and mutual relationship with customers.

PRODUCT – PROFILE

The product is the most important element of the marketing mix. Infact the product is the starting point of all marketing services. The othermarketing efforts will become useless the nature of the product intended forsole is determined and the policies pertaining to the product are properlydecide.

The term ‘product’ covers the shape, design, packaging, banding, theproduct range, and the size, the utility of the product and the guarantee andservice accompanying the product.

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Footwear has been classified into three types viz., leather footwear,partly leather footwear and non-leather footwear. The leather footwear hasbeen defined as one which has an upper, made fully out of leatherirrespective of sole leather or otherwise; partly leather irrespective of soleleather or otherwise; partly leather footwear as one which has pieces ofleather on its upper irrespective of sole leather or otherwise and non leatherfootw3ear is the one which is totally made out of non leather material.

Footwear is often classified by its intended use. Street shoe, forexample tend to foot good support to have a heel designed for extensivewalking and to be conservative in style.

ABOUT THE PRODUCT:

India’s largest online shoe store brings its exclusive collection offootwear to Rediff, (Bigshoebazaar).

These Top quality Woodland shoes are made of premium. Leatherdeveloped by woodland for high resistance and durability. The sturdy soleadds life to this excellent , product, making it durable even in toughestconditions. These handstiched shoes are bonded with the toughest threadsthat stand by woodland’s high quality standards.

Extremely sturdy, long lasting and comfortable truly the mark of aWoodland

Each shoe is available in sizes 6 to 10, packed in Woodland boxes.

TO KNOW YOUR SHOES SIZE PLESE REFER TO THE TABLE BELOW:Size reference chart for Men

Size Centimeters

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6 25.1

7 25.7

8 26.0

9 26.7

10 27.9

Shipping details:

The seller will ship this product usually ships in 4 working days.

payment methods accepted by the company:

5 monthly installments (available on CITI bank credit carad only)

Credit card: VISA/Master card/American express/Citibank diner.

Cheque: (Net banking) ICICI band. com/HDFC bank direct pay/Federal

bank – Fed net/IDBI Bank, net banking / Centurion bank epay /ITZ cash /

UTI bank /Bill junction.

ANALYSIS AND INTERPRETATION OF DATA

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The main objective of consumer survey is to understand the attitude ofconsumer towards woodland shoes.

Consumer opinion is very essential and valuable in each and everymarket is just like an umpire, customer satisfaction or non-satisfactionshould take into consideration in customer survey.

100 respondents were selected or satisfied random sampling basis forconducting the survey. This type of survey analysis is helpful to understandthe customer preferences, their income group, occupation, range, brand etc.

The survey and interpretation of data collected from consumer ispresented as follows. Appropriate tables and charts were used to present thereaction of the respondents.

CONSUMER SURVEY ANALYSIS:

TABLE-1

CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX:

SEX NO. OFRESPONDENTS

PERCENTAGE

Male 88 88

Female 12 12

TOTAL 100 100

From the above table it is clear that 88% of the respondents are male and12% of the respondents are female.

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TABLE-2CLASSIFICATION OF RESPONDENTS ON THE BASIS OFANNUAL INCOME:

Income No.of respondents Percentage

Below 20,000 34 34

20000-50000 18 18

50000-70000 10 10

70000 7 above 38 38

TOTAL 100 100

From the above tale it is clear that 34% of the respondents are in the annualincome of below 20,000, 18% of the respondents are in the annual income of20000-50000, 10% of the respondents are in the annual income of 50000-70000 and 38% of the respondents are from the annual income of above75,000.

TABLE-3PERCENTAGE OF RESPONDENTS WHO HAVE USEDWOODLAND SHOES:

RESPONSE NO.OFRESPONDENTS PERCENTAGE

Yes 92 92

No 8 8

TOTAL 100 100

From the above table it is clear that 92% of the respondents who have usedwoodland shoes and 8% of the respondents haven’t used woodland shoes.

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TABLE-4

FACTORS MOTIVATED TO BUY WOODLAND SHOES:

FACTORS No. Of RESPONDENTS

PERCENTAGE

Price 58 58

Good quality 20 20

Outlook and design 8 8

Advertisement 2 2

Brand image 8 8

Quality/outlook/brand image 2 2

Quality/outlook/brand/price 2 2

Good quality/ brand image 100 100

From the above table it is clear that 58% of the respondents are motivated bythe quality of the 20% of the respondents y the outlook and design, 8% bythe advertisement, 2% by the brand image, 8% by the quality, design andbrand image.

TABLE-5

MEDIA OF AWARENESS ABOUT WOODLAND SHOES :

OPINION No.OFRESPONDENTS

PERCENTAGE

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Durable 22 22

Comfort 52 52

Moderate 2 2

Prestigious 10 10

Durable/comfort 2 2

Durable/comfort/prestigious 2 2

TOTAL 100 100

TABLE-6

OPINION ABOUT WOODLAND SHOES:

OPINION No.OFRESPONDENTS

PERCENTAGE

Durable 22 22

Comfort 52 52

Moderate 2 2

Prestigious 10 10

Durable/comfort 2 2

Durable/comfort/prestigious 2 2

TOTAL 100 100

From the above table it is clear that 22% of the respondents are havingthe opinion woodland shoes are durable,52% of the respondents are havingthe feeling that woodland shoes are comfortable, 2% feel that woodlandshoes are moderate, 10% feel very prestige to wear woodland shoes, 2% feelthey are durable and comfortable, 2% feel they are durable, comfortable, andprestigious.

TABLE-7

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PERIOD OF USING WOODLAND SHOES:

PERIOD No.OfRESPONDENTS

PERCENTAGE

6 months – 1 year 18 18

1-2 years 20 20

3& above 10 10

Not used 44 44

TOTAL 8 8

100 100

From the above table it is clear that the period of using woodland shoes i.e.18% of the respondents using from 6 months- 1 year and 20% of therespondents using from 1-2 years, 10% of the respondents using from 2-3years, 44% of respondents using from above 3 years and 8% of therespondents haven’t used to woodland shoes.

TABLE-8

OPINION ABOUT THE PRICE OF WOODLAND SHOES:

OPINION No.OfRESPONDENTS

PERCENTAGE

High 56 56

Low - -

Moderate 44 44

TOTAL 100 100

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From the above table it is clear that 56% of the respondents are having theopinion that the price of woodland shoes is high and 44% of he respondentshaving the opinion that the price is moderate.

TABLE-9

SHOWROOM PREFERED BY THE CUSTOMERS TO BUYFOOTWEAR:

SHOWROOMS No.Of RESPONDENTS

PERCENTAGE

BLACK SHOWROOM 82 82

NEW DELUXAGENCIES

16 16

Others 2 2

TOTAL 100 100

From the above table it is clear that 82% of the respondents prefer to beBLACK SHOWROOM Buy the footwear and 16% of the respondents preferR K foot wear and 2% of the respondents prefer other showrooms.

TABLE-10

OPINION ABOUT THE PRICE OF: BLACK SHOWROOM

OPINION No.OfRESPONDENTS

PERCENTAGE

High 26 26

Low 16 16

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Moderate 58 58

TOTAL 100 100

From the above table it is clear that 26% of the respondents are having theopinion about the price of BLACK SHOWROOM is high, 16% of therespondents having the opinion about price of is low, 58% of the respondentsis having the opinion about the price of is moderate.

TABLE-11

OPINION REGARDING THE SERVICE SATISFACTION ONWOODLAND DESIGN:

OPINION No.OF RESPONDENTS

PERCENTAGE

Good 46 46

Bad 2 2

Better 22 22

Excellent 30 30

TOTAL 100 100

From the above table it is clear that the 46% of the respondents are havingthe opinion regarding the service satisfaction on Woodland design, is good2% is bad and 30% of the respondents opinion is excellent.

TABLE-12

OPINION ABOUT THE WOODLAND SHOE BRAND:

FACTOR OPINION NO. OF PERCENTAGE

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RESPONDENTS

Price SatisfiedNot satisfied

4850

48.9851.02

Quality SatisfiedNot satisfied

482

96.553.45

Design Satisfied Not satisfied

546

9010

Durability SatisfiedNot satisfied

526

89.6610.34

From the above table it is clear that customers 97% satisfied by the qualityof the woodland shoes brand and 3% not satisfied 90% of the customers aresatisfied by the design of the product and 10% are not satisfied 48.98% ofthe respondents are satisfied by the price and 51.02% are not satisfied89.66% of the respondents are satisfied by the durability of the product and10.34% are not satisfied

MAJOR FINDINGS:-

• Out of the total respondents surveyed, majority of the respondents aremale.

• During the survey it is found that, majority of the respondents arebelonging to income group of 70,000 and above.

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• Out of 50 respondents, 92% of respondents have agreed that they useWoodland shoes

• Out of total respondents surveyed, 58% of the respondents aremotivated by outlook, 8% by advertisement and 2% by brand imageof the product.

• Out of total respondents surveyed, majority of respondent’s i.e. 40%opined that they become aware of the product through friends andrelatives.

• 52% of respondent’s i.e. 44% have opined that they are usingwoodland shoes for above 3 years and 8% have opined that they arenot using wood shoes.

• Majority of the respondent’s i.e. 56% are having the opinion that theprice of woodland shoes is high.

• Out of the total respondent’s i.e. 46% have opined that woodlanddesign is good, 2% is bad and 30% of the 30% of the respondent’sopinion is excellent.

• Majority of the respondent’s i.e. 97% are satisfied by the quality ofwoodland shoes brand.

SUGGESTION:-

1.Price:Almost all the consumers complain that the prices of woodland shoes

are very high not reaching the mark of customer’s expectation. So, the priceshould reduced so as to increase the sales and profit of the company.

2.Quality:Although the footwear of woodland shoes is generally ranked high as

to their quality, it is necessary to maintain and even improve the quality ofthe product.

3.Design: Though consumers are satisfied with the durability of the product

they need more designed and colours. There should be increase in techverities of the products so that a good number of customers are attached both

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male and female. Because majority of the population in the region isrelatively young and are in the high consumption stages of life.

4.Advertisement:Though advertisement is the only media through which majority of

the customers became aware of the product but from the survey it was foundout that advertisement is not sok effective and informative and also it doesn’treach more number of people. So, more and more advertisement must begiven in television by increasing the frequency of advertisement and thecolour advertisement should be used for newspapers so that the customerswill be aware of all the products, which exist in the market, and the newproduct, which will be produced by the company.

5.After sales services:

Almost all of the respondents are satisfied with the services renderedby the dealers.

1.Still the dealers should improve their marketing as well as after salesservices to meet the needs and taste of consumer demands.2.Periodical survey of market from the company is necessary to know thechanges in.3.Attitudes of consumers and reason for dissatisfaction if any.

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CONCLUSION:-

With the help of the survey conducted, the following conclusioncan be made:

• There exists enough potential market for woodland shoes inKoppa city.

• Most of the respondents have the opinion that woodland shoesLtd., Supplies quality products. So, the quality is good.

• Most of the customers are of the opinion the prices of woodlandshoes are high so prices should be brought down.

• The majority of shoe occupied by woodland shoes Ltd. in the

market depicts that woodland enjoys higher reputation than theother manufactures in the market.

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QUESTIONNAIRE

Dear Sir/Madam,

I am a student of Govt First Grade College in final year BBM

for the academic year 2012-2013. For the partial fulfillment of my course, I

am conducting the survey on the “WOOD LAND FOOT WEAR”, to prepare

project report. I request you to spend few minutes for me and fill in the

below mentioned questions in the questioner.

The information provided by you will be used only for academic purpose. I hope you will co-operate for this.

• Name: ________________• Address: _______________contact No:-• Age: ___________• Sex: ___________

• Male• Female

• Occupation: __________• Annual Income (Rs)

• Below 20,000• 20,000-50,000• 50,000-70,000• 70,000 & Above

• Which company foot wear do you prefer? • BATA • WOOD LAND

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• PARAGON• LIBERTY

• Are you a woodland buyer? YES/NO If yes state reason: _____________________If no state reason: _____________________

• What do you think of woodlands range of products?• High • low• Moderate

• What motivated you to purchase woodland products? a)Good quality

b)Price c)outlook & designd)Advertisemente)Brand image

11. How did you come to know about woodland shoes?a)Friends/Relatives b)Advertisement

c)Showrooms d)Other specify

12. What factors do consider while purchasing woodland shoes?a)Image b)quality c)price d)Guaranteee)All

13. What is your opinion about Woodland shoes?a)Durable b)Comfort c)Moderate d)Prestigious

14. For how many years you have been using woodland shoes?a)6 months-1 yearsb)1-2 yearsc) 2-3 years d) above 3 years

15. In which shop you wish to buy the footwear?

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a)BLACK showroom b)NEW DELUX agenciesc)Other Specify

16. What is your opinion about the price “BLACK showroom”a) High b)Low c)Moderate

17. Are you satisfied with the service provided by the dealers.a)Satisfied b) Not satisfied

18. What is your opinion on woodland designs?a)Good b)Bad c)Better d)Excellent

19. Are you satisfied with the following woodland shoes.

Price Quality Design Durability

Satisfied

Not satisfied

20. Any suggestion:

Date:Place:

Thank you for you kind co-operationYPUR’S SINCERELY

• UDAY C.

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RESEARCH

This step requires the company to find out more about the industry theirclient is in. Consider the perspective of client and the places he visits, andlooking at emerging trends in the marketplace.Creating designs inspired by elements of nature because the style of the

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