Marketing Mix Of Woodland

Presented by:
Khushi Gupta
Mansi Chand
Shipra Yadav
Smriti Gautam
 About the brand - Woodland
• The first hand-stitched leather shoe was launched, which took the entire shoe
market by storm. That shoe made the brand 'woodland'.
• The brand woodland is owned by aero group, the flagship company which
began its operations in 1960’s. Woodland was started in quebec, canada for
making winter boots
• Woodland was launched in india from the vast portfolio of aero group in
1992.
• In india it created a category of specialized ‘outdoor adventure sports’ shoes.
• It 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.
PRODUCT
WOODLAND PRODUCTS

Woodland offers an extensive line of footwear, performance

apparel and outdoor gear. Whether it's a lightweight jacket
for active pursuits or a summit tested parka for the coldest
places on earth, the focus is on creating truly functional
solutions for outdoor and adventure enthusiasts. Whether
you're new to outdoor adventure or are a seasoned pro,
Woodland's gear keeps you dry and warm for the trails and
slopes, wherever you go.
The colour they use is inspired from nature that is; khaki,
camel, shades of brown, olive green, black etc.
PRODUCT FEATURES
Outdoor / Adventure Shoes :
•They take pride in being the pioneering leader for the category of:-
• Biodegradable shoes
• Waterproof shoes
•Functional Apparels Water-proof & Breathable jackets
•Mosquito repellent, moisture wicking apparels Footwear Care
products
•Outdoor yoga collection
 PRODUCT LINES
Woodland Men's Woodland Men
Leather Formal Brown Casual
Shoes Shoes
FOOTWEAR

Woodland Men's Woodland

Genuine Leather Men’s Drtbrn
Boots - Green Sneakers

Woodland camel
Woodland black hiking shoes
casual slip-on
shoes
WOODLAND WOODLAND BASIC
NAVY CASUAL CAMEL SANDAL
CANVAS
SHOES

WOODLAND
BASIC CAMEL WOMEN SANDALS
SANDAL

WALLETS
 MOROCCAN BLUE
SWEATER
DSHADOW
A GREY
JACKET
P
P
A WARM SAND
SWEATSHIRTS
R AND HOODIES
T-SHIRT

E
L
S
TRACKPANTS
SHIRTS
A CANVAS
C GLOVES SHOCKS BAG

C
E
S INNERWEAR
S BOTTOMS
TROLLEY
HIKING
O BACKPACKS
BAG

R
I
E
S CROSS BODY
CAPS BELTS
BAGS
Since Woodland is a brand known for its eco-friendly nature. It has been
a conscious decision of the brand to imbibe CSR as an integral part of the
brand's core identity.
In a bid to achieve more through its efforts, the brand has launched
products made from vegetable tanned leather and the raw materials and
processes used are free of any harmful substances. The eco-friendly
philosophy is reflected in every product woodland create. Even the colors
of it’s products are inspired by nature.
WOODLAND BRAND LOGO

The logo of Woodland was a status

symbol during the nineties. The brand is
excellent in quality and styling .
 Technology

The shirts are made of cotton and special yarn which

does not allow sweat to sink in, the shoes have special
battery powered cooling system.

The shirts also have a battery powered cooling pack.

They dry up in less than what conventional cotton shorts
take to dry up.

Outdoor adventure gear company launched of a new

category of products that are suitable for use in high
temperature conditions.

These products are based on customer feedback

incorporated with NASA’s innovative technology.
 Packaging
The packaging of woodland is very unique.
All its packaging are environment friendly.
Sustanibility, is not a goal, it’s a journey
and at woodland it’s a part of our brand
heritage.

Even in its packaging woodland is

maintaining its color scheme of olive
green, brown etc
Warranties

Woodland Cabinetry Inc. and Artizen

Cabinetry hereby warrants its products to the
original purchaser, a limited lifetime
warranty (5-year warranty) against
manufacturing defects in materials and
workmanship under normal use and
conditions.
PRICING
Pricing

• Price is the amount of money that a customers have to pay in

exchange for product or service.
• Pricing strategy based on customers’ needs which are low
price, quality and high fashion. High quality and lower prices
attract the youth and hence increase in sales.

Cost Plus Value Based

Cost Plus is taking the production cost Instead of using the production cost,
and adding a certain profit percentage. consider the customer’s perception of
the product’s value.
Competitive Price
• Woodland uses competitive pricing to market.
• The brand has been known to be high quality, high elegance and stylish nature as well as durable and
long lasting.
• This has led to an increase in demand all throughout the years. Because of how proper the brand
has placed itself as far as market demand is concerned, competitive pricing strategy is used.
• Woodland needs to be more concerned is that more the cost of their products more will be
the expectations from the consumers.
• Consumers will expect the same value to be returned for the money they are spending on
Woodland product. So Woodland will need to keep up with the quality of their products
 Men’s Wear
Footwear Price Apparel Price Accessories Price

Formal Shoes 2445-9875 T-shirts 995-1495 Gloves 1495-2295

Loafers 4695-7865 Jackets 1947-16197 Socks 160-295

Leather Shoes 2995-4995 Sweaters 1097-2395 Bags 1186-7995

Boots 2037-4796 Sweatshirts 1047-3695 Belts 895-1695

Flip Flops 497-845 Shirts 2095-2895 Wallets 1015-2995

Sandals 1317-3895 Trousers 2695-3695 Key Rings 395-795

Canvas 1137-4295 Bottoms 1097-3695 Innerwear 199-845

 Women’s Wear
Footwear Price Apparel Price Accessories Price

Shoes 1595-3995 T shirts 995-1395 Wallet 1225-7755

Sandals 2075-7685 Shirts 1295-2195 Socks 160-295

Boots 2815-3295 Dresses 995-2995 Bags 2195-8995

Culottes 1995-2095 Key rings 395-795

Denim 1395-3195

Jogger pants 1497-2795

 Promotion
(Information To Consumers)
 Target Costumers
• Youth, especially adventure sports enthusiasts

• Its sub-brand called woods caters to a completely different segment -

formal wear.
 Ambassador

• Malaika Vaz is a teenaged extreme

sports’ enthusiast who is a
national-level wind-surfer, a
certified advanced PADI scuba-
diver, horse rider and football
player.
• No celebrity ambassador
 Advertisements

• Woodland focuses mostly on promotion of its products through TV

advertisement, newspaper and internet.
• It creates catchy taglines offers discounts, special offer, conducts
festival sales.
• Woodland invested close Rs 30 crore in an initiative called Pro-Planet .
• With Pro planet, Woodland is driven to inspire the next generation of adventurers and increase
their participation in the conservation of nature.
• Woodland has partnered with renowned bodies including UNICEF, WWF, etc
Social media advertising
Woodland follows a 360-degree marketing
approach for every launch and currently giving a
boost to social media, keeping its costumers
posted with the latest launches and products
available.

Woodland employs only influencers in the

adventure gear sector to bring out the real
picture of the brand.
Brand Image
• Woodland has already an image of being a trusted brand of quality, long lasting and
adventurous. Through this promotions it only aims to remind the customers the
premium quality of products and to make sure that while purchasing Woodland is
the only name that strikes in the mind of consumer.

• They also organize in-store activities on regular basis and are always working
towards creating an interactive platform where they can discuss issues related to
environmental conservation.
sponsorship also gives brand the opportunity to generate awareness, boost the perceived image and gain media
exposure.
Sources
• https://www.exchange4media.com/digital-news/why-brands-prefer-
social-media-influencers-over-celebrities-98748.html
• http://shoesandaccessories.in/in-sync-with-nature/
THANK YOU