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Woodland

Woodland shoes aims to raise customer awareness by positioning itself as a premium, durable brand closely associated with the environment. It targets the upmarket youth segment through dynamic advertising appealing to their interests like fashion and adventure. Woodland has grown from a rugged outdoor shoe brand to a well-known brand across apparel categories in India through promotional activities highlighting its eco-friendly products and processes. It uses social media to interact with consumers, gather feedback, and raise awareness of environmental issues.

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Meghna Vora
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589 views

Woodland

Woodland shoes aims to raise customer awareness by positioning itself as a premium, durable brand closely associated with the environment. It targets the upmarket youth segment through dynamic advertising appealing to their interests like fashion and adventure. Woodland has grown from a rugged outdoor shoe brand to a well-known brand across apparel categories in India through promotional activities highlighting its eco-friendly products and processes. It uses social media to interact with consumers, gather feedback, and raise awareness of environmental issues.

Uploaded by

Meghna Vora
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CUSTOMER AWARENESS

Woodland shoes the name itself evokes a sense of premium, quality and durability. As
mentioned woodland shoes is an initiative of the Aero group in Canada. Customer awareness for
a brand basically means how well does the customer is well informed about the brand and the
efforts if the brand in positioning itself in the consumers minds and increasing their recall
frequency. The target market for the Woodland shoes is the upmarket segment. They have
products for both male and female and they cater to kids as well. But it mainly focuses on teen
ageers and youngsters. Since it mainly targets the youth , the awareness, advertising and
promotional strategies have to be dynamic and appealing.

Woodland differentiated itself early on being a rugged, outdoor leather shoe brand, the kind
usually preferred by adventurists. Being a new category, it picked up as a fashion trend among
the youth. Woodland grew; it also entered the apparel category; and in the next couple of years it
became a well-known brand, first in North India and then across the country. Today, with over
300 company-owned stores, it has a retail space of around 600,000 square feet. Its shoes and
apparel are also retailed through about 3,000 distributors across the country. The company says it
has revenue per square feet of Rs 5,000 and has been growing consistently at 20 to 25 per cent
over the last few years. They have been able to build this association through their promotional
activities. The major USP of the brand is its close association with environment. By changing
over its entire range of shoes and apparel to quality eco-friendly products - made with materials
and chemicals that don't harm the nature; by making the manufacturing process less harmful to
the environment; and by communicating and promoting the brand on the same lines. Early this
year, Woodland invested close Rs 30 crore (Rs 300 million) in an initiative called Pro-Planet to
position itself as an environment-friendly brand and communicate the message across to its
target group - the youth. The intent is to make eco-friendliness the brand recall. Woodland has
always been an outdoor and adventure brand with close association with nature and environment.
Woodland also has Woodland Adventure Club for which they have tied up with some of the
leading adventure tour providers in the country and the world. They indulge in various
adventure activities.
The initiative involves high level of interaction with consumers using social media (Facebook
and Twitter), raising awareness on environmental issues and sustainability, and communicating
what Woodland's doing to make its products and processes green.

While it helps them to communicate their brand values, more important is the feedback they get
from the customer. The customers tell them what more can they do, where are they lacking,
and what they expect from the brand through the social media. In the next two months,
Woodland would be rolling out an "E-store" to sell products online both within the country and
internationally.

Another major aspect of the brand is that they have diversified so that the various categories of
the youth do not feel left out. Woodland, which was once known as a sturdy footwear brand,
launched its apparel category in 1998 Woodland also came up with fashion footwear category in
2004-05 by the name of Woods. Woodland has also diversified into other product categories as
like Yoga collection and the Kids’ collection. This foray into various categories has been a
turning point in the history of the brand and its perception.

Moreover over the years Woodland has dabbled with various forms of advertisement so as to
gather as much as consumer attention. Woodland advertises aggressively across print, electronic
and online mediums. Most of our advertising is youth-oriented channels like MTV, Channel V,
UTV Bindaas, Discovery, National Geographic. The themes of the campaigns have always sent
out the message of eco friendliness and saving the nature. Additionally, they sponsor various
youth fests, adventures sports events etc.

With the advent of technology , Woodland aims to make its foray into an interactive digital
campaign which focuses on environmental issues in 2011. It is a project with MTv, the most
popular youth channel, called the Eco-lution which aims at planting virtual trees on the mega
social networking site, Facebook.

Thus as their campaigns and strategies are observed Woodlands has made a very clever choice
of various communication channels which directly bring them to the attention of its targeted
market – the youth.

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