Jaipuria Institute of Management,
Vineet Khand, Gomti Nagar
Lucknow – 226 010
Academic Year 2020-21
Batch 2019-21
Trimester 4
Programme PGDM-RM
(PGDM / PGDM-FS / PGDM-RM)
Name of Course RBP
Section A
Name of Faculty Mr. Himanshu Mishra
Nature of Submission Assignment
(Assignment / Project Report)
Topic of Assignment / Project Individual Assignment
Deadline for Submission 13th September,2020
Group/ Learning Team Number
Maximum Marks Allotted
Contribution of Group/LT members in the Assignment/Project
Sl. Name & Enrollment Contribution Signature
No. Number of Student
1 Saurabh Singh - JL19RM042 saurabh
2
3
4
5
6
7
8
Date of receiving at PMC: Signature of PMC Staff:
Penalty [Marks to be deducted (if any)]:
WOODLAND
Woodland was started by Aero Group and came to India’s market in 1992. Since 1992, in India
company is known for outdoor, sports, adventure, shoe sector.
Aero Group, the parent company of woodland was founded in1950 in Quebec, Canada. After the
termination of the USSR in many independent states, they were unable to export their shoes to
Russia due to political reasons. After this, in the Indian market, they began the brand label
“Woodland”. The logo of the brand signifies environmental care and the brand stands for being
eco-friendly.
They launched a shoe which was made up of leather and it was hand-stitched, which became a hit
in the Indian market. The first shoe gave recognition to the whole brand Woodland. Then
Woodland started manufacturing thousands of new designs and became a brand in the Indian
market for outdoor adventure.
In 1992, when the company launched, they knew that the outdoor shoe segment is not fascinating
for customers. So, they tapped this untapped market by opening 3 shops in New Delhi and these
were the big hit. Currently, there are 300 plus stores of Woodland in India covering most of the
cities and towns.
BRAND PROMISE AND VALUE
The brand logo represents adventure and environment. It encourages people to go out for an
adventure and equally focusses on the company motto for use of sustainable and eco-friendly
practices.
Woodland has a wide range of products for men and women. The range not only includes shoes
but also, they manufacture apparel and accessories like caps, bags, gloves, and wallets. Long story
short, they do have a whole range for all kinds of outdoor adventure activities.
Their product quality is unmatchable. They ensure that when a customer spends money, they get
the quality that worth it. Due to quality, the get an upper hand over the competition. After heavy
usage, their shoes last for almost 5 years.
Woodland is very inherent to their customer needs. They do not compromise on comfort. Their
recently launched yoga range and kidswear. This shows the brand is aware of the latest
requirement of the market.
The prices of Woodland products are quite higher but for the durability and quality of their
products, their products give great value for the money.
WOODLAND CAMPAIGN
Through its promotional and marketing campaign, Woodland taps the soul of adventure lovers.
They do not leave any potential platform for campaigns and advertisements.
Few campaigning strategies are -
A team of woodland is always handling the social media activities and they make sure that
every product is highlighted on every social media platform. Adding to it, they are very
responsive to the comment section of various social media websites received by their
customers.
A clear-cut campaigning strategy of the firm is their in-store activities in which they involve
their customers. In this way, every customer who visits the store does interaction with their
trained and knowledgeable employees and customers learn more about products and ideas.
Woodland can be seen at almost all adventure and outdoor events like events at Himalaya,
Desert Strom, Odisha’s Rally, etc.
RECENT CAMPAIGN OF WOODLAND
“BRING YOUR CITY BACK”
Woodland is taking initiative ProPlanet further. “Bring Your City Back” is the campaign in which
they are taking this initiative. Company’s message with the product line is clear for the people who
are adventure enthusiast.
As per company, this campaign is used by them for spreading awareness regarding plastic waste.
This also fits in the brand motto which says, fashionable & sustainable outdoor brand.
“ADOPT A TREE”
Woodland joined “ADOPT A TREE” campaign in 2015. This campaign encourages people to plant
new tree and tells the benefit of trees and the way we should care them.
As per company, this campaign is used by them for spreading awareness regarding reduction of
forests. This also fits in the brand motto which says sustainable outdoor adventure brand.
CONCLUSION
Woodland made an image in segment of outdoor adventure products. Now people think of
trekking and other activities, the brand they think is of “woodland”. From logo itself, the company
shows the dedication towards eco-friendly and adventure practices. “Brand has created loyal
customer base in India.”
