THE EFFECTIVENESS OF E COMMERCE IN RETAIL

SECTOR
Survey Research Project submitted in partial fulfillment of the requirements
for the degree of Master of Commerce

Academic Session
2022-23

Submitted by Supervised by
( Riya Vishwakarma ) ( Dr. Mahesh kumar)
Class- M.Com. I Semester Assistant Professor
Roll.No: 19923685199 Department of Commerce
Enrollment No: KA2K23/199685199 Gangapur Campus

Department of Commerce
Dr. Vibhuti Narayan Singh Campus Gangapur
Mahatma Gandhi Kashi Vidyapith, Varanasi
 ACKNOWLEDGEMENT

It was a great honour to assign "THE EFFECTIVENESS OF E COMMERCE IN RETAIL

SECTOR. I express my sincere thanks to (Dr. Mahesh Kumar) sir for giving me the
opportunity to do training and to learn and upgrade my skills for this topic throughout the
course of this project, all of my teachers haveprovided continuous support.
I would like to thanks my friends. Their help in the final stages and in the submission of
this work was instrumental inhelping me achieve deadlines which would otherwise have
lapsed. Their encouragement and assistance cannot be underestimated..

(Riya Vishwakarma)
Roll No 19923685199
M.Com. I Semester
 CERTIFICATE

It is certified that the work contained in the project report titled "THE
EFFECTIVENESS OF E COMMERCE IN RETAIL SECTOR, by (Riya
Vishwakarma), has been carried out under my/our supervision and that this work
has not been submitted elsewhere for a degree.

Signature of Supervisor

( Dr. Mahesh kumar)

Department of Commerce
Dr. Vibhuti Narayan Singh Campus GangapurMahatma Gandhi Kashi
Vidyapith Varanasi.
WOODLAND

DECLARATION

I hereby declare that this project report entitled "THE

EFFECTIVENESS OF E COMMERCE IN RETAIL SECTOR
was carried out byme for the degree of M.COM under the
guidance and supervision of ( Dr. Mahesh kumar), Assistant
Professor, Department of Commerce, Dr. Vibhuti Narayan
Singh Campus ,Mahatma Gandhi Kashi Vidyapith Varanasi.
The interpretations put forth are based on my reading and
understanding of the original texts and they are not published
anywhere in any form. The other books, articles and websites,
which I have made use of are acknowledged at the respective
place in the text. This research report is not submitted for any
other degree or diploma in any other University.

Place: Varanasi
Name of the Student:
Class : M.Com. I SemesterDate:

1
 CONTENTS
➢ INTRODUCTION

➢ WOODLAND CO.LTD-A PROFILE

➢ BLACK SHOWROOM-A PROFILE

➢ MARKETING MIX STRATEGY

➢ PRODUCT MIX STRATEGY

➢ SURVEY ANALYSIS
➢ SUGGESTIONS AND CONCLUSION
➢ FINDINGS
➢ SUGGESTION & CONCLUSION

APENDIX:

• BIBILOGRAPGY

• QUESTIONNAIRE
WOODLAND

CHAPTER-1

• INTRODUCTION

• OBIECTIVES

• SCOPE OF THE STUDY

• METHODOLOGY

• PROFILE OF THE STUDY AREA

• LIMITATION

3
 INTRODUCTION:

Today, footwear has become a part of our life. From Kids to old ones

everyone wears footwear. Footwear is the protective wears of foot of men and

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. Although

sandals were the most common footwear in most early civilization, shoes were

also born during 1600-1200 BC in Mesopotamia.

For example, soft shoes were introduced by mountain people on the

border of Iran who ruled Babylonia during that time. This first type of shoe

was a simple wrap around leather, with the basic constructions of a moccasin

held together on the foot with rawhide lacing. Gradually this design was

improved upon and assumed many variations. Moccasins sandals and simple

boots 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 and

consumers also buy footwear to express their life style, status etc rather than

protection.
WOODLAND

Earlier India footwear industry ;was a seller’s market, but now it has

become buyers market. with the invention of new designs and innumerable

competitors entering the market, the Woodland shoes Ltd, is also facing some

problems.

At this juncture it will be vital to know what kind of marketing mix

strategy Woodland shoes Ltd... is following for its products. Identification

of problems and then finding solutions to the problem is the first step in

research As a result three is a need to study the problem and also to give

suggestions to improve further sales.

5
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 in

Koppa city. It covers marketing strategy adopted by the company and also

consumer attitude towards product, pricing and performance of the product.

WOODLAND
METHODOLOGY:-

The required date are collected from primary sources regarding the

products, distribution channels, promotional techniques and the pricing

adopted was obtained through discussion with marketing persons and through

field survey by administering Questionnaire to the selected samples.

Secondary sources have been collected from published sources like

Magazines, Newspaper, and Company brochures, Annual reports and

information get by having an informal talk.

PROFILE OF THE STUDY:

Koppa is a commercial city, which constitutes total population of about

3 lakhs. It is a big business center with well established educational

institutions. Majority of target customer is businessman and students. Hence

the study was conducted in different locations of Koppa to know the

consumer response toward footwear.

7
 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.

WOODLAND

CHAPTER - 2

WOODLAND CO. LTD. –A PROFILE

9
• HISTORY OF THE COMPANY

• CENTRAL SERVICE

• OVERSEAS OPERATIONS

• DOMESTIC OPERATION

• WOODLAND DISTRIBUTION

• COMPANY PROFILE-AERO CWB SHOES. VARANASI

• BALANCE SHEET OF AERO CLUB GROUP OF COMPANIES.

WOOD LAND
WOODLAND

HISTORY OF THE COMPANY:-

1960- Started as a small shoe manufacturing company.

1960- Acquired first retail outlet in Prime Location in VARANASI

1965- First export of complete shoes from INDIA

1968- First fully mechanized (GERMAN) Shoe plant

1970-Beginning of RUSSIAN export on Regular Basis

1972- First Leather Tannery in MADRAS

1978- Huge expansion in shoe upper manufacturing capacities to Cater to

Growing RUSSIAN market.

1980-Second Leather tannery JALANDHAR

1984- First Indian COMPANY to set up trading officer in U.S.S.R

1986- Expanded retail shoe stores in DELHI

1988- First Protocol with the Government of U.S.S.R. Large scale

Expansion in Leather Industry ;in former U.S.S.R

11
1990- First Turn – key contract for USI 78 million signed with

U.S.S.R Government for setting up leather Industry simplex in

KHAZAKISTAN, has to he abandoned due to force- Majored

conditions: collapse of U.S.SR.

1992- LAUNCHED (Own Production) shoes for INDIAN domestic Market

for the first time.

1993- Launched “WOODLAND” Brand and finalized distribution Network .

Setup a subsidiary company in CANADA and acquired a shoe manufacturing

factory in Quebec to serve NORTH AMERICAN MARKET.

1994- REEBOK manufacturing plant commissioned for export to

U.S.A.

1995- Developed concept for “ WOODLAND” concept stored with

U.K. based Design Company

1996- Expanded complete shoe manufacturing facilities to meet Growing

demand of “Woodland shoes”.

1997- Introduced “WOODLAND” Apparels set up manufacturing Facilities.

1998- Continuous expansion of “WOODLAND” concept stores.

WOODLAND
2000- Robust present in the premium retail market, with 100 Exclusive stores,

50 Distributors and 3500 retailers Operating in the domestic market worth Rs.

100 crores, with Exports division contributing additionally to the tune of RS.

20 crores.

2002- WOODLAND becomes a National Leader in premium Category

shoes, apparels and Accessories. Started sourcing operations from South East

Asian Countries. Opened office In CHINA & HONGKONG facilitating the

heavy domestic demand for new product & development.

2004- Pony’s exclusive stores increase to 150 globally

13
WOODLAND:

Introduced concept of country stores and enters home furnishing sector

also. Plans Ahead to International Franchise operations. Annual turnover

registered to USD 50

AERO:

“FROM RAW HIDES TO RETAIL”

Aero club shoe manufacturing activities are fully integrated with in

house facilities.

• Tanneries

• Clicking dies manufacturing.

• Shoe upper manufacturing

• Unit sole in Leather, Rubber.

• Fully mechanized Italian, Korean, Taiwanese, and plants for

complete shoes.
WOODLAND

• Packing, Manufacturing.

• Distribution & Marketing

• Retailing shoes & Apparels through woodland concept stores.

CENTRAL SERVICES:

• Corporate strategies

•Finance & Banking

•Audits & Accounting

•Taxation , Excise (VAT)

•Personnel ,staff Welfare,

•Technical ,Electrical ,Mechanical ,Machinery ,

•Maintenance spares etc.

15
 •Product development – shoes and Apparels

•Public relations & Government Liaison

•Stores (components , Materials)

•Shipping (Export & imports)

•Real estate’s management.

OVERSEAS OPEATIONS:

CANADA: large winter Boots factory in Quebec quality.

• High quality uppers from AERO , Varanasi

WOODLAND

• Lasting / Finishing in Quebec using American Lasts / Soles /

Fitting-Marketing in USA? CANADA

(Specialty in winter boots and Woodland typ[e casual shoes)

Volume 2000-100 K Pairs.

CHINA & HONKKONG: Sourcing Operation from South-East Asia.

Representation: To serve European exports; Germany , France, Italy.

WOODLAND (Advertising & sales Promotion)

• Oil Pull up Leather , TRP soles & In-Built comfort Engineering

Introduced to Indian market for the first time

• Target Audience Young 14-26 Years

Price Premium Average 40

Low 25

High 60

17
• Well Knit Distribution , system , own concept stores FRANCISE ,

Independent retailers (Shop-N-shop)type.

Full advertising and promotional support in print and audio media

, national / metro channel , star TV, MTV , BBC , SAHARA TV ,

Sony TV, Zee TV .

• Point of sales merchandise & standardized , window display

system.

• Training & education of floor level sales personnel.

WOODLAND

DOMESTIC OPERATION:

APPLE: TANNERIES: Two captive Tanneries at MADRAS &

JALLANDHAR specialty heavy (Bovine) Leathers , Oil Pull – UPS , NUBUC

, Glazed cow , what Leather for REEBOK sport shoes.

ACLB ASS: RETAILING: Woodland concept retail shoe &

Apparel stores.

ML: TEXITILES: Captive plane to manufacture fine synthetic Fur

fabric for shoe lining , stuffed toys and other applications.

High Technical Japanese and Italian Plan. Manufacturing up market

knitted Garments in Cotton, Acrylic & Wool.

OEM Supplier to Woodland, Benetton , BATA & Other Prestigious brands

stores.

Woodland Apparels Manufacturing facilities.

WOODLAND DISTRIBUTION:-

Started in 1992 Woodland Shoes Have created ka niche for itself with

the up-market discerning clientele. In a recent study of India’s top brands in

the consumers & service Industry , “Woodland” shoes have been rated number

two next to Bata , who by their sheer size & Longevity had a first recall valve.
19
 Woodland shoes with a small turn a over of Rs. 7.7 million in 1992

have crossed Rs-1000 million during the fiscal year 1999-2000 and is poised

for steady growth of nearly 20% every year. On the marketing strategy

WOODLAND has been segmented in two brood categories.

• Wholesale distribution.

•Retailing through Woodland concept stores.

Woodland was introduced to the Indian market in 1992 primarily via

WOODLAND

wholesale distribution network and couple of Aero Club owned shoe retail

stores. Today the wholesale distribution is service by a network of 50

distributors covering the entire country. Practically every good shoe store in

all metropolitan major towns are retailing WOODLAND shoes. Wholesale

distribution accounts are nearly 20% of the Woodland’s turnover of US / 50

Million.

Aero Club with on initial success of WOODLAND shoe relating

through couple of stores in DELHI decided to develop the WOODLAND

concept stores and engaged a V.K. based firm of retail stores designers who

after studying the various locations and Indian retail scene developed concept

stores. Today , Aero Club have WOODLAND Stores in every major city of

the country started with two stores in 1992-93, accounting for less that 3% of

garnering 60% of the turnover of US 50 million. Fiver new stores are planned

for 2005, which will be major stores of 2000 sq feet selling concept furnishing,

adventured trekking gear and woodland lifestyles.

Wholesale distribution and retailing of WOODLAND shoes and

apparels are regularly supplemented by other marketing supports in the print

and audiovisual media, event sponsorship and specific schemes to maintain

the brand positioning. Woodland’s creative advertising has been appreciated

by all segments of the markets.

21
COMPANY PROFILE AERO CLUB SHOE’S VARANASI:-

Aero Club shoes’ is part of the closely held Aero Club group of

companies’, which are into the business of lifestyle products for over forty

years. The group with about 2000 employees located at its various offices all

over India.

Every manufacturing units is well equipped and mechanized plant,

having very good infrastructure, top of the line machines like CERIM,

CHENG FUNG, FALAN, etc., and each facility has its own speciality e.g.

one of over factory is solely engaged for making BOAT SHOES ( winter as

well as summer). Another one lug unit is devoted for producing rubber and

EVA jogger (Men and Women) shoes. This unit has own rubber molding

plant, which gives the frequent supply of different kind of soles. There is one

unit , which is producing high fashion ladies shoes/sandals/hoots (M/c made

and handmade both). Two units are engaged for stuck on ladies and gents

shoes. One unit is exclusively producing shoes for children.

The company has ka tannery each at Jalandhar and Madras which

meet most of the requirement of upper leather that is not manufactured by

them which is procured from outside sources including overseas.

The company has current consolidated annual production capacity of

1.5 million pair shoes. Full facilities for TRP/leather sole manufacturing exist

in-house. Although, a good number of soles are sourced from European

WOODLAND
companies to keep us with the seasonal/specific market trends. The footwear

is manufactured for ladies, gents and children range in all age groups. In

addition to exports to Europe and children range in all age groups. In addition

of our “WOODLAND” brand footwear are through 150 exclusive show

rooms and over 2000 other prestigious stores all over India.

23
The total annual sales amount to 50 million US Dollars.

We are regular supplier to some of the leading brands in Europe/USA

like JELA SCHOH, BAUR-VERSANO, KARSTADT Germany, GROUPE

ANDRE, CARRE FOUR, AUCHAN, SIPLEC France, GAP, TODD

WELSH –USA, combined trading (Bruit) U.K, HUSH Pulppies-Singapore,

etc.

Our Address is: ;

AERO CLUB SHOES

Gurdwara fRoad,

Karol Bagh

VARANASI – 110 005 (INDIA). Tel

No: 0091-11-51546474/25782900Fex

No: 0091-11-25755200

Email: aeroshoe@de13.vsnl.net.in

Contact Person: Mr. HANKIRAT SINGH/ Mr. AMOL

Supplier : AERO CLUB SHOES

Gurdwara Road, Karaol Bah,

Varanasi – 110 005, INDIA.

Established (Yea): 1956

WOODLAND

Management: Partnership Firm (Mr. Autar

Singh And Mr. Hartirat Singh)

Turnover per annum : US $ 50 Million

Export percentage : 20%

Product Line : Footwear for exports

Footwear for the domestic maarket.

Setup:

UNIT NO. OF FACTORY PRODUCTION PRODUCTION MACHINVERY

NAME EMPLOYEE SIZE CAPACITY STRENGTH

Aero 131 10.000 Sqft 30000 P.M Ladies shoes and Imported

Club hoots

Aero 150 50.000 Sqft 30000 PM Jogger and Imported

ClubII sports shoe

Good 125 10.000 Sqft 25000 Children Imported

Luck shoes/sandals

Casuals 135 12.000 sqft 30000 PM Casual shoes Imported

25
SOCIAL AUDIT BY:

Carrefour, France/GAP,USA.

Countries and Approx Business:

MAIN BUYER’S COUNTRY APPROX

NAME

Andre, Quelle, Casio France 20,00,000

and Auchan

Gap, Todd Welsh USA 15,00,000

Baur – Versand Germany 10,50,000

WOODLAND

JDWilliam’s Wrangler UK 20,00,000

BRAND OWNED:

Karol Bagh, southeast Sasrojini Nagar, Kamal Nagar, Gurgoan.

Visit at: www.woodlandworld wide. Com

NAME OF MACHINERIES MANUFACTURES NAME

Counter Molding M/c Jorielli

joe lasting M/c Cheng fung

Seatg lasting M/c Jorielli

Heat Setter Cheng fung

Souring and roughing M/c Jorielli

Sole press – I Sigma

Sole press –II Cheng fung

Sole stitching M/c Falan

Chiller Jorielli

27
Hell forming M/c Jorielli

Single needle flat bed M/c plaff

Double needle post bed M/c Plaff

Single needle post bed M/c Plaff

WOODLAND

Zig zab M/c Plaff

Binding M/c Zuki

Rubbing and Tapping Zuki

Glue application M/c Zuki

Flat Bed 3/M/c

High beam clicking M/c Forielli

Heal Traucler Forielli

Fully Mechanized imported conveyer in each factory:

29
 BLACK SHOWROOM-A PROFILE

• PROFILE OF THE BLACK SHOWROOM

• ORGANISATION STRUCTURE AND STAFF PATERN

• PRICE DETERMINATION

• COMPETITORS

• STOCK MAINTENANCE

• ADVERTISING
WOODLAND

PROFILE OF BLACK SHOWROOM :-

PROFILE OF BLACK SHOWROOM :-

Due to brand consciousness amongst the citizens of towns such as

Koppa new store of foot wear was opened by the name “ BLACK

SHOWROOM ”i.e,pooja footware pvt.ltd. sitiuated in Main road, Koppa. The

proprietors of this firm are Director Mr. Raj Lalwani and Mrs.Vandana

Lalwani. , Who have started this firm with the intension of giving the people

of the town major brands such as WOODLAND, FILLA, LOTTO, BATA and

many other domestic and international brands Keeping an eye on both

economical segments of the response of WOOD LAND shoes which is mainly

use for hiking, trucking, and adventures purposes in everywhere.

As Koppa is a hill station area the customer’s response towards

WOODLAND foot wear is very astonishing.

ORGANISATION STRUCTURE AND STAFF PATTERN:

At present black showroom show mart is having centralized

organizational structure as it is having a very small workforce. The main job

of the workforce is to sell the product to customers.

31
PRICING:

As company fixes the price for their products and retailers whileselling

it cannot change. The price of the woodland shoes is uniformthroughout the

country but retailers can offer discount from 10%-50% to customers

depending upon the demand for the products when discount sale is offered

every year to clear the stock.

COMPETITORS:

The main competitors of the BLACK SHOWROOM IS NEW

DELUX AGENCIES, is situated near by the BLACK SHOWROOM.

STOCK MAINTENANCE:

black showroom normally maintains the stock for 4 weeks so that

customers should not feel the should not feel the shortage of footwear design
WOODLAND

in the shop. black showroom maintains the stock properly and places the

order with distributor according to their requirements.

ADVERTISING:

In today’s market Advertising plays an important role in influencing

the customer’s decision to buy the products. Today customers are very

selective and advertisement create the awareness about the product to the

product to the targeted customers.

33
CHAPTER - 4
WOODLAND

MARKETING MIX STRATEGY

MARKETING MIX STRATEGY OF WOODLAND SHOES

• PRODUCT STRATEGY

• PRICE STRATEGY

• PLACE STRATEGY

• PROMOTION STRATEGY

35
 MARKETING – STRATEGY

MEANING AND DEFINITION OF “MARKETING STRATEGY”:

Meaning:

Goods and services do not move automatically from the makers to the

users. There is a definite mechanism that brings about exchange of goods

and 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 economy

namely producers and consumers. Marketing is the creation of utilities as

goods and services get value added by the time they reach the consumers. That

is why in economic jargon “Marketing” refers to “all the activities involved

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 a

WOODLAND
grand strategy or corporate strategy leading with company mission and

company mission and company objectives. Grand strategy is the integrating

map that charts the development and use of resources to meet the challenges

or goods as goods as well as functional objectives.

Marketing strategy is the functional strategy it is related to marketing

as one functional real of business the corporate strategy plan is the master’s

company plan that provides guidance to all managers about the direction in

which the firm wants to go and the position it wants to active.

The strategic plan sets the boundaries for all other functional planning.

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 to

achieve its long-term customer satisfaction and profitability objectives in a

particular competitive environment.

37
Definition:

According to “Philip Kottler” the ideal marketing strategy would

achieve optimum utilization of all the resources of the firm.

According to American Marketing Association (Committee on

Definitions) “Marketing includes all those activities having to do with

effecting changes in ownership and possessions of goods and services. It is

that part of economics which deals with the creation of time place and

possession utilities and that phase of business activity through which human

wants are satisfied by the exchange of goods and service for some valuable

considerations”.

Objectives of the marketing:

Though the end of all marketing activities is the satisfaction of human

wants, and to derive profits there from the following are the most significant

objectives of modern marketing. These

are:

• To Apply Effective and Intelligent Modern Marketing Policies,

WOODLAND
• To Develop the Market Field.

• To Develop and Implement Guiding Policies for Better Results.

• To suggest solutions by Studying the Problems Relating to

Marketing.

• To Find Sources for Further Information Concerning the Market

Problems

MARKETING MIX STRATEGY OF WOODLAND SHOES:

Marketing mix strategy has four components:

• Product strategy

• Price strategy ;

• Promotion strategy

• Place strategy.

39
 All four elements of marketing mix are essential to the overall success

of the firm.

1. Product Strategy: Product is the core of marketing. It is the sum total of the

physical and psychological satisfaction it provides to the buyers. It is the first

and most important variable in marketing mix of the firm.

A. product mix is a combination of attributes such as color, size design,

appearance, material, quality, performance, utility etc. These combinations of

attributes attract the customers. Therefore, a product is a bundle of all kinds

of satisfaction of both material and non-material kinds ranging from economic

utilities to satisfaction of a social psychological nature. Theproduct mix of ;a

firm has 3 main characteristics namely width, depth and consistency.

• Width of the product mix refers to the number of items in each product

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, distribution

channels or some other way.

WOODLAND
PACKAGING:

According to Professor Philip Kotler, “Packaging is an activity which

is concerned with the protection, economy convenience and promotional

considered”. It is the general group of activities in designing the containers

or wrapper for the product.

Packaging policy of the firm is to fill the footwear wrapped in a

attractive polythene cover, where every pair will be again packed in small

boxes made out of thin cardboard, then the boxes will be dispatched in big

cardboard boxes. The company is famous ;for the boxes in which shoes are

kept, as they are very attractive and good-looking.

BRANDING:

According to American Management as Association. “Brand is a name

symbol or a design or a combination of them which is intended to identify and

to differentiate from those of the competitors”.

41
 The company believes handing of products is of strategic and

increasing importance. It is a means of identification, which also provides

trade 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 the

requisites of a good brand name.

2. PRICING STRATEGY:

Pricing is an art of translating into qualitative terms (currency) the value

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 and significance,

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, in

WOODLAND
concerning to the product of woodland enterprise, because their will not

frequent change in the cost price of leathers and non-leather. Woodland

Company still believes in value of money to customers, which means a lot of

different 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 for

customer’s that selling price involves, high percentage of profit. The discount

allowed is of 4% on above Rs. 1000 worth of metal products, sold by

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 there to four weeks

i.e., one month, depending on the customers reputation and regularity. This

credit facility is also given to those customers who have

43
purchased in bulk.

3. PLACE STRATEGFY:

Place or the location plays an important role in marketing strategy

adopted by any businessmen.

LOCATIONAL ADVANTAGE:

Koppa is a medium sized city with all types of people engaged in

various activities. It is also called Distribution mix it is an important marketing

mix strategy as it undertakes to make the product available to target customers.

Distribution is an important function of marketing between the producer and

consumers.

It stands for making arrangements for the smooth flow of goods and

services from the producers to the consumers. It covers the channel of

distribution and the physical distribution including transportation,

warehousing and storage, financing and handling of the product.

WOODLAND
4. PROMOTION STRATEGY:

The strategy, which is undertaken to increase or efforts made to

improve demand and sales of products of a firm are known as promotional

strategies. 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 of

the product to the customers. He makes an effort to convince the customers

about 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 papers

for the customers when they purchase the shoes. Creates a ‘black showroom’

good environment to the customers so that the customers feel relaxed and

comfortably to explain their needs.

Also celebrates customer ‘black showroom’ customer’s days on ugadi

pooja gifts are given to the customers to express gratitude. It is ‘Thanks-

giving’ day to the customers. Enterprises put lots of efforts to maintain the

45
good and mutual relationship with customers.

CHAPTER - 5

PRODUCT MIX STRATEGY

• PRODUCT PROFILE
WOODLAND
• ABOUT THE PRODUCT

• SIZE REFERENCE CHART FOR MEN

47
PRODUCT – PROFILE

The product is the most important element of the marketing mix. In fact

the product is the starting point of all marketing services. The other marketing

efforts will become useless the nature of the product intended for sole is

determined and the policies pertaining to the product are properly decide.

The term ‘product’ covers the shape, design, packaging, banding, the

product range, and the size, the utility of the product and the guarantee and

service accompanying the product.

Footwear has been classified into three types viz., leather footwear,
WOODLAND
partly leather footwear and non-leather footwear. The leather footwear has

been defined as one which has an upper, made fully out of leather irrespective

of sole leather or otherwise; partly leather irrespective of sole leather or

otherwise; partly leather footwear as one which has pieces of leather on its

upper irrespective of sole leather or otherwise and non leather footw3ear is

the one which is totally made out of non leather material.

Footwear is often classified by its intended use. Street shoe, for

example tend to foot good support to have a heel designed for extensive

walking and to be conservative in style.

ABOUT THE PRODUCT:

India’s largest online shoe store brings its exclusive collection of

footwear to Rediff, (Bigshoebazaar).

These Top quality Woodland shoes are made of premium. Leather

developed by woodland for high resistance and durability. The sturdy sole

adds life to this excellent , product, making it durable even in toughest

49
conditions. These handstiched shoes are bonded with the toughest threads

that stand by woodland’s high quality standards.

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

Woodland

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

6 25.1

7 25.7

8 26.0
WOODLAND
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 /

51
UTI bank /Bill junction.

CHAPTER – 6

SURVEY ANALYSIS
WOODLAND
➢ ANALYSIS AND INTERPRETATION OF DATA.

➢ CONSUMER SURVEY ANALYSIS.

B.B.M. Government First Grade College Koppa 31

ANALYSIS AND INTERPRETATION OF DATA
WOODLAND

The main objective of consumer survey is to understand the attitude of

consumer towards woodland shoes.

Consumer opinion is very essential and valuable in each and every

market is just like an umpire, customer satisfaction or non-satisfaction should

take into consideration in customer survey.

100 respondents were selected or satisfied random sampling basis for

conducting the survey. This type of survey analysis is helpful to understand

the customer preferences, their income group, occupation, range, brand etc.

The survey and interpretation of data collected from consumer is

presented as follows. Appropriate tables and charts were used to present the

reaction of the respondents.

CONSUMER SURVEY ANALYSIS:

TABLE-1

B.B.M. Government First Grade College Koppa 31

CLASSIFICATION OF RESPONDENTS ON THE BASES OF SEX:

SEX NO. OF PERCENTAGE

RESPONDENTS

Male 88 88

Female 12 12

TOTAL 100 100

From the above table it is clear that 88% of the respondents are male and 12%

of the respondents are female.

TABLE-2
WOODLAND
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

ANNUAL INCOME:

Income No.of respondents Percentage

Below 34 34

20,000

20000-50000 18 18

50000-70000 10 10

70000 7 38 38

above

TOTAL 100 100

From the above tale it is clear that 34% of the respondents are in the annual

income of below 20,000, 18% of the respondents are in the annual income of

20000-50000, 10% of the respondents are in the annual income of 50000-

B.B.M. Government First Grade College Koppa 31

70000 and 38% of the respondents are from the annual income of above

75,000.

TABLE-3

PERCENTAGE OF RESPONDENTS WHO HAVE USED

WOODLAND 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 used

woodland shoes and 8% of the respondents haven’t used woodland shoes.

WOODLAND

TABLE-4

FACTORS MOTIVATED TO BUY WOODLAND SHOES:

FACTORS No. Of PERCENTAGE

RESPONDENT

Price 58 58

Good quality 20 20

Outlook and design 8 8

B.B.M. Government First Grade College Koppa 31

Advertisement 2 2

Brand image 8 8

Quality/outlook/brand 2 2

image

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 by

the quality of the 20% of the respondents y the outlook and design, 8% by

the advertisement, 2% by the brand image, 8% by the quality, design and

brand image.

TABLE-5

MEDIA OF AWARENESS ABOUT WOODLAND SHOES :

OPINION No. PERCENTAGE

OF
WOODLAND
RESPONDENTS

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

B.B.M. Government First Grade College Koppa 31

OPINION ABOUT WOODLAND SHOES:

OPINION No. PERCENTAGE

OF

RESPONDENTS

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 having

the opinion woodland shoes are durable,52% of the respondents are having

the feeling that woodland shoes are comfortable, 2% feel that woodland shoes

are moderate, 10% feel very prestige to wear woodland shoes, 2% feelthey are
WOODLAND
durable and comfortable, 2% feel they are durable, comfortable, and

prestigious.

TABLE-7

PERIOD OF USING WOODLAND SHOES:

PERIOD No. PERCENTAGE

Of

RESPONDENTS

6 months – 1 year 18 18

1-2 years 20 20

B.B.M. Government First Grade College Koppa 31

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 the

respondents using from 1-2 years, 10% of the respondents using from 2-3

years, 44% of respondents using from above 3 years and 8% of the

respondents haven’t used to woodland shoes.

TABLE-8

OPINION ABOUT THE PRICE OF WOODLAND SHOES:

OPINION No. PERCENTAGE

Of

RESPONDENTS

High 56 56
WOODLAND
Low - -

Moderate 44 44

TOTAL 100 100

From the above table it is clear that 56% of the respondents are having the

opinion that the price of woodland shoes is high and 44% of he respondents

having the opinion that the price is moderate.

TABLE-9

SHOWROOM PREFERED BY THE CUSTOMERS TO BUY

FOOTWEAR:

B.B.M. Government First Grade College Koppa 31

SHOWROOMS No. PERCENTAGE

Of

RESPONDENTS

BLACK SHOWROOM 82 82

NEW DELUX 16 16

AGENCIES

Others 2 2

TOTAL 100 100

From the above table it is clear that 82% of the respondents prefer to be

BLACK SHOWROOM Buy the footwear and 16% of the respondents prefer

R K foot wear and 2% of the respondents prefer other showrooms.

TABLE-10

OPINION ABOUT THE PRICE OF: BLACK SHOWROOM

WOODLAND

OPINION No. PERCENTAGE

Of

RESPONDENTS

High 26 26

Low 16 16

Moderate 58 58

TOTAL 100 100

From the above table it is clear that 26% of the respondents are having the

opinion about the price of BLACK SHOWROOM is high, 16% of the

respondents having the opinion about price of is low, 58% of the respondents

is having the opinion about the price of is moderate.

B.B.M. Government First Grade College Koppa 31

TABLE-11

OPINION REGARDING THE SERVICE SATISFACTION ON

WOODLAND DESIGN:

OPINION No. PERCENTAGE

OF

RESPONDENTS

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 having the

opinion regarding the service satisfaction on Woodland design, is good 2% is

bad and 30% of the respondents opinion is excellent.

WOODLAND
TABLE-12

OPINION ABOUT THE WOODLAND SHOE BRAND:

FACTOR OPINION NO. OF PERCENTAGE

RESPONDENTS

Price Satisfied 48 48.98

Not satisfied 50 51.02

Quality Satisfied 48 96.55

Not satisfied 2 3.45

Design Satisfied 54 90

Not satisfied 6 10

Durability Satisfied 52 89.66

B.B.M. Government First Grade College Koppa 31

 Not satisfied 6 10.34

From the above table it is clear that customers 97% satisfied by the quality of

the woodland shoes brand and 3% not satisfied 90% of the customers are

satisfied by the design of the product and 10% are not satisfied 48.98% of

the respondents are satisfied by the price and 51.02% are not satisfied89.66%

of the respondents are satisfied by the durability of the product and 10.34%

are not satisfied

WOODLAND

CHAPTER – 7

SUGGESTIONS AND CONCLUSION

• FINDINGS

• SUGGESTION

B.B.M. Government First Grade College Koppa 31

 • CONCLUSION

MAJOR FINDINGS:-
WOODLAND
• Out of the total respondents surveyed, majority of the respondents are

male.

• During the survey it is found that, majority of the respondents are

belonging to income group of 70,000 and above.

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

Woodland shoes

• Out of total respondents surveyed, 58% of the respondents are motivated

by outlook, 8% by advertisement and 2% by brand image of the

product.

• Out of total respondents surveyed, majority of respondent’s i.e. 40%

opined that they become aware of the product through friends and

relatives.

• 52% of respondent’s i.e. 44% have opined that they are using woodland

shoes for above 3 years and 8% have opined that they are not using

wood shoes.

• Majority of the respondent’s i.e. 56% are having the opinion that the price

of woodland shoes is high.

B.B.M. Government First Grade College Koppa 31

 • Out of the total respondent’s i.e. 46% have opined that woodland design

is good, 2% is bad and 30% of the 30% of the respondent’s opinion is

excellent.

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

woodland 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 price

should 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 of the

product.
WOODLAND
3. Design:

Though consumers are satisfied with the durability of the product they

need more designed and colours. There should be increase in tech verities of

the products so that a good number of customers are attached bothmale and

female. Because majority of the population in the region is relatively 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 found

out that advertisement is not sok effective and informative and also it doesn’t

reach more number of people. So, more and more advertisement must be given

in television by increasing the frequency of advertisement and the colour

advertisement should be used for newspapers so that the customers will be

aware of all the products, which exist in the market, and the new product,

which will be produced by the company.

5. After sales services:

B.B.M. Government First Grade College Koppa 31

 Almost all of the respondents are satisfied with the services rendered

by the dealers.

1. Still the dealers should improve their marketing as well as after sales

services to meet the needs and taste of consumer demands.

2. Periodical survey of market from the company is necessary to know the

changes in.

3. Attitudes of consumers and reason for dissatisfaction if any.

WOODLAND

CONCLUSION:-

With the help of the survey conducted, the following conclusion

can be made:

• There exists enough potential market for woodland shoes in

Koppa city.

• Most of the respondents have the opinion that woodland shoes

Ltd., Supplies quality products. So, the quality is good.

• Most of the customers are of the opinion the prices of woodland

shoes 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 the other

manufactures in the market.

B.B.M. Government First Grade College Koppa 31

WOODLAND

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

B.B.M. Government First Grade College Koppa 31

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
WOODLAND
• WOOD LAND

• 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 & design

d)Advertisement

e)Brand image

11. How did you come to know about woodland shoes?

B.B.M. Government First Grade College Koppa 31

 a) Friends/Relatives

b)Advertisement

c)Showrooms

d)Other specify

12. What factors do consider while purchasing woodland shoes?

a)Image

a) quality

c)price

d)Guarantee

e)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 years

b) 1-2 years
WOODLAND
c) 2-3 years

d) above 3 years

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

a)BLACK showroom

b) NEW DELUX agencies

c) 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

B.B.M. Government First Grade College Koppa 31

Satisfied

Not satisfied

20. Any suggestion:

Date:

Place:

Thank you for you kind co-operation

YPUR’S SINCERELY

• UDAY C.

• BIBLIOGRAPHY

MARKETING MANAGEMENT – PHILIP KOTTLER

MARKETING MANAGEMENT – SHERLEKAR

BUSINESS STUDIES – B. S. RMAN

WEBSITE: -

www.woodlandworldwide.com

www.google.com
WOODLAND
www.wodlandshoe.com

www.bigshoebazar.com

❖ COMPANY ANNUAL REPORTS

❖ COMPANY BOOKLET

❖ COMPANY BROUCHERS

CONTENTS

1 INTRODUCTION

• INTRODUCTION

• OBJECTIVES

• SCOPE OF THE STUDY

B.B.M. Government First Grade College Koppa 31

 • METHODOLOGY

• PROFILE OF THE STUDY AREA

• UMITATION

2. WOODLAND CO.LTD-A PROFILE

• HISTORY OF THE COMPANY

• CENTRAL SERVICE

• OVERSEAS OPERATION

• DOMESTIC OPERATAIONS

• WOODLAND DISTRIBUTION

• COMPANY PROFILE-AEROCLUB SHOES. VARANASI

• BALANCE SHEET OF AERO CLUB GROUP OF

COMPANIES.

3. BLACK showroom-A PROFILE

WOODLAND

4. MARKETING MIX STRATEGY

• MARKETING MIX STRATEGY OF WOODLAND SHOES

• PRODUCT STRATAEGY

• PRICE STRATAEGY

• PROMOTION STRATEGY

5. PRODUCT MIX STRATEGY

• PRODUCT PROFILE

• ABOUT THE PRODUCT

• SIZE REFERENCE OHART FOR MEN

• 6. SURVEY ANALYSIS

B.B.M. Government First Grade College Koppa 31

 • ANALYSIS AND INTERPRETATION OF DATA.

• CONSUMER SURVEY ANALYSIS

7. SUGGESTIONS AND CONCLUSION

• FINDINGS

• SUGGESTION

• CONCLUSION CX

APENDIX:

• BIBILOGRAPGY

• QUESTIONNAIRE