Brand : WoodLand
Company: Aero Club
Agency : Karishma Advertising
Indian shoe market is one of the most dynamic markets in the world. India's production capacity ( not only kids but shoes also) is second only to China. Although there are different valuations about the Indian Shoe Market. It is estimated to be worth around Rs 11000 crores. Some media reports say that it is worth Rs. 93 billion . Any way it is huge.
The market is traditionally price driven and dominated by the unorganised sector. The organised shoe market is dominated by Bata with a market share of 35-40%
Woodland is an Indian Brand ( and am proud of it ) . Launched in 1992-93, this brand has carved a niche for itself. Like what Allen Solly did with the readymade menswear, Woodland has done it with Indian Footwear. In a market dominated by sports and leather shoes ( read Bata and carona) Woodland created a category for itself.
Woodland never wanted to be an ordinary shoe . According to Mr Harkirat Singh MD , he never wanted this brand to be a mass market brand. So till now this brand is concentrating on the premium end ( above Rs 1500 shoes) of 2000 crore casual shoe segment.
Woodland targets the upmarket segment and is positioning itself as a Rugged high quality premium casual shoe. It can be called as SUV of Indian shoes. The ads are catchy and tempting.
The logo of Woodland was a status symbol during the nineties. The brand is excellent in quality and styling . I think that the brand pioneered Suede and nubuck type leather shoes in India. The brand carefully presented itself as an outdoor/ trekking kind of shoe which captured the imagination of Indian youth.
True to its price, the brand delivered its promise on quality which ensured that the brand is perceived as a value for money brand.
Woodland has extended itself to accessories and apparels. Latest reports suggest that the company is serious about promoting its apparel business which constitutes about 30% to the company revenues. Earlier Woodland tried its hand in the formal shoe category with the brand Woods but it did not make much impact in that market.
The careful branding has helped the brand to garner about 40% of the premium casual shoe market. But this market is witnessing lots of competition with global brands flexing its muscle in India.
Woodland is another example of an Indian Super brand.