Marketing Mix of Woodland Worldwide and 4Ps (Updated 2023)

The Marketing mix of Woodland analyses the 4Ps of Woodland, including Product, Price, Place, and Promotions. Woodland is an Aero Group subsidiary that has positioned itself as an eco-friendly outdoor brand, with its popularity mainly in India and Russia. Its products are strongly differentiated from outdoor adventure brands, with the company’s focus on innovation, thus producing newer, sturdier products. Founded in Quebec, Canada, in 1950, the company entered the Indian market in 1992, before which its products were mainly exported to Russia.

Competitors

• Adidas
• Reebok
• Nike
• Puma

About Woodland 

• Type: Footwear company
• Industry: Manufacturing
• Founded: 1992
• Founder: Harkirat Singh Kohli
• Headquarters: Gurgaon, Haryana, India
• Area served: India
• Key people: Harkirat Singh Kohli (Chairman) and Harmeet Singh Kohli (CEO)
• Number of employees: 10,000

Woodland Worldwide Product Strategy

Woodland is a significant leather shoe producer in the world. The company is famous for its durable, hand-stitched leather shoes that offer durability, a proper fit, and elegance. The USSR was split into different socialist states in 1992, but many people don’t know that this division laid the foundation of the Woodland Shoe brand.

Aero Club Shoe Company’s Delhi house suffered a significant loss of money from the division as Russia was its leading exporter. There was an enormous leather casual shoe inventory as well as that of industrial boots. The Aero Club’s chairman decided to launch some lying products in the Indian market.

One of these styles was one style that gave birth to Woodland, thanks to its reception. The pair features very thick buff leather, with the laces also made of leather. Its sole featured hard rubber, whereas the shoe upper was handmade and hand-stitched.  In a nutshell, this was a piece of shoe that would last all seasons without worries. When introduced in some stores to store owners on a commission basis, the whole company’s emphasis was motivated by how crazy the market became with these shoes; hence, it has never looked back up to date.

The new Product Mix of Woodland in 2023 is as follows (Source).

1. Footwear: Woodland’s most notable products are its rugged outdoor shoes and boots. They offer a wide range of footwear for men and women, including hiking boots, sports shoes, casual shoes, and sandals. These products are known for their durability and suitability for outdoor activities.
2. Apparel: Woodland also offers a range of outdoor and casual wear. This includes jackets, coats, trousers, and shirts suitable for outdoor activities, trekking, and casual wear. The apparel is designed to be functional, comfortable, and weather-resistant, often incorporating materials like GORE-TEX for waterproofing and breathability.
3. Accessories: Alongside footwear and apparel, Woodland provides a variety of accessories. This range includes belts, wallets, bags, socks, and caps. These accessories are designed to complement their outdoor and casual wear lines.
4. Outdoor Gear: Some regions and stores may also offer specialized outdoor gear. This can include items like tents, backpacks, and other equipment for hiking and camping.

Woodland Worldwide Place Strategy

The Woodland brand can be found in many countries, but the company’s central business hub is India and Russia. Woodland has over 250 major stores across India. The shoes target all casual wearers, and coincidentally, almost everyone is always a casual woodland shoe wearer at some point in life or some days of the week. Ideally, everyone is targeted. All those looking for shoes they can use for an average of five years of abuse should look no further than Woodland.

Here’s the place strategy of Woodland.

1. Wide Retail Presence: Woodland has a strong retail presence with numerous stores across various countries. These stores are strategically located in major cities and shopping districts, making them easily accessible to a broad customer base.
2. Multi-Channel Distribution: Besides physical stores, Woodland utilizes online platforms for sales, including their website and various e-commerce portals. This multi-channel approach allows them to reach a wider audience and cater to the growing trend of online shopping.
3. Franchise Model: Woodland often operates through a franchise model, partnering with local business owners. This strategy helps expand their global footprint while directly reducing the operational complexities and costs of managing stores.
4. Strategic Placement in Malls and High Streets: Woodland Company stores are typically found in high-traffic areas such as popular malls and high streets. This placement ensures high visibility and accessibility to various customers, including outdoor severe enthusiasts and casual shoppers.
5. International Expansion: Woodland has been focusing on international expansion, targeting markets in various countries. This includes developed nations and emerging markets with a growing interest in outdoor lifestyles and quality footwear and apparel.

Woodland Worldwide Pricing Strategy

Woodland uses competitive pricing to develop and market its shoes. The brand has been known to be of high quality, high elegance, and stylish nature, as well as durable and long-lasting. This has led to an increase in demand throughout the years. A competitive pricing strategy is used because of how properly the brand has placed itself in market demand.

Woodland employs a well-crafted pricing strategy that balances premium quality with market competitiveness. This approach is essential for effectively positioning Woodland’s marketing and promotional strategy and the brand in the outdoor and adventure wear market.

1. Value-Based Pricing: Woodland’s pricing is primarily driven by the perceived value of its products. The brand emphasizes quality, durability, and innovation in its footwear and apparel, which justifies a higher price point than standard casual wear. This strategy appeals to consumers willing to pay more for superior performance and longevity products.
2. Competitive Analysis: Woodland consistently monitors its competitors in the outdoor gear market to ensure its pricing remains competitive. While maintaining a premium positioning, the brand strategically prices its products to offer better value or unique features compared to similar offerings from other brands.
3. Psychological Pricing: Woodland often employs psychological pricing strategies, such as pricing products just below a round number (e.g., $99.99 instead of $100). This technique is known to enhance the attractiveness of the price to consumers, making it seem more affordable.
4. Seasonal and Promotional Discounts: Woodland provides seasonal discounts and promotional offers to drive sales and attract a broader customer base. These discounts are strategically timed, often coinciding with new product launches, end-of-season sales, or significant holiday shopping periods.
5. Premium Tier Products: While Woodland caters to a broad market, it also offers a range of high-end products for the premium segment. These products, featuring the latest technology and superior materials, are priced higher, catering to a niche segment seeking the utmost quality and exclusivity.

Woodland Worldwide Promotion Strategy

The Woodland shoes are highly trusted for their durability, style, and quality. When the reception of what was initially intended to be just a pilot project was good, The Aero Club’s Delhi CEO ordered the production of the shoe in five different colors, khaki, camel, mixed color, olive, and black. Such a marketing strategy has brought about a combination of product and promotion. The product has subsequently been marketing itself a great deal.

There is the aspect of handmade designs that is credited for the shoes. The Woodland brand offers some very stylish handmade shoes that have also been hand-stitched. As a result, the shoes are worn so stylishly with cargo trousers, shorts, different types of denim, and trousers…; they are worn with everything; hence, everyone will like them.

Most of the company’s marketing and advertising is done on Television platforms. Creative taglines and storylines have been used to remind the customers of what they already know about the shoe’s quality, durability, and stylish nature.

Some Recent Video ads and Print ads for Woodland are:

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