WOODLAND

REPOSITIONING

Spec: Ad Ashish Asopa (88)

Batch: 2010 Ruchika Singh (179)
Introduction
 It is this spirit of adventure that defines
Woodland. Ever since the beginning
Woodland has successfully brought
together the power of the human will
and the rewards of discovery.
 Woodland promises that to bring out the
spirit of adventure in everyone.
Target audience

 Accomplished climbers, mountaineers,

extreme skiers, snowboarders,
endurance runners and explorers.
 People looking for stylish tough shoes
which just goes on and on
 People looking for an amalgamation of
toughness and sporty look
Contd..
 Operates in a niche segment which is for
the upper class and the upper middle
class, and is not for the mass market
 The brand has a very upmarket image
associated with it, which makes a
perceived image of being a foreign
brand
The problem
 There is no variety in designs. Same old
designs still continue
 The trademark Woodland look has now
been copied by its competitors leaving a
dearth of any differentiation for the
Woodland brand
 Apart from shoes the accessories and
apparels are not given importance
 There are only 4-5 options in each
segment like shirts, trousers, shoes,
accessories (wallets, caps, belts, etc)
Objective
 To introduce a new range of
designs for all segments of Woodland
 To reposition woodland as a brand of fashionable
people who are tough and adventurous in life
 To make the target audience feel as if they are on an
adventure in their routine life also through new
designs of apparels and accessories
 To refurbish a point of differentiation for the brand
Woodland which it has lost over the period of time
What determines loyalty in the
category?
 Brand Experience
 Brand differentiation; as Woodland got
into people’s mind basically due to its
unique design and look
 The fact that the brand makes them feel
stronger and more adventurous
Competitive advantage
 An already established name and high brand
equity which it has achieved
 Woodland always enjoyed an edge for the
competitors due to its innovative look and its
toughness quotient
 But as innovation died out, and as the
competitors started picking up the feel and look
of Woodland brand to come up with their own
similar designs; Woodland lost its competitive
advantage
Competition

 Major direct competitors include -

 Lee cooper
 ID
 Red Tape
 Red Chief
 Major chunk is the unorganised local/unrecognised
brands which bring out a gamut of new designs
Contd..
 Indirect Competition includes -
 Bata
 Metro
Ads of some of the
competitors
 Red Tape -
Contd..
Contd..
 ID -
Contd..
Strategy
 To launch a new campaign for woodland with Rannvijay as brand ambassador.
 A new PR and advertising strategy.
 Launch wallpapers and mobile themes on adventure like windy dessert, heavy
snowfall, heavy rains, mountains.
 Website that gives all information about all adventurous activities where can
they be done in India like bungee jumping, river rafting, camping, rock
climbing, scuba diving etc. And also carrying crazy ideas about a 1200 km bike
ride etc.
 The website would also have a section telling them how to dress smart with
woodland and also thing to carry while on such an adventurous trip.
 Tie up with various hotels and travel agencies.
 Ads in in-flight magazines, fashion magazines, sports magazines etc.
 Outdoor hoardings on highways.
 Tie up with shows like roadies and splitsvilla.
Some ads of Woodland