Published by MBA Skool Team, Last Updated: August 20, 2017
Marketing Strategy of Woodland analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Woodland marketing mix, help the brand succeed.
Woodland marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Woodland Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Woodland Product Strategy:
The product strategy and mix in Woodland marketing strategy can be explained as follows:
Woodland is one of the leading outdoor footwear, apparel and equipment company based out of Canada. Woodland has a diverse product portfolio in its marketing mix which comprises of many products both for men and women separately like: Footwear, Apparels, Accessories like Gloves, Caps, Bags etc. Woodland’s prime product is its leather shoes which also makes it as the largest leather shoe producer but with time Woodland has also expanded its product profile to apparels and accessories. Woodland prefers to find out the demands of its users and make up a hand stitched leather shoes with its hard rubber sole which is delivered with a surety of usage in all seasons. Product delivered by Woodland takes care of users comfort.
Image: company website
Woodland Price/Pricing Strategy:
Below is the pricing strategy in Woodland marketing strategy:
Woodland is known for its premium quality products which are way better looking, durability is high, good for outgoing and can be wore anywhere with pride.
This image has always kept Woodland in demand among the consumers and whose demand has steadily kept on increasing over the years. So Woodland preferred to do competitive pricing in its marketing mix. This helps Woodland to keep up with the market demand. Only thing about which Woodland needs to be more concerned is that more the cost of their products more will be the expectations from the consumers. Consumers will expect the same value to be returned for the money they are spending on Woodland product. So Woodland will need to keep up with the quality of their products.
Following is the distribution strategy in the Woodland marketing mix:
Woodland mainly works in 2 nations India and Russia. It has more than 250 big stores across all the parts of India. Woodland is good in selecting location for layouts. With its headquarter in Delhi it has covered all the Tier 1 cities and then 5 years before it started focusing on tier 2 and tier 3 cities. For the expansion in these 2 tiers Woodland instead of going for small shops started laying out big showrooms which help in attracting the middle class people. This way of layout done by Woodland not only helps in distributing the products all over the region properly but also was able to deliver each and every product at right time at right place. Whole distribution channel of Woodland works with the exclusive stores which allows Woodland to showcase more no. of items on shelves which increases the visibility of their products. This visibility would have been a little less if products would have been showcased by small retailers.
With the new digital era Woodland also launches its online shopping and reached to more audience through e-commerce sites.
Woodland Promotion & Advertising Strategy:
The promotional and advertising strategy in the Woodland marketing strategy is as follows:
Woodland focuses mostly on promotion of its products through TV advertisement, newspaper and internet. IT creates catchy taglines offers discounts, special offer, conducts festival sales. It also appear in different sales exhibition in order to increase the visibility of its products. Woodland has already an image of being a trusted brand of quality, long lasting and adventurous. Through this promotions it only aims to remind the customers the premium quality of products and to make sure that while purchasing Woodland is the only name that strikes in the mind of consumer. Hence, this gives an abstract on the marketing mix of Woodland.
Woodland which is defined by the soul of adventure launched its products in India in 1992 under the parent company aero group. Woodland is famous for launching products with the new innovative technologies in order to fulfil the expedition of adventure during outdoor activities. The Woodland’s logo i.e. tree defines the sync of enthralling adventure with the preservation of environment. Keeping up with its logo Woodland also recycles industrial and users waste in order to use it during internal operations.
Woodland appeals to the new innovation and technology with keeping a sustainable environment to develop new products according to the needs of the consumers. Woodland tends to have 80-85% market share in the adventure shoes segment and it aims to increase its turnover by 15% in the future.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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