Professional Documents
Culture Documents
Pro
Planet
Outdoor
Adventure
Woodland Brand Identity Prism
R
E
L C
A Trust, Eco-friendly, U
T Reliability, L
Nature,
I Adventure Canadian T
O
U
N
S R
H E
I
P
Woodland Brand Image
Adventure
Value for
Challenging
Money
Woodland
Outdoor Tough
Sustainability
Reasons to buy
Woodland Positioning
Reliability
Executional Properties/
Visual Identity
Woodland Positioning Statement
Sales Promotion
IMC
Print All the ads depict the brand philosophy of nature, tough, fearless,
adventurous, outdoor and daring.
IMC
Events and Experiences (Digital + On the Ground)
Woodlands Director Cut
Woodland organized the national
competition of Woodland Directors Cut
as part of its association with the Nokia
India Fest 2013.
Woodland gave youth, an opportunity to
experience and shoot adventure.
Woodland had also installed countrys
first-ever mobile rock climbing wall that
Very recently, the brand was enjoyed by the participants
launched its most exciting
digital campaign on
Facebook called
Woodland -Adventurer
Wanted in which it is
looking for the 'Extreme
Explorer' to discover
unexplored adventure
destinations around the
world. The job Extreme
Explorer comes with
enriching experiences
including living costs and
a film crew.
IMC
Events and Experiences (Digital + On the Ground)
Another exciting campaign on
YouTube, Woodland- Whats
your Adventure Quotient,
aimed to find a new talented
filmmaker. The winner went
along with the professional team
to shoot Woodlands campaign
for the season and got hands-on
experience. For adventurists
who are budding filmmakers, it
was the best of both worlds.
Publicity & PR
Sponsors different athletes
such as Ajit Bajaj, first Indian
Skier to reach North Pole.
Re-positioning- Woods
Aero Group makers of outdoor footwear and apparels brand
Woodland is looking to re-position Woods, which up till recently
was a part of the Woodland portfolio, as a standalone luxury
footwear sub-brand. Woods will focus, primarily, on womens
footwear. A separate retail identity, that includes branding and
creating standalone outlets, will be carved out during the year
2013-14. At least 30 stores at a proposed cost of Rs 50-60 crore
have also been planned.
Luxury footwear
Woods will cater to the luxury footwear segment with focus on
ladies wear. Nearly 60 per cent of the offerings will be for women
while the remaining 40 per cent will be for men, Harkirat Singh,
Managing Director, Woodland, said.
As part of its revamping and repositioning strategy, it will develop
Woods as a premium formal range of footwear and apparel for both
men and women.
The company also plans to have a separate marketing team for
Woods, in addition to the separate distribution channel.
Woodland Global Expansion
Adventure shoe maker Woodland's global expansion plans have an
element of adventure. It will have own distribution network and deal with
retail chains in foreign countries directly rather than tying up with a
foreign partner for the same, said Harkirat Singh, managing director
of Aero Group, which owns the Woodland brand.
Aero Group plans to have a presence in 100 retail outlets in Hong Kong
and China alone by FY14. It already has a marketing office in Hong Kong.
Once the brand gets a strong foothold in these markets, it plans to open
own stores to increase presence.
It ruled out any plans to rope in a strategic partner to feed the foreign
expansion needs. The company seems to think it is better to go on their
own strength rather than divesting a partial stake. Every country has its
own operating models and the existing retail chains in these countries are
a good carrier for a brand like Woodland. Woodland is already there, but is
looking at minimum 100 retail chains in the next fiscal.
Currently, 20 per cent of the company's total revenue comes from the
exports. The youth-oriented brand is also eyeing geographies such as
Australia, Europe and southeast Asia.