Type Private Ltd

Industry Retail

Founded 1998

Headquarters Bangalore

Key people Siddharth Sood, Gaurav Dublish

Products Outdoor clothing and equipment

Website www.wildcraft.in

IT WAS THE LATE 1990S, WHEN THE IDEA OF ADVENTURE AND OUTDOOR
ACTIVITIES IN INDIA WERE RATHER UNHEARD OF; A GROUP OF FRIENDS,
WHO WERE PASSIONATE ABOUT THE OUTDOORS, STARTED WILDCRAFT
IN A GARAGE.
In what we call the 'Garage Years', began our exploratory phase. It was a distant
dream, as the few people who were into the outdoors would either get their equipment
from stores abroad or buy it second-hand. Most of the equipment available then was
bulky, heavy, outdated and definitely very expensive; and it was this idea of enabling
people for the outdoors that Wildcraft was established.
Understanding the needs of different outdoor and adventure activities, we realised
very early on for the need of sturdy, durable, reliable and functional products that
can withstand the toughest of tough terrains. From the very beginning we were
focused on creating equipment that stood for the outdoors. With time the vision
began to expand along with our product base and by 2007-2008 our core team was
established.
Our core constituency of design and construction stood the test of time and test of the
tough outdoor terrains. Whether it is apparel made of breathable materials,
ergonomically designed rucksacks or waterproof footwear, our gamut of products
have one mission to enable people with gear that is durable, resilient and sturdy, for
their exploration of the outdoors.
For over a decade now we have channelized our passion for the outdoors into creating
reliable gear that truly stands for the outdoors. Wildcraft today stands for trust, that
all our customers, whether it is the outdoor enthusiasts or the urban travellers, place
in us and our products. We stand for a passion that has intrinsically worked towards
creating products that can endure the resilience of the great outdoors.
Segmentation, Targeting, and Positioning for the Wildcraft IMC campaign
STP for Wildcraft
Segmentation:
Wildcraft falls in the category of strong activity based niche brand. Wildcraft
predominantly is present in the premium outdoor accessories segment where the
major competitors are Decathalon and Woodland. Wildcraft also operates in the mid-
range to premium laptop backpacks segment where it directly competes with Targus,
American Tourister and Samsonite. Recently Wildcraft has forayed into newer
segments such as Messenger bags, Footwear and Apparel.
Positioning:
Wildcraft had previously positioned itself as A top outdoor and adventure brand in
India. But the recent campaigns have seen a shift in the positioning. Wildcraft has
now associated itself with high performance and extreme physical activities. It
encourages users to participate and engage with the outdoors. It is evident in the
Coming Alive communication used by Wildcraft. Now the positioning has shifted to
The most preferred outdoor brand in India.
Targeting:
In terms of psychographics Wildcrafts Target group comprises of people who are
explorers at heart, people who are liberated.
In terms of demographics, the target group can be between 18 to 35 years of age, from
urban India, SEC A and B.
Targeted cities include Metros and Tier 1 and some Tier 2 cities of India.
STP for the Campaign
Segmentation:
The following will be the market segments that the campaign would aim at.
Outdoor Accessories and Adventure gears
Backpacks and Messenger bags
Footwear and Apparel
Positioning:
The campaign would mention that counterfeit products are not only a bad deal for the
company and the consumers but also it has many social implications such as child

labor, increase in organized crime and loss to the economy. This would help Wildcraft
to be positioned as a socially responsible brand.
A parallel campaign on the lines of Fake is never Fashionable will help position
Wildcraft as an advocate of Fashion along with Comfort to resonate better with the
Target audience.
Targeting:
The campaign is to be targeted at SEC A and B from Tier 1 and Tier 2 cities between the age
group 18 35.

The digital presence of the campaign will make sure that the communication is
received well by adventure fanatics who constantly scourge the internet for forums
with a large number of participants from the Target group of Wildcraft

Wildcraft

Parent Company Wildcraft

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan Gear for Life

USP International Quality Outdoor Gear

STP

Segment Premium adventure apparel and accessories

Target Group Young urban men and women from the upper middle class

Positioning One of the top outdoor and adventure brand in India

SWOT Analysis
 1. Design and Distribution
2. Wildcraft Gear is available in over 40 Exclusive Stores, an extensive
network of over 100 Shop-in-Shops & over 500 multi-branded stores
across over 50+ key Indian cities.
3. Niche market in India of outdoor gear
4. Has the advantage of being a strong first mover in the category

Strength 5. Has good International brand presence

1.The company is relatively new compared to industry leaders

2. Limited market share growth and high brand switching due to many
Weakness options

1. To capitalize on the fact that it is a first mover and hence become

known completely for any outdoor requirement
2.To create a market for itself by creating awareness
Opportunity 3. Tap international markets with more advertising

1. International brand slowly entering into the market with their

expertise and strong brand name
Threats 2. Duplicate and fake imitations affect brand

Competition

1.La Fuma
2.Millet
3.Quechua

4.Beal

5. Camelbak

Competitors 6.CAMP