Crocs Marketing Plan
CROCS STAYING AHEAD OF THE COMPETITION
Date of Publication: November 8th 2011
CROCS STAYING AHEAD OF THE COMPETITION
Marketing Plan
University of Applied Sciences – Amsterdam 2011 Page 1 of 50
CROCS STAYING AHEAD OF THE COMPETITION
1. Executive summary
Born in Boulder, Colorado as a simple, comfortable boat shoe, today Crocs footwear can be found across the globe. With distinct collections, Crocs offers colorful, lightweight comfort that lasts long and can be worn during all seasons in a year. All Crocs shoes are uniquely designed and manufactured using the Croslite technology. Each pair of Crocs has the soft, comfortable, nonmarking and odor-resistant qualities that Crocs wearers know and love. For a long time Crocs was able to rely on its trusted success formula. However, Sales are declining and forces from the environment ask for strategic changes. This marketing plan will cover the launch of a new era for Crocs starting in August 2009 and will cover the period until December 2012. In the short term, changes in Crocs’ brand portfolio and new footwear products should attract new segments and increase the target market. Rather than entering new markets, Crocs should stick to its core business of creating quality footwear and use its Croslite material for the new types of footwear. A new fresh and cool brand called Gators will carry sneakers, athletic shoes and casual shoes to attract the teenager segment. Further reorganizing will result in expanding the Crocs product line to carry 350 styles. By further developing the distribution channels and global infrastructure, Crocs can support the growth of the new business, products and retail sales. Crocs aims to increase the number of Crocs Flagship stores in geographic key areas and retail stores selling crocs across the United States. To accommodate the increasing use of ecommerce and internet, Crocs should also continue to focus on its online distribution channel. To protect is style and design
Date of Publication: November 8th 2011
CROCS STAYING AHEAD OF THE COMPETITION
Marketing Plan
University of Applied Sciences – Amsterdam 2011 Page 1 of 50
CROCS STAYING AHEAD OF THE COMPETITION
1. Executive summary
Born in Boulder, Colorado as a simple, comfortable boat shoe, today Crocs footwear can be found across the globe. With distinct collections, Crocs offers colorful, lightweight comfort that lasts long and can be worn during all seasons in a year. All Crocs shoes are uniquely designed and manufactured using the Croslite technology. Each pair of Crocs has the soft, comfortable, nonmarking and odor-resistant qualities that Crocs wearers know and love. For a long time Crocs was able to rely on its trusted success formula. However, Sales are declining and forces from the environment ask for strategic changes. This marketing plan will cover the launch of a new era for Crocs starting in August 2009 and will cover the period until December 2012. In the short term, changes in Crocs’ brand portfolio and new footwear products should attract new segments and increase the target market. Rather than entering new markets, Crocs should stick to its core business of creating quality footwear and use its Croslite material for the new types of footwear. A new fresh and cool brand called Gators will carry sneakers, athletic shoes and casual shoes to attract the teenager segment. Further reorganizing will result in expanding the Crocs product line to carry 350 styles. By further developing the distribution channels and global infrastructure, Crocs can support the growth of the new business, products and retail sales. Crocs aims to increase the number of Crocs Flagship stores in geographic key areas and retail stores selling crocs across the United States. To accommodate the increasing use of ecommerce and internet, Crocs should also continue to focus on its online distribution channel. To protect is style and design