Crocs Marketing Plan

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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 Crocs should continue using its patents as ammunition to shut down the countless knockoffs. To prevent legal issues in the future, the degree of design should increase for the new product lines. Special features and characteristics should make it harder to copy the design. All these changes need to be carried through in order to stay ahead of the competition. According to our forecast an investment in promotional Costs with the guidelines mentioned in this marketing plan should after 3 result in a $900 million in revenues and $481 Million in results of operations. In the long term, product development is required to keep up with the environment and evolving needs of the customers. We advise the Crocs management to continue evaluating the environment to search for value-adding acquisitions to the brand portfolio.

Page 2 of 50

CROCS STAYING AHEAD OF THE COMPETITION

2. Table of Contents
1. Executive summary............................................................................................................................. 2 2. Table of Contents ................................................................................................................................ 3 3. Problem Statement ............................................................................................................................ 5 3.1 Market analysis & Market segmentation ...................................................................................... 6 Market Segmentation...................................................................................................................... 6 Market analysis................................................................................................................................ 7 3.2 External Environment analysis ...................................................................................................... 8 3.2.1 Demographic...
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