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  • Elizabeth Pineda - Crocs

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    The document outlines Elizabeth Pineda's goal to market Crocs shoes to an older demographic looking for comfort as well as the retail market, noting that shoes are becoming too expensive and more focused on style than comfort while the shoe market is very competitive with high-end, well-known, and cheap brands. The strategy is to position Crocs as providing eco-friendly and comfortable shoes at a decent cost while expanding its customer base through tactics like emphasizing eco-friendliness, variety, price, comfort, and endorsements placed in magazines for fashion, active lifestyles, and general households.

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    The document outlines Elizabeth Pineda's goal to market Crocs shoes to an older demographic looking for comfort as well as the retail market, noting that shoes are becoming too expensive and more focused on style than comfort while the shoe market is very competitive with high-end, well-known, and cheap brands. The strategy is to position Crocs as providing eco-friendly and comfortable shoes at a decent cost while expanding its customer base through tactics like emphasizing eco-friendliness, variety, price, comfort, and endorsements placed in magazines for fashion, active lifestyles, and general households.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    212 views37 pages

    Elizabeth Pineda - Crocs

    Uploaded by

    api-285910404
    The document outlines Elizabeth Pineda's goal to market Crocs shoes to an older demographic looking for comfort as well as the retail market, noting that shoes are becoming too expensive and more focused on style than comfort while the shoe market is very competitive with high-end, well-known, and cheap brands. The strategy is to position Crocs as providing eco-friendly and comfortable shoes at a decent cost while expanding its customer base through tactics like emphasizing eco-friendliness, variety, price, comfort, and endorsements placed in magazines for fashion, active lifestyles, and general households.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 37

    By: Elizabeth Pineda

    Goal:

    To market Crocs customer base to those aged 35 and


    up looking for comfort and to the retail marketplace
    Facts:

    • Shoes are becoming too expensive


    Facts:

    • Shoes are becoming too expensive


    • Shoes are more for style rather than comfort
    Facts:

    • Shoes are becoming too expensive


    • Shoes are more for style rather than comfort
    • Brand loyalty is very high
    Facts:

    • Men’s shoes represent 59% of all sneakers sold,


    Women’s 22% and kids 20%
    Facts:

    • Men’s shoes represent 59% of all sneakers sold,


    Women’s 22% and kids 20%.
    • The shoe market is competitive
    Competition:

    • High end Brands: Gucci, Louis Vuitton, Jimmy Choo


    Competition:

    • High end Brands: Gucci, Louis Vuitton, Jimmy Choo


    • Well-known brands: Nike, Adidas, Birkenstock, Ugg
    Competition:

    • High end Brands: Gucci, Louis Vuitton, Jimmy Choo


    • Well-known brands: Nike, Adidas, Birkenstock, Ugg
    • Cheap brands: Target, Finish Line, Walmart
    Strategy:

    To position crocs as the company that is provides eco


    friendly shoes with comfort to your feet at a decent
    cost while expanding the customer base .
    Tactics:

    • Emphasize how they are eco friendly


    Tactics:

    • Emphasize how they are eco friendly


    • Talk about the variety of colors and styles
    Tactics:

    • Emphasize how they are eco friendly


    • Talk about the variety of colors and styles
    • Talk about the prices and the deals they offer
    Tactics:

    • Emphasize how they are eco friendly


    • Talk about the variety of colors and styles
    • Talk about the prices and the deals they offer
    • Talk about how they provide comfort
    Tactics:

    • Emphasize how they are eco friendly


    • Talk about the variety of colors and styles
    • Talk about the prices and the deals they offer
    • Talk about how they provide comfort
    • Endorsement
    Campaign Line:

    Comfort in every step.


    Magazine Placement:

    • Fashion & lifestyle: Vogue


    Magazine Placement:

    • Fashion & lifestyle: Vogue


    • Active lifestyle: Men’s Health
    Magazine Placement:

    • Fashion & lifestyle: Vogue


    • Active lifestyle: Men’s Health
    • General Household: Better Homes & Gardens
    Fashion & lifestyle:
    Vogue
    Copy:

    There’s no such thing as good or bad taste, it’s just different. Crocs offers comfort,
    forming to your own footprint, and delivering the latest styles with Renowned
    British designer Christopher Kane. Reinforces our belief that our iconic clog is
    incredibly relevant today.
     

    Crocs
    Tag: Comfort in every step.
    Active lifestyle:
    Men’s Health
    Copy:

    On the track, on the field, or in the gym. Crocs offers lightweight comfort, a color
    for every personality, and an ongoing invitation to be comfortable in your own
    shoes. Great for running a marathon the responsive cushioning helps keep
    transitions smooth and the energy flowing.

    Crocs
    Tag: Comfort in every step
    General Household:
    Better Homes &
    Gardens
    Copy:

    Your health and well-being are the most important thing these days, but don’t forget who’s
    risking theirs to make that possible, Crocs haven’t. Crocs has made a collection for workers in
    healthcare, restaurant, retail and other demanding" on-your-feet" industries. Made for on-the-
    job comfort, with a relaxed fit that adds a dose of freedom without sacrificing the security of a
    closed-toe shoe. Crocs got you taken care of.
     

    Crocs
    Tag: Comfort in every step
    Promotion
    S :
    P M
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    S L
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    PAPER M
    & .

    T $59.99 .

    Promotion T 100 P M

    T P M C 10
    . . EST M 1 C .S.:

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    Promotion
    Promotion

    • The event would be designed to allow customers to line up outside


    before the event to receive a wristband
    • The wristband would indicate the first 100 people who would receive a
    signed copy of the album and allowed to take photos with the artist
    • Limit in store is 300 people
    • Promotion will be shared on both Crocs and the artist social media
    accounts
    • Crocs is offering a coupon worth 50% off on their next visit until July
    Radio Ad

    ANNCR:
    If you’re tired of being let down by your regular shoes, looking for something a
    little more stylish? And a little less expensive? Try Crocs Classic All-Terrain Clog.
    Instantly, you will notice a difference with it’s ultra-lightweight feel. Giving your
    feet the natural comfort you can’t get out of regular shoes. And to top it off, you
    can choose from a wide array of color schemes. You could even grab some Jibbitz
    charms for a more customized look. Try Crocs Classic All-Terrain Clog today!!
     
    MUSIC BUTTON
     
    Radio Ad

    SFX:  Chatter from people


    • Son: Mom my feet are hurting, could you buy me new ones.
    • Mom: what about some Crocs?
    • Son: umm, I don’t know
    • Mom: They would provide your feet with comfort. And they come in your favorite color.
    • Son: alright, plus my favorite artist just designed a pair.
    • Mom: okay we’ll go to the store right now or you could look online, and I’ll order you a pair.
    MUSIC BUTTON
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    Direct Mail

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