Crocs 4p

This facilitated efficiency in distribution. An efficient distribution channel helped Crocs develop good relations with its retailers as it could service both, the large as well as small retailers.

Promotion is about how the customers are informed about a particular product or service and plays a vital role. So promotion basically carries the 3 Ps of the marketing mix by presenting that all important information to the right target market.

“Promotion refers to the advertising and selling part of marketing. It is how you let people know what you’ve got for sale. The purpose of promotion is to get people to understand what your product is, what they can use it for, and why they should want it.”

Promotion is a way company communicates messages on what the pruct does and what does the product can offer customers. It includes below elements:

With revenue from Crocs shoe sales reaching to $680 million in 2007, it is clear that the company has developed a successful strategy. Not all of the success can be contributed to the design of the product. Although their products were in high demand, there are more underlying factors that have paved the way for Crocs to be competitive in the shoe market. Crocs’ supply chain design and use of vertical integration revolutionized speed and quality of order fulfillment.

The entire purpose of promoting products is to create awareness, persuade and inform customers about your product or service while identifying key features compared with competitive products. There are many benefits of performing successful promotion such as increasing sales and acquiring a greater market share, showing your products features and exposing competitive product’s flaws, teaching the market benefits of your product, explaining different usage of your product, conveying your brand image of your organisation and promoting new and improved features of your products.

Before using the streamlined methods of promotion such as advertising, e-mail and mobile promotions, social networking, tweets etc., it would be more effective if Crave TV were to offer value to their customers by offering discounts and

Be more aggressive in their marketing strategy. One of the reasons why Crocs got so ahead because they were very aggressive in terms of sales and marketing strategies. They need to target more overseas clients, as North America is already dominated by Crocs. They should also work harder at distributing to more retail stores in North America.

Current Crocs’ multiple is 27.74. Comparable companies that apprear to be good match to Crocs at the time of the case are Under Armour (32.00), Zumiez (21.27) and Deckers Outdoor (20.21).

Lately, there have been issues of brand management on the internet. The new digital tools require a lot of adjustments at the executional stage. According to Chaffey (2000) Internet marketing success depends on the sites interactivity features. Also added that a brand’s presence online should be conceived in a way that is sympathetic to the technology and the environment. Many brands fail in the execution of different features resulting in customers’ needs and expectations not being met says Hewson and Coles (2001) The consumer still looks up to the luxury brands although the bond is presently being evolved beyond the existing “top-down” model. (Okonkowo, 2009) The percentage of online shoppers and the sales of luxury brands have been on a positive growth. In spite of the growth, it’s not clear that what drives the consumers to shop online and whether they would be interested in shopping if attractive online stores were introduced. Therefore, what factors affect consumers to shop online will be examined here. A framework is necessary to develop the complex system and determine these factors, influences and buying behaviors of the consumer. (Perea, 2004) Affluent consumers use the internet as their powerful source of information about the luxury products and it is necessary that they have an online presence.

Crocs, Inc. is a U.S. based shoe designer, manufacturer, and retailer that launched its business in 2002 selling Crocs™ brand casual plastic clogs with straps in a variety of solid, bright colors, Crocs™ introduced an innovative shoe made of a revolutionary material called Croslite™ technology which held unique characteristics that allowed it to perform on both land and in water. The company created its own fashion phenomenon and was given the name Crocs™ after the multi-environment, amphibious nature of Crocodiles in which they add fun by designing a crocodile face logo to build a light-hearted.

Crocs’ value chain management system allowed it tremendous advantage in meeting customer needs (Business Pundit, 2008). By controlling all aspects along the value chain, Crocs could quickly adjust to customer demand, building additional shoes and fulfilling extra orders within a single selling season (von Briesen, 2009). This allowed retailers to order smaller

Zappos.com, established in 1999, has rapidly become a strong competitor in online apparel and footwear sales. With the original corporate vison of offering the absolute best selection in shoes; the vision has evolved over the past several years to include the goal of being the retailer that “provides the absolute best service online -- not just in shoes, but in any category” (Zappos, 2014). The online retailer stocks millions of reasonably priced footwear products; carrying thousands of hard to find brand named shoes, handbags, apparel and accessories via the company website and 7,000 affiliate partners. In recognizing their rapid success, Zappos credits it to their commitment to the customer, stating,

E-commerce is a product that has been available since the early 90’s. It is something that people are familiar with. A product that is now part and parcel of people’s lives.

This report was commissioned to examine how ASOS has greatly uses their strategic business plan and integrated with the E-commerce to create sales miracle in the fashion industry. E-commerce has brought an enormous impact to the traditional business activities, it highlights the sign is to increase trade opportunities, reduce trade cost, simplify the trade process, improve the trade efficiency. E-commerce has significantly changed the business model. Lead to the transformation of economic structure. In developed countries, the electronic commerce development unprecedented prosperity, trading via the Internet has become a trend. The purpose of this report will firstly show the changes of consumer behavior of converting physical shopping to E-shopping. Mainly, this report is to analyze the external and internal context base on the case study of ASOS. For the external environment, the essential driver of the success of ASOS is the emphasis. There are three approaches, Porter’s Five Forces, PEST analysis and strategic group mapping will be used to indicate ASOS’s commercial performance and observe competitor behavior and find out further opportunities to enlarge business pattern. The aim of analyzing the internal context of ASOS is to reveal its operational conditions and value chains. The following parts will contain its strategies and policies, and how its policies to affect target customer.