GROUP NO: 12

ARNAB RAY
20050143028

CROCS
CROCS
ANIRUDH AR
20050143019

JANIKA
SANGHAVI -
20050143049

X
X KAAVYA BOLAR
20050143057

SHWETA MEHTA
20050143119

G
G -- SHOCK
SHOCK TAPESHWAR
SINGH RATHORE
20050143129

VARSHA
SUBRAMANIAN
20050143136
 Introduction
Introductionto
tothe
theBrands
Brands

Crocs is a USA-based non-athlete footwear brand G-Shock is a watch brand owned and
operations in 2002 and has a global presence in manufactured by Japanese electronics
more than 90 countries. The brand manufactures a company Casio. It was introduced in 1983 and
wide range of casual shoe styles, each of which
since then the brand has launched hundreds
embodies fun and cheerful imagery. The primary
of models catering to sports, military and
proposition that Crocs offers to its customers is
outdoors-oriented activities. The brand
the idea of being comfortable in their own shoes
positions itself as ‘unbreakable’ i.e it embodies
while maintaining a relaxed and informal
demeanour. The brand initially started with a single the idea - ‘toughness to the timepiece’. G-
product type i.e clogs and has gradually expanded shock which stands for Gravitational shock
into other sub-categories like loafers, flip flops, pivots around the concept of shock
slides, slippers, boots, etc. Along all these lines, resistance, thus implying that its watches are
Crocs continues to explore advanced comfort tough, durable, sturdy, and usable under any
technologies and develop light, soft, and flexible circumstance.
materials.
 Trends in product and selling

Crocs in the recent years has shifted towards a G-Shock watches are typically associated with
fashion foward approach. They have also recently functionality and not fashion. However more
launched badges to customise the crocs to make recently come with designs with vibrant colours
every crocs your own. to appeal to a more fashion forward community.
G-shock Consumer Profile
Psychographic
Demographic Personality and values
Age: 5-10, 10-15, 16 – 35 The Expressive – Love to
Status: Upper Middle Class and above creatively express
Income: Above 60k a month themselves. They wear
Location: Tier 1 cities themselves on the sleeves,
literally.
The Driver – Self-centred and
Behavioural opinionated, they want to
Occasion: Work, Camping & portray themselves in a
Sailing, Sports, Dance, Casual certain way to the world.
Benefit: Durable, Value for Money in time, loved by The Quality Nut - They’re
celebrities worldwide hence, trendy, Sport-proof,
willing to pay more to get the
Variety
best possible quality product
Attitude: Excited, Trendy, Creative, Social, Outspoken,
or service.
bold, Rugged, Adventurous, Aggressive
Crocs Consumer Profile
Psychographic
Demographic
Personality and values–
Age: 2-16; 16+
Trend setters – They makes
Status: Middle & Upper Middle class
their own rules and set their
Income: Over 40k a month
own trends.
Location: Tier 1 and 2 cities
The Expressive – They use
the creative side to voice their
opinions.
Behavioural Center of attraction – They
Occasion: Work, Camping & Sailing, Sports, like to stand out.
Dance, Casual
Convenience lovers – They
Benefit: Convenient, Lightweight, comfortable
want something comfortable
footwear
to walk in. Looks don’t matter,
Attitude: Excited, Trendy, Creative, Quirky, Social,
comfort does.
Outspoken, Bold, Adventurous
 Core Consumer Proposition
Crocs
1. Crocs uses a peculiar material referred to as Croslite to
manufacture all its shoe products. Most competitors tried to
recreate the material but haven't been successful in doing so.
Croslite is long-lasting, very light and odour and water-
resistant.
2. Users of Crocs also enjoy a wide variety of footwear that is
easy to clean, stylish, attractive and are available in several
colours. Crocs are also available in several styles catering to
the needs of all its users across all age groups.
3. People who spend most of their day standing to seek this
product as Crocs are very comfortable and easy to wear.
Over time, they prevent their core consumers who have to
stand a lot on their jobs, from developing chronic and painful
varicose veins to an extent.
The non-slip sole also keeps the users safer than other
footwear.
4. Crocs are lightweight, durable, affordable and environment
friendly. They can be worn by the consumer all round the year.
G-Shock
1. G-shock has an 'indestructible' finesse. The users of G-
Shock get a 'Triple-10' guarantee, i.e., 10 bar or 100 meters
water resistance, a 10 year battery life and the ability to
withstand a 10m drop.
2. Exciting features powered by durability, G-shocks don't
just last for years, they last for generations. They have
futuristic features like built-in altimeter, navigating compass,
bluetooth connectivity and a world timer accurate to 1-2
seconds a month.
3. Core consumers of G-Shock are outdoorsy and hence, they
want watches that are durable and rugged. The rubber strap
and casing of G-Shocks make the watch a perfect partner for
adventures.
4. Core users can be carefree on an adventure as the rubber
body of G-Shock withstands dust, sand and water. It has a
unique 'floating module' where the Quarts mechanism of the
watch floats free in urethane foam. This ensures that the
watches withstand all forms of shock.
Core Consumer Proposition for Crocshock
1. In a time where pajamas became a man's best
friend, people miss getting dressed up. The core
consumer of Crocshock will get to maintain
their level of comfort and at the same time get a
chance to spice up their look.
2. Being an affordable line of luxury apparels, the
consumers will not have to splurge in order to
look fancy and feel cozy at the same time.
3. With this fashion forward collaboration, the
users can incorporate a sense of style in their
everyday looks without losing the essence of
their style.
4. This collaboration has not only managed to
bring about a range of products that are
affordable, stylish and easy to wear but have also
come up with a line of tough, rugged yet
aesthetically appealing products.
5. Crocshock is a line of non-binary apparels and
therefore the users can creatively express
themselves and portray themselves in any way
they wish to.
6. With the croslite material and durability of
Crocs and the trendy, adventurous and
aggressive personality of G-Shock, the consumer
will enjoy the longevity of the products for quite
some time.
 Campaign Stratergy
A micro website will be created as
This is one of a kind collaboration bringing
the 'Content Hub' to our collaboration,
together the sturdiness of G-shock along with
while all the other channels will be
the comfort of Crocs. This collaboration
secondary platforms to churn out
comes in a time when the ideas of comfortable
content. The website will not be like a
and affordable luxury is relevant more than
traditional one to sell products, but
ever. Here we discuss this the strategy based
more like a platform with specially
on which we will build our communication to
grafted content in the form of blog
roll out the campaign.
posts, imagery and interesting
Target Groups insights.
Target
14 20 25 yrs audience of all Website
to 19 yrs to 24 yrs and above age groups will be
encouraged to visit
the website from all
Positioning statement the channels.
'We're committed to making fashion affordable,
comfortable and long lasting.'
 Groups of
14-19yrs and
20-24yrs are suited
as they are usually
the ones who follow
Influencers influencers.

Influencers such as Alex Costa &

Ranveer Allahabadia would
perfectly align with our
collaboration especially in terms of
content.
For women we find airport looks
largerly influence the purchase and
spotting bollywood female
celebrities with our products could
garner the right attention.
 Since our audience is identified as
one which shops predominantly
online, focusing our ads spends on
those apps could help us reach the
right audience and broadcast the
right image. Apps such as Nykaa,
ZARA, H&M and AJIO. These apps
offer fashion forward collections
and are in the sweet spot in terms of
price.

Groups Apps (in app

of 20-24 yrs and advertising)
24yrs+ will be
focused on through
age, gender and
interest specific
ads.
 Target Video Advertisement
audience of all
FADE IN:
age groups will be Wrist watch’s alarm makes a loud beeping sound, a young 24 yrs. old

targetetted using
boy wakes up and checks the time he realizes he is late for his class
he quickly jumps out of his bed.
(0:08)
Social Media social media, owing CUT TO:
to its Enters bathroom brushes his teeth.
(0:13)
Social Media will be reach. CUT TO:
Opens his cupboard wears T-shirt and shorts.
central to our marketing initiatives
with focus on mainly on visual CUT TO: (0:18)
Formal shoes and Crocs are in the same frame side-by- side but he
platforms, to help redirect our chooses to wear Crocs.

audience to the website. Instagram CUT TO:

Sits on his desk and joins his virtual class on time.
(engagement), Pinterest (outfit
(0:21)
inspirations) and YouTube (outfit Professor (V.O.)
Looking stylish Arjun !!
tutorials). An e-launch on social media CUT TO:

is also in the works, which will allow

Arjun nods and Smiles, turns towards camera breaking the fourth
wall and then winks.
(0:26)
our audience to be a part of this CUT TO:
collaboration from the very begining. Background blurs Crocshock logo appears on screen with text saying
Stay home. Stay Responsible. and Style Comfortably a voice over of
(0:30)
the same.
Background Score: Upbeat and Happy Music
 For our collaboration we will focus
on quarantine couture and talking
about fashion that is comfortable
yet super trendy.
Focusing on e-magazines such as
MensXP can help us target the right
audience who are fashion foward.
For women we plan to focus on the
Indian editions of Harper's Bazaar,
Cosmopolitan and Vogue.
Target group Written word
of 24yrs+ will be
ideal for e-mags as this (e-magazines)
age group is
more likely to read
magazines.
 20-24yrs
and 25yrs+ are the
groups best suited
as they are more
likely to travel for
OOH
work/ leisure.
Targeting the right real
estate would help connect
with our audience. Premium real esate
streets such as Kadhernawaj Khan
road (Chennai), Bandra & South
Bombay (Mumbai) and Jor Bhag
(Delhi). Airports are also a place where
we can garner positive attention in
terms of the look and feel we are
going for. High end food and beverage
outlets that cater to our our target
group, for example Starbucks, Chilli's.
Audio Advertisement
What is Style ? Podcasts are something which we
Style is all about your personality… find popular means of consuming
No matter what you do… content for those who are 25+. We
where you work… or feel by having paid content in popular
Where you go…Beach, Pool, Bar, lifestyle and fashion podcasts can
Restaurant… really help spread the message about
(Pause) Well or just stay at home… the collaboration. "The Ranveer Show",
Style is there too… "The Alpha M podcast", "Unravel"
2 of your favorite brands are now "Dressed, the history of fashion" are

together podcasts we feel relevant to

25+ garner the right attention.
Those who have a
Crocshock : Style comfortably
fast lifestyle and
typically consume
Podcasts
Background Score : Upbeat and Happy podcasts on the go
Music or while
working out.
Creatives
PRINT
(Newspaper) (Magazine)
Creatives
DIGITAL
(E-platforms) (Google ADs)
Thank
Thank You!
You!