Case: Crocs

Curso: Global Marketing

Profesor: Rios-Pita Ruiz Marco
Sección: S-002
Integrantes:
Guglielmi Casas, Fransheska 16100428
Zamudio Vilchez, Zelene Alejandra 17100814
Favio Manuel Corimaita Miranda 16100257
Basurto Cervantes Sebastián Alejandro 16100208
Martin Huaccharaqui Ruiz 16100225

1. Explain why a “heinous synthetic shoe” conquered the world?

 This shoe brand and design conquered the world for the main benefits it offers its
customers:
- Shoe comfort: All Crocs shoes have slip-resistant and non-marking soles.
Furthemore, it helps those people who work all the time standing such as:
restaurant workers, doctors and nurse
- Influence of purchase: The brand became known and had public
acceptance by the influence of some celebrities who also used the shoe:
George W. and Jack Nicholson.
- Has great recognition and support: Awarded by The American Pediatric
Medical Association (APMA) with a special description "Warms and softens
with body heat and molds to the users feet, while remaining extremely
lightweight"
- Parents Accepted & Preferred Design: They like the Crocs brand design
because it is waterproof, odor-free and washer-safe

2. Do you expect that Crocs will lose momentum in the international market?

No, because consumers consider crocs like a comfortable and easy to wear shoes.
International demand continued to rise despite a US economic downturn and
criticism that called “unsightly shoes”. Crocs is considered essential for a great feet
comfort during daily activities.

Is the phenomenon indeed just a fad?

It is not simply a fad since many consumers purchase the product for the comfort and
satisfaction that it generates on their feets. As mentioned in the case, this shoes is
very light and comfortable to wear after a long day of work. Even the American
Podiatric Medical Association (AMPA) recommends to use the product as healthy for
the feets, specially since the shoe was being molden at the user’s foot. All these
uniques characteristics of the product make consumers buy them for comfort and not
for fashion since the product is a good alternative.

3. One BBDO ad executive claimed that “Crocs may have been successful, but it
has never been a Brand. The name itself is well established but the equities are
missing”. Do you agree?

We don’t agree because Crocs was marketed at the beginning as a pair of shoes to
do casual activities. Also, they took advantage of its qualities such as been
comfortable, lightweight, warm and soften. Then, as they realized they were trendy,
they start developed more products. And when haters started to talk saying Crocs
are horrible. They make some ads proclaiming their shoes are ugly but can be
beautiful in someway.

In conclusion, despite having been driven to success mainly through trends. Crocs
tried to development its brand as much as they could with the “Ugly can be beautiful”
phrase.
4. How would you target/position the Crocs brand in the international market (say
Asia)?

The company can launch a marketing campaign putting the product as a in-house
shoe or a day-in-the-pool shoe or giving it another use, according to its data
collected from people that bought the shoe in other countries, that helps to reduce
the scaller accidents.

Hence the challenge is to change the activities that people think can do wearing the
shoe so the accidents can reduce and the croc’s popularity can still growing in all the
markets, for example, tv commercial targeting the middle class and the low class,
specially young adults and children and elderly people can help to boost the sells,
and showing in-house activities can help the value creation.

A B2B commerce also can be a good start in order to become a popular shoe among
the asian culture, for example if customers could purchase the product on popular
ecommerce websites like alibaba, the product can gain some market share. Finally a
partnership with a big asian retail seller can help the product achieve the customer
attachment goal by creating some promotions or discounts.