Company Analysis

November 16,2011 President University, 4th Floor

Group 3. Team Members

1. 2. 3. 4. 5. 6. Hesty Oktariza (014200900073) Intan Suhartini (014200900077) Nguyen Thi Huyen Trang (014200900111) Renate Shafrila D.P (014200900131) Rista Marliyani (014200900197) Sabrina (014200900139)

1. 2. 3. 4. 5. 6. 7. 8.

The Company Industry Analysis Competition Analysis General Business Strategy Tactics Print Ads TV Commercial Conclusion and Recommendation

The Rockport Company

The Rockport Company is a manufacturer of shoes based in Canton, Massachusetts. Founded in Marlborough, Massachusetts in 1971 by Bruce Katz, the company produces footwear and operates stores in the United States and 66 countries around the world. It was purchased in 1985 by Reebok, today a subsidiary of German shoe company Adidas.

Product History
1990
Rockport vice president, Tony Post, runs the NYC Marathon in DresSports, a truestest of the product remarkable cushioning and support

1982 1971
Bruce and Saul Katz found the Rockport company. Began selling shoes from the back of their van Rockport creates its first line of woman shoes.

1983
Rockport launches DresSports,the first ever classic dress shoe engineered with an athletic sole

1993
Climbers wearing Rockport Umbwe Trail reach the top of Mt. Kilimanjaro

Product History
2006
Rockport is acquired by adidas, which allow access to technologies like adiPRENE and Torsion.

2005
Rockport introduce washable boat shoesfor both man and women.

2010
Rockport continues its tradition of combining contemporary style and engineered comfort to enable people to do more, be more, and live more.

Group of Companies

World Market Share

Taylor Rockport CCM Made 2% Hockey 8% 2%

Sales

Reebok 16%
Adidas 72%

Industry Analysis
Cross-Link

Industry Map

Consumer Analysis
Strategy

Future Analysis

Hot News

Industry Analysis
Cross-Link

Industry Map

Consumer Analysis
Strategy

Future Analysis

Hot News

INDUSTRY MAP OF FEMALE FOOTWEAR

Types
Comfort Price Brand

Types

Source: www.packagedfacts.com

Types

Source: www.packagedfacts.com

Comfort
Results from a small research from 60 female students randomly (15 Chinese, 20 Vietnamese, 25 Indonesian)
12% Comfort 80% Style 8%

Don't care

Research from 60 female PU students

Price

Brands

Source: www.packagedfacts.com

Industry Analysis
Cross-Link

Industry Map

Consumer Analysis
Strategy

Future Analysis

Hot News

Customers characteristics
92% of Indonesian have more than a pair of shoes.
Reasons for buying non athletic shoes - For demand - For style - For appearance All ages need to use footwear products People use shoes all the time, around 12 hours/day.
Sources: www.drciprian.com

Source: www.packagedfacts.com

Source: www.packagedfacts.com

Industry Analysis
Cross-Link

Industry Map

Consumer Analysis
Strategy

Future Analysis

Hot News

Hot news - World

1. Rockport global campaign taps mobile marketing across 30 countries http://www.mobilemarketer.com/cms/news/advertising/7666.html 2. Rockport Company Reports Sales Results for the First Quarter Ended March 31, 2011

http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=439 5977 3. The Rockport Company, LLC Plans to Relocate to Spartanburg, S.C., in December

http://investing.businessweek.com/businessweek/research/stocks/private/snapshot.asp?

privcapId=4395977
4. Zenta and Rockport Team Up to Offer Comprehensive Underwriting Solution

http://finance.boston.com/boston/news/read?GUID=17031762

5.

Reebok and Adidas: A Good Fit

http://www.businessweek.com/bwdaily/dnflash/aug2005/nf2005084_8340.htm

Hot news - Indonesia

1. INDONESIA: Adidas and Nike shoes makers relocate
http://www.just-style.com/news/adidas-and-nike-shoes-makersrelocate_id108362.aspx 2. Indonesia footwear industry facing brighter prospects http://www.kbrisingapura.com/news_2106_2009_1.php?lang=eng

Industry Analysis
Cross-Link

Industry Map

Consumer Analysis
Strategy

Future Analysis

Hot News

Future Analysis
The market is estimated at over US $70 billion
Comprise more than a fifth of total sales by 2014 To be one of the winners in this industry by achieving sustainable, profitable growth in the year to come. Expect earning per share to increase 10% to 15% in 2012

Sources: By Harriet Torry, Dow Jones Newswires www.adidas-group.com

Industry Analysis
Cross-Link among Industries

Industry Map

Consumer Analysis Strategy

Future Analysis

Issues / Hot News

Retail Stores

Footwear
E-commerce

Financial Institutions

Retail Stores

Retail Stores

Footwear
E-commerce

Financial Institutions

Financial Institutions

Retail Stores

Footwear
E-commerce

Financial Institutions

E-commerce

Business Level Based on Market Share and Progressiveness

Nevada, Gosh, Bucherri, Charles & Keith Kickers, Rohde, Marie Claire, Wimo Guess, Zara, Rotteli, Nine West, Hush Puppies

Rockport, Geox, Everbest, Donini

Source: Field Survey of 80 female students buyersupport@nextag.com

Direct Competitor
Rockport
1971 USA Walkability Handbags, Shoe care, Laces, Socks, Wallet, Belts
www.rockport.com www.geox.com

General Comparison
Since Established in Tagline Product Range

Geox
1995 Italy Breathability Coat, Jacket, Vest

Specific Comparison by Price Range

1,4 million Rupiah

1,2 million Rupiah 1 million Rupiah

800 Thousand Rupiah 700 Thousand Rupiah

Specific Comparison Vs. Competitor

Vs.
Grace Bow Pump (7 to 7)
Source: www.rockport.com www.geox.com

Geox D Taylor 5

Vs.
Rockport (Grace Bow Pump) Adiprene by Adidas, ExtraWides, Hydro-Shield Waterproof, truWALK 1,290,000 IDR

Specific Comparison Technology Price Type of Shoes Product Users

Geox (D Taylor 5) Breathability, Waterproof, Heat Regulation, Lightness

1,275,000 IDR
Flats, Boots, Heels, Loafers, Sandals, Sneakers & Athletic Shoes, Oxfords, Boat Shoes

Heels, Boots, Sandals, Sneakers & Athletic Shoes, Flats, Clogs & Mules, Loafers, Oxfords, Boat Shoes
Women and men

Women, men and kids

No Awards

Lifestyle Awards in Asia 2010

Source: www.asiamiles.com

Awards

Vs.
Rockport (Grace Bow Pump) Adiprene by Adidas, ExtraWides, Hydro-Shield Waterproof, truWALK 1,290,000 IDR

Specific Comparison Technology Price Type of Shoes Product Users

Geox (D Taylor 5) Breathability, Waterproof, Heat Regulation, Lightness

1,275,000 IDR
Flats, Boots, Heels, Loafers, Sandals, Sneakers & Athletic Shoes, Oxfords, Sandals, Boat Shoes

Heels, Boots, Sandals, Sneakers & Athletic Shoes, Flats, Clogs & Mules, Loafers, Oxfords, Boat Shoes
Women and men

Women, men and kids

No Awards

Lifestyle Awards in Asia 2010

Source: www.asiamiles.com

Awards

Rockports Promotion in Indonesia

Geoxs Promotion in Indonesia

Marketing Mix
Marketing Analysis

Products

Price

Promotion

Place

Source: www.adidas-group.com

Products
Core Specialities Product Line
Categories
Seven to 7 Man Leather footwear Weekend Chic

Technology
truWALK Walk Dry

Woman

Downtown Cool

adiPRENE

Promotions
Promotion Objective
To become a leading leather footwear brand in the world through the innovative combination of contemporary style and engineered comfort

Promotion Mix
Through the use of the internet Point of sale Walkability campaign

Place
Distributing some of the Rockport products to the various shoes outlets
E.g Athletes Foot, Footgear

Rockport Outlets Online purchasing through the internet

Rockport.com, rockport.co.uk, onlineshoes.com, amazon.com, shoes.com

Price
Price Range
IDR 700,000 until IDR 2,000,000

Discount
Holiday Warm-up sale $15 up to $75 plus free shipping , no sale tax, free return and exchange, 100% price guarantee, and 100% save purchase guarantee (www.shoebuy.com) Rockport Online Store 50% off second pair, shop online using promotion code: 50% 2ND (www.shoesuperstore) Discount Shoes Online : save 50% - 75% off (www.6pm.com/shoes )

Price
Payment Method
Cash Buy online, on the store Installment Buy use credit card such as Citibank, visa, master card

Price Discount Model

Rebates Discount

Price Discount Model (Contd)

Cash Discount

STP Analysis
Segmenting
Demographic Gender Income Occupation Social Class Age Psychographic Life Style Geographic Region Metropolitan Urban area Esteem seeker, active, and well-educated Men, Women > IDR 10.000.000,Professional, Middle Upper Managerial Middle Class - Upper Middle Class 25 50 years old

Targeting

Behavioral
Loyalty Status Hard-core brand loyal

STP Analysis
Positioning Comfortable Stylish Contemporary World-Class Innovative

Triangle of Brands
Top of Mind Brand Recall Brand Recognition Unaware of Brand
Charles & Keith, Zara, Yongki Komaladi Clarks, Hush Puppies, Marie Claire, NineWest, Bucherry, Elizabe th

Rockport, Geox, Everbest, Triset,

Connexion , Andre Valentino

Princess, Forever21, Heatwave, Su mmit, Vinchi

Locking Brand Identity (Present)

Excellent on Quality

Locking Brand Identity (Present)

Products Greatness

Locking Brand Identity (Future)

Increase Brands Awareness Increase brand uniqueness Increase promotions
Publish Products History

Improving Sales (Present)

Creating More Products Type
Boots Pumps

Flats

Sneakers

Improving Sales (Present)

Creating Products Innovation
adiPRENE
truwalk

Improving Sales (Present)

Make Special Offers

Improving Sales (Future)

Create More Products Line Rockport for Kids
Influence Customer to Buy More Often Monthly special offers

Maintaining Customer Loyalty(Present)

Publish Consumers Experience

Maintaining Customer Loyalty (Present)

Creating Events

Maintaining Customer Loyalty (Present)

Contact Regularly

Maintaining Customer Loyalty (Future)

Create Community The Rockport Ladies Enhancing After-Sales Service

Repositioning

Repositioning

Repositioning
NEW Image :

- Comfort to Go
- You Should be In Our Shoes - The differences Inside - Walkability

Rules and Regulation

Blue Ocean Strategy

1st to use advance materials and technologies in traditional shoes for

lightweight comfort

Blue Ocean Strategy

The first to engineer walking comfort in dress and casual shoes. They pioneered the linkage between performance and style that today's consumers have come to expect. They've run the New York City Marathon, climbed Kilimanjaro, and sailed around the world showing our commitment to go the extra mile to make you smile

Brand Ambassador (Future)

Select an Indonesian woman figure whose characters and popularity are strong in influencing people.

Fix Marketing Mix (Future)

Products
-

Sell Kids shoes Distributing some of the Rockport products to the various department store, such as Sogo, Metro, and Debenhams

Place
-

Promotion
- Advertising commonly through the mass media.

Repositioning
Tagline
Walkability

Timeless Enjoyment

Present Print Ads

Future Print Ads (Philip Kotler)

Future Print Ads (Philip Kotler)

Future Print Ads (Jay Abraham)

Publicity Event

TV Commercial

Scenario of Future TV Ads

Title
Product Tactics Length Story

:
: : : :

Rockport Timeless Enjoyment

Rockport Grace Bow Pump Experiential Marketing 1 Minutes 28 seconds From day to night, Rockport provides comfortability to support all activities of its user.

Purpose

To describe the greatness of Rockports woman

shoes

Conclusion
Under Adidas technology and its high quality technology, Rockport has been recognized as one of the leading brand in leather footwear. It is well known for comfortable and contemporary design. In the other hand, Rockport has not set a strong brand awareness in Indonesia.

Recommendation
Increase the brand awareness of Rockport in Indonesia by enhancing promotional strategy.

Question ?

Thank You Thank You

Thank You

Made in Partial Fulfillment of Business Plan Development Mid Term Presentation

BF BATCH 2009 November 2011