PRINCIPLES OF

MANAGEMENT
PROJECT

BY- KUNAL KHANDELWAL

B.COM (P)
20/161
SEM - V
SUBMITTED TO- MS. SWATI AGGARWAL
 INDEX
1. Brand Report
2. Product Report
3. Market Segmentation
4. Target Market
5. Product Positioning
6. Competitor analysis and positioning
7. Product differentiation
8. Marketing Mix
9. Product Line and Product Mix
10. Branding
11. Packaging and Labelling
12. Place
13. Distribution Channel
14. Promotion Mix
15. Logistics
16. Rural Marketing
17. Green Marketing
18. Social Marketing
19. Conclusion
BRAND
REPORT
Crocs, Inc. is an American footwear company based in Broomfield,
Colorado that manufactures and markets the Crocs brand of
foam clogs. The shoe was originally developed as a boating shoe. The
first model produced by Crocs, the Beach, was unveiled in 2001 at
the Fort Lauderdale Boat Show in Florida, and the 200 pairs that they
had produced were all sold.[6] Crocs has since sold 300 million pairs of
shoes. To obtain exclusive rights to the patented foam resin known
as Croslite, Crocs acquired Foam Creations and its manufacturing
facilities in June 2004. Croslite is a closed-cell material that outside
sources have referred to as injection-moulded EVA foam. Numerous
podiatrists claim that the foam conforms to the wearer's feet and
has health benefits. Crocs has three design patents that include
various ornamental elements, as well as a patent application for
"breathable work shoes and methods for making such."
In nearly 40 countries throughout the world, including the United
States, the business had submitted trademark registration
applications for "Crocs" and the Crocs logo as of 2007. Many of these
applications were still awaiting approval. Additionally, Crocs
expanded the scope of its trademark registrations and applications
for both the Crocs mark and logo to include non-footwear items such
watches, bags, knee pads, sunglasses, goggles, and some of their
online sales endeavours.
PRODUCT
REPORT
In this project, I am focusing and discussing multiple marketing
principles and strategies used by crocs™ brand in selling their CLOGS,
the product by which crocs brand gained its recognition in the
footwear market. Clogs are often referred to as crocs as this product
gained its recognition from the word crocs, meaning crocodiles. As
fans will tell you, Crocs aren’t just footwear; they’re the closest thing
to religion that the foot has experienced. The company’s stock has
skyrocketed in value over the past year, and Crocs is now poised to
launch a new product line this fall. Yet Crocs are heinous in
appearance. Comfort and function were always the main Crocs
pitch. People were drawn in by the “no slip” grip on the sole, by the
aerating holes, and by the featherweight heft of the thing (a pair
weighs a mere 6 ounces). The clunky look was not a drawback. The
product’s advantages over any footwear available in the market
were more appealing to the consumer, that its looks were ignored,
and later became a status symbol in the footwear industry.
Advantages of clogs over any footwear available in the market-
1.  In 2008, the U.S. government approved Clogs as diabetic
footwear, to help reduce foot injuries.
2. have a sportier design, which includes a bold midsole strip.
3. clogs have ventilation holes, meaning they are better at
releasing water and debris, and will generate better air flow.

4. Very lightweight, easy on the foot.

MARKET
SEGMENTATION
Crocs uses demographic and psychographic segmentation tactics with a variety
of factors, including geography, age, marital status, gender, and income
categories to better meet the needs of their clients. They employ target
marketing approach to comprehend the customer's needs. They cater to
customers who seek out footwear with a casual aesthetic as well as those who
prefer a mixed-up, individual look. Positioning strategy is a value of the company.
It markets itself as a company that sells fashionable, cosy casual shoes that fit its
clients' needs precisely.

Competitive Advantage

The company produces a limited number of clogs and sandals like

slides and flip-flops. The company's focus is aided by the product
portfolio. More than 55 million pairs were sold to its wholesale
customers each year. It also operates on e-commerce platforms and
has more than 500 company-owned retail locations. It utilises its
logistical networks and improves its distribution channel to increase
operational effectiveness.
TARGET
MARKET
By defining a target market, a business can locate potential
customers and learn more about their requirements. When a
company wants to place its items in the market, a clearly defined
target market is crucial. Crocs Inc. has a well-defined target market,
which has helped the business build a sizable client base from the
intended market. Crocs serves a larger clientele, which makes up the
organization's target markets. We must first comprehend the
motivations behind someone's decision to wear crocs in order to
understand the target market for them. By figuring out why people
wear crocs, we can categorise this market into several customer
groups and examine each group separately. Manufacturers and
retailers may produce crocs that appeal to each demographic
because to this needs-based segmentation.

Such an analysis gives us these main segments of the target market

for crocs:

1. People looking for comfortable footwear

2. People who want stylish footwear
3. People who need to stay on their feet for long periods
4. People looking for versatile footwear
5. People looking for affordable footwear
6. People who want easy-to-clean footwear
7. People looking for open-toe footwear
Consumers under 25 and those attending school or college make up
the majority of the target group. Many pupils opt for crocs as their
footwear for school. Customers who want to maintain the comfort of
their feet after wearing formal shoes all day at work are also the
target market for these products. The effective targeting of
consumers has enabled Crocs to make its customers loyal to the
brand.
PRODUCT
POSITIONING
Understanding the brand's position in the consumer's mind is aided
by positioning. Crocs uses a value-based positioning approach to
present itself as a company that sells unique, comfortable, and
casual footwear items that fit the personalities of its customers.
Crocs as a brand is now perceived as a unique fashion statement
footwear and many articles are written in the name- “from ugly to
iconic, how the crocs branding changed the footwear industry”.

The clogs, being an ugly footwear to wear with no special

attractiveness, but is being loved by every age group. But why is it
so? It is grounded in by crocs’ unique positioning of the brand that
aligns with the very clear interest of the fans of clogs or eventually the
brand crocs. People believe that Crocs are one of a kind and our fans
define themselves as one of a kind. Clogs have become the ultimate
form of self-expression. It is about being able to be who you are when
you wear a pair of Crocs.

The brand crocs boldly accepts that it does not even plan to make the
clogs an attractive choice of footwear. They love that the brand is
polarizing. The clogs have been ugly since 2002 and crocs have no
intent to change that silhouette. Hence, the clogs have been so popular
among its fans and the brand crocs came to be known by its unique
product, the clogs. The product clog is often called as crocs because it
found a place in the consumer’s perception of the world of product
around them.
COMPETITOR
ANALYSIS and
POSITIONING
The Crocs Business competitors are Nike, Adidas, Asics, Puma,
Reebok, Converse, Vans, Timberland, and more.

Nike: Nike has been around for ages, and they are an established
brand in the industry. Founded in 1964, Blue Ribbon Sports became
the original Nike, Inc., which went public in 1980. They were the first
shoe company to produce athletic shoes. Nike has actively positioned
its brand as the industry leader in sporting goods with cutting-edge,
high-end technology. Customers were persuaded that Nike is a
successful and ambitious brand by the swoosh emblem, the "Just Do
It" slogan, and its advertising efforts to link to the outstanding
accomplishments of famous athletes. Nike stands out from its rivals
because it "speaks" to athletes' hearts through special and significant
feelings. The corporation has also cemented its position in the
fashion industry, where a portion of its items help define the
lifestyles of particular markets. Nike has successfully implanted the
conviction that its items are the finest options whenever clients need
to purchase sporting goods in their heads.

Adidas: Adidas was founded in 1924. The company was founded by

Adolf Dassler in his parents’ house in Germany. He later collaborated
with his elder brother, Rudolf, to create the first high-quality leather
shoe using reinforced canvas. Its slogan is “Impossible is Nothing”
Adidas positions itself as a significant sportswear company and works
to establish a solid reputation by producing and marketing high-
quality products, offering prompt service, and having a long history.
The company sees itself as a brand for people who want to excel as
athletes, football players, etc. This strategy makes individuals believe
that wearing Adidas gear is a winning strategy. Because of this, the
majority of this company's commercials are motivating and
inspirational. Adidas is one of the businesses that sets standards for
the rest of the industry because it never ceases enhancing the calibre
and uniqueness of its goods and because it strives to wow its
customers with prompt, attentive, and vivacious customer care.

Asics: is a well-known sportswear manufacturer across the globe. It’s

been around longer than Nike, founded in 1949 with headquarters in
Kobe, Japan. It’s a terrific alternative to Crocs. In the sports footwear
industry, the firm is recognized for making comfortable and long-
lasting shoes. Furthermore, Asics provides a wide range of products,
including high-quality athletic apparel and sports gear. The firm
operates over 1,900 retail locations worldwide. Asics brand
positioning lies in its shoes comfort. Asics is the only athletic shoe
apparel company that is committed to creating the most comfortably
advanced products for active individuals that seek harmony in the
body and mind.
PRODUCT
DIFFERENTIATION
With its many competitive advantages, Crocs, Inc. was able to grow
quickly from a small local business to a global corporation. It can be
rightly said that the design and marketing of the clogs is very
different from the other footwear available in the market. Here are
some of the features of the clogs that make them different from any
other footwear available in the market:-
1. The Croslite Material- All of the shoes produced by Crocs, Inc.
are made from a unique substance known as croslite. The end
result is quite pleasant because the material is durable,
lightweight, inexpensive, and odour resistant.
Additionally, the material is dual-purpose, allowing the footwear to
be worn both on land and in water without losing any of its quality.
As the clogs have a close association with crocodiles, the business
was given the name Crocs. The corporation still has the right to the
material, notwithstanding the difficulty of duplicating it.
2. They are Customisable- The fact that Jibbitz charms allow for
customization of Crocs is another factor in their continued
appeal. Jibbitz were first developed in 2005 by Sheri Shmelzer,
a stay-at-home mother who wanted to manufacture some
unique clay charms for her family's pair of Crocs. She and her
husband recognised the opportunity, and the family quickly
established a website for their business. It was an immediate
success. Later, for $10 million, Shmelzer sold the company to
 Crocs, which developed her concept into the well-known Jibbitz
name.
Jibbtiz are now constructed of rubber and slide into the Crocs' holes
with ease. There are countless designs available in every possible
theme, from fruits to peace signs.
3. They Are Controversial/a Fashion Statement- Numerous
fashion magazines and news outlets encouraged people to
despise the company, calling them "ugly." This led to a collapse
in Crocs stock in 2008. In just that one year, Crocs lost more
than 185 million and 2000 jobs.
However, all publicity is good publicity, and Crocs became the
household name in footwear as a result of this polarising "love it or
hate it" approach. The dislike for the "ugly" Crocs design turned the
shoes into a contentious discussion point and a well-known brand.
And since fashion trends are cyclical, you only need to wait for
something to go from "cool" to "uncool" before it becomes a fashion
statement. Sure enough, Crocs sold nearly 700 million pairs of shoes
in the ensuing ten years (2008–2018). The popularity of Crocs
boomed even further in 2021 when they made a huge comeback,
seen on the feet of supermodels like Kendall Jenner and Hailey
Bieber, and rappers like Post Malone.

4. Hard wearing sole – The sole on Crocs is long lasting and hard
wearing. It features a leaf-style tread design that has excellent
non-slip properties. The sole is a great reason for the popularity
of Crocs as it’s super springy and comfortable, whilst being
practical in terms of design. The tread will depreciate with time,
but the users haven’t experienced any tears or holes, even with
heavy use.
5. Range of designs – Crocs offer a huge range of designs to suit
all tastes, from funky platform styles to practical wear clogs.
There is something for everyone, which makes them a popular
choice for all ages.
 MARKETING
MIX
1. Product in the Marketing Mix of Crocs :

With the help of its subsidiaries, Crocs, a multifaceted business, is in

charge of creating, producing, marketing, and distributing footwear
and accessories for men, women, and children around the world.
Boots, sneakers, flats, wedge shoes, sandals, and clogs are among its
footwear offerings. They come in a variety of colour schemes; for
example, the Classic types offer twenty colour options, whereas
other styles only have four to six. Crocs offers a wide range of
footwear options, including shoes constructed of the odour-
resistant, breathable, and lightweight Croslite material. This
premium brand's product line is broken down into four categories:
style, casual, active, and core. Additionally, Crocs sells accessories for
clothing to complete its brand image. Along with a line of branded
clothing, sunglasses and colourful, lightweight knee pads are in-
demand products. Products include socks, beanies, hats, sweatshirts,
and t-shirts with the Crocs emblem on them and come in a variety of
colour schemes. Crocs produced its first fashion statement designed
just for ladies in 2003 with the Nile, and for those with foot issues,
CrocsRx, in 2005. Crocs Cares was introduced in 2008, and the
Prepare collection debuted the following year. Later, the company
was also in charge of the Hover shoe line and Crocs Chameleons
collection.
 2. Place in the Marketing Mix of Crocs :

As a global company, Crocs serves customers in at least 90 different

nations. Along with domestic and foreign distributors, retailers, and
direct-dealing customers, it has a distribution channel. The roughly
two hundred and seventy-five brand-operated retail locations,
twelve Webstores, one hundred and eighty-six outlets, and ninety-
eight kiosks that make up the vast network that makes this possible.
Crocs has production sites in China, Mexico, Romania, Italy, Bosnia,
Argentina, and Vietnam where it produces its footwear. 61% of its
sales are made through wholesale channels, followed by retail sales
at 29.5% and internet sales at 9.5%.

3. Price in the Marketing Mix of Crocs :

The Crocs Company has made an effort to keep its manufacturing

costs as low as possible. They have been able to maintain their fair
pricing policy and increase sales of a variety of products by
minimising expenditures. Because of favourable customer reaction,
brand revenues have improved across all regions. To prevent losing
customers to competitors, Crocs has maintained a competitive
pricing strategy. The company sells a number of consumer goods
with a range of costs for each line. Some of them have fair pricing
policies while others have economical pricing policies. Being a
relatively new business, it has kept its pricing range flexible and
reasonable in order to enter new markets. This is done in an effort to
boost sales as an increase in volumes will ultimately lead to better
revenues.

4. Promotion in the Marketing Mix of Crocs :

As a premium brand, Crocs has long backed a robust marketing

strategy to spread awareness of its name on the global stage. Its
television advertisement had the catchphrase "Find Your Fun" and
was amusing. Additionally, the business has promoted its products
through the use of social media outlets like Facebook and YouTube
as well as periodicals like InStyle. The company and Twitter have
agreed to the launch of a fresh ad campaign. Each product features
the Crocs wordmark and logo. The business has long been linked to
occasions like sporting competitions and fashion runways. From 2006
to 2009, it served as the Association of Volleyball Professionals' title
sponsor. Celebrity Mario Batali was spotted walking around in Crocs
footwear. Numerous famous personalities have been seen wearing
shoes from Crocs brand. In the year 2007, American president
George Bush was wearing black crocs and Michelle Obama, wife of
President Obama was seen wearing a pair of Crocs in the year 2009.
PRODUCT LINE
AND PRODUCT
MIX
Initially, Crocs started by introducing original clogs. The wide public
that thinks of Crocs, mainly considers these vitally coloured shoes.
However, through the years, the company has expanded in various
directions. Apparel, accessories and gear were all introduced to
utilize the new, successful technology called Croslite. In this way,
product line stretching was imposed. The new items were noticeably
different. The Crocs product range is divided into three categories:
everyday, style and sport. The everyday product range is composed
of fully moulded products, which were closest to their core products
and targeted widely to several distribution channels. Their style
product range consists of more fashionable silhouettes targeted
towards higher-end department stores. The sport product range
includes sport inspired products that offer a Crocs point of view for
active end uses like boating, walking, and hiking.

PRODUCT MIX CHART -

Product life cycle-
Crocs -
At the moment, Crocs is situated in the maturity phase. Competition
has come to a peak, and most former potential customers have
purchased the product. The market starts to saturate, but profits are
kept high. Crocs are probably a fashion, currently very popular but is
starting to decline slowly
Ocean Minded, YOU by Crocs and Bite -
Items have been added in late 2007, which means it is still in the
introductory phase. A lot of investments (with the help of Crocs’
profit) are realised to promote and familiarise customers with these
fairly new products. Soon or a later, these items (especially YOU by
Crocs) need to generate enough profit, which means they enter the
growth phase.
Jibbitz -
Jibbitz is an additional item that can be purchased to decorate the
Crocs shoes. It is not responsible for a lot of profit, but is more of an
optional product that enhances the demand of the Crocs shoes.
BRANDING
For those looking for footwear that complements both their
personalities and lifestyles while also being comfortable for their
feet, the Crocs brand stands for innovation, fun, and comfort. Crocs
is progressing significantly in its mission to offer intuitive comfort to
feet everywhere by offering more designs and in more locations for
more situations than ever before.
Their mission is to bring profound comfort, fun and innovation to the
world’s feet. Crocs debuted an innovative shoe composed of a
ground-breaking material called Croslite in 2002, the year the
company was founded. The footwear business had never seen
anything like the special properties that Croslite technology
possessed, which enabled it to function both on land and in water.
Because crocodiles can live in a variety of environments and are
amphibious, the company was given the name Crocs.
With a shoe unlike any other, Crocs gained popularity by offering
customers creative, enjoyable, and comfortable footwear that could
be worn for a range of lifestyle occasions. The Crocs brand name
began to develop a positive, self-sustaining physical and emotional
experience.
With over 100 million pairs of shoes sold to date, Crocs is currently
leading a worldwide consumer movement that has quickly grown to
transcend cultural barriers.
BRAND IDENTITY-
1. Innovative - What separates Crocs from ordinary shoes? Radical
thinking, industry-leading innovation, meticulous health-
minded research, and never forgetting who they ultimately
answer to: Feet.
2. Fun - Whether it’s with colour, clever design, or in the way we
get our message out, Crocs™ always strives for smiles in an
effort to elicit a feel-good emotional experience.

3. Comfort - Our bread and butter, profound comfort is all about a

feel-good physical experience. Innovations like advanced
ergonomic design, über lightweight technology, and a
massaging foot bed all make sure you’re comfortable from toe
to head, and vice versa.

4. Simple - Utilitarian design with versatile function helps Crocs™

stand out. In a world full of bells and whistles, less is more.
PACKAGING AND
LABELLING
 PACKAGING –
Majority of the footwear sold by crocs are without boxes. As their
target market is millennials and GenZ, the generation is about self-
expression, community and digital-first. They hate the use of plastic and
are very conscious of the carbon footprint. They usually now prefer the
sustainable option, and promote and use the products which have the
minimum carbon footprints.
Crocs is very well aware of this fact and are constantly working towards
it. Their packaging does not include use of boxes and minimizing the
impact of packaging.  They select packaging materials that are
recyclable, though, for certain material types, access and
infrastructure for recycling is often limited. They continue to work on
solutions that consider both the materials used and the end-of-life
opportunities, including recyclability.
As crocs are sold either online or on retail stores, the packaging is
more or less the same. Crocs are packaged in a cardboard box with
the company’s logo on the top. It is both, the primary and secondary
packaging.
LABELLING –
The label on the crocs contains a Universal Product Code (UPC). It is a
series of thin and thick lines that identifies a product, its authenticity,
pricing and inventory information. An electronic scanner reads with
UPC information at a retail check counter that is used by retailers
and marketers for inventory and price control purposes.
It is generally printed on the packaging box of crocs or sometimes is a
printed piece of small paper put inside the packaging box if the
shoes.
PLACE
Crocs, Inc should enhance and further develop production capacity
and global infrastructure to support the growth of the business and
retail sales. Wholesale should remain the primary channel, but crocs
should continue to develop the successful retail model that allows
crocs to present its full product line and have guaranteed access to
consumers.
Wholesale
Separation of Channels Crocs need to continue selling through
wholesaling to national department stores, 10% sporting goods
retailers, and independent specialty stores. Intensifying the selective
distribution policy by adding new external Wholesale retail stores to
carry the crocs product line is 30% retail required to enlarge Crocs
presence in the market and carry the increase in products 60%
Internet that Crocs plan to bring on the market. To rapidly expand its
number of crocs retail stores, it can consider franchising the store
identity. It is advisable that 60% of the sales should be done through
wholesale selling.
Retail
Focus in the new strategy should be on opening new U.S. flagship
stores in key geographic areas. The flagships in major cities
nationwide provide marketing “buzz” and increased exposure to the
brand driven by Crocs retail concept stores which showcase all of its
product offerings. From all sales, approximately 30% should be done
through its own retail stores.
Online Distribution
Crocs should continue to focus on its internet sales channel, given
the constant increase in ecommerce and the use of the internet.
However, to prevent conflicts with retailers who feel disadvantaged
by the expansion of the Crocs online channel, retailers should be
offered special products that are not for sale online to force
customers to visit the brick-and-mortar stores. 10% of the future
sales should be done on the Crocs website. The overview of the
distribution channels remains the same as mentioned in the
analysis. 

DISTRIBUTION
CHANNEL
The Company markets its products in approximately 85 countries
through two distribution channels: wholesale and direct-to-
consumer. Its wholesale channel includes domestic and international
multi-brand retailers, mono-branded partner stores, e-tailers, and
distributors. The Company's direct-to-consumer channel includes
retail stores, e-commerce sites, and third-party marketplaces. 
Crocs has developed a strategic business model around keeping
flexibility to offer merchants quick fulfilment while leveraging on the
efficiencies and cost savings. This is done in order to achieve its
objective and serve expanding consumer expectations. As a result,
Crocs has a distribution strategy that is unmatched in the retail
footwear sector. While the conventional industry practise was for
retailers to place bulk orders for each season's inventory many
months in advance without being able to adjust to changes during
the selling season, the revolutionary supply chain allowed
replenishment system which strengthens its relationships with
customers by allowing the company to accurately track and rapidly
respond to fluctuating consumer demands.
Crocs' excellent supply chain management has been the main factor
in the company's success and created its market added value over its
competitors.
PROMOTION MIX
Advertising
Especially magazines were targeted thoroughly. Fashion magazines
such as Vanity Fair and Curve included ads with the quote ‘Ugly can
be beautiful’, aiming on the critics that defined Crocs to be the
ugliest shoes in the world. And of course, with the imminent role of
the internet, online promotion increased. They mainly focused on
making people aware of Crocs and create special discount tools that
would be attractive for customers (discussed in Sales Promotion).
Crocs is also doing sponsorships (Pro Beach Volleyball), folk/rock
campus tours and segment licensing deals (Disney, NBA, MLB, NFL,
NHL).

Sales Promotion
After a short period of time, Crocs introduced coupons and various
discount codes that allowed customers to buy the shoes for a more
attractive price. It refers to consumer promotions. These codes and
coupons were placed on their own website. By downloading or
copying the codes, discount is granted. However, Crocs avoids
margin squeezes often associated with retail price incentives. Crocs
does not utilize incentives to retailers, discourages retailers from
using price concessions to help clear out inventory build-ups Also
events and shows were introduced (event marketing). Crocs
published the names of cities where special Crocs events would take
place.
Public Relations
Crocs also used this promotional tool to inform and persuade
potential customers. They wanted to create favourable publicity for
their brand. They released several news items during their growth
phase. In 2007, for example, Crocs announced a Charm Giveaway in
celebration of the new DVD of Pirates of the Caribbean. Free Jibbitz
were offered; Crocs received a lot of attention. Also, they created the
‘breast cancer awareness month’. During this month, each sold pair
of Crocs would automatically donate five dollars to the Cancer
Research Foundation.

Direct Marketing
Social Media- As an increasing amount of the population is using
these social media, Crocs advertises in a low-cost manner, but reach
a great public. Crocs decides that one of the members of the board
keeps a monthly updated blog. In this blog environmental issues will
be dealt with. Also new trends and fashion in the footwear market
will be described to inform consumers. In this way, Crocs provides
interesting information about societal aspects, but also plays a role in
promoting the new products. Crocs has a well-known Twitter
account where they reply to customer care inquiries and also post
the inspiring message, "Come as you are." Additionally, Drew
Barrymore is now endorsing the same uplifting message that is
promoted on their website. The standard shoe for men is a Croc.
Both celebrities and regular people might agree that wearing this
footwear fits into a particular lifestyle. We are aware of the power of
excellent social media, as seen with UMBC, the March Madness
favourite this year.
LOGISTICS
Due to pandemic, crocs and other shoes companies had restricted
access to the line of shipping hence the logistics had to be changed
to produce and sell in the same place. Earlier, Vietnam was the main
manufacturing base of crocs and all the shoes were distributed
through maritime shipping them to various parts of the worlds.

Crocs shoes are really simple, and so swapping factories can be very,
very quick,” Chief Executive Andrew Rees explained. “The classic clog
has three components, two of which are made on site, so you don’t
have a lot of external logistics to be able to get started. We think
we’re competent in terms of rapid manufacturing.”

Crocs was quick to begin diversifying its manufacturing overseas,

especially with facilities in Vietnam facing prolonged shutdowns due
to pandemic lockdowns in the region. In the short term, the
company said it has moved some production back to China and
Bosnia. It’s also ramping up production in Indonesia, and it has a
facility in India expected to be online by next year.

Vietnam has traditionally represented a significant chunk of Crocs’

manufacturing base. It was expected to account for about 70% of
production by the end of this year, the company said, but will be less
due to Crocs’ diversification efforts.

The products ordered through their website is sent through a courier

service called the UPS. Customers can track their orders through
order number. They also give their customer the option of choosing
their own preferred courier service as they provide the packing slip
to the customer.
RURAL
MARKETING
Vision And Mission

Vision - To be the leading supplier of footwear in rural India. Have at

least one pair of crocs in each rural household.

Mission- To provide stylish, health beneficial, soft, comfortable, light

weight and quality products to our customers at affordable prices.

Product:

• Clog-like shoes available in different colours - black, blue, orange

and green.

* Available for both men and children in sizes 4 to 10.

* Extremely light in weight. Thus, solving issues of leg pain and

backaches.

* Has two acupressure points which improve blood circulation in the

legs.

* Low maintenance. They can be simply washed with water to keep

them clean. They are long lasting and appealing to the eyes.

Price:

The price is set around 150 rupees, as the villagers are not expected
to pay a huge sum of money on footwear. So, they’re priced
accordingly that wouldn’t hurt their pocket.
Place:

Acquiring the raw materials from Alephata where a small production

plant is there.

* The crocs are manufactured and sent to the main distributor in

Junnar.

* The distributor delivers the crocs to all the footwear retailers in

Junnar.

Logistics And Supply Chain

The main raw material - Croslite which makes the crocs light will be
delivered from Pune(the nearest city). ' Other raw materials like
rubber and thread will be acquired from Alephata. Crocs will be
manufactured in Alephata and then sent to the main distributor in
Junnar.

The distributor will deliver the crocs to all the retail footwear stores
in Junnar.

Social Cause

Employing around 15 local people from Alephata for the production

process.

* Providing more business to the retailers in Junnar and providing

people the best product for the best price.
GREEN
MARKETING
Crocs announced a commitment that it will become net zero
company by 2030, meaning that it will bring down it’s carbon
footprint to zero.
It is doing these efforts by:
1. Transitioning to Sustainable Ingredients: Crocs shoes already
have a minimal carbon footprint at 3.94 kg CO2 eq. per pair of
Classic Clogs, and by the end of 2021, Crocs will be a 100
percent vegan company. Crocs is now finalising its strategy for
using Croslite, the main component of its footwear, which is a
more sustainable bio-based substance.
2. Minimizing the Impact of Packaging: In 2020, 85% of Crocs
shoes were sold without packaging, lowering the company's
effect on the environment. Crocs will keep looking at eco-
friendly substitutes for all of its other packaging components.
3. Innovative product afterlife solutions: Crocs provides thousands
of pairs of unsold shoes to individuals in need in an effort to
keep footwear off the ground and out of landfills. While Crocs
investigates a circular supply chain, the company is also
working on consumer-driven donation, recycling, and re-
commerce initiatives that will offer Crocs shoes a second
chance.
4. Investments in Resource use: Currently, recycling accounts for
45% of the waste used in Croslite material manufacturing.
Crocs will keep looking at methods to lessen its effect, such as
switching to renewable energy in its headquarters and
distribution facilities. Where this is not practicable, Crocs will
use the most effective sources by purchasing carbon credits to
offset any leftover emissions.
SOCIAL
MARKETING
In addition to lessening its environmental impact, Crocs is dedicated
to its brand purpose as a strong supporter of inclusion and
community, fostering a friendly atmosphere for all people that is
based on good governance, openness, and responsibility. Through its
Crocs Cares initiative, Crocs continues to provide shoes, money, and
time to those in need as part of this objective, all the while ensuring
that the company values unique individuals both inside and outside.
Crocs repurposed the highest performing user-generated content to
fuel their organic social media channels. By leveraging real content
created by real users, Crocs empowered consumers to tell their
stories, share their experiences, and build the brand from the core
out through official brand channels. Crocs also launched a campaign
called “come as you are” in 2017, celebrating the uniqueness and
individuality that each person has. This campaign focuses on
promoting the ugly looking clogs into making it something unique
and giving it individuality by offering jibbitz which make the clogs
look more unique and stand out from the crowd.
CONCLUSION
In 2002, Crocs, Inc. was founded. A quick growth in demand of these
“special” shoes impressed the whole industry. Everyone was looking
Crocs as an ugly shoe, which would not tempt many buyers. But, in
various areas the shoe was very attractive due to their low weight,
comfort, slip-resistance and other functions. Being very famous
amongst the professionals, after a short period of time, the shoe
became a fashion statement. The founders' never imagined such
type of success which they got. However, just after 5 to 6 years the
market started to saturate. Competitors and customers started
looking the Crocs as a ‘one trick pony'. Although profits remained
very high and market share for Crocs was also favourable, Crocs just
needed to avoid an expected decrease in both of these areas. Crocs
while tackling these problems faced many serious challenges. First of
all, imitating their popular concept was becoming easy. Small
changes made sure that even the patent was not offended. The
imitators or duplicates present in India are easily accessible and are
cheap too. Secondly, Crocs faced tough competition from their
established competitors who had a better distribution system.
Sketcher's one of their main competitors has a better-established
distribution channel. Due to which they were able to take more in-
store display spots. The limited distribution channel of Crocs kept a
big number of customers away. Lastly, the expansion problem was
becoming a big challenge. Crocs needed to expand their product line
to prevent becoming the above mentioned ‘one trick pony'.